May '20

For the Business of Apparel Decorating

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3 8 P R I N T W E A R M A Y 2 0 2 0 team of in-house digitizers who will make that change right away. We understand the challenges embroiderers face when trying to modify a design from a machine file format. Changing an element in a native software for us may take six to seven min- utes, but that same change in a non-native software will take at least 45 minutes for the embroiderer." Meanwhile, over at Anita Goodesign, the business model differs, and customers are less likely to request the stock design com- pany to alter designs for them. According to creative director Jenn Laboy, "We create so many designs each month we typically do not get customers asking us to custom- ize designs. However, our customers are not shy about telling us the types of designs they want or would like to see more of." Each month, Anita Goodesign club members re- ceive a 200-plus page All Access magazine. This magazine also serves as a catalog of recent new designs. "In that magazine, we often provide inspiration for how custom- ers can use their designs outside of the way we release each collection," Laboy explains. "We recently introduced a collection of designs called 'Oddly Dotty' based on a style that combines embroidery and quilt- ing to produce a fine art medium used by the owner of Anita Goodesign, Stephen Wilson. Our digitizers were able to use his idea of icons and baubles. This collection is made up of small embroidered circles that create a larger image when all stitched out and provides the opportunity to get creative with the open circle designs that are included. The whole emphasis within Oddly Dotty is about embellishing your embroidery designs. We added rhinestones and used yarn to create pom-poms, which added a great deal of texture to the em- broidery, and we even turned embroidery into accessories shaped like the design," explains Laboy. Made up of small embroidered circles, "Oddly Dotty" promotes customization and creativity. Rhinestones were added to the skull design seen here. (Photo courtesy Anita Goodesign)

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