We were lucky to catch up with Shannon Zimolong recently and have shared our conversation below.
Shannon, appreciate you joining us today. Let’s start with the story of your mission. What should we know?
I’m Shannon Zimolong and I’ve been needlepointing for more than twenty years! During the pandemic, I turned to needlepoint more than ever to find solitude from the crazy turn of events outside the house and the chaos that was ensuing inside my house with three kids home from school. I’ve always had a passion for design and a drive to create. Since I was young, I’ve had an entrepreneurial spirit – launching a boutique clothing line and a home design & styling business. While stuck at home during the pandemic, I spent time brainstorming my next venture and my mind always came back to needlepoint. I dreamt of making needlepoint more accessible for all people ages 8 through 98. I have an older sister in a wheelchair, who I taught to needlepoint, and oftentimes, getting to a store isn’t as practical. I didn’t want this to inhibit her (or anyone’s) ability to enjoy the craft. Alas, Greystone was born, while stitching inside my grey stone home outside of Philadelphia.
Our mission is simple: to spread the joy of needlepointing to as many stitchers as possible (both new and old). Community is at the center of our brand and no matter what age or abilities you have, needlepoint can bring joy to anyone!
#needlepoint #canvastokeepsake
Shannon, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
With an eye for style and textiles, my career began in New York City where I co-founded a women’s clothing line which was sold in boutiques nationwide. Following this experience I got married, started a family and harnessed my love for fabrics, design and pretty little details into a small interior design and styling business.
While my life and career have taken me to various places, the one thing that has always remained constant is my passion for stitching! From my very first canvas nearly twenty years ago, needlepoint has always served as an outlet for creativity, a source of calm in the chaos of everyday life and thus, the perfect platform for my next adventure.
At Greystone Needlepoint, we offer a beautifully curated collection of needlepoint canvases and bespoke accessories that I hand select. Our mission is simple: to spread the joy of needlepointing to as many stitchers as possible (both new and old). Community is at the center of our brand and no matter what age or abilities you have needlepoint can bring joy to anyone.
Any insights you can share with us about how you built up your social media presence?
I have always had a love for photography and print media. When I started Greystone and began building both my audience and social media presence, I utilized this love of photography as a strategic tool for cultivating and connecting with my audience. Establishing an authentic connection to my customers was especially important during the pandemic, and in fostering brand loyalty and recognition.
By thoughtfully creating a variety of product images each season, it gives us an opportunity to showcase our items in a way that isn’t just on our online store. As a result it has helped us strategically enhance our brand’s market presence.
My advice for anyone starting out is to find good lighting and show your face to your audience! It is also very important to determine who your niche is early on and stick to it. Ask yourself, if you were the customer, what would grab your attention?
Has your business ever had a near-death moment? Would you mind sharing the story?
Once I had a business check that I was mailing, stolen from my mailbox and our entire business checking account was completely cleaned out! That definitely stopped payroll (as well as many other things). I physically take anything I am mailing to the post office and like to share this story to encourage others to do the same.
Contact Info:
- Website: https://www.greystoneneedlepoint.com/
- Instagram: @greystoneneedlepoint
- Facebook: https://www.facebook.com/greystoneneedlepoint
- Other: Pinterest: https://www.pinterest.com/greystoneneedlepoint Threads: @greystoneneedlepoint TikTok: @greystoneneedlepoint