Quilt Market Is Gone. Now What?

Quilt Market is gone. After decades as the destination event for quilting industry professionals, the fall show has been canceled indefinitely, and Tori and Andi have thoughts.

In this episode, they pull back the curtain on what the end of Quilt Market might mean for your business and the quilting industry as a whole, why it may not be the bad news everyone's making it out to be, and what it could signal about where things are heading. They dig into the shift from brick-and-mortar-centered business models to the rise of online creators and digital shops, and why a show that didn't make room for that evolution was always going to struggle.

They also talk about why H&H Americas seems to be filling that void and then some. From the energy on the show floor to the surprising crossover between quilting, knitting, and other fiber arts, Tori and Andi share what makes H&H feel different from anything the quilting industry has seen before. Tori even shares a practical marketing insight she picked up from a knitter at the show — one that quilters absolutely should be borrowing.

Plus: the news that H&H announced a fall show in Houston, stepping directly into the time slot Quilt Market left behind.

Whether you've been mourning Market or wondering if H&H is worth your time and money, this episode offers an honest — if speculative — look at the trade show landscape and what it might mean for your quilting business right now.

Mentioned in this episode:

Blog Post: Growing Your Fiber Arts Business at a Trade Show

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Chapters:

00:00 Introduction
00:15 The History of Quilt Market
01:20 The Big News: Quilt Market Canceled Indefinitely
03:00 What This Could Mean for the Quilting Industry
05:30 Who Quilt Market Left Behind
07:05 Why H&H Americas Feels Different
09:45 The Surprising Knitting-Quilting Crossover
13:25 A Marketing Idea Worth Stealing from the Knitting World
18:35 H&H Announces a Fall Show in Houston
20:00 What's Next for the Quilting Trade Show Landscape
22:55 Tori's Rebrand and New Logo Quilt
25:30 Andi's Stretch Star Quilt Along
29:00 Closing Thoughts

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Co-Hosts:

Tori McElwain @heytori.tech & https://www.heytori.tech/

Andi Stanfield @truebluequilts & https://truebluequilts.com/ 

Transcript

Andi (00:15.246)
Welcome to another episode of Quilting on the Side. And we have been kind of consumed behind the scenes of planning for a trade show. And so a lot of our episodes this season have centered around H &H. But I thought we could just back up a little bit and talk about trade shows in general and kind of the history and some of the spilling the tea for the quilting industry because

Tori McElwain (00:42.543)
you

Andi (00:45.176)
for so many years, Quilt Market in Houston in the fall was the ultimate destination for business owners. And there was some big news recently.

Tori McElwain (00:57.805)
Yes, I love spilling the tea. I'm glad we have an episode where we're just kind of like chatting and we obviously, we don't know the details. We don't know anything happening behind the scenes. So all of this is speculation. But yeah, the big news was that quilt market has been canceled indefinitely, which is like mind blowing for us in the quilting industry.

Andi (01:00.046)
Yeah.

Andi (01:20.876)
Yeah, because they had decades, decades of being the destination event, the place where businesses, know, shop owners could talk to fabric companies, could talk to checker to get their notions, all these different business connections happened at Houston, at Market. And to...

to hear and it was kind of a slow roll. You know, they canceled spring because for a while they were trying to do events around the country in the spring. And the last few years we saw H &H take over that time slot and really got to be popular. And then yeah, that news that fall market was canceled was a big explosion in the quilt world.

Tori McElwain (02:09.847)
It was, and I wouldn't take it as a, because I think a lot of people are taking it as a bad sign, that the quilting industry is somehow slowing down when most projections on the quilt industry is either staying the same or even rising. Yeah, and some even like say it's going to be big.

But a lot of that is anchored in machine sales. So it's gonna be interesting to watch over the next couple of years, the up and down the trajectory, there we go, the trajectory of the quilting industry as a whole, especially now that we don't have Joanne's, because Joanne's was a nice blanketed department store that a lot of people was able to get supplies for our craft for quilting. So it's gonna be really interesting to see what happens with the industry as a whole.

But I don't think this is such a bad thing. think that market now I've never been to market. I always heard about it. It was always this like I don't say holy grail exactly, but like it was always like this thing that if you were a real business, you finally got to go to market. And I never reached the point where I had the funds or the time to go to market until like this year. And like it canceled.

Andi (03:12.118)
Okay.

Andi (03:24.718)
Right? Yeah. I got to experience market once and that was way back in 2005. My mom was a fledgling shop owner and she decided to go and I got to tag along. So yes, I can say I have been to market and it is as overwhelming as everybody says to walk this huge, huge, huge convention center.

and see all of the booths and things. Sample spree was always the fun thing, which is just, you know, everybody gets intoxicated with the, I've got to have the latest and greatest stuff. And it really is kind of chaotic and, you know, silly when you are sitting in your house on a weekday, having coffee, you're like, why would I be running around? You know, it's, there's enough for everyone. We don't need to.

get crazy about it. But there have been rumors, whisperings for many years that that model was outdated, especially with the rise of the internet and the popularity of social media. There wasn't that premiere aspect, that debut of brand new stuff, because people leaked things online and

Tori McElwain (04:49.25)
Mm-hmm.

Andi (04:50.7)
So it wasn't as exclusive as it used to be. So I thought that was an interesting trend.

Tori McElwain (04:57.487)
Well, I also think there was a barrier there for entry. Like I said, you had to, um, it was like the Holy grail of businesses. You had to have credentials and prove that you were in business for, I forget the exact specifications you needed, but you had to prove that you were a certain kind of business, certain level of business to even go. And that just felt like a huge thing for me to even surpass. So I think that was probably something that discouraged a lot of people from, from even trying. And then I also think that.

This is completely my opinion. I was getting nervous sharing my very personal opinions, but I think that that show from the sound of it, like I said, I never got to go, but from the sound of it was very much geared toward brick and mortar and did not embrace the digital shops or like the strictly online shops or even that side of the creators that are becoming influencers and sharing and selling that way. Like they didn't open enough to them.

Andi (05:39.694)
Mm-hmm.

Tori McElwain (05:55.76)
And that's where the industry, I think is, I think it's still going that way. Like I think that that is gonna be a major part of the industry is getting online. I still think it's gonna grow. I still think of brick and mortar as we still need brick and mortar shops. I think they are amazing for our quilting community and they are such great places to bring community together. But online is where a lot of the newer generations are finding quilting or finding stitching. They're finding.

the machines, the advice, the lessons to even get started. Most of them are now finding all that information on YouTube University, or they go to their local shop and a lot of them are still not as friendly as we would hope that they would be for new quilters or younger quilters or male quilters even. And I know that there are some amazing shops out there that are completely welcoming for all those groups for anyone who walks at their doors, but there's also a good amount that are not welcoming. So that

community that demographic is online because that's where they feel welcome. And I think the show in particular did not leave room for those kind of people. Whereas H &H did.

Andi (07:05.26)
Yeah, yeah. Yeah, and like the thing that I where my mind went as you were talking was how H &H is making space for that online creation. Having a studio that people can access on the show floor or very close is incredible because like you said, they are recognizing that

Tori McElwain (07:28.719)
Maybe?

Andi (07:34.848)
influencers and creators that that online piece is a very valid and necessary piece of the business. And yeah, you know, it's unfortunate when you see the parent, I can't remember the name of the parent company of market, but you know, I think that was the feeling over the years that they were not moving with the times as much as they could have. And, you know, it was kind of

surprising but not totally unexpected that they would tap out of that market in that industry. you know, but there are plenty of plenty of other shows. Like we said, we're both really excited about going to H &H and yeah, it's just exciting to see where that

business to business connection is happening because there's also crossroads as part of Road to California and that is a business to business enterprise that I think will be just as exciting as H &H in the future.

Tori McElwain (08:47.001)
Yeah, so Crossroads is specifically for California. So I mean, they're following the show of Road to California. So if you've never heard of Crossroads before, that's OK. It is brand new. They haven't even had a show yet. They are still planning it. The first one is going to be in January 2027. So keep an eye out if you're on the West Coast, especially for Crossroads. It seems like it's going to be a really cool show. It's, again, put on by the people who put on Road to California. And it's a very popular West Coast quilting show.

And one thing I did want to touch on, bringing it back to why I think H &H is becoming so popular, because a lot of our industry professionals that we've been talking to about H &H, because I've been sharing a lot about H &H over the past month and half. all about H &H right now, because that's what I'm planning for. But I've gotten questions about, it worth it as a quilting person to go to H &H? Because H &H also involves the knitting community. It's fiber art. So it's knitting, stitching, beading.

There was even basket stuff last time. did avoid some of the areas because there was like, there was no crossover for me there. but there are a ton of different industries in there and they have like a fashion show. have a cosplay, section and I can't remember if they have a fashion show, but think they have a contest. I'm pretty sure they have a cosplay contest and all of that is inviting all these demographics into the same space. And what it's doing is for me, it's fascinating as a marketer. Cause I'm like, what are all the industries doing and watching

Andi (09:58.606)
and

Tori McElwain (10:13.653)
I never realized how big the knitting industry was. I had no clue. I've shared that before on our podcast. I was shocked at how big the knitting industry was. And I was like, what if we can share our marketing? What if we can share our trends and our concepts so that those that are interested in quilting can also do knitting and things cross over and we work together. And it can be this entire collaboration of industry, like craft industry businesses.

holding each other up. And that's the feeling you get at H &H. It's not like, I, and there were a few people I heard from the facilitators of some of the classes that they were complaining that there were more knitting versus quilting. And I was like, yeah, like these business concepts, they cover both. Like just because they're using knitting examples doesn't mean it doesn't apply to you. It does take a little bit of creativity. And honestly, if you need help, I'm here at DMMC, Digital Marketing Magic Coaching. am.

happy to help you translate all the business and marketing concepts. So, and I'll be there in booth 1707. Again, just always talking about H &H, but I think that it's an amazing community to lift each other up. I think we're getting ideas from each other. The energy in the room is like palpable and it's hard to explain. Like you said, when you're sitting at home and like, like you're describing sample or samples free.

It is hard to imagine being in a frenzy to go grab the latest fabric by the way. But that's what happens at the show. You get all excited, everybody's whispering about it, everybody's talking about it. Everybody's like, do you know where the Moda booth is? I was right across from the Moda booth for Sample It, which is basically Samples Free, but at H &H it's called Sample It. And it's a cash and carry event where like you just described, they do very similar thing where they have a wholesale product out and people rush in. And I was right across from Moda and Moda had taken over four tables where I had one.

Andi (11:42.51)
Hahaha!

Tori McElwain (12:09.185)
And the amount of people that, and they were at the far end, like furthest corner and the amount of people that mobbed that booth, like they were sold out in probably 30, 40 minutes, completely sold out. They left at least 15 minutes early because they were just done. They had nothing left. And like that kind of energy is, you're surrounded by it and it's, it's exciting. And even if you don't have a specific

plan when you go, do suggest you have a specific plan, but if you don't and you're just wanting to know you, you lost the entrepreneurial spark, let's say, and you're trying to reignite it and you have the funds and the time to go. It is worth it. has classes, it has community events, it has the show floor where you can talk to distributors and vendors and notions and fabric and knitting people. Like you can go all over the place and

I know a lot of us do like embellishments on our quilts. So can go talk to the beading people. You can go talk to the people that do fusible for applique and for other projects. I'm like going on and on, but I think that's why H &H is such a success is because unexpectedly these industries are working together. They're lifting each other up and they've given this space for us to do that. And it's really cool to see.

Andi (13:24.526)
Yeah, yeah. Talking about the crossover and how much you had an eye opening experience seeing all the yarn crafts. Just because I'm that much older and my mom actually had both fabric and yarn in her shop. So that was my first experience was seeing and yes, there are

people that are devoted to only one side, but there are plenty of people that do both. I mean, at my guild meetings, there are a handful of people that are knitting while they're listening to the Quilt Guild presentations. And, you know, while they're distinct crafts, there was a gal, I'm remembering back from, you know, 20 years ago when my mom's shop was open, there was

one person who was making like knit sock patterns and the same motif that was on the socks she put on a quilt. And so she could market them together. yeah, that was was fun. And it's we've we've talked before about how you don't need to monetize everything in your business. And so for me, knitting is that

side project. It's my travel project. I don't do it all the time, you know, and plus I live in Phoenix, Arizona. It's going to be 100 degrees next week. I don't need Knit's wool sweaters. You know, it's just not going to happen. So, yeah, I try to.

tailor that, you know, that aspect of it. it just, you know, and I've, I've been looking around, I've got cross stitch projects in almost every room of my house because that was my big hobby from like age 10 to 25.

Tori McElwain (15:09.039)
with

Tori McElwain (15:22.265)
So I'm wondering if because you have your hand in many crafts, are you excited to go to H &H to also see those other industries and what they're doing?

Andi (15:30.398)
Yeah, I think it'll be really, really fascinating. And I, you know, I'm gonna have to put a padlock on the wallet because I can't dabble in anything else. You know, I have to, I need, my house is already taken over by quilt stuff. So I can't bring in another hobby because I went to visit a yarn store and, you know, picked up a skein of yarn for Mother's Day.

And I was so tempted by the looms because I'm like weaving would use up all the yarn that I don't have time or energy to or desire to make sweaters. But, you know, so yeah, it just it's it's all fascinating. And I really do think that, like you said, the marketing principles for any craft are you can boil down to some essential.

and they will work whether you, like you said, whether you're basket weaving or knitting or quilting, you can share, you know, the key components in similar ways.

Tori McElwain (16:41.187)
And it gives you new ideas to try. one thing I thought, let's see, marketing concept that I took away from the show was for, cause one of the things I did last year was all about publishing. Cause I wanted to launch the SPI, self publishing incubator. So I was in all the publishing things, all the panels, all the classes, all the things. And a lot of them were geared toward knitters. So I'm thinking, okay, how can I apply this to quilting? I'm sitting there with that lens. Like how can this apply to quilting? And one thing,

that someone, one of the Ninters did very successfully was to write a book of patterns and then sell the most popular ones separately. So she could reuse them. And it was, she told the audience, like all of them are in the book, but you can also buy them separately. So those that didn't want the entire book and just the popular patterns, they could just get those. And it was a good moneymaker for her. So it was like multiple ways on, and it became.

She said that a few of her like, like her super fans, would say, and, you know, SPI language, that's a different one. That's a different SPI. Flynn. Yeah. Pat Flynn would call them super fans, but her most excited people that follow her, her most excited fans, they bought both. They became like a collectible. And because they wanted to keep the book nice, they bought the pattern so that they could get it all messed up. They could write on it. They could fold it all different ways and carry it with them. But the book could stay nice.

Andi (17:44.322)
No, yeah, that's Pat Flynn's book.

Tori McElwain (18:06.863)
And it worked for her really well. And I'm like, oh my goodness, we could do that in the quilting world. But I find that a lot of quilters are very much like, well, I've already published it here. Why did I do that there? It's like, cause there's two different audiences. There's a reason why other crafts do this. It's like, let's open our minds and let's try something new and see if it works. And that's one of my favorite things about H &H is that with those different worlds, we get different ideas and it can give us inspiration to try new things. I love that. And then we also know that there,

Andi (18:34.126)
Yeah, yeah, that's wonderful.

Tori McElwain (18:36.483)
They took over so, okay, now that we know that market is canceled indefinitely, definitely, we saw a few weeks later after that announcement. What happened, Andy? What happened a few weeks after that?

Andi (18:44.536)
you

Andi (18:48.174)
H &H announced a fall show. So they're not only gonna be in Chicago in May of 2026, they are also in Houston in, I think, what, the late September. They didn't get the same exact dates as market was gonna be, but they're similar timeframes. So yeah, it was like, okay, you know, a space opened up, we're gonna take advantage. And I commend H &H for really being an industry leader now in.

Tori McElwain (19:00.866)
Yes!

Tori McElwain (19:17.423)
I I think they've got, can I just say they got balls? Like, is that okay to say in our podcast? whoa, okay. Like when that happened, everyone was like, oh, like, but like excitement, but also like, oh my gosh. And then like, are they talking to each other? Do they know what's happening? Like it became like this like, like conspiratorial conversation. It was kind of fun.

Andi (19:17.762)
That's it.

Yeah.

Andi (19:33.53)
Yeah, and which kind of goes back to some of our previous conversations about how like how nice quilters are supposed to be and it that it's a business, you know, if there's a market opportunity and I can go in and make money. Hello, I'm going to do that. So yeah.

quilting and craft industries, you know, they're seen as grandmotherly and nice and just, you know, we have to give things away for free. No, no, we're going to make money and make business decisions. And it's not personal, it's business. So.

Tori McElwain (20:13.167)
And what I like to keep in mind with this and the growth of H &H in particular is it helps everyone grow. Whereas Quilt Market was very much quilting, which was really good for the time. And I think because the limitations they kept putting on themselves and their participants and stuff, that I think that H &H has done a better job of reaching more people and helping our industry as a whole grow.

And that's what we need. We need to get new people in and grow the industry. We need to keep getting new people in, but also encourage and nurture those that are already in the industry with new projects, new ideas. And that doesn't mean we can't do, that doesn't mean we have to keep printing fabric every like month. there was a while there where it felt like there was new fabric lines like all the time and it was just exhausting. So I'm glad that slowed down and we want to be conscious of the environment and everything that goes along with it.

but having those steps, having new projects, new ideas, new books, new.

shoulder. I'm talking with my hands, I hurt my shoulder. What was I going with that? I got sidetracked. So having new things to keep people involved in the quilting industry, it helps grow everyone and then we can stay in business. Because if we're not growing as an industry, our businesses are going to start to suffer and we won't be able to keep doing any of this part time or full time. Because there's just no one there to market to. And if we villainize somebody like H &H,

Andi (21:39.662)
Right.

Tori McElwain (21:45.57)
It doesn't help anybody.

Andi (21:47.118)
Yeah, yeah. So yeah, I think that's a very valid point in terms of villainizing. know, we don't want to bad mouth the organizers of market. They did a wonderful job for many, many years and it's sad to see them go and yet we're excited about H &H. yes.

Tori McElwain (22:09.807)
And they still have Festival and they have their craft. I'm going to get it wrong, but it's like knit stitch. What was it? Craft knit stitch? Fabric knit stitch.

Andi (22:15.502)
Mm hmm. I something like that. Yeah, I haven't I haven't paid too much attention. Those are the customer facing shows. So

Tori McElwain (22:25.707)
Yeah, so that's going to be really cool to see. think that is a good pivot. I think that that is kind of embracing more of what we talked about, which is moving more people in a general craft direction rather than just just quilting, which we have Quilt Con for quilting. We have our local regional shows. We have AQS shows that travel around. We have all kinds of other shows. So I think this one is going to be really fun to see how that one grows. I think that was a great idea of theirs. I'm really excited to see how everything

everything goes. I think it's been a really interesting year for the quilting industry.

Andi (22:59.138)
Yeah, that's for sure. That's for sure. So I think we can put that topic aside, but I do want to talk since kind of the theme is the pivot of business to business shows. We can also talk about the pivot because you recently launched a new endeavor.

Tori McElwain (23:20.303)
I did, I'm officially heytory.tech. That is my new domain, my new business name is heytory and that's been really, really fun. It reset my SEO, which I didn't, which I should have expected, but like that little part didn't anticipate. So that's been fun to watch from the ground up. So now I get to kind of rebuild and it's been, yeah, it's been really, really fun.

Andi (23:43.724)
Yeah, those rebranding efforts seem like a momentous task, but I'm glad you're seeing good results from it. So everybody can check out heytory.tech to find the details on the Digital Magic Marketing Coaching Program and Self-Publishing Incubator if you've got book ideas and yeah, all the good stuff.

Tori McElwain (24:06.467)
when I've been working on a new logo for H &H, a logo quilt.

Andi (24:10.114)
Yes, yes, show me.

Tori McElwain (24:11.993)
So I'm gonna hold it up for those on YouTube so you can see it, but it's my star.

Andi (24:15.954)
Yeah, it's a wonderful multicolor star with blues and it's not it's in between red and pink. What are you calling that shade? It's got some yellow accents too.

Tori McElwain (24:23.407)
Blue, it's like, yeah. Yeah, it's like a rose kind of dusty, it's a dusty rose kind of color. But yeah, it works with the cover of the book, which is where it originated. And then I just started incorporating it in everything. Because I originally, when I started the rebrand, I switched to just my name. So I was like Tori McElwain for like a year because I didn't know what to call myself. I'm like, I'm not really a quilter anymore. Like I'm not doing workshops. I'm not doing any more patterns or any new patterns.

Andi (24:30.712)
Mm-hmm.

Tori McElwain (24:50.137)
So I stepped away from the Quilt Patch by Tori to start using Tori McElwain until I decided on a name. And that's what made the rebranding a lot easier was because from all my marketing stuff ended up just being my name. So it was really easy to just be like, OK, now it's Hey Tori. But yeah, so this is from the book originally. And I incorporate my Hey Tori logo. And I'm thinking I'm going to applique Hey Tori over it. Or maybe just do like, what do you think about clear basting it?

Andi (25:13.964)
be fun.

Tori McElwain (25:17.423)
thread and just basting it so maybe I can take it off and on and I don't know if that's worth it.

Andi (25:22.554)
yeah, that might work or, you know, make if, if you applicate the hey Tory on, you know, muslin or something. I sheer tool even then you could, like you said, then you could based it onto the quilt and it could be removable. So, but then it's all still together and you wouldn't have to do the individual letters over and over again, but I'm sure you'll figure out something great.

Tori McElwain (25:43.407)
I have a good review.

Tori McElwain (25:52.432)
It's going to be big too. It's going to be like, I think I decided on a 48 inch because I want it to also maybe be used for like a photo backdrop. So I kind of want it to be big. I don't want it to be like little tiny. I do want it to be big. So it's going to be a, and I already got some of the fabric I used. And this might be really cool for audience to know. I used a app called Quilty Solid to figure out what colors were in my logo and translate them to fabric. And it was able to pull up

Andi (26:00.589)
Uh-huh.

Right.

Andi (26:06.839)
Yeah?

Tori McElwain (26:22.127)
fabric from different companies like Moda and A.G. or Calorie.

Andi (26:26.723)
Yeah.

So do a quick screenshot demo, not here on the podcast, but I'm saying for the group or for Patreon or for your social media, because that is a great tutorial.

Tori McElwain (26:46.383)
That'll be good. Yeah, it may be easy to go find the fabric, but I did notice that some of the ones that I thought were gonna be dark, because it plays on dark and light. So dark pinks and light pinks, dark blues and light blues, the darks were not dark. So I'm gonna have to go back in and figure out new dark ones, but otherwise it worked out really well.

Andi (26:55.682)
Mm-hmm.

Andi (27:00.014)
Andi (27:05.75)
Okay, very cool. Very cool. Well, I recently had a wonderful experience in the Quilters Paradise Summit and Jamie Bright was a guest on the podcast a few weeks ago and gave us all the tips and it was so fabulous. But I offered a free pattern that features my stretch star and I'm showing it for the people on Facebook. This uses my half rectangle triangle units.

Tori McElwain (27:07.545)
What are you sewing on, Andy?

Andi (27:35.294)
And so I'm planning a quilt along with this star block in a new layout so that I've got to get all the details worked out and I've got fabric pulled for it. So that's going to be my next sewing adventure.

Tori McElwain (27:50.649)
That's exciting. Are you making anything for H &H?

Andi (27:53.814)
we were, I'm not making anything, but we kind of had a strategy session in our Patreon Q &A and the topic of t-shirts came up and I think I want to get some t-shirts printed that say stretch and have that star on it or

ask me how to quilt a little bit different, put that on the back of a t-shirt. we just, we've had success with a podcast t-shirt that says, ask me about my favorite podcast. And when I wear that in public to quilt shows, I get several people that will tap me on the shoulder and say, okay, you wanted me to ask what's your favorite? And then I can share about quilting on the side.

Tori McElwain (28:22.157)
I like that.

Tori McElwain (28:42.701)
No, I like that because you have the little bit different ruler. Which is actually in the frame behind me is that orange square. Because I use it for my postcards when I do the little quilted postcards.

Andi (28:45.228)
Yes, yes.

Yeah, so fun.

Tori McElwain (28:55.183)
Awesome. Oh, I'm really excited about H &H. Obviously, we keep talking about it because it is this year the show to go to, whether you're going to go in Chicago in May or to Houston in the fall. And so I hope you guys are listening and I hope that you look into it and see if it's for you. It may not be feasible this year, but maybe next year so you can plan ahead.

Andi (29:18.702)
Yeah, and I am looking forward to being with Tori in person at booth 1707 in May at H &H in Chicago. So we'll see everybody there. Leave us a comment. Join us in Patreon if you want to talk ahead of that. And we look forward to being back with you soon.