Finding Stillness Through Needlepoint: How a Creative Hobby Became Maison Needlepoint

Every Monday morning, as I reset our home after a busy weekend, I listen to the Preppy Podcast. It features stories of creative women turning hobbies into businesses—brands that often begin with a spark of childhood curiosity and a return to craft later in life. These stories always resonate. I’ve been a creative person for as long as I can remember—decoupaging, scrapbooking, knitting, and losing hours creating something with my hands. But as life grew busier, my craft supplies sat untouched, packed away like a version of myself I’d forgotten.

Me, Astrid Needlepointing in the Park on a Sunny Saturday morning

It wasn’t until a few years ago, when our family moved to Switzerland, that I realized how much I missed having a creative outlet. The move was exciting but overwhelming. I needed a way to slow down and feel grounded again. A visit to the local craft store introduced me to counted cross-stitch. I loved the meditative rhythm of stitching—but not the constant counting. With two small children running around, I’d lose track all the time.

Soon after, I discovered needlepoint. Unlike counted cross-stitch, needlepoint canvases are painted or printed, which meant I could stitch without losing my place. It was so much easier to pick up and put down throughout the day, and it quickly became my go-to way to unwind. I thought back to my grandmother, who spent her afternoons crocheting, always calm, always creating. Needlepoint gave me that same sense of rhythm and purpose.

Our grandmothers knew what we’re now remembering—craft is a form of care.

But I also noticed that in Europe, there weren’t many designs that suited my taste. Most of what I found felt either outdated or overly traditional. So, I began designing my own—and that’s when things started to shift. Friends and family grew curious about what I was making and wanted to try it too, the idea for Maison Needlepoint began to take shape.

Today, I design Needlepoint kits and accessories that bring together contemporary style and traditional technique—making needlepoint accessible, beautiful, and calming for others across Europe. What started as a personal escape has become something I want to share: a mindful, creative experience that helps people reconnect with themselves and other stitchers through the creative pleasure of stitching.

From the runways of Paris to stitching in Switzerland—this is the story of how a single needlepoint project grew into Maison Needlepoint.