Personalise your world with Embroidery By Dezign

Published: Tuesday 13th June 2017 by Courtney Farrow

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Today is Sewing Machine Day. We spoke to Tony King, owner of Embroidery By Dezign, to find out more about the art.

Sewing machines completely transformed the way we make clothing. They were developed during the Industrial Revolution in the late eighteenth and early nineteenth centuries. Before this, garments had to be woven by hand, which was a laborious task.

It is said that Thomas Saint, an English inventor, was the first man to come up with the idea. The concept tremendously improved the efficiency of the textile industry.

Embroidery is also an ancient skill that has been revolutionised by similar technology. Embroidery By Dezign is tucked away just off Newland Avenue in Hull.

They will convert any design into a stitch-friendly format and embroider the image onto most types of material. From fleeces and polo shirts to jackets and jumpers, and even hen party sashes, Tony does it all. You can also get your own mug, plate or coaster personalised thanks to his clever printers.


“I grew up watching my mum and dad sew,” Tony tells us. “It’s in my blood.”

The small workshop has been open for five years now. Tony has worked hard every day since to help the business go from strength-to-strength.

“I had been unemployed for quite a while and was struggling to find work,” he explains. “I knew I could make a living from sewing, but I didn’t have the money to buy the necessary tools and equipment.”

The Job Centre assisted Tony in buying a laptop, which allowed him to craft a business plan and drive the machines.

“They gave me what I needed to be able to secure the money to start my own business,” Tony enthuses.


The money loaned from investors bought him his first machine, plus a suitable office space: “Now I rent this building, which houses three companies: Judy’s Attic, ISV Scooters and Embroidery By Dezign. We all help each other out.”

Tony’s passion and dedication to his clients really shines through when he talks about his work: “Every customer is special to me. You come in here, we’ll definitely have a laugh,” he chuckles.

He is keen to deliver a bespoke and personalised service, offering one-off pieces and no minimum order quantity. This is ideal if you have a small business, or want to create a unique gift for a friend or family member.


“My machines only have one head, so I can do individual products for each person. It’s something a lot of larger companies can’t offer because they have bigger machines that embroider several garments at a time.”

Tony also kindly showed us exactly how he embroiders a logo onto a simple polo shirt. He uses his laptop to draw up an image suitable for embroidery.

“The design is then sent to one of my Brother Embroidery Machines and it will begin to sew the pattern.” From start to finish, the stitching took six minutes.


Some of his other, more detailed work has taken a little longer to complete. For example, this DC Comics scene took him four days to digitally draw and five hours to stitch.


“I truly enjoy what I do,” Tony maintains. “There’s a fire in my belly that has been there for five years, and it’s still burning bright. Just seeing the look on people’s faces when they receive their finished products makes it all worth the while for me.

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Published: Tuesday 13th June 2017 by Courtney Farrow

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