Q&A: MADDIE KERTAY

 

 

Maddie Kertay is a bad ass. Literally. Though relatively new to both the art of quilting and the industry around it, she has made a huge impact in a short amount of time as the founder and guiding light of the BadAss Quilters Society. Their goal is to embrace an edgy, nontraditional style and attitude among both artists themselves and the subjects of their quilts. And if that is shocking to some…so be it.

 

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The Society’s origins come out of a “ranty post” on Kertay’s personal blog in 2012 and in fact, she is something of a social media maven. At the upcoming Quilt Market in Houston, Kertay will present the seminar, “Becoming A Rock Star to Your Customers Through Facebook” (event #426 on Sunday, Oct. 30, 6-7 p.m.).

 

eInsider recently spoke to Kertay about the seminar, the role of her Society within the greater quilting world, and what shopowners should definitely not do with their Facebook presence.

 

 

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eINSIDER: Your website says that you “have enough sass to fuel a power plant.” So…where does this sass come from?

 

KERTAY: Being sassy just seems to come naturally to me, or at least my mama would have told you that! For me, being sassy means approaching life headlong with a sense of adventure and an attitude of “what next?” I am an unrepentant flirt, an advocate for the underdog, and a born rabble-rouser with a cause.

 

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eINSIDER: How were you first exposed to quilting, and what made you want to take it up?

 

KERTAY: Overall, quilting is new to me (in the last six years). But I have been sewing since I was about nine. I am always creating, no matter if it is with thread and fabric, metal and glass, or people! As a mother of six, I am even pretty good at crafting up little people (with a little help!). Actually, they are not so little anymore. In fact, I am now even a grandmother—so that means I am sewing and quilting for the next generation. What a wonderful thing that is!

 

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eINSIDER: Tell us a bit about how you came up with your seminar idea.

 

KERTAY: I love business. I am one of those people who read one or two business books a week, and uses their own store as a sort of lab for best practices in the industry. It is endlessly fascinating to me to see how subtle and profound changes shift retail dynamics.

 

More and more, I feel called to work, not only in the industry, but in service to the industry. Speaking at Quilt Market, consulting, and running the BadAss Quilters society—which now has over 16,000 members—is becoming the driving force in my life. I speak and teach about the things I would have loved to have guidance on at the time, but that I had to learn the rough way instead. I like to view myself as a trusted friend who will help you all I can and give it to you straight when needed.

 

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eINSIDER: Do you feel not enough shops really know the difference between just using Facebook and using it as a promotional/educational opportunity for their shop?

 

KERTAY: I still think that Facebook is the best place to connect with the quilting population, and that time put into cultivating a fan base pays back in multiples. There are totally tips and tricks to make it easier…everyone needs a Sherpa at times: someone who knows the way and makes it easier, faster, and far more fun to get to your destination. I enjoy being that person.

 

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eINSIDER: What is the biggest mistake shops make in using first Facebook, and then social media in general?

 

KERTAY: I would say that the biggest mistake is creating a Facebook page for their store and then never updating it. Consumers judge a business today in great part based on how a company keeps up their page. A lack of online savvy leads people to believe that a business is not “with the times” and not able to meet their needs as a consumer. It is actually better to not have a FB page if you can’t keep up with it.

 

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eINSIDER:  What do you hope is the primary takeaway for people who attend your seminar?

 

KERTAY: Now, if I told you that, why the heck would anyone want to come hear me speak?

 

No, really…what they are going to leave with is list of serious and useful resources and empowerment to create a supporting fan base and start the process of defining who they are in this very difficult retail space, so that the consumer knows why they want to shop at their store and, in fact, chooses their store over the one up the street.

 

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eINSIDER: I know you started BadAss Quilters because you felt that there was a need and that this was an audience that “regular” quilting groups weren’t really appealing to. Why? And what do you think could be done to make quilting more inclusive?

 

KERTAY: “Inclusion” and “diversity” are the watchwords of my existence as the BadAss Quilter. To create a place where all quilters feel accepted and encouraged is no small feat, but it is our goal, and to the point that we are serious about advocating at times where the industry lets us down with narrow-minded decisions, imagery, or action. Holding feet to the fire and representing the Democratic Nation of Quilting is our thing.

 

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eINSIDER: Have you been surprised by the incredible response?

 

KERTAY: Perhaps at first, but it soon became clear that this was a serious and underserved part of the market. All people need a voice. I am just happy to give them a tent to meet under.

 

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eINSIDER: In the industry, we hear a lot about a younger demographic getting involved in quilting—Modern quilters, BadAss quilters, etc. What do you think the industry needs to do to help keep this group interested and make them lifelong quilters?

 

KERTAY: I think we need to really get away from trying to pry the dollars out of the hands of any one group of quilters. It is getting old, trite, and it is just not working. Yes, we need to know the buying habits of the different groups from Zoomers to Boomers and beyond, but that is just semantics.

 

What we need to be doing is connecting with their creative muse, to what turns them on, lights them up, and makes them want to create. Then we need to have what they need, when they need it, and only then do we need to know how not to tick them off once they are in our stores. That is when diversity acceptance and good salesmanship come into play.

 

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eINSIDER: And finally, what are your quilting plans for the future?

 

KERTAY: Currently I am putting together an online quilt show called “The Skin We Are In.” I am working toward my own entry—a life-size nude that includes the use of quilting, fabric and thread painting, and more.

 

If we are ever to have quilting accepted as a true art form, we are going to have to get past the idea that it centers on things that are pretty, and shuns topics that evoke strong feelings. There is just about nothing that evokes more strong feelings in the quilt world than quilted nudes and other challenging topics, so this exhibit it about challenging the status quo.

 

For our industry to grow, and to be relevant five, 10, or 20 years from now, we need to open our minds to where quilting can go, and not stay mired in where it has been. I say that with all respect to the craft and with an eye to where the retail dollars will be in the coming years.

 

 

 

 

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