Exploring Life & Business with Nicole Lerner of Nico’s Tiny Things

Today we’d like to introduce you to Nicole Lerner

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I’ve been sewing for as long as I can remember. I first learned in the attic of a Joann Fabrics when I was little, and it immediately became my escape—this whole other world where I could channel creative energy I didn’t even know I had. I was always drawn to fashion, and sewing gave me the perfect way to blend hands-on creativity with making something I could actually wear.
When I got to college, I didn’t have access to a sewing machine, but I still had the urge to create. That’s when I started hand-embroidering denim jackets—sourcing vintage pieces, stitching on patches from old clothes, and adding little details by hand. It was something I did for myself, just for fun. At one point I had built up a collection of more than 10 jackets, and realized I could start selling them on Etsy.
But after graduating, I found myself missing that creative outlet even more. I started embroidering small pieces for friends, and to keep track of my work, I made an Instagram account called Nico’s Tiny Things. The first framed piece I sold was for a friend whose girlfriend’s family had started an organization to honor her late mother. Their logo was a purple butterfly, and I recreated it in embroidery as a gift. It was such a meaningful project and a pivotal moment when I realized how powerful this craft could be.
I never imagined any of this would turn into a business—until two amazing women I went to highschool with started their own company called I Have This Friend, and asked me to join their platform as a creative.I was hesitant at first, never really seeing my art as a “business” and unsure if my work was “good enough” to sell, but I took the leap. That opportunity changed everything. Since then, my work has grown organically, with most of my commissions coming through their platform or my own Instagram.

We all face challenges, but looking back would you describe it as a relatively smooth road?
I feel incredibly lucky that Nico’s Tiny Things has been a passion-driven journey rather than something I started out of necessity. That alone has made the road feel smoother, as there was never pressure to force it into something bigger than what felt natural. At the same time, I recognize how fortunate I am to be able to view my business this way.
One of the biggest challenges—though ultimately a blessing—has been navigating the inevitable lulls in projects. Early on, it was easy to feel discouraged when work slowed down, forgetting the times when I was juggling multiple commissions at once. But I’ve learned to embrace these quieter moments, using them as opportunities to create pieces purely for myself. In fact, I just completed a collection of 13 kitchen and home goods items that I’m excited to put out into the world!
Like any creative business, there are always challenges—balancing commissions, setting boundaries, and ensuring I stay inspired rather than burned out. But more than anything, I feel grateful to do something I love, at my own pace, and in a way that continues to bring me joy.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
I specialize in custom, hand-embroidered pieces—everything from framed artwork to functional items. When I started, I exclusively worked with a muslin cotton material which I then framed. Little by little I was able to start experimenting on other types of textiles, whether that’s home goods like tablecloths and napkins to clothing like sweatshirts and aprons. I’ve even done a few pieces stitched onto stretched/boarded canvas.
The pieces I’m most proud of are the ones that carry deep personal meaning or can be passed down through generations—I’ve done a lot of pieces that help memorialize people in different ways, wedding portraits, and animal illustrations to remember lost pets. I feel both honor at the trust people hold in me, and extremely grateful to know that something I create can become a keepsake for someone.
What sets my work apart is that every piece is entirely done by hand, from the initial sketch to the final stitch—no digital graphics, no machines. This allows me to focus on intricate details and create truly one-of-a-kind designs tailored to each client. I love translating meaningful moments into embroidered art, and I think that level of personalization makes each piece unique.

What would you say have been one of the most important lessons you’ve learned?
One of the most important lessons I’ve learned on this journey is to let go of the preconceived notions of what “might” happen and just give things a try. For a long time, I was afraid that if I turned my passion into a business, it would take all the fun and inspiration out of it. I hesitated because I wanted to create things on my own terms—when I wanted, how I wanted, and without the pressure of fulfilling orders. But I’m so grateful I took that leap with Nico’s Tiny Things because I was completely wrong. Not only has this journey allowed me to keep my creative spark alive, but it’s also deepened my love for embroidery in ways I never expected.
That leads me to another big lesson: staying true to your passions, beliefs, and ideals. While I love creating for others, I’ve also learned that I have limits, both in my bandwidth and in the kind of work that feels both doable and authentic to me. I want to give my full energy and attention to each piece I create, which means I have to be mindful about what I take on. Sometimes, that means saying no to projects that I know would stretch me too thin or that I just don’t think I’ll be able to make in the way they deserve. And that’s okay! Honoring those boundaries ensures that I can continue creating with intention and joy, rather than out of obligation or burnout.
Another lesson I’ve had to learn—one that I think a lot of creatives struggle with—is trusting myself. It’s so easy to look at other people on social media who have thriving businesses, massive followings, or years of experience and feel like you’ll never reach that level. I used to hesitate to post my work because I only had a few hundred followers, and it felt like a drop in the ocean compared to these huge accounts. But then I realized—that’s how people and businesses grow. Everyone starts somewhere. And more importantly, success isn’t just about numbers; it’s about the connections you build and the work you put out into the world.
If there’s one piece of advice I could give to anyone thinking of starting something, it’s this: trust yourself, have faith in your craft, and just go for it. The fear of failure or imperfection will always be there, but if you don’t try, you’ll never know what’s possible.

Contact Info:

• Instagram: https://www.instagram.com/nicostinythings/