Sew What’s Your Passion?

Storefront of Thread in Downtown Florence.

Storefront of Thread in Downtown Florence. (Click to visit Thread’s website!)

The first of February this year Ashlee Haddock opened her relocated business, Thread, in downtown Florence. Thread is a fabric store that has everything you could need for sewing, even classes to teach you how. The store originally opened in 2010 in Tuscumbia. It was not until November 2013 that Ashlee bought the store from Alyson Ray. When I asked Ashlee why she chose to relocate to downtown Florence she informed me there were a few reasons for this change. Ashlee stated, “Downtown Florence is really growing and booming.” She also told me she needed a bigger space for her business. Ashlee also noted that the building she relocated to is actually the building where Wilson’s Fabrics was located. The owner of the building, Rob Wilson, is the son of the couple who opened Wilson’s Fabrics in 1949. Many who have grown up in the Shoals area can remember going to Wilson’s with their parents or grandparents. Ashlee said she had many memories herself. In 2010, after 61 years of operation, Wilson’s closed their doors. With such a background, the space does seem just perfect for Thread.

Inside the building prior to Thread moving in.

Inside the building prior to Thread moving in.

Inside after Thread moved in.

Inside after Thread moved in.

Ashlee was born and raised in the area. She and her husband, Brad Haddock, and their two children moved back to Florence from Florida about seven years ago. She taught P.E. for 21 years. I was curious to what inspired her to purchase Thread. Ashlee said, “I have always had a passion for sewing. It is my creative outlet, my therapy, my go-to.” When Alyson approached Ashlee about selling the store to her, it was an easy decision for Ashlee. She said it was “a dream came true.” While she enjoyed teaching, she had reached a time in her life where she needed a change. Ashlee said, “Life happens and changes your priorities and perspectives,” and she said you need to “find your passion.” I believe Ashlee is proof that it is never too late to chase your dreams and follow your passion.

As someone going on three years of owning her own business, I asked Ashlee what advice she had for someone who wanted to start their own business. Ashlee said, “Do it! Don’t be afraid. I was a school teacher and could have stayed in my comfort zone, but you just have to go all in. If it works, that is great. If not, pick yourself up. Don’t get discouraged.” She also said, “You need to know what people want. Buying is a big thing and you need to know how much to buy, not too little or too much.” Ashlee recently had a class from UNA visit. She talked to them about being buyers and going to market. One thing she said to keep in mind when going to market is just because you like it does not mean your customers will.


Ashlee clearly loves what she does. When asked what the most rewarding part of owning Thread is, she said the customers. She loves “seeing the customers after they finish a quilt or whatever it is.” Seeing them so excited and fulfilled by what they have accomplished is an award all in itself. Quilting Retailer magazine just had an article about Thread, Ashlee said, “it is cool to have that peer review.”

While it has it rewards and benefits, there are difficulties to overcome. I asked Ashlee about hardships she has to deal with. She stated the biggest difficulty she is faced with is finding out what people want. Ashlee said, “What I want to do or class I want to teach, isn’t always what everyone else wants. It is trying to get them interested and giving them what they want that gets business and raises revenue.” She also said another problem she has is finding her limits for saying no to people. While you want to meet customers’ needs, you have to know when and where to draw the line.

Being new to downtown Florence, I was interested in the future Ashlee has in store for Thread. So I asked Ashlee about her long-term goals for her business. She said she wants “growing classes, more workshops, and collaborations with Unraveled or people with like-minded creativity and goals.” Ashlee wants to create a community of sewing. She said one thing she really loves is the sound of lots of machines going in her store during a class. I also asked her how she wants Thread to impact the community. Ashlee could not quite find the words she was looking for but one of her employees, Shelley Spidel, helped out and said just what Ashlee was thinking. Shelley said, “We want to create an environment that inspires creativity and fosters community among the makers of the Shoals.”

Click to see Thread's Class Calendar!

Click to see Thread’s Class Calendar!

Ashlee Haddock is truly an inspiring person and it was an honor to get to speak with her. Thread is located downtown next door to Unraveled, 213 North Court Street. Monday-Friday their hours are 10am-5:30pm, and Saturday 10am-3pm.

Florence Main Street’s 4th Annual Golf Tournament


Golf Tournament Cover Page (1)


Do you love downtown Florence?  Want to help it continue to grow in economic strength and cultural vibrancy?  Then come have some fun and play a round of golf with Florence Main Street!

All funds raised by Florence Main Street are used to support the visual appeal and economic strength of downtown Florence along with promoting it as the cultural and historic heart of our community.


Here’s a little more about Florence Main Street…

Florence Main Street is a non-profit organization working to maintain, strengthen and promote historic downtown Florence.  Affiliated with the National Trust for Historic Preservation’s National Main Street Center, we focus on the four elements that help define the success of a downtown; Organization, Design, Promotion, and Economic Development.

The Florence Main Street project was the brainchild of several talented and forward thinking business owners, downtown residents, city leaders, University of North Alabama professors, historic preservationists and cultural leaders. In 1992 they petitioned the Florence city council and mayor to begin a Main Street organization. They also solicited the application thru the state of Alabama to become a part of the state-wide Main Street Organization.

Since 1992 more than $190 million has been invested in downtown Florence renovation and construction through public and private funding. More than 2000 new jobs have been created and a net of 512 new businesses have settled here. More than 200 events such as Music in the Park,  Renaissance Faire, UNA’s Storytelling Festival, Arts Alive, and W.C Handy Festival have become yearly events and take place in downtown Florence. The Florence Main Street boundaries are generally the Tennessee River to the South, the University of North Alabama to the North, Florence Cemetery to the East and the termination of Mobile and College Streets to the West. Florence Main Street also works in nearby neighborhood business districts.  Florence Main Street receives financial support from the City of Florence, private sponsors, individuals and Florence Main Street fundraisers.

Funds raised by Florence Main Street go to support restoration and revitalization efforts in historic downtown Florence.  Examples of uses of funds are retail and special events to increase awareness of the downtown community, building façade improvements, downtown beautification, banners, gifts of public art, recruitment of new business.

Florence Main Street is responsible for the following (and more!):

Christmas Open House ~ Lion Night with UNA ~ Florence Foodies

Silver Screen Project ~ Historic Downtown Calendar

Fall Fun Festival ~  Mural on Fred’s Building ~ Upstairs Downtown

Education Seminars for Businesses  ~ Chocolate Crawl

Medallion in the floor in the lobby of the FLPL ~ Christmas Parade

Granite sidewalk inlay of the City of Florence original map

Downtown banners & Christmas lights ~ Merchant Meetings

Quarterly Retail Shopping Events ~ Inventory of Businesses

Florence Restaurant Week  ~ Downtown Shopping Brochure

Downtown Bacon Crawl ~ Downtown Dollars


So grab three friends and hit the links at Blackberry Trail and help make downtown Florence even better! Click here to register your team.

Call the Florence Main Street office for more information, 256-760-9648 or email

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