Meet Shana Benhayoun of SBT Stitches

Today we’d like to introduce you to Shana Benhayoun.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My history with needlepoint began when my great-grandmother, Lola, picked up her first needlepoint, long before I was ever born. She seamlessly instilled a love for this needle art in her daughter and subsequently her granddaughters. In my case, my grandmother persevered through several unsuccessful attempts of immersing me in the craft until my Senior year at the University of Miami when my affinity for needlepoint was born.

As a novice needle pointer, I took every class offered at my local shop and quickly picked up an abundance of tips and tricks to elevate my stitching. At this time, young needlepoint designs were nonexistent; you could not buy a canvas online to save your life. After countless failed attempts of finding a canvas that spoke to me, I learned to paint my designs which led to the first step in my needlepoint career.

Painting a needlepoint canvas is not as simple as putting a brush on canvas. It is a very intricate and detailed process of converting squares into a design (think pixilated art). I began by painting just for me, then for friends and family, until I opened up shop. As time progressed and my skills improved, I earned a reputation in the industry as the go-to shop for custom canvases.

I had an opportunity to own this part of the market because no one else was doing anything like it. At my height as a canvas designer, I had waitlists that were six months long and required a deposit to secure a spot. I have always been fortunate in my path in the sense that my growth has been both natural and organic.

During my days of painting canvases, I contemplated opening a brick & mortar shop but the timing never felt right. After giving birth to my second child and taking a six-month maternity leave from painting, I needed a change. I knew it was time to literally set up shop. It all fell into place so quickly and easily that there was no stopping this ball from rolling. I opened my doors in June 2022 and it has truly been a dream!

We all face challenges, but looking back would you describe it as a relatively smooth road?
I was always taught that no matter the proffession one opts to pursue, it’s essential to master every detail. At this point in my career, I have worked every corner of the industry and feel fortunate that my path evolved organically with very few curve balls. I encountered minor struggles as any business owner does in things such as finding my perfect vendors, or searching for the best location.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Needlepoint is so much more than just a hobby; it’s an addiction. Just as a fisherman will always seek the sea, a stitcher will always find a needlepoint shop. People are shocked to hear that needle pointers cross the country simply to experience other stores. I have visited many shops throughout my travels which helped me identify exactly what I wanted and didn’t want in my boutique. As the youngest needlepoint shop owner in the country, my mission is to ensure that SBT Stitches reflects a youthful spirit.

First, and probably most importantly, I am known for pink! Branding is such an important aspect of any business and I chose to use pink as my main color because it embodies the values of my company – young, fun, girly, and happy. My inventory is also very representative of my energy. At SBT Stitches, you will not find the typical floral or geometric design. Instead, you will find sassy sayings & cutesy designs.

What do you think about happiness?
Being a shop owner in and of itself makes me happy. I am so proud of what I have built and am reminded of that every morning when I step foot in my boutique. It brings me joy to spread the love and passion for needlepoint with those who have never tried it. The opportunity to teach people daily is one of the best parts of my job. Witnessing a new stitcher complete their first project and then come back for a second is my most gratifying feeling!

Contact Info:

Image Credits
David Moreno (@davidmorenophoto)