NEW BROTHER DEALER RISES ABOVE COMPETITION BY THINKING OUT OF THE BOX

With over 40 years of experience in the industry, Steve knows a thing or two about building a successful

business. As a teenager, he began working side-by-side with his father, where he learned every aspect

of the business – from repair and maintenance to sales and marketing. But it wasn’t until about two

years ago when he opened The Sewing Shop with his wife Holly that he took a different approach to the

business.

“Being a Brother dealer opened my eyes to a new world of sewing,” Steve said. “It’s so much more than

that. Brother technology has set the industry bar and we wanted to be a part of that excitement.”

Not being the only game in town, Steve and Holly said it’s important to stand out among their

competition. “You can’t always count on customers walking through your doors,” Steve said. “Sometimes

you have to bring the products to them.” Steve and Holly have done just that by bringing the hottest

Brother machines to popular events in their area. “It’s all about creating excitement and getting the word

out. Sometimes what you do outside of your shop is just as important as what you do in it.”

"It’s so much more than that. Brother technology

has set the industry bar and we wanted to be a part of

that excitement."- Steve Cobb

Thinking outside the box has set the pace for Steve and Holly Cobb, owners

of The Sewing Shop, an Authorized Brother dealer in Shreveport, Louisiana.

19SDTA NEWS April 2018 | SQE Professional™

Holly recalls one event that became a game changer

in their business. She said she and Steve decided to

be a part of a large comic book convention that was

held in Louisiana after a young woman came into

the shop, looking to sew her own costume. “It was

a light bulb moment for me,” Holly said. “I saw an

opportunity outside the shop to showcase the best

Brother machines for this niche market – and it was a

hit!” They secured a booth at the convention and held

demonstrations on their top-selling machines, which

included the Entrepreneur 6-Plus PR670E six-needle

home embroidery machine, THE Dream Machine 2

Innov-ís XV8550D combination sewing, quilting and

crafting machine, and the revolutionary ScanNCut2

CM650W home and hobby cutting machine.

“We stitched out superhero patches right before their

eyes,” Holly said. “Today’s tech-savvy kids were blown

away by the Brother technology. They were seeing

capabilities they never knew were possible.” Holly

and Steve said their booth was buzzing with so much

excitement that the local news covered their story.

“We were thrilled to see the younger generation take

an interest in sewing,” Holly said. “The comic book

convention fueled a flurry of new customers to our

shop.”

Following their success at the convention, Steve

approached Holly about getting a booth at a premier

custom car show geared toward car enthusiasts. Excited

that they could tap into the custom car market, they

brought the same trio of Brother machines, hoping to

get some creative motors running. “We were blown

away by the success at the car show,” Steve said. “The

men saw how easily Brother machines could custom

embroider headrests and door panels for their cars,” he

explained. “We sparked so much interest, we even sold

an Entrepreneur 6-Plus PR670E on the spot!” As holly

concluded: “Participating in outside events is a great

opportunity for us to show off Brother technology to

those who may never be exposed to it".

When it comes to building their business, Steve and

Holly have developed a winning formula to boosting

sales. “Just as participating in outside events is a great

marketing strategy for future sales, in-house events are

just as important for selling machines in the store,” said

Steve and Holly. They believe The Sewing Shop is not

your typical sewing store. “We have a lot of competition

in the area, so we need to stand out,” Steve said. He

went on to explain how they have an extremely diverse

clientele and their shop reflects that aura. “Our shop

has an artsy, creative feel,” said Holly. “Our staff is

wonderful and each one of them shines with their own

unique personality that appeals to every one of our

customers. We make them feel at home.”

“I saw an opportunity outside the shop to showcase the best Brother machines for this niche market – and it was a hit!”- Holly Cobb

20 SDTA NEWS April 2018 | SQE Professional™

The Sewing Shop is big on education and offers a

range of classes, which include kid’s sewing, Traditional

Quilt Block of the Month, ScanNCut, and select

classes inspired by online inspiration boards. Last

summer, they held their first kid’s summer camp, where

the children made an outfit and then modeled it at

an end-of-summer fashion show. “We love seeing

the younger generation embrace their creativity and

learn the craft,” Steve said. “Sewing isn’t what it used

to be. It’s not a necessity anymore. Today, it’s more of

a hobby and a luxury. And Brother machines make it

all happen.” Steve claims the affordability of Brother

machines makes all the difference when it comes

to kids who want to learn how to sew. He said most

of their younger sewers start out with a beginner

machine, but The Sewing Shop offers a one-year

buy-back trade-in policy, so kids can upgrade to a new

Brother machine as their skills advance.

Holly explained how she loves introducing her

customers to the Brother line of machines – especially

those customers who may be a bit intimidated by

sewing. “I never sewed a stitch in my life until Steve

showed me a few years ago,” Holly confessed.

“Brother machines are so easy to use. The first day, I

monogrammed 40 shirts. I tell my customers, ‘If I can

do it, then you can do it, too.’”

Part of The Sewing Shop’s charm and success stems

from Southern hospitality, genuine fellowship, and

giving back to its community. Steve and Holly are

passionate about treating their customers with

respect. The shop’s warm and welcoming atmosphere,

as well as the ‘no-pressure’ sales approach, has won

over countless customers. Steve and Holly take their

kindness one step further by organizing a quilting

effort to donate quilts to premature babies in local

hospitals. “Anyone can join us to make quilts for the

babies,” Holly said. “We provide the kits and Brother

sewing machines. All we need is the work of loving

hands to put them all together.”

As a new Brother dealer, Steve and Holly said they

are excited for their future. “The technology behind

Brother machines is unsurpassed and is by far the best

on the market today,” Steve stated. “We are proud

to be new members of the Brother family and believe

our new relationship with the company has set us on a

path of success.”