Ever looked at a tiny storefront in New York and thought, “How does this place survive?” Abby Price asked the same question—then turned her own $20,000 experiment into a business that’s now bringing in over $1.5 million a year.
Her company, Abbode, went from dried Facebook flowers to custom embroidery events and pop-ups with global brands like L.L.Bean and Ritz Carlton. And it all started with one unused machine in a basement.
Let’s cut into how she did it—and what other entrepreneurs can learn from her journey.
Beginning
It all began in 2019 when Price, a student at Parsons School of Design, started selling dried flower arrangements through Facebook. The timing was perfect. During the pandemic, Manhattan commercial rents dropped, and with help from her parents, she scraped together $20,000 to open a small storefront in Nolita.
The shop was meant to be a six-month test. But after solid interest from local gift shoppers, she doubled down—literally—and moved to a bigger space in November 2021, increasing both her rent and ambitions.
Machine
In early 2022, Abby made an impulsive buy: a $15,000 embroidery machine. With no idea how to use it and no space for it on the floor, she stuck it in the basement and forgot about it—until the machine needed maintenance.
So in March 2023, she brought it upstairs and turned the service call into a two-day pop-up embroidery event. Shoppers could buy items and get them personalized with embroidery—no extra charge. The result? Sales exploded, bringing in five times the revenue of the previous weekend.
That was the pivot point.
Growth
Here’s a snapshot of Abbode’s revenue growth:
| Year | Sales | Turning Point |
|---|---|---|
| 2023 | $719,000 | First embroidery event, shift in brand strategy |
| 2024 | $1.59 million | Brand partnerships and events boost visibility |
| 2025 | $4 million (est) | Expansion, fulfillment center, licensing deals |
After the pop-up’s success, Abby and her business partner Daniel Kwak leaned hard into embroidery. They bought more machines, trained staff, and launched branded events. By the end of 2023, custom embroidery made up half of Abbode’s total revenue.
Expansion
Events now generate about 25% of total income. Pop-ups with L.L.Bean, Ritz Carlton, and Charlotte Tilbury have taken the brand international, from England to Spain to Italy. One weekend partnership with L.L.Bean alone brought in over $100,000 in sales.
To keep up with demand, Abbode opened a $5,000-a-month workspace in Chinatown in July 2024. The team has grown to 25 employees with 10 embroidery machines and an external fulfillment center to handle bulk orders.
Despite the million-dollar revenue, Kwak says the business is currently at breakeven—they’re reinvesting heavily to keep scaling without outside investors.
Strategy
What’s keeping the business hot? Personalization.
In a world where AI, political noise, and digital overload dominate, people are craving something human, tactile, and personal. Embroidery fits the bill. According to Etsy search data, demand for personalized decor has jumped 240% compared to last year.
Retail expert Marni Shapiro ties the boom to nostalgia and hands-on creativity. She believes businesses that tap into personalization—like embroidery, knitting, or needlepoint—are on trend for the long haul.
Abbode’s customers? Price calls them “Abbode girls”: thoughtful gift-givers who care about small details and love staying on top of trends.
Lessons
If you’re building your own business or side hustle, here are 5 takeaways from Abbode’s journey:
- Test Before You Commit
Start with a short lease, pop-up, or small product line to minimize risk. - Follow the Demand
The embroidery event wasn’t planned—it was a reaction. Listen to your customers and pivot quickly when something clicks. - Partner for Exposure
Collaborate with bigger brands (like Abbode did with L.L.Bean and Ritz Carlton) to grow without giving up ownership. - Bootstrap Smart
Stay self-funded when possible. Abbode borrowed from friends and family and tracked every dollar. - Diversify Your Revenue
Explore licensing, wholesale partnerships, or new product lines so your income doesn’t rely on just one source.
Price’s goal now? To secure licensing deals, build wholesale channels, and eventually open Abbode storefronts worldwide—all while keeping most profits inside the company.
FAQs
How much did Abby Price invest initially?
She invested $20,000 to open her first shop.
When did Abbode’s sales spike?
After a two-day embroidery pop-up in 2023.
What is Abbode’s projected 2025 revenue?
It’s expected to hit $4 million.
Does Abbode use outside investors?
No, it remains fully bootstrapped.
What sparked the embroidery focus?
A surprise pop-up showed massive demand.
