By Mike Arcand
In our little town of Quitman, Texas lies a haven for quilting enthusiasts: Stitchin’ Heaven. What began as a humble venture has blossomed into the largest quilt shop in Texas, drawing quilters from far and wide. With its vast selection of fabrics, engaging classes, and vibrant community, Stitchin’ Heaven has become a true quilting destination.
I recently sat down to talk with Clay Luttrell, the current owner, and his mother Deb Luttrell, the recently retired founder, about the story behind Stitchin’ Heaven. Here’s what I found out.
From Emus to Quilting: The Beginning
The story of Stitchin’ Heaven is as unique as the quilts it inspires. In 1996, Deb Luttrell left corporate America and moved to Quitman with the intention of raising emus. The emu trend, however, was on the downward swing. Besides, fate had other plans for Deb. “You know, God protects us from ourselves sometimes,” she said. So she and her husband were spared from investing in emus.
Instead, Deb’s passion for quilting led her to open a small cross stitch and quilt shop in Quitman. Initially, locals were skeptical, unsure if such a business could thrive in a town of fewer than 2,000 people. But Deb’s vision and dedication proved them wrong.
Starting with a small retail building, Stitchin’ Heaven quickly gained popularity. Quilters were drawn to the small shop’s high-quality fabrics, diverse selection of patterns, and welcoming classes. To get the word out about the new shop, Deb began participating in quilt shows around the state. In the process, they began collecting email addresses for the purpose of marketing. Email is still one of the most effective marketing mediums the company uses to this day.
Within three years, Stitchin’ Heaven was voted one of the “Top 10 Quilt Shops in North America” by American Patchwork & Quilting magazine. This recognition solidified Stitchin’ Heaven’s place in the quilting world.
A Quilting Emporium: The Present Day
Today, Stitchin’ Heaven occupies a sprawling 75,000 square feet in all their buildings combined, a testament to its remarkable success. The shop boasts more than 10,000 different fabrics, an extensive collection of quilting notions, and a constantly evolving selection for its “Block of the Month” program. Whether a quilter is seeking traditional patterns or modern designs, vibrant colors or subtle hues, they are sure to find inspiration within Stitchin’ Heaven’s walls.
The Block of the Month subscription service is a major part of the business today. Started in 2000, it was one of the first subscription-type services in the quilting industry before they became “cool.” The program lets customers pick a quilting project for the year, and each month they receive 1/12th of the supplies needed for the entire quilt. There is a small monthly fee, and at the end of 12 months, the customer has had the opportunity to build the entire quilt.
More than just a retail space, Stitchin’ Heaven also fosters a strong sense of community. The shop offers a variety of classes and events, catering to quilters of all skill levels. From beginner workshops to advanced techniques, there is always something new to learn. These gatherings provide opportunities for quilters to connect with one another, share their passion, and form lasting friendships.
A Destination for Quilters: Retreats and Cruises
In recent years, Stitchin’ Heaven has expanded its offerings to include retreats and travel experiences. The retreat center in Quitman provides a comfortable and relaxing environment for multi-day quilting retreats for up to 40 people. These retreats attract renowned instructors to Wood County from across the country, offering participants the chance to learn from the best in the field.
Additionally, Stitchin’ Heaven organizes 18 quilting cruises each year, taking lucky quilters on exciting adventures to explore new destinations and immerse themselves in the world of quilting. They also hold an annual expo in Quitman that brings more than 500 attendees to the area each year.
Stitchin’ Heaven: A Legacy of Quilting
From its humble beginnings as a small-town shop to its current status as a quilting mecca, Stitchin’ Heaven has come a long way. It has become more than just a business; it is a community, a destination, and a source of inspiration for quilters everywhere.
The business has garnered the attention of those outside of the quilting community as well, being featured in Texas Monthly magazine, Authority magazine, and even on the Kelly Clarkson TV show! The company also won the North Texas SBA Business of the Year in 2021. The future looks very bright for the quilting industry and specifically for Stitchin’ Heaven.
As Stitchin’ Heaven continues to evolve and expand, its commitment to providing quality products, fostering creativity, and building connections within the quilting community remains unwavering. Whether you’re a seasoned quilter or just beginning your quilting journey, Stitchin’ Heaven welcomes you to experience the magic of quilting in the heart of Wood County, Texas. You can learn much more about this innovative company and what they have to offer on the Stitchin’ Heaven website.