Needlepoint stitches together a younger crowd
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The Needle Works in Austin has seen an increase in younger customers this year. Photo: Courtesy of Darby Tippit
Editor's note: This story was written by University of Texas student Darby Tippit for Axios Austin.
A nearly 50-year-old Austin needlepoint store is drawing a younger crowd as Gen Z turns toward analogue hobbies to beat screen fatigue.
Why it matters: Needlepoint, along with hobbies like knitting, sewing and quilting, have seen a rise in popularity as younger generations find crafty, offline activities to ditch their phones.
Zoom in: Nic Turchan, an employee of The Needle Works, says the new year brought a growing young customer base, including high school students.
- "I'm in my 30s," Turchan tells Axios. "But there's a lot of people my age and younger coming into the store."
By the numbers: Searches on Etsy for "needlepoint canvas" are up 172% in the last three months, compared to the same period last year, according to Etsy data provided to Axios.
- Among Gen Z shoppers, searches for needlepoint bags are up 550% in the last three months, compared to the same period last year.
Between the lines: Turchan says needlepoint could be trending with younger audiences because it's a historically popular creative outlet.
- And, as someone with ADHD, Turchan says hands-on crafting keeps the mind busy.
- "You definitely can't hold your phone and needlepoint," Turchan tells Axios.
Zoom in: Needle Works customer and University of Texas student Gabriella Zavala picked up the hobby last July after finding it more productive than screen time and — and a way to create pieces she can use.
- "I just finished this cowgirl, which I'm going to turn into a pillow," Zavala says.
- Zavala has noticed more young women in the needlepoint store, and she's eyeing the newly minted Austin Stitch Club as a way to needlepoint with the growing community.
What's next: The surge is big enough that a new store, Hibiscus Needlepoint, is planning to open this spring.
How it works: Needlepoint is easy to pick up if you start by learning the basics, Turchan says.
- The Needle Works hosts beginner needlepoint classes. The next one is April 15 ($25).
- Find new events on the Austin Stitch Club's Instagram.