CIT Fall 2012

T H E C R A F T & H O B B Y A S S O C I AT I O N M AG A Z I N E

Craft

Industry FALL 2012

FAMILY TIES

Industry Businesses Crafting Their Legacies

PLUS ☛ Generations 101 ☛ Teen Entrepreneurs ☛ Q & A: Mother/ Daughter Partnership

contents

Fall 2012 12

Craft Business “Teenpreneurs”

A look at talented teen entrepreneurs Jillian Vance and Tanner Bell.

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18

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In Every Issue

On the cover

from left, top row- Dave Ladd, Walnut Hollow; Gail Czech and Jessica Goursolas from The Creative Network with Gail’s son Darran and daughter-in-law Trish; TV and Internet crafters Aleene Jackson and Tiffany Windsor; Cindi Shearer and Kathy Schafer from Altered Art Addicts bottom row - iLovetoCreate’s Larry Duncan and his family; Laura, Jeff and George from Cousin Corp.

Craft

Fall 2012, Volume 1, No. 3

Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE

Editorial

Graphics

Keri Cunningham kcunningham@craftandhobby.org

Jennifer Srmack jsrmack@fwpi.com

Jason Baum jbaum@craftandhobby.org

Mark Stash mstash@fwpi.com

Catherine Martell cmartell@craftandhobby.org

Lindsey Williamson lindsey@fwpi.com

Alyssa LaFaro alyssa@fwpi.com Contributors: Mike Hartnett, Creative Leisure News; Rebecca Ludens, Craft Trends Expert and About.com Scrapbooking Guide; product designer and author Lorine Mason, and Rich Kizer and Georganne Bender, Kizer & Bender Speaking!

Generations 101

Retailers today sell to four different generations. Find out what strategies work best for each.

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Tina Manzer tmanzer@fwpi.com

Family Ties

Mike Hartnett traces the family trees of well-known companies in the craft industry.

Advertising Tim Braden tbraden@fwpi.com Darlene Roberts darlene@fwpi.com

4 Speak Out

22 Chit Chat

7 The Buzz

23 New Products

8 Industry News 10 Trend Report

28 Creativity Is Our Business Designer Directory

20 Do-It-Yourself

30 Index of Advertisers

Craft Industry Today is published quarterly for members of the Craft & Hobby Association (CHA).

CHA is an international not-forprofit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution, and retail sales of craft products worldwide. For more about CHA, the value of membership, or its award-winning Conferences & Trade Shows, please visit www.craftandhobby.org.

Publisher Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 Fax: 315-789-4263 www.fwpi.com

2012 Closing Dates November 25...

The Winter Show Issue The Craft & Hobby Association 319 East 54th St. Elmwood Park, NJ 07407 201-835-1200 Fax: 201-797-0657 www.craftandhobby.org www.craftplace.org

Craft Industry Today is distributed to CHA members on a complimentary basis. Subscription fee for non-CHA members is $25 a year. Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1207.

Copyright © 2012 The Craft & Hobby Association. The contents of this publication may not be reproduced, in whole or in part, without the prior written consent of the publisher.

Craft Industry today • Fall 2012

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Speak Out We want your feed back!

submit letters We welcome you to y topic covered in and comments on an Please include your Craft Industry Today! er name, phone numb full name, company and address. tandhobby.org; or E-mail us at CIT@craf th try Today, 319 E. 54 write to: Craft Indus to fax or 7; 0740 St., Elmwood Park, NJ erve the right to res e (W .

68 201-835-12 tion.) edit letters for publica

Our Industry Magazine I am writing to tell you how much I enjoy the new Craft Industry Today magazine. From cover-to-cover, it feels like it’s OUR (craft and hobby) industry magazine, not a generic magazine with some craft content.

The choice of one of the industry’s best experts, Mike Hartnett, to write the cover story on the Ferguson’s (“11 Ways for Retailers to Thrive and Prosper,” Spring 2012, Volume 1, No. 1) was brilliant. For the first time, I read the magazine cover-tocover. Thank you for the improvement!

Jim Scatena, President & CEO FloraCraft Corporation Ludington, MI

Exactly What Storeowners Need “50 Ideas to Increase Store Sales” in the Summer 2012 issue (Volume 1, No. 2) was a very good article for independent storeowners. It was full of creative, easy-to-implement ideas.

With so many local stores struggling to stay open, these kinds of ideas are exactly what the storeowners need to keep them focused, optimistic and empowered! Often, when times are tough, it’s easy for people to forget about simple things they can do to make their business a success. This article would be perfect to tear out and go through as a checklist every month. I have been sharing many of your ideas with the local stores in Michigan and the Chicago area that we work with. Thank you for printing this resourceful feature for the retailers.

Carrie MacGillis, M.S., Editor & Publisher Michigan Scrapbooker Magazine & Chicagoland Scrapbooker Magazine Keego Harbor, MI

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Fall 2012 • Craft Industry today

The Buzz Here are the top trends discussed by CHA member bloggers after the CHA Summer Show.

Snapshots/ Polaroid Frames

Reach:

6,709,967 people

Exposure:

41,584,414 impression

2,500,000

2,000,000

Orange

1,500,000

1,000,000

500,000

Gray

Owls

Tools of the Trade

Hexagons

Neon Hot Air Balloons

Have you ever wondered just how far your tweet traveled?

Who’s talking about it, how many people saw it, and who exactly are those people?

TweetReach.com is a great way to analyze your twitter campaign in real time. The free version tracks one week’s worth of information, or you can sign up for several of their pro plans.

Washi Tape Here are some of the top influencers and what they’re saying: QueenofCr8tvty: There is a craft movement coming - are you ready? ow.ly/cviYn #etsy #artfire #chashow 1 day ago

There’s a new movement that’s coming in January 2013, which was announced at CHA’s 2012 Summer Show. If you’ve been following the #CHAShow hashtag the past few months, you might have noticed some buzz picking up about the CHA Foundation’s new, Cre8time. Get involved! Contact Keri Cunningham at kcunningham@craftandhobby.org.

SusanKWeckesser: Love, love, love this!!!! “@QueenofCr8tvty: There is a craft movement coming - are you ready? ow.ly/cviWd #etsy #artfire #chashow” WCKCrafts: Everyone needs to Cre8time! fb.me/wBxC8nFg 2 days ago

petscribbles: A fantastic post by @jgoode “Cre8time reclaim your creativity” I’m definitely interested! - 100directions.com/cre8time-recla… #crafts mamatwoboys: I’m putting time on my calendar. How about you? Cre8time The Movement Begins January 2013: youtu.be/xsB0Dg8UX0g via @youtube

Craft Industry today • Fall 2012

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Industry News

Submit Y our News t o t he Ed Just e-ma il your new it ors! s to o

r write to: us at CIT@ Craft Indu stry Today, craftandhobby.org Elmwood 319 Park Please incl , NJ 07407; or fax to E. 54th St., ude your fu 201-835-1 ll 268. number a nd address name, company na me, phone . The edito edit news rs re articles an d letters fo serve the right to r publicati on.

Re-Cap – The CHA 2012 Summer Conference & Trade Show Best Dressed The Crafty Couture display took center stage on the show floor. In it were 17 dresses created by CHA designer members to showcase how a wide variety of products and materials can come together to create something magical. Six winning dresses selected by judges and fans will appear in a future issue of Cloth Paper Scissors.

The House That “Craft Wars” Built The Playhouse from Episode 1 of TLC’s television show “Craft Wars” was raffled off.

Congratulations to winner Leeanne Pulvermacher of Serendipity Sales.

CHA is All Ears With the decrease in attendance and exhibit space at the 2012 Summer Show, CHA saw the need to reach out to the membership to help remedy the declines. A post-Show survey was sent and a CHA Board

led focus group was conducted that provided a wealth of information about your needs and challenges.

CHA is listening and plans to implement value-added Show changes based on your input. Keep an eye out for more information, and don’t forget to send CHA your feedback!

Hot Products A much anticipated list of “Hot 20” products was chosen at the Show. Top winners were Majestic Elements by Spellbinders and the All Natural Cake Kit for Dogs by K9Cakery. To see the others turn to page 24.

Iron Crafters Show attendees showcased their skills on stage during Iron Crafter challenges held every day on the exhibit floor. For each competition, three people were selected at random from the audience to design a mixed media project in 10 minutes. Prizes donated by the exhibitors were awarded to the participants and viewers.

F + W Media Makes a Big Deal F+W Media has announced the acquisition of Aspire Media LLC, parent company of Interweave (www.Interweave.com).

Terms of the deal were not disclosed.

Interweave is a leading multiplatform print and digital art and craft enthusiast media company founded in 1975 and acquired by Aspire in 2005. The company owns and operates 15 consumer art and craft magazines, more than 30 special newsstand publications, 350 craft books, 33 websites, 10 online communities, 10 e-commerce stores, 11 consumer events and video workshops.

Interweave also sponsors three craft television programs that air on public television.

Michaels Stores’ Menzer Resigns On July 20, Michaels Stores announced the resignation of CEO John Menzer. Menzer, who suffered a stroke earlier in the year, needs to concentrate on his recovery and rehabilitation. The office of the CEO, consisting of interim Chief Operating Officer Lew Klessel, and Chief Administrative Officer and Chief Financial Officer Chuck Sonsteby, will lead the retail chain while it searches for a new CEO.

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The Craft & Hobby Association’s Creative Conference will be held on October 3 and 4 in Mississauga, Ontario Canada. Exhibitors will meet hundreds of qualified storefront and online retailers along with educators, designers and members of the media. For more information, visit www.craftandhobby.org/canada.

Craft Tool Company Adds Sales Executive Spellbinders Paper Arts has hired Kenneth N. Oliver as sales and creative development executive. In the newly created position, he will be responsible for specialty markets and independent retailer sales, and will collaborate with the Spellbinders creative team on product development, trends, education and store events.

CIT

Trend Report

by Rebecca Ludens, Craft Trends Expert and About.com Scrapbooking Guide

Hexagons Are Hot O

Often referred to as “nature’s perfect shape,” the hexagon has been revered by quilters and mosaic artists – plus architects like Frank Lloyd Wright and artists like M.C. Escher – for centuries. Today, the six-sided, even-angled shape can be found everywhere from rubber stamps to wallpaper. Here are some examples.

Add a message to a scrapbook page or card with these colorful, standalone, journaling stickers from Jillibean Soup.

(MSRP $1.49)

“Afghan” patterned paper (MSRP $.85 per sheet) from BasicGrey makes a graphic backdrop for any scrapbook page.

card by Summer Fullerton

“Joya” designed by Kelly Goree

Small stickers (MSRP $1.99 per sheet) with short sentiments or room for journaling coordinate with each of the new collections from Teresa Collins Designs. tag by Stacy Rodriguez.

Here’s a quick and easy way to draw attention to this hot trend in your store to generate sales.

F Cut chipboard into large (12-inch) hexagons. A free hexagon pattern can be found at About.com Scrapbooking by entering this link into your web browser: http://bit.ly/Nx14V4.

F Cover with patterned paper.

Fabrics were mounted to fusible webbing and then cut using The Silhouette CAMEO (MSRP $299.99) with a shape called “Hexagon Journaling Card.”

(MSRP $.99)

F Mount them to the wall in your store’s cropping area or craft space.

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Patterned paper from Fancy Pants Designs’ Time for Spring collection (MSRP $.79 per sheet) comes in 12-by-12-inch sheets, but you can cut into them into individual hexagons for use on smaller project.

Red, pink and cool gray hexagons come together in the “Bee Mine” patterned paper (MSRP $.89 per sheet) from the Love You More collection by Imaginisce.

card by Piradee Talvanna

scrapbook page design by Tamara Jensen

Fall 2012 • Craft Industry today

CIT

Craft Business “Teenpreneurs”

by Tina Manzer and Alyssa LaFaro

J

Jillian Vance can’t remember a time when she wasn’t crafting.

“My mom and grandma are very talented crafters, so I have always crafted and helped them with projects,” she says.

Today, Jillian has her own clear stamp business – A Jillian Vance Design. The catch? She’s 13.

“I was 10 when I started my card business,” says Jillian.

“When I couldn’t find the right sentiments, I would write my own in Microsoft Publisher with the fonts I wanted. Then I would print them out and cut them for my cards. That’s how I knew I wanted to create a stamp line. I began designing stamps when I was 11.”

Since then, Jillian has become a member of the Craft & Hobby Association, and has attended three of its Trade Shows.

“Outside of CHA, we do various consumer stamp and scrapbook shows,” she says. This summer she displayed her products in Chicago at the Crafters Home Craft Mania event. “We try to stay within four hours of home [Mount Vernon, Ohio] so I don’t have to miss too much school.

“School comes first,” she adds. “I get all my homework done as soon as I get home, and then I go make a card or work on a project – or sing! I have been singing since I was 3 years old.”

Tanner Bell

Jillian Vance Before diving into stamps, Jillian spent a lot of time working on home décor projects such as wreaths and door hangers.

Jillian says she would love to have a singing career, but she’s more likely to attend college for graphic design. “I am already pretty good with Photoshop CS5 and Illustrator,” she explains. She’s inspired to create through both her singing and her writing. “They are fun ways to slow down, be creative and get away from the stress of school.”

Lucky for Jillian, both of her parents own their own businesses – her dad a surveying business and her mom a salon – so she’s backed by ample experience and, of course, lots of support. “Make sure you have a supportive family network,” she recommends. “I couldn’t do this business without my parents’ help.”

W When we asked Tanner how he turned his crafting hobby into a business, he said, “I never considered it a hobby. I take it very seriously. I’ve been growing it at a great rate, and I think I’m a good businessman.”

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“When I said I wanted to do dog stamps, I never thought it would turn into this!” says Tanner Bell, age 14. The creative kid who started crafting as a toddler saw a niche that needed to be filled and, well, filled it. Today he runs TannerBellDesigns.com, a clear-stamp design company – and more – from a studio in his home in Tennessee.

“If you look at all the crafters out there, they have small dogs,” he explains. “I know tons of bloggers that have Yorkies [like he does – 10 of them]. I was looking for dog stamps and couldn’t find any, so a year ago I called a manufacturer

and asked if she would be interested in having me do some stamps for her.”

She did, so Tanner started designing them using Illustrator software. “I use Illustrator every day. I don’t know how I learned it. I have four Mac computers,” says the boy who received his first Cricut just three years ago. Then, to keep expenses down, he printed his own packaging, “…using this humongous printer, but then the manufacturer started doing that for me.”

He admits that he couldn’t have done any of it “without knowing blogging,” which is perhaps his first love. That and producing how-to videos. “I love to talk, I love to demonstrate things, so I started a Facebook fan page, then opened a YouTube Account and posted videos there.”

A typical Tanner day begins at 9 a.m. when he logs into his school, K12.com through Tennessee Virtual Academy. After spending two to five hours on schoolwork (depending on the day) he checks his e-mails, creates a to-do list, ships out orders and catches up with social media. “You can get a lot of traffic from Pinterest,” he tells us. “I also get a lot of traffic from Facebook. Twitter is more of a personal thing.”

On the weekends he swims, rides four-wheelers and hangs out in his studio with friends. “I can reply to e-mails when they’re here,” he notes.

“Getting e-mails from complete strangers who say that my videos brightened their day is what I like best,” he says. “I’m amazed that that they chose me to come into their homes.”

Their ages qualify these two craft entrepreneurs as “Zeds,” and when you read the description of the youngest generation (page 18) you’ll realize Tanner and Jillian could be the poster children for Generation Z. Zeds are very adult-like, despite the fact that they are under 16. According to all sources, they have the potential to rule the world. Here’s why: “Young people, especially, are hungrily going after entrepreneurial opportunities, as they’re empowered by (and indeed, more proficient in) the online technologies that make it possible to both create and grow a business with little investment,” says worldwide trend firm trendwatching.com. “In the years to come, expect plenty of budding teenage tycoons to take on traditional, serious and ‘proper’ businesses.”

Trendwatching.com sends out its free monthly “Trend Briefings” to more than 160,000 subscribers worldwide. In its September edition, “Teenpreneurs” was named one of “12 mini trends to run with now.” The story mentions a Connecticut teen who makes lollipops that cure the hiccups, and “Caine’s Arcade,” a film about a 13-year-old boy in California and his handmade cardboard arcade.

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Take Your Craft to the Next Level

Metal Sta mps Designed by Artists for Artists www.ImpressArt.com Craft Industry today • Fall 2012

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Family Ties

Craft businesses pass the torch from generation to generation

by Mike Hartnett

T

The craft industry is full of family trees – from the five generations of Blumenthals at Lion Brand Yarn to the Mink family of FM Brush to Tiffany Windsor, daughter of TV craft superstar Aleene Jackson.

With all this experience in working with their families – starting at a young age, watching their parents and grandparents run the company – these crafty heirs offer up some advice about joining the family biz. After all, if you’ve seen The Godfather, you’re well aware the family business isn’t a joke, so here’s some guidance on how to handle it.

Company: Lion Brand Yarn Founder: Rueben Blumenthal Family Connection: David, Dean, Alan and Jack – fourth generation Blumenthal cousins – manage the business today.

Story: Lion Brand, perhaps the oldest family-owned company, was founded in 1878.

In addition to the aforementioned cousins, Dean’s son, Evan, is also employed by the company – the fifth generation. David’s son Adam created Lion’s first website in the 1990s when he was in high school. Both Dean and David’s grandsons have been featured on yarn labels.

Advice: “Be careful,” warns David Blumenthal. “Make certain that those who plan on entering the business really have a passion for it. It’s not just a business where they can go in – and out –and move on. There is family involved, and family is family.”

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Company: Aleene’s Creative Living TV Show Founder: Aleene Jackson Family Connection: Tiffany Windsor, Aleene’s daughter, used to work for her mother, but today, she hosts her own website.

Story: At 13, Tiffany Windsor appeared on her mother’s PBS show to demonstrate rug making. Then, in her early 20s, she toured the country appearing on local live television shows demonstrating Aleene’s products. Aleene launched her own television series in the 1980s, and in the early 1990s, Tiffany stepped in as host and produced more than 2,000 episodes.

“Never in my wildest dreams would I have imagined that my focus in the industry would be on camera,” says Tiffany. “I was a very shy child and preferred to stay behind the scenes, but as I grew in this business, I found that my passion was inspiring others through teaching – in person or on air.” Today, Tiffany hosts www.cool2craft.com.

Advice: “Send your family members out into the business world first, and then let them come back,” recommends Tiffany.

“What I learned outside the family business became very valuable inside the business.”

Company: Dee’s Crafts Founder: Bob and June Vogelsberg Family Connection: Kathy and Larry Ogilles, daughter and son-in-law of Bob and June, own the business today.

Story: Forty-two years ago, Bob and June Vogelsberg opened 400-square-foot Dee’s Crafts store in Louisville, Kentucky. Their daughters Kathy and Karen started working there when they were 14 and 16. Also hired was high-school senior Larry Olliges, who continued to work there on weekends when he was in college. He and Kathy fell in love and got married, and he joined the business full-time in 1980. Today, Larry is chairman of the CHA’s board of directors. By 1989, Dee’s Crafts had grown to 23,000 square feet.

When Kathy and Larry retire, their children will probably not take over the store.

One daughter, a nutritionist, is doing research at Harvard. One son is an engineer who works for Google, and the other is a farmer, an occupation that Larry says is “way more work than retail.”

Advice: “A succession plan is a must before the parents retire,” states Kathy. “It should define the distinct roles that everyone should play.”

While compiling this article, we were fascinated by the amount of familyowned companies, each with their own unique stories, within our industry. In the upcoming weeks we will be expanding on this article and sharing CHA member stories on the CHA Blog at www.craftandhobby.wordpress.com.

Be sure to follow the CHA Blog to read stories from the following members and more: Momenta (previously American Traditional Stencils); Hobby Lobby; Mangelsens; Dee’s Delights; and Beacon Adhesives.

Company: Walnut Hollow Founder: Dave and Nancy Ladd

Family Connection: Sandra Ladd-Bartelt and Chris Ladd, Dave and Nancy’s kids, run the company.

Story: In 1972, Nancy made a few woodcraft projects using cross sections of walnut trees that her tree-farmer husband had harvested. Dave thought there might be a little business in crafts – whatever that was – so he took the projects to the 1973 Hobby Industry Association (HIA) show in Chicago. HIA, then dominated almost exclusively by model and hobby companies, wouldn’t allow him in, so Dave returned to his hotel, invited guests up to his room and left Chicago with $25,000 in orders. There was one minor problem: Dave didn’t have the inventory or the facilities to fill the orders. His family jumped in, and Walnut Hollow was born.

Forty years later, they’re still there. Sandra is CEO/president, and Chris is CFO. Advice: “Family members should be given the opportunity to be part of the company if that’s what they want to do, but not forced into a job that really doesn’t interest them,” explains Dave and Sandra.

Company: Crafts Direct Founder: John Schlecht Family Connection: Scott and Jason Schlecht, John’s sons, run the store.

Story: Crafts Direct opened in 1990 in Waite Park, Minnesota. It was 10,000 square feet and employed 15 people. Today, it’s one of the largest independent craft stores in the country at 40,000 square feet with 120 employees. Much of the growth is due to family.

John worked in retail for Woolworth and the old cor-

porate Ben Franklin before he opened what became Crafts Direct. While in college, son Scott worked in Ben Franklin stores, then managed one, and finally joined the family business full time in 1996. Today, he is the store manager, while his brother Jason is the assistant manager, and Jason’s wife, Kristine, is creative director.

Advice: “Communicate.

Everyone should know what direction everyone else is going in and who is in charge of what,” says Scott.

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Company: Cousin Corp.

Founder: Rita and George Cousin Family Connection: Jeff Cousin, Rita and George’s son, runs Cousin Corp., working alongside his daughter Laura and son-in-law George Reitsma.

Story: Rita and George opened a general craft store in Largo, Florida, in 1970. When visiting tourists complained that, back home, they couldn’t buy beads and other craft items, they opened a mailorder company, then a distributorship. The operation evolved into Cousin Corp. Jeff, now the Cousin CEO, remembers helping his mother dye pearls in the kitchen sink when he was in high school. Laura is head of the mail-order division, Prima Bead. George leads the IT department.

Advice: “Make sure the family members you bring in are dedicated and have the qualities needed to do the job,” recommends Jeff. “You want to avoid family hardships.”

Company: Mrs. Grossman’s Stickers Founder: Andrea Grossman Company: FM Brush Co Founder: Frederick Mink, Sr. Family Connection: Fred’s kids and grandkids run the business today.

Story: FM Brush had three employees when it was started in 1929. Today, led by four of Frederick’s descendants, it employs more than 350 people, and produces and sells more than 17,000 SKUs. Fred, Jr., is CEO, and his brother Jeff is VP of operations and chief innovator. Gregory, Fred, Jr.’s son, is vice president of sales, and daughter Jacqueline is the director of retail sales and advertising.

Advice: “Remember these two things: family traditions should not be a crutch to growing your business, and the family pecking order does not translate to the business pecking order,” explains Jacqueline.

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Family Connection: Jason Grossman, Andrea’s son, owns the business today.

Story: Jason’s first job was purchasing director for Mrs. Grossman’s Stickers. He didn’t know anything about printing, but he had an in with the boss. Learning as he went, Jason has expanded the company to include Paragon Label, which prints labels for wineries and other companies. If you have wine with dinner tonight, there’s a good chance the bottle’s label was printed by a division of Mrs. Grossman’s Stickers.

Advice: “Everything should be crystal clear at the start of a venture.

Business and money can tear families up if they have competing interests,” states Jason.

Company: The Creative Network Founder: Gail Czech Family Connection: Jessica

Company: iLovetoCreate Founder: Erma Duncan Family Connection: Current owner Larry Duncan is Erma’s grandson.

Story: Larry earned his first paycheck from the company while working in the shipping department when he was just 7 years old.

Advice: “Only bring family members into significant positions if they truly understand and have a love for your business,” says Larry, “or else encourage them to pursue what will make them happy in life.”

Goursolas, Gail’s daughter, is the company’s vice president.

Story: When Gail Czech wanted to expand her personnel recruitment firm, the company’s vice president placed blind ads as far as 150 miles away from their home base in Vancouver. Meanwhile, Jessica, who was working for Petersen Arne in Vancouver, was looking for a new challenge. She answered the blind ad, was tested and became one of three finalists. She was hired, but it wasn’t until that final interview that she found out it was for her mother’s company – nor did her mother know her daughter had even applied.

Advice: “It’s not family,” states Jessica. “In our daily work life, it’s not personal, it’s Gail and Jessica. We do not allow the family aspect to invade this part of our life.”

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Craft Industry today • Fall 2012

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Generations 101

by Rich Kizer and Georganne Bender

T

Today, you work with four very different generations.

Each group expects very different things both instore and online. What works with one generation is Kryptonite to another.

Let’s meet each one.

Generation Z: Age 16 and younger

Millennials: Ages 17 to 30

Generation X: Ages 31 to 46

50+ Zoomers: Ages 47 to 65

Generation Z: The Zeds

Zeds love the Internet, online games and Facebook.

Technology is important in every area of their lives.

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Millenials like to do things in groups. Try incorporating a "Girls Night Out" event for moms that need time off or "Mommy/Daddy and Me" classes for parents who want to learn with their kids.

be asked if they need help over and over, and they don’t appreciate associates who treat them like, well … kids. What they do like is to be welcomed by friendly faces that treat them with respect. Great customer service knows no age.

The Millennials

Millennials

s d e Z

The kids of Generation Z – “Zeds” for short – are the first 21st-century generation. The oldest Zeds are 16; the youngest are yet to be born. They come from families with younger parents who want their kids to experience it all.

According to all reports, the Zeds will be the most empowered generation ever.

We’re seeing an erosion of childhood because this is a generation of little adults. Marketers call it KGOY: Kids Getting Older Younger. Six is the new 16. Zeds left the womb knowing how to work a computer/cellphone/iPad and never looked back – they have no past memory of life without technology.

When it comes to service, Zeds are accustomed to being the most important person in the room. Smart retailers understand this. Zeds don’t like to be followed around, they hate to

Today, the youngest millennials are still in high school, but their elder statesmen are 30 years old with families of their own. Before the Zeds showed up, the millennials were said to be the most beloved and doted upon children ever to walk the face of the earth.

A millennial’s world goes 24/7 – this means your store needs a 24/7 presence. What’s your website like? Is it merely a place to get basic information about your product, classes and services, or is it a living, breathing ever-changing entity? Millennials like to play, and, in fact, will spend hours on websites that they enjoy.

Growing up shopping in stores that catered solely to them has produced a generation that expects personal attention, so they seek places that are willing to provide it. They are also brand-conscious – the millennial perusing your fabric may have a purse from Target, but she wants a Louis Vuitton.

Sometimes it seems like millennials can’t breathe without their cell phones – texting, not talking. They process information quickly and prefer to communicate in sound bites. Fashion your email blasts as “20-second reads” – more photos than copy. Millennials consider email passé, however – and that’s a BIG however – they prefer to receive

offers and coupons via e-mail. Unless they specifically sign up to receive your messages, texting is still just for family and friends.

Millennials take technology for granted, spending more time on the Internet than watching TV. In fact, a big percentage of them prefer to watch their favorite shows online. Like the Zeds, millennials grew up on interactive websites and blogs.

Ninety-six percent of them are on Facebook. They’ll “like” your page if you offer quality information peppered with cool offers and lots of photos. And if they comment on your wall, you need to respond within 24 hours – social media platforms are meant to act like online cocktail parties. Communication goes both ways.

X ers Generation X

Xers rely on the opinions of people they like and respect.

Include customer testimonials in your marketing efforts.

Don't forget the Zoomers when considering your store layout. Place product at a reachable height, increase type size on signs and point-of-purchase materials, use non-slip flooring materials and incorporate door handles instead of knobs.

Zoomers

Generation X may be the smallest generation, but they are mighty consumers. There are just 40 million of them, so they tend to be underrepresented and overlooked by marketers. Big mistake.

Generation Xers are smart, well-educated and savvy consumers. They have money and are quite willing to spend it if they deem your store worthy of their business. They grew up in a time when self-service was king: standing in line at Walmart and K-Mart was a cool, new shopping experience.

Now when they discover personal service they embrace it.

Unlike baby boomers who live to work, Gen Xers work to live. They enjoy spending time with family and friends. They’re in their peak earning years and they’re raising families – two things that make them time-starved and stressed-out. Both parents are overcommitted, impatient shoppers who are looking for solutions. And, unlike other generations, Gen Xers are not necessarily brand loyal.

Xers are tech-savvy and impatient, independent thinkers.

Don’t waste their time with long newsletters or detailed copy – get to the point! In a sales conversation, it’s better to be a partner than an authority.

50+ Zoomers

People over 50 aren’t old – they’re in the prime of their lives. They’re healthy and happy, and far richer than any other generation that spends money in your store. According to Ken Dychtwald, PhD, founder and president of Age Wave, as the baby boomers pass through their middle years and on to maturity (the oldest boomers turn 65 this year), several key factors will reshape consumer supply and demand. These factors include a concern about the onset of chronic disease, the desire to postpone physical aging and entry into new adult life stages.

The good news is that Zoomers consider middle-age to be 55, so don’t even think about calling them “seniors” until they hit their mid-70s. The bad news is that even though they don’t feel any older, your store has to be ready to help in areas where they won’t ask for it.

Making your store comfortable for all generations means throwing away the stereotypes. And it requires more than a “build it and they will come” mentality. Today’s consumers prefer to do business with retailers who create and nourish collaborative customer experiences. In other words, they want to be as important to your store as you are to them. Isn’t that what you want, too?

For more information, contact Rich Kizer and Georganne Bender by calling 630-513-8020, emailing info@kizerandbender.com or visiting their website, www.kizerandbender.com.

Craft Industry today • Fall 2012

19

Do-It-Yourself

by Lorine Mason

Pumpkinheads C

Crafting is the perfect way to bring generations together and with this fun project, why not create a pumpkinhead for every member of the family? Dress them up with fun accessories that reflect their personality, hobbies or perhaps their jobs. If you were a pumpkinhead what would you look like?

Step 2

Step 1 Assemble the supplies.

20

Hold the Foam! glue by Beacon Adhesives STYROFOAM balls, two 2-inch, one 2-1/2 inches 1-inch-wide strips cut from T-shirts and pulled to form tubes – orange and green Recycling bin Plastic bottle caps General crafting supplies: google eyes, ponpoms, pony beads, punched paper leaves

Fall 2012 • Craft Industry today

Pull the T-shirt strips taught so that they form a tube. Cut the following for each pumpkinhead.

From orange, cut 14 (16) 16-inch (20-inch) strips, and one 6-inch strip.

From the green, cut one 10-inch strip.

Fold the 14 (16) strips in half, wrap the 6-inch strip around the center and tie a knot. Fan out the strips to form a circle.

Step 1

Step 3 Squeeze out a small amount of Hold the Foam! glue onto the center knot. and press a STYROFOAM ball that has been flattened on one end into the glue.

Bring the strips up and around the ball, distributing them to cover the surface of the ball. Tie together tightly using the green T-shirt strip at the top of the ball.

Step 2

Step 4 Using the green T-shirt strip, tie a bow or a knot, or wrap the ends around the knot, gluing them in place and trimming away excess. Create a hairstyle for your pumpkinhead by tying overhand knots, trimming the strands to different lengths and/or adding beads. (Refer to the project photo for ideas.)

Step 3

Step 5 Use Hold the Foam! glue to add eyes, nose and bottle tops to the bottom of each pumpkinhead.

Personalize your pumpkinhead with items such as tennis rackets, soccer balls and earrings.

Step 4

Lorine Mason is an accomplished, licensed product designer and the author of 10 “How To” sewing books.

An eye for detail, innovative designs, trend awareness and hard work are the cornerstones of her business. To learn more about her work, visit www.lorinemason.com, or e-mail Lorine at lorine@lorinemason.com.

Craft Industry today • Fall 2012

21

Chit Chat It’s a Family Affair

C

Crafters Kathy Schafer and her mother Cindi Shearer had always joked about making a living from their passion for scrapbooking. Last year, the jokes became serious – and their dreams a reality – when they opened Altered Art Addicts, a 1,000-square-foot paper arts store in Jackson, Michigan. We talked to them recently about their store, the roles they play in it, and how well it all works. Here is what they told us.

What finally happened to make you take the plunge?

Kathy: I stumbled upon a scrapbook store that had closed, and we purchased the inventory and fixtures at a very reasonable cost. Then I found and bought a property for the store that has two rental housing units. The income has significantly reduced the store’s expenses.

Cindi: We were also able to modify the property for retail without extensive remodeling.

own projects, but I quickly learned that “me” time was a valuable commodity. I certainly do not regret opening the business, but I was naïve to all its demands. I’ve also learned to thoroughly listen to customers and take cues from them when we choose additional product lines to carry.

Cindi: I didn’t realize how hard it would be to plan and teach classes. It’s difficult to get uninterrupted time in the store.

What’s the easiest part? The hardest?

Has it been hard to divide up the duties?

Kathy: We both handle the accounting, cleaning and purchasing. We both attend trade shows, and we have both taught classes. We don’t have structured meetings, but we usually find a time outside the store to discuss the matters that need our attention. We agree on a schedule, but often change it to accommodate each other’s outside commitments.

Cindi: We take turns running the store alone the majority of the time, so it seems like great fun when we’re here together. Our brainstorming sessions are very productive. We push each other to think outside the box.

Do you each bring different ideas to the table?

Cindi: Kathy’s more in tune with the wants of moms with young children. I find that many customers my age are willing to try more unconventional ideas, like experimenting with different media to create their own background papers. In the end, our differences have become real assets because we’re not afraid to compromise.

It’s been a year since you opened. What have you learned?

Cindi: It’s hard not having the time to just play, and I have to fight the urge to personally buy everything I like!

Kathy: It’s easy for me to keep up with what’s new and hot in the industry because I want to know for the store and, selfishly, for myself.

What’s in store for the future?

Cindi: We hope to create a new rubber stamp line, and I’d like to expand our family history section. I’m a passionate genealogist – that’s how I got into scrapbooking. I studied silversmithing for a couple of years, and would like to add some jewelry-making activities and products to our inventory.

Kathy: I foresee expanding the brands we carry, as well as the store’s square footage.

What advice would you give to others starting a family business?

Kathy: Make sure you have a solid relationship and a genuine respect for each other.

Cindi: Be open to discussion and compromise. Don’t assume that because you’re related, you can read each other’s minds.

Kathy: I had this misconception that I would have more time to work on my CIT

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Fall 2012 • Craft Industry today

New Products ▲

The French Knitter takes the simplicity of spool knitting and applies it to jewelry and accessory making. Includes three interchangeable knitting heads for creating delicate designs with varying thread sizes.

From Clover Needlecraft, www.clover-usa.com

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▼

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Use Preciosa Crystal Rhinstone Chain for costumes, bridal, shoes, jewelry and crafts. It comes in a variety of colors and with either raw brass cups, or gold- or silver-plated cups. We also offer new Pearl Cup Chains.

From Pulver Importing, Division of JF Allen & Son 800-223-7858, www.jfallen.com

Combine our new designer-quality Metal Complex bezels with our exclusive Swarovski Chrystal Metal Rocks for “Instant Glam.”

Seventeen style and color options to choose from. From John Bead Corp., www.johnbead.com.

Three tools to cut, shape and create with Make it: Fun FloraCraft Foam. Smooth out cut marks and make rounded edges. Easily tuck in fabric, ribbon and more. Press in patterns and guidelines.

From Make It: Fun, www.makeitfuncrafts.com

▼ The Mix & Match line includes Paper Crafter Crayons, Subtle Tones India Ink, Stamper’s Big Brush, PITT Artist Pens and Stamper’s White pen. From Faber-Castell,www.fabercastell.com

▲

FLURRY ColorTEX

water-based texture spray makes holiday greenery, silk flowers, glass, wood, pâpiermaché and more become snow laden instantly.

From DESIGN MASTER, www.dmcolor.com/ products/?id=24

Indicates a Hot 20 Product chosen at the CHA 2012 Summer Conference & Trade Show.

Craft Industry today • Fall 2012

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New Products ▼ The Master Crafter Combination Set comes with a full range of grades in handy flex pads and abrasive tapes. It’s ideal for texturing, smoothing and blending materials.

From Crafty Cat, www.alphaabrasives.com/craft-abrasives.php

▲The Nordic Holiday die-cutting and embossing collection includes a Sizzix Bigz Die, Bigz XL Die or Textured Impressions Embossing Folders Set paired with a special bonus item ($5 to $11 value).

From Sizzix, www.sizzix.com

▲

Use the Heidi Swapp Memory Display Stand for photos,

memories and crafts.

From Pink Paislee,www.pinkpaislee.com

▼ This Metal Stamping Kit addresses one of the hottest trends in mixed media crafts. From ImpressArt, www.ImpressArt.com

▲ The new Scenery Assortment includes 19 different items sized for small projects, crafts and dioramas. Includes water, landscape accents, tree kits and more. Order today from your favorite distributor.

From Scene-A-Rama, https://b2b.woodlandscenics.com /product.cfm?currCat=13&i=AM SAR&alid

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Fall 2012 • Craft Industry today

▲ When fabric crafters sew unique, coded StoryPatches to their projects, they can listen to audio or view uploaded video and photos through the stkr.it app or website.

From Stkr.it, www.stkr.it.stkr.it_Fabric_Blue

New Products ▼

The AllNatural Cake Kit for Dogs

includes dog cake mix and yogurt frosting mix that can be whipped up by a human and baked in a conventional or microwave oven.

From K9Cakery, www.k9cakery.com

▲ Tim Holtz’ Distress Metallic Stains add a metallic sheen to porous surfaces. The dye-based formula reacts to Distress Stains and Distress Inks to eliminate smearing and add depth and variation to projects.

From Ranger Industries, www.rangerink.com

▲

Cropper Hopper Vertical Design Storage System allows for

Holtz’ Mirrored Sheets are adhesivebacked, and allow you to add dimension and beauty to projects.

From Advantus Corp., www.advantus.com

Jumbo 12- by 12-inch sewn-leatherette ThreeRing Binders come in black, brown or red with metal corners. A frame on the front and a memo section on the spine help identify what’s inside.

The D-ring is 2.5 inches!

From Pioneer Photo Albums, www.pioneer photoalbums.com

Color Me Card Toppers is a blank card overlay printed with a raised ink-resistant design for creating customized images. Use with inks, chalk, dyes and markers, and as a focal point or mat in any layout.

From Hot Off The Press, www/b2b.hotp.com ▲

The 6- by 9-inch Tim

▼

▼

versatile, quick and easy access to supplies. Additional finger pulls make retrieval easy from front and back.

From Advantus Corp., www.advantus.com

Craft Industry today • Fall 2012

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New Products ▲

Champion Sprayon Premium Enamel is a

▲ KellyCraft Get-It-Straight Laser Square combines laser-accuracy with the guidance of a square, eliminating do-overs, and measurement errors.

From KellyCraft Innovations, www.kellycraftinnovations.com

▲

quick-drying interior/ exterior spray paint that comes in 16 colors in multiple finishes, a clear coat and five different metallic shades. Use on metal, wood, ceramic, wicker, some plastic surfaces and more.

From Chase Products, www.chaseproducts.com

The self-inking stamp cartridge in the

Decoration Roller is refillable and swapable for mixing and matching patterns.

From Plus Corporation of America, www.plus-america.com

▼ Irojiten Color Dictionary features new Irojiten colored pencils in glorious fluorescent colors.

From Tombow Inc.,www.tombowusa.com

▼

With Scrapbooking Attitude, scrappers use an ink-jet printer to design, print and transport images to any surface, taking on its texture.

Application is easy using either a desktop laminator or household iron.

From Avatrex, www.shoeattitude.com

▼

The Majestic Elements set

includes unique, intricately detailed, nesting die cutters that feature spore and piercing lines for beautiful cutouts. Dies can be mixed and matched to create more than 30 different options.

From Spellbinders PaperArts, www.SpellbindersPaperArts.com

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Fall 2012 • Craft Industry today

▼ C.C. Designs Rubber Stamps has beautiful quality Die Cutters that are made in the U.S.A. They can be used with most die cutting machines and are perfect for cutting heavy cardstock, cork, felt and so much more.

From C.C.Designs,www.ccdesignsrs.com

▲

Melt Art Texture Treads & Craft Project Sheet is heat resistant and

die-cut. It custom-fits into the Melt Art Melting Pot to add texture to clay, UTEE and more for one-of-a-kind jewelry pieces and embellishments.

From Ranger Industries, www.rangerink.com

▲

New Products Create unique gingerbread houses with the 27 clear photopolymer stamps in the

Sweet Christmas stamp set.

From Lawn Fawn, www.lawnfawn.com

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The 3-D CardMaking Book features instructions for creating 3-D precut motifs, cards, envelopes, 3-D foam tabs and stickers.

From Ecstasy Crafts, www.ecstasycrafts.com

▲

The Craft-Dee Bowz tool helps

▲ Sturdy carboard Basket Frames make basket weaving simple by eliminating excessive tools.

From Clover Needlecraft, www.clover-usa.com

Card and Rubber Stamp Collections

▲

you make 1-inch to 4-1/4-inch bows in 15 seconds, and multiple loop bows in 30 seconds.

From Craft-Dee BowZ, www.craft-deebowz. blogspot.com

▼

Cosmo Cricket Glubers Strips

securely hold fabric or hard-to-attach trims such as zippers, velvet and ric-racs, without the need to sew.

From Cosmo Cricket, www.cosmocricket.com

create new possibilities for endless handmade greetings.

From Penny Black Rubber Stamps, www.penny blackinc.com

CIT

Craft Industry today • Fall 2012

27

Creativity Is Our Business Design Craft Demonstrate Invent Andrea@ HandMAKEMyDay.com

ee dim thr

ensional

art

Eileen Hull with x eileenhull.blogspot.com

Stampin’ Queen Creations Lisa Rojas Designer, Artist, Teacher 760-952-2262 lisa@stampinqueencreations.com blog: stampinqueencreations.blogspot.com

Give The Queen A Call!

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Fall 2012 • Craft Industry today

Contact a designer today to schedule a class, arrange for a consultation, improve your social media or solve your design dilemmas.

Cardmakers! Scrapbookers! Crafters!

Original art from artist Penny Pierick. Images are on transparencies so you choose the background. Many subjects to create with.

Also available, small paper images to embellish your project.

Call or visit our website to see the complete product line, and open an account today!

susanlouisearts.com (608) 206-6987

LBO STUDIO , LLC Lindsay Obermeyer, Designer

DESIGN MODELS publication + display WRITER magazines, blogs + newsletters RETAIL CONSULTANT trends, displays, trunk shows + community outreach WORKSHOP TEACHER needlecraft, beadwork, surface design + mixed media CONTACT lindsay@lbostudio.com

beth | watson

DESIGN STUDIO &+$ 'HVLJQHU ,QVWUXFWRU 0L[HG 0HGLD $UWLVW EZGHVLJQVWXGLR EORJVSRW FRP

EHWK#EZGHVLJQVWXGLR FRP Craft Industry today • Fall 2012

29

Create a short video promoting the Winter Show and be entered to win $500!

VIDEO CONTEST!

Details on www.facebook.com/CraftandHobby

INDEX OF ADVERTISERS Fall 2012 Company

Pg.

Pg.

All That Scraps/C.C. Designs ......................................................30

John F. Allen & Son ..........................................................................4

Arlene Baker ....................................................................................28

Just a little Sparkle ........................................................................28

Becky Conley Designs ..................................................................29

Katie Hacker - Katiedids ..............................................................29

Beth Watson Design Studio........................................................29

Laura Kelly Designs........................................................................28

Brenda Pinnick Designs ..............................................................28

LBO Studio ........................................................................................29

Chase Products ..............................................................................11

Linda Swingle Art Studios ..........................................................29

Clover Needlecraft Inc. ................................................................30

Lorine Mason Designs ..................................................................28

Crafty Cat ..........................................................................................30

Motsenbocker’s Lift off ..................................................................9

Debra Quartermain Design ........................................................29

Pioneer Photo Album......................................................................2

Design Master Color Tool ..............................................................4

Scene-A-Rama/Woodland ..........................................................17

Eileen Hull Creative Design Studio ..........................................28

Sha & Co.............................................................................................29

Ellison/Sizzi ......................................................................................31

Stampin’ Queen Creations ..........................................................28

Flores Tanis Studio ........................................................................28

Susan K. Weckesser........................................................................29

Hand Make My Day ......................................................................28

Susan Louise Arts ..........................................................................29

ImpressArt ........................................................................................13

Theresa Cifali....................................................................................29

JGoode Designs ..............................................................................29

Whimsical Craft Studio ................................................................28

John Bead Corporation ................................................................32

30

Company

Fall 2012 • Craft Industry today

Creativity Has Many FACES… And They Look Like Sizzix!

See what Sizzix has in store for you at 800-253-2238!

©2012 Ellison. All rights reserved.

As diverse as your customers, Sizzix® products feature the hottest designers in the industry today with literally something for everyone. So before your customers do their holiday shopping, shop for them with America’s original consumer die-cutting and embossing brand. Just as amazing today as it was back then.

Beco m e a Fa ce frie n d fo r a ch a n boo k ce a Da z zle- it! p ri z to win e pa ck.

®

Re-Useable

make -it shine!

Rattail Bobbins @@K TJPM M<Æ&#x2022;<DG I@<OGT JI =J==DI <I? KM@Q@IO O<IBGDIB

@~PN@ <I? <?? TJPM JRI OMDIBDIB <O@MD<G Email info@johnbead.com for Recommended Retailers

Distributed by the John Bead Corporation LTD. Tel: (416)757-3287 Toll free: 1(888)755-9055 www.johnbead.com