Long Thread Podcast: Sheri Berger

Season 4, Episode 9: What do you do when it's time to step back from your industry-leading yarn store and make some space for yourself? If you're Sheri Berger, you might find yourself accidentally beginning a brand-new needlework business.

Anne Merrow May 13, 2022 - 2 min read

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Sheri Berger vowed that cross stitch would be the hobby that she kept just for herself.

After turning her scrapbooking hobby into a business, then launching the online yarn store The Loopy Ewe in 2006, she was just looking for a way to relax in the evenings, renew her creativity, and enjoy the sheer pleasure of passing needle and thread through cloth. The Colorado Cross Stitcher was her craft escape.

But the more she became absorbed in cross stitch, the more Sheri wanted to participate in the growth of this tradition. She posted a video to YouTube, and before she knew it, she had launched a new business and a community.

In this episode, Sheri talks about how cross stitching has changed, why it's drawing so many new stitchers now, what it's like to pass The Loopy Ewe to a new owner, and her new hopes for the needlework industry.

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Anne Merrow is a former editor of Spin Off magazine and a cofounder and editorial director of Long Thread Media.