Smartneedle was founded by Antonette Moreno, a former automotive designer based in Detroit, Michigan, who discovered her passion for machine embroidery while working in the design industry. Her interest quickly grew into a professional pursuit as she trained in digitizing techniques and mastered various embroidery software platforms. With a strong creative background, Antonette began designing “in-the-hoop” embroidery products—first for her newborn daughter, then as personalized gifts, and eventually for sale. As demand for her unique creations increased, Smartneedle was officially established. Smartneedle brings a fresh and imaginative approach to embroidery. The brand is known for its distinctive and playful designs, all of which are carefully conceptualized, illustrated, hand-digitized, and tested by the in-house design team at their California studio. Building on years of industry experience, Smartneedle later expanded its offerings to include a line of innovative and functional sewing notions. Each product is thoughtfully designed to enhance the sewing and embroidery experience, blending creativity with practicality. From exclusive embroidery designs to original sewing notions, Smartneedle is driven by a passion for originality and a commitment to quality. The team is always exploring new ideas and pushing the boundaries of what’s possible in the world of machine embroidery.