BRIEF INTRODUCTION
DMC’s first SAL (Stitch-A-Long) project, created to bring embroidery to both beginners and experienced makers through a guided, six-part experience.

INSIGHT
Embroidery can feel complex for beginners, while experienced stitchers are always looking to discover new techniques. The project creates a shared journey where everyone can learn at their own pace.

IDEA
A colorful embroidery maze that starts at the center and gradually works outward. Across six weekly videos, participants learn stitches from simple to increasingly complex, completing each circle until the final outer edge.

RESULTS

800 units sold in one day, generating £37,600 in revenue.

The launch reached its full target of 800 units within a single day, demonstrating strong customer interest in the SAL experience.