The Crafty Heart was founded by Rosie Wu, a designer and embroidery artist with a passion for craftsmanship and creativity. 

Rosie studied Fashion at Kingston University before training at Hand & Lock, where she specialised in hand and goldwork embroidery — techniques that celebrate patience, precision and timeless beauty.

In 2023, Rosie and her husband decided to turn their shared love for creativity into something more. After years of buying embroidery kits that didn’t quite meet her standards, Rosie set out to create a collection that truly reflected the joy of making — kits that feel special from the moment you open the box.

Each kit is carefully designed by Rosie, with high-quality materials, detailed instructions, and a touch of charm to make stitching accessible and enjoyable for everyone. Whether you’re picking up a needle for the first time or rediscovering your passion for embroidery, The Crafty Heart is here to make the experience beautiful from start to finish.

As lifelong animal lovers, Rosie and her husband also donate a portion of profits to animal welfare charities — a small way of giving back to the creatures that bring so much love and comfort into our lives.