CIT Summer 2014 by Fahy-Williams Publishing

SUMMER 2014

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2 Summer 2014 • Craft Industry today

contents

Summer 2014

Generation Y, seen as “makers” versus “crafters,” bring their money and tech-savvy skills to the craft industry

In Every Issue

The Maker Movement and the Future of Crafts

If You Build It, They Will Come Maker House in Tucson, Arizona, sets the scene for all creative types

The Maker Movement

The Evolution of Scrapbooking

4 The Buzz

10 Trend Report

Uncovering the concepts of copyright law

6 Industry News

Grow your business by leveraging the force of the creative maker group

A new economy, new technology and new trends have changed this popular pastime

CHA’s upcoming trade shows, news from the CHA SoCal Chapter and NABA, the Emmy Awards

8 Chit Chat Crafters flock to Chicago’s Blue Buddha Boutique

Don’t recycle. Upcycle!

19 Do-It-Yourself Flowerpot Mini Lights by Kathy Cano-Murillo

23 New Products 28 Creativity is Our Business Designer Directory 29 Index of Advertisers

20 19 Summer 2014 Volume 3 No. 3

Craft

Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE

Editorial Keri Cunningham kcunningham@craftandhobby.org Jason Baum jbaum@craftandhobby.org 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.

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The Buzz Uncovering the Concepts of

There are so many myths and misunderstandings about Copyright Law. It never ceases to amaze me that just when I think a common TPZJVUJLW[PVU OHZ ÄUHSS` been changed, it comes back PU M\SS MVYJL *VW`YPNO[Z MVYT the basis for many of the I\ZPULZZ HZZL[Z \[PSPaLK PU [OL craft and hobby industry. ;OL IPNNLZ[ O\YKSL MVY many business owners or creative thinkers is remembering ^OH[ [`WL VM SLNHS WYV[LJ[PVU covers what type of creative endeavor. Here’s a quick review.

• A patent protects an idea, method or process. • A trademark serves as a brand source indicator, HUK [LSSZ ^OV [OL WYVK\J[ is by or from. • A copyright protects a unique, independent L_WYLZZPVU PU [HUNPISL form.

A copyright is created the moment your work is ÄUHSPaLK ;OPZ TLHUZ P[ PZ protected under the United States Copyright Act of 1976. *VW`YPNO[Z JV]LY H T\S[P[\KL VM JYLH[P]L ^VYRZ PUJS\KPUN TV]PLZ KYH^PUNZ SP[LYHY` ^VYRZ ZJ\SW[\YLZ [OLH[LY recordings and certain computer code. 0U VYKLY [V [HRL M\SS advantage of the copyright protection afforded to each PUKP]PK\HS JYLH[VY \UKLY < : SH^ H JVW`YPNO[ ULLKZ [V IL registered with the United :[H[LZ *VW`YPNO[ 6MÄJL 9LNPZ[YH[PVU PZ H MHPYS` LHZ` process that occurs primarPS` VUSPUL H[ JVW`YPNO[ NV] forms, but can occur in WHWLY MVYT HZ ^LSS ;OL YLNPZ[YH[PVU MLL PZ MHPYS` PUL_WLUsive compared to the rising costs of trademarks and WH[LU[Z (SZV [OL YLNPZ[YHtion process for a copyright is the shortest of the three THPU PU[LSSLJ[\HS WYVWLY[` registrations. Registrations

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VM JVSSLJ[PVUZ VY NYV\WZ VM ^VYRZ HYL WVZZPISL HZ ^LSS 0[ JHU OV^L]LY IL JVTWSPJH[ed, and is best done with a ZLHZVULK WYVMLZZPVUHS 4HU` I\ZPULZZLZ MHPS [V YLHSPaL [OH[ [OL JYLH[P]L

HSZV JVW`YPNO[HISL L]LU[Z However, it is important to note that certain works may VUS` IL WHY[PHSS` JV]LYLK under Copyright Law. Written directions are a NYLH[ L_HTWSL ;OL TL[OVKZ

Registration is a fairly easy process that occurs primarily online at copyright.gov/forms, but can occur in paper form as well. works contained in their HYJOP]LZ HYL ]HS\HISL I\ZPness assets. Line drawings, WYVK\J[ JVUJLW[Z ZJ\SWtures and so many other [OPUNZ ^L \[PSPaL PU [OL JYHM[ and hobby industry tend to IL V]LYSVVRLK In the day and age VM KPNP[HS YLUKLYPUNZ P[»Z important to note that each SH`LY PU H NYHWOPJ ÄSL JV\SK IL H ZLWHYH[L JVW`YPNO[HISL L]LU[ 0[ PZ HSZV WVZZPISL [OH[ [OL ISHJR HUK ^OP[L SPUL KYH^PUNZ HZ ^LSS HZ [OL [OYLL KPTLUZPVUHS MVYT HYL

or process of creating a projLJ[ ^V\SK IL JV]LYLK \UKLY < : 7H[LU[ 3H^ (S[OV\NO [OL ^YP[PUN P[ZLSM HUK [OL L_WYLZZPVU \[PSPaLK PU [OL ^YP[[LU directions may be covered \UKLY *VW`YPNO[ 3H^ >OPSL there may be situations in which copyright protection is UV[ YLHKPS` HZJLY[HPUHISL P[ PZ JLY[HPUS` PTWVY[HU[ MVY I\ZPULZZLZ [V [HRL H JSVZLY SVVR

Derivative works Derivative works are HSZV H ]P[HS JVUJLW[ ;OL` HYL KLÄULK HZ Z\IZLX\LU[

Industry News NE

WS !

The CHA SoCal Chapter recently participated in the Curacao Mother’s Day Event at Children’s Hospital LA. Chapter member Ruth Garcia-Corrales and the Curacao team plan this annual event to bring crafting to the kids, and massages and manicures to their moms and nurses. Curacao is an active supporter of the Children’s Hospital and presented a $10,000 donation during the event. If your business is located in Southern California and you would like to participate with us in future chapter events or receive the chapter informational brochure, please contact us via e-mail at socal@craftandhobby.org, or visit craftandhobby.org/ socal. Also, please visit and “like” the SoCal Chapter Facebook page (facebook.com/CHASoCalChapter), which is also a great way to stay up-to-date with industry and chapter information.

The crafting world will come together at the 2015 MEGA Show, taking place January 9 through 13, 2015. 0[ WYVTPZLZ [V IL HU \UMVYNL[[HISL Ä ]L KH` L_WLYPLUJL devoted to providing you with direct access to the UL^LZ[ JYLH[P]L WYVK\J[Z L_JP[PUN UL[^VYRPUN L]LU[Z and education to help you prosper in today’s competitive marketplace. Badge registration is now open; Education registration opens September 30, 2014. For more information, visit craftandhobby.org/chashow.

! S W E N The North American Bead Association/CHA Bead Section (NABA) represents the retail bead industry segment of the CHA membership. They are the link that connects bead industry designers, manufacturers, distributors, publishers, vendors and brick-and-mortar retail stores. Join NABA online by visiting facebook.com/CHANABA Section. If you’re interested in becoming involved in the section, e-mail naba@craftandhobby.org today.

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Craft Industry Awards Call for Nominations Do you know someone in the craft and hobby industry who should be recognized for the great things they’ve done for the community, industry or humanity? Nominate them for any of the Craft & Hobby Association (CHA) Industry Awards listed below. Meritorious Award of Honor – Service to CHA The Meritorious Award of Honor is the highest award of recognition that CHA can bestow upon an individual member, past or present. This award recognizes an individual who has made a ZPNUPÄJHU[ JVU[YPI\[PVU [V */(

Special Recognition Award(s) – Good Deeds The Special Recognition Award is presented to a person, group and/or company for their extraordinary contribution in an activity that showcases the craft and hobby industry in a positive way. Award recipient(s) need not be a member(s) of the Association.

Last year’s Meritorius Award winner, Gail Czech, with CHA President and CEO Andrej Suskavcevic

Industry Achievement Award – Contribution to Craft and Hobby Industry The Industry Achievement Award is for a CHA member (individual, group and/or company) who has made a sigUPÄJHU[ JVU[YPI\[PVU [V [OL NYV^[O HUK ]P[HSP[` VM [OL JYHM[ and hobby industry as a whole.

Industry Award Nomination forms can be downloaded at craftandhobby.org/ awards. Complete the form and return it by fax or e-mail to Lidia Diaz at 201-835-1267 or ldiaz@craftandhobby.org. The deadline for submissions is August 31, 2014.

The Awards Committee, composed of CHA Board members and member volunteers, will review all applications, which will be presented at the CHA 2015 Conference & Trade Show (CHA MEGA Show) in Anaheim, California, January 9-13, 2015.

Trying to Get Your Product in Front of Celebrities? CHA is going to the Emmys for an off-site gifting suite hosted by The Borgnine Group on Saturday August 23 in Los Angeles. Join us and present your products to past and present winners and nominees, in addition to celebrities from all facets of the entertainment industry. As part of the gifting suite you will be given an area to display your products, and the opportunity to get autographs and take photos and video of the celebrities with your product to later use in your marketing materials. In addition, CHA will supply you with a post-event tool kit that will help you maximize your experience. In today’s pop culture-centered marketplace, branding your products with celebrity photos is a great way to set yourself apart from the competition. Don’t miss out! For more information, contact Nidia Negron at nnegron@craftandhobby.org.

Coming up July 29 to 31 at the Hilton Atlanta in Atlanta, Georgia, is CHA’s new inaugural Paper Arts Show, a one-of-a-kind wholesale buying event focused on the paper crafts industry. Here’s what to expect. An entire show with a full day of hands-on workshops exclusively focused on the paper arts industry. A one-stop shop to accomplish all of your fourth quarter sales needs under one roof. The Open-Market – a trade-only cash-n-carry event full of hot deals and special pricing.

For more information, visit craftandhobby.org/paperarts.

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Chit Chat A Mecca of Creativity All kinds of crafters go to Blue Buddha Boutique in Chicago for its monthly CRE8TIME Maker Studio event. Owner Rebeca Mojica offers insights and tips you can use to make your store a maker space. by Catherine Martell photos by Rebeca Mojica

Chicago artisan Rebeca Mojica opened Blue Buddha Boutique in 2003. Originally, it was an outlet to sell her handcrafted chainmaille

jewelry. She had also been teaching her craft at local bead stores, and over the years, her students’ demand for quality supplies began to

drive her business. Rebeca soon began developing kits and instructions to make creating chainmaille a more accessible craft. Within a short time, she was selling to customers in all 50 states and more than 40 countries. In 2013, her team opened the largest brick and mortar retail store in the world dedicated to teaching people how to make chainmaille jewelry. Brandy Agerbeck takes time out of Here, Rebeca offers insight on her busy schedule running a graphic her monthly CRE8TIME Maker Studio facilitating business to work on a Event, and shares advice on how other multimedia bead and fabric piece during Blue Buddha Boutique’s retailers can get involved. monthly CRE8TIME Maker Studio.

What inspired you to create the monthly CRE8TIME Maker Studio event? We really liked the idea of this nationwide movement dedicated to creativity. We had already developed a monthly “Open Studio” time for chainmaille, but we know that not everyone is as into chainmaille as we are! Also, JYLH[P]L [`WLZ [LUK [V ÄUK P[ YLQ\]LUH[ing to occasionally work on projects outside their usual medium. When I opened the store, I wanted it to evolve into a mecca of creativity in the community, and CRE8TIME was a perfect platform to get that ball rolling. This event is an ideal way to inspire and bring together the neighborhood – and

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even beyond. We’ve had a few folks drive a couple of hours here to attend.

What exactly is the studio? How does it complement your business? For the CRE8TIME Maker Studio, we open our classrooms to the community once a month and invite folks to use our space for anything creative – from painting to jewelry making to hacking. Even though our focus is chainmaille jewelry, we make it a point to support the creative pursuits of our employees, customers and community whenever we can. CRE8TIME is just one way that we like to do this. On March 8, we had a very special CRE8TIME event. We partnered with [OL *OPJHNV *YHM[ 4HÄ H ¶ I’m a member – to offer a full day of rotating artist demonstrations and makeand-takes. About 15 local makers and hackers came to our space to show hundreds of people everything from candle making, sewing and paper folding, to 3-D printing, wood burning and much, much more. One woman came up to me during the event, with her mouth completely hanging open, and said, “Wow! I didn’t know you could make all this stuff!” CRE8TIME allows our customers to share and show off to each other what they are making. It inspires them and triggers more sales in our retail space. I feel happy to be able to introduce crafting to people, and to show

Chainmaille jewelry artists Rebeca Mojica (left) and Omni Mee use Blue Buddha Boutique’s monthly CRE8TIME Maker Studio to work on large-scale chainmaille pieces. Both pieces seen in-progress here went on to earn top honors in the annual Bead Dreams competition at the Bead&Button Show!

them that there are a variety of things that can be done no matter what your budget, style or skill level.

ourselves that are valuable and worth making the time for. Something like the Maker Studio and even our classes and Open Studios help people carve out the time to practice something they love, and we really like that.

Have you found that the CRE8TIME concept has inspired your customers to How can other be more creative? retailers follow your lead and The part about CREcreate similar 8TIME that resonates the CRE8TIME events? most with us (and our customer base as well) is not so much the desire to be more creative, but to recognize creative time as equal to that of the time we spend doing all of the other things we do in life: work, going to the gym, making dinner, etc. It’s easy for people (especially women, who make up the largest percentage of our customer base) to put their creative pursuits last or not at all. The message behind CRE8TIME is more than just inspiring people to be creative. It also honors those often overlooked parts of

Social media makes organizing something like CRE8TIME within everyone’s reach, even if your marketing budget is next to nothing. All you need is a little space to set up a table and chairs, and a timeframe that you can commit to. Post the event on Facebook and Twitter, or use sites like Meetup or Evite to get people involved. Also, allowing people to bring food and drink (and even beer or wine if your insurance pol-

icy allows for it) is a great way to make it feel casual and help build community. Know that it might be slow at first, but as long as you keep doing it month after month, people grow to expect it and know they can depend on it. Appealing to the emotions behind the purposes of CRE8TIME can be powerful, too. Rather than simply saying, “Hey come to our store and make stuff,” pay attention to some of the message points CHA developed. Continue the campaign of asking people: “When was the last time you took time to do something you loved?” Make sure your community knows you are there to help them reclaim their time and find joy in life. Focus first on creating an empowering atmosphere where people are welcomed and free to express themselves, and the sales will follow.

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Trend Report

Don’t Recycle. Upcycle! Creative reuse, also defined as upcycling or repurposing, is the process of taking materials or products that are no longer being used and through creativity, transforming them into pieces of art, home decoration or other useful items. by Catherine Martell

Starburst Mirror

by Jennifer Priest, Hydrangea Hippo This thrifty home décor starburst mirror uses recycled materials, silverware knives and a repurposed mirror. hydrangeahippo.com

Relic Boxes

by Marisa Pawelka, Modern Surrealist Decorative time capsules, or three-dimensional scrapbooks easily display and preserve mementos in one convenient step. Each Relic Box is handmade from recycled jars. modernsurrealist.com

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UNLESS Water UNLESS Water is natural spring water sold in a BHA-free plastic container that serves multiple purposes. You can screw the bottles together to create tubes and containers of any length! Leave the bottle top on or cut it off, and screw on another end cap. End caps can segment the inside to create multiple storage compartments which can be used to store anything from craft supplies and crayons to wrapping paper and toiletries. unlesswater.com CIT

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The Maker Movement & the Future of Crafts The 21st century is redefining the crafts industry. Determining how and why – and envisioning what the industry will look like 10, 20 or 30 years from now – requires a close look at the new generation of consumers, plus technology and history.

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by Nancy Nally

A look at the future of the crafts industry has to focus on the young people of today, our long-term consumers. The Millennial generation (also known as Generation Y, because they came after Generation X), includes people born between the early 1980s and the LHYS` Z ;OL` ^PSS KLÄUL the crafts industry for a large portion of the 21st century. Generation Y is shaped by several important factors that set it apart from other generations. For instance, while Generation X grew up amidst relative economic stability and growth, their millennial children came of age during the economic crisis of the early 2000s. ;OL` HYL HSZV [OL ÄYZ[ NLUeration to grow up native to technology – they didn’t have to learn it later in life as a “second language.” Millennials received a double whammy when it came to learning craft skills. ;OL` HYL [OL ÄYZ[ NLULYH[PVU in recent memory to grow up without attending man-

datory classes in subjects like art, home economics and woodworking. Their mothers were working – they entered the workforce in large numbers and stayed there after their children were born. Therefore, hobbies and in-home crafts were often left by the wayside in busy households. It interrupted the traditional transmission of crafts skills from one generation to the next. What results from it all is a craft consumer that is drastically different from those of past generations.

New reasons to create

Despite their lack of skill, millennials have a desire to create. The economy has been a big motivator.

Growing up during the recession, they and their families lacked resources for anything beyond basic necessities. Like the generation that survived the Great Depression of the 1930s, their spending behavior has been impacted. Many still struggle ^P[O ÄUHUJLZ HUK [OL VULZ ^OV HYL ÄUHUJPHSS` ZLJ\YL are conservative spenders. They turn to DIY and crafts in order to save money. Technology itself has PUÅ\LUJLK .LU @ [V JYLH[L Thanks to technology, this generation has grown up “customized.” Personalized phones, gaming systems, online shopping … it has taught Millennials that they can “have it your way.” The paradoxical depersonal-

ization brought about by technology has also led to a craving for personal expression. Together, the two factors have produced a generation that wants to personalize their environment, their clothes and the gifts they give as a way to stand out in the world. It’s this need for individualism and self-expression that led to the explosion in sewing among young people when “Project Runway” began airing on television. The show reframed the task of sewing into a tool of self-expression. The Millennials latched onto it to create things that were their own. 0[ PZU»[ ZLSÄZO 0[»Z HSZV PUÅ\LUJLK I` [OLPY ZVJPHS conscience. As consumers, millennials are more aware of environmental and social issues than their parents and grandparents are. Green and sustainable resources, ¸JVUÅPJ[ MYLL¹ KPHTVUKZ HUK non-GMO foods are important to them. Rather than buy a scarf, for example, they would prefer to make one using bamboo knitting needles and locally produced wool that’s hand-dyed with natural pigments.

Millennials as “makers”

Since most of the Millennials never learned traditional methods of doing crafts, they educated themselves when they were motivated and inspired to create. Remember: They never knew a world without Google. They instinctively turned to their technology tools – so easy and comfortable for them to use – for creative solutions, and to get answers to their questions. This led to the birth of the maker Craft Industry

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Etsy shop owner Ashley Morgan 3-D prints all of her jewelry using ABS plastic. Each piece is then sanded down and melted with acetone vapor for a smooth, glossy ﬁnish. To see more of her designs, visit smashing-designs.com.

movement, which blends technology and creativity to make things. They let loose their creative urges in the only way they knew how. All of this has major implications for the craft industry’s trends cycle. Millennials are gravitating towards crafts that create usable items. This, in turn, has resulted in hot trends that include needle arts (knit and cro-

chet), sewing and decorative painting for home décor. The folks in this generation consider themselves makers, not crafters, and they view their activities as more DIY than art. Even crafts that are traditionally more “creative expression” than maker are transitioning to a more maker mindset, thanks to the practicality of the Millen-

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nials (and some older consumers). There is less focus on creating just for the sake of creating, and more focus on justifying the activity as purposeful. Paper-crafting is a prime example. Card making, DIY parties, gift creation and home decor are growing activities in a market that was once devoted almost solely to putting photos on a page.

Crafts that are technology inclusive are on the rise. Less technology savvy generations may be intimidated by tools like electronic die cutters and sewing machines, but millennials not only want to use them, they expect to use them, and to their full capacity. ;OL 0U[LYUL[ PZ [OLPY ÄYZ[ resource when they need information and supplies; thus eliminating the need to turn to family, friends or the local craft store for instruction on how to learn a new craft. A quick Google search at any time, day or night, will take them to videos and blog entries on any topic. By offering content like this – craft basics, and instructions for using their own line of products – retailers and wholesalers can build brand loyalty among consumers. In terms of shopping, the digital-age consumer is perfectly comfortable hunting down the products online and purchasing them with a simple “click.”

Star Trek fantasy becomes real

The rise of “maker” technology has long-term implications for craft supply wholesalers, and much of this change may be driven by a singular technology: 3-D printers. Most of us grew up familiar with the Star Trek fantasy of the replicator that could produce on demand any item the crew needed. Today, that concept has become closer to reality with the advent printers that can “print” – in 3-D – a wide variety of objects in metal and plastic. Industrial versions that work with steel are still prohibitively expensive for most small

“By offering content like this – craft basics, and instructions for using their own line of products – retailers and wholesalers can build brand loyalty among consumers.” crafts businesses, but Dell is currently selling a 3-D printer for around $2,000 that creates objects from bioplastics. Like all technology, 3-D printers will come down in price over time and businesses in our industry will be able to afford them. In the short term, it will open up a wealth of possibilities to better control supply chains and inventory. 3-D printing will

allow companies to create small product quantities inhouse on demand, instead of ordering large quantities and warehousing them until they are (hopefully) sold. In addition, it is likely that retail stores will be able to use them soon to create inventory on demand. What if a store never ran out of product? What if it never had to commit to ordering items that it didn’t know it could

ZLSS& <ZPUN WYPU[ ÄSLZ SPJLUZLK from manufacturers, items could be replaced as they are sold off of the shelves. Therein lies the most disruptive shift. Ultimately, like all technology, 3-D printers will become affordable to consumers. And then, consumers won’t purchase actual physical products, they’ll buy intellectual WYVWLY[` ¶ WYPU[ ÄSLZ ;LU years ago, consumers went (continued on page 30)

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Maker House offers spaces for people to work, study, create and relax.

If You Build It, They Will Come Maker House in Tucson, Arizona, sets the scene for all creative types

by Jennafer Martin, photos by Tony Ford

In downtown Tucson stands a historic mansion that became a new hub for artists, entrepreneurs, inventors, performers and more in the fall of 2013. This hub, called Maker House, is an artisan-driven maker space that features inspiring areas for classes, meetings and performances; as well as a beer/wine/coffee/tea bar. And people are ÅVJRPUN [V P[ In fact, 2,500 people make their way to Maker

House each month, according to founder Tony Ford, who is also the chief operatPUN VMÄJLY VM (Y[ÄYL JVT HUK CHA’s Emerging Technology Expert. What helps Maker House attract artisans can help you increase your customer base.

Think beyond your audience Retailers understand the importance of knowing their core customer base in order

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to make and sell craft and hobby products they’ll want to purchase. Maker House illustrates that thinking beyond the core and appealing to an eclectic customer base can give retailers room to grow and be even more successful. Moving beyond its core customer base of makers and artisans allows Maker House to meet the needs of more people, all of whom consider themselves creative in one way or another. “It’s

an incredibly big mistake to differentiate crafters and makers,” says Ford, “because it’s all creative output. The guy who’s attaching LED lights to a wooden statue to make it more decorative doesn’t see that as any more creative than a woman knitting a scarf. They’re both using creativity.” Part of identifying a wider audience base means keeping in mind what the changing or evolving needs

Open mic nights draw musicians of all genres of music to Maker House.

for creative outlets are in `V\Y JVTT\UP[` ;OPZ PZ WHY[ of how Maker House expanded beyond its originally conceived core audience of makers and artisans. As more groups and communities came forward, Maker House became a busy, bustling space that now appeals not only to makers and artisans, but also to crocheters and ZJYHWIVVRLYZ ^PUL HÄJPVnados and home brewers, HUPTL HUK ZJP Ä LU[O\ZPHZ[Z bloggers and entrepreneurs, musicians and dancers, yogis and more. And this customer base meant more business, enabling Maker House to hit an operational cost break-even point in just 60 days, roughly 18 to 34 months sooner than it takes for new coffee house establishments to do so on average. Expanding your vision of a creative customer can help you expand your offerings for greater sales. Because hands-on experimentation is what both tech-savvy customers and creative customers are looking for, appealing to both will expand your customer base. And they have more in common than you may think. “Makers use

their minds and hands to follow their passion,” says Ford. “You can’t separate makers and tech from crafting and design. Without art, technology is boring. If there were no pictures on Pinterest you’d be looking at a bunch of code. But we need code to drive the art. Both are important.” Including younger generations is another way to widen your customer base. ;V THRL \W MVY WLYJLP]LK shortcomings in education, parents often look to resources, that retailers can provide. “Parents,” Ford says, “will buy products and services to fill a need for hands-on experimentation, which is what the craft community has always been about.” And don’t forget to include Generation Y. While people of that generation may not have as much disposable income to spend as others, they have a strong desire for personalization that can drive them to craft stores to create or decorate items. “Generation Y doesn’t want factory reproduced Z[\MM ;OL` ^HU[ PUKP]PK\alized, unique items that YLÅLJ[ [OLPY WLYZVUHS Z[`SL ¹ -VYK UV[LZ ;OL WYVK\J[Z `V\

create or sell can do this for them. Make/sell affordable products that give them the creative options to produce unique fashion pieces, accessories and even furniture. ;OL`»SS IYPUN [OLPY MYPLUKZ PU for more!

Open up your space While knowing and expanding your customer base is an important step toward growing a business, using your space is also key. ¸;OL PTWVY[HUJL VM H THRLY space is not the maker; it’s the space,” says Ford. Maker House features a variety of spaces within it: a lounge, an artisan coffee bar, salon, courtyard and TVYL ;OLZL HYLHZ NP]L WLVWSL space to work on individual projects or to meet together for classes, performances, ceremonies, business meetings, club and discussion groups, hacker nights, and more. While your business may not have the space of an inspiring historic mansion per se, you can begin to think about utilizing whatever space is available, whether it’s a retail store classroom, manufacturer warehouse or even a storage space, for creative people to meet and work in. However

humble or limited it is, make it available to the community for various meetings and needs as a mini maker space. “Set up some tables at a time when it’s not prime retail or work time to serve the artistic community in your area, to bring in people who will buy from your store as part of the community,” says Ford. Keep in mind what tools your business has onsite that it can share for meetings, classes and events, and that would be a draw to community members – and maybe even get them started in your business’ craft or hobby. An example of this at Maker House is the sharing of onsite tools with Crafting Forward, a group that provides tools for refugees in the community to learn and create handicrafts for therapy or as a business WYVÄ[ ;OPZ NYV\W YLN\SHYS` meets at Maker House and uses its sewing machines; group attendance has grown as a result. Do you have die cut or handicraft machines, woodworking or beading tools to share in a meeting setting? ;OPUR HIV\[ OV^ VMMLYPUN [OLT can be a starting point to open your space up to the creative community at large for charity events, classes and more. Or,

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Contact local artisan, maker or crafting groups listed on meeting

increasing your company’s customer base.

sites like meetup.com, and offer your space for their meetings. These groups are already passionate about their pursuits and will become passionate about your company because you let them use the space.

Experiment and keep an open mind

Contact groups that craft or create for charity and offer up your space to them.

Use community knowledge resources. Bring in teachers from the community to share knowledge as teachers or WHY[PJPWHU[Z VM L]LU[Z >VYR with other local businesses [V JYVZZ WYVTV[L L]LU[Z ÄUK teachers and more. PM `V\ KVU»[ OH]L [VVSZ VU OHUK PU]P[L [OL JYLH[P]L groups coming to bring some to share. When planning to offer your space, don’t feel you need to be limited to your product base. While the products being sold at 4HRLY /V\ZL HYL IL]LYHNLZ [OL HJ[P]P[PLZ [OLYL KV not center on only those WYVK\J[Z 6U HU` NP]LU KH` [OLYL»Z H ]HYPL[` VM HJ[P]P[PLZ NVPUN VU H[ 4HRLY House, including open mic and other performances, hacker and open crafting UPNO[Z JSHZZLZ VU L]LY`thing from hydroponics to salsa dancing, and more. Think outside the products you’re manufacturing or ZLSSPUN [V HU`[OPUN JYLH[P]L that can tie the community together and make sense for your space. Try using your space for some or all

Host an open crafting/ hack night where people can bring their projects to ^VYR VU YLM\YIPZO VY Ä_ \W

Hold “summer camps” for young minds to explore and create with kits, crafts and more.

of the following.

18 Summer 2014 • Craft Industry today

If you find passionate people to use your space, you’ll also find those passionate people becoming your biggest supporters and customers. So while you’re building the creH[P]L JVTT\UP[` `V\»YL

0M `V\ OH]L JVUJLYUZ that opening up your space means opening up a can of worms, Ford has some ^VYKZ VM HK]PJL ¸*YHM[PUN itself is all about experimentation,” he says. “So embrace experimentation for new business models. You don’t need to completely switch your business model. Take one night of the week, change up one rack in your Z[VYL HUK TV]L MVY^HYK [V see if it works. This is not a race. It’s a continuous mara[OVU VM ZTHSS HNPSL KL]LSVWTLU[ ^P[O UV ÄUPZO SPUL ¹ Keeping an open mind during the experimentation process will help as well. “Creating your space in your V^U ]PZPVU TH` UV[ ^VYR Commit to the community and see where it leads.” Connect with Maker House for inspiration: makerhousetucson.tumblr.com facebook.com/makerhouse.org @azmakerhouse on Twitter.

Meet Tony Ford Tony Ford, COO and cofounder of ArtFire.com and founder of Maker House, has more than 20 years of experience in media and management. His work ranges from product launch strategy for manufacturers to retail merchandising, sales training, marketing strategies and management, as well as traditional and new media marketing optimization. Tony has worked with newspapers, radio stations, major retailers including The Home Depot and Toys “R” Us, as well as Sony Corporation, Coldwell Banker HUK U\TLYV\Z PUKLWLUKLU[ I\ZPULZZLZ HUK UVUWYVÄ[ VYNHUPaH[PVUZ /L OHZ ZLY]LK HZ HKQ\UJ[ MHJ\S[` H[ [OL <UP]LYZP[` VM (YPaVUH [LHJOPUN TLKPH [OLVY` TLKPH THUagement and professional practice courses, and as media and arts liaison for both the Arizona State Legislature and the U.S. State Department. CIT

The CHA 2014 MEGA Show hosted a makerspace, where people learned how to use laser cutters, 3-D printers, conductive ink and more.

The Maker Movement Grow your business by leveraging the force of the creative maker group

20 Summer 2014 â&#x20AC;˘ Craft Industry today

Makers are people of all ages.

by Jennafer Martin, photos by Sarah Hodsdon

J.C. Penney once observed, “Growth is never by mere chance; it is the result of forces working together.” And as you look for ways to grow your business, don’t overlook the force that is the maker movement. This large, mostly untapped group of potential customers already enjoys do-it-yourself projects to customize, create and innovate. Understanding their needs and interests can help you appeal to and work with them for growth in your business.

What makers are made of Inventive, curious people interested in the creative possibilities that happen when DIY projects and technology meet comprise the subculture of the maker movement. While makers are interested in traditional hobbies and activities such as crafting and woodworking, they also enjoy technology pursuits such as coding, electronics and 3-D WYPU[PUN 4HRLYZ ^HU[ [V ÄUK new applications for tools and technologies – what they call “hacking” – while learning practical skills. They enjoy hands-on exploration and inventing. With an interest in technology, you may think makers are all members of Generation Y, but that’s not the case. “The Maker Movement is being driven by the millennials,

but fueled by people of all ages who feel the need to get back to basics and learn skills for themselves,” says CHA member and self-proclaimed maker Sarah Hodsdon, owner of Sarah-n-dipitous Designs LLC. In her home state of Michigan, Hodsdon sees her children working side-by-side with retired engineers, stay-athome moms, micro-manufacturers and the like. “They are learning the skills ‘shop class’ used to teach from folks who remember their shop teachers by name.”

Learning together socially Aside from innovative uses of tools and technologies, connecting and learning together in a social environment are central to the maker movement. Makers get together, not in structured classroom hierarchies, but in informal, peer-led groups to share tools and ideas in a socially creative environment they call “makerspaces, hackerspaces and fablabs.” Learning and creating together is not a new concept – as humans, we’ve gathered together for generations to create quilts in quilting bees and raise barns within communities, sharing tools and working together. But makers have created “a 3.0 version with a spiffed up workspace,” remarks Hodsdon. “Where technology is employed, we’re

What Interests Makers Most? • New uses of technologies such as robotics, electronics, 3-D printing and more • When DIY meets technology – code and craft coming together • Learning together in a social environment led by peers, with freedom to explore

literally networked and JVUULJ[LK" V\Y ÄSLZ HYL shared and built upon. It’s a new layer of sharing that translates into a deeper level of innovation.” That deeper level of innovation, along with equal sharing of tools and knowledge, evens the WSH`PUN ÄLSK ¶ ZVTL[OPUN technology makes easy. “Once upon a time, if you wanted to learn from a professor at MIT, you had to be accepted to MIT,” says Hodsdon. “Now, you can tweet him or message your project directly to him via Facebook or Instagram to get his thoughts. If you want to know how to quilt, you contact the company directly. The point is, the barriers to entry are removed.” And in makerspaces, even more barriers are removed as knowledge and tools are shared in a communal way. How did this innovative, shared learning movement begin? In the early days of emerging technologies with computers, people often collaborated to share what they’d learned and to brainstorm solutions to what went wrong. Eventually, these grew into concentrated hackerspaces at universities and other main venues. But makerspaces became more widespread after Make Magazine (from 4HRLY 4LKPH OLSK [OLPY ÄYZ[ Maker Faire, a large-scale gathering and hackerspace for makers, in 2006.

Relate and equip for growth So now that you know more about the maker movement, how can you leverage its force to grow your business? By relating to them as customers and equipping them with what they need.

Relating to this innovative group is easy when you consider how much makers’ needs intersect with what the craft and hobby industry already provides. “The most unique aspect of the maker movement is the self-initiated need to learn,” says Hodsdon. “They want to know how things work (for instance, solvent-based inks) and what they can be used on. This is a huge opportunity because the craft industry was built on a demonstration/learn-asyou-work platform.” With hands-on exploration being key to both makers learning and to craft and hobby product sales, turning makers into customers is as easy as providing what they need. “As craft industry professionals, our job is to equip and enable,” notes Hodsdon. “If we do those two things well, we will continue to inspire each other on equal footing.” And we’ll continue to have happy, loyal, returning customers as well.

Provide partnerships with makers Makers are looking to customize projects and ÄUK UL^ \ZLZ MVY [VVSZ HUK

Craft Industry

today • Summer 2014

Maker Resources technologies. What tools, supplies or knowledge can you offer as a manufacturer, retailer or designer for them to explore with? “The craft industry has an incredible opportunity to partner with some contagious creatives who build because they want to,” says Hodsdon. “This is co-opetition that is healthy and can be very lucrative.” Check out the directory at makerspace. JVT [V ÄUK H THRLYZWHJL near you, and see if you can donate to or sponsor an upcoming event.

Other ways to invite makers into your business include the following.

Invite makers to your business Provide tools and supplies that makers can use for their creative pursuits. “We need to get back to the democratization of tools,” says Tony Ford, CHA’s emerging technologies expert and the founder of Maker House in Tucson, Arizona. “This helps creating be more social.”

• Set up your own mini makerspace in an area of your office, warehouse or store that isn’t being used, featuring tools or technology that makers can experiment with. Or, collaborate with a local hardware or electronics shop to cosponsor a mini makerspace. • Teach classes on a skill or technique without a ÄUPZOLK WYVK\J[ L_WLJ[Htion so makers can adapt the skill to whatever creative outcome they envision. Allow them to experiment and combine that skill with ones they already know. Bring in experts from the community to teach any skills that you may not have expertise to teach.

Check out the following resources to learn more about the maker community. • Sarah Hodsdon: sarahndipitous.com • Tucson Maker House: makerhouse.org • Tony Ford, CHA Emerging Technologies Expert: tford@craftandhobby.org • Make Magazine: makezine.com • Tech Shop: techshop.ws

• Sponsor challenges or contests that appeal to makers. Hodsdon notes that craft and hobby manufacturers, especially, can leverage the Maker Movement’s creativity by adopting something IKEA does. “They host IKEA hacks, where folks use what’s left over in the box for different projects and outcomes. Manufacturers can encourage their kits and packaging to be OHJRLK TVKPÄLK THKL their own. The results will both surprise you and show you what else you could be making.” • Host open “craft and hack” events where makers bring in projects to work on, keeping things informal and social.

Makers create with all kinds of materials, from yarn to lasers to beads to PVC pipe.

• Hold purposeful crafting events that encourage and teach practical uses of crafting products and techniques to improve household items or apparel. “Embracing upcycling, repurposing and fixing will bring makers into the craft industry,” notes Ford. “They will need tools and supplies you make or sell to do those things.”

As long as makers can learn and create in your space, you’ll be part of their community and they will be part of yours. “If you have a skill or a tool to share that is embedded into this new demographic’s mindset, they will keep coming back,” explains Hodson. “They want you around as a part of their tribe, always giving them new ideas and encouraging them to build better stuff from the amazing things they’ve mastered.”

Makers as customers Are you ready to turn makers into customers? Experiment and start today. “Traditional crafting will always be a part of the human experience – sewing, X\PS[PUN ÄUL HY[ WV[[LY` paper arts and more,” says Hodsdon. “It’s the nature of handmade. Yet, the act of making will employ whatever skills and tools we will need to create an envisioned outcome. The maker mindset believes with the proper skill (which I can get) plus the proper tools (which I can borrow), I can build anything. We have the chance to educate a whole new group of people, and then take our place in the audience as they shine on whatever stage their gifts happen to be built on.” CIT

22 Summer 2014 • Craft Industry today

New Products Layer and create dimensional textures on paper and in mixed media projects with the artist-quality, non-toxic, acid-free Texture Paste, shipping this July. Artists can use it with stencils and texture tools, apply color directly to it, or create custom tint by adding paints or reinkers. rangerink.com

Water-based Santa Snow mimics real snow and creates a layered, textured effect. Use to lightly frost centerpieces, evergreen branches, wreaths and other craft items. Spray it on windows and mirrors, or use it with stencils. It comes in 13- and 18-ounce cans. chaseproducts.com

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Crafter’s Essentials Easy Grip helps grip fabric, control needle and thread, grip beads HUK ÄSHTLU[Z HUK TVYL 5V other product works as well. It will not stain when used as directed. It is non-toxic, odorless and photo-safe. leeproducts.com

a proprietary blend of natural gum rubber. They are versatile, durable and safe to use with all crafting inks. Crafters SV]L OV^ [OL ÄUL KL[HPSZ transfer onto many surfaces: specialty papers, fabric, metal, clay and more. deepredstamps.com

The Steam Punk Gelatos set includes four chic Gelatos colors in Black Cherry, Cinnamon, Iced Chai and Iced Coffee, along with a dot dabber and stipple brush. These creamy, vibrant pigment sticks can be blended with or without water, and are permanent, lightfast and acid-free. fabercastell.com

ShadowPress Debossing Folders from Tim Holtz Alterations are six-piece sets that mimic the look of letterpress on cardstock, paper, metallic foil or vellum. Use inks, markers or other color tools [V ÄSS PU [OL ULNH[P]L ZWHJL of the shadows and make a bolder impression. sizzix.com

This Premium Rose Gold Spray from Design Master provides quick coverage HUK H IYPNO[ WSH[PUN ÄUPZO [V YPJOS` accent almost any wedding craft. This fast-drying, easy-to-use spray, with the addition of metallic rose gold, brings runway color trends to DIY brides. 800-525-2644 CIT

Craft Industry

today • Summer 2014

The

Evolution of

Scrapbooking

24 Summer 2014 â&#x20AC;¢ Craft Industry today

by Nancy Nally

Scrapbooking is transforming itself. New formats, new mediums and new dimensions have invaded what was once the bastion of cardstock, stickers and the 12- by 12-inch layout. It’s unlocked a world of creative possibilities – and turned the marketplace on its head. There is no denying that scrapbooking has been on the decline in recent years. Instead we are seeing a hot new buzzword: mixed media. How did we get from one to the other? Why are scrapbook consumers abandoning their 12 by 12 layouts in favor of art journals, canvases, shadow boxes and other threedimensional projects? Ten years ago, it was scrapbooking itself that was the hot buzzword, and almost anything associatLK ^P[O P[ ÅL^ VMM VM Z[VYL shelves. Dozens of new companies were being born at each trade show. Virtually every major retail market

had a local scrapbook store – often several. Major national department stores like Target and Walmart stocked entire aisles of scrapbooking products, and grocery store checkout lines were stocked with scrapbooking publications. Scrapbooking was at saturation point in the U.S. market. All of this was being fueled by a growing economy and a prosperous middle class. Americans were loving life and wanted to record it for posterity: vacations, parties and holidays. Scrapbooks of this era evolved into a version of rose-colored glasses, becoming more brag book than historical record. And then came the economic collapse, and with it the shrinking of the middle class. A lot of the events that made up the pages of most scrapbooks – vacations and large parties – went away or were scaled back for a lot of the people who previously made up scrap-

booking’s target market. “Staycation” entered the national vocabulary. People put off getting married, buying homes and having children. Discretionary income for hobby spending ILJHTL OHYK [V ÄUK What has followed the economic collapse is a splintering of the scrapbook market, which had previously been very cohesively centered around 12 by 12 photo layouts, into several different types of consumer.

These consumers exist on parallel tracks, often buying overlapping products, and many in all three categories refer to themselves as scrapbookers despite their very different consumer identities. For marketing purposes, they are very distinct – albeit with some surprising things in common. Don’t be fooled into thinking that just because these consumers are different types that they are completely separate, however. They should be thought of more as a Venn diagram of overlapping circles. Some consumers only conform [V VUL UHYYV^ KLÄUP[PVU of their creative activities, perhaps occasionally crossing into another circle to experiment with another type of creative project. Others happily exist in the overlap of two or even three of the circles.

The photo-centric consumer ;OL ÄYZ[ VM [OL UL^ consumers is actually the old scrapbook consumer: photo-centric. Despite the collapse of the economy, the Craft Industry

today • Summer 2014

“photo-centric consumer,” who wants to create albums recording the highlights of his/her life, hasn’t disappeared entirely. This group has, however, become much smaller and skews much more upscale than in the past. A portion of the photo-

centric group has migrated from 12 by 12 layouts and an “event” scrapbooking philosophy to pocket scrapbooking and a “daily life” philosophy. This shift of focusing on the details of daily life instead of big events is partially due to the ubiquitous camera phone.

Now that we all have a camera in our pocket constantly, we have the ability to snap photos in situations that we never would have considered photographing 10 years ago. Another motivation behind the shift to pocket scrapbooking – and the

shrinking popularity of photo-centric scrapbooking in general – is the economy. Fewer and shorter vacations and social activities have left a lot of consumers with the sentiment, “I have nothing to scrap.” A focus on the details of everyday life in their albums alleviates that concern, but, from a marketing standpoint, may not sustain consumer interest for an extended period.

The practical scrapbooker The second consumer group is what I call the “practical scrapbooker.” A more accurate term for this crafter would be “papercrafter,” because this group is less about scrapbooking photos and memorabilia than about making things. They use the papers and embellishments that they love to work with to create things with practical applications in their lives. Cards, gifts, party and holiday decorations, and home decor are the playground of these crafters. Rather than record their lives, these consumers use paper crafting to make their lives beautiful. This group, whether they realize it or not, is heavily PUÅ\LUJLK I` [OL JVUJLW[ VM maker culture that has arisen out of the economic shift. This Maker (or “practical”) movement in scrapbooking evolved because of economic forces. Some consumers were driven by personal economic situations to try to give their hobby a more practical bent, using supplies they already had on hand to replace expenditures for cards, gift wrap, party decorations, handmade

26 Summer 2014 • Craft Industry today

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â&#x20AC;&#x153;For those who have the courage to chart new territory, there are exciting things to explore along the way.â&#x20AC;&#x153;

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Craft Industry

today â&#x20AC;¢ Summer 2014

Creativity Is Our Business

beth | watson

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

EHWK#EZGHVLJQVWXGLR FRP

28 Summer 2014 • Craft Industry today

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

Reserve your space in the Designer Showcase of Craft Industry Today magazine by calling Darlene Roberts at 800-344-0559.

Tell our advertisers you saw their ad here. Baker & Taylor Field Merchandising ......... 30 Becky Conley Designs ................................... 28 Beth Watson Design Studio ........................ 28 Chase Products Co. ........................................ 11 Design Master Color Tool................................5 Eileen Hull Creative Design Studio........... 28 Ellison/Sizzix ..................................................... 32 Erin Rose Design ............................................. 28 Faber-Castell........................................................2 Gail Green Licensing & Design .................. 28 JGoode Design ................................................ 28 JPS Digital/Deep Red Stamps .................... 29 LBO Studio ........................................................ 28 Lee Products..................................................... 29 Ranger Industries ........................................... 15 Sha&Co ............................................................... 28 Susan Louise Arts ........................................... 28 Tidings of Great Joy LLC ............................... 28 Tricots - Edley Associates ............................. 19 WireKnitZ ........................................................... 28

Craft Industry

today â&#x20AC;˘ Summer 2014

â&#x20AC;&#x153;The Future of Craftsâ&#x20AC;?

(continued from page 15)

A photo of the printing head of a FELIX 3-D Printer in action.

to stores to buy die cuts. Today, they cut their own on their V^U THJOPULZ \ZPUN [OL Ă&#x201E;SLZ from their favorite designer, which they purchased from an VUSPUL Z[VYL :PTPSHYS` PU [OL not-too-distant future, consumLYZ ^PSS OH]L [OL VW[PVU [V I\` H WYPU[ Ă&#x201E;SL MVY JYLH[PUN RUP[[PUN

ULLKSLZ HUK WYPU[ [OLPY V^U The concept of consumLY HZ MHJ[VY` JVTWSL[LS` [\YUZ VU P[Z OLHK [OL [YHKP[PVUHS WYVK\J[ Z\WWS` JOHPU 0[ÂťZ disruptive in a number of ^H`Z I\[ VU [OL WS\Z ZPKL P[ ^PSS SV^LY [OL JVZ[ VM THYRL[ entry for entrepreneurs. Tech

ZH]]` WYPU[LY \ZLYZ ^PSS IL HISL [V KLZPNU [OLPY V^U Ă&#x201E;SLZ HUK ZLSS [OLT VY WYPU[ HUK ZLSS [OL YLZ\S[PUN WYVK\J[Z ^OPJO VWLUZ \W [OL WVZZPIPSP[` VM H JVTWSL[LS` UL^ [`WL VM ZTHSS craft business. This effect has HSYLHK` ILLU ZLLU PU [OL KPNP[HS WHWLY JYHM[PUN THYRL[

On the other hand, 3-D home printing has the WV[LU[PHS [V LSPTPUH[L [OL JVUZ\TLYZÂť ULLK MVY THU\MHJ[\YLYZ HUK YL[HPSLYZ ;OL THYRL[ ^PSS ULLK [V ZOPM[ P[Z MVJ\Z [V KLZPNU HZ [OL Ă&#x201E;UHS WYVK\J[ JVTTVKP[` YH[OLY [OHU ZPTWS` as a step used in the process of WYVK\JPUN H WO`ZPJHS WYVK\J[ ;OL SVUN [LYT M\[\YL VM the crafts industry is tied inex[YPJHIS` [V [OL THRLY TPUKZL[ VM [OL TPSSLUUPHS NLULYH[PVU HUK [V [OL [LJOUVSVN` [OH[ they bring with them. These changes promise opportunity to those who reach for them, HUK WLYPS [V [OVZL ^OV JOVVZL to ignore them. Nancy Nally is the owner of Nally Studios LLC, and the publisher and editor of Scrapbook Update and Craft Critique.

Your product was shipped to the store, now what? Is it on the shelf? Is it in stock? Has your space been lost to a competitor? Is your messaging lost? Lost sales due to out of stock product ain the United States is an $89 billion problem.* Baker & Taylor Field Merchandising is an experienced, award winning, and reputable retail merchandising service focused on ensuring your product is where you expect it to be â&#x20AC;&#x201D; when you expect it! Let us be your in-store eyes, ears and hands. Visual Merchandising Inventory Management Demo Events/Product Demostration Real Time Retail Insight

LEARN MORE ABOUT FIELD MERCHANDISING SERVICES: Contact Andy Stavros at 469-475-2720 or email Andy.Stavros@baker-taylor.com

*source: IHL Worldwide, 2012 Inventory Distortion Survey

30 Summer 2014 â&#x20AC;˘ Craft Industry today

Look at what we have in store for you! 400+

140+

55+ International

54 Hands-on

3,000+

Attendees

56+

Countries

Represented

Exhibitors

9 20

Exhibitors

Designer Hot New Products Unveiled at the Exclusive VIP Media and Workshops Retailer Event

Distributors

Workshops

5 Days

100

New Products at the New Products Showcase

38 Business

Sessions

1 7 Demos Global

59 Hours of

Education

20+ Networking Events

Endless

Opportunities

Community

The numbers all add up to CHA 2015 being a truly MEGA MEGA Show! Donâ&#x20AC;&#x2122;t miss it!

*Education Program begins January 9, Marketplace opens January 10 2014 Craft Industry today â&#x20AC;˘ Summer

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