Stitchcraft Marketing Announces Sale to Craft Industry Leader, Lisa Shroyer

Colorado — January 9, 2026 — Stitchcraft Marketing, a niche marketing agency serving fiber, fabric, and creative businesses, has been acquired by craft industry leader and digital media executive, Lisa Shroyer, who will assume the role of CEO.

Founded in 2009 by Leanne Pressly, Stitchcraft Marketing began as The Wool Wide Web after Pressly—then an ad sales manager at Interweave Press—recognized an opportunity for craft businesses to expand into digital marketing. In 2013, the agency rebranded as Stitchcraft Marketing to reflect its expansion into the fabric sector and its growing work across the soft craft industries. Pressly grew the agency into a full service marketing agency working with more than 300 companies over 15 years including BERNINA USA, OLFA, Handi Quilter, Embroiderers’ Guild of America, Brown Sheep Company, Inc., and h+h americas, as well as smaller craft retailers, designers, and content creators.

Today, Stitchcraft Marketing provides a comprehensive suite of services including marketing strategy, branding, social media, SEO and website audits, data analytics, digital advertising, video services, and influencer marketing for businesses in the crafts industry, serving both wholesale and retail brands.

“This next chapter is about building on a strong foundation,” said Pressly. “Stitchcraft has always been rooted in deep industry knowledge, trusted client relationships, and creative solutions to marketing challenges. Lisa’s skills and experience are the perfect match to lead the agency into the future.”

Lisa Shroyer brings decades of leadership across craft media, digital strategy, and consumer-driven revenue growth. With a deep history in the craft industry—beginning with learning to knit at age eight and working in her family’s wholesale business, Nancy’s Knit Knacks—she has built a career at the intersection of creativity and business. At Interweave, she launched successful magazines, authored books, and expanded yarn and fiber brands into digital lines. She later helped shape video and marketing strategies at Craftsy across multiple categories before leading large-scale digital media teams overseeing top-ranked podcasts, YouTube channels, and creator and influencer networks. Most recently, she ran a multimillion-dollar media division at BiggerPockets before moving into an entrepreneurial Chief of Staff role at a tech startup.

Shroyer acquired Stitchcraft Marketing to steward the agency’s long-standing client relationships into the next era, preserving what it already does exceptionally well while introducing new levels of operational rigor, performance optimization, and expanded service offerings. She is deeply aligned with the mission of supporting the companies that inspire, empower, and supply makers. Under her leadership, the agency will continue to champion independent brands while investing in modern capabilities, including enhanced video and multimedia services, to help clients grow in an increasingly visual, story-driven marketplace.

“Once, my entire yarn stash was stolen,” said Lisa Shroyer. “When I told the police it was worth thousands of dollars, they were baffled! That moment crystallized something I’ve always known: crafters care deeply about materials and the stories behind what they make. Those values matter. Our industry deserves thoughtful, modern marketing that helps businesses grow without losing their soul. At Stitchcraft, my focus is helping makers navigate a new era—asking the right questions about storytelling, channels, and technology, and turning that into sustainable growth. It’s exactly the work I want to be doing now, drawing on two decades across craft, digital media, and revenue leadership. I couldn’t be more excited about what we’re building.”

Pressly will continue at the agency as President and remain closely involved in client relationships, strategic guidance, and mentorship. Her ongoing presence will ensure that Stitchcraft Marketing’s values, culture, and high-touch service model will remain firmly intact.

“Clients, vendors, and industry partners can feel confident that this is not a departure, but an evolution,” Pressly added. “With Lisa stepping in as CEO to lead day-to-day operations, Stitchcraft is exceptionally well-positioned for sustainable growth.”

About Stitchcraft Marketing
Founded in 2009, Stitchcraft Marketing is a niche marketing agency serving fiber, fabric, and creative businesses across the craft and maker industries. The agency specializes in branding, digital marketing, content creation, data-driven strategy, and professional creative services tailored to craft-focused brands in both wholesale and retail markets. Stitchcraft hosts the popular podcast, Business of Craft, published the book, “Marketing Magic for Savvy Craft Businesses” in 2025, and manages a thriving members-only community. Learn more about the company at stitchcraftmarketing.com