FALL 2015
Crafting in the
21st
Century
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contents
Fall 2015
14 Engaging Crafters with Video 18
Making the Connection: Makers and the Craft Industry
22 Expanding Your Creative Toolbox
In Every Issue 4 The Buzz
12 Trend Report
8 Industry News
25 Index of Advertisers
Q & A with CHA MEGA Summer Edition Show Speakers Highlights Mark Hill Named Interim President, 2016 Board Candidates Announced
10 Chit Chat
26 Do-It-Yourself 28 New Products
Q & A with CHA MEGA Show Keynote, Philip Fimmano
30 Designer Directory
12 18
22 Fall 2015 Volume 5 No. 4
Craft
Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE
Editorial Maureen Walsh mwalsh@craftandhobby.org Keri Cunningham kcunningham@craftandhobby.org Jason Baum jbaum@craftandhobby.org Catherine Martell cmartell@craftandhobby.org Kristen Lowenwirth klowenwirth@craftandhobby.org
Advertising Tim Braden tbraden@fwpi.com Darlene Ryan darlene@fwpi.com
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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 nonCHA 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 facebook.com/CraftandHobby twitter.com/CraftandHobby youtube.com/user/CraftandHobby pinterest.com/craftandhobby/ linkedin.com/groups/Craft-Hobby-Association-1565337 CRE8TIME.org Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1207. Copyright © 2015 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 Q & A with CHA MEGA Show Speakers
I
In each issue, “The Buzz” is included to provide you with the latest information on technology trends impacting our industry. What you might not know is the CHA MEGA Show Conference Program provides hands-on, detailed instruction on the topics covered in this column, and more. Here are just a few of the seminars you can take advantage of at this year’s Conference. To register for these classes and to view the complete CHA MEGA Show Conference Program schedule, visit www.chamegashow.org.
Joe Rotella – “Google Marketing Boot Camp: SEO, Analytics and AdWords” Question: Google tools, such as Google AdWords and Google Analytics, have been around for a while. What is an important change or enhancement that people might not know about? Answer: It’s true; Google AdWords and Google Analytics have been around for a while, yet I’ve found many businesses aren’t using these services in a way that improves their ecommerce. With so many features, these tools can be a bit overwhelming. All the charts, graphs and numbers can be confusing. This is the first hurdle that business owners need to overcome. That’s why my seminar at the CHA MEGA Show will focus on what’s important – what you can quickly use to improve your online presence and boost traffic to your web properties. If you already have a Google Analytics account, many of the things you should be tracking have moved and changed names; we’ll look at that too – what’s old, what’s changed, what’s new and what you should be looking at every month. Why should CHA MEGA Show attendees take your class? Many customers’ first impression of your business is your
website. That means your website is crucial to your bottom line. Google Analytics gives you insights to your online presence. That information can help you drive continuous improvement of the online experience that your customers and potential customers have, and that can translate to your desired outcomes, online and offline. Let’s face it – you can’t improve or fix what you don’t know needs attention. My class with help you with that. Finish this sentence: People who attend my class will… …understand how to interpret Google marketing tools, learn ways to improve their ranking in search engine results, and gain working knowledge of how to place, track and measure online advertising.
Jennifer Priest – “Hands-on Lab: How to Make a Tutorial Video” As described in the article, “Engaging Crafters with Video” on page 14, video has become an integral part of any company’s marketing strategy. Your class is a timely topic. What is one new skill a person will gain by taking your class? Attendees will learn about what equipment they need to shoot overhead tutorials versus over-the-shoulder tutorials. I am always asked about how to shoot overhead; it’s all about knowing the technical name of the equipment. You can’t Google it if you don’t know what it’s called! What benefits may companies receive after incorporating video in their marketing strategy? Video is another way to connect with your customers online, which can deepen the relationship they have with you and your brand. In my experience, videos posted to Facebook are viewed by four to 10 times more people than text posts. YouTube is its own social network, reaching
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messages and compelling images, • the dos and don’ts of automated drip campaigns, and • how to analyze your stats to improve engagement.
billions of people daily. Vine is a great place to reach Millennials and Generation Z. Without video, you can’t fully connect, engage and educate consumers in any of these interactive spaces. Finish this sentence: The most important thing to remember about video marketing is… …make videos your followers want to see!
Lisa Fulmer – “Capture Their Attention and Leave ’em Wanting More with Email Marketing” What can we learn from your class that we might not already know when it comes to this incredibly saturated form of communication? You’ll get two perspectives on how and why email marketing is important. We’ll discuss tactics for • building your list, • nurturing relationships and loyalty, • how to make time for email and make good use of content, • how to cut through a cluttered inbox with value, great
In one sentence, what’s the key to “leave’em wanting more”? Successful email campaigns can be like a favorite TV show – you want to produce content they love so they watch every episode and can't wait for the next one. How does email marketing fit in a company’s marketing plan? Email is a valuable tool to augment your customer service. It's also vital for bringing customers through each stage of the marketing funnel, from broadcasting to large audiences, to segmenting groups by interest or behavior, to personalized individual messaging.
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Tony Passey – “Digital Marketing Strategy for 2016” When it comes to digital marketing there are so many choices. Is there a new trend in digital marketing that creative industry professionals need to be aware of? There will always be powerhouses in attracting digital traffic. Search engines like Google and Bing, social media like Facebook and Pinterest, and major content blogs will continue to be a wonderful source of getting customers to your website. However, businesses and people are finding niche sources of traffic that are somewhat uncontested and less utilized. With so many places to publish content and maintain a conversation it is easy to overlook communities and websites that might seem “less valuable” initially. Picking a couple of niche sources and getting heavily involved is paying off right now. A lot of the success may be a result of the growth we’ve seen in web traffic over the past year. Speaking of trends, are there digital tactics that companies should stop doing when it comes to their marketing? Stop the mindless posting. It doesn’t help you or your brand
just to post any and every thought that comes into your head. At some point your users will mute you, and you won’t be able to win back that relationship easily. You need to think of the online space more like offline. Take time to craft a statement. You aren’t under requirements to post a certain number of times a day or a week. Post what matters and your users will pay closer attention to it. What can people expect to take away from your class? We are going to look into some of the changes in how content is consumed and how mobile has rewritten the rules. We will discuss an overview of a complete digital marketing strategy from channel development to metrics tracking. Along the way we will highlight the changes that will affect websites in 2016.
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Industry News CHA Announces Leadership Change
January will be here before you know it! The 2016 CHA MEGA Conference & Trade Show will take place January 7-12, 2016 in Anaheim, CA. Conference Program and badge registration is open online at www.chamegashow.org. Register early to get a seat in the workshops and seminars that you want to take, and free access to the Show floor. Can’t wait for the Show in January? Follow along on social media where the buzz has already started. Join the “See You at CHA” Facebook group and participate on Twitter using the #CHAShow hashtag. Reserve Your Hotel Room Early Book your stay at one of the following hotels before October 31, 2015, to take advantage of early-bird promotions. • The Anabella Hotel • Clarion Hotel Anaheim Resort • Desert Palms Hotel & Suites • Embassy Suites Anaheim South • Hotel Indigo Anaheim • Hyatt Place at Anaheim • Stanford Inn & Suites onPeak, LLC is the ONLY official housing company partnered with CHA. Beware of other “housing” companies soliciting hotel room reservations for this event. onPeak, LLC is the ONLY housing company that can guarantee your reservation and CHA’s guaranteed low rates. CHA advises all participants to NOT book through these other companies and to contact us if someone approaches you. Email Annette Williams, awilliams@craftandhobby.org, if you are solicited by someone other than onPeak, LLC. For additional information on these hotels and more, visit www.chamegashow.org.
“See You at CHA” Blog Hop The Designer Section’s Social Committee is hosting the “See You at CHA” Blog Hop this December. The Hop is open to all CHA members. This is a fabulous opportunity for you to reach customers and colleagues as you generate excitement for your week in Anaheim. Need more information? Join the conversation on the "See You at CHA" Facebook group at www.facebook.com/groups/CHAAnaheim.
On August 17, the Craft & Hobby Association announced that President and Chief Executive Officer Andrej Suskavcevic decided with the CHA Board to resign his position. CHA’s Board of Directors recognizes the contribution that Andrej has made to CHA over the past three years and appreciates his efforts. The Board has appointed Mark Hill as Interim President and CEO. Hill has been in the creative industry for more than 20 years, holding senior management positions with industry leaders Plaid Enterprises, Creativity Inc., New Image Group and most recently the Thomas Kinkade Company. He also served two terms on the CHA Board of Directors from 2009 through 2014. During his terms on the Board, he led the International Committee’s initiative to successfully establish CHA-UK, in addition to chairing the Nominating, International and Market Research Committees.
Refer Your Peers for CHA Membership Recruit a new member for CHA and we’ll give you a $25 American Express gift card! There’s no limit on the amount you can earn! Send your non-member craft and hobby peers the appropriate membership application today. Gift cards will be paid upon the acceptance of membership. Questions? Contact Alison Muldoon, Membership Coordinator, at 201-835-1206 or membership@craftandhobby.org.
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2016 Board of Directors Announced The CHA Nominating Committee is pleased to announce the 2016 slate of Board of Director candidates for election by the general CHA membership. • Ursula Morgan, CEO Creative Bug LLC • Don Guidi, President Paper House • Greg Tipsord, CEO Spellbinders Paper Arts • Brigid English, VP/Business Unit General Manager Michaels Stores The nominated Board candidates will be officially elected by proxy ballot to be emailed to each CHA member company’s voting contact by November 7, 2015.
Webinars Now Included in CHA Membership Your CHA Membership just got even better! Members now have unlimited access to webinars for no additional cost. View our archived webinars or plan to take our new webinars this fall, which will feature valuable information that will impact your marketing strategy. Visit www.craftandhobby.org.
Small Business Saturday
Designer Section Summer Trend Report Get access to the newly published CHA Designer Section Trends Report Summer Edition. Learn the current trends from the craft industry’s leading experts. Get your free download at www.craftandhobby.org under the Designer Section’s home page. For highlights see page 12 in this issue.
Share Your Story of Innovation in Arts & Crafts The Smithsonian’s National Museum of American History launched a project to pinpoint where in the world inventions happen. The goal of the project is to answer the question, “What kind of place stimulates creative minds and sparks a surge of invention and innovation?” The Museum is compiling an interactive map that depicts these places. It’s currently missing something – stories about innovation in the arts and crafts industry! Help CHA fill the gap by telling your Place of Invention story, and where and how you and your company made its mark in the history of our industry. Submit your story at www.invention.si.edu/places-invention/submit.
Small Business Saturday is November 28, 2015, and is a day dedicated to supporting small businesses across the country. Founded by American Express in 2010, Small Business Saturday is celebrated every year on the Saturday after Thanksgiving. The event is open to everyone, from business owners to shoppers to government officials. Become a neighborhood champion. Get involved by visiting www.smallbusinesssaturday.com.
Member-at-Large Nominations Member-at-Large nominations to serve on the 2016 Nominating Committee are being accepted now through November 1, 2015. The Committee is a very important part of CHA and will be conducting interviews for the 2017 Board candidates. Submit your nomination form to Lidia Diaz by email at ldiaz@craftandhobby.org or by fax at 201-835-1267. Download the nomination form at www.craftandhobby.org under “Membership”.
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Chit Chat Q & A with
Philip Fimmano
by Kristen Lowenwirth
T
Trends, trends, trends – we can’t get enough of them! We’re always asking, “What are the current craft trends?” so our businesses can reap the benefits of selling the most popular products. While it’s a good question, there are two others that are perhaps even more important: “What creates a trend?” and “How can I identify the next big thing?” To help us answer those questions, Philip Fimmano of international forecasting company Trend Union will discuss this forward-thinking mindset at the 2016 CHA MEGA Show. We recently spoke with him to get a preview of his upcoming speech.
CHA: Tell us a little bit about your professional background. How did you end up working in the realm of international trends? PF: I moved from New York to Paris to work at Trend Union shortly after 9/11. What was supposed to be a brief stint (replacing a colleague
An exclusive preview of his trends-focused keynote, “A World of Craft,” to be presented at the 2016 CHA MEGA Conference & Trade Show
on maternity leave) turned into a long career! Coming from a fashion background, I have always had a love for textiles. That’s something I shared with Li Edelkoort, my business partner. It became one of the reasons why we started Talking Textiles, an initiative to promote textile awareness, education and innovation. Also, since 2002, I have worked with Li as a curator of exhibitions for museums around the world, focusing on design, fashion and craft. In 2014, I became the Director of Edelkoort Inc., our creative studio in New York; I finally fully reconnected with the American market, and the city where this all started.
Can you give us a preview of your keynote presentation? It’s going to be a visually-stunning experience! I will outline several important long-term sociocultural trends that continue to affect consumers
and creative craft techniques. Trends are not passing fads; they are rooted in our collective consciousness. My presentation will focus on this, and the connections between craft, art, fashion and décor. This global perspective will inform the audience about the bigger picture – the ever-growing business of the DIY industry.
Why are emerging trends important? Creativity is at the core of this industry. There is no creation without advance knowledge, and without design, a product cannot exist. So design, trends and intuitive thinking are each important keys to understanding the future of the market. Trends are much more profound than fickle marketing or the mass-market press. As observers, we need to try and understand why tastes are evolving. As companies, we need to channel how to become more reactive to these changes.
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What trends do you see evolving in the craft and DIY industries? Craft is an expansive domain. Since the late 1990s, we have tracked the important revival of the handmade as a means to tell stories about a product’s authenticity. This is why narrative techniques, such as embroidery and knitting, have become so big. Now, as style moves towards abstraction and minimalism, felting and hand weaving are back. Today there are no fixed rules since tastes are multiplying and the decorative movement is not going away. Lace is trending in fashion and textiles, and the return of dimensional plaster moldings and bas-relief heralds are newly romantic baroque movements.
What role does the creative consumer play in these craft and DIY trends? Being involved in the creative process is an outlet for consumers to personalize and humanize their objects at a time when the digital age moves us in the opposite direction. We long for unique things that are often both old and new, ethno and techno, synthetic and organic, and fresh yet nostalgic – objects with soul. This is why DIY furniture, home improvement, gardening and now even lighting are popular sectors to explore. Technology still plays a background role in all of this, becoming embedded and invisible in our increasingly nomadic lives.
Please finish this sentence: “The most important thing that individuals who attend my presentation will learn is … …how creative thinking and intuition are the most important ways to understand the future.
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Trend Report Summer Edition Highlights by Linda Swingle A trend refers to the general direction in which something is changing. There is a natural ebb and flow in the life of every trend. This phenomenon, coupled with technological advancements, changing tastes and the power of social media,
influence the world of crafts. The CHA Designer Section Trends Report provides a close-up and detailed perspective of current trends within the craft industry, as reported by CHA Designer Section member columnists.
The trends identified in the Summer Edition provide insight on the products your customers have been buying, and what they will be buying through the latter part of 2015. To read the full report, visit www.craftandhobby.org.
Mixed Media Historically connected with art, mixed media has fully crossed over into the craft industry. Manufacturers are releasing supplies tailored to this growing trend. Art journals and various techniques remain strong as authentic style dominates the creative journal process. (Collaborative Painting by Seth Apter and Kecia Deveney)
Paper Crafts In the world of paper, we are seeing metal and foil, especially gold, as application systems allow the crafter to create embossed foil art and motifs at home. Shaker cards, nautical themes, traveling themes, geometrics and clean, simple styles remain popular. Metal, washi tape and wood laser cut accents add embellishments to paper art and crafts. (Art Journal by Eileen Hull)
Needle Arts Traditional needlework combined with mixed media continues as a widespread trend. The combination provides interesting results as projects range from sewn clothing and fashion accessories to wall art, including an artistic tea towel hanging in your kitchen! (Accessories by Lorine Mason and Rebekah Meier)
Children’s Crafts Children spend more time creating today thanks to the number of craft kits available through various retailers. Most kits contain everything needed to start and finish a project in one day! Parents appreciate the convenience while children enjoy the creative process. (Photo used with permission: Loraine Brummer, Kids & Glitter, www.lbrummer68739.net)
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Wearable Arts Supporting the global focus “Going Green” remains a hot trend as recycling base materials provides wonderful opportunities to create fashionable accessories, jewelry, clothing, home décor and accents. Gold adds elegance to a handmade pendant, perfect for making a fashion statement during fall and winter. (Recycled Paper Pendent by Linda Swingle)
General Crafts
Home Décor Trends & Crafts
Typography in various forms remains popular as manufacturers provide dimensional precut letters, words, phrases and quotes with prepared surfaces for paint and all things inspired by the creative process. (Typography Plaque provided by Carmen Flores Tanis)
Americana homespun is becoming sophisticated due to the large DIY movement, as hobbies and interests turn into decorative and functional accents. Hand-painted murals and wall coverings provide splashes of color, while handmade items reflecting treasured family moments take center stage. (Interior Mural by Linda Swingle)
Jewelry Arts Handmade jewelry made with various beads is a welcome trend this year. Gold shines as a dominant metal color for fall and winter of 2015. Geometric designs reminiscent of Art Deco make a classy appearance while flower motifs provide striking statements. (Cuff/Choker by Suzann Sladcik Wilson)
A new and expanded Trends Report will debut in time to celebrate the 75th anniversary of the CHA MEGA Conference & Trade Show in January of 2016. New categories will include art and illustration, altered books, colors and motifs, renegade trends in the United States and in Europe, surface design, tools and techniques, Canadian trends and European trends.
From her studio in California, professional artist Linda Swingle serves a wide variety of clients including worldrenowned members of the interior design industry in both the public and private sector. For select clients within the craft industry, Linda provides product development and marketing services. She also teaches art techniques through live demonstrations and instructional books for people of all ages.
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Engaging Crafters with
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s
by Lisa Fulmer
I
If you want to have any measurable influence on a crafter’s purchasing decision, you need to begin by creating an awesome shopping experience from beginning to end. The critical buzzword with today’s consumers is engagement. Opportunities for engagement are everywhere – your website, blog, social media, merchandising, signage, graphics, email, show demos, advertising and customer service. You want the time and money you invest in quality engagement to pay off in sales and loyalty. Marketing wisdom tells us to engage with our customers regularly using content to make them curious, greetings when they arrive, assistance while they shop, thanks as they’re leaving, and messaging in between visits. But people can be pretty particular about how and when they want your contact. It’s that “stop bugging me!” feeling we all get when we’re being forced into conversation with a sales representative, our inboxes fill up overnight, our social media feeds are filled with unsolicited pleas to purchase, or random windows start popping up on the websites we visit. No matter how earnest your sales efforts are, most customers really do prefer time alone while they ponder, consider and compare. But when they do need you, you better be ready, or you can bet on clearing away abandoned shopping carts – physically or virtually. So the question is, can you actually engage with people in every aisle, on every Web page, on any platform and throughout their entire visit without bugging them to death? The answer is yes – and video is a great way to do it. A quick video can answer customers’ questions, give them a peek inside the packaging, or inspire them with a little how-to that gives them the green light they need to go for it. The most important word here is quick. YouTube viewer engagement statistics generally show that people’s expectations for instant captivation are high, but their attention spans are low. Give people exactly what they need to make a more informed decision in just
a minute or two, whether it’s a project idea, a technique tutorial or just fabulous eye candy. Video not only helps seal the deal for a purchase, but it can also be used to upsell complementary products, minimize returns, encourage repeat sales, and train staff and ambassadors. It provides customers with a satisfying, emotional experience that is targeted yet non-invasive. Plus, its highly sharable content can help build your brand.
Video in Your Store According to a Nielsen survey, 42 percent of respondents said their mobile device is their most important tool for finding information while shopping in a store. There are several platforms you can use to provide videos for this kind of self service, from a few seconds on Vine to a few minutes on YouTube. People regularly treat their mobile devices
like personal shopping assistants … but are they watching your content or the content of your competitors? Put free Wi-Fi in your store and see how much longer customers might hang out with you. Use your shelf labels and displays to tell people you have videos about featured products. Remember, QR codes aren’t dead; they’re constantly being reinvented (search Snapcode and Shazam). Add shout-outs for your video platforms in your signage. For the shoppers who aren’t glued to their smart phones, set up video stations in key aisles. A few strategically-placed benches or chairs will also make customers happy to linger, watch videos and shop longer.
Video on Your Website According to InternetRetailer.com, 52 percent of online consumers are more confident about their purchase
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decisions after viewing a product video. 66 percent of consumers who watch product videos multiple times ultimately buy the product. Quality videos can increase the shopping cart size by 150 percent. Embed relevant videos on your product pages. It’s great to have videos in your blog posts, on social media and in a separate video library, but it’s the product page that really counts when it comes to converting visitors to buyers. Another interesting study from Invodo.com found that 55 percent of online shoppers watched videos on a product page, compared to just 14 percent who watched in a video gallery. Don’t make customers hunt for details. Whether you
sell direct or refer people to resellers, you can turn your product pages into interactive selling machines with video. SEO is another huge benefit; according to SearchMetrics. com, video is displayed in over 70 percent of Google’s general search results.
Quiet On the Set! Now that you’re convinced of the power of video as a tool for increasing engagement and sales, how do you create the quality content you need? Quality is just as important as brevity, whether you produce your videos in-house, hire a production team or share videos from other sites. What goes into a high-quality video? Quality does not have to mean
expensive or award-winning, nor does it necessarily require special effects or fancy editing. There are plenty of user-friendly video apps and programs available; you can even create a nice video with PowerPoint. If you don’t have a video camera and a studio, start with your smart phone on the patio. What’s most important is
concise information, a call to action and an engaging face or voice that can make it all sound natural. Or, you can opt for nice music and graphics in lieu of live action. Nobody wants to listen to long introductions or watch paint dry. Everybody wants to learn from an expert and see what’s happening up close. Consider taking advantage of the many video resources within the craft community before trying to reinvent any wheels. Keep your eyes and ears open via Google Alerts and in your social media channels so you can discover and share content that crafters are already providing. Incentivize your ambassadors to include video with their tutorials, even if it’s just a montage of still photos. Sponsor designers who are working with the craft media and teaching online classes. Look for opportunities to collaborate with other retailers and manufacturers to share the cost of producing videos that highlight products that work well together. No matter how you make it happen, just make it happen. Your customers will thank you for an enhanced shopping experience with their wallet, their likes and their loyalty.
Lisa Fulmer is a marketing consultant and project designer for the craft industry, with special expertise in content development, video tutorials and on-air hosting. She has worked for more than 25 years in sales, marketing and customer service management, including several years in retail, helping businesses more effectively engage with customers to build sales. For more information visit www.lisalizalou.com and www.lisafulmer.com.
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Makers and the Craft Industry Making the Connection
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by Jill MacKay
I
In May, I got an insider look at the Bay Area Maker Faire – one of the largest maker faires in the world. As an exhibitor, I saw the entire process from start to finish, setup to breakdown, and all of the happenings in between. In just three days, more than 250,000 people made their way to the San Mateo County Fairgrounds where the event was held; and only two of those days were open to the public. People were lined up for hours waiting to get in. I can tell you that I have never seen anything like it: such a diverse group of people of all ages and interests in one place at one time. There were so many interesting things to see, do and learn. As a very hands-on event, the buzz and excitement was intense and never waned. Everyone stayed until they were forced to leave.
Where Ideas Are Shared Part science fair, part county fair and part something entirely new, a maker faire is a gathering of tech enthusiasts, crafters, educators, tinkerers, hobbyists, engineers, science clubs, authors, artists, students and commercial exhibitors. All of these fascinating, curious individuals go to a maker faire to show what they’ve made and to share what they’ve learned. Many say they have no other place to share what they do. The DIY folks often remain invisible in our communities; doing their work in shops, garages and on kitchen tables. A maker faire serves as a venue for these makers to show examples of their work and interact with their counterparts. Even when a maker faire is out of the spotlight of a traditional art, science and craft event, it gives visibility and purpose to these projects and ideas that we don’t encounter every day. While Maker Faire is designed to be forward-looking; showcasing new forms and technologies, it’s not just for the novel in technical fields. The event features innovation and experimentation across the spectrum of science, engineering, art, performance and craft. Also, did I mention fun? Where else can you see two-stories-tall robots that breathe fire, or little cupcake cars that zoom around making everyone smile and giggle? Maker faires are great, but they’re not the only event driving the maker movement. There are a remarkable number of Maker Spaces, Fab Labs and similar facilities popping up all over the world. Like maker faires, these meetups are dedicated to helping makers, designers, creators and entrepreneurs bring their vision of a new product to fruition; translating their ideas into tangible, manufactured items. When you attend, you can learn to use a wonderful array of tools, including 3D printers, woodworking machines and other gadgets. These organized spaces are usually run by a membership or volunteer base that gives the general population access to a variety of new and old materials, as well as new tools and techniques. Even civic institutions, particularly public libraries, are getting on board by providing space and equipment for such endeavors. If there isn’t a Maker Space near you, stay tuned. One is likely to move in right around the corner. The craft industry and the maker movement constantly overlap and have so much in common. There is a lot each industry can teach and learn from each Cupcake cars at the 2015 Bay Area Maker Faire. Craft Industry
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Maker Faires are popping up all over the world, giving visibility and purpose to projects and ideas that we don't encounter every day. other. In my opinion, joining forces could only make each community stronger.
You Are a Maker My favorite toy as a kid in 1969 was Monster Maker by Mattel. Monster Maker
was a kid-sized molding system complete with metal molds and liquid plastic that you cooked to make various dragon-like monster parts that you could combine in multiple ways. This toy inspired me to become a maker
rather than a consumer. It actually shaped my thought process and my career in creating. This toy is a prime example of how creativity works; creativity is one of the reasons the maker movement is so important.
So, is the craft industry interested or participating in the maker movement? This is how I see it: if you like to plant and garden, you are a garden maker. If you like to knit, bead, scrapbook, or make anything, you are that
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specialized maker. I believe we are all makers, waiting to be inspired into action. Today’s maker movement brought techies into our creative space. The inventive impulse has been dispersed to millions through do-ityourself projects and basement workshops where men and women have sought the wholeness, the autonomy, and the joy that they cannot find on the job, in domestic drudgery, or staring at the screen of the digital world. The maker movement has caught the attention of many major players in the tech and corporate worlds. Some of the big names that were at the Bay Area Maker Faire are Intel, Nvidia, AMD, AutoDesk, Oracle/Java, Ford, NASA, Atmel, Qualcomm, TI and 3D Robotics. When Intel’s CEO Brian Krzanich was asked why Intel was at Maker Faire, he said, “This is where innovation is occurring and Intel has a great interest in helping spur innovation.” So, why didn’t I see companies from the craft industry there? Though I saw RIT Dye there coloring the world, which is great, the maker movement is an opportunity for craft professionals to sell more products, network and expand their horizons. Like Brian Krzanich said, the maker movement is where innovation is happening. The craft industry should join forces in order to grow and be enriched. The maker movement is made of people who are just like us. Think of them as our extended creative family. To find a Maker Faire near you, visit www.makerfaire.com. There are over 150 to choose from today, and that number is constantly growing.
Perhaps best known as the jewelry designer for the daytime drama “The Guiding Light,” Jill MacKay designs product lines and licenses for national chain stores, manufacturers and television retailers. She is also an author, consultant and Arts In Education (AIE) specialist who has developed creative and arts programming for mental health rehabilitation centers, homeless and battered women shelters and community centers.
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Part One
Expanding Your
Creative Toolbox
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by Carmen Flores Tanis
D
Designer Laura Bray leads a busy life. In between designing craft projects for manufacturers and magazines, posting to her lifestyle blog, providing professional business coaching, and teaching workshops at her home studio in Orange County, California, Laura is an illustrator with her own line of fabric and gift wrap. Further north in Los Angeles, surface designer Debra Valencia flips through a copy of her new book, Sewing Pretty Bags. Some of the fabrics used in the projects were designed and printed specifically for the publication – not an easy feat considering that print-run minimums for textiles can easily be in the thousands of yards. Bray and Valencia are not big manufacturers with warehouses full of items, yet their customers can easily order textiles, phone covers, wallpaper and pillows from them, all decorated with their choice of the designers’ distinctive images. How do they do it? They use a print-on-demand service, just one of the many technologies that CHA members utilize in their businesses to increase their reach and achieve great success.
Tools for the People Over the last eight years, machines and tools – once available only to large manufacturers – have been made available to everyone, thanks to technological advancements, reduced costs and ease of use. With a laptop and a few machines (if that), crafters can make just about anything, giving them unprecedented control over their creativity. Instead of having to farm out a project Laura Bray
Christina Tessler
to a manufacturer that requires a huge minimum, crafters can design, prototype and manufacture a small batch on their kitchen table. Add the ability to sell from anywhere at any time through the magic of the Internet, anyone can become an entrepreneur.
Print On Demand The term “print on demand” (POD) originally referred to the process of digitally printing books and publications to order. Much like how a fast-food restaurant does not cook food until an order is placed, POD allows publishers to print books as needed and in small quantities. POD makes it possible to print books, fabrics, paper goods and even shoes. Bray and Valencia both use Spoonflower (www.spoonflower.com), one of the most well-known POD digital textile printing services available. The process is easy: designs are uploaded to the Spoonflower website and then printed onto a wide range of fabrics, wallpaper or gift wrap. The minimum order is one yard. The designs can then be offered for sale in the Spoonflower Marketplace. Bray has done this, and each time her designs sell she receives a royalty fee. “It is a way to have a passive income,” says Bray. “But more importantly, it is a way to maintain a brand identity. I use my own fabric in my projects so that it will be identifiable as a Laura Bray design.” For her book, Valencia used Spoonflower to print her textile designs, some of which were out of print from the original licensed manufacturer. “Print on demand allows you to reissue and continue offering designs – in different color schemes and in multiple fabrics. Even retailers can stock just one and don’t have to print 1,000 of an item. There is no inventory and no risk.” Other POD sites, such as Society6
Debra Valencia
(www.society6.com) and RedBubble (www.redbubble.com/), work similarly and can print onto items including mugs, art prints and tote bags. Shapeways (www.shapeways.com) and Ponoko (www.ponoko.com) offer even more capabilities, providing laser cutting, engraving or 3D printing to construct designs into custom products, using a variety of materials including plastics, wood, leather and metals. For the crafter, this becomes a wonderful new way to create intricate designs that would otherwise be very difficult to make without specialized tools or years of formal training.
Let the Sun Shine A technique borrowed and adapted from the garment industry is screen printing. Making a traditional screen printing design requires a dark room, emulsion, screens and an exposure unit. Fabric is stretched across a frame and coated with photo sensitive emulsion. Artwork is then “burned” into the emulsion by being exposed to light. The artwork acts as a mask on the emulsion. Areas of emulsion not covered by the artwork harden because they are exposed to the light. Areas protected by the artwork remain unexposed and soft. After washing the screen to Lana Simmons remove any unexposed emulsion, the screen is ready for printing. Today there are easier ways to screen print. Lana Simmons is the manufacturer and product designer of EZScreenPrint. Her method uses small pre-coated screens that are quickly exposed to sunlight before being washed out. Crafters can use the screens to apply paint or powders to ceramics, Craft Industry
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paper, wood, glass, metal and, of course, fabric. “People want easy, inexpensive and functional,” says Simmons, “I love giving people the tools to create. And the really unusual art pieces by my customers are what excite me.”
Don’t Throw It Away!
in community projects. An example is “Operation Write Home,” a card-writing campaign that sent letters of gratitude to deployed soldiers.
Playroom
Catherine and Mark Lengsfeld are two engineers with the coolest playroom ever. They run a Maker Space equipped with 3D printers, a laser cutter, traditional woodworking machines, sewing machines and sergers, a heat press, die cutters and a large-format color printer. In one room, they have amassed the tools from at least three different industries – sign and banner, garment and digital manufacturing. One end of the space features a climbing wall that is every DIY crafter’s dream: the tall mountain background was printed on the large format printer while the hand holds were all created using the 3D printers. Their two adorable children complete the picture of a fun space where anything is possible. “So many Maker Spaces feel like a car shop, so we wanted to make this family and womCrafting with Friends en friendly,” says Catherine. The Internet has made And they have succeeded, crafting an interactive place. as evidenced by the many Social media and blogs allow You can find more information here on the CHA school groups that attend crafters to share their projects members mentioned in the article: classes here. Kids and adults with the world and to find can learn how to build their camaraderie with like-mindLaura Bray: laurabraydesigns.com own 3D printers, drones and ed people. Yet in 2010, card Catherine and Mark Lengsfeld: builditworkspace.com chocolate molds. designer Jennifer Restivo Like a gym, you can was looking for new ideas Jennifer Restivo: craftycardgallery.blogspot.com “join” this co-working space online and finding very little. Lana Simmons: ezscreenprint.com by the month, or even by She decided to write an app Christina Tessler: scrapbookusaca.com the hour. Individuals can where crafters could submit Debra Valencia: debravalencia.com come to use a specific their cards and share inspiramachine, or walk in with an tion. Restivo had no experiMary Yaegar: maryyaeger.com idea and hire a staff to help ence programming apps; she them bring that idea to life. used templates on the mobile Catherine pointed out a 3D app building site Seattle printed color statue of her daughter, which was interestingly Cloud (www.seattleclouds.com) to create her own, which she enough done through a print on demand service. called “Crafty Card Gallery.” The app, which sells for $1.99 This Maker Space is not all laser engraved pumpkins and on the iTunes App Store and Android Marketplace, has plastic knick-knacks. Recently, the Lengsfelds were involved been downloaded 4,000 times and features over in a community project with other engineers and specialists 1,000 cards. to create a 3D-printed prosthetic arm for a young girl. Faith Restivo says, “It’s a way to meet other Lennox had outgrown her previous prosthetic and an advanced card makers. A lot of people make cards but replacement with electric motors would have cost several thoudon’t have a blog; my app enables them to sand dollars. Spearheaded by the volunteer group E-NABLE, share.” She explains that its number of users everyone donated his/her time and printed the colorful arm for has grown by word of mouth. The card makers Jennifer about $50. Faith will outgrow her new prosthetic eventually, come up with themes and challenges, and are active Restivo Christina Tessler of Tessler Stamps is on a mission to turn trash into art. Using her line of highly detailed dies, Tessler coaxes lovely butterflies and hummingbirds out of soda cans, waxed paper and junk mail. She smiles as she proudly shows off sets of delicate earrings made from what at first glance look like colored titanium. “Soda cans,” explains Tessler. “Why not reuse them? You can save the Earth by repurposing trash!” Along with her traditional tools, Tessler has a laser cutting machine in her studio. She uses it to cut sheets of scrapbooking paper into custom designs for paper crafting kits. It allows her to create intricate designs in mass for when she teaches at her many scrapbooking and stamping events.
Meet the Members
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Craft
Industry but a replacement with modifications will be easy to recreate.
People for the Tools Besides lowered production costs, immediate response to the market, the ability to make that thing you have been wanting to create for years, and the opportunity to collaborate with like-minded individuals on projects that could potentially change lives, what else can innovative technologies offer today’s crafter? Freedom. “I never wanted to be a starving artist,” says Valencia. “These new tools allow me to make a career – earn a living while I do what I love. I can spend time creating and leave the selling and production to the customer by using print on demand services.” Bray agrees. “I could not do my job without the technology that is available today. I could not live my lifestyle. Technology allows me to try to find a balance between having a family and doing fulfilling creative work.”
Craft On Visit the CHA blog to read “Part Two” of this article, which features more examples of CHA members using innovative technologies and techniques to grow their business.
Tell our advertisers you saw their ad here. Activa Products......................................................................... 13 American Orthopedic............................................................. 25 Beth Watson Design Studio.................................................. 30 C & T Publishing...........................................................................7 Carol Foldvary-Anderson....................................................... 30 Chase Products Co................................................................... 17 Crafter's Companion............................................................... 31 Dare2bArtzy............................................................................... 19 Denise Interchangeable Knitting....................................... 21 Design Master Color Tool..........................................................6 Eileen Hull Creative Design Studio.................................... 30 Emerald Creek Craft Supplies............................................... 11 Harvest Import Inc................................................................... 15 John Bead Corporation.........................................Back Cover LBO Studio.................................................................................. 30
Thanks so much to designer Mary Yaeger and to Richard Elden of dbest products, inc. for brainstorming with me on this article!
LIMIRI LLC.......................................................................................9 Lineco/University Products................................................... 19 Little Pink Ladybug.....................................................................5
Carmen Flores Tanis is a CHA Designer Member. She has designed projects for Etchall, Sulky, Smoothfoam, iLovetoCreate and Ann Butler Designs. Her projects have been published online and in print. She loves to make things! You can see Carmen’s work at www.florestanisstudio.com and www.madcraftskills.com.
Momenta Inc./Art-C....................................................................2 Paper House Productions...................................................... 11 Ranger Industries..................................................................... 20 Rose & Meyer................................................................................9 Sha & Co....................................................................................... 30 Witzend Workshop................................................................... 25
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Do-It-Yourself When you’re looking for modern inspiration and instruction for DIY crafts, look no further than these 21st century online resources. Check them out to get crafting at your own pace today. by Jennafer Martin
Resource #1: CHA’s Online Workshops CHA doesn’t just offer industry insights and ideas to improve your business – it also offers online workshops for DIY crafting. Taught by trusted industry designers and manufacturers, these easyto-follow video workshops help you learn a variety of crafting techniques, whether you want to jumpstart your personal creativity or get ideas for classes or store displays. Create cards, home décor pieces and more on your own time and in the comfort of your home or office. These inspiring, affordable workshops help you hone your crafting skills, help familiarize you with the latest product and teach you new techniques to share with your customers. Where: CraftAndHobby.org Price range: $15-$25
Resource #2: Craftsy Crafting from your computer or mobile device is easy with Craftsy, a website that, in recent years, has become one of the go-to places for creative online education. In minutes, you can access hundreds of kits and patterns to start
creating on your own. Or, take one of the dozens of video classes taught by experts on several popular craft and hobby techniques, including sewing and quilting, yarn arts, cooking and cake decorating, woodworking, photography, art, gardening and more. Beginner classes can take one day to complete while the more advanced classes can continue for several weeks. Your ability to interact with instructors gives you answers to questions fast. Learn at your own pace to improve your existing skills or discover new ones. Where: Craftsy.com Price range: $19.99-$44.99
Resource #3: Bella Crafts Quarterly Inspiration is just a mouse click away with Bella Crafts Quarterly, a crafting magazine you can browse online or download at no cost. Each issue features a host of DIY projects you can create, from home décor to fashion accessories and more. You’ll also find product highlights and interviews with industry designers, which will keep you in the know on trends and new products. And in between quarterly issues, you
can try your hand at the fresh projects that are posted on its blog each week. Prefer to browse offline? You can easily order a printed copy of each issue to crease the corners of projects you’d like to create. Where: BellaCraftsQuarterly.com Price range: $0.00 -$17.00
Resource #4: Good Housekeeping Good Housekeeping magazine has earned a reputation over the years for helping us take care of all things home and fashion. Its website offers hundreds of inspirational videos to continue that mission. The craft classes are taught with HD videos and step-by-step instructions from industry experts who show you how to upcycle old items, make accessories more fashionable, create eye-catching décor for your home and a variety of other resourceful tips. Choose from affordable classes (many of which are just a few dollars) on stenciling, woodworking, sewing and other topics to try your hand at home improvement, fashion and garden projects. Where: GoodHousekeeping.tv Price range: $0.00-$9.99 CIT
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CELEBRATING CREATIVITY
CHA MEGA
CONFERENCE & TRADE SHOW
January 7-12, 2016* Anaheim Convention Center, Anaheim, CA
TAKE THE MOST IMPORTANT AND EFFICIENT BUSINESS TRIP YOU’LL EVER MAKE! PLACE ORDERS with more than 400 leading creative arts manufacturers and 140+ distributors showcasing more than 9000 SKUs LEARN how to sell the newest creative products NETWORK with vendors and craft industry professionals from 55+ countries FIVE DAYS of education so you can gain tactical information to grow your business
REGISTER TODAY!
www.chamegashow.org *Education Program begins January 7. Trade Show Floor opens January 9. Craft Industry
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New Products New übermatte from Design Master makes changing color easy. The ultra-matte, smooth color finish works as a fast-drying, quick covering spray. It’s available in 12 earth-inspired, hard-wearing colors with strong adhesion. Transform hard-to-color surfaces and re-fashion craft or DIY projects with a modern color finish.
dmcolor.com
Dare 2B Artzy Premium Inks provide lasting stamping results that are permanent on many surfaces. Get a crisp image that doesn’t bleed over water-based inks and markers, acrylic paint or water colors. They’re great for card makers, scrapbookers and mixed media artists. Inks are acid-free, non-toxic, waterproof and made in the USA. dare2bartzy.com
The Wool Rose Pin Pattern and Instruction Kit by Michelle Rose Jorgensen includes everything you need to make a pair of fall-inspired rose pins for your lapel: fluffy wool fabric for at least two roses, needle, thread, pin bars, flower stamens and step-by-step instructions. Available exclusively through Rose & Meyer. roseandmeyer.com
Inspired by the popular TV series, the Downton Abbey-themed
collection of papercrafting essentials includes an assortment
Kraft-Tex is rugged paper that looks, feels and wears like leather, but sews, cuts and washes like fabric. Use it to bring new texture to your sewing projects, mixed-media arts, home décor and bookmaking.
ctpub.com
of 39 premium papers and accessories features luxury foil lining, glitter, fabric and embossed details. Officially licensed and beautifully packaged, the collection is available exclusively from Crafter’s Companion.
crafterscompanion.com
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Quick Snippers is a six-in-one craft scissors tool that transforms six design scissors into one ergonomic handheld kit. With built-in storage, these craft scissors are portable for quick and easy crafting anywhere, anytime! Made for lefties and righties.
quicksnippers.com
Get inspired with Twisteezwire. The plastic-coated, 24-gauge copper wire is available in 13 vivid colors. Use it as the armature to create a mask using beads, buttons, feathers, cardboard, markers and more! Sold in three-pack sizes or by the foot.
twisteezwire.com
The Dina Wakley Media Paint Comb is a three-in-one tool that creates layers of textures and designs with Dina Wakley Media Heavy-Body Acrylic Paint and Mediums. Made from flexible plastic, Paint Combs have varying comb designs on three edges and are available in circles and squares. They also serve as a high-relief stencil and the straight edge can be used as a scraper, ideal for applying gesso over large areas.
rangerink.com
John Bead’s Global Chic line pairs metal contemporary findings with Aztec-influenced patterns. The collection also includes a selection of geometric channel beads that allow any type of stringing material to be wrapped around them, providing an extra punch of decorative styling. johnbead.com
The Love2 series from Denise Interchangeable Knitting & Crochet includes Love2Knit, Love2Knook and Love2Crochet, in two size ranges, ideal for Tunisian or standard crochet. Love2 sets are interchangeable with all Denise products and feature its unique locking connection. Made in the USA.
info@knitdenise.com
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Creativity Is Our Business
Contact a designer today to schedule a class, arrange for a consultation, improve your social media or solve your design dilemmas.
beth | watson
DESIGN STUDIO CHA Designer • Instructor Mixed Media Artist bwdesignstudio.blogspot.com
beth@bwdesignstudio.com
Upcoming Event Learn something new with a “Smudge!” Pre-Register for the Monday, January 10th, 2016, OIL PASTEL SMUDGE Workshop taking place at the 2016 CHA MEGA Show in Anaheim, CA. All Supplies are included with the $55 CHA membership price. Register at www.chamegashow.org/ cha-show-preview-guide/#p=70. Show US your “SMUDGE!” www.OilPastelSmudge.com. This workshop is sponsored by Carol Foldvary-Anderson / varyCarol ARTS.
Upcoming Event The Paper Trail is coming through! Sizzix artist Eileen Hull is headed out from September 8th through October 28th travelteaching in craft stores through the US in her vintage camper. The route this fall is from Virginia to Minnesota, down through Oklahoma and then across to Virginia. Follow the journey at Eileen Hull Designs. Check the schedule and see if she is coming to a store near you! More information at www.EileenHull.com.
Reserve your space in the Designer Showcase of Craft Industry Today magazine by calling Darlene Ryan at 800-344-0559.
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