Bernina Sewing Center of Four Corners, Inc. opened in two weeks and floated on $50,000 of personal pocket money for four months, until an additional $65,000 loan carried her store into a new year. Chappell sold machines out of boxes in the beginning, assisted by her husband, who now works as a certified technician for the dealership.

"I earned the trust of the consumers one by one," says Chappell. Gradually, word spread and consumers who had traveled 180 miles to the Albuquerque dealer were reacquainted with a quality company closer to home. This included a public commitment to sell high-quality products which were stamped with a seal of personal integrity. Chappell's professional practices earned her $647,000 in sales revenue for 2005.

She reveals, "Unlike the national sales growth trend of 6.1 percent for 2005, I am proud to state that the 2005 sales growth of Bernina Sewing Center of Four Corners, Inc. was 28.6 percent over fiscal year 2004."

Chappell currently employs two full-time and six part-time employees. Customers often drive from other towns or states to purchase her products and accessories, attend company classes, and service their machines. This means that, in addition to a friendly and knowledgeable staff, Chappell promotes a policy of one-day repairs. Good news spreads fast, as evidenced by the occasional call from states like Arkansas and Idaho. One North Dakota resident drove four days to purchase a computerized Bernina, and then stayed nearly a week to train under Chappell.

As the recipient of PNM's 2005 Emerging Entrepreneur of the Year Award, Chappell's pattern of achievement is altering the fabric of small business. Sewing machines are redesigning the consumer/designer dynamic made popular in the 20th century. By creating fashion from the comfort of home, women can eliminate shopping fiascos where they don't know whether to try a size 8 or size 12 because of brand-specific dimensions.

Chappell reveals how education laid a foundation for the Bernina Sewing Center of Four Corners, Inc. While obtaining a master's in industrial/technical fabric analytics from the University of North Texas, Chappell made a pledge in exchange for a university fellowship. This promise-to nurture the sewing and quilting communities-enabled a smooth transition from teaching the occasional sewing class
to full-time retail, despite the fact that Chappell jokes about her initial ignorance of cash registers.

"One of the courses I completed was the Psychology of Clothing, which has greatly benefited me in my ability to make women feel comfortable about their body shapes and sizes," she adds.

Chappell's enthusiasm has enlivened the sewing community. Middle-aged women form her core clientele, but the art of sewing has gained popularity with young and old alike. At the beginning of each store-sponsored Bernina class, there is bound to be a senior citizen in her 70s, youthfully poised to conquer the now-computerized sewing machines. Students learn how to cut and stitch their way to a finished product, personalize a craft project or quilt, and copy the company's or create their own line of embroidered designs.

"In the old days, women would just sit and wait to die," says Chappell. "Now they are eager-and I do my best to promote and inspire them-to learn new skills."

Bernina products cornered the market on a homespun necessity in the late 1800s, but it took a woman of initiative to expand the brand into the 21st century. Thanks to Chappell, a Swiss sewing machine is now the darling of households across the Southwest.