In today's Brand Spotlight, discover how to "Make the World a Softer Place™" with Shannon Fabrics!
How did you begin in the fabric business and how has your brand evolved over the years?
Ebrahim Pairavi, a Persian immigrant who grew up around his grandfather’s fabric business in Iran, established Shannon Fabrics in 1995. Five years later, his son Arvin joined the family business, and in July 2000, together they opened a new retail store in Los Angeles. Seeing a bigger opportunity in the wholesale side of things, they shifted the direction of the company from retail to wholesale in the following three years.
Fast forward to today, and Shannon Fabrics has become the premiere go-to source for all types of plush fabrics. We've earned the trust of our customers, suppliers and other industry leaders with our friendly, no-nonsense approach and consistently strong integrity.
Shannon Fabrics imports and distributes several different types of fabric, including super-soft Cuddle® minky plush fabrics, fabulous faux furs, Embrace® double gauze fabrics, terry cloth and other novelty fabrics. We don’t rest on our laurels, and we take pride in being an innovative and creative market trailblazer. In addition to licensing agreements with Robert Kaufman, Premier Prints, Hoffman of California and other industry leaders, we work with independent and in-house designers to develop and create some of the best fabric collections available.
Our signature Cuddle® collection has become a household name over the years, and we supply fabric to many customers including retail fabric stores and quilt shops, as well as manufacturers of apparel, home décor, bedding, spa products, costumes, pet products and pet accessories.
We're not interested in closing a sale and moving on — we create meaningful, value-driven relationships with our customers that span decades. Our superior selection, quality products and top-notch customer service remain the cornerstones on which our business is based. Shannon Fabrics understands the urgency of our customers' needs, and we maintain an in-stock position of over 1 million yards of our expansive collection at all times.
Arvin and his father have proudly watched Shannon Fabrics grow and evolve for over twenty years, and together they continue to run the business with passion while maintaining a loyal, family environment for their employees and customers. As a united team, Shannon Fabrics has made it a constant practice to run an honest business, with a win-win mentality for everyone. Shannon Fabrics is more than just a fabric wholesaler — we’re a community of employees, fabric retailers, distributors, manufacturers and consumers, all Making The World A Softer Place™.
What is one thing people might not know about your brand/product?
Our fabric is easy to work with for a variety of projects across all categories — including home decor, pet beds, outerwear, spa and robes, baby, bridal, apparel and quilting. Cuddle® is a super-soft synthetic fabric that with the right techniques, your sewing experience will go from good to great. We’ve put together educational videos, blogs and tips sheets to maximize the sewing experience.
What’s your brand motto?
At Shannon Fabrics, giving back and supporting our community is one of the hallmarks of our business. Our company's motto, Making The World A Softer Place™, conveys more than the irresistible soft feel of the fabrics we sell — it's a mindset that even the smallest act of kindness can make a huge difference in somebody's life. We believe this so much that, in 2019, we created a separate nonprofit under the Making The World A Softer Place™ name, upholding our commitment to lending a helping hand and making a positive impact on those around us.
We regularly donate to several organizations and charities that represent causes close to our hearts — including families and children. For example, we provided 450 complete meals to underprivileged families in the greater Los Angeles area during Thanksgiving, partnered with Angel City Sports (for those with disabilities) and Binkeez for Comfort (blankets for babies and children struggling with life-threatening illnesses) to provide both fabric and financial support.
Describe your aesthetic in 3 words.
Soft, Modern, On-trend
What was the inspiration behind your latest fabric release?
We have several new lines of our ultra-plush Luxe Cuddle® minky fabrics in a variety of textures, but our latest fabric release is most notably highlighted by our new collection of “Heroes” digitally-printed Cuddle® minky plush fabrics. These were designed to honor the true heroes in our communities — all the doctors, nurses, police officers, paramedics and firefighters who put their health and well-being on the line every day.
What’s unique about your latest collection?
In addition to our latest release of prints, we’ve really pushed the boundaries of colors and innovation in our embossed minky fabric designs. For example, our new Luxe Cuddle® Sorbet and Sherbet collections pair an almost tie dye color pattern with a unique embossed texture that adds both visual and tactile depth to any sewing project.
What is the most sought after fabric from your entire line?
Our Cuddle® 3 minky plush fabrics have long been top sellers, but we were excited to see our Luxe Cuddle® become our most-popular collection to-date! It features a bunny-soft surface and a plush higher pile that’s irresistible when sewn into anything from apparel and quilts, to baby products, home decor and more. We offer Luxe Cuddle® minky plush fabric in three varieties — solids, embossed and prints — and this is the ultimate way to make a sewing project much warmer and inviting.
What projects are on the “must make” list right now, especially with this collection?
What do you love most about creating - or seeing customers create - DIY projects with your fabric?
No matter if it’s through our education program with our National Educator Teresa Coates, through our nonprofit initiatives or through our social media accounts, we love seeing the comfort, joy and happiness our fabric brings sewists of all levels. The breadth and depth of projects our customers create is amazing, and we’re learning just as much from them as they are from us! We encourage our customers to share their DIY projects with us on Facebook and Instagram by using our #shannonfabrics hashtag and tagging @shannonfabrics.
What current sewing or crafting trends inspire your team/designers?
We look for inspiration in a variety of industries, from home decor to streetwear, and our amazing team of designers are constantly updating our fabrics and collections to push the boundaries of what’s capable. This year’s collection features new watercolor-inspired prints and colorful rainbow fabrics that are on-trend with what’s popular.
What’s next for your company?
With over 1500 skus and counting, we’re always adding new collections and updating existing collections to keep our line of products fresh and inspiring. Right now we’re introducing more Cuddle® Cuts precuts and Cuddle® Kits to make sewing and quilting as easy as possible, and we’re also expanding our Luxe Cuddle® collection to include more textures and wider fabrics for quilt backings.