We interview Emma Horan
Cornwall based designer Emma Horan found lockdown presented her with a unique opportunity to move to a brand-new St Austell studio
Fancy stitching by the sea, not just on holiday, but all year round? That’s what Emma Horan gets to do! With a range of cross stitch kits based on the Cornish coastal landscapes and seascapes, she’s happiest being creative in her adopted county, launching her new St Austell studio and shop this year. Emma, who didn’t get hooked on stitching until her mid thirties, re-located to Cornwall a few years ago. There she was inspired to create acrylic paintings of the coast. “As I had also just started stitching I was on the hunt for colourful modern cross stitch and thought I would try and combine the two,” she recalls. “I purchased some graph paper but then by chance stumbled upon some cross stitch design software in a second-hand bookshop for 20p so thought I had to give it a proper go. I completed my first design, St Ives North Harbour (and stitched three different versions) – I posted the picture on twitter with the hashtag #crossstitch and the response was incredible.”
Emma had always loved Cornwall since holidaying there when younger and had wanted to move there for a long time. “I previously lived in cities and worked in fast paced careers so the pace of life and attitude is very different. My husband actually made me a motivational ‘Move to Cornwall’ poster for my old IT recruitment office wall. We finally took the plunge and moved to St Austell 11 years ago.”
The process of Emma turning a coastal view into a cross stitch kit involves several stages. “I love to visit beautiful places and take lots of photographs, so normally have quite a lot of inspiration to base a new design on. Once I have decided on a composition that I like, I draw or paint it on paper. I often combine elements of different photos, removing any people or cars and unnecessary distractions to try and create the basic feel of the location in bright, bold colours.
“I then use this artwork to create a chart. This is the time consuming part as although I do now use a professional cross stitch software programme I still graphically design each little square, picking more vibrant cheerful colours and finishing with black backstitch outlining. The finished chart is then proof stitched to ensure that the symbols are all correct, easy to read, that there is enough thread and also that it’s enjoyable for someone to stitch.
“I then complete the charts, paperwork and assemble the kits. As I am also a stitcher I do make a special effort to ensure that the charts are easy to read with distinctly different symbols for each thread colour. I also try and ensure that I keep my kits to standard sizes so that buying a frame to show off your work is less costly.”
Emma personally loves her lighthouse kits as well as her Abstract Ocean Trio as it’s different to her usual style. As for the most popular kit with customers, it’s her design of Mousehole Harbour. ”I think it’s the composition and the brightness of the surf boards and harbour houses,” she muses.
Of course with a new space in St Austell, Emma’s well placed for tourist visitors, who can come and see her at work. “I get a lot of stitchers travelling to see me whilst on holiday in Cornwall and I absolutely love when they are excited to be in a cross stitch shop and see me designing, see the stitched pieces on display and chat all things stitchy with me. The in-person feedback has been so lovely! I have a Customer Gallery on my website filled with stitchers’ finished pieces. I love that they buy my kits, spend so many hours creating them and then take the time to send me a photo of their work. A lot of people do also let me know what stitching that piece meant to them or why the place they were stitching is special.”
Although Emma had a small studio base in St Austell for several years, as her business grew she knew she needed to find something bigger, and managed to find something in the midst of lockdown! “As all non-essential retail was shut at the time it meant that there were lots of shops available – I figured it would be great to work from here and also people can visit and buy my kits if they wish,” she explains. “I love that my palette of colourful threads are on display, in cones, on bobbins and on my colour charts. I have so much space, a great shop front but also a room for workshops and lessons for future plans.”
Each day is spent in the studio, doing paperwork, maketing and working on new designs. When Emma’s working day is done she still gets to enjoy her coastal location, and the benefits that it entails. “When I am not stitching you will probably find me exploring Cornwall with my husband and son, either walking or on the beach. I am always having new ideas and so have loads of projects going on in various stages – I am currently completing designs for a new Colour Cornwall colouring book as well as experimenting with small mosaic tiles using a cross stitch chart.” Sure confirmation that stitchers need to watch this space! www.emmalouiseartstitch.co.uk
I get a lot of stitchers travelling to see me whilst on holiday in Cornwall