Lenz Arts
For artists, by artists
The First Eco-Designed Collection of Fine Art Acrylics
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For Art’s Sake
by Victoria Ritter
On my way into work the other day, I came across a radio talk show where the hosts were discussing AI. Although I was tempted to change the station, the hosts’ comparison of different AI programs intrigued me. They had used Chat GPT and Deep Seek to come up with lyrics for a country song, inputting the same prompts and performing the results on air.
I listened intently as one of the hosts sang each rendition of the song and mentally noted which version I preferred. To be honest, I was expecting to laugh at ridiculous lyrics and contrived rhythm; but while there were only one or two times the songs encouraged a chuckle from me, both were passible. It got me thinking, how many people out there have, or will, use AIgenerators for their art? Will humanity seek out AI tools as a way to get around the hard work? Will the human voice and creativity be, ever so slowly, silenced?
AI is permeating our daily lives, but there is some resistance. Over the holidays, Coca-Cola was publicly called out for creating its typically beloved holiday ad with AI. Friends and family have turned to other web search engines as Google’s chatbot, Gemini, has popped up in more and more searches. Even as I work on documents on my personal laptop, I’ve taken to hiding the toolbox so that I don’t have to see Word’s Copilot staring at me.
Call me old-fashioned (don’t worry, I won’t be offended), but I believe the human element in art – from songs and literary feats to sketches and paintings –makes creativity what it is. Generations before us have made amazing works of art using their own ingenuity and contemporary tools. We can do the same. At the same time, I will admit that AI can be used as a tool to help artists with a certain part of their project; I just hope we don’t become reliant on it.
I enjoy the arts and crafts community featured at trade shows and in this magazine exactly for the imagination and resourcefulness of its members. I am excited to attend this year’s Creativation by Namta in April to see what’s new on the market and to meet new faces as we navigate this world together. I am confident that we can keep humanity in the humanities.
Oh, and as for the AI song on the radio, one of the hosts rounded out the session by playing a clip of him singing his original version of the ballad. Reader, let me tell you, my heart flooded with joy when I heard those notes. While the bot-generated attempts were mediocre, this version had a sweetness to it that no machine could replicate. Perhaps the creative voice cannot be so easily silenced.
Speaking of Creativation, we have a preview of the show, set for April 4 to 8 in Seattle. Plus, we’ve highlighted a handful of creative sites in Seattle that attendees can check out. We went behind the scenes of DIY jewelry with Beadalon’s President Mike Shields. Lenz Arts, a retailer in Santa Cruz, CA, shared its rich history and impact on the local art community. Also, don’t miss products that manufacturers and retailers are recommending.
Keep the creativity flowing, and happy reading!
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Namta
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Lenz Arts
Makes Its Mark
by Victoria Ritter
While working towards a master’s degree in art, Andy Lenz Sr. was in the midst of a project when he realized he needed a replacement nib for his rapidograph pen. He went to a local store for the part, but they were out of stock. To meet his deadline he ended up buying a whole new pen.
“I came home and I said to my wife (Cynthia Lenz), ‘This town needs an art store!’” Andy recalled. “She said, ‘Well, what are you waiting for?’ And here we are, 66 years later.”
“The first day in business, we sold $20 worth of stuff,” Cynthia recalled. “We realized, wow, we did really great! So, we had a chart starting with $20 and we watched it grow.”
Andy and Cynthia founded Lenz Arts in Santa Cruz, CA,
in 1968, first operating out of their apartment, and moved to a storefront the following year. The 900-square-foot space was a former gift store in the Pacific Garden Mall. “It was a good location because it was across from a deli and next to a cigar store,” Cynthia said.
The arts run deep in the Lenz family. “I’ve been working in art since I was 4 years old,” Andy said. He met Cynthia when he was her teacher’s assistant at Chico State. Cynthia, in turn, has a print-making degree and is the paper expert at Lenz Arts.
All of the Lenz kids worked at the store at one point. Today, Lenz Arts is still owned by Andy and Cynthia but operated by their son, Andrew Jr. Andrew received his first paycheck at age 9 by sweeping at the store. He cut his first framing mat when he was 12 years old. “By the time I was 20, I was managing
the framing department,” Andrew stated.
Taking the full reins of the store in 2016 felt like a “natural progression,” according to Andrew. Although his parents never pressured him to work at Lenz Arts, he found himself returning to the store. “It’s more than a job – it’s a vocation,” Andrew said. “The store is a Santa Cruz institution.”
A store for artists, by artists
In the 1960s and 1970s, artists in the Santa Cruz area had to visit multiple stores to find materials, as stores tended to specialize in a particular brand.
“At Lenz Arts, we put all of the independent stuff together,” Andy added.
The Lenzes started out by selling Crescent boards and markers, ceramic tools from Kemper Tools and brands including Grumbacher Art, Strathmore, Permanent Pigments and Classic Oil Paint. Cynthia found suppliers through phone books for big cities in California. “When I was buying for the store, I was thinking if this was going to be my studio, what would I want to have,” Cynthia recalled.
“I did pastel work in high school, so pastels were the first thing on the lot for me,” Andy stated. “I also took a materials class at San Fransisco Art Institute, which gave me a heads up on every salesman coming through my front door.”
Andy and Cynthia moved Lenz Arts to its current location in 1972, a 10,000-square-foot building at 142 River Street. Lenz Arts’ current layout is akin to “a treasure hunt,” said Andrew. “Our store has all of the paper together, brushes together, paints together as opposed to being application-focused.”
The store carries a wide range of materials including dyes, paints, brushes, adhesives, printmaking supplies, pencils, markers, pens, canvases, sculpting materials and craft supplies, plus a frame room. Notable brands include Daniel Smith watercolors, Golden acrylics, Gamblin oils and Straussmor Gamblin paper.
The Lenzes curate their inventory by listening to their customers and attending shows; they go to Creativation by Namta every year along with a few distributor shows.
The store is staffed by about 20 full-time and part-time employees. They operate the store six days a week – closed on Sundays – from 10 a.m. to 6 p.m.
Inventory is conducted by a hybrid system, combining a pointof-sale system and personally looking at the quantity on the shelves. “The point-of-sale system makes ringing up people really easy,” Andrew said. “It has a fantastic sale history so you can deep dive
It’s more than a job – it’s a vocation. The store is a Santa Cruz institution.
— Andrew Lenz Jr.
Lenz Arts
Makes Its Mark
on what’s selling and what’s not. But we don’t have a physical inventory in it; instead, we go around and count stuff and order based on what’s on the shelf.”
The Lenzes’ dedication to quality and drive to provide a wide range of products has garnered attention from newcomers and regular customers alike. Andy recalls one time a Parisian gentleman who had a house in Santa Cruz came into the store and proclaimed it to be the best art store in the world.
You know, Santa Cruz wouldn’t be the artist community it is without this store. — store customer
“It was definitely high praise for sure,” Andy said. “It’s not always about having the largest store with the most inventory – it’s about what you pick to keep in stock.”
Changes and challenges
Both generations have seen changes and overcome challenges as they operated the store. The biggest adjustment was the arrival of computers in the 1980s, which phased out graphic art materials.
“It was a massive, seismic shift in business,” Andrew said. “We tried some things, but there really wasn’t a new thing that replaced that in terms of business. We had to grow the business as best we could.”
Thankfully, the Lenzes had introduced crafting supplies to the store, and these grew in popularity.
Other trends that have come and gone include mosaics, coloring books and acrylic pouring.
The store’s relationships with sales reps have also shifted. Andrew remembers how reps used to come to the store, make notes on what items were running low and fill out orders. Eventually, stores were expected to take charge of restocking, and sales reps made fewer visits.
“They might bring new products to show, but even that’s becoming less common as there are fewer reps in the country and they cover larger geographic areas,” Andrew stated. “This makes trade shows more important as you can see and talk to key people with vendors.”
The store has had its share of trials. In 1978, the Lenzes operated a second location in Salinas, CA. Unfortunately, there were not enough customers to keep up with expenses, and the store closed after 15 months, losing about $250,000 in today’s money, according to Andrew. The main store also closed for 12 days when a fire caused damages in March 2002.
Nevertheless, the Lenzes persevered. Cynthia credits the store’s longevity to the family’s dedication, hard work and caring attitude toward customers. The store participates in community events including a local kids’ day and outdoor concerts. Andy and Cynthia were honored
with the International Art Materials Association’s Lifetime Achievement Award in 2016 for their impact on the fine art materials industry.
A lasting impact
While Lenz Arts is not the only art supply store in the area, customers travel there from near and far due to its convenience, wide selection of materials and customer service. Other stores have come and gone, but Lenz Arts has welcomed generations of customers.
The Lenzes have gotten creative to bring people in their doors. At the store’s first location, Andy took sidewalk chalk and drew footprints leading to the store. In 1988, they started a 24-page monthly buyers guide to inform readers of upcoming sales and engage with the wider public. The current 12-page newsletter continues today with digital copies, physical publications tucked in the newspaper and extras at the store.
“You have to have a continual influx of new customers,” Andrew said. “Our newspaper insert reaches out to the general public and entices them to come to the store.”
Lenz Arts has impacted dozens of people across the years. Former employees have gone on to become university art professors. Customers have had their work featured in galleries and owned by film industry greats including Hans Zimmer, George Lucas and Patty Jenkins.
“One of my customers said, ‘You know, Santa Cruz wouldn’t be the artist community it is without this store,’” Andy stated.
“The things that I am thankful for are all of the relationships that have been developed over the decades, the people that I’ve gotten to meet and the artwork I’ve been able to see,” Andrew said. “The accomplishment isn’t necessarily selling a bunch of art materials, but the relationships that you create in the process.”
Top: The Lenz family in 1974. Left to right is Andrew Sr., Andrew Jr. and Cynthia.
Left: Lenz Arts original store, circa 1968
Below: Lenz Arts, exterior
Bottom: Lenz Arts mural painted in 2021 – a part of the Sea Walls project.
CREATIVATION Sets Its Sights on Seattle
by Victoria Ritter
This year is a momentous year for Namta. Not only is it celebrating its 75th anniversary, it’s also venturing into the Northwest with its annual trade show. Creativation by Namta is scheduled to take place April 4 to 8 in Seattle, WA.
This year’s Creativation is shaping up to be a wellattended show, according to organizers. As it has been many years since Namta hosted its show in the region, the organization launched a “Be Our Guest in the Pacific Northwest” campaign. Namta reached out to prospective buyers and offered them an opportunity to attend the show. “It’s doing well,” said Namta Executive Director Leah Siffringer. “These people would have never come had we not done this.”
Attendance is strong overall for the show, compared to where numbers were at nine weeks out from last year’s Creativation. As of the end of January, 106 companies and 191 buyers had registered. Total registration is 40 percent ahead of last year. Plus, there are 38 new exhibitors.
“The trend is strong,” Siffringer said. “Early registration signs are that this will be a really good show.”
A fun-packed schedule
The show begins with two days of educational sessions held at the Westin Seattle. The hotel will host 19 workshops and seminars on Friday, April 4 and 18 sessions on Saturday, April 5. Registration will be available at the hotel for the education days as well as the convention center.
“We really took to heart the feedback we received the last couple years about education,” Siffringer said. “We fine-tuned the scheduling so there’s not a lot of overlapping sessions. We also were a little more selective – we didn’t overload the schedule.”
Saturday evening wraps up with the Welcome Reception at the Westin Seattle. Attendees will be treated to beer, wine and appetizers. Namta Board of Directors President Lawrence Hoffman will first give a speech, highlighting Namta’s 75th anniversary. Next will be a video presentation honoring the Hall of Fame inductees and Lifetime Achievement award winners. Emmy Award winner Bill Stainton will close the reception with a keynote speech.
“The keynote is perfect this year for bringing the membership together,” said Mary McLane, Namta’s director of meetings and partnership sales. “Not only is he a Seattle local, but he also energizes groups to interact and share ideas.”
“If you attend the Welcome Reception, you’re going to be able to participate in ‘yellow-dot ideas,’” Siffringer added. “He has a whole concept that will motivate people to share ideas with each other for the rest of the show.”
The trade floor will open on April 6 at the Seattle Convention Center Summit Building, a sevenminute walk from the Westin. “We’re making a fun, short video that shows you where to go,” Siffringer said. “You really can’t get lost. We turned it into a fun thing. Plus, the Seattle CVB and Visit Seattle people will be stationed along the route for the first day.”
There will be more to see than vendors on the trade floor from April
6 to 8. The annual scavenger hunt will highlight seven new videos on the Creative Product Certification Program and encourage people to engage in activities such as visiting vendor booths and attending networking events. “The scavenger hunt will highlight everything that goes on in those five days and send you to take advantage of all those things,” Siffringer stated.
Namta has partnered with Splashes of Hope, a nationwide nonprofit which works with local organizations to create murals for medical and veterans’ centers. Show guests can help paint the mural in the front hall before it is given to Ashley House, which will install it in a group home.
Attendees can also check out the Sublimation Station, made possible by a partnership with Craft Express. Here, participants can learn first-hand about the sublimation
process by taking an original piece of art and sublimating it onto a product.
Each evening continues the fun and offers more chances to strengthen connections in the industry. The President’s Reception will take place on Sunday, April 6 at the Museum of Pop Culture, with shuttles between the Westin and the museum. Monday, April 7 is a social night with the Next Generation Happy Hour (for ages 45 and under) at GameWorks and a Molten Mixer at Seattle Glassblowing Studio.
A view of what’s new
There are plenty of new features for vendors and attendees alike at this year’s Creativation. Product Palooza is set for 6 to 8 p.m. April 4 at the Westin. While there was a similar event at the 2024 show for just creative professionals, this event is now open to retailers. Twenty exhibitors will
have tables for attendees to try their newest and greatest products. “They can come and do product demos or makeand-takes, whatever the exhibitor decides to do at their table,” McLane said.
The biggest addition is the transformation of Demo Alley into Namta Connect Live. The area ties into Namta’s digital platform, Namta Connect, by acting as an informational hub for attendees. It also will feature a new buyer gathering, retailer show-and-tell, peer-to-peer business growth seminar roundtables from 12 to 1 p.m. April 6 and 7, and a trend report from Sarah Hurley on April 8.
“We know people want product demonstrations –they love demos on Namta Connect all year – so we’ll keep those in the afternoons for Namta Connect Live,” McLane explained.
Finally, the new product showcases will be moved off of the show floor and into the registration area at the convention center, where McLane hopes they will get more exposure. “As attendees gather in the lobby area as they register, the product showcases will be out in that viewing area,” she said.
Making the best of the show
Whether they be vendors or attendees, Siffringer hopes everyone who comes to Creativation meets new people, makes new contacts and comes away with new ideas to implement in their respective businesses. “While the show is obviously there to sell product, it’s really more about developing the relationships that’ll carry on for years and years,” Siffringer shared.
Both Siffringer and McLane encourage show guests to make use of every opportunity to connect with others in the industry – by meeting people on the show floor, attending receptions and mingling at the social outings.
“The events are all laid out in a way that you could attend everything; the only things that overlap are the two happy hours,” Siffringer said. “I think you miss out on a lot of opportunities if you don’t attend as much as you can.”
“Get out of your comfort zone and do something new,” McLane added. “Pop into new places – they’re strategically out there to give as many opportunities as possible to meet as many different types of members as possible.”
Look for the ACMI Seals
Why you should purchase ACMI-Certified Products
• ACMI has been committed to the safe usage of art materials for over 80 years
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news Namta Celebrates 75 Years at Creativation 2025
by Savannah Davis
This year marks a momentous occasion as Namta celebrates 75 years of championing the fine art and creative materials industry. Since 1950, Namta has been a driving force in uniting manufacturers, retailers and distributors, fostering collaboration, and providing invaluable resources to its membership. As we commemorate this significant milestone, we reflect on our rich history, the strong relationships built over decades and the future of innovation and creativity in the industry.
To celebrate this milestone, Creativation by Namta 2025 promises to be an unforgettable event, offering dynamic networking opportunities in vibrant locations. Hosting Creativation in Seattle has unlocked incredible opportunities to bring industry professionals together in a city renowned for known for its thriving arts scene, rich cultural history and strong support for creative expression.
Welcome Reception
Saturday, April 5
5:30 to 7:30 p.m.
The Westin Seattle, Grand Ballroom Free admission
The festivities kick off with this must-attend event featuring an inspiring keynote by 29-time Emmy Award winner Bill Stainton. His presentation, “Connect the Dots,” will ignite creativity and help attendees unlock their innovative potential. The evening will also include the Hall of Fame and Lifetime Achievement Awards, recognizing individuals who have made outstanding contributions to the industry. Attendees will be among the first to learn of the location for Creativation by Namta 2026! Enjoy light hors d’oeuvres, beer and wine while reconnecting with old friends and making new acquaintances.
President’s Reception
Sunday, April 6
6:30 to 10 p.m.
Museum of Pop Culture (MoPOP)
$75 per person
The celebration continues at the annual President’s Reception. MoPOP’s mission to inspire and connect communities through creative expression makes it the perfect venue for this prestigious event. Guests will have the opportunity to explore interactive exhibits and iconic pop culture displays while enjoying live music from DJ Ricki Leigh. Indulge in delicious hors d’oeuvres and drinks while mingling with industry professionals. Transportation will be provided between the Westin and MoPOP.
Next Generation Happy Hour
Monday, April 7
6 to 8 p.m.
Seattle GameWorks
$25 per person
The Next Generation Happy Hour offers a fun and relaxed atmosphere for young professionals to network. This high-energy event is designed for industry professionals under 45 looking to build connections while enjoying a night of arcade games, hors d’oeuvres, and drinks. Attendees will receive two drink tickets and a chance to engage with fellow go-getters in a vibrant setting. Whether you’re here to socialize, game or simply unwind, this event is the perfect way to power up your networking game.
Molten Mixer
Monday, April 7, 6 to 8 p.m.
Seattle Glassblowing Studio
$25 per person
Experience the mesmerizing art of glassblowing.
Guests will witness live demonstrations of molten glass being transformed into stunning works of art by professional artists. Enjoy hors d’oeuvres, beer and wine while browsing the gallery, which features jewelry, fine art and unique gifts crafted by local Northwest artists. A special raffle will give one lucky winner the artwork created during the event, and all guests will receive a 10 percent discount on gallery purchases.
Namta’s 75th anniversary is a testament to the strength and resilience of the creative materials industry. Whether you’re a longtime Namta member or a first-time attendee, these events offer the perfect opportunity to celebrate our shared passion for creativity and forge new connections.
Don’t miss out on this incredible milestone – join us as we honor the past, celebrate the present, and look ahead to an even more inspiring future!
Samantha Davis is the communications and marketing manager at Namta.
in the Emerald City
With a colorful collection of murals, sculptures, creative architecture and museums, Seattle is an artist’s wonderland. Here are a few eye-catching places to check out if you’re going to this year’s Creativation by Namta.
Just across from the famed Pike Place Market is “Urban Ecosystem Restoration” by Victor Ash. Ash’s mural depicts three local species: an osprey, sea otter and harbor seal. The mural, 775 feet long and 55 feet tall, is easy to spot from the market – which also has plenty of interesting murals among its shops.
The Accu-Glide™ One-Man Squeegee Unit is an inexpensive, high-quality solution for screen printing limited editions and short runs. And has been for over 45 years, passing the test of time. Pair it with a Rack-It™ Heavy-Duty Drying and Storage Rack for an affordable upgrade to your customer’s workshop or studio.
Standing sentinel just outside the Pacific Science Center are five flowers that look like something from a Dr. Seuss book. “Sonic Bloom” by Dan Corson is an interactive piece of art. The sculptures, reaching up to 40 feet and modeled after the Australian firewheel tree, are solar-powered, light up at night and hum as people walk by.
Those who stroll through take in sweeping views of the Puget Sound and admire dozens of instillations. Notable pieces include Alexander Calder’s abstract “Eagle,” Jaume Plesna’s towering face of “Echo” and the “Father and Son” fountain by Louise Bourgeois.
Chihuly Garden and Glass
the works of renowned glass artist Dale Chihuly. Opened in 2012, Chihuly Garden and Glass features an urban garden, glasshouse, galleries, theater and demonstrations. For more information, visit chihulygardenandglass.com
The “Horiuchi Mural”
Mural,” by Paul Horiuchi was commissioned for the 1962 Seattle World’s Fair. The 60-foot-long glass mosaic is constructed of 54 panels of Venetian glass. Horiuchi intended for the mural to invoke the natural beauty and colors of the Northwest.
Combining architecture and nature, The Spheres on 7th Avenue are a unique landmark. The structure, built in 2016, is home to Amazon HQ and more than 1,000 plant species. Visitors can explore The Spheres’ indoor gardens on the first and third Saturday of the month, free of charge. To learn more, visit seattlespheres.com
In the heart of Seattle’s historic district stands the Tlingit Totem Pole in Pioneer Square. This totem pole was carved in 1938 as a replica of the original 1899 pole. Standing 50 feet tall and made from red cedar, it depicts a raven, a woman with her frog child, the frog husband, mink, raven, a whale with a seal in its mouth and Grandfather of Raven.
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The Suminagashi Kit from Yasutomo includes everything to create your own Japanese marbled ink prints: ink, brushes, washi paper, ink and water dishes, water tray and instructions. Experience the serenity of Japanese water marbling. yasutomo.com/product/sg-kit-suminagashi-kit
Artists and crafters have been buying Twisteezwire since 1960! Our vivid assortment of plastic-coated copper wire comes in three pack sizes and in kits. CPSIA certified, made in the U.S. twisteezwire.com
Pink Artist Tape from Pro Tapes comes in sizes from 1/4- to 2-inch widths. Its low tack adhesive and range of 12 colors makes it great for color-coding, labeling, masking or layering artwork. protapes.com/amr-pink-artist-tape
Marvelous Marianne’s Savvy Soap saves money due to its many useful applications. It works on oils, acrylics, all types of paint and craft materials. Savvy Soap is clean, green, and Earthand skin-friendly. Certified biobased by the USDA. 415-391-3952
The Interchangeable Mini Carving Tool from Xiem Tools has thin, double-end stainless steel blades and a supersoft foam handle. Choose from a set of seven or individual tools to fit your needs. xiemtoolsusa.com
This vivid, flexible 24- by 13.5-inch playmat from Bob Ross can be used for collectible trading card games, jigsaw puzzles, as an oversized mousepad. Features a soft fabric top, premium stitched edges and non-slip rubber backing. sales@ultrapro.com
Fabriano Artistico watercolor paper is acid- and chlorine-free. Though Artistico was born as a watercolor paper, it can be used with any wet or dry medium, and all traditional printing techniques. macphersonart.com
The revolutionary Shadebuddy Umbrella from Guerrilla Painter is an easy and economical way to provide shade for you and your easel without putting your easel at risk of a wind gust. 970-493-0217 guerrillapainter.com
Makers of artist-quality watercolor pigments are invited to partner with Portable Painter. With a proven global track record and thousands of five-star reviews, our innovative palettes can showcase your pigments. 805-218-0956 info@portablepainter.com portablepainter.com/newclassicpro
Grafix Incredible Art Products have new modern packaging and a sleek design. Your watercolor and masking department sales will get an instant upgrade. A new POP display and nib assortment are also available. grafixarts.com
JESIN from Ellis Visual Arts, LLC is an ecofriendly, non-toxic casting medium perfect for creating luxury home décor and art pieces. Loved by DIYers and professionals alike, JESIN delivers premium results with easy usability. jesin.com/pages/become-a-re-seller
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Rappit Plaster
Cloth from Sandtastik is a premium cotton fabric coated with plaster of Paris, perfect for quicksetting casts, molds and sculptures. It sets in just 5 minutes, delivering superior thickness and smooth coverage. sandtastik.com
Professional artist quality gouache from M Graham is made in the USA. Pure color without chalks or fillers. Matte finish and opacity are achieved with large amounts of pigment. 503-656-6761 colormaker@ mgraham.com
Bristle Magic’s Paintbrush Cleaner & Reconditioner is gentle for daily use for oil brushes. It even removes dried oil and acrylic paint, leaving brushes like new. BM is biodegradable and water rinseable.
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Flower Drying Art Silica Gel
from ACTÍVA is a non-toxic, reusable granular compound that preserves flowers by absorbing moisture while maintaining their natural color and form. It offers microwave and traditional drying methods. activaproducts.com
The
Manga Creative Set from edding includes acrylic markers, a drawliner, templates, coloring sheets and a step-by-step booklet. Access extra features via QR code. Perfect for beginners to start drawing manga effortlessly. 800-445-4278 commercialinquiries@colart.com
AWT is the trusted name in screen printing supplies for more than 45 years. From frame adhesives, blockouts and sealants to drying and storage racks and hundreds of other items, you’ll find whatever supplies you need at AWT. sales@awtworldtrade.com awt-gpi.com/supplies.php?menu=2
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Art Materials Retailer Welcomes Six New Advertisers
Beadalon
Headquartered in Coatesville, PA, Beadalon has been manufacturing jewelry wire since 1976 and has 40 years of beading industry knowledge. The company is a leader in crafts and do-it-yourself jewelry as it offers a range of beading materials including wire, cords, findings, tools and accessories – everything but the beads! Many of its highquality items are made at its factory in the U.S.
To learn more, visit beadalon.com or check out our article on page 30.
Ellis Visual Arts, LLC
Ellis Visual Arts, LLC, located in Wisconsin, provides jesin, resin, casting powder and other supplies. Jesin is an eco-friendly, water-based, non-toxic pouring medium that is similar to plaster. Ellis Visual Arts’ resin – which can be used in conjunction with jesin – comes in geode and berry varieties. Other supplies include silicone molds, stone splinters (cracks) and mixing sticks. A FAQ section about how to work with Ellis Visual Arts’ materials can be found on its website.
Visit jesin.com for more information.
Keller Designs
Make connections and communicate simple, honest messages with Keller Designs. Founded by Amy Frazer, the Portland, OR-based company provides an array of greeting cards, embroidery items, stickers, gifts and more. Get inspired with Keller Designs’ blog posts – including tutorials and behind-the-scenes looks. The Keller & Friends partnership highlights fellow artists by featuring their products on Keller Designs’ website.
To learn more, visit kellerdesignco.com
OLFA North America
After inventing the first snap-off blade cutter in 1956, Yoshio Okada invented the first rotary cutter in 1979; thus was the start of OLFA Corporation. The company’s name comes from two Japanese words meaning, “to break a blade.” Today, OLFA manufactures professional-grade tools that are used by crafters, quilters and across various industries. Its craft catalog includes rotary cutters, knives, blades, scissors, mats and specialty products.
Visit olfa.com for more information.
Portable Painter (Step by Step Group)
Founder Steve Padden brings many years of expertise in product development, working in various media and traveling with watercolor paints and other art supplies to Portable Painter. The company specializes in compact watercolor palettes for artists on the go. Its two main products are the classic and micro palettes; while the classic palette is about the size of a standard smart phone, the micro palette is smaller than a credit card. These palettes can be customized with expansion pans, adhesive disks, compact water-brushes and more.
To learn more, visit portablepainter.com
Twisteez Wire
Harold and Kiki Rabinowitz founded Twisteez Wire after discovering how phone wire could be used as an inexpensive creative material. The company has provided colorful, U.S.-made wire for more than 55 years. Its catalog includes various colors, lengths and bunches of wire along with bracelet and mask kits. Twisteez Wire’s website offers lessons, techniques, classroom project ideas and examples of creative uses for its wire. From jewelry and ornaments to murals and sculptures, the possibilities are endless.
For more information, visit twisteezwire.com
Fabulous Products Retailers Recommend
From Heidi Kaisand, Hen & Chicks Studio in Conrad, IA
“In our 13 years, Atkinson Designs: Let’s Do Lunch book (1) has been a top seller. The designer, Terry Atkinson, writes amazing instructions. That is so important for quilters of any skill level. The second reason I love this book is how timeless the designs are. With new fabrics coming out continually, we get the chance to make more than one color choice. Table runners are a great size to gift and a way to keep costs controlled.”
From Prairie Clark, I’ve Been Framed in Portland, OR
“I can’t keep Royal Talens’ Art Creation Sketchbooks (2) in stock for long. The paper is really versatile; it takes everything from writing, drawing, to mixed media and acrylics without curling or warping. They’re affordable and of great quality – a fan fave here.
“Marbled papers are all awesome but Thai momi marbled papers (3) from Graphic Products Corporation are so unique and versatile. Customers use them for everything from collage
and mixed media to book arts and paper arts. They are soft and pliable and just gorgeous. They have been a cult classic here since the 90s, but the uptick in marbled papers lately has people newly discovering them.
“Richard Scarry’s Busy World Paint an Apple Car (4) from Bright Stripes is a relatively new item here but is already all the rave. Fresh, new, affordable and fun craft kits for kids are something I am always on the lookout for, and these are the most exciting one I have seen in a while.
“I remember paint with water books when I was a kid and nothing has come close to being like those back in the good old days … until I found Wellspring –Paint with Water Books (5). I love that they come with a brush on the spine! The designs are cute and versatile for a wide range of kids or adults. I think they are a great gift idea for young kids whose parents might not be keen on art, too – no mess, great fun with water!”
From Heather Farmer, Bloomington Fine Art Supply in Bloomington, IN
“Bob’s Fine Vine Charcoal (6) offers the best balance of performance and value, hands down. Customers love the generous amount of charcoal in each bag, and, as the distributor, I appreciate the consistent pricing between stick-size variations. The universal ‘serving size’ makes it an unbeatable deal – and when faculty from the university next door keep asking for it, you know it’s the good stuff.
“These entry-level oil pastels (7) from Pentel Arts are a favorite among our shoppers – beginners and experienced artists alike. For those new to oil pastels, they offer an affordable way to explore the medium without a big investment. Artists with some experience appreciate their quality, which surpasses craft-grade alternatives while maintaining a firm texture ideal for sketchbooks and on-the-go use. Even seasoned artists incorporating higher-end pigments come to us for Pentel Arts Oil Pastels because they’re perfect for initial studies and quickly capturing ideas to refine later in the studio.”
“Our display of Kolinsky
Elite Pro
Watercolor Brushes (8) from Royal Brush Mfg. Inc. often marks a customer’s first step into disciplinespecific tools. With an accessible price point and performance that is a significant jump from craft-grade brushes, R&L’s Kolinsky Elite Pro product line offers a gateway to experiencing the difference that purposebuilt tools can make. It’s rewarding to help someone take their next step with the right brush in hand and even more meaningful to serve as a creative guide, connecting people with tools that meet them where they are. All our R&L displays give us that opportunity over and over again, but the Kolinsky Elite Pro is a frequent flyer in that regard!”
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Visit our gallery, see videos and find lessons at: www.twisteezwire.com
For wholesale pricing and to place orders contact: sandy@twisteezwire.com
h+h americas is looking forward to its largest trade show yet. The annual event is set to take place May 7 to 9 in Chicago.
“It’s exciting. There’s lots of innovation,” said Darrin Stern, director of new business. “We want to address and speak to everyone who makes their living through crafts.” h+h americas welcomes various members of the crafting community, from Etsy vendors and those who work in e-commerce to educators, museum stores and big-box operators.
“What makes h+h unique is we have the ecosystem of the fiber-core community,” Stern commented.
Exhibitors from 25 countries will showcase their products; of the 496 vendors signed up this year, one-third are first time exhibitors. Stern is optimistic that the show’s attendee base will also continue to grow as the number of exhibiting companies increases.
Attendees can take advantage of more than 200 free and paid meet ups, including a few new features. As exhibitors set up their booths on Monday, May 5, h+h americas will host a Sewing Dealer Exchange where five sewing machine suppliers – Bernina, Brother International, Handi Quilter, Janome and RNK Distributing – will hold private dealer meetings. The program will extend into Tuesday with a course curriculum on sewing machine operations and marketing.
The Master Class with Craft Industry Alliance has been rebranded as h+h University, which will also take place on Tuesday, May 6. h+h University has three courses – brick-and-mortar, e-commerce and designer/teacher – plus a preevent digital education about how to plan for and work the show.
Favorite features will return, including keynote presentations, meet-ups, fashion shows, happy hour and business classes. On Thursday, May 8, attendees will have a chance to watch “The Quilters,” a 30-minute Oscar-nominated documentary about a men’s quilting group inside a maximum-security prison. Director Jenifer McShane will be available for Q&A.
Stern encourages everyone who is a part of the craft industry to consider coming to h+h americas and, by so doing, invest in their business. “We want people to realize that this event is for you,” Stern said. “Regardless of what part of the industry you’re in, you should be able to find a home in our community.”
To view a schedule and register for a free ticket to the show, visit koelnmesse.swoogo.com/hha25/begin?code=creativeretailer
Golden Artist Colors welcomed two new employees to its marketing department. Jeremiah Micklas was named as the new product manager for the brand team while Gordon Millsaps was hired as a materials and applications specialist for the product support team.
Micklas has been with Golden Artis Colors since 2016, formerly the senior buyer. In his new role, Micklas is responsible for ensuring effective product management, will lead the development and maintenance of sales and marketing materials and aid in the new product development and SKU rationalization processes for all Golden brands. He will also assist in the development and maintenance of product information management and digital asset management systems.
“I’ve had the pleasure of working with Jeremiah over the course of his eight years as a senior buyer with Golden and am excited to have him join us on the marketing team,” said Brand Manager Bryce Lampe. “His familiarity with company personnel and practices along with great organizational skills, attention to detail and commitment
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to the corporate mission will allow him to hit the ground running and quickly excel in his new role.”
Millsaps was previously a sculpture fabricator and production manager for various artists, galleries and institutions primarily based in New York City. Millsaps’ responsibilities as materials and applications specialist include providing technical support to artists, working on product testing and development, conducting research and writing technical documents.
“Gordon’s experience as a fine art fabricator combined with his enthusiasm, curiosity and passion for excellence make him a dedicated and valued contributor to the product support team in his role as materials and applications specialist,” shared Stacy Rosende, education program director. “We are thrilled to have Gordon and are certain he will prove to be a generous resource for artists.”
Jeremiah Micklas
Gordon Millsaps
introduced a range of designer and professional quality tools with vinyl-free, thermosplastic elastomer (TPE) grips. There are plans to release new products this summer.
A variety of applications
With a wide array of products and materials, Beadalon is able to cater to several industries. Its biggest market is the DIY craft industry, followed by fishing, aerospace, dental and orthodontics, and arts and frames. Because Beadalon sells the components of beading and wire crafting, it can sell to different types of customers – from jewelry manufacturers and wholesalers to retailers.
“There’s a lot of creative and unique designs that have used our products over the years,” Mike
said. “We’re always blown away by the amount of various designs that we see.”
Beadalon is dedicated to helping art and craft stores best sell its products. Its team can help retailers educate customers on how to use their materials in projects; Beadalon’s online learning center, found on beadalon.com, provides instructional content. Plus, its packaging is store- and consumerfriendly as it includes labels with QR codes that give information for shoppers.
It also helps if a store carrying Beadalon products also stocks beads. The Beadalon team can coach retailers on bead purchases and refer them to complementary bead companies.
“We’re a passionate group of people who have a lot of
experience working with stores directly and helping them know what products to start with that work well with their needs,” Sheilds said. “We can build merchandising sets around our most popular sellers.”
Beadalon Provides Everything You Need to Bead
by Victoria Ritter
The next time you see a piece of handmade jewelry, be sure to look a little closer. The wires and clasps may have come from Beadalon.
Beadalon got its start in 1976 when Jim Clark and Robert Shields founded Wire and Cable Specialties, Inc., Beadalon’s parent company. Their first products were industrial wire and cable along with a basic three-strand bead-stringing wire.
“This is a second-generation familyowned wire factory,” said Mike Shields, president of Beadalon and Robert’s son. “At our core, we produce miniature wire and cable for several different industries. The biggest market that we serve is DIY jewelry-making and crafts.”
Beadalon stands apart with of its manufacturing capabilities. Its domestic factory draws, strands, nylon coats and spool most of its wire products, allowing Beadalon to control all aspects of production.
Vendors can catch Beadalon at Creativation by Namta, Bead Fest in Philadelphia, and Creativeworld in Germany.
Crafting a creative toolkit
Beadalon has 2,700 SKUs for jewelry making and crafts. Its catalog includes wire, cords, pliers and shaping tools. Its colored wire is especially appealing for general crafting, with more than 40 colors, 13 different gages and various styles.
“We’ve settled into what our core products are and we’re focusing on those,” Mike said. “We’re having a lot more success doing what we do best, which is wire cord stringing and tools.”
The one thing Beadalon doesn’t offer is beads. “We’re like
the Switzerland of the industry,” Mike explained. “We work well with a lot of bead companies, but we don’t do beads because it’s a whole different animal – it’s highly specialized.”
Beadalon’s wires are durable (most are made from stainless steel) and abrasion-resistant while still being flexible. Its most popular products are beadstringing wires, which come in seven, 19 and 49 strands; the higher number of strands, the softer and more supple is the wire.
Last year, Beadalon continued on page 29 t
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