Woman sews hobby into million dollar business

PHOTO FLORIDA WEEKLY Marilyn Herron sews a dress with a Husqvarna Viking sewing machine in Jo-Ann Frabic & Craft in the Gulf Coast Town Center in South Carol Vealey-Ellis seems to have as good of an eye for business as she does for working with needle and thread.

Vealey-Ellis, who owns and operates four Husqvarna Viking stores named A Stitch Connection, Inc. throughout Southwest Florida, including two new spots in Fort Myers, is working out plans to create a sewing café.

The bubbly Vealey-Ellis who once sewed as a hobby and now runs a multimillion dollar sewing machine retail business said she is always looking for fresh ideas to keep people interested in sewing.

"I believe your sewing machine is only as good as you know how to use it," she said. "Not only do I want my students to learn but I want them to have fun in the process."

Sewing Cafe

The sewing café set to open this month at A Stitch Connection in the Gulf Coast Center in Fort Myers will allow sewing enthusiasts to come into the shop and use the machinery on their own and at their convenience.

Carol Vealey-Ellis, right, owner of A Stitch Connection Inc. helps Marilyn Herron with a new Husqvarna Viking sewing machine. Vealey-Ellis owns five Husqvarna dealerships in Collier, Lee and Charlotte counties. The concept is akin to Internet Cafés where a customer pays a fee for use of a computer.

But aside from having access to elaborate sewing machines that can do anything from sew a stitch to pretty much make an entire wardrobe fit for A-listers at the Academy Awards - customers will be able to get one-on-one attention from trained educators at the sewing café.

Customers can bring in an article of clothing and work on a machine without the fuss of going to a class. And instructors will be on hand to guide them and show them how to perform different sewing techniques.

Creative sewing trend increase

The businesswoman said she is keeping in sync with the trend - driven by shows like television's popular Project Runway - of creating one's own fashions and home décor. She wants to provide the same kind of creative outlets to sew in what would often be found in larger, hip cities such as New York and California.

Vealey-Ellis, 48, said many customers - specifically college age students - come asking for help on how to make and embellish clothing articles such as jeans.

She already runs successful programs such as Trash Your Jeans where customers learn how to embellish denim.

"We want to fill that need and create a passion for sewing," she said. "We believe we need to reach out to the 18-28-year-old generation."

The sewing café will be modeled somewhat after the popular Bravo TV program Project Runway. The show allows budding fashion designers to compete with each other for the chance to break into the exclusive fashion business.

Officials at Husqvarna Viking - the Swedish sewing machine maker - said the local business woman's program is right in step with what today's generation of more independent-minded and tech savvy consumers want. According to Nancy Jewell, the publicity director for Husqvarna Viking, people in today's younger generations want less class time and more time to learn on their own.

"They want to figure it out for themselves," she said.

Project Runway concept

The increase of shows like Project Runway is fueling a drive towards expressing making one's own fashions.

And Project Runway producers are impressed with the possibilities

"I think the idea of sewing cafe's is fabulous," said Shari Levine, Executive Producer and Vice President of Bravo. "What a great way to hang out with people of similar interests, share ideas, tips, spark creative solutions - and have fun doing something you love to do."

Becoming a designer is not for the meek either.

Project Runway, which is holding auditions in Miami this week, is particularly hard to make. Thousands apply, according to Levine.

"Designers need to have their own distinctive creative voice, an ability

to sew their own pieces, and a highly competitive spirit." she said. "We are looking for serious designers who are looking for an opportunity to grab hold of a challenge and run with it."

Vealey-Ellis's marketing and pulse on the community's has led her to turn a successful retail management career into a multi-million dollar business.

But the petite woman who can regularly be seen hustling off from one large sewing event to another or punching away on her Blackberry, takes her success in stride.

"Who knew that five years ago I was going to own a multi-million dollar business," she said. "I don't think I ever started out thinking I would own a store. But I have been blessed in the industry."

Vealey-Ellis has been in the sewing retail business for 15 years, 12 of them spent managing four different Husqvarna Viking stores throughout Southwest Florida. During this time she also garnered many sales awards and honors including being named Husqvarna Viking International Dealer of the Year for 2007.She has also taught sewing throughout the U.S. and starred on televised sewing programs.

She attributes her success to excellent customer service, marketing and a supportive family - many of who have helped her directly in her business.

At this time Vealey-Ellis owns four stores with locations in Port Charlotte, Naples and two new spots in Fort Myers including the Gulf Coast Town Center near Florida Gulf Coast University and one on Cleveland Avenue.

Sewing classes and a selection of sewing machines are available at all locations. Classes - whether class designed or individual as in the Sewing Café are popular, according to Vealey-Ellis.

"My biggest claim to fame is the education," she said. "And we teach it better than anyone." n