The story of Fellenn
From first pattern to full-time embroidery artist
Long before Fellenn, it was just me. A twentysomething living in South Africa in the mid-2000s, with time on my hands between day jobs. I spent this time learning to quilt. It brought my love of fabric to the fore and embroidery swiftly followed, with a book of stitches and a square of fabric.
The spark of inspiration
I grew up surrounded by creativity. Some of my fondest memories are of gentle days on the family farm with my mother, sister, grandmother and great-grandmother, learning to sew, stitch, knit and crochet among other domestic arts. An artist at heart but practical by nature, I only dabbled in creative endeavours as I grew older. Writing and sketching, quilting and sewing. The ways in which imagination could find form in the material world fascinated me. And then the grace and rhythm of hand embroidery – the slow, meditative movement of needle through fabric – drew me in, with its infinite possibilities and quiet, tactile intimacy.
From passion to practice
My journey from private passion to public business didn’t happen overnight. Early on, I spent countless hours experimenting with designs and stitches, devouring old embroidery books and perfecting my technique. I was fascinated by the diversity of stitches, each with its own look and feel. Stem stitch and palestrina, fishbone, four-legged knots and more became my building blocks. I embraced the versatility of these stitches to thoughtfully craft my designs.
My work was personal at first: gifts for family and friends or art for myself. But as my style developed, I began to think about sharing my designs with other embroiderers who wanted to stitch more contemporary designs, as well as advancing the art form through modern design and fresh colours. Patterns soon followed, so others could replicate my designs and experience the same joy and satisfaction that I did.
The idea to sell patterns did not come without doubt. Embroidery's current surge in popularity hadn’t quite begun and I wondered if anyone my age would be interested in the slow art of stitching by hand. Would more seasoned, traditional embroiderers be open to contemporary design? A belief in the evolution of handwork and reach of the internet spurred me on.
Founding Kelly Fletcher Needlework Design
In 2009, I launched my embroidery pattern business under the name Kelly Fletcher Needlework Design. I began modestly, with a small collection of digital patterns sold through an online shop on my first website. My approach was simple but distinctive: modern designs that honoured the rich traditions of embroidery but were relatively quick to embroider.
My early patterns reflected a love of nature: wildflowers, birds, leaves and insects. I focused on clear, comprehensive instructions – choosing my signature illustrated instructions over wordy written instructions – believing that beautiful embroidery should be within reach for anyone willing to pick up a needle and thread.
The response was heartening. Customers in other countries discovered my patterns. And embroiderers wrote to me about the joy of learning new stitches and techniques, and the satisfaction they'd felt at completing a project. The internet – as I’d hoped – was connecting me with like-minded embroiderers around the world.
Growing the business
As my business grew, so did my hope of one day being a full-time embroidery artist. I expanded my pattern range to include everything from beginner-friendly to more intricate designs, each reflecting my eye for detail and colour. Soon, I had enough to categorise my patterns – nature, birds and insects, fruit and veg, creatures, plants and monograms, the holidays – reflecting the things I and my customers wanted to embroider.
I also began to share my knowledge through books and a newsletter. My enthusiasm for explaining through the written word took me by surprise, and has become as important as my design work. My books encourage everyone to give embroidery a go and do it their own way. Every stitcher should feel empowered to find their voice, whether on their own or within the framework of a pattern. My newsletter offers helpful advice along with new pattern releases, and celebrates the originality and creativity of the textile world at large.
Collaborations followed. I was invited to contribute projects to needlework magazines and chapters to stitching books, and my patterns were made into embroidery kits; I also authored my own book of embroidered items for the home. As did publicity. I was interviewed for and featured in numerous publications and on a podcast. And partnerships. My patterns became available in the online stores of fellow embroidery business owners, in turn offering a reliable source of supplies for my pattern customers.
Stitching through adversity
No story of entrepreneurship is without its challenges. Intellectual property theft has at times threatened my livelihood. As did a bout of burnout that left me unable to create for a time. The advent of AI continues to loom large in the world of design and it remains to be seen how it will affect the creation of embroidery patterns.
When these things happen, I read the reviews that happy customers have left of my patterns. They’re the best reminders of why I do what I do. And keep me firm in the belief that most will come by my work honestly. I try to keep moving forward, no matter how slowly at times. I work hard at adding as much value as possible to my patterns. And remain focused on creating fresh and original designs that are a joy to stitch, and books that make it easy to recreate my embroideries. In this way, I’ve fostered a loyal customer base of embroiderers who are happy and willing to support original design, and for whom my appreciation is boundless.
The Fellenn philosophy
At the core of my business is a belief in the restorative power of creating by hand. In a world defined by screens, speed and distraction, embroidery offers a retreat, a moment to slow down, focus and make something. Each pattern is more than a set of instructions, it’s an invitation to mindfulness, a way to connect with tradition while still living in a digital today. A way to express individuality without having to start from scratch.
My designs are characterised by simplicity and elegance. I avoid clutter and excess in favour of clean lines and thoughtful composition. My patterns are meant to be both accessible and challenging, encouraging beginners and skilled embroiderers alike to acquire new skills and think differently about stitches and how we use them.
Looking to the future
Today, my designs occupy a fairly unique space in the global embroidery community. My style has become recognisable to many and my patterns have been stitched in homes from Cape Town to Chicago. My books have helped a new generation of embroidery enthusiasts. And I continue to innovate – experimenting with new stitches and techniques – and seek fresh inspiration from the world around me.
I’m moving forward with my pattern business and editorial work under the name Fellenn from 2025, in the hope of expanding into other areas. Fabric lines and more personal work that explores new aspects of the art form. But embroidery remains at the heart of all I do and is more often than not the starting point for most of my ideas. I remain deeply committed to making it accessible, easy and enjoyable for all.
___________________________
The milestones that have shaped Fellenn
2009
First pattern sold
Launched first website and pattern shop as Kelly Fletcher Needlework Design
2010
First project in Inspirations magazine in Australia
Launched quarterly digital magazine The Stitch & Thimble (12 issues)
2012
Interviewed in Cross Stitch Magazine in the UK
Two more projects in Inspirations magazine
2013
Launched embroidery pattern store on Etsy
Created the motifs section for British author Margaret Rowan’s book, Stitch!
Another project in Inspirations magazine
2014
Interviewed in Ideas magazine in South Africa
Two projects in Ideas magazine
Created standalone supplement Ideas Embroidery for Ideas magazine
2015
Relaunched Kelly Fletcher Needlework Design website
First book, Embroidered Home, published with Kyle Books in the UK
Two kits created with becker&mayer! and published by Quarto in the US
Project featured in Mollie Makes magazine in the UK
Designer profile and projects featured in UK’s Prima Christmas Makes magazine
Profiled in Kindred Stitches magazine in Australia
2016
Embroidered Home released as Kirjottu Kissa in Finland
Two cover projects for Stitch it Yourself by Petra Harms in Germany
Third kit with becker&mayer! released by Quarto
Joined the Kindred Stitches design team in Australia
Project featured in Your Family magazine in South Africa
Project on the cover of Stitch magazine in the UK
2017
Brought out 120 Embroidery Stitches
Fourth kit with becker&mayer! released by Quarto
Interviewed in Talo & Koti magazine in Finland
Artist profile in Stitch•Illo by Uppercase magazine in Canada
Profiled in Be Creative with Workbox magazine in the UK
2018
Brought out Embroidery Tips, Tricks & Techniques
2019
Interviewed on Fiber Talk podcast in the US
Hosted workshop with South African thread producer House of Embroidery
2021
Second book, Embroidery for Everyone, released by Quarto in the US
Project featured in Love Embroidery magazine in the UK
2024
Began working as an embroidery artist full-time
2025
Rebranded Kelly Fletcher Needlework Design as Fellenn
Launched new website and pattern shop at www.fellenn.com