Lia Griffith

What Lia Griffith does

Lia Griffith is a privately-held, founder-owned membership platform for DIY paper, felt, and fiber crafting, operating under Lia Griffith Media LLC from Portland, Oregon. Founded in 2013 by Lia Griffith, the company delivers an integrated content, education, and supplies ecosystem centered on a tiered subscription model ($14.99/mo, $149/yr, $199/yr Craft Circle) that grants access to a library of 3,468+ craft projects, 440+ video tutorials, and 64+ live workshops. The core technology is a digital content platform that distributes printable PDF templates, SVG cut files, and streaming video through a member portal with a 'My Craft Room' download tracker and credit-based access system.

The business monetizes through four revenue streams: recurring subscription memberships (the primary engine), a sister e-commerce store called Felt Paper Scissors selling 798+ curated craft supplies with US and select international shipping, affiliate commissions via ShareASale, and a la carte single-project purchases. The company reaches its audience primarily through owned organic channels — Pinterest (10m+ monthly viewers), YouTube (14m+ views, 195k subscribers), Instagram (93k followers), and Facebook (56k fans) — supplemented by earned media in publications such as Oprah Magazine, Martha Stewart, and Today Show.

The customer base consists of approximately 10,000+ paying members worldwide, primarily hobbyist crafters and women ages 35-85 interested in creative handcrafted lifestyle pursuits, plus a secondary segment of craft educators and teachers who use the platform's content to teach others. The team is small (11-50 employees) and bootstrapped with no disclosed institutional funding. Recent strategic moves include a 2025 expansion into book publishing ('Paper Flower Garden'), introduction of the premium Craft Circle tier, and growth of the Felt Paper Scissors supply shop internationally, indicating a deliberate strategy to diversify revenue beyond core digital subscriptions while deepening the educational surface through Craft Academy master classes.

Name

Lia Griffith

Legal name

Lia Griffith Media LLC

Website

https://liagriffith.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Lia Griffith is a Portland-based, founder-owned DIY craft membership platform offering tiered subscriptions ($14.99-$199/yr) giving hobbyist crafters access to 3,468+ projects, 440+ video tutorials, and live workshops, supported by a sister craft-supply e-commerce store.

Ownership category

akta.pro rank

Product category

Craft Education & DIY Memberships

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Miscellaneous Publishing (2741), Services-Educational Services (8200)

akta.pro primary industry

General Arts & Crafts Supplies Retail (CRALACAA)

akta.pro secondary industries

Crafts & Maker Arts (Ceramics, Textiles, Jewelry, Mixed Media) (EDAMAAAD), Crafts & DIY (Paper, Fiber, Wood, Resin, DIY Projects) (EDAAAGAB), DIY Craft Kits & Project Kits Retail (CRALACAH), Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens) (CRALACAK)

Keywords

• DIY craft tutorials
• Paper flower crafts
• Felt craft projects
• Craft subscription membership
• Cutting machine templates

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Others

Revenue model

1. Subscription Memberships: Recurring subscription revenue from three tiers: Monthly ($14.99/mo), Annual ($149/yr), and Craft Circle ($199/yr). All memberships auto-renew until cancelled. Annual and Craft Circle tiers offer unlimited downloads vs limited credits for monthly.
2. Craft Supplies (Felt Paper Scissors): Related e-commerce store selling curated craft supplies, kits, and tools. 798+ products including crepe paper, felt, tools, and specialty materials. Ships internationally to select countries.
3. Affiliate Commissions: Earns 5% commission on sales through affiliate program (ShareASale) for both Felt Paper Scissors (Store ID 1) and Lia Griffith membership (Store ID 2)
4. Single Project Purchases: One-off purchase option for individual projects with tutorials, templates, and content without membership commitment. Non-refundable but may allow refund requests at discretion.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

Lia Griffith operates a membership-based DIY craft education platform offering tiered subscriptions (Monthly $14.99, Annual $149, Craft Circle $199) that unlock a library of 2,000+ craft projects, 400+ video tutorials, and skill-building Craft Academy courses. The platform is complemented by an affiliated e-commerce craft supply shop (Felt Paper Scissors) selling curated materials, kits, and tools, plus a published craft book. Content is delivered digitally via downloadable SVG/PDF templates, printable patterns, and video workshops focused on paper flowers, felt crafts, and cutting machine projects.

Product overview

Lia Griffith is a membership-based DIY craft education platform offering a portfolio of related products across subscription tiers and physical goods. The core offering is a tiered membership model (Monthly at $14.99/mo, Annual at $149/yr, and Craft Circle at $199/yr) that provides access to the Project Library (3,600+ DIY downloads), Video Tutorial Library (400+ videos), and Craft Academy (skill courses and master classes). Supporting products include the affiliated Felt Paper Scissors craft supply shop, the Paper Flower Garden book, free Starter Project Bundles for new users, and the Crafternoon community event series. The platform specializes in paper flowers, felt crafts, fiber crafts, paper crafts, cutting machine projects, and seasonal/holiday decorations, with content organized by craft category, difficulty level, and time commitment.

Differentiator

Problem solved

Functional benefit

Brands

• Craft Academy: In-depth skill courses and master classes teaching crafting techniques including crepe paper flowers, cutting machine crafts, felt & fiber crafts, and arrangement workshops.
• Craft Circle
• Felt Paper Scissors

Products and services

• Monthly Craft Collection Membership Monthly subscription at $14.99/month providing access to seasonally curated craft collections, 5 project downloads per month (credits do not roll over), Craft Academy skill courses, video tutorial library, and community membership. Auto-renews until cancelled.
• Annual Membership Annual subscription at $149/year with all monthly benefits plus unlimited project downloads, $20 annual shop coupon, and a $20 bonus coupon valid on $100+ purchase. Auto-renews until cancelled.
• Craft Circle Membership Top-tier annual membership at $199/year with all annual benefits plus unlimited access to master classes and exclusive Craft Circle-only arrangement workshops with Lia and team. Marketed as best value.
• Craft Academy Structured educational platform within the membership offering skill courses, master classes, and in-depth lessons for paper flowers, cutting machine crafts, felt and fiber crafts, and arrangement workshops.
• Single-Project Purchases A la carte option to purchase individual project access without a membership commitment, providing unlimited access to digital content including step-by-step tutorial, printable templates, supply list, and supplemental materials for a specific project.
• Gift Membership Non-renewing one-year gift membership at $129 (discounted from $149/year) including full membership benefits for one year with no auto-renewal.
• Felt Paper Scissors Craft Supply Shop Affiliated online craft supply store offering curated crepe paper, kits, tools, and specialty materials handpicked for Lia Griffith projects. Features 798+ craft supplies with US and international shipping to select countries.
• Paper Flower Garden Book

Quantifiable outcome

• 10,000+ happy members worldwide
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Felt Paper ScissorscoreOthersRelated e-commerce store (Store ID 1 in affiliate program) selling curated craft supplies, kits, and tools. Ships internationally to select countries. Same ownership (Lia Griffith Media LLC). 5% affiliate commission available.
• ShareASale (Affiliate Network)minorChannel Partner/ Reseller/ DistributorAffiliate marketing network hosting Lia Griffith's affiliate program (Merchant ID 67416). Offers 5% commission on membership and product sales through two programs: Felt Paper Scissors (Store ID 1) and Lia Griffith (Store ID 2).
• Sponsors & AdvertisersminorGTM or Marketing PartnerSponsored posts, giveaways, sponsored DIY projects, video sponsorship, and advertising opportunities available. Advertisers can reach the brand's audience of women crafters ages 35-85 with 10m+ Pinterest viewers and 14m+ YouTube views.
• MediavineminorGTM or Marketing PartnerProgrammatic advertising network managing third-party interest-based advertising on the website. Handles personalized ad delivery using cookies and data collection.
• Google AdsenseminorGTM or Marketing PartnerGoogle advertising network serving ads based on user visit patterns using DART cookies. Uses non-personally identifiable information for ad targeting.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cricut: Cricut sells cutting machines and runs the Design Space ecosystem with thousands of project templates and tutorials — the closest comparable to Lia Griffith's combination of machine-oriented craft content, templates, and supplies, competing for the same DIY crafter audience.
• Brit + Co: Brit + Co operates a digital DIY/craft content platform with classes, tutorials, and a creator community — directly comparable to Lia Griffith's membership-based craft education model targeting a similar demographic of women hobbyists.
• LoveCrafts: LoveCrafts is an online craft supplies retailer (yarn, fabric, paper) that pairs e-commerce with project tutorials and patterns — directly comparable to Lia Griffith's combination of craft supplies shop (Felt Paper Scissors) plus tutorial content library.
• Craftsy: Craftsy (formerly Bluprint) is an online craft education platform offering video classes across sewing, knitting, paper crafts, and more — a direct comparable to Lia Griffith's video tutorial library and Craft Academy subscription model.
• Create & Craft: Create & Craft is a UK-based TV and online retailer combining craft supply sales with live demonstrations and workshops — closely paralleling Lia Griffith's live workshops + e-commerce supplies (Felt Paper Scissors) model in a different geography.

Broad incumbents

• Michaels Companies: Michaels is the largest North American specialty retailer of arts, crafts, and hobby supplies — a broad incumbent competing for the same crafter wallet as Lia Griffith's Felt Paper Scissors shop, but with a much wider assortment and physical footprint.
• JOANN: JOANN is a major US fabric and craft retailer with classes and project inspiration — comparable to Lia Griffith as a broad incumbent in the craft retail category that also offers educational content alongside supplies.
• Hobby Lobby: Hobby Lobby operates a large chain of arts, crafts, and home décor retail stores across the US — a broad incumbent in the same hobby supplies category as Lia Griffith, competing for the same women-35+ demographic.
• Plaid Enterprises: Plaid is a major manufacturer and supplier of craft paints, finishes, and DIY project kits sold through retail — a broad incumbent that supplies many of the same materials Lia Griffith recommends and competes indirectly for the crafter's project budget.

Emerging players

• Spellbinders Paper Arts: Spellbinders designs and sells paper crafting tools (dies, embossing folders) and pairs the products with project tutorials and a creator community — an emerging player intersecting with Lia Griffith's paper-flower and cutting-machine content niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/liagriffith
• YouTubeyoutube.com/liagriffith
• Facebookfacebook.com/liagriffith
• Instagraminstagram.com/liagriffith
• Pinterestpinterest.com/liagriffith
• LinkedInlinkedin.com/company/lia-griffith-media

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lia Griffith