Hadleigh store Tori’s Embroidery opens in High Street

What started out as a hobby has become a booming business for one Suffolk woman, who recently opened a store in Hadleigh town centre.

Victoria Butler, 24, began doing embroidery as a pastime whilst at university in Canterbury, which quickly became an obsession.

During lockdown, she decided to have a go at running her own business, and founded Tori’s Embroidery in 2021, which now ships goods globally.

The firm started out as an online-only brand, and for a time, she worked out of her parents’ conservatory.

However, once the opportunity to open a store in High Street presented itself, she leapt at the opportunity, and launched her new shop last Saturday.

Victoria said: “Reception so far has been incredibly positive. We’ve had lots of people walk in and great feedback. I’d wanted to open a physical store since I started the business.

“Working in a store is much different experience than working online. It is far easier to do personalised goods when you’re with people physically, rather than relying on them filling out forms online, and it’s nice to have that interaction.

“The store is located in a little creative hub in High Street. Next door we have a sewing shop, and there’s a yarn shop down the road.

“What I love about embroidery is the creativity behind it and we can truly make anything the customer wants. And it’s really rewarding to see a product turn out well. And because I’m now interacting with people directly, we also get instant feedback.”

Victoria said she’d embroider pretty much whatever the customer wants, which included standard items such as t-shirts or bags.

However, she also does heat-pressed and vinyl work, as she liked to branch out, Victoria said.

She used to make goods whilst she was studying for her degree in English language and creative writing, which included clothes, earrings and other trinkets.

After founding her business, she initially hand-embroidered goods before buying a machine – a large investment – which she described as a scary, but necessary step.

Now, her goods are shipped worldwide, with regular orders coming in from as far afield as the US, Australia, New Zealand, the United Arab Emirates and Israel.

Victoria added: “Shipping can be expensive, so it’s quite surprising how far I send goods to. I think it offers a good alternative to fast fashion, so people will be willing to spend money on it.

“Honestly, running my own embroidery business doesn’t feel like a job, I love it so much. It’s also brought all my friends together, who help me out now and again.

“It’s a rather unique situation. I felt like my business would not have taken off without the pandemic.

“More people were on their phones, browsing the web, and using social media, which gave me a large customer base and it shows the power and reach of online platforms if you know how to use them.”