About Us

Home / About Us

Who We Are

Founded by brothers Dan and Marty Schoenberg, The Sewing Machine Shop has been serving the Bay Area sewing community for nearly 40 years. Centrally located in Walnut Creek, we are a certified sewing machine dealership for Bernina, Janome, Baby Lock, Brother, and Juki. We sell sewing machines, embroidery machines, sergers, coverstitch machines, and industrial machines. We also sell sewing furniture from Horn and Koala, as well as thread, needles, and tons of other sewing accessories.

In addition to selling machines, we also repair and service machines in-house on location at our shop. If you want to have your sewing machine repaired or serviced, our award-winning service department is second to none. We repair all machines including Brother, Singer, Pfaff, Bernina, Janome, Elna, Juki, and Viking sewing machines.  We also repair older machine models, as well as industrial machines.

Nearly every machine we sell is on our showroom floor, threaded up and ready to be sewn on. Stop on by to sew on these beautiful machines yourself, compare and contrast different models, and get your questions answered by our expert staff. Top-rated sewing machines are everywhere, and we have the best prices on sewing machines you can find. We also offer sewing classes to familiarize you with your particular machine, free if you purchase your machine from The Sewing Machine Shop.

354564380_726536682808661_4896745745464493251_n
dan_mart2
dan_marty1

How We Got Into The Business

Brothers Dan and Marty Schoenberg’s story really starts with their dad, Ramon. Ramon was a Design Engineer educated in Switzerland. Born and living in Argentina he ran a factory that built sewing machine components for Husqvarna AB of Sweden.

A day never went by without Ramon pointing out to his sons products that were well designed and quality built. He often expressed his displeasure with cheap items that did not function properly and were not built to last. His influence rubbed off and the boys followed in their dad’s footsteps.

Marty has always been mechanically gifted (his favorite toy was his metal erector set). He loved fixing his motorcycles and cars, and at the age of 18 he began his career repairing sewing machines for a store owner who was a friend of Ramon’s.

Marty started his own industrial repair business while also pursuing a career in firefighting. Among Marty’s many customers were The North Face, Nordstrom, and Levi Straus. His younger brother Dan had just finished college, obtaining degrees in both Aeronautical Engineering and Business, when Marty asked Dan to join him in business and start a retail store.

In 1987 the two brothers opened The Sewing Machine Shop with the goal of providing the sewing community with quality sewing machines and related products supported by world class customer service. Their combined technical experience of over 55 years and approximately 40,000 sewing machines repaired and serviced has given The Sewing Machine Shop in Walnut Creek, CA a reputation as the leading sewing machine retailer and service center in the country.

As sewing machines get more complex with advanced electronics and systems, the two brothers stay current, attending factory trainings and updating their tools and diagnostic equipment. Most importantly, they stay true to their upbringing and remember the lessons Ramon taught them.