Stitch & Story is all about ‘crafting made simple’ that extends beyond the traditional crafters. Their journey began in February 2012 when, being born a Millennial, Jennifer Lam noticed that crochet and knitting were being lost to this generation. The crafts were perceived as old-fashioned with overwhelming terminology, cheap yarns and out-of-date patterns. Together with business partner Jen Hoang, combining backgrounds in design and publishing, They set out to create a product that would inspire more people to learn to knit and emphasize the richness of stories behind handmade products. 

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