When Michelle Fleisher, our NJMOMpreneur of the Week, was battling loss and infertility, she found an unexpected outlet for her grief—embroidery. What started as a healing hobby soon evolved into a full-fledged business, beginning with hand-embroidered keepsakes for friends, then expanding to custom orders and ultimately becoming what Embroidery Babes is today. Now, in addition to a chic and fun collection of custom embroidered offerings, Embroidery Babes hosts embroidery workshops (Moms’ Night Out, anyone?) to help craft-curious women learn a new skill while sharing conversation and community. We spoke with the Bergen County mom of two about how the first piece she stitched was a way for her to heal, the community she’s created around her, and the Ridgewood spot where she and her family go to unwind.
How did you come up with the idea for Embroidery Babes? Please share how you first started your business and where it has led you today.
After experiencing a pregnancy loss while expecting my second child, I found myself constantly surrounded by expectant mothers at my son’s preschool. The grief was heavy, and I felt like I had no control over anything. That’s when I stumbled upon an embroidery kit.
That first piece I stitched—a rainbow hoop symbolizing my miscarriage—became more than just a craft project. It was healing. What began as a way to cope soon turned into something I genuinely loved. I ended up going through IVF to have my daughter, now almost 4. I started adding embroidered details to my son’s baby clothes, transforming them into unique pieces for my daughter. People were noticing, and soon, friends and even strangers were asking where they could buy my work. That’s how Embroidery Babes was born in 2022.
Initially, the business expanded through word of mouth, followed by participation in craft fairs and custom orders on Instagram. But as demand picked up, so did the pressure. What once brought me joy started to feel overwhelming. I craved something more fulfilling—something that allowed me to connect with others more deeply. That’s when the idea of hosting embroidery workshops came to me. It was the perfect blend of my love for teaching (I was formerly a Corporate Trainer) and my passion for meaningful connection. The first event sold out, and from that moment on, I knew I was on the right path.
Today, Embroidery Babes is more than a small business—it’s a growing community. I host private events, such as Moms’ Night Outs, corporate team-building sessions, faculty gatherings, and women’s groups, as well as open workshops at local boutiques and restaurants. These events offer a space for people to connect and create. Since 2023, over 2,000 people have joined my embroidery workshops, many of whom return time and again.
You’ve shared a lot about your infertility journey through your business. What do you hear from other moms going through a similar path when they hear your story?
When I was going through loss and infertility, I felt incredibly alone. It seemed like everyone around me was getting pregnant, and I was the only one struggling. That isolation has stayed with me, which is why I now share my story at every workshop—I host one to three each week. Without fail, someone always comes up afterward to say they’ve experienced something similar. That connection, that feeling of being seen, is a big part of why I keep doing this. To that end, I’m hosting a special “Stitch & Support” workshop this October in Ridgewood, dedicated to those navigating pregnancy loss and infertility.
Did you grow up with an interest in crafting/artistic expression?
I’ve always loved crafting as a way to relax. There’s something grounding about using your hands—focusing on something tangible when so much in life feels out of your control. I’m especially drawn to the way you can create something beautiful from nothing; that transformation is what keeps me coming back to it.
What is the best part about what you do?
The connections made within the community. We offer an “Ultimate Babe” certificate to individuals who attend four or more workshops, making it a great way to celebrate their achievement. It’s incredible to see how invested people have gotten in embroidery and the fantastic projects they continue to create. It’s also a great way to connect with friends and meet new ones.
What have you learned about yourself through becoming an NJMOMpreneur?
When I first started Embroidery Babes, I pushed myself to the brink trying to please everyone, often neglecting self-care. Hosting workshops has changed that. They’ve become a form of self-care not just for those attending, but for me, too. I genuinely enjoy getting out of the house, connecting with incredible women—and even a few “Embroidery Bros.” I feel deeply grateful for this community and what it has brought to my life.
Do your children have a creative passion like you? What do you think they learn through watching your business grow?
One of the sweetest parts of this journey has been the support from my kids—they’re truly my biggest cheerleaders. My daughter even has her own little “embroidery kit” with plastic needles and thread, and both of them love to pop in and say hi during events. They’re naturally creative, and it means so much to share this part of my life with them. More than anything, I hope I’m showing them that when you work hard and lead with kindness, good things really do happen.
Tell us about some of your favorite local NJ businesses and what you love most about them. Any fun hidden gems we should know about?
One of the best parts of starting a business is the incredible connections I’ve made through Embroidery Babes. I’ve built a strong circle of supportive women across New Jersey—some I’ve never even met in person, but we cheer each other on through Instagram and beyond. I love sharing advice, learning from mentors, and being reminded that women are truly stronger when we lift each other up. Some of my favorite local gems include Market House Boutique in Westwood for handmade gifts and plants, MacMurphy’s Irish Pub in Ridgewood for live music and outdoor vibes, and, of course, the cozy cafes and restaurants in my hometown of Haworth, NJ.
What piece of advice do you have for another aspiring NJMOMpreneur?
You never know when a dark time in your life can lead to something unexpectedly beautiful. I still can’t believe this is my life—but through this journey, I’ve truly found myself. If sharing my story can help even one person feel less alone in their hard time, then every step has been worth it.
Learn more about Michelle’s upcoming hand embroidery workshops and book a private event by visiting her website and finding her on Instagram.
