Craft Industry Alliance

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Episode #198: Mark Hyland and Ursula Morgan of Premier Needle Arts

August 1st, 2021

On today's episode of the Craft Industry Alliance podcast, we’re talking about building a group of craft brands with my guests Mark Hyland and Ursula Morgan.

Mark Hyland is the CEO of Premier Needle Arts. He's a seasoned marketing, sales, and corporate executive with 30+ years of experience building brands and successful organizations. Mark’s hands-on leadership style found him in various leadership positions implementing strategic direction and execution guidance at multi-million to billion-dollar brands and companies during his career. Today, Mark continues to provide his leadership to the brands and companies of Premier Needle Arts, where is focusing on growth initiatives, long-term strategy, and M&A opportunities within the needle arts world.

Ursula Morgan is the Chief Marketing Officer at Crafts Group. Ursula is a global award-winning seasoned technology and craft business executive. Before joining Crafts Group in January 2020, Ursula led the digital innovation and marketing team as Senior Vice President at CSS Industries. Previously Ursula held the CEO role at Creativebug, a Subscription Video On Demand platform, and led the acquisition of Creativebug by JOANN Fabric and Craft Stores in 2017.


This episode is sponsored by Wool and Waves. Wool & Waves is an online yarn, needles and notions shop. Based on Vancouver Island, they offer a wide variety of Canadian Indie Dyed yarns and products from a host of talented small businesses. They’re crafters too and can help you make your project dreams come true! Listeners can save 15% off regular priced yarn, needles, and notions with code CIA15 until November 30, 2021. Visit them at or


To get the full show notes for this episode visit Craft Industry Alliance where you can learn more about becoming a member of our supportive trade association. Strengthen your creative business, stay up to date on industry news, and build connections with forward-thinking craft professionals. Join today.

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