Episode 107 - Inside BERNINA’s Annual Dealer retreat: A Gathering of Passion, Creativity and Community
Just about 40 miles west of Chicago, nestled in a quiet office and industrial park, you'll find the headquarters of BERNINA of America. In one building, the heart and soul of the business hums—sales, marketing, operations, and so much more—where a dedicated team works passionately every day to bring BERNINA’s incredible sewing machines to dealers and customers across North America.
But just a stone’s throw away, in a building filled with inspiration and creativity, lies something truly special—BERNINA’s Creative Center.
On a chilly, grey January morning, we stepped inside and were immediately welcomed by the warmth of community. A small gathering of women from BERNINA dealers across the country had come together, as they do each year, to share stories, sewing tips, and business ideas—all while strengthening the bonds that make this community feel like family.
In this special episode, we had the pleasure of sitting down with four groups of these remarkable women to learn more about their journeys, their businesses, and their dreams for the future. Their passion and camaraderie are truly what make BERNINA more than just a brand—it’s a family.
So, grab a cup of coffee, settle in, and join us as we take you inside the very essence and meaning of BERNINA’s Creative Center.
We started off the morning with a duo eager to be the first to talk with us. Meet Alyssa McDonnel of Aurora Sewing Center, New York https://www.aurorasewingcenter.com/ and Jessica Whitley 0f Byrne’s Sewing Center, Pennsylvania. https://www.byrnesewing.com/
(2:18) So, what inspired these ladies to open their dealerships? As in many things BERNINA, it’s all in the family.
(3:30) What gave them each the courage to step in and take over the businesses? Did they each sew?
(4:03) How about some stories about their first days/months in business? Were tears a part of it all?
(5:37) What were their biggest challenges and triumphs? Machines, staffing, anticipating the market and getting enough sleep! Pinterest helps a lot!
(7:06) How has the industry changed during their tenure in business? Virtual business,
(8:35) What aspects of being a BERNINA dealer mean the most to them?
(10:55) What is it about BERNINA that makes customers so loyal? Quality, the standards, creativity.
(11:55) And what are their hopes/dreams for the future?
BERNINA began and remains a family-owned business. And so many families…generations of them…are now part of the BERNINA family. Meet mother and daughter Marilyn Gattinella from Close to Home in Connecticut https://www.closetohomestores.com/ and Denise Lopez from Nuttall’s’ in Salt Lake City, Utah https://www.nuttallbernina.com/
(13:47) What inspired each of them to open their dealerships? Hear their remarkable stories and how Denise married within the sewing community having met her husband at BERNINA University.
(16:58) What special memories do they have from their days as a dealer? How about the days they had 67 990’s delivered and had to enlist their sons to help get them ready?!
(19:06) What are Marilyn and Denise’s takes on the evolution of the industry? Many things and especially to Marilyn…what’s old is new again! And of course, technology and social media!
(21:37) Have they had to adjust in their businesses to keep up with things? Reaching out into the community to different community gathering places to meet people where they are.
(22:58) And the joy and fulfillment of being a BERNINA dealer? Well, most of them watched Denise grow up…it’s truly family.
(25:15) What are their hopes for the future? For Marilyn, for their sons and their children to continue and thrive. For Denise to see the whole family continue and thrive as well. Many next generations to come!
Across different states and generations, the passion for sewing unites BERNINA dealers in unique ways. Jess Rediske Red-Roxy Quilt Company, Iowa https://www.redroxyquiltco.com/ and Jenny, The Sewing Palace, Montana, https://www.thesewingpalacebernina.com/ share their experiences—some strikingly similar, others uniquely their own.
(28:35) Each of these women share their stories of how they decided to open their stores.
(31:11) How about the memories of their early days. Working with mom would be at the top of the list!
(32:44) And how have they seen the market change? From primitive feeling, to color, to reaching the younger generation through social media!
(34:09) And how have they addressed these changes? Going out into the community! And using the tourism aspect of the Northeast corner of Iowa.
(36:35) Why do each of them love being a BERNINA dealer?
(38:20) What are their hopes for the future?
(39:16) Is there anything we didn’t ask that they wish we had asked? They both agreed that this is an industry that’s made up of many powerful women who come together to help each other!
In the spirit of collaboration and community, we handed the mic to Maggy Urso, BERNINA’s Marketing Manager for social media. With her lively energy and deep connection to the brand, Maggy guided a spirited conversation with sisters Tracy and Debbie of Linda Z’s Sewing Center https://www.lindazs.com/ (Linda’s Daughters) along with Dari, a cherished member of the Nuttall’s’ Dealer family. https://www.nuttallbernina.com/
(41:05) Maggy leads off with asking the sisters how they got into working with their mom Linda Z.
(42:50) And did Tracy and Debbie want to really do this? Well…30 some years later it seems so.
(43:39) And how did Dari get into the business? Born into it as well! And talked about it forever!
(44:45) How about some memories from the early days? Debbie starts out by telling us about Grandpa Cooper. And hiding in the lingerie tents. Dari – early bird Saturdays, the yellow tickets, donuts, Easter Eggs…and inventory.
(47:30) Biggest challenges and triumphs? Getting everyone to agree and keeping up with growth.
(49:05) How has the industry changed? Drawers and drawers of patterns, push button sewing, embroidery cards, sergers, and a “crazy” amount of change.
(51:00) What gives each of them the most fulfillment? Giving to the community and getting so very much in return!
(52:15) What makes BERNINA unique and why are so many so passionate? It’s in the generations of families.
(43:54) Hopes and dreams? Keep growing and within the family.
Even distance couldn’t keep us from hearing the heartwarming insights of Dori's mom, Rhonda Lopez Nuttall’s’ Sewing Centers, https://www.nuttallbernina.com/ who joined us remotely from Salt Lake City, proving that the BERNINA family knows no boundaries.
(55:10) What inspired Rhonda to get into the sewing business?
(58:10) How had the sewing industry changed during Rhonda’s tenure? The evolution of quilting was a big part of this. And it’s no longer an industry of need.
(1:01:00) Proudest moment? Seeing her kids become a part of the family business. And then there was the day at BERNINA University when she received a standing ovation from her peers.
(1:03:02) What’s her hope and vision? That people in her market continue to look to them for their needs well into the future.
As our time at the BERNINA Creative Center came to a close, it was clear that what makes this space truly special isn’t just the machines or the materials—but the people. The passion, the dedication, and the unwavering support these women share for one another and for BERNINA are what transform a brand into a beloved family.
We want to extend our heartfelt thanks to everyone who shared their stories with us—your insights, laughter, and wisdom made this experience unforgettable. And to our listeners, we hope you’ve felt the warmth, creativity, and inspiration that radiates from the BERNINA community.
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