The doors open at 7:00am Thursday 1 October, Sydney time, and they shut again at 7:40am. Blink and you'll miss it.

Here's when that lands where you are:

🇦🇺 SYDNEY, Australia: 7:00–7:40am Thu 1 Oct

🇳🇿 AUCKLAND, New Zealand: 10:00–10:40am Thu 1 Oct

🇺🇸 NEW YORK, United States: 5:00–5:40pm Wed 30 Sep

🇺🇸 DALLAS, United States: 4:00–4:40pm Wed 30 Sep

🇺🇸 LOS ANGELES, United States: 2:00–2:40pm Wed 30 Sep

🇨🇦 TORONTO, Canada: 5:00–5:40pm Wed 30 Sep

🇬🇧 LONDON, United Kingdom: 10:00–10:40pm Wed 30 Sep

🇸🇬 SINGAPORE, Singapore: 5:00–5:40am Thu 1 Oct

🇩🇪 BERLIN, Germany: 11:00–11:40pm Wed 30 Sep

🇫🇷 PARIS, France: 11:00–11:40pm Wed 30 Sep

Absolutely everything. It's 40% off the entire store — no 'selected lines', no sneaky exclusions.

That means our best sellers, new releases, bundles, custom kits and our licensed collaborations too. Rugs, cushions, Half Stitch pouches, woven bags, diamond painting, moss kits, cross stitch — the lot.

The only exception is gift cards, because Shopify doesn't let us discount those.

40 minutes. That's it, that's the whole sale. At 7:40am Sydney time, prices go straight back to normal.

The 40% is applied when you check out, so anything still sitting in your cart when the clock runs out goes back to full price. Make sure you've hit pay before the timer does.

Nope. The 40% comes off automatically in your cart and at checkout the moment the sale opens. No code, no fuss.

Plan ahead. 40 minutes goes fast, and our best sellers won't hang around at this price.

A few things that really help:

• Shortlist early. Add your favourites to your cart before the sale opens — the 40% kicks in automatically at 7:00am.
• Log in first. Save your address so checkout takes seconds, not minutes.
• Have your payment ready. The clock doesn't pause while you hunt for your card.

Sorry, no — sale pricing can't be combined with other discount codes or offers. Gift cards work as normal though, so you can still put one towards your order.

Our warehouse team is quick, but a sale like this means a lot of boxes going out at once. Please allow an extra 3 days for your order to be dispatched — we'll email your tracking the moment it leaves us.

Custom kits are made to order, so they'll follow their usual production lead time.

You're in exactly the right place. Every kit arrives with everything you need and step-by-step instructions, so there's nothing extra to buy and no experience required.

If you want the gentlest way in, start small — a Half Stitch pouch, a moss coaster kit or a cross stitch. At 40% off, it's the cheapest way you'll ever find out you're hooked.