Bernina CEO pays visit to OP sewing shop

Sure, there are automated, computerized sewing machines for manufacturing garments at industrial scale. But sewing on an individual level is still very much a hands-on business.

And so, earlier this week, Hanspeter Ueltschi, the fourth-generation owner of Swiss-based Bernina International, paid a visit to the Bernina Sewing Center in Overland Park, clasping hands and hugging customers, several of whom he knew by name from previous visits.

Ueltschi said he comes to the United States twice a year, visiting a handful of dealers each time to show his appreciation for them and their customers.

Ueltschi is something of a superstar in the sewing world, and he autographed machines and manuals for customers of dealer Myron Schwery.

Anne Smith of Leawood brought in the manual for her 29-year-old Bernina 930 model machine for Ueltschi to sign. As an employee of a local school district, Smith had the day off because of the Kansas City Royals World Series victory parade, and decided to take advantage by stopping in at the Bernina event.

“Bernina is a great brand,” Smith said. With a periodic oiling and a tune-up every few years, “I’ve never had a speck of trouble with it,” she said.

Seamstress Agnes Saetz has had 10 Bernina machines over the years, and she purchased a new, long-armed quilt-making machine at the event.

“It’s easy to run,” she said. “Myron has a wonderful shop. They’ve always been really good. If you have a problem, you call him and he’ll take care of it. He never leaves you hanging. The lessons are always free, and the people are wonderful.”

Barbara Page-Stocks was one of the original employees of United Telecom, corporate forerunner of Sprint. She used her Bernina machine to embroider employees’ names on shirts for the company, she said. Now she takes advantage of Internet technology to sell her wares online.

Websites like Pinterest and Etsy are full of ideas and places to sell handmade work, Schwery said.

“Sewing is well beyond what it used to be,” he said. “Today, people are getting back into sewing. There is the resurgence of the quilting industry and the embroidery business. People don’t make clothes today, but what drives it is … decorative effects on clothing — monogramming duffle bags and backpacks and choir robes. There are millions of designs on the Internet. And The Kansas City Star quilt blocks are known worldwide.”

Even with the Internet, however, hands-on advice on using the intricate sewing machines is still appreciated. That’s where Schwery’s store comes in, offering instruction by staff members and sewing clubs for camaraderie.

Betty Fogarty drove down from her home in Platte County for Ueltschi’s visit, to be followed by a lesson from a store staff member.

“I grew up with Singers and Kenmores, and after I retired, I decided to treat myself and go for the more expensive stuff,” Fogarty said.

Ueltschi said Bernina makes its “high-end” machines in Switzerland and others in a factory in Thailand. They are sold by 1,000 dealers in 80 countries. The 300 U.S. dealers make up 60 percent of sales for the 122-year-old company.

Ueltschi said his children are being “groomed” to take over the business, so a fifth generation of family ownership is in the offing.

Schwery said Ueltschi’s hands-on approach to a global business is key to its success.

“It’s exciting to see customers embrace him and thank him for the wonderful product Bernina makes,” Schwery said. “What other industry do you get that kind of appreciation?”　

This story was originally published November 5, 2015 at 5:52 PM with the headline "Bernina CEO pays visit to OP sewing shop."