Meet the What's the Stitch team
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Kelli
Chief Operating Officer
Kelli lives in West Palm Beach, Florida, with her husband and their golden retriever, Russ. She loves the behind the scenes of building the brand, creating cheeky products, and making needlepoint a little more fun in the process.
Favorite Canvas: Bite Me
Favorite Stitch: Basketweave
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Lily
Head of Community
Lily graduated from the University of Virginia in 2024 and now lives in NYC. In the early days of post-grad, she was looking for a new hobby and after trying needlepoint, she quickly became obsessed!
Favorite Canvas: Suck It Up, Buttercup
Favorite Stitch: Brick Stitch
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Annabelle
Head of Brand Partnerships
Annabelle graduated from the University of Virginia in 2025. She loves all things needlepoint, long walks, and her dogs.
Favorite Canvas: Cocktails Stitchmas Village
Favorite Stitch: Diagonal Mosaic
