Quilting makes people smile. And a St. John’s shop is killing it in a competition

The photo above is of my niece Beth, and it shows the moment when she wrapped herself in the quilt that Martha made for her. She came over during the holidays for a fun evening, and we were thrilled to see her reaction.

Martha has been into quilting for some years now, and has become part of a large community of people who love the craft. Most years, Martha makes a quilt for someone in the family. It’s not a fast nor easy activity, and truly is a labour of love.

For Martha and many quilters in St. John’s, the hub is a company on Water Street called East Coast Quilt Co., which was formed as a joint effort of smaller companies. Over the years, it’s expanded its footprint and services, and it’s really become something.

And right now, it’s leading an international competition for the best local quilt shop in the world.

My guess is that East Coast Quilt Co. simply wanted to place in the competition, which is hosted by the sewing goods company ByAnnie.com. The team at East Coast has been doing its own promotions, like this video for social media, which shows people a bit of downtown St. John’s:

Their campaign has been filled with humour, and their videos are quickly made, authentic and funny. No big ad budget here!

This one was posted when they were dreaming of another 500 votes (as I write this, they’re at 1,172).

I don’t quilt. I don’t sew, either. But I’ve been in the shop many times, often while I wait for Martha as she finishes a workshop (the sewing rooms are so well organized) or gazes at fabric, perhaps buying some. The store really is her happy place; if we’re downtown, I always know she won’t mind a quick visit.

I jokingly call the seating area “the widower’s chair,” as I haven’t been the only husband to pass the time away with a book or checking his phone. The shop staff have always treated me kindly.

And then there’s Maggie.

Maggie is the shop dog, and like Snoopy, another beagle, she is always the coolest one in the room.

Maggie roams the store, and gets to know the customers — particularly the ones who may have treats or other food. I seem to continually disappoint her in that regard.

Often, she’ll retreat to her couch, and I do believe it really is hers. She has, um, feelings when other people sit on this one.

A few weeks ago, Martha joined other quilters to team up for a fundraiser for the Baccalieu Trail SPCA (the place where Maggie came from).

Quilters do this kind of thing regularly. In this instance, each person was asked to make a block featuring a heart, and to use the palettes of red and pink. Martha gladly participated to support the cause. A group of them got together on a Sunday to make a dozen blocks. The collective output from all over the province is amazing. Martha’s block is in the left row, fourth from the top. This photo captures blocks from more than a hundred different people.

Giving back, coming together, having fun: these are values I’ve seen over and over again through the years with quilters. (And they defy the grandmotherly stereotypes you might have, too; some of the hottest merch at East Coast is about how quilters like to swear!)

When Read, one of the owners, and the team launched their campaign for votes in the best local shop contest, I happily agreed to join in.

I hope you might want to take part, too. You can vote once with your email here. The competition closes on Feb. 28.