Quilting Business Success 5a – Calvin and Brooklin Grover
Interview Summary: Calvin and Brooklin
Introduction: A New Beginning in Quilting
Calvin and Brooklin embarked on their quilting journey in a small town in Idaho, motivated by a shared passion for creativity and craftsmanship. The couple, who were newlyweds at the time, saw an opportunity to turn their love for quilting into a viable business. They launched their quilting enterprise during the challenging period of the COVID-19 pandemic, a time when many were rethinking their careers and exploring new avenues. This decision marked the beginning of what would become a successful and multifaceted business venture.
Identifying Market Opportunities and Filling a Niche
Calvin and Brooklin were keenly aware of the competitive landscape in their area. They knew there were other longarm quilters in their town, each with an established clientele. However, rather than seeing this as a deterrent, they viewed it as a validation of the market demand. They noticed that many local quilters had backlogs, which indicated a demand exceeding supply. This insight led them to believe there was room for another quilting service, especially if they could differentiate themselves.
Understanding the limitations of their local market, Calvin and Brooklin expanded their scope to include mail-in quilting services. This strategic decision allowed them to reach a broader customer base beyond their immediate geographical location, tapping into the unmet needs of quilters from neighboring towns and even from other states. They focused on offering high-quality quilting services with a quick turnaround, which quickly set them apart from competitors.
Starting the Business: Financial Planning and Initial Investments
The couple financed their quilting business through a mix of careful savings and strategic planning. During the pandemic, they began by selling mask-making supplies, which were in high demand. This endeavor not only provided them with an initial customer base but also helped them accumulate the necessary funds to purchase a Gammill longarm quilting machine, a significant investment that would lay the foundation for their business. Unlike many new entrepreneurs who rely heavily on loans, Calvin and Brooklin chose to use their savings, a decision that minimized their financial risk and gave them more control over their business operations.
Their approach to funding the business reflects a broader philosophy of financial prudence and long-term planning. Calvin, who had a background in finance, understood the importance of managing cash flow and maintaining financial flexibility. This foresight proved invaluable as they navigated the early stages of their business, allowing them to invest in quality equipment and resources without over-leveraging themselves.
Overcoming Challenges: From Start-Up Hurdles to Business Growth
Like any new business, Calvin and Brooklin faced their share of challenges. The initial phase was marked by long hours, steep learning curves, and the need to constantly adapt. “All of them,” Calvin responded when asked how many hours per week they work, highlighting the extensive time commitment required. Their dedication to the business was evident as they juggled multiple roles, from machine operators to customer service representatives to business strategists.
One of the key challenges they encountered was managing customer expectations, especially in a service-based industry like quilting where the quality of the final product is highly subjective. They learned early on the importance of clear communication with customers, setting realistic timelines, and delivering on promises. Their commitment to quality craftsmanship and customer satisfaction became the cornerstone of their business philosophy, helping them build a loyal customer base.
Another challenge was scaling the business while maintaining the quality of their work. As demand for their services grew, they found themselves at a crossroads: either keep the business small and manageable or expand and potentially compromise on quality. They chose a middle path by hiring an employee to help run the quilting machine. This decision allowed them to scale up operations without sacrificing the personalized touch that had become their trademark.
Strategic Diversification: Expanding Beyond Quilting Services
As their business matured, Calvin and Brooklin began to explore opportunities beyond traditional quilting services. They recognized that to sustain long-term growth, they needed to diversify their offerings. This led to the development of a range of complementary products and services, including quilt kits, quilt patterns, and various quilting supplies. They became known for their pre-cut quilt kits, which appealed to both novice and experienced quilters looking for convenient, high-quality options.
Additionally, Brooklin began writing quilt patterns, which they sold both wholesale and retail. This move not only provided an additional revenue stream but also positioned them as thought leaders in the quilting community. By sharing their designs and techniques, they built a reputation for innovation and creativity, further differentiating their business in a crowded market.
Their diversification strategy also included expanding into fabric sales, although on a smaller scale. They found that offering a curated selection of fabrics and pre-cuts added value to their existing services, making them a one-stop shop for quilting enthusiasts. This holistic approach helped them attract a wider customer base, from hobbyists to professional quilters.
Financial Performance and Business Metrics
Reflecting on their financial journey, Calvin and Brooklin shared that their first year brought in about $15,000 from quilting services alone. While this may seem modest, it was a significant achievement considering the challenges of starting a new business during a pandemic. Their decision to focus on high-margin services like custom quilting and edge-to-edge quilting helped them achieve a healthy profit margin from the outset.
Over time, their revenue mix evolved as they expanded their product offerings. While quilting now comprises a smaller portion of their overall business—about 10%—it remains a critical component. “Quilting is probably only 10% of our business now, but it has everything to do with the rest of our business,” Brooklin explained. This statement underscores the interconnectedness of their various revenue streams and the strategic role that quilting continues to play in their broader business model.
They also discussed their pricing strategy, which is based on charging by the square inch. Local services are billed at around 2.5 cents per inch, while mail-in services are charged at 3 cents per inch to cover shipping costs. This transparent pricing model has helped them build trust with customers and ensure fair compensation for their work.
Personal Impact: Balancing Business and Family Life
For Calvin and Brooklin, one of the most rewarding aspects of running their own business has been the flexibility it affords in their personal lives. As parents of a young child with another on the way, they value the ability to control their schedules and prioritize family time. “We can work any 80 hours of the week we want,” Calvin joked, highlighting the freedom—and the challenges—that come with being your own boss.
This flexibility has been particularly valuable during significant life changes, such as the birth of their child. They have been able to adjust their work schedules to accommodate their parenting responsibilities, ensuring that neither the business nor their family life suffers. “It’s really good to know that we don’t have to worry about only one of us working,” Brooklin noted, emphasizing the importance of a balanced approach to work and family.
They also shared a poignant moment when they realized the impact of their business on their family life. After leaving their son with his grandparents, they witnessed his distress at their departure, a reminder of the sacrifices many working parents have to make. “Isn’t it great that we don’t have to drop him off at daycare every day?” Calvin reflected, underscoring the unique advantages of their entrepreneurial journey.
Building a Community and Customer Relationships
Calvin and Brooklin have built more than just a business; they’ve cultivated a community. They emphasized the importance of building strong relationships with their customers, many of whom have become repeat clients and even friends. Their participation in quilting shows, such as the Road to California Quilt Show, has allowed them to connect with customers in person, deepening these relationships and fostering a sense of community.
They shared an inspiring story of a customer who, despite being nearly blind, created some of the most beautiful quilt tops they had ever seen. Meeting her in person and learning her story was a moving experience for Calvin and Brooklin, reinforcing the human element of their work. “You meet some of the most inspirational people,” they noted, reflecting on the diverse and passionate community of quilters they serve.
Word-of-mouth has been a powerful driver of their business growth, particularly in the mail-in segment. Customers who are delighted with their quilts often share their experiences with friends and family, leading to a steady stream of new business. “It’s sort of interesting because so we did build a website, and it comes with a lot of challenges and is pretty expensive, but honestly, a lot of it still came back to word of mouth,” Calvin explained. This grassroots approach to marketing has been both cost-effective and highly effective, demonstrating the power of community and customer satisfaction in driving business success.
Lessons Learned and Advice for Aspiring Entrepreneurs
Calvin and Brooklin are candid about the lessons they’ve learned along their journey. One of the most important pieces of advice they offer to aspiring entrepreneurs is to be clear about their business focus and not overextend themselves. “As soon as people hear you have a quilting machine, they’re going to ask you to piece,” Calvin warned, advising others to stay focused on their core competencies. They learned this lesson the hard way, initially trying to accommodate all customer requests before realizing the need to specialize and focus on what they did best.
They also stressed the importance of financial preparedness and strategic planning. “Don’t take your time for granted; don’t give it away,” Brooklin emphasized, underscoring the need to value one’s time and set clear boundaries. Their decision to use savings to fund their business, rather than taking on debt, reflects their cautious approach and commitment to long-term sustainability.
Another key lesson they shared is the importance of leveraging technology and digital tools to reach a wider audience. While they initially relied on word-of-mouth, they have also invested in building a strong online presence through their website and social media. This multi-channel approach has allowed them to connect with a diverse range of customers, from local quilting enthusiasts to international clients.
The Future of Their Quilting Business
Looking ahead, Calvin and Brooklin are optimistic about the future of their quilting business. They see continued growth opportunities, particularly in the areas of custom quilting and quilting education. They are exploring the possibility of offering workshops and online classes to share their knowledge and expertise with a broader audience. This educational component not only provides an additional revenue stream but also positions them as leaders in the quilting community.
They are also considering expanding their product line to include more quilting accessories and tools, catering to the needs of both novice and experienced quilters. By continually innovating and diversifying their offerings, they aim to stay ahead of market trends and maintain their competitive edge.
Despite the challenges and uncertainties of running a small business, Calvin and Brooklin remain committed to their vision and are excited about the possibilities ahead. “Working never hurt anybody,” they quipped, embodying the resilience and determination that have driven their success thus far.
Conclusion: A Journey of Passion, Perseverance, and Innovation
Calvin and Brooklin’s journey in the quilting business is a testament to the power of passion, perseverance, and innovation. From their humble beginnings during a global pandemic to building a thriving, multi-faceted enterprise, they have demonstrated what is possible when one combines a love for craft with a savvy business strategy. Their story is not just about quilting; it’s about building a life that aligns with their values, supporting their family, and contributing to a vibrant and diverse community.
As they continue to grow and evolve, Calvin and Brooklin remain dedicated to their craft and their customers. Their story serves as an inspiration to other aspiring entrepreneurs, showing that with hard work, creativity, and a commitment to excellence, it is possible to turn a passion into a successful and fulfilling business.
Key Questions and Answers: Calvin and Brooklin
Q1: How did you know there was going to be enough longarm business available in your town to support another longarm quilter?
A: We guessed. We knew that there were other quilters in our town, and we’re in a little town in Idaho. We knew they had a backlog and people were waiting on quilts. We also aimed to reach the mail-in quilting market, thinking that if there were too many quilters locally, other towns might still need more services. So, we focused on the mail-in quilting aspect.
Q2: How did you come up with the funds to purchase your quilting machine?
A: We looked at several options, but ultimately decided to use our savings. We saved specifically to start a business. This is quite rare, as it’s a significant risk, but it worked for us.
Q3: Did you have another job when you started your quilting business?
A: Yes, when we started the business about three and a half years ago, we were still in the midst of COVID. I (Calvin) was working in corporate finance. We decided to take the chance and start our company. It took off quickly, and I quit my job shortly afterward to focus on the business full-time.
Q4: How many hours per week do you spend working in your business?
A: All of them! We spend a lot of time on the business, but we recently hired an employee to help with the quilting and run the machine, which has given us a bit more flexibility. It’s been fun training someone new who has never used a longarm before.
Q5: What is your pricing strategy for quilting services?
A: We charge by the square inch. For local customers, the rate is about 2.5 cents per inch, while for mail-in quilting, we charge 3 cents per inch to cover shipping costs. We have found this pricing strategy works well in our area and helps cover our costs effectively.
Q6: What percentage of your business is local versus mail-in quilting?
A: Approximately 90% of our business is mail-in, while 10% is local. Our local customers are primarily those seeking custom quilting services, which differ from the edge-to-edge quilting we offer to mail-in clients.
Q7: What was your revenue from quilting services in your first year?
A: In our first year, we made about $15,000 from quilting services. Since then, our business has grown, and it now encompasses more than just quilting, making it harder to differentiate specific revenue streams. However, quilting remains an integral part of our business.
Q8: How do you balance running a business with family life?
A: Running our own business has given us the flexibility to manage our time around our family. We can work any hours we want, which allows us to spend more time with our children. It’s a challenge, but it’s also a great blessing to have that level of control over our schedule.
Q9: What advice would you give to someone starting a quilting business today?
A: Don’t underestimate the importance of focus. Decide early on what your business will specialize in—whether it’s longarm quilting or something else. Also, don’t take your time for granted; value it and be strategic about your commitments. Leveraging word-of-mouth and building strong customer relationships are also key to growth.
Q10: How did you grow your mail-in business?
A: We built a website and invested in some online advertising, but much of our growth came from word-of-mouth. Satisfied customers would tell their friends, and this organic growth was significant. We often see clusters of customers from the same area, which shows the power of referrals and community recommendations.
Q11: What has been the hardest part of growing your business?
A: Sticking with it through the tough times. Some days are challenging, but seeing our growth and having return customers makes it worthwhile. Building a business requires perseverance, and we have found that staying committed to our vision is crucial for success.
Q12: What has been the most rewarding part of your business journey?
A: Meeting so many inspiring people and seeing the joy our work brings to customers. Whether it’s a quilt made for a baby shower or one that incorporates fabric from a great-grandmother’s wedding dress, each project has a story. The diversity of quilts we receive and the stories behind them are incredibly rewarding.
Q13: How do you see the future of your quilting business?
A: We believe the quilting industry is still growing, and there are plenty of opportunities. We want to continue expanding our services and offerings, possibly including more educational components like workshops or online classes. Our goal is to remain innovative and responsive to market trends while staying true to our core values.