We’re back with another Designer Spotlight! This month, Vic caught up with the powerhouses behind the Historical Sampler Company, Joanne and Suzanne – let’s see what they had a chat about! ⤵️🪡
Hi Joanne and Suzanne! Tell us a little bit about yourselves – your backgrounds, general day to day life, hobbies (other than crafting). This can be as vague or in detail as you both like, we understand that there are some things you may want to keep private!
Joanne and I have been great friends for over 30 years. Our husbands met at their place of work; we got married in the same year as each other and then had our children at the same time. When our children were starting school, we decided to start our own business – we both loved cross stitch and this seemed the perfect fit for our business idea. We both enjoy travel, walking and socialising with friends and family.
How lovely! When and why did you start crafting?
We both started crafting when we were children – we both had grandmothers who taught us to knit and stitch.
What elements of traditional samplers inspired you the most to go on to create your brand, Historical Sampler Company?
We both enjoyed the history of antique Samplers, and many happy hours admiring Samplers in museums and exhibitions. We love the symmetry of the designs and the muted vintage style.
It’s great to see the blend of traditional elements mixed with modern design! What can a typical day look like for you both in the studio? Are there certain tasks that each of you take care of?
Days at work can vary – it is just the two of us in the Studio most of the time. We split the manufacturing tasks between us. We have lots of planning tasks, to prepare for our subscription boxes and Advent Boxes. We have to ship on a daily basis orders from our lovely customers. And obviously, lots of time taken up cutting fabric, and making thread packs for the kits. We have extra help on our busy times, such as packing the monthly subscription boxes and Advent Boxes. We have a team of people that help us at these times in our warehouse.
It all sounds very exciting! What are the three essentials you need to have a successful day pattern designing?
Inspiration helps! I use a good cross stitch design programme and like a Netflix documentary in the background.
We’re loving the monthly mini projects! What was the design process like for you both in selecting elements to incorporate for the less seasonal months?
We like to look at high street trends to keep the designs modern and fresh.
You also have a range of tapestry kits available; had this discipline always been in mind when creating the brand? Or did this feel like a natural next step after launching the cross-stitch kits?
This did feel like a natural step after setting up our normal range of cross stitch. The tapestry designs are such fun, you can use brighter, bolder colours. The tapestry cushions are a great interior piece when finished.
They certainly are! You’ve released multiple SALs over the years – what’s the most exciting part of the pattern designing process for these?
We like SALs as it a real community stitching piece – we have a large Facebook group – over 20,000 people – and they love to share their progress whilst stitching the SAL. It is so amazing to see so many people stitching our designs.
An incredible accomplishment! If you had to choose, what’s your favourite SAL you’ve designed so far?
We love Christmas – so probably Winter Wonderland, which is set out as an Advent Calendar and is full of lots of Christmas motifs.
Your monthly subscription boxes, Cotton and Twine, have featured some truly beautiful designs, even housing patterns by the brilliant Emma Congdon of Stitchrovia. What’s the process behind creating and curating each month’s limited-edition contents? It feels like the ultimate happy post!
We started the subscription box in March 2018. We wanted the box to feel like a gift to yourself each month – which is why we included a gift and sweet treat. As well as the thread and fabric needed to complete each month’s project, we also include the finishing items so that everyone can achieve a finished product. In our first month, we sold 30 boxes and were very happy – now, we sell over 1,000 items a month which is beyond our wildest expectations. The boxes are shipped all over the world.
A wonderful treat in all senses of the word! Speaking of the selection process, could you both tell us your three favourite DMC stranded cotton colours?
Joanne likes 221, 730 and 611 – very traditional, core colours, and Suzanne likes 351, 3817 and 758 – a brighter palette.
Some great choices, there! When you’ve both got time get crafting, what must-have accessories are in your cross-stitch kits for a successful stitching session?
A comfy sofa is a must! A good daylight lamp and we both prefer to stitch with a seat frame, which allows for you to use both hands to stitch with. Obviously, we have a wide variety of scissors and needle minders from our office to choose as extra accessories.
Perfect for those days when one needle minder isn’t enough! If there’s a day where you’re both facing a creative block, what are some of your go-tos to get your creative juices flowing again?
We go out regularly to see what images are being used on greeting cards, tableware, soft furnishings etc.
You’ve been friends for over thirty years; looking back on all you’ve achieved and having amassed a flourishing stitching community, how special has this journey felt in doing this together?
It is very special – we are so lucky to work with each other. We cannot believe how the company has continued to grow over the years. Lots of highlights in our business career such as being selected over 15 years ago by Royal School of Needlework at Hampton Court Palace to stock our products, also being selected by John Lewis and National Portrait Gallery. We appreciate all of the retailers that have trusted us to provide product for their businesses.
Some incredible achievements had and even more special knowing you’re doing it together! Finally, do you have any tips for readers developing a passion for crafting?
We both do several crafts – knitting, crochet, jigsaws and of course cross stitch. We would suggest trying different crafts and find which one suits you best.
A great tip to leave on – thanks both for chatting with us! ✨
For more information on Joanne, Suzanne, and the Historical Sampler Company, click HERE. If you’d like shop their kits, click HERE.