Starting a Longarm Quilting Business: Insights from Vivs Laliberte & Russ Lee

Starting a Longarm Quilting Business: The First Steps

For anyone considering starting a longarm quilting business, Vivs Laliberte and Russ Lee’s story offers a grounded roadmap. Their journey began in Southern California, just six miles from Disneyland, where Vivs transitioned from hand quilting to machine quilting in 1999. “I’ve been sewing and quilting since I was almost 10… we’re looking at 58 years of sewing and quilting. I’ve been long arming for others since late 1999”.2:20

The initial leap was driven by the physical demands of hand quilting and the opportunity to serve others: “This takes the strain and stress off my hands because I would hand quilt… Hand quilting for anyone who doesn’t know is extremely slow”.4:33 Vivs and Russ’s first longarm was acquired secondhand from a local fabric shop, and they quickly found themselves quilting for customers from the very beginning. “We had the, I think there’s 12 basic patterns that were with the machine. Paper pantographs? Paper pantographs. Didn’t even have a laser light. We had a little metal pointer that hovered over the table”.5:22

The business grew organically as they moved locations and responded to customer needs. When the fabric shop where they started closed, they opened their own shop and saw their annual quilt volume double from about 100 to nearly 200 quilts a year.9:36 This early growth was fueled by word of mouth and a commitment to matching pantograph designs to the customer’s vision for their quilt: “That’s one thing that we pride ourselves on is making sure that the pantograph or the quilt design goes with the idea and thought that the piecer had for her quilt, his or her quilt”.10:04

Choosing and Upgrading Equipment: Lessons from Three Machines

Equipment decisions shape the backbone of any quilting business. Vivs and Russ started with a secondhand Gammill machine, then upgraded to a 1991 Gammill green machine with a 14-foot steel table, which allowed them to expand their pattern width from 6 inches to 16 inches.9:13 The green machine, described as a ‘proof of concept,’ introduced them to the importance of machine standardization and reliability: “That machine was an important step in the development of the machine that we have today… it was kind of the, I don’t know if prototype is the right word, but… they wanted to have a cast aluminum body so that each machine would be with interchangeable parts”.7:05

Their next major upgrade came about six years later, when they purchased a Classic Plus with stitch regulation—an innovation that made a significant difference in their workflow. “It was stitch regulated. It had the gamble plates, the design plates… At this point, stitch regulation was a new thing for you, huh? Oh, yes”.15:15 Vivs recalls the creative solutions they used before this upgrade, such as making a ruler plate out of a plastic ruler and duct tape.15:46

The most recent leap was in 2021, when they invested in a brand-new Statler and upgraded their older machine to computerized operation. This decision was made possible by a new job that increased their household income, but it also reflected the need to keep up with demand and reduce physical strain: “We have a 1991, a 2001 and a 2021… these three machines are the backbone of the business”.18:33 The investment was significant, but they managed it through a combination of savings, family support, and inheritance: “I dipped into my future inheritance from my parents to finance it… And the upgrade was monies that I had stashed. So I paid for that outright. So both machines are technically free and clear”.38:11

Their story highlights the importance of choosing reliable equipment, planning for upgrades as your business grows, and being resourceful when financing major purchases.

Finding Customers: The Power of Quilt Guilds

Marketing a new quilting business can be daunting, but Vivs and Russ found that local quilt guilds were their most effective channel. “The biggest one was, um, hitting the local guilds… One of us would join the local guild, become a guild member. So we always had something to go and share”.18:59

Southern California’s dense population meant access to nearly 50 guilds within a 40-mile radius, providing ample opportunities for exposure.19:26 Their strategy included regular attendance, show-and-tell presentations, and monthly raffle coupons for discounts on quilting services. Even though not every coupon was redeemed, the repeated mention of their business at meetings built name recognition: “We get our name announced at least twice a meeting… It ends up in the hindbrain that when I need something quilted, who am I going to think of?”.21:39

Vivs describes how this approach led to bidding wars over their raffle coupons at some guilds, especially when members had large quilts they didn’t want to quilt themselves: “I’ve had a king-size quilt. I wasn’t going to quilt it myself. I bid back and forth with this lady because I wanted your coupon because I wanted the discount”.23:16

Before the pandemic, Vivs attended up to 25 guild meetings a month, rotating between different groups to maximize exposure.23:48 While the pandemic and changes in personal circumstances reduced their in-person outreach, their established reputation and continued presence through gift certificates and social media have kept their customer base growing organically. They also emphasize the value of sharing finished quilts on Facebook and posting short videos of the quilting process to engage potential clients.24:56

Workflow, Volume, and Turnaround: Managing Capacity

With three machines and decades of experience, Bear’s Quilt Shop handles an impressive volume—about 300 to 350 quilts per year, with a typical turnaround of three to four weeks.44:09 Their workload is split between edge-to-edge quilting (about 60%) and semi-custom or custom work (about 40%).44:20 Maintaining this pace requires careful scheduling and clear communication with clients, especially during peak times: “We try to maintain a three-week turnaround, three weeks or less turnaround. Which we’re pushing right now. Yeah. Right now we’re probably closer to four”.42:21

They describe how the addition of computerized machines helped them recover from the disruptions of COVID-19, which saw a drop in clientele and a shift in the types of projects they received. During the busiest years, they once had to cut off Christmas quilt orders as early as September 1st because they had 175 quilts to finish by Christmas Eve.43:16

The intake process at Bear’s Quilt Shop is detailed and collaborative. Each quilt is measured, and the customer’s vision is discussed before any work begins. “Our intake process, literally measure the quilt, measure the back, measure the batting, talk with them about what they see for it… we actually have a widescreen TV in the office, pull up Creative Studio”.45:44 This approach not only streamlines workflow but also ensures that the finished product aligns with the customer’s expectations.

Vivs and Russ also share practical tips for managing tricky quilts, such as using soda bottles or rice bags to help ‘surf’ excess fabric and keep quilts square.28:36 Their willingness to adapt and learn new tricks has helped them maintain quality and efficiency, even as their volume has grown.

Setting Boundaries: Pricing, Scope, and Saying No

One of the hardest lessons in starting a longarm quilting business is learning when to say no. Vivs recalls, “For me, the hardest thing in doing the business was learning to stand up and say, no. There are times that no is a complete sentence”.29:59 She describes situations where clients requested king-size custom quilting for prices that would amount to a few dollars per hour: “They want me to quilt 110 by 110 with inch and a half size leaves in 15,000 pieces. And then they want to pay $110… I’m looking at 40 hours. Would you work 40 hours for $110?”.30:32

Clear communication and a willingness to negotiate alternatives—such as offering a simpler pattern at base price—are essential to avoid burnout and maintain profitability. Vivs explains, “I can do it the way you’re requesting it be done at this price, or I have this pattern that’s similar that I can do at base price”.32:17

They also share that many customers have unrealistic expectations based on magazine photos or mass-produced bedding. Vivs has had to gently remind clients that custom quilting is not comparable to buying a bed-in-a-bag from a big box store: “I’ve actually been told they could get my work at Bed Bath and Beyond… and I’ve told them, yep, go, I can buy a bed in a bag for a hundred dollars and it comes with this, this, this, and this, and I’m like, go for it”.33:08

Learning to set boundaries and stand firm on pricing has been crucial for their long-term sustainability and satisfaction in the business.

Continuous Learning: Teachers, Clubs, and Software

Both Vivs and Russ emphasize the importance of ongoing education. They credit teachers and quilting clubs for helping them master new techniques and software. “The Gamble Educators, well worth the time to spend one-on-one because I got information on problems I was having with Creative Studio… I did a one-on-one session and boom, figured out how to get past it”.50:23

Vivs recommends installing quilting software in standalone mode and practicing before the machine arrives: “Get the Creative Studio software on a laptop or on a computer, not attached to the Stitcher… and play with it”.51:55 She describes how participating in pattern clubs and watching instructional videos helped them expand their pattern library to over 6,100 designs.44:41

They also discuss the value of learning from mistakes and seeking help from more experienced quilters: “There’s always people out there who are better than you and it’s not a failure to watch them, learn from them, ask for their help”.55:50 Russ and Vivs have both benefited from skill-building clubs, such as the Skill Builder club at Northwest Needle, which provides projects and video instruction to help quilters grow their skills.52:50

Their approach to learning is practical and community-oriented, emphasizing that growth comes from both structured education and informal support networks. This mindset has allowed them to keep their offerings fresh and adapt to new technology over the years.

Customer Relationships: Artistry, Empathy, and Satisfaction

Beyond technical skill, Vivs and Russ believe that understanding and collaborating with customers is key to success. Their intake process involves measuring, discussing vision, and previewing designs together: “Our intake process, literally measure the quilt, measure the back, measure the batting, talk with them about what they see for it… we actually have a widescreen TV in the office, pull up Creative Studio”.45:44

Many customers are initially unhappy with their quilt tops, but thoughtful quilting can transform their perception: “When my customers bring in a quilt top and they’re like, I really don’t like this… and then I turn them back a quilt and they stand in front of me and see it for the first time and break into tears. Then I know I’ve done something special for them”.58:53

Russ and Vivs note that it’s common for customers to feel fatigued or dissatisfied with a quilt top after months of work, but the finishing process often brings renewed appreciation: “A lot of people hate their quilt top when they bring it in. And it’s because they’re too close to it… They have a negative connotation attached to their tops. And people will often think it’s much better when they get it back than when they dropped it off”.59:35

This emotional connection is a major motivator for both quilters, who find deep satisfaction in helping customers rediscover the beauty in their work. They also take pride in handling special projects, such as finishing quilts for families who have lost loved ones to COVID-19, ensuring that each quilt is treated with care and respect.43:55

Advice for New Quilting Business Owners

Looking back, Vivs and Russ stress the value of community and resilience. Support from family, teachers, and customers has sustained them through challenges, including equipment investments and the pandemic. “My parents have been very supportive… it’s the rare parent that does not want to see their children pursue their dreams and their passions”.39:09

They also highlight the importance of learning from mistakes, staying adaptable, and finding motivation in customer appreciation. Vivs emphasizes that success is built on both skill and relationships: “When a customer brings in a quilt and says, just do something with it, it’s ugly, I’m gonna give it to charity… and then I turn them back a quilt and they stand in front of me and see it for the first time and break into tears. Then I know I’ve done something special for them”.58:53

For those starting a longarm quilting business, their experience is a reminder that the journey will include both hard lessons and rewarding moments. Building a business is not just about mastering machines or marketing—it’s about connecting with people, setting boundaries, and continually learning. As Russ puts it, “There’s always people out there who are better than you and it’s not a failure to watch them, learn from them, ask for their help”.55:50