SPRING 2014
CREATING
CRAFT INDUSTRY C
ONNECTIONS
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For more information contact: 606-365-3193 sales@decoart.com decoart.com/chalkyfinish Spring 2014 • Discover. Craft Industry today Imagine. Create.
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Voted “Top 20 Innovative Product for 2014” by Craft & Hobby Association
contents
Spring 2014
14
5 Surefire Steps to Get
In Every Issue
the Word Out Expert advice on how to market your brand
16
Better “Band” Width CHA Chapters and Sections Participating in the specialized groups within CHA gives you even more opportunities to grow your business
18
Reality Stars’ Crafting Captivates Your Customers Crafty celebrities from reality shows are bringing new customers into the crafting industry.
4 The Buzz
12 Trend Report
How to Grow an Online Community
6 Industry News The MEGA Show, Hall of Fame Inductees, Retailer Retreats
9 Index of Advertisers 10 Chit Chat
29
19
Hot finds at the MEGA Show
21 New Products 28 Creativity is Our Business Designer Directory 29 Do-It-Yourself
Global Connections
Banners of Hope
About the Cover For CHA SoCal Board Members Susan Spiegel, Karen Herrera, Saema Khwaja, Pegi Smith, Tiffany Windsor, and Ruth Garcia-Corrales, the connections they’re making through the CHA Chapters and Sections have been invaluable to their continued success in the creative industry, plus they’re having so much fun in the process!
Spring 2014 Volume 3 No. 2
Craft
Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE
Editorial Keri Cunningham kcunningham@craftandhobby.org Jason Baum jbaum@craftandhobby.org Andria LaJeunesse Catherine Martell cmartell@craftandhobby.org
Advertising Tim Braden tbraden@fwpi.com Darlene Roberts darlene@fwpi.com
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. 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
Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1207. Copyright © 2014 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
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The Buzz How to Grow an
Online Community by Theresa Cifali
Merriam-Webster defines social media this way: forms of electronic communication (as Websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages and other content (as videos).
T
The key here is that we should be using our social networks to cultivate communities. What does that mean, though? Simply put, your social networks are not the place to blast market to your potential clients and
4 Spring 2014 • Craft Industry today
consumers. Rather, they are places to build relationships that will endure over time. It does take time to grow an engaging community online. Therefore, if you are going to make the commitment, be prepared. Social media is a long-term investment, but P[ KVLZU»[ OH]L [V IL KPMÄ J\S[ *OLJR V\[ [OLZL Ä ]L ZPTWSL steps that you can implement to help build a community using social media.
Step 1. Have a plan Approaching social media with no plan is like driving your car without knowing your destination. You might have some idea of where you want to go, but without an exact location
and directions, it will take you a lot longer to get there. It’s the same with your social media. @V\ ^PSS Ä UK [OH[ RUV^PUN `V\Y goals and mapping out a path to get there is enormously helpful. I would even say that it’s the most important step. Here’s how to get started. • Determine upon which social networks you will build. • Figure out how you will stand out in order to be someone that people will want to follow. • Know what you will post about. Who are you speaking to? What value can you provide for them? • Figure out your mechanics, such as how often you will
post and at what times of day. Adjust as you need to, and always watch your analytics.
Step 2. Find your audience )LMVYL `V\ JHU Ä UK `V\Y audience, you have to know who your audience is. This will be a factor in determining where you will want to concentrate most of your social media efforts. Each social network attracts different demographics. For example, did you know that the fastest growing demographic on Facebook is women age 55plus? If that is your audience, that’s great! However, if you are trying to reach teens, you ^PSS Ä UK [OLT VU 0UZ[HNYHT
Vine and SnapChat. Once you know where your audience is, watch for behaviors that will help you in your efforts to entice them to join your community. What communities and groups are they already a part of? What hashtags do they use? What times of day are they most active? Then, adjust your plan to reach them. Social media can be a wonderful place to reach large numbers of people, but you need to make sure you are speaking with the right people.
Step 3. Be Active Once you are ready to get started, don’t wait. Start posting right away. It doesn’t
matter if no one is listening at Ä YZ[ (Z WLVWSL Ä UK `V\ `V\»SS want them to see that you are active on your social networks. Greet your new visitors with excellent content and great images, not a blank page. You will also want to be consistent. Post daily and post regularly. Your community will begin to look for your content, so earn and keep their trust by remaining consistent and active.
and it will serve you well – be sure that you are showing the human side of your brand. In other words, let your community know that there are real people on the other side of the computer screen. Don’t always talk about business. Think about real life situations. Would you want to hang out with someone that talks about work all of the time? Probably not, so be yourself and make it fun.
Step 4. Be Relatable
Step 5. Foster Engagement
This step often gets overlooked, but is so important. Here is a simple truth: We are most attracted to the people to whom we can relate. (SZV YLTLTILY [OPZ WVPU[
Communication is necessary when building any relationship. In that regard, your online relationships are really no different than your
VMÅ PUL VULZ .L[ [V RUV^ your audience by asking them questions and paying attention to the types of posts on which they most engage. Be there to interact with them when they reach out to you. Say thank you. Recognize followers who go out of their way to engage with you. Social media is a two-way street; it’s about the interaction, not the numbers. Building an active, dynamic and targeted community on social media is crucial in this day and age. Be mindful that your social media community is a long-term investment. It will take time, but will absolutely be worth the effort in the long term. CIT
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Industry News CHA Takes 2014 by Storm!
Check out the new schedule of opportunities to connect within the crafting industry. Make sure you register for one event – or more! – so you don’t miss out on the latest and greatest gatherings!
2014 CHA MEGA Show Hot 20 Award Winners Announced At the 2014 MEGA Show, CHA Announced the was a Success
The 2014 MEGA Show did not disappoint. There was a large and diverse selection of craft products exhibited, and – good news – attendance numbers were on par with last year, reversing the trend of declining attendance of previous years. The Show drew 2,994 buyers, a 4.28 percent increase from 2,866 buyers in 2013. There was a 4.11 increase in total attendance, of which 23 percent were international attendees from 55 countries including Japan, Australia and the United Kingdom. The Conference portion of the Show was well attended with 32 percent of total attendees participating in education sessions. Many new programs were introduced to the Conference Program lineup this year, including Lunch-n-Learn Bootcamp Sessions, Hands-On Labs and Artisan Workshops. Next year, the CHA 2015 MEGA Conference & Trade Show will return to Anaheim, January 8 through14.
top three winners selected from the prestigious “Hot 20” most creative crafting products of 2014. The products were selected by a panel of expert media judges. First Place: Brother International Corporation ScanNCut Machine Second Place: the Craftwell eBrusha portable airbrush system Third Place: Spellbinders Tool-n-One that pierces, folds, inks, distresses and curls paper For more information, turn to “New Products” on page 21.
CHA at NAMTA – April 30 through May 2, Lawrence Convention Center, Pittsburgh
CHA will host a pavilion at NAMTA’s Art Materials World, the only trade show dedicated exclusively to art supplies! CHA members can attend the show for free by registering online before April 20, at www.craftandhobby.org/namta. CHA is still accepting exhibit-space contracts. If you are interested in being a part of this not-to-miss opportunity, contact Nadine Schwartz, director of sales, at nschwartz@craftandhobby.org, or 201-835-1200.
Three Inducted Into Hall of Fame Eric Dickenson from Michaels Stores, Priscilla Hauser from the Society of Decorative Painters, and Julie Stephani from Stephani Ink were inducted into the CHA Hall of Fame during the MEGA Show Foundation Gala. The Hall of Fame honors veterans of the craft industry for their extraordinary contributions to the business, the association or their company. Congratulations to all of the inductees, and thank you for your years of service to our industry!
6 Spring 2014 • Craft Industry today
Three Creative Retailer Retreats Help Your Store Thrive • April 28 through 30, Lawrence Convention Center, Pittsburgh (held in conjunction with NAMTA’s Art Materials World) • September 16 through 18th, Sheraton Dallas Hotel, Dallas • October 8 through 10, Mall of America, Bloomington, Minnesota
New!
SAVE THE DATE
CHA’s NEW Paper Arts Show will be held in Atlanta, July 29 through 31 at the Hilton. At this one-of-a-kind wholesale buying event you will • See the latest paper arts products including paper, stamps, dies, inks, embellishments, adhesives, stencils and more • Have 16 hours of open exhibit hall time to shop, including a two-hour Welcome 9LJLW[PVU OLSK YPNO[ VU [OL :OV^ ÅVVY • Attend the all-day, hands-on, not-to-be-missed workshop experience on July 29
Are you following along with CRE8TOR and his Retail Store Saviors as they tell their tales of retail success to help your store thrive? You don’t want to miss the chance to participate in these high-end seminars and fun workshops. Network with your peers to your heart’s content at our sponsored dinner. Register today at craftandhobby.org/crr. For more information, email education@craftandhobby.org.
• Find incredible bargains at one of the most spectacular “cash-n-carry” events of its kind, The Open Market. From 6:30 to 10 p.m. on Wednesday, July 30, after the hall closes, participating vendors will feature promotional goods, samples, close-outs and more. It’s cash-n-carry, so bring your empty suitcases! For more information, visit www.craftandhobby.org/paperarts
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Industry News CHA Calls for 2015 Board of Director Nominations
The 2014 Nominating Committee is now accepting nominations for positions on the 2015 CHA Board of Directors. Nominations are being received through May 1, 2014. CHA members can obtain the Board Director Nomination Form on www.craftandhobby.org under the membership tab. Completed forms should be returned to: Lidia Diaz 319 East 54th Street Elmwood Park, NJ 07407 Or fax to 201-835-1267, or e-mail ldiaz@craftandhobby.org. Any CHA member may nominate an association member or submit themselves as a candidate to sit on the CHA Board of Directors for terms beginning January 2015. Members of the CHA Board of Directors serve a three-year term in which they 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. All nominations will be considered by the 2014 Nominating Committee. • Committee Chair: Mark Hill, The Thomas Kinkade Company Inc. • Jessica Goursolas, The Creative Network Inc. • Tony Sheridan, Create and Craft • David Ferguson, Ferguson Merchandising LLC Ben Franklin Crafts • Jennifer Priest, Hydrangea Hippo Inc. • Sarah Ardila, Paper House Productions Member alternates are Adam Blumenthal from Lion Brand Yarn Company and Victor Domine, All American Crafts.
The Right Tulle for the Job
TM
www.TulleSpools.com Edley Fabrics, Inc. 1-800- TRICOTS 8 Spring 2014 • Craft Industry today
It’s All About The #Cre8time Hashtag
Are you creating projects and posting them to social media? Hashtag them with #CRE8TIME! The #CRE8TIME hashtag represents all things creative across all social media channels. When people are looking for inspiration, #CRE8TIME is their go-to resource, driving them back to your social media sites!
Canada Sews Announces 2014 Initiative
Canada Sews, a national consumer awareness program developed by Canadian members of CHA, will be visiting up to eight different consumer shows across Canada this year to promote the Banners or Blocks of Hope project. The goal of the project is to get more consumers sewing in a meaningful way, and at the same time raise awareness for a special charity or cause. Banners of Hope are small, handmade, fabric-based banners that offer inspirational messages. DIY instructions for creating a banner can be found in this issue on page 29. Launched at the CHA’s MEGA Show in January, Banners of Hope received unprecedented media attention, including a spot on NBC’s “TODAY” show. The project will also be featured in ZL]LYHS OPNO WYVÄSL ZL^PUN THNHaPUL V]LY [OL UL_[ ML^ TVU[OZ To view the banners presented at the MEGA Show, visit CHA’s Pinterest page at pinterest.com/craftandhobby/bannersVM OVWL ;V ÄUK V\[ TVYL LTHPS WQVULZ'JYHM[HUKOVII` VYN
Tell our advertisers you saw their ad here. A Jillian Vance Design ......................................7 Beth Watson Design Studio ........................ 28 Carol Heppner Queen of Creativity.......... 28 DecoArt Inc. .........................................................2 Deep Red Stamps/JPS Digital .......................9 Design Master Color Tool............................. 23 Eileen Hull Creative Design Studio........... 28 Ellison/Sizzix ..................................................... 32 Gail Green Licensing & Design .................. 28 JGoode Design ................................................ 28 Laura Kelly Designs ........................................ 28 LBO Studio ........................................................ 28 Paper House Productions ............................ 27 Petal Crafts ...........................................................7 PowertexCreations............................................8 Ranger Industries ..............................................5 Sha&Co ............................................................... 28 Susan Louise Arts ........................................... 28 Tricots - Edley Associates ................................8 UART Enterprises ............................................ 11 WireKnitZ ........................................................... 28 Witzend Workshop LLC ...................................9
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Chit Chat Global Connections A retailer in Australia stays connected to the craft world through CHA, and to its customers via craft communities.
A
An international CHA member since 2007, Arnold’s Scrapbook & Craft Supplies is a family-owned business located north of Brisbane. The craft store began in July of 2004, and has grown considerably in the last 10 years. Originally selling online only, Arnold’s specialized in electronic cutters and craft storage products. In 2006, owner Karen Arnold started attending craft shows, and began expanding the store’s product range to include scrapbooking and card making. The growth led to the opening of a brick-and-mortar Arnold’s retail store in 2008. Since then, to accommodate its ever-expanding range, the store has relocated twice. Today, it hosts and runs many card-making and scrapbooking classes. We recently talked to Karen about the importance of staying in touch: with the industry and with customers.
CHA: What’s the most valuable aspect for you of being a member of CHA? Karen Arnold: CHA membership provides free access to the yearly CHA events, and an opportunity to connect with manufacturers and distributors. It allows our Australian business to stay in touch with the latest trends and innovative products, along with the designers and manufacturers.
You travel quite a way to attend CHA’s annual trade show – what are the benefits? We attend CHA for several reasons, primarily for access to the latest craft products and trends, to attend workshops provided by tutors and companies we don’t often see in Australia, participate in business seminars, while enjoying an opportunity to holiday in the USA.
Arnold’s Scrapbook & Craft Supplies in Queensland, Australia, is open Monday through Saturday 9 to 5.
10
Supplied By: UNEEDA ENTERPRIZES, Inc.
What success have you found connecting faceto-face with influencers in the crafting community? It provides us with deeper insight into the latest techniques and trends, and allows us to personalize the relationships we’ve built around our supply chain. It also gives us the opportunity to convince manufacturers to come to Australia to participate in events and see some of our own great country.
How about events outside of the structure of the show floor? We value networking with representatives of our major suppliers, as well as other business owners from around the world. It provides a platform to meet informally, build new relationships and foster those that already exist.
These relationships are valued both at a personal level as ^LSS HZ [OL ILULĂ„ [Z P[ IYPUNZ PU expanding our knowledge of the craft industry.
Between shows, is it hard for you to stay connected to other CHA members, and to the craft industry as a whole? We stay connected to the CHA community via the CHA website, webinars and also the regular e-mails we receive from CHA. These forums provide education opportunities to run our business more effectively.
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How do you stay connected with your customers? A crafting community is a collection of people with a common interest in craft products and events. These communities range
A happy cust omer doesn’ t mind waitin g in line at th e store’s Novem ber sale.
UNEEDA ENTERPRIZES, INC.
from buying groups, people attending class events and craft shows as well as local community events where retailers like ourselves have an opportunity to give something back to the community when it’s needed. An important aspect of attending classes and other events are the social interactions that arise. This not only allows people to share craft ideas, but plays an important role in the health and well-being of individuals who may have limited opportunities for interaction outside of the craft community. We also believe strongly in communicating via social media, through our shop Facebook site, website and regular e-mails to our customer base. Whilst it takes additional
effort for retailers to interact in other ways with the JVTT\UP[` [OL ILULĂ„ [Z HYL many and promote loyalty, word-of-mouth business and repeat business. In our crafting community, customers, business owners and staff share a sense of belonging to something bigger and more important than a local business. It creates an opportunity to share ideas, personal triumphs and also the challenges we experience in our lives. The craft community is a subset of the wider local community and we pride ourselves in getting involved through donations to local charities, participating in community fund-raisers and running competitions and classes that help bring people together to express their creativity. CIT Craft Industry
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Trend Report Hot Finds at the MEGA Show reported by Jenny Barnett Rohrs, founder and editor of CraftTestDummies.com, with input by CTD managing editor Vicki O’Dell, and contributors Carolina Moore and Katie Waltemeyer
T
The January show never fails to disappoint – new products, new vendors and new workshops. When we took a look at the big picture, we noticed some strong trends that are remaining constant from last year, or emerging for 2014 crafting. What was particularly exciting about these trends was their diversity. There is literally something for everyone, beginner to advanced, including paper crafters, jewelry makers, mixed-media artists, needle artists and kids’ crafts. All you need is some imagination.
Something’s getting sticky Adhesive products were in the spotlight in the form of tapes, fabric and event felt. ShurTech introduced fabric Duck Tape on rolls and in sheet form, bringing a toolbox staple into the craft studio! Adhesive-backed fabric was presented by Camelot Fabrics from Canada. Ready for die-cutting and appliqués, this versatile product appeals to mixed-media crafters, sewists and paper crafters alike. We’re all clamoring for products that eliminate unnecessary steps, so adhesive-backed felts HUK MHIYPJZ Ä [ [OL IPSS WLYMLJ[S` We continue to see adhesive-backed fabric from DCWV in [OLPY WVW\SHY ¸Z[HJR¹ JVUÄ N\YH[PVUZ For crafters who like even more texture, how about some patterned adhesive-backed felt? The fabulous tactile experience of felt combined with the ease and convenience of the sticky back makes this a winner for teen/youth crafting, too. Washi tape continues to have a very strong presence on popular craftPUN ^LIZP[LZ 6U [OL ZOV^ Å VVY [OLYL was an abundance of new patterns, varieties and dispensers.
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Markers and airbrushing – A trend revisited
Needle crafts: back to basics with a twist
While markers are no surprise (they have been dominating the paper crafting scene for a while now) we saw new companies like KaiserCrafts from Australia introduce new marker lines. We also saw the launch of a “blendable” color marker from Chameleon of the UK. It has a built-in blending medium so that you can dilute the color and then blend back out to full strength. This seems like a great gateway marker for new colorists.
While needle craft has been on the decline over [OL WHZ[ ML^ `LHYZ WLYOHWZ the downturn in traditional scrapbooking will increase interest in heritage crafts like LTIYVPKLY` ULLKSLWVPU[ and cross stitch. At the JanuHY` ZOV^ ^L ZH^ H U\TILY VM NVYNLV\Z HUK PU[YPJH[L RP[Z [OH[ WYVK\JLK H Ä UPZOLK WYVK\J[ TVYL SPRL Ä UL HY[ [OHU at-home crafts. -\U + [`WL RP[Z PU[LNYH[LK [L_[\YHS LSLTLU[Z" ZVTL[OPUN we thought was a great way to update a traditional art form. ;OL SH[LZ[ ULLKSLJYHM[ [YLUKZ HYLU»[ Q\Z[ MVY L_WLYP LUJLK ULLKSLYZ ;OLYL ^LYL M\U JVSVYM\S RP[Z MYVT 7SHPK that incorporated stitching on wood shapes. These little projects are a great way to I\PSK [OL JVUÄ KLUJL VM UL^ Z[P[JOLYZ HUK [OL` ^VYR \W PU no time – perfect for a rainy HM[LYUVVU HUK [V NP]L HZ H NPM[ ;OL ]HYPL[` VM WH[[LYUZ JVSVYZ and themes ensures that there is something for everyone.
But it wasn’t just about markers. There were new (and old) accessories with which to use them. CraftWell’s stunning reveal of the eBrush system grabbed the attention of show attendees and the judges of the Hot 20 (see page 21). With a universal HKHW[VY [V Ä [ HSTVZ[ L]LY` THYRLY Z`Z[LT P[ WYVTPZ es to give marker enthusiasts professional results.
Low-tech marker accessories made a comeIHJR [VV ^P[O [OL +PZ[YLZZ :WYP[aLY MYVT 9HUNLY And let’s not forget the other major accessory: :;,5*03: 0M `V\ WHPY THYRLYZ ^P[O HPYIY\ZOPUN you must OH]L Z[LUJPSZ ([ [OL 4,.( :OV^ ^L ZH^ H JVWPV\Z U\TILY VM Z[LUJPS YLSLHZLZ MYVT 9HUNLY 7SHPK ;OL *YHM[LY»Z >VYRZOVW HUK TVYL ;OLZL HYL further indications that markers and accessories are a strong and relevant trend in the year ahead.
Epoxies and clays, all the way Another interesting trend we spotted was the use of twoWHY[ LWV_PLZ YLZPUZ HUK JSH`Z Previously we’d seen clear pourable resins for jewelry THRPUN I\[ P[ ZLLTZ SPRL TVSK THRPUN JHZ[PUN HUK QL^LSY` clays are more popular than ever. From making custom embellishments for papercrafting to bespoke high-end QL^LSY` [OLZL ]LYZH[PSL LWV_PLZ and clays can really take craft WYVQLJ[Z [V H Ä UL HY[ HLZ[OL[PJ This stunning set (above right) was made from a cast of bark using a two-part molding comWV\UK HUK [OLU JHZ[ \ZPUN H This ring was created at [^V WHY[ JHZ[PUN YLZPU (UK PM the MEGA Show using `V\ JHU \ZL LWV_` JSH`Z [V OVSK Swarovski Ceralun clay “bling” it’s even better. and crystal. CIT
Craft Industry
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5
SureďŹ re Steps to
Get the Word Out
by Rich Kizer & Georganne Bender
Establishing your brand is critical to the growth of your business. It’s more than just the name on your store, and it’s much more than what you sell. Marketing comes after you have established who you are – it’s a day-to-day job that never ends. Here are Ä ]L Z\YLÄ YL ^H`Z [V OLSW `V\ ZWYLHK [OL ^VYK!
1
14 Spring 2014 • Craft Industry today
Combine Your “Store’s Storyâ€? and “Story Sellingâ€? into One Big Marketing Opportunity There are shopping JLU[LYZ V\[ [OLYL Ă„ SSLK ^P[O ZPTPSHY Z[VYLZ Z[HMMLK ^P[O ZPTPSHY WLVWSL ZLSSPUN ZPTPSHY WYVK\J[Z WYV]PKPUN ZPTPSHY ZLY]PJLZ HUK JOHYNPUN ZPTPSHY WYPJLZ @V\ OH]L [V THRL Z\YL [OH[ `V\Y J\Z[VTLYZ ZLL OV^
`V\Y Z[VYL VY PM `V\ÂťYL UV[ H YL[HPSLY `V\Y WYVK\J[ VY KL ZPNUZ VY ZLY]PJLZ HYL KPMMLYLU[ MYVT HSS [OL YLZ[ :L[ HZPKL H ISVJR VM [PTL HUK ^YP[L H ZOVY[ Z[VY` HIV\[ ^OV `V\ HYL HUK ^OH[ THRLZ `V\ \UPX\L HUK KYHTH[PJHSS` KPMMLYLU[ MYVT L]LY` V[OLY JVTWHU` ZLSSPUN [OL ZHTL [OPUNZ 3PZ[ `V\Y WHZZPVUZ HUK [LSS [OL YLHKLY ^O` `V\ NV[ PU[V [OPZ I\ZPULZZ PU [OL Ă„ YZ[ WSHJL 0[
KVLZUÂť[ OH]L [V IL 7\SP[aLY 7YPaL ^PUUPUN X\HSP[`" `V\ Q\Z[ OH]L [V NL[ `V\Y Z[VY` KV^U VU WHWLY ZV [OH[ P[ JHU IL [VSK [OL ^H` `V\ ^HU[ P[ [V IL [VSK @V\Y Z[VY` PZ [OL MV\UKH[PVU MVY HSS VM `V\Y M\[\YL THYRL[PUN @V\ TH` HSZV ^HU[ [V HZR `V\Y HZZVJPH[LZ [V NP]L `V\ H OHUK I` JOHSSLUNPUN [OLT [V ^YP[L [OLPY ]LYZPVU VM `V\Y :[VYLÂťZ :[VY` ;OLU `V\ JHU ISLUK [OLT HSS [VNL[OLY
Now, it’s time to turn your Store’s Story into “Story Selling” Your advertising and marketing efforts should also YLÅLJ[ `V\Y :[VYL»Z :[VY` 0[ OHZ T\JO TVYL PTWHJ[ [OHU Q\Z[ P[LT HUK WYPJL 3V[Z VM television advertising today \ZLZ :[VY` :LSSPUN ILJH\ZL viewers remember – and relate to – those 30- to ZLJVUK JVTTLYJPHSZ ;OVZL Z[VYPLZ [V\JO ZVTLthing inside of the viewer, HUK [OH[ ZVTL[OPUN JVUULJ[Z [OLT [V [OL WYVK\J[ VY [OL JVTWHU` 4HU` VM [OLT YLS` VU J\Z[VTLY [LZ[PTVUPHSZ [V market their message; you JHU [VV Customer testimonials HYL LMMLJ[P]L ILJH\ZL VM [OL ZPTWSL MHJ[ [OH[ J\Z[VTLYZ ILSPL]L ^OH[ V[OLY J\Z[VTLYZ have to say about your store ILMVYL [OL` ^PSS ILSPL]L `V\ 0U MHJ[ H J\Z[VTLY [LZ[PTVnial is 10 to 20 times more WV^LYM\S [OHU ^OH[ `V\ ZH` HIV\[ `V\YZLSM ;OH[ ¸^VYK VM TV\[O¹ HK]LY[PZPUN [VWZ [OL SPZ[ VM YLHZVUZ UL^ J\Z[VTLYZ JVTL [V Z[VYLZ .P]L J\Z[VTLYZ HU VWWVY[\UP[` [V [LSS `V\ how good you are, and then \ZL [OLPY X\V[LZ HZ WHY[ VM `V\Y THYRL[PUN JHTWHPNU
2
Create a 1-minute “elevator commercial”
Have you ever been in an elevator, on the show ÅVVY H[ */( VY WLYOHWZ H[ H UL[^VYRPUN M\UJ[PVU ^OLU someone asked you what `V\ KV VUS` [V ÄUK `V\YZLSM Z\KKLUS` ZWLLJOSLZZ& )LLU [OLYL KVUL [OH[ )\[ `V\ won’t miss another marketing VWWVY[\UP[` PM `V\ [\YU `V\Y
:[VYL»Z :[VY` PU[V H ZLJVUK Z`UVWZPZ VM ^OH[ `V\ KV Write it down and memorize it, and make sure that everyone involved in your store TLTVYPaLZ P[ [VV ;LZ[ [OLT L]LY` VUJL PU H ^OPSL [V make sure they really know it, and understand why it’s so PTWVY[HU[ [V NL[ P[ YPNO[
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Create major and minor events
:OVWWLY[HPUTLU[ ;OH[ ^VUKLYM\S PU[LYZLJ[PVU ^OLYL ZOVWWPUN HUK LU[LY[HPUTLU[ TLL[ @V\ ULLK [V OH]L H[ least one major in-store event VY WYVTV[PVU HUK VUL [V three minor L]LU[Z WSHUULK MVY LHJO TVU[O VM [OL `LHY ( THQVY L]LU[ I\PSKZ [YHMÄJ HUK WHJRZ `V\Y Z[VYL ^P[O I\`PUN J\Z[VTLYZ" TPUVY L]LU[Z PUJS\KL KLTVZ ZLTPUHYZ HUK JSHZZLZ ;OL` H[[YHJ[ SLZZ WLVWSL I\[ RLLW `V\Y Z[VYL VU `V\Y J\Z[VTLYZ» YHKHY Carry a notebook and RLLW `V\Y JLSS WOVUL OHUK` L]LY`^OLYL `V\ NV /V^ THU` WV[LU[PHS THYRL[PUN VWWVY[\UP[PLZ OH]L `V\ TPZZLK ILJH\ZL `V\ KPKU»[ OH]L H JHTLYH& 0M `V\Y JLSS WOVUL doesn’t have one, then invest PU H JYLKP[ JHYK ZPaLK JHTLYH [OH[ `V\ JHU RLLW PU `V\Y WVJRL[ VY OHUN HYV\UK `V\Y ULJR >OLUL]LY ZVTL[OPUN JVVS OHWWLUZ `V\»SS IL HISL [V JHW[\YL [OL TVTLU[ ¶ \ZL [OL WOV[VZ PU M\[\YL THYRL[PUN LMMVY[Z (UK VUSPUL [VV
4
Experiences can connect customers to your store
Customers will stay JSVZL [V `V\Y Z[VYL PM `V\ NP]L
[OLT H YLHZVU [V Z[H` JSVZL *SHZZLZ WYVTV[PVUZ PU Z[VYL L]LU[Z JS\IZ HUK JYVWZ HYL HSS NVVK YLHZVUZ 0UJS\KL HUU\HS L]LU[Z [OH[ J\Z[VTLYZ JHU SVVR MVY^HYK [V HSS `LHY SVUN 1VOU HUK *HTPSSL (RPU MVYTLY V^ULYZ VM ,]LY (M[LY :JYHWIVVRZ PU *HYSZIHK California, started Survivor *YVW HU HUU\HS L]LU[ [OH[ UV[ VUS` JVUULJ[Z J\Z[VTLYZ [V [OLPY Z[VYL P[ H[[YHJ[Z WLVWSL MYVT V[OLY Z[H[LZ ¶ L]LU V[OLY JV\U[YPLZ :PUJL :\Y]P]VY *YVW OHZ YHPZLK over $500,000 for the San +PLNV JOHW[LY VM [OL :\ZHU . 2VTLU -V\UKH[PVU @V\ JHU SLHYU TVYL OLYL! ^^^ Z\Y]P]VYJYVW JVT
5
Be a shameless self-promoter
Other than word-ofTV\[O [OL JOLHWLZ[ ^H` [V market your store is through W\ISPJ YLSH[PVUZ" [OH[»Z ^O` `V\ ULLK [V ZLUK V\[ H WYLZZ release for everything of interLZ[ [OH[ [OH[ `V\ KV ;OL TLKPH ^HU[Z ¶ ULLKZ ¶ `V\Y PUW\[ Did you know that nearS` WLYJLU[ VM [OL Z[VYPLZ [OH[ HWWLHY PU `V\Y SVJHS TLKPH JVTL MYVT H VUL WHNL WYLZZ YLSLHZL ZLU[ I` ZVTLone like you who had a story [V [LSS& :V MVY [OL JVZ[ VM H ZPUNSL Z[HTW H ZLJVUK MH_ VY H X\PJRLY [OHU `V\ JHU OP[ ¸ZLUK¹ L THPS `V\Y Z[VYL JV\SK ILJVTL MHTV\Z E-mail us for our easy-to-follow “How to Write a Press 9LSLHZL¹ PUZ[Y\J[PVU ZOLL[ 0M `V\ HYL [VV I\Z` [V OHUKSL [OL W\ISPJ YLSH[PVUZ I` `V\YZLSM [OLU JOVVZL VUL WLYZVU HUK WYVTV[L OPT
VY OLY [V [OL L_HS[LK WVZP[PVU VM ¸+PYLJ[VY VM 7\ISPJ 9LSH[PVUZ ¹ .P]L `V\Y UL^ KPYLJ[VY I\ZPULZZ JHYKZ HUK [\YU OPT SVVZL VU [OL TLKPH @V\Y KPYLJ[VY»Z QVI ^PSS IL [V JVSSLJ[ [OL UHTLZ VM SVJHS LKP[VYZ HUK YLWVY[LYZ ^YP[L HUK KPZ[YPI\[L `V\Y WYLZZ YLSLHZLZ WVZ[ VU `V\Y ZVJPHS media, and be your store HTIHZZHKVY H[ SVJHS M\UJ[PVUZ *OHTILY VM *VTTLYJL L]LU[Z HUK TVYL Don’t forget about your brand’s life online! How’s `V\Y ^LIZP[L& 0Z P[ M\U PU[LYHJ[P]L HUK LHZ` [V UH]PNH[L& *HU J\Z[VTLYZ LHZPS` SVJH[L WYVQLJ[ ZOLL[Z HUK ÄUK V\[ HIV\[ \WJVTPUN WYVTV[PVUZ HUK ZWLJPHS L]LU[Z& These days you have to go ^OLYL `V\Y J\Z[VTLYZ NV HUK [OH[»Z VU ZVJPHS TLKPH )\PSK `V\Y IYHUK VU `V\Y ISVN HUK -HJLIVVR ;^P[[LY 7PU[LYLZ[ 0UZ[HNYHT HUK HU` V[OLY ZVJPHS TLKPH ZP[LZ `V\Y J\Z[VTLYZ \ZL +VU»[ OVSK IHJR! NP]L WLVWSL H YLHZVU [V JOVVZL `V\Y Z[VYL The goal here is to turn VJJHZPVUHS J\Z[VTLYZ PU[V SV`HS J\Z[VTLYZ (UK SV`HS J\Z[VTLYZ HYL UV[ JYLH[LK ZPTWS` ILJH\ZL `V\ ZLSS ULH[ Z[\MM VY OH]L RPSSLY J\Z[VTLY ZLY]PJL 5VWL H YL[HPS Z[\K` MV\UK [OH[ WLYJLU[ VM `V\Y J\YYLU[ J\Z[VTLYZ ^PSS NV somewhere else if that some^OLYL LSZL PZ TVYL M\U @V\ owe it to yourself to build `V\Y IYHUK I` [HSRPUN \W [OL things that make your store TVYL H[[YHJ[P]L [V J\Z[VTLYZ HUK `V\Y JVTT\UP[` (UK `V\ V^L P[ [V `V\YZLSM [V JHWitalize on the visibility these CIT [OPUNZ JHU KV MVY `V\
COPYRIGHT © KIZER & BENDER. ALL RIGHTS RESERVED
Craft Industry
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The CHA SoCal Chapter Leadership Team from left to right: Pegi Smith – Stampendous , Ruth Garcia-Corrales – Curacao, Susan Spiegel – Ellison/Sizzix, Saema Khwaja – Ellison/ Sizzix, Karen Herrera – Ellison/Sizzix, Tiffany Windsor – Cool2Craft
Better ”BAND” Width
CHA Chapters & Sections
Participating in the specialized groups within CHA gives you even more opportunities to grow your business
by Jennafer Martin
M
Membership in the Craft & Hobby Association gives you numerous opportunities to grow your individual business while strengthening the industry overall. Until recently, the most common way to access these opportunities was to travel to CHA-sponsored trade shows to do business, enjoy educational opportunities and network with other industry
16 Spring 2014 • Craft Industry today
professionals. But what about the time in between trade shows? CHA’s answer? Create various groups within the organization to give members opportunities throughout the year. “One of CHA’s objectives is to bring the crafting industry together,” says Andrej Suskavcevic, the associa[PVU»Z JOPLM L_LJ\[P]L VMÄ JLY “To do that, we need to shine
a light on the different categories and subgroups within the organization, and give each niche an opportunity to have a voice, and to grow and develop.” Thus, chapters and sections were born. If you want to strengthen the crafting industry by banding together with fellow industry professionals in your geographic region, you can participate
in a chapter. Of, if you want to strengthen the crafting industry by banding together with professionals that share your business specialty or segment, you can participate in a section. Or both! “CHA provides the infrastructure in the form of guidelines, as well as administrative and backend support,” Suskavcevic says, “but the members step up to run them
Membership in CHA chapters gives you opportunity to • Network with professionals in your area. • Keep up-to-date on local regulations and ordinances that affect your business. • Build appreciation for and partner with different professional specialties within your area. • Promote and strengthen the industry in your area.
CHA Sections: Specialized Groups Unlike chapters, CHA’s specialized sections have no geographic boundaries. Instead, these groups are comprised of professionals within the crafting industry whose business needs are along a similar niche. There are two types of sections: those created HYV\UK H ZWLJPÄ J JYHM[ HUK [OVZL ^OV have common concentrations that span various crafts. In sections concentrated around H ZWLJPÄ J JYHM[ THU\MHJ[\YLYZ YL[HPS ers, distributors and designers who specialize in that craft come together to improve their individual businesses through education and networking. At the same time, they increase consumer awareness about the craft to strengthen their corner of the market. They do this through various initiatives carried out
on a volunteer basis.” These specialized groups operate within the organization of CHA to give you U\TLYV\Z ILULÄ [Z
CHA Chapters: Local Connection Points Regional groups, or chapters, within CHA afford you the opportunity to connect with industry professionals in your geographic area on a regular basis to exchange ideas and build partnerships with other professionals in the industry. “A big component of associations is networking
by member volunteers, often serving on JVTTP[[LLZ [V M\SÄ SS ZWLJPÄ J HZWLJ[Z VM these goals. Here is a list of sections that conJLU[YH[L VU H ZWLJPÄ J JYHM[ The Sewing/Fabric Section, also known as the Fabric Arts Council, began in the spring of 2013 for industry professionals working in fabric and sewing. The Paper Arts Section started in the summer of 2013. The members of this section have been instrumental in the Paper Arts Show that will take place in Atlanta this summer. The Bead Section, also known as the North American Bead Association, began in the spring of 2013. The second kind of section is made up of members with a common work type that may span different crafts. They come together to network and share success tips about their common focus. Here’s the list. The Designer Section began in the 1970s as a separate organization that merged with CHA in 2006 in its current form. The section has 200 to 300 members around that world who band together to build their businesses.
and education,” Suskavcevic notes. “Chapters leverage the strengths of individuals within the industry for both.” Additionally, as a chapter member, you’re able to stay in the loop on local news, ordinances or laws that may affect your business, and develop an appreciation for other professional specialties within the craft industry of your area. “Chapters give local members an opportunity to be heard at a grassroots level,” says Tiffany Windsor, professional craft designer and lead representative for the
The Social Media Section, begun in the summer of 2013, is made up of social media professionals in various craft companies. It helps CHA members incorporate social media outreach into their marketing plans to strengthen their businesses while virtually promoting crafting as a hobby.
¸*/( OHZ HSZV PKLU[PÄ LK [OL ULLK for an independent retailer section to OLSW [OLT ^P[O [OL ZWLJPÄ J ULLKZ VM running their businesses, and to give them the opportunity to network with other retailers in a more concentrated way,” Suskavcevic says. That section is currently forming. Working together in sections necessitates creatively connecting and coordinating with members over long distances. To reach its global membership, for example, the Designer Section uses tools online, including private groups on Facebook and Yahoo. It also holds quarterly meetings online. Despite the geographic distance, being a part of a section has enormous ILULÄ [Z ¸;OL PUK\Z[Y` OHZ JOHUNLK H great deal,” Windsor says. “Being a part of the Designer Section helps me to stay on top of the ever-changing trends in styles, design and marketing to keep my business strong.”
The Southern California chapter uses a membership brochure to outline benefits and opportunities for potential members.
Southern California Chapter and the Designer Section. Regional chapters hold events and meetings, create subcommittees to tackle objectives, and more. In
the United States, there are currently two established chapters within CHA – Southern California and Utah. Although both chapters were recently established, both have leadership teams and goals in place, and both are concentrating on reaching out to other CHA members in the area to grow their groups. One of the mottoes for the Southern California chapter Z\TZ \W H NYLH[ ILULÄ [ [V belonging to chapters overall: “Strengthening the industry through respect and appreciation for all arts.” (continued on page 27) Craft Industry
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Reality Stars’ Crafting
Captivates Your Customers by Jennafer Martin
C
Crafty celebrities from reality shows like “Survivor,” “The Millionaire Matchmaker,” and “Project Runway” are bringing new customers into the crafting industry. Here are three reality TV stars whose crafting passions can lead to new customers for you.
Rupert’s Tips for Tie-Dye
Since its debut in 2000, the CBS hit “Survivor” has featured dozens of contestants JVTWL[PUN PU KPMÄ J\S[ JVUKP tions and exotic locales. While viewers may root for different contestants each time, Rupert Boneham from “Survivor: Pearl Islands” in 2003 is arguably their favorite overall. He was ILSV]LK HZ [OL [PL K`L ^LHYPUN gentle giant who went on to JVTWL[L PU [OYLL TVYL Z\Y]P vor installments. Rupert’s latest feat to win people’s hearts was at the Craft & Hobby Association’s Annual Conference & Trade Show in 1HU\HY` ^OLYL OL KLTVUZ[YH[ LK 03V]L;V*YLH[L»Z ;\SPW [PL K`L
RP[Z ¸0 [PL K`LK Z[LHK` MVY [OYLL days and had a great time,” he reports. His inspirational demonstrations have spurred UL^ L_JP[LTLU[ HIV\[ [PL K` ing, so be ready when your customers start clamoring for it. 9\WLY[ ^OV Ä YZ[ MLSS PU SV]L ^P[O [PL K`PUN HZ H `V\UN man in the 1970s, thinks it has many creative uses. “A [PL K`LK VULZPL THRLZ [OL best gift at a baby shower, because it won’t show a lot of stains,” he notes. Rupert considers this colorful art not only fun but “a great symbol of freedom and expression.” Take a cue from Rupert’s SV]L VM [PL K`PUN [V PU]P[L UL^ customers into your store. His message that crafting is a MVYT VM ZLSM L_WYLZZPVU TH` be particularly appealing to the younger generation, and may even bring children of the ’60s and ’70s back into JYHM[PUN -LH[\YL [PL K`LK WYVQ ects in your store’s displays, marketing materials, events and more using the ideas we present here, or at TieDyeYourSummer.com.
Rupert loves kits from ILoveToCreate, that make tie-dying easy.
Blending Color: Tie-Dying Rupert Boneham from “Survivor” The trick is to saturate the fabric without soaking it. “The TVZ[ JOHSSLUNPUN [OPUN HIV\[ [PL K`LPUN PZ UV[ [V NV V]LYIVHYK with the dyes,” Rupert cautions. “You can use too much, and the colors all start blending together.” Connect with Rupert online for more inspiration: Facebook.com/RupertBonehamFan @RupertBoneham
Host a “Survivor” themed competition. You do not need a remote Amazon jungle in which to plan a variety of PU Z[VYL JYHM[PUN JOHSSLUNLZ 7SHJL UV[PJLZ VM [OL JVTWL tition in the local paper, free listing websites, your store’s newsletter, on posters, etc.
Host a tie-dying party. Invite customers to bring white pieces of clothing to your store and let them spend
18 Spring 2014 • Craft Industry today
an evening or afternoon [PL K`PUN ¸@V\»SS ZOV^ OV^ M\U HUK LHZ` [PL K`LPUN YLHSS` is – and whatever they make ^PSS Ä [ [OLT ¹ 9\WLY[ UV[LZ
Hold a summer campthemed event. Capitalize on [OL UVZ[HSNPH HUK M\U I` OVZ[ PUN H ^LLR SVUN [OLTLK L]LU[ Let customers try “arts and JYHM[Z¹ Z\TTLY JHTW Z[`SL PUJS\KPUN [PL K`PUN HU HY[PJSL of clothing, bag or backpack.
David’s Faves Incorporate David’s favorite color combos and motifs into your promotions and events to give them a modern, YVTHU[PJ Å HPY • Gray and fuschia • Curry yellow and deep turquoise • Fashion textiles • Geometric shapes Connect with David Cruz III online for more inspiration: Website: Finding-Cupid.com @DavidCruzTMM Pinterest.com/davidcruziii/
Recipe for Romance: Paper Crafting David Cruz III of “The Millionaire Matchmaker” What brought David Cruz III to Bravo’s “The Millionaire Matchmaker” is what also draws him to paper crafting: He’s a romantic at heart. For David, paper and romance go hand-in-hand. “A romantic gesture starts with an idea of how you want to communicate your SV]L [V^HYKZ `V\Y ZPNUPÄ JHU[ other,” he says, “and paper begs people to communicate feelings. Paper is a beautiful medium that encourages you to be as romantic as you could possibly be.” As a matchmaker on TV and on his website, Finding Cupid, David helps people Ä UK SV]L (UK HZ H WHWLY crafter, David uses creative combinations of paper and techniques to express love through beautiful décor and gifts. For crafters, his passion for paper is contagious, and they may venture into your
store to try the techniques he loves – from card making to die cutting to embossing. They may also copy his favorite creations: paper party décor such as garlands, pinwheels, and rosettes. Get ready for your customers to be inspired by his love of paper as well as his main inspiration being love. Inspire your customers with creative ideas for paper crafting a la David. Whether you have promotions or hold events around paper crafting, David’s love of paper can court new customers. Here are some ideas.
helps pair crafters with paper and a creative technique or embellishment to see which matches are made in heaven. Promote the competition online, in the local paper, in your store and more.
Host a “Tokens of Love” paper party. Tags, cards and bookmarks, oh my! Let customers create small paper
tokens of love for their family members or romantic partners.
Create a “first year anniversary” class. The gift [OLTL PZ WHWLY MVY [OL Ä YZ[ anniversary, so plan two to three easy paper projects that customers can create and give as gifts for an anniversary, wedding, birthday or other occasion.
David creates stylish décor for weddings and more with paper.
Host a “Matchmaking” themed competition. While getting involved in your customers’ romantic lives may be messy, getting them competing in paper crafting doesn’t need to be. Plan a competition that Craft Industry
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Reality Stars’ Crafting
Captivates Your Customers
Designing Innovation: Sewing Anthony Ryan Auld of “Project Runway” For the winner of the second season of “Project Runway: All Stars,” innovation is as important in sewing as it is in winning on a reality show. “It’s great when I am told ‘I would have never thought about that’ after someone sees one of my projects,” Anthony Ryan says. It’s the details and small touches that mean the most to him. “Whether it’s thinking about where a seam line should hit or how the proportions of the skirt match with the top, I love the thought and small details that go into a garment,” he says. Anthony Ryan and his innovative designs were fan favorites on “Project Runway.” He was also a big hit demonstrating Brother’s ScanNCut machine at the CHA Annual Conference & Trade Show. “I love thinking about how this great Brother product can
be translated into fashion and other various media.” And Show attendees were inspired by him! Innovation and unique details will be what Anthony’s fans want when they walk into your store to start crafting. And Anthony Ryan believes new sewers need you to encourage them to practice and not be afraid to make mistakes. “That’s how I was able to harness my craft so quickly,” he says, “I learned from the
Anthony Ryan’s Inspiration Tips Anthony suggests teaching customers how to take inspiration from popular trends, and incorporate them into their sewing. “Find something exciting that interests them to draw them in,” he encourages. Ideas can include: • fashion ads • magazine artwork • interior design photos • fashion jewelry Connect with Anthony Ryan Auld online for more inspiration: Facebook.com/pages/Anthony-Ryan-Auld/242676535765793 @anthonyryanauld Anthonyryanauld.tumblr.com/
mistakes I made, and knew 20 things not to do from there on out.” To help new customers love sewing as much as they love Anthony Ryan, create promotions and events inspired by him to capitalize on their interest.
The key to sewing success, he says, is practice, and not being afraid to fail.
Anthony Ryan-Inspired Ideas for Your Store Host a fashion-themed competition. While you may not be able to invite Tim Gunn, you can have customers compete in a “Project Runway”-like sewing competition, with extra points for innovation. Promote the event online, in the local paper, in your store and more.
Host a personalized party. Celebrate the details Anthony Ryan loves by having customers sew on trims, notions and more from your store to pieces of clothing they bring in.
Hold a “stitches of love” charity crafting event. Crafters can donate their creations to a local charity in order to share their innovation with others.
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New Products Paper House Canvas Stickers have [OL SVVR HUK MLLS VM TPUP Z[YL[JOLK JHU]HZ (]HPSHISL PU [OLTLZ [OLZL KPTLUZPVUHS Z[PJRLYZ OH]L stunning imagery and just the YPNO[ X\V[LZ MVY HU` WHWLY JYHM[PUN WYVQLJ[ VU VY VMM [OL WHNL paperhouseproductions.com
Beadalon Artistic Wire Findings Forms HYL WH[LU[ WLUKPUN Ä_LK peg jigs that allow you to make `V\Y V^U ÄUKPUNZ MYVT [V NH\NLZ VM (Y[PZ[PJ >PYL HUK )LHKHSVU .LYTHU :[`SL >PYL beadalon.com
Brother International Corporation’s ScanNCut is the only J\[[PUN THJOPUL [OH[ JHU HSZV ZJHU PTHNLZ WOV[VZ VY OHUK KYH^U ZRL[JOLZ HUK [\YU [OLT PU[V \UPX\L J\[[PUN KLZPNUZ ;OL I\PS[ PU +70 ZJHUULY LSPTPUH[LZ [OL ULLK HUK L_WLUZL VM H JVTW\[LY ZVM[^HYL VY WYPJL` JHY[YPKNLZ brother-usa.com
;OL *VTWVZP4VSK PowerMold Modeling Compound Push Mold all-in-one starter Kit gives you all [OL [VVSZ `V\ ULLK [V Z\JJLZZM\SS` TVSK HUK JHZ[ ^P[O 7V^LY4VSK 4HRL V]LY TVSKZ I` YL TLS[PUN [OL ZHTL TVSK THRPUN TH[LYPHS *HZ[ PU WSHZ[LY JVUJYL[L WSHZ[PJZ JHUKSL ^H_ HUK ZVHW" VY JYLH[L LKPISL [YLH[Z composimold.com
Aleene’s Quick Dry Fabric Fusion I` P3V]L;V*YLH[L WYV]PKLZ HU LHZ` HS[LYUH[P]L [V H ULLKSL HUK [OYLHK HUK YLTHPUZ K\YHISL HUK PUJYLKPIS` ÅL_PISL ^HZO HM[LY ^HZO ilovetocreate.com
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New Products Beadalon’s Knot-aBead is a patent-pending tabletop knotter tool that allows you to tie knots naturally with two hands and position the knots tightly against beads for professional looking jewelry. beadalon.com
DESIGN MASTER’s new
TintIT multiuse transparent dye fabricates color from just one can. dmcolor.com
Crafters love to hand-embroider with the Rose Quilt Block. Choose from Jack Dempsey Needle Art’s extensive selection of patterns. 800-891-5116
Powertex, a fabric hardener, is perfect MVY ÄILY HY[ JYLH[PVUZ TP_LK TLKPH doll making, gourd art, jewelry and more. Mix it with Stone Art – a type of paper-maché – to make air-dry clay. Colors include black and limited editions blue, red and yellow ochre. powertexcreations.com
The 12- by 12-inch Rotary Ruler Combo from Fiskars is a rotary cutter with a ruler attached for measuring and cutting multiple layers of fabric easier. fiskars.com
The Chalky Finish Program by DecoArt offers paint, waxes, varnishes, stain blocker, brushes and stencils that easily achieve a vintage, time-worn look for home décor and furniture pieces. decoart.com
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The BIC Magic
Marker Window Marker is a high-quality marking and drawing tool that adheres to glass. It creates bold, vivid marks on both transparent and dark surfaces that can be removed with a wet cloth. bicworld.com
ImpressArt Soft Strike Metal Stamping Blanks are a collection of metal discs that make it easy for metal stampers to leave deep, clean impressions and achieve professional results. impressart.com
The Little B
Perfect Positioner is a unique adhesive mat designed for any die-cutting tool platform and thin metal dies. littlebllc.com
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New Products The new Ellison/Sizzix Modern
Surrealist by Marisa Pawelko 20 original steel-rule dies create fashionable clothing appliqués, cards, stickers, notepads and locker décor for teens and preteens. sizzix.com Preloaded with 300 Mini Glue Dots, the Desktop Dispenser is lightweight, easy-to-use and compatible with most Glue Dots Rolls. It features a serrated edge, two threading options for versatility, and keeps rolls securely wound and protected when stored or on the go. gluedots.com/glue
Create an airbrushed effect using the
Tim Holtz Distress Marker Spritzer by Ranger Industries. Use it to add unique layers of color and depth to projects. The hand-operated, lightweight tool also accommodates a variety of marker brands. rangerink.com Spellbinders portable Tool-n-One performs multiple craft functions, including piercing, folding, paper removal, inking, distressing, curling, and more. The tool easily crosses over to other hobbyists who use mall pieces and parts (i.e. airplane models and miniature houses). spellbinderspaperarts.com
A Jillian Vance Designs’ Quilting Collection is perfect for making paper quilts, which are the perfect centerpiece for card making and scrapbooking projects. The collection includes Ä]L X\PS[ ISVJR KPLZ and four stamp sets. ajillianvancedesign.com
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Craftwell’s eBrush portable airbrush system is univer-
With more than 500 designs, these beautifully detailed deep etch rubber stamps are made with a proprietary blend of highgrade natural gum rubber. They have a better ink transfer on a wider variety of surfaces and papers, and are durable and safe to use with all crafting inks. deepredstamps.com
sally compatible with many brands of markers. Insert a marker into the appropriate adapter to create art on a variety of surfaces fast and easy. Perfect for crafters, cake decorators and beauty enthusiasts. craftwellusa.com
Chameleon Color Tones markers Distress Ink Minis are 1- by 1-inch stackable, travel-sized ink pads featuring the same unique water-based dye ink used in their full-size counterpart. Pads can be re-inked with the coordinating Distress Re-inker. Available in three kits featuring four pads each. rangerink.com
by Chameleon Art Products bring color control and simplicity to your art. Create art effects, including 3D, smooth transitions, highlighting, shading, blending and gradations all with one pen. chameleonap.com No crafter should be without the Stamper’s Secret Weapon. This essential kit lets crafters create the perfect stamped impressions. It includes a paper piercer and a double-sided stamping/piercing mat. sizzix.com
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New Products Plaid Enterprises Mod Podge Mod Melter allows JYHM[LYZ [V ÄSS 4VK 4VSKZ with ease for molded embellishments, home décor, paper crafts and more. plaidonline.com
M-D Building Products Metal Sheets add more dimension to craft projects. They come in perforated metal sheets, magnetic chalkboards, metal tools and other unique metals. mdteam.com
Lumi’s Inkodye, the world’s only sunlight-activated textile dye, is now available in black. It can be brushed, dipped, rolled, stamped, stenciled, screen printed and TVYL 0[ ^VYRZ VU TVZ[ UH[\YHS ÄILYZ HUK ^VU»[ MHKL VY rub off. Fabrics remain soft to the touch. lumi.co
Witzend Workshop introduces the new ‘Twisteezwire Coil Bracelet Kit’. Includes thirteen bright colored 30” wires, beads, buttons and instructions to create four unique Coil Bracelets. For anyone over the age of eight! twisteezwire.com
Iced Enamels by Susan Lenart Kazmer ICE Resin is a unique, custom formulated, proprietary Cold Enameling system for permanent adhesion of color on metal. It JYLH[LZ [VYJO ÄYLK VY RPSU ÄYLK LUHTLSZ ^P[O UV ÄYL YLX\PYLK iceresin.com
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CrystalNinja.com’s CrystalKatana is a patent-pending rhinestone and crystal pick-up tool that picks up paper, embellishments, nail art, multimedia items and Swarovski Crystals. crystalninja.com
CHA Chapters and Sections (continued from page 17)
As a designer, Windsor notes that membership in the Southern California chapter allows her to “network with wonderful people right in my backyard, as well as expand my knowledge and resource base.” As a manufacturer, Rachel Hawkes-Brenchley of Basic.YL` Ä UKZ [OH[ ILPUN H TLT ber of the Utah chapter gives OLY H ^PKL ]HYPL[` VM ILULÄ [Z “The changes in our industry have been vast over the past several years,” she notes. “Our Utah chapter board members provide all of us collectively with a wide range of resources, ideas and support to navigate those changes and remain viable in the paper crafting industry. We all come together with the same goal in mind: succeed and lead.” Beyond networking and strengthening the industry, chapter members are also able to promote crafting locally through events and promotions. “Chapter members have the opportunity to be community HJ[P]PZ[Z ^P[OPU H ZWLJPÄ J NLV graphic location,” Suskavcevic notes. “They can also give back to their communities through philanthropy.” International members can HSZV ILULÄ [ MYVT WHY[PJPWH[PVU in chapters. Although they currently cover larger regions – Canada and the United Kingdom – these unique branches have staff members who are native to and live in their respective countries. The work of these chapters has already strengthened membership communication, pooled and increased resources, and given craft businesses and profesZPVUHSZ NYLH[LY PUÅ \LUJL PU [OL international crafting industry.
The Benefits Membership in CHA sections gives you the opportunity to: • Network with professionals in your corner of the crafting industry • Strengthen your individual business through education and networking • Promote consumer awareness of your particular craft or concentration • Strengthen the overall industry while promoting your portion of it Get involved Running a business is already time-consuming, but you can participate in sections and/or chapters in ways that easily fit into your schedule. “Participation gives you an opportunity to be heard that you may not have otherwise. Get past the initial fear of jumping in, because you can partic-
ipate at any level you want or have time for. For your business to be successful, you need community support and to network.” Suskavcevic agrees. “The industry has grown exponentially in the last couple of years. Everyone involved is really busy. If you don’t have the time and want to be a part of a chapter or section, you can be involved as time allows. You’ll find the more you put into it, the more you’ll end up getting back. It’s a wonderful opportunity to pay it forward and help the next generation of crafting to have a resource for getting involved in the industry.” E-mail membership@craftandhobby. org to learn more, or to join an existing chapter or section, start a chapter near you, or begin a section that better represents your needs. CIT
Craft Industry
today • Spring 2014
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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.
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DESIGN STUDIO &+$ 'HVLJQHU ,QVWUXFWRU 0L[HG 0HGLD $UWLVW EZGHVLJQVWXGLR EORJVSRW FRP
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Cardmakers! Crafter’s! Scrapbookers! 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
Reserve your space in the Designer Showcase of Craft Industry Today magazine by calling Darlene Roberts at 800-344-0559. 28 Spring 2014 • Craft Industry today
Do-It-Yourself Your store doesn’t have to be a sewing store to get involved, says Lorine Mason, the official spokesperson for the project. She gets you started here. Banners of Hope offer inspirational messages and words of encouragement. They are created to be displayed in the waiting rooms of hospitals, shelters and charity locations. The project was conceived by the Fabric Arts Council, a section within CHA. “There are two goals for Banners of Hope (BOH),” says designer Lorine Mason, the council’s co-chair. “First, to encourage consumers to develop or expand their sewing skills on a simple, often quick, project; and second, to connect the sewing industry with the public in a meaningful way. A positive phrase or an uplifting comment can have a big impact on someone who is in a delicate state of mind or health.” BOH is an ideal marketing tool for your business, too, says Mason. The project can attract new business and jumpstart sales, serve as a newsworthy story for your local media, and provide content for your website and social media platform. Yes, the banners are fabric, but other craft supplies can be used to enhance and embellish them. “If yours is not a sewing store, or you do not have access to a machine and fabric supplies, this is a perfect opportunity to connect with a local fabric store for cross promotion,” she says. Check out the many resources at craftandhobby.org/BOH. In the meantime, here’s a project to create in your store.
B
Step 1 Assemble your supplies X X X X X
1 Sharpie Cotton canvas fabric Fusible web tape Iron-on letters Anorak snaps
X X X X X X
Large covered button blanks Sewing machine Iron Scissors Decorative thread Sewing needles
Craft Industry
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Do-It-Yourself Step 3
Step 2
Iron letters to fabric.
Cut canvas 9-1/2 inches wide by 15-1/2 inches long. Turn under
Cover buttons, centering the letters and following the manufacturer’s directions.
3/4-inch along edges of banner, insert fusible web tape and press well. Turn under top edge 2 inches and press to form a rod pocket. Follow manufacturer’s directions to attach snaps to the front of the banner along the bottom edge of the rod pocket.
Step 4 Create visual interest on the banner’s surface with your sewing machine using variegated thread and decorative stitches.
Step 5 Attach buttons and add additional snaps.
Lorine Mason is the creative mind behind It’s Sew Lorine. Her mission is to inspire others to create unique and homemade sewn items with a creative twist. See more at lorinemason.com. CIT
30 Spring 2014 • Craft Industry today
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Contact your Sales Representative for a chance to WIN A FREE SizzixŽ Big Shot™ Machine. To enter, please reference code RCTM14. Spring • Craft Hurry, offer2014 expires AprilIndustry 30, 2014.today
32
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Š2014 Ellison. All rights reserved.
WEBINAR WEDNESDAYS
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24/7 Education at Your Fingertips Take advantage of creative industry-focused education – register today! All Webinars are archived and available for purchase 24/7
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Join us for 60-minute educational power-hour Webinars! Each one is conveniently scheduled, recorded, and archived for your access anywhere, any time of the year. Topics include social media, online tactics, business-building strategies, and training on free CHA Trade Show tools...with more important topics added throughout the year! Webinar Time: 1:00pm or 3:00pm Eastern Standard Webinar Cost: $15 for CHA Members and $25 for Non-Members
Buy a Bundle Package! Exclusively for CHA Members, two discounted bundle packages: t XFCJOBST GPS KVTU t "O VOMJNJUFE XFCJOBS CVOEMF HJWFT ZPV BDDFTT UP FWFSZ $)" XFCJOBS JO GPS KVTU 5IJT MPX GFF JODMVEFT BMM previously recorded 2014 webinars.
Take advantage of creative industry-focused education – register today!
All Webinars are archived and available for purchase 24/7
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4/2/2014 Improving Supplier Performance through Sustainability: A Basic Overview of Audit Types and Their Benefits Speaker: Xavier Vital and Germaine Zhang, SGS Consumer Testing Services An introduction to how security auditing, environmental and social sustainability can improve supplier performance and enhance your business.
4/9/2014 AMAZINGLY Simple Strategies, Tactics and Techniques to Get Tons of NEW Customers for Little or No Money! Speaker: Bob Negen, WhizBang! Training You can easily double, triple or multiply by 10 the effectiveness of your efforts to get new customers by using the techniques and concepts outlined in this webinar.
4/16/2014 Reimagine and Reinvent Your Customer Service Edge! Speaker: Rich Kizer and Georganne Bender, Kizer and Bender Speaking! Learn what it takes to consistently deliver great customer service in a digital age. You’ll learn the perks, personal service, and frequent, direct contact that helps keep creative customers close!
4/23/2014 How The Modern World is Changing the Craft Consumer of the Future Speaker: Nancy Nally, Nally Studios, LLC The world is radically different than it was a generation ago, but what does that mean for the crafts business? Join Nancy Nally and learn how to not get left behind in the evolution of consumers and marketing!
4/30/2014 2014 Legal Update Speaker: Tammy Browning-Smith, Browning-Smith P.C. This webinar is for everyone in the Creative Industries who want to keep up to date on the ever changing legal landscape. This will be a year in review, with a focus on Consumer Laws, Employment Updates, Copyright Changes, Changes to the Social Media Landscape and much, much more. Important info you need to know!!
APRIL
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All Webinars are archived and available for purchase 24/7
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5/7/2014 Take Your Photo from Ho-Hum to Wow! Speaker: Helen Bradley, HTTP Designs Learn tips and tricks on how to use Photoshop and Photoshop Elements to make those dull photos come to life. This webinar will help you take your design business to the next level!
5/13/2014 Maximize Your Cash Flow with Great Inventory Management Speaker: Allen White and Scott Remmers, NABA In the retail brick and mortar bead store environment there are thousands of items to be sold. Maintaining a solid circle of cash out, inventory in and cash in, inventory out is tantamount to a stores success. Exceptional cash flow requires exceptional inventory management.
5/14/2014 Surviving 30 Years in the Craft Industry Speaker: Dee & Warren Gruenig, Posh Impressions Learn inside tips from industry veterans Dee and Warren (C.W.) Gruenig, former owners of Posh Impressions. Dee and Warren will share how they survived and thrived during their 30 years in the craft industry.
5/21/2014 Web Genius Super Pack Speaker: Tony Ford, Artfire.com Tony Ford will show you what he uses to follow hundreds of blogs, control digital chaos and make the most popular sites on the web work better, faster and more streamlined for you.
MAY
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6/11/2014 Killer Clearance Sale Secrets Speaker: Cathy Wagner, RetailMavens Learn the 3 key secrets to help move the most merchandise out of your store without giving up profits!
JUNE
9/10/2014 10 Ways to Strengthen Your Website Content... And Why it Matters Speaker: Nicole Leinbach-Rehyle, Retail Minded Learn 10 ways to strengthen your online content, including tips on writing better product descriptions, how to incorporate a blog to support your online store, plus ways to maximize your SEO through constant content updates.
9/17/2014 Shopping isn’t What it Used to Be: New Consumer Tools Require New Selling Rules Speaker: Lynn Switanowski, Creative Business Consulting Group As consumers become more sophisticated in their approach to shopping, retailers must change how they market their business in order to attract these educated customers.
SEPTEMBER SEPTEMBE Take advantage of creative industry-focused education – register today!
All Webinars are archived and available for purchase 24/7
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10/1/2014 Build a Huge Customer Database AND Create Raving Fans Using the World’s Best (and simplest) Frequent Buyer Program Speaker: Bob Negen, WhizBang! Learn why a Frequent Buyer Program that’s easy to explain and provides LOTS of benefits is the best way to grow your customer list.
10/8/2014 Copyrights 101 Speaker: Tammy Browning-Smith, Browning-Smith Learn how copyrights affect the creative industries from the basic concepts to the new and upcoming challenges. All businesses, including designers and service providers will learn how to make copyrights work for you and not against you.
10/22/2014 Developing Online Content that Sells Speaker: Joe Rotella, Delphia Consulting An old adage for successful brick and mortar outlets has always been location, location, location. On the web, it’s more like content, content, content. Join Joe and learn the best practices on developing content that supports your ecommerce sales goals.
OCTOBER
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11/5/2014 Time for a Change! How to Jump-Start Your Sales with Cross-Over Products and Categories Speaker: Rich Kizer & Georganne Bender, Kizer and Bender Speaking! It’s time to shake up your sales! Put away all the reasons why you couldn’t/ shouldn’t introduce new products and categories to your store and let’s talk about the whys and how-to’s to expand your horizon. And sales!
11/12/2014 Writing Marketing Copy That Gets Results Speaker: Tony Ford, Artfire.com Learn about headlines, structure, sub heads and bullet points, how to frame your copy to be emotive and hard-hitting, plus how to hook readers with a story that will have them scrambling for your products.
NOVEMBER NOVEMBE
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All Webinar Times are Available online at
www.craftandhobby.org/ webinars. WEBINAR WEDNESDAYS
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