Setting the Record Straight

In my continued effort to keep my blogs interesting in 2023, I am going to start yet another blog series that I will sporadically touch on throughout the year when necessary to clear the air. This one, as you can tell by the title, is called Setting the Record Straight. I decided to start this series because there is so much misinformation out there about my companies and business that I needed to start to address it. I can’t sit here on my hands while people spread lies about the products we sell.

With that, instead of letting this misinformation continue to spread, because as we all know everything we read on social media is true (NOT!!!!), I am going to spend some time setting the record straight so people stop perpetuating lies and untruths to the detriment of my family business.

Here goes and mind you, I will not be naming names. This was a recent message I received and the ensuing conversation that transpired. This one speaks for itself and does have a happy ending which is a good thing.

Hi Scott, I have always loved the quality of FreeSpirit fabrics and the artists who design them. I travelled an hour and a half from my home today to a shop that reportedly had lots of your new Kaffe Fassett designs. I cannot believe the difference between these fabrics and the ones I have purchased in the past. The “hand” was totally different, the newer ones being rougher to the touch and noticeably thinner. I cannot tell you how disappointed I am. I know the industry is facing increased expenses and a large amount of decreased retail outlets. Cost-cutting at the expense of quality appears to be the name of the game here. I’m heartbroken that my favorite brand and designer are sacrificing quality when most of us are willing to pay for it. This makes me sad.

Before I continue with how the conversation transpired, let me be clear that my companies do not cost-cut at the expense of quality ever. Cost-cutting is not the name of the game here! Now let’s see how the rest of the conversation went.

Here is my reply:

I am sorry to disappoint, but nothing has changed. Kaffe, unlike everyone else in the fabric industry, prefers the finer fabric so he can do needlepoint. This is well-known information, so please don’t make accusations about cutting corners because that is absolutely not the case and not what we do.

For those that don’t know, Kaffe Fassett and his team prefer the 68×68 (finer) construction fabric whereas most everyone else in the fabric industry uses a 60×60 (heavier) construction. Being that the 68×68 construction is used so much less these days, that fabric in fact is more expensive than the 60×60 now, whereas in the past those two fabrics were about the same cost, give or take.

Now, let’s go back to her reply.

I’m sorry. That makes sense as his shot cottons are thin (We use the word “fine.”) The consensus today was still a change in hand and thickness. I will pass along your explanation, but we all noticed a difference.

My reply to that:

I am telling you, nothing changed. We are still using the same mills. And the worst part is that the finer fabric costs more.

Her reply:

I believe you, as apparently I made the wrong assumptions. I apologize, however, we all felt there is a change in the smoothness and thickness of the new fabrics. It surprised us. For me, I will try not to jump to conclusions. Again, I am sorry. I still love the design lines and beauty of Kaffe Fassett.

Unlike many other people who spread untruths, this woman was very mature and she apologized. I can totally appreciate and respect that 1000%. On the other hand, like many often do these days, she jumped to assumptions instead of asking questions of the appropriate people. You can see above what I think about assumptions.

The conversation continued. I replied:

It is what it is. I am not sure what else to tell you, but we don’t cut corners when it comes to Kaffe Fassett or any of our designers for that matter. By the way, is there any chance these fabrics you are referring to were much older fabrics? Or were they newer?

In reply to that, she said:

I owe you another apology. I’m the lady who messaged you about the “hand” of FreeSpirit Fabrics. I want you to know that I returned to that quilt shop that had the fabric I questioned. I FOUND THAT YOU WERE INDEED CORRECT. It was Old Westminister Fabric. Please accept my apology and know that I will continue to support your company as it has the best designers in the industry.

So I replied:

That’s very admirable. Thank you!

It takes a lot to admit you are wrong and I couldn’t be happier with the way this one turned out. However, it got me wondering how many others felt the same as this woman and never took the time to ask the correct questions? Perhaps they stopped buying Kaffe fabrics because of this. What a shame that would be!

Ultimately, there is a lot to be learned from what transpired here:

  • Don’t assume. Ask questions before jumping to conclusions.
  • Don’t think that we at Jaftex are trying to pull the wool over your eyes. We are straight shooters. As my brother and I like to say, “We are in it for the long game. You don’t make it in business for 93 years by cheating and cutting corners.”
  • It’s never too late to admit you are wrong.
  • It’s never wrong or too late to apologize.

With that folks, I hope I did a good job in setting the record straight on misconceptions about the quality of Kaffe Fassett fabrics sold through FreeSpirit Fabrics. Please let all your customers and friends know.

17 Comments

  • LM Erricson

    Dear Scott Fortunoff,

    Kaffe Fassett is arguablly a perfectionist as demonstrated dating back to his first knitting designs, his subsequent books, needlepoint designs, quilt designs and fabric designs. Like attracts like, and I would imagine the two of you understand one another professionally, sharing the same rigourous demand for quality and high standards. It is disturbing that your time has been spent reminding adults to remember that not everything online is valid, and very little is. With five companies to manage and employees to motivate and inspire there are infinately other things you could be doing with your time.

    I have been collecting Kaffe Fassett’s fabric from the first time I saw it because it is beautiful, and different from every other fabric I have seen that I might choose to buy. It would be easy to write a disertation on why Kaffe Fassett’s designs are so outstanding, but I will leave that to your sales and marketing department. I am grateful to you for bringing Kaffe Fassett’s fabric into the marketplace to that I can be delighted in buying it.

    Additionally, your blog is rewarding to read and I enjoy carefully savoring everything you write. Please remember there may be some of your readers who remain largely silent, people like me, who are without criticism or questions. Thank you for the time and trouble it takes to write, edit, and post.

    Sincerely,
    LM Erricson

  • Judy Felde Salvi

    I haven’t heard anything like it and I’m glad, however I wouldn’t have believed it!! It is all just wonderful. I usually purchase quilt fabric from “My Favorite Quilt Store” in Texas. Margo Pieper is so friendly. The second time I ordered, she wrote me a note, she was happy to have repeat shoppers during Covid! Another time, they even called me to ask if I would like to choose a second choice of fabric, since they were short of one! They’ve really grown and expanded. Hibernating and sewing in Minnesota?❄⛄Thank you! Glad I found you on Pinterest!

  • PJ Cartwright

    Thank you for this! As an exclusively Kaffe Fassett Collective studio I hear this often. So happy to learn this outcome. I started sewing 68 years ago and “lawn” was the ultimate in quality fabric. I think this is why I personally prefer Kaffe’s fabrics. I appreciate you sharing this!

  • Pamela Meyers Arbour

    Wow! I can see why you started this series. Something like that can spread like wildfire. I think it is a fair assumption that all of your vendors receive your emails as well the consumers who have signed up to receive them. I am at the “food chain” so to speak but thanks for including the consumers in your emails.

  • Nancy Burns

    Scott,

    It is sad when individuals don’t ask questions and assume incorrect information. I have been following Jaftex since you brought Kaffe Fassett and Tula into the fold. Your dad, brother, and you have worked miracles to modernize and revolutionize your company. You have protected your employees during Covid and respected them for the work they do every day. You have taken us through all your facilities to show us procedures. And you have spoken of the difficulty in controlling pricing in the industry. You are extremely supportive of quilt shops at all times. Your are generous to your customers. You support groups like Quilts of Valor.
    You are a wonderful son, father, brother. You a truly a family man.
    Shop owners and your customers are the most fortunate people. Thank you
    Nancy Burns

  • Kathleen Francour

    Thanks for sharing this conversation, Scott. And thank you for standing by/up for the integrity of your company and product lines! In a world where misinformation, or accusations of same, are used like weapons, it’s nice to know who are straight shooters with the facts, AND will stake their reputations on them! In retrospect, the person who wrote to you did the right thing. She came to you directly with her concerns on a public forum where you could respond publically. She accepted her mistake and apologized. We can all learn from this example. The straight forward and respectful way you both handled the situation is admirable. Thank you!

  • Bobbie Hunley

    Scott,

    You always have nothing but the best when it comes to designers, quality, and variety which is why I am encouraging my daughter to resubmit her designs to only Jaftex. Your team had expressed an interest a few years ago and then her marriage took a turn for the worse. She now lives with me along with her 5 children and is finally discovering beauty in ashes.

    Thanks for being the best.

    Sincerely,
    Bobbie Hunley

  • Pamala

    Thanks for sharing this with your public and customers. I’m so glad she was gracious about the matter. We should never assume, it usually gets us in trouble, causes hurt feelings and misunderstandings. We should think before we speak, me included. May God bless.

  • Katie Wyatt

    Scott,
    Your new series is informative and not to mention meeting your goal to ‘set the record’ straight. Also, it’s a good thing to do and I personally appreciate it.

    All the best and keep up the good work,
    Katie

  • Debbie Roseman

    I really like that you took the time to address this lady’s concerns. I totally agree with you that there are too many people that believe anything and everything they read online. It is hard with the economy today to pay extra for things and I believe people are looking at quality and quantity of everything now. I know purchasing fabrics from your designers will always be well worth the cost.

  • Theresa Burton

    Although we may not like price increases, better quality fabric is what differentiates most quilt shops fabric from the discount stores fabrics. That is why for projects that I want to be well loved for along time I choose quality.
    Please continue to put out the great quality fabrics!

  • PAM BRICHER

    This blog is really good reminder that we should all be like your suggestions. Kindness and admitting when we are wrong is a big part of things that are wrong right now. Thanks for all of your advice.