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live at the Great Wisconsin
Quilt Show with insights to

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this year's event. I am joined
by Jen Mulder. Welcome, Jen.

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Thank you. And you are from the
Electric Needle shop. I am

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right here in Madison. Yes. And
you've been a long time sponsor

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and vendor of the show and we
appreciate you.

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>> Yeah, we're on year 16.
>> So we're here to talk about

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what's new in innovative in
sewing machines.

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>> Awesome. So happy to talk
about it. We are just launching

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the Pfaff creative Icon three,
which is great for quilters,

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embroiderers and sewers of all
styles. We love the amount of

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space that we have in the
machine and the free arm

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embroidery. One thing that we
can show you is that we don't

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have to undo our package. We
can just slide it right around

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the free arm to embroider. And
then we also have a giant space,

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almost 18in by 18in.
>> So that's for embroidery

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hooping. So you can embroider,
you know, a denim jacket, but

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quilt blocks, we do a lot of
quilt blocks.

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>> Yeah. And this one comes
with the machine. So you can,

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you know, make bag panels real
easy like we have here. Get the

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whole shirt placket. If you're
going to do your buttonholes,

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that all can be done right.
>> The entire shirt placket,

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all those buttonholes done. Yep.
Or even decorative embroidery.

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>> Exactly. We also have metal
hoops for this. And the largest

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one that's not out yet, but
it's coming is nine by 14.

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>> Wow. That's exciting.
>> Yeah. People do whole hoops

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for Christmas tree skirts and
quilt blocks in there. It's

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just it's amazing.
>> It's not plop and drop

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embroidery anymore. Back in the
90s, when the machine

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embroidery first came into our
homes, the largest hoop we had

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was five inches by seven inches.
And we thought, wow, that's

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pretty large.
>> It was for.

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>> The time. Yeah. And now we
also have projection, so we can

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not draw the lines on our half
square triangles anymore. We

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can see exactly where the
stitches are going or the

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embroideries. So it's really it
takes so much guesswork out.

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>> Wow. Very impressive. When I
first came up and took a look

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at the machine, I thought the
module was not yet attached.

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Right. But it's attached. So
this this when the module is

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attached, embroidery module is
quite large. It takes up. This

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is, I think a six foot table.
>> Yes.

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space. So just imagine you can
machine embroider your quilt

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blocks one block at a time.
>> Edge to edge quilting in

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these is great as well for
borders, large projects, small

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projects. It does all of it.
>> Wonderful. Anything else new

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with this machine?
>> So you know this machine has

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the capacitive touch screen. So
if you want to design a

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specific stitch like I made my
husband a Batman buttonhole.

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And so you can do it just with
your finger and drawing right

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on the screen and then stitch
that out so you can sign your

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name on the screen and stitch
that out. Like all of that is.

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Incredibly creative. Current
technology.

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>> So you carry sewing machines.
You also have another brand in

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the store.
>> We do. We have the Vikings.

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We also carry singers and we
have genomes.

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>> Amazing. I've been to your
store. It's really fun to visit

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with you and visit your store.
It really has your vibe. Thank

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you. And you also have fabrics
in the store.

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>> We do, we do. We carry all
of them. Moda grunge. We carry

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all the Kona cotton solids. We
carry all the chalk and

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charcoals, and then we have a
giant room of 108 wide.

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>> Bags, an entire room of wide
back quilt backing. So if

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you're making a large quilt,
you don't have to piece the 44

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inch wide fabrics together. You
choose a wide back and you have

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a lot of fun colors. You know,
it's not just, you know, white

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and muslin fabric backing
anymore or quilt backing, right?

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>> We also have flannels in
wide back fun. Yeah.

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>> That'll be.
>> Something a little more cozy,

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right?
>> It's winter's coming, right?

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Always in Wisconsin, right? Yes.
Well, how do people find your

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how do people find you online
and find your shop?

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>> So we're at
electric-needles.com. And then

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our shop is just on the
Beltline, 4281 West Beltline

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Highway, really close to here.
Really close to here. Yes. And

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then, you know, we're here in
935 is the good booth number to

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find us.
Jay, your husband and partner.

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>> We've got Pfaff and Viking
and then Arrow Furniture at the

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store. Yes. And then for the
show, we are a sit and sew

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classroom sponsor. So we have
two rooms and the the machines

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that we have in the classrooms
are on scream and.

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>> Scream and deal whenever
they're classroom machines.

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They're a great deal. Yeah. You
know, at the Great Wisconsin

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Quilt Show is the best time to
buy a sewing machine. They're

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all here. You can test drive
everything. And the bargains

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are phenomenal.
>> And then we also have a

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special on accessories for the
show. That's 30% off during the

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show.
>> So presser feet. Whoops.

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>> Yes.
>> Fun. Thank you Jen. Thank

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you. It's fun talking with you.
>> You as well.

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>> And thank you for joining me.
And thank you for tuning in and

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watching. And to learn more
about this year's event and

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next year's event, head over to
Quilt show.com.