In 2017, Donna Zahn, of Eastsound, WA, was ready to shutter her failing decorated-apparel business and find a new line of work. Then she met Joyce Jagger, The Embroidery Coach, who put her through an intensive business boot camp and helped Zahn turn Sew N Sew / DBA Orcas Island Custom Embroidery around.

Donna Zahn (left), owner of Sew N Sew / DBA Orcas Island Custom Embroidery, has become Joyce Jagger's first certified embroidery coach.

In the last two years, Zahn has tripled her customer base, purchased new equipment and is hiring on staff to help with her increased workload.  “I’m running my business now,” Zahn says. “It’s not running me.”

Now, Jagger’s star student is about to become the teacher.

Zahn is the first decorator to become one of Jagger’s certified embroidery coaches. “I feel comfortable about sending her to a client because I know she’s going to train them the way I want her to train them,” Jagger says. “You don’t get that from everybody.”

Zahn will be working as an independent contractor, with Jagger funneling some of her clients Zahn’s way. Jagger will still conduct initial interviews with her clients, to figure out which business pain points need to be addressed. Then she’ll send Zahn to conduct on-site training. “At the end of the day, we’ll have a three-way call, so I can see the customer and Donna and ask how everything was working and if they’re happy. … If they get in a tight spot, all they have to do is call me.”

Jagger says she decided to start her coaching certification program as a way to cover more territory and expand her embroidery training empire without having to be on the road herself three weeks of each month. “I don’t want to do that anymore.”

In order to become one of Jagger’s coaches, an embroiderer must be a lifetime member of Jagger’s online embroidery training program. They also have to be certified as an “embroidery business specialist” through Jagger’s site. Once those steps are complete, Jagger will take prospective coaches on two on-site trainings with her, before allowing them to visit a client on their own.

Zahn, who has already accompanied Jagger on two site visits, is eager to begin her first solo mission. She believes her experience as one of Jagger’s students will help her relate to other struggling shop owners. “I know what they’re going through,” Zahn says. “I’ve been there, done that. It gives me a better perspective.”

Embroiderers who want to sign up for on-site training with Zahn can email her at donna@dzsnsce.com.