Our Story

So that everyone can create beautiful handcraft .

 

The story of how a passion for a hobby grew, over the years, into one of Türkiye's leading handcraft brands.

Our Founder
Anna Şimşek The founding story of Hobianna
"So that everyone can create beautiful handcraft."

Hello. I'm Anna Şimşek. Years ago — back in 2011 — like many others, I took up cross-stitch as a hobby. I've finished dozens of different projects, and I'm still going. I didn't stop at cross-stitch either; I trained in various other handcraft art forms, and I continue to do so.

During this time, the world-renowned CrossStitch Magazine published an interview with me along with one of my projects.

Through years of experience from my own projects, I learned which materials are of high quality and which ones work best for what. I brought in materials from abroad and collected books. And in 2017 I began selling these materials overseas. In 2019 I moved into domestic sales as well.

After moving to Istanbul, I opened a physical office in 2020. As the pandemic came to an end, alongside the online platforms, I opened our store — where you can meet all your needs — in Kadıköy, Istanbul, in a location that's very easy to reach by public transport and right next to parking.

I hope you'll find everything you need on this platform we've prepared for you, and that you'll create wonderful handcraft.

Anna Şimşek
🧵 Cross-stitch expert
📖 CrossStitch Magazine
🌍 International sourcing
📍 Kadıköy, Istanbul
A story that has grown over the years
2011
It started as a hobby
Anna Şimşek discovered cross-stitch. She completed dozens of projects and trained in various handcrafts. The CrossStitch Magazine interview and project feature took place during this period.
2017
First sales abroad
Years of accumulated material knowledge and sourcing experience turned into a commercial identity. Sales of quality materials overseas began.
2019
Launch in Türkiye
Domestic sales began. Hobianna took its first step toward becoming a quality, reliable destination for hobby lovers in Türkiye.
2020
Physical office in Istanbul
After moving to Istanbul, a physical office was opened. Alongside the online platforms, an era of face-to-face service began.
2022
Kadıköy store
After the pandemic, a physical store opened in Kadıköy, Istanbul — easily reachable by public transport and close to parking. It became a meeting point for handcraft lovers.
2026
The Calin brand joins Hobianna
Calin, one of Türkiye's long-established handcraft brands, joined Hobianna. With this step our product range expanded, and our journey of offering hobbyists more comprehensive solutions under our own brand began.
2026 · A New Era

Calin is now
part of Hobianna

Calin, one of Türkiye's leading handcraft brands, joined the Hobianna family in 2026. With a wide product range led by its clip-on hoops, Calin now reaches hobbyists directly under our own roof.

This step is a concrete expression of Hobianna's vision of being not just a retailer, but also a manufacturer and developer brand.

🪡 Clip-on hoops
✦ Local production
📦 Expanding product range
🏭 Part of Hobianna
Calin logo
Part of Hobianna · 2026
Hobianna in numbers
42+
World Brands
DMC, Zweigart, Riolis and more
8K+
Product Variety
Threads, fabrics, kits and accessories
50K+
Happy Hobbyists
Across Türkiye and around the world
2011
Year Founded
10+ years of handcraft passion
"I hope you'll find everything you need on this platform we've prepared for you, and that you'll create wonderful handcraft."
— Anna Şimşek, Founder · Hobianna
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