DIY Stoffe
Julia and I worked together in Switzerland at Snowlife, where we became not only colleagues but also close friends. In 2017, Julia took a courageous step and started her own business with DIY Stoffe. What began as a blog has since grown into a large, thriving family company.
Julia is an incredibly funny and kind person, whose helpfulness and generosity are truly remarkable. Our time together in Klosters was filled with many adventures - especially during our business trips to Vietnam and China, which I still look back on fondly.
Today, we want to learn more about her journey -from the early days of her blog huebs.ch to her now successful online shop diy-stoffe.de.
© DIY Stoffe
© DIY Stoffe
What inspired you to start an online shop for fabrics, accessories, and sewing tutorials?
It all just evolved naturally. Initially, we had no intention of running a large online shop. Our goal was simply to sell our own fabric designs. But over time, it became so much more than we ever expected.
In the beginning, our focus was on creating and offering our own fabric designs. We wanted to design and sell them ourselves because platforms like Etsy charge high fees. That’s why we decided to launch our own shop. My husband was able to build a lot of it himself, and what originally started as a small side project for me quickly turned into a successful online business.
A big part of our growth was shaped by our customers and market demand. We've always listened closely to what our customers want and adapted our product range accordingly. Whenever we noticed a strong demand or a gap in the market, we added it to our offerings.
What did the beginning of your business look like? Can you tell us about the first steps?
The first steps involved finding the right suppliers and carefully considering which products made the most sense to start with in order to attract customers. It wasn’t possible to purchase everything at once, as that would have required significant upfront investment. So we had to develop a well-thought-out concept. A random, mixed assortment without a clear direction wouldn’t have worked for us.
Before the website went live, I created 10–12 tutorials and sewing patterns to offer an added incentive for purchasing our fabrics.
Before all of this, I ran a blog called huebs.ch, where I wanted to share my creative ideas with others. This desire—to share my passion and ideas with a wider community - ultimately led to the founding of diy-stoffe.de. Step by step, it grew into the website we have today.
Were there any specific challenges you had to overcome during the founding phase?
The biggest challenge was building the website. A small but important example: we had to make sure that the selected products would actually appear in the shopping cart at the end of the checkout process. In addition, obtaining official permits and filling out all the necessary forms took more time than expected.
How do you develop new products and sewing tutorials? Where do you get your inspiration from?
That really varies. Sometimes it's instinct or the realization of what’s needed or what customers are asking for. Occasionally, tutorials come about because we’re introducing a new product - if we don’t offer a matching guide, there tends to be less interest in the product.
Which marketing strategies have been especially effective for the success of your online shop?
We’re active on several platforms including Instagram, YouTube, Pinterest, Facebook, TikTok, and through our newsletter. Our YouTube tutorials are particularly effective and very popular with customers. We're also highly active on Pinterest and reach a large number of interested users there.
What role do social media and other digital platforms play in your marketing mix?
Social media platforms are essential for us. Instagram allows us to interact directly with our customers and respond quickly to their questions. While our newsletter has a broader reach, we see a higher conversion rate through Instagram. The purchase process there is simpler and faster thanks to direct links, which leads to higher sales - even if the newsletter reaches more people.
© DIY Stoffe
© DIY Stoffe
What have been the biggest personal challenges you've faced as an entrepreneur, and how did you overcome them?
One of the biggest challenges has been managing staff and suppliers. Communication and collaboration naturally lead to occasional misunderstandings that need to be resolved. Despite working with some of our suppliers for years, we've still encountered unexpected issues such as delivery delays or quality problems. It’s often necessary to regularly check whether the delivered goods match the orders and are in perfect condition. There was even a time when we had to close the shop for a full day just to process a large shipment of goods.
Additionally, we’ve experienced situations where products - like fabric colors - suddenly changed, which meant we had to explain these changes to our customers and unlink matching accessories. In terms of staffing, unexpected resignations or sudden surges in orders can also present major challenges. These issues are, unfortunately, part of our daily reality, and we constantly need to stay flexible and solution-oriented in how we respond.
© DIY Stoffe
© DIY Stoffe
© DIY Stoffe
What advice would you give to other women who want to start their own business, especially in creative or craft-based industries?
My advice would be: you need to fully commit - half-hearted efforts won’t get you far. It’s crucial to have a strong partner, friends, and/or family by your side who support you and believe in you. You'll also need strength and perseverance to navigate the challenges that come with starting a business. Self-employment demands a lot from you - both mentally and physically.
If you could have one superpower to help you in business, what would it be and why?
I would love to be able to see into the future (professionally only), so I could identify trends and products that will be efficient and successful in the coming years. Wouldn’t it be helpful to know whether ribbed jersey or embroidery thread will be in high demand again in five years?
What are your hopes for the future?
Looking ahead, I mainly wish for stability. My goal isn’t to become famous or to grow the business exponentially. Rather, I want things to run smoothly and steadily - so that we can make a living from it, take vacations, and put something aside for the future.