Hello, fellow stitchers!
I'm Caroline Seldon, the designer behind Haystack Stitching. From my home in Hampshire, England, I create cross stitch designs inspired by the countryside, seasonal traditions and the rich heritage of needlework.
Creativity has run through my life for as long as I can remember. I learned knitting, sewing, embroidery and English paper piecing as a child, and that early love of making shaped my education. I went on to study embroidery, dressmaking, fabric printing and weaving, with the dream of attending the London School of Art.
After qualifying as a teacher, I discovered the perfect way to combine my two passions, developing and teaching textile workshops at my local college. Sharing skills and encouraging creativity remains one of the most rewarding parts of my journey.
The Story Behind Haystack
A trip to Australia reignited my love of needlework and introduced me to the distinctive Australian style of quilting, appliqué and embroidery. My travels also took me to the USA, Europe and Japan, where every exhibition and conversation with fellow makers broadened my perspective, shaped my work and inspired new ideas.
Encouraged by my stitching friends, I began designing and launched Swallick Stitchery, named after Swallick Farm, where my grandpa worked for 64 years and which was the backdrop to treasured childhood memories with my cousins. My first design appeared in the 2016 World of Cross Stitching Christmas Ornament Edition, and I continued designing for the magazine for several years. Christmas has always been my favourite season to stitch, and festive designs remain especially close to my heart.
As my creative journey grew, so did my business. Haystack Stitching was born to honour both sides of my family's farming heritage—one rooted in arable farming, the other in cattle farming. It debuted at the Nashville Needlework Market in 2020 and has exhibited there every year since.
Since then, Haystack Stitching has continued to grow. I've been proud to help bring Big Stitch to the UK, exhibit at the Knit + Stitch Show, showcase my textile art at France's Linen and Flax Festival, exhibit at the National Needlework Archive, and speak to Women's Institute groups about the history of embroidery from around the world.
The Heart of Haystack
Whether I'm designing, teaching or speaking, my aim remains the same: to celebrate the rich heritage of needlework while creating beautiful, achievable designs that encourage stitchers to learn new skills, explore their creativity and stitch with confidence.
Thank you for being part of my stitching journey. I hope my designs inspire you to pick up your needle, enjoy the process and create something you'll treasure for years to come.