From Hollywood to Handmade

December 18 2003--Each year $30 billion is spent on sewing related products. When Lori Petitti, a network television producer, looked at sewing as a creative outlet, she was amazed by the advances in machines, notions and even fabric design. "Things have changed since the dreaded home economics class." Petitti says. Computerized sewing machines, sergers, machine quilting and user friendly notions have changed the face of sewing. The market is geared towards the modern consumer, one who can download the latest embroidery design online or surf for designer fabric in New York. Looking for instructional material geared toward the moder sewer was another story. An experienced producer, Petitti felt the offerings of instructional videos didn't take advantage of the technology available.

"Technology benefits everyone" says Petitti, "The younger generation grew up on it and expects it, baby boomers have embraced it and for an older generation, it makes life simpler." Looking to fill the void of instructional material for the new sewer, Hip Line Media was launched. Hip Line Media offers fun and fast sewing projects to a broad range of users. DVD instruction puts a powerful tool at your fingertips. Specifically, the DVD format allows easy chapter indexing, true pause functions and the ability to jump to particular areas of instruction. Each DVD includes special features and bonus materials as well as PDF files to be downloaded that contain patterns, overviews and additional instruction.

"We empower people who want to learn to sew or improve on their current skills." says Petitti, "We bring the sewing class environment into your home with professional educators and designers. We also put in a big dose of fun - because sewing IS fun."

The current releases of DVD's can be found at www.HipLineMedia.com and include Pajama Party, Making Handbags, Basic Home Decor and Pants Fitting. On the slate for 2004 are Basic Quilting, Sewing for Baby and Skirts for Everyone.




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