Building connections through embroidery: A conversation with Kelly Fletcher
Embroidery brings together people from all sorts of backgrounds, with different skills, traditions and ways of approaching the craft. I always enjoy discovering the people behind the work, hearing their stories and learning more about the many different corners of the needlework world.
For this conversation, I was delighted to sit down with Kelly Fletcher, a South African embroidery designer, artist and author who works under the name Fellenn.
Kelly has built an extensive body of work around hand embroidery, from her own designs and books to projects for international magazines and publishers. She has also taken on a rather different kind of project: creating The Embroiderer's Directory, a resource designed to help stitchers and professionals discover the people and businesses working in embroidery.
I was curious to get to know Kelly, hear more about her journey and learn about the different projects she is working on, both as a designer and in support of the wider embroidery community.
From embroidery designs to publishing
Kelly's work spans several areas of the embroidery world. Alongside developing her own designs, she has written books and created projects for magazines and publishers.
In our conversation, we talk about her work as an embroidery designer and author, as well as her experience of working with publishers.
It is an interesting glimpse into a side of embroidery that we don't always see when we pick up a book, browse a magazine or purchase a pattern.
Behind every published project are people, planning and creating, all contributing to the finished result. For independent designers, these different opportunities can also form an important part of building a creative business.
You can discover more of Kelly's work, books and embroidery designs through Fellenn.
The Embroiderer's Directory: a resource for stitchers and professionals
Another important part of our conversation is The Embroiderer's Directory, a substantial project Kelly has taken on to bring together information about embroidery designers, shops, teachers and other businesses.
For stitchers, finding independent designers, specialist shops and reliable resources can sometimes feel like a treasure hunt. There are so many wonderful people working in embroidery, but discovering them often depends on knowing where to look or coming across their work by chance. The directory offers a practical way to explore beyond the names and businesses we already know.
It is equally valuable from a professional perspective. Independent designers, teachers, shop owners and other businesses can use it to increase their visibility and discover others working in the industry. That can open the door to new connections, collaborations and opportunities to support one another.
Professionals working in the embroidery industry can apply to be included in the directory, making it an opportunity for businesses and independent creatives to put themselves on the map and become easier for others to discover.
Putting together a resource of this scale is no small undertaking. The embroidery world is international, varied and constantly evolving, so keeping information useful and relevant requires considerable work. Kelly is already looking towards updated editions, allowing the directory to grow and continue serving the community.
I love the idea of having one place to start when looking for a new designer to follow, a specialist shop to explore or potential collaborators for a project.
You can explore the directory and find information about getting involved here:
Making embroidery supplies more accessible in South Africa
Kelly is also working on an online store aimed at making embroidery tools and supplies more accessible to stitchers in South Africa.
Access to materials is an important part of being able to pursue a craft, and having a dedicated online shop can make it easier for stitchers to find the tools they need without having to look far and wide for specialist supplies. It is another interesting side of Kelly's work, addressing a practical need within the local embroidery community.
A diverse South African embroidery scene
Our conversation also touches on the variety of embroidery taking place across South Africa. There is a remarkable range of activity, from contemporary designers and established embroidery guilds to women in rural communities who create hand-embroidered items for the tourist market.
These different groups and traditions are all part of the country's embroidery landscape, but they often operate quite separately. There is wonderful work being done across the country, encompassing different techniques, audiences and ways of making a living through embroidery.
It was fascinating to hear Kelly's perspective on this diverse scene and the different people who contribute to it. It is a reminder that embroidery takes many forms, shaped by the communities, traditions and circumstances in which it is practised.
Discovering more of the needlework world
One of the things I enjoy most about these conversations is the opportunity to look beyond my own corner of the needlework world. Working in needlepoint, I spend much of my time thinking about canvases, designs, threads and the people who stitch them. Speaking with someone working in hand embroidery offers a different perspective, while highlighting how many interests and challenges we share across the wider industry.
I really enjoyed getting to know Kelly and hearing about her work, her experience and the projects she is developing. From publishing and design to creating resources that help stitchers and professionals connect, it was a lovely opportunity to learn more about her corner of the embroidery world.
Whether you enjoy hand embroidery, are looking for new designers and specialist shops, or work in the creative industry yourself, I hope this conversation introduces you to something new.
Watch the full conversation on YouTube, and take a moment to explore Kelly's work at Fellenn and discover the resources available through The Embroiderer's Directory.
There is always someone new to discover in the needlework world, and sometimes all it takes is a conversation to find them.
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