Jamie and Shane Mortensen are the new owners of the Heartstrings and Heirlooms, A Fabric Shoppe and Much More, on 616 Main Street, Alamosa, Colorado.
This business was known as the Gray Goose for the past 27 years. Jamie is a retired teacher who is a passionate quilter and sewer.
Her son, J.R. Mortensen, is a certified technician for BERNINA who can clean, repair, upkeep, and adjust BERNINA and other sewing machines.
The store is open from 9:30-5:30, Monday-Friday and 9:30-4:00 on Saturdays.
“Big Louie,” her long arm quilting machine, has arrived to the shop. Once patrons learn how to use it, they are welcome to rent it for their finishing projects.
When preparing for the new business adventure, she enrolled in the Leading Edge Seminar, offered by the SLV Small Business Development Center.
During this time of writing her business plan and preparing financial documents, she made several big decisions. One was to keep most of the same employees. The staff is extremely helpful and knowledgeable to the industry.
Another decision was to try to incorporate technology, knowing that many shoppers today buy their fabric, patterns and supplies on the Internet. She is currently developing her website. She also decided to expand various sewing/quilting classes and to continue a quarterly newsletter through both email and regular mail.
Jamie has set up a blog to keep in touch with her customers.
You can check it out at