Niching Down and Standing Out: Helene of Scandi Quilts on Growing a Quilt Pattern Business

Niching Down and Standing Out: Helene of Scandi Quilts on Growing a Quilt Pattern Business

Author: Elizabeth Chappell May 22, 2026 Duration: 48:19

What does it look like to grow a quilt pattern business when you lean fully into your roots and design what you genuinely love?

In this episode of the Craft To Career Podcast, Helene of Scandi Quilts shares how her business has grown since taking the Quilt Pattern Writing Course. Helene has built a beautiful niche around Scandinavian-style quilts, and she's seen real growth in both her sales and her email list along the way. In our conversation, she opens up about what's actually working for her business right now.

Helene shares the role on-brand photography has played in her growth, and how adding unique, story-rich elements to her photos has helped her quilts feel instantly recognizable as hers. We talk about what it looks like to build a brand that feels cohesive across patterns, social media, and email, and why leaning into a specific aesthetic has helped her stand out rather than blend in.

In this conversation, you'll hear:

  • How Helene found her Scandinavian niche and why it has resonated with quilters
  • The shifts she made after the Quilt Pattern Writing Course that started moving the needle
  • How she approaches on-brand photography for her patterns and social content
  • The little details and unique elements she adds to her photos to make them feel like Scandi Quilts
  • What's working for her email list and pattern sales right now
  • Her honest take on what it takes to grow a pattern business one step at a time

Whether you're just starting to think about your brand or you're ready to refine the niche you already have, Helene's story is a beautiful reminder that the most sustainable businesses are often the ones built around what you love most.


Elizabeth Chappell hosts Craft to Career, a space for makers who feel that persistent pull to build something more from their creative work. It’s for the person at their kitchen table, surrounded by their craft, wondering how to bridge the gap between a passionate hobby and a sustainable livelihood. Each episode tackles the real, often unglamorous, questions that arise when you decide to take that leap. You’ll hear practical conversations about defining your niche, setting prices that respect your time, and navigating the complexities of marketing without losing your authentic voice. The focus extends beyond just sales, exploring how to structure your days, maintain creative energy, and build a community around your work, particularly through platforms like Instagram. This podcast operates on the belief that success is a personal definition, not a one-size-fits-all destination. It’s about translating the skill in your hands into a viable, fulfilling path, offering both tactical advice and the necessary encouragement for the journey. Tune in for honest discussions that replace vague inspiration with actionable steps, all aimed at helping you answer that foundational question for yourself.
Author: Language: English Episodes: 50

Craft to Career
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