 They also realised their 70-year-old mothers knew each other at Glen Iris Primary School. It's a small world but the women lived in faraway suburbs and would probably never have met had it not been for the craft blogs – their own and others – which form a virtual global sewing bee and which have forged countless connections amongst crafters. "It was destiny," says Louise.
Not long after their first get-together, Cathy and Louise were both offered part-time jobs at amitié so were able to see each other every week as they helped customers and built in-store displays. The fast-growing friendship, the inspiring work environment and the growing requests for sewing advice and patterns for their work eventually spurred the two women to go into business together, designing and selling basic sewing patterns. They called their business Audrey and Maude, after two street signs that, joined together, offered the retro feel they wanted.
"We recognised a gap in the market for easy patterns that anyone can try," says Louise. "We realised people don't know how to do very basic sewing. Nobody is taught to sew by their mothers anymore. Ours is straight line sewing."
The Audrey and Maude pattern range includes soft toys [Edward/Eloise the elephant is a stand-out, and the new sausage dog Poppie, her puppies and dog bed are adorable], bunting, pillows and, of course, aprons. Patterns, which retail for $15, are sold at amitié and on Retro Mummy.
It was at Melbourne’s Stitches and Craft Show in March this year that the women realised they were onto something special. They displayed their simple patterns and finished items on Living Creatively's stand and they attracted interest and admiration from crowds of crafters.
"The show was fantastic. We saw how much people loved our stuff," says Cathy. Indeed, a few months later when amitié owner Jenny Kingwell – an enthusiastic supporter of Cathy and Louise – exhibited at a craft show in Perth, she quickly sold out of the 30-odd elephant patterns she took with her.
In the future, Cathy and Louise plan to introduce patterns for children's clothing, including ultra-sweet bloomers, home decorating accessories like pyjama bags, handbags and quilts with simple embroidery and appliqué ideas. Also classes – a passion for Louise who wants to teach the next generation how to sew – and, eventually, patterns for intermediate and advanced sewers.
"We aim to provide a range of simple but contemporary sewing patterns that people can make easily in their own style. But the range is going to just keep growing. We have been approached by a couple of secondary schools, for Year 9 students, and now we're thinking about how to take the sewing patterns into schools more widely. And we would really love to publish a book. There are not enough hours in the day for what we plan," says Louise.
Adds Cathy, "I have never been so sure of anything in my life. With this, it is going to work. Sewing and handcrafts are increasingly seen as valuable. It's important to be able to sit quietly and knit. Especially in the computerised age we're in, this down-time with craft gives you a chance to create, to feel and touch, to learn about and understand hand crafts."
Last time we looked at Cathy’s blog and Louise’s blog, just before going to press, the two crafty friends had held their first children's sewing class at amitié. In photographs, a group of eight young girls – the next generation of sewers Louise talks about – hold up purses they’ve made and they look very pleased with themselves – and the pink cupcakes and pink meringues for afternoon tea.
And so from the World Wide Web has come a firm friendship and an exciting new business venture. Also, eight more girls can sew now that couldn’t before. Now that's a happy ending.
By Carolyn Ford |
