Art Materials Retailer Q1 2022

For People Who Sell Art Supplies

Q1 2022

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P

e r s p e c t i v e

by Kevin Fahy

Both Sides Now If I call myself an optimist, people who know me will laugh. Friends and family think of me as someone whose outlook is generally what you might call “dark.”

I disagree, sort of. I’ll acknowledge a noir streak (okay, more than a streak) but I think my default setting is to expect things to get better. Sometimes the two sides of my nature struggle with each other, which can make it difficult to make a decision.

When I first started investing in the stock market, which was about 40 years ago, that was often the case. I finally arrived at a solution, which was to let my optimistic nature win out, but I would only do so when most other people were being negative.

Financial people would call that a contrarian strategy, but most of us just think of it as “buying the dips.” So, did it work? Well, yes, but I have no real idea of how it would have compared to other strategies, and I’m certainly not here to give you investment advice. Consult your financial advisor, and all that.

What I am saying is that my optimism is conditional.

By accepting something bad, I give myself permission to be hopeful about something good. It doesn’t always work out as neatly as it did in the case of the stock market.

Take the pandemic, for example. It was apparent in March of 2020 that the virus was lethal. Thousands of people were going to die, and the world economy was going to sustain a terrible blow. Having acknowledged that grim reality, I was able to say, “Yes, but at least it will be over relatively soon. This virus will sweep through the population in a few months and be gone.”

By the summer of 2020 I had realized that my optimism was misplaced, but by then I had a new hope.

The world’s great pharmaceutical companies were pulling out all the stops and working at breakneck speed around the clock to develop effective vaccines. The project was being compared to the moon landing and the U.S. marshalling its industrial strength to fight the Second World War. They could have the magic bullet by fall.

This time it really looked like my expectations were going to be fulfilled, or even exceeded. Several outstanding vaccines were in trials by September, and in mass

continued on page 6

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production by Christmas. What could go wrong?

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Q1 2022 For People Who Sell Art Supplies

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Perspective Both Sides Now by Kevin Fahy

10 In Orlando: The Best of Both Worlds The Art Materials World/Creativation tradeshow presents the best products – plus workshops, parties, and demos – the creative industry has to offer.

19 Artful Behavior Quick, Agile, Original Meet art instructor, speed painter, and evangelist Rick Alonzo, inventor of the GoEasel.

23 Dreamy April 8-12

12 Visit Our Advertisers at the Show 14 Educational Options April 8 and 9 15 The Seal’s Significance

The team at Environmental Medicine Inc. discusses their role in certifying a product’s safety.

For People Who Sell

Q1 2022

The art of creating unity with disparate images

24 Needles and Pins-ah Stitchery store Snuggly Monkey specializes in unique tools and supplies for sewing, quilting, and embroidery.

38 A Light Bulb Moment

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On the cover: “In the Spirit of the Owl” by collage artist Claudia Lambdin (see page 23)

Daylight Company’s task lighting innovations are literally changing the way creatives view their work.

Departments 29 New & True 34 Meet our Eight New Advertisers!

35 Advertiser Index 36 About Us

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“Perspective” from page 3

spread of the virus, but by late summer it seemed to be dropping off anyway. Once again, I went for the fake and predicted to anyone who would listen that the pandemic would be over by the holidays. Then the variants started showing up.

At this point it would probably be wise to stop predicting when the pandemic will end and console ourselves with the assurance that it will in fact end sometime. Pandemics always do.

The question then becomes what will happen when it does. We all know that covid caused supply chain problems, which contributed to inflation, so it’s tempting to think that the decline of covid will solve those problems and inflation will subside. Unfortunately, it may not be quite that simple.

First of all, the pandemic didn’t cause supply chain weaknesses so much as reveal them. When demand ramped up for household products and “personal protective equipment,” there weren’t enough trucks, containers, ships, warehouses, docks, forklifts, or general infrastructure to handle the flow. These things are expensive, and they can’t be put in place overnight. continued on page 8

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The roll-out, as you may recall, was a little bumpy, but I was confident that the kinks would be worked out before long, and again it seemed to be happening.

Through March and April of 2021, we ramped up injections into the millions per day. It looked like we were going to achieve some sort of mythical status called “herd immunity” by mid-summer.

Then something happened. Or didn’t happen. The balloon began to deflate as it became obvious that a lot of people were not getting in line. I couldn’t understand why so many Americans seemed to be “hesitant,” but I especially couldn’t understand why people who work in retail wouldn’t be anxious to protect themselves and their families from a mortal threat.

From what I could gather, though, small retailers were no different than anyone else. A lot of their employees refused to be vaccinated, for a wide variety of reasons. Some didn’t think they needed it, some were afraid of side effects, some had religious objections, some don’t believe in vaccines in general, some don’t like needles, some have health issues, and so on.

At any rate, we didn’t get enough people vaccinated by the early summer of 2021 to stop the

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“Perspective” from page 6

Second, the pandemic accelerated the shift from brick and mortar to e-commerce, which had been going on for a long time. That put a greater strain on the supply chain, because of the additional step of home delivery.

While we can hope that some of that volume may revert back to traditional retail, the overall trend continues.

We also need to give some thought to the way that covid changed purchasing habits, and how much of that change might endure after the virus is gone. People who were sheltering at home bought things that enhanced that experience, rather than spending money on travel, dining out, entertainment, and other activities.

Fitness buffs, for example, stopped paying for gym memberships and instead bought exercise equipment for the home. Will they now go back to the gym, or will they stick with their $3,000 treadmills and Pelotons?

The same basic question lingers in the art materials industry, of course. Millions of people tried creating art during the pandemic, partly because it was something they could do at home, and partly because they needed an outlet. It will be interesting to see how many of them stay with it.

Getting back to the supply chain, I’ve been hearing

­

a lot lately about repatriating manufacturing in order to reduce our reliance on all those container ships that are backed up off the coast of Southern California.

It’s an exciting prospect, and I’m all for American manufacturing, but I think we need to remember why we moved production offshore to begin with.

It was to save money. Perhaps it’s a price worth paying, but it’s more expensive to make things here, and that would contribute to inflation.

All that is basically on one side of the ledger. On the other side is the Federal Reserve Board, which is about to start ratcheting up interest rates. That’s a delicate dance, which may tamp down inflation but could also trigger another recession.

So am I optimistic or pessimistic? That’s easy. Both.

You can e-mail Kevin at kfahy@fwpi.com.

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In Orlando

The Best of Both Worlds

by Michael Nocella When the International Art Materials Trade Association (NAMTA) and the Association for Creative Industries (AFCI) merged under NAMTA in November 2021, there were plenty of questions. At the top of the list was, “How will this change our annual trade show?”

Creative industry professionals who attended NAMTA’s Art Materials World in the past or AFCI’s Creativation – or both – will soon find out the answer in person when they get to Orlando for the first time. In the meantime, NAMTA Executive Director Leah Siffringer and NAMTA Director of Meetings Rick Munisteri filled us in on some of the details. In a recent interview, they discussed ways in which the new show will resemble past experiences and ways it will differ with new programming, new participants, more education time, and more opportunities for networking.

In case you were wondering, merging two associations into one during a global pandemic isn’t easy. “It’s been a lot of work but very worthwhile,” explains Leah. “We’ve made and fielded many, many Zoom calls to gather input and insight from the newly combined membership. We’ve made headway – we still are – as we continue to address concerns and consider ideas from everyone. We’re doing a lot of listening and a lot of reassuring. I feel like our new members are finally

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starting to feel like they’re part of NAMTA. Hopefully, the upcoming event in Orlando will help cement those feelings.

“The show is going to be so helpful for everyone, both professionally and personally,” she adds. “It will be a great opportunity to learn what we all have in common and grow from there. We’re designing it to facilitate idea sharing and story swapping. It’s an event anyone who works with creative products won’t want to miss.”

Leah is looking forward to getting started in Orlando.“It’s pretty obvious why,” she explains. “First, we haven’t seen anyone in person for two years. We all work from our homes now. Second, there’s the dynamic of the merger. We’re thrilled about the two associations coming together after decades of discussing ways to do so in some way, shape or form. It is something we just couldn’t be happier about. And finally, we get to see our plans for Art Materials World – some of which have been discussed for two years now – actually being executed. I think it will be a turning point for all of us.”

More education Before the doors to the exhibit hall even open, tradeshow participants will be able to take part in two

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April 8-12

days’ worth of educational programming scheduled for Friday and Saturday, April 8 and 9. Rick and Leah agree that a robust menu of creative workshops and demo sessions is sure to add value to the show this year.

“Here at NAMTA, we always had a lot of respect for the education program AFCI held prior to its show,” notes Rick. “We understand how much time, effort and thought went into it and we’re doing our best to replicate it for this show. Right now, more than 30 sessions – a combination of workshops put on by suppliers and seminars by other members – are already scheduled.

“Art Materials World didn’t have the vibrant education program Creativation was famous for, so we’re excited to add that component.”

As Leah says, “The show has more of everything, really.” It’s expected to be the biggest event NAMTA has hosted in at least 10 years.

“It will present a larger number of product categories and a more diverse mix than Art Materials World has presented in the past, but we’re not breaking up the show floor into categories,” Leah explains. “We’re mixing everyone together so that it brings members of the two associations together organically.”

What’s new?

Those who have attended Art Materials World in the past can expect more of what they’ve come to know, but with some major additions: the in-person debut of Demo Alley, and the participation of influencers, aka “creative professionals.”

“Demo Alley was introduced virtually in 2020 and it was an instant hit,” says Leah. “At the upcoming show, it is actually a physical space in the exhibit hall devoted to demo-ing products on Monday and Tuesday, April 11 and 12.”

For a small fee, exhibitors can reserve a threehour, morning or afternoon timeslot in which to show attendees how their products can be used. “The exhibitors are excited about the opportunity,” reports Leah.

People are also eagerly anticipating the participation of influencers and designers. “We’ve been building-in ways to give them the space and flexibility they need,” reports Rick. “For example, they’ll have their own lounge just off the show floor where they’ll be able to conduct interviews, record posts for social media, and meet up with others to conduct business. There will probably be some networking events there as well, maybe something like ‘Morning Coffee in the Lounge.’ Influencers and designers can also reserve time in Demo Alley to demonstrate how they use exhibitors’ products.

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Visit Our Advertisers at Art Materials World/ Creativation

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Company

Booth Number

See ad on page

Amodex Products

949

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Arteza

957

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Bob Ross

746

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Chroma Inc.

731

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Daylight Company

826

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537

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General Pencil Co.

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GoEasel

642

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Grafix

511

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Hahnemule USA

455

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Jacquard Products

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Legion Paper

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5

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“We’re trying to do as much as we can to make them feel welcome,” Rick adds. “Influencers and designers bring a lot of value to the show, and provide an extra educational element.”

Oldies but goodies In addition to the new faces and expanded product lineup expected this year, NAMTA will also be playing hits from the past, like the New Products Showcase. “It’s a special section on the show floor where exhibitors can reserve a space to display new products introduced within the past year. It’s an ‘open showcase,’ so buyers can actually pick up, touch and feel the product,” says Rick.

“What’s Exciting in the Exhibit

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Hall?” a buyer favorite event, is back by popular demand.

It’s run by retailers for retailers, and points to specific items on the exhibit hall floor that the facilitators think will sell well. “It takes place on the first day of the show,” explains Rick. “There are a couple of buying groups in the association, and its members are assigned to scout specific aisles in the exhibit hall. This year, our new members – craft retailers – will join them to peruse the booths and make product recommendations. The goal is to find and recommend new and unique products retailers can bring into their stores.”

Each year, NAMTA honors two supporters/ volunteers/champions of the association with Lifetime Achievement Awards. Another is inducted into the NAMTA Hall of Fame. In 2022, the association is playing catch-up by (finally) presenting awards to these 2020 honorees.

• Steve Aufhaüser will be inducted into the NAMTA Hall of Fame. For 37 years, Steve ran Continental Art Supply in Reseda, California, a retail business begun

Steve Aufhaüser

Deirdra Silver

by his parents in 1960. He retired and closed the store in 2017.

Deirdra Silver will receive a Lifetime Achievement Award.

In 1990, Dee founded Silver Brush Limited with the goal of bringing the highest quality brushes in the world to the American market.

• David Thompson, also a Lifetime Achievement Award recipient, has been involved in the sales of fine art and craft materials for 54 years. He was instrumental in the formation of the Independent Art Materials Retail Marketing Co-Op, otherwise known as iAMart.

•

The live show will not be streamed, but parts will be filmed and then posted online. For those who are unable to attend Art Materials World/ Creativation, look for new content at namta.org.

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At Art Materials World Featuring Creativation, educational programs present creative products and techniques across the fine art and crafts sector.

Here are a few workshop descriptions. Some sessions are offered free-of-cost; others for a nominal fee. Please refer to namta.org for prices for individual sessions.

On Friday, April 8 Create a Modern Abstract Landscape Painting Participants will experiment with a wide variety of Arteza materials – its ready-to-hang surface, acrylic markers, metallic paints, and brushes – to create a mixed-media landscape.

Create a Mixed Media Butterfly Card with Grafix By covering a variety of techniques and tips, participants will learn how to add color to Grafix films, how durable they are, and how easy the pieces are to assemble.

The Bob Ross Product Line ... Do We Have To? Presented by Doug Hallgren of Bob Ross Inc., this workshop demonstrates how Bob Ross basecoats, oil paints, brushes and other accessories help today’s artists achieve Bob’s signature techniques.

On Saturday, April 9 Alcohol Inks in Bloom from Ranger Mixed media artist Kimberly Deen Langlois will teach participants to create soft, flowing florals with dimensional centers, and beautiful abstract art with threads of metallic highlights.

Hands-on Painting with the New Stonehenge Oil Paper Using Holbein Oils, participants in this step-by step demonstration will see how well this unique paper works.

They’ll discover there’s no bleed-through and the paper lays flat – with absolutely zero prep!

In-Depth with Stamps and Watercolors from Altenew Participants will create three modern and trendy cards. The techniques covered – stamping, watercolor, and more – are perfect for intermediate through advanced paper crafters.

Modern Paper Making with Hahnemühle Attendees will learn about sizing, weight, and deckles; along with the features, benefits, and differences between the many types of paper fibers.

Molding & Sculpting a Magnolia Flower with Silver Creek Leather Attendees will sculpt and mold leather, and then paint and assemble the pieces to create a surprisingly realistic flower.

Watercolor & Mixed Media Portraiture Let Milagros Rivera of the Crafter’s Workshop help you create a personal portrait using TCW Stencils, ColorSparx Watercolor Powders, Stencil Butters, Modeling Pastes and more. Attendees are asked to bring a black-and-white photo of themselves or someone they’d like to draw.

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The Seal’s Significance

by Tina Manzer

Environmental Medicine Inc. (EMI), a company that specializes in product safety certification, recently introduced its new seal [see the ad, right]. Given today’s increasing advocacy for environmental and consumer safety, and the safety standards evolving as a result, we wanted to know the story behind the seal. What does it signify when it appears on a package? To find out, Luisa, EMI’s director of regulatory affairs, is an we turned to Luisa Toro environmental and earth scientist. Jona, senior Correa, EMI’s director regulatory compliance chemist, is a chemist of regulatory affairs; and mathematician. and Jona Isufi, its senior regulatory compliance chemist. The quick overview they provided creates a better understanding of the measures taken to certify the safety of fine art and crafts materials.

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Tell me a little about the history of EMI. EMI was founded in the early 1980s by Rudolph Jaeger, PhD, a toxicologist and our chief scientist. He is a Diplomat of the American Board of Toxicology and has served as a Registered Environmental Assessor in California. He is a Certified Lead Inspector/Risk Assessor in New Jersey, and a European Registered Toxicologist, with memberships in the UK and Swiss Societies of Toxicology.

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Our practice includes another toxicologist, our senior scientist Arlene Weiss, who specializes in litigation. In addition to our support staff and CFO, we have a science intern right now – a student of zoology and education of biological sciences at North Carolina State University.

Your focus is on the certification of art supplies?

Who are your customers?

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Yes, EMI is a toxicological certification and regulatory compliance resource for consumer products, paints, coatings, and art materials industries. We specialize in product safety evaluation, certifications and regulatory review, environmental risk assessment, expert testimony, and representation with regulatory agencies for clients throughout the U.S. and Canada.

We’ve helped bring nearly 2,100 products to market.

First, let me point out that we are not a laboratory or a lab facility.

Instead, we maintain working relationships with labs that perform the required analytical testing for products for children and adults. We also certify toys; kits, for instance.

Compared to adult art materials, the evaluation of children’s products has additional steps. The composition of the product shapes the complexity of the review and approval process.

We consider ourselves a regulatory support team that provides a variety of services that help customers adhere to all the applicable rules and regulations that apply to their product categories. By law, no product can be sold without proper analytical testing from a lab, plus theoretical evaluation, which has more to do with product composition, toxicology, regulatory and research, depending on the product.

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So we make recommendations, and then shepherd the product through laboratory analytical testing.

We conduct the product and formula review, and make a decision on whether the final product conforms to the applicable rules and regulations. We assist our customers by providing a label beside the conformity statements.

We are always learning and improving our methods to keep up with the ever-changing world of regulations.

We attend continuing education seminars, programs, and have active subscriptions to a variety of U.S. and international organizations.

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How has the increased awareness of climate change and preserving the environment impacted product certification?

Due to the growing environmental awareness, the regulatory industry has evolved, creating a new way of thinking, living and formulating. In 2018, there was what we call a “regulatory earthquake” with many new updates.

The growth of environmental awareness has been driving an increased interest among manufacturers to make sure their products are “clean.” We work with customers who are conscious about the environment and will go through reformulation and R&D in order to create a better product; not just for the consumer and household members, including our pets, but also for the environment.

What happens when you discover that a product contains hazardous materials?

Can it be certified?

In general, if we are reviewing a hazardous product, our goal is to make sure that potential users are notified on the label about the hazards, plus precautions to take and first aid. But sometimes, as a result of our reviews, we’ve recommended that the customer consider updating their formulation.

In terms of labeling, there is a variety of language that can be included that communicates everything from non-hazardous products to really hazardous products. Depending on the levels of the hazardous ingredient, we recommend different signal words like “Caution,” “Warning,” or “Danger.”

Supporting documents of compliance, like the Globally Harmonized System of Classification and Labeling of Chemicals (GHS), Safety Data Sheets (SDS), and sometimes risk assessments, can equip consumers

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with additional information about the product, including proper storage, safe handling and disposal.

What does your seal mean when it appears on the label? Why is that important?

Our seal, which is for art materials only, signifies to regulatory agencies, retailers, and consumers that the products made by our customers meet all product safety standards for their category and are safe for sale and use.

The EMI shield also signifies the decades of analytics, regulatory review, and certification experience we have so that we can certify products with confidence.

We think it’s important for everyone to remember – whether you’re a retailer of artistic products or a user of them to please read the packaging. It’s not just a pretty face. Its job is more than simply catching a consumer’s eye in the hope they’ll make a purchase. Packaging needs to also be a true guide to the proper handling of the product. The manufacturers who hire us know that our process to certify their products for sale is an extremely thorough, careful and thoughtful one, and that it will be reflected on the label.

The All Natural Dye Trend Making natural fabric dyes is all the rage among environmentalists and creatives alike. On Instagram, for instance, the hashtag #naturaldyes has more than 415,000 posts, and #naturaldyeing has 255,000-plus.

You’re familiar with this trend if you sell all-natural fabric (cotton, linen, wool and silk), and/or have fielded customer requests for soda ash and alum.

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Dyes can be made from a variety of natural things, from bugs to tree bark, notes Clever, a website from Architectural Digest. Many natural-dye makers use the scraps from easy-to-obtain foods. Onion skins produce a yellow dye, avocado peels and pits a pale pink dye, and black beans a chalky blue dye.

Soda ash or “washing soda” is used for the first step in fabric dyeing – scouring the fabric. A few tablespoons of that combined with a few tablespoons of laundry detergent in a large stock pot of water creates a boiling bath for fabric.

To fix the dye, many use alum, one of the least toxic mordants. It’s added to a pot of cool water along with the fabric, and heated to a simmer.

Not only is natural dyeing safe and environmentally friendly, it’s also a creative process that is leading people of all ages into art and crafts stores for supplies.

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Artful Behavior

Quick, Agile, Original If you or your customers do any kind of art instruction, you’ll find Rick Alonzo’s experience painfully familiar. But don’t lose heart, his story ends with an ingenious solution, plus a tale that inspires.

“I used to teach lots of art classes in public schools, both for afterschool programs and assemblies. The challenges most schools have with large-group painting are these.

• They don’t have enough space, which leads to clutter, and • given the equipment they have, their setup and cleanup can be slow and inefficient.

“I have tried a host of art tools and supplies to make teaching easier, but I’ve found that each has its own problematic issues. Take the conventional table easel, for instance. It has to be assembled before use and disassembled after. If you’re teaching 30-plus students, it

can eat away at your time. Also, easels have a tendency to move around and slide while you’re painting. Using easels with no stability makes painting with students more difficult than it already is. Also, over time and with repeated use, table easels will eventually and unexpectedly break down on you.

“The other issue to contend with is the containerwith-water-to wash-your-brushes problem, especially in a class full of kids. They want to play and goof around, so the paper cups of water we use tip over multiple times, interrupting the lesson and creating a mess. Combined with the puddle that forms when used brushes are simply laid down at a work station – because there’s no Q1 2022 • ArtMaterialsRetailer.com

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Rick (left) and his wife (center) with their four children plus one son-in-law.

other place to put them – the mess becomes even bigger.

“Traditionally, painters in most group sessions use paper plates as a painting palette, which, in my experience, leads to several problems. First, it’s not stabilized. It’s so lightweight that if you’re working outside, it blows away.

Second, again, is the mess. The palette is either placed right in front or to the side of the painter. Either way, it’s there on the table for kids to accidentally get the paint on their own person: hands, hair, shirts, etc.

“After experiencing all these issues, I invented the GoEasel. It’s compact and portable, stable, and easy and quick to set up and clean up. It accommodates all the elements people need when they paint: the canvas, the palette, brushes, and water.

“If I was inspired by something at this very moment, I could just grab my GoEasel and immediately start painting.

It’s great for spontaneous moments like that.”

Resourcefulness, creativity, and faith Rick is an artist and athlete gifted with highly developed analytical skills and a deep faith in God. He

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put all of it together in a unique profession of his own invention. As a performance artist, he combines painting with gymnastics, acrobatics, martial arts, and music. He considers his work a calling.

As a teenager, Rick envisioned the way he would eventually create art. “I visualized a martial arts weapon – a long stick or a staff – that had a brush at the very end. I imagined using it to paint, with a choreographed performance that included athletic movements and martial arts. I would imagine spinning the stick with the paint brush at the tip; dipping it into the paint and then scraping and spreading it on the canvas. I imagined that people would come and be curious about what I was

Explore new directions in making with these titles...

LEARN MORE AT WWW.SCHIFFERCRAFT.COM For wholesale inquiries, call: 610-593-1777

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Artful Behavior doing; that it would be a chance to share my faith with them.”

For more than a quarter-century, Rick has traveled across the U.S. and around the world speaking and performing in public, private, and home schools; in prisons, churches, corporations, camps, hospitals, and movie theaters; on television and at crusades, fairs and festivals. “I don’t just create pretty pictures to hang on a wall, I create art that is relevant to my audiences. It impacts their lives in a positive way. To me, the message I’m trying to convey is more important than the technique and colors in my art.”

Rick’s equipment includes a sound system and UV-A lighting. He applies fluorescent paint and regular acrylic paint with 6-foot paintbrushes he designed, as well as easels he customized to accommodate his large canvasses.

“Making tools is nothing new for me,” he explains.

“Growing up in the Philippines, we made hunting weapons, fishing tools and slingshots. I’ve always loved to create things that solve problems and help make life easier.”

His early tools were survival essentials. Rick

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grew up in abject poverty; one of a dozen children of hardworking parents. He and his siblings often knew hunger. “My parents left for days at a time to work to buy food,” he explains. “I clearly remember my brother Rey and me going through the garbage dump in our village, scrounging for food and looking for tools: plastic containers for carrying water, cans for cooking, and netting for fishing.

“Our parents taught us that to survive, we needed to be practical and constructive; to make things that were useful and not merely for fun,” Rick adds. “That was the way of my parents and the people in my village.

Now it is my way also.”

The Alonzo family emigrated to the U.S. when Rick was 12. He says America is the place people in his village dreamed about, where there is plenty of food and no worries about their roof blowing away in a typhoon.

When I asked what his paintings revealed about him as a person, Rick said: “That God is numberone, and that family and friends and people are more valuable than the money you have or the job you can achieve.”

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Dreamy Collage artist Claudia Lambdin describes her work as “whimsical folk art reminiscent of dreams.” Here’s what she means: when you look at one of her works as a whole, it makes sense – the disparate images seem unified, various shapes supply symmetry, and the colors are pleasantly complementary. But if you consider its pieces individually – that slice of yellow pepper, the small statue of an angel, and what is that fish doing there? – it’s like waking up and beginning to tell a friend about your dream, only to realize that the parts don’t fit together as coherently as you thought.

In her studio in Auburn, New York, Claudia begins her artistic process by placing a blank 11-by-14-inch sheet of watercolor paper in a tray. She may have two or three sheets/trays going at the same time. Then she starts searching and cutting. Images are selected from an array of recycled magazines and books collected for her by friends and family members.

There is a randomness to Claudia’s choices that feeds the dreamlike quality of her completed projects.

Thematic? Not necessarily. Mostly she is snipping images

that somehow appeal to her.

Claudia starts to arrange the images on one tray to see if they work well together. If they don’t, she sets that tray aside and works on another. It can take hours or days to complete a collage, depending on how well the images “click.” She estimates that she’s done more than 500 works since 2017.

Claudia created a business around her art called Ahjnae Collage, in reference to the Anja Chakra, or the “Third Eye” Chakra – the center of perception, consciousness and intuition. For more information about her and her work, visit ahjnae.com.

The Collection Watercolour

NOW AVAILABLE! in CP 9” x 12” Pads & Blocks

Hahnemühle Watercolour 300 and 640 set new standards for high-quality watercolour papers. A carefully chosen variety of cotton offers extremely strong fibres and incomparable purity. The selection of the best raw materials and exclusively natural filler materials gives the Watercolour 300 and Watercolour 640 papers their unparalleled quality.

The prized cotton papers, Watercolour 300 and 640, are characterised by a very durable paper surface that is well suited for demanding watercolour techniques. The fibres do not lift, rub off or loosen, even when applying multiple layers of colour, or when using masking fluids and tapes. This paper lets you use the most beautiful colours and create remarkable wet-on-wet paintings.

For more information and a list of dealers please email USAArtists@hahnemuehle.com

COLD PRESSED / ROUGH / HOT PRESSED

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Needles and Pins-ah

by Michael Nocella

Claudia Martinez is a maker and merchant. In a career switch 11 years ago, she began selling high-quality craft supplies online (and, more recently, in-store) instead of the items she made and sold on Etsy. The change was a natural outgrowth of her original Etsy business: she was selling her leftover fabric and other supplies online anyway.

“At a certain point I realized that while I really enjoy making things, I don’t necessarily enjoy making many copies of the same thing,” she recalls. “I also did not enjoy the pressure of needing to produce enough inventory to keep my handmade shop alive and growing. As I started to transition from the handmade Etsy world to the full-time craft supply store, I felt like I was finding my ideal place.”

An educator by training, Claudia worked as a community organizer before she became a maker. “Being able to merge my love for stitching with my background in teaching and community-building felt very natural.

As a craft shop owner, I have plenty of opportunities to stitch and create, but I get to do it on my terms. I don’t have the pressure of needing to sell what I make, and I have the freedom to make whatever I want – and just once!”

Claudia Martinez presents products on snugglymonky.com clearly, cleanly and uniformly – important for consumers looking for color and size accuracy.

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The storefront is open for private shopping by appointment, and on special Open Studio days.

Today, Snuggly Monkey in Durham, North Carolina, is known for its wide selection of specialty embroidery threads, unique sashiko supplies, plus fabric, notions, and tools for sewing and quilting. Broad categories listed on snugglymonkey.com include stitching supplies, patterns & kits, floss & thread, fabric, crafts & hobbies, and stationery & gifts.

Claudia estimates that she carries nearly 4,000 different SKUs. Orders come from customers around the world.

The mix Snuggly Monkey’s unique selection is a big part of its allure.

It sells many items that can be purchased in big box stores, but Claudia works hard to find items

Explore Art with Search Press

that are not.

“I’m always on the hunt for new products,” she says. “I get inspiration from a variety of places – Instagram, Pinterest, Facebook groups, trade shows, industry magazines – and suggestions, ideas and requests from my customers.”

Surprisingly, her inventory is not impacted by trends – although she’ll occasionally introduce a trending item into her mix.

Claudia is not a member of a trade group, but she’s attended Quilt Market and NY NOW in the past. She hopes to attend Quilt Market in Texas in October.

Many items are sourced from independent designers and small, family-run businesses. She explains: “Crafts are traditions that have been passed down through generations.

That knowledge, those techniques, and that love and passion for creating with your hands is something very personal. By working

For our full range of art books go to: searchpressusa.com/art-instruction

Distributed by Penguin Random House Publisher Services

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with independent designers and other small businesses, I can almost guarantee that I am working with people who feel as passionately about creating with a needle and thread as I do. That passion usually translates into high-quality supplies and materials, and excellent customer service.”

In addition to its selection, Snuggly Monkey attracts shoppers with the promise of exceptional service. “I make myself available for questions and advice to the best of my ability,” Claudia says. “I spend a lot of time on education – how to use the supplies, project inspiration, and more. I love helping to support others on their creative journeys.

“I love what I do, and I do my best to convey that love and enthusiasm to my customers. I test just about everything I sell so I am

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able to answer questions as they arise.

You can’t get that level of service and knowledge at a big box store.”

Market growth “Eleven years ago, the ‘modern’ needlework movement was in its adolescence, but it has grown tremendously since then,” Claudia notes. “More and more young people have been diving into it since March 2020. The number of designers that are creating patterns and kits that appeal to a younger audience has also increased significantly. It’s become easier to obtain supplies from overseas, so that, too, has supported growth.”

Market expansion has been evident in independent art materials stores, where embroidery floss, knitting kits, and

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crochet needles have become part of the mix. We wondered if Snuggly Monkey carried traditional art supplies.

“Other than some colored pencil and marker sets that are used by embroidery stitchers and quilters, I do not stock traditional art supplies, but I do think that the line between ‘art’ and ‘crafts’ is getting blurrier,” Claudia notes. “People continue to explore mixed media, and incorporate a wide range of supplies and techniques into their artistic expression.

I think this is a wonderful trend. It’s producing some very innovative art.

“Art is a way for people to connect with each other more deeply through that self-expression,” she adds. “I think it is a good thing that the line between art and crafts is blurry.

Anything that helps people express themselves and connect with others in a meaningful way is a win in my book.”

Snuggly Monkey customers are mostly women over the age of 35. “They are invested in their projects and understand the value of using good-quality materials. Some of them are definitely what I would consider artists. Others would fall solidly into the crafter category.

“To me, there’s one main difference between artists and crafters: artists strive to create something new; to put their own personal spin or personality into a piece. Crafters are folks who enjoy the process of making something with their hands, but would prefer to follow a pattern or a kit.”

“You’d be surprised how many embroideryscissor collectors are out there,” says Claudia. “Especially with the rise of Instagram, many folks like including cute scissors as photo props.”

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Dealers Welcome!

We offer the largest range of encaustic colors, sizes, and formats. Ask us for full product details.

$25 Minimum Order $250 Free Shipping* *To the 48 Contiguous States info@encausticpaints.com encausticpaints.com

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Nontraditional retail Claudia’s focus is on online sales, but she always dreamed of having a storefront. “I think there is a certain magic to local needlework shops and quilt shops,” she says.

“They become community gathering places that welcome people to come together to create.”

Her dream became reality in 2021. Snuggly Monkey shares a three-unit building with a hairdresser and dentist. Neighbors include a popular thrift store, bookstore, bead shop, and three of Durham’s favorite brunch and lunch spots. “It’s more of a destination part of town; not really a walkable area. There’s good parking in a 10-spot lot right off my door, plus an additional four spots on the main road. All provide easy access to my shop.”

She describes the 1,100 squarefoot space as “more of a nicely organized shipping warehouse than a traditional retail store,” because it fits her non-traditional-retail business model.

“I have private shopping appointments available and I host occasional Open Studio days for the public; no appointment necessary,” she explains. “I knew I wanted my store to have a flexible schedule, so I purposely looked for a location that was slightly off the beaten path, but

still easily accessible.”

Claudia is the shop’s only employee. “I work with a few contractors who teach classes here and help out with special projects, and my husband and children help. Remaining a ‘solopreneur’ is becoming more difficult, though, as the shop continues to grow and evolve. Hiring an assistant is looming close on the horizon.”

She’s optimistic about the future of small specialty retail. “Yes, the transition to a strong online presence can be intimidating to shops that originated as brick and mortar, but that’s where the industry is headed, I think.”

The big advantage to a strong online presence is the ability to reach a larger, worldwide audience.

“The great thing that came out of the pandemic was the increased comfort level – across a large age range – with online learning and engagement,” she says. “Teaching Zoom classes and hosting Zoom crafting nights helped me connect with my customer community around the world. It brought us all closer together.

“As specialty shops embrace the possibilities of merging online retail with brick and mortar, the possibility for some really interesting growth exists in the future.”

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&

new true Environmental Medicine has announced the launch of its CUSTOS

Chemical Management Program,

a powerful database that provides real-time feedback to assure regulatory compliance.

201-497-8973 envmed.com Use Cos Tools from Logan Graphic Products to size and shape cosplay foams for costumes and accessories. The tools are accurate and easy to use. Cut circles, straight or beveled edges, and V-grooves freehand or with the Channel Rail for perfectly straight cuts. Great for various EVA foams and thermoplastics used in cosplay costume design and prop building.

Contact Brian Buell, brian@logangraphic.com cos-tools.com

LUMEN Frameless LED Light Boxes by Gagne Porta-Trace as artistic

Use

tools. Or, customize them for LED signage for branding and visual displays. The LUMEN is the only light box with laseretched light guide technology, embedded LEDs and a UV printed face – all to achieve clarity, brightness and a thin profile. gagneinc.com

Pro Gaff is a matte cloth tape with a rubber-based adhesive system. It is

excellent for both indoor and outdoor installations. You can tear it by hand!

It applies easily to many surfaces and removes cleanly. The pH neutral tape is made in the USA and is available in 20 colors.

Contact Steve Espinal, sespinal@protapes.com protapes.com/pro-gaff-tape

Dorland’s Wax from

Jacquard is a versatile cold wax medium and varnish; popular with watercolorists as a protective waterproof topcoat. Use it on any surface, from paper to canvas, from wood to clay.

Its malleable finish can be left matte or buffed to a super gloss. Mix it with oils and dry pigments for cold wax painting techniques. jacquardproducts.com

NEW Mixed Media Journals contain the

most popular materials from Grafix! Available in 6-by-6-inch and 6-by-9-inch sizes, the disc-bound journals feature 12 removable sheets to use with a wide range of mediums and tools. Merchandise them with journals or other mixed-media products. The creative possibilities are limitless! grafixarts.com

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&

new true The Xiem Teapot spout maker is a fast

and convenient way to make form-fitting spouts for teapots – all sizes and shapes. Great for making feet and decorative elements, too! Hand-sanded solid beechwood is coated with pure tung oil to prevent mold, termites, water, and weather deterioration. Available in small and medium. xiemtoolsusa.com

The Daylight Company was founded on the recognition that artists need quality lighting.

Like the goddess she is named after, the Electra Floor Lamp is powerful. By illuminating clear, visible details, it allows you to paint the truest colors with a 95+ CRI. Unleash the artist in you with the right light. daylightcompany.com

Introducing the new gold standard in oil paper: Stonehenge Oil from Legion. It doesn’t just do what a canvas can do; it allows you to do so much more, without the need for primer or gesso.

Stonehenge Oil is light, durable 100-percent cotton that welcomes layers of brushwork while retaining every detail. hello@legionpaper.com legionpaper.com/stonehenge-oil

The Innovative Artist: Abstracts and Mixed Media

from Search Press pushes the boundaries of abstract art with a mix of media and methods. Expert artist Helen Kaminsky includes numerous examples of her stunning finished artworks and short demonstrations and exercises – all designed to inspire readers to experiment and create their own mixed-media masterpieces.

Contact Anne Woodcock, 215-715-3972 annew@searchpress.com

Arteza’s certified non-toxic acrylic paint formula is designed to provide artists with impressive coverage, astounding pigmentation, and a beautiful finish. Paints are available in multiple sets, and finishes that include regular, metallic, iridescent and shimmer.

You certainly don’t want to miss out on our premium acrylic paint! arteza.com

Introducing Inks from Chroma! Atelier Artists’ Pigmented Inks are lightfast, with 24 brilliant acrylic colors perfect for illustration, calligraphy and fine art paintings, in 1oz glass bottles with glass pipette.

Chroma Drawing Ink offers 16 bright colors for mixed media, paper crafts and fluid art, in 2oz bottles with eyedroppers. chromaonline.com/namta-2022

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The Artograph Tabletop Digital Projector Stand

Flexcut’s popular

linoleum and relief carving set offers

exceptional quality and value. It features 1/8-inch and 5/16-inch sweeps, a 1/4-inch V-tool, and a 1mm micro V-tool. Razor-sharp blades easily cut surfaces yet really hold their edge.

An ergonomically designed handle, manual, sharpening strop, polishing compound and tool roll are included.

800-524-9077, flexcut.com

(#25009) attaches to a phone, camera, or our Flare 450 digital art projector to provide stability. It features a 5mm attachment bolt and a 6mm swivel ball mount to project onto a wall or down to a tabletop. A springloaded phone clamp and height adjustability – from 19 to 49 inches – add versatility. sales@studiodesigns.com

Imagine a fall forest at sunset with the last sparkling rays of sun coming through the trees. Nuneka & Frau Pony used just that to create a glorious new set of shimmery, rich, autumn-y colors in their new Enchanted Forest Sets. They’re available in matching magicals, sprays and glittery embossing powders. lindysgang.com

Niji Aquarelle Watercolors are Yasutomo’s number-one best-seller for a reason: the set contains 36 brilliant watercolors that dry to a matte finish, unique from traditional watercolors. With colors carefully handpicked by a watercolor artist, this set attracts artists, designers, students and crafters. The lid serves as mixing palette. They’re AP non-toxic. sales@yasutomo.com yasutomo.com

The new Tom Norton Walnut Ink packaging!

It’s now more artist-friendly with a larger opening to accommodate dip pens and brushes. Made with less plastic, it’s also more eco-friendly. It’s still filled with our lightfast, acid-free, water soluble ink. info@tomnortonwalnutink.com, tomnortonwalnutink.com

Explore the power of one of the most popular embraces in art history by recreating “The Kiss” by Gustav Klimt! This brilliant Paint by Numbers Kit by Today is Art Day offers you a golden opportunity to let your talent shine! It includes an 8-by-10-inch preprinted canvas artist board, eight numbered acrylic paint pots, two paint brushes, one linereference sheet and one color-reference card. todayisartday.com Q1 2022 • ArtMaterialsRetailer.com

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&

new true Styletech Color Change Films change color based on temperature.

Imagine the WOW! factor when your craft projects change colors!

Cold colors include Blue, Pink, Purple, and Pink/Purple. Our hot color is Red Hot/Yellow.

Sun Vinyl changes color in the sun!

Contact Jennifer, 800-433-0541

Beginner Screen Printing Craft Vinyl Kit bridges the gap between vinyl crafting

Speedball’s

and screen printing. DIY vinyl meets screen printing – opening the doors to those with vinyl cutters to create an endless range of personalized fashion, craft, and home décor projects with no chemicals! speedballart.com

Take your Amodex on the road with ease with our new Traveler Size! As a third-generation, woman-owned business, Amodex is committed to providing customers with safe and effective stain removal solutions. Made in the USA since 1957, our soap-based, non-toxic stain remover cleans skin, fabrics and surfaces.

Contact Marica Dacey, mdacey@amodexusa.com

Fullerton Sales is a Canadian based sales agency that represents high-quality vendors in the fine art material and office products industry. Founded in 2013, their clients include independent Fine Art Supply dealers across Canada; along with office supply dealers, mass market retailers, and wholesale partners. contact John Fullerton, 416-414-6850

The GoEasel is an all-in-one easel, water basin, and paintbrush holder, specifically engineered for aspiring and professional artists. Its compact design allows for time-saving setup and cleanup, making the process of painting easy and more enjoyable.

Perfect for classroom and group painting settings, the GoEasel is an ideal tool to unleash the artist in you. goeasel@yahoo.com

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The Collection

Dew Drops from The Robin’s Nest

Creative are flat backed beads made from acrylic. They range from 4mm to 6mm in circumference. These glorious gems can be used to create mixed media projects, add to a fancy card, or adorn a piece of jewelry.

The Easter Dew Drop mix welcomes spring with a soft warmth.

801-396-2111 rachel@therobinsnestcreative.com

from Hahnemuhle USA has special characteristics unique to traditionally manufactured papers. The Collection includes premium products for each classic painting technique. These papers are precisely tailored to the requirements of their medium.

Valuable cotton papers and exquisite mould-made papers are produced on our traditional cylinder mould machine.

Hahnemühle artist papers are vegan, acid-free and resistant to ageing. Contact us for samples. hahnemuhle.com

The Pocket Box V2.0

is the smallest Guerrilla Painter pochade box, perfect for those who like to travel light, backpackers, or inconspicuous café painters. The lid clips are 1/2-inch deep and hold two wet panels. It adjusts and locks in any position over a full 180 degrees. guerrillapainter.com

ABT PRO AlcoholBased Markers from

Books from Schiffer Craft

span mediums and address every level, from the creativity curious to the advanced artist.

The broad range of painting subjects in our alcohol-inks books and the joyfocused approach in our watercolor books has won the hearts of fans worldwide. Explore even more directions in making with Schiffer Craft!

610-593-1777 schiffercraft.com

Tombow have a dual tip: the flexible brush tip works like a paintbrush; the chisel tip provides broad coverage. The permanent, fast-drying, alcohol-based ink produces rich, vibrant colors – 108 in all. The slender barrel provides a comfortable grip.

Ideal for artists, designers and crafters.

800-835-3232 ext. 511 info@tombowusa.com tombowusa.com

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Art Materials Retailer Welcomes Eight New Advertisers

by Missy Kelly

Amodex Products is a woman-owned

Harvest Import Incorporated is

business founded in 1958 by A. Peter Fatse – a printer – and his wife. They developed a formula that effectively removed ink from Peter’s hands, and also took care of stains on clothing and other materials. By the 1990s, Amodex was recognized as the world’s leading stain remover – effective for oil, paint, and dye-related stains, too.

Today it’s the only non-toxic, cream soapbased stain remover on the market – a must-have for every artist’s studio.

a California-based wholesale supplier that offers an extensive selection of decorative and packaging items for the craft, floral, bridal/wedding, and event markets. In their catalog you’ll find ribbons, tote bags, table runners, ropes, gift bags, and more. What sets Harvest Import apart is its customization services, which include special colors, sizes, and logo printing.

The wide range of affordable products from Arteza – everything from acrylic, watercolor and gouache paint to crafting supplies and kids’ products – come in rich, vibrant hues. Among their bestsellers are acrylic pouring sets, metallic watercolors, blending markers, and real brush pens – a unique hybrid of a paintbrush and a marker. They help artists present their inner world the way they want others to see it. “Art is more than something we do – it’s an expression of the human experience,” says arteza.com.

Creative Dew Drop Canvas Mixed Media Canvas Art Choose from a variety of designs and sizes Order today!

Driftwood Creative Dew Drop Canvas

therobinsnestcreative.com 801-396-2111

Since 1988, Eco-House has offered fine art supplies with low toxicity and minimal environmental impact. It originally imported and distributed nontoxic paints and stains from Europe, but began to manufacture safe alternative solvents in the 1990s for universities and art colleges. Eco-House continues to expand, offering many fine oil-painting supply alternatives, plus a line of natural, low-VOC wood finishes and the Inorganic Mineral Paint line, made especially for concrete, stucco, masonry and mural painting.

Artists love tools and supplies that make painting setup and cleanup easier.

Go-Easel is one of those tools. Created by artist Rick Alonzo, Go-Easel is a combination brush holder/water bowl/ easel. It’s lightweight, portable and small – perfect for on-the-go painting, and painting in cramped spaces (see the article on page 19).

For 20-plus years, Lindy’s Gang has been wowing art & craft lovers with its creative rubber stamps and accessories.

Lindy, the company’s founder, began by selling rubber stamps inspired by the cartoons she created. The company continued to expand, and today, Lindy’s Gang sells hundreds of unique and original products including stamps, embossing powders, sprays, and “magicals” – dye-based ink powders that “stain” rather than float within mediums.

Schiffer Publishing’s line of informational crafting books, Schiffer Craft, features hundreds of books about a wide range of crafting topics, from painting and jewelry making to quilting and metalwork, and even guides for furniture building. Among its newest titles are Blooming Paper: How to Handcraft Paper Flowers and Botanicals; and White! Light! Bright!: How to Make Your Backgrounds Support and Enhance Your Watercolor Paintings.

Today is Art Day products make art history more fun and accessible with products that include novelty figurines of artists – Vincent van Gogh was the first, complete with a detachable ear! In addition to other artist figurines including Leonardo da Vinci and Salvador Dali, their line today includes games, posters, puzzles, magnets, and other fun, artfocused novelty items. Their products, including a line of paint-by-number sets, are sold in more than 150 museum shops around the world, including the Louvre and the Van Gogh Museum.

Proudly made in the USA

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Tell our advertisers you saw their products in Art Materials Retailer magazine!

Company

Page

Amodex Products Inc

6

Website amodexusa.com

Company

Page

Jacquard Products

Website

11

jacquardproducts.com

Arteza

35

arteza.com

Legion Paper Corp.

5

legionpaper.com

AWT World Trade, Inc.

15

awt-gpi.com

Lindy’s Gang

28

lindysgang.com

Bob Ross Inc

14

bobross.com

Logan Graphic Products

16

logangraphic.com

Chroma Inc.

12

chromaonline.com

Daylight Company

20

daylightcompany.com

Eco-House

34

eco-house.com

Edward C. Lyons Co

27

eclyons.com

Enkaustikos Wax Art Supplies

28

encausticpaints.com

Environmental Medicine

15

envmed.com

Flexcut Tool

22

flexcut.com

Fullerton Sales & Marketing

4

jfullerton@execulink.com

GAGNE, Inc.

14

gagneinc.com

11

generalpencil.com

General Pencil Co. GoEasel

inside front cover

goeasel.com

Grafix

18

grafixarts.com

Guerrilla Painter LLC

25

guerrillapainter.com

Hahnemuhle USA

23

hahnemuhle.com

Harvest Import Inc.

17

harvestimport.com

NAMTA

inside back cover

Pro Tapes & Specialties Inc. Royal Brush Mfg., Inc.

3 back cover

namta.org protapes.com royalbrush.com

Schiffer Craft

21

schiffercraft.com

Sculpture House

18

sculpturehouse.com

Search Press North America

25

searchpressusa.com

Speedball Art Products

8

speedballart.com

Studio Designs

16

studiodesigns.com

Styletech Craft/Tape Technologies

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The Airbrush Institute

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The Robin’s Nest Creative

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Today Is Art Day

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Tombow

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Xiem Tools USA

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Yasutomo

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Art Materials Retailer launched in 1998, after NAMTA approached Fahy-Williams Publishing about creating a magazine for stores that sold art supplies. Twenty-three years later, AM stores may be the biggest segment of the magazine’s circulation, but not the only segment. AMR is mailed to multiple decision makers at craft stores, art & craft distributors, and select art-school bookstores, toy stores and educational supply stores. AMR has always published independently from NAMTA, but the association remains a valued partner in the industry.

Over the years, AMR – with monthly product enewsletters and quarterly print magazines – has been a constant in Fahy-Williams’ lineup of art & craft magazines. Craft Industry Today, for the Craft & Hobby Association, launched in 2012. It became Gradient in 2018 when CHA rebranded as the Association For Creative Industries. AFCI ceased publishing in 2019. For the Society of Decorative Painters, Fahy-Williams published The Decorative Painter, from 2016 through 2018.

Today, the highly respected publication is produced by its parent organization.

Around the Table a publication of the Game Manufacturers Association

Publisher J. Kevin Fahy kfahy@fwpi.com

Ad Sales Representative Amy Colburn amy@fwpi.com

Reserve Your Ad with Amy Colburn amy@fwpi.com

Editorial Director Tina Manzer tmanzer@fwpi.com

Enewsletter & Online Advertising Manager Rick Kauder rkauder@fwpi.com

The New Products Issue Ad closing – April 22 Publication – May 27

Graphic Artist Maia VanOrman maia@fwpi.com Advertising Director Tim Braden tbraden@fwpi.com

Production Manager Mark Stash mstash@fwpi.com Subscriptions accounts@fwpi.com

Holiday Ordering Ad closing – August 5 Publication – September 9 The Annual Buyers Guide Ad closing – November 11 Publication – December 16

To qualify for a free subscription, visit ArtMaterialsRetailer.com.

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Copyright © 2022

About Fahy-Williams Founded in 1984, Fahy-Williams Publishing specializes in magazines, directories, e-newsletters and other promotional material for a wide variety of niche markets.

Proud member of

Toy Times a publication of the American Specialty Toy Retailing Association edplay dedicated to the specialty toy industry Educational Dealer for retailers who sell to teachers, parents and schools Life in the Finger Lakes Magazine a local lifestyle brand

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Endcap from page 38

just the opposite – light focused on one main part of their work area.

“Something with a round shade like our new Tricolor Lamp would work really well,” Regina explains. “That’s what’s great about our wide range of lamps. If you need one that attaches to a table, we have that for you. If you need a lamp that sits right next to you on the floor we also have that. Maybe you don’t have a power source at all – well, we have a lamp that’s re-chargeable. Over the last 30 or so years, we’ve been able to create lamps that suit a wide range of needs, whether you’re an artist, a crafter, a beautician, a musician, an electrical engineer or even a person experiencing sight loss.”

Daylight’s product development team is very active and innovative.

Last year, the company introduced

five new lighting solutions over the range of market sectors the company serves. This year, they’ve already introduced two solutions and have at least five more coming. “Primarily, the updates on our lamps are to improve the quality of light, which is great for our consumers,” she says.

“Then, we focus on ergonomics and combine all of it with a modern contemporary aesthetic that’s simple and clean. As a result, they never go out of style.”

Daylight Inc. has been distributing its products in the United States for 20 years. Interest in its lighting has growing rapidly here, especially in the fine art and crafts sector. “The beauty category is also actively growing – salons, spas, and nail artists are interested in our lamps, too,” adds Regina.

To help retailers sell their products, Daylight maintains a large database of high-quality images that stores can use, along with clear and compelling product descriptions that include technical information and in-situation images. Daylight supports it retail customers by offering a storelocator map on daylightcompany. com, and is constantly reaching out to consumers with its Brand Ambassador program and on social media. “The best piece of advice I can offer retailers, though, is to display our lights in their stores as if they were in a studio,” says Regina. “They’re items that consumers never knew they needed, but when they see them, the lights become something they can’t live without.”

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A Light Bulb Moment

by Tina Manzer

German industrial designer and engineer Curt Fischer invented some of the earliest examples of task lighting in 1919. One hundred years later, his sculptural lamps had writer Akiva Blander, at design magazine Metropolis, waxing poetic. “Under Fischer’s company

punctilious placement of arms and selection of axial joints.”

Fischer, who many consider the inventor of directional lighting, may have been a master of ergonomics and the darling of the Bauhaus, but he never could have imagined where Daylight Company would eventually

Midgard, his first designs were the result of intense, almost ontological contemplation of human behavior and the prescriptions of context,” wrote Blander, “from the slightly asymmetrical lampshade that mimics a worker’s desk-side slouch to the

take task lighting.

Daylight was founded in 1987

by Patrick Jacquelin in London, where many of his friends were artists, painters and sculptors. Their complaints about working with poor lighting struck a chord with Patrick, who had recently rediscovered new technology – a blue, tinted daylight bulb. He introduced it to artists at public shows, and it was an instant success. Next, he introduced it to people who craft, quilt and sew, and they were also enthusiastic.

The Daylight Company was born.

With headquarters in London and the U.S., Daylight is poised to become an international company.

“That’s our goal,” says Regina Bross, brand marketing associate. “We want to be an international company that provides the best solutions for lighting.

We believe we can make a difference in people’s lives by allowing them to do what they love – like paint, or sew, or sculpt – for longer periods of time and

in greater comfort.”

Daylight’s various lighting solutions – there are about 40 options in their collection – are all driven by ergonomics, quality of light, and design. How those three factors are incorporated depends on the task at hand.

“Artists – painters for instance – want color-balanced light that allows them to view their work with confidence and clarity,” notes Regina.

“They want a high CRI value, which will give them a fuller red/green/blue index. The lights we’ve introduced most recently are 95-plus CRI, as close to natural daylight as possible.

“Then, in terms of light spread, which speaks to light quality and ergonomics, artists working on an easel probably need a light with a spread that goes across the canvas, like our Techne Easel Lamp can provide,” she continues. “If an artist is working on a really large canvas, they may not want something that’s actually attached to the easel. They might want something towards the side where they can angle the light where they need to, to provide the most amount of light for a large space, like our Artist Studio lamp.”

A crafter working on a tabletop surface, for instance, may need

continued on page 37

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t

Counterclockwise from top: Daylight’s Slimline floor lamp emits very bright light that spreads with a diffuser. It has a four-step dimmer. The Techne artist & drafting lamp is designed to be easily mounted on an easel, drafting table, drawing board or workbench.

The Artist Studio Lamp provides maximum light output over the largest area. The large aluminum shade clips onto the tall tripod stand.

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Brushes that leave an impression.

Zen is a diverse brush collection that will equip your customers with the right brush for the medium of their choice. Whether it be oil, acrylic, watercolor, or mixed media, this collection of durable, easy to clean brushes is sure to impress.

For more information, please contact your local Royal & Langnickel sales representative, your favorite distributor or contact us at: Email customerservice@royalbrush.com 800.247.2211

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Now Available in an Endcap Footprint

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