We are just over 2 weeks post-Market and somehow the energy and excitement of it all still feels wildly present. It’s always such a wonderful whirlwind — we work and prepare and cram and create, then we descend upon Houston, TX for a few days of mad inspiration, new connections, and creative marketing. The aftermath is a mix of exhaustion and renewal. The industry shares a collective sigh of relief… a general ‘we did it’, followed by sifting through hundreds upon thousands of photos heralding all of that hard work, stacks of business cards representing new opportunities, and countless memories of good times with new and old friends. And then… we’re back at it again. 😉 It’s a beautiful cycle, really!
For Fall, we kept things simple and followed our booth layout from Spring Market in Portland. We aimed to engage the senses…
- touch – a super soft carpet to soothe tired feet
- smell – stunning and fragrant flower arrangements from Stem Designs by Sarah in addition to a subtle blast of aromatherapy mist
- sight – thread, thread, and more thread… all 270 colors on display! (made even more vibrant by a wide range of lighting by Daylight!)
- sound – a bit of jazz to keep our ears entertained
- and taste – for the few and lucky, gummy bears and tim tams (courtesy of Jane Davidson!).
The booth was open, inviting, and conveniently right near the entrance… perfect for capturing the attention of show-goers from the get-go!
We debuted our new TailorMade collections in addition to a stunning and powerful new thread display, designed by Aurifil CBDO Alex Veronelli.
We introduced 13 new Designer collections, in all shapes and sizes… all colors and thread weights. We welcomed industry icons like Kaffe Fassett & Liza Lucy and Eleanor Burns into the Aurifil family alongside beloved designers like Gudrun Erla, Wendy Sheppard, and Basic Grey.
We showcased a gorgeous range of projects by Sarah Maxwell, Pat Sloan, Jane Davidson, and Lorraine Turner.
Here is our Facebook Live tour for a little peek into the full booth layout and all that was presented there!
For our team, Market also represents a unique opportunity to bring part of our team together. With HQ offices in Milan, Italy and Chicago, IL along with a handful of home offices across the US, our team spends a hefty chunk of time chatting on Skype and connecting via video calls. We relish the time we have at Market to connect face to face, work on new plans, and talk through new ideas, all without the worry of a dropped call or lagging video.
What do our Aurifil team members love most about Market? Let’s hear from them…
Alex Veronelli, Aurifil CBDO (Italy): At Quilt Market, I pretty love the Schoolhouses, a valid activity for Manufacturers in order to grab the Shop Owners attention while transmitting them some effective knowledge on products, marketing and sales. I love that thrill that I perceive when I approach the stage seeing all Shop Owners’ faces ready for hanging off my every word, doing so my best not to disregard their expectations.
Kate Brennan, Sales & Customer Service (Chicago): As one who deals with the shops primarily over the phone, I LOVE being able to put faces with names (and voices). The personal connection is a great way to really understand what my customers need and allows me to help them more effectively when we are all back home – I also love the inspiration of meeting the designers and seeing new trends and products…
Karen Miller, Master Educator; Aurifilosophy (New York): I think my favorite thing is connecting with people… some I already know personally (like the Aurifil team) and others that I only know from social media and I finally get to meet.
Hilary Jordan, Social Media & Guild Coordinator (Texas): I love seeing all the new fabric collections & projects that are presented by the designers, and spending time with friends that I only get to see a couple times a year. <3
Erin Sampson, Creative Director (Maine): I love getting to meet with all of our Designers, Artisans, and Industry partners face to face. It’s such an amazing opportunity to celebrate our shared collections and works on plans for the future. We have such a rich, vibrant, creative, and supportive community…. how lucky are we??
Whoever you ask, one of the things we love most about Market is the chance to reconnect with our Aurifil friends and family. The whole weekend is like one giant reunion and we savor every moment of it. Thanks so much to all who popped by to say hello — we miss you already!
