
Magda Sedlářová
Innovator
Magdino vyšívání
Czech Republic
Cultural
Rural Areas
Rural village
The innovation journey
Mrs. Magda Sedlářová deals with traditional folk ornamental embroidery, which she applies also to civilian clothes, bags, tablecloths, towels, cashmere sweaters and the like, thereby significantly expanding her offer. She has three automatic embroidery machines. She does not employ anyone, but contracts with seamstresses, graphic artists, an IT expert, and a saleswoman.
In a particular season, she offers her products at regional markets, at a stand in front of the chateau in Milotice, markets in Kyjov and other events and delivers her goods to Czech embassies. Mrs. Sedlářová tries to connect traditional embroidery with contemporary fashion. She sees an opportunity in tourism by offering a product that visitors do not consume immediately but can take with them and enjoy.
She has an e-shop using social networks. She cooperates with make-up artists of some celebrities, for example, with Countess Eleonore Kinsky when embroidering a corner sail for the upcoming Antonín Dvořák museum in Nelahozevs.
The owner received 3rd place in the eManuel national competition of small and medium-sized entrepreneurs and self-employed people, she participates in the JUSTLOVE project to support older entrepreneurs. She is starting to be seen in the media. Currently, she can also sell know-how. She has a patent trademark for Magda’s embroidery and a Regional Brand certification.
The innovation impact
Small and medium-size enterprises in the field of craft services are very important in rural areas because they increase economic diversity, and develop entrepreneurship and independence of people. Focusing on the sphere of traditional culture supports tourism, and maintains and restores tradition. Mrs. Sedlářová considers the lack of reliable labour to be the main problem.