A New Way to Learn Before h+h americas Begins
This year, h+h University has been completely reimagined. Our goal was simple but ambitious: create a pre-show education experience that brings the entire craft industry together as one connected community while still giving every attendee the ability to customize their learning.
Instead of separating audiences into silos, h+h University now follows a university-style model. Everyone comes together for one shared day of learning, conversation, and connection. From there, you choose how to engage by following a curated track or building your own education experience across multiple tracks.
One Day. One Community. Endless Possibilities.
Whether you’re a shop owner, designer, teacher, creator, e-commerce seller, or sewing machine dealer, h+h University is designed to meet you where you are and help you move forward with clarity and confidence.
This is not a lecture-heavy conference where you sit and listen all day. It’s an interactive, relationship-driven experience built around real-world challenges, first-hand insight, and meaningful connections.
What Makes h+h University Different
- Curated learning paths that let you follow a focused track—or explore multiple disciplines
- Deep-dive classes taught by respected industry experts and thought leaders
- Collaborative Think Tanks where attendees learn directly from one another
- Built-in networking designed to feel natural, welcoming, and genuinely useful
- A community-first mindset that encourages connection long after the day ends
Choose a Track or Build Your Own Experience
h+h University offers multiple education tracks, each thoughtfully curated to address the unique needs of different segments of the craft industry. You can stay within one track for a deep, focused experience—or mix and match sessions to create a schedule that reflects your goals, challenges, and curiosity.
- Teachers & Designers
- E-commerce Sellers
- Brick-and-Mortar Shops
- Creators (formerly known as the Content Creator Summit)
- Sewing Machine Dealers (formerly known as Sewing Dealer Exchange)
The updated structure reflects how today’s businesses actually operate. Many attendees wear multiple hats—and this format gives you the freedom to learn across roles, channels, and business models.
More Than Education It’s Preparation
h+h University is intentionally scheduled before the trade show opens so you can arrive informed, energized, and ready to make the most of your time on the show floor.
You’ll gain new ideas, practical strategies, and fresh perspective then immediately put that knowledge into action as h+h americas begins.
It’s the perfect way to set the tone for a productive, fun, and exciting week in Chicago.
What Happens Next
Below, you’ll find the full list of classes being offered at h+h University. Each session is designed to deliver real value—whether you’re focused on growth, efficiency, creativity, leadership, or connection.
Explore the classes, choose your path, and get ready to start h+h americas with momentum and purpose.
Explore the Tracks
Choose a curated track or mix and match sessions across tracks to build the education
experience that fits your goals.
Ecommerce Track
Content That Sells for Ecommerce Shops: Turn Posts Into Purchases (Without Posting 24/7)
Speaker: Andréa Jones (Online Drea / Uncommon Marketing Agency)
A simple framework for content that builds trust and drives sales—plus clear guidance on what to post at each
stage of the buyer journey so “pretty content” becomes content that converts.
From One-Time Buyers to Loyal Fans: Proven Strategies to Increase Customer Lifetime Value
Speaker: Arianne Foulks (Aeolidia)
Increase customer lifetime value through loyalty and rewards, smarter upsells, lifecycle email, referrals,
and post-purchase improvements—without increasing ad spend.
Brick-and-Mortar Shops Track
3 Things to Do Now to Improve Employee Productivity
Speaker: Gwen Bortner (Everyday Effectiveness)
Three practical practices you can start immediately to empower your team, strengthen performance,
and improve productivity across your business.
The $90K Turnaround Story: How to Spot the Profit Leaks Holding Back Your Store’s Cash Flow
Speaker: Kathy Cruz (Savvy Shopkeeper)
Learn how to identify common “profit killers,” use a simple analyzer worksheet, and take one strong first step
toward healthier, more predictable cash flow.
Teachers & Designers Track
What If No One Buys? Validating Your Teaching Idea Without Having to Pre-Sell
Speaker: Shannon Boyer
A proven process to validate your course idea without stressful pre-selling—plus a clear plan for what to create
and the next steps to move forward with confidence.
Crafting a High-Converting Website and Landing Pages
Speaker: Tori McElwain (Hey, Tori!)
Build landing pages that guide visitors toward one clear action—signups, downloads, purchases—using
practical page blueprints you can apply to any offer.
Creator Track
Hidden YouTube Features That Will Transform Your Craft Business
Speaker: Mary Beth Temple (MBT Creates)
Translate YouTube’s newest features—Shorts, Shopping, and community tools—into craft-specific strategies that
grow your audience and boost engagement without tech overwhelm.
Turn Your Process Into Engaging Videos with Descript
Speaker: Jil McKinney (Descript)
A fast, practical workflow for recording, cleaning up, and repurposing video so you can create polished,
scroll-ready clips in a fraction of the time.
Sewing Machine Dealers Track
How to Maximize Profit on Every Sewing Machine Sale
Speakers: Brett Moore & David Martin (SewPro Connect)
A repeatable blueprint to increase profit on every machine sale—without relying on more foot traffic—by improving
add-on sales, education and service offerings, and long-term customer relationships.
Real Strategies to Reignite Growth in Your Sewing Machine Retail Business
Speaker: Ricky Brooks (Hands On Sewing Schools by RK Consulting)
A real-world playbook for today’s market correction: adjust your sales strategy, uncover hidden revenue streams,
refresh marketing, and create events and partnerships that keep your store top-of-mind.
Your Day at h+h University
h+h University is a full-day, immersive experience designed to help you learn, connect, and prepare for a successful week at h+h americas.
The day is thoughtfully paced combining deep learning, meaningful conversation, and time to build relationships across the community.
Morning: Arrive, Connect, and Dive In
The day begins with a breakfast welcome reception at the Donald E. Stephens Convention Center. Pick up your credentials and swag, enjoy coffee and a light breakfast, review your schedule, and meet fellow attendees as everyone gathers together to kick off the day.
After breakfast, you’ll head into your morning deep-dive class. This is a focused, in-depth session led by an industry expert,
designed to give you practical strategies and fresh perspective you can immediately apply to your business.
Midday: Learn, Network, and Recharge
Midday includes a hosted lunch where learning continues in a more relaxed, social setting. Sit with new connections, share ideas, participate in lighthearted trivia, and enjoy door prizes provided by our education sponsors.
This is intentional downtime space to reflect on what you’ve learned, ask follow-up questions, and build relationships that often turn into
lasting professional connections.
Afternoon: Choose Your Path and Collaborate
In the afternoon, you’ll attend your second deep-dive class. You can stay within the same track for a focused learning experience,
or explore a different track to broaden your perspective and gain cross-disciplinary insight.
Later in the afternoon, take part in Think Tanks small-group discussions where attendees share real-world challenges,
exchange ideas, and learn directly from one another. These sessions are highly interactive and often spark some of the most
valuable takeaways of the day.
Wrap-Up: Make Connections and Get Show-Ready
To close out the day, join us for brand speed dating, a fast-paced and fun way to connect with featured brands you’ll see
on the show floor. It’s a great opportunity to make introductions, ask questions, and start conversations before the trade show opens.
By the end of h+h University, you’ll feel informed, energized, and ready to make the most of h+h americas walking onto the show floor
the next morning with clarity, confidence, and momentum.
