Craft Industry Today Summer 2014 by Fahy-Williams Publishing

SUMMER 2014

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contents

Summer 2014

12 16 20 24

In Every Issue

The Maker Movement

and the Future of Crafts

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

If You Build It, They Will Come

Maker House in Tucson, Arizona, sets the scene for all creative types

The Maker Movement

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

The Evolution of Scrapbooking

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

4 The Buzz

10 Trend Report

6 Industry News

19 Do-It-Yourself

Uncovering the concepts of copyright law 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

16 19

Don’t recycle. Upcycle!

Flowerpot Mini Lights by Kathy Cano-Murillo

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

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 misconception has finally been changed, it comes back in full force. Copyrights form the basis for many of the business assets utilized in the craft and hobby industry. The biggest hurdle for many business owners or creative thinkers is remembering what type of legal protection 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, and tells who the product is by or from. • A copyright protects a unique, independent expression in tangible form.

A copyright is created the moment your work is finalized. This means it is protected under the United States Copyright Act of 1976. Copyrights cover a multitude of creative works, including movies, drawings, literary works, sculptures, theater, recordings and certain computer code. In order to take full advantage of the copyright protection afforded to each individual creator under U.S. law, a copyright needs to be registered with the United States Copyright Office. Registration is a fairly easy process that occurs primarily online at copyright.gov/ forms, but can occur in paper form as well. The registration fee is fairly inexpensive compared to the rising costs of trademarks and patents. Also, the registration process for a copyright is the shortest of the three main intellectual property registrations. Registrations

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of collections or groups of works are possible as well. It can, however, be complicated, and is best done with a seasoned professional. Many businesses fail to realize that the creative

also copyrightable events. However, it is important to note that certain works may only be partially covered under Copyright Law. Written directions are a great example. The methods

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 archives are valuable business assets. Line drawings, product concepts, sculptures and so many other things we utilize in the craft and hobby industry tend to be overlooked. In the day and age of digital renderings, it’s important to note that each layer in a graphic file could be a separate copyrightable event. It is also possible that the black-and-white line drawings, as well as the three-dimensional form, are

or process of creating a project would be covered under U.S. Patent Law. Although, the writing itself and the expression utilized in the written directions may be covered under Copyright Law. While there may be situations in which copyright protection is not readily ascertainable, it is certainly important for businesses to take a closer look.

Derivative works Derivative works are also a vital concept. They are defined as subsequent

works that are based on an original work. An example of a derivative work would be creating a blue flower from an original artwork that was a white flower. But what creates a derivative work is always a challenge. Utilizing the flower example again, some would argue that a four-petal white flower based on the original five-petal white flower is a derivative work. The key is this: If an average viewer can tell that the new work is based on the original work, then it’s a derivative work. In the craft and hobby industry, the question remains: How can there be so many different and protectable snowmen? The snowmen question always adds levity to

a situation. It is important to remember that a copyright is defined as a unique, independent expression in a fixed tangible medium. Therefore, as long as a snowman is truly a unique, independent creation, then it is a separate copyright-protected work. Once again, it’s a grey area; one that begs further inquiry by a business owner. I can already hear what you are thinking. But in the day and age of the Internet, how can anything be original if there are so many renditions to view? There is no question that many creative works have a reference point from something that already exists. The rule that applies in derivative works also applies when it

comes to resource material. Does the work closely resemble another work so that an average viewer would think it’s a new work? Or one based on a previous work? In the craft and hobby industry, Copyright Law remains an area that is over-

looked and misunderstood. A strong foundation and understanding of it permits a business the opportunity to realize that copyrighted items are all around. When seen as a valuable business asset, it can add to any business’s bottom line.

Tammy holds a Bachelor of Arts Degree from Graceland University, a Juris Doctor from Thomas M. Cooley Law School and a Master of Laws - Intellectual Property from Thomas M. Cooley Law School. For over 13 years, the Browning-Smith P.C. team has been working with its clients to help protect their valuable business assets through registration and when necessary litigation. Their team works daily with clients large and small to address copyright, trademark, and licensing needs. Their main client focus is on those who create.

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Industry News NE

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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. It promises to be an unforgettable five-day experience devoted to providing you with direct access to the newest creative products, exciting networking events 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 www.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 The 2014 Awards Committee is now accepting nominations for the Craft Industry Awards. Do you know someone in the craft and hobby industry that has accomplished great things for the community, industry or humanity, and should be recognized? Nominate the candidate who you feel has made significant contributions. The awards will be presented during the CHA 2015 Conference & Trade Show (CHA MEGA Show) in Anaheim, California, to be held January 9 through 13, 2015. Nominations are being accepted for the following award categories.

Industry Achievement Award – Contribution to Craft and Hobby Industry This award is for a CHA member (individual, group and/or company) that has made a significant contribution to the growth and vitality of the craft and hobby industry as a whole.

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

Meritorious Award of Honor – Service to CHA This 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 significant contribution to CHA.

Special Recognition Award(s) – Good Deeds 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 CHA.

Industry Award Nomination forms can be downloaded at www.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. Nominations will be accepted until August 31, 2014.

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

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. Here, Rebeca offers insight on caption caption caption caption her monthly CRE8TIME Maker Studio caption caption caption caption Event, and shares advice on how other retailers can get involved.

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, creative types tend to find it rejuvenating 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 the Chicago Craft Mafia – 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

caption caption caption caption caption caption caption caption

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 early 2000s. They will define 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. They are also the first generation 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. They are the first generation 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 with finances, and the ones who are financially secure are conservative spenders. They turn to DIY and crafts in order to save money. Technology itself has influenced Gen Y to create. 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. It isn’t selfish. It’s also influenced by their social conscience. As consumers, millennials are more aware of environmental and social issues than their parents and grandparents are. Green and sustainable resources, “conflict-free” diamonds and 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 etsy.com/shop/SmashingDesignsAM.

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. The Internet is their first 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

sell? Using print files licensed 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 property – print files. Ten years ago, consumers went (continued on page 30)

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

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 flocking to it. In fact, 2,500 people make their way to Maker

House each month, according to founder Tony Ford, who is also the chief operating officer of Artfire.com and 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

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for creative outlets are in your community. This is part 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 scrapbookers, wine aficionados and home brewers, anime and sci-fi enthusiasts, 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. To make up for perceived 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 stuff. They want individualized, unique items that reflect their personal style,” Ford notes. The products you

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. They’ll bring their friends in 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. “The importance of a maker 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 more. These areas give people 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 profit. This group regularly 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? Think about how offering them 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 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.

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 participants of events. Work with other local businesses to cross-promote events, find teachers and more. if you don’t have tools on hand, invite the creative 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 Maker House are beverages, the activities there do not center on only those products. On any given day, there’s a variety of activities going on at Maker House, including open mic and other performances, hacker and open crafting nights, classes on everything from hydroponics to salsa dancing, and more. Think outside the products you’re manufacturing or selling to anything creative 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 work on, refurbish or fix up.

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

of the following.

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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 creative community, you’re

increasing your company’s customer base.

Experiment and keep an open mind If you have concerns that opening up your space means opening up a can of worms, Ford has some words of advice. “Crafting 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 store and move forward to see if it works. This is not a race. It’s a continuous marathon of small, agile development with no finish line.” Keeping an open mind during the experimentation process will help as well. “Creating your space in your own vision may not work. 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 co-founder of ArtFire.com & founder of Maker House, has over 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 and numerous independent businesses and nonprofit organizations. He has served as Adjunct Faculty at the University of Arizona teaching Media Theory, Media Management and Professional Practice courses and as Media and Arts Liaison for both the Arizona State Legislature and the U.S. State Department. CIT

Do-It-Yourself

by Kathy Cano-Murillo CraftyChica.com

Flowerpot Mini Lights

Make an opening. Open your scis-

Step 2

sors and insert a blade into the hole at the bottom of each flowerpot. Scrape to make the hole big enough for the light bulb to fit through. Helpful Tip: Scrape just enough for the light bulb to fit snugly.

Paint. Paint them in your favorite

Step 3

colors, then let the flowerpots dry. Use white craft glue to add fabric trim around the edges. Variations: Use stencils, stickers or even gold leaf for a pretty effect!

Illuminate. One by one, insert

Step 4

I love to add colorful accents to my patio, any way I can. This is one of my favorite projects from days back – mini-flowerpots for mini-lights! Today I make them for friends and family. Here, I’ll share the process with you.

the mini light bulb through the bottom of the flowerpot and hot glue the base of the bulb’s plastic casing to the hole on the pot. Do not get hot glue anywhere near the bulb. Do this to all of the flowerpots and lights, and let dry.

Hide the cord. If desired, wrap

Step 5

the cord with the colorful embroidery thread. Use the white craft glue to secure ends in place.

CIT

Step 1 Assemble your supplies         

1 strand of mini-lights 12 mini terracotta flowerpots Hot glue White craft glue Craft paint Paint brush Fabric Embroidery thread (optional) Old, dull scissors

The Right Tulle for the Job

www.TulleSpools.com Edley Fabrics, Inc. 1-800- TRICOTS Craft Industry

today • Summer 2014

caption caption caption caption caption caption caption

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

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

by Jennafer Martin

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 printing. Makers want to find 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 connected; our files are 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 playing field – something technology makes easy. “Once upon a time, if you wanted to learn from a professor at MIT, you had caption caption caption caption to be accepted to MIT,” caption caption caption says Hodsdon. “Now, you can tweet him or message your project directly to him Relating to this innovia Facebook or Instagram vative group is easy when to get his thoughts. If you you consider how much want to know how to quilt, makers’ needs intersect with you contact the company what the craft and hobby directly. The point is, the barindustry already provides. riers to entry are removed.” “The most unique aspect of And in makerspaces, even the maker movement is the more barriers are removed self-initiated need to learn,” as knowledge and tools are says Hodsdon. “They want shared in a communal way. to know how things work How did this innova(for instance, solvent-based tive, shared learning moveinks) and what they can ment begin? In the early be used on. This is a huge days of emerging technoloopportunity because the gies with computers, people craft industry was built on often collaborated to share a demonstration/learn-aswhat they’d learned and to brainstorm solutions to what you-work platform.” With hands-on exploration being went wrong. Eventually, key to both makers learning these grew into concenand to craft and hobby prodtrated hackerspaces at uct sales, turning makers universities and other main into customers is as easy as venues. But makerspaces providing what they need. became more widespread “As craft industry profesafter Make Magazine (from sionals, our job is to equip Maker Media) held their first and enable,” notes Hodsdon. Maker Faire, a large-scale “If we do those two things gathering and hackerspace well, we will continue to for makers, in 2006. inspire each other on equal footing.” And we’ll continue Relate and equip to have happy, loyal, returnfor growth ing customers as well. 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.

Provide partnerships with makers Makers are looking to customize projects and find new uses for tools and

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. com to find a makerspace 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 finished product expectation 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 hacked/modified/made 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.

caption caption caption caption caption caption caption

22 Summer 2014 • Craft Industry today

• 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, quilting, fine art, pottery, 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

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a proprietary blend of natural gum rubber. They are versatile, durable and safe to use with all crafting inks. Crafters love how the fine details 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 to fill in the negative space of the shadows and make a bolder impression. sizzix.com

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Craft Industry

today â&#x20AC;˘ 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 associated with it flew off of store 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 became hard to find. 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 to one narrow definition 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 The first of the new 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 influenced by the concept of 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

gifts and home decor. For many consumers, this was also a natural evolution that came about from the shifting mindset of the post-recession consumer, who is more frugal than pre-recession. Others became disengaged with photo scrapbooking because of economic impacts on their quality of life, but still wanted to enjoy the scrapbooking materials they loved working with.

The expressive consumer The final of the three new consumers is the “expressive consumer.” While all three of the new consumers are creative in their own way, the expressive consumer indulges in paper crafts for the primary purpose of self-expression. Their motivation is “art for the sake of art,” and while they may use their skills for more practical projects at times, their element is activities like art journaling, artist trading cards, tags, and decorative wall and display

the scrapbooking world by creating an important shift in attitude toward archival safety. Ten years ago, great emphasis was placed on the archival safety of scrapbooks to preserve photos. However, the arrival of digital technology for both photography and photo sharing has made the paper photo seem less of a precious artifact to be preserved by many people, opening the door for the broader use of materials in the craft. At first, this growing fading of concern for archival safety just lead to less atten-

“For those who have the courage to chart new territory, there are exciting things to explore along the way.“

art. Beauty and channeling emotion is their purpose, not photo preservation or more practical ends. Mixed media’s influence is strongest in this group of consumers. Changing technology has been the unseen hand in the arrival of mixed media (or the expressive consumer) to

tion by consumers to the acid and lignin content of their papers. Over time, though, many consumers have really let go of the concept of archival safety entirely and let fly with whatever materials they are inspired to use. A developing love of these materials, coupled with the gradual death of the printed

photo, has lead many photo-centric scrapbookers to become mixed media artists, by utilizing and adding on to their existing scrapbooking toolbox.

Charting new territory So essentially, the practical and expressive creative tracks have evolved for many as paths out of the original photo-centric scrapbooking philosophy. These two types of scrapbooking have one thing in common: absence of photos. Mixed media and makers are the new frontier as the photo-centric scrapbooker is slowly but surely dying off in the market. Together, the mixed media and maker consumers are going to be the future of the paper crafting industry as it evolves past the domination of photo preservation. There will always be a market for photo preservation, but that segment is shrinking rapidly. Understanding exactly where your customers fall in the new Venn diagram of these customer types is important for several reasons in this era of change in the scrapbook industry. It gives your company a sense of identity, and shows you

where you can reach to find new customers. It also shows where you lie on the journey of the industry’s evolution, and what changes you need to make to place your company on the road forward, not back. I know that some people see all of this as doom and gloom for the scrapbook industry, and it is true that change is hard. But change can lead to growth, too. While consumer demand for one type of product is tapering off – demand for other types are taking off. The key is to not become so wedded to an inflexible vision of what the industry is and what our role in it is that we miss the opportunity to move with the market and grow. The willow tree is strong because it bends in the wind. Scrapbooking, and the scrapbook consumer, is not just changing – it is evolving. This evolution is leading us away from the traditional and comfortable world of 12 by 12 photo layouts into a wild and varied world of mixed media and makers. For those who have the courage to chart new territory, there are exciting things to explore along the way. CIT

Craft Industry

today • Summer 2014

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.

METAL TEXTILES www.wireknitz.com

beth | watson

DESIGN STUDIO CHA Designer â&#x20AC;˘ Instructor Mixed Media Artist bwdesignstudio.blogspot.com

beth@bwdesignstudio.com

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

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

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Craft Industry

today â&#x20AC;˘ Summer 2014

“The Future of Crafts”

(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 own machines using the files from their favorite designer, which they purchased from an online store. Similarly, in the not-too-distant future, consumers will have the option to buy a print file for creating knitting

needles, and print their own. The concept of consumer-as-factory completely turns on its head the traditional product supply chain. It’s disruptive in a number of ways, but on the plus side, it will lower the cost of market entry for entrepreneurs. Tech

savvy printer users will be able to design their own files and sell them (or print and sell the resulting products), which opens up the possibility of a completely new type of small craft business. This effect has already been seen in the digital paper-crafting market.

On the other hand, 3-D home printing has the potential to eliminate the consumers’ need for manufacturers and retailers. The market will need to shift its focus to design as the final product commodity, rather than simply as a step used in the process of producing a physical product. The long-term future of the crafts industry is tied inextricably to the maker mindset of the millennial generation, and to the technology that they bring with them. These changes promise opportunity to those who reach for them, and peril to those who choose to ignore them. Nancy Nally is the owner of Nally Studios LLC, and the publisher and editor of Scrapbook Update and Craft Critique.

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30 Summer 2014 • Craft Industry today

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