Business of Craft The Power of Spaces in Marketing

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WELCOME TO SEASON 8 OF BUSINESS OF CRAFT

Welcome to Business of Craft, a show designed to help entrepreneurs with fabric or fiber businesses become more successful. 

This is our 8th season of BOC and today we have another solocast to cover one of the topics in our new book, Marketing Magic for Savvy Craft Businesses. I’m super proud of this book which my whole team wrote in 2025. The book is available for sale in Kindle and print version (and soon to be audio) on our website or Amazon.

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Whether your shop is physical, virtual, or a blend of both, this episode is your blueprint to transforming that space into a community-building, customer-magnetizing powerhouse.

So far in this series, we’ve focused heavily on digital strategies, but your space—whether it’s your brick-and-mortar store or your online presence—is one of the most powerful tools in your marketing arsenal.

In the book we talk about a lot of different tactical ways to build community but we’re going to touch on a few ideas today.

Of course, if you’ve not gotten the book yet, you can grab a copy on our website Stitchcraftmarketing.com

Let’s ask the big question:
Is your space just a shop? Or is it a community hub?

Because here’s the truth: your customers don’t just want products—they want connection, experience, and a sense of belonging. They’re looking for their tribe of people– the ones who know the difference between cast-ons and how important it is to change out your rotary blade. They want to be seen and heard. So, how can you create that for your space?

Let’s talk events. Craft businesses that create regular opportunities for engagement see stronger customer loyalty and increased sales. These events are powerful tools—both in person and online.

Here are some of the most common ideas we see with clients.

  • Sit & Stitch sessions- or stitch and bitch if you’re a frisky shop… remember to embrace your brand in however you show up!
  • UFO meetups (that’s unfinished objects, of course!)
  • Make-alongs—either mystery or themed
  • trunk shows and interviews with designers
  • Craft bars where people drop in and create
  • Closet sales for lightly used handmade goods
  • Swaps- not all shops like to do this but some do…
  • Charity events that give back to your community

These events not only drive foot traffic and digital engagement, but they also generate content and strengthen your brand’s voice in the community.

We love this concept: turning your shop into a Third Space.
Coined by sociologist Ray Oldenburg, a Third Space is a place that’s not work, not home—but somewhere people feel they belong.

Your third space can be your church, your gym, your library, your community center, your garden club, and of course your crafty spaces.

Here are the 8 principles of a successful Third Space:

  • Neutral Ground – People want to be there. No pressure to buy.
  • Inclusive Atmosphere – All skill levels, backgrounds, lifestyle choices and and budgets welcome.
  • Conversation First – Crafting is social. Let conversations flow.
  • Easy Participation – Drop-in days, low-commitment classes, beginner-friendly events.
  • Skillful Cheerleaders – Nurture your regulars. They set the tone. I say skillful because your group leaders can really make or break your space– if they’re too political, exclusive–either in skill or territorial, this will be a turn off. Keep your finger on the pulse of the vibe with participants and act quickly if you see red flags.
  • Purposefully Playful – Keep things light and fun. You can create a group logo or swag or language or t-shirts or themed parties etc…
  • Home Away from Home – Build belonging, and customers will stick around.

When your business becomes a gathering place, people don’t just shop—they show up.

You might think this physical space and my tips only apply to B&M locations but Don’t forget: this applies to digital spaces too.
Virtual events on Zoom, livestreams on Instagram, Facebook Lives—these are your digital front porch.

Create a vibe where your audience can hang out, share, and learn—even from a distance.

And if you’re short on time, try collaborating with brand partners or designers to co-host events. Share the workload, boost exposure, and deepen your brand roots.

Here’s your to-do list after this episode:

  • Plan a sit & stitch or virtual make-along.
  • Reach out to a designer or influencer for a trunk show. Remember that often times, trunk show reservations can take up to a year in advance to plan.
  • Evaluate your shop—does it feel welcoming? Inclusive? Fun? have a secret shopper do an audit or get an outside opinion.
  • Create a dedicated space—physical or digital—where your community can gather.

If you can build a space where everyone feels seen, heard, and inspired, you’re not just making sales—you’re making magic.