The story of how a single, reckless $15,000 purchase transformed a modest passion project into a business projected to hit $4 million in annual sales is the stuff of entrepreneurial legend. It’s a powerful reminder that sometimes, the biggest financial risks come with the greatest rewards.
For founder Abigail Price, that risky investment was a professional embroidery machine. Her New York City-based business, Abbode, began as a small home decor and dry floral arrangement project launched in 2019 while she was completing a graduate program at Parsons School of Design. However, the business model didn’t truly take off until the unexpected arrival of the high-end machine.
Price admitted the $15,000 purchase was made “on a total whim,” and she initially wasn’t even sure where to put it or how to use it regularly, storing it in the basement for a period. She first introduced custom embroidery as a complimentary service to customers in September 2022, but with only a handwritten sign, it barely moved the needle, completing maybe ten items a week.
The $15,000 Turning Point
The turning point arrived in early 2023 when Price decided to reposition the service as a two-day “pop-up experience” in her Nolita shop. She created a visible display of blank merchandise like waffle robes and leather pouches with sample designs already stitched on them, immediately making the service more appealing.
That single weekend was a complete game-changer. Price knew at that moment, “I had something special on my hands. I knew that nothing was going to be the same.” She realized she was at the forefront of a growing consumer appetite for modern, elevated personalization.
The genius of Abbode’s pivot was taking a traditional craft and giving it a fresh, upscale spin. Instead of simply stitching logos, the brand offered bespoke monograms, custom pet portraits, and trendy icons on chic items. Price calls this strategy the “blend of nostalgia and freshness” that has captured so much public attention, enabling the business to scale rapidly.
Rapid Growth and Collaborations
The custom embroidery service quickly dominated sales, becoming the company’s sole focus by November 2023. The machine proved to be a true profit engine: sales nearly doubled from $719,000 to $1.59 million the following year. Today, Abbode is projected to hit $4 million in sales for the current year.
The company has now collaborated with major brands like J.Crew, L.L.Bean, and Skims, an indicator of the broad market appeal for their customized offerings. Abbode currently offers a curated line of customizable products in five design categories, proving that sometimes, the most profitable path is a deep focus on a single, perfectly executed niche. Price’s decision to follow her creative instinct with a $15,000 bet not only paid off but completely reshaped her entire business.
