Your Roadmap to Maximizing h+h Americas Trade Show for Quilting Business Owners

Tori McElwain

Jump straight to advice

Let me take you back to May 2025. I was standing there holding a bag with ten books in it - ten out of the forty I'd brought to the book pavilion - a beautifully lit mini-book shop in the middle of h+h Americas Trade Show. Around me, pattern designers, fiber artists and yarn vendors were packing up their booths, peeling off lanyards, comparing notes from the day. We were all in that tired-but-electric space that happens at the end of a show - the kind of exhaustion where your feet are screaming but your mind is absolutely buzzing.

There was this palpable energy in the air: we were all leaving with more than we came with. New ideas. New connections. New possibilities that suddenly felt real because we'd been in the same room, had real conversations, made real eye contact.

That moment, standing there with those thirty sold books, is when I realized something crucial about how we grow our creative businesses.

Last year at h+h America, I didn't just meet people - I watched my business transform in real time. The conversations that happened all over the show, the classes I attended, became the foundation for my Self Publishing Incubator program. I didn't dream up what quilters needed; my ideal clients told me directly. They asked specific questions about self-publishing, about getting their designs out into the world, about protecting their intellectual property, discussed their biggest challenges and what has stopped them from publishing. I listened. I took notes. And three months later, we launched a program that solved exactly what they said they needed.

But the value went so much deeper than one product launch. By being there, I got to see what's trending in our industry - the colors people are gravitating toward, the techniques gaining momentum, the teaching styles that are resonating. That intelligence is gold. My clients - the pattern designers, teachers, and long armers I work with - they get this information too. I can tell them what I'm seeing, what's moving, how they can position their offers to ride those waves. That kind of real-time market insight? You can't get it that detailed from a webinar recording or a social media scroll.

The face-to-face conversations also opened doors I couldn't have opened any other way. I had meaningful talks with distributors about getting my book into their hands and onto quilt shops shelves. Those conversations happened because we built trust in person.

I also connected with people who've since I've teamed up with and with partners who've sent consistent referrals my way for digital marketing coaching. Those relationships - the trust that underpins them - they started with a "hello! What do you do?" and a real conversation.

And then there were the book club signups. People didn't join because of an email. They joined because they met me, they told me they felt welcomed, felt like they were part of something. In-person creates belonging in a way that virtual simply cannot replicate.

Here's the business lesson buried in that moment, standing there with my bag of unsold books: your business grows where your people are. Not where you wish they'd show up. Not where you could theoretically reach them. But where they actually gather. Trade shows aren't just events, they're also laboratories where you test ideas, gather intelligence, build partnerships, and create the kind of trust that turns strangers into colleagues, customers, and collaborators.

This May, I'm coming back to h+h Americas in Chicago bigger and better - with a booth (booth 1707!) where you can find me and two classes where I'll be teaching.

I'm expecting even more of those moments. More conversations that spark new ideas. More connections that create real opportunities. More energy that reminds us why we do this. I hope you'll be there this time, energy high, and ready to make magic happen.

See more about h+h Americas

From Overwhelmed First-Timer to Confident Exhibitor at a Trade Show

Trade shows like h+h Americas can feel overwhelming - especially if you've never been.

The sheer scale of it, the hundreds of booths, the crowds, the noise. But here's what I've learned after three years of attending: there's a strategic path you can follow that transforms the experience from "exhausting and confusing" to "business-changing and energizing."

Let me walk you through the three-year approach that worked for me - and that I recommend to every quilter, pattern designer, teacher, and fiber artist who asks whether they should invest in attending.

Year One at a Trade Show: Observe, Learn, and Connect

Your first year at h+h Americas should be about intelligence gathering and relationship building. Especially if you're not ready for a booth yet - and that's okay. You're laying the groundwork.

What to do in Year One:

Walk the floor with intention. 

Don't just wander aimlessly. Before you go, identify what's broken or unclear in your business. Is it your website? Your pricing strategy? Whether or not to self-publish? Your teaching approach? Walk the floor looking for answers to those specific questions. Notice what successful vendors are doing. Study their booth setups, their signage, their messaging. Take photos (respectfully) and notes obsessively.

Take classes strategically. h+h Americas offers classes on everything from social media marketing to working with podcasters to building your email list. Pick 2-3 classes that directly address your biggest business pain point.

Last year, the classes I attended became the foundation for my Self Publishing Incubator program. I didn't dream up what quilters needed; my ideal clients told me directly in those sessions. They asked specific questions about self-publishing, about getting their designs out into the world, about protecting their intellectual property, about their biggest challenges and what has stopped them from publishing. I listened. I took notes. And three months later, we launched a program that solved exactly what they said they needed.

They have 2 opportunities to take classes:

1. h+h University - a conference by the Craft Industry Alliance the day before the Trade show.

2. Business Classes during the h+h Americas Trade Show

Network with two goals in mind. First, find friends. Find your people. The folks who get what you're trying to build and who are on a similar journey. These become your accountability partners, your sounding boards, your cheerleaders. Second, find trusted referral partners - people whose services complement yours and who serve the same audience.

That could look like connecting with long armers, fabric designers, and other educators. You can then regularly share each other's work in newsletters and collaborate on projects. Those relationships started with a simple "Hello! What do you do?" and a real conversation.

Make a handout, trifold, or business cards.

This is huge and often overlooked. If you’re a pattern designer, create a simple, well-designed brochure that showcases your top-selling patterns with images, whole sale prices, and where to buy. If you’re a teacher, show your class offerings with descriptions, what students will learn, and how to book you. You don’t need anything fancy - a single-page PDF or trifold printed nicely will do. Hand these out during conversations. People will take them back to their hotel rooms, look at them later, and follow up. It’s a tangible reminder of who you are and what you offer when the chaos of the show floor fades.

Example of my Trifold from Year 2

Use my Canva Template

Gather market intelligence. By being there in person, you get to see what's trending in our industry - the colors people are gravitating toward, the techniques gaining momentum, the teaching styles that are resonating and what is missing. That intelligence is gold. You can bring that information back to your own business and use it to position your offers more strategically.

That kind of real-time market insight? You can't get it that detailed from a webinar recording or a social media scroll.

Year One is about building your mental map of the trade show landscape so that when you return in

Year Two, you know exactly where to go and what to do.

Year Two at a Trade Show: Take Action with Confidence

You've been there. You know the layout. You know the vibe. Now it's time to be more strategic and take bigger action.

What to do in Year Two:

Go deeper with targeted conversations. You're not just observing anymore - you're engaging. Schedule meetings in advance with distributors, manufacturers, or potential collaborators. Use the show as a chance to have face-to-face conversations that move deals forward. Last year, I had meaningful talks with distributors about getting my book into their hands and onto quilt shop shelves. Those conversations happened because we built trust in person. Email can only do so much; sitting down together, or even having a quick word face-to-face, changes everything.

Teach, lead, or present if possible. h+h Americas offers opportunities for attendees to teach workshops, lead meetups or discussions, so raise your hand. Teaching or leading a meet up at the show positions you as an expert and attracts your ideal clients, or business partners for collaboration, to you.

Double down on relationship building. Year Two is when those Year One acquaintances become real partnerships. Follow up on the connections you made. Introduce people to each other. Be generous with referrals. I connected with people in Year One who've since become clients and partners who send consistent referrals my way for digital marketing coaching. Those relationships - the trust that underpins them - deepened because I showed up again and proved I was serious about being part of this community.

Attend with a product or service ready to soft-launch. Use the show as a testing ground. Get feedback on your new pattern line, your teaching program, your book. See what resonates. See what people are willing to pay for. The conversations you have will tell you if you're on the right track - or if you need to pivot before you invest more time and money.

Year Two is about translating what you learned in Year One into tangible business results.

If Year One inspired you to jump in with a booth: check out that advice next!

Year Three at a Trade Show: Get a Booth and Go All In

By Year Three, you're ready. You know the audience. You know what works. You've built relationships. Now it's time to claim your space- this could be your own booth or a spot in a pavilion.

What to do in Year Three:

Decide if this is the year to invest in a booth. This is your home base at the show. Make it inviting, clear, and aligned with your brand. Your booth needs to communicate who you are and what you offer. Make it easy for people to start a conversation with you.

Bring products or offerings to sell. Whether it's books, patterns, course enrollment, or consultations, have something people can buy or sign up for on the spot. There's something about the energy of a trade show that makes people ready to say yes. I brought forty books and sold thirty. That's not just revenue - it's thirty people who now have my work in their hands and are part of my ecosystem.

If you have a booth or a spot in a Pavilion, you can join Sample It! An event where you can sell your products at wholesale (if you’ve participated or attended Sample Spree at a past Quilt Market this is the same thing!). It’s a great way to get your patterns into shops, sell kits for your online classes, or get samples of other products to your partners. Plus - you get to make up some of the cost of the show!

Host or teach sessions. If you weren't teaching in Year Two, definitely do it now. Teaching at the show while also having a booth creates a flywheel effect: your sessions drive people to your booth, and your booth drives people to your sessions. If you aren’t able to host one with the show, you can host mini ones in your booth! Class demos, product demos, or meetings can happen in your booth. Post a schedule or sign up sheet so everyone can see your schedule.

Maximize your time with strategic meetings. By Year Three, you could have a calendar of pre-scheduled meetings with distributors, collaborators, potential team members, and high-value connections. Don't leave these to chance. Reach out weeks in advance and lock in times to meet. Lunches and dinners are great opportunities to join your community. The Quilt Pattern Designers group on Facebook (run by Carolina Moore) typically hosts a dinner, h+h After Dark is a party after the show, and there are places throughout the show to sit and have lunch.

Create moments that build community. One of the most powerful outcomes from my time at h+h Americas has been book club signups. People didn't join because of an email. They joined because they met me, they told me felt welcomed, felt like they were part of something. In-person creates belonging in a way that virtual simply cannot replicate. Think about how you can create those moments at your booth—whether it's a giveaway, a collaborative project, or just genuine hospitality.

The Business Lesson Underneath It All

Here's the business lesson buried in that moment, standing there with my bag of unsold books: your business grows where your people are and where your collaborators are. Not where you wish they'd show up. Not where you could theoretically reach them. But where they actually gather.

Trade shows aren't just events, they're laboratories where you test ideas, gather intelligence, build partnerships, and create the kind of trust that turns strangers into colleagues, customers, and collaborators.

The value goes so much deeper than one product launch. By being there, you're plugging into the heartbeat of the industry. You're learning what's working. You're building relationships that compound over time. You're positioning yourself not just as a vendor, but as a valued member of the community.

See You in Chicago This May

This May, I'm coming back to h+h Americas in Chicago bigger and better - with a booth where you can find me and two classes where I'll be teaching what I've learned. I'm expecting even more of those moments. More conversations that spark new ideas. More connections that create real opportunities. More energy that reminds us why we do this.

Here’s the moment! You might be able to make out the strap to the bag full of books! These are friends and colleagues Monika of Penny Spool Quilts (left) and Laureen of Tourmaline And Thyme (right).

Whether this is your first year, your second, or your fourth, I hope you'll be there this time, energy high, and ready to make magic happen.

What year are you in? Where are you on your trade show journey? Let me know in the comments - I'd love to hear what questions you have or what's holding you back from attending.

Let's figure it out together.

See you in Chicago.

More about h+h Americas

About the Author: Tori McElwain is a digital marketing coach for quilting and creative businesses. With 24 years of quilting experience and a Master’s degree in Education, she helps quilters attract more students, sell more patterns, and grow their businesses online - without losing the joy of creating. She’s the author of “Workshops Unleashed” and cohost of the Quilting on the Side podcast.

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