Customer success story | Alexandra, New Zealand
A thoughtful decision. A confident next step.
After 18 months of research, conversations and careful planning, Naninama Embroidery owner Nicole has welcomed a six-head Ricoma embroidery machine into her growing Alexandra business.
A new machine arriving through the door is often the most visible part of a business investment. For Nicole, however, this milestone began long before installation day.
Over the past year and a half, Nicole has worked closely with Shay and Prem from Direct Sewing Machines & Supplies to identify the right commercial embroidery machine for Naninama Embroidery.
Their conversations focused on where the Alexandra business is today, where Nicole wants to take it, and the production capability she will need to support that growth.
That process has now resulted in the successful installation of a six-head Ricoma commercial embroidery machine. It is also the first Ricoma installation completed by Direct Sewing in Alexandra.
Choosing carefully
Nicole approached the investment with patience and a clear sense of what her business needed. She researched the Ricoma brand, considered its standing within the embroidery industry, and looked closely at the support that would be available after installation.
The final decision was about more than purchasing another piece of equipment. Nicole wanted a machine that could support Naninama Embroidery as it grew, along with people she could turn to for practical advice, training and backup.
Nicole Owner, Naninama EmbroideryAfter a great deal of consideration, we chose Ricoma because of our research into the brand, its strong industry reputation, and the backup service offered by Shay and Prem.
We were delighted with the installation and the care they took to guide us through every step. They brought the materials we needed to test, learn and get properly set up, and the training was incredibly thorough.
We had the opportunity to try each process ourselves under supervision, with practical tips and tricks shared throughout. We now feel confident, supported and ready to get the most from our new machine.
Learning by doing
Once the machine was in place, the focus shifted to helping Nicole become comfortable and confident with her new production setup.
Shay and Prem worked alongside her throughout the installation and training. Each part of the process was explained, demonstrated and then put into practice, giving Nicole the opportunity to operate the machine under supervision.
Direct Sewing also brought the materials needed to test different applications. This allowed the training to move beyond basic instruction and into practical, real-world production.
Turning careful planning into capability
With six embroidery heads operating together, Naninama Embroidery can now produce six matching items within the same production run.
The additional capacity will help Nicole manage larger orders and maintain consistency across each job. Just as importantly, it gives the business room to grow without losing the care and attention to detail that customers value.
It is a significant step for Naninama Embroidery, but one built on thoughtful preparation. Nicole has taken the time to understand what the machine can offer, learn how to use it well and establish a strong support relationship for the future.
Ricoma across New Zealand
From Whangārei to Invercargill
Nicole’s installation also adds a new location to the growing community of New Zealand businesses using Ricoma embroidery machines.
Direct Sewing now supports Ricoma machines from Whangārei in the north to Invercargill in the south. Alexandra is the newest location to join that network.
Each installation has its own story. In Alexandra, that story is one of a business owner taking the time to research, prepare and invest with a clear view of the future she wants to build.
Ready for the next chapter
With the machine installed and training completed, Nicole can now turn her attention to putting the new capability to work.
Her careful planning, commitment to quality and willingness to learn have positioned Naninama Embroidery strongly for its next stage of growth in Alexandra and throughout the wider Central Otago region.
Direct Sewing Machines & Supplies is proud to have shared this part of Nicole’s journey and looks forward to supporting Naninama Embroidery in the years ahead.
Every growth journey is different
Take the time to find the right next step
Direct Sewing works with New Zealand embroidery businesses to understand where they are heading and help them select equipment that suits their production needs and long-term ambitions.