The Handwork Studio

Educating our Future Consumers

by Laura Kelly

Walk the tree-lined streets of this cozy Philadelphia suburb on any given weekday afternoon, after the mail has been delivered but before the dinner bells ring, and you’ll likely hear a distinct hum of chatter and activity from one corner, near the point where Narberth Ave. begins to incline.

This is the home of The Handwork Studio, the brainchild of entrepreneur Laura Kelly, who, in 1999, envisioned a corner of the world where moms, kids and community would come together like one of the studio’s luxurious wall-hanging quilts -- one stitch, one minute, one piece at a time.

Then she set out to create it -- the next generation of handwork enthusiasts…knitters, machine and hand sewers, quilters and fashion designers

Not such a crazy idea when you consider the facts. In 2004, the Home Sewing Association’s sewing industry report indicated that most sewers, especially current sewers, learned to sew at a young age (before 10 years old). Lapsed sewers are more likely to have started sewing as a teenager.

“This has been a passion of mine for many years, to bring handwork to kids in a fresh, new, exciting way,” Kelly said.

Presented in a clean, contemporary setting, the studio entices kids to reach into its baskets of wool and bury their arms in shelves of fabric. Jars of knitting needles line the room.

“Kids are lovingly nurtured to develop lifelong skills while at the same time being allowed to have fun. The confidence they build by making beautiful things translates throughout their daily lives,” said Kelly.

No one had developed a program geared specifically for children. They had always been seen as too young, too difficult to work with, or not viewed as a real source of revenue. But Kelly has proven that not only are kids a viable, profitable market but one that is emotionally rewarding as well.

Kelly remembers the specific moment that inspired her pursuit.

“My two children, Devon (now 12) and Ryan (13), were in a private school where handwork was part of the curriculum. When I first saw those children working with their hands in a meaningful, creative way, I cried. It spoke to my heart first as a mother and then as a business woman. The idea came to me, that this is what all children should be doing, and mothers will be glad to pay for it.”

The Handwork Studio was born in the basement of that children’s school. Soon after, Kelly offered classes from her kitchen table and invited neighbors and friends to join.

Parents, she said, were thrilled to have a stress-free, creative, productive, environment for their kids, while the kids, primarily between grades K and 6, were having loads fun creating cool projects for friends and family. They were happy to provide for their children an activity that they didn’t have time to do for themselves, but longed to.

Soon, the kitchen table wasn’t enough. Kelly purchased a vacant storefront in downtown Narberth and moved The Handwork Studio into its own space, promptly expanding the demographic to include a pre-k enrichment program for 4- and 5-year-old students, as well as a fashion program for those who had moved beyond the initial K-6 level, serving those in 7th through 12th-grades.

Now in its sixth year, Kelly estimates that over 200 kids come through The Handwork Studio on a weekly basis. Current classes include quilting, machine sewing, knitting and embroidery and are offered at convenient times that suit students’ schedules. The summer programs scheduled for 2007 are expected to attract at least 460, while birthday parties number between five and 10 per month. With a solid program, a fresh annual curriculum, two camp locations, 12 instructors and a handful of students who are teachers in training, the future is bright.

Said Kelly, “We are bringing needle arts to life in a way that speaks to this new generation, and what we’re seeing is so exciting to watch. We are honored to play a role in the lives of so many children.”

The most important thing to the kids: Choice and self expression. Kelly encourages them to pick rich, lush fabrics and materials and teaches them to embellish and personalize their projects in ways that show the world who they are and that make the make the kids’ eyes pop. It’s an environment that lets them settle in, feel safe and be themselves.

“I like The Handwork Studio because it is lots of fun and the teachers are nice and make things fun instead of saying what to do and then not helping,” said Ophelia, who is 11 years old. “They definitely don’t do that. I love The Handwork Studio!”

This year promises to be a busy one for The Handwork Studio as it launches the first-ever online community dedicated to fostering kids’ interest in needle arts. The site, set for launch this September, will feature downloadable patterns, personal profile pages, project instructions and much more.

“This site will be a wholesome, completely kid-friendly, a worry-free zone for parents, It will be presented to the kids in a cool, hip way that will encourage them to share pictures of projects, or share ideas with other kids from all over the world,” Kelly said. “Our corporate goal is to make Handwork on trend and available to kids everywhere.”

The Handwork Studio, LLC
35 N. Narberth Avenue, Narberth, PA 19072
1-610-660-9600
www.TheHandworkStudio.com
E-mail: Laura@TheHandworkStudio.com

Laura Kelly, who recently taught at the National Needle Arts Association Columbus Tradeshow “The Kids’ Market: Cash Today, Clients Tomorrow” consults with independent retailers on bringing new revenue streams to their shops.

Reprinted from SQE Professional, July 2007