ABSTRACT
This chapter provides the emphasis on the users as marketing makers, and not only as consumer experts, of sewing machines around the world. The home and the domestic sphere are concepts historically associated with the family and defined as holders and bearers of cultural traditions. In the transition to industrial capitalism, however, homes evolved and modernized, and the roles of family members within the home transformed. Nancy Reagin argues that domesticity and the home became an important pillar of Germany’s nation building project in the nineteenth century, and there was an increasing focus on organizations such as the state to define the gender-specific essences of Germanness. The threads stitching together emotions, work, and ornamentation secured the continuity of the home as a fundamental place of women’s experiences in the nineteenth and twentieth centuries. New machines and wondrous technologies of the industrial era were commonly placed in huge public displays and exhibitions in the nineteenth century.
