Transition...

30/12/2018

Those of you who have browsed my website lately will have noticed that I am changing my website around a bit. It is the result of a rather tumultuous year for my embroidery business. What was I up to in 2018? I started the year with a renovated studio. It provides a much better working space for me and for teaching embroidery courses and workshops. Early February, I attended my second high-end craft market. It was such a success that I vowed not to attend another one for the rest of my life...

Instead, in May, I was invited to join local artist Marion Werner for an intimate art exhibition at her home. For the entry fee of two batches of mini-muffins, I had the time of my life! With hindsight, I can now say that this event steered my stitching career in a different direction. Away from craft and towards art. It is like growing up, as it comes with growing pains. It proves to be hard to claim the new identity of textile artist...

Financially it wasn't a good year for Märchenhaftes Sticken. I barely hit the €10000 mark for my turnover. Normally I am just short of €14000... Ough! Unfortunately, I can't quite explain the financial down-turn. I tried quite a few new things this year to generate extra income. I published a crewel pattern and instead of putting a fixed price on the download, I asked people to pay me through PayPal what they felt the pattern was worth. The pattern was downloaded quite a few times, but I received no payment... Nevertheless, I thought that my PayPal donation button would generate a modest income from all the people who ask for embroidery advice, but don't need anything from my webshop. It is an excellent opportunity for them to not feel guilty as they are being able to express their gratitude financially for the excellent service they have obtained from me. Think I am dreaming? Not all the time :). It worked twice and I am very grateful to these kind and generous persons!

Another potential extra income generator was my first ever downloadable ebook and accompanying material packs. It was great fun to research a little known silk embroidery technique from 17th century Italy. However, I had hoped for a slightly better reception of the ebook: I only sold 10 copies. Is it because my readers/groupies/followers are not interested in these kind of things? I don't know. There were 84 people who entered my competition to win a free copy...

A total fiasco so far: my online embroidery classes. After having been badgered for years by many people in the embroidery community, I decided to bite the bullet. I invested €611 in software, a video hosting platform and a camera stand. As I turned the projects I was going to teach in China into these online classes, I at least did not have to invest extra time in developing and writing up new projects. Sadly, I have only sold two classes. Interestingly, my gut feeling has always told me that online classes will probably not be successful for me. People think I can offer them real cheap. After all, I am a one-woman-show so I should be much cheaper than let's say Craftsy. After all, they are the real professionals with big studios and a crew. I am only me. How come I cost more? Because I cost them on the bases that I would probably sell no more than 20 classes a year. They cost them on the basis of thousands...

Social Media was not my friend this year. After putting an enormous amount of efford into building up an Instagram following, my account got hacked when I was just short of 1000 followers. As I received no help from Instagram/Facebook and after hearing more and more data scandals regarding Facebook, I quit all Social Media (bar Pinterest). You wouldn't believe how many more hours my days suddenly have...! And just like all other bussinesses that deal with the data of Europeans, I had to make my whole business GDPR compliant. Not fun. And expensive too.

For me, 2018 was all about traveling in the name of embroidery. In the spring we went to Crete and by chance discovered the beautiful goldwork embroideries at Moni Arkadi. In early September I spent a few days in Vilnius with fellow embroiderer Agne. We visited a beautiful exhibition on embroidered vestments. And then there was my trip to China in October/November. I had a blast teaching a very diverse group of lovely students European embroidery techniques. Very satisfying!

So what is in store for 2019? Teaching-wise, I will concentrate on my five-day embroidery courses. They are my preferred teaching format. Online classes have not proven to be successful and one-day workshops don't work very well either as people do not like to travel for such a short event. Of the four workshops planned in 2018, only one took place with two of the possible six students...

Likewise I no longer offer Work in Progress Saturdays. This is, like the online classes, a good example of the disparity between what people say they want and what they are prepared to invest in. On the advice of my students I started them two years ago. I was hesitant to start this endeavour as I knew people would not have the discipline to put at least some in their calendars and stick to them. Instead, the Saturdays started to move around at short notice. People pulled out at short notice so that I was forced to only run them when I had a minimum of three students. The end of the story? It ran only once this year with one student. Part of being a profesionall is that you do pull out of projects that don't make sense financially.

My biggest challenge for 2019 will be my first-ever solo exhibition at the end of August. You will probably see lots of new work on my blog as I will need to fill two exhibition rooms. Furthermore, I want to concentrate on my blog. It is a lovely way to journal my own journey. And I love researching historical embroideries! Wishing you a happy new year and I hope to 'see' you next week for a blog post on a special Christmas gift I made myself.

28 Comments

Monique

31/12/2018 12:42:39

Oh, my goodness. Your story matches mine, in my (not needlework or craft) business, from the not being "fair" down to the clamouring for something and then not making use of the offered service.
I've come to thinking more "I'll do what I want now, instead of catering so much to what others say they need or want". You may think the same way and I'm sure you'll enjoy being an artist.
Despite many wonderful things happening during the past year, we need to get the financial side right, too, don't we?
Wishing you all the best and hoping you'll soar in 2019!
Monique

Jessica Grimm link

31/12/2018 17:20:10

Thank you for your support Monique! I hope your 2019 will be bliss too. And I agree with you that it is best to listen to your own inner pilot and not so much to all the, no doubt, well meant advice. I was quite shocked when one of my creative friends with a brick-and-mortar shop told me stories of people coming in for help and then telling her to her face that they were going to order the desired item online as it was so much cheaper... Well, I can now confirm that these things happen to online stores too. And people are equally brazen: they boast of their purchase (from another retailer) on their social media account where I can see it...

meri link

31/12/2018 13:25:36

Sad to read this. Please don't give up teatching embroidery! I thought the on-line courses would result. If I may say you must choose the calendar opportunities. I think over the year there is some months people are not so available with €€ or unoccupied it happens to me in Easter and Christmas and Summer holidays. People who has children in school are much busy in holidays and so on. Sorry for a so long comment.
For me you are a great Artist, go on with your work and all your dreams in The New Year 2019!

31/12/2018 17:26:04

Thank you for your support Meri! It really means the world to me. It is very difficult to get launch times right or the dates for workshops and courses. People are so busy nowadays and embroidery for most is just another hobby. In addition, and please don't be offended, but my customers are to 95% women. And they at large have less money to spend than if my customer base was 50-50 or male dominated. And women tend to put everybody else first before they'll indulge in their favourite past-time.

Joyce Bargh

31/12/2018 18:43:54

I don't think that women on the whole still have less money to spend as an enquiry into what they spend money on (e.g. make up, entertainment tickets, clothes, shoes, handbags and designer goods) it makes me think they spend on what they want most. I love your blog and seeing what you create but fellow embroiderers do seem reluctant to spend money on someone else's work unless they want to learn something new and then there is so much on line to learn from.

Catherine link

31/12/2018 13:45:26

You have certainly had an up and down year! And whilst financially it may have been ‘less than ideal’, you have tried a few new things, and now know what does and doesn’t work to give you focus for the future.
I wish you all the best for the year ahead and I look forward to reading about the pieces for your solo exhibition as you really start to focus on your art.

31/12/2018 17:29:42

Thank you for your support Catherine! Yes, it was a rather mixed year and I really hope next year will be better on the financial side. And I hope that by showing some real numbers, other small creative businesses feel relieved. It can be a bit hard to see all those happy posts on the internet when that's not your reality.

Nancy Anne White

31/12/2018 15:40:36

You are such a wonderful artist! I truly enjoy reading about your journey.

31/12/2018 17:30:36

Thank you for your support Nancy Anne!

Jacqui

31/12/2018 18:25:04

I’m so sorry to hear that you have had a rather sad year Jessica. I don’t know whether you’ve tried this but if you haven’t it might be worth a go. My embroidery guide, inspiration and teacher hosts 2 groups of us once each month. If it was up to me I would go more often, but the groups are so very different. There are up to 10 of us and we pay the equivalent of €30 for a 6 hour day which is far too cheap. We do any type of embroidery or beadwork and sometimes 2or 3 of us will choose to do the same thing. We have gone from a rather reticent group who didn’t know each other to a group of very good friends who get on very well.
I have told you this because it could make a regular income with hardly any outlay and be very enjoyable for all in 2019.
Happy New Year, Jessica x

31/12/2018 18:51:36

Thank you for your support Jacqui! Yes, I did try this for several years in two different formats. I did the Work in Progress Saturdays I wrote about in this blogpost. And I hosted a two-hour stitch session on a wednesday evening once a month for only €5. It was for those women living very locally and who needed help with their stitching for the folk costumes. The €5 was a huge barrier and I ended up with 0-3 women each month. I started with a large group, but was told repeatedly that it should be for free...

31/12/2018 21:58:14

Unfortunately there are some miserable people about!
Here’s to meeting fun and generous people in 2019.

Irene

31/12/2018 21:41:14

Dear Jessica,

Firstly, I really enjoy reading your blog and am sad that you had such a tough year. Your work is beautiful and the fact that people these days want everything for nothing is disgraceful. I think, though, that people have always looked for the best deal and with the internet many more avenues are open.

I agree that you should focus primarily on the things that you want to do. You will enjoy them more/be more enthusiastic and that will almost certainly show. I would advise you to create things that are unique to you, things that scream Jessica Grimm (a la Trish Burr and Hazel Blomkamp), things that people want but can't obtain without you.

At the same time don't give up on things too quickly. It takes time for the word to get around and things may sit on a wish list for some time before they are purchased. For example, I'm very keen to take your Appenzeller course but cannot afford it at present, so it sits on my wish list.

I hate to say it as I am no fan of social media (so far I've avoided it), but not having a presence may, perhaps, be hurting your business. It seems to be a key marketing technique these days, one I have been encouraged to use if/when I embark on a little business of my own.

Wishing you a prosperous and satisfying 2019.
Irene

P.S. The Appenzeller Course might be more appealing if people could choose which monogram to do and use the techniques you demonstrate with the A. Just a thought. Or, perhaps, you could offer some extra materials and a letter of choice transferred for an extra fee.

2/1/2019 17:41:17

Thank you for your thoughts Irene! And I am glad you are thinking of taking the Appenzell course. Unfortunately I can't offer a letter of choice for the Appenzell course. It would mean that I would have to invest in a full set of monogram stencils in a not too-fancy font. You need a very crisp and clear transfer for Appenzell.

3/1/2019 00:22:47

That makes perfect sense.

I wonder, do you have any plans to offer any other Appenzell kits/distance courses? Unfortunately I live too far away (New Zealand) to come and take a class with you.

4/1/2019 15:05:32

I will certainly develop more Appenzell kits and/or online classes if the one now available sells well, Irene.

Jahn Morris Hill

31/12/2018 21:55:52

I am so sorry to hear of your misfortune over the past year. It is very difficult to be appreciated for the time and effort you put into pleasing others.
Yes YES YES focus on your own work, wasn't that why and how you have come this far in what you do. I became very dissatisfied with the whole craft scene, and have decided that I need to be able to take my work into a higher place. In 2018 I began a graduate course in Visual Arts and I am a senior student, I have waited all my life to do something like this and now I am floating with joy at this new direction. I cant wait to be back at school in early February to begin my 2nd year.
Take the step Jessica start doing the work you want to do and get the satisfaction and joy to keep you moving forward in a positive direction for 2019 and beyond. Many blessings

2/1/2019 17:44:09

Thank you very much for your comment Jahn! You really confirmed that I am on the right track. However much I want to, I can't please all. 2019 is going to be me-time :). Good luck with your study and I am sure you will succeed!

Mrs. M.Avril Baxter

1/1/2019 17:23:12

Sorry you have had such a difficult year.I purchased your Schwalm tulip but haven't started it yet because I had projects to finish for Christmas - 2 not finished yet). I hope to start it this week or next.
I love your blogs and hope to meet you at Stratford next year.

2/1/2019 17:45:28

I would love to meet you at Stratford next year Avril! I can then finally put a face to a name :).

Rachel Wright link

1/1/2019 18:52:13

I've noticed that your year has been somewhat tumultuous. I wish I could suggest a way of straightening it all out, but I used to run a small business producing kits, and it all sounded very familiar!

2/1/2019 17:47:15

Oh no! I didn't know you used to do kits. What a shame you had to stop. You make such beautiful and very Rachel-like things. I am sure your kits were pretty unique too. Ah well, let's make some pretty awesome embroidered art in 2019!

Mabel

2/1/2019 11:09:51

Goede morgen Jessica, voor jou en Patrice de beste wensen voor een goed, gezond en creatief 2019.
wij kregen op 1 januari er een kleindochter bij, groot feest.

2/1/2019 17:48:27

Van harte gefeliciteerd Mabel! Wanneer ga haar de eerste naald en draad geven :)?

Ann

3/1/2019 21:00:21

Oh dear, what a difficult 2018, but it does seem to be an oft repeated story. However, very often life is a gambol on the basis of ‘nothing ventured, nothing gained’ or ‘win some, loose some’.

On the same theme, small interest groups are also disappearing, which is another shame.

However, three of the most successful groups I have belonged to over the last eleven years have been groups where like minded people, who then become friends meet and ‘do their own thing’. Two of the groups have a common theme. One is textile art and the other is stumpwork. Whilst the third started as a knitting group called Knit and Knatter and includes knitters, a cross stitcher and a beader. The cost varies from £10 per term to £15 per session, but all very worthwhile.

Hope 2019 will be kinder to you, with very best wishes. I much enjoy you blog, Ann

4/1/2019 15:07:24

Thank you for your support Ann! Those groups sound like a lot of fun :).

Ann Bernard

4/1/2019 16:29:23

Jessica, I commiserate with you on a year that had expectations that were not delivered. The stitching fraternity are fickle, or so it seems to me, unless you are a BIG name. My experience is similar. My books have sold really well considering that the market is specialized and limited. But, I sent one lady a free copy of my ebook as she had been a contributor. It was downloaded 20 times for free using the confidential code. To say I was disgusted is putting it mildly. I do not think that any consumer realizes how much work goes into creativity and the organization required to produce something that is replicable and marketable.
My condolences and I hope the 2019 will be a much better year for you both financially and creatively.
Most importantly, I hope that you will continue to follow your star and have fun doing it.
Happy New Year
Ann

4/1/2019 18:18:32

Thank you for your support Ann! And I am so sorry you were treated that way. Being 'in the business' these past seven or so years, I can confirm that women do seldomly support other women. Especially when money or fame are involved. And that has been a very sad experience for me. The world would be a very different place if we would stick together like men usually do! Let's hope 2019 is a better year for us!

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