To create this kind of stitching, first you need to draw a swirl or spiral. Then pre-poke your stitching holes with a crafting foam underneath your paper or card stock. Poke your stitching holes along the drawn swirl. Then start stitching. Don't worry about doing perfect zig-zag stitches all the way. For areas which are just too narrow or you need some space for the next zig-zag stitch, just stitch a normal stitch (see how I've stitched on the inner section of the spiral and at some areas of the spiral while I move along). This would actually make the stitching more interesting.