A traditional craft is finding a new generation of fans in South Jersey, and Michele and Sophie Ferguson are helping stitch together a community around it.
The mother-daughter organizers were originally part of Stitch Philly, a stitching club that hosted meetups throughout the Philadelphia area. As needlepoint gained popularity, particularly among younger people discovering the craft through social media platforms such as TikTok, they began noticing demand for similar opportunities closer to home.
“We loved the idea of creating a space where people could come together, meet new people, and enjoy needlepoint in a fun and social setting,” Sophie Ferguson said.
That inspired the Fergusons to begin organizing their own events in South Jersey.
The traveling format developed partly out of necessity. The Fergusons operate an online needlepoint design business but do not have a brick-and-mortar storefront. They initially attended local green markets with a flower bar and decided to bring some of their needlepoint designs along.
They quickly discovered that needlepoint was generating even more interest than the flowers.
After just a few markets, people began telling them they had always wanted to learn needlepoint but either didn’t know where to begin or found the craft intimidating. The response led Michele and Sophie to offer their first beginner class, and the concept grew from there.
The traveling model has since become a defining part of their business. Instead of asking customers to come to them, the Fergusons bring needlepoint to wineries, farms, markets and other local venues.
They are working toward hosting events monthly and developing a larger South Jersey stitching community. Sophie noted that Philadelphia has an established stitching community, but those gatherings can be a significant drive for South Jersey residents. There are also few needlepoint shops remaining locally.
“We know the interest is here,” she said. “We just needed to create places for everyone to get together.”
The events focus exclusively on needlepoint and are designed to welcome everyone from longtime stitchers to complete beginners.
For newcomers, Michele and Sophie can provide kits containing everything participants need to begin. Supplies and instruction are brought directly to the host venue, removing some of the uncertainty that can make trying a new craft intimidating.
Their goal is for someone to arrive without ever having tried needlepoint and leave with the skills and confidence necessary to continue a project independently.
But teaching needlepoint is only part of what the Fergusons hope to accomplish.
Sophie described their gatherings as social experiences rather than traditional classes. Participants can grab a drink, talk with others, enjoy the venue and stitch at their own pace.
Partnering with local businesses also means the atmosphere can change dramatically from one gathering to another. One event could involve stitching with a glass of wine at a winery, while another might include a hayride followed by stitching around a bonfire with cider and s’mores.
The needlepoint canvases can also be customized to match an event’s season, theme or location, providing guests with a project that reminds them of the experience and giving repeat participants something new to create.
The Fergusons also offer private events, including bridal showers, birthday celebrations and gatherings for groups of friends who want to learn together. Private lessons can be held in person or virtually, and custom designs allow customers to turn meaningful images or ideas into needlepoint canvases.
Sophie believes part of needlepoint’s growing popularity comes from people’s desire to step away from technology.
“I think people are rediscovering how calming it can be to work with their hands and focus on something repetitive and creative,” she said. “Needlepoint gives you an opportunity to slow down, put your phone away for a little while, and focus on what’s right in front of you.”
The social aspect adds another dimension. Participants can disconnect from screens while simultaneously creating something tangible and connecting with other people.
Building the business together has also been meaningful for Michele and Sophie, who bring different strengths and perspectives to the operation. Their work includes planning events, sourcing materials, designing canvases, coordinating with venues and developing creative ideas for each gathering.
For Sophie, that partnership reflects the nature of needlepoint itself: preserving something rooted in tradition while finding new ways for another generation to make it its own.
The Fergusons hope participants ultimately leave their events with more than a partially completed canvas. They want guests to gain a new skill, meet new people and discover a community where they feel comfortable returning.
Looking ahead, Michele and Sophie hope to collaborate with additional South Jersey businesses and venues and establish a consistent schedule of events. Their long-term goal is to continue growing the region’s needlepoint community while finding creative ways to introduce more people to the craft.
“This is really just the beginning for us,” Sophie said, “and we’re excited to see where it takes us.”
