Home sewing rockets ‘off the charts’ during pandemic
ST. LOUIS COUNTY, Mo. — Margaret Reynolds’ sewing output has come in waves. As a new mom, she made color-coordinated T-shirts for her three boys. When she retired, she sewed dresses for her granddaughters. And during last spring’s shutdown, Reynolds, 77, dug out her machine once again, fashioning reversible masks in florals, checks and polka dots.
She gave “gobs” to friends and family, then moved on to pajama bottoms for her grandkids and pillow covers for her sister.
“It does take a lot of time to sew and figure out patterns,” she said. “It’s good for the old brain.”
During long days at home, new and old sewers alike have discovered — or rediscovered — an enthusiasm for stitching, quilting and embroidery. And that newfound interest has swelled demand in every corner of the industry. Machines, especially midrange models, have been hard to find. The wait list for repair work can be long. Store shelves are bereft of fabric.
It’s a dramatic shift after years of steady decline. More young people, and more men, are learning their way around a presser foot and bobbin. Mask-making has been the face of the revival, but shop owners and hobbyists say innovations such as online flash sales and mail-order projects, plus throwbacks like cooperative learning spaces, will extend the trend beyond a pandemic pastime.
Kelly Nicks, owner of St. Louis retailer O’Sewpersonal, decided to try what she thought would be a monthly Facebook Live fabric sale in June. It quickly became a standing Monday night event.
“We’ve had to change our business plan,” said Nicks. Five employees do nothing but fulfill Facebook orders, in the space that used to be set aside for classes.
At Jackman’s Fabrics in Creve Coeur, younger sewers, more comfortable with technology, have been looking for computerized machines to add monograms or customizations to their projects.
“They have a totally different aesthetic, and it really moves the industry along,” said store manager Chris Dodson.
Masks drive trend
Tacony Corp. supplies Baby Lock sewing machines to 500 retailers across the United States. Jeff Fuller, vice president of marketing there, can pinpoint the day when the industry ignited.
On the first Friday in April, the Centers for Disease Control and Prevention recommended face coverings to stem the spread of coronavirus. By the time Fuller got to work that Monday, some of his stores had completely sold out.
“It was the inflection point in the industry,” said Fuller.
Demand spiked to almost 10 times normal. Back orders took months to fulfill.
Fuller expects growth to continue over the next couple of years, with mask-making replaced by upcycling of secondhand garments, quilting projects, personalized embroidery and costume-making.
“When the world around you becomes uncertain, people turn to home-based projects,” he said.
Fuller learned to sew, too. His first effort was a pair of yoga pants. He said he sewed two left legs on the initial go.
Sue Buerklepulled her grandmother’s machine, circa 1961, from the closet in the spring. The electrical cord was on the fritz, and the thread tension was off. Buerkle took the Singer Slant-O-Matic — nicknamed Elroy for its resemblance to “The Jetsons” cartoon decor — to Just Sew repair shop.
Will McDonald started his one-man operation in a Richmond Heights basement about a decade ago, after tinkering with his mom’s machines while she worked on dance costumes for his sister.
“He just listens to it,” said Buerkle. “He’s like a doctor.”
Soon, Elroy was humming again, becom
“When the world around you becomes uncertain, people turn to home-based projects.” —Jeff Fuller