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In this episode, Tori and Andi dig into a topic they've been hearing about from both sides - the relationship between pattern designers and quilt shops. Are they competitors? Partners? Somewhere in between?

They break down the real economics of pattern design (spoiler: a $12 retail pattern doesn't go far at wholesale or distributor pricing), why most designers can't rely on direct-to-consumer sales alone, and what it actually takes to get your patterns into shops and distributors. Tori shares what she's seen at H&H over the past few years - including designers who got turned down multiple times before landing distributor deals - and Andi talks about the importance of having proof of concept before you pitch.

From there, they get into practical strategies for working directly with local quilt shops: matching your patterns to a shop's vibe, offering kits and trunk shows, hosting demo days, and showing up as a true partner (not just someone looking for shelf space). Andi shares her approach to trunk show contracts, and Tori makes the case for why every shop visit should include a reel, a tag, and a social media shoutout - because boosting a shop's digital presence is one of the most valuable things a designer can do.

They also talk about the role of email marketing, why teaching locally builds authority even for your online audience, and what Joann's closing means for the industry's reliance on independent quilt shops.

Whether you're a pattern designer trying to grow your reach or a shop owner wondering how to make these partnerships work, this conversation is packed with ideas you can act on.

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Chapters 

00:00 Bridging the Gap: Quilt Shops and Pattern Designers
04:06 Understanding Business Models: Sales Strategies for Designers
06:46 Building Relationships: Strategies for Working with Quilt Shops
09:42 Creating Value: How Designers Can Support Shops
12:40 Marketing Together: Boosting Visibility for Quilt Shops
15:29 The Importance of Community: Engaging with Local Shops
18:32 Partnerships for Success: Elevating the Quilting Industry

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Co-Hosts:

Tori McElwain @heytori.tech & https://www.heytori.tech/

Andi Stanfield @truebluequilts & https://truebluequilts.com/

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