Sewing centre needs a fun logo that is fashion forward

L A Sewing Group

We have been in business for 4 years and this is the first time we have thought about doing branding. Even though we are an original Mom & Pop shop with only one other employee we have high ambitions for our company. Each of us has many years professional background from the sewing and design industry and hold many industry designations and certifications.
Our company works one on one with individual sewers looking for state of the art sewing machines, and equipment that will enable them to explore their creativity. We have a large showroom and each of the machine models we sell are out where customers can test them before purchasing. We focus on European Swiss machinery with prices ranging from $300 to $14,000 for a machine. We have a large classroom where we teach students of all ages from 8 to 80 and accomodate their learning with a mix of hands on, video and printed support materials. We have a service department on site with a certified repair technician. We support our customers as they learn to effectively use their new equipment, teach them sewing techniques to improve their technical skill and maintain their equipment through our on-site service department to keep their machines in top performing condition.
We love to teach and we love our customers, many of them become like family and we know most by first name. Please check our website at http://www.lasewing.com

Our customer base is 99% female with the strongest age now represented in the 50's. We are working toward appealing to a much younger audience to build our customer base in the 20-40years range.
Our customers are a wide range including youth looking for fashion sewing, and mass customization,
- mid 20's to 40's most focused on learning to sew, fashion, home dec sewing and crafts
- over 40's most focused on craft and quilting arts.
For the most part they are all creative souls and flakey in their own artistic way. Some just like to hoard fabrics and machines, some only want the latest machine to be launched. Some are perfectionists and all have aspirations of creating the next Davinci from fabric.

Some times its easier to state what you do want after you identify what you don't want.
We don't want the kitchey antique sewing machine pictures, measuring tapes etc.
We want our logo to be professional, polished yet creative. We want it to convey warmth and friendliness.
Be creative, think about sewing and fabrics and fashion shows and the personalities behind them.
I have attached our current logo which desperately needs to be changed as it does not convey what we need for the business./