Alright – so today we’ve got the honor of introducing you to Paul Howell. We think you’ll enjoy our conversation, we’ve shared it below.
Paul, thanks for taking the time to share your stories with us today The first dollar your business earns is always special and we’d love to hear how your brand made its first dollar of revenue.
In 1983, I bought my first sewing machine store. It had been shuttered for several months because the previous owners ran it into the ground. One of my first customers cautiously stuck their head in the door and tentatively asked if I had ties to the previous owner. I soon learned that the previous owners had a bad reputation. Since word travels fast in a small community, I knew my task was to go above and beyond to earn trust with every single person if I was going to succeed. I realized that everyone needed to know that I had their best interests at heart and had the expertise and passion to make them happy. I endeavored to take lots of time to connect positively with every person, to treat them in ways that would compel them to want to do business with me and speak highly of me. I was never contentious nor spoke ill of others. I’ve internalized these principals and they have proven to be the underpinnings of not only my businesses, but all areas of my life. In the latest incarnation of my business beginning 18 years ago, I followed the same method. I visited every fabric store and introduced myself, got to know them, and connected with them on an industry level. I would propose a simple referral partnership: when a customer asks them about sewing machine repair, they recommend me and take the machine in to their store. I would then come in and pick it up, repair it and bring it back to the store. The benefit for the store owner was that they will get customers coming into their store twice: once to drop it off and again to pick it up. This has been highly effective and succesful and has helped form a strong community wide collective awareness of me and my service. I’ve had 10 drop-off locations over the years. I’ve not had any need to advertise or have an advertising budget. Just business cards and a basic website. Now, many of my longtime customers initially came as a referral from those stores and have referred me to others.
Paul, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’ve always been mechanically curious. My journey in the sewing machine industry began in 1982, right after my service in the U.S. Navy. I was young, ambitious, and looking for a new direction. I found a job at a vacuum cleaner and sewing machine store in Palo Alto, California. After just 18 months, I heard about a similar store for sale in Tahoe City, and with an entrepreneurial excitement, I borrowed some money and bought it. I had a lot to learn, but I had a clear vision. I spent my mornings jumpstarting my presence, introducing myself to perspective clients in the many motels and businesses and leaving my business cards. I worked tirelessly for four years, stayed solvent, built the business up, and sold it for a profit. That experience was the first of many. I went on to work in three more successful stores, learning everything I could about what made a business thrive and what didn’t. In 1994, I bought my father’s vacuum cleaner and sewing machine business, and that’s when things really took off. My wife, Kate, helped us establish a polished, multi-faceted brand that was truly our own.
Today, my work has narrowed to what I do best: sewing machine repair and service. I’ve been a full-time professional since 1983, and I repair about 600 sewing machines every year. A single glance is usually all it takes for me to know a machine’s likely faults and what the repair will entail. I believe in focusing on my area of expertise and being as knowledgeable and proficient as possible. My goal for every machine that leaves my workshop is for it to be perfect, even if it requires a great deal of time and effort. I specialize in very precise work and have a knack for repairing “lost causes.”
Beyond just repairing machines, I like to put people at ease, that it’s going to be just fine. I cheerfully solve problems for my clients by helping them truly understand their own sewing machine. I educate them on everything from proper operation and maintenance to the situational use of different needles, threads, and accessories. My goal is to help them avoid pitfalls and have the best possible sewing experience.
tell our readers about yourself
I don’t define myself by my skills, achievements, possessions or views, but rather whether my intentions and actions benefit myself and others. I mostly value personal and relational development. I love my wife and appreciate everything she brings to my life. Her love, vision, integrity and holding my feet to the fire has inspired me. I love our weekly check-ins where we each take an uninterrupted turn to talk openly about anything we need to say. I’m sous chef to my wife’s culinary brilliance. I like to go out with my wife to dine, dressed to the nines. I have a handful of really close friends who I dearly love. I’ve enjoyed playing multiple musical instruments, playing golf, ping pong and other games of skill. I never completed high school but have pursued knowledge and have always been a voracious reader. I don’t collect anything. These things don’t define me, they are just part of what I do in life. How I conduct myself in business with my specific work, my interactions and relationships with clients as well as every aspect oof my personal life, is a reflection of my intentions, the things I think about, the words I say, the actions I take and the way I treat others. In my sewing machine repair work, I am observant, precise and thorough so that everything that leaves my workshop is in optimum condition. If I ever miss something, I’ll own up to it and take care of it. In early 2010, after years of personal work, I became aware that taking significant time each morning to sit and observe my mind operating was the key to something profound. I began a daily meditation practice rooted in Early Buddhist Texts and it has been applying the Buddha’s vast and wise teachings that I have experienced a profound shift. This path of study and testing out what the Buddha taught has become the most transformative work of my life, leading to ethics, investigation, insight, wisdom and wholesome intention in every aspect of my being. I’m most certainly not perfect, but the most important thing in my life is walking the path of the Buddha. I never openly speak of these things to others unless they ask because it’s better to just let my actions make a positive impact on myself and the world. The reason I’m disclosing this here is because if I didn’t, I would be ignoring one of the most important aspects about me!
tell our readers about yourself
what type of products/services/creative works you provide
I have narrowed my work to strictly what I do best: sewing machine repair and service. I learned from my wife to concentrate only on my expertise and become as knowledgeable and proficient possible in that vein. I specialize in very precise work and repairing lost causes of all sewing machine varieties. I often speak at sewing guilds and clubs and my favorite part is the question and answer hour for all of the random but golden questions. In my wedding officiant business, I’ve developed a unique method of creating wedding ceremonies that honors and celebrates couples’ love and commitment in a highly personal way.
what problems you solve for your clients
Not only do I repair and service sewing machines, I help them know how their sewing machine works, how to operate it properly, what pitfalls to avoid and what they can do to have the best possible sewing experience. I educate them on situational use of various products, needles, thread and accessories. I use over 42 years of my experience and knowledge to help people.
what you think sets you apart from others
Being a one-person business, I personally interact with every one of my clients and we go over everything in detail so that they know exactly what they need, why and what their options are. My intention is for every sewing machine that leaves my workshop to be perfect, even if it requires great time and effort. I like to under promise and over deliver. I treat every person with kindness and respect.
What are you most proud of
I’ve learned that a person’s thoughts, speech and actions mold them. At the end of the day I feel joy and serenity in knowing I’ve lived by the precepts I taken to help myself or others, not harm, and to have no regrets.
what are the main things you want potential clients/followers/fans to know about you/your brand/your work/ etc.
I’ve been at this full-time since 1983 and I repair about 600 sewing machines per year, so there’s not much I haven’t seen. If it’s possible, I will do it. I’m creative and persistent. I love sewing machines.
About Me & My Brand
I’ve always been mechanically curious. My journey in the sewing machine industry began in 1982, right after my service in the U.S. Navy. I was young, ambitious, and looking for a new direction. I found a job at a vacuum cleaner and sewing machine store in Palo Alto, California. After just 18 months, I heard about a similar store for sale in Tahoe City, and with an entrepreneurial excitement, I borrowed some money and bought it.
I had a lot to learn, but I had a clear vision. I spent my mornings jumpstarting my presence, introducing myself to perspective clients in the many motels and businesses and leaving my business cards. I worked tirelessly for four years, stayed solvent, built the business up, and sold it for a profit. That experience was the first of many. I went on to work in three more successful stores, learning everything I could about what made a business thrive and what didn’t. In 1994, I bought my father’s vacuum cleaner and sewing machine business, and that’s when things really took off. My wife, Kate, helped us establish a polished, multi-faceted brand that was truly our own.
Today, my work has narrowed to what I do best: sewing machine repair and service. I’ve been a full-time professional since 1983, and I repair about 600 sewing machines every year. A single glance is usually all it takes for me to know a machine’s likely faults and what the repair will entail. I believe in focusing on my area of expertise and being as knowledgeable and proficient as possible. My goal for every machine that leaves my workshop is for it to be perfect, even if it requires a great deal of time and effort. I specialize in very precise work and have a knack for repairing “lost causes.”
Beyond just repairing machines, I like to put people at ease, that it’s going to be just fine. I cheerfully solve problems for my clients by helping them truly understand their own sewing machine. I educate them on everything from proper operation and maintenance to the situational use of different needles, threads, and accessories. My goal is to help them avoid pitfalls and have the best possible sewing experience. Almost every new customer I have is a referral. I am most proud of this fact—the joy and serenity that come from living by the precept to help, not harm, and to have no regrets. For potential clients, I want them to know that I am persistent, creative, and passionate about what I do. I love sewing machines, and if a repair is possible, I will do it.
How about pivoting – can you share the story of a time you’ve had to pivot?
In 2004, Kate and I had struggles in our marriage. Kate got through to me and I finally realized the dangers of workaholism and the toll it was taking on me and us. Over the next couple of years we had extensive therapy and we both had major lifelong breakthroughts individually and in our relationship that have only gotten better since then. In 2006, we decided together that it was best for ust to sell our business and home and relocate and in 2007, we moved to California’s Central Coast. As we got settled on the Central Coast, I quickly revived my sewing machine business by operating out of my home workshop, concentrating exclusively on repair and servce, not retail. At that same time, a friend asked my to officiate her wedding. I was reluctant at first, but Kate assured me I was the perfect person do do the job. So I spent an afternoon “interviewing” the couple about their relationship, how they met, what they loved about one another, how they communicate and everything else I could get from them. After the wedding I realized how much I loved that experience and how certain I was that I could get really good at that and create another successful business. I built a website and immediately began booking weddings. Now, in 2025, I have officiated over 930 wedding ceremonies. I have carefully developed a very unique approach and method that draws on my interpersonal skills and extensive experience to create very personal, professional ceremonies that are truly meaningful and memorable for the couple, their families and friends. That business in itself has brought out some of my best strengths and pushed me to thrive in many aspects of relationships and business acumen.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
The sewing machine repair industry is quite specialized and there are few technicians who have the entire package of experience, knowledge, skill, courtesy and pleasant one-on-one interactions with their customers. I have made the foundation of my business to consistently provide the best service my clients have ever had. Each customer is the most important customer. I go above and beyond to make sure that nothing inferior leaves my workshop. I’m not afraid to charge what I’m worth because my clients know that they are getting their money’s worth. But I’m also fair, not charging more for a repair than the machine’s value, even if it takes a lot of effort.
Contact Info:
- Website: https://www.centralcoastsewing.com/
- Youtube: https://www.youtube.com/@thepaulhowell
- Other: https://www.marriagewithmeaning.com/
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