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Behind the stitches: Juliane Beard

"I love making patterns because it makes me think about how I can simplify a subject matter so much that it can be expressed through a few hundred little crosses"

Sam: Where are you based?

Juliane: I live in Brighton, UK.

Sam: How would you describe your work to someone who’s never seen it?

Juliane: I would say my work is quite colourful, fun, bold, simple, and often cute.

Sam: What was your first WIP, when did you make it, and who taught you?

Juliane: The first one I remember was a picture of Tutankhamun's golden mask. I must have been about nine or ten, still absolutely loved archaeology, and did not have the patience to work through a project like this whatsoever, so my granddad finished it for me. I'd say he is probably the one who taught me. He did a crazy amount of landscape cross stitches. His flat was virtually covered in them.

Sam: Is cross stitch the only fiber craft you do?

Juliane: It's my main one at the moment, but I love crafts in general. My first love growing up was crochet, but I also quite like to knit and paint, and will give any project a shot if I'm interested enough.

Sam: What do you love about it?

Juliane: It's kind of meditative, and helps me calm down. I also love making patterns because it makes me think about how I can simplify a subject matter so much that it can be expressed through a few hundred little crosses. That can be quite a challenge sometimes, but I love that way of thinking.


"Having full-time work means that I really value my time, and helps me focus my energy that little bit more"


Sam: Where do you get your inspiration from?


Juliane: All sorts of places - often it will be related to something that's happening in my life. A quote I hear, a podcast I've binged on that week, sometimes even politics (I've definitely made a few more feminist patterns over the last few months than I thought I'd ever have to). I also get a lot of inspiration from nature, and love stitching animals and landscapes.

Sam: What inspired you to make the leap from doing this as a hobby to selling your finished projects?

Juliane: When I started making more patterns for myself, I thought I might as well see if someone would like to buy them. I only properly opened my Etsy shop in January this year, and it's been far more successful than I ever thought it could be!

Sam: Do you still have a day job or do you do this full time?

Juliane: I very much still have my full-time day job, and stitch in the evenings and on weekends. In real life, I run a market research agency. I could imagine reducing my hours in the future though to make more space for cross stitch. At the same time, having full-time work means that I really value my time, and helps me focus my energy that little bit more.

Sam: What made you decide to start selling the patterns?


Juliane: Same as above really. Once I started making patterns for myself, I thought I might as well see if anyone else would maybe like to buy them.

Sam: How do you decide which quotes you are going to pull from a movie, podcast, or show?

Juliane: My partner and I often watch or listen to shows/podcasts together, and just have a habit of picking up some of the quotes and using them whenever possible. Those tend to be the ones that I stitch as well.

Sam: Where can people find your patterns?

Juliane: ladystitchicorn is my shop on Etsy, but I'm also on Instagram: @ladystitchicorn

Sam: How often do you create new listings?


Juliane: I usually make one-two new patterns every week.

Sam: What do you like to binge watch or listen to while you craft?

Juliane: Anything from house hunting programs (like Location, Location, Location) or documentaries (Louis Theroux, or shorter documentary series like Explained) to movies or comedy shows. My favourite show is Community, I seem to re-watch that at least twice a year. It's just perfect.


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If you want to see more of Juliane's work you can follow her on Instagram @ladystitchicorn and on Etsy. Who should I talk to next? Leave your suggestions in the comments section along with any thoughts you have about Juliane's interview. I’m always on the hunt for inspiring crafters. Also, don't forget to follow along on my Instagram account @bobbleclubhouse for your daily dose of all things fiber. Until next time, happy crafting!



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