Asher Riley is the South's first family owned needlepoint company. Based out of Birmingham, AL, Asher Riley originally began as a silk and cotton twill leather belt company. But as these types of belt became commonplace the owner, Virden, decided that more of a niche market would sell better. And that is where needlepoint came into the picture. Starting with needlepoint belts and eventually branching off into needlepoint watch straps, sunglass straps, and even tote bags the products were endless. Designing preppy fashion comes naturally for Virden and marketing for his wife and business partner, Elle. They compliment each other in every way possible. Elle is outgoing and loves to network, whereas Virden is the mastermind behind the designing process and product development. Needlepoint has definitely become a staple fashion piece in Virden's closet as well with his own custom designs. Customers love to approach Asher Riley and develop life belts that are a wonderful combination of logos and patterns that represent that customer's personal style. What a wonderful timeless piece of fashion that is not only a conversation starter but has meaning behind it. Groomsmen order custom belts for their groomsmen as well as flasks with their initials as very thoughtful gifts for their special events. Asher Riley even offers needlepoint pillows that are great for the home or the vacation home. Since Asher Riley is a small company the turnaround time can be a little lengthy, but all good and quality things come to those who wait.