September 2nd, 2010
Women in Business: Joan Hawley of Lazy Girl Designs (with Susan A. Fogel)
September is National Sewing Month. To kick us off, Susan A. Fogel of SewingInsider.com shares her interview of designer Joan Hawley.
Give us your “Elevator” Speech as to WHO you are and WHAT it is that you do for a “living”. And how should we “know” you?
I’m Joan Hawley, owner of Lazy Girl Designs, a pattern company in the quilting and sewing industries. We offer a line of approximately 80 products including patterns for purses, bags, totes and accessories as well as specialty notions and tools for sewing and quilting.
I had an opportunity to try a new direction in 1997 when my husband Michael’s career took us to a new city and I was in search of my next horizon to conquer in the field of Urban Planning.
I had sewn for more than 20 years when I found the quilt industry and I was immediately taken by the beautiful fabrics. I had not seen such designs, colors and textures before. I fell in love. However, I had never quilted. The fabrics spoke to me and I saw beautiful creations take shape in my mind. I saw functional objects such as bags and accessories, rather than quilts or clothing which happened to be the industry trends at the time. I designed a few things, and using skills from my career in Urban Planning, launched Lazy Girl Designs pattern line. By the way, the inspiration for my company name comes from a Lazy Girl Soup recipe. I don’t remember the cookbook, but “Lazy Girl” fit my focus: easily achieve great results without working too hard. Perfection! There’s a little Lazy in all of us!
My background in design, a penchant for communicating, and a family inclination toward engineering create a perfect foundation for my passion of handbag design and pattern writing. My handbag designs are modern classics, simple and sophisticated. The construction methodology is an important element to my projects. These designs have to be successful for the home sewist, being made with tools, notions and supplies readily available to the crafter. I love deconstructing the traditional methodologies of sewing. Zippers are a great example. The instructions included in a zipper package haven’t changed in all my years of sewing. Yet, I’ve developed four unique and innovative ways to install zippers in my designs which I’ve never seen promoted by the zipper manufacturers. It is a thrill to develop a new way to do something which can easily be achieved by the home sewist.
Tell us about your path to getting to where you are with your business today.
The path to where I am now has never been obvious. There are no footsteps to follow in. Each company in this industry seems to find their own way and particular fit.
I watch style and color trends as well as changes in the industry as a whole. For instance, I only use materials and supplies readily available to the quilt shops where my patterns are sold. I only use items available to them through their distributors. It doesn’t do my company or the stores any good to require a supply or notion they can’t stock. That becomes a barrier to success for the customer.
What is your personal motto or mission statement?
I feel the journey should be as enjoyable as the end. If getting there is no fun, find another way.
Besides your business, what are you passionate about?
I’m passionate about learning, reading, gardening, and food.
My biggest passion hurdle right now is finding room in my small yard for vegetable gardening. With many trees and an odd shaped lot, there aren’t many places with lots of sun. I’m finding a way, though. I’ve just started researching container gardening and I’m trying a few new things this year.
What advice would you give to other women wanting to follow your career path?
Decide what criteria is important to you, what you need and allow that to help shape your path. I think of these components as the members of my board. They are the sounding board I need when hashing out decisions. They are guide posts when choosing new directions. And they change from time to time, so I revisit them as needed. In my case, part of what has shaped my path is that I wanted to avoid two elements from previous jobs: managing people and an office. I don’t want that again if it can be avoided. When we outgrow our current situation, we’ll look for a warehouse and order-fulfillment service. When we need extra staff, we hire contract workers. This allows us to concentrate on running the business rather than managing employees and an office.
Develop a group of advisors and mentors to help make the best decisions and create opportunities. I have a close group of associates who understand the industry, my company and my goals. I rely on them to check my thinking and decisions when needed for opportunities or hard choices. While many of us are competing for the same sales space with our customers, we each have a different focus and place in the industry. Sometimes we work together to support each other’s companies. Sometimes we simply offer advice and insights.
Follow your unique vision and recognize that your view is special. No one was designing bags when I entered the quilt industry. I listened to my inner voice, stayed true to my business ethics and design aesthetics, and built a place in the industry for my brand.
Learn your industry. Evaluate where you need to put your time, energy and money. I attend trade shows, advertise, host a website, participate in online social opportunities, and research tangent markets where my products may also fit.
Pimp yourself! Where can we find you on the web (including social networks like Facebook and Twitter), in bookstores, at the movies, on TV, etc.
Join me and other Lazies online at Facebook and Yahoo.
I’ve appeared in nearly two dozen episodes of Kaye’s Quilting Friends, America Quilts, and Quilter’s Toolbox. Some of my favorite episodes are available at our Lazy Girl channel online at www.KayeWoodTV.com
What question should we have asked, that we didn’t? Now is YOUR opportunity to tell us what we missed!
I am proud to know that my products teach skills, build confidence and are enjoyed. It isn’t just about making a new bag. It’s an opportunity to learn, grow, express yourself and enjoy the satisfaction of a successful endeavor.












It’s easy to lose touch with friends whether it is due to a cross-country move, family obligations, or the demands of our job. But it is never too late to reach out to a friend!
We know you as the author of the Grant County and the Will Trent series, but what else have you written that may not be as well known?
I studied in college (at the University of Texas), then ended up working for L.A.’s CBS affiliate station covering the Lakers.
Do your homework. Know your sport(s), have a passion for the work, not for the celebrity. You really will have to prove yourself over and over again, so take it with a grain of salt and don’t believe the people who tell you it can’t be done.
KidsReads.com, among many others national and international publications. I have published over 1200 reviews/articles and has been featured on numerous radio shows across the country speaking on topics such as parenting and a diverse range of women’s health issues. My work has been published in MORE, FIRST for Women, Good Housekeeping, SheKnows.com, BettyConfidential, HelloWorld, Christianity Today, Discipleship Journal, Midwest Living, Parentlife, Fullfill, Christian Single, Single Parent Family, Focus on the Family, and Connections. I also do copywriting and manuscript reviewing for several publishing houses including New Growth Press.
Tell us about yourself – where did you come from, and how did you get to where you are today?
Even the greatest songwriters begin by playing other people’s music. Is there a song you’ve covered that you’re especially fond of? Is there a song you’d love to cover, but haven’t?
Working out and eating right. Without it I couldn’t function. I love to do Yoga, go for a run, and I try to eat well. I am lactose intolerant so I don’t eat any dairy and that forces me to be healthy. Working out is a great stress reliever and it really clears my head.
My father was director of the local college library, so there were always great books around. Reading thrilled me and then I gravitated toward theatre. I performed in high school musicals and comedies, majored in drama in college and moved to San Francisco where I joined a traveling Shakespeare company and acted in avant garde ensembles. I was fortunate to be in San Francisco in the 1980s—a very exciting time for theatre there. There were a lot of solo performers writing their own material who I admired: I saw the first shows of Whoopi Goldberg and Spalding Gray. They inspired me to change course and I began writing and performing monologues of my own which turned into solo shows. That’s when I discovered I loved writing even more than performing.
the launch preparation room. There, I realized that everyone in that room was scheduled to retire except me. Few people would be left to launch future space programs. Then, I saw that the U.S. will be a third world country in the 50 years if we fail to harness domestic innovation — which all depend on math literacy.
I was born a California girl but grew up traveling the southwest as a tomboy. After a string of commercials and modeling jobs for clients like Reebok, Sprint, Paul Mitchell and Yoplait, I booked a role as the athletic host on
I mainly contribute my fashion, comedic, and political interests publicly while some other facets of my personality are less known. I think mystery can be as powerful as information and at an age where we are over saturated with triviality I try to keep things on a need to know basis. I strive to remain positive and favor sharing the ideas that motivate and inspire me. Privately I go through every emotion, I am a passionate person and things like injustice and inequality really set me off. I do my best to focus on the solution and mobilize others to do the same.
I wrote a short story that got my teacher’s attention. I was shy and somewhat introverted and I realized that through writing I could express myself.

asking when my book, titled Miscellaneous Tales and Poems, would be published. I still carry that old letter with me every time I go to New York as a reminder that some childhood dreams really do come true.




