Shows
Penny Linn PodcastFrom College to Canvases: Meet Our VP of Growth, Amanda | Penny Linn PodcastIn this whirlwind episode of the Penny Linn Podcast, Krista pulls back the curtain on one of the biggest transitions in Penny Linn history: turning on their brand-new warehouse fulfillment system — and surviving the chaos that came with it.After years of shipping orders out of the back of the Rowayton flagship store, Penny Linn officially flipped the switch to warehouse fulfillment. What was supposed to be a seamless backend update quickly turned into a two-hour Shopify scramble, manual SKU-by-SKU inventory updates (all 5,000 of them), and a crash course in what it really means to be...
2026-02-141h 02
Penny Linn PodcastWicked Good: Meet Collective Designer Kaitlin Lane | Penny Linn PodcastKrista opens up about how overwhelmed she’s been lately and what it’s taken to get the Penny Linn Podcast and business back on a more regular rhythm. Fresh off a visit from her mom (Penny Linn’s unofficial team MVP and resident mahjong/needlepoint queen), she shares a peek into the Penny Linn universe: candy collabs inspired by her mom, new Tootsie finishing arriving in the shop, upcoming Eric Carle pieces (including a “very full” caterpillar), and the chaos of licensing deals, product development, and a new warehouse coming online right before Chinese New Year shutdowns.She also...
2026-02-0644 min
Nina's Got Good NewsEpisode #133 - The Success of Grandma Hobbies (w/ Penny Linn Founder Krista LeRay)On this week’s episode of Nina’s Got Good News, host Nina B. Clarke is joined by her Good News VIP Guest, Krista LeRay!
Krista is the founder of Penny Linn Designs, a needlepoint business offering inspiration, education, essentials, and accessories for everyone, regardless of your level of experience.
Nina and Krista discuss her previous career as a lifestyle blogger, and how COVID-19 led her and countless others to take up needlepointing and other “vintage” hobbies. They talk about why needlepointing has become so popular among millennials and Gen Z-ers, the stressful process of hiring employees as an entrepreneur, Krista’s...
2026-01-2841 min
Penny Linn PodcastWhat Happens When Everything Hits at Once | Penny Linn PodcastThis week’s episode is a candid, behind-the-scenes look at what happens when a high-growth business hits friction—from delayed launches and supply chain strain to team transitions and leadership pressure.Krista opens up about a particularly tough week that forced her to confront the weight of self-imposed expectations. With multiple licensed launches (including Tootsie, Eloise, and Eric Carle) pushed back due to approvals, factory capacity, and Chinese New Year shutdowns, she shares how quickly momentum can turn into burnout when timelines don’t go as planned—and why learning to move the dates (instead of blaming yourself...
2026-01-1141 min
Penny Linn PodcastAn Open Q&A on Business, Needlepoint, and Life | Penny Linn PodcastIn this candid, end-of-year episode of The Penny Linn Podcast, Krista LeRay sits down during the in-between week after Christmas to share a wide-ranging update on life, business, and what’s ahead for Penny Linn. From warehouse transitions and restock delays to exciting hires, collaborations, and the upcoming New York City store, Krista offers an honest behind-the-scenes look at what it takes to scale a fast-growing creative brand.She walks listeners through the move to a third-party logistics warehouse, explains why certain bestsellers are temporarily delayed (and reassures everyone they will be restocked), and shares how explosive gr...
2026-01-0847 min
Penny Linn PodcastBehind the Scenes of Our Biggest Move Yet | Penny Linn PodcastIn this solo episode of the Penny Linn Podcast, Krista shares a major business update — Penny Linn is officially opening its second store in New York City. 🎉 From warehouse growing pains and fulfillment challenges to massive licensing wins and long-term brand vision, Krista pulls back the curtain on what it really looks like to scale a creative business in real time. She covers: Why Penny Linn is moving fulfillment to a 3PL warehouse Lessons learned from past growth bottlenecks -Upcoming licensed collaborations (including Sesame Street, MLB, Playbill, candy brands, and more) The strategy behind opening a brick...
2025-12-1442 min
Penny Linn PodcastFrom Finance to Fendi Needlepoint Fame: Meet Emma from What's the Stitch | Penny Linn PodcastIn Episode 3 of the Penny Linn Podcast, Krista sits down with Emma, the creator behind the fast growing needlepoint account What’s The Stitch. What starts as a casual chat quickly becomes a fun, honest look at how Emma built her presence in the needlepoint world by blending humor, authenticity, and a love for stitching.Emma shares how she first fell in love with needlepoint and why she decided to start posting her work online. Her TikTok and Instagram videos took off almost immediately, thanks to her relatable storytelling and her ability to make needlepoint feel modern an...
2025-11-221h 28
Two Sisters In BusinessEpisode 41: Our Chat with Krista LaRay, Founder of Penny LinnOn today's episode, we are chatting with Krista LeRay, Founder of viral needlepoint company, Penny Linn. Krista walks us through her career path and what lead her to start her multi-million dollar needlepoint business, what it was like on opening day at her flagship shop in Rowayton, CT and all of the ups and downs of running a booming startup. Listen in for an exciting announcement, too!
2025-11-1142 min
Penny Linn PodcastBehind the Bar Cart: Ways to Scale Your Brand with Morgan Julia Designs | Penny Linn PodcastIn the latest episode of the Penny Linn Podcast, Krista Leray shares big updates from her growing Connecticut needlepoint brand, including hitting the $1 million sales milestone and plans for expansion. From warehouse hunts to creative product launches, Krista gives an honest peek behind the curtain of running a modern retail and e-commerce business.She’s joined by Morgan Julia, founder of Morgan Julia Designs, who talks about her move to Jersey City, opening her new studio, and the huge success of her Bar Cart Club and Needle Minder Club subscriptions. Morgan also dishes on her first New Yo...
2025-11-101h 19
Penny Linn PodcastIntroducing the Penny Linn Podcast and The Story of How I Started Penny Linn In the inaugural episode of the Penny Linn Podcast, Krista shares her journey of starting and growing her needlepoint business, Penny Linn. From the initial idea to the challenges faced during the pandemic, she discusses the milestones achieved, including a million-dollar month and successful collaborations with brands like Tootsie and Eric Carle. Krista reflects on the impact of social media on sales, the importance of her team, and her aspirations for the future of Penny Linn.Takeaways:Krista's journey into podcasting began with a desire to share more than just short clips.Penny Linn...
2025-10-311h 01
The Marketing Factor, by Cobble HillFrom Influencer to Founder: Krista LeRay's Journey to Building Penny Linn DesignsKrista LeRay first made a name for herself as a lifestyle influencer, sharing her daily outfits and adventures with her social followers. But after falling back in love with needlepoint during the pandemic, she spotted an opportunity to bring a fresh perspective to this traditional craft. Enter Penny Linn Designs - the needlepoint kit company Krista built from scratch, combining her eye for design with her knack for creating content that resonates. Fast forward to today, and Penny Linn has grown into a multi-million dollar brand, with Krista at the helm as Founder and CEO.
For many influencers, the...
2024-06-1254 min
How'd She Do That?159. Krista LeRay, Founder of Penny Linn Designs, on Her Time at Major League Baseball, Creating Her Successful Blog, & Becoming an EntrepreneurToday's guest is Krista LeRay, Founder of Penny Linn Designs. Founded in April of 2020, after running out of canvases to stitch, Krista decided to try her hand at painting a needlepoint canvas and fell in love with the process. Penny Linn Designs is constantly evolving and expanding from bringing on new designers under The Collective to fresh new canvases and fun accessories.
Upon graduating from The University of Kentucky in 2013 with a degree in Business Communications, Krista moved to New York City for her job at Major League Baseball. She was with MLB for five years before leavi...
2023-07-181h 01
So Can IHow to Turn a Hobby Into a Thriving Business with Krista LeRayToday I am joined by Krista LeRay. Krista is a life and style blogger at Covering the Bases and founder of Penny Linn Designs. She currently lives in Fairfield County, Connecticut with her husband, their newborn son, and calico cat.In this episode, Krista and I talked about her career in Major League Baseball, her popular blog, how she turned her needlepointing hobby into a thriving business, all things Nantucket, and so much more! Marshall's FundPenny Linn Designs WebsitePenny Linn Designs InstagramKrista's InstagramCovering The Bases Blog
2023-03-0751 min