How A Mother-Daughter Duo Stitched Together Their Own Small Business

In 2009, mother-daughter duo Michelle and Alexia Abegg were very busy. Daughter Alexia opened and operated a sewing studio called STITCH in Nashville, offering sewing classes to all levels. As if that wasn’t enough, she also did freelance sewing work, pattern drafting and work for sewing machine brands Singer, Viking and Pfaff. Meanwhile, Alexia’s mom Michelle was also working in the sewing retail business, filling her days with teaching and sewing.

While the two managed all of those jobs, Alexia had something else up her sleeve: She decided to launch an independent pattern company in 2011 so she could sell her modern designs. She brought Michelle along for the ride, and Green Bee Patterns was born.

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Green Bee’s Products

When Alexia and Michelle launched Green Bee, they knew they wanted to stand out from other pattern companies. While most independent pattern companies focus on just one or two categories – clothing, for example –Green Bee wanted to offer a wide selection. Sewers will find several types of sewing patterns, from quilts to accessories, as well as clothing for women and children.

“We love all types of sewing, and didn’t want to limit our designs to just one category,” Alexia says. “So we ended up with a pretty broad offering compared to a lot of other independent pattern companies.”

For Alexia and Michelle, the patterns are about more than just showing the sewer how to make something. It’s also about allowing customers creative freedom. Michelle says, “It is so cool to design something then see other people put their own spin on it and make it their own.”

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Benefits and Challenges of Independent Companies

When Alexia and Michelle first launched Green Bee, the independent sewing pattern industry was still rather small. “The business of independent pattern companies has grown so much since we started,” says Alexia. “The number of companies competing for the same number of customers has created a much more competitive and vibrant market.”

The sewing pattern section of the retail market is small, so it’s easy to market your brand and become well-known. But even a small industry comes with disadvantages. As Alexia points out, “It is also a challenge because it is a smaller market, which means fewer dollars spent than, say, stationery or paper goods.”

That means Green Bee needs to stay current and competitive. One way the company does this is its selection of digital patterns. Since Green Bee’s launch, the company has added more digital pattern products in addition to traditional printed patterns. This means sewers can purchase a pattern online, then print the pattern at home without paying for shipping or waiting for the product to be delivered.

Another way Green Bee sets itself apart from other companies is its fabric. As if Alexia isn’t already busy enough, she is also co-founder and designer of Cotton + Steel fabric. Sometimes she uses her own fabric designs to make Green Bee’s pattern samples. In some cases, she even designs the fabrics with Green Bee’s patterns in mind. This results in not only a unique design process, but also the opportunity for customers to easily get their hands on the fabrics they love.

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Working with Family

While running a business with family members seems challenging, Alexia and Michelle see the benefits. “The understanding that comes with a close family relationship is so special,” says Alexia. “I think there is an unspoken language that comes from that level of intimacy that really helps in the communication and day to day of running a business.”

Michelle certainly doesn’t have any regrets about joining Alexia on this adventure. “Who better to share your dream with than your family?” she asks.

Both mother and daughter are quick to point out that one of the biggest advantages of working with family is the support system that comes along with it. “Working with family, you can have your biggest supporters and advocates involved with your career, and that is amazing!” Alexia says.

There are, of course, challenging moments. However, those moments are different because your family can have honest conversations with you that others might not feel comfortable having. In the end, this is also beneficial for the business. “We know each other so well, and can have tough conversations just as easily as we can have a creative brainstorming meeting about our latest pattern design,” says Alexia.

Michelle agrees. “We have a good understanding of each other’s strengths and weaknesses and can talk openly about things,” she says. “This can be tough in the moment but actually helpful in the end.” It’s those tough conversations that lead to the best decisions being made for the good of the business.

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Work-Life Balance

One of the most challenging aspects of working together for these two is trying to carve out personal time. “At family functions we often have to remind each other, ‘No shop talk!’ and try very hard to leave work at work,” Alexia says.

The payoff for this crazy schedule, regardless of a difficult work-life balance, is how the team feels at the end of the day. While the workload can be overwhelming, the creativity and joy it brings seems to trump the stress. “This pattern company is my creative outlet, and all the work I put into it is very rewarding,” Michelle says. “But we are also small company that is reinvesting every penny to help us grow. At this point it is still a labor of love!”

When you’re running a small business, sometimes that work-life balance just isn’t a reality in the beginning. Alexia has some advice for anyone who is thinking about launching a company: “If you have a dream to launch your own small business just remember there is no magic formula! When you pull back the curtain of other successful companies I have found the key is persistence, capital and a willingness to evolve and listen to your customers. Oh, and of course to work harder than you ever thought possible!”