CIT Spring 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 A G A Z I N E SPRING 2012

The Ferguson Boys Step Up and 10 more reasons why a 37-year old craft store thrives

Spring 2012

CONTENTS

FEATURES 10 The Social Media Revolution 13 Hot Products to Excite Crafters 18 Up Close with Andrej Suskavcevic 20 Why 2012 Is the Year Your Business Will Go Mobile

23 The Creative Community

COVER STORY 4 11 Ways for Retailers

Returns to Anaheim

to Thrive and Prosper

Here’s why Bob and Shirley Ferguson’s Ben Franklin Crafts and Frames is one of the industry’s oldest, most successful retail stores

DEPARTMENTS 16

Creativity is Our Business™

22

Inspiration Who Doesn’t Like Cake?

18 13

Graphics Jennifer Srmack jsrmack@fwpi.com Spring 2012, Volume 1, No. 1

Mark Stash mstash@fwpi.com Lindsey Williamson lindsey@fwpi.com

24

Association News for Members

26

New Products

30

Index of Advertisers

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.

Advertising Editorial

Tim Braden tbraden@fwpi.com

Victor Domine vdomine@craftandhobby.org

Darlene Roberts darlene@fwpi.com

Pam May pmay@craftandhobby.org

Rhonda Trainor rhonda@fwpi.com

Tina Manzer tmanzer@fwpi.com

Jason Hagerman jhagerman@fwpi.com

Anya Harris anya@fwpi.com

Rick Kauder rkauder@fwpi.com

Contributors: Tony Ford, ArtFire.com; Mike Hartnett, Creative Leisure News; Eileen Hull, Eileen Hull Designs

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

2012 Closing Dates May 18...

The Summer Show Issue August 17...

The Fourth Quarter Issue 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.chashow.org www.craftplace.org

Publisher Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 Fax: 315-789-4263 www.fwpi.com Craft Industry Today is distributed to CHA members on a complimentary basis. Subscription fee for nonCHA members is $25 a year.

Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1206.

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 • Spring 2012

3

All the work at the full-service custom frame shop is done on-site. “While You Shop” services include mat cutting, glass replacement and mounting.

11Ways for Retailers to Thrive and Prosper

The Fergusons’ Ben Franklin Crafts and Frames

by Mike Hartnett

W

When Bob and Shirley Ferguson opened their Ben Franklin store in Redmond, Washington in 1975, Gerald Ford was President. Since then, six Presidents and thousands of retailers – including numerous chains – have come and gone.

Meanwhile the Fergusons, now joined by their sons Neil and David, have not only survived but prospered.

They have also earned a reputation as one of the best retailers of any size in the industry. When John Menzer became the CEO of Michaels a few years ago, he met with former CEO Michael Rouleau in Washington and they walked the Fergusons’ store.

Why have Bob and Shirley, Neil and David prospered when so many others have failed? First, a little history.

Bob managed Woolworth stores for about 17 years before deciding to branch out on his own as

one of the approximately 1,700 Ben Franklins across the U.S. The early days were tough. After two years, the Fergusons asked the franchise company if they wanted to take back the franchise so Bob could return to his position as a manager of Woolworth stores. The corporate Ben asked them to hang on for another year, during which time the company introduced new ideas, including how a craft business could work if they were willing to take those risks.

Bob and Shirley took the risks. Here are 11 reasons why they succeeded.

1. THEY HAD THE GUTS TO CHANGE

In 1979 their store’s sales increased almost 40 percent, but the profits did not.

Bob and Shirley were working nearly 120 hours a week while raising two growing boys, and the spread of Walmart and others made the traditional variety store

Size: 17,500 square feet with a sales floor of about 14,000 square feet. A full-service custom frame shop has a production area of about 2,000 square feet. Another 1,500 is for onsite storage, offices and classrooms. Off site there is a 10,000-square-foot warehouse.

Community: Redmond, Washington, has a population of approximately 55,000 people. “We believe we draw, along with five Michaels, multiple Jo-Anns, and many other craft stores, from an area population of about 500,000,” Bob said. “Realistically, we likely enjoy a degree of awareness among a population of over 100,000.”

Craft Industry today • Spring 2012

5

“To compete on price alone

The Fergusons’ shift in the 1970s from a variety store to a craft store began with an artificial flower department made up entirely of plastic flowers. Beads, macramé and an expanded fabric offering came next.

Painting classes and the frame shop came in the early ’80s. In 1986, the last of the variety lines of merchandise was closed out.

concept no longer viable.

“We simply did not have the resources to compete on price with them,” Bob said.

There must be a better way.

There was.

A former Ben Franklin franchise in Dallas called Michaels, and a store in Oklahoma City named Hobby Lobby, were succeeding with an all-crafts-andframes format. Trips to Dallas and Oklahoma City

6

Spring 2012 • Craft Industry today

convinced Bob and Shirley they were on the right track. “You could say we made the switch from variety to crafts for self preservation,” Bob says.

2. PRICING STRATEGIES Chains receive volume discounts unavailable to independents because of their smaller orders, so if independents try to compete on price alone, it means

“certain death,” Bob says.

What’s an independent to do? “Present an image of reasonable pricing with products that do not lend themselves to price comparisons,” Bob says and cites glue, the most asked-for product in a craft store, as an example.

Glue generates countless questions from consumers, so the store features educational signage that answers the 10 most common ones – and matches those answers to particular glues the store is highlighting. Ben Franklin Crafts and Frames sells the major brand, of course, usually at a price halfway between the normal suggested retail and the chains’ advertised low price.

But they merchandise another glue with properties similar to the major brand.

“In 2011 we sold some 2,000

bottles of the well-known brand at about a 40-percent margin, but we sold over 6,000 bottles of the ‘featured’ similar glue at a 60plus percent margin.”

“We repeat this concept throughout the store where we can, and feature, model, and teach with products that do not lend themselves to direct comparisons.

Coupons are not us!” the Fergusons add.

3. SPOTTING TRENDS For home décor, buyers look to stores like Pottery Barn, among others, for good ideas. When Pottery Barn unveiled a line of wall décor incorporating bulletin- and child’s-room organizational boards, the Fergusons offered component pieces for consumers to make their own versions.

means certain death.”

Retailing and the Weather Retailers in the Snow Belt will often lose a week’s worth of sales to blizzards and other stormy weather. In the Pacific Northwest the Fergusons have a different problem.

“Inclement weather is the norm here rather than the exception,” Neil Ferguson says. “When it rains in the Northwest, our business expands, and when the sun comes out, we feel abandoned while people step outside to take advantage of just 100 to 125 sunny days each year.”

For crafts, they watch the gift industry. Buyers look for the hottest items, and then deconstruct them, breaking them down to their components, then find those components to sell to DIY crafters.

4. BEING UNIQUE Rather than relying on traditional marketing advertising sales, the store offers a remarkable array of events, demos, clubs, classes, and inspirational ideas.

(Visit www.craftsand

frames.com to see a sampling of the activities.)

5. EMPLOYEE LOYALTY Bob says his payroll far exceeds most craft retailers’ average, but the investment is worth it: Almost half of the staff have more than five years of service, and five employees have worked there more than 20 years.

“We have a marvelous staff who have a very long leash when it comes to developing new ideas,” Bob says. “If a department head

feels that yarn bombing on mailboxes will be hot, we encourage him/her to develop the idea by testing it with consumers, unique display ideas, and actual practice. More often than not they are right, and we then help them determine how it can be profitable.”

6. LISTENING “Always number one is the belief we have in our

staff,” he noted. “Creative people are managed in subtle ways that do not always fit the traditional mold. We listen to them when they speak; they make solid decisions and take ownership of their decisions.” Management learns about emerging trends and fads – a recent one being hair feathers – because staff listens to customers, and management listens to the staff.

Craft Industry today • Spring 2012

7

“Inspire customers with ideas,

Known for Thriftiness, Honesty and Ingenuity The Ben Franklin Stores company, begun in 1927, was probably the first retail franchise.

Each store is independently owned and operated, so the product selection and advertised sales can vary at each location.

Its origins go back farther, to 1877, when George and Edward Butler started a mailorder wholesale business selling general and variety store items in Boston. By the turn of the century, Butler Brothers was serving more than 100,000 customers nationwide. As the popularity of variety stores increased, the company launched the Ben Franklin chain of five-and-dime discount stores found in small towns throughout the country. At its peak, the chain had 2,500 stores.

Today there are Ben Franklin Variety stores that carry household items, sundries, seasonal products, crafts, food and snacks, and health and beauty aids. Some of them feature pharmacies or custom framing departments, and some are also full-line grocery, drug or hard-

While the craft du jour inspires some retailers to specialize in only one category, the Fergusons offer everything all the time: art supplies, beads, candles, crafts, fabrics, frames, floral and home décor, paper crafts, and yarn and needle arts.

ware stores. Ben Franklin Crafts like the Fergusons’ store carry needlecrafts, florals, wicker, paints, fabrics, yarn and much more.

7. SUPPORTING TRADE

8. THE PRODUCT ARRAY

They also offer services like custom framing

ASSOCIATIONS

and craft classes.

“We strongly believe in the benefits of association participation,” Bob says.

“Leadership positions in ACCI, HIA, CHA and SPC have more than offered us rewards of monetary value.

Friendships and business contacts, ideas and retail successes have been forthcoming from many of those contacts.”

Over the decades, the current hot trend inspired thousands to open stores that specialize in a single category, such as macramé or scrapbooking. But trends come and go.

The Redmond store offers art supplies, beads, candles, crafts, fabrics, frames, floral and home décor, paper crafts, and yarn and needle arts. When a category slips, usually another

The merchandise offerings take a cue from the company’s namesake who famously said, “A penny saved is a penny earned.” The company logo, a key giving off a spark, refers to Franklin’s legendary electrical experiment using a key suspended from a kite.

8

Spring 2012 • Craft Industry today

with displays, with uniqueness.”

is growing. If, for instance, cross-stitch is in decline but wearable art is growing, the store shrinks the cross-stitch department and expands the wearable art inventory to meet the increased demand.

9. WORKING TOGETHER “We started the forerunner to Sierra Pacific Crafts so that we could band together with like-minded independent retailers in the Pacific Northwest to network, share war stories, create marketing and advertising opportunities and find special buys,” Bob explained.

Today SPC has grown to more than 125 stores across the country.

In the late ’80s, along with friend Ken Griffin, Bob also started a direct import movement for independents.

=LYZH ;LTW AVULZ MVY ;LTWLYH[\YL *VU[YVS 6UL ;VVS MVY HSS OV[ [VVS [LJOUPX\LZ 7LYMLJ[ MVY TP_LK TLKPH

>HSU\[ /VSSV^®

+VKNL]PSSL >0 ^HSU\[OVSSV^ JVT

10. SUPPORT TRADE SHOWS “We attend many shows throughout the year,” Bob says, “because they are a far more efficient way for us to see new products and secure display and selling techniques than by having sales representatives call on our buyers. Shows are more efficient for vendors and for us.”

11. NEIL AND DAVID Many stores close because the founders want to retire and the kids don’t want the business. “Both Neil and David came into the family business after being told most of their young lives that this was not a business that they should be interested in,” Shirley smiles, remembering the long hours and hard work in the early years. The boys were advised by their parents to get their education, work for a chain retailer for awhile, and then come back to Redmond if they were still interested.

“After three years of being beat up with limited compensation and no future, Neil and David had credibility and some experiences that have become the basis for their partnership,” Bob says. “They are not the boss’s sons, they are the bosses. For the past five years they have run the business while Shirley and I have acted in a coaching and planning role. They are doing so well that we find ourselves in an even better position as grandparents and as community and industry advisors, while the boys do all the heavy lifting.”

C.C. Designs Rubber Stamps

Red rubber stamps that are cleverly cute with a bit of attitude. www.ccdesignsrs.com 423 949 6668

Mike Hartnett has been reporting on the industry since 1979.

He is the editor of Creative Leisure News, a trade newsletter published online at www.clnonline.com.

CIT

Craft Industry today • Spring 2012

9

The Social

Media Revolution State of the Industry Panel

T

To open the CHA 2012 Winter Show, a panel of industry leaders presented their unique perspectives of the State of the Industry. The original topic theme was about the new creative consumer but it became immediately evident that the social media revolution was at the forefront of everyone’s thoughts. Moderated by Kizer & Bender, the panel’s insightful discussion about social media – the game changer for retailers in 2012 – offers invaluable advice on reaching customers, inspiring consumers and generating more traffic into stores. To view and listen to the entire presentation, CHA members can register for the free, archived webinar by accessing the Online Learning Center conference library at www.craftandhobby.org/olc. Here are a few highlights from the State of the Industry panel.

by Tina Manzer

✦

Thanks to social media, there’s been a major shift in the relationship between consumer and producer, noted Tony Ford. “Everyone in this room is a producer because we’re Facebooking, blogging and Tweeting. We are all talking to our individual audiences this way, making us all key influencers.

“It’s no longer about a broadcast model where we talk and you listen,” he continued. “It’s a conversation. It allows retailers to tap into their consumer base to generate the content and then to vote, talk about and review it to drive consumer trends internally. Social media gives you much better market data and much better capability to drive purchasing. It gives you more interaction and touch points to your customers so that you can extend your brand’s relationships.”

❖

Consumers are much more Internet savvy, they buy more products online, and they share and communicate digitally with their friends – along with manufacturers, retailers and vendors – about how to use those products, noted John Morgan. “There are many ways to buy products and get information. You have to get into it and be a part of it. You have to share in ways you haven’t done before.”

“Our biggest challenge today is not how to sell products, but how to teach our customers to use them,” he added.

“Yes, we can do it through the Internet, but at the same time we cannot give up on the things we’ve done in the past to bring customers into our stores and inspire them.”

▲

People are very plugged in to social media, agreed Bob Ferguson, and he’s hearing more about Pinterest from consumers who say it’s where they get their ideas. “That’s indicative of what’s taking place,” he said. “It behooves stores in our industry to go to where those consumers are looking and present products in the most creative and inspirational way possible.”

Panelists

10 Spring 2012 • Craft Industry today

Bob Ferguson, President

Tony Ford, EVP & COO

Nancy Hill, Founder & CCO

Ben Franklin Crafts and Frames, Redmond, Washington

ArtFire.com Tucson, Arizona

DCWV Inc. Provo, Utah

✦ ❁

“I don’t think there’s been a more exciting time for the crafter,” said Nancy Hill. “Pinterest is going to drive itself; our goal is to get the foot traffic in the stores and capitalize on that enthusiasm.”

Knitting, for instance, is experiencing a resurgence because, said Hill, “You can learn it online. The Internet is really a gold mine; we just have to mine it. I am very bullish and positive about it.”

Tony Ford agreed, and noted that out of all the drivers of consumers to ArtFire, Pinterest is best. “More visitors convert to purchase from Pinterest than anything else.”

❋

Michaels is focusing on CRM technology, database email and business intelligence tools, and has added staff and other resources dedicated to social media, said John Menzer.

“We’re trying to present information that meets specific needs of the individual crafter or craft segment, through interactive apps that provide community endorsement, project sheets and videos.

“Another vehicle is texting,” he continued.

“Customers can opt in to get new ideas, projects, instructions and what’s happening in the community. The results have been very good. We are seeing new customers and an up-tick in transactions. Existing customers are coming into our stores more frequently.

“A lot of work has been done but there’s still more to go. Every morning there’s something new in technology,” Menzer said.

(An interesting caveat – while consumers love Michaels’ communications via technology, they also love the store’s circular in the newspaper. “They want both,” said Menzer, “so our marketing and advertising costs continue to go up. It’s up to retailers to move the customers from one medium to another.”)

“We have a regular flow of new projects that we deliver every day to retailers; to their stores, their websites, and to social media,” said Valerie Marderosian. “It’s really about inspiration for consumers. The vendor has to be the driver of the content. We’ve had good results connecting the consumer to the retailer to the new products.

“The goal is to get consumers into your store and onto your website,” she said. “Give them new content to inspire them. They want to do something new!”

❖

Offering a different perspective, John Morgan said, “This is a classic left/right brain struggle. We have a lot of new technologies coming into play that are very important to our industry, but we have to remember this: Independent stores like Archivers must educate customers, give them a great experience, entertain them and inspire them to come into our stores, look at the products, and put them together in a creative way. No amount of conversation on the Internet is going to supplant that experience. Social media is not going to scratch the right-brain, creative itch of those crafters in our stores.”

▲

John Menzer’s main concern about technology use?

Security and privacy are not moving as fast as the technology itself. “Yes, data is constantly under attack,” warned Tony Ford.

“Use encryption.” (more on page 12)

Valerie Marderosian, CCO

John Menzer, CEO

John Morgan, CEO

ILovetoCreate Fresno, California

Michaels Stores Inc. Irving, Texas

Archivers Golden Valley, Minnesota

Georganne Bender and Rich Kizer Moderators

Craft Industry today • Spring 2012

11

❁

Ensure that your product posts will get shared, said Ford, by driving up the percentage of posts using photos, videos, trivia questions and contests. “They get shared more than anything else. I ran some virality experiments on ArtFire and found that cute animals get shared a lot.”

On Facebook, “don’t just talk about product,” he added. “Nine out of the 10 things you say can’t be about you. They must be about your customers.” Nancy Hill agreed. “Don’t ruin your Facebook page by making it advertising.”

❋

“Indie retailers have to take a look at what competitiveness means,” said Bob Ferguson. “To a lot of people, it means price. Independent retailers have to be unique, present things more quickly, and present something inspiring to

12

Spring 2012 • Craft Industry today

be competitive. They have to jump on trends.”

Valerie Marderosian agreed. “I need to be inspired,” she said. “As a design community we come together to bring consumers those new things. Coming together to share the creative experience is magical. The passion comes out.”

▲

When John Menzer mentioned that dryer lint is a new (albeit “outrageous”) craft medium, Nancy Hill was not surprised. It’s part of a trend. “There a big community effort to re-purpose things,” she said. “It harkens back to a time when we used things up until they were gone. We should be the ones driving it.”

To read more about Bob Ferguson’s store, turn to page 3. For more technology tips, turn to the article on page 20 by Tony Ford. For CHA Winter 2012 attendance numbers and award CIT winners, see page 23.

Hot Products to Excite Crafters Instead of consulting your crystal ball as to where craft trends are going, here’s what the craft industry celebrity judges chose for the top 20 products from over 100 new products that were submitted to the Innovation Sneak Peek Media & Buyers event at the CHA Winter Show. Next, the top three products were ranked by members of the media for the Innovations Product Showcase Awards.

Celebrity judges included Terri O, PBS-TV’s Super Simple With Terri O; Jenn Mason, editor of Cloth Paper Scissors Magazine; Katie Hacker, T.V. host of Beads, Baubles and Jewels; Joy Macdonell, T.V. and online host of Crafting at the Spotted Canary and Education Director with EK Success Brands; Julie McGuffee and Julie Fei-Fan Balzer, T.V. co-hosts of Scrapbook Soup; Candie Cooper, designer, author and host on the T.V. series Hands On; and Tina Manzer, editorial director, FahyWilliams Publishing Inc.

2

1. The Winner: Kodak Shoe Art Film by Shoe Attitude is an at-home shoe decorator kit that includes the film, a glue stick, and instructions for designing custom prints to apply onto shoes. www.shoeattitude.com • 847-772-0621

1

3

2. Runner-Up: Cool2Cast by Tiffany Windsor and Yaley Enterprises is a plaster product for embedding, embossing, stamping, coloring, glossing and more for jewelry, home décor and mixed-media crafting. www.yaley.com • 530-365-5252

4

3. Honorable Mention: The Knook is a specialized bamboo crochet hook that replaces traditional knitting needles. With a cord to keep knitting secure, the Knook eliminates dropped stitches. www.leisurearts.com • 800-643-8030 4. The Babyville Boutique from Prym Consumer USA is the first complete sew-ityourself diaper program to meet the needs of eco-conscious mothers who use cloth diapers. www.prym-consumer-usa.com 864-576-5050 5. Copper Color Me from Hot Off the Press is a paper product that makes it easy to create the perfect color for cards and scrapbooks. Color it with alcohol pens, markers, mists, chalk and more. www.b2b.hotp.com • 503-266-9102

5

6. The CraftGeekPin from Purple Cows is a portable stapler for adding decorative metal embellishments to creative products. It has 10 different pin designs including hearts, daisies, butterflies and buckles. www.purplecows.net • 877-386-8264

6

Craft Industry today • Spring 2012

13

7

7. Eco Crayons from Eco Green Crafts are made of plants and beeswax and packaged in a recycled-paper box. www.ecogreencrafts.com • 888-399-7858

8

8. Diamond Head Upholstery Tacks, made of either genuine bohemian crystals from the Czech Republic or luster art glass cabochon stones, allow users to change the crystal or stone and bezel without replacing the nails. http://diamondheadupholsterytack.com 949-285-2192

9

9. The Cutting Edge Clear Rulers from Sullivans USA have a diamond carbide edge to sharpen rotary cutter blades with every cut. www.sullivans.net/usa • 800-862-8586 10. The Send it Clear kit from Clear Scraps includes three clear card pieces, eight binding stickers and one clear envelope to make a 4- by 6-inch card. The cards can be inked, stamped, embossed and even sewn together for a one-of-a-kind creation. www.clearscraps.com • 303-648-9131

10

11. The eBosser from Craftwell is the first automatic, electric embosser/die cutter that handles materials up to letter and A4 sizes. It cuts leather and up to eight layers of fabric at a time, and is compatible with most cutting dies and embossing folders. www.craftwellusa.com • 888-315-8885

11

12. Stick On Artist Canvas from Duro Art Industries is a real artist’s canvas with a repositionable adhesive back. www.duroart.com • 773-743-3430 13. Crafty Bands from Epiphany Crafts Inc. are used to create unique, customizable silicone bracelets using the Shape Studio Tool. http://epiphanycrafts.com • 951-847-7155

13

12

14 15 14. Hybraid from Beadalon combines the best characteristics of wire and cord in a single beaded jewelry product. The core is made of copper wire surrounded by Spectra braided fiber and encased in braided stainless steel wire. www.beadalon.com • 866-423-2325 15. Fringe In a Flash Multi-Blade Rotary Cutter from June Tailor Inc. provides a fast and easy way to cut fringe for fleece tie blankets, pillows, scarves and more. www.junetailor.com • 262-644-5288

16

16. The Prima Press from Prima Marketing holds individual letter stamps so crafters can build the perfect word for each project. www.primamarketinginc.com • 909-627-5532

17

17. Dazzu Light-Craft Studio from Dazzu combines patent-pending technology with traditional crafts. Each kit contains programmable interactive lights to embellish door signs, frames, journals, bracelets, photo albums and more. www.mydazzu.com • 303-653-5076 18. The Tulip ScreenIt All-in-1 Screen Printing System from iLoveToCreate provides a quick and easy method for at-home screen-printing with professional results. www.ilovetocreate.com • 800-438-6226

18

19. The USB Power Glue Gun from YuGene Enterprise Company Ltd. uses a computer’s USB outlet as a power source to provide safe and steady glue flow. www.taiwantrade.com.tw/yugene 011-866-229362188 20. The Flower Making Tool from Flower Me With Candy creates edible handcrafted flowers from fresh candy in original wrappers. www.flowermewithcandy.com • 855-867-0687

19

CIT

20 Craft Industry today • Spring 2012

15

Creativity is Our Business

™

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

. connection . liaison . creative director . instructor . author . product evangelist . designer . illustrator . loyal . resourceful . practical . idea tank . unique . . energetic . . innovative . . fun . . versatile . amiable . . consultant . professional . information harvestor . service oriented

www.jill-d-evans.com p: 801 . 766 . 8376

jcdinfo@gmail.com c: 801 . 995 . 1150

1813 Meadow Marsh Drive . Lehi . UT . USA

16

Spring 2012 • Craft Industry today

ee dim thr

ensional

art

Eileen Hull with eileenhull.blogspot.com

Stampin’ Queen Creations Lisa Rojas Designer, Artist, Teacher 760-952-2262

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.

lisa@stampinqueencreations.com blog: stampinqueencreations.blogspot.com

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

Give The Queen A Call!

susanlouisearts.com (608) 206-6987

Sharon M. Reinhart Designs • Designer • Teacher • Author

Available for classes, demonstrations, book signing events, product development, project design and consulting

Theresa Harris

Design Team Coordinator • Social Media Queen www.thescrapbookingqueen.com thescrapbookingqueen1@gmail.com

403-280-1179 smreinhart@telus.net

smrdesigns.blogspot.com sharonmreinhart.com Project materials supplied by: Canvas Corp; DecoArt; Harmonie; and Tsukineko

Craft Industry today • Spring 2012

17

“My primary role is to be a community builder

Up Close with Andrej Suskavcevic CHA’s New CEO

by Victor Domine

O

On January 10, the board of directors announced the appointment of Andrej Suskavcevic (André Shoosh-KAV-che-vitch) as the new president and CEO of the Craft & Hobby Association. With an undergraduate degree in finance from Montclair State University along with international banking experience, an MBA in organizational behavior and international business from New York University’s Stern School of Business, plus strong entrepreneurial roots and expertise in trade association management, Andrej is uniquely qualified to lead the world’s largest craft and hobby trade organization.

Craft Industry Today caughtup with Andrej for a glimpse into his thinking, vision and aspirations for CHA, its members and its future.

WHY CHA? What really intrigued me about CHA was the end customer. No one has to craft. It’s a choice. It’s a passionate pursuit. Being part

18

Spring 2012 • Craft Industry today

of that type of energy is very exciting to me.

There is a groundswell of enthusiasm that we as an Association have an opportunity to harness, nurture and direct for the common good. Once we do that, the industry will grow, our membership will grow and we will all be more profitable.

Simultaneously, there’s a way for us to give back through sharing creativity across the world to multiple generations, that also intrigues me.

WHAT

IS YOUR MOST IMPORTANT ROLE AS

CEO? My primary role is to be a community builder that connects with everyone directly. I need to be accessible. I need to hear it directly. I plan on visiting members at their offices and stores, traveling around to meet our members and really engaging in conversations. Those conversations

will allow me to present informed ideas to our board of directors and refine our strategic direction and supporting initiatives. To me there is no such thing as an ivory tower. We have to be connected with our members. We will not be successful without them.

fresh look at. The two trade shows are currently the key to what we, as an Association, do and are vastly important for our membership and the industry. We will continue to nurture them and look to expand them. There are other value propositions we will be developing throughout the year from an educational perspective, from a consumer awareness building perspective, and from a technological perspective. Creating a technology platform and serving the industry with an information portal is well within reach. To do this we want to develop our web presence, and our social media to incorporate a consumer awareness component and build a platform our members can use to showcase their companies and products.

WHAT

IS THE VALUE PROPOSITION OF CHA MEMBERSHIP?

WHAT ARE YOUR SHORT-TERM GOALS?

The value proposition of membership is an evolving one and something we are continuing to take a

Short-term goals for CHA or any business are really looking to make sure that resources are aligned

that connects with everyone directly.”

Our name says it all!

with strategic direction. Working closely with the board, we are going to re-evaluate all of our technology and all of our systems. With my travel out into the community, hearing what the needs are and making sure our resources are properly allocated is vital. Once they are identified, we can execute a tactical plan that will truly grow the Association and the industry. In short, I want to listen to our members, hear what their needs are, align our resources accordingly and execute our jointly developed plans.

For the Association, we also need to help businesses, especially small businesses. We need to help grow them and protect them for the good of the industry overall. We have a lot of work ahead of us in this regard but I believe we have an opportunity, and the necessary support of the industry and craft community to get the job done.

WHAT ARE YOUR FOR CHA?

We make our stamps out of true photopolymer, which in result creates completely clear stamps which allows you to be able to see the area where you are applying the impression when used with clear blocks. dŽ ŚĞůƉ ŵĂŬĞ LJŽƵƌ ĚĞĐŝƐŝŽŶ ĞĂƐŝĞƌ͕ ǁĞ ŽīĞƌ ĞǀĞƌLJ ŶĞǁ ĐůŝĞŶƚ ƚŚĞ opportunity to try us at no risk or cost.

&Žƌ ŵŽƌĞ ŝŶĨŽƌŵĂƟŽŶ ƉůĞĂƐĞ ĐĂůů ƵƐ Ăƚ 877.624.3800 Žƌ ǀŝƐŝƚ ƵƐ Ăƚ www.clearstampinc.com

LONGER-TERM GOALS

We need to better understand how technology is really impacting the industry. What are the new trends coming around for crafters? As we have an aging population of Baby Boomers we are looking at a generational shift. We have to understand what impact it will have on this industry. What are the needs of the X, the Y and the Millennial Generations as they will ultimately have a say in the future of our industry? They’ll be voting with their dollars, so engaging them early on and having them be a part of the process and the community shaping our future will be critical.

PARTING

THOUGHTS?

If there is one message it’s this: Get involved! If you aren’t a member join! If you are a member, get active! Get involved, there is a place for you with CHA to become an active part of the community. We welcome you. When we engage with likeminded people and organizations all working for a common cause we can move mountains. We can make the seemingly impossible possible.

Andrej extends his open-door policy to members of the industry and the Association, and invites you to contact him with your thoughts, comments and concerns at 201-835CIT 1201 or via e-mail at andrej@craftandhobby.org.

Craft Industry today • Spring 2012

19

Why 2012 is theYear Your Business Will Go Mobile

by Tony Ford, EVP & COO ArtFire.com

I

It started slowly for my business, www.ArtFire.com.

Perhaps 2 to 3 percent of our shoppers were on mobile devices at the beginning of 2011, but that number quickly moved up to 10 percent by the fall. Now we’re projecting 15 to 20 percent of our shoppers will be mobile by mid-summer of 2012. All of those customers who used to shop and surf the web at work. They still do, and their IT department can’t block them because they’re using their own smart phone or tablet.

For those of us who have businesses selling online, the shift has already begun. On Cyber Monday, the first workday following the Thanksgiving weekend in the U.S. (November 28, 2011), 10.8 percent of people used a mobile device to visit a retailer’s site, up from 3.9 percent in 2010. Overall mobile sales grew dramatically, reaching 6.6 percent

20 Spring 2012 • Craft Industry today

on Cyber Monday versus 2.3 percent in 2010, according to IBM’s Fourth Annual Cyber Monday Benchmark, 2011. PayPal data for 2011 revealed that about 67 percent of consumers planned to make a holiday purchase via mobile.

Customers in your stores are price-shopping with mobile phones; flattening prices and driving stronger price competition.

Approximately 45 percent of mobile users planned to compare prices via their handsets during their Thanksgiving weekend shopping, according to an InMobi Holiday Mobile Shopping Study.

Customers who are thinking about shopping your store are checking out your reviews on Yelp and Google. Sixty five percent of mobile users said they used their mobile device to find a business to make an in-store

purchase according to Google. What they read on those review sites is the difference between a customer walking in the door and a customer who will never visit your store.

Many of your existing customers are now reading your sales e-mails on mobile devices. More importantly, mobile sales alerts are driv-

sion of tablet computing.

The Kindle Fire popped into the hands of 4 million customers before January 1, 2012, and it only launched in mid-November. There will be 18 million-plus iPads in use in 2012. And one more statistic: In 2012, mobile devices will outsell desktop and laptop computers. If you’re planning to

The CHA Experts program is an elite cross-section of business consultants and leaders that brings together years of expertise and an impressive list of clients that range from the craft industry to the Fortune 100. Throughout 2012, you can access business education on-demand, read articles or register for seminars at www.craftandhobby.org/CHAExperts.

(For details, see page 30.)

ing consumer behavior.

Mobile alerts drive 1 out of 3 recipients in-store, and 27 percent of those make a purchase, revealed a 2010 Harris Interactive Survey commissioned by Placecast.

Of course, this is all before we get to the explo-

develop a single area of technology for your company this year, it needs to be a mobile technology.

But what does that mean? Do you need to pay some development company $100,000 for a smart phone application (“app” for short)?

Do you need to paste QR codes on every product you ship?

Do you need to issue tablets to all of your employees? For most of you, the answer is no.

Here are the basics that your business needs right now to be ready for the mobile revolution of the American consumer.

1. Make sure your website and checkout work on mobile phones. You don’t necessarily need an app but you do need your website to be optimized for mobile use. Apps are expensive and add a friction point to purchases. No one should have to download software in order to give you money. If the site works well on their mobile browser, you will pick up those sales.

2. Make sure your sales and promotional e-mails and pages are optimized for mobile users. If 20 percent of your customers prefer to open the sales e-mail on their smart phone or tablet but cannot do so, you’re wasting a big part of your promotional effort. Explore using mobile alerts for flash sales and discounts to your most loyal customers.

3. Pay attention to and monitor your online reviews.

Tony Ford is EVP and COO of ArtFire, an online artisan marketplace based in Tucson. As an emerging technology expert for CHA, Tony’s work ranges from product launch strategy for manufacturers to retail merchandising, sales training, marketing strategies and management, as well as traditional and new media marketing optimization. With over 20 years of experience in media and management, Tony has worked with newspapers, radio stations, and major retailers including The Home Depot and Toys-R-Us, as well as Sony Corporation, Coldwell Banker and numerous independent businesses and nonprofit organizations. He has served as adjunct faculty at the University of Arizona teaching media theory, media management and professional practice courses, and as Media and Arts Liaison for both the Arizona State Legislature and the U.S. State Department.

CIT

Check on those Yelp and Google reviews if you are a brickand-mortar store. Ask your most enthusiastic customers to give you good reviews and build up your positive ratings.

Respond to and resolve your complaints quickly. The difference between three stars and five stars on a rating site can add up to tens of thousands of dollars in lost revenue every year for a small brick-and-mortar store.

4. Recognize that your social media strategy will be significantly engaged in mobile marketing and customer service.

The person complaining about your store on Twitter is probably in your store right now or not much farther than the parking lot. The person reading about the flash sale offer to Facebook Fans only is right down the street, or in the car, or in a competitor’s store as she reads it.

5.

Know and respond to your competitors’ prices. Your customers will. They will be checking, and it only takes a few anecdotal situations to become a perceived trend of “higher prices” in the mind of your shopper. In a world where price information is instantly available, consumers switch their purchasing habits frequently.

This list is basic. Each item can be expanded to an entire initiative for a large firm, or all five can be a single, major project for a small company. Being aware of how mobile device usage will impact your business was a forward-thinking concept in 2010 into 2011. By the end of 2012, anyone not integrating mobile strategies into their business will be playing catch-up in a multi-billion dollar game.

Craft Industry today • Spring 2012

21

Inspiration

Favor Boxes by Eileen Hull and Sizzix, a quick and easy project to teach and demo in your store

Who Doesn’t Like

Cake?

R

Recipients of this cake-slice favor box will want to save it as a treasured souvenir, or re-use it for a gift or favor.

Because it’s made from matboard, it’s durable and longlasting. It can be customized for any event, ranging from a kid’s birthday party to a wedding.

Step 1

Step 3

Step 5 Once upon a time Eileen Hull, military wife and mother of four, could be found in her basement cutting, scoring and folding matboard scraps into fun little boxes, books and folders. It was a long and complicated process and the results were not always consistent. When the folks at Sizzix saw Eileen’s matboard creations at the 2008 CHA Winter Show, they struck a deal with her to design a unique line of dies — today’s ScoreBoards dies — that cut and score thick materials up to 1/16th of an inch.

22

Spring 2012 • Craft Industry today

The

Step 1: Assemble your supplies • Sizzix 657725 Box w/Lid, Cake Slice • Sizzix 657721 Borders & Hydrangeas • Sizzix 657718 Birds & Butterflies set • Sizzix 657720 Sweet Treats for You set • Sizzix 657380 Flower & Wreath Textured Impressions set • Sizzix 656491 Mat Board Pack, cream • Sizzix 655267 Extended Cutting pads • Sizzix 655268 Big Shot die cut machine • Therm O Web Supertape and 3D Foam Squares • Making Memories brads • Crepe paper • Green fabric • Stampin’Up! ink pad

Step 2: Die-cut the box from matboard and the embellishments from paper using the Sizzix Big Shot machine Step 3: Emboss the cakeslice lid and base with the Sizzix Textured Impression embossing folder. Ink the raised areas.

Step 4: Assemble the box using strong double-sided adhesive.

Step 5: Add embellishments and the favor!

Visit www.sizzix.com to see more of the Sweet Treats collection by Eileen Hull, shipping in June.

CIT

Creative Community Returns to Anaheim

A Recap of the CHA 2012 Winter Show

W

With a four percent increase in overall attendance, and an eight percent jump in buyers.

The CHA Winter Conference & Trade Show (January 29 through February 1 in Anaheim) was a huge success.

Out of the 5,439 folks in attendance, 4,385 were buyers. And, thanks to a 23 percent increase in unique buying companies, there were 300 more this year compared to last year.

The biggest story, though, is the surprising number of international buyers – 1,660 from 53 different countries. It represents an incredible 129 percent increase in international buyers, and the highest internationally attended Winter Show since 2008.

If you were there, you felt the energy, positive vibes and promise of a successful year, even though there were slightly fewer exhibiting companies, 444 compared to 552 in 2011. Still, there was 158,356-square-feet of filled exhibit space with 62 new exhibitors.

The CHA Exhibiting with Excellence awards, presented to companies whose dynamic displays and merchandising techniques enhanced the overall atmosphere of the show floor, were judged by members of the press and CHA’s Exhibiting Expert Jefferson Davis, CEO of trade show exhibit consultancy Competitive Edge. Judging criteria included use of floor space, the visual appeal of the booth, its overall presence and friendliness of the staff. Here are the winners.

• New Exhibitor: ShurTech Brands • Linear Booth: Action Wobble • Island Peninsula: DCWV Two press kit competitions were also

ShurTech Brand’s booth featured a Duck Tape prom dress.

held at the show; winners were selected by members of the media. Sizzix LLC/Ellison won the top Golden Press Kit award.

ScraPerfect was runner-up, and Antiquity Mosacis by Diamond Tech received honorable mention. The award for best Designer Press Kit was presented to Kid Giddy a/k/a 2 is Beautiful, LLC (Kerry Goulder).

In 2013 the CHA Winter Conference & Trade Show will return to Anaheim, January CIT 11-15, to celebrate its 72nd year.

Craft Industry today • Spring 2012

23

Association News for Members 2013 Board of Director Nominations Now Open

N

Nominations are being accepted until June 1, 2012, for new directors to serve on the 2013 CHA Board of Directors, the Association’s governing body.

CHA members can obtain the Board Director Nomination Form at www.craftandhobby.org under the “Membership” section or request a copy from CHA Member Services at 201-835-1206 or e-mail memberservices@ craftandhobby.org.

The CHA Board of Directors consists of individuals representing the various sections of the CHA membership.

Board members meet quarterly to address the needs of the industry from a strategic viewpoint, strengthen the ties between CHA members and the association, and guide the focus of CHA to provide member value. Board directors serve on a voluntary basis through which they establish networking and business opportunities, advance their careers through industry leadership, and contribute their voice as advocates for CHA members.

Any CHA member can nominate themself or another person employed by a CHA member company to serve on the Board of Directors for a three-year term beginning in January 2013. Nominated candidates will be asked to complete a Nominee Profile form, which is due to Emma Gebo by June 15. Nominees should also plan for an in-person interview by the Nominating Committee on Monday, July 16, in Rosemont, Illinois (one day prior to the opening of the CHA 2012 Summer Show on July 17).

The membership will be notified by mail in midNovember to submit their proxy ballot for the slate of candidates determined by the Nominating Committee, as outlined in the Association Bylaws.

Landmark Study of Crafting in Canada

R

Results of the first-ever CHA Attitude & Usage Study of Canadian crafters, conducted in 2011, were released earlier this year. The study offers CHA members a better picture of consumer craft behavior, identifies the most popular craft segments, and provides a deeper look at the diverse categories and sectors that compose the Canadian craft and hobby industry.

The yearlong research, conducted in both English and

24 Spring 2012 • Craft Industry today

Networking and business

he industry is at a crossroads where technology, our trade shows and various industry segments are driving the industry into potentially different directions,” explained CHA Nominating Committee Chair Emma Gebo. “We need to identify strong advocates for the industry and association, to help us chart an industry path into the future. If you, or someone you know is interested and qualified, please submit a nomination.”

“T

Nomination forms should be sent directly to Emma at her store address: Sierra’s 4150 Yellowstone Ste D Pocatello, ID 83201 Fax (208) 237-7015 Email: egebo@ssidaho.com

In addition to the chair, board committee members are Mike Birkholm (Darice Inc.) and David Murray (ACTIVA Products), with Mark Peters (iLoveToCreate) and Jan Kahn (Spinrite LP) as the first and second board alternates, respectively. The members-at-large elected by the membership to serve on the committee are Georganne Bender (Kizer + Bender SPEAKING!), Ted Hesemann (Herrschner’s) and Tiffany Windsor (Cool2Craft Network). Lorine Mason (Lorine Mason Designs) is the single member-at-large alternate.

French, was fielded by a major global market research company and followed the same methodology used in the CHA A&U Study of the U.S. By identifying emerging trends in the industry, shopping behavior and cross participation among craft segments, the results offer retailers and manufacturers important information to help them with future planning and business growth. For instance, the study revealed that 44 percent of Canadian households participated in crafting at least once during 2011, helping to create a $2.8 billion craft and hobby industry in Canada.

opportunities, strong advocates for the industry

Other deep dive results list both top national and top regional crafting segments by average project spending, average number of projects produced a year, and household participation. There is also interesting data that highlights provincial differences as well as differences between crafting in Quebec versus the rest of Canada. The research results were compared across five Canadian regions: Ontario, Quebec, the Eastern Provinces, the Prairie Provinces and British Colombia.

Complete reports are available free to CHA members on www.craftandhobby.org or for purchase by nonmembers via e-mail request to Keri Cunningham, marketing manager, at kcunningham@craftandhobby.org.

B

ased on consumer spending, the study identified the top five crafting segments.* 1. Woodworking/Wood Crafts ($299 million) 2. Scrapbooking/Memory Crafts ($176 million) 3. Knitting ($143 million) 4. Food Crafting ($137 million) 5. Home Décor Crafts – Non-Sewing ($121 million) *Based on 5.7 million Canadian households

The study also tracked consumer-reported sales and other metrics across eight broad categories comprised of 54 individual craft segments. Those results indicated that the top craft categories include General Crafts ($872 million), Needle Crafts ($333 million), Paper & Memory Crafts ($334 million), Artistic Crafts ($314 million), Sewing Crafts ($293 million), Fine Arts ($293 million), Floral Crafts ($167 million) and Jewelry & Bead Crafts ($145 million).

New CHA Canada Spring Trade Event

T

The 2012 Spring Trade Exhibition for Quilting, Sewing & Fibre will be held in the Palomino Ballroom at the Calgary Stampede Grounds in Calgary, Alberta, Canada on Monday, May 14, and Tuesday, May 15.

In the past year, CHA has hosted two intimate regional craft trade events in Canada, in the spring and fall, which were very well received. One of the big advantages of these small shows is that they allow exhibitors more time with buyers. CHA has requested (more on page 30) Craft Industry today • Spring 2012

25

New Products

The Faux Kolinsky series by Dynasty replicates the elusive very fine tip of a natural kolinsky brush.

Featuring a generous reservoir, the brushes have a cupro-nickel ferrule and long satin black albata handle.

They match traditional Kolinsky sizing ranging from round sizes 3/0 to 16 and are completely assembled in America.

Six new pastel colors have just been added to the FIMO assortment of oven hardening modeling clays. Shades include vanilla, light pink, aqua, peach, mint and lilac. Don’t forget to check out the new “FIMO creative tips” app for iPhone, iPad and iPod touch, available at the App Store for free. Users can search for creative tips based on material, theme and level of difficulty.

The new Spellbinders Shapeabilities Cut • Fold • Tuck die templates make beautifully layered, geometric designs easy to accomplish. With a single cut, users simply fold and tuck the layers to build a range of intricate and uniquely detailed creations. They can use singly or combine designs to bring added dimension and awe-inspiring results. With five designs, each with three die templates, it’s a great value.

FM Brush Company 718-821-5939 www.dynastybrush.com

STAEDTLER North America 800-776-5544 www.staedtler.ca

Spellbinders PaperArts 888-547-0400 www.spellbinderspaperarts.com

Tea for Two is just one of four new collections from Cosmo Cricket. All papers are printed double-sided on 80-pound cover weight stock and are acid- and lignin-free. Coordinating chipboard, cardstock and stacked sticker embellishments are available.

The Element Deck features 24 unique designer tags for journaling spots or embellishments. The 6- by 6-inch Mini Deck consists of 36 papers sized for card making.

For years, knitters, crocheters, quilters and other craft enthusiasts have worn our stress relief gloves. These lightweight gloves provide comfortable support and warmth while allowing you the freedom of movement to craft.

Boost your bottom line with Lion Brand Yarn’s Stress Relief Gloves.

The Clear Stamp team uses their years of hands-on expertise to produce functional solutions to ensure clients’ ideas are executed. They are a singlepoint resource from concept through delivery. Clients enjoy non-yellowing clear stamps or high quality rubber stamps, guaranteed deliveries, competitive pricing and friendly customer service.

Advantus 904-482-0092 www.cosmocricket.com

26 Spring 2012 • Craft Industry today

Lion Brand Yarn Stress Relief Gloves 800-795-5466 www.thera-glove.com

Clear Stamp 877-624-3800 www.clearstampinc.com

satin, pastel, layered, detailed, value, comfort, functional, fun, wonderful, rich, coordinating

Made of an elastic band and a decorative fabric sleeve, ScrapBands wrap around the covers of a scrapbook to hold pages in place while it’s being carried or displayed. They work with large scrapbooks, as well as journals and binders, and they fit the spines of D-ring albums for a fun “label.” The new LBD Collection features 10 styles in premium fabrics. The sleeve can easily be removed and embellished with brads, tags, ribbon and more.

Made in the U.S.A. Patent Pending.

ScrapBands 913-526-7200 www.scrapbands.com

A tisket, a tasket, make pretty little baskets. Your customers can now create personalized baskets in round, square and oval shapes. The new Basket Frames come with two pieces of pre-cut sturdy cardboard. Crafters then use yarns, raffia, fabric strips, ribbons, or threads, or embellish them with beads, flowers and buttons. They are available in small and large sizes.

These new Mini Paper Clips are adorned with remarkable glitter shapes. Each package contains three different paper clips. They make a charming page accent, a magnificent card, an enchanting picture holder, or a delightful accent on the fridge. Users can also use these petite products in mixed media projects. For ideas on how to use these new products, visit www.chattering robins.blogspot.com.

Clover Needlecraft 800-233-1703 www.clover-usa.com

The Robin’s Nest 801-910-8514 www.robinsnest-scrap.com

Crafty Cat specialty kits provide crafters with the right assortment of finishing products. Each kit contains suitable abrasive finishing mediums for the designated craft application. These kits are created with end results in mind with a focus on appropriate texturing, smoothing and polishing techniques.

This new Woven Burlap Ribbon stretches easily to create a wider look, making it a versatile choice. It’s great for cards, scrapbook pages and more.

Take advantage of this timely ribbon, and all the latest and greatest May Arts has to offer, at affordable wholesale prices. Ribbon measures 1/2-inch by 20 yards. It’s available in seven colors, ranging from classic neutrals to fun brights.

Sold in tonal color sets for easy shading, Spectrum Noir markers are available in 12 color themed sets of six pens. An extended range of four different 24 packs is available also, for a total of 168 unique colors. ReInkers, replacement nibs, coloring techniques DVD, and Ultra Smooth Premium white cardstock designed for the best in alcohol blending are available to support this new brand.

May Arts Ribbon 203-637-8366 www.mayarts.com

Crafter’s Companion USA 800-399-5035 www.crafterscompanion.com

Alpha Precision Abrasives 800-506-9618 www.alphaabrasives.com/ craft-abrasives.php

Craft Industry today • Spring 2012

27

New Products

Embellie Gellie helps crafters pick up and precisely place small embellishments including gems, buttons, beads, diecuts – even cake decorations.

Though strong enough for charms, it easily transfers lightweight confetti to a tackier adhesive. It won’t bend or “pop” embellishments like tweezers can and leaves no residue. One package lasts for years. Call for a FREE sample.

Crafters can choose from a great selection of kits – from beginner to intermediate to expert level. These contemporary designs are conveniently packaged as Knit-Ready kits with easy-to-read instructions and quality natural yarns. New are the Maui Poncho, Alpaca/Merino Ribbon Cardi and Ravel-ry Beaded Shawl. For wholesale enquiries, contact Carol Balogh or visit us at the CHA Canada Spring Trade Exhibition May 14-15.

Join Crafters Home and become part of a group of elite paper crafting retailers working together. Though best known for the manufacturer discounts members receive, membership confers a host of benefits, including access to the message board, forum and idea gallery, a wealth of promotional materials, an invitation to Craft Mania, and opportunities to buy closeout merchandise, participate in swaps, join into group buys, and much more.

ScraPerfect 866-644-4435 www.scraperfect.com

Nature’s Knit-ch 403-652-4907 www.knittingkits.ca

Crafters Home 800-657-7270 www.craftershome.com

The Sizzix eclips Electronic ShapeCutting Machine Version 3 now features Stamp2Cut. This allows for the quickest and easiest cuts around Tim Holtz Stampers Anonymous stamped images. This feature is on Tim Holtz Alterations Stamp2Cut cartridges for the eclips. For the most accurate registration, each design includes a cutting template with original, solid, shadow and pieces (on selected designs).

Traditional Czech Beads from Preciosa Ornela are available in a huge range of shapes, styles and sizes: seed beads, bugle beads, seed bead drops, two cut beads, and the newest offering – twin beads. Thousands of other items are also in stock, including machine cut crystals, sew-on stones, acrylic jewel stones, Hot Fix and more. A fourth-generation family business, John F. Allen & Son has been serving the fashion and craft industry since 1889.

The EZMount cushion cling was designed to bring affordability and portability to stamp lovers. Each side of the soft grey EZMount sheets is carefully formulated to perform a unique function. One side has a permanent adhesive that sticks to a rubber stamp, while the other is a super smooth surface that clings temporarily like “magic” to an acrylic block for stamping.

Ellison 877-355-4766 www.ellison.com

John F. Allen & Son 401-921-4899 www.jfallen.com

28 Spring 2012 • Craft Industry today

Stampworkz (A division of Crafter’s Companion International) 800-401-8644 www.stampworkz.com

adorned, enchanting, delightful, smoothing, versatile, contemporary, elite, quickest, easiest, magical

Classroom chalkboard meets craft paper stash in this one-of-a-kind Chalkboard Cardstock Stack. Now the look and feel of a chalkboard can be incorporated into layouts, tags, cards or paper crafting projects. This collection of neutral solid chalkboard sheets can be used for home décor projects and mixed media art using chalk, watercolor pencil, oil pastels and more. (Includes 36 sheets, six of each color.)

Magic and wonder waits on every exquisite page of the Olde Curiosity Shoppe paper collection. Inspired by Victorian era fashion and sentiment, the color palette includes rich rusty hues of red, blue, green, buff and black.

The collection will include 12 new designs, 12- by 12-inch and 8- by 8-inch paper pads, coordinating die-cuts, cling stamps and sticker sets. It’s an authentic vintage look for craft creations.

Mosaic Mercantile presents Crafter’s Cut – a fun, safe, and easy mosaic product for crafters to enjoy. This precut glass tile has smooth edges and comes in a wide variety of colorful and glitzy finishes. Planograms, bulk sizes and a whole range of mosaic tile and accessories are available.

DCWV 801-224-6766 www.dcwv.com

Graphic 45 866 573-4806 www.g45papers.com

Mosaic Mercantile 877-966-7242 www.mosaicmercantile.com

New Designer Raised Frame 12by 12-inch Scrapbooks (style number MB-10EVF) are now available.

They have 20 pages and come in an assortment of four different designs.

The versatile double-sided 3D Clear Foam Tape is virtually invisible compared to the traditional white or black foam pads. The 3D Foam Tape roll allows crafters to cut the desired length for that special project – card making, shadow boxes, decorations and more.

The high-tack permanent adhesive bonds paper, cardstock, chipboard, wood, glass, metals, fabrics and more.

After extensive research and development AWi achieved the pinnacle in design and engineering of a revolutionary patented product, the Action Wobble spring. This injection molded collapsible adhesive spring provides animation and dimension to any project. It’s as easy as… Stick. Wobble.

Smile. AWi is an independentlyowned company proudly manufacturing all of its product in the USA with its headquarters in Irvine, California.

Pioneer Photo Albums 818-882-2161 www.pioneerphotoalbums.com

KOOL TAK 866-386-8853 www.kooltak.com

Action Wobble 949-580-2100 www.worldofwobble.com Craft Industry today • Spring 2012

29

(Association News for Members continued from page 25)

INDEX OF ADVERTISERS Spring 2012 Company

Pg.

Website

Action Wobble Inc. ..................19 ........world-of-wobble.com All That Scraps ........................9 ........allthatscraps.com Ann Butler Designs ..................17 ........creativitystirsthesoul.com The Blueprint Social ..................7 ........theblueprintsocial.com

that each exhibitor prepare an activity, training segment, guest designer or marketing strategy to share with attendees during the course of the trade exhibition.

A similar two-day program is planned for Mississauga, Ontario in the fall.

For more information, contact CHA’s representative in Canada, Paula Jones, pjones@craftandhobby.org or call 519-940-5969.

Canuck Craft Distributing ..........31 ........canuckcrafts.com Carol Heppner - Queen of Creativity................16 ........carolheppner.com Cathy Nolan ..........................16 ........cathynolan.com Clear Stamp ..........................19 ........clearstampinc.com Clover Needlecraft ....................5 ........clover-usa.com cool2craft - Tiffany Windsor ......17 ........tiffanywindsor.com Craft & Hobby Association..........12 ........craftandhobby.org Crafter’s Companion ................31 ........crafterscompanion.com Crafters Home ........................9 ........craftershome.com Crafty Cat ..............................7 ........alphaabrasives.com Debra Quartermain Design ........17 ........debraquartermain.com Eileen Hull Creative Design Studio ........................17 ........paperworketc.com Ellison ..................................32 ........ellisoneducation.com Hydrangea Hippo ....................16 ........hydrangeahippo.blogspot.com JGoode Designs ......................16 ........jgoodedesigns.com Jill DeAnn Evans......................16 ........jill-d-evans.com John F Allen & Son ..................25 ........jfallen.com Katie Hacker - Katiedids ............16 ........katiehacker.com Laura Kelly ............................17 ........laurakellydesigns.com LBO Studio ............................17 ........lbostudio.com Lion Brand Yarn Stress Relief Gloves ..................5 ........thera-glove.com Lorine Mason Designs ................16 ........lorinemasondesigns.com

CHA Experts on Demand Valuable business education from our industry’s top experts is available to CHA members for free 24 hours a day, 365 days of the year, thanks to the new CHA Experts Program launched in January. This experienced group of consultants will provide you with conferences, webinars (live and recorded for easy access), articles (see page 20 in this issue) and videos. To get an answer directly from an expert via email, use CHA’s “Ask the Expert” feature, available at www.craftandhobby.org. (Click on “Education” then “CHA Experts.”)

Depending on your question, you could hear from • Tony Ford from Artfire.com, our Emerging Technology Expert.

• Jefferson Davis from Competitive Edge, our Exhibiting Expert.

• Rick Locker from Locker, Greenburg & Brainin, our Regulatory Expert.

• Georganne Bender and Rich Kizer from Kizer + Bender Speaking! our Retail Experts.

• Joe Rotella, Delphia Consulting, our Web Optimization Expert.

V

May Arts ..............................21 ........mayarts.com Molly Smith............................17 ........mollysmith.com Mosaic Mercantile ....................25 ........mosaicmercantile.com Nana Campana - Paper Tree House Studio ..........16 ........mypapertreehouse.com Nature’s Knit-ch ......................6 ........knittingkits.ca Pioneer Photo Albums ................2 ........pioneerphotoalbums.com S.M.R. Designs ........................17 ........smrdesigns.blogspot.com Scrapbands ..........................19 ........scrapbands.com The Scrapbooking Queen ..........17 ........thescrapbookingqueen.com ScraPerfect ............................6 ........scraperfect.com Sha & Co...............................16 ........shaandco.net Stampin’ Queen Creations ..........17 ........stampinqueencreations.blogspot.com Stampworkz ..........................31 ........stampworkz.com Susan K. Weckesser ..................16 ........susiebeestudios.com Susan Louise Arts ....................17 ........susanlouisearts.com Theresa Cifali - The Altered Canvas ................16 ........thealteredcanvas.com Vicki O’Dell - The Creative Goddess ............16 ........vickiodell.com Walnut Hollow ........................9 ........walnuthollow.com

30 Spring 2012 • Craft Industry today

Pat DeSantis — 1942-2012

T

The industry was deeply saddened by the sudden passing of Pat DeSantis, a long-standing and beloved employee of Simplicity Creative Group.

Known as the matriarch of Wm. Wright Co., Pat truly was the face of the company, with her numerous appearances on television, teaching crafting and her love of traveling to promote her favorite hobbies. In her more than 45 years of experience in the sewing and craft industry at Wm. Wright Co., she served in many roles within the organization, most recently in sales and product development.

“Pat was a dynamo in the home sewing and craft industry, and her dedication and commitment have been an integral part of our success,” said Phil Handy, co-president and co-owner, Simplicity Creative Group. “No CIT words can express the sadness and loss we feel.”

F GET 10% OF ORDER!

YOUR WHOLESALE SIMPLY USE COUPON CODE

012 A2BEFOR CHRING E 07/31/12

WHEN ORDE

168

COLORS AVAILABLE

Available in the USA from

Å— $FKLHYH HIIRUWOHVV EOHQGLQJ FRORU PDWFKLQJ Å— 6ROG LQ WRQDO FRORUV VHWV IRU HDV\ VKDGLQJ Å— 5HILOODEOH ZLWK WKH RSWLRQ RI UHSODFHPHQW QLEV Å— :LGH UDQJH RI FRORUV DYDLODEOH Å— $OFRKRO EDVHG LQN IRU SHUIHFW UHVXOWV Å— 1RQ WR[LF VDIH WR XVH Å— )DVW GU\LQJ IRU VPRRWK HIIHFWLYH ZRUN

Available in Canada from Canuck Craft Distributing

www.canuckcrafts.com Toll Free: 1.877.748.8054 Phone: 1.250.748.8054

Visiting the CHA show? Why not attend our FREE Alcohol Ink Technique class?

For more information or to place your order, visit:

www.crafterscompanion.com or call 1.800.399.5035 'HVLJQ

Custom stamp manufacturing, packaging, and fulfillment for your artwork and designs ‡ 4XLFN WXUQ DURXQG ‡ 2XWVWDQGLQJ VHUYLFH ‡ 6DWLVIDFWLRQ JXDUDQWHHG

Made in the USA!

0ROG

3DFNDJH

FREE ARTWORK DESIGN WORTH $300 ON

YOUR FIRST CUSTOM PRODUCT ORDER For more information or samples, please contact our team who can customize a solution that works for your business Email: sales@stampworkz.com or Toll Free 1.800.401.8644

™

Easy as 1-2-3

,SSPZVU (SS YPNO[Z YLZLY]LK

Alter your retail plan because Tim Holtz® and the Sizzix™ eclips® Electronic Shape-Cutting Machine have combined to create Alterations™ Stamp2Cut™ cartridges for the quickest and easiest cuts around Tim’s Stampers Anonymous stamped images. This Version 3 feature of the eclips eliminates complicated cutting with scissors in favor of electronically cut multiples of a stamped shape with absolute precision. Give your customers what they want – more Tim Holtz Alterations products! For more information, please visit ellisonretailers.com or call 877-355-4766.