We caught up with the brilliant and insightful Lindsey Essary a few weeks ago and have shared our conversation below.

Lindsey, appreciate you joining us today. Parents play a huge role in our development as youngsters and sometimes that impact follows us into adulthood and into our lives and careers. Looking back, what’s something you think you parents did right?

I grew up watching my parents indulge in their hobbies and gain skills that would bleed into the next craft or hobby when the previous was no longer their main passion. They both loved to learn new ways to express themselves artistically and combine that with a keen business sense. My father worked long hours at the telephone company when I was young and he wanted to make a change. He began learning to build portable buildings and eventually quit his job to run his new business. He sold that business and transitioned into custom home design. I learned valuable lessons watching him follow his desire to be his own boss and create a name for himself. My mother built an online wedding business when online stores were just beginning to become a thing. I worked for her as a teenager and was along for the ride as she grew it from a small business in our basement to a brick-and-mortar location in the city. They sold those businesses when they were ready for a change and both are creating different forms of art that they continue to sell.

Being able to see my parents demonstrate that you can do something you love and make a business out of it was a vital part of my development and I believe what gave me the courage to build my businesses and thrive at what I do. I love that I have learned that evolving and changing as we age is a beautiful process that allows us to stay creative and in the flow. It keeps me excited about what is to come and inspired to keep moving forward.

Lindsey, 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 have always had an entrepreneurial drive that was encouraged by my parents. I created several businesses in my late teens and early twenties, playing around with what type of business I ultimately wanted to pursue. I found my love of designing and sewing when I had my first daughter, Aubrey. I wanted her to wear cute, boutique-style clothing, but I couldn’t afford it. I decided to ask for a sewing machine for Christmas and proceeded to teach myself to sew with the help of my mother and some friends.

Along the way, I realized that I was a talented seamstress and children’s fashion designer. I loved the adorable creations I was making.

I began selling children’s clothing online with the encouragement of family and friends. I learned new and better ways to make them each day and continued to grow my business. Ten years later, having a successful business, I wanted to give back. I decided to offer sewing patterns for the dresses I sold in my boutique for those who couldn’t afford the over-the-top creations. Keeping patterns affordable for everyone is a huge passion and the inspiration for my weekly $2 sale. I wanted to give back to where it all began for me and support those who are beginning their own journeys.

My husband worked long hours and barely saw our four children and me each night. We decided that we wanted to be more present with our family and shift our business into something that would allow us to travel together and experience new things. We read many great books like Tim Ferris’s, The 4-Hour Work Week, and Jen Sincero’s, You Are a Badass, and You Are a Badass at Making Money. These books opened our minds to the fantastic world of working from wherever you are and setting up a business that creates reciprocal income.

After several years of working toward this goal, we were able to sell everything and set off to travel in 2016, while running our sewing pattern company, Ellie and Mac, on our adventures.

Over the past seven years, my team has grown to over thirty talented people from all over the world. I am amazed at how my passion for sewing has grown into a thriving business, introduced me to thousands of fantastically creative individuals, and created connections that I hope will last a lifetime.

I have learned so much from my community and am beyond grateful for my job when I see the smiling faces of my customers who share photos of things they made using my sewing patterns. It is immensely gratifying to know that I have become part of their memories, celebrations, and lives in this small way.

We’d appreciate any insights you can share with us about selling a business.

I sold my custom children’s clothing business, Little 4 Awhile, to my seamstress. My family was recently inspired to travel together and we needed to be free from having physical products to make and ship.

I loved my clients and creating elaborate dresses and outfits for their special occasions, but I felt an internal shift in my desire and knew it was time to make a change. I had already grown my PDF sewing pattern and digital applique design businesses to a point where I knew they would financially support us. It was just a matter of selling the clothing company before we could head out on our new journey together.

I went to work gathering my financials, business operating details, etc, and approached my talented seamstress to see if she was interested in owning the business. I was thrilled when we came to an agreement and I knew I was able to find someone to continue serving my loyal clients and keep Little 4 Awhile going.

I would say the biggest takeaway from that process I learned was to not get discouraged when the sale doesn’t happen right away, and to be flexible if you find the right buyer.

How did you build your audience on social media?

I built my audience on social media by collaborating with other sewing pattern and fabric companies. I decided early on that I would focus on the idea that there are more than enough customers to go around rather than lean into the competitive business model driven by scarcity. This mindset allowed me to partner with other small businesses in my industry to grow our audiences.

We hosted giveaways or celebrations in our Facebook community group and invited other companies to join in. We participated by donating patterns or gift cards as prizes in their company’s events. By doing this, we increased our group members and followers on social media together.

I recommend posting quality content and free tutorials that your customers or clients would benefit from. I always try to have the goal that my customers gain more value than they paid for when purchasing my patterns.

By being authentic, having your customer’s best interests at heart, and working as a small business community, you can grow a thriving social media audience.

Contact Info:

• Website: https://www.ellieandmac.com/
• Instagram: https://www.instagram.com/EllieandMac_Patterns/
• Facebook: https://www.facebook.com/ellieandmac
• Linkedin: linkedin.com/in/lindsey-essary-ellieandmac/
• Twitter: https://twitter.com/Ellieandmac
• Youtube: https://www.youtube.com/channel/UCkvleOFeJDHyjbx1gI-vxQw
• Pinterest: https://www.pinterest.ca/Ellieandmacsewingpattern/
• Tiktok: https://www.tiktok.com/@ellieandmac_patterns