Today I wanted to wrap up a series I began earlier – How to Make Quilting Your Business. I’ve explored topics I’m familiar with such as running an online shop, to other things I’ve never tried like designing fabric. I’ve learned a lot in the process and I hope I’ve been able to share a few insights with you.

The final topic “Marketing Your Brand” is something I have had to learn about on the fly. Although I somewhat agree with the thought, “If you build it, they will come,” I also agree that “location, location, location!” is important and that you have to tell “them” all about it once you’ve built it!

I am not one to shy away from sharing what I’m doing in the hopes that I can get other people to join me. Although it’s my “job” to convince others to buy what I’m selling, I don’t see it as a scary task since I love what I do so much. Many people agree that selling is selling, yet I know I could never sell what I don’t believe in. Conversely, I don’t mind telling anyone and everyone what I have to offer, if I think it will suit them. The worst they can do is say “no, thank you” and the best thing they can do is say “yes!”

Here are a few things I’ve done to market my brand:

Networking – In college I was required to attend (boring) networking dinners for my major at the time – accounting. The idea was to hook up with other like-minded individuals to further our prospects in getting a job by getting to know them better over dinner. I should have known then that if I thought it was a waste of my time, I was in the wrong industry!

Now when I attend quilt shows, trade shows and other sewing events, it doesn’t even seem like work. Many of my most recent opportunities have come because of meeting someone at an event or knowing a “friend of a friend.” Often times I will briefly meet someone at one event, exchange a few words with them at the next event, and finally have a good conversation the third time around. It takes time and effort to build these relationships, but don’t be afraid to get out there and meet some great people!

Networking with fellow quilt shop owner friends at a recent trade-show.

Cross-promoting – I am a huge fan of sharing what other people are up to in this industry. More often than not, many of them will return the favor. However, I try not to be obnoxious about it, nor do I request a quid-pro-quo. By genuinely seeking and sharing common experiences that I’m truly interested in, I’m providing valuable content to my blog readers and Instagram followers as well as building a relationship with the person I’m promoting. (Plus, it gives me an excuse to research fun topics I want to know more about!)

Invest in the Industry – I don’t just mean money. Sure, it will take resources to create and promote your business presence, both online and off. If you are selling a product, advertising is key. But even more importantly it takes time and “sweat equity” to gain traction for your business, no matter which industry you are in. Be patient, carve out a specific strategy, and take the time to map out your plan for success.

The greatest way to stifle creativity is to be constantly worried about finances, so don’t quit your day job until you have set aside a few months’ living expenses and have established a rainy day fund.

Create Valuable Content – One of the best ways I have promoted my business is to get my work into books and magazines. I know it doesn’t pay a ton, but consider this: when I relied solely on the income from my precut store, I would pay lots of $$$ to advertise in quilting magazines, usually in the form of an ad taking up less than 1/4 page of space. Now that I’ve put on my designer hat, magazines pay me for content that splashes my name over 2-3 pages or more. Now that’s the best deal if I’ve ever seen one. 🙂

I’ve also created a series of Quilt Alongs that are completely free, and they have really helped get my name out there to a wider audience. Although the quilt alongs were a ton of work, they were fun to do and provided me with tons of modern machine quilting practice. They also helped me flesh out how to write step-by-step directions which I’ve been able to turn into patterns and classes.

Take Advantage of Free Publicity – Now let me be clear here – I do not mean work for free. What I mean is if someone wants to feature you in exchange for something easy, like a free pattern you’ve already designed, or by sending in a picture of a quilt you’ve already made, I’d say yes!

So many places like to feature a roundup of specific topics or themes and your work may just fit the bill. I think the worst business mistake a blogger or quilter can make is to create a free publicity quilt just because someone asks, unless you are indeed getting compensated either in money or product, and the quilt can serve additional purposes.

Spiraling Out of Control has been in a couple of quilt magazines – free publicity!!

For example, I like my quilts to do double duty. One of my latest free publicity stunts was for a show quilt of mine to be featured full-page in a magazine. I’d already made the quilt, so all I had to do was send it to the show venue a couple of weeks early.

(Note – completing quilts ahead of schedule is helpful, too!) So although I didn’t receive payment, I did get a free copy of the magazine with my name in it in exchange for sending in a project I’d already made. It did cost me postage to ship it there, but the organizers paid the return postage so I was happy with the deal.

Keep Your Branding Simple – This can be a tough one, especially in the era of social media overload. How many different names do you have? The more names you are known by, the harder it is to keep track of who you are!

Many times it makes sense to have a brand name that is different from your first name. Just be sure to use the same brand name across all your sites: your blog, facebook, twitter, instagram, pinterest, etc. I know that’s tricky if your business name is already taken, but for those of you just starting out, keep this in mind when deciding on a name.

And don’t be afraid to change it if needed. Quilts and Treasures (bleh!) and Desert Rose Quilts (better) were earlier incarnations of my business before I finally settled on Christa Quilts. It’s who I am and what I do, so it’s easy for people to remember. I also made sure to buy up several domain names with different spellings, just in case!

Make It Easy for Others to Say Yes – You may have a fabulous idea that others are interested in and you know they will love it. However, you may fall short because they can’t conceptualize it. So make it easy for them to understand, and simple to implement. The more legwork you do, the easier it is for someone else to agree.

For example, I knew I wanted to work with Robert Kaufman as a giveaway sponsor for my last quilt along, Abacus. Instead of vaguely asking them to be a “sponsor,” I presented them with a straightforward idea: I would make the quilt in Kona solids and give away the same bundle of fabrics that I used in my quilt.

A graphic that Kaufman made for me using my design sketch and their fabric bundle.

It was an easy idea for them to agree to and they even went one step further; they offered two bundles: one in my colorway and another showcasing their new 2014 solids. I quickly sketched out the quilt using the new colorway and then asked them to share it on their social media platform (see cross-promotion tip above).  They said yes, and I got a lot more followers on both my blog and instagram because of it! (See networking tip above – I only asked them to sponsor after I had already built a relationship with their brand.)

I’m sure I could go on, but this post is already pretty long, so if there’s anything else you are wondering about, please feel free to ask and I’ll do my best to answer. I love talking shop!

Click here for the start of this series.

Today’s business of quilting topic – designing fabrics, is one I really don’t know much about. Therefore, I’ve enlisted the help of Moda fabric designer April Rosenthal to share a few of her experiences about the whole fabric design process. All quilt & fabric images shown below are courtesy of April.

Scroll to the end for additional blog posts about this topic.

Best. Day. Ever. designed by April Rosenthal for Moda fabrics

I think April’s candid responses are very informative so I wanted to include them in their entirety. My questions are in bold and her responses are below.

Please tell me a little about your fabrics and the inspiration behind them.

“When I think back on being a teenager, I remember how everything was exciting. Everything was new, and being on that precipice between child and adult was exhilarating. With each new privilege, each new experience, I was eager to learn and enthusiastic about the challenges. I felt like I could take on the world and succeed.

“Best. Day. Ever! is a reflection of this enthusiasm, this can-do attitude, this excitement for life–that I try every day to remember as an adult. With beautiful, saturated color, and bold, joyful patterns, Best. Day. Ever! reminds me of all I have to be happy about–and how much is still out there waiting to be experienced. My fabrics are inspired by trying something new, taking chances, and grabbing my dreams with both hands. My goal is to make EVERY day my Best. Day. EVER!”

Dahlia Quilt by April Rosenthal, Prairie Grass Patterns

What made you decide to design a line of fabrics?

“Fabric design is the perfect intersection of several of my passions: color, design, and physically making with my hands. While I get a lot of satisfaction out of creating digital things like websites, there is nothing quite like holding an actual product you designed.

“Designing fabric has been a goal of mine since I began my business in 2009, and almost everything I’ve done has been with that in mind. In fact, from the moment I discovered that there were moms like me designing fabric from their home–my heart beat a little faster, and I knew that was where I needed to be. At the time, I was consumed with 18 month old twins and was feeling pretty acutely isolated and uncreative.

“Prior to children, I was crafting, sewing, and making all the time. I was online looking for inspiration and hope that I’d get back to creating someday. That desperate evening changed my life path for me! I began drawing up a business plan and quilting patterns that same week.”

Modern Hex by April Rosenthal, Prairie Grass Patterns

How did you decide on working with Moda?

“Moda was the first fabric brand I noticed when I started paying attention to the different manufacturers and their fabrics. Consistently, I would pull fabric I loved from the shelves only to find Moda on the selvedge. I knew from day one that they were the company I wanted to work with, and every interaction I had with them only solidified that desire.

“I had several opportunities to design for other manufacturers, but I declined – not because they aren’t amazing companies in their own right, but because my goal was always Moda. As I became more involved in the industry, I was told I was crazy for turning down opportunities, and that designing for Moda was nearly impossible–but my dreams have always been big, and I’m willing to chase them down.”

How long did it take you from conception to completion of the line?

“I started drawing up Best. Day. EVER! in the spring of 2013. I delivered the files and swatches to Moda in late fall of 2013, and had strikeoffs in January. It was actually pretty expedited for this first line, I don’t think it usually goes that fast.”

Do you plan on designing other lines in the future?

“Yes! I have a second line in the works right now that will come out in 2015, and plan on many more after that.”

How hard is it to become a fabric designer? What skills do you need to be successful?

“At the beginning I thought, ‘How hard can it be?’ and just jumped right in by submitting a portfolio. It wasn’t accepted of course, because it really wasn’t any good. I was overconfident and pretty ignorant frankly. After being turned down I actually started researching and learning. I took art and design classes, I read dozens of books, I bought fabric just to look at how it was designed. I found fabrics that I loved and practiced creating art in those styles.

“I noticed that most fabric designers were also accomplished quilt or garment pattern designers, and so I began to learn about publishing patterns. What I learned then, and this is even more applicable now due to the economy – is that manufacturers need designers that will bring value and help sell the fabric. They need people who know the industry, who have the quilting or sewing skills to make the fabric look good, and who have the following on social media and online to drive sales. They’re not just looking for pretty pictures to print on fabric–they’re looking for someone who can bring sales to the table.”

A Field Guide to Fabric Design by Kimberly Kight is an excellent resource.

What’s your best advice for someone who wants to become a fabric designer, but doesn’t know where to start?

“Learn. Learn everything you can about the industry, about design, and color choices, and the people who are decision makers. Learn how to quilt and sew accurately, and gain skills there.

“Make yourself the complete package. Find ways to get your quilts out there in magazines, contributions to books, and shows. Share your designs online, and gain a following. In the end, it comes down to what you know how to do, how well you do it, and who knows you can do it. If it’s something you really want, be persistent.”

Anything else you’d like to add?

“One of my best resources along the way were other friends in the industry. They were (and still are!) invaluable in teaching me, and helping me avoid major missteps. There are many, many, incredible people in this industry, and they are generous with their knowledge and time.

“My advice is to make sure you make friends, and not enemies in the industry. I’m a big believer in there being enough room in this industry and in life for everyone and their dreams–I am absolutely not competing with anyone. Be happy for others when they succeed, and be generous in helping others succeed. It will come back to you. Always do your own work, be honest, and learn. You’ll get there.”

Additional Information

Check out this post by Alyssa Thomas of Penguin and Fish on How to Make a Fabric Collection. It’s a great read!

Want to know the inside scoop? Read this indepth article from Abby Glassenberg about How Much Fabric Designers Earn. It may surprise you!

Click here for the start of this series.