Why Diversification Is the Key to Surviving as a Creative Entrepreneur with Sophie Timms

Sometimes the most unexpected detours lead to the most beautiful destinations. That’s exactly what happened for Sophie Timms, who left behind a promising career in law to pursue something entirely different: embroidery. What started as a creative escape during lockdown quickly became a full-fledged business, and Sophie has never looked back. In this episode of Art + Audience podcast, Stacie sits down with Sophie to talk about embracing career change, building a thriving membership, and why listening to your audience might just be the smartest business move you can make.

A Creative Detour Sparked by Lockdown

Believe it or not, Sophie didn’t plan to become a full-time artist. With a law degree, a master’s, and a role as a paralegal, she was on a clear path toward becoming a solicitor in the UK. But when the pandemic hit, her world, and priorities, shifted. Alone during lockdown and craving connection, she picked up embroidery for the first time and started an Instagram account to share her creations.

It began as a hobby, evolved into a side hustle, and then, almost organically, grew into a full-fledged business.

Building with Intention

From the very beginning, Sophie’s secret weapon has been her ability to truly listen to her audience. She started with digital embroidery patterns on Etsy, then expanded into kits, supplies, and eventually, a thriving membership program called Bloom. Each new product or offering emerged in response to what her audience was asking for, quality supplies, accessible tutorials, and a welcoming place to learn.

“I followed my audience,” Sophie shared. “They told me what they needed, and I just made it happen.”

The Bloom Membership: More Than Just Stitches

At the heart of Sophie’s business is the Bloom Embroidery Academy, a membership that now boasts nearly 200 members and an impressive 93% retention rate. Why do members stick around?

The magic lies in the structure and the community.

Inside Bloom, members move through skill-building roadmaps, gradually progressing from beginner to advanced. Weekly “Flourish Friday” content keeps things fresh, new patterns, stitch tutorials, community shoutouts, and more. Monthly challenges, automated rewards, and thoughtful engagement strategies ensure members feel supported and inspired.

“I wanted a place where people could grow and feel seen,” Sophie says. “And that’s what Bloom has become.”

Diversifying for Sustainability

As Sophie puts it, she didn’t want to rely on a single income stream, especially after seeing how the U.S. tariffs impacted international sales. Her diversified business includes:

• Digital embroidery patterns
• Physical kits and supplies
• A paid membership community
• Online workshops and mini-courses
• Her evergreen Etsy shop
  
  

That kind of flexibility became critical when U.S. orders dropped by 65%, a major hit, given the U.S. has long been her largest market. Because Sophie had already built other income streams, her business remained steady.

“I’m just really grateful that I figured out how to put more eggs in more baskets,” she reflects.

Simplicity, Systems, and Sanity

Running a business mostly solo, and with a young child at home, means Sophie had to get strategic. She’s automated most of her rewards and community engagement workflows, freeing up time to focus on what really matters: creating, connecting, and serving her community.

“I thrive on making things simple,” Sophie says. “If I want to be successful, I can’t do everything manually.”

Her mantra? Work smarter, not harder.

Looking Ahead: Growth with Heart

Sophie dreams of growing both the product and membership sides of her business, at a pace that preserves the intimate, supportive community she’s built.

“I don’t need a seven-figure product. I just want to keep showing up for my people and watch the community grow stronger.”

With her thoughtful approach, creative talent, and systems that support sustainability, there’s no doubt Sophie’s business will continue to bloom beautifully.

Final Thoughts

Sophie Timms is a shining example of what’s possible when you follow your curiosity, trust your instincts, and build a business rooted in community and creativity. Her journey from law to embroidery reminds us that it’s never too late to pivot, and that success often grows when you’re brave enough to begin.

Whether you’re looking to improve your embroidery skills, find a supportive creative community, or simply be inspired by a business built with heart, Sophie’s world is one worth exploring.

You can follow Sophie on Instagram at @mindfulmantra_embroidery, shop her beautiful kits and supplies at mindfulmantraembroidery.com, and explore her membership at the Bloom Embroidery Academy

Sophie’s story is proof that when you build with intention, listen deeply, and nurture consistently, your creativity can become not just your passion, but your profession.

Important Note:

At the time of this episode’s release, Sophie has temporarily paused shipping to the U.S. due to ongoing tariff issues. If you’d like to support her work, the best way is to follow her on Instagram, join her newsletter, and stay updated on when U.S. shipping will resume.

If this episode resonated, share it with your fellow artists. Don’t forget to subscribe, rate, and review the Art + Audience Podcast. Follow Stacie on Instagram @gingiber | @leverageyourart.

If you have questions about your own art journey? Call the Art + Audience hotline at (479) 966-9561 and Stacie might answer your question in a future episode!