Quilting Business Success 6a – Dr. Andy Wiginton
Interview Summary: Dr. Andy (Doc) Wiginton
Introduction: A New Path to Quilting
Dr. Andy (Doc) Wiginton, affectionately known as “Doc,” embarked on a remarkable journey from academia to quilting in 2018. With a Ph.D. in theater education and a robust career teaching at universities, Doc’s path to becoming a professional quilter was unconventional. A health scare involving a gallbladder issue prompted him to reconsider his career choices and ultimately pursue his passion for quilting full-time. This decision marked a significant shift from his academic background, driven by a desire to find new creative expression and a fulfilling professional endeavor.
The Transition from Academia to Quilting
Doc’s transition from the world of academia to the quilting industry was not a straightforward one. Initially, he was deeply involved in teaching and directing at universities, where he channeled his creative energies into theater productions. However, during a hospital stay, he found himself reflecting on his future and the possibility of shifting his focus entirely. His husband suggested that instead of returning to the academic grind, he could take time to focus on quilting—a hobby that had brought him much joy over the years. This suggestion was a turning point for Doc, who realized that he could turn his passion for quilting into a viable career.
To support this career shift, Doc decided to invest in a high-quality longarm quilting machine. Having already saved funds for a home renovation, he chose to redirect these savings towards purchasing a Gammill longarm quilting machine. This decision was driven by his extensive research and experience with different quilting machines at various quilting shows, where he found Gammill machines to be superior in terms of robustness and precision.
Starting a Quilting Business: Building a Foundation
Building his quilting business from scratch, Doc faced numerous challenges and learning curves. One of the first steps he took was to establish a network within the local quilting community. He began teaching quilting classes at quilt shops, which not only allowed him to share his knowledge but also provided him with a steady stream of potential customers. Through these classes, he developed a rapport with local quilters, many of whom became his first clients. This grassroots approach helped him build a strong foundation for his business.
Doc also joined several quilting guilds in his area, which played a crucial role in expanding his reach and credibility within the quilting community. By actively participating in guild activities and showcasing his work, he was able to attract more clients and build a reputation for high-quality, custom quilting services. His focus on quality craftsmanship and customer satisfaction quickly set him apart from other longarm quilters in the region, leading to a growing customer base and increased demand for his services.
Key Strategies for Business Growth
Doc’s business strategy was built on several key principles: quality, versatility, and continuous improvement. Recognizing the need for both efficiency and artistry, he invested in a computerized longarm quilting machine, the Statler by Gammill. This machine allowed him to offer a range of services, from simple edge-to-edge quilting to intricate custom designs. The computerized features of the Statler enabled him to enhance his creativity and precision, allowing for a higher degree of customization and artistry in his quilts.
He also adopted a flexible approach to his services, balancing between quick-turnaround edge-to-edge quilting and more time-consuming custom work. This dual strategy enabled him to cater to a broader range of customers, from those looking for affordable, basic quilting services to those seeking unique, personalized quilt designs. By maintaining this balance, Doc was able to maximize his revenue while ensuring a steady flow of business.
Moreover, Doc placed a strong emphasis on continuous learning and professional development. He attended workshops, retreats, and quilting cruises to stay up-to-date with the latest techniques and technologies in the quilting world. This commitment to learning not only improved his skills but also kept his business competitive and innovative.
Overcoming Challenges and Learning from Mistakes
Doc’s journey into the quilting business was not without its challenges. One of the initial hurdles he faced was mastering the technical aspects of using a computerized longarm quilting machine. Despite his background in academia and his comfort with technology, learning the intricacies of the Creative Studio software and machine maintenance required significant time and effort. To overcome this, he invested in extensive training and sought out opportunities to learn from more experienced quilters. This proactive approach allowed him to quickly develop the necessary skills and confidence to operate his machine effectively.
Another challenge was managing the business side of quilting, particularly in terms of pricing and customer expectations. Early on, Doc realized he had underpriced his services, leading to long hours and minimal profit margins. He quickly learned the importance of valuing his time and skills appropriately, adjusting his pricing strategy to reflect the true value of his work. This shift not only improved his profitability but also helped him attract customers who appreciated the quality and artistry of his quilts.
Doc also faced the challenge of balancing business growth with maintaining the quality of his work. At one point, he found himself overwhelmed with orders, working long hours to meet demand. After a conversation with his husband, he decided to take down his website temporarily to slow the influx of orders and focus on honing his craft. This decision allowed him to prioritize quality over quantity, ensuring that each quilt met his high standards of craftsmanship.
Marketing and Customer Relations: Building a Loyal Clientele
Doc’s approach to marketing was centered around building strong, lasting relationships with his customers. He understood that customer satisfaction was key to long-term success and made it a priority to exceed customer expectations with every quilt he produced. He kept his customers informed throughout the quilting process, providing updates and being transparent about timelines and costs. This open communication helped build trust and fostered a loyal customer base.
In addition to word-of-mouth referrals, Doc leveraged social media platforms, such as Facebook, to promote his services and connect with other quilters. He actively participated in quilting groups and forums, sharing his knowledge and engaging with potential customers. This community-focused approach not only helped him reach a broader audience but also established him as a trusted and respected figure in the quilting community.
Word-of-mouth proved to be one of the most effective marketing tools for Doc. Satisfied customers were eager to share their positive experiences, leading to a steady stream of new business through referrals. This organic growth strategy allowed him to expand his customer base without incurring significant marketing expenses. Over time, his reputation for quality and customer service became his strongest asset, driving continued growth and success.
Financial Management and Pricing Strategy
Financial management was a critical component of Doc’s business strategy. From the outset, he carefully managed his expenses and made strategic investments to improve his business operations. By reinvesting profits back into the business, he was able to acquire better tools and technology, enhancing his capabilities and productivity. This disciplined approach to financial management helped him maintain a healthy cash flow and ensure long-term sustainability.
Doc’s pricing strategy was both flexible and transparent. For edge-to-edge quilting, he charged by the square inch, with rates varying based on the complexity of the pattern and customer requirements. For custom quilting, he provided detailed quotes that accounted for the time, materials, and expertise required for each project. This approach ensured that he was adequately compensated for his work while offering customers clear and predictable pricing.
He also emphasized the importance of setting financial goals and tracking performance against those goals. By closely monitoring his expenses and revenue, he was able to make informed decisions about his business operations and identify areas for improvement. This proactive approach to financial management allowed him to build a profitable and sustainable quilting business.
Work-Life Balance and Personal Fulfillment
Maintaining a healthy work-life balance was an important priority for Doc. He structured his workweek to include three dedicated studio days for quilting and two days for teaching and community engagement. This balanced schedule allowed him to pursue his passion for quilting while also enjoying time with family and friends. He made a conscious effort to avoid burnout by taking regular breaks and setting aside time for rest and self-care.
For Doc, quilting was more than just a business; it was a source of personal fulfillment and artistic expression. He found great joy in the creative process, whether designing unique quilt patterns or experimenting with new techniques. This passion for quilting was evident in his work, which often featured intricate, custom designs that reflected his artistic vision and attention to detail. His commitment to excellence and creativity not only set his quilts apart but also brought him immense personal satisfaction.
Advice for Aspiring Quilters and Entrepreneurs
Throughout the interview, Doc offered several pieces of valuable advice for aspiring quilters and entrepreneurs. First, he stressed the importance of valuing one’s time and skills. He encouraged new quilters to set fair prices for their work and not to undervalue their services. He also highlighted the importance of continuous learning and professional development, recommending that quilters take advantage of workshops, online courses, and other educational opportunities to enhance their skills.
Doc also emphasized the importance of building strong customer relationships and creating a positive, welcoming environment. He believed that excellent customer service was key to long-term success and encouraged quilters to go above and beyond to ensure their clients were satisfied with their work. He advised new quilters to be patient and persistent, recognizing that building a successful business takes time and effort but is ultimately rewarding.
Finally, he encouraged aspiring quilters to embrace their creativity and take risks. He shared his belief that quilting is both an art and a craft, and that quilters should not be afraid to experiment with new techniques or push the boundaries of traditional quilting. By staying true to their artistic vision and continuously striving for improvement, he believed that quilters could achieve both personal fulfillment and professional success.
Conclusion: A Journey of Creativity, Passion, and Growth
Dr. Andy (Doc) Wiginton’s journey from academia to quilting is a compelling story of creativity, passion, and growth. Through his dedication to his craft and his commitment to excellence, he has built a successful quilting business that reflects his artistic vision and values. His story serves as an inspiration to others looking to pursue their passions and build meaningful, fulfilling careers in the quilting industry. By staying true to his vision and continually striving for improvement, Doc has demonstrated that it is possible to turn a passion into a thriving business while achieving personal and professional fulfillment.
Key Questions and Answers: Dr. Andy (Doc) Wiginton
Q1: How did you transition from academia to quilting?
A: The transition happened unexpectedly. I was a professor with a background in theater education, but after a health scare with a gallbladder issue, I found myself reconsidering my career. My husband suggested I take some time off to focus on my passion for quilting instead of going back to teaching. I had been quilting on a domestic machine for a while, but this encouragement pushed me to invest in a Gammill longarm quilting machine. That’s when I decided to turn quilting from a hobby into a full-time business.
Q2: Why did you choose a Gammill longarm quilting machine?
A: I had been exploring different quilting machines for some time and tried several at various quilting shows. Many of the other machines felt too light or delicate, almost like toys. As a larger person, I wanted a machine that was sturdy and reliable. When I met Lori Clayton at a show and tried the Gammill, I knew it was the right choice. It felt robust and capable of handling the type of work I wanted to do. I also liked the advanced features of the Statler, especially its computerized capabilities, which suited my tech-savvy nature.
Q3: How did you find your first customers and build your business?
A: I started by teaching quilting classes at local quilt shops, which helped me establish a network within the quilting community. Many of my first customers were my students from these classes who trusted my expertise. I also created a Facebook page and a website, which attracted a lot of attention. Within two weeks of launching my site, I had more quilts than I could handle. This early success allowed me to take my time, focus on improving my skills, and build a reputation for quality and creativity. Word-of-mouth quickly became my best marketing tool.
Q4: How do you balance edge-to-edge quilting with custom work?
A: I balance my workload by offering both edge-to-edge quilting and custom quilting services. While edge-to-edge is faster and more straightforward, custom quilting allows me to express more creativity. The demand for custom work has been growing, especially as my customers see the quality of my custom quilts. I aim to maintain a ratio of about one custom quilt for every 10 to 15 edge-to-edge quilts. The Ascend upgrade on my Gammill machine has also made it easier to switch between different types of work and handle a higher volume without compromising quality.
Q5: What challenges did you face in starting your quilting business?
A: One of the main challenges was mastering the technical aspects of longarm quilting, especially the Creative Studio software. I attended several workshops and training sessions to improve my skills. Another challenge was learning to value my time and skills appropriately. Initially, I underpriced my services, which led to long hours and minimal profits. Over time, I learned to set fair prices that reflect the value of my work. Managing customer expectations and maintaining a high standard of quality while growing the business were also significant challenges.
Q6: How did you determine there was enough demand for longarm quilting in your area?
A: I noticed a demand through my teaching and interactions with local quilters. Many of my students shared their frustrations about poor-quality quilting services they had received, such as tension issues and misaligned patterns. This feedback indicated a gap in the market for high-quality longarm quilting. Additionally, as local quilt shops began to close, their longarm services disappeared, creating further demand. I believed that if I focused on delivering excellent work and building strong customer relationships, there would always be a market for my services.
Q7: How did you finance the purchase of your quilting machine?
A: We had initially saved money to renovate part of our house, but I decided to use those savings to invest in a Gammill longarm quilting machine instead. I viewed this as an investment in my future, enabling me to pursue a career I was passionate about. The decision to redirect those funds into the quilting business paid off, as I was able to establish a steady income and build a thriving business.
Q8: How do you manage your work-life balance?
A: I try to maintain a structured schedule that includes three dedicated studio days for quilting and two days for teaching and community engagement. This balance allows me to focus on my business while also enjoying time with my family and participating in community activities. I also make sure to take breaks and give myself time to rest and recharge, which is essential for maintaining a sustainable work-life balance. I enjoy quilting, but I also value my time outside of work and make sure to prioritize both.
Q9: What advice would you give to someone starting their own quilting business?
A: My advice would be to value your time and skills from the start. Don’t be afraid to set fair prices for your work, and don’t undervalue what you do. It’s also important to continuously learn and improve your craft by attending workshops and learning from others. Building strong customer relationships is key—make sure to communicate clearly and exceed customer expectations whenever possible. Finally, be patient and persistent. Building a successful quilting business takes time and effort, but if you stay committed to your vision and keep improving, it’s incredibly rewarding.
Q10: What is something you wish you knew when you started?
A: I wish I knew that it’s okay to say no to certain projects. Not every quilt is a good fit for every quilter, and it’s important to recognize when a project isn’t right for you. Early on, I took on projects that were time-consuming and not financially viable, which I later regretted. Learning to say no and being selective about the projects you take on can save a lot of time and stress. It’s also okay to take your time with a quilt and not rush through it. Giving yourself the grace to do your best work is crucial.