Our Story

We are Jenny & Jen, two friends who are changing the way crafting is done.

We know how empowering it is to enable others - to start their own creative projects and tell their own stories. It begins with being curious, a seed, a spark… and we’ve found a way to help that grow by making crafting refreshingly simple, enjoyable and intriguing.

We supply all-in-one knitting kits, online tutorials and hold knitting workshops in London. We’re passionate about revamping knitting as a simple, modern and aspirational skill. Sharing crafting has inspired our business from day one. We believe in the power to create, personalize and achieve something meaningful by bringing out the artisan in everyone.

Our journey began in February 2012 when Jennifer Lam had an idea to ‘throw some wool in a bag with a good pattern and clear instructions’ after struggling to find a good knitting project for herself. With our combined backgrounds in design and publishing we set out to create a product that would inspire more people to learn to knit and emphasize the richness of stories behind handmade products.

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.

Our products are stocked in high-end department stores including John Lewis and Liberty, and we’ve collaborated with top brands including Airbnb, Soda Pictures, My Little Box and Sophie la girafe.

Our all-in-one knitting kits are perfect for the beginner knitter. We promote learning by being encouraging, supportive and fun.

We embrace new ideas and ways of doing things and help others make the leap.

We provide amazing customer service and support our customers’ aspirations and challenges.

We share our love of crafting – encouraging others to tell their own stories and create remarkable memories.

Jennifer Lam & Jen Hoang,
Co-founders of Stitch & Story