Jane Sassaman’s art quilts and fabric lines are instantly recognizable due to their exuberant style, inspired by the decorative arts. Jane herself is known as an inspiring and effective teacher. Eileen Doughty spoke with her on the phone recently to learn more about her and her business.

How do you describe yourself to a new acquaintance?
Introducing myself has become easier since I’ve started designing fabric because I can say, “I’m a fabric designer and an artist.” That’s a good place to begin. If the discussion continues, I’ll add that I’m a fine art quilter.

Looking back, what were your early goals?
I started as an art quilter. Entering Quilt National was my first big goal. From there, I picked shows that would produce a color catalog, as more people may see the publication than the show itself. That was my approach to getting out there. Quilt Visions was another goal. Paducah and Houston were great too, not only the shows themselves, but the competitions.

I watched Penny McMorris’s PBS show that featured the first wave of art quilters – Ruth McDowell, Nancy Crow, Terrie Hancock Mangat, among others, who did so much to break the trail for us to follow. I consider myself a second wave quilter and was able take advantage of the work the first wave did.

You seem to be a natural at marketing yourself and your work.
I have had a booth at Quilt Market for the past two years. I do the Fall Market because that’s when my fabric comes out. It’s the place to make sure people see what you’re doing.

I feel a bit like the odd woman out compared to other designers who put all their energy into designing and marketing their fabric. I can’t let go of art quilts, so I am in two camps. Doing Market is one way to do my part in promoting the fabric. Westminster/FreeSpirit has such an extraordinary group of designers.

One thing I understand is having a “look.” That’s where my strength is. Also, I take good photographs to sell the work. Other people may be better in making the calls to sell their patterns. I’m pretty good at putting together the actual product. I’d dearly love to have someone who thrives on business to partner with.

I’m at the point right now that I have to decide if I want my business to get bigger and how to get bigger. We do have some friends in the marketing world. There’s always a little hesitation in the back of my brain, because I so love to hole up in the studio and make work. You think if you get too big, you won’t have time for what you love to do. Studio time is so precious. If you want to grow, you should have knowledge of where you want to go. Not that you shouldn’t be flexible, but you should be able to guide it according to your dreams rather than someone else’s ideas.

Any tips for those starting out, building their careers?
Find your proper audience after you find your artistic voice. Some people bang their head against the wall, entering a show not appropriate for their work. If you want to be successful, then go where your work will be appreciated. There are so many ways to go about having a career, even some that no one has explored yet. There are ways to be a quilt artist that still haven’t been done.

Over the weekend I stopped into Bath and Body Works to purchase some hand cream, and it was packaged in a nice paper bag with the company name in large letters. What struck me was below the name was “Shop 24/7 at www.bathandbodyworks.com.” Great idea. Of course I knew the company would have an Internet presence, but I loved the not-so-subtle way they reminded me I could find them after the sale.

This also reminded me of an experience I had many years ago vending at a major regional show near my home. I knew lots of the area quilters, and they stopped by the booth excited to show me all their new finds. One product in particular – and I can’t remember now exactly what it was – was a new notion. Everyone who saw it wanted to know where to get it. The receipt had the company’s name and nothing else. The show catalog listed the vendors, only not their locations. I didn’t know where they were, and the only option was for someone to go up and down all the aisles until she found this particular vendor. As I recall, the vendor ended up being in my aisle, though I didn’t know it at the time. I suspect this vendor missed a lot of follow-up sales during the show.

How can you put my experiences to use? When I did that regional show, as well as other larger shows, including Quilt Market and Festival, I had a stamp made with my booth number on it. I think the stamp cost less than $5. Since I used handwritten receipts, I pre-stamped that booth number on the customer copies in my receipt book. I hoped that when all those quilters went back to their hotel rooms and shared their purchases, anyone who wanted to purchase from me would be able to easily find my booth.

Today many people use computerized or printed receipts, and you have the ability to print a message on those receipts. You can add your booth number if at a show, your website, or some other message to encourage repeat sales. One idea that came to mind for a shop was to advertise an upcoming sale or even to offer a small discount for a return visit with the receipt.

As for the shopping bag idea, this would be easy to accomplish when you need to reorder bags. Another option would be to print adhesive labels with the additional info and add them to the bag.

I’m sure you have other ideas to let your customers know how to find you after the sale. Please share them here.