This invention is intended to focus on the domestic sewing machine market. Sewing machines designed for domestic use are essentially all-purpose devices, permitting the operator to undertake and complete a variety of different tasks. An operator of a domestic sewing machine will thus have the capacity to fulfil the range of different tasks necessary to take to completion or near completion a particular project, for example the manufacture of a garment. In this context domestic sewing machines are not to be confused with those machines used in industrial sewing applications.

The consistent anomaly that has been ever present with users of the domestic sewing machine, is that because the configuration places the working area in front of the left hand, the right-hander always has to adapt. Thousands of observations have shown that the working area for the majority of operators should be placed in front of the appropriate hand on the right side. Once the anomaly is identified there has been a unanimous awareness that the orientation is back to front.

The target consumer market is right-handed sewers, particularly new entrants to the market still learning to use the domestic sewing machine. A sewing machine adapted for right-handed use will allow new operators to achieve the fine motor proficiency with a machine more easily and perform all fine motor tasks with greater speed, while existing skills with a sewing machine will transfer quite rapidly. This change in configuration is a quantum change in an industry that has been greatly lacking in any real innovation for quite some time.