In this Artisan Mentoring Session, we sit down with Kerrie from Dumbleton Duds—a Madeit artist who’s been sewing kids' clothes for more than two decades. With soft, comfy baby pants that are free from tight elastics and full of colour and charm, Kerrie has built a much-loved product.
But like many handmade sellers, she’s been wondering:
I’m showing up on Instagram… but is it working? Where are my people?
What follows is a refreshingly honest conversation about who your real customer is, how to lean into what's working (and let go of what isn’t), and why social selling doesn’t have to mean constant content or trending reels. Especially when you’re a maker over 60, balancing creativity with freedom.
If you’re selling babywear, doing markets, or just trying to figure out how to reach your customer in a way that feels good—you’ll want to watch this one.
Watch the full video to learn more.
Kerrie’s Goals
Kerrie’s business is both grounded and flexible—rooted in a love of sewing and quality, but evolving with her lifestyle. Her goals include:
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Selling more of her handmade baby pants online
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Reaching customers beyond the markets
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Creating engagement without constant online pressure
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Understanding if Instagram is the right fit
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Building a business that fits around travel, creativity, and energy
Key Moments from the Mentoring Session
0:35 – The Business Beginnings
Kerrie started sewing babywear 20+ years ago and still has the passion for making clothes that are practical, soft, and cute.
3:05 – Who She Thought Her Customer Was
Like many creatives, Kerrie assumed her customers would be young mums—until she noticed something surprising.
4:50 – Discovering Her Real Audience
Kerrie’s biggest fans? Grandmothers. And women buying baby gifts. Once she saw that, her messaging started to shift.
“They’re shopping for comfort, colour, something special—not trend.”
6:12 – Baby Boys Are Underserved
There’s a big gap in the market for handmade babywear for boys. Kerrie’s pants meet that need in a simple, beautiful way.
9:15 – Instagram vs Facebook
We explored where her energy is best spent—and why Facebook might be a better home for her content and her audience.
14:38 – The Power of Facebook Groups
“I don’t love Instagram. But I’m part of mum groups on Facebook. That’s where the real conversations are.”
This is where Kerrie can naturally show up, share photos, answer questions, and connect.
18:14 – How to Sell Without Selling
Kerrie is leaning into value-first content—sharing stories, benefits, and why her pants are different. Not just listing features.
24:03 – Creating Conversations
Your social content should feel like a market stall: relaxed, friendly, and clear about what you offer.
28:15 – Bundling Without the Stress
We chatted about easy ways to offer gift sets or bundles—without adding complexity to production or inventory.
30:20 – A Business That Travels With Her
“I want to be able to pack this up, travel with my machine, and keep selling. Just not in a way that drains me.”
That’s the dream: creative freedom with real-world sales.
34:29 – Becoming the Expert
Kerrie’s next step is to own her niche as the go-to baby pants artisan. Once you know your people, everything becomes simpler.
36:00 – Kerrie’s Action Step
She’s going to lean into Facebook, engage naturally in the groups she already loves, and simplify her strategy so it works for her.
Final Thoughts
You don’t need to post every day. You don’t need to follow trends. You just need to know your customer—and show up where they are, not where everyone else is.
Kerrie’s story is proof that handmade business can fit your life, your energy, and your season. You get to define success.
Inspired by Kerrie?
Shop her work here: Dumbleton Duds on Madeit
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