Sew, what's new? Check out the Husqvarna Viking International Dealer Convention

A week ago, I traveled to San Antonio, Texas, to attend the 22nd Annual Husqvarna Viking International Dealer Convention, sponsored by SVP Worldwide, owner of Singer, Husqvarna Viking, and Pfaff sewing machines.  I must say that it's always exciting and inspiring to be around so many people who are so passionate about the art of sewing. This year's convention celebrated the worldwide launch of the newest Husqvarna Viking Designer Diamond sewing and embroidery machine –- a truly amazing creation.  Another introduction was the QBOT –- Quilting Based on Technology -– another remarkable machine that allows the user to quilt "hands-free."

During the seminar, I was interviewed by the very talented Anna Maria Horner. Many of you may know that MSLO has partnered up with SVP and, during the interview, I was proud to introduce Classic Embroidery Patterns, our first in a series of embroidery designs that will be available at Husqvarna Viking authorized dealerships later this summer. It provides designs for monogramming and frame, border, and corner artwork. I have always felt that a beautiful monogram or embroidered detail is a simple way to give your work a distinctive finishing touch. I just wish I had more time to spend in my craft room.

Here I am with Husqvarna dealers from all over the country

I met many of the SVP dealers at the San Antonio convention.

From left to right: Caroline Weaver, Amanda Slayton, me, Melody Robson, and Holly Robson. The Project Doers!

Standing with my interviewer, Anna Maria Horner.

I introduced the audience to our newest product: a CD of monogram patterns for the new Viking machines.

I was surprised when I was presented with a new Designer Diamond machine. I am so excited!

A new Viking model.

Look at this amazing embroidery -- all machine-done on the newest SVP machine, the Husqvarna Viking Designer Diamond.

More amazing embroidery.

Exciting patterns -- this one caught my eye.

Charming motifs.

Some various sizes of embroidery hoops for the new Viking.

Some of the myriad threads used in the new machines -- a Sulky display.

More thread.

Fab-U-Motion is a new invention that allows a free-style of quilting.

Many of the peripheral publications that enable serious sewers to learn new techniques and new technology and gain inspiration.

Some very sweet embroidery techniques.

Here's another new system for embroidering family genealogy.

This is a fabulous family tree with all images machine embroidered.

Another family tree.

I loved this room -- great machine quilting.

Here's the newest in automatic quilting.

A lovely, colorful coverlet was given to me with some unique embroidery. The embroidery was created on the QBOT machine (Quilting Based on Technology). Denise Applegate Schiber, myself, and Anna Maria Horner.

Fabulous stitchery.

Can you believe this can be done at home?

This is Becky Hanson, education manager for singer. She teaches sewing classes for SVP at MSLO once a month.

Here's a better picture of Becky and me.

One of my interviewers, Ellen March, editor of Creative Machine Embroidery, gave me an embroidered monogram.

Here I am with Julie Johnson, the editor of Sewing Savvy.

My hostess for the day was Rachel Cohen -- enthusiastic, charming, and very organized.

Here I am with Roxanne and Stuart Lasky, parents of Shara Lasky, one of our employees at MSLO. They own a sewing shop in Ridgefield, Connecticut.

The meet and greet went on for a long time.

Refreshing fruit coolers were served -- melon, watermelon, and orange.

Comments

[Mary]

Wow, what a wonderful gift! I really like the motifs..I have visions of flour sack towels in my head...the kind with the days of the week and pictures. Hmmm. What a nice experience this must have been. Enjoy your new machine!

Mary

[gilda stigliano]

My oh my, Martha! When do you ever get a stretch of time at any of your lovely homes? Lots of traveling, but this was certainly worthwhile! What a great machine. IF I had one, I'd monogram all of my linens and then go from there..Great!

[Gloria Brown]

WOW! Lots of new discoveries in the world of sewing. Thanks for bringing all of these updates to us.
My eyes were not focused well this morning while reading your blog...
I thought the caption for the photo with Julie Johnson, the editor of Sewing Savvy said, "editor of Sewing Sexy"!!

Thanks for the fun field trip this morning Martha!

Gloria Brown
Winterport, Maine

[Marlene]

Hi Martha!

I love that you are all exited about Husqvarna sewing machines. The name Husqvarna is from the town, in Sweden, where I grew up. The Husqvarna factory was located there because of a great big waterfall generating all the energy needed for the production. The suffix "qvarna" in the name means "mill" in swedish. Today the factory still remains at the same location as when it was founded in 1689. Nowadays they mostly produce machine saws, the production of sewing machines has been relocated.
Sincerly Marlene

[Amy]

Ok, listen very carefully, I shall say this only once: sewing is everything. Cooking is what I do in between sewing projects. There is nothing else.

Martha, thanks for keeping the sewing alive. At 45, I've occasionally been the youngest customer in a fabric store. I have more patterns than I care to admit to--how about pattern organizers next--and frequently put the machine and stuff in the living room so I can watch Martha on TV and sew. I'm the only one in my family who does sew, and I won't give up sewing for anything--the ex-husband found THAT out the hard way.

I have a basic Janome I bought about 10 years ago, no serger or anything electronic. 'Cause, see, the computer sits on one side of the room, the sewing machine in aothher, and they don't need to be messing around. I do have a new desk chair that I'll use for both, and maybe make a new cover for. (It's black.)

Keep sewing, and tell others before it all goes away!

[Susie]

Martha, you look so good in these pictures. You look happy and at ease. I have always been a fan, but I once thought you were remote and cool. In the past 3-4 years I have witnessed a great change in your demeanor. You truly look happy, and you seem to enjoy "regular" people's company. You are on the right road! Thank you for being a great mentor and role model.

[Amy T.]

My mother-in-law has a similar embroidery machine of a different brand. She used it to create a one-of-a-kind quilt for my daughter, featuring each letter of the alphabet and an animal for each letter. It's beautiful, and it's also a great learning tool!

[Sherey]

Martha...you look fabulous! And what wonderful things the sewing machines of today can do...have fun with your newest acquisition.

[Ladymissgailo]

I love what you are wearing! You are always the best dressed woman anywhere.

[Andrew Ritchie]

Martha, I swear you must have clones! One in San Antonio, one in Warsaw, one at Bedford, one at Omnimedia... You truly are 'omnipresent' in every way!

I'm anxious to see the patterns on this CD of yours. I hope more details about where to get it will be available soon.

Also, you can spend as much time in the craft room as you like! Goodness knows you've earned it. (I think you should take a year off and just sew, garden and cook. Tape the TV show for the year and then just be a homebody and enjoy time around the house. Doesn't that sound nice?)

xx
Andrew

[Angie D from Ohio]

I didn't realize a machine could do such beautiful stitchery. I would love to try this out. I can imagine all the things you could make with that machine.

[Jan Erickson]

Hi Martha, Thanks for another fantastic, fascinating blog. Oh, how I wish all of this new technology about sewing machines had been available back when my grandmother was alive. She did all of her sewing projects by hand and they were beautiful. I can just imagine how much she would have enjoyed all of the new machines of today and would have been able to do even more. I regret that I didn't follow in her footsteps, but being a tomboy, with three brothers, I just wasn't interested. Thanks so much for sharing. Jan

[Lori Stewart]

The artwork is outstanding. I have always been envious of people who were able to produce such beautiful items whether by hand or by machine.

[Pru]

Harrods have been in touch to confirm that you won't be able to make it on Thursday. I am really upset. When everything does get sorted out can it please be advertised more your website? Hope that things do get sorted out, but if you fancy inviting us to yours for afternoon tea, I am sure that those of us who did have tickets would RSVP within seconds!

Enjoy the rest of Europe, Britain have truly missed out on a wonderful visitor.

With kind regards,

Pru Singer

[Hardboiledegg]

Some one said more patterns then they care to admit well I for one will say Hurry run to the next estate sale yard sale or second hand store and search through the old patterns in their inventory and if you see a vintage dress pattern that strikes your fancy or start to build a collection from a specific time period I have started a collection that says to me at least First lady Jackie Kennedy or that look that Lily Pulitzer shift look how else are we to save historic artifacts yes we have a responsibility here to preserve Fashion

[Jennifer Perez]

Hi Martha, I've been a fan and subscriber to MSL for 13 years. Looks like you had a great time at the convention! What a fantastic machine you got! Isn't the technology now amazing!
I wanted to send my personal thanks to you for helping to bring about renewed interest in the art of sewing. I'm a 5th generation seamstress and have been saddened by the declining interest in sewing even in my short lifetime of 32 years. On behalf of the ladies in my family going back to my homesteading grandmother who brought her Singer treadle with her to Colorado in a covered wagon, THANK YOU for helping to keep this art alive.

With Much Appreciation,
Your devoted Fan,
Jennifer Perez

[Connie Hoagland]

England is really missing out. I cannot believe that they are not letting you in. Of all that's wrong in this world, I wouldn't be surprised if they didn't let the royal family in if they weren't citizens. Good luck with the business you need to complete.

[Maureen]

My most treasured possession is a quilt my Grandma made for me when I was a little girl. It was called a "Sunbonnet Girl" quilt and she did it all my hand - a labor of love. I wonder what she would think of the modern way now...

Thanks for a most interesting blog of your travels.

[Amy]

Color me insanely jealous... what a great way to spend the day!

Some day, I will own one of those embroidery machines (maybe the kids don't need to eat this month... or the next... or the next - LOL)

Thanks for sharing!
Amy

[Tina in Boston]

Hi Martha,
Wow, you are certainly the traveler! I was hoping to do an embroidery project for my master's thesis. Looking at those designs makes me think I should have gone that way. But, I am doing something with quilting that's fun, too. Looking forward to your next adventure!

[Linda]

Martha,
I visited the Husqvarna Viking Sewing Machine factory in Husqvarna, Sweden last summer. The factory is still there by the waterfall next door to the other manufacturing facility making the saws. Marilyn, it is still a wonderful town.

[mod*mom]

dreamy!

i love sewing + embroidery machines.
my young daughter loves making dresses for her dolls. the embroidery machines are amazing.

[Kathy]

Hi, Martha,
Thanks for the glimpse into the new technology available now in the world of sewing. My mom, grandmother, and great-grandmother were wonderful sewers and quilters. They would have been amazed by your photos and descriptions.
Enjoy your new Husqvarna Designer Diamond!
Kathy

[BJ Whittaker]

Dear Martha, so wonderful to see an interest in sewing. I think you have heard the news that all the Hancock Fabric Stores are closing. Which makes it harder for the next generation to become interested in sewing or making there first set of doll clothes from a pattern. The Walmart stores in most areas in Texas have done away with their fabric department which causes a very limited location to purchase sewing machines, fabric, and patterns. It would be great if you decided to rescue Hancock from bankruptcy and create your own fabric prints and patterns for the stores. Since Hancock knows about the business, it only makes sense to have their help in teaching how to do it. It would be a place to sell all your craft kits plus sewing accessories. BJ, Texas

[Boni in Allen, TX]

Hello Martha!

I have been watching your sewing segments religously. My first disappointment was downlading your sicamore tree and not being able to try it out due to my hoop sizes being too small. That invited me to look at other machines than my Husqvarna Designer 1 and SE. But I waited for some reason before purchasing a new one. This past year was my 10th Anniversary to my High School Sweetheart. He presented me very generously with a new diamond......My Husqvarna Viking Diamond, that is. I just love it! Thanks for keeping the sewing segments coming....in Texas, I have lunch everyday with you. Hugs, Boni