Featured VentureMom: Krista LeRay – Founder of Penny Linn Designs
Sometimes, the best ventures begin at home — literally. For Krista LeRay, founder of Penny Linn, her business began in a one-bedroom apartment with a love of creativity and a desire to bring something fresh to the world of needlepoint.
After years of working in social media for Major League Baseball in New York City, Krista was ready to create something of her own. A longtime lifestyle blogger and creator of Covering the Bases, Krista had always loved the balance between creativity and community. When she began needlepointing, she quickly realized that the market lacked fun, modern canvases that reflected her style. So she decided to paint her own.
What started as a side hobby — a few hand-painted canvases shared online — quickly blossomed into something much bigger. Her bright, modern designs drew attention from fellow stitchers who were eager for something new and joyful in the traditionally classic needlepoint space. Soon, Krista left her corporate job to pursue her passion full-time, and Penny Linn was born.
Founded in that tiny apartment, Penny Linn grew from a creative experiment into a full-fledged destination for all things needlepoint. Today, the brand offers hand-painted canvases, chic tools, stylish accessories, and a thriving community of stitchers. Each product and design is created with heart and purpose, inviting people to discover the joy of creating something beautiful by hand.
At its core, Penny Linn is a joyful, welcoming place to shop and connect. Whether you’re picking up a needle for the first time or you’re a seasoned pro, Krista’s goal is to make everyone feel inspired, encouraged, and part of a creative community that celebrates craftsmanship and fun.
The name Penny Linn holds deep meaning for Krista. “Penny” honors her beloved grandmother, who first introduced her to stitching and whose favorite family card game, Six Penny, inspired the name. “Linn” is Krista’s maiden middle name — a personal touch that keeps her roots at the heart of her brand. Together, they represent legacy, love, and the creative spirit that fuels everything she does.
From a few hand-painted canvases to a growing lifestyle brand, Penny Linn has become a space that celebrates creativity, community, and connection — one stitch at a time.
VentureMom Tip
Build a business around a craft that you love.
