Heaven And Earth

What Heaven And Earth does

Heaven and Earth Designs is a privately held e-commerce retailer founded in 2002 that specializes in intricate, large-scale cross-stitch patterns. The company serves a horizontal customer base of cross-stitch hobbyists and crafters, offering over 16,984 chart designs converted from licensed artwork of more than 100 artists including Thomas Kinkade, Stephanie Pui-Mun Law, Jasmine Becket-Griffith, and NASA. Products are delivered primarily as digital PDF downloads (Regular and Large formats) with optional USPS hard-copy fulfillment, and the company supports seven currencies (USD, EUR, GBP, CAD, AUD, NZD, ZAR) for a global customer base.

The product portfolio extends beyond core charts to include chart variants (Mini, Max Color up to 239 colors, Supersize up to 999 stitches wide, Quick Stitch, Storykeep), a Christmas Stockings sub-category with 137 designs, an AI Creators collection, Limited Edition and Artist of the Month releases, and Social Media Exclusive Charts distributed via Facebook, Instagram, and TikTok. Adjacent accessories (Diamond Painting Glue and related supplies) and value-added services (Custom Charting, Supersize, Color Expansion, Background Removal, Flip a Chart, Layaway Program, Birthday Club, Gift Certificates) round out the offering. A free Fabric Calculator and a public Gallery of customer-finished projects serve as acquisition and engagement tools.

The business model is predominantly transactional and direct-to-consumer. Revenue is generated through one-time chart purchases (priced $4 to $196+), custom service fees ($10-$30+ per request), accessory sales, gift certificates ($5-$200), and a recurring membership program (Birthday Club). Marketing relies on the website, email newsletter, organic social media, and the customer gallery. The company has no disclosed funding, no parent company, no M&A activity, and no leadership changes in the available data, suggesting a stable founder/owner-led operation with 20+ years of continuous presence in the needlework materials market.

Name

Heaven And Earth

Legal name

Heaven and Earth Designs

Website

https://heavenandearthdesigns.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

Heaven and Earth Designs is a privately held e-commerce retailer founded in 2002 that sells over 16,984 digital and physical cross-stitch chart patterns from 100+ licensed artists, serving hobbyists worldwide via multi-currency checkout, custom services, and social media exclusive releases.

Ownership category

akta.pro rank

Product category

Cross-Stitch Patterns

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130), Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro industry

PRIMARYCRALADAF

Cross-Stitch & Counted Thread Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

SECONDARYCRALADAE

Needlepoint & Embroidery Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

SECONDARYBPAFAMAL

Custom Printing & Decoration Services (Screen Print, Embroidery, Laser)

Business & Public Services/Marketing, Advertising & PR Services/Promotional Products & Sales Promotion Services

Keywords

• Cross-stitch patterns
• Needlework charts
• Craft patterns
• Digital stitch art
• Embroidery designs

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Chart Downloads: PDF chart downloads sold as one-time purchases. Customers can choose between Regular format, Large format, Color PDF, or background-removed versions.
2. Physical Printed Charts: USPS hard copy delivery of printed chart books in Regular or Large format, sold as one-time purchases.
3. Special Services: Customization services including supersizing, color expansion, mini charts, quick stitch conversions, storykeep charts, background removal, and format conversions. Services take 4-6 weeks to process and are priced separately from chart costs.
4. Gift Certificates: Prepaid gift certificates sold in denominations of $5, $10, $20, $25, $50, $75, $100, and $200 for recipient's future purchases.
5. Accessories: Diamond painting accessories including glue and related crafting supplies.
6. Membership Programs: Birthday Club membership program offering special benefits to members.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Heaven and Earth Designs creates and sells cross-stitch patterns and charts based on artwork contributed by over 100 artists. The company offers digital PDF downloads of its pattern catalog as well as physical printed charts, and provides ancillary customization services such as custom charting, supersizing, and color expansion for cross-stitch enthusiasts worldwide.

Product overview

Heaven and Earth Designs operates as a digital-first e-commerce platform offering over 16,984 cross-stitch patterns primarily as PDF downloads, supplemented by physical printed chart copies. The core product consists of intricate cross-stitch charts featuring designs from over 200 licensed artists. The portfolio includes multiple chart variants (Mini, Max Color, Supersized, Quick Stitch, Storykeep) and specialty categories (Christmas Stockings, Limited Edition/Artist of the Month, AI Creators Collection). Physical accessories (Diamond Painting Glue) and diverse services (Custom Charting, Gift Certificates, Layaway Program, Birthday Club) complement the downloadable pattern catalog. Chart formats include Regular and Large PDF versions, with USPS hard copy options, and fabric/material packs available for various fabric counts (14-40 count). The company also provides free tools including a Fabric Calculator and a Gallery for customer finished works.

Differentiator

Problem solved

Functional benefit

Products and services

• Cross-Stitch Pattern Catalog Catalog of 16,984+ cross-stitch chart patterns based on artwork from 100+ contributing artists, offered as digital PDFs and physical printed charts for individual stitchers and hobbyists.
• Digital PDF Chart Downloads Instant-download PDF versions of cross-stitch charts that customers receive immediately after purchase for printing at home.
• Printed Paper Charts Physical printed versions of cross-stitch charts mailed to customers who prefer paper patterns over digital downloads.
• Custom Charting Service Service that converts customer-supplied images or artwork into custom cross-stitch charts tailored to the buyer's specifications.
• Supersizing Service Service that enlarges existing cross-stitch patterns beyond their standard dimensions for stitchers seeking larger-scale projects.
• Color Expansion Service Service that increases the color palette of an existing chart beyond the standard thread count, providing more detailed and nuanced designs.
• Designer Collections Curated groupings of cross-stitch patterns from individual contributing artists, allowing customers to browse and purchase themed sets by their preferred designers.
• Gift Certificates Stored-value gift certificates redeemable for any pattern or service in the Heaven and Earth Designs catalog.

Quantifiable outcome

• Over 20 years in operation since 2002
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• 100+ Art ArtistscoreStrategic or Co-development PartnerLicensing partnerships with over 100 artists including Thomas Kinkade, Stephanie Pui-Mun Law, Jasmine Becket-Griffith, NASA, and many fantasy/art artists. Artists' works are converted into cross-stitch chart patterns sold through the platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Herrschners: Multi-category needlework retailer selling cross-stitch kits, charts, and supplies by mail-order and online. Overlaps on customer base and on offering licensed-art cross-stitch patterns alongside yarn and crafts.
• Nordic Needle: Specialty mail-order and online needlework retailer carrying cross-stitch charts, fabrics, and threads from many designers. Comparable on catalog breadth, customer overlap, and hobbyist focus.
• Janlynn Corporation: Long-standing cross-stitch kit and counted-thread pattern manufacturer with both licensed-art and original designs. Directly comparable on product format, customer demographic, and distribution through craft retailers.
• 123Stitch.com: Online specialty retailer of cross-stitch patterns, fabric, and floss from multiple designers. Competes with HAED on selection breadth and direct-to-consumer cross-stitch supplies delivery.
• Dimensions Needlecraft: Major cross-stitch kit and pattern publisher offering licensed-art and original-design charts through retail and DTC. Most direct competitor to HAED in the detailed, full-coverage cross-stitch pattern category.

Broad incumbents

• DMC (Threads & Cross-Stitch): Global thread and needlework supplies brand with cross-stitch kits and educational content. Comparable customer base and category leadership, though DMC's strength is consumables rather than licensed-art chart publishing.
• LoveCrafts: Large online craft marketplace covering sewing, knitting, and cross-stitch patterns and supplies from many designers. Competes broadly for hobbyist wallet share but is not specialized in detailed cross-stitch charts like HAED.
• Etsy (cross-stitch pattern sellers): Major marketplace hosting thousands of independent cross-stitch chart designers. Competes on selection, pricing, and discovery; HAED competes by aggregating licensed-artist content in one catalog.

Others

• Kreinik Manufacturing: Specialty metallic and specialty thread maker selling cross-stitch and needlework supplies direct to consumers and designers. Adjacent enabling supplier whose customers overlap heavily with HAED's stitcher base.

Emerging players

• EverythingCrossStitch (magazine and shop): Cross-stitch-focused media property selling patterns and kits. Niche overlap on detailed cross-stitch charts but smaller catalog and lower brand recognition than HAED.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heaven-and-earth

Revenue estimate

Valuation estimate

Number of profiles

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 Heaven And Earth