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Imaginating |
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| Owner's Name: Judy VonStein | |
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Location: Rootstown, OH
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Thank you for taking part in our Friday Feature Judy! Would you start off by telling us about your cross-stitch background?
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How did Imaginating first get started?
Our company started in 1979 by accident! My former partner, Marilyn Clark (now retired), moved next door from Pennsylvania. She taught a needlepoint class at the library and I took her class. A couple of years later, she asked me to help her start a business since her husband was out of work and she needed to do something to help. She sold a design to McCall’s magazine for $200 and Imaginating began. She submitted a design to The Stitchery catalog and they placed an order. We had no concept of wholesale. That order began a learning process that has yet to end. She was to be the designing end and I was to be the business end. I had no business background, but she was confidant that we could succeed. Our first designs were bargello and later we added cross stitch. We really had no idea what we were doing, but somehow the business outgrew our homes and we moved to a building. It was too large, so we opened a retail store as well. Talk about the blind leading the blind. We loved that store and so did our customers. We had a great manager and employees, but it soon became obvious that our wholesale business was growing too fast for us to keep up both and so we sold our retail store. About 15 years ago, we gradually started adding designers as Marilyn was thinking about retiring. I didn’t know where that would leave me, but with perseverance and prayers, I gradually built up a group of designers who make up the Imaginating line. We have produced patterns for many types of needlework--bargello, needlepoint, cross stitch, pattern darning, candle wicking, machine embroidery, hand embroidery, quilting and punch needle. I can remember Marilyn being asked by Kent State University to come and talk to the business students about how we started our business and what good business practices we could share. Marilyn and I laughed and laughed at that as we tried to explain what an accident it was. We moved a number of times as we grew, but nine years ago, I moved the business home so I could be here with my brother. We had to greatly reduce the number of employees and we now have a staff of five.
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Imaginating offers an incredible variety of designs. What are some of your personal favorite themes, styles or categories of cross-stitch designs? I really have no favorite themes. Since my designs come from so many designers, I am always amazed at what they present. Every time I think I have a favorite, another one comes along that is as fantastic as the last.
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New From Imaginating... Spring Fever Designed by Sandra Cozzolino, this new design from Imaginating will make the ice and snow melt away... if only in your mind! Images of honeybees, spring flowers and birds highlight this delightful sampler. The stitch count is 91w x 159h and the suggested retail price is $6.00. All floss is DMC and the fabric is 14ct white aida. |
You work with some very talented artists. Could you share a little about your relationship with them and how you interact together when charting designs? I am so blessed to work with the artists who design for Imaginating. My relationship with Diane Arthurs is almost a sisterhood as she lives only 45 minutes from me. We are so close that one of us can start a sentence and the other will finish it. I would love to know all my designers in the same way, but most of them live much farther away or out of the country. Two of our designers are from South Africa. I rarely have to make a suggestion about any of the designs they present. If I do, we work together as a team for something the stitchers will want and enjoy. With such a variety of styles, it helps us reach a broad audience. Besides kitting our own designs, we also kit for other designers within the industry for catalogs such as The Stitchery, Keepsake Quilting, Hobby Lobby and others. I have never encountered anyone within our industry who hasn’t brought something special to my life.
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What are a few ways the cross-stitch industry has changed since you first started your company? So much has changed since we began. Marilyn used to do our graphs by hand. If she made an error, she had to paste a piece over the original. Our instructions were typed on a typewriter and errors had to be whited out. Graphs are now done on the computer and typing errors are easily corrected. We used to glue photos to top sheets and now all instructions are produced and copied in house. Designs have changed as well since stitchers have become more proficient and selective. Although much has changed, stitchers still use cross stitch as a relaxing hobby and a way to produce heirloom gifts.
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What are a few things you enjoy about being a part of the cross-stitch industry? I love everything about this industry. Although we work very hard and never seem to catch up, I am truly happy to be doing something that I love to do. It makes long hours worthwhile. I enjoy meeting the shop owners at the trade shows and value the friendships I have formed with the other companies like mine. It is fun to look ahead to what the next trend will be.
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Would you tell us a little about your family? I am married to my childhood sweetheart, Bob. We were married very young and just celebrated our 46th anniversary. We have a daughter Beth (Gideon) who has two daughters, Sadie and Celia. Our son Rob (Heidi) has a daughter Madeline. Our family means everything to us. My brother, Donald also lives with us. Donald is a mentally challenged adult (77). I was the youngest of seven children and have a huge extended family. Bob retired from General Motors and now works for Imaginating. He has always been Vice-President, but jokingly tells people he is vice-president of moving and storage. That has certainly changed now as his duties vary greatly. Beth works here as well. There is no description for her job. She literally can do anything I need and she is also our proofreader and critique. Our two other employees, Karen and Dianne, are like family to us. It is great to have dependable people.
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Where are you originally from and where did you grow up? I grew up in Kent, OH and resided there most of my life. We built our home in Rootstown in 1991 and have been here ever since. I love Ohio. Every time a new season approaches, I say this is my favorite season and I really mean it until the next one comes.
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What are some non-needlework hobbies or interests you enjoy? My faith is one of the most important things to me. I begin each morning in prayer. In the summer, you will find Bob and I on our swing near the lake early in the morning with our prayer books. We love our special secret garden under an oak tree that we almost cut down when we moved here. At 4:00 in the afternoon he reminds me that it is break time and we head there for a cup of coffee and a visit. Besides needlework, I love gardening and anything outdoors. We have a wonderful vegetable garden with raised beds and many flowers beds. Last year we took part in a community garden with my daughter and her girls. Our little plot won a ribbon. We all had a great time planting, weeding, weeding, weeding and enjoying the produce. We also love to camp and especially like the beauty and wilderness of the state parks. I like any type of crafts and would really like to do more scrapbooking if I had the time. I also enjoy swimming, scrabble and good books. We adore our granddaughters and the special times we spend with them.
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Would you mind ending our feature with a favorite recipe from your kitchen? This recipe was handed down to me from my Mom. I make them every year at Christmas. There all lots of similar recipes, but this one calls for honey. HONEY NUT BUTTER BALLS ½ cup shortening ½ cup butter ¼ cup honey 2 cups flour ½ t. salt 2 t. vanilla 1 cup chopped nuts powdered sugar Cream butter, shortening, and honey together. Add flour, salt and vanilla. Once mixed well, add nuts. Form into small balls and place on a greased cookie sheet. Bake at 300° for 40 minutes. Roll in powdered sugar when warm. Makes 3 dozen.
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