Business Spotlight: Springfield Sewing Center

Mabel Hutchins and Lulla Hemby watch intently as Linda Herndon, manager of the Springfield Sewing Center, puts a Husqvarna Viking Designer I through its paces. The machine, like many others in the store, is computerized, and 700 different types of stitches are stored in its memory.

"In this business, if you don't demonstrate, you don't sell," said Herndon.

Sewing machines have changed a great deal since owners Lin and Evelyn Scott started Springfield Sewing Center in 1985.

The Scotts, who live in Fort Smith, Ark., hired Herndon in 1993, and she's been overseeing operations ever since. During the past nine years, Herndon has worked hard to keep pace with many industry changes and watched as computerized electronics transformed the age-old art of sewing.

"It used to be that you could go out and buy a sewing machine and use it for the rest of your life," said Herndon. "A lot of people still do that, but many of our customers will upgrade to a new machine every three to five years. You have to, almost, because the machines are computerized now, and they change so much."

Indeed, those who haven't bought a sewing machine recently might be shocked by the advanced capabilities of today's machines. Many sewing and embroidery machines have a built-in floppy disk drive or can be linked to a personal computer. This allows the user to upload patterns and images to the sewing or embroidery machine.

The sewing and embroidery machines themselves also are impressive. Some, such as the Husqvarna Designer I, have a color touch screen, which allows the user to see an embroidery image in full color before the machine starts sewing it. The machine also allows users to combine designs onscreen, sews images independently, which allows for hands-free sewing, and even cuts the thread when the user is finished.

Springfield Sewing Center stocks a wide variety of computerized design kits. These kits help users with everything from home decorating to quilting projects. The store also stocks a wide variety of machine parts, thread and other sewing and embroidery supplies.

Machine sales, however, account for most of the store's business. Springfield Sewing Center stocks Husqvarna Viking, White, Janome, New Home and Singer machines that range in price from $189 to $6,500, with the average customer spending approximately $300 on a machine, Herndon said.

Herndon said that selling Husqvarna Viking, which she believes is the leading machine brand in the sewing industry, has helped give Springfield Sewing Center a leg up on the competition. She also believes the store's commitment to customer service has helped distinguish the business.

"I think one of the things that makes us stand out is the support we offer our customers," said Herndon.

Part of that support sees Springfield Sewing Center hold sewing classes, which allow area seamstresses to learn more about the features and advanced capabilities of their machine. These classes are free to those who have purchased a machine at the store. Those who haven't purchased a machine are charged $5 per class.

Springfield Sewing Center holds a wide variety of classes for those who have purchased a Janome, Singer or Husqvarna Viking sewing machine. The store also holds several specialized classes for those who want to learn how to use a serger sewing machine, gain knowledge about stabilizer products or learn quilting. Two other specialized classes are geared toward children and adults who are learning how to sew.

Recently, Springfield Sewing Center moved into a larger retail space at 2636 S. Glenstone, just two doors down from its former location in the Brentwood Center. The move not only has allowed the store to stock and display more inventory, it also has provided the space needed for a dedicated classroom.

"Our customers wanted more classroom space, so we gave it to them," said Herndon. "Our classes have been filled since our move, and we now have waiting lists."

Another service provided by Springfield Sewing Center sees two technicians do repair work on customers' machines. Although most individual customers' repairs are made within the store, Springfield Sewing Center also offers onsite service to its commercial customers, which include many area schools.

"We believe in doing our best and giving our best," said Herndon. "Customer satisfaction is always first here. We have a large, loyal customer base, which leads to many referrals. Our customers know we care about them."

To help keep customers informed, the store publishes a quarterly newsletter called "Sew It." The newsletter contains information about upcoming sewing classes and the latest machines and products available at the store.

The store was recognized as being one of the top 10 companies in the United States for sales of Husqvarna Viking and Janome sewing machines in 2001, Herndon said.