Our Tête-à-Tête this month is with Shana Benhayoun of SBTStitches.  Shana was our first guest designer when we started our tête-à-tête series a couple of years ago. As she recently opened a needlepoint shop in Aventura, FL, she graciously agreed to share some insights and photos of her gorgeous shop.  If you are ever in the Miami area, I highly recommend you stop by and have a look for yourself. I am very proud to call her a friend and I hope you will too.

1. Shana, you are a well-known needlepoint designer, a teacher of multiple classes from beginners to advanced decorative stitches, a wife, a mother of two young children, what possessed you to become a needlepoint shop owner?

When I began my needlepoint journey, I never thought I would work in the field! I have grown my business very organically over the last 10 years — from hobby to painting for friends, to designing canvases for sale, to teaching classes. The next natural step was to become a shop owner! I realized that I would love to own a shop back in 2019 when I was 8 months pregnant with my son but the timing was just off. I told myself then that when it is meant to happen, it will, and here we are!

2. Can you walk us through your design inspiration and the look you wanted for your shop?

I didn’t spend so much time deciding on a “look” for my shop other than I wanted it to represent me and my brand. When I decided to open a shop, the first step was to do a complete re-branding of SBT ­­Stitches. The logo I had been using for years no longer represented what my brand is today so I had to think long and hard about what I wanted. I pride myself on representing the younger demographic of the needlepoint community because when I began in this industry, it was still very stuck in old-fashioned ways. The key aspects I wanted my brand to project are young, vibrant, modern and traditional. I want my shop to feel like a needlepoint home for all stitchers, whether this is your first experience in a needlepoint shop or you have visited every store in the United States. 

3. There seems to be an explosion of new needlepoint brick and mortar shops opening up, what do you attribute that to, and how will yours stand out from the others?

It’s no secret that the needlepoint industry took off during the pandemic, bringing in new stitchers young and old. When I was teaching sold-out classes multiple times a week at the height of the pandemic, my students ranged from not knowing what needlepoint was to those picking it back up again after 30 years. The influx of new stitchers has totally revolutionized the needlepoint industry as a whole and people are realizing that they have a new market to tap into. When I began working in the industry, I couldn’t buy a canvas online to save my life. Needlepoint canvases were strictly sold through brick and mortar shops and any designer who tried to sell direct-to-customer was essentially blacklisted from the shops. Obviously in today’s world, online shopping is essential for any business to grow and many designers (myself included) broke that glass ceiling of the needlepoint world to find our place in the market.

It’s not an easy process to figure out how to make your shop stand out from all the rest when everyone is selling the same products. When I was starting out as a designer, many shops wouldn’t carry my canvases because I used a lot of profanity in my designs. That inevitably left a bad taste in my mouth about the shops. So the first thing I decided about my shop was that I’d represent designers at all stages of their journey. I’ll be selling canvases from designers who are just starting out and trying to get their name out there, as well as all the staple designers you see in most shops. Additionally, if you follow me on Instagram, you will have noticed my love for embroidery. I purchased a small embroidery machine during the pandemic and basically monogram anything and everything. I have decided to purchase a “real” embroidery machine for the shop and am very excited to be able to offer custom bags, pouches and more, needlepoint-related or not. My machine will be arriving at the end of the summer and I can’t wait to share all that with my customers!

4. Will you be offering your popular classes, and, if so, will they be online or will you be hosting them in your shop?

During the last few months of construction in the shop, I put my classes on hold so I could get everything up and running. I’m planning on bringing back my online classes in the fall, as well as offering in-shop classes. My Beginner’s Technique Class is still my most popular to-date and I have personally taught more than 500 people how to needlepoint in that class. My canvas selection for the store includes many for beginners, and I hope to continue teaching many new stitchers how to needlepoint! I’ve also been working on some other fun class-related things so stay tuned for that!

5. Will you still be designing canvases?

My process of designing canvases is never to sit down at a scheduled time and try to force a design out of myself. It all comes so naturally and I get inspired by so many different things that it would be silly to say I will stop designing. So the answer is, yes! Maybe not on day one of the shop but I will definitely continue to create new designs! I will also be carrying my full line of designs in the shop and online!

Thank you to Shana for sharing and we wish you much success with your new shop!

Our  tête-à-tête this month is with Alexandra Martin better known as @millennial_needlepointer.  When I first started following Alexandra, I was immediately taken with her exquisite stitching, especially on her stockings.  It seemed she was cranking them out faster than I could stitch an ornament.  Everything from her choice of threads, decorative stitches and especially her finishing was just perfection.  As the founder of Stitch Club Official, Alexandra has done so much to connect stitchers and promote needlepoint.  I am thrilled and honored that she has been a loyal customer since I first started in the Instagram community. 

1. For some of our followers who don’t follow you, could you please tell us a bit about your needlepoint background, when and how did you learn to needlepoint?

I’m originally from St. Louis, where needlepoint is very popular. A common tradition in the area is that when you turn 16 a friend needlepoints a monogrammed key fob for you. I ended up making quite a few and really enjoyed it. A few years later, I started dating my boyfriend (now husband) Stephen, and per another tradition of stitching the boyfriend/breakup belt I knew I’d want to make one for him. I found the belt even more fun than the little key fobs, and once we got married, I decided to officially commit to making him a stocking. After extensive research online I landed on a Liz Goodrick Dillon stocking and was *shocked* to discover that there were actually stitches other than basketweave?! And… different fibers than pearl cotton?! I dove in headfirst and haven’t looked back since.

 Pictured is one of the key fobs I was referencing. This one currently on my keys was stitched for me by my high school friend Natalie when my daughter was born!

Stitching the last belt I made Stephen on our way to Morocco!

After my discovery of this whole new (to me) world of needlepoint, I dove into stitching Stephen’s stocking. I was tired of not getting any help when I asked him for thoughts on different stitches or fibers. As a typical millennial, I took to the internet for support and answers. I was pleasantly surprised to find a lot of needlepoint shops and designers on Instagram, and a fair number of stitchers as well. While most people I stumbled across were just posting their stitching mixed in with their regular life, I didn’t want to bore all of my non-needlepointing friends with my obsession, so I created an account just for needlepoint. I felt like a total nut-job as there weren’t any other designated stitching accounts at the time that were posting just for fun and feedback i.e. not tied to a shop or a designer. However, here we are four years later and there are more than I can count!! The community has grown exponentially over the last few years and the pandemic has added even more fuel to the fire. It’s been so much fun to be a part of, and has opened my eyes even more to all sorts of incredible things people do with needlepoint.

The first stocking I did was the one for my obese cat, Waffles, and the first full size one was the Liz Goodrick Dillon Fly Fishing Santa stocking.

2. As the founder of @stitchclubofficial and its multitude of nationwide chapters you started out with a bang, having monthly meetups throughout the country.  Then Covid hit, what do you see for the future? 

That’s a great question… what do YOU see for the future?! Just kidding. I really don’t know, but I’m ok with that! When we started Stitch Club, the whole plan was to create an easily replicable format for others to follow so they could operate independently. I had to bring on three other gals to help process the requests as it took off so quickly. Since most chapters are up and running, we’ve stepped back as per our original intentions so that people can do with their chapters what they please! Some chapters have continued to meet in person, others have met up virtually, or others have chosen to sit it out and wait for a sense of normalcy to return. Either way, we want it to be up to the individuals in that area to decide what works best for them. I definitely don’t want to become the Stitch Club needlepoint police! I’m hoping that more chapters will be able to return to in person meet ups as they feel comfortable, as there are now so many more needlepointers because of the pandemic. Thankfully, as we were all stuck at home, many of those stitchers have found a place online in our little insta-community, and have found connections where they might not have otherwise. 

First ever stich n bitch which then became Chicago Stitch Cub which then led to Stitch Club chapters all over!

3. Will we see the #scoe, Stitch Club ornament exchange coming back at one point?

Yes!! I’m planning to bring it back in 2022. This is one way I’d like Stitch Club to really continue in the future as we’ve loved seeing people forge new friendships and connections through the process. In 2020 we actually got requests from a few LNS to remind our participants not to lose their patience as a few people were calling and harassing the stores because they were missing the Stitch Club “deadline” when their ornaments weren’t coming back in time.... After that, hosting a 2021 SCOE felt like we would be asking for trouble because the overwhelming backlog of finishing had only grown. This coming year I think people have a better understanding of the current finishing situation, and that they’ll need to prep very.. very.. very far in advance. Hopefully they also will not stress if their ornament (or their partners’!) is delayed. I’m hoping to open sign ups at the start of the year!

4. What are you stitching at the moment? Do you tend to stitch multiple canvases at the same time or are you a one canvas at a time girl?

I am currently working on a Liz Goodrick Dillon stocking for my daughter. It’s an 18 mesh beast with an obnoxious amount of turkey work so it’s taking me forever. I love/hate working on multiple things at a time. It drives me crazy because it takes so long to finish anything, but for my big projects I often have to put them in “time out” if I’m not feeling inspired or am stuck on a certain stitch or section (here’s looking at you, turkey work). Then I’ll plow through an ornament or another little project to give me more immediate gratification and it will motivate me to tackle another chunk of work on a bigger project. Right now I’m also in the middle of a mini sock with Kanga on it. However, that’s ignoring the (redacted number) of WIP’s in my stash, of course!

5. I am always so impressed by your finished canvases, your stitching is so exquisite along with your color and fiber choices. Can you give us some insight into your process of choosing threads and decorative stitches?

As always, you are too kind! I really only have a strategy for big projects. I try to strike a balance between decorative stitches and basketweave, and to create a mix of textures, directions, fibers and their “finishes” throughout the project. For example, on a stocking, I’ll usually pick one element to use a variegated fiber on, one to use sparkle, one to use shiny like neon rays, one to do simple vineyard silk . I also mix the direction that the stitches go. If the sky is a diagonal stitch then the ground might be horizontal, or the water vertical etc. I attempt to mix density as well, so some stitches will be big or more open juxtaposed against smaller, denser or more intricate ones. Most importantly, and most annoyingly, I think mixed into all of this should be some basketweave to give your eye a place to rest. I think that you can’t appreciate the complex stitches if they’re all competing with each other, so basketweave actually helps them shine more. Lastly I like to incorporate some form of 3D element like turkey work, beading or French knots to add dimension. Also, if I’m honest, I just kind of do what sounds fun in the moment or will be something different and challenging. If its boring then it’s not fun! The basketweave is the workout you do so you can enjoy the dessert of the decorative stitches J

When planning it out, I usually start with choosing stitches for the biggest areas first. These will be the most obvious choices, because for big stretches of uninterrupted space like sky, ocean or snow I will try and do a fairly large decorative stitch. This will make it go much faster and add interest to a large space/less interesting part of the design. Next, I choose the spaces that need to be basketweave- faces and hands, or areas that are too detailed or small for decorative stitches to really work. If there’s not enough room for the pattern to repeat itself a few times then I think it doesn’t really work for anything other than a tiny stitch or basketweave. Lastly, I’ll look at the spaces where there are big enough chunks for a small decorative stitch to repeat enough to be clear and choose something interesting and textural. 

Once I have a rough idea of the types of stitches that will work on a big project, I’ll take it into the LNS and try to choose a variety of fibers to add contrast and interest as I mentioned before. Something like ice might be shiny, while snow could be sparkly, and sky could be variegated. If the trees are a dense stitch then maybe the clouds would be something more open. If Santa’s coat is too detailed with shading to do a complex stitch and must be in basketweave, then the trim of the coat should be something interesting like turkey work or beading. Moral of the story is, I just try to achieve interest with balance in both stitches and types of fibers! 

A few caveats: I have often used Pinterest or Instagram for inspiration for stitches, as well as asked teachers/coaches/LNS employees for thoughts if I get stuck. Or, sometimes I’ll use them as sounding boards for starting out on a big project and then as I stitch I adjust the plan. Also, when it comes to ornaments I throw all rules out the window. The more fun stitches the better, or, if the mood strikes- all basketweave. The more sparkle and decoration, the better to reflect the Christmas tree lights. And lastly, I all out refuse to rip out any stitching on ornaments- no one will see when they’re on the tree if there’s a little mistake, but I will rip and re-stitch until I completely LOVE it for stockings. These are heirlooms that will hopefully be closely inspected over many years to come, so I make sure to take my time.

6. Can you please share with us some of the goodies you have in your stash?

Sure! I’ve included a random selection. Don’t judge ;) 

It’s my ultimate goal to stitch stockings for each of my family members, and I’m currently down to three.  It seems every time I knock one off the list someone gets married or has a baby so it feels never ending!! I let each family member choose theirs (unless I have something particular in mind) so it’s a very big mix of styles. 

My brother in law chose the santa and snowman on a scooter stocking and I have absolutely no clue what I’m going to do with it. It will definitely be a challenge to make it not come across as too busy, so I’ve left it for last as I try to brainstorm the right approach. The nutcracker is for my nephew who was born in April, and the gorgeous plaid one is for my husband’s Grandma Mary, whom my daughter was named after. She turns 90 next year! Please note the giant stain in the upper left corner, made when my naughty dog chewed up a tea bag and left the remains all over the canvas. Ah!

I adore needlepoint bunnies. Don’t ask me why; I just do! Unfortunately for me this has led to collecting a fair few… here are a couple of the ones I have waiting in my stash.

I love nativities of all shapes and sizes, and I also love tiny figures! Thus my obsession with tiny needlepoint nativities was born. So far, I’ve stitched two and have a few more in my stash. This is one I’d like to do for the nursery!

My mom gives me an angel ornament every year for Christmas, and I fell in love with this Edie and Ginger angel tree topper. It’s 18mesh and beautifully detailed so it’s been languishing in my stash for… a while. But I just love it!

This is a random mix of fun things I’d like to stitch next. A cape town travel tag by Hedgehog Needlepoint that I’m just obsessed with, a custom pillow my brother and his wife had made for my daughter, the rainbow by the lovely designer Tess Kvale that was a generous gift by a sweet follower, the cheeky pillow by Jessica Tongel, the darling Kanga mini sock, the St. Louis Women’s Exchange classic Cherry Dress by Needlepoint Clubhouse’s painter, and the First Christmas mittens!

7. Is there anything special on your wish list that you would like to stitch one day?

YES! I’m dying to do an advent calendar one day. I have my eye on the SCT Designs one, but I am not going to let myself purchase it until my stocking stash is whittled down to zero. Also, my family loves spending rainy days at my parents lake house around the fire playing board games. I would really love to stitch a set of games all in coordinating blues for the lake house. The first one I had commissioned by you! I just adore it but the amount of basketweave is so intimidating for me! One day I’d love to add on a few more, have them finished in acrylic and be reversible. Meanwhile, it’s languishing in my stash while I tackle these never ending stockings!

A very special thank you to Alexandra for sharing her love and enthusiasm for needlepoint and giving us a peek into her stash!