Krista LeRay transformed a simple hobby into a thriving business, Penny Linn Designs, which generated over $4.4 million in sales last year. This remarkable journey began during the COVID-19 pandemic when LeRay revisited her college pastime of needlepoint. Initially uncertain about the venture's profitability, she invested $7,000 in supplies, drawing from her earnings as a full-time lifestyle blogger. She launched her Shopify website in September 2020, announcing it through her blog and Instagram account.
LeRay's dedication was evident from the start. She spent hours meticulously painting small canvases, sometimes devoting six hours to create a single 4-inch by 4-inch piece. The hard work paid off; within two hours of her launch, she sold her first 500 canvases. The company initially focused on her designs, but it has since expanded to include works from various designers.
The product offerings range from approximately $30 to over $100, catering to a wide audience. With a customer return rate of 60%, it is clear that the quality and appeal of Penny Linn's products resonate with buyers. LeRay's commitment to her craft was intense; she recounted, “I would wake up and paint the entire day until 2 a.m.” She even noted the physical toll her dedication took on her, saying, “My pinky went numb from holding a fist [around the brush] all day long.”
By the end of 2024, Penny Linn Designs achieved profitability with an impressive 36% margin. This success prompted LeRay to take her side hustle full-time after it surpassed $416,000 in annual sales. Reflecting on her initial doubts, she acknowledged that she worried whether the side hustle would be worth her time. However, those concerns quickly faded as the business flourished.
The growing demand for her products has led to significant expansion. LeRay now employs 10 full-time and 24 part-time staff members, a strong indicator of the business's growth trajectory. The company is also opening a new 5,000-square-foot retail location in Rowayton, Connecticut, further solidifying its presence in the market.
As she reflects on this journey, LeRay expresses gratitude for the attention and effort that went into building her business. “That's behind us. We gave it the attention it needed. Time to move on,” she stated, signaling her readiness for the next chapter.
Penny Linn Designs not only showcases LeRay's artistic talent but also highlights the potential for small businesses to thrive in an increasingly competitive landscape. Her story serves as an inspiration for aspiring entrepreneurs who may be hesitant to take the first step into the business world.