Dropcloth Samplers
About the Company
Dropcloth Samplers is a small business specializing in embroidery kits designed by Rebecca Ringquist. The company’s products stem from her background in art and teaching, with designs that reflect her love of stitching and feminist art history. Rebecca’s academic experience includes teaching at the School of the Art Institute of Chicago and leading workshops nationwide. Over time, Dropcloth Samplers has transitioned from a hobby project to a full-time venture, with products known for their intricate and accessible designs. The business operates primarily through an Etsy shop, with a vision of expanding to a dedicated Shopify platform.
Rebecca has found her niche in the crossover between quilting and knitting shops, making Dropcloth Samplers an excellent add-on activity for craft enthusiasts. Despite its modest beginnings, the company now employs a small team and collaborates with platforms like Creativebug to reach a broader audience. Creativebug has been instrumental in promoting her products through online workshops, which further integrate Dropcloth Samplers into the crafting community.
Idea Behind Company
The inspiration for Dropcloth Samplers arose unexpectedly from Rebecca’s academic background and passion for embroidery. Teaching at art schools and community centers introduced her to the practical and artistic aspects of embroidery. Her fascination with the history of sampler-making, particularly from a feminist perspective, played a significant role in shaping her creative direction.
The idea materialized in 2010 when Rebecca attended an art retreat and created samplers to sell at the craft fair. Bloggers who purchased these samplers helped amplify her work by sharing it online. This grassroots exposure led to a surge in interest, prompting her to launch an Etsy shop while on vacation. Over the years, Dropcloth Samplers has become a platform for Rebecca to channel her creativity while escaping the constraints of academic life.
Creating the Company
The journey from concept to business involved numerous challenges and adjustments. Rebecca initially screen-printed the samplers herself using thrifted fabric and basic materials. With no business strategy in mind, her first products were entirely handcrafted, without packaging or branding. As demand grew, she transitioned to professional printers to maintain quality and consistency.
Packaging was a later development, driven by the need to appeal to wholesale buyers. Early designs were hand-drawn and labor-intensive, but they lacked visual representation of the finished product. Rebecca eventually hired a designer to revamp the packaging, which aligned with the branding of her book, “Rebecca Ringquist’s Embroidery Workshops.” This collaboration improved the product’s presentation and scalability. Despite these advancements, Rebecca maintains a personal touch by hand-drawing all designs in her studio before they are digitized for printing.
Launching the Business
The business launch was unplanned and fueled by organic promotion. Rebecca’s samplers gained initial traction through craft bloggers who shared her work widely. This exposure coincided with an invitation to create workshops for Creativebug, a collaboration that significantly boosted her reach. These online classes introduced Dropcloth Samplers to a global audience and created a symbiotic relationship where workshop participants often purchased her products.
Instagram has been another key driver for customer engagement and retention. By showcasing her designs, studio projects, and personal creativity, Rebecca has cultivated a loyal following. Her strategy emphasizes community building over traditional advertising, relying on authentic interactions and the hashtag #dropclothsamplers to connect with embroidery enthusiasts. The accidental launch and organic growth demonstrate the power of passion-driven ventures.
Earnings
Today, Dropcloth Samplers generates consistent monthly revenue of $15,000. The COVID-19 pandemic unexpectedly boosted sales, as people sought calming, at-home activities like embroidery. Rebecca attributes much of her success to learning when to delegate tasks, hiring a team to handle shipping and packaging, and focusing her efforts on design and marketing.
Looking ahead, Rebecca plans to expand her wholesale operations and establish a Shopify platform to reduce dependency on Etsy. Her story exemplifies the importance of adaptability and resourcefulness, as she transitioned from an academic career to a thriving business that allows her to balance work and family life effectively.
