Daily Inspiration: Meet Diana Dubuque

Today we’d like to introduce you to Diana Dubuque

Hi Diana, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My journey in hat embroidery began in 2018 while working as a seamstress at a custom hat shop in Santa Fe NM called Montecristi Custom Hat Works. It was there that I developed my knowledge of hats, their design, and the skills and tools necessary to sew and stitch into such thick material as fur and wool felt.

In 2020 I had just moved to NYC when the pandemic hit and a friend of mine in Bisbee AZ asked if I’d like to hand embroider hats for her retail store. We conceived of a collection together that was well received by her customers and I proceeded to build a business embroidering custom designs as well as expanding into other retail stores, including Free People. In the beginning I was purchasing hats from brands like Olive & Pique and Gigi Pip to embroider on, but in 2022 I designed my Ellis hat, which is 100% Australian wool and available in two sizes and colors.
I designed this hat to be the ideal shape and style for me and my customer, featuring a versatile and timeless shape with subtle western detailing. It can be dressed up or down, and it looks great with elaborate embroidery or standing alone. The satin interior is a shock of color to bring the owner joy each time they put it on or take it off, and I finish each myself with my embroidered signature.

Right now I have a studio at home and at Object Trading Post on Main Street in Bisbee, where you can also shop from a selection of my embroidery designs as well as the wares of several other talented Bisbee artisans.

I continue to take on both individual and select retail customers and take pride in each and every stitch I make. My designs are inspired by the desert, florals, and whatever earthly creations delight me and my customers.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It hasn’t been a smooth road! Success on social media jump started my business, and it slowed it to a halt just as quickly with the changing of an algorithm. With a shift in focus to my physical community rather than struggling to be seen online, I have felt embraced and supported in my art in a way that is much more fulfilling for me.

Another challenge was learning to be a business owner from something that started as a hobby! There was a lot of catching up to do at times, but I have found a rhythm that works for me.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I specialize in thread painting landscapes on hats. During and since the pandemic, a beautiful thing happened in the wedding industry where lots of couples were eloping in stunning locations instead of having large gatherings. Many of my favorite custom embroidery pieces have been for brides wanting a hat with the landscape of their elopement location embroidered onto it. Several used them for parts of their events at that location, and others got them later to commemorate the occasion.
The style I use to embroider these is influenced by my experience in relief printmaking; some lines are very precise and intentional, while others are more expressive and free flowing. I haven’t seen anyone else attempting this, so I do think it sets me apart.

Do you have any advice for those looking to network or find a mentor?
Find a community of like-minded individuals doing something similar to what you aspire to do. Take a chance and invite someone to coffee (on you) or attend events related to your industry.

Pricing:

• Hand embroidered hats, my designs: $175-350
• Custom hand embroidery, large design: $350+
• Ellis hat, no embroidery design: $125

Contact Info:

• Website: https://www.dianadawwwn.com
• Instagram: @dianadawwwn

Image Credits
Photos by Taryn Kira, Fernando Serrano, and myself