Sew Inspirational

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In the Pursuit of Excellence

The humble sewing machine has seen significant changes over the past 5 to 10 years. It has seen many technological enhancements but more importantly there has been a major change in the reason why it is used.

Historically the sewing machine was used as a tool for making and mending clothes. Society thought of the machine and the users of machines in a tradesman like manner. Sewing was considered a mundane but necessary chore to be carried out as quickly and inexpensively as possible.

Over the past 10 years, however, there has been a quantum shift within the industry. The users of the sewing machine are considered artists and the machine is used as part of their creative armoury. Just like an artist who creates on canvas using a brush the sewing machine is the “brush” that is used to create magnificent works of art using fabric and thread.

Part of Bernina’s role within the industry is to encourage this creativity by sponsoring events, whether the focus is on garment construction, garment design, quilting, crafting, home décor or wearable art. Whether it is in New Zealand or Australia I never cease to be amazed at the artwork that is created using the sewing machine. The fact that people can take the humble sewing machine, combine it with fabric, thread, and their creativity to transform fabric into pieces of art and into garments is awe-inspiring.

It is gratifying, from Bernina’s point of view, that people can push our machines to the limit and they provide you with the reliability and versatility to keep up with your ever expanding ideas. Bernina machines will continue to evolve and be manufactured to match your passion and creativity.

We at Bernina are proud of our Swiss heritage. Proud of the fact that we have remained a privately owned family company for over 100 years. Proud of the quality and technology that is being built into every Bernina Sewing and Embroidery machine, every Bernina Overlocker and every suite of software we produce. It is this heritage and precision that has allowed Bernina to build a reputation that is second to none for quality, ease of use and for after sales support and service.

Bernina is proud of the independent sewing and craft centres that Bernina have selected to deliver our quality product to the final consumer. We believe that when you take home a Bernina machine, it is the beginning of a lifelong relationship. Your Bernina dealer will be there all along the way, not only to bring you the finest educational classes and technical support, but also to inspire and foster your sense of creativity and imagination.

Another part of Bernina’s role is to manage a brand and the distribution of that brand through these independent sewing centres. To support these sewing centres with training, promotional programmes and quality product.

The last part of Bernina’s role is to promote the classical art of joining fabric with needle and thread. To promote the joy and sense of achievement people feel when they are creative. To develop and engender the sense of passion I see when a project is finished. I want to encourage this by sponsoring events that promote sewing as a hobby, as a pastime that allows you to unwind and forget any problems you may be experiencing at work or at home. In the past year we have achieved this by sponsoring, in conjunction with our dealers;

• The Australian Sewing Guild Conference
• State Quilting Guilds Annual Awards
• Quilting Guild Retreats
• Bernina National Quilt Awards
• The Christchurch Quilt Symposium in New Zealand
• The Annual Bernina Fashion Awards for secondary school students in New Zealand.

I believe we have the talent and passion within Australia and New Zealand that is unrivalled around the world and we should recognise this talent. I want to lift the status of Fabric Artistry to match other art forms like painting and sculpting. To give Fabric Artists the accolades they deserve by being able to display their work in nationally recognised art galleries.

I have been working within the Sewing Machine industry since 1992. I have experienced both the Australian and New Zealand markets. I have been supported during this time by some wonderfully talented and creative support staff, along with some precise and exact technicians and many other hardworking backroom staff. It is these people that make our industry what it is. An industry that is passionate about the product the consumers want and an industry that is the most creative I have ever experienced.