On today’s episode of the Craft Industry Alliance podcast, we’re talking about creating a craft kit company with my guest Michelle Galletta of Kiriki Press.
Ontario College of Art and Design printmaking grad Michelle Galletta wanted to make her niece an embroidered doll but couldn’t find a pattern anywhere. A week after attempting her very first stitch, she was left with a set of wonky owl dolls and a deep appreciation for the craft. In time, this newfound love of embroidery joined forces with screen printing, and Kiriki Press was launched in 2013 with seven doll patterns. The collection has expanded to include over 30 embroidered doll kits, felt kits, tools and a small brick & mortar shop in Toronto’s Roncesvalles neighbourhood. Kiriki Press kits can be found in over 1000 stores worldwide and known for their adorable designs, top quality materials and user friendly instructions.
This episode is sponsored by h+h americas.
The premier wholesale springtime event for the fabric and fiber industry in Rosemont, IL.
h+h americas is the premier wholesale springtime event for the fabric and fiber industry in Rosemont IL. With over 575 exhibitors from 26 nations, business workshops, demos, fashion shows, networking and more, this is a must-attend event for anyone working in the crafts industry. Classes start May 5 and the expo is May 6-8th. Visit hh-americas.com to learn more.
We begin this conversation with Michelle sharing her background in printmaking and how she started Kiriki Press in 2013 after creating a set of wonky owl dolls for her niece. The company has since expanded to offer over 30 different doll and felt kits, with products sold in over 1,000 stores nationwide.
Michelle grew up in Toronto, attended the Ontario College of Art and Design, and later lived in Italy before returning to Canada to start her business. She discovered her passion for printmaking during her university studies and eventually launched Kiriki Press, which offers embroidery kits inspired by her artistic background and Italian heritage.
Michelle discusses her experience studying art in Florence, where she had the opportunity to study art history in person and meet her future husband. She also shares about her time interning in Venice and her consideration of staying in Italy permanently before ultimately returning to Canada to start her business, Kiriki Press.
Michelle decided to make owl dolls as a gift for her goddaughter. Inspired by her sister-in-law’s suggestion that the child liked faces and textures, she used an old embroidery book to create a unique gift. This project led her to explore a new artistic medium, which she found meditative and fulfilling.
While embroidery was initially a subset of the business, it quickly became the main focus due to customer interest. We talk about the origin of the name Kiriki Press and we talk about the unique aspects of Kiriki Press kits, including the screen-printed patterns on fabric that simplify the stitching process.
Michelle started wholesaling kits with Purl Soho iwhich helped build her brand through word of mouth. She explains how she adjusted her pricing and supply chain over time, including buying materials in bulk and outsourcing screen printing to maintain quality control while keeping costs accessible. We also review the evolution of her packaging design for doll kits over 13 years. We discuss Michelle’s experience on the wholesale platform, Faire, and Michelle’s decision to invest in a laser cutter, which has allowed her to create felt kits.
We also talk about starting and ending a subscription box, deciding whether to write a book, her wildly successful advent calendar, and more.
And, of course, I ask Michelle to recommend great stuff she’s loving right now. Michelle recommends:
Keep up with Kiriki Press on the company’s website, on Instagram, and by shopping in-person in Ontario, Canada.
