Native-owned quilt company uses humor and social media to grow brand

3 Feathers, a Native-owned quilt company based in Rapid City, South Dakota, uses humor and social media trends to market its products, according to ICT. Founder Benjamin Leedom, Northern Cheyenne and Santee Dakota, and Samantha Pourier, Oglala Lakota, create short videos using trending audio and skits to promote the business. The company began expanding its online presence during the COVID-19 pandemic by using Facebook livestreams and giveaways to reach customers after in-person sales declined.

According to ICT, the business specializes in handmade star quilts and produces about seven quilts per day with fewer than 10 employees. Social media efforts have increased visibility and sales, particularly during livestreams. Leedom said the company also focuses on community giving, including fundraising efforts tied to quilt giveaways. The business recently opened a storefront in Rapid City and plans a grand opening in April.