Craft Industry Today Spring 2014 by Fahy-Williams Publishing

SPRING 2014

CRAFT INDUSTRY C CREATING

ONNECTIONS

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Introducing

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contents

Spring 2014

14 16 18

5 Surefire Steps to Get

In Every Issue

the Word Out

Expert advice on how to market your brand

Better “Band” Width CHA Chapters and Sections

Participating in the specialized groups within CHA gives you even more opportunities to grow your business

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

6 Industry News

21 New Products

How to Grow an Online Community The MEGA Show, Hall of Fame Inductees, Retailer Retreats

9 Index of Advertisers

10 Chit Chat

Global Connections

Hot finds at the MEGA Show

28 Creativity is Our Business Designer Directory 29 Do-It-Yourself 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

The Craft & Hobby Association 319 East 54th St. Elmwood Park, NJ 07407 201-835-1200 Fax: 201-797-0657 craftandhobby.org CRE8TIME.org

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.

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

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

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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).

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

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 it doesn t a e to be diffic t ec o t t ese fi e sim e 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. o i find t at no in o r 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 efore o can find o r 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 i find t em on nsta ram,

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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 first s eo e find o , o 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. so, remember t is oint

Communication is necessary when building any relationship. In that regard, your online relationships are really no different than your

of ine ones et to no 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!

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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 ece tion e d ri t on t e o oor • 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

Craft Industry

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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

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 se era i rofi e se in ma a ine o er t e next fe mont s To view the banners presented at the MEGA Show, visit CHA’s Pinterest page at pinterest.com/craftandhobby/bannersof o e o find o t more, emai ones craftand obb or

www.TulleSpools.com Edley Fabrics, Inc. 1-800- TRICOTS 8 Spring 2014 • Craft Industry today

The

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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.

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.

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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 e as t e benefits it brin s in 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 comm nit , t e benefits are 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

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 and fabrics fit t e bi erfect We continue to see adhesive-backed fabric from DCWV in t eir o ar stac confi rations 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 craftin ebsites n t e s o oor, t ere 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 t e ast fe ears, er a s the downturn in traditional scrapbooking will increase interest in heritage crafts like embroider , need e oint, and cross stitch. At the Januar s o , e sa a n mber of or eo s and intricate its t at rod ced a finis ed rod ct more i e fine art t an at-home crafts. n t e its inte rated text ra e ements somet in we thought was a great way to update a traditional art form. e atest need ecraft trends aren t st for ex eri enced need ers ere ere f n, co orf its from aid that incorporated stitching on wood shapes. These little projects are a great way to b i d t e confidence of ne stitc ers, and t e or in no time – perfect for a rainy afternoon, and to i e as a ift e ariet of atterns, co ors, 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 ada tor to fit a most e er mar er s stem, it romis es to give marker enthusiasts professional results.

Low-tech marker accessories made a comebac , too, it t e istress rit er from an er And let’s not forget the other major accessory: f o air mar ers it airbr s in , you must a e stenci s t t e o , e sa a co io s n mber of stenci re eases from an er, aid, e rafter s or s o and more ese are 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 twoart e oxies, resins and c a s Previously we’d seen clear pourable resins for jewelry ma in , b t it seems i e mo d ma in , castin and e e r clays are more popular than ever. From making custom embellishments for papercrafting to bespoke high-end e e r , t ese ersati e e oxies and clays can really take craft ro ects to a fine art aest etic This stunning set (above right) was made from a cast of bark using a two-part molding como nd, and t en cast sin a t o art castin resin nd, if o can se e ox c a s to o d “bling” it’s even better.

This ring was created at the MEGA Show using Swarovski Ceralun clay and crystal.

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Surefire 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 ﬁve sureﬁre ways to help you spread the word:

Combine Your “Store’s Story” and “Story Selling” into One Big Marketing Opportunity There are shopping centers o t t ere fi ed it simi ar stores, staffed it simi ar eo e, se in simi ar rod cts, ro idin simi ar ser ices and c ar in simi ar rices o a e to ma e s re t at o r c stomers see o

o r store or if o re not a retai er, o r rod ct or de si ns or ser ices are different from a t e rest et aside a b oc of time and rite a s ort stor abo t o o are, and at ma es o ni e and dramatica different from e er ot er com an se in t e same t in s ist o r assions and te t e reader o ot into t is b siness in t e first ace t

doesn t a e to be it er ri e innin a it o st a e to et o r stor do n on a er so t at it can be to d t e a o ant it to be to d o r stor is t e fo ndation for a of o r f t re mar etin o ma a so ant to as o r associates to i e o a and b c a en in t em to rite t eir ersion of o r tore s tor en o can b end t em a to et er

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Now, it’s time to turn your Store’s Story into “Story Selling” Your advertising and marketing efforts should also re ect o r tore s tor t as m c more im act t an st item and rice ots of television advertising today ses tor e in beca se viewers remember – and relate to – those 30- to second commercia s ose stories to c something inside of the viewer, and t at somet in connects t em to t e rod ct or t e com an an of t em re on c stomer testimonia s to market their message; you can, too Customer testimonials are effecti e beca se of t e sim e fact t at c stomers be ie e at ot er c stomers have to say about your store before t e i be ie e o n fact, a c stomer testimonial is 10 to 20 times more o erf t an at o sa abo t o rse f at ord of mo t ad ertisin to s t e ist of reasons ne c stomers come to stores i e c stomers an o ort nit to te o how good you are, and then se t eir otes as art of o r mar etin cam ai n

Create a 1-minute “elevator commercial”

Have you ever been in an elevator, on the show oor at , or er a s at a net or in f nction en someone asked you what o do, on to find o rse f s dden s eec ess een t ere, done t at t o won’t miss another marketing o ort nit if o t rn o r

tore s tor into a second s no sis of at o do Write it down and memorize it, and make sure that everyone involved in your store memori es it, too est t em e er once in a i e to make sure they really know it, and understand why it’s so im ortant to et it ri t

Create major and minor events

o ertainment at onderf intersection ere s o in and entertainment meet o need to a e at least one major in-store event or romotion and one to three minor e ents anned for eac mont of t e ear ma or e ent b i ds traffic and ac s o r store it b in c stomers minor e ents inc de demos, seminars and c asses e attract ess eo e, b t ee o r store on o r c stomers radar Carry a notebook and ee o r ce one and e er ere o o o man otentia mar etin o ort nities a e o missed beca se o didn t a e a camera f o r ce one doesn’t have one, then invest in a credit card si ed camera t at o can ee in o r oc et or an aro nd o r nec ene er somet in coo a ens o be ab e to ca t re t e moment se t e otos in f t re mar etin efforts nd on ine, too

Experiences can connect customers to your store

Customers will stay c ose to o r store if o i e

t em a reason to sta c ose asses, romotions, in store e ents, c bs and cro s are a ood reasons nc de ann a e ents t at c stomers can oo for ard to a ear on o n and ami e in, former o ners of er fter cra boo s in ar sbad, California, started Survivor ro , an ann a e ent t at not on connects c stomers to t eir store, it attracts eoe from ot er states e en ot er co ntries ince r i or ro as raised over $500,000 for the San ie o c a ter of t e san omen o ndation o can earn more ere s r i orcro com

Be a shameless self-promoter

Other than word-ofmo t , t e c ea est a to market your store is through b ic re ations t at s o need to send o t a ress release for everything of interest t at t at o do e media ants needs o r in t Did you know that nearercent of t e stories t at a ear in o r oca media come from a one a e ress re ease sent b someone like you who had a story to te o, for t e cost of a sin e stam , a second fax, or a ic er t an o can it send e mai , o r store co d become famo s E-mail us for our easy-to-follow “How to Write a Press e ease instr ction s eet f o are too b s to and e t e b ic re ations b o rse f, t en c oose one erson and romote im

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or er to t e exa ted osition of irector of b ic e ations i e o r ne director b siness cards and t rn im oose on t e media o r director s ob i be to co ect t e names of oca editors and re orters, rite and distrib te o r ress re eases, ost on o r socia media, and be your store ambassador at oca f nctions, amber of ommerce e ents and more Don’t forget about your brand’s life online! How’s o r ebsite s it f n, interacti e and eas to na i ate an c stomers easi ocate ro ect s eets and find o t abo t comin romotions and s ecia e ents These days you have to go ere o r c stomers o and t at s on socia media i d o r brand on o r b o and aceboo , itter, interest, nsta ram and an ot er socia media sites o r c stomers se on t o d bac i e eo e a reason to c oose o r store The goal here is to turn occasiona c stomers into o a c stomers nd o a c stomers are not created sim beca se o se neat st ff or a e i er c stomer ser ice o e, a retai st d fo nd t at ercent of o r c rrent c stomers i o somewhere else if that someere e se is more f n o owe it to yourself to build o r brand b ta in t e things that make your store more attracti e to c stomers and o r comm nit nd o o e it to o rse f to ca italize on the visibility these CIT t in s can do for o 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

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

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 association s c ief exec ti e officer “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

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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 aro nd a s ecific craft and t ose o have common concentrations that span various crafts. In sections concentrated around a s ecific craft, man fact rers, retai 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 n mero s benefits

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 committees to f fi s ecific as ects of these goals. Here is a list of sections that concentrate on a s ecific craft 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.

as a so identified t e need for an independent retailer section to e t em it t e s ecific needs of 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 benefits e ind str as c an ed a 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 s ms a reat benefit to 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

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 com etin in diffic t condi 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 be o ed as t e tie d e earin gentle giant who went on to com ete in t ree more s r i vor installments. Rupert’s latest feat to win people’s hearts was at the Craft & Hobby Association’s Annual Conference & Trade Show in an ar , ere e demonstrat ed o e o reate s i tie d e

its tie d ed stead for t ree days and had a great time,” he reports. His inspirational demonstrations have spurred ne excitement abo t tie d ing, so be ready when your customers start clamoring for it. ert, o first fe in o e it tie d in as a o n man in the 1970s, thinks it has many creative uses. “A tie d ed onesie ma es t e 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 o e of tie d in to in ite ne customers into your store. His message that crafting is a form of se f ex ression ma be particularly appealing to the younger generation, and may even bring children of the ’60s and ’70s back into craftin eat re tie d ed ro 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 most c a en in t in abo t tie d ein is not to o o erboard 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 in store craftin c a en es ace notices of t e com e 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

an evening or afternoon tie d in o s o o f n and eas tie d ein rea is – and whatever they make i fit t em, ert notes

Hold a summer campthemed event. Capitalize on t e nosta ia and f n b ost in a ee on t emed e ent Let customers try “arts and crafts s mmer cam st e, inc din tie d in an artic e of clothing, bag or backpack.

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David’s Faves Incorporate David’s favorite color combos and motifs into your promotions and events to give them a modern, romantic air • 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 o e to ards o r si nificant 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 find o e nd as a a er 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 t eme is a er for t e first 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 t e oo and fee of mini stretc ed can as ai ab e in t emes, t ese dimensiona stic ers a e stunning imagery and just the ri t otes for an a er craftin ro ect, on or off t e a e paperhouseproductions.com

Beadalon Artistic Wire Findings atent endin fixed peg jigs that allow you to make o r o n findin s from to a es of rtistic ire and eada on erman t e ire beadalon.com

Forms are

Brother International Corporation’s ScanNCut is the only c ttin mac ine t at can a so scan ima es, otos or and dra n s etc es, and t rn t em into ni e c ttin desi ns e b i t in scanner e iminates t e need and exense of a com ter, soft are or rice cartrid es brother-usa.com

e om osi o d PowerMold Modeling Compound Push Mold all-in-one starter Kit gives you all t e too s o need to s ccessf mo d and cast it o er o d a e o er mo ds b re me tin t e same mo d ma in materia ast in aster, concrete, astics, cand e ax and soa or create edib e treats composimold.com

Aleene’s Quick Dry Fabric Fusion b i o e o reate ro ides an eas a ternati e to a need e and t read, and remains d rab e and incredib exib e as after as 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 for fiber art creations, mixed media, 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 fi e i t b oc dies 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 crafters to fi od o ds 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 more t or s on most nat ra fibers and on t fade or 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 creates torc fired or i n fired ename s it no fire re ired iceresin.com

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

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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 Basicre finds t at bein a mem ber of the Utah chapter gives er a ide ariet of benefits “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 acti ists it in a s ecific eo graphic location,” Suskavcevic notes. “They can also give back to their communities through philanthropy.” International members can a so benefit from artici ation 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 professiona s reater in ence in t e 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

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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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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.

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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 2014_Spring_CIT_MAGAZINE.indd 28

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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.

Step 1 Assemble your supplies     

1 Sharpie Cotton canvas fabric Fusible web tape Iron-on letters Anorak snaps

     

Large covered button blanks Sewing machine Iron Scissors Decorative thread Sewing needles

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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

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