“I refer to myself as ‘The Flannel Lady,’” Susanne explained about her moniker and subsequent company name. “I love creating something special and it makes people happy.”

The Bavarian-born creator designed her destiny, too. As a teen she enjoyed crafting little “Nelken” gloves – braided clove spice holders adorned with flowers – which she sold at stores and the Christmas market in town. “You could hang them in your kitchen pantry and it would smell so good,” she smiled at the memory.

 

Another seam in the tapestry of Susanne’s resume includes a literal gig working concerts.

“My friends had a concert agency and I helped staff people for the two-day, open-air shows,” Susanne said. “These were big in Germany - we even saw U2 back then before they were famous - we loved it!”

Naturally outgoing, the European was drawn to opportunities where social engagement was key and she went to work for Vogel Verlag in the direct marketing department. After attending a symposium at Lake Geneva in 1988 Susanne was recruited by another company with an offer to move to Munich. “I noticed that not speaking English wasn’t good in the marketing world,”

Susanne said, and asked the recruiter if she could take three months to visit a friend in Napa Valley, California, to brush up on her skills. The company agreed.

“I flew to America all by myself, barely speaking the language,” Susanne mused, later enrolling in English classes at a community college in Napa. “With my friend we spent every weekend either in Lake Tahoe or San Francisco, driving around in her old station wagon that we pretty much used as our hotel - I would go nuts if any of my girls did that now - different times!”

Adventurous and determined, Susanne headed south to Los Angeles to further explore the state and learn the lingo. A brief internship with an ad agency led to relocation in Mission Viejo where she had friends and took on a series of waitressing and domestic support jobs.

“I flew back to Germany the day before my visa expired,” Susanne remarked. “With only gifts in my luggage my parents figured out pretty quickly that I was not staying - I loved Southern California!”

When she returned in 1989 so did the magical thread sewn into Susanne’s story. At a neighborhood Fourth of July block party she met her future husband, Robert. “I almost didn’t go to the party!” she laughed, shaking her head. They wed in 1993, welcoming a total of four children throughout the years: Sara, Kyle, Jessica and Nina.

“In the beginning, with no family here, I stayed home with the kids and Bob (a talented engineer) went to work,” Susanne said. Ever-industrious she began successfully selling brand-name clothing on German e-Bay before the European economy grew tight. “I always loved hunting and selling - I was thrifting long before it was in!” she quipped.

   The designer recalls the event - her ‘flannel’ moment - which altered the course of her career.

“Jessica wanted a band flannel shirt that cost $125,” Susanne explained, “and when you have four kids and only one income you can’t spend that much for one piece of clothing!” Her passion for thrifting and creativity proved to be a killer combo. “I started making them myself, plus I’m still able to charge way less than what they wanted years ago!” 

The fledgling flannelista and a good friend began hitting the local Vintage Markets with the bold apparel, and in 2017 Susanne began selling her shirts on Poshmark, which she still does today. The owner also enjoyed selling at the Orange County open and seasonal markets, including Gifts and Goodies and The Glitz; pre-Covid “The Flannel Lady” was in seven retailers, though some stores sadly shuttered post-pandemic.

Currently her line of band flannels - everything from Johnny Cash to Rolling Stones and Taylor Swift between - can be purchased locally at The San Clemente Store at the SC Outlets and Luscious Boutique in Dana Point. Sports flannels - L.A. Dodgers to S.D. Padres, SC Tritons to Yellowstone Park - are big buys for the entire family, including the custom jackets, totes and hooded shirts also available.

“At any time I have 2000 plus tees to choose from on hand and hundreds of flannels to match,” Susanne said. “I can custom-make almost anything and most of my orders are word of mouth - someone sees their friend with the shirt and now they want one, too!”

Her band line commands big business overseas with global markets especially keen on all things rock and roll. Halloween through holidays are top times, too, with outerwear and festive warm gear a must, perfect when emblazoned with a favorite team/place/film singer/TV show - the sky’s the limit - and makes for a fabulous gift. Susanne also gets the special sentimental order - a personal request - which is dear to her heart. “A grandparent or family member has passed and the customer would like me to use their favorite jacket or a special shirt for the artwork. It makes me happy to do this.”

Even though she has stitched together a thriving business and joyful life, Susanne marvels at the journey of it all - from learning a new language to loving the world she has created. “I still work out of my home and hire a network of friends to help me,” she smiles, recounting the numerous steps from sourcing to sewing to shipping. “To think I came here on a holiday and I ended up staying! I’m so grateful to be here and I just love San Clemente.”