We recently connected with Elizabeth Pokki and have shared our conversation below.

Elizabeth, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I discovered embroidery during one of the most challenging periods of my life. I was looking for a hobby to help me unwind and escape the pressures I was experiencing. I landed on embroidery because it was both affordable and beautiful. I quickly fell in love with it, and having something to look forward to made a significant positive impact on my mental health.

I believe that everyone has a “soul-hobby”—an activity that resonates deeply and brings joy. My goal is to inspire others to discover their own passions. Whether it’s embroidery or something else, I hope to guide people toward finding their soul-hobby. For me, that happiness comes from embroidery, and I’m committed to helping others find what brings them joy.

Elizabeth, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

From a young age, I knew I wanted to work for myself, I just never knew how I would make that happen. I always dreamed of being an artist but felt blocked by the belief that artistry was an innate talent—one that I didn’t have. Looking back, I realize I was using that as an excuse to mask my fear of failure.

I remember getting my first tattoo from Bethany Weberg and saying, “I wish I could be an artist.” Her response changed everything for me: “You can be. Anyone can be. You just have to be willing to practice and put in the work.” Hearing this from someone I admired—a woman successfully working for herself and making a living through her art—unlocked something in me.

Once I started embroidering, I knew I wanted to make it my livelihood, I just didn’t know how. Selling my finished pieces alone wasn’t enough to cover the bills, so I expanded into content creation and teaching. I enjoy posting tutorials and tips for budding embroiderers, remembering how alone I felt starting out due to the lack of information online. Teaching myself the craft, I began sharing the knowledge I wished I had when I started, which helped me gain traction online.

While there is some controversy around offering “free” teaching materials online, I see several benefits:
1. Access for All: I can help those eager to learn who may not be able to pay, just as I once couldn’t.
2. Building Trust: By offering valuable tutorials, I build trust with potential customers, who then feel confident purchasing my DIY kits.
3. Future Goals: I aim to earn more revenue from social media views, and the more people who watch, the closer I get to that goal.

While much of the embroidery art out there has a charming, traditional style, I’ve focused on modernizing my designs to appeal to a different audience. With my background in graphic design, I found it easy to start creating my own DIY embroidery kits, catering to both beginners eager to learn and experienced embroiderers.

What sets me apart from others is my uniqueness. It may sound cliché, but being yourself truly is key, as each of us has something special to offer. I am Thread Head Designs—my content, art, and brand all reflect who I am. This dual role of artist and small business owner is both beautiful and daunting because, ultimately, you are your brand.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I’m very active on social media and try to post helpful content regularly while engaging with my audience by responding to comments and messages. I also host live stitching sessions on TikTok once a week, where I answer questions from current and potential customers.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Things really started to take off for me when I began listening to advice from other entrepreneurs. If someone was willing to offer their time and insights, I took it. The truth is, there’s no simple formula for success. It’s not a one-size-fits-all solution—if it were, we’d all be doing it. You have to believe in yourself, keep pushing when it seems like you’re not making progress, adapt to changes, and try new things. There is no easy answer to this, and if someone claims there is, they’re probably trying to sell you something.

Contact Info:

• Website: https://threadheaddesignsco.com
• Instagram: https://www.instagram.com/threadheaddesigns?igsh=a2NwaTM1Z3M2aDNt&utm_source=qr
• Facebook: https://www.facebook.com/threadheaddesigns.co?mibextid=LQQJ4d
• Youtube: https://youtube.com/@threadheaddesigns?si=bJTca_qs6y789lnR