Local fabric store has widespread appeal

Published 7:30 am Thursday, November 24, 2016

Peek-a-Boo Pattern Shop is a local company with an international customer base. It is an online source for custom-designed sewing patterns and fabrics.

The patterns and many of the fabrics are designed by owner Amy Hindman, a stay-at-home mom with a degree in business marketing and a zeal for learning and applying new skills.

Amy and her husband, Jeremy, operate the business from their home and from a warehouse space in Baker City.

The roots of the business started when the couple’s first child was born in 2010. They were living in Fruitland, Idaho, at the time. Amy needed something to occupy her time while caring for their daughter, and Jeremy was in law school. She started a blog called “Naptime Crafters” which, over time, focused increasingly on making children’s clothes. Next, she tried developing her own simple patterns, and then one of the followers of the blog suggested that she start selling the patterns.

“And that’s how Peek-a-Boo Pattern Shop was born,” Amy said.

Customers view clothes made from the patterns on the company website peekaboopatternshop.com — order their selections, and receive patterns electronically. They can then print the patterns at home and begin creating immediately.

Amy has continued to develop her skills, using Photoshop and other computer programs, to design more complicated patterns. After a couple of years she added men’s and women’s clothing to her repertoire.

While Amy focuses on design and marketing, Jeremy, now an attorney, takes care of the legal and financial elements of the business. His other focus right now is on building a new home for his growing family.

Last year Jeremy suggested Amy sell fabric to go with the patterns. Amy looked into designing her own fabrics. She found other people who were doing just that and having their material printed in China. She followed their approach, but her first experience didn’t go well, she said.

However, she found a second Chinese producer that did quality work, and soon Peek-a-Boo Fabric Shop began operation in the couple’s basement in Fruitland, Idaho. Today, Amy continues to have her custom-designed fabrics produced in China but also purchases materials form other manufacturers.

With the business outgrowing their space, the Hindmans decided to move to Baker City, where Jeremy’s parents, Richard and Chrisanne Hindman, live and run their own business, Cashway Lumber Company.

Jeremy and Amy rented a building on Second Street, which formerly housed Curtis Heating and Air Conditioning. To meet the growing demands and allow Amy to continue working from home, they hired Stephanie Tweit to work on a variety of tasks such as cutting and organizing fabric, preparing orders, tracking inventory and shipping. Another employee has recently been hired to work with Tweit, and Jeremy’s sister, Emily Mosier, works on customer service.

Although the basis of the company’s operation is its website, its Facebook page is a key marketing tool, Tweit said. She said the many repeat customers are like “a little family,” getting information and sharing ideas on Facebook. Amy also uses Pinterest to market her ideas and products.

In addition to operating the sites, Amy does most of the photography she uses in social media. She also gets photos from people who purchase and test her products. Amy and her family can be seen on the website modeling some of the clothing made from her patterns.

Although Amy avoids discussing the finances of the enterprise, she and Tweit report that between 20 and 50 fabric orders are sent out each day, with as many as 300 orders right after shipments from China arrive.

Peek-a-Boo customers are mostly women who want to produce clothes for their families and friends, Amy said. They come from many different backgrounds, however. They’re not all stay-at-home moms and represent a variety of careers, cultures, values and interests. They live in such places as Canada, the United Kingdom, Australia, Ukraine and Ghana. One regular customer lives in Iceland. Many orders also go to U.S. military families around the world, who benefit from shipping based on U.S. rates.

Amy has developed a wide variety of patterns for children and adults, ranging from shorts to shirts, dresses to swimwear, and maternity clothes to baby clothes. The collection even includes custom-designed T-shirt panels, costumes and doll clothes. Some of the most popular sellers year round include pajamas, play dresses and socks. Most of the fabric sold through the site are knits, which Amy says are not as widely available in stores.

Selection for Peek-a-Boo patterns and fabrics is based partly on what Amy thinks her family would wear and enjoy. She also gets input from customers, especially through the Facebook group. The operation of the business has been an economical one with little waste. The pattern side of the operation required little investment since the product is developed and distributed electronically. For the fabric business, costs are kept down through research and economical suppliers with quality materials. Waste is minimal, said Tweit, who pointed out that remaining fabric pieces are bundled by category and sold in “grab bags.”

With a goal of providing “a great product for people to make great things,” Amy is also committed to helping customers use her products. The website includes sewing tips and thorough explanations for frequently asked questions.

It also includes monthly “Sew Alongs,” each guiding customers through a selected pattern. There is also a link to her blog, which includes tutorials and tips. Customers can also subscribe to the company’s newsletter.

In spite of the growth of Peek-a-Boo Patterns, Amy is still committed to being a stay-at-home mom for her growing family. Although she says the venture is hard work with many challenges, she wouldn’t have it any other way. She and Jeremy now have three children, Anne, Will and Levi.