# How Norma Stark Built Her Longarm Quilting Business—Twice

Norma Stark shares her story of starting—and restarting—a longarm quilting business, with candid advice on building a client base, pricing, and workflow.

Quilting Business Success, Episode 38. Guest: Norma Stark. Source: https://www.youtube.com/watch?v=ljAR0yAg8_k

## From Hobby Quilter to Business Owner

Norma Stark’s journey to starting a longarm quilting business began in 2001, when she took her first quilting class and quickly fell in love with the craft. 'I started in 2001 just loving quilts and decided that I had to take a class,' she recalls. Her first two quilts were hand-quilted, each taking a year to finish, which led her to seek faster methods (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=128s). Norma experimented with domestic machine quilting, using golden treasure papers and tracing designs, but soon realized the limitations of a small throat space (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=158s).

She upgraded to a Baby Lock Crown Jewel on a frame, which was her first experience with a computerized longarm. However, reliability issues and frequent repairs made her rethink her investment. 'It was always having to be repaired. I had a part box because I had to keep replacing parts on it, and it was plastic, so it wasn't the industrial machine that the Gammill is,' she says (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=308s).

The decision to purchase a Gammill Statler in 2016 marked a turning point. Norma explains, 'If I buy this machine, this has to be a business because they're expensive, and I got to pay it off, and I got to make so much a month to make my payments because I financed it' (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=354s). She balanced her new quilting business with a part-time job at a dental office, gradually building her client base and skills before making the leap to full-time quilting.

## Building a Client Base: Teaching, Guilds, and Trust

Norma attributes much of her early business growth to her active involvement in the quilting community. Drawing on her background as a motivational speaker, she reached out to local guilds to offer talks and soon began teaching piecing classes. 'I started reaching out to guilds to maybe speak on different subjects for quilting,' she explains. Teaching not only showcased her technical skills but also built trust with potential clients: 'They trusted me then, because I'm their teacher... and then they would ask me to quilt' (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=470s).

Norma quilted every class sample she made, which became powerful marketing tools. Students would see her work firsthand and ask her to quilt their own projects. This approach helped her establish a steady stream of clients in Texas without relying on traditional advertising. 'Probably my Texas group, a large amount was from my students and getting the word out there then,' she says (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=498s).

She also joined a guild and eventually became its president, further expanding her network. Norma’s story highlights the importance of visibility and personal connection in building a quilting business from the ground up.

## Starting Over: Relocating and Rebuilding in Washington

In 2022, Norma relocated from Texas to Gig Harbor, Washington, and faced the daunting task of rebuilding her business from scratch. 'It is kind of like starting a whole new business,' she admits (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1245s). She sold her Gammill Statler in Texas and purchased a new one after moving, determined to continue quilting as her primary career. Norma’s proactive approach included contacting local guilds, doing trunk shows—about 12 in her first year—and offering classes at three quilt stores. 'I started contacting guilds, and I started doing trunk shows. So, I would go out with all my quilts, and I would do trunk shows, and I probably have done about 12 trunk shows in the area,' she shares (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1128s).

She also invested in a booth at a major quilt expo, handing out business cards and free gifts, and leveraging her teaching background. 'I probably spent more money than I made, but... that trickling effect takes a while,' Norma notes, emphasizing the importance of patience and persistence in a new market (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1292s).

Norma’s dual focus—teaching piecing and offering longarm services—helped her attract students who became quilting clients. She also made use of her 70 class quilt samples to demonstrate her skills. 'Every student that I have says, oh, well, you quilt my quilt, because I saw your class sample, and I like it. So, then I got business from that,' she explains (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1175s).

Despite initial slow weeks, Norma’s efforts paid off. 'Now it's to the point where I'm about two or three weeks out,' she says, describing how her schedule filled up as her reputation grew in her new community (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1197s).

## Workflow and Capacity: Balancing Volume and Turnaround

Norma’s business is built on efficiency, flexibility, and a strong commitment to customer service. She typically completes about 220 quilts per year, a testament to her well-honed workflow (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1343s). 'Now it's to the point where I'm about two or three weeks out,' she shares, reflecting on how her schedule has filled up as her reputation grew (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1197s).

Norma prefers to focus on one quilt at a time, alternating between edge-to-edge and custom work week by week. 'I'm kind of one of those people that I really like to just work on that,' she says, emphasizing her attention to detail (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=790s). Her business mix is about 90% edge-to-edge quilting, with the remainder being custom work: 'I would say 90% of my business is edge to edge, but I also will do custom' (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1014s).

Her work hours are unconventional—often quilting from 6 p.m. to 2 a.m.—which allows her to balance business with family life. 'My go time is usually 6 p.m. to 2 a.m. for the very reason that nobody's calling me, nobody's texting me, nobody, I'm not on my email, so it kind of is my quiet time,' she explains (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=3028s). During the day, she handles errands, teaching, and client meetings, making her business adaptable to her personal life.

Norma’s approach to scheduling is highly accommodating. She doesn’t keep strict business hours and is willing to meet clients at unusual times if needed. 'If somebody says, you know, I'm going to be out of town, can I come and pick my quilt up at midnight, I would probably let them,' she says (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=3089s). She also offers delivery for clients who live farther away, demonstrating her commitment to customer service (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=3107s).

## Pricing: Charging What Your Work is Worth

Norma is clear and confident about her pricing structure, an essential lesson for anyone starting a longarm quilting business. 'Edge to edge is usually always square inch and custom is always by the hour,' she says (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1998s). In Washington, her base rate is 3.5¢ per square inch for edge-to-edge quilting, and $35 per hour for custom work (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2141s). She tracks her hours carefully and advises new quilters to set an hourly rate that feels fair: 'You want to feel good that you put in an eight hour day and you made a good day' (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2114s).

Norma learned from experience not to undervalue her work. 'I used to do it years ago and would be lucky if I got $5 an hour. So I kind of quit doing that,' she recalls (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2040s). She uses a timer to track her custom quilting hours, ensuring that her pricing is both fair to her and transparent to clients (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2048s).

For batting and thread, Norma charges at local store rates and by the bobbin, respectively. She buys batting wholesale and in bulk for the year, typically using Hobbs 80/20 and Heirloom Wool for her projects (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1918s). For thread, she keeps a wide range of colors in stock, focusing on popular neutrals like white, parchment, pearl, wheat, and gray (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=3149s).

Her advice to new business owners is to gradually increase rates as confidence and skill grow, and to always differentiate between the effort involved in edge-to-edge and custom work (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2106s).

## Marketing: Standing Out with Extra Services and Enthusiasm

Norma’s marketing strategy is rooted in offering services that set her apart. She provides binding and labeling services, which many local competitors do not. 'If you can offer something that somebody else doesn't, then they're gonna wanna go to you,' she explains (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1389s). Her decorative stitch binding is so popular that quilt stores have called her to say she 'spoiled' their customers (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1365s).

Norma also believes in keeping clients engaged and excited about their quilts. 'Anytime I'm quilting for anybody, I might do the second row and I'm snapping pictures and sending to them and going, look how beautiful your quilt is,' she says (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2223s). She attaches the chosen thread color to each quilt and documents preferences to ensure a personalized experience (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2357s).

Her outreach extends to social media, a website, and a YouTube channel where she shares piecing tutorials and the occasional Statler training video (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=3534s). Norma’s daughter, who works in marketing, encouraged her to create branded shirts and give away free gifts at expos, further boosting her visibility (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2890s).

Norma’s approach to customer service is to be accommodating, flexible, and genuinely appreciative of every client. She encourages clients to refer friends and always expresses gratitude: 'Thank you for trusting me with your quilt because I know you could have went somewhere else' (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2720s).

## Lessons Learned: Education, Community, and Confidence

For Norma, ongoing education is the foundation of a successful quilting business. 'Education, education, education, learn, learn, just keep trying to learn something new and then challenge yourself to do it,' she urges (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1728s). Norma took advantage of manufacturer training, online resources, and peer learning to master both her machine and the business side of quilting. She emphasizes the importance of practicing with the software and using the machine daily to build confidence and skill (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1533s).

Norma also highlights the value of community. She recommends joining guilds, teaching classes, and participating in local events to build relationships and trust. 'Hanging with quilters is a good one whether you go to the guild or whether you go to the store,' she says (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2586s).

Patience is key, especially during slow periods or when starting over in a new place. Norma advises new business owners to give themselves at least six months to get comfortable with their machine and to be patient as their client base grows (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=3424s).

Finally, she stresses the importance of believing in oneself: 'A lot of it is what you believe for real,' she says, recalling the encouragement she received from family and friends when she made the leap to full-time quilting (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2919s).

## Life as a Quilting Business Owner: Flexibility and Fulfillment

For Norma, the greatest reward of running her own quilting business is the flexibility and joy it brings. 'If you want a flexible schedule and you want a job that really makes you feel good, then quilting business is definitely for you,' she says (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1857s). Being able to attend family events, set her own hours, and bring happiness to her clients are what keep her passionate about her work.

Norma’s business is deeply intertwined with her personal life. She moved to Washington to be closer to her daughter and grandchildren, and her home studio is a hub for both quilting and family activity. 'Now I live close to the grandkids, so there's volleyball, basketball, all kinds of events. So I kind of can take time to go do those things and schedule my people around them,' she explains (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1841s).

Her clients often become friends, and she finds deep satisfaction in the joy her work brings: 'I have the second best job ever, because every quilter that comes through my door goes, oh my gosh, you did an amazing job, I love my quilt, you're doing great, and I just get so much satisfaction out of the joy I bring for others when I do these quilts' (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=633s).

Norma’s story shows that with the right mix of skill, outreach, and perseverance, starting a longarm quilting business is not only possible but deeply rewarding. She encourages others to take the leap, reminding them that the industry still has room for newcomers and that 'there's enough quilting in the world for all of us' (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2781s).

## Key numbers

Every article reports the same metrics. 'unclear' means the guest did not give it.

- Edge-to-edge rate: 3.5 ¢/sq in (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2141s)
- Custom rate: unclear [unclear]
- Queen-size price, edge-to-edge: unclear [unclear]
- Queen-size price, custom: unclear [unclear]
- Average price per quilt: unclear [unclear]
- T-shirt quilt price: unclear [unclear]
- Thread and batting charges: Batting charged at store rates, bought wholesale; thread charged by the bobbin. (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1882s)
- Quilts per year: 220 quilts (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1337s)
- Backlog / waiting list: unclear [unclear]
- Turnaround time: 2–3 weeks (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1194s)
- Time per quilt, edge-to-edge: unclear [unclear]
- Time per quilt, custom: unclear [unclear]
- Edge-to-edge share of work: 90 % (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1014s)
- Mail-in share: unclear [unclear]
- Quilting hours per week: unclear [unclear]
- Hourly rate (stated): $35/hr (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2022s)
- Annual revenue (stated): unclear [unclear]
- Worst year revenue: unclear [unclear]
- Lifetime revenue per machine: unclear [unclear]
- Annual earnings (est.): $69,300 [calculated]
- Effective hourly rate (est.): unclear [unclear]
- Machine (model, throat, table): Gammill Statler Ascend (current); previously Gammill Statler; previously Baby Lock Crown Jewel (computerized) (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=869s)
- Machine cost: unclear [unclear]
- Machine payback (stated): unclear [unclear]
- Machine payback (est.): unclear [unclear]
- Number of machines: 1 (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=790s)
- Studio size: unclear [unclear]
- Years in business: 8 years (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=333s)
- Years quilting: 23 years (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=120s)
- Customers: unclear [unclear]

### What the numbers say

The available figures provide a partial picture of this quilting business’s operations and economics. The business completes about 220 quilts per year (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1337s), with 90% of that work being edge-to-edge quilting (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1014s). The base rate for edge-to-edge quilting is 3.5¢ per square inch (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2141s), and the estimated annual earnings from quilting are $69,300, based on this rate and a typical queen-size quilt size (9,000 sq in) [[calculated]]. However, the average price per quilt and the share of custom work remain unclear, so this earnings estimate should be treated as a rough approximation.

Capacity appears to be defined by a single machine in use at a time (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=790s), with a stated turnaround time of 2–3 weeks (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1194s). This suggests a steady workflow, but without data on hours worked per week or backlog, it’s difficult to assess whether the business is operating at full capacity or has room to grow. Pricing for custom work is stated as $35 per hour (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2022s), but no information is available on typical custom project size, frequency, or total revenue from this segment.

Key figures such as machine cost, payback period, and annual revenue are missing, making it impossible to calculate return on investment or profitability with confidence. The business charges for batting at store rates and thread by the bobbin (https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1882s), but the impact of these charges on overall margins is unclear. In summary, while the business appears to have a stable throughput and a clear pricing structure for its main service, most financial and operational details remain unspecified, limiting deeper analysis.

## Quotes

> I have the second best job ever, because every quilter that comes through my door goes, oh my gosh, you did an amazing job, I love my quilt, you're doing great, and I just get so much satisfaction out of the joy I bring for others when I do these quilts.
> https://www.youtube.com/watch?v=ljAR0yAg8_k&t=633s

> I would say 90% of my business is edge to edge, but I also will do custom.
> https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1014s

> I started contacting guilds, and I started doing trunk shows. So, I would go out with all my quilts, and I would do trunk shows, and I probably have done about 12 trunk shows in the area.
> https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1128s

> My hourly rate for custom is $35 an hour. I want to feel very worth it when I'm done that if I worked eight hours, that I got a paycheck for that time of eight hours.
> https://www.youtube.com/watch?v=ljAR0yAg8_k&t=2022s

> If you want a flexible schedule and you want a job that really makes you feel good, then quilting business is definitely for you.
> https://www.youtube.com/watch?v=ljAR0yAg8_k&t=1855s