We are beyond excited to launch our newest partnership with Jennifer Long of Sew a Story! From the moment we met Jennifer, we were captivated by her imaginative world—her beautifully illustrated fabric designs and, most intriguingly, her felt panels, which felt like a true unicorn in the sewing world. Her ability to weave storytelling into every stitch resonated deeply with us, and we knew right away that she was a creative force with whom we wanted to collaborate.
When we first met Jennifer, we were instantly enamored with her felt panels—not only by their charm but by their accessibility.
These panels make it effortless for both seasoned sewists and complete beginners to create interactive, travel-friendly playsets that inspire youthful storytelling and creativity. With pre-designed elements that can be cut, stitched, and assembled with ease, they offer a stress-free yet fulfilling sewing experience, making them perfect for anyone looking to craft something both beautiful and functional.
When Jennifer suggested that our Aurifil floss would be the perfect match for bringing these panels to life, we knew she was onto something special. Even more perfect was the theme of the our first collection— It Takes a Village. At Aurifil, we believe in the power of collaboration—working together, lifting each other up, and fostering creativity at every turn. This partnership is a true reflection of that spirit, and we couldn’t be more thrilled to celebrate Jennifer’s journey, her inspirations, and the magic behind this collection.
Hi Jennifer! Thanks so much for taking this time to chat with us. We realize that some of our readers may be meeting you for the first time, and we’d love to take a moment to introduce you! Can you share a little about your journey into quilting and how Sew A Story came to life?
Thank you so much for having me! I’m delighted to be here and to be part of the Aurifil family. Sewing has been a part of my life for as long as I can remember. My grandmother owned a sewing and knitting store, and she taught me how to make dolls by hand. As a young ballerina, I loved sewing my own dance costumes, bringing creativity into every part of my world.
Later, I trained as an Early Years Educator, where I saw how creativity helps children learn, grow, and connect with the world around them. As a mom of four (now teens and young adults!), I’ve always looked for ways to bring our family together through hands-on projects. That passion led me to create Sew A Story, where quilting and crafting bring creativity, storytelling, and connection into everyday life.
What inspired you to focus on storytelling through fabric and quilting?
For me, sewing and storytelling naturally go hand in hand. A quilt holds a moment, a message, or a memory. I design with families in mind, creating pieces that encourage play, imagination, and connection between children and their loved ones.
Whether it’s a quilt that lets a child become a firefighter or a soft doll made with love, my goal is to spark creativity and bring families together through handmade projects.
Were there any defining moments that shaped your career in the textile industry?
One of the most defining moments for me was watching my own children interact with a handmade doll in a way that felt different—more meaningful. They treated it with such care, as if they could feel the love stitched into every detail. Seeing that connection, I realized just how special handmade items can be. That moment shaped my purpose—creating designs that invite children to engage, imagine, and cherish the things made just for them.
Since then, I’ve had so many incredible opportunities—from collaborating with Riley Blake Designs on fabric collections to launching my Modern Rag Doll membership and developing patterns that bring storytelling into sewing. Each step has reaffirmed my passion for helping families craft meaningful moments together.
Your felt panels have become such a unique part of your work. How did that idea originate?
I wanted to create something that was both beautiful and interactive, something that invited children (and adults!) to play, touch, and engage with their handmade creations. My felt panels allow for tactile and imaginative storytelling.
As a designer, I’m always thinking how sewing brings people together—creating experiences, shared moments, and opportunities to craft meaningful connections.
What was the design process like in bringing your felt panels to life?
Designing my felt panels was an exciting and thoughtful process. I knew they needed to be:
- Visually engaging—with colors and characters that spark joy.
- Versatile—so they could be used for play, storytelling, or decorative heirlooms.
- Beginner-friendly—so anyone could enjoy stitching them, whether they were seasoned makers or just starting out.
From the very beginning, I imagined them being paired with Aurifil’s floss, and once I started experimenting, I knew it was the perfect match!
How have quilters and crafters responded to them? Any surprising or heartwarming feedback?
Oh I love this question! The stories I hear from makers truly warm my heart! One of my favorite moments was when a grandmother shared how she and her granddaughter stitched a felt panel together, turning it into a cherished bedtime tradition. Moments like these remind me why I do what I do.
Another wonderful story came from a mother who told me her child carried their stitched doll everywhere because it was “made with love, just for me.” That personal connection—that special bond created through handmade items—is exactly what I hope to inspire.
Your debut Aurifil collection, It Takes a Village, is such an exciting milestone! Can you walk us through the inspiration behind it?
Absolutely! It Takes a Village is a celebration of community, kindness, and the people who make a difference in our lives. Inspired by the idea that we are all part of each other’s stories, this collection features colors that reflect warmth, creativity, and the beauty of coming together.
This collection is all about playful learning, creativity, and the joy of handmade—whether you’re stitching for a child, a loved one, or adding a personal touch to a special project.
The It Takes a Village collection highlights so many important community roles, so we needed a mix of bold, rich colors like reds, grays, blues, and yellows, balanced with softer tones to add warmth and versatility. I wanted the colors to feel both playful and timeless and filled with joy.
What does this collection mean to you personally?
This collection is deeply personal because it represents what I value most: connection, creativity, and community. It’s a reminder that we create not just with our hands, but with our hearts.
How do the coordinating Riley Blake fabrics bring this collection to life?
The fabrics and floss colors were designed to work effortlessly together, making it easy to mix and match in any project. Whether you’re hand-stitching a felt doll, adding appliqué to a quilt, or layering in embroidery details, the colors and textures all come together with ease.
Do you have a favorite color from the It Takes a Village collection?
Oh that is such a HARD question… But if I had to pick, I’d say the warm golden hues that remind me of sunshine—it just radiates happiness and light!
What makes Aurifil threads such a perfect match for your work?
Aurifil threads are an absolute dream to work with—strong, smooth, and rich in color. The way they glide through fabric and felt makes every stitch feel effortless – for adults and children alike. Plus, they add just the right touch of texture and depth to my designs.
You chose Aurifil’s floss specifically for working with your felt panels—what makes it the best fit?
Aurifil floss has this beautiful balance of strength and softness. It layers so well, making hand embroidery vibrant and full of life, without tangling or fraying. It’s a joy to stitch with and will give the best success to our projects!
How do you use different thread weights and colors to enhance your designs?
I love using contrasting thread colors for playful accents and tone-on-tone stitching for texture and depth. Different weights allow for everything from delicate details to bold, decorative stitches.
Outside of the felt panels, how do your fabrics pair with Aurifil threads in your other quilting and sewing projects?
Aurifil threads bring out the richness in my fabrics, whether I’m quilting, appliquéing, or adding hand-stitched details to dolls and keepsakes. They allow me to blend functionality with creativity!
Where can we find you this year? Any exciting events, workshops, or shows?
This year is shaping up to be full of exciting opportunities to connect, learn, and create together! You can find me at H+H Americas, Garden of Quilts in Utah, and Fall Quilt Market in Houston, where I’ll be sharing my latest designs and projects.
Beyond in-person events, I’m also teaching inside my Modern Rag Doll Membership and Pattern Club, where members get exclusive patterns, tutorials, and a supportive community to sew alongside. Plus, I have a brand-new course coming soon, designed to help families bring creativity and storytelling into their sewing. There’s always something exciting happening, and I love sharing inspiration, projects, and behind-the-scenes moments online—so be sure to follow along at sewastory.com.
From both a professional and creative standpoint, what are you most looking forward to in the coming months?
There’s so much to look forward to in 2025! I have two new fabric collections coming, both featuring felt panels designed for creative, hands-on storytelling. I’m also working on exclusive machine embroidery dolls, bringing even more detailed and interactive designs to my Modern Rag Doll Membership.
Beyond fabric and patterns, I’m pouring my heart into developing a new course that will help families bring creativity and connection into their sewing. This has been a big focus for me—finding ways to make sewing approachable, meaningful, and fun for families looking to create together.
Between new fabric collections, patterns, and teaching opportunities inside my memberships, I’m excited to keep growing, designing, and inspiring more makers to bring their stories to life through sewing!
Do you have any dream projects or collaborations you’d love to explore in the future?
I would love to continue bringing the fabric and crafting worlds together in ways that inspire creativity, storytelling, and meaningful family connections. My passion lies in designing projects that encourage early childhood creativity, and I’d love to expand on that through education and teaching resources—maybe even a book or curriculum to help parents, educators, and caregivers incorporate handmade items into play and learning.
I also see incredible opportunities to collaborate with others in the creative space to develop learning experiences, workshops, and programs that make sewing, crafting, and storytelling more accessible. Finding ways to teach and inspire makers of all skill levels—whether they’re sewing for their children, alongside them, or in their communities—is something I’m always excited to explore!
Any advice for fellow creatives looking to bring their own stories to life through quilting?
Believe in yourself and trust your creativity—your work matters! When things feel hard, that often means you’re getting close to something amazing. Keep going! Surround yourself with positive people who lift you up, encourage you, and remind you why you started. And most importantly, stay true to what your heart is telling you—your creativity is uniquely yours, and the world needs what you have to share!