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 When you first meet Della Quimby, you are immediately impressed by this compact bundle of kinetic energy that’s bursting with activity. And, as soon as she starts to talk about her company, della Q, you realize that the source of all that creative energy is a brilliant mind and an enormous heart. Della deeply cares about her customers, her products and her world. She doesn’t do what’s easy; she does what’s right. That’s why she’s considered one of the most successful distributors of needle arts bags and cases in the world.
Della began her career in the rough-and-tumble corporate world with high-pressure, high-tech companies like Arthur Anderson and Avenue A Media. These are not organizations for the faint of heart; they’re tough and taxing. I’ve been there on the front lines, so I have the greatest respect for any woman who battles it out in a man’s world and walks away still smiling.
And that’s exactly what Della Quimby did. After several successful years in marketing, she decided to travel – to really get away from the day-to-day demands of the corporate world.
When she visited Southeast Asia for a few months, she was introduced to the vibrant colors and glorious textures of fabrics she thought would appeal to her girlfriends back home in the Northwest U.S. She thought she could share the beautiful textiles and handicrafts with others who would appreciate the quality and color of bags and accessories designed specifically for needlecrafts. Her friends loved the collection, and soon her business took off.
Meeting up with Della at a recent trade show, I was able to ask her about the source of her inspiration, her ever-expanding line of products, and her contribution to the advancement of the women of Southeast Asia.
Knitch: Della, where do you look for inspiration when designing your products?
Della: My customers are the primary focus. From a function perspective, I listen to their needs and desires. From a style perspective, I look for inspiration in classic, yet stylish trends. These trends can be anything from home to garden to fashion. I try to find a middle ground between my mother who has a more classic taste and my girlfriends who are young, hip mothers.
Knitch: You currently have two lines: della Q and Simply della Q. What can you tell us about them?
Della: The della Q Signature collection highlights our core products including our numbered circular needle case The Que®. The Signature Collection consists of our needle cases and styles recognizable to della Q such as our stripe fabric. Simply della Q, including Priscilla, provides simple styles that are perfectly practical and moderately priced.
  
Knitch: You provide support to Vietnam Quilts, a non-profit organization that trains Vietnamese women in the art of quilting. Can you tell us about that group?
Della: The women of Vietnam Quilts are quite amazing. The women range in age between 18 and 50. Many are young mothers in a rural area with limited means to an income other than difficult farming. When a woman is accepted into the Vietnam Quilts program they are guaranteed 20 days a month of work and they agree to keep their children in school to ensure a proper education as a social responsibility to their own community. The women work in groups similar to guilds. A group leader is responsible for providing a place to work in her home, training and quality control. Each group member is taught various skills and paid by the quilt. Although the quilt tops are pieced with machines, they are hand quilted. Often the group leaders build a successful enough business to employ their husbands for the more physically demanding tasks such as washing the quilts.
Knitch: In 2008, you organized a trip that brought two appliqué instructors to Ho Chi Minh City to teach their techniques to women in the group. Do you have anything similar planned for 2009?
 Della: Our 2008 trip was so inspirational! For 2009, we will be coordinating our second teaching trip. We will bring quilting instructors from the US to teach new techniques. Although the instructors from our last trip enjoyed their experience so much, we may be bringing them along again as well.
Knitch: We’re really impressed with your special line of 11 bags, pouches and totes to help women “Make a World of Difference.” We understand that with each purchase you contribute $3 to breast cancer awareness and treatments in developing countries. Can you tell us what inspired you to develop this program?
Della: During the summer of 2008, my supplier lost her production manager to breast cancer. In less developed countries such as Vietnam, women have limited access to not only treatment, but also preventive care. So many breast cancer awareness and charitable giving programs are focused here in the US. We wanted to take a more global view so we are coordinating with Susan G. Komen’s Global Promise Fund that focuses on reaching women in underserved communities that have a high incidence of breast cancer.
Knitch: Where have your donations been going, and what benefits have they provided to local women?
Della: We rely on the Susan G. Komen Fund to allocate to the appropriate countries. They are planning mission trips to Ghana, Brazil, Costa Rica and Romania. In addition to funding mission trips, the Fund promotes awareness and treatment, provides survivor and family support.
Knitch: You have what many would describe as a dream job. Is it?
Della: I do love what I do. I’m very fortunate to be able to combine business with creativity and travel. I have a tremendous team that also makes the daily work inspiring and enjoyable. I suppose I could wish for more time to knit!
Knitch: What advice would you give to women who want to start their own company?
Della: Be patient and love what you do. Find someone to share ideas. This can be someone in your industry, a potential customer, someone else who started a business or just someone who you think has good ideas.
We think that’s great advice from a woman who’s made a career designing and distributing high quality products while contributing to the lives of women and children in a distant country. Be patient. Love what you do. Share ideas. We thank Della for sharing her story with us.
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