❥ Ladies. This episode marks the start of the second season of the sewing podcast – and I couldn't have wished for a better start: my first guest of the new season is Verona , the founder of Sewando .
The new DIY platform for the creative industry.
We talk about fair platforms, creative self-employment, and the courage to do things differently.
A month has now passed – Sewando has completed its opening month and has already gathered many exciting impressions.
To give you an even more comprehensive picture, I asked Verona: In addition to the podcast episode, you will therefore also find a guest post from her here on the blog.
Sewando. / June 10, 2025
Guest post by Verona Schäfer
5 weeks in Sewando – what happened next...
A vibrant vision, a belly flop, or a course correction?
Here's the continuation of what was discussed in the sewing podcast – and with it, the brutally honest reality check. Ready?
Vision vs. Reality
If you've already devoured the sewing podcast, then you now know my vision and the values that not only stand behind Sewando, but which I also wanted to bring to life with its founding.
But is this even feasible given the current market situation and over 150 independent entrepreneurs?
Everyone is unique, everyone has different needs and goals....
Well, let me start from the beginning. Take a few minutes and make yourself comfortable.
The start
The start was hectic, sleepless, and very labor-intensive.
Of course, there were a few minor technical glitches when we launched our shop, but the customer probably didn't even notice them, as we readjusted immediately whenever there was a squeak.
Therefore, I would describe the start as surprisingly smooth and successful.
My goodness, I was so tense and excited – not just because of you, because of course I wondered whether you would even accept Sewando, even though there are already so many shops where you can buy digital products.
But Sewando has an advantage that other marketplaces don't yet have:
With us you will find exclusively digital products, not hidden behind fabrics or other goods – simply right in the spotlight.
And our filters, which some designers certainly cursed me for at first, are definitely unique. Because they are versatile, because they see you and support you individually in what you are looking for and need.
At Sewando you will not only find the standard filters, but you can also search specifically for projects, seam allowances, usage rights, sleeve types, necklines, fit – and my highlight filter: special fits.
Behind this filter hides the small, understanding, good-naturedly smiling boutique saleswoman who quietly slides the right trousers into the fitting room under the curtain – if you have always reached for the ones that others wear, but which do absolutely nothing for you, that you can only pull up to your knees and then give up the search for trousers in frustration.
This filter will only show you sewing patterns that match these needs.
We are all who we are – and with us you should find what supports you and makes you feel beautiful.
Whether your belly has grown, you suffer from lipedema in your arms and/or legs and it is almost impossible to sew normal patterns without major alterations – or whether you simply want to conceal certain areas to your advantage.
Why I was tense
But I'm getting off topic and confidently returning to the question of why I was tense and excited – and still am.
Yes, I am absolutely convinced that you need and will love Sewando.
And that became apparent very quickly after the start.
Within just a few days, thousands of you have become Sewando customers, and the feedback has been consistently positive across the board.
My excitement and tension were also due to this enormous responsibility towards all our designers, some of whom feared for their livelihoods with the demise of the great M.
With Sewando, I wanted to give them a new home, to offer them a reliable, sales-driven and consistent platform in the long term, and to present and showcase them in the best possible way.
And THAT is a huge responsibility – and yes, that's still the backpack I have lying next to me when I sleep and carry with me all day.
Does every designer feel seen?
Do the designers feel appreciated?
Am I making them sufficiently visible?
It feels a bit like sitting at the lunch table with 20 of my 30 children and striving to ensure that no one feels disadvantaged, that everyone has a full plate, and that I can give enough attention to everyone.
The reality
And now comes a dose of reality! BOOM!
Because that's been a real challenge since the beginning – all these wonderful creative minds are different. There are those who are loud and active, who seek my attention and approach me directly.
And then there are the quiet ones.
And also those who, with the founding of Sewando, expected me to take my glittering magic wand out of my pocket, blink my eyes to the gentle jingling of bells in the background – and save the world.
Okay, maybe not the whole world – but at least the DIY market and its sales.
But the harsh reality is:
My superhero costume is in the wash – and I don't own a magic wand.
Every change we desire – and which is so necessary to allow our beloved DIY market to survive and flourish again – must grow within ourselves!
In me. In you. In every designer. In every customer.
And that's something we can only achieve together.
All of us who love to sew, embroider, plot, craft – and much more.
The first month
4 weeks of opening offers.
Daily product presentations.
Almost daily newsletters.
Daily changing offers.
That was our first month.
And it went off.
Thank you to every customer who supported us with a purchase.
Belly flop or course correction.
How would I describe it in terms of evaluation?
Belly flop, vivid vision, or course correction?
I would say:
From day one, we kept track of all the figures and all your feedback.
From the very beginning, we were set up to design Sewando according to your needs and what the market makes possible and necessary – and that is exactly what we are doing.
Yes, I would say we are on the right track to turning the vision behind Sewando into reality.
But we are aware that it won't be a rocket launch – it will take time.
And it needs supporters.
What you can do
If you support our vision that designers should be fairly compensated for bringing vibrancy and creativity to your life by doing what they love – then join us.
Join us on the SEWANDO journey – with appreciation for all sides .
What you can expect from us in the future
We will very rarely offer hard discounts.
Instead, starting this month, we will focus on exciting, entertaining formats that put our designers and their products in the spotlight.
Let yourself be inspired – and buy because you like it. Not because it's cheap.
It's better to invest in 1-2 good projects that really suit you than in 10 that you'll probably never implement – but which are currently on sale.
Join us this Friday at 7:30 pm for our live shopping event on Instagram. There you can browse, chat, and shop with me in a relaxed atmosphere – and benefit from fair discounts that are only available live and are very limited in quantity.
See you soon, Verona