Meet Lucinda: The Heart Behind Jade Crafts Shetland

Lucinda Winks is a Shetland-based artisan specialising in embroidery, textiles, and craft workshops. Through Jade Crafts Shetland, she brings the beauty of Shetland landscapes and wildlife to life in unique handmade creations

Woman sitting hand felting with a colorful piece, looking down.

My Story...

Hi, I’m Lucinda, the founder of Jade Crafts Shetland. I combined my lifelong passion for textiles, embroidery, and crafting into a brand that celebrates the beauty and artistry of Shetland. Originally from Leicestershire, I moved here in 2014, inspired by the island’s landscapes, wildlife, and vibrant culture. I studied art and textiles formally, earning a National Certificate in Art and Design and a Certificate of Higher Education in Contemporary Textiles from Shetland UHI. As a proud member of the Shetland Arts and Crafts Association, I stay connected to the local creative community.

I create handcrafted designs inspired by Shetland’s rugged coastlines, heather-clad hills, and iconic animals — including sheep, puffins, otters, and orcas. My collections include jewellery, accessories, and keepsakes that reflect the island’s charm and traditions.

I also offer bespoke embroidery services, working closely with clients to create personalised gifts and unique keepsakes. Every piece is crafted with care, attention to detail, and a love for Shetland’s spirit.

Whether you’re drawn to Shetland’s natural beauty or looking for a special personalised gift, I invite you to explore my collections and find something truly memorable.

A Glimpse of My Work

  • Artistic drawing of plants on a notebook with spools of thread in the background

    Illustration

    Where every idea begins — original artwork that influences my textile designs.

  • Embroidery machine stitching red floral patterns on fabric with green and purple backgrounds.

    Embroidery

    Bringing woolly characters and wildlife to life, one stitch at a time.

  • Felted artwork of a croft house in a night sky with stars and moon, framed in white.

    Felting

    Soft fibres shaped into joyful pieces inspired by Shetland’s rugged beauty.

Meet the Maker — Frequently Asked Questions

What inspires your designs?

Shetland’s wild coastlines, woolly residents, and rich craft heritage influence everything I make. I love capturing character and charm — especially in my sheep and wildlife designs.

Do you create everything yourself?

Yes. Every design begins with my own sketches, photographs, or embroidery work. I carefully choose materials, combining digital and traditional techniques to bring each piece to life.

What art and craft techniques do you use?

I work across machine embroidery, hand embroidery, felting, illustration, and mixed media textiles. I enjoy experimenting — each piece teaches me something new.

Are your designs unique to Jade Crafts Shetland?

Absolutely. Many of my creations are one-of-a-kind, and series like Da Woolly Clan are exclusive to my brand.

Can I request something personalised?

Yes — bespoke embroidery is one of my favourite things to offer. I love turning someone’s idea or memory into a special keepsake.

Do you use Shetland wool in your work?

Where possible, yes. I’m proud to support local crofters and fibre producers, and Shetland wool adds both warmth and heritage to my pieces.

Where can I see your work in person?

You’ll find my creations and those of other local makers at Da Craft Shed in Dunrossness — a cosy space celebrating Shetland’s creativity.

Thank You for Supporting Local Craft

Every piece I create carries a little bit of Shetland’s magic — from our sheep and shorelines to the people and stories that make these islands home. Thank you for supporting small makers and helping keep traditional skills alive.

See My WorkVisit Da Craft Shed