We recently connected with Michelle Fitzgerald and have shared our conversation below.

Michelle, looking forward to hearing all of your stories today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?

These past few years have been a time of growth for me and my business. I’ve thought a lot about how much I work and whether I have time to rest the way I want to.

I noticed myself falling into production artist lifestyle (Making the same model of corset for the hundredth time, making the same custom pattern over and over again) and decided to take responsibility to see if there was a way to change that, as I wasn’t happy being so limited and feeling like my hours (and pay) for the week were already decided. In this case I decided to hire an apprentice to sew the corsets that were in that style so I could free up time to work on development projects, and I changed how I offer custom corset sewing patterns so that I could offer the most common sizes for instant purchase.

I do wonder what it would be like to have a regular job, but I also think it’s easy to shift unhappiness and blame onto a boss that are really things we could change in our own lives. Running my own business has made me be really honest with myself about how I structure my life. It’s been really fulfilling to find what kind of work I can do that both serves my community and is interesting and profitable for me.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hello! I’m Michelle, and I run Clockwork Faerie corsetry and sewing patterns. With my apprentice Nicole, we make comfortable, better-than-a-bra corsetry for everyday and special occasion use. I’ve studied turn-of-the-century corsets in depth, and feel my corsets in both antique Victorian shapes and contemporary shapes offer a better experience than the current off-the-rack corsetry options as far as their flexibility and support.

One of the most popular services we offer is custom corset sewing patterns, made to the clients measurements, and sent via email as PDFs. For both costumers and people who are looking for a modern bra replacement, this is a much-needed stepping stone for the folks who have sewing experience but are new to how corsetry fits and feels. We do fittings and measurements via video call (or in person when available!).

Unfortunately we’re one of only a few places that happily make corsets and patterns for plus-size and trans bodies. I am so grateful to these communities for their patronage, and for the way they’ve graciously allowed me to learn alongside them how to give them the support and shaping which is often either too expensive or just doesn’t exist in a store. Offering patterns has been a great way to connect and empower these members of the sewing community and I’m super proud and grateful for that experience.

Recent developments include making a few new friends who have antique garment collections. I’m so excited to both learn from these antiques, and to be able to offer the patterns to the wider sewing world.

Any insights you can share with us about how you built up your social media presence?

When I started my Instagram (in 2010, wow!) I was basically showing finished products, hoping people would buy the things I was sewing. But as I shared more and more in-progress content and thought out loud about problem solving, I slowly started gaining a community of folks who were as curious as I was about the how and why of sewing a garment for which there was just not a lot of information available.

I also noticed followers in the same demographic as me — mothers who were sewing for fun, where Instagram happened to be a place we could easily catch up with friends and get inspiration for new projects.

I’m not sure that the slow growth I experienced then would even be possible now with how much the algorithms have changed and how different Instagram is now. But I will say that I think the human connection part of a social media presence is really important and cannot be underestimated. Replying to comments, asking people to participate via poll in helping me choose colors for a development project, sharing the occasional frustration when things aren’t going well, I think has really been important in helping build a strong following. For my particular business I think attracting the clickbait-y quick attention isn’t really the client I’m looking for, so a slower, long-term model works well for me. I absolutely pay attention too when things aren’t going right for my clients or a particular pattern isn’t selling well.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

I love all of Brene Brown’s books! Dare to Lead in particular has been amazing for me, thinking about how I communicate both with my team and with my clients.

I think the thing that has been the most helpful to how I run my business has been working on my own mental and behavioral healing, to be completely honest. I am a much better communicator and leader when I’m not coming from a reactive, defensive mindset, and I can plan a better business when there’s breathing room rather than just always “putting out fires” every week.

I can recommend the book “Not Nice” by Aziz Gazipura and “How to Do the Work” by Nicole LePera. Byron Katie’s “Do the Work” 4-questions worksheet is also incredibly helpful for me when faced with a gremlin thought that won’t leave or a conflict to solve.

Contact Info:

• Instagram: https://www.instagram.com/clockwork_faerie/
• Youtube: https://www.youtube.com/@michellefitzgerald3691

Image Credits
Mark Ross Photography Crimson Cat Photography