Stitch & Story

Stitch & Story, founded in 2012, sells a range of experiential crafting kits, accompanied by online tutorial videos to teach viewers knitting techniques.

Date of investment
November 2019
Cost of investment
% of ownership
Latest valuation of Pembroke investment

Jennifer Lam and Jen Hoang, who both enjoyed knitting but were aware that it was perceived as old-fashioned and difficult to learn, saw an opportunity to bring the craft into the 21st century.

Stitch & Story sells its products in the UK, both online and through third-party retailers such as John Lewis, Liberty and Fenwick, alongside over 100 boutique gift stores nationwide; it also sells its kits to customers in the US via its website.

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