Allow me to re-introduce myself!
Hi there sewing friends !
I hope you're all doing well. I'm writing this after a much-needed nap—because, let's be real, beauty sleep is important.
For those of you who are new here, hi! I'm Annie, and I run Ford Wardrobe, my sewing business. If you've been following me for a while, you already knew that. But something big has recently come to my attention—I am now the most followed sewing social media account in the world. Wild, right? It wasn’t something I ever set out to achieve; it just naturally happened as a result of doing what I love.
So, I thought it was the perfect time to reintroduce myself and take you through my journey—how I got started, the challenges I faced, and what’s next for Ford Wardrobe.
The Beginning: A Nine-Year-Old with a Dream
My love for sewing started when I was nine years old. I remember watching The Parent Trap—there’s a scene where they try on wedding dresses, and something just clicked. I knew right then that I wanted to be part of the world of fashion and sewing. Around that time, Project Runway was huge, and it further fueled my passion.
I spent my childhood and teenage years sewing little projects, learning as I went. I even applied for a fully-paid scholarship to study fashion design. But due to a mistake in my bibliography, I lost my chance to be considered. That was one of my first big knocks to my confidence. I started questioning if this was truly what I was meant to do.
My dad even had me write down a list of other career paths—hairdresser, vet… nothing that truly excited me. But deep down, I knew I was meant to do this. I refused to give up.
The Hustle: Funding My Own Dreams
After high school, I took a gap year—not to travel, but to work four different jobs and save enough money to pay for university myself. I didn’t want a student loan hanging over my head, so I worked while studying, funding each year as I went.
I sacrificed a lot—no big holidays, no reckless spending. Every dollar went into making Ford Wardrobe a reality. I started the business in 2019 with just $56 in my bank account, but zero student debt. That decision set me up to reinvest everything I earned into Ford.
At first, it was rough. I lost money in my first year because I had no sellable products. But I stuck with it. By 2021, I finally launched my first sewing pattern—a little bucket hat. It was a game-changer. I discovered my love for designing and illustrating sewing patterns, but my employer at the time saw it as a conflict of interest and gave me an ultimatum: quit selling patterns or leave the job.
I left.
For the next year and a half, I scooped ice cream while growing my social media following from 1,000 to 20,000. Then, I moved to Melbourne, determined to take Ford Wardrobe full-time.
Going All-In: The Social Media Explosion
When I moved to Melbourne, I had a serious conversation with myself. I couldn’t keep treating Ford as a side hustle if I wanted it to be my main career. So, I set clear goals, got a whiteboard, and committed to posting on Instagram every single day.
On January 11th, I posted a video that took me from 20,000 to 250,000 followers overnight. It was my first real proof that social media could transform my business. But even with that growth, monetization was tough. I kept pivoting and experimenting, all while working 35-hour weeks in hospitality. My schedule? Sewing and content during the day, hospitality shifts at night—75-80 hour workweeks became my normal.
Then, in 2023, another video went viral. This time, it took me from 250,000 to 750,000 followers. Despite my massive audience, I still wasn’t making enough money to quit my job.
Finally Making It Sustainable
At the start of 2024, I joined a co-working space and surrounded myself with like-minded people. This was a game-changer. I launched my first online course, The Beginner’s Guide to Sewing, along with ebooks and digital patterns. And finally, Ford Wardrobe became profitable.
But I wasn’t done yet. I wanted more—not just for myself, but for the sewing community I had built.
2025: The Year of Big Moves
I’ve always wanted Ford Wardrobe to be fully online, so I can work from anywhere. And guess what? That’s happening this year.
For years, I listened to business podcasts and heard founders talk about what they wish they had done earlier. One common theme? Hiring help sooner. I used to believe no one could care about Ford as much as I do, but I’ve realized that’s actually holding me back.
So, last Thursday, I hired my first ever employee, Abby. She’ll be helping with social media and creative projects, and I couldn’t be more excited.
And I want to run Ford Wardrobe differently. I’ve worked in terrible jobs where people weren’t paid for training or recognized for their efforts. That’s not what I want. At Ford, people will be paid for their time, appreciated, and taken care of. Birthdays? They’ll get actual presents, not just a text.
Because Ford Wardrobe isn’t just a business—it’s something bigger.
What’s Next?
I’m so excited for 2025 because everything I’ve worked toward for the past five years is coming together. From expanding Ford Wardrobe to moving overseas, this year is going to be massive.
A year ago, I started my YouTube channel, and we’re already nearly at 10K subscribers—and that’s mainly from Shorts! I can’t wait to share even more long-form content with you all.
And with Abby on board, you might see her artistic flair in upcoming videos, too!
If you’ve made it this far, thank you. Truly. Your support has made Ford Wardrobe what it is today, and I can’t wait to bring you along for this next chapter.
I have to run now—work calls, and Melbourne’s humidity is making me sweat just sitting here! But as always, live, laugh, love, and learn to sew.
See you next week!
—Annie
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