From a casual hobbyist to the founder of a thriving needlepoint brand, Jessica Chaney’s journey with Lycette Designs is nothing short of inspiring. Her passion for needlepoint evolved into a successful business, blending creativity and entrepreneurship to create unique and beloved designs. Here, she delves into her path to success, offering insights and inspiration for anyone looking to turn their passion into a flourishing enterprise.
from hobby to business
Jessica Chaney’s love for needlepoint began at the age of 12. After working in the needlepoint industry during college and managing a store post-graduation, she noticed a gap in the market for cheeky and sassy canvases. “When I moved back to Florida from D.C., I decided to start a canvas company and see where it would go from there,” she recalls.
Starting Lycette was a journey that took several years of planning and development. By 2015-2016, Lycette officially launched, offering wholesale business and eventually expanding into retail with stores in Palm Beach and Newport.
behind the brand
Naming a company is a significant step, filled with pressure and expectations. For Jessica, inspiration came from her great-grandmother. “I wanted the name to be feminine and pretty, embodying community, graciousness, and a sense of humor,” she explains. Lycette, a name suggested by her mother, perfectly encapsulated these values.
Niche Markets & Community Building
Operating in a niche market like needlepoint comes with unique challenges and advantages. Jessica believes that being a bigger fish in a smaller pond allows for easier brand recognition and stronger community ties. “In a niche market, there’s a sense of community. You can connect with other shop owners and industry people, which makes it less lonely,” she says.
scaling challenges
Scaling a business, especially from e-commerce to brick-and-mortar, presents significant hurdles. Jessica highlights the importance of managing cash flow and the stress of expanding to a second location. “Opening is the great part, but keeping it going and trying to grow online is where it gets stressful,” she notes.
Choosing Newport for the second store was strategic, avoiding locations with existing needlepoint shops. “I wanted to be somewhere accessible, like New England, where people could day trip,” Jessica explains. This approach ensured that Lycette could thrive without direct competition.
Navigating Seasonality
Jessica’s experience shows that understanding local markets is crucial. While Palm Beach sees a drop in activity during the summer, Newport remains busy year-round, thanks to its vibrant community. “Newport has schools, the sailing community, and a constant influx of people, making it more year-round,” she explains.
Overcoming Intimidation & Building Confidence
Needlepoint can be intimidating for beginners, but Jessica emphasizes the importance of asking for help. “Needlepoint is like paint-by-numbers with thread. Most people are happy to help if you ask,” she encourages.
the power of social media
Social media is a powerful tool for business growth, but it can also be overwhelming. Jessica admits to feeling the pressure to post curated content regularly. Her New Year’s resolution was to spend more time reading and needlepointing, rather than being glued to her phone. “Setting boundaries with social media is crucial. It’s easy to get sucked in and feel the need to post all the time,” she advises.
“When I moved back to Florida from D.C., I decided to start a canvas company and see where it would go from there.”
a Supportive Company Culture
Jessica’s approach to company culture is centered around friendship and humor. “We all have a sense of humor and work hard, but we also laugh together a lot,” she shares. This camaraderie extends to hosting events like sip and stitches, fostering a sense of community and connection among customers.
overcoming setbacks
One of the biggest challenges Lisette faced was a website hack during COVID-19, forcing them to take orders over the phone. “It was insane, but it allowed us to connect with customers personally during a time when many felt isolated,” Jessica reflects. This experience, though stressful, strengthened customer relationships and created a sense of loyalty.
team building & finding the right people
Finding the right team members is essential for business growth. Jessica’s first hire, Betty, was also her first customer. “I realized I couldn’t do it all and needed someone I trusted who shared our aesthetic,” she says. Her husband, Greg, also joined the team, bringing complementary skills that enhanced the business’s operations.
Long-Term Goals & Future Aspirations
Looking ahead, Jessica’s primary goal is to stay profitable while maintaining flexibility to dream and grow. “I’d love to have a third location someday, but right now, we’re focusing on organizing our backend to ensure a great customer experience,” she shares.
Jessica journey with Lycette is a testament to the power of community, resilience, and staying true to one’s values. Her story serves as an inspiration for creative female entrepreneurs looking to turn their passions into successful businesses.
photo credit: all photos courtesy of Lycette Designs
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