Penny Linn Designs, a creative venture born from Krista LeRay's passion, has made significant strides since its inception in September 2020. What began as a side project for LeRay has evolved into a successful business with impressive financial performance. Initially, the company was run from LeRay's New York apartment, where she invested $7,000 in supplies before seeing any profit. The early days saw her earning a mere $2 an hour. However, Penny Linn Designs has now expanded to employ 34 people and operates out of a 5,000-square-foot retail location in Norwalk, Connecticut.
LeRay's journey with Penny Linn Designs began modestly. For about ten months, she painted, packed, and shipped orders from her apartment. Each 4-inch-by-4-inch cotton canvas, painstakingly painted over six hours in a span of four months, sold for $50. Despite the labor-intensive nature of the work, LeRay persevered. Reflecting on those early days, she remarked:
"It made me think this could never be my job, just because it's so labor intensive." – LeRay
The company has since achieved remarkable growth. In 2024 alone, Penny Linn Designs generated $4.43 million in sales, translating to an average of $369,000 per month. This success is a testament to the efficiency improvements made as the business has grown. The company reported a 36% profit margin last year, allowing LeRay to draw a salary of $80,000.
Penny Linn Designs' expansion included the opening of its sizeable retail space in Norwalk, located approximately 50 miles from where it all started in LeRay's apartment. This strategic move not only provided more room for operations but also brought the company's unique aesthetic to a broader audience.
The products offered by Penny Linn Designs are known for their distinctive "coastal preppy" style. The canvases feature whimsical designs such as champagne bottles, Cape Cod salt-and-vinegar chips, and Taylor Swift quotes. These charming pieces are crafted by a variety of designers who share the brand's aesthetic vision.
The company's evolution from a side hustle to a flourishing business reflects not only LeRay's dedication but also her ability to adapt and grow amid challenges. Her initial concerns about the viability of her business have been replaced by the reality of a thriving enterprise that supports a team of employees and delights customers with its unique offerings.