BERNINA Dealer Hub
Exclusively for BERNINA Dealers from Stitch Maker
Welcome to the BERNINA Dealer Hub
Turnkey Sales & Teaching SupportÂ
The Stitch Maker BERNINA Dealer Hub is your exclusive portal for registering for in‑store Virtual Sales Events and Webinars, as well as joining our Affiliate Program—where you can earn commissions while using our ready‑to‑teach Stitch Maker classes and Design Shop project instructions.
Explore the opportunities below to see how the Hub can support your store, your customers, and your success.
B 990 Virtual Sales Events
The events showcase the BERNINA 990 in a way that helps customers understand its benefits—and sparks genuine interest in owning one.
Click for More InformationB 990 In-store Webinars
Perfect to schedule after hosting a B 990 Virtual Sales Event to dive deeper into techniques shown and to close a sale or reinforce the purchase of the B 990.Â
Click for more informationStitch Maker Affiliate
Becoming a Stitch Maker Affiliate gives BERNINA Dealers a way to bring Stitch Maker education right into their stores—plus a built‑in way to earn extra revenue.
Click for more informationB 990 Virtual Sales Events
Exclusive| Inspiring |Â Sparks the need for a B 990
These exclusive virtual sales events can only be viewed in BERNINA Dealers stores and are designed to bring customers—whether they’re brand‑new stitchers or seasoned makers—BERNINA owners or non-BERNINA owners—into your store to be inspired and learn. Each events showcase sewing, quilting, or embroidery tips and techniques while highlighting the unmatched capabilities of the BERNINA 990. The events showcase the BERNINA 990 in a way that helps customers understand its benefits—and sparks genuine interest in owning one.
Register to host a B 990 Virtual Sales EventB 990 Virtual Sales Events Details
All the need-to-know information
There are two B 990 Virtual Sales Events available:
- B 990 Virtual Quilting Event
- B 990 Virtual Embroidery Event
Event Length:Â 3Â hours
Depending on your time zone, the events will take place at the following times on the date you registered for.
- 10:00 AM - 1:00 PM PT (Pacific)
- 11:00 AM - 2:00 PM MT (Mountain)
- 12:00 PM - 3:00 PM CT (Central)
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1:00 PM - 4:00 PM ET (Eastern)
A Pre-Event Zoom Meeting, with all registered dealers, is scheduled for each event to review all details and answer any questions. The Link for the Pre-Event Zoom Meeting will be emailed 1 day prior to the meeting.Â
The Link for the B 990 Virtual Sales Event will be emailed 1 day prior to the event.
Zoom Links are sent to the email address that was submitted when registering for the event. Do not forward the link to another email address.Â
Sign-up for the same event multiple times and invite a different target group each time
Target groups can be small (2-10 attendees) or large (10+ attendees) and can include:
- B 990 Leads
- Current B 880, B 830, B 790, B 780 and B 770 owners
- Current TOL owners of other brands
- Current B 990 owners
Any BERNINA Model owners
No matter who attends, there’s something for everyone to learn—while naturally sparking interest in owning a BERNINA 990
The B 990 Virtual Sales Events are not recorded as they are intended to be exclusive and only available live and in your store
Events are a lecture/demo format and include 3 sessions with a break between each session for sales and demo opportunities
Interactive Polls are given prior to breaks to gather attendees' opinions turning them into active participants and to review key features
Machine Requirements:Â A B 990Â needs to be set up for the event and ready for the demo that takes place during one of the breaks
Presented by: Connie Fanders
Event Fee:Â $399Â per store location
B 990 Virtual Quilting Event
 Session 1: Quilt Stitches — Using Stitches and Features to their Max
Discover the quilt stitches built into the B 990
Learn efficient chain piecing using sewing settings and editing functions
Identify the best quilt stitches for stitch-in-the-ditch quilting
Master appliqué techniques with on-board tutorials, machine settings and appliqué stitches
See how the Pinpoint Laser and BERNINA Camera technology simplify and perfect appliqué placement
Why consumers love it: This session shows how the B 990 helps you quilt faster, efficiently, and with more confidence.
Session 2: Computerized Quilting in the Hoop — Precision Quilting Made Easy
Understand the difference between .bqm and .exp format designs
Hoops best for computerized quilting
Discover B 990 features for accurate block and border placement
Create quilted backgrounds using Jumbo StitchesÂ
Learn the benefits of WiFi connectivityÂ
Why consumers love it: This session highlights how the B 990 brings longarm‑style precision to your embroidery hoop, making advanced quilting accessible to everyone.
Session 3: Creative Quilting — Unlock Your Artistic Side
Explore decorative stitches for quilting and use Combi Mode for creating one of a kind machine quilting stitches
Be inspired by decorative stitch patterns and learn to create stitch recipes for unique quilted projects
Learn about free-motion quilting and the benefits of the BERNINA Integrated Stitch Regulator (BISR)
Bonus: Personalizing with Lettering!
Why consumers love it: This session shows how the B 990 expands your creative possibilities—letting you design, quilt, and personalize like a pro.
B 990 Virtual Quilting Event Date Options
B 990 Virtual Embroidery Event
Session 1: Customizable Lettering — Personalize Everything You Love
Explore beautiful built‑in fonts and see how easy it is to resize, re-shape and perfect every letter for professional‑looking projects
Make quilt labels, monograms, and personalized gifts that look boutique‑quality
Play with the B 990 Shape Designer to unlock endless creative possibilities
See the benefits of WiFi connectivityÂ
Why consumers love it: This session shows how the B 990 turns everyday projects into personalized keepsakes—one of the biggest reasons shoppers upgrade.
Session 2: Pinpoint Placement — Perfect Placement, Every Time
Understand how Pinpoint Placement ensures perfect embroidery alignment every time
Learn when Grid Placement is the best choice for placing a design
Explore Four‑Point Placement for positioning quilt blocks with ease
Discover the flexibility of Free‑Point Placement—for total placement freedom
Why consumers love it: Perfect placement is one of the top frustrations in embroidery—this session shows how the B 990 solves it beautifully.
Session 3: Colorizing Designs & Hooping Tips — Professional Results Made Easy
Colorize designs to match your fabric, décor, or personal style
Use Color Wheel to instantly visualize fresh color combinations
Match colors to the thread brands you already own—no need to buy new supplies
Learn which hoops give the best results and when to use each one
Why consumers love it: This session highlights how the B 990 helps them make stunning, professional‑quality embroidery with confidence
B 990 Virtual Embroidery Event Date Options
Upon Registering...
 Receive a Dropbox link to the following information
01.
Event Set-up Information
Includes the detailed agenda, room set-up, product list and more
02.
Event Flier
A pdf printable flier to use in-store or as a bag stuffer
03.
Images for Marketing Pieces
Project images of the event topics, useful if you’d like to create your own flier or marketing materials
04.
Video for Social Media
Short video to post showing the event highlights
05.
Demo Information
Step-by-step demo instructions and quilt/embroidery designÂ
06.
Headshot & Bio
Connie's headshot and bio for marketing purposes
B 990 In-store Webinars
Exclusive| Inspiring |Â Sparks the need for a B 990
These exclusive webinars can only be viewed in BERNINA Dealers stores and are designed to dive deeper into the techniques shown in the B 990 Virtual Sales Events. Perfect to schedule after hosting a B 990 Virtual Sales Event to close a sale or to reinforce the purchase of the B 990.Â
B 990 In-store Webinar Details
All the need-to-know information
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Webinar Length: 1 hour
Depending on your time zone, the webinars will take place at:
- 10:00 AM - 11:00 AM PT (Pacific)
- 11:00 AM - 12:00 PM MT (Mountain)
- 12:00 PM - 1:00 PM CT (Central)
-
1:00 PM - 2:00 PM ET (Eastern)
In-store Webinar topics take a deeper dive into a technique that was shown in a B 990 Virtual Sales Event. This provides an opportunity to invite those who attended the B 990 Virtual Sales Event and other customers to learn even more about the BERNINA 990Â
The webinars are live and lecture/demo format so there are opportunities for questions throughout the webinar
You determine the pricing and who to invite
Many of the B 990 In-store Webinar topics are offered as classes on Stitch Maker. Become a Stitch Maker Affiliate and offer the Stitch Maker class videos as a foundation to hands-on classes in your store
The B 990 In-store Webinars are not recorded as they are intended to be exclusive and only available live and, in your store
The Link for the B 990 In-store Webinar will be emailed 1 day prior to the event
Presented by: Connie Fanders
Webinar Fee: $249 per store location
B 990 In-store Webinar Options
Register for the webinars you wish to participate in
Intro to In-the-Hoop Quilting on the B 990
Turn your embroidery machine into a quilting powerhouse! Whether you're just curious or ready to dive into Computerized Quilting in the Hoop using your embroidery machine, this webinar will get you started in the right direction.
We will cover:
- Machines Compatibility
- Thread, Needles, Tension
- BQM vs EXP Design Formats
- Basting TipsÂ
- Hoops and Hooping
Kickstart your Quilting in the Hoop journey and discover what it takes to achieve polished, professional quilting results.
Edge-to-Edge Quilting In-the-Hoop on the B 990
Seamless Stitching Made Simple
Create quilts that look like they’ve been stitched in one magical sweep! In this class, you’ll master the art of edge-to-edge quilting in the hoop—a technique that uses repeated designs sewn side-by-side to create a continuous stitched pattern.Â
You’ll Learn How To:
- Choose and Size Edge-to-Edge Designs
- Calculate Design Repeats
- Align & Position Edge-to-Edge Designs
- Re-hoop with Ease
- Perfect Your Quilt Stitch
After taking this class, your quilts will look like they were professionally quilted—because they were.Â
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Creating Quilted Background Designs on the B 990
 Session 1: Quilt Stitches
- Discover the quilt stitches built into the B 990
- Learn efficient chain piecing using sewing settings and editing functions
- Identify the best quilt stitches for stitch-in-the-ditch quilting
- Master appliqué techniques with on-board tutorials, machine settings and appliqué stitches
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Stitch Recipes: Think Beyond Straight Stitch
Your sewing machine’s stitch library is bursting with creative potential—this webinar shows you how to unlock it. Learn to build “stitch recipes,” custom combinations of stitch pattern rows that add flair to projects, decorative borders and trim. If you're aiming to learn the fundamentals of Stitch Recipe creation, use your machine features, and explore your decorative stitch patterns, this webinar is for you. We will cover:
- Essential Presser Feet
- Fabric Prep
- Machine Settings & Functions
- Pro Stitching Tips
- Stitch Book Instructions
Get started using your decorative stitch patterns!
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The Process
Easy and seamless from start to finish
01.
Click on "Register" to open the checkout box. Complete your transaction.Â
02.
Once registered, you will receive an email confirmation that you are registered. One day prior and one an hour before the webinar you'll receive reminder emails - each containing your unique join link. The link cannot be shared.
03.
When it's time for the webinar, click the link in your reminder email and you'll be taken straight into the webinar. When logged in, Rename your image to your store name. Enter your store name in the way you would like it announced.Â
04.
Connie will open the webinar 30 minutes prior to the start of the webinar to allow for you to get set-up and answer questions. During the webinar, use the chat to share positive attendee responses and enter questions from your attendees
Become a Stitch Maker Affiliate
Teach More |Â Earn More |Â Stress Less
The Stitch Maker Affiliate Program gives BERNINA Dealers a way to bring high‑quality Stitch Maker education right into their stores—plus a built‑in way to earn extra revenue.
As an Affiliate, you can:
- Offer Stitch Maker Classes in your store using our ready‑to‑teach videos lessons
- Use Design Shop Exercises as in‑store demos, workshops, or mini-classes
- Earn a 20% Commission on every Stitch Maker purchase your customers make through your unique affiliate coupon code
It’s a simple, seamless way to expand your class offerings, boost customer engagement, and generate ongoing income—all while giving your stitchers polished, confidence‑building education they’ll love.
Signing up is easy and free, just click the link below:
Become a Stitch Maker AffiliateStitch Maker Affililate Details
All the need-to-know information
Becoming a Stitch Maker Affiliate gives BERNINA Dealers permission to bring Stitch Maker education directly into their stores as a hands‑on classes or workshops.
As an Affiliate Dealer, you are authorized to:
- Use Stitch Maker Class Videos as a foundation for your in‑store classes
- Offer Stitch Maker's Design Shop Exercises as in-store demos, workshops, or mini-classes
Here’s step-by-step how it works for you and your customers:
- You purchase a Stitch Maker Class or Design Shop Exercise to use as a hands-on class or mini class in your store
- You offer the Stitch Maker Class or Design Shop Exercise as a hands-on class or mini class to your customers
- Your customer registers with you to take the class in your store
- You set the class fee that you charge your customer for the hands‑on version you teach in your store
- Once registered, give your customer your unique affiliate coupon code
- Your customer must then purchase the Stitch Maker Class or Design Shop Exercise from stitchmaker.live
- Send your customer to StitchMaker.live to purchase the classÂ
- They enter your unique affiliate coupon code at checkout and create a Stitch Maker account
- You earn a 20% commission on that purchase
- The class is added instantly to your customer’s My Library on StitchMaker.live so they can review it ahead of your hands‑on class.
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They keep access to the class for 2 years, with unlimited viewing
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You can verify that customers purchased the class through Stitch Maker—and that your 20% commission was applied—by checking your Stitch Maker Affiliate Portal
And it gets even better—
Your customers can use your unique affilitate coupon code for any additional Stitch Maker purchases, and you’ll continue to earn 20% commission every time.
The Affiliate Program makes it easy to expand your education offerings, support your customers with polished Stitch Maker content, and generate ongoing revenue—all while keeping full control over your in‑store class pricing and experience.
Signing up is easy and free, just click the link below:
Become a Stitch Maker Affiliate