Krista LeRay, a 34-year-old mom from Westport, Connecticut, transformed a hobby into a thriving business that is now averaging $570,000 a month in revenue. What began as a
Krista LeRay, a 34-year-old mom from Westport, Connecticut, transformed a hobby into a thriving business that is now averaging $570,000 a month in revenue. What began as a creative outlet and Instagram passion project has grown into Penny Linn, a needlepoint store that generated $4.4 million in revenue in 2024.
Her story highlights how a simple side hustle can become a full-fledged business with the right mix of creativity, timing, and audience engagement.
LeRay started Penny Linn with less than $100, crafting needlepoint kits and sharing them on Instagram. The positive response from followers revealed a clear demand for her products. Customers were drawn to her unique designs, accessibility, and the personal touch that comes from handmade items.
Realizing that her hobby had potential, LeRay decided to turn it into a business, scaling production, creating an online store, and marketing her products to a wider audience.
Instagram played a pivotal role in Penny Linn’s growth. By posting her needlepoint creations, sharing tutorials, and engaging directly with followers, LeRay built a community of enthusiasts who became loyal customers.
Social media allowed her to test products, gather feedback, and understand what her audience wanted most. Her authentic approach created a sense of connection, which turned casual followers into paying customers and repeat buyers.
Once she recognized the demand, LeRay took strategic steps to scale her business:
These steps enabled Penny Linn to transition from a hobby to a serious, revenue-generating business while maintaining the creative vision that made it appealing.
LeRay’s journey offers valuable lessons for anyone looking to turn a passion into profit:
LeRay emphasizes that her business success is rooted in doing something she loves while responding to her customers’ needs.
LeRay’s story is part of a larger trend in the United States. More than one-third of U.S. adults have side hustles, earning an average of $891 per month, according to Bankrate. While most side hustles generate modest supplemental income, stories like Penny Linn show the potential for massive growth when a side project meets market demand.
Her experience illustrates that with creativity, strategic thinking, and persistence, a small side hustle can rapidly scale into a million-dollar business.
Penny Linn’s growth has been remarkable:
LeRay credits this success to combining her creative passion with smart business practices and the power of online engagement.
Beyond revenue, Penny Linn thrives because of the community Krista has built around her products. Customers feel connected not just to the designs but also to her story and her journey. This sense of connection has turned buyers into advocates, spreading the word and driving growth organically.
Her story shows that business success is not just about sales numbers — it’s also about building a loyal community that believes in your vision.
LeRay plans to continue expanding Penny Linn’s product offerings and exploring new ways to engage her growing audience. She hopes to introduce more specialized needlepoint kits, workshops, and seasonal collections to keep the brand fresh and appealing.
Her advice to aspiring entrepreneurs is simple: start small, follow your passion, and leverage tools like social media to understand your audience.
Krista LeRay’s journey from a $100 hobby to a $4.4 million business averaging $570,000 per month is a powerful example of how passion, creativity, and strategic growth can turn a side hustle into a thriving enterprise.
Her story is particularly inspiring for moms and side hustlers, demonstrating that with focus, persistence, and an engaged audience, even the smallest hobby can grow into a massive business success.
Penny Linn proves that creativity paired with smart business practices and community engagement can create extraordinary results — and that anyone willing to take the leap can turn a modest project into a life-changing venture.
