The Art of the Shelf: Curating by Color & Collection

It’s easy to default to organizing fabric by manufacturer or size—but if you’re looking to shake things up and inspire your customers in new ways, it’s time to treat your shelves like a canvas. Curating by color or theme creates a visual story that’s more engaging, intuitive, and sales-boosting—especially for newer quilters who may not yet have the confidence to build their own palette.

Whether you’re refreshing your in-store layout or revamping your online shop, these merchandising tricks can help your fabric shine and boost cart sizes.

🎨 1. Color-Block Your Shelves (or Your Grid!)

Group fabrics by hue—reds, blues, yellows, low volumes, even rainbow! Color-blocking is eye-catching and helps shoppers mentally place a project even if they didn’t walk in with a plan.

In-store: Use shelving, cubbies, or ladders to cluster by color. Don’t forget your batiks here too—these vibrant fabrics pop in color-focused displays.

Online: Add a “Shop by Color” filter or a featured color-of-the-month collection. Create digital bundles that mimic in-store bundles and link them directly in your email or social promos.

📚 2. Create Story-Based Displays

Instead of grouping new releases together, look for opportunities to tell a story—think “Back to School,” “Lakeside Retreat,” or “Modern Neutrals.” You can pull together fabrics from multiple collections or designers that fit a theme.

In-store: Use signage or chalkboard tags to name your themes. Add a sample quilt block, inspirational patterns, pillows, or fat quarter bundle to spark ideas.

Online: Curate themed landing pages or banner sliders. Add coordinating SKUs to product listings (e.g. “Pairs well with…” sections) to encourage one more “add to cart”.

🧺 3. Spotlight Endcaps and Feature Walls

Use endcaps, tables, and feature walls to highlight a single color story or theme. Rotate them monthly or with the seasons to keep things feeling fresh and intentional.

In-store: Place kits, precuts, and notions that match the display close by. Don’t forget a few impulse items near checkout in the same palette—it ties the story together and drives last-minute add-ons.

Online: Mirror your in-store layout by pinning seasonal features to the top of your homepage. Bonus points for using lifestyle images or customer photos to show off real life use and build your community while you’re at it!

✅ Ready to Try It?

Here are three quick wins to take action this week:

• Pull and restyle one shelf or section based on your new color of the month.
• Design one digital bundle (even just a trio!) that reflects a seasonal or trending color palette.
• Choose one batik collection and work it into a color-focused or theme-based display—online or in-store.

When you curate with purpose, you’re not just organizing fabric—you’re telling a story that invites your customers to imagine, create, and come back for more.

Industry Insight

Jessica Taylor: Account Executive & Former E-Commerce Quilt Shop Owner

“When I owned my online quilt shop, I quickly realized how powerful color and theme-based merchandising could be—even without a physical storefront. One Fall, I mixed all the orange fabrics that I had into a bundle instead of sticking to a single fabric line. That bundle sold out in days, while traditional groupings sat untouched.

Mixing designers and collections used to intimidate me, but once I started curating based on mood or palette, customers responded right away. They’d reach out asking for custom bundles ‘like the ones on the homepage.’

Whether you’re online or in a storefront, showing customers how fabric works together gives them confidence to create.  When you merchandise with intention, you’re not just displaying fabric—you’re helping someone visualize their next quilt. That experience is what keeps them coming back.”