Practical Tips to get Customers into your Embroidery Shop

Employee first day

Create a showroom

It doesn’t matter if you are a big or small embroidery company. You need to have a way to display your product easily and professionally. The days of hanging dish rags onto a rack and getting orders is over. Customers want the Nordstrom of embroidery with great customer service and product. A first impres

Showroom Cutter and Buck

Popular brand names such as Nike, Cutter and Buck, Clique and Outdoor Cap

sion of your embroidery shop is worth a 1,000 words. When a customer walks into a professionally laid out showroom with samples on hangers. (yes most embroidery shops have samples stuffed into a box) and staff dressed with apparel you sell sets a great first impression.

What to display in your showroom

You want to display your garments and caps in a logical and orderly fashion. I suggest separating the garments by vendors. This will make it easier for the sales rep to find the garment in the catalog. Have a rack of Cutter and Buck, Port Authority and Tri-Mountain.  The caps should be on the wall using slat wall and cap shelves, which you can purchase at a local retail display shop.

Catalogs should be easily accessible as you help your customer in the showroom. It is embarrassing when you have to run to the backroom in search of catalogs. I suggest using the smaller sized catalogs instead of handing out the big Sanmar Catalog. Sanmar makes a smaller catalogs for different niches: Essentials Catalog, Sports and Teams and Corporate.

Try to only hand out one vendor catalog. Don’t hand out 2-3 catalogs from different vendors. It confuses the customer and becomes a nightmare when you have to purchase the goods. You will have goods coming from different vendors and all around the country.

Tagging Garments is one way to keep your showroom organized and professional.

Tagging Garments is one way to keep your showroom organized and professional.

Tag Your Garments with Prices

Tag your garments with their prices with the quantity discounts. Include the embroidery cost up to 8,000 stitches. This makes it easier for the customer to get a bottom line price. You don’t want to be that person who runs into their office with a calculator trying to figure out a selling price while the customer waits. Selling embroidery is not a negotiation every sale. Trust me, when you have your prices printed and tagged, the customer negotiation on price stops.

QL-710 Brother Label Printer

The Brother QL-710W Label Printer prints the hang tags using the Shipping label size

What you need to Tag Garments

It is pretty easy to tag the garments. The tricky part is setting up an Excel Data Base to calculate the selling prices. Sanmar alone has over 1,000 SKU’s . I use a formula in Excel that determines the MARGIN on the garment and embroidery. Remember to use MARGIN and not MARK UP.  If you don’t know how to calculate margin, just do a Google search and there are many sites that show you the formula.  The quantity breaks should be 6-11, 12-23, 24-47, 48-71, 72+

Keep your minimum order size at 12 pieces. We put an asterisk next to the *6-11 prices, just in case we need to negotiate a smaller quantity. Notice the price increase when doing smaller orders.

The P-Touch Software comes when you purchase the QL-710W label printer

The P-Touch Software comes when you purchase the QL-710W label printer

The Excel spreadsheet to calculate MARGINS can be tricky for a person not familiar with Excel. I suggest taking some online Excel courses or feel free to contact me and I can walk you through it. Once you learn Excel it will open your mind to more solutions to be  productive in your  business.

Tagging Gun

We have a bunch of tagging guns in our showroom and factory. We always attach our Northwest Custom Apparel hang tag to everything going out the door.  Here is the style and model we use as a tagging gun. These can be purchased on Amazon or your local retail fixture supplier.

Tagging guns are a necessity for showroom organization. This is the TG Tacher 2.

Tagging guns are a necessity for showroom organization. This is the TG Tacher 2.

The model we use the TG TACHER II. It holds about 30 tags per clip and is easy to reload.

Do you need Embroidery Consulting?

My name is Erik Mickelson and our family embroidery shop is Northwest Custom Apparel. We have been in business since 1977 and we are celebrating our 40th this year (2017).  I am the Operations Manager and have been involved with the company on a daily basis since 1997.  My dad is Jim Mickelson and he started the company in 1977 and still plays an active roll.  We want to help other embroidery shops grow and we do offer consulting services for $80.00 per hour. Jim is selective and only works with a handful of clients each year. If you are interested in our consulting services please contact Erik or Jim Mickelson. 1-800-851-3671

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Antonio Massey

Production Team: Folder

Antonio Massey recently joined NWCA in June of 2022. His role on the Production Team has greatly improved our processes and productivity. Antonio is always willing to lift heavy boxes or help his co-workers during busy times. In his free time, he enjoys playing with his dog and mastering video games.


Alicia Wada

Shipping Clerk

Alicia Wada is passionate about helping her co-workers at Northwest Custom Apparel in any way that she can. She works in our Shipping and Logistics department. Alicia, who goes by Ali, has a bachelor’s degree in Applied Mathematics. She lived in Japan for ten years and recently brought her family to America in 2019. She is interested in learning crafts and textile art from around the world.


Erik Mickelson


Erik Mickelson’s position as Manager is more than a job, it’s a passion. It’s always fun and exciting because he enjoys marketing, computers, and coming up with innovative ideas to help NWCA grow. He majored in accounting and finance at Washington State University, graduating in 1996, and returned to school to obtain his Master of Business from WGU, graduating in 2016. Erik continually strives to advance his education through podcasts, audiobooks, and industry tradeshows. He is married to a remarkable and caring wife named Wendy, a Registered Nurse, with whom he shares his many hobbies and a love for the outdoors.



Ruth Nhoung

Production Manager

Ruth Nhoung is our Production Manager and Northwest Custom Apparel is lucky to have her. Thanks to her vast knowledge of machine embroidery and dedication to creating a comfortable and supportive work environment, the production plant runs smoothly and customers are pleased with our work. She is a loving mother and grandmother and enjoys spending quality time with her siblings. She says, “I love everything about Northwest Custom Apparel: the people, the atmosphere, the work, and the customers. I love what I do and I embrace all of NWCA’s core values”.


Steve Deland

Art Director

Steve Deland has been our amazing Artist since 2017. He loves working at Northwest Custom Apparel because he appreciates the goal-oriented, progressive-thinking management style. He is most passionate about his art, which includes scroll saw woodwork, and his five grandchildren.



Taylar Hanson


Taylar Hanson is a highly acclaimed Saleswoman at Northwest Custom Apparel. She has a BA in Apparel, Merchandising, Design, and Textiles from Washington State University. “Go Cougs!” The best part of Taylar’s job is getting to work with longtime customers who trust us to do the best work and take care of their needs. She is passionate about appreciating nature, traveling, and spending time with friends and family.


Nika Lao


Nika Lao is very knowledgeable in how the business is ran because she began as an Embroidery Machine Operator and has worked hard to become the excellent and personable saleswoman she is today. She enjoys the stress-free environment and the many chances to connect with her co-workers over potlucks, BBQs, and bowling parties. Nika is a proud sister of two highly successful brothers and can boast mastering three languages herself: Khmer, Thai, and English. She is an avid camper, enjoys going to farmer markets, and loves cooking.


Bradley Wright


Bradley Wright has been a vital team member of NWCA since 2017. As our accountant and knower-of-all-things, Bradley is proud to work closely with his wonderful colleagues. He studied at the University of Washington. These days he dedicates his free time to his new house.


Dominic Nguyen

DTG Operator

Dominic Nguyen recently joined our Direct-To-Garment department. He says he loves the family work environment at Northwest Custom Apparel. In his free time, Dom likes to listen to music, hangout with friends, and play video games. He comes from a very big family which can be very chaotic at times, but is always exciting.


Sothea Tann

Production Team: Trimmer

Sothea Tann recently joined the Production Team in 2022. She finds Northwest Custom Apparel to be a good working environment with helpful and friendly staff. In her free time, Sothea spends quality time with her family and, overall, focuses on a peaceful and happy lifestyle.


Brian Beardsley

DTG Supervisor

Brian Beardsley has been with Northwest Custom Apparel since 2018. He is our DTG Supervisor. Brian loves that he gets to work with high-tech machines in a fun atmosphere. He has a bachelor’s degree in Graphic Design. He said, “I always wanted to create visually interesting assets in a variety of mediums”. In his free time, he enjoys building and painting models, playing video games, designing, and playing his guitar.


UT Tri Tran

Embroidery Machine Operator

UT Tri Tran loves Northwest Custom Apparel so much that, although she has already retired after a long career in machine embroidery operations, she is happy to return part time. She says, “I love the family style work environment and how everyone shares food, laughter, and fun on a regular basis.” In her free time she is dedicated to living a healthy and peaceful lifestyle with her friends and family.



Embroidery Machine Operator

BunsereytheavyHoeu, who goes by Theavy, won our Operator of the Year in 2021. She takes on many roles in the production team. She says, “These are not my co-workers, these are my family! I cherish all the memories we make together”. When she goes home to be with her family, she makes the most of her time with them by holding family get-togethers and even karaoke competitions.


Sreynai Meang

Embroidery Machine Operator

SreynaiMeang is a hard-working Machine Operator. She is most passionate about helping people. Sreynai, who goes by Nai, likes to exercise in her free time and talk with her family in Cambodia.


Kanha Chhorn

Embroidery Machine Operator

Kanha Chhorn has been an Embroidery Operator with Northwest Custom Apparel since 2018. She is delightful and always makes everyone smile and laugh. Kanha takes on additional tasks that allow us to exceed our customers’ expectations. In her free time, she can be found at her local temple or spending quality time with her family and friends.


Savy Som

Embroidery Machine Operator

SavySom is one of our Machine Operators who is passionate about embroidery and sewing. She enjoys working at NWCA because of its flexibility. She has two teenage sons and loves spending time with her family on the weekends.



Embroidery Machine Operator

SorphornSorm has been a Machine Operator since 2011. One of her four sisters works here as well. Her other relatives are in Cambodia. In her free time, Sorphorn studies English, listens to music, and enjoys exercising.


Jim Mickelson


Jim Mickelson, after a successful career with a major oil company, founded Northwest Embroidery in 1977. This was the first commercial embroidery in the Pacific Northwest. Over the years, Jim has become the guru of embroidery never refusing to answer a question or offer advice to his fellow embroiders. Jim and his wife Leeanna raised four wonderful children who went on to successful business careers.

Northwest Custom Apparel
Northwest Custom Apparel
163 Google reviews
Steve McMains
Steve McMains
Great place to do business with.
Hector Aponte
Hector Aponte
Splendid service by this team. I needed a job done in one day and without hesitation I was helped. Besides the no notice, need now accommodation, the overall quality of the job of superb.
anthony mckenna
anthony mckenna
Amazing service and quality of work.
katie latimer
katie latimer
This small business is excellent! Great turnaround times and pricing. We've completely switched over to them for our uniform needs. The embroidery looks amazing and very professional. We have gotten jackets, vests, safety vests, hats and uniform polo shirts with them. The screen prints are very resistant to numerous washes. They have been super flexible and patient with us and going through getting PO set up with our company.
Dave Lambing
Dave Lambing
I am the Quartermaster for the Tacoma Fire Buff Battalion. We use Northwest Custom Apparel to produce our uniform articles. Their work is always perfect and done is record time. I can't recommend them highly enough.
Kyle Keehnel
Kyle Keehnel
Our company has been going to NWCA for years and have always encountered friendly service and quality products.
Smokey B3ar21
Smokey B3ar21
Super friendly staff , wonderful products for our company and couldn’t be happier with them
Chuck Schilling
Chuck Schilling
Working with NWCA was like hitting the EASY button! Ten days from our initial meeting to completed shirts and we couldn't be more pleased.
Bret Lauritzen
Bret Lauritzen
Prompt service
Cassandra Johnson
Cassandra Johnson
Words can't describe how much I appreciate the outstanding customer service I received from Northwest Custom Apparel! I placed an order for two coats that I needed in one week for a Valentines' day gift and Nika made it happen! She was proactive, quickly responsive, and understanding of me needing to see different looks of our company logo. She was incredibly sweet, accommodating, and made every effort to make my order the way I wanted it. A part of me felt bad asking to see the different looks, but she reassured me it was not a problem and was on top of her game! Every staff member I interacted with when I came to their shop was very pleasant, welcoming, and attentive as well. All around great work! Will absolutely use them again and highly recommend!!! Thank you Northwest Custom Apparel!!!