SVP Worldwide and Martha Stewart Living Omnimedia Inc. have unveiled a long-term endorsement by Martha Stewart of SVP’s sewing machine lines under the Singer, Husqvarna, Viking and Pfaff brands. According to the Home Sewing Association, as quoted by SVP, there are about 35 million sewing hobbyists in the U.S., up from about 30 million in 2000. The resurgence of sewing is fueled by the ongoing popularity of personalized quilting, crafting, fashion sewing and home decor projects, and to embellish readymade items. Extensive SVP consumer research shows that prospective and beginning sewers are looking for a “sewing mentor,” according to SVP. A former fashion model-turned-entrepreneur, Martha Stewart is widely recognized as the leading how-to expert in all areas relating to the home, including crafts. Stewart has a housewares program set with Macy’s, due to start rolling out next year. As per the agreement, sewing enthusiasts will be able to discover ideas, patterns, projects and templates in Martha’s various magazines, including Martha Stewart Living, Blueprint, and Martha Stewart Weddings. They can also access extensive sewing content and patterns at www.marthastewart.com/sewing. In addition, sewing projects are regularly featured on The Martha Stewart Show, a nationally syndicated daily television show distributed by NBC Universal and carried by leading broadcast TV stations.