Artist Spotlight: Kelly Fletcher

Photo by Kelly Fletcher

How did your journey with embroidery begin? 

I grew up around needlework and sewing, so it was always familiar. I didn’t start embroidering though until I was in my mid-20s. Stitching rows of different stitches on a square of fabric – to keep my hands busy one holiday – is what sticks in my mind as the moment my interest in hand embroidery was truly piqued. 

Photo by Kelly Fletcher

How would you describe your style and creative approach to surface embroidery?

I do creative surface embroidery. I like the freedom it offers, the way you can draw on different styles and techniques to create something fresh and original. As well as the variety of stitches. So I tend to stick with this style and try to come up with unique and different ways to do it. 

What inspires your designs most — materials, stories, places, emotions, or something else? 

Small details. I’ll see the leg of an insect or a slice of fruit and visualise it in stitches. Colour also leads me to explore ideas, deep greens in a shady forest or a mash-up of shades in a piece of street art. Even a great line from a novel can spark an idea. The smallest of things helps my imagination find form in reality. So inspiration, for me, is everywhere. I’m drawn to the natural world, but also art and lettering, books and music, film, documentaries and tv, sport and food, cities and architecture… The world is full of details waiting to be converted into stitches. 

Photo by Kelly Fletcher

Can you tell us about your process, from idea to finished piece? 

I have a sketchbook of roughly drawn and written ideas, along with a folder of digital photos and images. I draw on these when starting work on an idea, to create a basic outline of the design. I print this out a few times, adjusting the size until it’s right for stitching, and then sketch in the details by hand with stitches in mind. 

I like to use a good selection of easy and more challenging stitches, to keep the embroidery interesting to do but also accessible for everyone, whether beginner or more experienced embroiderer. And I try to include at least one or two innovative or unusual ways of using a stitch or stitches to add an element of delight. 

Once I’m happy with it, I complete the line work and transfer the design to fabric. Then select thread colours. I take my time when choosing colours especially, to really draw the eye. Thoughtfulness in these initial stages is key for me, to creating a good pattern.

Then it’s on to the embroidery, to test that the design works and create a sample to photograph for the pattern. I write notes while embroidering, which become the tips I include in my patterns to make it easier for others to replicate. And make any necessary amendments to the design. 

Once the embroidery is finished, I give it a wash and press it. Then mount the finished work on to foam board, photograph it and draw up the pattern. 

Photo by Kelly Fletcher

How does embroidery fit into your daily life or creative practice? 

I always have an embroidery on the go, a design ready to pick up and stitch. I try to embroider most days, the afternoon reward after a morning on the computer designing, writing or running the business side of Fellenn. I began working as an embroidery artist full-time in 2024 and have settled into this general rhythm, working with my energy level as it fluctuates throughout the day. 

But I’m also learning that I work best in creative bursts. If my brain wants to spend three days furiously designing and sketching, or a week immersed in embroidering a design, I roll with it. It’s liberating to work this way after being tied to the office hours of a day job for so many years. Knowing I have my daily rhythm to fall back into when a burst of creative energy subsides. 

Photo by Kelly Fletcher

Are there any techniques, materials, or themes you feel especially connected to? 

I like to incorporate embroidery stitches into the design itself, rather than simply stitch over an outline. So the way a certain stitch is structured forms part of the design. All-over stitch becomes a piece of coral, palestrina becomes the knobbles on a sea urchin and fly stitch leaves create the laurel of a monogram. 

What do you hope people feel or experience when they engage with your work? 

Joy, satisfaction, delight, confidence, excitement, accomplishment, creativity, generosity, care… My patterns are for anyone who wants to pick up a needle and thread and feel this way. Also calm, healed and hopeful. The slow, meditative movement of needle through fabric is restorative. It’s a type of mindfulness that has helped countless of us through the tough times, too.

Can you tell us a bit about Fellenn. How it began and what it represents for you as a creative practice? 

I sold my first pattern in 2009, while living in London, UK. This led to a small online store of digital patterns when I realised that other embroiderers were also looking for modern designs to stitch. 

Fellenn grew organically from there (under the name Kelly Fletcher Needlework Design), as I was doing it after hours and on weekends as a creative counterpoint to a dry day job. Although it was slow going on pattern releases, I did a fair bit of work for magazines and publishers over the next few years, which led to book and kit deals under my own name with UK and US publishers. In the meanwhile, I’d also moved back to South Africa, opened a shop on Etsy and was steadily growing my pattern customer base there.    

Photo by Kelly Fletcher

I started producing my own books in 2017, beginning with 120 Embroidery Stitches. I discovered an enthusiasm for explaining through the written word and illustrations – stemming from my patterns and the illustrative way I draw up embroidery instructions – and I’ve always loved books. So they’re the perfect way for me to pass on my knowledge and encourage everyone to give embroidery a go.

A second abrupt day-job retrenchment in mid-2022 and subsequent bout of burnout led me to take the leap and go full-time as an embroidery artist. And last year I launched my standalone online store and website under the name Fellenn. 

Being able to switch careers and pursue a more creative life is gold for me. Making a living from my creative practice felt no more than a distant dream for years, so I’m embracing it wholeheartedly, appreciative of all the hours my former self put in to bring me to this point. 

Photo by Kelly Fletcher

What’s next for you creatively, and what are you excited to explore in your work moving forward?

Relaunching my embroidery pattern business as Fellenn keeps it true to its nature, that of providing fresh, original patterns for modern embroiderers and the books that show you how. So for Fellenn, I’m excited about a big update that’s coming soon and then all the new patterns I have in the works. My aim for this year is one of embroidery abundance for my customers and newsletter subscribers, and hopefully other stitchers who aren’t yet familiar with my offerings. So, lots of new patterns is key.

Renaming my pattern business also allows me to expand into other areas. Fabric lines and exploring new aspects of the art form. So I’ll be blocking out time to delve into these this year.  

You can discover and connect with Kelly Fetcher over her Instagram @kfneedlework and discover her website and Etsy shop!