Embroidery was considered crafty and a hobby for bored housewives however that notion has been left far behind when embroidery joined the fashion scene and most of the embroidery process moved to machine based than done by hand, the traditional way. Singer, another home sewing machine market leader entered the home embroidery market with their easy to handle and highly smart Singer Embroidery Machines which were able to do all sort of embroidery that home embroiders wanted to do.