How it All Started
Life has a funny way of nudging us toward change. For Alanna Banks, that nudge came during her return from maternity leave. Balancing the demands of a PR career while embracing motherhood felt increasingly overwhelming. The structured 9-to-5 grind began to lose its appeal, and deep down, Alanna longed to pursue something of her own.
After some soul-searching and a lot of late-night brainstorming sessions, an idea began to form. Inspired by her passion for sewing and the vibrant online maker community, she decided to launch her own online fabric business store. With a little savings and an existing blog domain, she embarked on her entrepreneurial journey in December 2012.
| About | Details |
|---|---|
| Founder | Alanna Banks |
| Company | Fridays Off |
| Revenue | 15% of monthly revenue from subscriptions (specific monthly revenue not disclosed) |
| Location | Canada |
| Employees | 1 employee (besides the founder) |
| Launched | 2014 |
The First Steps
Starting out was no easy feat. Alanna purchased her first inventory—just 20 bolts of fabric—with her own savings. She worked tirelessly to build her Shopify store from scratch, using a free template and relying on her own photography and content-writing skills. Her marketing know-how from her PR days became her secret weapon, enabling her to promote her store through her blog and personal networks.
In March 2013, the online fabric shop went live. The first few weeks were slow, but the first sale came after three long weeks—a moment of triumph that was celebrated with gusto. In the early months, sales trickled in, with just five orders in the launch month.
Building Momentum
Despite the slow start, Alanna remained determined. The Canadian fabric business market lacked options for modern, trendy materials at reasonable shipping rates. She tapped into the frustrations of fellow sewing enthusiasts, many of whom were tired of high international shipping costs and limited domestic options. Listening to online discussions and researching popular U.S. shops, she built a store tailored to Canadian makers.
Although her initial sales didn’t bring in substantial revenue, her vision was clear: create a go-to space for fabric lovers looking for curated, modern designs.
A Balancing Act
During those early days, the fabric business was more of a side hustle. Balancing a full-time PR job, preparing for another maternity leave, and raising a toddler, Alanna often juggled multiple responsibilities. But what kept her going was the dream of building something meaningful and the small wins—like ringing a bell for every sale.
With persistence, creativity, and a focus on her niche, Alanna began laying the foundation for what would eventually grow into a thriving business, bringing in $20K per month and connecting her with a vibrant community of makers across Canada.
The Big Break
Six months after launching, life became busier with a newborn in tow. But Alanna Banks wasn’t going to let that slow her down. She decided to take her online fabric business shop to the next level by participating in Canada’s largest crafting trade show. The goal? Build awareness, grow her email list, and connect with potential customers face-to-face.
This decision proved pivotal. At the event, she met the editor of Style at Home, a leading Canadian interior design magazine. That connection led to a feature story highlighting the growing industry of online fabric shops, with her brand taking center stage. The article boosted her credibility, drove visibility, and skyrocketed her sales by 600% in 2014.
Quitting the 9-to-5
Buoyed by this success, Alanna made the bold decision to leave her PR job and focus entirely on her fabric business. But with this leap came a new challenge—creating a steady income stream. Her inventory wasn’t moving as quickly as she’d hoped, and traditional clearance sales didn’t feel aligned with her brand.
Looking for creative solutions, she noticed the growing trend of subscription boxes in the U.S. and realized Canada lacked a similar offering for fabrics. After researching the market, she launched a subscription service called Le Club. This was Canada’s first fabric subscription club, offering members curated bundles of premium fabrics each month.
Starting with just 15 subscribers, the service grew steadily and now accounts for 15% of her monthly revenue, with over 100 loyal members.
The Power of Connection
Trade shows became a vital strategy for growth. By attending more events, handing out business cards, and building her email list, Alanna achieved another 300% increase in sales in 2015. These events also helped her establish personal connections, a hallmark of her approach to customer service.
How She Attracted Customers
Customer acquisition has been a mix of experimentation and persistence. Email marketing, in particular, emerged as a key driver of sales. Alanna grew her email list to over 11,000 subscribers using lead capture pop-ups and platforms like Mailchimp and Klaviyo. She sends weekly newsletters with a blend of new arrivals, promotions, and informative content tailored to her audience.
Social media, especially Instagram and Facebook, has also played a significant role. Alanna keeps it personal, blending posts about her life with curated fabric content. She even launched a brand ambassador program, inviting influencers to promote her subscription service in exchange for discounts.
SEO has been another cornerstone of her strategy. She’s constantly optimizing her website to rank for key search terms, ensuring her store stays competitive.
Key Lessons Learned
The journey hasn’t been without its challenges, but resilience has been the key. Alanna learned that not every idea works on the first attempt, but persistence pays off. She also discovered that competition is less important than staying true to her own vision.
Another game-changer was treating her customers like clients. From personalized thank-you emails to comprehensive order confirmations, she built trust and loyalty by prioritizing clear and friendly communication.
Looking Ahead
Today, Alanna runs her fabric business shop from a newly expanded studio and has hired her first employee. With more time to focus on growth, her plans include:
- Expanding her subscription base.
- Adding sewing-related products like scissors, machines, and branded merchandise.
- Running a design competition for creative, sewing-inspired apparel.
- Strengthening her marketing efforts with Instagram ambassadorships and more engaging email content.
| Tools | Platforms |
|---|---|
| E-commerce | Shopify |
| Email Marketing | Klaviyo (previously Mailchimp) |
| Customer Service | N/A |
| Reviews | Yotpo |
| Social Media | Facebook, Instagram |
| Productivity | N/A |
| Payments | Shopify Payments |
| Analytics | Google Analytics |
| Advertising | Facebook Ads, Instagram Ads |
| Inventory Management | N/A |
Advice for Aspiring Entrepreneurs
Alanna’s advice is simple yet powerful: start now. Taking action, even imperfectly, is better than waiting for the perfect moment. Learn from failures, embrace resilience, and surround yourself with support—whether it’s from a coach, a community, or your family.
And most importantly, keep moving forward. As Alanna’s story shows, success is a combination of creativity, persistence, and staying true to what you love.
