Art Materials Retailer Summer 2018 by Fahy-Williams Publishing

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Summer 2018

For People Who Sell Art Supplies

When It Rains

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At Sheboyganâ&#x20AC;&#x2122;s Lakeshore Art Supply, some classes are so popular they continue to be brought back by popular demand.

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Change Partners by Kevin Fahy

changed over the years, she was burned out on the business they were in, she wanted to do other things while she was still young enough, she wanted to move to a different part of the country and so on. In short, she wanted my friend to buy her out. “Well,” I told her, “you’ve just proven one of my theories about business. Eventually all partnerships fail.” My experience is almost entirely in the publishing business, and her company was not a publisher, but I think the same dynamics would apply. You may have noticed that many of the great publishing houses have had double names, like McGraw-Hill, Simon & Schuster, Houghton-Mifflin, Prentice-Hall, etc. The small-fry like my own are no different. There are good reasons for that, beginning with division of labor. The company that I started out with, for example, began in

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1919 as a partnership between Alfred Harcourt and Donald Brace. Harcourt was the editor, who knew books and authors, while Brace was the salesman, who knew bookstores. Together they built a Fortune 500 company. In the case of my little company, my partner and I had

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both worked in sales at HarcourtBrace, but Tom Williams also had a background in accounting, and I had experience in editorial and manufacturing. It was a good fit, and it worked. We were profitable almost from day one, and within a couple years we were successful far beyond our initial hopes. It went on that way for about 15 years, but gradually Tom became

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interested in other endeavors, tired of his long commute, and less engaged with our day-to-day operation. Finally he asked me if I wanted to buy him out. I did not, but some of our employees did, and we managed to work out an arrangement that has been in effect for the past 17 years. I can sympathize with anyone whose business partner wants to leave. When my partner began to distance himself from the company, both physically and mentally, it became extremely frustrating for me. What sustained me, and our friendship, was the knowledge

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that I never would have started the business without Tom, and he said the same thing about me. We were both grateful for what the business had provided for us. Division of labor is critical, but it’s not the biggest reason we need continued on page 6

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few years ago, a business friend of mine called me to ask for advice. Perhaps advice is the wrong word. She called to get the benefit of my experience. She owned a business that she had founded about 20 years prior with a friend. Both women had gone into the venture with about the same experience in the industry in which they worked, and both had gone “all in.” Neither had given any thought to how they would go about dissolving their partnership. Now her partner wanted out. Her family circumstances had

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For People Who Sell Art Supplies

Summer 2018 Volume 21 No.2

Perspective

All the Right Moves

Faces of

To bring about the creative-community hub she’s always dreamed of, Cindy Hoeper made a move from Oregon to Wisconsin to open an art materials store. She makes sure it stays lively with frequent classes, exhibits, and monthly art talks over coffee.

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Change Partners by Kevin Fahy

From Paul Krasnow’s book The Success Code – tips and tricks to eliminate distractions, maintain discipline and make changes that will help you achieve your personal best.

Expert-recommended best practices for scheduling, budgeting, marketing and organizing the details for your next in-store event.

A Life Chronicled People are re-purposing the practice of journaling in new and creative ways that generate sales opportunities for art materials retailers.

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“Perspective” from page 3

another person in a startup. The biggest reason is that most of us need the emotional support. We need someone to take as big a risk as we are, someone who believes as much as we do that it can work. There are exceptions. People like John D. Rockefeller and Mark Zuckerberg, who may have partners but never equal ones, and who generally discard them along the way. I’m a bit introverted myself, but lone wolf entrepreneurs strike me as a little scary. Then there is the third way, which is commonplace in this and other specialty retail industries. Although we sometimes use the term “mom and pop” to refer to any small business, in many cases it is quite literally true. People often start up firms with the active participation of a spouse or other family member. I know that some of the best companies in the industry, on both sides of the aisle, are mom and pops. In spite of those obvious high achievers, however, I continue to believe that it’s the most difficult and highly fraught path to success. First of all, it takes away one of the key elements that causes businesses to prosper. As a company grows and takes on more employees, those people need incentives to excel, and one of the primary motivators is the possibility of advancement. If employees perceive that the opportunities will go to family members, they will not strive for excellence, and are likely to move on. It is also very important that everyone in an organization has a sense that management is fair. Inevitably, employees have differences, disputes, rivalries and alliances. No matter how Solomonic the owner may be, employees will see a bias in favor of his family members, and that can create toxic internal politics beneath the surface of the company. Finally, there’s the obvious problem. People cannot fully compartmentalize their lives, which means that stress from the office comes home and vice versa. When you have the same continued on page 8

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“Perspective” from page 6

people in both places you increase that tendency geometrically, and trouble in either one becomes trouble in both.

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Personally, I want my home to be a refuge where I can get away from the business. When my wife asks me how things are at the office, I generally give her a one-word answer, because the last thing I need is to spend my evening dwelling on the same problems I worry about all day. So what did I tell my friend, and a lot of other people over the years who have asked me about breaking up a partnership? I told her the same thing she probably would have told me, the same thing most of you would say, the same thing we were all told when we started a business, but most of us ignored. If I could go back in time there are a whole lot of things I would change first, but somewhere on the list would be the completion of a buy-sell agreement sometime before I actually needed it. Like most builders, though, entrepreneurs rarely think about tearing down the things they are busy building. That leaves us little choice but to design an exit plan that can be executed immediately, which is a little like building a fire escape after you smell smoke. Ideally, you can find a deal that either partner would take or give, but in reality you both know that the guy who wants out will take a discount. My advice to my friend was this. “If your partner wants out, let her go. Give her a fair deal without any recriminations. Remember the good times and be grateful for your success.” If any of you do get the chance to go back in time, though, you might wish to try going it alone. As Harry Truman once said about a career in Washington, “If you want a friend, get a dog.”

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

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All the Right Moves

by Maria Bucci Cindy Hoeper loves art and her hometown, Sheboygan, Wisconsin. Her two passions – and a savvy business sense – fuel Lakeshore Art Supplies, the business she opened there. Cindy grew up in the community of about 50,000 people located on Lake Michigan, about halfway between Green Bay and Milwaukee. She went to college in Oregon and then built a successful elder-care management business there. She always dreamed of returning home, though, and about four years ago she came up with an idea to get there. “I wanted to do

Lakeshore’s in-store gallery (above), zen-like here, bustles during the Art and Coffee events held each month. In May, the gallery featured a series entitled “All Things Edible” by local watercolor artist Evelyn Grasse. Afterwards, she held a demo on negative painting with watercolor.

something completely different, to reinvent myself,” she explains. Cindy, the art appreciator, connected with an artist friend and together they polled and surveyed about 80 artists in Sheboygan to find out where they bought their supplies. Yes, there was a Hobby Lobby there, but most artists either drove an hour to a store in Milwaukee, or ordered supplies online and then waited for them to arrive.

Timing The art scene in and around Sheboygan has blossomed in recent years, so Cindy’s timing was impeccable. Today, folks are taking art classes and attending lectures at the John Michael Kohler Arts Center, local businesses display the work of local artists, Sheboyganites love paint parties and art exhibitions in restaurants, and the city commissions artists to create murals on buildings. “People are making space in their lives to be creative,” Cindy says. “It makes them feel better, more connected, and better able to deal with the other things going on in the world.” Obviously, an art supply store was needed. For advice and help in getting one up and running, Cindy turned to the owners of Central Art Supply in Medford, Oregon, Dan and Ann Ebert. They agreed to be her mentors. “It’s important to share ideas with people who know the business,” Cindy explains. She picked their brains, shadowed their employees, and joined them at Art Materials World.

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“The NAMTA tradeshow was invaluable,” she says. “I met with distributors from my region and talked with them about the brushes, paint and canvas that would be the bread and butter of my business.” In Sheboygan, artist, art educator, and businessman Frank Juarez had already agreed to let her set up shop in the back of his downtown gallery. Lakeshore Art Supplies was born in August 2015. A few months later, when Juarez closed the gallery to move it to Milwaukee, Cindy expanded into his space. The business grew. “People in the community tell me they want to support a local business and build a relationship with me. They don’t want to travel; they want to buy their supplies in Sheboygan. They continue to support me, which is gratifying,” she says. In January 2017, the local Hobby Lobby closed. Later that year, Lakeshore expanded again when it moved to a bigger building – one that Cindy purchased – just a block away from her original location.

Cindy, second from left, and her staff

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Inviting people in

Customers sipped wine during the store’s Jewelry Redesign Workshop.

“Foot traffic here is so much better. It’s made a big difference,” she reports. At 1,800 square feet the building is not huge, but there is a separate space in which to hold art classes and workshops. She also rents out two units above the store. The relationships she has cultivated with neighboring businesses – restaurants and even a funeral home – have led to new customers. By reaching out to the art instructor at the University of Wisconsin Sheboygan extension, just 3 miles away, his students come to her store for their supplies. The buzz about Lakeshore continues to grow, due in part to its many in-store events. An invitation to one said this: “We’ll have a lighted still life subject set up for you to draw. Bring your own supplies or purchase what you need from the store. No formal lesson will be provided, simply drop in and draw! A great way to practice your skills in the company of others.”

Last year, in partnership with coffee shop Paradigm

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instructors who get much-needed exposure and even some commission work,” she explains. The store also offers gallery space, and there’s usually a waiting list. During Youth Art Month in March, it featured the work of preschoolers from the John Michael Kohler Arts Center. “I don’t turn people away,” says Cindy. “I think everyone should have an equal chance to show people their art. A woman who came in recently, a self-taught painter for the past four years, had never displayed her work in a public setting. She ended up selling a few of her pieces from our gallery and was just thrilled about it.”

For just $20, participants in Lakeshore’s Suminagashi workshop learned about the Japanese practice of floating pigments on the surface of water, and capturing the image on various papers. All materials were included. Students left with as many papers as they wanted, along with information to continue their own independent practice. continued on page 39

Coffee and Music, Lakeshore began hosting free, monthly, art-and-coffee events. They are very well attended. “Paradigm has a fantastic clientele that supports my business, but anyone interested in art can attend,” Cindy explains. “The artists talk about their work and people discuss art. It’s a very relaxed atmosphere.” The store also hosts a variety of classes that range from “Adult Fingerpainting” to “Suminagashi”; and “Painting with a Palette Knife” to “Acrylic Pouring.” Participants receive a discount on their supplies. “The classes are good for Lakeshore, good for people who want to learn new skills, and good for the artists/

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Artful Behavior

“Necessity is the mother of invention” It may be cliché, but it’s a familiar story among artists. If they can’t find the “thing” – the gadget, medium, substrate, or tool – that does the trick, they’ll invent it. The practice goes all the way back to the creation of paint, so that early man could make marks on cave walls. At Art Materials World, we see innovations that result from a need every year: square-shaped extra-soft pastels, a faster and easier canvas stretcher, and a finish for sculpture that looks like bronze. Five years ago, artist Diann Kincaid started sculpting with air-dry clay. She would have loved to cast her oversized hummingbirds and ravens in bronze, but she just couldn’t afford it. “I decided to go a different route and find an art medium that would imitate bronze; a ‘poor man’s bronze’ if you will,” she recently

told us. “I needed a medium that I could apply to do three things: dry rock hard, protect the outdoor garden sculptures I created, and look like bronze. I searched the market for a year before I started experimenting.” Thanks to her chemistry background, Diann had the confidence to test and formulate a product that would meet her needs. She started mixing dry goods, liquids, and solid mediums to produce different effects, and after three years she perfected a formula that she calls Bronzee. She sealed her air-dry-clay sculptures in it and began to sell them to galleries. To her delight, they looked just like real bronze. “It was at that moment that I decided to manufacture the medium and bring it to market so that other artists could showcase their work

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in a bronze-like form without the expense.” Bronzee adheres to a multitude of surfaces: various clays, canvas, fabric, textiles, wood, gourds, metal and more, Diann explains. She uses it every day to create her 2-D and 3-D artwork. “On a dry surface, I apply one or two coats of the Liquid Sealer first, and then I apply Bronzee in multiple layers. I smooth and sand if necessary until the finished piece glows with a straight bronze look or a patina finish.” Additional tools needed for application include a flexible brush, soap and water, a protected surface plus Artzee Liquid Sealer. Diann is currently working on a public installation in Edmonds, Washington – an outside mural for the city’s “On the Fence” project. “I will portray a sense of community, nature, and history in a Cubist/Mondrian style using Artzee Liquid Sealer, Bronzee Liquid Finish, and Glaze Ez Waterproof Sealant.” For more information, call Diann 206-271-6460.

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Artful Behavior

“Make a spoon or spoil a horn” Ohio-based woodcarver Clark Schwenke makes utilitarian coffee scoops, spoons, spatulas, and Swedish-style butter knives. He just started working on small bowls. But the intricate Welsh Love Spoons Clark creates – traditionally given to a girl by her beau as a sign of love, and proof that he has the skills to support her – really illustrate his mastery of woodcarving. His specialty tools come with descriptive names like “draw knife” and “spoke shave” (both used to round and refine the handle and back of the bowl of a spoon); a “shave horse” (a

combination vice and work bench); and a “hook knife” or “scorp” for hollowing the bowl. A small detail knife refines the rim and back of the bowl. “This is where the Spoon Carvin’ Jack from FlexCut comes in handy,” he says. “It incorporates a shallow and deep hook knife, as well as a medium-sized detail knife.” The former paramedic and EMS manager has been an avid hobby woodworker for a long time, but just started carving a few years ago. “I made figures as Christmas gifts for my nieces and nephews, and moved onto spoons from there,” he told us. “I learned primarily by watching YouTube videos, reading and studying carving styles from around the world, and lots and lots of practice and failure. I’ve created some of the most decorative firewood over the years.”

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Artful Behavior

Before the Spoon Carvin’ Jack became available, he used FlexCut’s Right Handed Hook Knife and the knives from its 3-Knife Starter Set to create the hollows of his spoons. “It was my first purchase for carving, and I’ve been a FlexCut fan ever since.” He was initially drawn to the company because of its locally-source materials, and the fact that all its products – Clark considers them “world class” – are made in the U.S. A personal plus for Clark was its Erie, Pennsylvania, location – less than a day’s drive from his home. “I’ve used other tools from around the world; some made more than 100 years ago, but FlexCut products are among the

best,” he says. “Their catalog features just about any item that a carver could want, from hand tools to power carving, and from draw knives to scrapers.” Like artists in other mediums, Clark has to avoid the temptation to work a piece “just a little bit more” or else cause its downfall. “I may begin with a blank that I think will be a beautiful long-handled cooking spoon, but by the time I am finished, it is a coffee scoop or a spatula,” he says. “I’ve spent an hour on a piece only to end up carving through the back of the bowl or having the handle split. Sometimes you just have to stop yourself and say, ‘It’s done.’” For more information, visit flexcut.com.

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Infusion Conclusion When we asked Jacquard what artists were doing with their products, they sent us to Keith Lackner, a Pearl-Ex Pigments fan. Keith, a wood turner, has developed a patented technique for blending colored acrylic resin with wood to make beautiful, one-of-a-kind art pieces. “Turning wooden pens helped me learn basic skills,” he explained in a Woodcraft magazine cover story last year. “I used some of the money from selling pens to fund my hobby, and before long I started buying resin pen blanks [to turn, as opposed to wood blanks] because of the amazing colors that are available.” A few years later, he wondered what would happen if he made

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Artful Behavior

wants the resin to flow into them. The wood is then dried in a toaster oven at 220º F for six hours or more. Afterwards, it is secured in a leak-proof mold to keep it from floating when the colored resin is poured in. Keith puts rice in the mold to estimate the volume of Alumilite resin he’ll add. The Pearl-Ex powders have already been measured and are in separate containers as the resin is mixed. Keith works fast to combine the pigment and resin – the resin’s open time is just 12 minutes. The cups of colored resin are then poured into the mold, which is placed in a painter’s pressure pot. “Putting the resin under pressure eliminates bubbles and voids, and forces it deep into the wood,”

explains Keith. The time under pressure is determined by the mold’s size, and then the resin cures overnight. Afterwards, the blank is cut out of the mold using a bandsaw or table saw, and is ready to turn. More and more people are woodworking these days, including baby boomers and women, the World Herald in Omaha reported recently. It’s due in part to the accessibility of equipment and classes at community maker spaces like Omaha’s six-year-old space, Bench. The result may be more innovation and wood/art medium combinations.

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a blank that combined the two materials so that he could literally turn it into art. “My goal was to make large pieces that popped in a way that no one had ever imagined they could. It had never been done before, so Keith’s biggest challenge was the lack of information, including what resin to use and how to add color. That’s where Pearl-Ex Pigments came in – he mixes them with Alumilite resin. “I really like the variety of colors, and I love the way the pearl in the pigment comes alive, especially when the sun hits it.” To make his “Resin Infusion” blanks, Keith removes the dirt, dust and loose bark from a wood blank. He pays particular attention to the cracks and crevices – he

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The Art Center in Arcata, California, on Instagram (@artcenterarcata) “New to our store are Wax Crayons (1) by Marabu. They’re ideal for wipe-stenciling, stamping and mixed-media projects. They are highly pigmented, water soluble, and have a very smooth/ soft consistency. “Just in time for summer are Mehndi Henna Kits (2) and Body Art Transfer Paper (3) from Jacquard. Henna can be difficult to work with for those who have not-so-steady hands, so the transfer paper helps. Customers simply draw their design on the paper, transfer it to their skin, and then trace over the lines with their henna! “We just received a new shipment of OOLY products including Nylon Ombre Paint Brush Sets (4), and Sparkle Watercolor Gel Crayons (5). These kid-friendly products help little ones hone their skills. If you add water to the gel crayons and mix the colors around with a paintbrush you get a true watercolor effect.”

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Arlene’s Artist Materials from Albany, New York, on Instagram (@Arlenes_artist_Materials) “Derwent Watercolor Pencils (6) are the newest products at our store. They can be used wet or dry, and on wet or dry paper in order to get a variety of different effects.” “Speedball Gel Printing Plates (7) sell really well for us. They allow users to create beautiful one-of-a-kind prints for mixed media, card-making, journaling, and so much more – the possibilities are truly endless.”

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Moxie Art Supply in Murfreesboro, Tennessee, on Instagram (@moxieartsupply) “Gelly Roll Gel Pens by Sakura (8) are now available at our store! The colors are vibrant and opaque which makes them perfect for illustration work, especially on black paper. Our personal favorite is the white gel pen. “Currently in stock is a plethora of Moleskine Sketchbooks (9) that fit right in the palm of your hand. They are perfect for artists who are always on the go. They work great for upselling or add-on sales. “Faber-Castell’s Creative Lettering Kit (10) is the ultimate product for getting customers interested in different types of lettering. The kit includes 36 pieces and a design guide for inspiration. Inside are blank pages for practice – a great bonus for beginners.”

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Faces of

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by Tina Manzer

Freedom is one of the biggest reasons many of you became independent business owners. You can start and stop work each day when you want to, and there’s no one telling you what to do. You call all the shots. It all works great if you have the discipline to stay focused and consistently follow through. If you don’t, however, that freedom becomes a detriment and your dreams of independent success fly right out the window. “Maintaining the discipline it takes to be successful doesn’t happen naturally,” says Paul G. Krasnow, author of The Success Code: A Guide for Achieving Your Personal Best in Business and Life. “You’ve got to develop it like any other skill. If you don’t, you’ll get derailed by distractions or become plain-old complacent and your income will reflect that.” Experiencing real business growth for the first time can keep independent retailers stuck in the first phase of success. Today’s complicated retail environment is no place to get stuck without going for the next phase and the next phase after that. “Building your business is a process made up of a-million-and-one tiny little steps,”

says Krasnow. “If you don’t have the discipline to keep pushing for the next step, you’ll never reach it. He credits his own success to his constant focus on goals, even in the face of setbacks and failure. Following early financial achievement with a chain of clothing stores, he experienced a devastating bankruptcy that forced him to rebuild his life from scratch. He went on to join Northwestern Mutual Life Insurance Company where he’s been a top producer for 40 years; winner of multiple “Top Agent” awards. How does he do it? By following “The Success Code.” Here are just a few of Krasnow’s recommendations.

Know your weakness. Everyone has vulnerabilities, but we often try to cover them up or pretend they don’t exist. Are you a poor time manager, for instance? An even worse people manager? Is it slowing down the momentum of your business? Until you can acknowledge your shortcomings, you won’t be able to overcome them. Maybe you surf the web too much or chat on the phone too long

when you should be planning business strategies. Address your daily distractions so that you can approach your workday in the most efficient and streamlined way possible.

Dream big but plan small. The best way to get big things done – like opening a new location or moving to a bigger space – is by focusing on each small step along the way. It’s easy for business owners to get bogged down and ultimately overwhelmed by the “bigness” of their goal. Yes, keep your eye on the prize, but don’t let it prevent you from winning it.

Combine something you want to do with something you need to do. We all have jobs we are tempted to put off: reorganizing product categories and shelf space, choosing a new POS system, or creating clever merchandising displays. The trick to getting them done, says Krasnow, is combining them with other things you enjoy. If you have an idea for organizing the chaos at your cash/wrap counter, for instance, set aside some

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time after hours and then head into your store with your favorite music, snacks and beverages. Set it up and then review the changes with your team over muffins and coffee the next morning. Make it fun.

Remove temptations and distractions. The best strategy is “out of sight, out of mind.” Keep your cell phone in your purse or desk drawer. De-clutter your work space. Create an environment that best allows you to get your work done and serve your customers efficiently.

Prioritize tasks. Complete the hardest and most pressing tasks first. If you need to fire someone, easily a manager’s least favorite job, do it first thing in the morning. Getting the big stressors out of the way helps to make you more productive as the day goes on.

Don’t wait for change to “feel right.” If you decide to establish a new, more disciplined routine – like arriving at work an hour early, sitting down to eat a healthy lunch rather than grabbing it on the run, or scheduling employee meetings every Monday – understand that change won’t feel comfortable right away. The rule is that it takes 21 days, on average, for a person to form a new habit. Krasnow recommends embracing the feeling of

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“wrongness” because it’s only temporary. If you’re having trouble making the change a habit, start by changing only one part of it and keep adding on.

Stay on top of your goals and track your progress. Review your goals each morning (maybe during that “one-hour early” you’ve been trying to add to your day). Pick a quiet time or place to meditate on what you want to achieve in the short- and long-term. Do you want to introduce your customers to a new technique and product category? Make room for gallery space? Train every employee on effective sales techniques? Write down your progress each day and acknowledge your achievements. Examine your list each week to see if you need to adjust or stay the course.

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Get the right support. Surround yourself with friends, family and employees who are enthusiastic and supportive of your business. They will help you stay on course. At the same time, take a moment to identify some blockers in your day-to-day commitment to discipline and remove them.

Forgive yourself and move forward.

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Even the most disciplined among us realize that things don’t always go according to plan. When you have a setback, acknowledge what caused it and move on. Use each one as a learning experience. Resentment and unaddressed feelings can slow you down. Face them directly, take action to fix them, and forgive yourself. “With enough discipline and passion, your day-to-day tasks can become more meaningful and inspiring as stepping stones to surpass your goals.”

Paul Krasnow enjoys teaching others about the mindset of resilience and the skill set it takes to prosper in any environment. For more information, visit paulgkrasnow.com.

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An Affair to

Remember 1. When you choose a date, make sure to factor in seasonal changes, recommends Jackie Pantaliano, president of PR firm ImPRessions LLC in New Jersey. She cautions against holding an event too close to a major holiday, during a month that’s known for hard rain or snow, or on a summer weekend when everyone travels to the beach and you’re downtown, alone. “If parents and children are your target market, carefully plan around kids’ seasonal sports activities,” recommends Jackie. “If you want to appear in monthly magazine calendars, opt for an event around mid-month, as opposed to the first of the month, to make sure folks seeing the magazine can plan ahead to attend. You don’t want them reading about it for the first time on the day of.” 2. Get organized, because things can get hectic, and plans can fall apart if you’re not. A successful event has several moving parts,

a budget you have to stick to, and a hard deadline. Plus, at the same time you’re knee-deep in planning, you’re also running the regular aspects of your store. At Flourish Boutique, a women’s clothing store in Minnesota, the owner organizes a general event to-do list with a timeline: what needs to be done one month ahead, two weeks ahead, one week ahead, one day ahead, and the day of. Each task is delegated to different employees.

3. Create an event-expenditure checklist that includes inventory, staff, fixtures, marketing materials, refreshments, etc. Total the amount and then add 10 to 20 percent for wiggle room. To save on costs, consider co-hosting with other businesses or organizations, or suggest cross-promotion deals with your vendors. Please note: There’s a difference between savvy budgeting and being cheap. Don’t sacrifice the quality of the event for the sake of saving a few bucks. continued on page 40

Providing a remarkable in-store experience is critical to retail success. The trick is to create memorable moments for everyone who enters your store every time they enter your store. They need to recall how comfortable/delighted/ pleasantly surprised/grateful/ confident in their purchase/ pampered/special they felt shopping with you – and realize that browsing Amazon on their phones doesn’t give them the same shopping fun. One way to create experiences is by hosting in-store events. As a marketing strategy, they draw people in, create awareness for you, your services, and the products you carry, and even generate sales. Art materials stores hold events all the time, ranging from classes to demos to art exhibits. Are they memorable? Probably, but even the best in-store experience creators could use some new ideas. Here, retail trend expert Francesca Nicasio from Vend, a point-of-sale, inventory, and customer-loyalty software company, offers 10 best practices/words of wisdom from retailers and retail experts.

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new true The 20 colorfast shades of Décor Sand from ACTÍVA Products lets users add color, dimension, and texture to art. It’s perfect for sand painting, terrariums, and other décor projects, and comes in convenient re-sealable pouches. activaproducts.com

The versatile Screen-Eze professional small-format screen printer from A.W.T. World Trade is precisionengineered for high quality hand printing. Ideal for limited edition artwork, short-run decals, product labels, and more, this system is loaded with user-friendly features to deliver outstanding performance and value. awt-gpi.com

Water-based Boneware Self-Hardening Clay from Sculpture House is made for direct modeling/ sculpting. It becomes bone-hard when allowed to air-dry thoroughly, and does not need an armature, or kiln firing or baking. Packed moist and ready to use. sculpturehouse.com

Stonehenge Aqua from Legion Paper can be used wet-on-wet or wet-on-dry. Its crispness anchors work across every task and technique. Blending is effortless and lifting is no longer a chore. It welcomes masking, but never relinquishes the control artists desire. legionpaper.com/stonehenge-aqua

The Techne Artist & Drafting Lamp from Daylight Company easily mounts on any type of easel, drafting table or work bench. The fully flexible arm allowing a 3600 shade rotation combines with the 3200 head-flip system so you can position the light exactly where you want it. daylightcompany.com/techne.html

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Jacquard’s Bottles and Jars can be used for storage, color mixing, or product packaging. Made in the USA, they are the same top-quality containers used to package Jacquard products. Available in multiple sizes and four options: Clear, Black, Metal (stainless steel), and Translucent/White. jacquardproducts.com

Tim Holtz Alcohol Inks are fast drying, translucent dye inks designed for use on nonporous surfaces. They are highly saturated, acid-free and versatile. The wide range of colors blends into an endless color palette. rangerink.com

The DC-Motor Beetle Compressor from Sparmax is the most powerful in the market for its size. Incorporating a patented Smart-Stop feature, the compressor automatically stops when the airbrush is placed into the airbrush holder, and starts again when the airbrush is removed. sparmaxair.com

Grafix Dura-Lar is the must-have mixed-media surface. Each film type is archival and acid-free, and available in glossy Clear, Matte, frosted for use with color pencils and graphite, and Wet Media – specialty coated to accept water-based mediums. grafixarts.com

To celebrate the 30th Anniversary of Supracolor Soft, Caran d’Ache launched a new edition of the 30-color set of colored pencils. They feature excellent covering power combined with exceptional color brightness. creativeartmaterials.com

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new true The Pro 410 ATG Tape from Protapes is used for framing and mounting displays, such as signs, covers, posters, and nameplates. It features quick stick, good adhesion, short- and high-term temperature resistance, and chemical resistance. protapes.com

Enkaustikos Wax Medium is now available in artist-friendly bulk containers. Because it has many uses – to prime wood panels prior to painting, to extend paints, to use as a top coat or for collage techniques – encaustic artists go through lots of wax medium. encausticpaints.com

New non-drying modeling clays from Chavant are smooth and not sticky. Clayette, a tan color, has soft, medium and hard firmness. Meltable Monu-Melt is dark gray with soft, medium and hard firmness. Spray Touché is meltable Le Beau Touché. It’s gray-green with medium firmness, and is smooth and tacky. chavant.com

Xiem Interchangeable Sculptor’s Wire Tools, available in several sizes, are designed for artists at every level. They can customize their favorite wire-tool tips for their specific needs to make the job more enjoyable and efficient. xiemtoolsusa.com

Highly absorbent Aquarelle Canson Heritage Watercolor Paper is made of 100-percent cotton. It has an excellent texture and remains at peak saturation longer. The innovative sizing ensures uniform washes without the buildup of pigments. en.canson.com/watercolour/heritage

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Flexcut’s Linoleum & Relief Carving Set features four blade profiles. Each interchangeable blade is razor sharp and easily cuts away linoleum and wood surfaces. It includes a manual, a carving blank, sharpening strop, polishing compound and an 11-pocket tool roll. 800-524-9077, flexcut.com

Coming this September from Walter Foster, Painting with Bob Ross introduces artists to the basics of painting landscapes. With step-by-step instruction from Bob Ross himself, artists of all ages and skill levels will love his “happy accidents” approach to a sometimes challenging subject matter. quartoknows.com

Sakura has perfected the smooth ink flow technology of GellyRoll Classic White to offer the popular color in three nib sizes: 05 Fine, 08 Medium, and 10 Bold. The opaque ink stands out on dark/colored papers. Elevate art to another level using the range of thick and thin lines. sakuraofamerica.com

The Flare150 Digital Art Projector from Artograph features one-touch grayscale, keystone adjust, rotation and more, and can magnify different image types including jpg, png, bmp and pdf. It comes with 36 built-in grids to project alone or over artwork for layout and design. artograph.com

GOLDEN’s QoR Mini is 12 half-pan watercolors in a tin smaller than an index card so that it fits perfectly in a pocket or purse for urban sketching and plein air painting. The stamped wells on the tin lid offer convenient mixing space. qorcolors.com

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new true GILDERS Paste Wax for highlighting and finishing is made with premium waxes, resins and artisan-grade pigments. Use it to dry-brush subtle hues or thin it out to soften and extend into a cream, paint, stain or a wash for picture frames, wrought iron, plaster, polymer clay, furniture canvas, gourds, and more. Available in 28 colors. Artist Supplies & Products: 800-825-0029 gilderspaste.com

R&F Handmade Paints’ solvent-free lines include classic wax-based Encaustic Paints and linseed-oil based Pigment Sticks handmade in Kingston, New York from high-quality pigments. They’re skillfully milled in small, carefully-controlled batches. rfpaints.com, 800-206-8088

Midwest Products Plywood is high quality and cut with precision. The smooth surface and variety of sizes and thicknesses lends itself to a wide range of applications. The thickness and cross-lamination of plies prevents warping when introduced to moisture, making our panels the perfect substrate for your next masterpiece. midwestproducts.com

Guerilla Painter’s PanelBuddy Wet Painting Carrier provides absolute protection for four wet paintings can hold four wet paintings (.125-inch or .25-inch panels). They feature tapered dividers so only the outer edges of the paintings will make contact with the carrier. guerrillapainter.com

Bronzee Liquid Finish art medium dries rock hard into a lustrous bronze-like finish. It seals and protects air dry clay, ceramics, canvas, fabric, textiles, gourds, metal, wood, and stone. Comes in bronze, copper, red copper, gold, glack gold, platinum, lime, turquoise, and lapis. Made in the USA. 206-271-6460

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A Life

Chronicled by Rebecca Carlson Fine art materials haven’t changed much over time, but trends in art materials appear often. Meeting the demand for items needed by a trend’s followers is where you have an advantage over big box stores. Agile independent retailers like you can bring product in fast for a trend like acrylic paint-pouring, and then get out of it just as fast when it dies. And, thanks to the relationships you’ve formed with your customers, you’ll likely be the first one they turn to when a new trend appears to take its place. As a practice of writers and artists, journaling has been around forever, but it continues to morph and expand to create specific journaling trends. With purposes that range from staying organized to staying emotionally healthy, today’s journals are very personal – and personalized with color, art, and graphics. As the number of “ways to use a journal” has expanded, so, too, have the kinds of people who use

them. You may be serving shoppers you never expected to see stopping by to purchase notebooks, and supplies like markers, colored pencils, calligraphy pens, and glues and adhesives. To help you spot your journaling customers, here is a roundup of some journal types we’ve seen lately.

for vacation funds, combination grocery lists/favorite recipes, and ideas for pampering oneself that can be referred to on not-so-good days.

The Bullet Journal Bullet journals are completely dedicated to people who love making lists. This is the perfect suggestion for a customer who wants to improve his organizational skills or is looking for some stress relief. Journals that are filled with graph paper are preferred to keep things neat, but regular college-ruled paper works, too. Suggest some brush markers or a calligraphy pen to go along with the purchase to help the user create reminders that really pop off the page. Some of the bullet journals we’ve seen include savings trackers

A few must-have items for your journal-keeping customers Pads and notebooks containing paper in a variet y of weights and finishes Stencils Washi tape Acrylic Paint Gesso Handmade paper Cardstock Stickers Adhesives Calligraphy pens and ink Colored pencils Ribbon String Markers Stamps and ink Glitter glue Watercolors

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The Creative Art Journal Art journals are a perfect way for folks to get the creative juices flowing, whether the user is stuck for an idea or simply doesn’t have enough time to start a large-scale project. Art sketchbooks and watercolor pads work best for this purpose – the paper needs to be able to withstand different (or a combination of ) mediums. Add on a pocket-sized watercolor kit or a nice set of colored-ink pens for doodling. Art journals we’ve seen include illustrated poems and song lyrics, small-scale re-creations of masterpieces, and “timed” images – landscapes created within a 10-minute timeframe.

The Smash Journal A smash journal is like a mini scrapbook, but messier. Think of taking all of your memories, ideas or thoughts, and puking them out into a book. Since there are no rules when it comes to crafting a smash journal, it’s a great solution for people who have a hard time focusing on just one theme. Unlike notebooks or sketch pads that have a predetermined number of pages, smash journals need to expand to include photos, ephemera, and even 3-D items, which can be stapled, clipped, taped or glued in. The pages of some of the smash journals we’ve seen feature envelopes that hold love letters and other notes. Colorful cardstock, glitter and washi tape are add-on-sale possibilities.

The Travel Journal For people who are consumed by wanderlust, a travel journal is a great way to record memories forever. Travel journals are small and portable, even though they are often used as a combination bullet/creative/smash journal. Many travel journals are collages of everything experienced on a journey. A travel journal can be used to record everything from expenses and transportation/lodging information to paintings of places visited and snippets from overheard conversation. Pair a pocket-sized journal with colored markers and adhesive for add-on sales. Just like other creatives, journal-keepers are drawn to the kinds of materials and tools that feel good to them; the ones that make their artistic process fun and successful. Make sure they can find what they need at your store. “Invest in nice things, especially the notebook,” recommended a journal-keeper on Instagram recently. “Get exactly what you want – color, size, pen holder, paper feel, aura, bookmarks, smell, whatever. Just like buying a nice pair of running shoes, spending some money means you’ll be more invested and you’ll have the tools to really enjoy what you’re doing.”

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QUALITY • TRADITION • VALUE

All the Right Moves continued from page 13

She’s also considering starting a mobile art-supply service for artists who live in Wisconsin’s small, rural communities. Instead of shipping the product, she would arrange for deliveries to a community art center or some other central location. “People have said that they wish they could do in their community what I am doing here,” Cindy explains. “I’ve pitched this idea to them and there is interest. We’re discussing building a relationship – they could view my inventory online and then I would charge them a small delivery fee. If it doesn’t work out, at least we tried.” That’s been her philosophy all along. “Before I jumped into this business, I had to understand the competition and what people needed,” Cindy told us. “Starting small was important – I didn’t invest a lot of money at the outset. It was either going to take off and grow, or fail.” Selling art supplies may have been an entirely new experience for her, but she went into it with a strong business background. Cindy still manages her elder-care company in Oregon, but is phasing it out to focus on the store. “I’m offering a service here that people want and need. I enjoy seeing the shoppers in the store; I love their artwork and talking with them about art.” They inspire her to try new things. “An older gentleman came into the store recently and told me he starting painting at age 80. It was a good reminder that it is never too late to start something new. I jumped into this business later in life and I know people thought I was nuts. But if you are no longer happy doing what you are doing, you owe it to yourself to try something new.”

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Cindy runs her business with support from a few part-time employees and independent contractors like Erika Block. She does the store’s website, monthly newsletter, and social media. “It’s important work that takes a lot of time, and she’s good at it,” says Cindy. Ideas for products to bring in come from distributors and the customers themselves. “If a customer asks me about a technique or a product I know nothing about, I get out my laptop and we look up the information together,” she reports. Her Oregon mentor Anne Ebert told her never to fake it. “Most people are very receptive and appreciate the effort. Early on, I didn’t know how to pronounce ‘gesso’ and didn’t know what it was used for. It’s been quite a learning curve!” Her next move? Framing. Cindy purchased a framing business last summer and she is transforming her building’s basement into a frame shop. “I have a customer base that is eager for this service,” she explains. “I don’t know much about it so I found another mentor and I’m also taking framing classes!”

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An Affair to

Remember t

continued from page 31

4. Use multiple marketing tactics. Fortunately, there are a variety of tactics, both printed and digital, delivered via snail mail, email, social media, and personal phone calls; as well as by hand and through indoor and outside signage. Please note: the turnout of your event depends on how well you market it, so you cannot skimp on this step. It requires both time and resources.

5. Reach out to journalists and influencers to share your story. For best results, tie your event to a charitable effort, suggests Jackie from ImPRessions. “Right now I’m working on a soft opening and upcoming grand opening of a holistic pet supply and grooming retailer,” she says. “We paired them with a fundraiser to supply pet oxygen masks to the local fire department. “Pre-event announcement news releases, with a photo of the store owners, their dog and the fire chief with a pet oxygen mask, drew substantial coverage,” she continues. “Post-event, we’re planning a photo-caption news release of the ribbon-cutting and event festivities. Later, we’ll do a giant-check presentation to the fire chief to give the event a longer life in the media.”

6. If an event is a veiled attempt at selling something, it will fall flat. Go easy on the sales pitches (or avoid them altogether) on the day of. Remember: the goal of having events is to deliver great experiences, not stuff. Consider your event an investment in future sales and long-term loyalty, not a sales tactic. Events are a slow-build strategy and, what’s more, they can have a profound and positive impact on word-of-mouth marketing. Events pay dividends over time in the

form of customer loyalty and share-of-voice in the marketplace.

7. “Create an emotion that people will tie to your brand,” suggests Michael Marquez of Mystical Entertainment Group in Clifton, New Jersey. “During your event, feature a strolling violinist or a clown on stilts performing magic tricks; create a mini spa with shoulder massages or offer mini facials. Don’t just sell!” 8. There’s nothing like free stuff to get people’s attention. Ask vendors for samples and put together some goodie bags. Make sure to mention them in your marketing. 9. After the event, round up your employees and discuss what went right and what didn’t work. Let everyone have their say. Take notes so that you can apply the ideas to your next event.

10. Start planning the next one, because frequency and repetition will keep your store top of mind. Customers and potential customers are more apt to remember your store if they go in it at least once a month, not once a year. Try starting with monthly events and then build up more frequency from there.

Francesca Nicasio is the author of “Retail Survival of the Fittest,” an ebook that helps retailers future-proof their stores. For more information, visit vendhq.com.

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n d u s t r y

The number of overall attendees and exhibitors at NAMTA’s

Art Materials World 2018

tradeshow, March 4 through 6 in Dallas, were the highest they’ve been in six years. The number of buying companies was the highest in three years. “The responses to our post-conference surveys reflect the positive comments our attendees and exhibitors shared at the show,” says NAMTA Executive Director Reggie Hall. Sixty-two percent of the survey respondents pointed to networking opportunities and 55 percent cited new products as the leading reason to attend the show. Nearly 80 percent of the 2018 exhibitors have already indicated their plans to exhibit at Art Materials World 2019, February 24 through 26 in San Antonio. Next year’s show represents NAMTA’s final collocation with CAMEX. In April 2020 and April 2021, Art Materials World will be a standalone event in Chicago. “While the collocation was a financial success for NAMTA, a change in strategic direction for the CAMEX show indicates it is a good time for us to go our separate ways,” says Hall. “We will continue

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to aggressively search for other collocation opportunities that make sense for our attendees and exhibitors.” In Dallas, NAMTA released the “artists” portion of its tri-annual “Artists and Art Materials Survey,” in addition to announcing the reintroduction of its grant program, the latest Art Advocacy initiative. “Applications are available now for anyone with a program that supports the visual and creative arts, whether it’s in public art, art education, the military, or health and healing,” said NAMTA’s Member Services and Art Advocacy Manager Leah Siffringer. Also at the show, Jeremy Franklin of A. Franklin & Associates was elected NAMTA’s 2018-19 president, and Eras (Tony) Mines of Art Creations became president elect. Maureen Labro-Guidetti from Savoir-Faire, Mike Roche from Rileystreet Art Supply, Thomas Cicherski from Asel Art Supply and Phil King from SLS Arts were elected to the board. Immediate past President Jim McDermott from Strathmore Artists Papers remains on the board.

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“Industry News” from page 41

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natural wood barrels and quality pigments • Sketching Pencils with a range of 12 degrees, from a soft 6B for sketching and blending to a hard 5H for straight lines and detail work. • Watercolour Pencils that can be used dry or with water. They blend and dissolve easily to create a wide range of additional shades. • Twin-Tip Markers for technique flexibility. Fine and chisel tips can be used for freeform drawing and calligraphy, while brush and fine-tip markers are good for detail work and to apply a lot of color to a page. • Acrylic Paints formulated to retain tinting strength, color vibrancy and consistency, whether used alone or with other painting mediums. Derwent is a brand of ACCO Brands Corporation, one of the world’s largest designers, marketers and manufacturers of branded business, academic and consumer products. For more information, visit derwentart.com.

David J. Schofield

MacPherson’s has announced that David J. Schofield has been named company CEO and president, effective May 21. “Dave joins us with a rich background of leadership experience from a wide range of domestic and international customer service-centric industries,” noted Acting COO Jim Semitekol on the MacPherson’s website. “Out of the gate, Dave will spend the majority of his time meeting directly with all key stakeholders – which includes our ESOP employees, customers and suppliers – to gather feedback on how MacPherson’s can provide more value and improved service at every point of interaction.” Semitekol has led the transition team since January, when former CEO Frank Stapleton announced he was stepping down after a 45-year career with MacPherson’s. At the same time, company President Steve Robinson announced his departure from the role he had held since January 2017. “Leadership transitions provide organizations with the opportunity to reflect on their core values and reaffirm them,” added Semitekol. “For us, this means ensuring we continue to provide the best service we can, while continually optimizing and improving systems and processes.”

ArtMaterialsRetailer.com • Summer 2018

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association’s tri-annual “Artist and Art Materials Survey,” was conducted between February 15 and March 9, 2018, by The Olinger Group of New Orleans. More than 150 retailers in the U.S. and 15 in Canada participated in the study. Here are just a few of the findings. • A large majority of participating retailers were relatively small with one or two locations and six or fewer employees. • The trend toward using online resources, including social media, for marketing continues with mixed results. Retailers are most likely to use social media to announce new products, sales and promotions, and events, classes and workshops.

• Well over half of retailers reported that sales of drawing materials increased in 2017. • Canadian retailers were more likely than U.S. retailers to sell craft supplies and gifts. In the U.S., the number of stores offering framing supplies and services increased while the number offering craft supplies decreased. • Canadian retailers were somewhat less likely than U.S. retailers to report hosting regular classes and workshops. • Perhaps the most important change on an item, which is comparable over time, is the reduced importance of the economy as a problem source.

Jacquard’s YouCAN Refillable Air Powered Spray Can won second place in the category “International Innovation Award for Creative Tool of the Year” at the at Creativeworld tradeshow in Germany earlier this year. “The popularity of the items featured there – Pearl Ex Powdered Pigments, Basic Dye, Indigo Tie Dye Kit, YouCAN Refillable Air Powered Spray Can, and Piñata Alcohol Ink – has skyrocketed in markets all over the world, in the last six to 12 months,” according to a company statement.

NAMTA’s 2018 Retailer Study, the second piece of the

• Retailers believe their greatest strengths are a friendly and knowledgeable staff, and a wide selection of art supply options. • Retailers continue to want suppliers to provide more samples and product-support information. • Their biggest challenge is online competition, say retailers. • About half of retailers report increased sales over the past three years. A higher percentage of retailers than in previous years reported relatively large increases in 2017. • In 2017, the percentage of gross sales from art supplies dipped noticeably, but another reporting period will be needed before classifying this as a “trend.” • Drawing materials, pads, paper and journals, and brushes were the three top-selling art supply items in 2017. Summer 2018 • ArtMaterialsRetailer.com

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

PUBLISHER J. Kevin Fahy kfahy@fwpi.com

EDITORIAL Tina Manzer, Director tmanzer@fwpi.com

ADVERTISING DIRECTOR Tim Braden tbraden@fwpi.com

Rebecca Carlson Assistant Editor rebecca@fwpi.com

ADVERTISING SALES Rhonda Trainor rhonda@fwpi.com

ART Mark Stash Production Manager mstash@fwpi.com

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Artzee Liquid Sealer

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Beacon Adhesives

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Bob Ross Inc.

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Chavant Inc.

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Creative Art Materials Ltd

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Crescent Cardboard

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Daylight Company

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Dixon Ticonderoga Company

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Edward C Lyons Co.

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Environmental Medicine

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Faber-Castell

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Fairgate Rule Co. Inc.

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Flexcut Tool Co.

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F.M. Brush Co.

General Pencil Co.

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Golden Artist Colors Inc

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Grafix

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Guerrilla Painter

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Jacquard Products

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Legion Paper Corp.

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Midwest Products

Holiday Pre-Order Issue ............................................July 6

NAMTA

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21st Annual Buyers’ Guide Directory ........... October 6

Paper Connection International

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Art Materials World Show Preview ................ January 4

Portable Painter

portablepainter.com

Pro Tapes & Specialties Inc.

protapes.com

R&F Handmade Paints

rfpaints.com

Ranger Industries

rangerink.com

Royal & Langnickel Brush Mfg., Inc.

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Sakura of America

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Sculpture House

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Sparmax (Ding Hwa Co. Ltd)

Strathmore Artist Paper

Tom Norton Walnut Ink

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Xiem Tools USA

xiemclaycenter.com

E-NEWLETTER & ONLINE ADVERTISING Rick Kauder rkauder@fwpi.com

Maia VanOrman Designer maia@fwpi.com

MARKETING DIRECTOR Amy Colburn amy@fwpi.com

Cody Brackett Designer cody@fwpi.com

SUBSCRIPTIONS Tricia McKenna trish@fwpi.com

EDITORIAL OFFICES PO Box 1080, 171 Reed St Geneva, NY 14456 800-344-0559, 315-789-0458 FAX: 315-789-4263

RESERVE AN AD IN ART MATERIALS RETAILER Issue

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Fahy-Williams also publishes Toy Times

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the magazine of the American Specialty Toy Retailing Association

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The Decorative Painter

for the Rochester Builders Exchange

for the Society of Decorative Painters decorativepainters.org

Educational Dealer

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Life in the Finger Lakes

ROBEX

Gradient

the magazine of the Association For Creative Industries craftandhobby.org

fmbrush.com

midwestproducts.com

sparmaxair.com strathmoreartist.com

lifeinthefingerlakes.com

ArtMaterialsRetailer.com • Summer 2018

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“Endcap” from page 46

Short of having Michael in person at your store, you could refer to the enormous amount of paper information on legionpaper. com. Within the website’s support category – in addition to the Ask the Expert forum – is a search function called the Ultimate Paper Selector and a glossary of terms called the Knowledge Base. Its question-and-answer format makes it a great reference tool for you and your staff. Here are just a few examples.

of an inch. A 15pt sheet is 0.015” thick.

What is sizing?

What is mould-made paper?

It’s the process of adding specific chemicals to paper, both internally and externally, so that it resists some of the absorption of moisture. It helps to eliminate ink feathering and bleed through. During the manufacturing process, the paper may be “surface sized” inline on the machine with gelatin, starch or synthetic-sizing compounds. Some mills have the ability to add additional sizing to the sheet after the paper is formed, better known as “tub sizing.”

Mouldmade papers simulate the handmade-paper process on a mechanized paper machine. These papers can be mistaken for handmade but there are distinct differences. The mould is not held by the papermaker’s hand. Instead, it’s replaced by a slowly rotating cylinder mould, which picks up the paper stock from the pulp vat. The paper (pulp) is then deposited onto a continuously moving woolen felt. Mould-made papers combine the consistent quality of fourdrinier papers, but are typically stronger for certain printmaking processes. They are of particular interest to artists and printers because of their surface strength and beautiful soft, supple feel.

What is a paper’s caliper? Caliper is the thickness of a paper measured under specified conditions, usually expressed in thousandths of an inch (mils). One point, or mil, equals 1/1000th New file for Cody.pdf

What is gsm? It’s grams per square meter, or the gram weight of a hypothetical square meter of a particular paper. “In our opinion, this is the best comparative and most accurate measure of a paper’s weight because it does not vary with sheet size. Grammage will always remain constant regardless of the size of the sheet,” says Michael.

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9:26 AM

Both mould-made and fourdrinier papers, depending on the grade, can have a deckle edge, which lends a very deluxe look to the sheet.

Are both sides of paper the same? All paper has two distinctly different sides. Mould-made paper has “felt” on one side and “mould” (or wire) on the other. The felt side is the top side and is considered the printing side. During manufacture, it touches the natural wool felt first. The mould side, in contrast, is in contact with the wire mesh of the cylinder mould that rotates inside the vat of pulp. That side tends to be just a bit smoother. However, printmakers who use mould-made papers consistently find that both sides are printable surfaces. As Joshua Levine, son of cofounder Len Levine and the company’s current CEO, says, “We don’t keep our expertise to ourselves. We are at the intersection of paper mills, printmakers, artists, photographers, framers and many other creatives. We function as a bridge between all of them. We have a unique position and make extensive use of it.”

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n d c a p

with Legion Paper

“

by Tina Manzer

I am looking for an oversize paper that

is not too heavily sized,” explained “Jo” on Legion Paper’s “Ask the Expert” forum recently (legionpaperforum.com). Her wish list continued: “I am going to be using it for an installation project in which the embossed components will be infused with scent that, when rubbed across, the viewer will pick the scent up on their fingers. It needs to be a resilient paper that will take touch. Paper will be mounted on the wall. I want a velvety, almost blotter-like surface or feel to it, but it must stand up to multiple people touching it. I need it in white. Any suggestions would be helpful.”

She might as well be asking for the

moon, I thought.

But, no! Here was Legion’s response:

“Sounds like a great project. I’d suggest a paper with little or no surface sizing (to absorb the fragrance) and internal sizing (so the paper holds up to handling/ touching). You’ll also want a heavy weight (for the same reason). Here are a few suggestions,” it said, followed by four choices: Somerset Satin 500gsm 60”x50yd rolls; Revere Felt 330gsm White 42x56.5; Rising Museum Board 60x104 4ply; and Coventry Rag Smooth 335gsm 60”x50ft.

It’s not surprising that a company co-founded by former commercial paper salesmen Michael Ginsburg and Len Levine would have multiple options for such a tall order, and also over-deliver information. Legion Paper, which they formed in 1994, reflects their obsession with meeting the needs of artists who ask for the moon on a daily basis. “If we don’t have the paper you need, we will find it,” Michael promises. “If we can’t find it, we will make it. “I’ve always had a passion for paper, and really enjoyed creating it and working with designers and artists,” Michael told us. “In Legion’s early days, both Len and I set out to find paper for artists and travelled to mills all over the world, but it still wasn’t enough. In the early 1970s, Len created Lenox 100, the first domestic 100-percent cotton paper specifically designed for fine art applications. In 1971, I created Stonehenge as a printmaking range of papers, but they soon found their way into other mediums. Today, the Stonehenge range is considered one of the best papers for colored pencil and multiple drawing techniques.” Michael continued, “A little over a year ago, after working closely with our paper mill, Stonehenge Aqua, a 100-percent cotton watercolor paper, was born. It is an affordable range that

doesn’t compromise quality or performance.” He added, “I developed Coventry Rag in 1971 specifically for the famous fashion artist IRTE. It had to have incredible dimensional stability to withstand printing overlays in excess of 75 to 100 colors and not compromise registration. It quickly became the go-to paper for artists, especially silkscreen printers. “That same year, with the help and support of the St. Cuthburt’s Mill, I designed and created the popular printmaking and drawing range of Somerset papers,” he concluded. Today Legion offers more than 3,000 kinds of papers from 16 different countries.

Next to talking to artists and meeting their needs, sharing his knowledge of paper may be Michael’s favorite job. “If retailers want me to talk to employees in their paper departments, I will,” he told us. “I want them to have a better understanding of what paper is about, how it’s made, mould-made versus fourdrinier (machine-made), why it’s important for the paper to have a good formation, and more. How can artists sell their art effectively and with added value if they don’t understand and know about the paper their work is on?”

continued on page 45

ArtMaterialsRetailer.com • Summer 2018

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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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