When the inquiry from Urban Outfitters landed in my inbox, I had JUST had a baby. I was recovering from a C-section, adjusting to life with a newborn, and figuring out what my new normal might look like.
So naturally, I decided to coordinate a live embroidery activation for Urban Outfitters and Off Season just a few weeks later!
Five weeks postpartum, I was back behind my chainstitch embroidery machine for an event that brought together fashion, Philadelphia sports, and a whole lot of creative energy. And while returning to work so soon wasn't something I'd necessarily planned, this opportunity meant a great deal to me.
A Philly Sports-Inspired Brand Activation
Urban Outfitters teamed up with Off Season, the sports-inspired clothing brand founded by Kristin Juszczyk, for a special activation leading up to the All-Star Game in Philadelphia.
Kristin spent the day traveling around the city in a branded Urban Outfitters bus, celebrating the collaboration and showing off Off Season's Philadelphia-centric sports apparel.
Meanwhile, we were set up outdoors at Walnut Garden in Rittenhouse, ready to personalize some pretty fun merchandise!
Guests and influencers were invited to explore the collection and choose between a vintage bandana or a miniature felt pennant, both specially branded for the occasion. We added custom chainstitch embroidery to their selections, giving everyone a personalized keepsake from the event.
The whole experience had a fun, nostalgic sports vibe that felt right at home in Philadelphia.
Two Stitchers, Two Weeks, One Big Event!
Because this was a larger activation with a steady flow of guests expected, I recommended bringing in a second chainstitch artist.
I recruited my friend and fellow stitcher Hilary Cortes of Rowdy Cowlick, whom I've had the pleasure of working with before. I love being able to bring other artists into these opportunities, especially when it means we can accommodate more guests and keep the embroidery moving!
And did I mention we organized the whole thing in less than TWO WEEKS?!
From coordinating artists and assistants to planning the embroidery experience and getting everything ready for the event, there were quite a few moving parts to work through in a short amount of time.
We set up our machines under a tent at Walnut Garden and worked alongside Urban Outfitters' brand ambassador team and our assistants to help guests place their orders and navigate the experience. While we stitched, guests enjoyed food, drinks, and giveaways, making the embroidery part of a larger afternoon of
festivities.
I was also especially grateful for my assistant, who handled the heavy lifting during load-in and load-out while I was still recovering from my C-section. Turns out, moving embroidery equipment isn't exactly on the list of recommended postpartum activities!
A Conversation with Kristin Juszczyk I'll Never Forget
As exciting as the event itself was, one of my favorite moments of the day had nothing to do with embroidery.
I had the opportunity to talk with Kristin about motherhood, running a creative business, and what it means to keep pursuing something you're passionate about while building a family. Kristin has been open about her IVF journey on Instagram, and we connected over the experience of navigating motherhood alongside our professional ambitions. I shared that I was just five weeks postpartum and that continuing to grow That Crafty One was something I felt strongly about.
I want my daughter to grow up seeing her mom work hard at something she's built independently. I want her to know that she can pursue her interests, create opportunities for herself, and have the confidence to try things that might feel a little intimidating.
Kristin seemed genuinely moved, and maybe even a little relieved, to see me back at work so soon after pregnancy and childbirth. It was a really meaningful conversation, especially coming from someone whose own creative work has grown into such an incredible business.
A New Chapter for That Crafty One
This event marked my first live embroidery activation after becoming a mom, and it felt like a pretty significant milestone. There were definitely some new logistics to navigate, both professionally and personally. But I was proud to have coordinated the event, brought another talented artist along, and delivered a fun experience for Urban Outfitters and Off Season.
Becoming a mother has changed a lot of things in my life, but it hasn't changed how much I love this business or how committed I am to continuing it. Someday, I hope my daughter looks back at photos of me sitting behind my embroidery machine five weeks after she was born and understands a little bit about why that mattered to me.
A huge thank you to Urban Outfitters and Off Season for trusting me with this activation, to Hilary for stitching alongside me, and to our assistants and the brand ambassador team for helping everything run smoothly.
You can watch my Instagram reel recapping the event here!
This wasn't my first time teaming up with Hilary for a big Philadelphia event! We also worked together at the grand opening of Borromini in Rittenhouse, where we personalized tote bags for guests at a very busy Italian-inspired celebration. Read about our embroidery activation at Borromini!
Live Chainstitch Embroidery for Fashion & Brand Activations
That Crafty One provides custom live chainstitch embroidery for retail events, fashion launches, influencer experiences, and brand activations in Philadelphia and beyond.
From coordinating multiple artists and assistants to developing customization options and managing event logistics, I love helping brands create thoughtful, interactive experiences for their guests.
Get in touch to bring live chainstitch embroidery to your next event!