Candice Wagener
A new, larger store means the Electric Needle can stock more fabrics by the yard.
In a year that has seen the closing of Stitcher’s Crossing, Hancock Fabrics and the Sewcial Lounge, it may seem like a rogue move for a sewing store to expand. But that’s exactly what Jen Mulder, owner of the Electric Needle, has done. She sees it as a way to serve the patrons of those stores as well as offer more to her regulars.
It all started a few years ago at a Jo-Ann Fabric store as Jen and her husband, Jay, waited in line to get some calico cut. Jay noticed machines on sale and suggested she buy a new one.
“I had a $150 cheapie that made me curse like a sailor every time I had to sew,” says Jen.
A fellow shopper recommended investing in a Viking or Pfaff — but to purchase it at a dealer because of the support they offer. Back at home, while Jen laid out her pattern and fabric, Jay hopped online and found a Pfaff dealer in Oakfield, Wisconsin — an hour and 15 minutes away.
It happened that Pfaff was looking for a dealer in Madison and the Mulders were looking for a business opportunity. The Electric Needle opened in January 2010 in a tiny Market Square storefront. There they primarily sold and serviced Pfaffs and offered a small selection of fabric as well as a few classes.
Since their move this summer to the bigger space at 4281 W. Beltline Highway, the Mulders have a dedicated classroom space with a utility sink for dyeing classes and have added Viking machines and tripled the amount of fabric they carry.
The Electric Needle offers a wide variety of classes for beginner to intermediate sewers. Project-based classes involve creating something fun like a superhero cape or a table runner from start to finish, extremely helpful if you run into questions or problems. There are also more social meetups like “Sit & Sew” and “Sew & Tell,” perfect for sharing projects and casual peer support.
The Kids Can Sew program continues to be popular, as does Sewing Machine 101 and Beginning Sewing 101. “That’s great, because it means new people sewing,” says Jen.
The additional space also means they can offer more intermediate classes on embroidery, smocking and quilting techniques.
Because so many of the store’s customers are quilters, the main fabric stock is quilting cottons — but these can also be used for bags, clothes and home decor projects that don’t require a heavy weight. Jen consults her customers on what types of fabric to order, but her penchant for bright colors is also apparent. She stocks every color in the solids line of Kona Cotton by Robert Kaufman, which she chose for its nontoxicity. Come this fall, the store will carry a line of organic cotton geared towards babies and children, with a class aimed at sewing kids’ gear as well.
An Accuquilt machine on site die-cuts fabric into exact sizes and shapes, ideal for quilt squares and applique pieces. The machine is not currently available to rent, but the shop holds classes taught by a certified Accuquilt instructor. The Electric Needle will continue to rent time on its long-arm and mid-arm Pfaff machines, useful for quilters, as well as provide support for quilting projects.
“If it’s someone’s first quilt,” says Jen, “it’s helpful to have someone guide you through the process.”
The Electric Needle 4281 West Beltline Hwy., Madison, 608-422-5449, electric-needle.com
