Alright – so today we’ve got the honor of introducing you to Julie Forster. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Julie thanks for taking the time to share your stories and insights with us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

Typically, the embroidery industry operates on a model that emphasizes bulk orders and in-house apparel selections. Most embroidery businesses require a minimum order quantity to ensure profitability and efficiency in the production process. This requirement helps cover setup costs and labor, making it economically viable for the company. Additionally, companies prefer customers to choose from their in-house apparel selection, allowing better control over the supply chain and quality management. However, this industry standard limits flexibility for customers, especially for small businesses, individuals, or special events that need only a few items. Consequently, those needing smaller quantities often face higher per-item costs, as businesses tend to charge a premium for orders below the minimum threshold.

In contrast, a business model that allows customers to bring their own apparel and places no minimum order requirements offers significant advantages. Allowing customer-supplied apparel attracts a broader audience, including those who have specific brand preferences, styles, or unique items they wish to be embroidered. This flexibility not only leads to increased customer satisfaction but also fosters loyalty by meeting diverse customer needs. Furthermore, not requiring a minimum order size appeals to individuals, small businesses, and organizations needing only a few items. By catering to these groups, the business becomes more inclusive and accessible, drawing in customers who might be discouraged by larger minimum orders.

This differentiated approach also enhances customization and personalization options. Customers seeking personalized and unique items, whether for gifts, small events, or personal use, find this service particularly valuable. The ability to meet specific needs and preferences significantly improves the customer experience. Additionally, positioning the business as customer-centric and adaptable to various needs can serve as a strong competitive advantage in a crowded market. It helps build a niche market and creates a loyal customer following by offering services that are hard to find elsewhere.

However, offering such flexibility does come with its challenges. Ensuring consistent quality across different types of apparel can be difficult, and managing a more complex inventory and production process requires efficient management and clear communication with customers. Despite these challenges, the potential benefits in terms of customer satisfaction, market differentiation, and expanded customer base make it a compelling business strategy.

In summary, providing customers the option to bring their own apparel and not imposing a minimum order size creates significant value. It sets the business apart from the industry standard, fostering a reputation for flexibility and exceptional customer service in the embroidery industry.

Julie, 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?

Hi! My name is Julie. I am a mom of 4 precious kiddos! I have three boys and a girl (but she is just as tough as the boys!) When they are napping or in school, I enjoy creating! Since I was little, I’ve always watched my momma craft EVERYTHING. That quickly wore off on me and since becoming a mom, has really grown into my passion.
In May of 2018, my husband bought me my first embroidery machine- a Bernina 590. Ok well it’s actually a sewing, quilting and embroidery machine. So I liked to do ALL the things; sew up a costume for B’s spirit day at school, quilt a small wall hanging for the local quilt and of course embroider a lot of projects. One thing I longed to make was the cute applique shirts for M but my machine was just not user friendly to that. So I set my eyes on a multi needle machine. I never imagined it would be a SIXTEEN needle.
So in April of 2019, I came across a deal I just couldn’t pass up and purchased a Bernina E16 multi needle machine. THE FLOOD GATES OPENED!!! I can make the same adorable embroidery designs I was making on my small machine in much less time as well as can stitch on SO MANY more options.
When I was using my small machine, I had a quickly growing “NEVER WILL I EVER MAKE AGAIN” list. But now I am happy to say that with this new machine that list is back to very minimal.
In May of 2021, we opened our first brick and mortar store front with 900 sq ft and truly dove into being a business owner in our community. We are involved with several networking groups, our local Chamber of Commerce as well as volunteer when we can at special events. The community has shown so much support towards our little business that in May of 2024 we were able to expand into a new location.
Our now current location, at 1 Oakley Plaza in Troy, MO offers 2300 sq ft of Fabric, Sewing Notions, Custom Gifts, a Classroom and Large Production Space! It is truly an honor to feel the love and support from our community as well as those from afar. With our store front starting online and continuing to serve our online community, we are able to say we have customers not only throughout the country but also the WORLD!
Small business is very close to my family! My husband and his family run a small business as well so our house is fully funded by small business. Whenever we can, we shop small business; and we appreciate when you do the same! THANK YOU!

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

In today’s digital age, a strong social media presence is essential, whether you’re aiming to enhance your personal brand, promote your business, or share your creative projects. For those just starting out, this can seem like a daunting task. However, with the right strategy and mindset, you can effectively build and grow your presence online.

My personal presence is large on Facebook. This is thanks to several mom groups that I was in when first starting the business. I didn’t push my business in these groups but rather built a relationship with the fellow mommas and shared on common interests. That grew into true friendships that then created a trusted relationship when they were looking for something that I could provide.

When it comes to social media, consistency and frequency are huge but also quality. Understand your why to seeking a social media presence and focus on that! For me, my social media presence “why” is to show who I am as not only a business woman and what my business does but also life of a working mom. So many times in life, we feel like we are the only one. Whether it be what we are struggling with personally, what stage of parenthood we are in or even what is for dinner tonight. These are all things that I post about along with my business products and services to create a sense of community within my followers. Although life is crazy most of the time, I go back to the consistency and frequency aspects of social media. It is important to keep the algorithms happy and by doing so, you will continue to be seen. I always recommend to people to post once a day every day of the week, working up to multiple times a day! This is where the sharing of life comes in handy. Mix up your content but keep it consistent with your WHY. Post a product or service you offer, share what you are having for dinner this week, ask your audience what they do for fun in their spare time, etc..

Lastly, know the different types of platforms and what will work best for your strengths or why. If you are strong with video clips, TikTok and YouTube will be great platforms for you! If photos are more your strength, Instagram or Facebook may be a better option. Whatever you choose, make the time for consistency and frequency of quality content!

How did you put together the initial capital you needed to start your business?

I got my business up and running by purchasing a machine with a zero percent financing option. 0% financing means you borrow money to purchase an item and pay no interest for a specific period. This period can range from a few months to a couple of years, depending on the lender or financing offer. For my personally, it was a five year term. My minimum payment for the machine was $180 a month. This was easily doable for my business. As far as the supplies and additional costs of running a business, I paid for everything in cash. This allowed for the business to show a profit from the start due to no debt. I am happy to say that even after 6 years, the business is still debt free other than zero percent financing offers.

Contact Info:

• Website: https://craftymidwesternmommy.com/
• Instagram: https://www.instagram.com/craftymidwesternmommy/
• Facebook: https://www.facebook.com/craftymidwesternmommy
• Youtube: https://www.youtube.com/channel/UC8bB3FbOKxiMW_JMWvj2Jtg

Image Credits

Katie McElroy- Katie McElroy Photography for the main headshot photo