Sally Wilson is a lawyer turned craft entrepreneur. She’s additionally an concerned mom who shares her enterprise and passions with two children. She says being an awesome mother doesn’t imply sacrificing who you might be.
Sally launched Caterpillar Cross Sew a decade in the past from her house in England. Quick ahead to 2025, and her firm has 12 workers, promoting cross-stitch provides, programs, and occasions to prospects worldwide.
In our current dialog, she addressed early struggles, management classes, world promoting, and sure, elevating children. Our total audio is embedded under. The transcript is condensed and edited for readability.
Eric Bandholz: Inform us what you do.
Sally Wilson: I personal an ecommerce firm referred to as Caterpillar Cross Sew. We promote cross-stitch and crochet kits, subscriptions, and run occasions and lessons — every part stitch-related — from our base close to Birmingham, England.
I launched the enterprise practically 10 years in the past after leaving a regulation profession I hated. I took an ecommerce course and adopted the recommendation: discover a area of interest, a group, and a product folks love.
I bootstrapped the enterprise from the beginning, utilizing financial savings and reinvesting fastidiously. I’d at all times wished to work for myself, initially considering I’d open a regulation agency, however I knew I wanted one thing outdoors of regulation.
We now have a group of 12, together with my husband, who joined the enterprise three years in the past. He was an engineer, however juggling two careers and elevating children was powerful. On our tenth anniversary journey, I advised we work collectively towards the identical objective, and he joined quickly after.
Working collectively wasn’t simple at first. There was battle, particularly since we mentioned the enterprise in any respect hours. However we set boundaries and now work in separate workplaces. I deal with advertising and design, he runs operations. We’ve discovered a powerful steadiness and deep respect for one another’s roles, which makes the enterprise — and our marriage — work.
Bandholz: How have you ever tailored your management model with a bigger group?
Wilson: I’ve discovered that not everybody thinks or works like me. Early on, I assumed everybody approached issues the identical means, however I’ve come to understand that persons are gifted in another way. This consciousness has made me extra conscious and affected person. Now, I concentrate on balancing my model with what works greatest for the group.
Within the early days, I used to be extra inflexible, anticipating folks to suit my workflow. Coming from a regulation background, the place I labored alone in a closed workplace, this was regular. However enterprise, particularly inventive work, requires extra interplay. Now, I’m rather more intentional about how I talk to deliver out one of the best in others.
I attempt to make our workers really feel protected sharing how they greatest obtain communication. I’ve completed quite a lot of studying, together with lately exploring the excellence between suggestions and criticism. Suggestions, when delivered properly, is a present — it helps relationships and progress. However criticism, even when it sounds the identical, can really feel harsh and unhelpful if it lacks intention. It’s all about the way it’s delivered.
I’m emotional and reactive by nature. Generally my husband and I am going to mattress offended — and that’s okay. Time gives perspective, and I’ve discovered to personal how my phrases or tone contribute to how one thing lands.
Bandholz: What’s your imaginative and prescient for the enterprise?
Wilson: I would like Caterpillar to be the model ladies consider for crafting, particularly within the U.S., Canada, Australia, New Zealand, and elements of Europe. Australia, particularly, is an thrilling alternative. The info exhibits a passionate, underserved group there that we haven’t absolutely tapped into but. I’d love to present it extra focus.
Extra broadly, I’m pushed by the concept that you solely get one life — so why not see what’s attainable? That’s not about at all times profitable or having the fitting solutions. It’s about being resilient and reframing failure as studying. You both win otherwise you develop. I’ve let go of fears and leaned into trusting myself: Even when I don’t know one thing now, I imagine I can determine it out.
It comes all the way down to grit, consistency, and a refusal to give up. That mindset has carried me this far, and it’s what I’ll proceed to deliver as we scale globally.
However my well being and my kids come first. For years, I sacrificed sleep, working till 2 a.m., and it took a toll. Now I’m extra intentional. If I’m not properly, the enterprise suffers too.
As a mother, particularly a feminine entrepreneur, there’s quite a lot of stress to step again, work part-time, or select a much less demanding path.
However exhibiting up absolutely for each my enterprise and my children is the instance I wish to set. I choose them up from college day by day, attend practically all their occasions, and I’m at all times accessible. They see how onerous I work, how pushed I’m, and the way lit up I get when issues go properly. I believe that’s highly effective for my daughter and son to see that zeal.
Being an awesome mother doesn’t imply sacrificing who you might be. I would like them to develop up with open minds, robust values, and an actual understanding of what it means to chase their goal.
Bandholz: The place can folks observe you?
Wilson: Our web site is CaterpillarCrossStitch.com. We’re on Fb, YouTube, Pinterest, Instagram, and TikTok.
