Modern Folk is the Etsy shop of Jacob de Graaf of the UK. He sells "cross stitch patterns with a folk aesthetic influenced by traditional embroidery with a Scandinavian touch."
The pattern for the heart in the top photo comes in an email as a 4-page pdf file for $5.50. To open the file you need Adobe Reader which you can download for free here: http://get.adobe.com/reader. This is is a popular way to buy books and patterns these days. I'm getting to like it. No delivery charge, you have it in minutes, less $ than a paper copy, and I can always find it (in my Documents file). I have about 4 pdf patterns and books that I view on my computer (not my Kindle, that's different).