In her Brunswick studio, artist Heidi Boyd opens a dark green vintage suitcase and begins to unpack a menagerie of felt creatures—birds, mushrooms, dragons, mermaids, moose, and more. “These are the originals,” she says with a smile, spreading her colorful creations across the table.
A drawing and fiber artist, Heidi is best known for her whimsy kits—charming, beginner-friendly craft kits designed to make art accessible to everyone. Each one combines handmade components and clear instructions so that anyone can master sewing, embroidery, or needle felting. “That’s the beauty of the craft kits,” she explains. “To get someone making something!”
Heidi’s path to this work began far from Maine. After earning her BFA in drawing and printmaking, she moved to Iowa—the home of Better Homes and Gardens—and launched a career as a magazine designer and contributor. There, she created DIY crafts, costumes, and children’s projects for print publications. “The trick with magazines,” she says, “is to simplify the design and make everything as easy as possible to do.”
For two decades, Heidi perfected the concise, step-by-step instructional style that would later define her kits. When online platforms began to eclipse print media, she pivoted to e-commerce—writing, designing, and assembling her own craft kits from home. Fifteen years later, her business has grown into a flourishing line of products, from embroidery guides to felted woodland animals and storybook-inspired designs.
Her studio combines order and imagination—its walls layered with artwork, templates, and unfinished pieces. A long table runs through the center, where she cuts felt, arranges packaging, and prepares kits. Embroidery hoops and nature sketches line the brick chimney, while colorful templates and half-finished projects rest neatly in rows. That vintage suitcase of originals is never far away.
Nature is a constant source of inspiration for Heidi’s work. Living deep in the woods of Brunswick, she and her husband spend their days walking their dogs and watching the forest shift with the seasons. “The fun forest animals and magical fairytale designs,” she says, “are a meld of where I live.”
Sustainability is another cornerstone of her process. Heidi’s business is intentionally low-waste—she minimizes materials, recycles packaging, and donates fabric scraps whenever possible. Her thoughtful approach mirrors her philosophy of creativity itself: that making art should bring joy, mindfulness, and meaning.
“If you’re going to make time to make something,” Heidi says, laying down a square of felt, “I want you to be rewarded. And best of all—it’s fun.”
