Last night I attended an exciting press event at New York's Parker Meridien Hotel sponsored by SVP Worldwide (the parent company of Singer, Husqvarna Viking and Pfaff Sewing Machines).

The purpose of the event was the announcement that SVP Worldwide and Martha Stewart Living Omnimedia have commenced a long term endorsement of SVP machine brands.

But what really got the media out of their offices was the fact that Martha herself would be speaking at the event. I was really pleased to see that despite the fact that it was the second day of Passover and an evening event, turnout was strong. It was the best turnout at a sewing event I've ever seen (and I've been to a few). Just shows you how  much star power Martha has.

The core sewing and craft pubs were there, but for the most part attendees represented national publications outside of our industry. Shopping magazines, women's titles and business publications. Lara Spencer taped a segment for Entertainment Tonight- sewing in Primetime! Wow.

There was a real warmth when Martha talked about her sewing-related memories. She recalled that the sewing machine was always set up in the kitchen at her childhood home. She talked about winning a Glamour Magazine contest of best-dressed girls on campus and the aspect that separated her from the others was that she made the entire wardrobe. She is definitely a person who knows  her way around a sewing machine and she strongly believes in the merits of learning how to sew.

SVP Worldwide CEO Don Fletcher said, "Martha brings extensive experience and a passion for sewing to our newly formed relationship. Our shared vision to inspire the sewer and elevate creativity will provide endless possibilities for sewers."

SVP spokespeople consistently referred to Martha's role as a "sewing mentor." I hope that means we'll see more sewing information on her shows, in her magazines and on her website.

This new relationship will have an uplifting effect on the entire sewing category. Simply put, the more messages people get about sewing the better. And when sewing machines are demonstrated on TV shows- people who don't normally shop our stores see how easy they are to use.

Other sewing machine companies have made inroads with TV coverage as well, suggesting that producers are more open to sewing & crafting segments. For example, Brother and Janome Machines were featured on The View- Rosie O'Donnell has been talking about sewing quite a bit on the Show.

Retailers-  if you aren't doing so already, take advantage of all of this national coverage to generate PR on a local level. Let local  newspapers and TV stations know that people are talking about sewing because of Martha, Rosie and Project Runway. Use this as an opportunity to position your business as a place for sewing education.

I encourage shops to band together to generate this PR, it makes a stronger story for the editor- so quilt shop owners, sewing machine dealers and fabric store owners- cook up a plan to get people talking about sewing in your community!

Let me know how I can help-- Beth