OUR MISSION
BUSINESSWOMEN IN THE MAKING
Sweet Dreams prepares young women to enter the workforce, as thoughtful leaders by providing hands-on experience in operating a product-based sewing business. Our vision is to develop “makers” and entrepreneurs and as a result, empower young women to define their future.
OUR STORY
In 1999, Turning Heads began a unique program that combined vocational arts instruction and entrepreneurship training at Log Cabin Ranch, a San Francisco Juvenile Probation Department detention facility for male youth. Log Cabin is in San Mateo County. Our vocational programs continued at the Ranch for ten years.
Meanwhile in San Francisco, Turning Heads was busy developing a new program for low income, high-risk, young women of color. In 2005, using our established model, we launched the Sewing and Fashion Design Project. We recruited San Francisco high school students to learn to sew and develop their own small businesses.
By 2006 some of our students initiated Sweet Dreams, a small product-based sewing business, thus actualizing our model. Students who completed Turning Heads’ Introduction to Sewing have joined Sweet Dreams and become part of our creative community of young women becoming successful at sewing and entrepreneurship.
Young female entrepreneurs design, handcraft and bring to market their line of hand crafted lavender eye pillows, aromatherapy dream pillows, neck pillows, yoga mat bags, re-purposed tote bags and zip cases. Interested students share financial management and production management duties while all members practice cooperative decision-making and profit share.
In 2006, our sewing project was featured in an article titled The Start-Up as the First Step Up in the Business Day section of The New York Times. Turning Heads still mentors and incubates Sweet Dreams, providing a production studio, technical and business training, including strategic thinking, moderating business meetings and keeping financial records.
TALKING TO THE FOUNDERS
Jane Segal
Founding Director Jane Segal has over 30 years experience teaching, developing curriculum and working with youth of all ages. Jane holds a California Multiple Subjects Credential, a BFA from California College of Art and is a Certified Network for Teaching Entrepreneurship (NFTE) Instructor. In 2003 she co-founded Turning Heads and Sweet Dreams. “Working with Turning Heads and Sweet Dreams has confirmed that our vision of combining vocational arts education and entrepreneurship training, empowers high risk young women.”
Dioanna Deem
Program Director and Studio Manager, Dioanna Deem has more than 25 years experience in retail, marketing and teaching fiber arts. She has been sewing since she was 10 and studied pattern making at Apparel Arts Institute in San Francisco. Dee says, “…working with the young women in our program is the most gratifying experience I’ve ever had.” Dee was one of Turning Heads’ first sewing instructors and she loves sharing her knowledge of color, texture and design. She keeps the studio operating smoothly and is the production mentor for the young women of Sweet Dreams.
Program Director and Studio Manager, Dioanna Deem has more than 25 years experience in retail, marketing and teaching fiber arts. She has been sewing since she was 10 and studied pattern making at Apparel Arts Institute in San Francisco. Dee says, “…working with the young women in our program is the most gratifying experience I’ve ever had.” Dee was one of Turning Heads’ first sewing instructors and she loves sharing her knowledge of color, texture and design. She keeps the studio operating smoothly and is the production mentor for the young women of Sweet Dreams.
CURRENT MEMBERS
16 years old
My friend, Jiaqi brought me to this program. I’ve learned machine sewing, hand sewing and how to make Sweet Dreams products. I keep coming back to the program because I like to sell Sweet Dreams products. I also enjoy being part of this lively community. In the future I’d like to have my own small business, to make my own products and sell them. Being in Sweet Dreams has shown me that this is a real possibility as a career choice after I graduate Lincoln High school and then college.
19 years old
Sweet Dreams was recommended to me by a good friend Carrie, who knew I had interest in learning to sew and make my own products. I never knew Id take away such great skills while attending the program, such as operation management and COGS. Working alongside awesome new peers has to be one of my highlights. I give many thanks to Sweet Dreams for teaching me skills I can take with me anywhere. Very soon I will be attending San Francisco State University in the Fall and can’t wait to see what there is in store.
16 years old
The first time I heard about Sweet Dreams was when I met Dee at Thurgood Marshall High School Club fair. Dee was offering an after school sewing program, which caught my attention because i really wanted to learn how to sew beforehand, so i joined. I learned the necessary steps to process an order, as well as the beginning and end stages to make a product. It was all a bit intimidating before but with practice I got so much better and now I can even fix my own garments from home.
18 years old
When I first learned about Sweet Dreams as a freshman in my first year of high school, I found the program to be so unique that I decided to join. During the weekly meet ups at the studio, I have learned to operate a sewing machine and have become an avid hand sew. Although I am shy, through active communication in Sweet Dreams I have grown confident in group settings and production projects. I am graduating from Thurgood Marshall High school and with the skills provided by Sweet Dreams I feel ready for San Francisco State University this Fall in 2018.