Our Story

Magic Needles^® was born from the belief that just a skein of yarn and two needles can create something truly magical. Inspired by this idea, founder Heena Patel set out to craft handmade accessories using premium-quality imported yarn, carefully sourced on her travels to the US, UK, Turkey, and beyond. Each piece at Magic Needles has a story to tell—about its exquisite origins, the love with which it has been handwoven, and the meticulous attention to detail in its design.

Over the years, Magic Needles has become an integral part of India's knitting and crochet community, growing into one of the country's leading brands in this space. Beyond India, it has also built a strong international presence, serving over 300,000 customers across 35+ countries.

As Magic Needles flourished, Heena recognized a significant gap—premium-quality yarns and tools essential for knitting and crochet were scarce in India. Hobbyists had to rely on expensive imports, making access to the finest materials difficult. This challenge led to the birth of Hobby Store^®, a specialized brand by Magic Needles, dedicated to empowering creators with world-class knitting and crochet supplies, proudly made in India. Whether you're a beginner or an expert, Hobby Store ensures you have the finest tools to fuel your passion.

“I first learned to knit in school at the age of 12, and it fascinated me even then. After 15 years in banking, I chose to be a stay-at-home mom to care for my twin girls—that’s when I rediscovered my love for knitting. What started as a personal passion quickly turned into something bigger. Soon after I created a Facebook page for my handcrafted pieces, Asia’s largest online kids’ store approached me to list my designs on their website. From that moment, there was no looking back.

Behind Magic Needles is a community of incredibly talented women from all walks of life—some in need, others from affluent backgrounds, some young and eager to learn, while others bring decades of experience, even more than my own. With every purchase, you empower these women and help keep this beautiful art alive. Thank you for choosing a hand-knitted garment and supporting this craft.”

– Heena Patel,
Passionate Proprietor of Magic Needles

At Magic Needles, every handmade accessory is designed to be both contemporary and timeless. Like treasured heirlooms passed down through generations, these pieces are made to last, reflecting diverse styles and meticulous craftsmanship. Each design is either an original creation or a legally acquired copyright, ensuring authenticity and exclusivity. Crafted in limited quantities, Magic Needles pieces allow you to own a truly unique part of the story.

What makes Magic Needles special is its people. Moving away from mass production in factory settings, it collaborates with skilled artisans from all walks of life, enabling them to weave magic into their craft in their own creative spaces—whether at home or in artist-friendly environments. Every artisan is personally selected and trained by Heena, ensuring the blend of tradition with contemporary design.

Magic Needles is about creating magic that is tangible, real, and deeply personal. In 2024, the brand took a bold step forward by launching India’s first-of-its-kind knitting and crochet store in Mumbai. More than just a retail space, it is a vibrant creative hub where hobbyists, professionals, and first-time crafters can explore, learn, and connect over their shared love for knitting and crochet. This flagship store seamlessly brings together the elegance of Magic Needles’ handmade creations and the innovative offerings of Hobby Store, shaping the future of India’s crafting community.