We were lucky to catch up with Dineen Parker recently and have shared our conversation below.

Dineen, thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?

I started selling cross stitch (a type of hand embroidery) art. I was trying to name the business, and everything I thought of was taken. I decided to ask my youngest daughter to help me think of a name. We thought of random names, but nothing stuck.

I said it should have something to do with cross stitching, and we decided to do a play on words and came up with Across the Stitch.

Dineen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am a veteran. When I entered the military, I decided to take up the hobby of cross-stitching. I did it occasionally during my military career but decided to start a cross-stitching business when I retired from the military in 2017.

In 2018, my husband suggested that I get an embroidery machine so it can stitch out my work faster than I can stitch by hand. Buying an embroidery machine is a great idea. I purchased an embroidery machine and converted a few of my cross-stitch designs to it. I then thought, what else can I do with this machine? Buying an embroidery machine is how I started my machine embroidery business.

I sold my cross-stitch designs and embroidered items on Etsy. 2019, I started attending markets to sell my items when the COVID-19 pandemic hit. I pivoted my business and sold masks on Etsy. Once we were allowed to interact face-to-face, I started attending more markets to sell my embroidered items.

While attending markets, I had customers ask for personalized embroidered items and embroidery for small businesses. There is a need for quality embroidery because some of my customers weren’t happy with previous embroidery work they had done. From this newfound knowledge, I added another machine to my business to offer more embroidery options.

I can embroider on various items, from shirts, caps, beanies, blankets, stuffed animals, bags, and other items.

I am most proud of opening my brick-and-mortar store. I had outgrown my house because supplies and machines were taking over my personal space. Now, I can offer my clients a place to visit to buy gift items and merchandise or discuss the embroidery needs of their small business.

How about pivoting – can you share the story of a time you’ve had to pivot?

In 2019, I started attending markets to sell my items when the COVID-19 pandemic hit. I pivoted my business and sold masks on Etsy. Once we were allowed to interact face-to-face, I started attending more markets to sell my embroidered items.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy to grow my clientele is providing quality embroidery services. Most of my customers are referrals from past customers. When customers are happy with the services someone provides, they share it with others.

Contact Info:

• Website: www.acrossthestitchembroidery.com
• Instagram: www.instagram.com/acrossthestitch/
• Facebook: www.facebook.com/acrossthestitch

Image Credits
Dineen Parker