What’s the Stitch is a needlepoint brand offering bold, irreverent designs for stitchers who want a creative hobby with plenty of personality. Its collection centers on hand-painted needlepoint canvases, with options to buy digital downloads and stitch designs in the format that suits them. The brand’s messaging emphasizes self-expression, creativity, and an informal, no-rules approach to needlepoint.

Designs range from cheeky statements and humorous phrases to themed pieces such as luggage tags and quarterboards. Shoppers can browse new arrivals, all canvases, digital downloads, and ready-to-go products, as well as threads and accessories. The site also features recommendations from Emma and how-to information for customers looking for guidance. Product listings include individual canvases at varied prices, and some designs are available as digital downloads. With colorful, candid slogans and distinctive artwork, What’s the Stitch aims to make needlepoint feel contemporary, personal, and fun, while offering choices for different projects and stitching preferences.