# How Don Sutcliffe Built a Longarm Quilting Business from Scratch

Don Sutcliffe shares 20 years of practical advice on starting a longarm quilting business, from finding customers to pricing and workflow.

Quilting Business Success, Episode 54. Guest: Don Sutcliffe. Source: https://www.youtube.com/watch?v=lOE9tVWm2Co

## Starting a Longarm Quilting Business: Why and How

If you’re thinking about starting a longarm quilting business, Don Sutcliffe’s story offers both encouragement and realism. Don and his wife began quilting after realizing that custom quilting their own tops would cost hundreds of dollars each—so they decided to invest in a longarm machine and start a business from day one. "We intended to start a business from the get go," Don says, after seeing that local custom quilting could cost $300–$500 per quilt (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=243s).

Don’s advice for newcomers is clear: there’s still plenty of market opportunity, especially if local waitlists are long. When he first called around to get his own quilts finished, "the wait time with most places was six months to two years. So, you know, I knew there was opportunity there" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=482s).

Don and his wife were not experienced quilters when they started. They attended a machine quilter showcase in Springfield, Illinois, determined to buy a longarm machine, despite being "radically ignorant of all things long arm" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=168s). After a day of learning from other quilters, they walked away with their first machine and a plan to make it pay for itself. This willingness to learn on the job and to see a business opportunity in their own needs set the stage for their success.

Don’s story shows that you don’t need to wait for perfect conditions or years of experience before starting a longarm quilting business. If you see unmet demand in your area, and you’re willing to learn and adapt, you can carve out a place for yourself.

## Finding Your First Customers: Guilds, Shops, and Word-of-Mouth

Don didn’t have a list of clients waiting when he started. Instead, his wife began attending quilt guild meetings and handing out business cards. They also left cards at local quilt shops. "Within a short time we were, you know, we were backlogged six to eight weeks and before long it was six months" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=547s).

He credits this early hustle—showing up in person, talking to guild members, and being visible in the local quilting scene—for quickly building a backlog. Don notes that he did most of the quilting early on, but his wife took over during periods when he was busier with his teaching job, and later he returned to doing all the quilting himself (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=566s).

Don has never relied on a website or social media to bring in business. Even after 20 years, he says, "I am completely word-of-mouth at this point" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=2454s). His reputation and relationships in the community have kept his schedule full. While this approach may not work for everyone, it demonstrates the power of local connections and consistent quality.

He also points out that customers rarely cared who did the actual quilting, as long as the work was good. "They assumed I was going to do it...the ones she did were mostly pantographs and she did do quite a bit of custom too. But, um, I mean, it's not like you sign, we let them assume that, you know, they were bringing it to the last stitch and the last stitch was going to do their quilting" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=595s).

## Balancing Quilting with Life and Work

For many years, Don balanced quilting with a full-time teaching job. He estimates he spent "probably 15 to 20 a week in quilting" outside of teaching (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=673s). This required careful time management and flexibility, especially as family and work commitments shifted over the years.

Don’s wife was an essential partner in the business, stepping in to handle quilting when Don was busy with teaching or, later, when he took on leadership of their church’s kids ministry. "In the past, I don't know, about a year and a half, two years ago now, I guess, um, I've stepped back from that and my wife's doing that full time. So I have quilting time again" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1154s).

This flexibility is one of the business’s greatest strengths. Don and his wife adapted their roles as needed, ensuring the business could continue even when one of them was unavailable. Their ability to switch responsibilities allowed them to keep up with customer demand and maintain a steady income.

Don also describes how the business supported their family goals, including funding mission trips and allowing his wife to stay home with their six children for many years. "The quilting machine has funded multiple trips that our whole family has taken to do mission trips and we've gone to Taiwan several times to do mission work there and it was funded exclusively by quilting" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1770s).

## Pricing: Lessons Learned Over 20 Years

Pricing is a challenge for many new quilters. Don admits he struggled at first: "I was worried that my work wasn't good enough and so, you know, I undercut what it really should have cost" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1313s). He now recognizes that underpricing isn’t fair to yourself or other quilters. "It's honestly not fair to me as a quilter either because I was producing exceptional work and getting paid less for it" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1335s).

For edge-to-edge quilting, Don charges $175–$200 for a queen-size quilt, with higher prices for denser or more custom work (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1098s). He explains that prices can vary by region, with city areas charging more and rural areas a bit less, but his pricing fits the local market in Peculiar, Missouri.

Custom quilting is priced by the square inch, with adjustments for density and complexity. Don’s most expensive custom job was about $800, but he spent "every bit of 50 hours on it"—a reminder to track your time and ensure custom work is priced accordingly (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1051s). He admits he probably didn’t charge enough for that job, but it was a learning experience that shaped his future pricing decisions.

Don encourages new quilters not to undervalue their work, even if they feel insecure about their skills. He emphasizes that fair pricing is important for the sustainability of your business and the industry as a whole.

## Workflow, Capacity, and the Role of Technology

Don’s business typically handles around 200 quilts per year at its busiest, with a backlog of 6–8 quilts at any given time (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1137s). He works about 15–20 hours a week on quilting, depending on his travel schedule as a technician (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=673s).

Switching from a hand-guided to a computerized machine has made a big difference: "It's just honestly it's just easier on the body than swinging the machine yourself...I can set it to quilting and I can come off to the end at my domestic machine and I can piece while it sews" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1396s). This shift has allowed Don to multitask and reduce physical strain, making the business more sustainable over the long term.

Don also highlights the importance of ongoing learning. He attended advanced training and new owner classes, which he describes as "like having a private tutor right there all the way through" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=871s). This willingness to invest in his own skills has kept his business competitive and efficient.

He notes that technology has made it easier to maintain high stitch quality and troubleshoot issues. "I now know exactly what to do if it's not right and how to fix it...before I was just, you know, I was cranking the knob on the side of the machine and hoping for the best" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1624s).

## Custom Work, Customer Preferences, and Communication

Don offers both edge-to-edge and custom quilting, pricing custom work by the square inch with adjustments for density and complexity (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=997s). He’s learned the importance of communicating clearly with customers—especially about finishing touches like trimming: "That kind of scares me to trim them because I mean people have widely varying ideas on what that means in my opinion" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1206s).

He always asks for the customer’s preference and avoids making assumptions, especially for award-winning quilters who may want to do their own trimming. "I had a lady one time that...she didn't want you to quilt too close to the edge because she needed room to be able to get it absolutely square and I mean she she won tons of awards with her quilts and so I would never want to trim one of her quilts" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1233s).

Don’s approach is to be flexible and attentive to each customer’s needs. Some want him to handle everything, while others have specific requirements. "You do run into certain people that you just kind of have a knowing that you better not go off and do anything that's take any artistic license. That's exactly right and then it goes the other way too that they're totally welcoming to absolutely anything you see" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1250s).

This sensitivity to customer preferences has helped Don build trust and long-term relationships, which are the foundation of his word-of-mouth business.

## Advice for New Quilters: Take the Leap, Value Your Work

Don’s advice to those considering starting a longarm quilting business is to "take the leap at whatever level that means for you personally" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=2336s). He believes there is still plenty of demand, with many quilters backlogged for months: "I talk to quilters all the time that are still backlogged, you know, two to eight months all over the Midwest" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=2245s).

He also cautions against being too critical of your own work: "Don’t pick it out unless you can see it from 40 miles an hour on a train going by...when you step back 10 feet and take a look so yeah don't be so critical of yourself" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1914s). Early in his career, Don would pick out stitches that weren’t perfect, but he learned that most customers are thrilled with the finished result and don’t notice minor imperfections.

Don encourages new business owners to take advantage of available education and support, and to remember that there’s no single right way to enter the business. Whether you start with a used machine or a top-of-the-line computerized model, what matters most is your willingness to learn, adapt, and value your own work.

He also stresses the importance of not comparing yourself too harshly to others or to your own expectations. "There really was [insecurity] because honestly before we quilted any quilts at all, I mean we'd never even taken a quilt to someone to have it quilted so we didn't know what that should even look like" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1355s).

## The Impact: Income, Flexibility, and Family

Quilting has provided Don’s family with both income and flexibility. "The quilting machine has funded multiple trips that our whole family has taken to do mission trips and we've gone to Taiwan several times to do mission work there and it was funded exclusively by quilting" (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1770s).

He also values the ability to control his schedule and support his wife’s career and their six children. For Don, quilting is more than a business—it’s a way to support family goals and give back.

Don’s story is a reminder that a quilting business can be tailored to your life, not just your financial goals. He and his wife have used the business to support their family, fund meaningful projects, and adapt to changing responsibilities over the years. This flexibility and sense of purpose have been as important to Don as the income itself.

For those considering starting a longarm quilting business, Don’s experience shows that it’s possible to build a business that fits your life, leverages your skills, and serves your community—without sacrificing your values or your family.

## Key numbers

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

- Edge-to-edge rate: unclear [unclear]
- Custom rate: unclear [unclear]
- Queen-size price, edge-to-edge: $175–$200 (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1098s)
- Queen-size price, custom: unclear [unclear]
- Average price per quilt: unclear [unclear]
- T-shirt quilt price: unclear [unclear]
- Thread and batting charges: I do batting, but I don't do the backing fabrics, just the battings. I welcome them to bring whatever they want to as well. Many bring their own. (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1183s)
- Quilts per year: 200 quilts (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1137s)
- Backlog / waiting list: 6–8 quilts (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=547s)
- Turnaround time: unclear [unclear]
- Time per quilt, edge-to-edge: unclear [unclear]
- Time per quilt, custom: 50 hours (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1051s)
- Edge-to-edge share of work: unclear [unclear]
- Mail-in share: unclear [unclear]
- Quilting hours per week: 15–20 hours (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=673s)
- Hourly rate (stated): unclear [unclear]
- Annual revenue (stated): unclear [unclear]
- Worst year revenue: unclear [unclear]
- Lifetime revenue per machine: unclear [unclear]
- Annual earnings (est.): $35,000–$40,000 [calculated]
- Effective hourly rate (est.): $36–$56/hr [calculated]
- Machine (model, throat, table): Started with a non-Gammill, stitch-regulated, hand-guided machine for ~19 years; switched to a Gammill Statler (computerized) less than a year ago. (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=220s)
- Machine cost: unclear [unclear]
- Machine payback (stated): unclear [unclear]
- Machine payback (est.): unclear [unclear]
- Number of machines: 1 (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=188s)
- Studio size: unclear [unclear]
- Years in business: 20 years (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=136s)
- Years quilting: 20 years (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=136s)
- Customers: unclear [unclear]

### What the numbers say

The available figures suggest this quilting business has a moderate capacity, handling up to 200 quilts in its busiest year, with work performed on a single machine (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1137s)(https://www.youtube.com/watch?v=lOE9tVWm2Co&t=188s). Pricing for a typical queen-size edge-to-edge quilt falls between $175 and $200 (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1098s), but rates for other services—such as custom quilting or T-shirt quilts—are not specified. Batting is available for sale, though many customers bring their own; there is no mention of charges for thread or other materials (https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1183s).

Throughput, based on the stated busiest year, is about four quilts per week, assuming year-round operation. Estimated annual earnings, calculated from the queen-size price and maximum annual volume, fall between $35,000 and $40,000, with an effective hourly rate of $36–$56, depending on whether 15 or 20 hours are worked per week and assuming 48 working weeks per year. These estimates rest on the assumption that all quilts are priced at the queen-size edge-to-edge rate, which may not reflect actual averages.

Key metrics like current backlog, average turnaround time, and machine payback period remain unclear. While the business has operated for over 20 years and recently upgraded to a computerized Gammill Statler, the lack of data on machine cost and average pricing for custom work limits analysis of investment payback and pricing strategy. Overall, the figures provide a partial view of capacity and earnings, but leave significant gaps regarding pricing diversity, efficiency, and financial returns.

## Quotes

> Within a short time we were, you know, we were backlogged six to eight weeks and before long it was six months.
> https://www.youtube.com/watch?v=lOE9tVWm2Co&t=547s

> I was worried that my work wasn't good enough and so, you know, I undercut what it really should have cost.
> https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1313s

> It's just honestly it's just easier on the body than swinging the machine yourself...I can set it to quilting and I can come off to the end at my domestic machine and I can piece while it sews.
> https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1396s

> Don’t pick it out unless you can see it from 40 miles an hour on a train going by...don't be so critical of yourself.
> https://www.youtube.com/watch?v=lOE9tVWm2Co&t=1914s