From a pencil line
to a stitch line.

It started in the margins

Long before there was a shop, there were notebooks full of drawings: flowers, animals, characters, lettering copied from cereal boxes. Drawing taught me the most important lesson I know: every shape is a path. You decide where a line starts, where it turns and where it stops.

Then I fell in love with light

A camera changed the way I looked at everything. Photography is about light, colour and texture: how a highlight makes a petal feel soft, how two colours side by side can glow or go flat, and what you leave out of the frame. I spent years chasing that light.

The day thread started drawing

The first time I watched an embroidery machine stitch out a design, I recognised it at once. It was drawing. A satin column is a pencil stroke. A fill is a patch of light. The direction of the stitches decides how the thread catches the sun, just like a photo. Everything I had learned finally came together in a hoop.

I started digitizing at night, stitching test after test and throwing away the ones that puckered, gapped or jumped too much.

In Embroidery was born

In 2023 those designs became In Embroidery: a place where embroiderers can find files that are drawn with an artist's eye, coloured with a photographer's eye and tested on real fabric before they ever reach your machine. Today it's a library of 1,600+ designs and a community of more than 14,000 embroiderers.