I have been rolling an article around in my head for a while now but have been unsure at best how it would go over since the truth is I am very vested in the outcome. I had kept it under my hat for a while but after reading this article about the deceptive front that comes part and parcel with the career as a writer I thought I would take a stab at it.
Here goes nothing…..
Please note, this is by no means a definitive piece on this topic, if anything it is an opening volley in a conversation that I think needs to take place and is part of the larger We Are Sew Worth It conversation. <– go ahead pop over for a read and then come back.
We own a small quilt shop, SPOOL it is new ( 1.5 years old) and by all indications it is doing really well. We are having lots of fun, we have some really amazing customers, and the reviews and feedback we get about our carefully cultivated selection of bright, happy, modern fabrics has been nothing short of amazing ( really you people make me cry with happiness sometimes) but amidst all that happy there is something lurking that most quilt shop owners will only talk about after you really get to know them or you get a couple glasses of wine in them. The fact is that in the current model of business brick and mortar quilt shops are dying, and they are dying fast.
I thought I knew what I was getting into
I really thought I had done my due diligence when investigating owning a shop. In my case it was a not a rash choice but it was one that once set in motion happened quickly when my favorte and large LQS closed up shop ( Hello hint number 1). I spoke with quite a few shop owners, financial people and more and yet the truth somehow eluded me. The fact is that very few quilt shops are able to produce enough profit to provide a comfortable/livable income for an average sized family even after multiple years in business.
Yes, there are those shops that are doing this ( So don’t flood my mail box with angry letters) but the fact is that they are rare and in the minority to those who are just hanging on or who are running and covering their costs but only because it is not important for them to turn a liveable profit due to living expenses being covered by other means.
The truth came slowly
After becoming a part of the industry the truth came seeping in and I am not sure that every quilt shop owner will be happy for me talking about this but the fact is that for as important as quilt shops are to our communities they are not charitable endeavors, they are businesses and we should expect a business at some point to provide a living for all the work we have put into it over the years.
I have spoken in confidence with many shop owners about the fact that while they might not be going under a whole hell of a lot of owners are not even taking a living wage salary for themselves even 5-10 years into owning a shop. Yes they are paying the bills, they are paying their employees, the taxes etc… but they are able to take little or nothing for themselves for what is one hell of a hard job no matter how fun it looks from the outside.
Snuggling up with the truth
Many quilt shops run on the direct benevolence of spouses with full time (good) jobs, or due to a healthy pension. So if you ever wonder why you see so many quilt shops owned by older couples the fact is that you are looking a second career that is mostly afforded by one of both of the owners doing their 40 years on the job and funding their life with retirement and running the store for the joy of it and this makes me really uncomfortable.
Again, not all quilt shops are in this boat but I have spoken to enough who have been honest with me to be really disturbed by what I now know and am not sure that I even know how to make it better for myself or my industry but that does not mean I am not going to give it a try.
What’s next?
Perhaps at one time owning a quilt shop would have been enough to put bacon on the table and some fancy forensic accounting and history sleuthing would tell the tale but in the face of today’s economy I am sad but not surprised with each announcement of a quilt shop closing. I am very honest when people come to me asking about opening up their own shop. I have busted more than one bubble already and anyone who knows me knows that is hard for me to do. I am a born cheerleader, I love to root for the underdog and I think entrepreneurship can be an amazing experience for those who have what it takes and yet if you want to make money I cannot recommend owning a quilt shop.
I think that this topic hits hardest in the world of the modern quilt shop since demographically it is younger owners opening these shops – I hope to talk further about this very soon.
As to what all of this means for our tiny shop, I just don’t know and I am guessing that only time will tell.
But each time you you go to your local quilt shop remember that there is most likely someone behind the scenes making it all possible. They might not be cutting your fabric ( but then again they might be), just send up a silent thank-you and buy that extra 1/2 yard so maybe, just maybe your favorite shop owner can at least take a vacation this year.
I look forward to your thoughts on this matter.
Maddie I think this is so important to educate people about. I don’t own a LQS but I am a longarmer and I do sell a few notions/wadding/thread to my clients. I keep my prices as low as I can but my part time day job and my husbands job support us, not my business. I do hope that will change one day! 🙂 What is demoralising is when clients want their supplies at cost. I’m friendly with many quilters in my town and if I sold wadding and thread to all of them at cost I would lose the tiny profit I do earn, not to mention piss off the LQS. Funnily enough it was a woman who works at a LQS who told me she only paid cost price at work so that was what I should charge her for wadding and thread. I cannot tell you how valuable a business lesson that was! Good luck with Spool and keep cheerleading – you’re an inspiration!
I’m going to put this out there. The quilting shops, and industry, can’t continue to operate with the same business model that they have been using for the last 30 years. In Australia, our wholesale price is often more than the US retail price. So, the shops have to sell for ~$25 per metre. Also, we only get selected ranges and designers and only what the distributors choose. New Zealand is even worse/limited. Then you have to battle unreliable distributors who can’t guarantee shipping times, orders are frequently short, wrong and late. Who looses? The shops. Because what incentives are there for customers to shop local?
Saying this, some shops need to revisit their business model. It’s no good to complain about it. You need to also do something about it so that your business can survive and be profitable.
I don’t know the answers, but I am so happy to start the conversation.
Maddie, I loved the honesty of this article. I have toyed, on a couple of occasions in the past, with the idea of opening my own shop. On two occasions, I actually had the money to do it — and chose not to. One reason is that I finally get the difference between loving to do something and making a business of it. Neither my passion for handwork nor my skill at creating it is sufficient qualification to run a business. I would be enthusiastic on the creative end, but I would suck at the more prosaic skills needed to make a retail establishment succeed. That realization led to my second reason for foregoing life as a shop owner: even a poorly – run business can take trade from its competitors. Maybe not forever, but certainly for the short run — and that short run may make a big difference to an existing business that’s struggling. Knowing myself to be poor entrepreneur material, I have a duty as a human being to stay out of retail. It’s not fair to existing businesses for me to open up shop, knowing it will eventually fail. It’s not responsible for me to “get while the getting is good” at the expense of more serious, better skilled shop owners who depend upon steady trade for their income. I realize that this sense of responsibility for the big picture is, to most people, quixotic at best and downright stupid at worst; but it’s how I feel.
I realized my dream of opening a quilt shop in the late ’90’s, with fierce determination that I would not be included in the 95% who close within 5 years & ignoring anyone who told me how difficult it would be – I would be different. But for exactly all the reasons that you have so perfectly stated, I closed the shop at year 5. My customers cried when I closed, and to this day,still talk about how wonderful the shop was, always a hub of activity, including bus loads of out of town quilters – but not one of those customers/friends would have changed places with me to work 24/7 and for so little compensation. It’s hard for others to understand the toll it takes – not just financially but emotionally as well. But when a dreamer is planning their own quilt shop, they think that theirs will be “different” and can’t or won’t hear any of this. Having a quilt shop provided many rewarding experiences, but very little financial – only the big fabric companies gets that. We had to buy yards and yards to be able to sell inches and inches.
As an Aussie living in Sydney, and with a working husband I am blessed to be able to purchase from several local quilt shops. My husband also quilts, and comes with me (and buys up big). We pay around AU$25 metre for good quality such as Kaffe. There is one store a little further away that offers reasonable goods for as little as $10 per metre.
I find different shops specialize in different fabrics. For Kaffe, one shop. For kids fabric, another shop. For backings, another shop. We don’t do “pub crawls” we do quilt shop crawls.
They all design patterns and have classes. Classes are where the their money is made.
I have only purchased from the Internet once, when I wanted a fat quarter of a discontinued Kaffe fabric. It came from a seller within Australia. Postage is a killer!
So I am glad these shops still exist. They are professional, friendly, and know us well.
Our Guild also encourages local purchasing. It is, however, a very expensive hobby. Not everyone is as fortunate as me.
I now see why my LQS stocks massive amounts of batiks & kids/ novelty fabrics & older fashioned tiny florals etc. Because that is likely what most people want so it sells more quickly. I personally want Kaffe Fassett, Philip Jacobs & other modern designers’ fabric lines. I cannot find a decent range of those fabrics in my LQS so then end up having to order online. I would love to buy local. These designers are very popular & I think the shops would sell a lot of yardage if they stocked it. Perhaps LQS owners should do a questionnaire, asking customers what they want to buy before they invest in new inventory – just an idea ! Good luck with your shop- a long ago dream of mine as well.
I’ve noticed three or four private Facebook pages have cropped up in the last few months that are dedicated if not completely, at least in part, to people selling their fabrics etc. This gets them around the fees and hassle of Ebay and Amazon, Craftsy and Etsy. While they aren’t quite as visible, the sellers on one site in particular are moving inventory pretty quickly.
I agree, a mail order presence is key.
There is a local shop here that many of us try to support. It is owned by a husband and wife. They take no salary, of course, and supplement the fabric with a pretty vigorous long arm quilting and pretty sophisticated commercial embroidery business.
Not sure if it’s a concept some of you small shop owners might be able to consider, but they have the space to allow for friendship groups and/or open “sit and sew” at least two, sometimes three days a week. They have trained two of us on the register. When it gets busy, we just jump up and help. During the two major quilt runs every year, the list of volunteers is quite lengthy. It’s barter at it’s best.
Wishing you great luck with your endeavors.
Being able to shop anywhere other than Joanns or Walmart for fabric is so nice.
Yes, it’s all very true. When I purchased my local bead shop almost three years ago I knew it would be tough, just not HOW tough. It’s not anyone’s fault, it’s just that things are different than 20 years ago. My goal now is to stay in business long enough to pay off the loans and investors, then decide what to do. But it’s really hard to entice customers when I can barely afford to re-stock basic inventory, much less obtain new items, since most of the money goes to pay employees, taxes, rent etc. Still, I hope for the best.
I have had two very different LQS experiences as a new sewer. I inherited a sewing machine and needed classes to learn how to sew. Shop #1 only taught experienced sewers and handed me a crumpled flyer from their staff room for someone that taught privately. Shop #2 offers beginner classes on shop machines. They offer quilting and other project classes like tote bags to build skills. I ended up buying the same model machine we use in classes as soon as they started carrying them. I love them because they help more people learn to sew, especially younger adults. Being able to learn on shop machines was such a relief. The general trend with quilt shops is also happening with yarn. It’s rough.
For what it’s worth, in order to stay in business, I think that today’s brick & mortars need to also have an online presence and/or be a sewing machine dealer. Unfortunately that’s where the real money is.
Nice article! I, too, am a LQS owner and relate wholeheartedly! I am not of mature age but fortunately am married to someone who also has his own business that can afford the big expenses of our daily life. I opened the store when I was ready to go back to work full time -when my kids we in school most of the day. (I did not like being NOT super busy and i did not like being financially dependent). It has been 4 1/2 years and I love it still. I am at the store 6 days a week and seem to do a lot of work related things at home. It was always a dream and goal to have a business of my own, long before I was a quilter and retailer. I am proud to not have asked my husband for spending money for years now, gifts I buy are purchased with my own money, and I pay my own car, phone and other things. Having seen other women get stuck with no credit and no means to support themselves after a divorce or death of a spouse, I feel confident that I can stand on my own two feet. My children are being brought up in an environment where everyone contributes, and we are in an area where most of their friends mothers do not work. As far as profit margins go, I have often educated customers on markups, loss leaders and other information that enables me to stay in business. I was also very quick to show them a craft kit that we sell for the manufacturers suggested retail price is $9.99 and Hobby Lobby sells for $13.99!! Sometimes they are not getting that coupon deal after all.
I am fortunate that my mortgage is not counting on my salary, and it affords me the luxury of looking at the big picture and get out of shop ownership so much more than dollars. I have a sense of pride and accomplishment in both the business that I have created and the customers who enjoy all that we have to offer and love to be in the shop. I have assembled a great staff that I can count on when I need to be out of the shop and all together we make both a good product and service. I/we work HARD, as retail is not for the weary! It is a physically demanding job – on our feet all day, carrying bolts and boxes. I could go on, as I am still a happy entrepreneur hoping to stay in business for quite a while longer. Always a pleasure reading your articles!!
This seems to be a conversion I hear way too much these days, it does make one take pause at the current state of affairs in the quilting world. The two LQS stores in my town survive only because of the machine sales/repairs etc I am sure as I never see much fabric coming off the bolts and the same stock is on the shelves for a very long time. I feel the women who own the shops also having supporting spouses. Most of the clientele are retired, no young folks coming into the fold, they just cannot afford the hobby. I for one like to make quilts that are intricate/complex and may take many months to make and quilt. My stores make little money off ones like myself who purchase fabric maybe only 2-3 times a year, and I purchase fabric for the quilt I am about to make, not to stash for some future project. The *art* of quilting is being lost I feel. Most of what is being produced today in the US is rotary cut easy piecing techniques with a zillion gadgets to aide in the making of the *easy n fast* quilt. I know there is a need for easier quilts for the beginner but that is all that seems to be in the magazines and books anymore. I am not poo-pooing people who enjoy zipping out easy quilts a mile-a-minute, but feel the industry is leaving out the folks who enjoy slow quilting. I guess I am showing my age. Anyway, read Thomas Knauer’s take on it on his blog, it is interesting. http://www.thomasknauersews.com/the-future-of-quilts-a-manifesto-of-sorts/
I’m afraid I have to agree. This week we are considering closing our quilt shop as our lease is up. Most of the store income is from sale fabric; three shops have closed here in the last 6 years or so and every quilter in town seems to be loaded down with a stash. We make most of our income from vending at quilt shows and it looks like we may move to full-time vending.
I hate to close, but there it is.
This little quilt shop and the wonderful husband who helps pay the bills from time to time thanks you for your sincerity and very well-written post.
I agree with you, Maddie. I do not work in the industry, but I do work for a small business. I am a firm believer in shopping local. Many of the people who shop at the store that I work in also work at other stores in town. If we support the small businesses in our towns, we support the town and ourselves. I prefer to shop in a store as the employees can help you with any questions you may have about on fabric or a pattern. Thank-you for your time.
Thanks for this, and I kinda hate you a little bit right now. I want to open a shop SOOOOO bad. I have actually thought many times about contacting you with many of the questions you addressed in this article. I didn’t because, I didn’t want to infringe on your precious time. I’ve anxiously followed the progress of your store. I wrote a business plan and invested some money and lots of time into business classes with our local SBDC, and WWBIC-Wisconsin Women’s Business Initiative. Funding towards a business just doesn’t look promising for me right now. I was coming to the conclusion that this would always just be a pipe dream, and now I’m convinced. Thanks for your honesty, but now I am very sad.
In my area there is a shop about 12 miles away that is very old fashioned and not my style, so I don’t shop there. My most often shopped LQS is about 40 miles away, and smaller than I would like, but I usually find most of what I want and their staff is great. Another small shop opened about 18 months ago, and I’m sure she’s in the same boat as you. About 50% of the time I find things I like at this shop. I really like the owner so I at least participate in clubs and classes with her, as well send her my quilting on her long arm.
It is the same for me in Australia. If we didn’t have a second income stream there would be no quilt shop. I ‘m not bitter and twisted, I always knew it would be hard work. I didn’t expect people to openly copy the design names and order numbers off the bolts so that they could be ordered cheaper else where, or even ask me to order the fabric from a cut price on line store for them. Every day though I meet fascinating and inspiring quilters from all round the world. I have traveled and created works which a few years ago would have been beyond me. being so much in the public eye has given me a confidence in my own actions. I too tell people bluntly that they will never make a million dollars, but, they will love coming to work every day.
P.S it really is just a giant sewing room you get to share with friends
Thanks for posting this. This is the way of our economy. As long as fabric and quilts are made in other places in the world for pennies a day… and people continue to shop at Walmart (or any other places that value money over people)… small business will suffer. I think you have to look at it as a labor of love, and enjoy what you do – and maybe keep your day job. My husband and I have had our own screen printing business for 20 years and have still not been able to take off a week for vacation. I don’t think people get how much work it takes to be self-employed. If we stop, the money stops, but we enjoy our lifestyle to the fullest by working for ourselves, the autonomy is worth it for us.
As the co-owner of a commercial construction company, I have a vested interest in shopping local. A healthy local economy translates into construction projects. Renos, upfits and out of the ground projects feed a lot of families during the construction period and then, hopefully, lead to profitable enterprises. I have a fabric shopping pecking order; LQS, local big box, online shops located in my home state and lastly, digital shops far and wide. Our local shops do not cater to my style and they are machine and vac stores first and fabric stores second. The local big box is limited to tools and basic Konas. Most of my dollars end up going to the online shops in my home state. Spools is right across the border and I hope to make a in-person visit soon. If my kids were still in high school I would get to visit every time we were in town for the Hooch or passing thru on our way to Oak Ridge. I miss our rowing days but there are also a number of great bike rides in your area!
This is a conversation that I have had with friends who are quilt and/or mixed-media art shops. Just because you can get your fabric on Amazon for less doesn’t mean you should. I have a friend who has decided for her quilt fabric business she won’t buy fabric from companies who sell to Amazon. Same with books. Store owners need to band together if they want to make a change in the industry. But, who the heck has time to organize store owners who are already working day and night?
I am a teacher and those of us who teach professionally have the same issue. Everyone thinks they can get what they need on line for free or super cheap classes. Sometimes you just need a bit of info and on-line is great for that but it can’t replace a IRL class. Teachers will have to find other ways to generate income and for many that means leaving this industry.
You get what you pay for….
Maddie, I have never owned my own business, but as a long time sewer abs quilter commend you for your tireless efforts! I have never bought fabric or threads online that I have not personally touched prior with my hands. Only if I needed a bit more to complete a project that my LOS no long carried. I have traveled to Phoenix from Idaho just to buy native and southwestern prints I can’t find locally. I absolutely won’t buy fabric online as I want to see and feel it myself. I’m very tactile and appreciate that I have 2 excellent LQS’ s nearby. When I do travel to other states I find brick and mortar shops to bring something home with me to “play” with. I only pray your lovely shop can continue for many years. My LQS’ s also sell online and also long arm classes and rentals to keep them afloat. I would hate for brick and mortar fabric stores go by the wayside. Fabric should be seen and touched so you know exactly what you will get. Online shopping doesn’t mirror that wonderful experience at all. Hang in there as long as you can! You are a great inspiration to many. If I get out your way, I will definitely stop by to say hello in person and shop!
I always, always, always purchase something when in an LQS as my bit to support brick-and-mortar owners. My stash has grown sufficiently large that random fabric purchases are seldom. Furthermore, I must be one of the rare quilters who doesn’t purchase fabrics to reflect current trends. My ancient stash and I work well together, the LQS supplying missing links for projects, backing, and batting. Since I only make two or three quilts a year, these few purchases aren’t much help to small profit margins. It’s unfortunate that whenever a new shop opens, I calculate just how long I can expect it to remain in business (three-five years, generally), hoping against hope that my newest favorite store, and its hard-working owners, will beat the odds and remain a part of my life for years and years and years.
Great article, Maddie. I think we all know the roll that big box chains and discount internet sites play in this, but I am also considering the roll of the quilt show. They are sooooo many these days, and so many quilters buy fabric at these shows. I know a several shop owners across the country who pack up a majority of their stores and invest heavily in traveling to weekend shows, just to get their slice of that piece of the ‘fabric market pie.’ As a vendor, I know that sometimes, after travel, additional inventory and booth fees, it can be really hard to meet your nut. Many brick and mortars consider this a necessary part of business anymore, and I was interested in your take? Do quilt shows help or hinder the small quilt store?
I often hear, in quilt groups, that people don’t have a quilt shop near them, and many times, when I check, it turns out they just didn’t know one existed, or they’re stubborn, insisting on shopping at Joann, Hobby Lobby, Walmart, etc. The shops near me that are succeeding, are offering quilting services in the shop, having classes daily, holding swaps and competitions, and buying fabric from quilters’ stashes and selling it secondhand. I don’t have a shop, but work at home finishing quilts (not just quilting, but finishing stalled projects), teaching sewing, piecing, quilting, and appliqué, holding dye workshops, and I still sell travel, and promote my book, just to get by. I admire those who can make a living with their passion. I just wish my passion would have been venture capitalism.
I love this article, as much for what it says about bridging dreams and reality as it does about our specific situation. Maddie speaks the truth. Here’s another part of it:
My years in corporate life were what made the shop possible from a financial perspective. Because of that we were able to fund the opening of the store without taking out a loan; I’ve no idea how anyone could have managed this if they had to start making loan payments right away. My continuing and ongoing contracts – not the writing that I long to do, not the million projects that I love to take on, the business contracts or a job – keep our family afloat while the shop helps build the BAQS dream of a place for everyone who sandwiches batting between layers of fabric without regard to anything other than the love of quilting. That dream – Maddie’s and now Flaun’s – is worth funding.
It’s worth funding because it’s a worthy dream, and a dream that sparks inspiration for so many other dreams – Maddie’s true gift to the world. And now, the dream funds itself, and that is a huge success for a young business. But the truth is that it wouldn’t work were it not for the sweat equity that Maddie and Flaun put in every day, and it requires other funding for the practical demands of the family behind the dream, and that means, for now, me. The shop funds the dream, someone else has to fund the lives behind the dream. I am, most days at least, delighted to be able to continue being that support, but were I to fall too ill to continue, that would be that. We are not alone in this.
This is what so many people don’t see behind the new, instantaneous gratification, disposable economy; we long desperately for a high touch nurturing experience while having the benefits of a high tech world. I don’t know if those two worlds are compatible, but somehow we need to wrestle with this question if we are to grow a true community and not just a collection of disconnected dots in a digital world. I continue to believe it can be done; I’m just trying to figure out how. Maybe together we can all come up with the answers.
What a wonderful and on point article. I currently own a small quilt shop and you couldn’t be more spot on. Thanks for having the courage to write it!
I have been in the business 14 years. When I began in 2001, I bought an existing shop (which I believe is still the longest continuously operating shop in IL) with a part-time staff of 13. I was able to pay myself a small salary for about 3 years. I had added a bead shop in the store and the profit from that part of the business made the payroll.
Even thought about opening a 2nd shop. Canary in the mine–about late 2004, things started to change…smaller sales…less people taking classes…just an uncomfortable downturn. Other local shop owners also noticed. Prelude to the economic meltdown in late 2008. By 2006, I was working not 50 hours/week, but 70. I began uploading the fabric online to start selling online too.
Husband had just sold his auto repair business, so I had him in the store cutting fabric and cut the staff down to 4. I had put the shop up for sale and (hallelujah) sold it to a new employee (with a husband who had a breadwinning other job) in 2006. She didn’t want the bead shop–I was desperate to sell, so agreed to yank the beads; she also didn’t want the online business, so I took that too along with the 1000 bolts I had already uploaded. She added long arm quilting to the shop, is still in business today. However, she too had also tried to sell about 3 years ago (hint: you do not sell a really profitable business).
I survived the economic meltdown, but only because we went on the road, vending quilt shows. I increased the number of bolts online to almost 3000 and found a small space near home to rent. No employees (and all those attendant payroll costs), only open to the public by chance or appointment, and strictly warehouse buying; i.e., not a “fancy” quilt shop. I needed to turn the inventory faster than the online sales were doing; show vending provided that. At one point (2010-2012) we were doing 22 shows/year. Some vendors do as many as 30!
But guess what? Despite the riches on Wall St. today, the economy in general is still pretty sick.
Most people don’t know this, but the larger show production people (with the exception of Quilts Inc.–Houston) have been bought out or are run by corporation entities unrelated to our industry. And they’ve added shows–too many–all over the country. Consequently, the pie is divided into very small slices, and vendors are making less money as there are fewer attendees. All these shows hurt the bricks and mortar shops too from their class offerings to their wide selection of vendor goods.
We are now down to 8 or 9 shows/year choosing not to chase our tails for too little money. My online business is also way down, despite greater social media marketing, a large mailing list, etc. You could do a perfect bell curve graph from ’07 to ’15. And honestly, from eBay to Etsy to everyone else, getting your website found online for selling fabric is like spitting in the ocean, despite what the SEO sellers tell you.
The industry is aging. Younger people are not sewing, cannot afford it (neither the dollars nor the time), and have not developed an interest despite our best efforts. Those who do, are buying their goods at the chain stores because stuff is cheap (thank you, Walmart). Yes, that’s another discussion, but like it or not, they are competition. Walk into your local Jo-Ann’s and look around.
If you look at most seemingly profitable quilt shops, you will find several factors at play: they have more than one profit center (long arm services, machine dealership, yarn, show vending, etc. ); they own their real estate (that rent is a big nut to crack every month); they inherited the business from a family member (so don’t have their own $$ invested, just open the cash register and go); adjunct online business is in operation; or, like this article pointed out so eloquently, the spouse has a “real” job so the shop doesn’t really need to make money. It’s the latter that frustrates the rest of us because some of us really do need to make money and can’t sell you everything at a discount all the time.
There you have it. Maybe too much information. But next time you walk into your local shop to browse, to talk to the employees, to admire the quilts hanging to provide inspiration, buy something…buy anything…even if it’s a spool of thread! Take a class there. You can always learn something and TEACH your children and grandchildren to sew!!
A long time sewer but fairly new quilter, I’ve been in the beauty industry for near 25 years now… I’ve watched the exact same phenom over & over in that world as you describe here in the fabric world.
My take on the situation in its base is the single fact that creative types don’t always have the business skills to successfully sustain a brick & mortar or even an e-commerce for that matter. The ones who inherently have both skills are the ones who who succeed and ultimately prosper.
I don’t own a shop, but have heard from a LQS owner that she doesn’t make money on the fabric, she makes money on selling sewing machines and servicing them. And I would guess not a lot of money either. She is always promoting buy local and small business sales. I think that is what needs to happen and everyone needs to quit supporting the big business exec’s and buy local. The money you spend will be put to better use.
Thanks for sharing this. I don’t even have a LQS nearby, so I actually go on a road trip every year to get my fill. I admit I have wondered how some of them stay open, and wonder how 3 can be open in one small town! I guess loyal customers? But I imagine people ask for a lot without giving thought to how it impacts the business. You also probably want to keep the image that quilters are friendly lovely people, and therefore don’t want to be too blunt when people ask for extras the shop cannot afford. Anyhow, thanks for the insight.
As a shop owner I can say that you are 100% correct. My husband is retired and we live on his income. I bought our LQS 4 years ago to keep it going. I love owning the shop but there are many days I wonder why I work so hard for so little money. I love my customers but I think most of them don’t realize how many hours I put into keeping the shop going. It’s been quite an eye opener for me as well as for you. I too thought I did my research. Unfortunately on-line shops are not helping our cause and to open an on-line shop though our stores it like opening another business, more employees, more stock, more of my time. We try to do our best to keep our stock fresh and fun. I’ve told my employees we have nothing to sell but ourselves, everything else can be purchased on line, so we work very hard on customer service. Hopefully it is being noticed by shoppers and we can continue to pay the bills and stay open for many years to come (or until I’m too exhausted to go on!)
“I’ve told my employees we have nothing to sell but ourselves, everything else can be purchased on line, so we work very hard on customer service.”
Well said! This is exactly what I look for in a LQS, and what is lacking in some. Those who do a good job of this get my return business.
Well said, Maddie and unfortunately so true. I owned a LQS for 6 years before closing. Although it was fun, it is back breaking and mind blowing, thinking of new classes and new samples and out of the box marketing ideas. My husband and kids were awesome with me spending hours from away from and at the shop and when I was home busy sewing samples or writing newsletters and posting on social media. When we had 3 in college at once, I knew I could no longer afford the shop. I need cash to put my kids through school My husband is a physical therapist and makes just enough not to quality for financial aid. So with a heavy heart I closed my shop. It was a wonderful experience and so many amazing people came into my life. Definitely an experience I would not change except for the outcome. I wish you great success!
unfortunatly I think that this problem does not only affect patchwork stores and that this is not due only because online sales
Many shops (large and small) and many pubs close in towns and villages (except Dublin I guess)
the ECONOMIC CONTEXT is that people do not have jobs so less money they pay necessary but no money for leisure
many quilters ladies use (as at the beginning of the patch) used fabrics or fabrics stored in their dresser for a long time to continue sewing and meet on an evening
Very well written and thought provoking article. All you say is true. My LQS has been in business 20 years and relocated once about 5-6 years ago to a bigger space. It is a good shop with very nice people working there. They sell Berninas as well as fabrics, patterns and notions. It never seems busy any more when I go in, no matter the day or time. I over heard the owner saying she was a couple of years away from retirement recently, and I am sad to think this will be the end of a local shop here, but since it is the only one for miles, I am sure this is true. Yesterday, I was in need of some neutrals and went there. They are only open for 4 hours on Sundays. They were closed, with a note on the door that “due to staffing issues” they were closed today and would run limited hours the rest of the week. That will certainly hurt their business. No one likes to go somewhere like that to find it closed. I came home and ordered fabric on line. No, I can’t wait, and I don’t have time this week to make another trip over there. I wanted to give them my business, but it didn’t work out. I see this as the beginning of the end for that shop. On line shopping is just too convenient in our busy world and while she did offer that service for awhile, she stopped after a couple of years. Didn’t have someone to run that part I guess. The quilting world is certainly changing again.
My heart breaks every time I hear of a shop closing. I owned my own shop many years ago and though I enjoyed the experience, in reflection it wasn’t a financially sound decision. I worked my tail off and never took a salary. It took over my life and left little room for other important things. Mine was before the internet, so I didn’t have that to contend with, but there were 3 other shops in my town. Today there are none. It was a struggle to keep up with new lines coming out and that pace was much slower than it is today. I was proud that I always paid my bills and my employees, and when I did close the doors, I didn’t owe anything on the inventory that was left.
My advice is to stay in business as long as you are enjoying it. But don’t stay too long that you can’t recover physically or financially.
Maddie, this is a beautifully written article, even though heartbreaking. I owned an advertising agency for 20 years or so–feast or famine; clients who were wonderful, and some who didn’t pay their bills. Self employment is dangerously close to unemployment. I was never so happy as the day I locked up the office for the last time and went home to try to figure out what the hell I was going to do next. I’ve always said I was self employed because I was unemployable, which is pretty much true. I had a very brief venture into a retail business and it was disastrous. The expenses of a brick and mortar store are staggering and sneaky. I need a WHAT?? and it costs HOW MUCH? I feel for you–I so hope your store can thrive, as you so deserve for it to be successful. Thanks for all you do for quilters.
Not to be a idiot but I wish the LQS near me would survey people asking what they want. I have been in both and struggled. In one, I found the fabric I was seeking from a particular line but the staff working that day had no idea of the price as it was a bolt end-remnant piece. The other shop stays so busy long arm quilting customers quilts that I can’t get a conversation with any employees and have to seek someone to cut fabric for me. It makes me sad because I feel totally disconnected. I know no other local quilters. All my quilty friends are an hour or more away.
You are right that they are both ‘mature’ age people owning the shops. I respect both. They don’t always have the very latest fabrics but the quality is top notch. I took a neddle turn applique class several years ago in one and you are right that she probably made no profit. There were only 4 of us! That was the last time I saw a class offered locally. Sadly, that is the one thing I really want – classes and the connection to other local quilters.
If someone mentions a local quilt guild, yes there is one in town. Mainly older, very religious women. They are not online. They seem to be quite clique-ish. When I asked about attending a meeting, holy crap, you should have seen their faces! I guess I’m not old enough or my shirt was too low, who knows. I do have a strong affection for tie dye and bright colors.
this article is SO true. I thought it was just me being a bad manager, but the fact is when you’re paying rent on a premises, (in our case we were paying $40,000pa plus outgoings) plus the ever increasing costs of electricity and staffing, you are never going to get ahead.
We closed our shop 2 years ago but have maintained an online presence to move some of the left over stock, but even the web business is slow, at least I can handle all the web activity myself so it’s not costing a heap to run.
When running our business we always had ‘just enough’ to pay bills for home and shop, no holidays, no extras. Eventually the strain became too much and I had a breakdown, I basically haven’t seen since which is sad because I know I love it.
As much as I loved my customers everyone wanted everything cheaply or for nothing, not thinking that this is how we earn an income and with out them there there would be no business. Everyone complained when we closed, I felt like saying, well if you’d only…… But I didn’t, they would never have understood. They wanted the latest of ranges which meant you forking out sometimes $3500 all at once, then you have that fabric sitting on your shelves for months and months as customers come and buy 20cm of this 30cm of that….. Our store had some $200,000 worth of fabrics in it, basically my superannuation, now I’m having to sell it off for $5 meter to try to recoup some funds to live on (and they still whine about the price)…….I loved the shop, I loved the classes, I loved sewing, but I will never own another shop again. It’s more than just a financial investment, it’s the investment of your life, no weekends, no evenings, at work all day, thinking about work when you’re not at work, dreaming up new ideas for displays or classes, what can I do to move that fabric that seems to have stopped selling? It was never ending. It was the best and worst time of my life, I’m glad I did it, I achieved a great number of my goals, built a business to be proud of but it was just never going to make proper money. Working for yourself has a great number of benefits but when you work for someone else you can walk away and have a life. If someone wants to employ a very experienced ex fabric shop owner I’ll be putting my hand up….. I still love the industry, but if you want to get involved start up with a friend and make sure both your husbands have good incomes!
You said it! Having a quilt shop was the best and worst times of my life – everything you said was absolutely dead on!
I agree with you 100%. Very sad, but so true. I’ve tried to research what makes a premier quilt shop (highly profitable) so different from a regular quilt shop (stays open, but owner doesn’t earn a salary). Or even the scenario where owners of a highly profitable shop wanted to retire, sold it and new owner struggled within six months on how to get people to come into the shop.
There are so many variables it can’t be answered in a comment. But I want to encourage you to don’t give up. Have you attended the business presentations at Market? Do you subscribe to FabShopNews? Have you networked with other quilt shop owners ?
Darlene @ QuiltShopGal.com
You are spot on! Rent is a killer. Profit margins on fabric are not large. I work in a lqs and customers are always looking for “cheaper” or bragging that they got their fabric cheaper …. (Factor in the drive and the vintage of the fabric they just purchased….? Not so much.). No clue as to what it takes to keep doors open. Always complaining… I want to say to these people “Try owning a shop! Walk a mile in the shop owners shoes!! If you want this shop to stay open, please support us!” People can be so insensitive. Some people have no clue. Some folks are absolutely terrific and they get it. But man. It’s kinda brutal! Good luck!!
Oh, Maddie, first of all, let me say this is a very well written article. I, too, am concerned that our LQS may not be able to withstand the easy access to online shopping and the rapidly changing fabric lines. I cannot imagine how costly it is to carry fabric that basically goes “out of style” about every 3 months or so. I have been quilting for a long time and I have a very healthy “stash”. But, I try to always make a purchase at my LQS when I go there. Sometimes, I simply go so I can buy something. Have you heard that before? LOL I do love to come to your store!
I hate to stand back and nod my head at your comments and observations. Good friends are hanging in there through the grace of God; grit; and go power! Sewing machine repairs; sales; and servicing seem to keep them going –along with his full-time job. People seem to be quick with the free advice and other unsolicited comments –what gets me is when someone will ask for something to be special ordered in and turn around after the items are ordered and say, oh i don’t want that i bought it at ******. Want to know how profitable classes are??? Sometimes great but other times the nominal charge barely covers the power bill. As a friend as well as customer and rare fill in employee I find myself picking up orphan bolts of fabric and creating ideas with them to help boost sales. My number one peeve (I can’t have pets) is when i hear how expensive people think the LQS is. Obviously they think less $$ =better quality…sorry when jr. has his baby quilt that “the Fat Aunt” 0ade(my nieces’ description of me eons ago) along for his honeymoon –it isn’t made out of the $2.99 fabric! Business needs to adapt to changes and perhaps online sales are needed to augment foot traffic –i really don’t know. I just hope the LQS is still viable enough, that like the city library, i can still go to a brick and mortar and have the very personal customer service that gave me confidence to keep trying until I finally achieved standard seam allowances for pieced work!
What? No comments? I’m shocked. Hey, I’ve been in business just a short time less than you. I’m an online shop, so some things are different for sure, but the bottom line is probably about the same. It’s a tough gig. It’s a tough gig that I absolutely love, but it’s one that hasn’t put an extra penny in my bank account. What it does is allow me to keep buying more fabric so I can keep my shop open. I don’t have a spouse who earns the bulk of the income. I’m not living off a pension. It’s all me here and after a year + in business, I’m having to do some serious recalculating so that eventually I will have something resembling a sustainable income. I have a few things up my sleeve for the future, but I’m not going to lie…it’s not easy. It’s scary at times. I’m pulled in a million different directions as a sole owner, single mom, all by myself. And, I love what I do. I love my customers. I love the loyalty and support of complete strangers who have become friends. You ever want to chat about the realities? Give me a holler! And thanks for the post and the honesty!
Fantastic article Maddie and so very true. I have had several people from other parts of the country ask me about opening a quilt shop and I have been very honest with them.
My store is still around 12 years in because I have a wonderful husband who put up with the fact that I contribute very little to our financial well being.
I do believe I am good at what I do most of the time. My store has contributed to school educations for my children and helps to support 10 (and sometimes more) other people but it definitely would not support my family or even myself very comfortably.
I have thought many times about closing the shop but I then think of my customers and the hole it would leave if my wonderful quilt shop were not around anymore.
Luckily they and I have someone else who makes it all possible.
Maddie is 100% correct. What she says is probably true for just about all entrpenueres. Owning a business does not mean you are rich. Somehow we learned that thought. Wish I knew how. You have your budget and expenses. Take that times ten for store and shop owners. We the customers have no idea at the amount of expense that is involved. Not to mention it is a 24/7 job with ideas and inventions dancing in your head. Just look at most shops, flat roof, high ceilings, doors opening and shutting. What in the world is their electric bill. So support local business, artist and all those self-employed. Why you ask. They are families like you and me. Not big corporation. They care. They love what they do. They sacrifice many things because the called to the challenge. Think about what is really important helping and supporting each other. Every little bit helps.
I kinda ache a little reading your piece, Maddie. I know all too well the truth in what you’re describing. I worked for a needlepoint/embroidery shop (Woodside CA) for 16 yrs. The owner, a woman and my friend/mentor, ran a very successful business for about 20 years. Vision was way ahead of the puck. She rarely took a salary. Another shop I worked for in Sacramento was a much larger enterprise and funded the two partners with family money. They could make ends meet but rarely were able to pay themselves. The LQS nearest me (10 minutes) has changed ownership 3 times in about 6 years. Customer service and classes were good then deteriorated. Another LQS that I think is a successful (my fave) about 20 minutes from me (with 3 stores in the Valley) is in a really seedy part of town, horrid parking lot, between a Dollar Store and a bar. It’s very large, carries everybody, sells sewing machines, long arms, vacuum cleaners, employs a bunch of people, has NO marketing effort other than what they have for sale. Always out of state licenses in the parking lot. (People come to Phoenix to buy fabric??). flooring needs cleaning and repair, cabinets don’t match, staff leaves you alone to figure it all out yourself. Classes, discounts. It appears they’re profitable. Been in business for a LONG time. Husband and wife. There is so much competition. Social media is so good you can almost feel the fabric on your 13 inch computer screen. I think the word of mouth marketing is very effective, but then, again, there is so much competition. Interested in seeing what others comments are. I was sorry to see Pink Chalk change course. Maddie, looks to me you’ve done everything right.
Very well written! This is so true for so many small businesses these days. Most can only make it by also selling online. Having worked in a bookstore for many years, only to eventually close, I understand completely! Brick and mortar is a tough road.
I’ve worked in 3+ quilt shops (always for fabric) and agree with you totally. You, as the owner work your butt off basically 24/7 and really don’t make enough to support your family. I try to support my LQS, but it’s gotten difficult to smuggle fabric in since he started working from home. Lol. I so prefer to fondle & drool in person than online. Brick & mortar may disappear. I sure hope not.
I can tell you what brings me back to a shop. My wallet opens every time I visit a shop that has lots of samples and lots of kits. I don’t really like my LQS so when I see something I like a kit definitely appeals. The appeal doubles if there is sufficient yardage of a coordinating fabric to buy a back. I know how fast these fabric lines go away. A destination shop will have thread, fusible interfacing, needles, and whatever else I will need to get started when I get home. Then there are the notions. If I see something that I don’t see in every other shop I want to know more. Interesting or unusual notions are great. I have purchased 4 $35 seam rippers from stitchin heaven.com because they’re pretty and make great gifts. Which brings me to my final point. When I think about how much I enjoyed shopping at a particular store I want to be able to shop there again. A website – a user friendly website that takes PayPal is how I keep in touch.
Hi Maddie,
This is an honest and really important post. I can only imagine how hard it is to have a profitable small business in this day and age. A lot of people’s attitudes stink with the ‘i can get it cheaper on ebay/-online’ mentality. I try to support the smaller local quilt shops in my area and even if buying online try to buy from small stores like Spool. Whatever direction your store goes in i hope you do what is best for you and makes you happy x