The Long & Winding Road
Sew Much More's Story:

Sew Much More was founded by Ron & Barbara Goldkorn in 1984. It wasn’t their first venture into the sewing machine business. Previously they ran a chain of successful sewing machine stores in South Africa.

The story starts with Ron’s father, Louis Goldkorn, a sewing machine and bicycle repairman in Latvia in the early 1930s. It was a hard life, and facing the threat of an eventual Nazi take-over, he moved to Johannesburg, South Africa, in the mid 1930s. There he met and fell in love with Ron’s future mother, Masha.

In 1948 Louis founded a sewing machine store called USA Sewing Machine Co. USA stands for the Union of South Africa as well as the United States of America. Louis loved all things American and often spoke of his disappointment at not having immigrated to the USA instead of South Africa. Masha Goldkorn eventually joined him in the business. As time went by, the store’s success waxed and waned along with Louis’s health. He died at an early age in 1966, soon after Ron had come into the business.

In 1969 Ron and Barbara married, and Barbara joined Ron in the store. The business flourished, eventually expanding to four stores. Then in 1984 – due to South Africa’s worsening political situation – Ron, Barbara and their young family immigrated to the USA and started a new business from scratch in Austin, Texas. It had always been their dream to one day live and work in the USA.

Sew Much More has consistently been one of the most successful sewing machine stores in America. Well known as a Baby Lock® and Elna dealer, as well as an Amazing Designs® super store, the store has won many awards. Recently Sew Much More acquired the exclusive Austin Bernina dealership, an important step in its quest to become the #1 sewing store in Central Texas. While its main focus is embroidery-related items, it also offers a wide variety of sewing and serging notions and machines.

Ron, Barbara and their family are proud US citizens. The success they enjoy here in Austin would never have been possible anywhere else. In Ron’s words, “This is the American dream (and my father’s dream) fulfilled, to be able to live, love, work, and prosper in a country that, after all is said and done, is still the land of opportunity.”

The precursor to Sew Much More was established in Johannesburg, South Africa by Ron’s father in the 1950’s. Ron inherited the store after his father passed away in 1966. Ron & Barbara married in 1969 at which time Barbara joined Ron in the business which flourished, eventually expanding to 4 stores. Then, in 1984 - due to South Africa’s worsening political situation - Ron, Barbara and their young family decided to immigrate to the USA and start a new business from scratch in Austin, Texas. It had always been their dream to one day live and work in the USA. Since its successful move to the United States, Sew Much More has become well known as a Baby Lock, Elna and Bernina dealer. Since 1984 Sew Much More has consistently been one of the most successful sewing machine stores in the USA. While the store mainly focuses on selling embroidery related items, it also offers a wide variety of sewing and serging notions and machines. Having been in the U.S. since 1984, Ron, Barbara and their family are proud US citizens. In Ron’s words “this is the American dream fulfilled, to be able to live, love, work, and prosper in a free country, a country that is still the land of opportunity.”     Laura O'Connor was born and raised in a small town in Caledonia, MI. She’s one of nine children and claims that she has way too many nieces and nephews to count! She had an opportunity to visit close friends in Austin in 2000 and immediately fell in love with it. She knew that the decision to move away would be a very difficult, emotional one to make. The blast of a rough, cold winter changed all that! As hard as it was to leave friends and family, she knew that moving to Austin would be the start of a new and wonderful life. Laura had always loved sewing and decided that she would pursue a sewing-related career in Austin. Before leaving Michigan she researched the sewing industry in Austin and wasted no time in contacting Sew Much More when she arrived. That telephone call led to a meeting and a wonderful relationship that began in the spring of 2001. We’re so glad that Laura made that life-changing decision - we’re proud to have her as part of our Sew Much More family.       Coleen Wright is a wife and mother of four grown children and is loving being a grandma! Her growing up years were spent mainly in Colorado and Alaska. She has lived in several states, but has been in Texas the longest of any, arriving here in 1982. Coleen likes to sew, work with her church, do crafts, garden, and read, but her favorite thing to do is love on babies. She also has an impish side to her and likes an occasional practical joke – especially if it can be pulled off successfully. Coleen was a customer at Sew Much More before coming to work here in 2003. She has proved to be an extremely valuable asset to the team at Sew Much More and we look forward to a long and happy relationship!     Helen Hastings has worked with us at Sew Much More as our bookkeeper and general assistant since the fall of 2003. We often wonder how we ever managed without her. Helen was raised in Brazil, South America, so when her family gets together for any good reason, they speak Portuguese as much as possible to stay fluent! Helen is married (for over 40 years!!) to John who has helped her and Sew Much More with his vast computer expertise. When not with her family or at work, Helen enjoys volunteering at church, at a community center, and in public schools. She also enjoys walking (and talking!) with a good friend in the early mornings, and playing with their skittish cat, Manha (which means "spoiled!").