Stitch & Story, founded in 2012, sells a range of experiential crafting kits, accompanied by a range of online tutorial videos to teach viewers knitting techniques.

Jennifer Lam and Jen Hoang, who both enjoyed knitting but were aware that it was perceived as old fashioned and difficult to learn, saw an opportunity to bring knitting in to the 21st century.

Stitch & Story sells its products in the UK, both online and through third party retailers such as John Lewis, Liberty and Fenwick, alongside over 100 boutique gift stores nationwide; it also sells its kits to customers in the US via its website.

Date of investment November 2019
Cost of investment £4,100,000
% of ownership 34.5%
Latest valuation of Pembroke investment £100,000