At just 29 years old, Abby Price transformed a $20,000 investment into a thriving embroidery business in New York that now generates $1.6 million annually. Her journey from a struggling floral shop owner to the CEO of Abbode is a masterclass in adaptability, creativity, and understanding what customers truly want.
The Humble Beginnings of Abbode
In 2019, while studying at Parsons School of Design, Abby Price began selling dried floral arrangements on Facebook. The small side hustle quickly grew in popularity among New Yorkers looking for handmade home décor. Encouraged by the demand, Price decided to turn her passion into a full-fledged business.
By March 2022, she had opened a small storefront in Nolita, one of Manhattan’s trendiest neighborhoods. With $20,000—sourced from her savings and a contribution from her parents—Price covered the security deposit, rent, and initial inventory. At first, business was promising, fueled by pandemic-era enthusiasm for supporting local creators.
A $15,000 Risk Sitting in the Basement
Amid the growing excitement, Price made what seemed like an impulsive purchase—a $15,000 embroidery machine. “It was a total whim,” she recalled. The 100-pound piece of equipment, however, soon ended up collecting dust in the basement. Without the skills or space to use it effectively, Price focused instead on floral designs and home décor.
Things changed drastically after the holiday season. Sales dropped to nearly $45,000 per month, and Price felt the strain of maintaining employees, inventory, and new expenses. She recalls crying in the store’s bathroom, unsure how to revive her declining business. That’s when the forgotten embroidery machine came back into play.
The Turning Point: A Two-Day Embroidery Event
In March 2023, after having the machine serviced, Price decided to host a two-day embroidery pop-up event. Customers could buy Abbode products and customize them with free embroidery. The response was overwhelming — Abbode earned five times its usual daily sales on the first day alone.
“That weekend, I knew I had something special,” said Price. The event revealed a huge opportunity in personalized embroidery — a trend on the rise as shoppers looked for meaningful, customized items in an increasingly digital world.
From Décor Shop to Embroidery Powerhouse
Following the success of the pop-up, Price pivoted Abbode’s business model to focus on custom embroidery services. The company quickly invested in more machines and trained staff to handle demand. By the end of 2023, embroidery accounted for nearly half of Abbode’s total revenue.
The company’s growth attracted attention from brands and influencers alike. Pop star Sabrina Carpenter even wore an Abbode-designed yellow T-shirt with the embroidered phrase “Live From New York” during a performance on Saturday Night Live.
Scaling with Strategic Partnerships
As the business expanded, Price brought on Daniel Kwak — a longtime friend who had worked part-time for Abbode since 2022 — as co-owner and COO. Together, they developed a clear strategy to scale through pop-up collaborations and global events.
Abbode hosted embroidery experiences with top brands including L.L. Bean, Ritz-Carlton, and Charlotte Tilbury, while also running pop-ups across England, Spain, and Italy. One collaboration with L.L. Bean in 2024 drew crowds who waited up to four hours to purchase customized Boat and Tote bags, generating more than $100,000 in sales over a single weekend.
To support increasing demand, Abbode opened a $5,000-per-month workspace in Chinatown to house embroidery machines and staff. The company also began outsourcing select projects to fulfillment partners for faster turnaround.
From Local Shop to Global Brand
Today, Abbode operates 10 embroidery machines and employs 25 people, a mix of full-time and contract workers. In 2024, the business generated $1.59 million in revenue — more than double the previous year — and aims to reach $4 million by the end of 2025.
Despite impressive revenue growth, Abbode remains nearly break-even financially. Kwak explains that profitability isn’t the main focus yet: “We’re prioritizing brand recognition and sustainable revenue streams before chasing bigger profits.”
The Power of Personalization
Abbode’s rise reflects a broader retail trend. According to market analysts, consumers increasingly crave customized, experience-driven shopping. In times of uncertainty, nostalgia and personal expression become powerful motivators. Platforms like Etsy report that searches for personalized clothing have doubled, and personalized décor searches are up 240% year-over-year.
“Embroidery gives people a tactile, human connection,” said retail expert Marni Shapiro. “It’s creative, nostalgic, and interactive — everything today’s shoppers are missing in a digital-first world.”
Abbode’s competitive edge lies in offering an in-person experience that online sellers can’t replicate. Price often compares her brand to mid-sized names like Stoney Clover Lane and Mark & Graham — companies that combine quality design with personalization.
Defining “The Abbode Girl”
At the heart of Abbode’s identity is what Price calls “the Abbode girl.” She’s the kind of customer who loves thoughtful gifting, stylish design, and paying attention to detail. Whether it’s an embroidered tote or a personalized tee, each product tells a story — and that emotional connection drives repeat business.
Building a Brand for the Future
Even with rapid success, Price remains grounded. She continues drawing the same modest salary she earned when Abbode opened its first shop, choosing to reinvest profits into the company. “We’re completely bootstrapped,” Kwak adds. “That gives us the freedom to experiment and adapt quickly.”
Looking ahead, Abbode plans to expand through licensing deals — including collaborations featuring sports teams, popular characters, and fashion brands — while exploring international retail locations.
“I want Abbode to be a household name,” says Price. “This started as something small, but it’s grown into a community that loves creativity and craftsmanship. I think that’s what will keep us going.”
Lessons from Abbode’s Success
- Start with what you have: Price began with just $20,000 and a creative vision.
- Be adaptable: When home décor sales fell, she found new potential in embroidery.
- Build community: Pop-up events and brand partnerships turned customers into fans.
- Think long-term: Abbode focuses on sustainability and brand loyalty over short-term profits.
Abbode’s journey proves that even in a competitive market like New York City, creativity, courage, and a willingness to pivot can turn a struggling store into a multi-million-dollar embroidery business.
