Specialty Fabrics Review January 2022 - 48

[ MARKETS ] PRODUCT TRENDS
upholstery
 Custom cushions created
by Patricia Wallace of
Bear Paw Custom Design
contribute to the warm,
relaxing feel in the salon of
this boat. Photo: Bear Paw
Custom Design.
Good gossip
While satisfied customers
are small upholsterers' best
publicity, digital marketing
strategies can also help
garner attention.
by Julie Swiler
W
HAT'S THE BEST WAY TO MARKET YOUR SMALL
upholstery shop? It comes down to one simple concept,
" word of mouth. " It doesn't matter whether your shop is
in Arizona, New Hampshire or New Zealand, the approach doesn't
change-reputation is the most significant factor in growing a
successful business.
" What works is some guy talking to his buddy in front of his
garage when they're having a beer, " says Vorei Frost Reeves, owner
of In Stitches Customs, Lake Havasu City, Ariz. " Word of mouth is
its own machine and will continue to happen provided we continue
to do good work. "
In the popular vacation community of Lake Havasu City, boats
are built for high-speed fun. Their owners like them flashy, which
means a high demand for the kind of custom upholstery work In
Stitches Customs provides. Upholstery is just one of the company's
services. It also does biminis, boat covers, carpet, convertible tops,
stereo systems, and metal and fiberglass fabrication. The company,
which recently expanded to Hurricane, Utah, has four employees
in addition to Frost Reeves and her husband, Jason.
When Frost Reeves started her business in 2000, her best
advertisement was her own boat, which she custom upholstered.
She and her husband would take the boat out, meet up with other
boaters, and, invariably, the subject of who did their interior came
48 SPECIALTY FABRICS REVIEW / January 2022

Specialty Fabrics Review January 2022

Table of Contents for the Digital Edition of Specialty Fabrics Review January 2022

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Specialty Fabrics Review January 2022 - Cover2
Specialty Fabrics Review January 2022 - 1
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Specialty Fabrics Review January 2022 - Cover3
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