Smart Care Perks - Podcast Episode #310: Maude MacDonald of The Retro Quilter

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On today’s episode of the Craft Industry Alliance podcast, we’re talking about quilting and creativity with my guest, Maude MacDonald.

Maude is a creative strategist and brand designer who helps small business owners craft brands that feel like home — authentic, cohesive, and entirely theirs. Drawing from the success of her own brand, The Retro Quilter, Maude knows firsthand how intentional strategy, clear visual identity, and thoughtful creative direction can turn a passion project into a recognizable, confident brand. She works with entrepreneurs to refine their messaging, elevate their visuals, and create a brand experience that truly reflects who they are.

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Maude started her business during the pandemic.

At the start of this conversation, Maude explains how she started her business in 2020 during lockdown, initially posting on Instagram under the name “Made by Maude” before rebranding to “The Retro Quilter” in 2021. She credited the Quilter’s Candy pattern writing course as a key starting point for her business growth.

Maude shared her background growing up in Niagara Falls, Ontario, where her father worked in a pollution plant and she spent time with her grandmother, a retired teacher who influenced her creative side through activities like embroidery and baking. Maude discussed her childhood love of art kits and her brief attendance at fashion school, where she left because she didn’t enjoy sewing. She also mentioned her lifelong habit of thrifting and her desire to stand out through distinctive clothing and decor.

Maude’s career transitioned from bartending to hairdressing and makeup artistry in Toronto, where she developed valuable customer service and color theory skills. Maude noted that after having children, she sought flexible work-from-home opportunities, which led her to pursue quilting.

Maude’s studio has a retro style.

She purchased a sewing machine to make patches for her children’s jean jackets. After making upcycled clothes, she created her first quilt using t-shirts for her father’s Christmas gift. Maude discovered the world of quilting patterns after making a 9-patch quilt for her stepmother, and her interest grew further after making a “trip around the world” quilt for her mother, which led her to explore patterns and connect with other quilters on Facebook.

We discuss brand collaborations and Maude’s book, Retro Quilts, which came out last August. Maude shares that she rejected the first book proposal that was offered to her and, although she was concerned that was the end of her book-writing dreams, saying no to that one opened the door to say yes to her publisher, David & Charles.

Maude’s book, Retro Quilts, was published by David & Charles.

We discuss how to deal with feelings of burnout after the completion of a big project. We also talk about the doors that open once you have a book published, including teaching opportunties at highly sought-after shows.

Maude expressed that she is reevaluating her relationship with Instagram, as she has grown tired of the constant focus on content creation and wants to return to sewing for personal enjoyment rather than for content purposes. We also discuss how to go about developing your own style and taste.

Maude shared her experience attending the at h+h americas, describing it as an investment in professional development that allowed her to connect with others in person and find business opportunities.

Maude discussed her transition from running The Retro Quilter to offering business consulting services for creative businesses, particularly those stuck in what she calls the “messy middle.” Maude is currently opening 5 spots for clients who need help with business clarity and structure, with applications available at theretroquilter.com/cohort.

In this discussion, we touch on: