A Success Story.

Horizon Upstart was founded by Liz Chandler, a dedicated entrepreneur and the creative force behind PurlsAndPixels, LLC. Liz’s journey from a passionate knitter to a successful business owner inspired her to launch Horizon Upstart—a consulting firm focused on helping other entrepreneurs turn their dreams into thriving businesses. With both hands-on experience and professional expertise, Liz is committed to guiding others along the path to success. PurlsAndPixels serves as a perfect example of what’s possible with the right mix of strategy, creativity, and support.
The Birth of PurlsAndPixels, LLC
PurlsAndPixels, LLC, began as Liz’s personal passion project. What started as a way to share her love of knitting evolved into a full-fledged business. Liz’s vision was simple yet powerful: to provide accessible, practical knitting patterns and guides that would inspire creativity and encourage self-expression. However, as she quickly learned, turning a creative idea into a sustainable business required more than just passion. It needed a solid strategy, a clear brand identity, and a comprehensive plan for growth.

As she worked to establish PurlsAndPixels, Liz gained invaluable insights into the challenges and rewards of entrepreneurship. She developed skills in branding, marketing, financial planning, and business management—all of which laid the groundwork for Horizon Upstart. With every success and setback she faced, Liz became more determined to help other small business owners succeed.
The Horizon Upstart Approach
Drawing from her own journey, Liz structured Horizon Upstart to support entrepreneurs in all aspects of business creation and growth. Horizon Upstart offers a range of services designed to address the common pain points of small business owners, including:
- Business Planning: Creating clear, actionable business plans that reflect each client’s unique vision.
- Financial Tools: Providing essential budgeting and cash flow management tools to help clients build sustainable businesses.
- Brand Development: Building cohesive brand identities that resonate with target audiences.
- Digital Strategy: Developing social media, website, and content strategies that drive customer engagement and growth.
Liz’s experience with PurlsAndPixels gives her a unique perspective as a consultant. She understands the struggles of starting and growing a business, making her approach both empathetic and practical. Horizon Upstart’s methodology is grounded in real-world insights, and Liz’s clients benefit from her firsthand knowledge of what it takes to succeed.
Scaling PurlsAndPixels with Horizon Upstart’s Principles
As PurlsAndPixels grew, Liz continued to apply the principles she now teaches at Horizon Upstart. Some of the key strategies that contributed to PurlsAndPixels’ success include:
- Market Analysis and Targeting: Identifying and connecting with a specific audience—knitting enthusiasts and DIY crafters—helped PurlsAndPixels build a loyal customer base. This targeted approach allowed Liz to create products and content that resonated deeply with her customers.
- Strategic Branding and Online Presence: Liz developed a recognizable brand identity for PurlsAndPixels, with a focus on warmth, creativity, and accessibility. This branding was carried across her website, social media, and products, creating a cohesive experience that customers could trust and connect with.
- Diversified Income Streams: By offering a variety of products—from knitting patterns to guidebooks and journals—Liz was able to create multiple revenue streams for PurlsAndPixels. This approach allowed her business to grow sustainably, even in a competitive market.
- Community Engagement: PurlsAndPixels thrives because of the community Liz built around it. Through regular social media posts, newsletters, and customer feedback, she fostered a loyal following and created a space where people feel inspired and valued.
These strategies, refined through the development of PurlsAndPixels, have become central pillars of the Horizon Upstart consulting process. Liz’s success with PurlsAndPixels serves as a real-world example of the effectiveness of her approach.
A Personal Mission to Support Other Entrepreneurs
Liz’s journey with PurlsAndPixels shaped her mission at Horizon Upstart: to help other entrepreneurs realize their dreams. She knows firsthand the challenges that come with starting a business, especially in creative and niche industries. By sharing her own experiences, Liz connects with her clients on a personal level, offering both practical guidance and empathetic support.
PurlsAndPixels is a testament to the power of passion, resilience, and strategic planning. Liz turned her love for knitting into a successful, multi-dimensional business—and now, through Horizon Upstart, she’s helping others do the same.
The Success of PurlsAndPixels: A Story That Inspires
Today, PurlsAndPixels is more than just a knitting brand; it’s a community of crafters, hobbyists, and DIY enthusiasts who share Liz’s love for creating. Her patterns and guides are beloved by knitting enthusiasts nationwide, and her published books continue to inspire new and experienced knitters alike.
Liz’s story is one of resilience, creativity, and strategic growth. She built a business from the ground up, and through Horizon Upstart, she’s helping other entrepreneurs navigate their own paths to success. Her journey with PurlsAndPixels exemplifies what’s possible when you combine passion with a clear, actionable business plan—a lesson she now brings to every client at Horizon Upstart.

About the Founder:
Horizon Upstart was founded by Liz Chandler, the creative force behind PurlsAndPixels, LLC. Liz’s personal journey from idea to thriving business inspired her to help other entrepreneurs turn their dreams into reality. With both hands-on experience and professional expertise, she’s committed to guiding others on the path to success.
Are you ready to start your own business journey? Contact Horizon Upstart today to learn how we can help bring your vision to life.
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