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 dwelling in England. Quick ahead to 2025, and her firm has 12 staff, promoting cross-stitch provides, programs, and occasions to prospects worldwide.
In our current dialog, she addressed early struggles, management classes, international promoting, and sure, elevating children. Our complete audio is embedded beneath. The transcript is condensed and edited for readability.
Eric Bandholz: Inform us what you do.
Sally Wilson: I personal an ecommerce firm known as Caterpillar Cross Sew. We promote cross-stitch and crochet kits, subscriptions, and run occasions and lessons — all the pieces stitch-related — from our base close to Birmingham, England.
I launched the enterprise almost 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 neighborhood, and a product folks love.
I bootstrapped the enterprise from the beginning, utilizing financial savings and reinvesting rigorously. I’d all the time wished to work for myself, initially pondering I’d open a regulation agency, however I knew I wanted one thing exterior of regulation.
We now have a crew 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 steered we work collectively towards the identical purpose, and he joined quickly after.
Working collectively wasn’t straightforward 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 robust stability 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 crew?
Wilson: I’ve realized that not everybody thinks or works like me. Early on, I assumed everybody approached issues the identical method, however I’ve come to understand that individuals are gifted otherwise. This consciousness has made me extra conscious and affected person. Now, I deal with balancing my model with what works finest for the crew.
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 artistic work, requires extra interplay. Now I’m way more intentional about how I talk to convey out one of the best in others.
I attempt to make our staff really feel secure sharing how they finest obtain communication. I’ve accomplished a variety 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 affords perspective, and I’ve realized 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 need Caterpillar to be the model ladies consider for crafting, particularly within the U.S., Canada, Australia, New Zealand, and components of Europe. Australia, particularly, is an thrilling alternative. The information reveals a passionate, underserved neighborhood there that we haven’t totally tapped into. I’d love to offer it extra focus.
Extra broadly, I’m pushed by the concept you solely get one life — so why not see what’s attainable? That’s not about all the time profitable or having the suitable 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 right 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 convey as we scale globally.
However my well being and my youngsters 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 a variety of strain to step again, work part-time, or select a much less demanding path.
However exhibiting up totally for each my enterprise and my children is the instance I need to set. I decide them up from college on daily basis, attend almost all their occasions, and I’m all the time obtainable. They see how arduous I work, how pushed I’m, and the way lit up I get when issues go properly. I feel 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 need them to develop up with open minds, sturdy values, and an actual understanding of what it means to chase their objective.
Bandholz: The place can folks observe you?
Wilson: Our web site is CaterpillarCrossStitch.com. We’re on Fb, YouTube, Pinterest, Instagram, and TikTok.
