John Hindman, with more than three decades of experience, is a known name in the DIY and crafts circle. Specializing in providing supplies and expertise for DIY projects, Hindman operates Thistle & Co., a popular spot for DIY enthusiasts in the Lehigh Valley and beyond. The space is a mix of a retail store and an art studio, offering an assortment of decor pieces, art supplies, and DIY materials.
The walls of Thistle & Co. are filled with eclectic curiosities. Shelves and tables teem with a diverse selection of knick-knacks, art supplies tucked amid unfinished picture frames, boxes, trays, stencils, vases, and seasonal items. Hindman’s consultation space is distinct, where he hosts DIY workshops, imparting his knowledge and passion for decorative painting to eager learners.
The inception of Thistle & Co. started over two decades ago in Frenchtown, New Jersey, as Hindman launched his first venture, Thistle. Both Hindman and his partner, Jack Weeks, share a passion for interior design, with Hindman having a keen interest in decorative painting. When the need for an outlet for this passion arose, the duo opened a small store. It was a success leading them to relocate their business to Bethlehem, and hence Thistle & Co. emerged.
The name of the store, Thistle, maintains brand recognition and also signifies a unique philosophy. For some, a thistle may represent a weed, but for others, it’s a flower. That’s precisely what Thistle & Co. aims to do, help patrons transform old, worn-out furniture or “weeds” into beautiful art pieces or “flowers.”
The success of Thistle & Co. led to its online expansion. Hindman collaborated with Iron Orchid Designs and Fusion Mineral Paints for additional inventory supply. Both companies, not dealing directly with customers, directed them to Thistle & Co instead, resulting in a significant rise in online sales. Thistle & Co. now serves customers across the country and has even expanded its reaches to Canada.
Walking into Thistle & Co. is a unique experience, a delightful process of exploration and interaction. For instance, frequent customer Sue Hicks thoroughly enjoys her visits; she finds Hindman’s enthusiasm infectious and appreciates buying from a local establishment that puts heart and soul into its efforts.
The store doesn’t just sell art supplies; it also serves as a DIY studio conducting workshops for beginners and more advanced learners. Beginners can learn to make picture frames or porch signs, while more advanced students are even allowed to bring their furniture to the store to overhaul.
The primary aim of these workshops, according to Hindman, is to let customers explore, experiment and create something they are proud of. Resident Betsy Schneekloth, a repeat workshop attendee, appreciates Hedge’s unique teaching style. He guides them around potential pit-holes in the projects without ever taking the creative reins from their hands.
Thistle & Co. is a culmination of Hindman’s passion and expertise and has grown to be more than just a business; it has become an integral part of the community. While the store already has a loyal customer base, Hindman considers the prospect of expanding to accommodate larger classes. Moreover, he also contemplates introducing open studio time on Wednesdays to extend his expertise and offer access to his art supplies to people who prefer not to invest in new supplies.
All these efforts carve out a pathway for Thistle & Co. to continue flourishing as a haven for DIY enthusiast and crafters, and a testament to Hindman’s dedication to sharing his expertise with others.
