Craft Focus - April/May 2022 (Issue 90)

28 All things cross stitch! Anastasia Luca-Brasoveanu, designer and company manager at LetiStitch Ltd has been part of the cross stitch world since she was a child. Here, she shares some of her expertise... Tell us a little bit about the company. Where are you based? When did the company start? LetiStitch is a new cross stitch brand company, established in the United Kingdom. Founded in 2019, this project is a wholesale business. We’re working in collaboration with Luca-S Company from the Republic of Moldova, our kits are manufactured at the Luca-S factory and provide the highest quality. What’s your background and why did you start the company? I’ve been involved in the world of cross stitch since I was a child. I was designing small patterns, cross stitching with my mom and helping to manufacture the kits. Basically, I was always around my parent’s business. I’ve created a collection of greeting cards, pillow cases, Christmas stockings, bags, rugs and more. Then after moving with my family to England, I decided to launch my own brand LetiStitch. How has the company evolved? I’m the founder of the LetiStitch brand, but I have an entire team helping me. We were working with a few select customers, but after one year we’ve extended the number of clients. We export our kits in more than 50 countries and we try to introduce our articles on new sales markets. We’ve also launched our online shop: What do you specialise in? We specialise in counted cross stitch kits, which contain all the necessary materials in order to finish an embroidery. A kit contains instructions and symbol key, white and black charts or partially coloured charts. It includes several cardboards with different threads (Anchor, Madeira, DMC), needles, a piece of fabric Aida of 14, 16, or 18 count (Zweigart), it may contain beads and embellishments, and other instructions depending on the product. We offer our customers a wide variety of topics to explore, such as floral designs, classic landscapes, nature, seaside, animals and birds, fairies, fantasy. We’ve created some collections dedicated to ballerinas, cities, Christmas stockings, toys kits made on plastic canvas, Halloween kits and dreamcatchers.