I wasn’t planning on writing this post today. But I’ve been reading a few posts in blog world that have popped up the last couple of days that call into question the advertisement practices of Aurifil Threads and the main face of the company, Alex Veronelli. One of the posts is by Abby of While She Naps and the other is by Florence of Flossie Teacakes. I found both blog posts to be well considered and thoughtfully written by the authors and they raise a point about the “scandalous” behavior or perhaps sexist behavior that they have observed through social media of Alex as the face of Aurifil Threads.
Their main concerns are the tweets and/or facebook jokes that Alex posts are that undeniably racy, the #aurigirl photos that were taken at quilt market this sprint, and a previous “hey girl” caption competition that apparently was held last year. I won’t belabor their points here. I think that they raise some concerns that the company can look at and decide how they want to handle what seems to be a common reaction of dismay and/or disgust at these things. I read their posts and every single comment on each earlier today…there were over 100 comments on each I believe with LOTS of opinions thrown in there. I’m seeing chatter on IG and I felt I had something to say in response. I’m honestly not trying to fan the flame or deny that people could well be offended by the things they have seen. Not everything is to my taste either.
What I WILL say is that I have long been a fan of this company for their unfailing generosity to the blogging community. So if you have read the blogs or go read them now and think that is the whole story, please consider otherwise. Integrity is a big thing to me. HUGE. And I wouldn’t post this if I didn’t honestly feel as though in spite of what some feel are tasteless practices, that this company is doing things that others are not.
This company has been sponsoring blog hops and sew alongs and competitions for years now. Constantly. Continually. With Generous prizes to multiple winners. And not all of these have been for big blogs or big names. They simply have supported the blogging community since they entered the scene with unfailing generosity. I would challenge many of you to reflect and think back over how many giveaways you have entered where Aurifil threads were a prize.
You may consider that all marketing and oh of course they would do that. But let me tell you…NOT all companies do that. In fact, I’d venture to say that most do not. I see a lot of individual shops who support bloggers well, but getting the big companies themselves to support a blog hop is far more rare.
They also support all bloggers who use their thread by sharing literally hundreds of quilts and projects via social media as well from those who have used #aurifil on their photos. I have had exposure daily to new people and their work because I follow Aurifil on Facebook and see all of these shared photos. These are not Sewlebrities who have been given the thread or who will advance the face of the company. These are photos of what all of us are doing, on every type of quilt imaginable.
Here is a photo of my personal thread collection….
So please, make up your own mind about the practices of the company and their products. You may love both, you may hate both. But I encourage to reach out and communicate to the company (any company for that matter) if you are displeased with their marketing. And of course to see if you are seeing a portion of the truth or all of the truth. Perhaps you only need to see a portion to make your decision, and I respect that. But I couldn’t read what I had and the responses without knowing in my heart that there is so much more to this company and this man.