Fringe Fabrics is San Diego's independent fabric store and my personal passion project. I founded the business in 2024 to combine my love of textiles, design, and community-building, and write all of our content including web copy, social media, email campaigns, and print collateral.

At its launch, Fringe Fabrics needed to speak to our diverse audience, ranging from total beginners to seasoned sewists. Informed by industry research and input from potential customers, I developed a brand voice that’s as considered as the products themselves: polished but playful, warm yet aspirational, and never too cool for a well-placed pun.

Deep Dive: Fringe Fabrics Business Plan