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For interviews with Sally Wilson, appearances or talks, please email info@caterpillarcrossstitch.com with your preferred dates and details of the event.
Sally Wilson is the founder of Caterpillar Cross Stitch, a leading needlecrafts company specialising in modern, bright cross stitch kits, patterns, supplies and stitch-a-longs. The company was founded in November 2015 while Sally was on maternity leave with her first child. A qualified lawyer, she quit her 9-5 job having practised law for several years with dreams of starting her own ecommerce business that fulfilled her creative spark. The company has seen huge growth since its launch, without any outside investment, moving from the kitchen table to 2 commercial units and a team of 16 in 2024.
With over 25 years' stitching and 9 years’ experience in design and running a successful crafts company helping others globally discover their creativity and love for cross stitch, Sally regularly appears on the TV shopping channel, Hochanda (The Craft Store) and hosts online group events (Stitching Socials) for stitchers around the world. Sally and the company have won a variety of awards over the years including the British Craft awards, Best of Crafts awards, Crafts Business awards and the Woman Who Achieves awards) and Sally regularly contributes to and is featured in print and digital magazines including the Daily Mail (as a finalist in the NatWest awards 2020) and The Spruce. Sally lives with her husband and two young children in rural Warwickshire, UK.
My Wife Quit Her Job with Steve Chou podcast - 2021
My Wife Quit Her Job with Steve Chou podcast - January 2020
The Stitch Talk podcast - October 2020
Stitching & Co. podcast - January 2022
BBC One 'The Big Idea Works' with Sara Davies - February 2025
Sellers Summit Conference, Florida - May 2025
NEC Creative Craft Show - March 2025
Caludon Castle School - Leadership Conference February 2025
American Heritage Girls Conference - 2021
The Daily Mail - 2020
Hobbies & Crafts - 2021
Author of Jump Into Cross Stitch (published 2022 by C&T Publishing)
The Complete Cross Stitch Planner (published May 2023)
If you've always fancied having a go at cross stitch and want to take advantage of the wonderful mindfulness it can bring, this is a great book to get you started. Sally's enthusiastic approach to needlecraft makes it fun along the way, and she shares lots of useful tips to help you grow as you go.
Holly Tucker MBE, founder of notonthehighstreet.com, Holly & Co and the UK Ambassador for Creative Small Businesses.
Craft Business Awards 2021
Best Independent Retailer - Winner
Best Small Business - Winner
Natwest Every Woman Awards 2020
Aphrodite Award (Sponsored by The Daily Mail)
Shortlisted Six
Best of Craft Awards 2020, Highly Commended
Best Online Store
Most Inspiring Blog
Crafting Woman of the Year - Sally Wilson
Woman Who Achieves Awards 2020
Growing SME - Winner
British Craft Awards 2019
Stitch Designer of the Year - Winner
Stitch Brand of the Year - 1st Runner Up
Stitch Retailer of the Year - 2nd Runner Up
