A Nationwide Initiative to Make Afterschool Sewing Cool and Inspire the Next Generation of Creators

Aurora, IL – BERNINA USA, a global leader in the sewing industry, is excited to announce its partnership with Shelancia Daniel, founder of the Creativity Shell, to launch the Industry Alliance Partnership for "BERNINA Kids."This initiative is designed to introduce children across the United States to the art and skill of sewing, making after-school programs more engaging, creative, and skill-building. Through this partnership, the Creativity Shell will work closely with BERNINA dealerships to help them build or enhance existing programs that cater specifically to children, ensuring that the next generation has the opportunity to explore sewing in a fun and inspiring way.

A Visionary Leader in Sewing Education

Shelancia Daniel is a trailblazer in creative education. She founded the Creativity Shell with a mission to teach sewing, design, and life skills to children in schools, shelters, and community spaces. What started with just two sewing machines has flourished into a nationwide movement, with Daniel leading the charge to ensure children develop the fine motor skills, problem-solving abilities, and self-confidence that sewing provides.

The Creativity Shell operates with a deep commitment to fostering hands-on learning experiences that promote creativity, independence, and resilience. Through structured programs, after-school classes, and community partnerships, Daniel’s organization has impacted thousands of young learners, demonstrating that sewing is more than just a skill—it’s a tool for personal growth and empowerment.

BERNINA USA: A Legacy of Craftsmanship and Innovation

For over 125 years, BERNINA has been at the forefront of the sewing industry, creating high-quality, precision-engineered sewing machines trusted by professionals and hobbyists alike. With a dedication to craftsmanship, technology, and education, BERNINA has played a crucial role in advancing sewing as both an art form and a valuable skill. The company is now turning its focus toward the next generation, recognizing the importance of fostering young talent and ensuring that sewing remains an accessible and exciting creative outlet.

What the Industry Alliance Partnership for Bernina Kids Means

Through this partnership, the Creativity Shell will collaborate with BERNINA dealerships across the country to create and refine programs that inspire children to sew. This includes:

• Developing Kid-Friendly Sewing Programs: The Creativity Shell will guide BERNINA dealerships in establishing structured youth sewing programs, ensuring engaging, age-appropriate instruction.

• Expanding After-School and Weekend Classes: To make afterschool sewing cool, dealerships will offer fun and educational sewing workshops tailored to children’s interests.

• Providing Curriculum and Training: BERNINA dealers will receive specialized resources and training to help instructors effectively teach and inspire young sewists.

• Creating Community Engagement Opportunities: The initiative will connect dealerships with schools, youth organizations, and local communities to broaden sewing education access.

• Encouraging Creativity and Confidence: By making sewing more accessible to kids, the partnership will foster a new generation of creators who feel empowered to express themselves through textile arts.

Building the Future of Sewing, One Stitch at a Time

“Our goal with BERNINA Kids is to show children that sewing is not just a hobby—it’s a valuable skill that builds creativity, independence, and confidence,” said Shelancia Daniel. “Through this partnership with BERNINA USA, we’re helping dealers create programs that not only teach sewing but also make afterschool creative learning something kids want to be a part of.”

“At BERNINA, we are passionate about inspiring the next generation of sewists. By working with Shelancia and the Creativity Shell, we’re ensuring that children across the country have access to meaningful, hands-on sewing experiences. This initiative is about more than just sewing—it’s about empowering kids to create, problem-solve, and develop lifelong skills.”

The Industry Alliance Partnership for BERNINA Kids will launch in 2025, with participating BERNINA dealerships offering expanded youth sewing programs throughout the year. This collaboration marks a pivotal step in making sewing education more accessible, engaging, and relevant for today’s youth.

About BERNINA USA
BERNINA USA is a global leader in sewing machine innovation and technology, dedicated to precision, quality, and creativity. With over a century of experience, BERNINA continues to push the boundaries of sewing education and craftsmanship, providing premium machines and resources to sewists worldwide.

About the Creativity Shell
The Creativity Shell is a nonprofit organization dedicated to teaching sewing, textile arts, and life skills to children in schools, shelters, and community centers. Founded by Shelancia Daniel, the organization fosters creativity, confidence, and independence through hands-on learning experiences.