New Monona fabric store owners promote creativity and community
Haley and Dylan Madison recently took ownership of Suhdron Fabrics in downtown Monona, renaming it Madison’s Crafts and Fabric. The couple, who has five children, operates another store in Watertown, Wis. (Photo submitted)
The former Suhdron Fabrics—now Madison Crafts and Fabric—is located at 120 W. Center St., in downtown Monona. (Photo by Audrey Posten)
New owner Haley Madison called the Monona fabric store “a hidden gem.” There are plans to expand offerings while also maintaining traditional fabrics and brands. (Photo by Audrey Posten)
By Audrey Posten | Times-Register
After more than 50 years of operation by Dwaine and Lorraine Nordhus, Suhdron Fabrics in Monona is under new ownership. Haley and Dylan Madison took over the business at the start of the new year, renaming it Madison’s Crafts and Fabric to mirror a store they already own in Watertown, Wis.
Madison’s Crafts and Fabric was a lifelong dream for Haley, who has a fashion degree and grew up sewing and knitting.
“When I grew up, my grandma made and sold porcelain dolls. She had the kiln and everything, and every summer I’d go there, she made me sew doll clothes. It was really fun and a great learning experience,” Haley recalled.
Online, Madison Crafts and Fabric is dubbed “a welcoming space where creativity and community meet,” and the couple hopes to instill that same feeling at the downtown Monona location. No major changes are planned—just some “little, fun ones.”
The Madisons, who came into contact with the Nordhuses through a mutual vendor, feel it’s important to carry on Suhdron’s long-time place in the community.
“This truly is a hidden gem, and the amount of things they carry is rather impressive. Big, corporate stores could not compete with this,” Haley said. “We’re excited to carry on with what they have and keep going.”
The business will remain a fabric store, featuring traditional fabrics and brands. However, Haley plans to retire some vintage fabrics in favor of new collections and brands as well.
“I have a bit more fun and funky outlook on quilting, so the fabrics I bring in will probably reflect that, but there will be traditional ones too. Just really phenomenal fabrics that are great quality and a really good price point, cause my motto is that everybody should be able to craft,” she shared.
The business will also expand to carry yarns for knitting and crocheting. Patrons will be able to find all they need for needle punching, cross stitching, embroidery and other crafts.
“We’re excited for that,” Haley said.
Hours will expand to 10 a.m. to 6 p.m. on Monday through Thursday, 10 a.m. to 5 p.m. on Friday and 10 a.m. to 2 p.m. on Saturday. The store will be closed on Sundays.
There are plans to transform the current office into a yarn room—a space with chairs where visitors can hang out, ask questions and even work on their own projects. Classes are in the works too.
“I have a manager who’s very excited about offering classes. I can’t say we’re gonna offer the same classes I do back home, but they will be offering classes here,” Haley said.
She invites people to see all Madison’s Crafts and Fabric has to offer. “Grandma crafts” are popular and fun for all ages.
“We see it on TikTok, we see it on Facebook. People are quilting again. Maybe not to the degree the older generation is, but in our own way,” she reflected.
Haley recalled a recent interaction at the Watertown store, when some boys and their dad walked in to buy some yarn.
“They were going on a trip and wanted yarn so they could crochet in the car,” she said. With five kids of her own, “I would love to see that generation pick it up more.”
Madison’s Crafts and Fabric is located at 120 W. Center St., in downtown Monona. More information can be found on social media and at madisoncraftsandfabric.com.
Haley is excited about this latest adventure and appreciative of the community support so far.
“The people we’ve met the past week that we’ve been here have been really nice and very accepting of us and what we’re planning on doing,” she said. “We’re here for the customers and we’re here for crafting, most importantly.”
