Madison Dier, the founder of Madcraftin — an Eau Claire-based business specializing in custom embroidery and jewelry — said she has found a way to represent herself as a progressive feminist through the success of her small business.

Her most recent embroidery series, “Normalize Normal Bodies,” shares the representation Dier said she wishes she had and now, hopes to share with others.

“My business creates a safe place for people to order things that can empower them and make them feel seen,” Dier said. “My work with LGBTQ representation, feminism, the ‘Me Too’ movement and body positivity creates a place where people are represented.”

Embroidery in her “Normalize Normal Bodies” series depicts a variety of body types — from Dier’s own “in-the-middle body” to figures with extra skin or marks across the body, which she says many young women struggle with accepting. 

She connects the intricate art of embroidery to her own acceptance of body image, though it is a slow process full of trial and error. Her most recent addition to the collection is an embroidery hoop titled “Belly Belly.” 

“Just some tummy love for your Monday,” Dier wrote on Instagram. “Give yourself a hug and feel how soft your belly is.” 

Hoops like those in the “Normalize Normal Bodies” series are the foundation of Dier’s business, she said. She aims to spread awareness to real-time issues and express them through her art. 

The embroidery is often modeled after parts of Dier’s body which she wishes had more representation in the media. The flower detailing within each hoop shows how all bodies are worthy of love and acceptance, she said.

“My biggest [goal] was to emphasize the fact that all bodies are worthy of flowers and not just the models you see on TV,” she said.

Not all bodies are effeminate, either, which Dier found through her upbringing in the roller derby community of Germantown, Wisconsin, which had a profound impact on her acceptance of different body types — and eventually her own.

“Being (in) that community definitely helped with my body image,” Dier said. “A lot of women in roller derby can be perceived as overweight, when in reality they are full-time athletes.”

This diverse community drove Dier to where she is today: advocating for young women to embrace themselves, inside and out.

“I got a lot of positive reviews from people that follow me, that said, ‘Thank you, I haven’t seen my body represented in art,’ and this means a lot,” Dier said. “I got one that said ‘as someone who’s always struggled with body image, your embroideries have helped me feel beautiful.’”

Jenna Erickson, a student at UW-Eau Claire who has purchased multiple items from Madcraftin, said she is empowered by Dier’s awareness of body positivity and femininity — particularly in a media-driven world that depicts women’s bodies in unrealistic ways.

“I think social media has become very toxic, and it is important to spread a positive message for young girls to be proud of the body they have,” Erickson said. “Madison’s outlet is very creative and people want to support her message.”

Dier said she found that one of the most important ways to support female agency is by supporting local women-owned businesses, and she uses her vast social media following to advertise other small businesses and their processes of creating meaningful art.

Collaborating with Tangled Up in Hue was a big milestone for her business, Dier said. She is proud to share her message of body inclusivity with other small businesses in Eau Claire.

“You’re supporting an actual human being who’s sitting behind a computer at their desk, listening to their playlist while making your product,” she said.

Since its beginning in 2018, Madcraftin has expanded into a multi-platform business; As the owner, Dier independently operates social media pages, websites and a blog. 

Dier currently sells her embroidery and other commissioned work on her business website www.madcraftin.com.

For the “Normalize Normal Bodies” series, she shared the process from start to finish on her social media, with an explanation behind each embroidered hoop on her blog. 

“I try to advocate and spread awareness for other small businesses,” Dier said. “With small businesses, it’s still important that you give your money to a specific person who is going to use that money to pay for school or something.”

For future updates on Madcraftin and Dier’s latest projects, visit her business social media @madcraftin.

Nelson can be reached at [email protected].