This story is part of CNBC Make It’s Six-Figure Side Hustle series, where people with lucrative side hustles break down the routines and habits they’ve used to make money on top of their full-time jobs. Got a story to tell? Let us know! Email us at AskMakeIt@cnbc.com.
Before Krista LeRay launched her side hustle, she spent six hours painting a single 4-inch by 4-inch cotton canvas with a fine-tipped paintbrush at her kitchen table.
“I would wake up and paint the entire day until 2 a.m.,” says LeRay, 33. “My pinky went numb from holding a fist [around the brush] all day long.”
The result: a canvas ready-made for needlepoint, a craft that’s essentially paint-by-numbers for embroidery. Needlepoint was LeRay’s college hobby, and after picking it back up during the Covid-19 pandemic, she decided to try selling her designs on the side.
LeRay spent $7,000 on supplies, using money she’d earned as a full-time lifestyle blogger, and launched a Shopify website for Penny Linn Designs in September 2020, she says. She was unintentionally early to a trend: As the pandemic raged, needlepoint aficionados searched for online canvas sellers, and LeRay was among the first. She announced Penny Linn’s existence on her blog and Instagram account, and her first 500 canvases sold in two hours, she says.
The business has steadily built momentum since then. Penny Linn brought in more than $4.4 million in canvas, thread and accessory sales last year, according to documents reviewed by CNBC Make It. The company was profitable in 2024, with a 36% margin, says LeRay. She has 10 full-time and 24 part-time employees, and a soon-to-open 5,000-square-foot retail location in Rowayton, Connecticut.