ABOUT YOUR COACH
Joyce Jagger — The Embroidery Coach
I am Joyce Jagger, The Embroidery Coach, and I simplify the embroidery business into easy-to-understand lessons for the new embroiderer. My passion is to help get the new embroiderer off to a fast start and help the existing embroiderer improve their skills to provide higher quality embroidery and increase their profitability!
I have spent my entire life sewing and creating many one-of-a-kind gift items, home decorating projects, and clothing for myself and my children. I started my embroidery business in 1978 after my youngest daughter went off to college. The small home-based business grew into a medium-sized, successful multi-head embroidery business.
How I Became A New Embroiderer
Creating gifts for weddings, birthdays, and any other occasion is something that I have always enjoyed! One day, a friend of mine asked me if I would like to embroider names on some jackets for him. He had a sporting goods store and wanted to offer this service to his customers. That was the beginning of my embroidery career!
In 1978, I started with a free-hand embroidery machine in the basement of my home. Despite all of the troubles, issues, and mistakes that I made, my business grew very quickly, and I moved out of my home into a retail location.
I soon needed to purchase a computerized embroidery machine and decided to go to the bank to borrow the money. Borrowing money from the bank was not quite as easy as I thought it would be. The loan officer told me I needed a Business Plan. I had never even heard of a Business Plan! The loan officer directed me to the Small Business Administration, and with their help, I created my first one. That Business Plan saw many updates, and I have created many more since that time.
Starting a business without a plan and without the knowledge of how to run a business is not a good idea. During that time, I made so many costly mistakes, I had a lot of struggles to go through and I did not have anyone that I could turn to for help.
I almost lost my business because I did not know how to price my embroidery to create a profit. I thought I had to be the lowest-priced embroiderer in the area to get any work. My accountant came to the rescue and helped me create a total pricing structure, and it really changed my whole business! In 1998, I sold my business and decided to retire; however, retirement did not work out for me!
My Beginning As The Embroidery Coach
In 2000, I started Designer Marketing Inc., my own training and consulting business, as The Embroidery Coach, helping new embroiderers get started and helping existing embroiderers increase their bottom line. My goal is to see that every embroiderer has all of the right systems, processes, and tools in place from the very beginning of their business. If you are someone who has already started your embroidery business and is not seeing a good profit, then we need to talk!
In my online Embroidery Business Academy, membership site, I teach all phases of the embroidery business. There are over 950 videos online, ranging from How to Start an Embroidery Business to helping advanced embroiderers move forward in their business.
I have a training center in my home for the new embroiderer to get one on one training and get off to a great start with their business. I also help the seasoned embroiderer that is stuck, move forward in their business.
She has helped embroidery business owners consistently attract repeat customers and confidently charge premium pricing - thanks to our Embroidery Profit System that prioritizes quality, confidence, and trust-based marketing.
I also teach the Tajima by Pulse DG/ML software
I can help you with whatever embroidery software you are using. Training is available online over Zoom. This software training is available for all levels of the Tajima by Pulse software and for all student skill levels. I record each session and send you the replay.
Through my book The Truth About Embroidery Business Success, 7 Elements to a Highly Profitable Home-Based Embroidery Business, I have been able to guide new embroidery startups and prospective embroiderers in the right direction to help them get started properly. I have had the honor of helping hundreds of embroiderers get started with their embroidery businesses‚’ and it is very gratifying for me to watch them grow.
I have also written a new book, “Stop The Chaos In Your Embroidery Business!” This book is on Amazon. This is for the embroiderer who has been in business for a while and is stuck or is not making the kind of profit or sales that they are looking for.
I have written many articles for the Trade Magazines.
MEET YOUR COACH
Joyce Jagger — The Embroidery Coach
Joyce has spent over 20 years helping embroidery business owners transform struggling, overwhelming businesses into profitable ones they actually love.
Her clients don't just get better at embroidery — they build real businesses that pay them real money. Paycheck-Ready in 30 Days distils everything Joyce teaches into the most focused, actionable program she's ever created.
GREAT HONORS
Apparel & Design Department at
“Rhode Island School of Design”
It was a privilege to help the Apparel & Design Department at “Rhode Island School of Design” add Embroidery to their curriculum. They were really great people to work with and teach. I know that they are going to be very successful with their new program.
My Mission
Is To Make Life Easier For Embroiderers And Give Them The Right Tools To Run Their Embroidery Business!
I am very upset with the number of embroidery businesses‚’ that have gone out of business when this was unnecessary! It is not their fault; they did not have the right tools to get started, and they were handicapped right from the first day they started their business.
FAQ's
Q: Do embroidery machine companies teach you how to run a profitable business?
A: No. They sell you the equipment and promise big earning potential, but they don't teach you how to actually build or run the business side of things.
Q: What kind of guidance do these companies typically provide?
A: Usually just a short paragraph or two in the manual touching on topics like business planning or marketing — not nearly enough for someone starting out.
Q: What are new embroiderers told they need, without being shown how to get it?
A: They're told they need a business plan and a marketing strategy, but never taught how to actually write a plan, market their business, price their products, or train help.
Q: Why don't the machine companies offer this training?
A: Their main focus is selling machines — not helping you succeed as a business owner.
Q: What would an ideal embroidery startup process look like?
A: New embroiderers would learn the money-making side of the business — planning, marketing, pricing, and training — before or alongside learning the embroidery machine itself.
Q: Why did you start this embroidery training business?
A: I didn't want other embroiderers to face the same long, painful learning curve I went through. It took me years to figure out how to run the business profitably, and I don't think it should take that long.
Q: What struggles did you personally go through?
A: I kept borrowing money and going deeper into debt because I didn't know how to price my products correctly. I kept doing the same things and hoping for different results, without knowing how to break the cycle.
Q: What finally turned things around for you?
A: My accountant helped me build a plan that moved my business from losses back into profit. It took time, but eventually I started seeing real progress.
Q: What's the main message for embroiderers struggling with their business?
A: Repeating the same approach and hoping for change won't work. You have to take action, invest in your business, and get proper guidance — it doesn't happen on its own.
Q: What's your goal in sharing your experience?
A: To help other embroiderers avoid the same costly mistakes and learning curve I went through, so they can build a profitable business the right way from the start.
Joyce Jagger
The Embroidery Coach
