It’s always fun meeting new people, which is why we came up with the idea of The HTF Hot Seat – a regular post to introduce you to the creative dynamites behind some of your favourite hardtofind products. This week’s seller in the spotlight: The two friends (both named Jen!) from Stitch & Story.


We’re known on hardtofind for our… beautiful, modern DIY knitting kits. We make knitting simple with online tutorials and our kits contain everything you need to get started and learn the basic techniques – including how to cast on, knit, purl, cast off and sew. They’re packed with gorgeous bamboo knitting needles and super-soft chunky merino wool. You’ll feel that wonderful sense of accomplishment from learning a new skill, creating something from scratch and sharing your creation with your loved one.

Right now we’re inspired by… all things baby. We’ve just secured a wonderful collaboration with global baby brand Sophie la Girafe, universally loved by parents and children, to create an exclusive range of knitting kits for babies. Think adorable mittens, booties and animal hats!

Our favourite part of the making process is… knowing how empowering it is to enable others to start their own creative projects and tell their own stories. It begins with a curiosity, a seed, a spark – and part of our making process is to find a way to help that grow by making knitting refreshingly simple, enjoyable and intriguing. Sharing crafting has inspired our business from day one and through our kits, we can help more people experience that wonderful sense of accomplishment you get from learning something new – the pleasure of taking time for yourself and discovering your own unique creativity.

We work from… a co-sharing office space in London.

A typical day for us involves… going into the office in the morning and having our first ‘Stand Up’. This essentially means listing the priorities we have for the coming week and discussing how we can collaboratively help to meet our deadlines. As a small business, you’re in charge of everything, from finance to marketing, to product development so these first meetings help us keep focused throughout the day and not stray when new things come to light – and they always do! Then, we’ll get on with whatever needs doing – photoshoots, knitting up new samples, marketing, press events. No one day is the same and it’s pretty full on.

Our proudest business moment was… when we met royalty! In 2013 we had a once-in-a-lifetime opportunity to meet HRH Prince Charles, the patron of the Campaign for Wool. As one of the nominated young entrepreneurs for a business in the community event, it put the spotlight on our start-up business and we even knitted baby George a bunny and pair of baby booties!

When we started my business, we wish we’d known… more about the gritty, admin side of business. Before we were able to pay for services, we spent a lot of time doing all the finance and legal-related things on our own – which meant a lot of bed time reading and scouring the internet for answers on bookkeeping, insurance and contracts for dummies! There is a whole side to business that is really important but equally not that fun to do.

We’d describe our personal style as… clean, modern and a touch of fun!

Our last purchase was… a Dyson air purifier – damn allergies!

The motto we live by is… “Do it now!” We’ve become very good with getting stuff done without putting it off. It also applies with household chores!

We’re hoping 2017 will bring… new inspiration and new people to meet. We’re adventuring across the pond for our very first international trade show in New York this summer. We hope it’ll bring new ideas and more people to spread the love of knitting!

Everything tastes better with a little… dollop of ketchup.


1. Beginner’s Chunky Vale Scarf Knitting Kit 2. Knit Your Own Snowdrops Baby Hat And Scarf Set 3. Classic Chunky Merino Soft Throw Knitting Kit 4. Beginner’s Cosy Bobble Slippers DIY Knitting Kit


PS. This Aussie seller’s woodwork will give you heart eyes and a jewellery designer with stars in her eyes!

Hardtofind is Australia’s leading online curated marketplace for gifts, fashion and homewares.