Local Historian Creates Civil War Era Home Décor

Laura Sederstrom combines her love for history and animals as she stitches thousands of handsewn decorative pieces for customers around the world. Her business, Prim Penny, is based in her Muskego home and is an online store that specializes in penny rugs, ornaments, and pins, all from her original designs.

 “I started it about 10 years ago,” said Sederstrom, who previously worked as a data analyst and is also an historian for the Muskego Historical Society. “I’ve always been into art, and I’ve always been creative. But I was never someone who sewed.”

Without needle-and-thread experience, Sederstrom had inspiration.

“I found an old magazine from the 1940s that had an old penny rug in it,” she said. “So I decided to make one and taught myself how to do it.”

The style of rug originated around the time of the civil war, she said, explaining that people used every scrap of fabric they had to make décor for their homes.

“I put my first penny rug on ebay and it sold for $75,” Sederstrom said.

For awhile, she concentrated on penny rugs, using the fabric from old blankets, coats and sweaters. “From that I just kind of had all this wool fabric so I decided to make pin cushions, and I played around with different designs.”

She soon found consumers had their favorites, and she developed a full line. Ideas stem from illustrations in vintage children’s books, vintage postcards, and nature, she said.

“I also learned to hand-dye the wool,” she said. “I like to find estate sales so I can find unusual things to add in. I just get inspired by things I see all around me.”

Her Cairn Terrier, Kayla, is by her side as she stitches, which is every day.

“This is something I pretty much do constantly,” she said. “Every morning I check my email and see if anything sold online, and then I start stitching. By the time I go to bed, I’m still thinking of things to make.”

Songbirds, cats, owls, rabbits, owls and mice make up most of her collection.

During her busy seasons, fall and winter, she sells up to 100 pieces per week.

“I sell a lot of black cats and pumpkins, and little mice dressed up as witches,” she said. “For Christmas I do a lot of snowmen, and mice dressed up as Santa, and then at Easter I sell a lot of baby chicks and robins. That’s a lot of stitching.”

But she doesn’t feel like it’s “work” – rather, it’s something that relaxes and calms her, she said.

“I was having some health problems (in my previous profession) and my doctor said I should get another job,” she said. “I don’t sew on a sewing machine. When I do it by hand, I can get in the rhythm of it and have my TV or music on, and it’s relaxing.”

Her husband John is a computer programmer and created her website.

About five years ago, her work was featured in Early American Life magazine, and a historical society in Pennsylvania orders her crafts as well. Last year, Sederstrom taught a class of Muskego Girl Scouts how to make a simple pin cushion and said if interest arose in regular classes, she would consider teaching.

Currently, Sederstrom said she feels fortunate to have an opportunity to make money while enjoying the comfort of her home – and an art she loves.

“Of everything I make, I probably make birds the most,” she said. “That’s probably what I like to make the most. They are so cheerful. They make me happy, and I know when I send it out to someone they will be happy when they open it.”