Snug's story

Welcome to Snug Creations, home of soft, luxurious cosiness!

I’m Gem, the designer and knitter behind the creations you see in the shop. For as long as I can remember, I’ve loved to make, and I am completely obsessed with yarn. Since my grandmother taught me to embroider and cross stitch when I was small, I’ve loved the textures, colours and possibilities that come with creating textiles.

Gem Hanford-Phillips knitted at a Save the Children event with Debbie Bliss

I’m a huge craft fidget – I just can’t keep my hands still and sit and do nothing – so I’ve always made a variety of crafts, but it wasn’t until 2007, when I saw a friend’s gorgeous hand-knitted clothes and accessories, that I fell in love with knitting.

Seeing such beautiful knitwear, I was convinced that knitting was witchcraft of some kind! How could it be possible to create something like that just with yarn and 2 needles? I couldn’t help wanting to know how it was made, so I taught myself to knit and instantly became addicted.

Since then, I’ve created accessories and gifts for friends, family and, eventually, my lovely customers. It all started with a small range of hand-knitted baby booties. My ever-growing range now includes creations for babies, kids and adults, such as bonnets, blankets, cowls, hats, homeware and décor.

I find knitting incredibly calming, cosy and meditative – it keeps me sane, and gets me excited about what I could make – there are so many possibilities.

Knitting is my therapy, my creative outlet and my superpower!

Snug Creations was born on New Years Eve 2014, when I opened my shop on Etsy. Soon after launching, orders began coming in, followed by some wonderful reviews. It's feedback like that and communication with customers to find out their needs which has encouraged me grow the business to where it is now.

There is something so soothing and cosy about surrounding yourself in the comfort and warmth of knitted textiles

Selecting high quality, natural yarns with gorgeous modern colours and textures is highly important to me, because not only will careful choices create beautiful products that are made to last, they will also be a delight to work with.

I have lots of plans in the pipeline to expand the Snug Creations range, so be sure to come back soon and see the new additions.

As well as knitting, I love being a dachshund mum, tea addict, and lover of the outdoors. I create everything from my Dorset home, just a five minute walk from the sea. If I’m not indoors knitting, I’ll be out there, breathing in the sea air.


I hope you find something you love among the treasures in my shop. If there’s anything in particular you’re looking for, please don’t hesitate to get in touch – I’d love to help.

And of course, you can get the latest by signing up to my newsletter and following me over on social media.

I hope to knit something just for you very soon.