March '15

For the Business of Apparel Decorating

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20 1 5 M A RC H PRINTWEAR | 57 worth says. "Unknown to me, we had done one recently for her husband. She told me she had a case made for it, and it is displayed in her home." Jay and Cheryl Falvella of In Stitches are another great example of personal expertise that became a lucrative niche. They chose horse shows as their market, planning to show and be a vendor, but found the business side was so busy that they decided concentrate on that. "Knowledge of horses—confirmation, coloring, and disciplines—makes it much easier for us. We take two single-head machines and a large assortment of products," Cheryl Falvella says. Pre-embroidered goods on display attract the customers and show what can be done. They use stock designs that are appropriately edited as well as many they have digitized. The Falvel- las' dedication and enthusiasm are apparent. They monitor current trends in garment selec- tion and designs and are dedicated to providing good customer service. Orders are delivered on time, and they attribute their success to their reputation for quality and service To find your niche, list your experiences, any organizations that you belong to, and how those interests translate into a niche market. Also, list other niche markets that strike your fancy. This is a great way to get your thought process moving toward your niche. What do you love? I love the Navy, vintage linens, inspiring quotes, first-day and com- memorative postal covers, and writing. I have a wealth of interests that make each day not only potentially profitable but also personally enjoyable. Create a wonderful opportunity to do what you love and love what you do. Hug yourself for even thinking this way, and bloom where you are planted—a perfect thought for the season and your venture into your special niche. HHM Nightingale has extended this unique niche by offering framing of the heraldry embroidery as well as stitched garments and nonwearables. Jim Stoppleworth of Backdoor Printables has also crafted a unique niche: "A customer was looking for embroidered casket covers. He had worked for another funeral home and wanted something that would set his business venture apart. Now, five years later, we provide 20 to 25 covers a month." Stoppleworth embroiders the deceased's name, birthdate, and death year on the cov- er. He uses a script font 0.39 mm in height and satin stitches with a density of 0.39. Sometimes the thread color may be a piece of clothing from the deceased, or it matches the casket. With this unique service, Stop- pleworth finds satisfaction as well as profit. "Once when I was sewing a cover, a cus- tomer noticed what I was doing," Stopple- pw

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