Crafting guru Jennifer Lam
Jennifer Lam, 30, co-founded Stitch & Story, a range of highend knitting kits, tutorials and workshops, in 2012 with her friend Jen Hoang, 28. Jennifer lives in London with her husband, Simon. JEN and I met at school. I remember, aged 15, she got into knitting and gave her first project to me: a thin, peach-pink scarf, in acrylic wool. It had a few holes, and cost just £1, but I thought it was such a meaningful gift.
We stayed close friends. She went on to study design, while I did a business degree. Then I got a job in publishing, as I wanted to be an editor. But it wasn’t what I expected. I thought it would be so creative, but it was just a mundane office job. I wanted something for myself — so I started knitting.
I picked it up because it’s one of those social crafts. It’s also easy to transport: you can do it on your commute or lunch break. Jen and I used to meet in coffee shops and knit together for hours.
It was so therapeutic — you’d lose yourself in the stitches and could forget all your worries. It’s almost like mindfulness. Nowadays, it’s rare to get a moment to yourself.
I found it so rewarding making something from scratch, too.
Yet, back then, knitting was seen as old-fashioned. I was using cheap yarn, the patterns were hard, and I realised it could be off-putting. I felt like it had been lost to an older generation. You don’t get taught these skills at school any more, either.
I wanted more people to benefit from this amazing craft. That was my light bulb moment. I asked Jen to go into business with me: immediately, she said ‘yes’.
In 2012, we founded Stitch & Story, a range of premium knitting kits, containing quality, 100 per cent Merino wool and clear, stylish patterns to suit different abilities, plus a series of online tutorials and workshops, to make it accessible to all. You don’t have to be a knitter to make one of our designs.
We had no savings, so I had to stay in my job for two years and live at home. It was hard to convince buyers. But we managed to get a £12,000 loan — and made £10,000 in a year.
We’re on course to hit £2 million this year. We’re stocked online, in John Lewis, Liberty, Debenhams and Fenwick, as well as the U.S. It’s been a mad journey, but it’s a dream running a business with my best friend.