Quilting on the Side

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Andi sits down with Carolina Moore — pattern designer, notion inventor, author, and newly minted YouTube Silver Button recipient — for a wide-ranging conversation about what it really takes to build a sustainable quilting business over time. Carolina shares the story behind her ever-expanding product universe (including her brand-new laser cutting venture, Clear Cut Quilts), why she's stepping back from guild lectures, and how an MBA and a lot of spreadsheets helped her make smart, scary business leaps. She also breaks down the math of pattern sales in a way that's genuinely useful for beginners. Tori joins at the end to share her biggest takeaways from the episode.

In this episode, Andi mentions a Revenue Planner. Click here to download it from this episode's Patreon Post. 

Chapters:

00:00 – Introduction 

01:15 – Carolina's business overview: patterns, notions, books & YouTube

03:30 – Adventures with Quilt Advent calendars 

04:30 – Announcing Clear Cut Quilts: a print-on-demand template service

8:00 – Carolina's origin story: from Quilt in a Day at age 12 to quilt shop marketing

16:55 - How patterns and notions work together in Carolina's product ecosystem

20:48 Advice for beginning pattern designers: start slow, build a line, find your super fans

25:00 – Why Carolina stopped doing guild lectures (and why that's okay)

29:05 – Hitting 100K subscribers on YouTube

33:00 – Transitioning from side hustle to full-time business

38:11 – The math of pattern sales: revenue vs. profit explained simply

42:50 – Rapid fire questions

52:02 – Tori & Andi's biggest takeaways from the episode

Find Carolina at:

On Instagram @craftmoore

Her website alwaysexpectmoore.com

On YouTube @CarolinaMoore

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If you want more support with your quilting business, make sure to hit follow.

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Andi has big news—she's releasing Quilting on Video: Your Guide to Grow and Monetize on YouTube, and Tori puts her in the hot seat to talk all things video content.

After seven years and 18,000+ YouTube subscribers, Andi breaks down why YouTube isn't just another platform for quilters—it's one of the few places where your content actually keeps working years later. We talk about:

• Why video matters for quilting businesses (it's visual, it's searchable, it builds real community)
• Specific YouTube strategies for teachers, pattern designers, longarm quilters, and quilt shop owners
• The analytics side (and yes, YouTube's backend is actually friendly to business owners)
• Building an audience through live streams (Wednesday Sew & Chat, anyone?)
• Getting monetized (it's doable, but here's what changed in 2026)
• How Andi found a marketing channel that's actually fun (no more Instagram drag here)

If you've been thinking about YouTube but weren't sure where to start—or if you tried it and let it drop—this episode walks you through the real-world path of someone doing it successfully in the quilting space.

Grab Andi's book: https://truebluequilts.com/videobook/

Chapters 

00:00 Introduction to Andi and her new book on YouTube for quilters
02:49 Why YouTube is ideal for visual crafts like quilting
05:14 Andi’s journey on YouTube since 2019 and her subscriber growth
10:02 Building a Quilting Community Online
11:50 The evolution of YouTube features and analytics for creators
15:02 Using analytics to replicate successful content
20:20 Consistency and monetization
23:25 Advice for different quilting creators on YouTube
29:38 Key tips for beginners to succeed on YouTube
34:48 Where to find Andi’s book 

Want More Quilting Business Content?
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🔗 Grab Andi’s book, Quilting on Video (waitlist) 

🔗 Grab Tori’s book, Workshops Unleashed 

📌 Follow us on Instagram

Co-Hosts:

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

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

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Join the free "Do You Have a Book in You?" Webinar here: https://selfpublishingincubator.com/bookclass 

Meet Kaitlyn Fritsch, the technical editor behind dozens of published quilt patterns and books. In this episode, she walks through exactly what a tech editor does (and why your math is probably fine—it's the spelling that'll get you), how to know if your pattern should be a book, and how much it actually costs to have an expert review your work.

Plus: why finding time to write doesn't require a cabin in the woods, which free software can replace Adobe, and why she's cautious about AI pattern writing. If you've designed a pattern or thought about writing a book, this episode has practical answers.

Don’t miss an episode! Like, comment, and subscribe for more quilting stories, tips, and industry insights.

Connect with Kaitlyn: 

Get your free Style Sheet Guide: https://www.fritschinstitches.com/styleguide 

Website: https://www.fritschinstitches.com/

Instagram: https://www.instagram.com/fritschinstitches/

Substack, Creatively Correct: https://creativelycorrect.substack.com/ 

Chapters:

01:50 Kaitlyn's transition from pattern design to technical editing
04:01 The process of tech editing quilt patterns
07:09 Common questions and concerns of new pattern writers
09:57 Expanding pattern ideas into full-length books
13:07 Tools and software for pattern design and editing
18:59 The importance of mindset and flexibility
23:53 Personal stories of fitting writing into a busy life
30:06 Final advice for pattern designers and authors

37:08 Understanding Pricing and Services
40:46 The Role of AI in Quilting Patterns
46:44 Creative Inspirations and Personal Growth
53:25 The Joy of Quilting and Community Engagement
58:00 The Importance of Support in Creative Industries

Want More Quilting Business Content?
🔗 Join us on Patreon for exclusive perks

🔗 Grab Andi’s book, Quilting on Video (waitlist) 

🔗 Grab Tori’s book, Workshops Unleashed 

📌 Follow us on Instagram

Co-Hosts:

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

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

Support the show

If you want more support with your quilting business, make sure to hit follow.

Send us Fan Mail

Season 7 Premiere: Big Changes, Fresh Start, and Industry Events You Can't Miss

Tori and Andi kick off Season 7 celebrating seven years of real talk about running a quilting business alongside everything else. But this is no ordinary season opener—both hosts are navigating major shifts in their businesses.

Tori's hitting a pivotal moment: her husband just retired from the military after 13 years of moving around. For the first time, she's thinking long-term about staying put, exploring local networking opportunities, and rethinking what staying in one location means for her digital marketing coaching and self-publishing programs. She's also consolidating her entire tech stack onto one platform—a bigger undertaking that might help you reconsider your own setup.

Andi's deep in the trenches finishing her book, Quilting on Video, and shares what that editing process actually feels like (spoiler: it's a lot like seam ripping).

If you teach or sell quilting products, pay attention. QuiltCon 2028 (Phoenix) and FFF Fiber Fabric Festival applications are open through October 1st. Tori and Andi break down the quilting industry shows on the horizon—Crossroads, Road to California, and H+H's shifting footprint—so you can plan your 2024–2025 event strategy.

Whether you're a pattern designer, teacher, longarm quilter, or shop owner, this episode reminds you why the fundamentals of staying connected to your local quilting community still matter—even as your business grows online.

Don’t miss an episode! Like, comment, and subscribe for more quilting stories, tips, and industry insights.

Want More Quilting Business Content?
🔗 Join us on Patreon for exclusive perks

🔗 Grab Andi’s book, Quilting on Video (waitlist)

🔗 Grab Tori’s book, Workshops Unleashed 

📌 Follow us on Instagram

Co-Hosts:

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

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

Support the show

If you want more support with your quilting business, make sure to hit follow.

Send us Fan Mail

Six seasons. Over a hundred episodes. Three years of real talk about building a quilting business on the side — and Tori and Andi are not done yet.

In this Season 6 finale, the co-hosts take a walk down memory lane through what turned out to be their longest season yet — 21 episodes packed with guests, trade show adventures, solo experiments, and more than a few lessons learned the hard way.

They recap the full guest lineup from Season 6: a cross-promotion episode with Brandy Maslowski of Quilter on Fire, mindset and weight loss coaching with Dara Tomasson, a masterclass on summits and email marketing from Jamie Bright, a return visit with Theresa Benson (The AI Quilter) on navigating AI ethically in 2026, self-publishing powerhouse Kathryn LeBlanc, Monika and her Canadian subscription box business Quilt the North, mosaic appliqué artist Cindy of Patterns on the Prairie, and pattern designer Brooke Stambersky of Brooke's Bitchin' Stitches. They also revisit their h+h Americas thread — from booth planning and brochures to the show floor rapid fire episode to the full panel debrief — and reflect on the solo episode format they experimented with this season.

Andi shares a sneak peek at her upcoming book, Quilting on Video, and the hosts close out with honest thoughts on a "Top 40 Quilting Podcasts" nod — and why they're taking it with a grain of salt. 

Need some more help starting a YouTube channel? Grab Andi's No-Fear Filming Checklist here.

Season 7 is coming in August or September. Until then, there are over 100 episodes waiting for you.

Chapters
00:00 Celebrating Three Years of Quilting on the Side
03:04 Highlights from Season Six Guests
06:31 Exploring AI in Quilting with Teresa
08:01 Kathryn LeBlanc: The Multi-Passionate Quilter
09:47 Navigating the Canadian Quilting Business with Monica
10:58 Building a Business Without Social Media: Joyce's Story
12:33 Andi's Journey into YouTube and Book Writing
13:19 Brooke's Bitchin' Stitches: Balancing Business and Life
14:49 H and H Rapid Fire: Insights from the Trade Show
17:37 Diverse Perspectives from the H and H Panel Discussion
20:01 Recapping Season Six and Looking Ahead to Season Seven

Want More Quilting Business Content?
🔗 Join us on Patreon for exclusive perks

🔗 Grab Tori’s book, Workshops Unleashed 

📌 Follow us on Instagram

Co-Hosts:

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

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

Support the show

If you want more support with your quilting business, make sure to hit follow.

Send us Fan Mail

What happens when a tech editor, a marketing coach, and three quilt pattern designers and teachers walk into the h+h americas Trade show? These are five quilting business owners with wildly different game plans — and a lot of honest hindsight.

In this special panel episode, Tori and Andi sit down with three of the friends they spent the week with at h+h Americas in Chicago — Kaitlyn Fritsch of Fritsch in Stitches, Laureen Smith of Tourmaline & Thyme Quilts, and Brooke Stambersky of Brooke's Bitchin' Stitches — to recap what the show was actually like, mistakes and all.

The prep stories alone run the full spectrum: Tori planned a full year out for a $2,500 booth, while Kaitlyn decided to go just two weeks before and scrambled through business-card drama to make it happen. From there, the group digs into what they did on the floor, how they're handling follow-up now that they're home (spoiler: a marketing coach admits she forgot to collect contact info), and the moments that made it all worth it - from Laureen getting stopped by a quilting-world celebrity to Brooke's big fangirl moment.

They don't sugarcoat the hard parts either: the overwhelm, the exhaustion, an unkind vendor, and the honest question every side-hustler eventually has to ask — is this a business investment, or just a really expensive hobby? If you've ever wondered whether a show like h+h is worth your time and money, this conversation will help you decide.

Guests:

Kaitlyn from Fritsch in Stitches 

Laureen from Tourmaline & Thyme Quilts 

Brooke from Brooke's Bitchin' Stitches 

Chapters
00:00 Introduction and Panelist Introductions
02:31 Preparation for H & H: Different Approaches
09:16 Experiences at H & H: Strategies and Insights
28:50 The Importance of Follow-Up and Networking
32:40 Navigating Post-Event Overwhelm
41:17 Strategies for Effective Follow-Up
44:39 Lessons Learned from Mistakes
45:40 Highs and Lows of the Experience
01:01:21 Reflections on Value and Future Plans

Want More Quilting Business Content?
🔗 Join us on Patreon for exclusive perks

🔗 Grab Tori’s book, Workshops Unleashed 

📌 Follow us on Instagram

Co-Hosts:

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

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

Support the show

If you want more support with your quilting business, make sure to hit follow.

Send us Fan Mail

h+h Americas is a huge fabric and fiber arts industry trade show. Andi and Tori spent the week in Chicago and met a bunch of amazing people! In this episode, Andi walks the show floor and asks a variety of attendees about their experience. Meet longarm quilters, pattern writers, tech editors and fabric desigers. We hope you enjoy this peek behind the scenes. 

Did you hear that the Self-Publishing Incubator is open? Click here for more information. 

Guests:

Barbie from The Quilting Mill

Ann from The Crafty Moose

Kaitlyn from Fritsch in Stitches

Tori from Self-Publishing Incubator

Christa from Christa Quilts

Sammy from Sonder Quilt Studio

Laura from Slice of Pi

Terri from Lizard Creek Quilting

Beverly from Flamingo Toes

Chapters:

0:00 Introduction

01:03 Barbie

06:26 Ann

14:38 Kaitlyn 

18:47 Tori 

20:31 Christa 

23:58 Sammy 

26:01 Laura

28:47 Terri

30:44 Beverly

Want More Quilting Business Content?
🔗 Join us on Patreon for exclusive perks

🔗 Grab Tori’s book, Workshops Unleashed 

📌 Follow us on Instagram

Co-Hosts:

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

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

Support the show

If you want more support with your quilting business, make sure to hit follow.

Send us Fan Mail

What if the best marketing strategy for your pattern business had nothing to do with Instagram? Brooke Stambersky of Brooke's Bitchin' Stitches started her entire quilting business the old-fashioned way - walking into quilt shops, showing up in person, and letting her passion do the talking. Just relationships, discipline, and a really good pixelated Michigan quilt.

In this episode, Tori sits down with Brooke Stambersky of Brooke's Bitichin' Stitches to hear how a doodle on grid paper became a five-year, 50-state pattern series — and what it actually takes to see a project that big all the way through. They talk about how Brooke pitched quilt shops on her very first pattern with zero sales experience, why her Jeep-themed pattern Duck Duck Beep became her bestseller, and how she kept her business running smoothly through a cross-country move from North Carolina to Michigan.

Brooke is a mechanical engineer and project manager by trade, and it shows. She breaks down how she plans her months, balances a full-time career with a side business, and built systems that let her show up for customers even when life got chaotic. If you've ever wondered whether you need to master social media before you can grow a real pattern business, Brooke's answer might surprise you.

Don't miss an episode! Like, comment, and subscribe for more quilting stories, tips, and industry insights.

Chapters

00:00 The Journey Begins: Discovering Quilting
10:06 From Hobby to Business: The Transition
18:10 Building a Brand: The Michigan Quilt and Beyond
27:53 Marketing Strategies: Grassroots and Personal Connections
34:58 The Power of Visibility in Pattern Design
40:02 Navigating the Quilt Shop Landscape
41:04 Balancing a Full-Time Job and a Side Business
45:32 Managing a Business During a Major Move
52:44 Engaging Customers Through Open Communication
55:55 Exciting Future Plans and Events

Connect with Brooke:

Brooke's Bitchin' Stitches Website

Brooke on Instagram 

Brooke on Facebook

Want More Quilting Business Content?
🔗 Join us on Patreon for exclusive perks

🔗 Grab Tori’s book, Workshops Unleashed 

📌 Follow us on Instagram

Co-Hosts:

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

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

Support the show

If you want more support with your quilting business, make sure to hit follow.

Send us Fan Mail

Andi flies solo this episode to share why YouTube has been her go-to social media platform for the past two years — and why she thinks it should be on every quilting business owner's radar. From the nuts and bolts of monetization requirements to the surprising longevity of a single well-timed video, she breaks down what's actually working for her channel. She also gets real about viral content, keyword strategy, and why chasing trends is a trap. 

Don't miss an episode! Like, comment, and subscribe for more quilting stories, tips, and industry insights.

Chapters:

00:00 – Our new podcast format 

01:15 – YouTube as a primary social media strategy 

02:30 – The case for live streaming (and why authenticity wins) 

04:45 – Building community through live chat 

05:42 – YouTube monetization explained

07:45 – Content ideas: quilt-alongs and "Stitch Story" videos 

08:04 – Why 8+ minute videos matter for ad revenue

12:39 – Viral videos: luck, trends, and Andi's first viral moment 

15:18 – Andi's biggest earner: the strip set video 

19:10 – Resources: Join the fun in our Discord community

Need some more help starting a YouTube channel?

Grab the No-Fear Filming Checklist here.

Want More Quilting Business Content?
🔗 Join us on Patreon for exclusive perks

🔗 Grab Tori’s book, Workshops Unleashed 

📌 Follow us on Instagram

Co-Hosts:

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

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

Support the show

If you want more support with your quilting business, make sure to hit follow.

Send us Fan Mail

What do you do when distributors keep saying no and social media isn't getting your patterns in front of the right people? In this solo episode, Tori shares the story of Joyce - a pattern designer and client who built a growing pattern business by going straight to quilt shops with smart research, personalized outreach, and a willingness to put the actual product in people's hands.

Tori walks through Joyce's step-by-step approach: how she researched shops by studying what they featured (not just what they sold), wrote short introductory emails that led with value instead of credentials, sent full pattern sample packs rather than just cover photos, and built real relationships with shop owners at trade shows and in person. Tori also breaks down the three tiers of pricing — retail, wholesale, and distributor - and why understanding the math matters before you pitch.

This episode is especially for newer pattern designers in their first couple of years who are hearing "not yet" from distributors or struggling to gain traction on social media. If that's you, this is a reminder that there's a proven path forward — and it starts with doing the homework most people skip.

This is the first of our new solo episodes! If you like this format, click the Fan Mail button below and let us know.

Companion Blog post — Tori's written companion post with Joyce's email templates and outreach tips.

Connect with Joyce at JMinnis Designs: https://www.jminnisdesigns.com/ 

Don't miss an episode! Like, comment, and subscribe for more quilting stories, tips, and industry insights.

Chapters

00:00 Introduction to Solo Episodes
02:00 Marketing Strategies for Pattern Designers
03:57 Joyce's Journey: Overcoming Challenges
06:16 Research: The Key to Success
10:35 Crafting Effective Outreach Emails
16:40 Building Relationships and Personalization
19:55 Understanding Pricing Strategies

Want More Quilting Business Content?
🔗 Join us on Patreon for exclusive perks

🔗 Grab Tori’s book, Workshops Unleashed 

📌 Follow us on Instagram

Co-Hosts:

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

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

Support the show

If you want more support with your quilting business, make sure to hit follow.