We're Frazer and Sarah — two people with a genuine love of embroidery and a frustration with what the market currently offers.
We started Witty Badger because we couldn't find a UK source of truly high-quality embroidery design files. Everything we found was from large American companies — mass-produced, inconsistent in quality, and with no one to talk to if something went wrong.
Sarah brings years of embroidery experience to every design she creates. She stitches every single file out before it goes on sale — if it doesn't look great in real fabric, it doesn't go live. Frazer handles the technical infrastructure: the file formats, the website, and the systems that make your experience seamless.
We're not trying to be the biggest. We're trying to be the best — for the makers who matter to us. That means quality over quantity, honest pricing, and actually being available if you need us.
Sarah creates every design you'll find in the shop. She's been embroidering for years, across multiple machine brands, and brings that practical knowledge to every file she draws. When she makes a design, she stitches it out herself first.
Frazer built and maintains the Witty Badger platform — from the file delivery system to the website itself. He handles licensing, the tester programme, and everything that ensures your experience from purchase to download is smooth.
Quality over quantity
We'd rather have 50 excellent designs than 500 mediocre ones. Every file is tested.
Honest pricing
Personal and commercial licences at fair prices. No confusing bundles, no format upsells.
Transparency
Clear licensing terms, plain English, and real people to contact if you have questions.
Community
We run a tester programme because real feedback from real makers makes our designs better.
British independence
We're a small UK business, designed and operated in the UK. We're proud of that.