During a family visit not so long ago, Tucson mom Tania Armstrong and her sister dreamed up a business they could launch together, creating hand-sewn, decorative pillows that could transform the look of a room.
There were a few issues: The sisters lived in different states. Neither had ever sewn a stitch. And what would they call their new venture?
As Armstrong and her sister, Tamara Kleidermacher pondered the issues, they were busy cooking a pasta dinner for their families in Armstrong's kitchen. Their two pooches were fussing at each other and generally getting underfoot.
"Chloe!'' Armstrong cried out to her Labradoodle pup. "Olive!'' called Kleidermacher to her standard poodle. "We looked at each other and said, 'That's it,' '' Armstrong recalled.
And the name was born.
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Today, Armstrong and Kleidermacher are owners of Chloe & Olive, designing, stitching and distributing pillow covers through their website. Armstrong works from her home in Tucson, Kleidermacher from her home in Santa Barbara, Calif. Big sister Thea Fidler handles web merchandising from her home in Cabo San Lucas, Mexico.
The three iChat, text, email and call all day long, discussing designs, orders and marketing.
Chloe & Olive sells hand-stitched, two-sided pillow covers, with vibrant, whimsical designs on each side. Customers in 50 countries have bought their product.
Their pillows are on eight websites, including Amazon and Etsy, and were featured on the Nate Berkus Show in February. Their top-selling Orange Creamsicle ($24) was featured in Good Housekeeping's spread on "fabulous finds, all made in the USA'' in July.
Not bad for a couple of sisters who - up until a couple of years ago - couldn't sew.
"We wanted to make something unique that we have a passion for,'' said Armstrong, who shares a love of interior decorating with Kleidermacher. "We decided to start with pillows.''
By the next day they were ooh-ing and aah-ing over bolts of fabric at a Tucson store. "We got so excited, then we said, 'Wait a minute. We need to learn how to sew,' " Armstrong recalled.
The sisters signed up for classes, Kleidermacher in Santa Barbara and Armstrong in Tucson, at Cathey's Vac & Sew. They perfected their stitches over six months and were ready to launch the business.
Armstrong started out at her dining room table, with pillows and bolts of fabric filling every spare inch of the house, including husband David's home office.
She soon outgrew the space, so the family moved. Armstrong transformed a bedroom into a Chloe & Olive sewing room.
Today, she spends about four hours a day stitching on her Pfaff machine. The rest of the day is spent marketing, packaging and shipping. Kleidermacher heads a similar operation from her home.
Armstrong studied interior design at the Fashion Institute of Design and Marketing in Los Angeles. She earned a master's in business marketing and worked in the marketing department of a fine-jewelry manufacturer. Kleidermacher was a graphic artist, working in marketing communications for a computer software firm. Both took time off to raise their families.
Together with sister Thea, they handle all aspects of the business, from designing and stitching to marketing, web design and customer service. Four seamstresses - two in Tucson and two in Santa Barbara - help with the sewing.
Their children pitch in as well. Armstrong's kids - Alexandria, 16, Natalie, 13 and Nina, 11 - as well as Kleidermacher 's - Hannah, 11, and Aaron, 9 - help with packaging.
"I'm a full-time mom but I'm a role-model business owner for them,'' Armstrong said. "It's wonderful to show our children how to take a concept and really run with it.''
Said Kleidermacher, "My kids are my priority so it's great to be able to run a business from my home.''
Armstrong said technology makes the business possible. "Ten years ago what we are doing today would not exist.''
The sisters said customers are drawn to the two-sided pillow cover.
"We pick fabric that is fun and colorful and something that you can't find in a typical retail site,'' Armstrong said. "People really want bright colors in their home décor. If you get bored at looking at one side you can switch it. It's washable and with three kids and a dog that's nice to know.''
Each purchase is tied with a pretty green bow and sent off with a personalized note. "We are not just a company. We are two sisters who are putting a product out there and making it as personal as possible,'' Armstrong said.
The company looks to roll out a new line every week or two, Kleidermacher said, and is expanding into bedding.
Sewing has become a bit of an escape for both sisters. "It's kind of therapeutic,'' Armstrong said. "It's time by myself, me and the fabric, with Chloe by my side.''
The sister connection is key to the success. "We are sisters but we really are best friends,'' Armstrong said.
Said Thea, "We work together, we laugh a lot and we have a wonderful time.''
"It's so nice to do something with your family,'' added Kleidermacher. "It's almost like having them live next door to you.''
About Chloe & Olive
• What: Pillow covers in 70 designs for indoor and outdoor use. Covers range in size from 12 inches by 16 inches to 26 inches by 26 inches, with pillow inserts also for sale. Indoor pillow covers are 100 percent cotton and outdoor ones are 100 percent polyester, with all pillow covers handmade in the U.S.
• How much: Covers are $19 to $159, including a couture line made from Lilly Pulitzer fabric.
• Where to get it: chloeandolive.com
Contact local freelance writer Gabrielle Fimbres at gfimbres@comcast.net