Episode #309: Leanne Pressly and Lisa Shroyer from Stitchcraft Marketing on Buying and Selling a Craft Business

On today's episode of the Craft Industry Alliance podcast, we’re talking about buying and selling a craft business with my guests Lisa Shroyer and Leanne Pressly.

This episode is a bit of a different show format because we focus on how to buy or sell a business. So often in the crafts industry, businesses just close, rather than go through a sale process. Part of the reason this happens is that selling a business can be a lot of work. It requires preparation, and the due diligence process can be rough. And part of the reason is that it can be hard to find eligible buyers who truly get the crafts industry and aren’t just looking to make fast cash. But with Stitchcraft Marketing, we have a great seller success story. We invite Leanne and Lisa to share their experience selling and buying a business.

Lisa is a lifelong knitter with a career spanning the craft industry, media, and tech. Prior to acquiring Stitchcraft, she worked at Interweave, F+W Media, Craftsy, NBCUniversal, and BiggerPockets. She lives in Colorado, where she spends her weekends hiking and trail running.

Leanne is an accomplished entrepreneur and businesswoman with extensive experience in the craft and hobby industry. Leanne founded Stitchcraft Marketing in 2009 and worked with over 300 companies in the fiber and fabric space. Having sold the agency in 2026, Leanne is focusing on getting more time in her craft room, sewing, knitting, making pottery, and lots of sourdough bread. She lives in Colorado and enjoys hiking, skiing, and spending time with her family in the outdoors.

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This episode is sponsored by Eucalan.

Looking for the best way to care for your handmade and delicate items? Eucalan Delicate Wash is a no-rinse, eco-friendly laundry solution designed for knitwear, quilts, embellished garments, and more. With five gentle scents and a formula that extends the life of your fabrics, Eucalan is a must-have for knitters and crafters alike. Learn more at Eucalan.com.

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To get the full show notes for this episode visit Craft Industry Alliance where you can learn more about becoming a member of our supportive trade association. Strengthen your creative business, stay up to date on industry news, and build connections with forward-thinking craft professionals. Join today.