We Interview
Modern Folk Embroidery’s timeless patterns are inspired by the stitches and stories of the past. We caught up with designer Jacob de Graaf…
Jacob de Graaf
Fans of vintage textiles might find something familiar about Modern Folk Embroidery’s cross stitch patterns. But look closer and each one has a unique, modern twist. Owner and designer Jacob de Graaf told us about his respect for the stitchers of the past, and how he has turned this passion for vintage-style designs into a flourishing business.
Hi Jacob! Can you tell us a little bit about yourself?
I grew up in the Netherlands. My mum was a very creative person and encouraged me to be creative as well, [so] I was always drawing and making things. I trained as an artist, and for several years ran an art gallery. Thirteen years ago I moved to the UK, where I now live with my partner and two cats in a beautiful cottage in York. Last year I released my debut album – look out for Ivy by In Praise of Shadows!
What do you love about stitching?
Its meditative quality. My work usually only uses one colour, so it’s quite easy to follow the pattern, even on large pieces… Before you know it, you’ve created something really beautiful. Cross stitch is such a simple technique, but I love that the results are infinite!
How did you set up Modern Folk?
A little by accident! Years ago I visited my mum in the Netherlands, where I saw a cushion she’d made with a piece of vintage embroidery. I loved the pattern, so I decided to chart it. This was something I used to do as a kid, and the charting process was so nice to do that I designed a couple of original patterns. When my friends saw them, they told me I should share them in a shop – and that’s how it started!
Is there any particular folk art that inspires you?
I’m really attracted to the folk art of Scandinavian countries, which is probably clear from my work. But
folk art in general has a huge appeal to me. I really love the samplers that Quaker girls stitched, and I’m really lucky to own a sampler stitched by a girl at the Ackworth Quaker school here in Yorkshire, not too far from where I live!
Are the historical stories behind designs important to you?
I love history. When I make a new design, I try and incorporate elements from the past, and when I chart an antique sampler, I want to try and find out as much as possible. With Scottish samplers, the makers stitched not only their own name on the samplers, but also those of their relatives… You can usually say with a lot of certainty who the maker was, when she was born and where she lived. I love giving back some of the stories that have been lost over time, as I think it is a tribute to the girls who stitched those beautiful works.
How do you add a modern element?
My new designs take inspiration from the past… so in that way they are a continuation of folk art. But in the 21st century… it becomes much more of a melting pot. So in some designs I’ll use influences from Moorish designs combined with a border from 16th-century Italy, and a central motif that could’ve been from 18th-century Sweden. All together it creates a new visual language, one that I hope is recognisable as that of Modern Folk Embroidery.
Do you have a favourite pattern that you designed?
My favourite design and my bestselling one would probably be the same – the 2018 Modern Folk Embroidery Stitch-A-Long! It was so exciting to design this large piece, and then reveal each part.
I’m equally excited about this year’s Stitch-A-Long. It’s 12 separate panels that can be stitched as I prescribe, or individually framed. Several of the panels have multiplechoice options as well. This means that by the end of it, every design stitched will be truly unique.
Some of your designs are very detailed. Do you have any tips for newbie sewers to help them?
Start with a small design. It’s best to finish something small first, learn from your mistakes, but most importantly, get a sense of achievement from finishing it. Then you can move on to a larger piece. The great thing is that most of the designs are just one colour, so they’re super easy to follow. I tend to work from the outside in, as I think the biggest challenges are always the big borders.
What were your dreams for the business when you began?
What Modern Folk Embroidery is today, is something that I hadn’t even dared to dream of when I set it up. I am grateful that I can sometimes use my work to raise awareness of social problems. With all my international stitchers, it’s fantastic to see that it doesn’t matter much where we are from, but what we love doing, that unites us.
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Before you know it, you’ve created something really beautiful