# How Denise Fried Built a Thriving Longarm Quilting Business While Working Full-Time Denise Fried shares her journey of starting a longarm quilting business, balancing work, pricing, and building a loyal customer base. Quilting Business Success, Episode 56. Guest: Denise Fried. Source: https://www.youtube.com/watch?v=UMUSs9s3u7A ## Getting Started: From Personal Quilting to Business If you’re thinking about starting a longarm quilting business, Denise Fried’s experience shows how a hobby can grow into a thriving side business. Denise began quilting for herself in 2004, relying on a longarmer for her own projects. "When I would sit down at tax time and figure out how much I spent on quilting, it was kind of shocking," she recalls. That realization led her to purchase her first longarm machine in 2019, with the initial goal of quilting her own backlog of 30 or 40 tops (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=258s). She didn’t jump straight into business. For a year and a half, Denise used her machine solely for her own quilts, gradually gaining confidence and skill. "I doubted myself... I didn't think I was going to be a longarm quilter. I figured I was buying this machine, and I was just going to do it for myself," she admits (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1958s). But as she finished her own projects, friends began to ask if she’d quilt for them. Denise started with practice quilts for friends, charging a modest two cents per square inch, and only later opened her services to paying customers (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2412s). Denise emphasizes that she kept her full-time job as a physician assistant, which gave her the flexibility to build the quilting business at her own pace. "I still am working full-time, position assistant... it's a nice flexible job where I do rounding in the morning and I have my afternoons free" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=327s). This allowed her to test the waters and grow her business organically, without the pressure of relying solely on quilting income. ## Choosing Equipment and Setting Up Shop Denise’s equipment choices were shaped by research and hands-on experience at quilt shows. She bought her first machine—a Statler—after trying several brands at the Houston International Quilt Show. "I just like some of the features... I knew I wanted computer... I strictly use the computer," she says, noting that she is not a free-motion quilter (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=422s). Her decision to invest in a computerized machine was influenced by her comfort with technology and her desire for efficiency. Denise describes herself as "kind of a computer nerd" and enjoys figuring out how to do things differently and more quickly (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2003s). As her business grew, she added a second machine, a Statler Ascend, set up in her husband’s flooring business in town. This allowed her to separate custom work (done at home) from edge-to-edge jobs (done in town), improving workflow and turnaround times (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=353s). Her home studio, built above the garage, is a spacious 1,100 square feet—a testament to her husband’s support and her commitment to the business. "He built me this awesome studio," Denise says, and most weekends, he visits her there while she works (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1406s). Both of Denise’s machines were purchased used, which she sees as a practical choice: "Both of my machines are pre-loved... I bought it in Houston and I've never had problems. I think that's the way to go sometimes" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=895s). ## Balancing a Full-Time Job and Quilting Managing a longarm quilting business alongside full-time work is challenging. Denise’s day job involves morning rounds, freeing up afternoons for quilting. She typically works from 1:30 or 2 p.m. until 5 p.m. in her town studio, completing four to five quilts every four or five days (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=617s). Weekends are reserved for custom quilting at home. Despite the demanding schedule, Denise credits her supportive customers and efficient workflow for helping her keep up with a waiting list of about 40 quilts (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=661s). She acknowledges that time management is the hardest part: "Some days when we're real busy at work and I can't get to the shop and get a quilt going... that kind of tears into things. And, you know, then you have those family obligations... it's just the time factor I think has been the hardest for me to just carve that out" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1164s). Denise’s customers are understanding about her dual commitments. "My customers are very good. They understand that I have a full-time job and this is something I do on the side. And so, they work with me," she explains (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=669s). If a customer needs a quilt urgently, Denise uses zippered leaders to swap projects quickly and prioritize urgent jobs (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=686s). She looks forward to retirement from her day job in about two years, planning to spend more time quilting and helping at her husband’s business. "I plan to retire in about two and a half years... I just planned quilting in town until he decides to retire," Denise says (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=930s). ## Building a Customer Base in a Rural Area Denise’s customer base grew organically, starting with her local guild, the Badland Quilters. "They've kind of taken me on as their quilter and it's nothing for some of them to drop off two, three quilts at a time," she explains (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=456s). Guild meetings became opportunities to return finished quilts and pick up new ones, creating a steady flow of work. Word of mouth expanded her reach across North Dakota and even into Colorado, with friends acting as couriers for out-of-state clients. "I have one gal that sends me quilts from Colorado Springs. Her and one of my friends meet up twice a year and so they do the travel and pick up and one's the donkey and brings them to me" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=498s). Denise estimates she now has about 65 regular customers (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=478s). Retreats and quilting events also play a role in connecting with new customers. Denise often brings quilts to and from retreats, further expanding her network. "When I go to retreats, I'm bringing to or from, so it works out well," she says (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=549s). Even in a less populated area, Denise’s story demonstrates that a strong network and reputation can keep a longarm business busy. She notes that there are other longarmers in her area, but "we all seem to be busy. Whatever niche you get into... we're able to keep busy" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2382s). ## Pricing Structure and Communication Denise’s approach to pricing is transparent and customer-focused. She charges 2.5 to 3 cents per square inch for edge-to-edge quilting and starts custom work at 5 cents per square inch. For a queen-size custom quilt, the price typically ranges from $250 to $400 (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1011s). She also provides batting (80-20 white and natural, wool for larger quilts, and is considering a poly blend for minky quilts) (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1102s). She makes a point to inform customers upfront: "I also will tell people ahead of time, your quilt is this big. If I do edge-to-edge, this is what it's going to cost. If you want me to do borders and border-to-border, this is the rate. And this is what it will cost... I like to keep them informed so that they know what they're getting and what to expect when they come to pick it up" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2096s). Denise started with a lower rate for her first practice quilts—two cents per square inch—and adjusted her rates as she gained experience and confidence (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2412s). She has not encountered resistance to her pricing, crediting her clear communication and the quality of her work. "I've not had anyone yet look at me and say, ooh, that wasn't what I was expecting," she says (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2087s). She also customizes her approach for different projects, explaining that placing a design into each little part of a block costs more than quilting a whole block at once. Denise’s willingness to explain pricing and options helps customers feel comfortable and informed throughout the process. ## Managing Workload and Backlog With about 50 quilts completed per year before adding her second machine, Denise was able to increase her output to nearly one quilt per day at the shop. The addition of a second machine helped her manage a backlog of around 40 quilts and reduced her stress: "Having the two machines has made it a lot easier. I don't feel as stressed because I'm getting things caught up" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1194s). She uses zippered leaders to switch quickly between projects when needed, especially to prioritize urgent jobs (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=686s). Denise’s experience shows that investing in additional equipment can be justified when demand and backlog support it. Denise’s workflow is methodical: she sets up a quilt before leaving the shop each evening, so she can start quilting immediately the next day. "Usually I can get about half to two-thirds of it done before we leave for the evening. And then when I come in, there's that one," she explains (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1509s). She averages three to four quilts per week in town, plus a custom quilt every week or so at home, depending on size. "The one I just loaded tonight is 97 by 150. That's going to take me a little bit," she says (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1592s). Her approach to managing a large backlog is to keep communication open with customers and to prioritize as needed. Denise’s story illustrates that with good systems, even a high volume of work can be managed without sacrificing quality or customer satisfaction. ## Learning, Support, and Self-Confidence Denise is candid about her learning curve: "With my first one, I learned a lot on my own. I watched videos... I belonged to some quilting and the academy. Whenever I have a question, I'm always reaching out to others and asking, how do I do this?" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1700s). Her guild friends encouraged her to experiment, sometimes giving her free rein on their quilts to try new techniques—even if it meant ripping out and starting over. "I have a couple of them that give me their quilts and say, go to town. Do whatever you want. Let me play and learn how to tear out because I didn't like it. I had to do a little bit of ripping to get it out. But I started all over and did it again" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1791s). Her husband’s support has also been crucial, from helping set up studios to encouraging her to pursue the business. "He is one of my biggest supporters... If you want one, go get it," she says (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1321s). He even built her a large studio above the garage and helps with little comforts, like bringing her a cold Coke when she’s nervous before an interview (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1346s). Denise’s self-confidence grew as she realized she could handle both the technical and creative aspects of longarm quilting. "I look at quilt shows different now. I'm not looking at the quilt anymore. I'm looking at the quilting," she says, describing how her perspective has shifted as her skills have grown (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2030s). She’s also found satisfaction in the financial side: "It has been nice. I haven't had to cut into our personal accounts anymore for retreats or travel. I'm able to use that monies and expand different things... last year was like $12,000. $12,000 I didn't have before" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1890s). ## Advice for Aspiring Longarm Quilters Denise’s main advice for those considering starting a longarm quilting business is to do your homework: "Go and look at each of the machines... Just don't be scared. If that's your dream, do it" (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2323s). She recommends observing other longarmers, attending shows, and trying different machines to find the right fit. Denise also stresses the importance of clear communication with customers and being willing to adjust rates and processes as you gain experience. She encourages new longarmers to start by quilting for themselves and friends, gradually building skills and confidence before taking on paying customers. "I've had a couple of friends that have come out and watched how I loaded and how I get things started," she says (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2267s). Denise’s story is proof that even in a rural area with other longarmers, it’s possible to build a successful business by finding your niche and delivering quality work. "We all seem to be busy. Whatever niche you get into... we're able to keep busy," she notes (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2382s). She also highlights the importance of community and support, both from family and fellow quilters. Denise’s journey shows that perseverance, openness to learning, and a willingness to adapt are key ingredients for success in the quilting business. ## Key numbers Every article reports the same metrics. 'unclear' means the guest did not give it. - Edge-to-edge rate: 2.5–3 ¢/sq in (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=970s) - Custom rate: 5 ¢/sq in (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=988s) - Queen-size price, edge-to-edge: unclear [unclear] - Queen-size price, custom: $250–$400 (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1011s) - Average price per quilt: unclear [unclear] - T-shirt quilt price: unclear [unclear] - Thread and batting charges: I do have batting. I usually carry the 80-20 white and natural. And then I also have wool available for larger quilts. Thinking about getting a poly blend for minky quilts. (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1093s) - Quilts per year: 50 quilts (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1050s) - Backlog / waiting list: 40 quilts (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=661s) - Turnaround time: unclear [unclear] - Time per quilt, edge-to-edge: unclear [unclear] - Time per quilt, custom: unclear [unclear] - Edge-to-edge share of work: unclear [unclear] - Mail-in share: unclear [unclear] - Quilting hours per week: unclear [unclear] - Hourly rate (stated): unclear [unclear] - Annual revenue (stated): $12,000 (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1887s) - Worst year revenue: unclear [unclear] - Lifetime revenue per machine: unclear [unclear] - Annual earnings (est.): $11,200–$13,500 [calculated] - Effective hourly rate (est.): unclear [unclear] - Machine (model, throat, table): Gammill Statler (26-inch at home), Statler Ascend (30-inch in town) (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1622s) - Machine cost: unclear [unclear] - Machine payback (stated): unclear [unclear] - Machine payback (est.): unclear [unclear] - Number of machines: 2 (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=214s) - Studio size: 1,100 sq ft (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1402s) - Years in business: 3 years (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=176s) - Years quilting: 20 years (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=240s) - Customers: 65 (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=478s) ### What the numbers say The available figures give a partial picture of this quilting business’s capacity, pricing, and throughput. The business currently operates two longarm quilting machines (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=214s), with a studio space of 1,100 sq ft (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1402s). Before acquiring the second machine, the owner completed about 50 quilts per year (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1050s), and now handles a backlog of around 40 customer quilts at times (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=661s). This suggests strong demand and potentially increased throughput, though the actual current annual output is not specified. Pricing is clearly stated for quilting services: edge-to-edge quilting is charged at 2.5–3 cents per square inch (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=970s), while custom work starts at 5 cents per square inch (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=988s), with queen-size custom quilts typically priced between $250 and $400 depending on complexity (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1011s). Batting is available for sale in several types, but thread charges are not detailed (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1093s). Estimated annual earnings, based on the stated rates and assumed quilt sizes, fall between $11,200 and $13,500, which aligns with the most recently stated annual revenue of $12,000 (https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1887s). However, these earnings estimates rest on assumptions about the number and size of quilts, as well as the mix of edge-to-edge versus custom work. Key metrics such as average price per quilt, time per quilt, turnaround time, and effective hourly rate are not available, making it difficult to assess true productivity or profitability. Machine costs and payback period are also unclear, so it is not possible to estimate how quickly the investment in equipment is recouped. Overall, the stated figures show a business with established demand and clear pricing, but limited data on efficiency and financial return. ## Quotes > I quilted by checkbook... when I would sit down at tax time and figure out how much I spent on quilting, it was kind of shocking. > https://www.youtube.com/watch?v=UMUSs9s3u7A&t=240s > My edge-to-edge is normally two and a half cents a square inch... My custom, I start out at five cents. > https://www.youtube.com/watch?v=UMUSs9s3u7A&t=970s > Some days when we're real busy at work and I can't get to the shop and get a quilt going... it's just the time factor I think has been the hardest for me to just carve that out. > https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1164s > They've kind of taken me on as their quilter and it's nothing for some of them to drop off two, three quilts at a time. > https://www.youtube.com/watch?v=UMUSs9s3u7A&t=446s > I doubted myself... I didn't think I was going to be a longarm quilter. I figured I was buying this machine, and I was just going to do it for myself. > https://www.youtube.com/watch?v=UMUSs9s3u7A&t=1958s > Just don't be scared. If that's your dream, do it. > https://www.youtube.com/watch?v=UMUSs9s3u7A&t=2323s