As a new generation rekindles its interest in tailor’s chalk and tape measures, a Darwin-based entrepreneur has grown her online sewing business to over 400,000 YouTube subscribers.
“It’s quite trendy these days,” said Aneka Truman, who runs a company called Made to Sew.
“How we learn to do things is different now - if you don’t know how to sew you can just watch a video on YouTube.”
Aneka, who moved to Darwin with her husband Nick in December 2018, teaches sewing, dressmaking and tailoring classes, online and in person.
A recent graduate of the Northern Territory Government-run Business Innovation Program (BIP), she also sells dressmaking patterns, with her global YouTube customers doubling in the past 3 years.
“I feel incredibly lucky to have a business that flourished during the pandemic,” she said.
Aneka’s expertise is in big demand. While many women used to learn how to sew in a straight line from their mother or grandmother or at school, that transfer of knowledge broke down during the 80s and 90s.
Now an increasing number of women and men - around 25% of her customer base is male - want to battle with bobbins, pins and pinking shears.
“I have women and men of all ages coming to me for lessons because they weren’t taught by their parents or at school,” she said.
“People gain enormous pleasure from making their own clothes. They can choose the pattern, material and colour to create something unique - and, most importantly, make garments that fit.”
Aneka’s main customers come from the United States where the craft industry is worth $43 billion, with the spend on sewing 11% of this figure. She is also popular in the United Kingdom (UK), Australia and India.
Alongside her online business this innovative thinker is also keen to focus on the Territory, formatting plans to use Aboriginal designs on textiles in the dressmaking kits that she sells.
“I am in talks with an Aboriginal artist from the Territory, but it is early days. We are working on ensuring she receives all the profits from the sale of the textiles. It’s an ongoing process.”
Aneka who gained a degree from London College of Fashion and worked in the fashion industries in Belgium and the UK, is also environmentally aware.
“A lot of designs are screen printed onto fabric but I’ve been looking into a way that designs can be digitally printed,” she said.
“That way you can use fabrics that are not so heavy, like denim and linen, and are way more suitable to the climate here.”
Over the years Aneka has discovered that the men she teaches are far more adventurous than her female clients. “They’ve just made a wash bag or mask and then they ask me, ‘can we make a jacket next time’. Most women are not that ambitious straight away.”
Aneka’s business idea has not all been seamless, however. “My business innovation has been a journey with many ups and downs.”
Still she’s glad she’s persisted. “I have learned to adapt and pivot as required to perfect the business and ensure I provide my customers with the support they need.
And as for advice for other innovators? “Take it slow, be willing to work on your ideas and be flexible. If something isn’t working, introduce new ideas or ways of doing things.”
