Stitch My Heart is an independent cross-stitch pattern and gift shop created by Amy, whose passion for stitching grew from a desire for more distinctive, charming designs. Its patterns span vintage-inspired looks and cute seasonal themes, with collections for Christmas, Halloween, Easter, Valentine’s Day, Mother’s Day and other occasions. Designs are available in a range of chart sizes, individually or in bundles, and are supplied as downloadable PDF files. Depending on the pattern, customers can access black-and-white and full-colour charts, Pattern Keeper-friendly files, and DMC thread lists with stitch counts. Patterns are intended for personal use and suit a range of skill levels.

The shop also sells physical products featuring its artwork, including mugs and tumblers, posters, coasters, cushions, notebooks, and Samsung and Apple device cases. Stitch My Heart offers membership tiers with benefits such as member-only patterns and products, discounts, exclusive posts, giveaways and freebies. Visitors can also read shop news and behind-the-scenes blog posts, and apply to become test stitchers by sharing photos of completed work.