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How to Sell
Locally & Online
THE BEGINNER'S GUIDE TO STARTING A CRAFT BUSINESS
Bonus
16 Starter
Projects
Virginia Lindsay
SEWING TO SELL
The Beginner’s Guide to
Starting a Craft Business
Bonus—16 Starter Projects • How to Sell Locally & Online
Virginia Lindsay
Text and Photography copyright © 2014 by Virginia Lindsay
Photography and Artwork copyright © 2014 by C&T Publishing, Inc.
Publisher: Amy Marson
Creative Director: Gailen Runge
Art Director / Book Designer: Kristy Zacharias
Editors: Lynn Koolish and Lee Jonsson
Technical Editors: Alison M. Schmidt and Mary E. Flynn
Page Layout Artist: Katie McIntosh
Production Coordinator: Jenny Davis
Production Editor: Alice Mace Nakanishi
Illustrator: Valyrie Gillum
Photo Assistant: Mary Peyton Peppo
Styled photos by Nissa Brehmer and instructional photos by
Diane Pedersen, unless otherwise noted
Published by Stash Books, an imprint of C&T Publishing, Inc., P.O. Box 1456,
Lafayette, CA 94549
All rights reserved. No part of this work covered by the copyright hereon
may be used in any form or reproduced by any means—graphic, electronic,
or mechanical, including photocopying, recording, taping, or information
storage and retrieval systems—without written permission from the
publisher. Note: The designs in this book may be used to make items for
personal use or for sale without limitations.
Attention Copy Shops: Please note the following exception—publisher and
author give permission to photocopy pattern pullout pages P1 and P2 for
personal use only.
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We take great care to ensure that the information included in our products
is accurate and presented in good faith, but no warranty is provided nor
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Library of Congress Cataloging-in-Publication Data
Lindsay, Virginia Keleher, 1975-
Sewing to sell : the beginner’s guide to starting a craft business : bonus,
16 starter projects : how to sell locally & online / Virginia Lindsay.
pages cm
Includes bibliographical references.
ISBN 978-1-60705-903-5 (soft cover)
1. Handicraft industries--Management--Handbooks, manuals, etc.
2. Home-based businesses--Management--Handbooks, manuals, etc.
3. Small business--Management--Handbooks, manuals, etc. 4. Selling--
Handbooks, manuals, etc. I. Title.
HD9999.H363L56 2014
646.2068--dc23
2014013070
10 9 8 7 6 5 4 3 2 1
Dedication
This book is dedicated to my husband,
Travis Lindsay. His confidence in my ability
to create has given me the perspective that
I can accomplish anything. And to my four
children—Elsie, Anne, Calvin, and Marion—
who inspire me every day.
Acknowledgments
Thank you so much to C&T Publishing for making this book
possible and, in particular, Lynn Koolish, Roxane Cerda, and
the rest of the team who worked on this book with me.
Thank you to my mom for her continued support and taking
me to the craft store over and over again when I was a kid.
Thank you to my kind and thoughtful child-caregivers,
Carly Deel and Donna McGuire. It felt wonderful to have my
kids well cared for while I was working on this book.
Thank you to my good friend Amy Frank for letting me pick
her sewing brain over and over again and for sending me
her beautiful Blessing Band for support and inspiration.
Thank you so much to my sister-in-law and wonderful friend
Jennifer Stein. Her fantastic photography is featured in this
book. I can always count on Jen for friendship and support.
Thank you to my sewing friends Amy Dunn and
Vanessa Hewell for always being there to talk sewing
and to share their wisdom and photos for the book.
Thank you to Jessica Rider, Monica Donohue, and
Candace Todd for letting me interview them and
answering all my nosy questions!
Thank you to Jessica Fincham for sharing her beautiful
sewing studio photos.
Thank you to Pam Thompson, Jen Primack, Debbie Pearson,
Debra Cooper, and Jennifer Johnson for sharing photos of
their beautiful handmade work.
Thank you to Art Gallery Fabrics, Dear Stella, Dritz, Monaluna,
Fairfield, FreeSpirit Fabrics, Moda, Robert Kaufman Fabrics,
Timeless Treasures, and The Warm Company.
CONTENTS
Introduction 6
Finding Your Sewing Style 8 Sewing 36
Authenticity • Using Sewing Patterns Change Your Favorite Patterns to
to Get Started Work Better for You • Keep Good
Notes • Organize Your Pattern
Interview with Jessica Rider
of A Little Gray 10 Pieces • Organize Your Workspace
Selling 41
Identifying Your Customers 13
Be Selective • Sewing for Kids Selecting a Name • Selling Online •
and Babies • Sewing Fashion Setting Up an Online Shop • Taking
Accessories • Sewing for the Good Photos for Online Sales • Selling
Home • Sewing for Fundraising at Craft Shows • Setting Up Your
Booth • Making a Plan • Consignment
Essential Equipment 18 Sales • Promoting Yourself • Business
Cards and Postcards • Using Social
Your Sewing Machine • Machine
Media • Keeping a Mailing List
Accessories • The Value of a Walking
Foot • Thread • Cutting Tools •
Pricing and Packaging 53
Sewing Space • Additional Tools •
Serger • Computer • Camera Pricing • Materials • Time • Price •
Show Pricing • Packaging • Packaging for
Interview with Vanessa Hewell
Show Sales • Packaging for Online Sales
of LBG Studio 26
Interview with Candace Todd
of Sparkle Power 58
Buying and Using Fabric 28
Have a Plan • Use What You Have •
Build a Stash • Make Smart Fabric-Buying
Choices • Quality Counts • Coordinate
Fabrics • Try Something Different
Interview with Monica Donohue
of Little Pigeon Crafts 33
Projects Appendix 143
Projects That Are Useful Items 61 Business Basics 144
Boxy Pincushion 62 You’re In Charge • Keeping Your Look
Fresh • Inventory • The Legal Aspects
Craft Apron 66
of Setting Up a Shop • Doing Business
Classic Insulated Lunch Bag 72
As (DBA) • Get a Tax ID Number • Set
Your Best Place Mat and Napkin Set 78 Up Bank Accounts • How to Pay Sales
Tax • Income Tax • Making It Work
Two at a Time Oven Mitt 82
for You
Projects That Make Best Use
Resources 149
of Materials 85
Drawstring Backpack 86
About the Author 151
Quick and Cool Grocery Tote 92
Tablet Sleeve 96
Trimmed Kid’s Messenger Bag 100
Half-Square Triangle Quilt 108
Projects That Are Great Sellers 113
Baby Set 114
Handy Organizer 120
Great Big Tote 124
Professional and Perfect Reversible
Pillow Covers 130
Slouch Bag 134
Zipped Pouch 138
INTRODUCTION
The fun of sewing, as with many creative This personal connection is missing when
endeavors, is creating delightful things that you buy something that was made in an
are beautifully designed and made with fabrics anonymous factory. This human touch and
you love. For many of you, sewing hooks you personal connection is why so many people
and becomes a passion. You see wonderful are coming back to sewing and looking to buy
fabrics and have to buy them. Then, of course, handmade goods.
you want to try new techniques and ideas
Making the leap from sewing for personal
to use that fabulous fabric. You stay up late
use to sewing as a professional can be a bit
because you just have to finish that last seam
intimidating, and it’s only natural to feel a bit
and admire your completed work.
daunted. Yes, you will need to work hard on
This enchantment with sewing can become a your skills and make sure your work is well
useful and valuable asset. Whether you sew made. You cannot go from just learning to sew
curtains and pillows or pinafores and elegant to opening a shop, but you also don’t have
evening bags, being able to sew is a skill to be an expert sewist with twenty years of
that sets you apart. If you can sew, you can sewing experience either. Most likely, it is not
create something useful and beautiful. Many your sewing skills that are holding you back, but
of our grandmothers sewed out of necessity. rather your concerns about running a business
Most women had to be able to do their own and creating something that is worth buying.
mending and hemming. They made most
The purpose of this book is to get you off
of their children’s clothes and many of their
the sidelines and start sewing your way to a
own. They sewed tablecloths and pillowcases.
job that you will truly enjoy. The informational
They sewed aprons and quilts. Their skills
chapters will give you all the resources you
were taken for granted, and sewing was often
need to begin on the right foot. This book
a chore along with the cooking and cleaning.
also includes sixteen sewing projects that you
Now, sewing is a choice that we make
have permission to use so that you have a
because we are drawn to create with fabric.
collection of go-to items to stock up your new
I love the nostalgia of sewing. It makes me feel shop. (This is not the case for all projects in
connected to the past and to all those ladies books. For more information on copyrights and
who used to spend so much time with their permissions, see Using Sewing Patterns to Get
needle and thread. I love how handmade things Started.) I imagine you will change my patterns
have a history and a personal connection. and rework them to suit your own creative
6 Sewing to Sell—The Beginner’s Guide to Starting a Craft Business
strengths, and I encourage you
to do so! These patterns will be
a great place for you to begin
and then look at again when
your shop needs something new
and fresh.
As a special bonus, each
group of projects gives you
additional information on
packaging, photographing
your work for online sales,
and promotional ideas.
Finally, I hope this book
convinces you that you deserve
to love your job and that you
can make money doing some-
thing you love. Whether you
create iPad covers or elaborate
quilts, sewing to sell is a worth-
while and satisfying endeavor.
As with all jobs, some parts
you will really like and other
parts will be a challenge for
you to enjoy. But treating your-
self like a professional, with a
boss who demands hard work
and expects the best (yes, that
boss is you), will help you to
become a well-rounded and
successful seller of your own
handmade goods.
Introduction 7
FINDING YOUR
SEWING STYLE
We all have our specific likes and dislikes—certain colors, patterns, textures,
and combinations that we find attractive. Your own specific style is what makes
you unique. I am not talking about cutting-edge, wild, truly original style here
(although if you have it, go for it), but instead, being true to what appeals to you.
Authenticity
It can be hard to put a specific Tip
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is beautiful and useful is a surefire
way to create a successful business—
authenticity matters so much in a handmade business.
This authenticity and sense of personal style will give your work a cohesive look
and will help you sell your work to your target group of customers who share
your aesthetic. Although I try to think about what my customer may want to buy,
it is always balanced by what I would want to make for myself. Through some
trial and error, you can easily find a happy place that appeals to both you and
your customers without sacrificing your personal sense of style.
8 Sewing to Sell—The Beginner’s Guide to Starting a Craft Business
This beautiful room is the studio of
fiber artist Debra Cooper. She uses
an inspiration board to keep her work
fresh and authentic to her own style.
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Finding Your Sewing Style 9
