Craft Industry Today Fall 2013

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FALL 2013

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contents

Fall 2013

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Retailer Spotlight: Bussaya Tejasen of Thailand

In Every Issue

Meet a dynamic craft retailer thriving amidst the changing market in Thailand

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Trend Watch Worldwide Styles from around the world offer creative inspiration

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4 The Buzz

CHA Trade Show Provides World-Class Benefits The international flavor – and business opportunities – at the Craft & Hobby Association’s trade show in the U.S. attracts exhibitors and buyers from all over the world.

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Do You Hang Out?

by Theresa Cifali

21 Do-It-Yourself Fiesta Sunset Earrings

by Myléne Hillam

5 Industry News

24 New Products

10 Chit Chat

29 Creativity is Our Business Designer Directory

Create and Craft TV: Bringing Crafting to the World

by Jennafer Martin

30 Index of Advertisers

11 Trend Report Say It with Chalk

by Alexa Westerfield

24 Craft

Industry

Fall 2013, Volume 2, No. 4

THE CRAFT & HOBBY ASSOCIATION MAGAZINE

Editorial Kerri Wickersheim kwickersheim@craftandhobby.org Keri Cunningham kcunningham@craftandhobby.org Jason Baum jbaum@craftandhobby.org Andria LaJeunesse andria@craftandhobby.org Catherine Martell cmartell@craftandhobby.org

Advertising Tim Braden tbraden@fwpi.com Darlene Roberts darlene@fwpi.com Craft Industry Today is published quarterly for members of the Craft & Hobby Association (CHA). CHA is an international not-for-profit 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 Conference & Trade Show, please visit craftandhobby.org.

The Craft & Hobby Association 319 East 54th St. Elmwood Park, NJ 07407 201-835-1200 Fax: 201-797-0657 craftandhobby.org CRE8TIME.org Publisher Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 Fax: 315-789-4263 fwpi.com Craft Industry Today is distributed to CHA members on a complimentary basis. Subscription fee for non-CHA members is $25 a year.

We want your feed b ack!

We welcom e you to su bmit letters comments and on any top ic covered Industry To in Craft day! Please include you name, com r full pany name, phone num and address b er .

E-mail us at CIT@craftan dhobby.org; or write to: Craft Indust ry Today, 3 19 E. 54th Elmwood Pa St., rk, NJ 0740 7; or fax to 20 1-835-1279 . (We reserv right to edit e the letters for p ublication.)

Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1207.

Copyright © 2013 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.

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The Buzz Do You Hang Out? How to use Google Hangouts for your creative business

by Theresa Cifali

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Whether or not you have adopted Google+ for your own business, one cannot deny that this platform provides a lot of value.

Google is the number-one search engine on the Web, with YouTube — owned by Google – at number two.

The first thing that you have to understand is this: Google takes care of its own! Google demonstrates this by indexing posts made on Google+. That, in its own right, is huge.

The most exciting feature of Google+, however, is Google Hangouts. Google Hangouts enable users to have conversations via the Google service. You can chat with up to 100 users or hold a video chat with up to 10 users. That’s only the beginning.

With Google Hangouts On Air, not only can you video-chat with up to 10 users, but you can also enable that chat to stream live and in real time. This means that anyone can view the Hangout. An unlimited number of users can watch your Hangout.

You can also record Google Hangouts On Air and publish directly to your YouTube channel.

This means you can create instant, reusable content! All of this is FREE! It doesn’t get much better than that.

There are several ways you can leverage Google Hangouts for your creative business. Here are just a few.

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Fall 2013 • Craft Industry today

Hold a private staff meeting Whether your staff is in-house or spread out all over the world, Google Hangouts allow you to stay in touch. Connect with your staff via the chat feature to send out a quick note, or hold a video conference where up to 10 people can interact in real time. You can also share photos and even share your screen with other participants.

Meet with your design team Google Hangouts are a great way to be “face-to-face” with your design team.

You can discuss ideas and see projects “live” before they hit a blog page, and it’s a fantastic way to demonstrate a new product or tool for your team that may need a little explaining.

Collaborate on a project It’s easier than ever to collaborate on a crafty project with people who are not local to you! CHA Designers, for example, are always working on group projects for trade shows such as the Designer Display or the Designer Challenge. Instead of sending photos back and forth, start a Hangout where you can each show one another the pieces you are working on.

Hold an event with Google Hangouts On Air An unlimited number of users can view a Google Hangout On Air. The possibilities are endless! Here are some ideas.

• Invite your design team to share a recent project that features your products.

• Host a CRE8TIME event with your team where you share and show how to make a quick and easy craft.

• Having an event at your store? Host a Google Hangout On Air to create excitement around it and to share details.

• Educate consumers about your products.

This is especially helpful if your product requires a bit of explaining. Make sure to record your hangout to YouTube so that you can use that video again on your website.

• Use Google Hangouts to announce online (or offline) workshops. Give them a “3-D” look at the projects to be taught that month. Record the Hangout.

• Interview a craft celebrity or influencer.

When it comes to Google Hangouts or Google Hangouts On Air, you are only limited by your imagination. If you’ve not held a Hangout before, test it out with a friend or colleague. You’ll love it.

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Industry News Campaign Update CRE8TIME is the CHA Foundation’s consumer awareness campaign focusing on everyone’s challenge in life, time, or lack thereof. By encouraging consumers to join this movement, we introduce (or reintroduce) to them the benefits of creative expression.

The success of CRE8TIME is dependent on the financial support of companies and individuals throughout the CHA membership and beyond. By making a donation, you are

investing in the future growth and stability of our industry.

Make your donation and learn how you can join others in the CRE8TIME movement at cre8time.org.

“CRE8TIME has the potential to be the unifying force in creativity. It is the common thread and the one thing that everyone needs more of in this fast-paced world of ours.”

– Mark Peters, President and COO, iLoveToCreate, and Chair, CHA Foundation

We would like to extend a big thank you to our sponsors at the Create-n-Connect Conference & Trade Show

CHA International Chapters

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nternational Chapters are a unique branch of CHA. Both the UK and Canada have designated in-country staff members to ensure that the needs and activities of their members are considered, understood and implemented in the most appropriate way given the cultural and business diversity of their respective nations.

Although Canada is closely related to the U.S. market, members are very sensitive to their distinct differences, and having an official chapter leadership has helped strengthen membership communications and combined available resources, while raising the profile of Canadian craft businesses within the international craft market and the CHA community. For more information about the Canadian Chapter, contact Paula Jones at pjones@craftandhobby.org.

CHA-UK Looks Back on Successful First Year Arriving at our first anniversary, the Craft and Hobby Association UK (CHA-UK) has a lot to celebrate. With over 26 million women currently crafting in the UK, the industry is very buoyant, and over the last year, it has gained an extra boost from having its very own association.

Working with its members, who include wholesalers, distributors, retailers and designers, CHA-UK has helped bridge gaps within the industry by offering a range of vital services.

Since its conception, CHA-UK has hosted seminar sessions, networking evenings and a number of very successful retailer training events around the country. The association successfully organized companies to exhibit at, and held an International Reception at the CHA Winter Show 2013. For more information about the CHA-UK, please contact Craig De Souza at craig@cha-uk.co.uk, or visit cha-uk.co.uk.

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Industry News CHA to Exhibit at Creativeworld CHA is excited to announce that we will be exhibiting at Creativeworld, one of the world’s biggest trade fairs for the creative sector, taking place in Frankfurt, Germany, January 25 to 28, 2014. To find out more about Creativeworld, please visit creativeworld.messefrankfurt.com.

MEMBER NEWS CRE8TIME Making an International Appearance

All American Crafts Announces Several Changes with Knitting Magazine Knit ‘n Style

CHA member, the South African Scrapbooking Convention, supported and promoted the CRE8TIME movement and the CHA Foundation at its annual International Scrapbook Conventions held in Johannesburg and Cape Town, South Africa, in August and September 2013. Attendees received CRE8TIME flyers with a message on how to get involved with CRE8TIME.

Effective January 1, the magazine name will change to KNITstyle to reflect a stronger emphasis on style. Industry veteran Cari Clement is the editor-in-chief. She was editor of the company’s Knit 1-2-3 and Crochet 1-2-3 magazines, and is president of the Crochet Guild of America.

Starting with the April 2014 issue (on newsstands in January), Cari promises a new graphic look and a variety of new editorial features.

Emmys CHA was the title sponsor of the Connected Emmy Awards Gift Lounge on September 21, at the Nokia Theater in Los Angeles, California. It was an exciting venue filled with Hollywood’s popular television stars.

CHA member sponsors introduced the celebrities to our creative industry by giving them the opportunity to create maken-takes using their amazing products. Those who followed along at home were treated to a live-stream broadcast of the event, “CRE8TIME LIVE from the Emmys,” hosted by Elena Lai Etcheverry from Charity Wings.

A special thank you goes out to NABA (the CHA bead section) and our sponsors.

Teen Choice Platinum Beadalon DCWV Spellbinders Gold ICE Resin John Bead Corp Prima Marketing Inc. Silver Cindale Beads Crystal Ninja Jesse James Beads Kalmbach Publishing Co. Walnut Hollow

Pictures will be available in the next issue of Craft Industry Today.

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Fall 2013 • Craft Industry today

CHA participated in the Connected Gift Lounge at the Teen Choice Awards in August. Together with member sponsors Spellbinders, John Bead Corp. and Kalmbach Publishing Co., we were able to promote crafting and creativity to a very welcoming Hollywood audience.

Among the dozens of stars who attended were Stephen Glickman of “Big Time Rush,” Lauren Potter of “Glee,” Rowan Blanchard from the new Disney Show “Girl Meets World,” RJ Mitte of “Breaking Bad” and the Ochoa Boyz. All of the celebrities signed a marble-dipped surfboard donated

by Peachtree Global. The surfboard will be auctioned off to benefit the CHA Foundation, whose mission is to serve as a catalyst for the purpose of enhancing life through creative expression throughout the world. More pictures from the event can be found in the CHA Connected Gift Lounge Photo Album on CHA’s Facebook fan page.

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Send us your

2014 Board Candidates The CHA Nominating Committee is pleased to announce the 2014 slate of Board of Director candidates for election by the general CHA Membership.

Members nominated for the Board of Directors are Judi Atkinson (A Great Notion Sewing Supply), Chris DiTullio (Jo-Ann Fabric & Craft Stores), Sarah Hodsdon (Sarahndipitous Designs), Roseann Kermes (Rosebud’s Cottage), Tony Sheridan (Create and Craft/Ideal Shopping Direct Plc) and Jim Thielen (Jim Thielen).

David Murray (Ellison) was nominated for a second term of CHA Board service. All nominees are running for three-year terms on the CHA Board.

The nominated board candidates will be officially elected by proxy ballot to be mailed to each CHA member

News

E-mail CIT @cr Craft Indu aftandhobby.org or stry Today, w 319 E. 54th rite to: NJ 07407; St., Elmwo or fax to 2 od Park, 01-835-12 your full n 79 ame, com pany nam . Please include address. T e, phon he e articles an ditors reserve the ri e number and ght to edit d letters fo r publicati news on.

company’s voting contact by November 13, 2013, as outlined in the association’s bylaws. The confirmation of the Board of Directors’ election will be announced at the CHA Annual Business Meeting on Monday, January 13, 2014, during the CHA 2014 Conference & Trade Show in Anaheim, California.

In addition to the 2013 Nominating Committee Chair Riddi Kline, Board committee members who served are Mark Hill (The Thomas Kinkade Company) and Sara Davies (Crafter’s Companion Ltd.). The members-at-large elected by the membership who served on the committee are Georganne Bender (Kizer & Bender SPEAKING!), Bob Ferguson (Ferguson Merchandising) and Alex Nielsen (Sierra Pacific Crafts).

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Industry News New CHA Member Benefits ProPay is a TSYS company that offers you the option to accept payments anytime, anywhere – in-person, online, offline and over the phone. You can sign up and start processing in minutes from your smartphone, tablet or PC. ProPay also connects with eBay, Etsy and Artfire to help you run and grow your business. ProPay provides toll-free customer service.

CraftSuite is an integrated website, blog and e-commerce designed by a crafter who knows technology. Joe Rotella and his team at Delphia Consulting combined all of the features a craft and hobby business needs to present an effective web presence at a significant savings to CHA members – this price won’t break the bank. Features include static web pages, a calendar of events, project pages with a Pinterest-like showcase, a blog and an online store that are fully integrated. Put “Add to Cart” buttons directly in your blog posts, project pages and events. Make it easy for your site visitors to buy – do it all in one place and increase your conversion rate. SEO enhancements with tips to help you maximize each page on your site are built in. Manage your own content without being a programmer or paying someone to do it. A craft site from a technology company that loves crafting – who better to partner with you to help boost your business!

New Research Available The CHA 2012 State of the Craft Industry report is a custom quantitative research study commissioned to determine participation in crafting for the entire U.S. population. A task force of CHA members collaborated with a global research provider to develop the survey questionnaire that was fielded to a sample size of 8,043 geographically and demographically representative self-defined crafters.

The report tracks 14 different craft categories that define the majority of crafting activity. The report is available for free to members of the association and can be downloaded from craftandhobby.org. For more information, contact Keri Cunningham, Director of Marketing, at kcunningham@craftandhobby.org, or call 201-835-1229.

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CHA New Employee Announcements Kerri Wickersheim is the Vice President of Marketing & Communications for CHA. She oversees the efforts focused on increasing awareness to the association’s member base of activities and efforts designed to ensure success and growth within various creative vertical markets.

Kerri is a long-time member of the craft and hobby community, and, most recently, held marketing positions within Scrapbook Adhesives by 3L and Bernina’s Sewing Supplies Division.

She is a former CHA Board member and a graduate of the Illinois Institute of Art in Schaumburg, Illinois.

Nadine Schwartz is the new Director of Sales for CHA. As the former Exhibit Sales Manager for CHA, Nadine may be a familiar face to you.

We’re excited for her to bring her experience with CHA to this new position.

She also brings more than 20 years’ experience in sales and marketing, including tradeshow exhibits, conferences, webinars, advertising and more.

As Director of Sales, Nadine will work with Donna Cennimo and Sue Turchick on all your sales and exhibition needs for CHA. CIT

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Chit Chat Create and Craft TV Bringing Crafting to the World

by Jennafer Martin

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Based in the United Kingdom, Create and Craft TV is a dedicated crafting channel with a team of presenters that demonstrate products and techniques to a worldwide audience. Tony Sheridan, Chief Commercial Officer of Create and Craft TV’s parent company, Ideal Shopping Direct Limited, tells us about this exciting channel for crafters, including plans to celebrate its 10th anniversary this year.

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Fall 2013

Tell us about Create and Craft TV. What is it and when did it start?

Create and Craft TV was launched in 2003 following the successful sale of craft products on Ideal World TV, its sister company. As the world’s only 24-hour television channel dedicated to crafting, it offers a unique platform for creative brands to reach a growing market of craft enthusiasts in the UK and beyond.

Broadcasting to over 24 million households in the United Kingdom alone, Create and Craft TV also has international reach with createandcraft.tv via the Web, tablets and mobile apps. It also enjoys a Craft Club to encourage its thriving community to get involved, as well as benefit from the club discount and special exclusive offers.

In the UK, you can watch the channel on Sky 671, Freeview 36, Freesat 813 and Virgin 748.

What is the significance of Create and Craft TV’s motto: “Family, Friendship and Fun!”?

This motto was originally launched to set it apart from the competition, describing the channel’s style of presenting: informal and friendly with lots of humor. This family-orientated style

has stood the test of time, and continues to engage many viewers who regard Ideal World and Create and Craft TV as their friends who advise, educate and inspire – yet are totally up for a great fun time!

What are some of the most popular crafting products and techniques you’re seeing on Create and Craft TV this year?

So far this year, we are seeing definite continued growth within card making, knitting, cake decorating, quilting and embroidery, to name but a few. More than ever before, we are finding people who want to try new crafts.

Tell us about your experience at CHA’s recent Create-n-Connect Conference & Trade Show in Las Vegas.

The show was a huge success for Create and Craft TV as it allowed us to fulfill two huge objectives: one, to meet the fantastically creative craft companies that exist in the U.S. and bring them to our market in the UK; and two, transmitting live to our worldwide audience the new key trends. We have many new friends, and have built a bridge for companies to show (continued on page 30)

Create and Craft TV reported from the CHA trade show floor July 2013 in Viva Craft Vegas.

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Trend Report

by Alexa Westerfield

Say It with CHALK

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Traditional chalkboards may not be as “stylish” in today’s classrooms as they once were, but they’re making waves in the craft and DIY world. Chalkboard paints, embellishments and papers are the latest go-to trend for weddings, décor and paper crafts.

This new craze offers up functionality, sophistication and a homespun touch that is a refreshing escape from technology.

The Optimist Collection

primamarketinginc.com

Prima Marketing Inc. unveiled a pretty array of papers, chipboard and chalk flowers at this summer’s Create & Connect Trade Show in Las Vegas.

The papers feature ornate chalkboard drawings mixed with bold florals and uplifting words. The flowering blooms and leaves offer up so many possibilities for the altered artist and scrapbooker.

decoart.com

mymindseye.com

Chalk Studio for My Minds Eye Quote-art queen Rhonna Farrar gives chalk art a nostalgic spin in her collection of paper, stickers, washi tape and decorative frames for My Minds Eye. Paired with a soft palette of neutrals and pastels, this line is perfect for everything from wall art to party décor!

SticknStyle These new peel-andstick posters from DCWV will add a pop of color and inspiration to your décor. The chalkboard art will add both a contemporary and classic statement to your space. And what’s seriously cooler than applying a giant sticker to the wall?

Americana Gloss Enamels Glass Chalkboard Paint DecoArt’s latest chalkboard paint allows crafters to go beyond wood and hard surfaces and personalize glass and glazed ceramics. It’s fast-drying with a matte finish and is dishwashersafe. This paint is perfect for transforming everyday bottles, glasses and containers into inexpensive giftables! Equally cool is the Americana Clear Chalkboard Coating, which lets you put a chalkboard coating on everyday surfaces.

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dcwv.com

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Bussaya’s success began with the popularity of cross-stitch, and then expanded to take advantage of emerging trends.

Retailer Spotlight:

Bussaya Tejasen of Thailand Meet a dynamic craft retailer thriving amidst the changing market in Thailand

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by Jennafer Martin hile the world of crafting is as dynamic and different as the people in each country of crafters, retailers often face issues that are universal. That’s why, even though Bussaya Tejasen owns and operates 35 successful crafting stores throughout Thailand, chances are her challenges are familiar to other retailers, no matter how near or far they may be to her. This savvy business owner works hard to inspire and instruct her current customers, attract new customers and stay ahead of changing market trends. Find out some of her secrets for success to see if her tips from around the world can inspire your retail efforts.

Bussaya enjoys the challenge of keeping her business dynamic enough to not only survive, but to also thrive as the market changes.

Crafting in Thailand is a much smaller, niche market than it is in other countries, so she watches the changes in consumer behavior carefully. In fact, she attributes much of her business success over the last two decades to staying on top of crafting and buying trends.

“For the first 15 years of my business, cross-stitch was popular. Then beading became popular, then knitting, decoupage and now sewing.”

Knowing the market demands helped her hone the focus of her business, Pinn Shop. The first Pinn Shop stores she opened

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focused on the popular crafting trend at the time: crossstitch. As the initial stores grew successful, she expanded her business to include new trends, including sewing and knitting. Each store is full of inspiring displays as well as products for her customers to explore their creativity.

When social media became influential to consumers, Bussaya embraced it as a way to engage current customers and attract new ones. “The retail landscape is changing,” she notes. “We must adapt to connect and inspire customers online in order for them to get real experience in our offline stores.”

To do this, she created targeted, separate Facebook pages for the different crafts Pinn Shops cover: one for cross-stitch, one for sewing/quilting and one for knitting. Within months of each page’s launch, its fan base grew, and Pinn Shop engaged those customers

and then watched that engagement spread to new customers. Now with tens of thousands of fans between the three pages, Bussaya has smartly targeted the customers who are most enthusiastic about those crafts in order to sell her products. To bring customers from the online experience into the stores, she holds in-store events, specifically designed to invite Facebook fans, engaging and building her customer base in real life as well as online. Check out more of Pinn Shop’s Facebook efforts by visiting Facebook.com/Pinn CrossStitch, Facebook.com/ PinnSewing and Facebook.com/PinnKnitting.

But Pinn Shop doesn’t stop its social media efforts with its multifaceted presence on Facebook. It also has a dedicated YouTube channel to provide instruction and inspiration to customers. Some videos highlight Pinn Shop events to give customers an idea of Bussaya Tejasen

Details at a Glance Business name: Pinn Shop Number of stores: 35 Locations: 10 stores in shopping centers; others are shop-to-shop in department stores throughout the country.

Years in business: 21 Most popular crafts in Thailand: Cross-stitch, beading, knitting, decoupage and sewing.

Best-selling products in her stores: items for knitting, cross-stitch and sewing

what they’ll experience, while other videos instruct on specific techniques. Since crafters are visually inspired and learn well through video instruction, Bussaya finds engaging and building her audience through YouTube to be a valuable help as well.

Visit Pinn Shop’s channel at YouTube.com/PinnShop.

By keeping her business dynamic and flexible enough to keep up with changing crafting and consumer buying trends, Bussaya Tejasen has built a thriving business in Thailand.

Retailers around the world can learn from her successful strategies to build their businesses as well. CIT Fall 2013

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Trend Watch Worldwide Styles from around the world offer creative inspiration

by Jennafer Martin

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f you’re looking for inspiration to keep your products or presentations fresh, there’s a world of possibilities out there! While North American trends in fashion, colors, motifs and more continue to spread to other continents, the opposite is true as well. Pantone’s 2013 fall color choices, for instance, contain inspiration from Asia (Koi orange), South America (Samba red) and Greece (Mykonos blue). Here to inspire you are some of the international trends we’ve spotted in colors, motifs and crafting.

Color array Colors convey emotion and command attention, and the right combination of them in a store display, for instance, can make all the difference between a big sale and a big flop. Color trends run the gamut, and there’s much to choose from. Neons and brights are popular in South Korea, particularly yellows, turquoises and magentas.

Metallics continue to be strong accent colors in India and Japan, as do rich natural tones such as mustard yellow

and eggplant purple. Natural tones are popular throughout Europe and Japan – earthy browns, dusty pinks, natural linens and brushed blues.

Motifs and icons The icons featured on some of the most inspiring components of craft projects – fabric, papers, stickers and more – delight crafters. They are popular items plucked from our environment, culture and entertainment.

Looking around the globe, there are tons of ideas to choose from.

Animals such as cats, bears and bunnies are popular motifs in Asia.

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Natural tones are popular throughout Europe. Rich natural tones and metallic accents are popular in Asia, particularly in Japan and India.

Food

Crafts and hobbies

Baked goods such as cupcakes and donuts are popular icons in Australia and Europe, while vegetables including gourds and eggplants are popular in Japan. Sprout icons are … well … sprouting up all over products in South Korea.

Breakfast food icons, such as pancakes and toast, are popular in Japan and South Korea, respectively.

Craft and hobby trends around the world aren’t all that different from those of North America. Paper crafts are very popular. In the United Kingdom, card making and quilling are king, while intricate paper cutting, or “schereschnitte,” is popular in Germany.

Scrapbooking is a favorite in Australia, and making handmade paper, books and book covers is a creative crafting pastime in Japan.

Rubber stamping is a strong trend in Europe, Australia and Asia. Making your own rubber stamps is a current favorite in Japan.

Needlecrafts, yarn arts and beading continue to be popular crafts throughout Europe, South Africa and in several Asian countries. Textile arts like sewing are gaining ground in many Asian countries as a pastime, while felting continues as a strong crafting favorite in Japan.

Creatively personalizing and renovating items, as well as reusing products in creative ways, are very popular hobbies throughout Europe. In the United Kingdom, upcycling, recycling

Nature Flowers and leaves are popular in India, Western Europe and Japan, while clouds are frequently seen on gifts, stationery and clothing in South Korea. Woodland creatures are holding strong with deer and owls in Europe and Australia, bears in South Korea, and bunnies hopping all over gift items in Japan. Cats continue to be a popular animal motif in Japan and South Korea as well.

If you’re looking for pop culture icons internationally, check out the three Cs in each country: celebrities, cartoons and comics. Popular motifs in Japan, for example, come from anime characters. In the U.K., however, musicians and members of the Royal family are favorites.

and renovating are all the rage thanks to several television programs surrounding the “make and do” mentality that’s popular there. “Brits who have never before thought about attempting crafting or DIY projects are suddenly visiting craft shops, haberdashery stores and charity/secondhand stores to find ways to add a unique and personalized touch to their homes,” notes Sara Davies of Crafter’s Companion Ltd. The “make and do” mentality is found in other parts of Europe as well.

“I see so much inventiveness from consumers in the Netherlands, Finland and Sweden,” says Sara Naumann, an American designer currently living in Poland. “It might have to do with limited product access, but I see a lot of upcycling, recycling and putting a single product to use in a lot of different ways.”

Crossover and mixed media crafts are worldwide trends as well, with home décor and jewelry pieces being the most popular outlets for them in South Africa,

Rubber stamping continues to be a popular craft throughout Europe, Australia and Asia. These small rubber stamps are from South Korea.

Photo courtesy of Nicole LaRue

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Knitting and other yarn arts continue to be a strong crafting trend in many parts of the world.

Photo courtesy of Kollabora

Food punches for creative food presentation are popular in Australia and Japan.

Photo courtesy of picclick.com.

Europe and Australia.

“Crafters are looking for new ways to use their stash, so we’re seeing lots more craft crossovers – beaders and jewelry makers are creating their own card embellishments from items already in their kits, and cardmakers are printing from CDs onto fabric to make home decor items and needlecraft gifts,” Davies notes. “And scrapbookers are

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finding new ways of using their 12- by 12-inch papers and embellishments, including altering clothing and accessories with items such as gems and fabric flowers.”

Food decoration is a trendy creative pastime in Japan and Australia. This trend goes beyond decorating cakes and baked goods, moving into decorating savory foods for main meals, especially

for children. It’s easy to find punches and kits to add fun accents to meals.

Worldwide trends are as diverse as the world itself, but one thing is clear: there’s no shortage of inspiration for your company’s needs. Whether you want new ideas for products, packaging, store displays, marketing campaigns or more, look no further than the diverse trends throughout the world.

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CHA Membership is a

Worldwide Affair he Craft & Hobby Association is a global organization with member companies from all over the world in addition to two international chapters.

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The CHA-UK Chapter is a UK subsidiary of the Craft & Hobby Association.

Formed in May 2012, the chapter was designed to help connect creative businesses and specifically cater to the needs of UK-based craft industry retailers, buyers and suppliers.

The Canadian Chapter was formed in January 2013 and is a specific organization within CHA run by volunteer Canadian members. The chapter advises and assists the CHA head office in the implementation of programs, activities, services and overall Canadian member needs.

We’d like to recognize and thank all of our member companies represented by the following countries from around the world.

UNITED STATES UNITED KINGDOM AUSTRALIA JAPAN TAIWAN ARGENTINA ARUBA AUSTRIA BAHAMAS BARBADOS BELGIUM BERMUDA BRAZIL BULGARIA CHILE COLOMBIA COSTA RICA DENMARK ECUADOR EL SALVADOR FINLAND FRANCE GREECE GUATEMALA HONDURAS HONG KONG HUNGARY ICELAND INDIA INDONESIA IRELAND ISRAEL

CANADA MEXICO GERMANY CHINA NETHERLANDS ITALY KOREA MALAYSIA NAMIBIA NEPAL NETHERLAND ANTILLES NEW ZEALAND NORWAY PARAGUAY PERU PHILIPPINES POLAND PORTUGAL QATAR RUSSIA SINGAPORE SOUTH AFRICA SPAIN ST. LUCIA SWEDEN SWITZERLAND THAILAND TRINIDAD TURKEY UKRAINE UNITED ARAB EMIRATES VENEZUELA CIT

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by Jennafer Martin

hanks to the World Wide Web, conducting business is convenient at any time of day, from wherever you live. But nothing beats doing business face to face. E-mail may be convenient, but it doesn’t make the personal connection that comes from shaking a customer’s hand.

Attending the CHA Conference & Trade Show allows distributors, retailers and manufacturers from all over the world to do business on a personal level. Because the hottest crafting and hobby products are featured in one spot, in just a day or two, retailers and distributors can browse products manufactured all over the globe in order to expand their product offerings.

International manufacturers from a myriad of countries can sell their goods to retailers, widening their customer base and increasing their profit.

Aside from shopping on the Show floor for products their customers would enjoy, international retailers can also discuss the needs of their particular customers with manufacturers, suggesting ways that current or future products could have more appeal to fellow crafters at home. E-mails containing suggestions may get lost in a full inbox, but face-to-face discussions get full attention and make an immediate – and a lasting – impression.

International designers who attend the CHA Conference & Trade Show benefit from

T

w o h S e d a CHA Tr d l r o W s Provide s t i f e n e B Class 18

nities – u rt o p p o s s e in s flavor – and bu l a n o ti a rn te in ow in the U.S. h s e The d a tr n o ti ia obby Assoc the world. r e v o at the Craft & H ll a m o fr rs and buyers attracts exhibito

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face-to-face opportunities as well. They’re able to see crafts showcased throughout the various booths and displays, see new products demonstrated right in front of them, and meet fellow designers to share and gain inspiration for their own work. Plus, they’re able to brainstorm ideas for projects with the people running the companies that make the products they love to work with.

Conversely, international manufacturers can find a ton of talented designers at the Show to showcase their products. These valuable in-person interactions make a big impact on business!

First-hand education With tens of thousands of crafting and hobby videos on blogs and YouTube, the Internet provides ample craft instruction.

“It’s possible to learn just about any technique, watch any kind of product demonstration and connect with anyone in the craft industry at any time of the day,” says Sara Naumann, owner of Studio SN and an American designer who is currently living in Poland.

But there are limits to this type of education. If viewers get lost in the process or have specific questions while watching a video, they cannot ask those questions in real time.

It often results in them abandoning the video rather than taking time to send off a comment or an e-mail, and return to the video later. An interrupted customer experience can mean lost sales.

Another limit to video education is that the content can become out of date nearly as soon as it is launched, so viewers won’t see updates or new features on newer product models. Products that are out of date and therefore out of stock lead to lost sales as well.

Naumann believes that online classes are not substitutes for in-person classes. “I think of the online classes as priming the market for live classes. While my European classes have been smaller in size than my U.S.-based ones, they are full with students paying a decent fee.”

International participants of the CHA Conference & Trade Show get the valuable benefit of teaching and attending in-person workshops and classes there. When teaching, exhibitors present their products to a

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wider audience and are able to answer any questions these potential customers have in the moment, helping to create immediate customers.

On the flip side, international attendees have the opportunity to attend workshops and classes taught by experts who know a product or technique inside and out, often the product’s original designers or a technique’s founder. This allows participants to ask questions in person to obtain complete information that they’re able to take back to their stores and customers.

Additionally, because the focus of the education tracks at each CHA Show often feature soon-to-be-released products, retailers get a close-up preview before the general public is able to.

Armed with that info ahead of time, retailers can plan ahead for ways to best present the product(s) to the customers in classes, in-store demos and displays in order to increase their profits.

Inspiration for business success Another benefit realized by international participants of the CHA Show comes from the valuable information shared in business seminars. Successful retailers, marketers and business owners teach strategies during these seminars that can help businesses not only survive in the craft and hobby industry, but

thrive. Most seminars address universal issues that affect businesses worldwide, including this list of how to • better promote your business; • navigate the changing retail landscape; • leverage the Internet to strengthen your business; • manage and expand your business; and • break into markets outside of the crafting industry or your country.

Attending business seminars at the Show will give you valuable tools for success to keep your business profitable and strong, wherever it’s located.

Worldwide trend spotting Business owners and designers worldwide know that keeping your finger on the pulse of existing and emerging trends – in crafting and hobbies, as well as with colors, patterns and motifs – is crucial to business success. With so many products and projects in one place, each CHA trade show offers the opportunity for worldwide trend spotting. Walking up and down the aisles, watching product demos, attending workshops and talking face to face with other professionals gives attendees the chance to observe and discuss what trends consumers will be looking for in their stores or from their products.

Additionally, observing trends at the

CHA Show can give international attendees inspiration for store displays and classes, product packaging, marketing ideas and more. Knowing trends also gives business owners a leg up in the process of expanding into other countries successfully.

International media coverage The CHA Conference & Trade Show doesn’t just bring exhibitors, retailers and designers together under one roof, it also brings media from all over the world.

Magazines, news outlets, bloggers and more converge at every show. Television reporters also cover the event. And Create and Craft TV, the United Kingdom’s only dedicated craft channel, broadcast live at the recent Create-n-Connect Conference & Trade Show in Las Vegas, showcasing worldwide first-peek exclusives at that show. International exhibitors greatly profit from the variety of media representatives showcasing their products to a global audience and making more customers for more sales.

With a global business marketplace, extensive media coverage, opportunities for education and more, the CHA Conference & Trade Show offers numerous benefits to attendees from all over the world. Planning to attend the next show is an investment that will pay off abundantly!

CIT

craft paper & stickers & page kits NEW logo cards www.sports-solution.net 720-578-7476

plus many, many more!

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Fall 2013 • Craft Industry today

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Do-It-Yourself

Step 1 Assemble your supplies

u Silver Creek Leather Sof-Suede Lace: Tiger Lily, Aqua and Orange Peel

u Bead Treasures Color Gallery Multi-Striped

by Myléne Hillam

Fiesta Sunset Earrings

u u u u u u u u u u

Round & Oval Glass Bead Mix Darice 26-gauge gold wire 2 gold head pins 2 6mm gold filigree bead caps 2 gold earring wires Multi-hole jewelry punch Round nose pliers Flat nose pliers Wire cutters Ruler and marker Scissors

Craft Industry today • Fall 2013

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Step 2 Cut the suede lace to the following lengths: u Tiger Lily – 90mm (3-1/2 inches) u Aqua – 95mm (3-3/4 inches) u Orange Peel – 98mm (3-7/8 inches)

Use the ruler and marker to measure 1/8-inch from each end of the three laces. Punch a hole at each mark.

Step 3 Trim the head pin to 1-3/8-inch and string a bead cap, a tear drop bead and two red bicone beads from the bead strand. Create a loop at the end of the head pin. N.B. There will be a gap between the loop and the top bead.

Step 4 Cut 14 inches of wire and thread on one end of the Orange Peel lace, the Aqua lace and the Tiger Lily lace. String the loop of the beaded head pin and then the tails of each of the three laces.

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Fall 2013 • Craft Industry today

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Step 5 Move the laces to 1 inch from the end of the wire, and bend the wires on either side of the laces so that they cross over each other above the laces, forming a triangle. Wrap the short tail around the long wire twice, and trim away the excess. Leave a gap of approximately 1/8 inch above the wire wrapping, and create a loop with the round nose pliers.

Step 6 Wrap the wire down the neck and over the coils. Continue wrapping it down the triangle and across the top of the laces until you cover the holes in the laces.

Step 7 Take the wire back up to the neck and wrap two or three times to secure. Trim away the excess wire and then hook the eye loop onto the earring wire. Make a second earring to match.

Myléne Hillam (pronounced Millane) is a jewelry designer, paper crafter and soon-to-bepublished author living in Queensland, Australia. She is a sought-after designer and teacher who travels the country demonstrating for both manufacturers and retailers. She also teaches a broad range of workshops that include card making, off-thepage projects, jewelry making and resin bangle workshops. Her work is regularly featured in papercraft and jewelry magazines throughout the industry.

Her passion for jewelry design has resulted in several significant awards. To find out more about Myléne’s work, visit milllanestudio.com or e-mail her at mylene@milllanestudio.com.

CIT

Craft Industry today • Fall 2013

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New Products

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A specialized photopolymer manufacturer with clear stamp making facilities, Photocentric will make 10 to 10,000 sheets of your designs into high-quality, beautiful, shiny clear stamps. This fall, look for the new Teresa Collins Stampmaker, also made by Photocentric. photocentricusa.com

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Great for scrapbooking, photo album card making and more, these paper pads are filled with distinctive photography and illustrations. They are versatile with a myriad of themes to choose from. paperhouseproductions.com

Beautiful La Tiza black chalkboard paper flowers can be drawn on with

colored pencils, chalk and Ingvild Bolme’s Chalk Edgers to create custom designs and messages. primamarketinginc.com

▲

Craftwell and designer Teresa Collins joined creative forces to create the new eBosser and embossing folder collection. The Teresa Collins eBosser is expected to be the biggest addition to the Craftwell family to date, and is sure to become a crafter’s favorite. craftwellusa.com

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3M has combined four distinct tapes (magic, masking, washi and shipping) into a unique portfolio called Scotch Expressions Tape. They are available in more than 90 colors and patterns that add dimension to projects, from crafting and decorating to labeling and gift wrapping. scotchbrand.com

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Fall 2013 • Craft Industry today

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▲

Officially licensed,

With over eight varieties to choose from, the latest version of PLUS Glue Tape comes in a handy grab jar, and the price can’t be beat. The compact tape is 16-feet-long and perfect for kids, gifts, on-the-go crafting and much more. plus-america.com

4-inch logo card sets

▲

make any school spirit project authentic. Create notes, title pages, gift tags and party décor easily.

Fits in most scrapbook album windows. Made in the USA and printed with Forest Stewardship Council certification. sports-solution.net

▼

Using Imperial Gold technology, Enhancing Elements die templates cut, emboss, stencil and de-emboss, too.

The Spellbinders Nestabilities Family has been purposely designed to work together, so core shapes can be mixed and matched across the individual lines. spellbinderspaperarts.com

▼

Create holiday crafts with FLURRY, an easy-to-use spray snow that adds a winter accent to almost any surface.

Apply a little for a flurry effect over a base color, or a lot to fashion a heavier, snow-laden result. dmcolor.com

▲

Glass Chalkboard Paint makes it easy to transform most glass and glazed ceramic surfaces into cleverly customized chalkboard decor. Perfect for labeling glass storage containers, wine glasses, mugs and glasses. You can also transform glass photo frames or mirrors into chalkboards. decoart.com

Our selection of Christian, inspirational, nature and verse stamps

inspired a recent customer to say, “When I can’t find a stamp for a special purpose you always come through for me!” New catalog coming soon. blueridgeimpressions.net

Craft Industry today • Fall 2013

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▲

New Products The Tulip One-Step Spray Dye Kit offers

▲

prepackaged dyes in individual spray bottles that make new tie-dye techniques possible. The kit contains seven bottles of dye – fuchsia, red, orange, yellow, lime, turquoise and purple – with spray tops, dye tools and an easy-to-follow technique guide. Dyes up to 21 projects. ilovetocreate.com

Decorating Magic Glitter sealer adds durability to traditional and spray glitter projects. It preserves the color and sparkle of glitter, and prevents flaking.

Multiple layers of sealer can be built up to give a smooth, glossy finish. chaseproducts.com

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NTD Apparel Inc. is a well-run, leading, diversified apparel company focusing on adults’ and children’s branded, licensed and private label craft wear, active wear, sportswear, swimwear, sleepwear and underwear for North America. ntdapparel.com The Sizzix SophistiCut Die-Cutting Machine creates many shapes using small, medium and border-sized Sizzix Originals steel-rule dies. Features standard cutting pads, a 3-inch-wide machine opening, folding doors and fold-out working platform, and durable rollers for thousands of cuts. sizzix.com

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Fall 2013 • Craft Industry today

▼

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Clear 3-D Foam Pads

feature a double-sided high tack adhesive, with an easy-to-remove clear silicone liner. Pads can be stacked for greater height, and are general purpose and versatile – use them for all of your special projects. kooltak.com

The 3-inch Disposable Sticker Maker provides a quick and easy application of edgeto-edge adhesive to objects as thick as a nickel and up to three inches wide. It is the perfect adhesive tool for school projects, labeling, organization, DIY home projects, and gifts and invitations. xyron.com

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Adhesive canvas posters are available in four distinctive design collections: black and white, vintage, girly and geo, and come in three sizes – skinny, medium and grande.

They easily transform walls without harming them, and are completely removable and repositionable. dcwv.com ▼

Artistic Suite V6.0 features cutwork, true type font conversion, applique, fabric cutting, decorative stitches and heat transfer, as well as a revolutionary rhinestone application. Create custom designs in the software, then send the design to a digital cutter for template creation. artisticcreativeproducts.com CIT ▼

Craft Industry today • Fall 2013

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Creativity Is Our Business

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

beth | watson

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

EHWK#EZGHVLJQVWXGLR FRP

Susan Louise

Seasons Greetings from Expand creativity with original artwork from Penny Pierick. Available on transparencies, and high quality paper. This art is easy and fun to use, and is an inspiring way to add something unique to every project.

Licensing available.

susanlouisearts.com Or call Penny at (608) 206-6987

ee dim thr

ensional

art

Eileen Hull with x eileenhull.blogspot.com

Make sure to reserve your space in the Designer Showcase of the next issue of Craft Industry Today magazine Craft Industry today • Fall 2013

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Chit Chat

INDEX OF ADVERTISERS Fall 2013

(continued from page 10)

American Orthopedic Appliance Group/ ......................20 Lion Brand Yarn

their wares across the pond. At the event, we showcased over 60 world exclusives, and the UK crafters loved it!

Artistic............................................................................................2

Congratulations on Create and Craft TV celebrating its anniversary this year! What are some of the most memorable moments of your first 10 years?

Beth Watson..............................................................................29

There are many memorable moments, but here are the ones that really stand out, in no particular order.

Carmen Flores Tanis Studio ................................................29 Chase Products ..........................................................................9

• Launching an independent channel that broadcasts live.

• Increasing airtime from 5 to 12 hours per day.

• Reducing postage and packaging to help make creativity more affordable.

• Moving our order line to a UK call center and constantly listening to our customers.

• Developing an award-winning website and channel, as well as award-winning presenters.

• Phenomenal growth of the club membership.

• Introducing Create and Craft-branded products which don’t compromise on quality, and come with five-star reviews.

• Expanding our UK, European Union and US suppliers.

• Meeting and demonstrating for the past few years at events around the UK, building community and passion for crafting.

• Hosting successful events, such as Create and Craft Weekends, Cruise, USA Live and more.

• Recently broadcasting from Anaheim and Las Vegas.

• Launching the Crafts magazine and moving it from downloadable CD-ROM version only to a physical, collectible, paper version, growing it to be one of the largest distributed sector magazines in the UK. • Engaging customers by inviting members to join us in the studios and craft along with us.

• Working with charities to make a difference and return something to various communities.

Design Master Color Tool ......................................................8 Eileen Hull..................................................................................29 Elizabeth Shepard ..................................................................29 Ellison/Sizzix..............................................................................32 Gail Green Licensing & Design ..........................................29 JGoode Design ........................................................................29 John F. Allen ................................................................................8 Kooltak........................................................................................27 Laura Kelly Designs ................................................................29 LBO Studio ................................................................................29

As you can see, the list could be endless. We’re most proud that, throughout it all, the loyalty of our customers has remained.

Paper House Productions ....................................................27 Plus Corp. of America ..............................................................7

What are some plans for Create and Craft TV in the coming years?

Scene-A-Rama / Woodland Scenics ................................16 Sha&Co........................................................................................29 Sports Solution ........................................................................20 Susan Louise ............................................................................29 CIT

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Fall 2013 • Craft Industry today

World domination!

Seriously, we are continuing to expand our product base and expand further niche categories such as sewing, baking, jewelry, floral and kids. Further investment in technology will allow us to expand our reach across all retail platforms internationally.

We will continue to build our community ties and engage with the most important people: our create and crafters, wherever they live.

CIT

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January 10th - 14th, 2014!* Anaheim, CA

Join Your Creative Community!

Creating Our Future starts with investing in your ‘now’! The Craft & Hobby Association’s Annual Conference & Trade Show will provide you with the industry’s most valuable tools to unleash your business’s potential and maximize your future success!

Here are some NEW highlights you will experience: NEW - Buyer Lounge & Concierge NEW - Door-buster Deals NEW - Opening Reception NEW - International Programs & Events NEW - Inspirational Sessions NEW - Education right on the Show Floor NEW - New Products Program NEW - Foundation Gala & Silent Auction $QG PXFK PRUH WR KHOS \RXU EXVLQHVV VXFFHHG

Have fun discovering new products, connecting with a global audience, and getting inspired and educated!

Sign up to exhibit or attend today!

www.craftandhobby.org/chashow or call 201.835.1200 *Education begins January, 10th, Marketplace opens January 11th, 2014.

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Will You Have these “ MUST-HAVE� Products?

I ntroducing

SizzixÂŽ licensed designers help your customers create many masterpieces to enjoy.

Choose from exclusive offerings from today’s biggest names and hottest styles, as well as an exquisite assortment from our talented in-house team. Contact us today and order while supplies last.

Š2013 Ellison. All rights reserved.

#OMMERCENTRE $RIVE s ,AKE &OREST #!

4ELEPHONE s &AX s ELLISONRETAILERS COM