I am pretty new to embroidery. I have just completed my first solo order for a client. While the client was happy with my work, I wasn't as thrilled. After unhooping, the fabric around the design looked slightly wrinkled (for lack of a better word.What am I doing wrong? Am I stretching the fabric too much on the hoop or not enough? Or is my tension too tight?

I would appreciate your feed back. Thanks.