Make It Memorable: Curating the In-Store Experience

We all know quilting is personal—but shopping for fabric can feel just the opposite if the in-store experience isn’t thoughtfully designed. The best quilt shops feel like a cozy, creative haven. And more often than not, what makes a shop memorable isn’t the size of the inventory—it’s the way people feel when they walk through the door.

If your goal is to create a space that customers love coming back to, here are a few simple ways to elevate the in-store experience:

1. Lead with warmth, not overwhelm.

First impressions matter. A warm greeting—something as simple as, “Hi there! Let me know if you’re looking for something in particular,”—opens the door for interaction without pressure. Avoid hovering or overly scripted greetings; the goal is to make people feel seen, not cornered.

Bonus tip: If a regular walks in, try to greet them by name or reference their last visit (“How did that Halloween quilt turn out?”). That kind of personalized attention creates instant loyalty.

2. Ask the right questions.

 Get your team in the habit of asking open-ended, project-based questions:

  • “What are you working on right now?”
  • “Is this for a gift or something special?”
  • “Have you tried that pattern before?”

These aren’t just small talk—they’re invitations to connect. And they give you natural entry points to make helpful suggestions.

3. Offer help like a friend would.

Nobody wants to feel like they’re being sold to. Instead, aim to offer suggestions like you would to a friend.

For example:

  • “This floral looks great as a binding—I used it last month in a table runner.”
  •  “If you’re looking for background fabric, a lot of folks pair that batik with this tone-on-tone.”

Make it conversational, not pushy. Even if the customer says no, you’ve still provided value.

4. Design a space that invites discovery.

Think about your shop layout like a customer would:

  • Can they easily find the cutting table?
  • Do you have signs for featured fabrics or new arrivals?
  • Is there space to lay out fabric combinations and see how they play together?

Even little details—like natural lighting, music, or seasonal decor—can subtly influence how people feel in your space. Comfort = longer visits = more sales.

5. Make the details delightful.

Small gestures can leave a big impression:

  • A seasonal candy bowl at checkout
  • Free water bottles during summer months
  • A clean, well-stocked restroom
  • A thank-you note in a bagged order
  • A posted calendar of your classes and sew-alongs

It’s not about perfection—it’s about thoughtful consistency.

Your in-store experience is more than a background detail—it’s your silent salesperson. When shoppers feel welcomed, guided, and inspired, they don’t just buy more—they talk about your shop, share it with friends, and come back with projects in hand.

Start small. Train your team to notice, connect, and help without pushing. You’ll be amazed how much of a difference it makes—and how quickly your customers begin to feel more like a community.

Industry Insight

Holly Draney, VP of Creative Design & Former Shop Manager

“In my experience, customers don’t just come in for fabric—they come in for connection. I’ve seen the most successful shops train their teams to ask questions that open the door to conversation. When someone walks in and feels like you remembered them, cared about what they’re working on, or pointed them to something they didn’t know they needed—that’s powerful. That kind of experience builds loyalty stronger than any sale ever could. 

The product brings people in, but the personal touch brings them back again and again.”

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