E12 The Fabric Creative’s Guide to Narrowing Your Niche
The VirginiaLeighStudio Home page:
https://www.virginialeighstudio.com
You love working with fabric. You’re drawn to color, texture, and the magic of turning raw materials into something beautiful. But when it comes to choosing what to focus on, things get… complicated.
Should you make quilts? Clothing? Home décor? Handmade dolls? Bags? Accessories? Or… all of the above?
And if you want to sell your work—how do you pick something that actually makes sense?
The truth is, many fabric creatives struggle with feeling “too broad.” They love working in different styles, different materials, and different techniques. But instead of feeling versatile, they end up feeling scattered, unfocused, and unsure how to move forward.
If that’s you—don’t worry. You’re not alone, and this episode is going to help.
Today, we’re talking about how to find your niche—without feeling boxed in. We’ll cover:
• Why so many creatives feel torn between different options.
• How to refine what you love most, identify your strengths, and align them with what people actually want.
• And how to balance passion, skill, and demand—the three key elements of a strong niche.
Before we jump into the discussion on Why Finding Your Niche Feels Hard, I want to tell you a little story about how I figured this out for myself.
When I first started “selling my wares” so to speak, I did a bit of everything. I made a ton of clothing, I worked on costumes, I experimented with home décor, and eventually, I started teaching. I loved the variety, but at a certain point, I felt stretched too thin. Each project was pulling me in a different direction, and I wasn’t really giving my best energy to any one thing.
The turning point came when I realized that narrowing my focus on what I did for the public - didn’t limit me—it actually freed me. Once I got clear on what I truly loved and where my strongest skills were, I was able to go deeper, create better work, and attract the right opportunities.
And that’s what I want for you.
By the end of this episode, you’ll have a clearer idea of how to define your own niche—where your passion, skills, and demand intersect.
So if you’ve ever felt stuck or scattered when it comes to choosing your creative focus— Know that you are not alone. I see so many fabric creatives hesitate when it comes to picking a niche—because it feels like they’re closing doors instead of opening them.
Maybe you’ve thought:
• “If I choose one thing, does that mean I can’t ever do anything else?”
• “What if I pick the wrong niche and waste time on something that doesn’t work?”
• “I love SO many things! How do I possibly choose?”
And I get it – I absolutely do! —picking a focus can feel overwhelming. It’s easy to worry that once you choose, you’re stuck with it forever. But that’s not how this works.
Let’s distinguish two things: If you’re creating for your own enjoyment, create whatever you want in the moment. No need to niche down! The more you experiment, the better. BUT – if you’re working on deriving an income from your work, you do need to narrow the focus on what you will start with first. In THAT case -
Choosing a niche isn’t about locking yourself into one thing for the rest of your creative life. It’s simply a starting point. A focus. A way to hone your skills, attract the right customers, and build momentum. You can pivot. You can evolve. You can experiment. But if you try to keep everything open-ended, you’ll struggle to gain traction. And that’s where most creatives get stuck.
The truth is, there are a few common mistakes that make this process feel harder than it needs to be.
One of the biggest mistakes? Trying to do everything at once. When you love fabric, the possibilities feel endless. But if you’re constantly bouncing between quilting, garment making, bag making, and upholstery all at once, it’s exhausting. And beyond that, it’s impossible to master everything at the same time. (now remember, I’m talking about your small business goals, not your personal sewing projects – we ALL have 50 different things going on there!)
Then there’s jumping into selling without clarity. If you don’t know exactly what you’re offering—or who you’re offering it to—you’ll waste a ton of time trying to market yourself in circles. A niche helps you stand out and makes it easier for people to know exactly what to come to you for.
And finally, constantly changing direction makes it hard for people to connect with what you do. Think about it—if you find a maker you love online, and one day they’re selling quilted wall art, the next week they’re selling aprons, and a month later they’ve pivoted to handmade stuffed animals… it’s confusing! Customers like to know what to expect. And if your brand identity is always shifting, it’s harder for people to recognize and remember you. It’s all but impossible to build a loyal following.
That’s why clarity is so powerful. Instead of thinking of a niche as a limitation, think of it as a way to refine what makes you unique. When you have clarity in your focus, you improve your craft faster. You attract the right audience—people who actually want what you create. And you can market yourself with confidence, knowing exactly what you bring to the table.
Here’s an example form my own path – I COULD sew all clothes, but what I began SELLING was bridal and special occasion gowns, and I became known for it. When I was no longer interested in that I added Victorian costumes which I found I liked more. The shift was gradual as I became the go to girl for authentic historically accurate costuming. I can sew anything. I can make patterns for anything. But my business was historically accurate costumes. I still do some of those, but as the need for those declined, I shifted my SELLING focus to mixed media collage art pieces, and digital products. I reserve my sewing for myself, my family, and a few select clients.)
So, instead of seeing a niche as something that shrinks your creativity, think of it as a way to focus your energy where it matters most, when it matters most, especially where it concerns your income driven efforts.
And that, of course, opens up an entirely new question: how do you actually figure out your niche?
It starts with three simple—but very important—questions.
The first one is: What do you LOVE making?
When you sit down to create, what excites you? Are you drawn to the textures of quilting? The precision of bag-making? The artistry of fabric collage? Maybe you love garment sewing, or maybe you couldn’t care less about making clothes but adore creating home décor.
Think about the projects you naturally return to, even when no one is asking you to make them. If you had an entire free weekend to work on anything, what would you choose? That’s a big clue.
But love alone isn’t enough—you also have to ask yourself: What are you REALLY good at?
Sometimes, the things that come naturally to us don’t feel special—because we assume that if it’s easy for us, it must be easy for everyone. But that’s not true! The skills you take for granted might be the exact thing someone else struggles with.
Pay attention to what others compliment you on. Do people always ask how you make your seams so perfect? Are your color combinations something that people admire? Does your ability to fit a garment to any body type leave people in awe? Those little things that seem effortless to you might actually be your creative superpower.
And finally—the most important piece: Where does demand meet passion?
Because here’s the hard truth: just because you love making something doesn’t mean people want to buy it. And if you want to turn your creativity into an income stream, you need to find the overlap between what excites you and what people are willing to pay for. Let me say that again: if you want to turn your creativity into an income stream, you need to find the overlap between what excites you and what people are willing to pay for.
Start looking at trends. Pay attention to what people ask you for. If you sew custom bags, do people constantly ask for diaper bags? Travel organizers? Crossbody purses? If you’re a quilter, are you getting more requests for memory quilts or pet portrait quilts? If you work with fabric collage, do people want custom commissions?
Your niche is found at the intersection of these three things: passion, skill, and demand. When you can pinpoint that sweet spot, everything gets easier—your marketing, your pricing, and most importantly, your confidence in what you offer.
You see, Finding your niche isn’t just about knowing what you love—it’s about understanding what resonates with the people who will eventually buy from you. And as we’ve seen from other creatives who refined their focus, sometimes the market tells you what your niche is.
Now, once you have some clarity on what you want to focus on, the next step is figuring out exactly what you should sell. The Exact product. Because loving what you do is one thing—turning it into something profitable and, hear this, Sustainable, is quite another.
This is where a lot of fabric creatives get stuck. We love making everything, and the idea of narrowing down what to sell can feel overwhelming. I know because I’ve been there.
Early on, I said yes to every request. Someone needed a costume? Sure. A wedding dress? Why not. Custom home décor? Of course! And while I was technically making money, I was exhausted. My time was stretched and I wasn’t enjoying the work as much as I wanted to. I was trading time for dollars and constantly feeling drained. Not everything I was doing lit me up.
The real shift happened when I narrowed my focus—not just to what I loved, but to what I could sell sustainably. AT the time, it just happened to be bridal, special occasion and costuming. Big, elaborate, fitted, embellished, and sometimes over the top. And all had to be custom.
So, how do you decide what to sell if you have decided your niche? Start by examining those three questions we talked about earlier – and ask yourself - What do I love making that people actually want to buy? And then - Where do those two things overlap?
And here’s where it can get tricky: they aren’t always the same thing.
You might love making intricate couture gowns, but if your audience is mostly looking for everyday wardrobe pieces, you’ll have to decide whether you want to pivot—or find a way to market to a luxury clientele.
You might adore making full-size quilts, but if people keep asking you for smaller, more affordable quilted pieces, there’s a clue in that.
Let’s go back to my example & ask this question. Do I still do custom wedding gowns and if not, why not? The answer is, No, I don’t. The reason is because it is no longer sustainable with the shift to heavy imports and a public that is asking for lower prices at an ever increasing rate. Authentic period costumes, on the other hand, are in demand – authentic being the key word. And those I still do.
When deciding what to sell, consider:
• Small vs. large products: Bags and accessories are faster to make and sell at lower price points, while quilts and custom clothing require more time but can command higher prices.
• Custom vs. repeatable: Custom work can be time-consuming but is also rewarding and command a higher price, while creating a signature product line allows you to streamline and scale, using quantity as the sustainability factor.
• Where is your love and talent best used—and most likely to be in high demand?
Once you have a few ideas, don’t just assume they’ll sell—test the demand first.
One of the biggest mistakes creatives make is diving headfirst into production without knowing if anyone actually wants what they’re making.
Instead, start small.
• Offer a few sample products and see what gets the most interest.
• Take pre-orders before investing time in production.
• Pay attention to which products generate excitement and which ones don’t.
Right now, I’m actually testing a new line of sewn goods this exact way. I have a hunch about what will sell, but I’m not going all in until I get real feedback from that audience.
The best approach? Start with one to three core ideas and refine based on customer interest. Float them out there and see what happens. That way, you’re building a business that’s both profitable and enjoyable to run.
Once you have some clarity on what to sell, it’s easy to feel like you must commit to that one thing forever. But let’s clear this up right now—choosing a niche doesn’t mean boxing yourself in. It’s not a life sentence. It’s just a starting point. Yes, once chosen, commit to it and do your best to make it work. Go all in and give it you best. But do remember,
A niche is simply a way to focus your strengths. It gives you direction, helps you attract the right people, and makes it easier to build a business that works for you.
And the best part? It can evolve. You can pivot, expand, and refine your niche over time. In fact, most successful creatives do. I certainly did and am still refining the focus of my business!
The key is to start with a strong foundation but leave room to grow. So how do you do that without feeling boxed in?
First, you can have a main offer—something that becomes your signature—but still explore side projects. Let’s say you primarily make quilted tote bags. That doesn’t mean you can’t experiment with accessories, small pouches, or even home décor. But having that one strong foundation helps people recognize what you do best. You’ll start to develop a certain “look” in your products and you become known for that aesthetic. Which brings me to the next key point:
Another way to keep things open is to think in terms of a theme instead of a single product. For example, instead of saying, “I only make fabric wall hangings,” you could position yourself as someone who creates handmade textile art. That opens the door for quilts, embroidered pieces, fiber sculptures—whatever inspires you, while still keeping your work cohesive.
And finally, one of my favorite ways to keep a niche flexible is to rotate collections or offer seasonal products. Maybe you design custom garments in spring and fall (the main wardrobe transition periods) but shift to your own line of lighter items in winter and summer as coordinates or accessory pieces. This way, you’re keeping things fresh without overcomplicating it. Your custom clients know you’ll develop their wardrobe each spring and fall, but they can’t wait to see what fun things you offer up as a line in between.
This can work just as well if you do custom stuffed animals. Let’s say you do custom soft-sculpture replicas of peoples’ pets. But you would kinda like to experiment with designing pet clothing. Those are not that far off. You could offer your past clients outfits for their stuffed versions, or for the real thing!
The bottom line? A niche should feel like a foundation, not a cage. It gives you a solid place to start while allowing for growth and creativity.
And if you’re still feeling stuck on defining your niche, don’t worry—I have a simple exercise that will help. This isn’t about locking yourself into something permanently; it’s about getting clarity on where to start.
Grab a piece of paper and make three columns. At the top of each, write these three things:
1. What I Love Making – What are the projects that make you feel most excited? The ones you’d create even if no one asked you to?
2. What I’m Great At – What skills come naturally to you? What do people compliment you on? Sometimes, the things that feel easy to us are the very things that make us unique.
3. What People Want – What do people actually ask you for? Have you ever received requests for a specific item or style? What trends are popular that align with your skills?
Once you’ve filled out each column, look for the overlaps. That intersection—the things you love, the things you’re good at, and the things people actually want—is your sweet spot. That’s your niche.
But what if you’re still not sure? That’s where the 90-Day Experiment comes in.
Pick one focus, maybe the one that feels like it would be the most fun to do, and commit to it for 90 days. That doesn’t mean you can never change direction—it just means you’re giving yourself time to truly explore it. Make, market, and sell just that one type of product or service. At the end of 90 days, assess how it feels. Did you enjoy the process? Did people respond to it? If yes, keep going! If not, tweak and pivot until you find the right fit.
The key takeaway here? You don’t have to figure it all out today. Your niche will become clearer as you explore, experiment, and refine. In fact, that’s the only way it will happen. The important thing is to start.
So here’s what I want you to take away from today: Finding your niche isn’t about limiting yourself—it’s about getting clear on what you love and where you shine. It’s not a box you’re trapped in; it’s a starting point, a foundation that lets you focus your creative energy in the most fulfilling and sustainable way.
Your audience is out there, but they can’t find you if you don’t know what you’re offering. And remember, you’re allowed to evolve. You’re allowed to experiment. The only mistake is doing nothing.
So take five minutes today—just five minutes—and brainstorm your niche. Write down what you love making, what you’re great at doing, and what people actually ask for. And if you’re still unsure, remember that 90-day experiment! Try something and see what happens.
And here’s the best part: Once you have your niche, you don’t have to wonder what to do next—because that’s exactly what we’re talking about in the next episode. We’ll be getting into the first steps of actually selling your fabric creations—without getting overwhelmed by all the details. So stay tuned, because this is where things start getting really exciting!
Remember—your creative voice is unique, and the world needs to hear it.
Connect with Virginia:
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