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Business Best Practices: Are You Ready for Your Close-up?

Posted By Administration, Wednesday, February 12, 2014

The mother-and-daughter duo of Sherry Cody and Bonnie Varney, co-owners of Needlepoint This! in Dallas, recently appeared on a local TV show called Good Morning Texas. (The segment is available online here.)


After a commercial break, Bonnie was able to demonstrate a basic ribbon embroidery stitch (available for viewing here).


Sherry and Bonnie agreed to a Q&A with TNNA to share their experience with fellow members:

TNNA: Congratulations on becoming TV celebs! How did this on-air appearance come to be?

NT: Thanks! One of our customers, Shannon Powell Hart, works for Good Morning Texas. The producers from the show had been brainstorming segments, and the topic of needlepoint came up. They realized they had never featured a needlepoint shop before, and because Shannon knows us, she called and asked whether we would be interested. Naturally, we said yes.


TNNA: How long of a process was it from the initial "Sure, we can do a segment" to the actual airing?

NT: Not long at all. They contacted us on a Thursday afternoon, and we appeared on the show the following Monday morning.


TNNA: How did you decide on what to say, and even on what to bring down to the TV studio?

NT: We tried to feature a variety of artists, threads, stitching techniques and finishing options. Most of what we brought were our samples from the store, but we also asked customers and friends to help us out. We did try to prepare what to say but — live TV! — we did end up answering many questions off the top of our heads. 


TNNA: What has the response been like?

NT: We have had quite a few phone calls, and new Facebook friends. The yellow Voila! bag with the Zecca strap we featured (pictured below) has been especially popular. Hopefully it continues to boost not just our business, but business for the shops across the country.


TNNA: Looking back on the process, do you have any advice for your fellow association members interested in doing something similar in their local market?

NT: As long as you feel comfortable in front of the camera, go for it! If you don't think as quickly on your feet, maybe try for a pre-taped segment instead of a live shoot.

It has been so nice to hear, not just from our customers (old and new), but from other retailers and designers, that people have enjoyed the segment or learned something new. It was a fun experience that we would encourage anyone to go for if they have the chance!


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Tags:  advertising  business  counted thread  craft  Dallas  embroidery  marketing  merchandising  needlearts  needlepoint  needlework  outreach  retail  stitching  The National NeedleArts Association  TNNA  TV 

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