You can buy Ashlea's designs at...  

http://www.BunnycupEmbroidery.com

And now, the interview...

Q:  Before we start with the interview, please tell us a little about yourself.  Are you single? Married? Children?  Where do you live and do you best remember Sinatra, Elvis, The Beatles, U2 or Ricky Martin?

I am married and have two children.  My daughter Bailey was born in 2003 and my son Aiden in 2006.  We live in Brisbane, Queensland, Australia which is known for its subtropical climate and sunshine.  We have lived here pretty much all our lives but love to travel and have worked overseas in the US and UK in the past.  I best remember U2 (in fact, I met them years ago while they were on tour in Australia).

Q:  When did you first get started in machine embroidery and why?

I purchased my first embroidery machine in 2003 after a neighbour gave us an adorable quillow as a baby present for my daughter.  I was fascinated a sewing machine could do that.  I had never really done any sewing before that (no one in my family was a sewer) and I thought it would be fun to learn.  Since the day I purchased that first machine, I have been addicted. 

Q:  When did you decide to learn digitizing and why?

It was not long after purchasing my first embroidery machine, I decided to try my hand at digitizing which rapidly turned into a love affair.  Being brought up in a generation of computers and using computers every day for my prior work life, I have become very adept at using computer software.  I feel immediately in love digitising as it was like doing a puzzle or playing a computer game (or a combination thereof).  I have always been fascinated with the whole process of purchasing artwork and turning it into something that can stitch out and fascinate children and adults alike.

Q:  What software did you start digitizing with and what software are you using now?

I started of with Embird.  The reason for this is that it is reliable software at an affordable price.  I wanted to see what I thought of digitising before outlaying thousands of dollars on other software.  I have since purchased and used the Janome, Generations and Bernina software and still use different ones depending on what effect I am after.

Q:  Who are some of the digitizers that you learned from along the way?  Are there any whose work you admire?

I have learned from many digitisers along the way and in saying this, my thanks goes to those who helped me in those first months and years of learning, without you, I could not have learned what I needed to.  And to those of you who I promised to return the favour to someone else in years to come, I have fulfilled that promise.  There are many, many digitisers that I admire and all for different reasons.

Q:  What inspired you to turn "Pro" or was that your plan from the start?

I never really thought of it as turning pro.  I started out creating a hobby website when I started digitising while working in my profession as a Chartered Accountant.  After having my daughter, I went consulting part time as an accountant and just spent all my spare time (literally) doing digitising which is my love.  After having my son and while on maternity leave and having more time to spend on the business, I just had more and more time to do what I loved and the business progressively grew to reflect that.  Though being a Chartered Accountant meant I could use my business skills at Bunnycup and I guess it was just a natural progression.  In some respects it was very hard to step away from being a Chartered Accountant as I had spent so many years studying to become one and so many years of continuous eduction after passing the professional exams - it felt like throwing away 15 years of very hard work.  While on maternity leave and concentrating on the business aspect though, I realised that it was an ideal situation where I was actually combining my business knowledge and my love, so I finally resigned from my Accounting profession and have since worked solely on Bunnycup.

Q:  Where do you sell your designs today?  Do you have a website of your own or do you sell from a mall?

I currently sell my designs at my website Bunnycup Embroidery (http://www.bunnycup.com), the OPW Mall and on ebay.  My next goal that I am working is the development of a range of CD's for retail in stores.

Q:  What do you think are the most significant trends you have seen lately in embroidery?

Trends are occurring all the time, some stick and others don't.  But one that I have enjoyed seeing is the increase of embroidery in non-traditional uses such as crafting, scrap booking and cards.  Also, in recent years, the embroidery market has been growing as people learn that you do not need to be an expert sewer to embroider so it has been a joy to watch people become involved in embroidery who would not have otherwise progressed through traditional sewing.   

Q:  Where do you see machine embroidery going in the future?

I see it continuing to grow as people continue to learn about machine embroidery.  I also see significant development in the computerised side of embroidery with more sophisticated computerised techniques and precision being developed into the home embroidery machine and greater integration with the home computer.

Q:  What advice would you give to a beginner that is just starting their career as a digitizer?

This is something I could write forever about.  My first advice that comes to mind is to be patient.  To build a successful digitizing business takes a lot of time and development.  Not only do you have to create a product, you have to build a customer base and marketing program, develop your sales avenues (and website if you chose to open one) among many other aspects.  You also need to find your niche in the market and the style that you love and the only way to do this is through lots of practice.  I do recommend to try from the beginning to be different and creating a product that stands out.  But if you love what you are doing, that will reflect in your designs and your business will grow as a result.

 You can buy Ashlea's designs at...  

http://www.BunnycupEmbroidery.com