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All about Me!

Hi Everybody!

I am launching a new format to my newsletter that I send out to subscribed customers and I realized that it has been awhile since I introduced myself to everyone!

So here goes .....

I am totally passionate about Embroidery and have been since my Mom taught me during a family vacation to Hawaii in 1991.  I have been hooked since and as with most people I started with Cross Stitch and Knitting.  I made a few pillows during high school and once I got to University it influenced my decision to major in Art and Art History at the University of Saskatchewan.

After University I ended up working for Michaels Arts and Crafts and loved being surrounded by creative people all day long!  I had the opportunity to travel Canada with Michaels and lived in Halifax, Dartmouth and Fredericton during the 00's.  I was finally transferred to Calgary and have been here for the past decade.

I moved over to Indigo Books for the next 8 years and was able to learn lots about the behind the scenes of running a company ... Inventory, ordering, creating displays and running events.  I had some great times working in many stores around Calgary learning from passionate people who love sharing their passion for books with everyone.  I loved how their passion for books showed in all they did and that lead me back to my first love, Embroidery.

A friend from Michaels asked me to join the Calgary Guild of Needle and Fibre Arts and that set me on my journey to where I am today (even though I didn't know it at the time)

Having a group of supportive people with a shared love of all things needlework opened my world to the wide range of embroidery beyond cross stitch and wow, what a world there is!  It was with their encouragement that I began my website store in 2019.

This has been a labour of love and each and every customer and friend has helped shape the look and feel of my site!  I love customer suggestion for product and its like falling down the rabbit hole of ideas and products.  I want to build a store around what people need and love so keep the suggestions coming!

If you would like to subscribe to my newsletter, you can update your profile or you can email me and I can add you in ... you can unsubscribe at any time and my newsletter will come out once a month on a Friday.  I will also be posting it here on my website as well

Happy Stitching,


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  • Jennifer Butterworth on

    Please subscribe me!

  • Sharon W on

    Please subscribe me! Thanks Jenn!

  • Susan Speichert on

    Please subscribe me.

  • Lana Shupe on

    Loved learning all these little tidbits about you Jenn. I love to hear stories about how artists come to their artistry. Look forward to seeing the monthly newsletter you produce. I know it will be just great!

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