Posted 10:22 p.m. Friday, Sept. 28, 2012
Business Alum Dan Robson recalls the day his wife let out a shrill scream from the back corner office of their quilt shop in Forest City, Iowa. “I thought there was a mouse back there,” he recalls. Dan, ’88, hurried to the back, passing heaps of quilt patterns and brightly colored fabric decorating the 4,400-square-foot space. For nearly 15 years, his wife, Shelley, ‘89, had expanded the shop, gradually increasing fabric choices, inventory and staff. She studied up on the trendiest quilt patterns and eventually designed her own to be printed professionally and shipped all over the U.S. and Canada.
[caption id="attachment_2466" align="alignright" width="377"]
Dan Robson and his wife, Shelley (Pederson) Robson, both UW-L graduates, own a quilt shop in Forest City, Iowa, “The Quilted Forest." Shelley also launched another, related business designing quilt patterns, “Pieced Tree Patterns.” Photo used with permission from Quilt Sampler® magazine. ©2012 Meredith Corporation. All rights reserved. www.allpeoplequilt.com[/caption]
A look inside "The Quilted Forest." Photo used with permission from Quilt Sampler® magazine. ©2012 Meredith Corporation. All rights reserved. www.allpeoplequilt.com.[/caption]
Nearly 3,000 quilt shops are eligible to apply for the honor. They submit a detailed application on their history, business promotions, charitable work, teaching schedules and design philosophies.
Shelley made the goal to be featured in the magazine when the shop opened in March 1998. She compares reaching that goal to the hard work she completed in college each semester.
“It’s kind of like getting an A-plus,” she says. “It’s all about goal setting and not giving up on something. You keep trying and you don’t back down.”
Dan and Shelley make an effort to make people feel welcome and take their time in the store.
“When our customers walk in the store, we do everything we can to make sure they have what they need to complete their project,” says Dan. “And, if they don’t have a project, we help them come up with creative ideas to start one.”
Good service and products have paid off. The store grew out of its original 2,000-square-foot space. In 2009, the Robson’s remodeled a historic building down the block with more than double the space and moved in.
“Ever since, when someone walks in the store, their mouth opens and they say ‘Oh, my gosh! Where do I start?,’” notes Dan.
Dan resigned from his insurance career to work full-time at the shop with Shelley in January 2011. They say their business and education majors from UW-L provided them with a good combination of experience for the business world. He manages the business side while she helps educate and assist customers.
Dan says UW-L business classes encouraged him to have an entrepreneurial spirit. Some classes brought him into the community to work with business owners on projects. Shelley was exposed to the local community through student teaching.
“You go out there and realize it’s not just about what you’re learning in the classroom, but it’s about the community too,” says Dan.
Shelley says although she never became a teacher, she uses those skills working with customers every day as she discusses new quilting techniques and other skills. Also, decorating a quilt shop to inspire creativity is a lot like decorating a classroom for the same purpose, she notes.
Ever since they were featured, they’ve seen a slight uptick in store traffic and they expect more as the magazine circulates. Olive Juice Quilts in Onalaska is featured in the same issue.
Dan Robson and his wife, Shelley (Pederson) Robson, both UW-L graduates, own a quilt shop in Forest City, Iowa, “The Quilted Forest." Shelley also launched another, related business designing quilt patterns, “Pieced Tree Patterns.” Photo used with permission from Quilt Sampler® magazine. ©2012 Meredith Corporation. All rights reserved. www.allpeoplequilt.com[/caption]
UW-L alums’ business among top 10 quilt shops in the country
Business Alum Dan Robson recalls the day his wife let out a shrill scream from the back corner office of their quilt shop in Forest City, Iowa. “I thought there was a mouse back there,” he recalls. Dan, ’88, hurried to the back, passing heaps of quilt patterns and brightly colored fabric decorating the 4,400-square-foot space. For nearly 15 years, his wife, Shelley, ‘89, had expanded the shop, gradually increasing fabric choices, inventory and staff. She studied up on the trendiest quilt patterns and eventually designed her own to be printed professionally and shipped all over the U.S. and Canada. For 12 years she had attempted to get this small-town Iowa shop on the North American map. Each year, she applied to be featured in the prominent magazine – Quilt Sampler® — a resource for all quilt lovers. The phone call was from the magazine’s editor. Her scream was followed immediately by a soft giggle. Dan was delighted to see the news had nothing to do with a mouse. The couple’s business, “The Quilted Forest,” was selected as one of the top 10 shops featured across the United States and Canada for the Fall 2012 issue of Quilt Sampler® magazine, published by Better Homes and Gardens. It hit the stands Sept. 4. [caption id="attachment_2454" align="alignright" width="560"] A look inside "The Quilted Forest." Photo used with permission from Quilt Sampler® magazine. ©2012 Meredith Corporation. All rights reserved. www.allpeoplequilt.com.[/caption]
Nearly 3,000 quilt shops are eligible to apply for the honor. They submit a detailed application on their history, business promotions, charitable work, teaching schedules and design philosophies.
Shelley made the goal to be featured in the magazine when the shop opened in March 1998. She compares reaching that goal to the hard work she completed in college each semester.
“It’s kind of like getting an A-plus,” she says. “It’s all about goal setting and not giving up on something. You keep trying and you don’t back down.”
Dan and Shelley make an effort to make people feel welcome and take their time in the store.
“When our customers walk in the store, we do everything we can to make sure they have what they need to complete their project,” says Dan. “And, if they don’t have a project, we help them come up with creative ideas to start one.”
Good service and products have paid off. The store grew out of its original 2,000-square-foot space. In 2009, the Robson’s remodeled a historic building down the block with more than double the space and moved in.
“Ever since, when someone walks in the store, their mouth opens and they say ‘Oh, my gosh! Where do I start?,’” notes Dan.
Dan resigned from his insurance career to work full-time at the shop with Shelley in January 2011. They say their business and education majors from UW-L provided them with a good combination of experience for the business world. He manages the business side while she helps educate and assist customers.
Dan says UW-L business classes encouraged him to have an entrepreneurial spirit. Some classes brought him into the community to work with business owners on projects. Shelley was exposed to the local community through student teaching.
“You go out there and realize it’s not just about what you’re learning in the classroom, but it’s about the community too,” says Dan.
Shelley says although she never became a teacher, she uses those skills working with customers every day as she discusses new quilting techniques and other skills. Also, decorating a quilt shop to inspire creativity is a lot like decorating a classroom for the same purpose, she notes.
Ever since they were featured, they’ve seen a slight uptick in store traffic and they expect more as the magazine circulates. Olive Juice Quilts in Onalaska is featured in the same issue.