Meet Di Cawdron: The Driving Force Behind Appletons Wool!

Here at Appletons, we’re immensely proud of our history, a story that spans nearly two centuries. But a business is more than just its past, it’s driven by the passion of the people behind it. We recently sat down and asked our owner, Di Cawdron, some questions to learn more about her vision, the history of this incredible brand, and what makes Appletons wool so unique. Here’s an overview of our conversation and what she had to say: 

Q: Di, Appletons has an incredible history! Can you tell us a bit about how it all started?

A: It’s a wonderful story! Appletons got its start way back in the 1830s, driven by a rising interest in weaving and tapestry. For generations, right up until 2013, it was run by the founding family, developing that huge, appealing range of colours we’re famous for. I was so excited to step in and buy the company in 2013. 

Q: What inspired you to take the reins and lead this historic company?

A: It was truly a combination of two things: a lifelong passion for stitching and a fierce desire to save this wonderful, historic British brand for future generations of stitchers. I’ve always believed in the importance of preserving traditional craftsmanship, and when the opportunity arose, I felt a strong sense of responsibility to ensure the company’s heritage, skills, and values weren’t lost to time. This brand has been part of the fabric of the stitching world for generations, and I wanted to build on that legacy, protecting what makes it special while helping it evolve and thrive in the modern creative landscape. 

Q: Quality is so important to stitchers. How do you maintain the high standard of your wool?

A: We’re absolutely obsessive about it! Quality control runs through every stage of our process – from spinning and dyeing to the final winding and packing. Every batch is checked for colour accuracy, fibre strength, and texture to ensure it’s consistent, smooth, and beautiful to stitch with. For us, quality isn’t a step, it’s a mindset. 

Q: What truly makes Appletons’ crewel and tapestry wools stand out in the stitching world? 

A: Without a doubt, it’s our huge range of colours, over 400 shades, which are available in both crewel (2-ply) and tapestry (4-ply) weights. But just as important is the fact that we are 100% British, literally from sheep to needle. 

Q: I think we know the answer to this one, but how important is local sourcing and UK production to you?

A: (Laughs) Well, as I just said, it’s everything. It’s absolutely fundamental to the Appletons brand. Being 100% British is a core part of who we are. Our dedication to using British Wool goes far beyond supporting local industry, it’s about honouring a natural, renewable resource and preserving the time-honoured traditions that define our craft. By sourcing directly from the Wool Markets and processing everything within Britain, we’re ensuring our supply chain remains as clear, honest, and traceable as possible. We believe in the integrity of every fibre, from the sheep grazing on British farms to the skeins that end up in the hands of our customers. It’s this commitment to provenance and authenticity that makes Appletons what it is today. 

Q: In a craft with such deep roots, how does Appletons balance tradition with innovation?

A: It’s an exciting challenge. Since I took over in 2013, we’ve responded to our customers by introducing new ranges of contemporary colours. At the same time, our core colour palette continues to supply traditional designers and important heritage projects. Our modern range of kits now beautifully reflects both the traditional patterns and contemporary designs. 

Q: Do you have any favourite collaborations or projects that Appletons has been involved in?

A: I’m incredibly proud of the work we’ve done with the community projects designed by Andrew Crummy in Scotland. The Prestonpans Tapestry, the Scottish Diaspora Tapestry, and, of course, the magnificent Great Tapestry of Scotland, which now has its own museum. These projects perfectly showcase the power and community of stitching. 

Q: Finally, what are you most excited about for the future of Appletons?

A: I’m looking forward to extending our export footprint, collaborating with even more exciting new designers, and ultimately, seeing the company thrive enough to be passed on to the next generation of passionate wool lovers! 

We hope you enjoyed getting to know Di Cawdron, the person dedicated to keeping the Appletons legacy alive and thriving! Happy stitching!