Craft writer Jamie Chalmers introduces us to his alter ego - Mr X Stitch
Jamie Chalmers aka Mr X Stitch
Craft writer and cross stitcher Jamie Chalmers set up the Mr X Stitch website in 2008, bringing his irreverent writing and stitching style to the craft community. The website has led to Jamie contributing to many of the UK’s craft magazines, including CrossStitcher and Local Craft Matters. Here he offers key advice for writers seeking a career in the craft journalism sector.
What inspired you to become a writer?
My development as a writer has happened organically as a consequence of running my craft website. I’ve always had a way with worms (sic) and have pretty decent copy writing skills, and the website has given me the opportunity to refine my skills, with a particular focus on writing good web content.
The success of the website has generated interest from other publications, which has led to me writing more detailed copy about my experiences and world view as a manbroiderer.
How did you come to specialise in writing about cross stitch?
In my case, the cross stitch came first. I’d been stitching for about four years when I decided to establish my website, with the initial aim of selling contemporary cross stitch patterns. At first the writing was fairly simple - short posts about little pieces of interest that I’d come across. However an interview with a local craft magazine changed things…
The quarterly magazine is called Local Craft Matters and after being interviewed and included in an issue I realised that I could help the editor in developing the magazine. I’ve been involved in the design and layout of the magazine for approximately two years, and as part of that development, I began writing a column for it on contemporary embroidery, cross stitch and the world of Mr X Stitch.
What drew you to needlecraft initially?
I started cross stitching about six years ago, when I was seeking something to do on a holiday to Canada. I was initially drawn to cross stitch because of the juxtaposition of a man of my size (6 feet tall, quite large) doing an intricate craft, I discovered that cross stitch is a pleasurable pursuit, and before I knew it I was hooked.
After failing to find any cross stitch patterns that really interested me, I began creating my own graffiti cross stitch patterns, and subsequently started selling them online. Everything else has evolved from there!
How do people react when you tell them about your alter ego Mr X Stitch?
My position as a manbroiderer is still a novelty, which is useful for creating new opportunities. To the average Joe on the street, I’m the last person you might expect to be a cross stitcher, and this is a fortunate position to be in.
Crafting is becoming increasingly relevant, and people are reinventing and reinterpreting traditional crafts in new and exciting ways; to be a manbroiderer with an increasingly popular contemporary stitchery enterprise at this point in time is a blessing.
I must confess that for all my exploits online, the time when my local newspaper ran an interview with me was probably the most nerve-wracking and did generate some interesting conversations with strangers at my local farmer’s market.
What are the aims of the blog?
The Mr X Stitch site features embroidery, needlecraft, quilting, plush toy-making and felting from across the globe. Our aim is to showcase new talent and exciting interpretations of these crafts, with the hope of inspiring people to discover the pleasures of crafting. There is a large mainstream craft movement, which has been around for a long time and in some areas it is arguable that an amount of stagnation has occurred.
Thanks to websites like Flickr and Craftster, we’re able to source new crafters and we continue to unearth terrific creative artworks on a daily basis.
Why do you think the blog has attracted so much attention?
One of the main reasons for our success is that we’re not holding back - many mainstream embroidery sites are reluctant to feature swearing or sexual imagery, but we’re not. We’ve developed a post thread called NSFW Saturdays, where we feature needlework that wouldn’t be seen on most other sites. We believe that this kind of work pushes the boundaries of the genre and provides new space for people to explore their own creativity.
We’ve got a terrific range of people writing for the site now, from experienced artists to other webmasters, and this gives us a great perspective on the genre. Each time a post goes up from one of our guest posters I feel very honoured, and inevitably learn something new as well.
Another significant reason is that we’ve got a sense of humour, we like a laugh and we imbue that feeling throughout the site. You cannot take this stuff too seriously - you’ll injure yourself.
How do you come up with your sampler sayings?
Inspiration for the samplers comes primarily from the internet. Pop culture provides an endless stream of potential phrases or comedy quotes, and the trick is to be able to stitch things while they are still relevant.
I spent some time doing a series of samplers based on the content of spam emails; I was interested in how normal phrases evolve as they travel around the internet and stitching these phrases emphasised the absurdity of these new creations.
A few years ago the juxtaposition of swearing within traditional looking cross stitch was all the rage; these days I prefer a drier sense of humour or that subtle saying that you don’t realise is an insult until some time later.
Do you have a favourite?
One of my favourite pieces was inspired by a phrase on the back of a teenager’s jacket. On a light blue fabric and with tiny stitches, creating the style of a Wedgwood plate, I stitched a chicken above the phrase “Rock Out With Your Cock Out”. Classic.
How has the mainstream media reacted?
I’ll be honest, the mainstream media hasn’t quite caught up with the Nu Craft Revolution quite yet. There are a few TV programmes featuring crafts, but they remain very much in the minority. The specialist press has shown some interest, and on the internet the site is gaining prominence, but it’s still early days for mainstream acceptance in the media.
What is the market like for craft writers generally?
I think it’s quite difficult to be a craft writer, particularly if you sought to carve a living from it. The opportunities for regular paid work in this field are extremely rare, and there are quite a few established writers who have got most of the bases covered.
Similarly with the internet, the high profile paid jobs in craft writing were filled a long time ago, and while it’s easier to carve a new niche online, generating a lasting income from writing solely in one place is a long shot at best.
Is it possible to make a living from craft writing?
I think it might be possible to make a living from craft writing, but only as part of a wider portfolio of writing or other side projects. One of the essentials to success on niche internet sites is developing a position of authority, which is something that takes a lot of time and a fair dose of good fortune.
I wouldn’t consider myself an authority on embroidery or crafting as yet, however I do have a very good perspective on the cutting (& stitching) edge of the needlework world and I’m hoping that I can use this to my advantage.
What do you find the most challenging aspects of writing?
In terms of writing good quality content of more than one paragraph, I think the biggest challenge is developing engaging content that accurately reflects my view on things. I’m still trying to understand the balance between objectively writing about a subject and subjectively sharing my experience.
Adding personality to my writing while remaining articulate and relevant persists as an issue and may be something that I never truly come to terms with.
For basic blogging content, one of the biggest challenges is finding alternative adjectives for “terrific”, “fantastic” and “awesome”.
What do you enjoy most about it?
I love writing about stitcheries that really inspire me. I’ve had a couple of experiences where I’ve had to write about artists whose work is considered contemporary, but hasn’t pushed any of my buttons, and that has been really difficult. The flip side of that is discovering an artist who has done something truly original that pushes the boundaries of the genre - writing about those topics is a joy.
I also really enjoy the interaction you get from blogging and the immediacy of response. To post a scoop about an artist who busts open peoples’ perceptions of stitchery, and then to see the comments and feedback coming from the readers is a real buzz. I feel very honoured to have a site where we get new readers every day and where a sense of enthusiastic community has developed; I’ve gotten to know amazing artists and made good friends and I’m excited about the future.
What inspires you?
The stream of new creativity inspires me. The challenge of revitalising embroidery and raising its profile as an art form and pleasurable craft for the 21st Century inspires me. The friends I’ve made, the people who write to me - inspiration lands in my lap on a daily basis and I feel extremely blessed.
What advice would you offer an aspiring craft writer?
Be honest. If you’re writing about a craft, make sure you love the craft and then allow that love to echo throughout your words. There are many craft writers who construct sentences for us to read, but it’s the ones with character, personality and genuine passion that you remember.
Integrity is equally important - I’ve had to explain some of our more controversial posts, but I’ve always maintained the same perspective and I think people respect that.
And don’t expect to make money quickly!
What are you working on at the moment, both in writing and in craft?
My writing has two main streams; the constant responsibility to post about new content on the site, and the ongoing need for quality content for the craft magazine. Writing the posts is somewhat formulaic and I can crack out a few posts in a couple of hours if I get my head down - thankfully these days I have seven other people that write for the site, so I get to focus on arty and Not Safe For Work content, but there’s always posts to be written.
Writing the other content takes longer and requires a lot more thought, and I’m always contemplating new topics and subjects for writing, and then trying to find the time to write them. Between these two commitments, and the wide range of other responsibilities of running an ever increasing website, there’s plenty happening.
For more on Jamie and Mr X Stitch, please visit www.mrxstitch.com
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