Q and A with Lela Dorman of Stitch Effects
MIR: First, tell us a little about your business and where you are located.
Lela: Stitch Effects in Northshore, Chattanooga, Tennessee. The building is shared with The Local Dive Retail, behind what use to be Ziggy's.
Q: What experiences led you down the path to learn about screen printing? Is printing an activity you could always see yourself interested in or did the business aspect of it happen casually? Is printing an activity you could always see yourself interested in or did the business aspect of it happen casually?
A: Truthfully, this industry fell into my lap. After some tough years, at 19 I was unsure of where I'd go, what I'd do, and was looking into doing anything for work. A craigslist ad from Bender Apparel in my hometown of New Bern, North Carolina came up. I was immediately excited at the opportunity to do something with my hands, while still being in a creative industry. So, I started at the lowest position - taking shirts off dryers, checking quality and packaging them. Within 4 years became a lead position and learned how to use nearly every piece of machinery in the building. I then decided to take an opportunity with another print shop, and moved across the country to head an embroidery department. I did this 5 times, across 4 states, before deciding to open my own shop at the end of 2019, and moving to Chattanooga to begin Stitch Effects in 2020.
Q: Given the name, Stitch Effects, did you originally intend to handle embroidery only or did you always have screen printing in mind as an additional direction for your business direction?
A: Embroidery has always been my favorite. Although I've been screenprinting for nearly a decade as well, embroidery was just how I saw myself making it - mostly because embroidery is a tad less competitive, as the machines can be far more costly than a manual press. Starting Stitch Effects, I only offered embroidery for some time. Mostly contract accounts, ghost-embroidering for other print shops around this area that don't embroider in house (which I still often do). I had no connections or friends when I moved to Chattanooga, so contract work really got me by - along with traveling for maintenance, machine tear downs, and warehouse cleanouts. I decided to buy a manual printing press just to do some knock off designs for myself, but then when customers/new friends saw it, I began getting requests. Those requests from so many people within the music scene, definitely made me decide to offer printing as well.
Q: You are responsible for printing everyone else’s artwork onto various items, are you also an artist of some kind? Paint, music or other?
A: I dabble in a few art forms, I suppose. Writing, photography, tufting (fiber art/rug making), graphic design, some painting, and occasionally singing. My father is a guitarist, so I toyed with when I was a pre-teen/teenager, but instruments are surprisingly not my passion.
Q: Are there additional things you would like to see yourself expanding into and what are the things you enjoy most about your current business model?
A: Well, I'd love to eventually offer sublimation and engraving as well. There's always new machines coming out in the apparel industry! When it comes to my business model, I suppose I enjoy my freedom the most. I run an appointment only operation which allows me to really work when and how I want to. Which is usually with my dog.
Q: Is there anything you would like to add that we have not covered? Where can people find you?
Instagram: instagram.com/stitcheffects
Facebook: facebook.com/stitcheffectsllc
Phone: 423-771-5949
Email: lela@stitcheffectsllc.com
MIR: Thank you for helping our community grow and for taking your time to chat with me.