When Abby Price first opened a tiny storefront in Manhattan’s Nolita neighborhood, she wasn’t expecting to build a million-dollar brand. What began as a $20,000 experiment selling dried flowers evolved into Abbode — a personalized embroidery business now generating over $1.5 million in annual revenue.
And it all changed when she finally plugged in a $15,000 embroidery machine gathering dust in the basement.
Start
Abby Price launched Abbode in 2019 while still a student at Parsons School of Design. She started small — selling dried floral arrangements through Facebook to customers in New York. But when commercial rents fell during the pandemic, she took a calculated risk.
Using her savings and a family gift, Price signed a short-term lease for a storefront in Nolita. Six months later, after proving it could work, she doubled the space (and the rent) in November 2021.
Here’s how Abbode’s revenue evolved:
| Year | Revenue | Key Turning Point |
|---|---|---|
| 2023 | $719,000 | Embroidery pop-up sparks pivot |
| 2024 | $1.59 million | Events, partnerships fuel expansion |
| 2025* | $4 million | Additional machines, space, and global growth |
*2025 revenue is a company projection as of September 30, 2024.
Machine
The story might have ended there, but in 2022, Price impulsively bought a 100-pound embroidery machine for $15,000 — and then let it sit unused in the basement. She didn’t have the space or the training to use it properly.
Then in March 2023, the machine needed servicing. Price decided to haul it upstairs for a weekend pop-up event. Customers could customize Abbode products with embroidery on the spot — and they loved it.
That weekend’s sales were five times higher than the weekend before. Sticky notes covered the counter with names and order details, and Price knew she had found something that clicked.
Growth
After that event, Price trained staff, bought more machines, and made embroidery a core part of Abbode’s business. By the end of 2023, embroidery made up nearly 50% of all revenue.
In 2024, Abbode’s revenue more than doubled to $1.59 million, driven by embroidery events and brand partnerships. One weekend with L.L.Bean alone brought in over $100,000 in sales.
Other events with brands like Ritz Carlton and Charlotte Tilbury across Europe helped build buzz. Abbode now earns around 25% of its revenue from events, offering custom, in-person experiences that online stores can’t replicate.
To keep up, Price and co-owner Daniel Kwak opened a $5,000/month workspace in NYC’s Chinatown in July 2024, added 10 embroidery machines, and built a 25-person team. A separate fulfillment center now handles some orders off-site.
Even with all that growth, Abbode is only just breaking even, with most of the cash going back into operations.
Buzz
High-profile moments like pop star Sabrina Carpenter wearing an Abbode tee on SNL in October 2024 have helped build the brand’s visibility. Price describes her typical customer — affectionately dubbed the “Abbode girl” — as someone who loves thoughtful gifts, stays on trend, and appreciates small details.
The brand is still completely self-funded, and the founders plan to stay bootstrapped. That means they’re growing without outside investors — which allows them to keep creative control but also means every dollar matters.
Trends
Why is personalized embroidery resonating so strongly with shoppers? Retail expert Marni Shapiro says it’s about more than just fashion — it taps into nostalgia and emotional connection, especially in uncertain times.
With technology, politics, and economics moving fast, people are gravitating toward slow, tactile experiences like embroidery, needlepoint, or knitting.
Search trends on platforms like Etsy back this up:
| Category | Search Growth (last 3 months vs. 2024) |
|---|---|
| Personalized clothing | +100% |
| Personalized decor | +240% |
But Price doesn’t see Etsy sellers as competition. Abbode is more like Stoney Clover Lane or Mark & Graham — brands that blend physical stores with on-site customization.
Lessons
If you’re running a small business or dreaming of starting one, Abbode’s story offers some practical takeaways:
- Test before you commit. Price started with a short lease, letting her learn without taking a huge risk.
- Follow customer energy. The embroidery pop-up was meant to be temporary — but strong demand made it a full-time focus.
- Build smart partnerships. Teaming up with big brands like L.L.Bean helped Abbode scale quickly without outside investors.
- Reinvest wisely. Price and Kwak have kept salaries stable and put profits back into growth, adding machines, staff, and space.
- Plan for future streams. They’re already exploring licensing deals and wholesale partnerships to grow sustainably.
Future
Looking ahead, Abbode aims to secure licensing agreements, deepen wholesale partnerships, and eventually open storefronts worldwide. But for now, the focus remains on quality, community, and staying grounded — even as revenue climbs.
Price’s journey from dried flowers on Facebook to custom tees on SNL shows that a small idea, paired with the right pivot and a little embroidery magic, can go a long way.
FAQs
What is Abbode’s annual revenue?
Abbode made $1.59 million in 2024, with $4M projected for 2025.
How did embroidery impact Abbode’s growth?
A pop-up sparked a shift, and embroidery now drives half of sales.
Is Abbode self-funded or investor-backed?
It’s fully bootstrapped and run by the original founders.
What’s the average price of embroidery equipment?
Abbode’s first machine cost $15,000, paid off in installments.
Where does Abbode operate?
Headquartered in NYC, with events across the U.S. and Europe.
