IB Woman
Issue No. 34 - April/May 2007
Stitching up good business
by Penelope Herbert
Working for a company that was “withering on the vine” gave Valerie Travers an excuse to leave her job in an era when employees, particularly women, didn’t swap around jobs.
Her taxi driver husband had taken an option on a small embroidery factory and suggested Valerie “stop moaning” about her job and try running a business.
“In a weak moment I agreed,” says Valerie, 40 years after she set foot in the factory for the first time.
“From then on my life changed. For 15 years I worked seven days a week; and loved it.”
Valerie Travers Embroidery was developed when treadle sewing machines were used to make badges and embroidered logos by hand. Melted candles, Reeves art powder and turps were used to provide the colours and Valerie drew designs directly onto the fabric, which was then hand embroidered.
“I had three or four staff and we produced 300 – 400 pieces per day,” says Valerie. “Nowadays you’d need 150 people to do the same work.”
Luckily for Valerie, and her sanity, computerisation and technological advancements allow her business to service thousands of customers per year using up-to-the-minute techniques and about 15 staff.
Whilst her business does undertake design work, all logos can be taken from a business card, letterhead or disc and transposed stitch-for-stitch onto a computer program.
“Digitising requires an expert programmer because designs have to be exact,” says Valerie. “The computer produces a ‘plot’ of the design and then we do test runs. Depending on whether the fabric is woven or knit, it can move, particularly with knits. There can be no gaps and no pile up of threads.
“Also, the logo has to be in the right position on the final garment and depending on whether it’s for a male or a female.”
Valerie says customer service is critical and she teaches her staff to always put the client first. She has certain employees dedicat...
