BERNINA University 2024 - Behind the Scenes and Introducing the New B990 (#It’s a BIG Day!)

Sew & So...

BERNINA University is the annual dealer conference hosted by BERNINA…this year in Detroit, MI. Detroit, with its rich history of industry and music, embodies a resilience and creativity that inspires us all. Just as the city has reinvented itself through sheer determination and ingenuity, BERNINA continues to evolve, driven by passion and tenacity From the engineers who craft the cutting-edge machines to the dealers who bring them to your sewing rooms, every member of the BERNINA family exemplifies the hard-working spirit that defines both Detroit and the BERNINA brand.

Join us as we explore new innovations, share stories, and connect with the incredible individuals who make BERNINA the leader in sewing excellence.

(1:10) Paul Ashworth, President of BERNINA of America once again opened the festivities in the first day ceremonies, followed by Christy Burcham, BERNINA of America VP of Training & Development. Christy had the honors of introducing BERNINA’s new B990 swing machine…but well…we’ll get to that in a minute!

(2:22) This year BERNINA Owner & Chairman Hans Peter Ueltschi was also on hand to welcome those who had traveled to this gathering. Kai Hillebrandt CEO of BERNINA had a few words to share as well. The excitement grew as the B990 was introduced…but well, we’ll get to that in a minute!

(5:20) How did Pam Mahshie and Julian Collins feel about the atmosphere…magnetic?!

(5:50) So, the new BERNINA B990 was the unequivocal star of the show. We had the unique opportunity to sit down with four people who were instrumental in bringing it to market…over the past 15 years. Meet Andi Goddard Product Manager, Johannes Schuster VP of Product Management BERNINA International, Sarah Caldwell Education Manager BERNINA International and Christy Burcham VP Education Training for BERNINA of AMERICA as they share the behind-the-scenes process that made this all happen.

(17:07) Michaelynn Rose, VP of Marketing for BERNINA of America shared the marketing program that she and her team created and brought to life to introduce the B990 and Mr. Ueltschi shares his thoughts on the machine and how he feels about the team that made this all happen.

(21:19) Hans Peter Ueltschi then spent time with us to share his thoughts and feelings about this amazing machine and the team that built it.

(23:50) While BERNINA was making this all happen, the bernette line was also hard at work developing and launching their new straight stitch machine the b08. Hear world renown speed sewist Toni Smith (Quiltoni) explain this marvelous machine and tell us why and how she does what she does!

(29:30)Then, hear bernette Product Manager Carolyn Kinder talk about her second year at bernette and the creation of the b08.

(32:28) BERNINA sister companies were also in the house with new and exciting news about their new offerings. We spent time with Kristen Wermers, VP at ironing system company Laurastar, Jeremy Jefferies from fabric company Benertex and Quilting/Sewing supply company Brewer’s president, Steve Jeffery.

(35:40) During the event, we were actually able to track down BERNINA of America President Paul Ashworth, in between the time he was spending with the dealers, to get his impression of BERNINA University!

(36:44)As at each BU, we get the opportunity to catch up with previous Sew & So guests. This year we had abundant opportunities to speak with several of them. Enjoying his very first BU was acclaimed sewist Julian Collins.

(37:41) We then found Leanne Pressley and Sue O’Very to learn what they’ve been up to.

(39:47) Pam Mahshie and Gail Yellen, who recently starred in the BERNINA Joy of Serging Series have each been hard at work since we last checked in with them.

(42:09) Quilt and fabric designer Amanda Murphy, who has been a part of the Sew & So family since she was the guest on our 2nd episode, has been doing a LOT in the past several months.

(44:29) And finally, Joe Vechiarelli got us caught up on his work with Dancing with the Stars, Disney and Dolly Parton

(47:54) It was fun to catch up with Rebekah Hood VP of Sales for BERNINA of America after her first full year with BERNINA, and to be introduced to Daniela Thrier BERNINA International’s brand-new VP of Marketing who had the good fortune to attend her first BU as an observer.

(53:44) So, what did the crowd think of the new B990? Well, it’s unanimous that it’s a game changer!

(56:04) Philipp Ueltschi, BERNINA’s Chief Digital Officer couldn’t have been more pleased with the overall event!

(56:26) As in all good things, BU too had to end. So, at the closing ceremony, perianal favorites, Paul Ashworth, HP Ueltschi and Christy Bercham summed up the whole experience for the crowd…along with a little dancing to Motown music!

As we wrap up this special inside BU episode from the vibrant heart of Detroit, we can't help but feel inspired by the energy and creativity, that defines the BERNINA community. From our interviews with BERNINA dealers and Sew & So guests to our conversations with the BERNINA team and the exciting introduction of new sewing machines, it's clear that BERNINA University is more than just an event – it's a celebration of innovation, passion, and dedication.

We've heard amazing stories of creativity and perseverance, shared laughs, and even shed a few tears as we connected with the incredible individuals who make BERNINA the leader in sewing excellence. It's moments like these that remind us of the powerful bond we share and the collective drive that propels us forward. It’s what inspires us, what excites us and what connects us to this community.

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