Wednesday, May 22, 2019Embroidery's Voice and Vision


Allow us to introduce our 2012 Stitches' Editorial Advisory Board. Everyone on our board has graciously agreed to let us bounce ideas off them, and help us to make Stitches the best it can be.

Conrad BookerCONRAD BOOKER is a Philadelphia-based designer and artist who specializes in freelance design services to the architectural and interior design community. A graduate of Temple University’s School of Architecture, he worked as an architectural designer for several years before starting his own freelance design business. His body of work includes many corporate office buildings, commercial interiors and residential projects. Working with Mary Jane McCarty Antique Textiles Pillows for over 20 years, Conrad has assisted in the production of antique textile pillows that are featured in stores like Bergdorf Goodman and Neiman Marcus. Recently, he has expanded his talents to include the creation of butterflies cut from soda and beer cans, as well as, black card stock. His recent city wide show "Metamorphosis" was featured at Bus Stop, Carmelita Couture, Vintage Wine Bar and the historic Head House Square at 2nd and Lombard Streets in Philadelphia. Conrad's most recent show "WALLflower," at Colonial Wall Covering, showcased butterflies and wallpaper joined together to create 3D wallpaper.

erichERICH CAMPBELL is a 10-year, award-winning embroidery digitizer with experience in designing, implementing and maintaining e-commerce Web sites. Long-time technology fan, ad-hoc IT staffer and constantly-connected Internet dweller, Campbell is in the process of adding social media to the marketing arsenal of Albuquerque, NM-based Black Duck Inc. (asi/140730). Using inspiration from his varying experiences as a degree-holder in English from the University of New Mexico, a 12-year creator and maintainer of Web sites, and his aforementioned 10 years in the art departments of garment decoration firms, he seeks to create informative, artistic and technology-embracing content to educate, entertain and involve both industry members and consumers of decorated apparel via social media and networking.

SHIRLEYSHIRLEY CLARK is president of Madeira USA. With a wealth of experience in the cable and broadcasting industries, she brings an acute knowledge of sales and marketing to the decorated apparel industry. As marketing/sales manager at Metrocast Cablevision, she created pricing strategies and realized significant growth in customers through marketing ideas and by adding product value. Her experience as vice president of operations utilized her hands-on ability to actualize resources in order to grow business.

samanta SAMANTA CORTES is founder and CEO of Fashion Design Concepts ( She established the company in 2000, and in two years it grew from a small startup to a well-respected industry resource located in the heart of New York City's Garment Center. Samanta has earned a reputation as a trendsetter in the field of embroidery and embellishments, known as the guru of construction and stitching techniques as well as color direction. She frequently speaks at industry events such as the International Textile Design Show and is a former member of the Color Association of the United States. She is also founder of, a coalition of Garment Center business owners who have launched an advocacy campaign to raise awareness of the threat that urban development is posing to the existence of New York's Garment Center.

CORY CORY DEAN, owner of Tacoma, WA-based Artwork Source, is an award-winning embroidery digitizing and screen-printing entrepreneur with over 10 years of experience. After graduating from the University of California, he joined his family’s trophy business, where he enriched the firm by adding embroidery and screen printing. Later, in 2002, he ventured out on his own, turning a $25,000 loan from his parents into a $10 million company: Artwork Source has 80 digitizers and 40 vectorizers and is a 24-7 digitizing operation. Dean has since launched other successful businesses, including 50-head contract shop Emerald City Embroidery (2004) and Arrow Emblems (2005), an importing company that focuses on blazing-fast speed from artwork to delivery in as low as 10 days. Dean’s newest project is his fully owned overseas chenille factory. Dean’s work has won various awards from Stitches, Impressions and Printwear magazines.

gfineberg GINNY FINEBERG, president of Wildwood Crest, NJ-based Sandpiper Embroidery, started her shop on the porch of her house 25 years ago with a Meistergram machine. Sandpiper now has 22 heads, a wholesale and retail embroidery business, and a stock design and custom digitizing business.

gerifinioGERI FINIO is owner of Moorestown, NJ-based Studio 187, is a lifelong hand-embroiderer and sewing enthusiast with a love for the many mediums of stitchery and a critical eye for detail. After a successful career in corporate computer technology, she shifted gears to follow her passion. Her strong technology background complements her artisan talents, as she combines digitized and hand-guided machine embroidery to create innovative designs. Finio collaborates with high-profile artists, interior designers and private clientele, tailoring designs to meet individual needs. In addition, she specializes in a variety of limited-production items for her corporate clients. Her focus is on elevating the status of embroidery to a level it once enjoyed as a symbol of beauty and refinement.

/magazines/uploadedimages/Stitches/MeetStaff/images/jayfishman.jpgJAY FISHMAN is the president of Wicked Stitch of the East Inc., a digitizing firm based in Beachwood, OH. Acting as both an educator and an embroidery historian, he believes that our history is important in that it gives us not only a perspective of where we came from and how far we've come, but it also opens up a world of possibilities for different types of embroidery. He has consulted with countless embroiderers over the years, helping them grow and maintain their businesses. He prefers one-on-one interaction and coaching to working in large groups at trade shows, and he hopes his commitment to educating embroiderers will help the commercial embroidery industry be profitable for many years to come.

sfreeman STEVE FREEMAN is the owner and managing partner for in North America. He also works as a consultant, a contributing writer to Stitches and a speaker at industry trade shows. Freeman also owned his own promotional product distributorship and 60-head embroidery company from 1989 to 2003; he then went on to manage the 600-head embroidery floor for golf apparel manufacturer, Ashworth Inc., and then served as director of embroidery for before returning to his roots as an entrepreneur at

JoannaJOANNA GRANT is the director of sales for Affinity Express, a Chicago-based international digitizing, document creation and multimedia services company, which is also a member affiliate with the Advertising Specialty Institute. Grant has been involved in the decorated apparel industry for more than 20 years.

chartigan COLLEEN HARTIGAN is a consultant for Laconia, NH-based Madeira USA Ltd. For the past 23 years, she has worked in the embroidery industry for Madeira. Hartigan was appointed vice president of sales in 2007, director of sales in 2003 prior to that she served as manager of sales and customer service.

joyceJOYCE JAGGER is founder and owner of The Embroidery Coach, a training and consulting business that helps new embroiderers get started and existing embroiderers increase their bottom line. She's been in the embroidery industry for 30 years, and owned and operated a successful multihead embroidery business for 22 years. In 2006 she started, a membership site that features over 150 videos on topics ranging from machine basics to hooping to repairing embroidery mistakes.

annajohnsonANNA JOHNSON is the owner of Phoenix-based Super Embroidery Inc. Her shop operates 103 embroidery heads, while she specializes in automatic and manual screen printing, direct-to-garment printing, graphic design and digitizing. The winner of numerous awards, Johnson most recently received the 2007 ASI Spirit Award for Stitches Family Business of the Year.

debDEBORAH JONES has been involved with computerized embroidery for over 30 years. During her career she has perfected embroidery techniques for many types of apparel and accessories – even shoes. She has taught classes at many domestic and international venues, and in 1998 she received the prestigious Floriani Lifetime Achievement Award for embroidery education. She shares her embroidery knowledge through, seminars, private consulting and magazine articles for publications including Designs in Machine Embroidery. Recently, she has devoted much of her time to developing educational videos for embroiderers and writing the book Machine Embroidery on Difficult Materials.

jimmyAward-winning author and international speaker JIMMY LAMB has more than 20 years of apparel decoration business experience. He has extensive knowledge in many facets of commercial embroidery and digital decorating including business startup, operations, techniques, marketing, sales, mobile, digitizing and management. His articles appear regularly in various industry magazines in the U.S. and Europe. He's also the author of The Embroidery Business Survival Guide. In addition, Lamb is a frequent speaker at industry events and trade shows domestically and internationally. Currently, he's the manager of communication for Sawgrass Technologies, where he has been instrumental in developing their educational seminars and Webinars. 

blandsbergerBONNIE LANDSBERGER is owner of Cannon Falls, MN-based Moonlight Design. Digitizing since 1986, she now operates an independent custom digitizing service and stock design shop. She also shares her knowledge of embroidery and digitizing by writing articles for Stitches.

elevyED LEVY is president of Digitize4u Inc., a custom digitizing firm based in Montoursville, PA. Levy hosts, a professional Tajima DG/ML by Pulse Users Group.

Howard PotterHOWARD POTTER is the owner of Yorkville, NY-based A&P Master Images. He established the company in 2003; after obtainging a graphic arts degree, he grew the business into a full service embroidery, screen-printing and promotional products customization company. A&P Master Images supplies its products to a wide range ofs customers in upstate New York, from local schools, colleges and hospitals, to small businesses and corporations. Customers also have the ability to visit A&P Master Image's website ( to take a virtual tour of the showroom and browse the entire line of customizable products.

msavoiaMICHAEL SAVOIA, owner of West Hollywood-based Villa Savoia Inc.,  has been creating timeless embroidery for the interior design industry for nearly 20 years.  His background in textiles and experience in interior design paved the way for his development in working for this niche market.  His projects can be seen in such magazines as Architectural Digest, Veranda and Southern Accents.  His small shop is brimming full of pillows, monograms and rich curtain borders created by hand, hand-guided and computerized machines.  His emphasis is creativity and excellence in execution.

LEELEE ROMANO SEQUEIRA is co-owner of Sparkle Plenty Designs (asi/88444), a custom apparel decorator, specializing in crystal and rhinestone logos. She's also the founder of the online boutique, An avid reader and animal advocate, she enjoys free time with her two terriers and husband in the Queen Village section of Philadelphia. She enjoys all things sparkly and loves sharing promotional ideas with fellow businesses. Sequeira is also currently working on a humorous memoir.

andyANDREW SHUMAN is the general manager of Rockland Embroidery Inc. in Topton, PA. He joined the company in 1999 as a sales representative and later served as sales manager. He is the immediate past president of the Specialty Advertising Counsel of the Delaware Valley, and has served that organization in the capacity of committee member and membership chair over the past six years.

/magazines/uploadedimages/Stitches/MeetStaff/images/MartyDon-cruise.jpgMARTY and DON STOVER are the owners and co-founders of SEW YOUnique Custom Embroidery in Newcastle, WY. In an effort to find a business they could own and operate from their home, without hiring employees, the couple started their embroidery business in May 1996 with a single-head, nine-needle Brother machine. They are charter members of the National Network of Embroidery Professionals, and have grown their business through the NNEP's benefits and services. Community involvement is also a major ingredient in building their business. The Stovers meet with clients and provide quality customer service and products at the client's location, as they know their customers enjoy not having to go out shopping for their personalized apparel needs.

/magazines/assets/0/16/80/138/71b5133d-e4a7-42f6-9ebf-15d6356b054b.jpgJANE SWANZY owner of Houston, TX-based Swan Marketing LLC (dba Swan Threads) is an award-winning decorator who specializes in embroidery. Taking stock embroidery designs, combining them, changing thread colors and placing them in unusual spots to create unique items for her customers is what she loves to do. Working from home with a single-head embroidery machine, a heat press, a vinyl cutter and lots of software, she is assisted by three cats, Peanut, Samantha and Abby, and occasionally by her husband, Tim Bautsch, who is good at picking thread colors. She is on the board of the Houston Promotional Products Association and is the chair of the professional development committee; she provides educational opportunities for the members of HPPA and assists them with obtaining their CAS/MAS certifications.

/magazines/uploadedimages/Stitches/MeetStaff/images/Marie-Zeffer.jpgMARIE ZEFFER is the owner of Sew Much Thread in Ann Arbor, MI. Sew Much Thread was founded in 2005 and is the combination of her knowledge and passion for customer service, and three years of teaching embroidery digitizing. She likes to keep up with the current decorated-apparel trends, and her latest passion is rhinestones. In her past life she was a corporate trainer for 15 years for Fortune 500 companies. She attended college at Pepperdine University in Southern California and Southern Oregon State University, where she graduated with a degree in business administration. She is married and the proud mother of three children. She enjoys roasting her own coffee beans and sharing espresso drinks with friends and customers, and when she's not working, she dreams of her next family vacation in a tropical location.

dzezzoDANA ZEZZO is vice president of sales for Pro Towels Etc. (asi/79750), a full-service promotional products supplier in the towel category. The company's capabilities include screen printing and embroidery in-house. He has been a guest speaker around the country at industry events and for national accounts throughout his 15-year career in the industry.

GAYLE ZRELIAK is founder and president of EnMart, a machine embroidery supply company based in northern Michigan. She also owns and operates parent company Ensign Emblem, which supplies emblems and embroidered apparel to industrial laundries. She has been in the embroidery and garment decoration business for 35 years.

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