CIT Spring 2015

SPRING 2015

Unconventional

RETAIL Out-of-the-box methods retailers are using to increase sales

2 Spring 2015 • Craft Industry today

contents

Spring 2015

12 16 20

Simple Ideas to Increase Sales Two industry professionals share unconventional, but succesful, methods retailers are using to increase sales.

Uniquely Retail Two stores in two different countries find success with unique concepts.

Pop-Up Shops

In Every Issue 4 The Buzz

10 Trend Report

Online education at your fingertips

19 Index of Advertisers

6 Industry News

The “New” Retail

16

2015 Paper Arts+ Update, CHA at NAMTA, Society of Decorative Painters Conference and more

8 Chit Chat Q & A with Rachel Shechtman

8

23 Do-It-Yourself Tropical Punch Flower Maker Magic

by Carmi Cimicata

24 CHA Hot 20 28 New Products 30 Designer Directory

About the cover...

STORY, a 2,000 sq. foot storefront in Manhattan, thrives on its creative and innovative retail model of using merchandise and event programming as dynamic content.

24 Spring 2015 Volume 5 No. 2

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

Advertising Tim Braden tbraden@fwpi.com Darlene Ryan 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 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

Online Education at Your Fingertips T

The Craft & Hobby Association has a new focus on its education offerings this year. That focus is on your success, by whatever means necessary. We’re going to be providing you with different formats to easily access the can’t-miss education you’ve come to expect from CHA, without ever having to leave the comfort of your home or even your business. All you need is a computer and an Internet connection.

Here’s what’s available today eCourses (www.craftandhobby.org/ecourse) Deep-dive online courses are set up in a series of one-hour sessions where you will have the option of learning live, or at your own pace, through recorded sessions. eCourses are an easy and efficient way to expand your business knowledge throughout the year. Programs include the following:

• The 5 Step Path to Getting Your Business Loan Funded, April 14-May 12 • Licensing Your Art and Earning Royalties, April 30-May 15 • GET CLIENTS NOW! Training and Coaching Program, July 14-August 18

Recorded Seminars (www.craftandhobby.org/recordedseminars ) Did you miss any seminars at the CHA 2015 MEGA Show? Here’s your chance to catch up!

Webinars 24/7 (www.craftandhobby.org/webinars) Education at your fingertips! Join our 60-minute educational power-hour webinars conveniently scheduled, recorded, and archived for your access anywhere, any time of the year.

Coming in 2015 Thought Leaders (www.craftandhobby.org/thoughtleaders)

John Levisay, Cofounder and CEO, Craftsy and Valerie Marderosian, Senior Vice President and Chief Creative Officer, iLoveToCreate

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Each quarter, beginning in March, interviews will be conducted with top business leaders from within and outside of the craft industry. These thought leaders will provide advice and insights through a web-streamed interview.

Here’s the schedule.

• March – John Levisay, Cofounder and CEO, Craftsy • June – Valerie Marderosian, Senior Vice President and Chief Creative Officer, iLoveToCreate • September – Rachel Shechtman, Founder of STORY

Matthew Fritz, Senior Curator and Chief Operating Officer, General Leadership and Rachel Shechtman, Founder of STORY

• November – Matthew Fritz, Senior Curator and Chief Operating Officer, General Leadership

Online Workshops (www.craftandhobby.org/onlineworkshops) An exciting new opportunity to learn projects and skills at your convenience, CHA’s online workshops are video craft classes filled with creative inspiration and art instruction. You’ll

learn a variety of techniques that you’ll be able to implement immediately in your store or business. If you are a designer or supplier member of CHA and you are interested in presenting an online workshop, or are an instructor interested in teaching an eCourse, please contact education@craftandhobby.org.

CHA remains committed to providing our members with valuable education to keep their businesses ahead of the competition. For more information visit www.craftandhobby.org. CIT

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Industry News CHA 2015 MEGA Show Brings Industry Together To Showcase Hot New Products The CHA 2015 MEGA Show drew thousands of buyers from 56 countries to see the newest products coming to market. The Show floor featured an array of education and interactive activities including an Independent Retailer Conference, product workshops, Makerspace with live demonstrations, Designer Showcase featuring the hottest craft designers, celebrity appearances and fashion shows.

For a full Show recap visit craftandhobby.org/chashow.

Celebrating 75 years with a fresh new look!

SAVE THE DATE FOR 2016 The CHA MEGA Conference & Trade Show (Celebrating its 75th anniversary) will take place on January 8 -12, 2016 at the Anaheim Convention Center in Anaheim, California. Save the date! This will be a Show that you won’t want to miss.

Visit www.craftandhobby.org/chashow for more information.

CHA Partners With Crafters’ Home CRAFTERS’ HOME SHOWCASE Sunday, July 19 – Monday, July 20 (exclusive to Crafters' Home Retailers and Partner Vendors) Crafters’ Home, the largest group of independent scrapbook and paper craft retailers in the world, will be hosting their Summer Showcase on July 19-20 in Schaumburg, IL prior to the Paper Arts+ Show. CHA Manufacturer Members interested in learning more about becoming a Crafters’ Home Partner Vendor can contact Missy Brozek, Crafters’ Home, Vice President & Creative Director at 920-809-7585 or missy@craftershome.com.

PAPER ARTS+ SPECIAL EVENT For the first time ever, Crafters’ Home is opening their Sample Showcase to CHA independent brick-and-mortar

retail members attending the Paper Arts+ Show. Retailers will get a chance to work hands-on with many of their Partner Vendors, preparing samples and project displays.

A great way to help move product as soon as it hits your store! Enjoy treats and refreshments while you network and work on your projects – a relaxed atmosphere to enjoy some one-on-one time with some of your favorite vendors as well as your fellow retailers.

Show registration opens June 3, 2015. Attendance is FREE for CHA members. Please visit www.craftandhobby.org/ paperarts for more information. Interested in exhibiting? Contact Nadine Schwartz at Nschwartz@craftandhobby.org.

CHA UK Update The CHA-UK Board of Directors is delighted to welcome three new members. In line with the CHA-UK’s policy for member representation on its board, Diane Pinchbeck, Paul Giddens and Stuart Caller were approved by the nominating committee, endorsed by the board and also by the membership at the CHA-UK annual general meeting in February. Going forward into 2015, Tony Sheridan, managing director at Create Retail was appointed board chair, supported by Derek Bamford, managing director at Grafton Projects, who is continuing in his role as vice chair. Sara Davies, owner of Crafter’s Companion has accepted the position of secretary/treasurer.

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@ CHA is partnering again with the International Art Materials Association (NAMTA) at NAMTA’s Art Materials World, April 15-17, 2015 in Denver, Colorado.

Booth space is available in the CHA Exhibitor Pavilion on the NAMTA Show floor. Special booth packages are available for every CHA Pavilion exhibitor, which includes carpeting and 200lbs of material handling. Registration is free for CHA members before April 1, 2015. You don’t have to be a NAMTA member to participate in the CHA Pavilion or to attend if you have a CHA membership. For more information visit, www.craftandhobby.org/NAMTA.

Society of Decorative Painters Conference The 43rd Society of Decorative Painters International Conference & Expo is taking place at the Pheasant Run Resort in St. Charles, Illinois on May 11-16, 2015. This is the largest annual decorative painting conference and expo that draws worldwide artists.

Limited exhibiting space is still available. Contact Nadine Schwartz at nschwartz@craftandhobby.org or 201-835-1203 today. For more information visit www.decorativepainters.org.

CHA Board Nominations Due by May 1 The 2015 nominating committee is now accepting candidate nominations for the 2016 CHA Board of Directors. CHA members can obtain the Board Director Nomination Form on the association website www.craftandhobby.org under the “membership” tab. Any CHA member may nominate an association member or submit themselves as a candidate to sit on the CHA Board of Directors for terms beginning January 2016.

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Chit Chat Q & A with...

Rachel Shechtman

by Jason Baum

A

At the CHA 2015 MEGA Show in January, attendees were introduced to entrepreneur and storeowner Rachel Shechtman, who delivered the keynote. An award-winning retail and marketing expert, Rachel began her career by starting a consultancy, and serving clients that included Lincoln Motor Company, TOMS, Kraft Foods, GAP and AOL. But it is her most recent venture – a 2,000 square-foot storefront in Manhattan’s trendy Chelsea neighborhood – that initially attracted the attention of the Craft & Hobby Association. Called STORY, the business thrives thanks to Rachel’s creative and innovative retail model. “STORY’s big idea is that retail can be a viable and meaningful media channel by using merchandise and event programming as dynamic content,” she told us in a recent interview. The emphasis here is on the word dynamic: with each “story” presented, the entire space changes, including its design, merchandise assortment and creative identity.

Since its launch, STORY has been awarded the Fashion Group International’s 2014 Rising Star Award for Best Retail Concept, and was ranked number four in New York’s TimeOut “Top 15 New York Shops” list. What’s more, Rachel was named one of Fast Company’s “100 Most Creative People in Business,” as well as one of Fortune’s “40 under 40.”

Her ideas have obviously turned traditional retail on its ear. Here are just a few she discussed with us during a recent interview.

Craft Industry Today: You’ve described the standard retail model, when defined by “sales per square foot,” as archaic. Do your untraditional methods offer a way for other retailers to break out of that static mold?

Rachel Shechtman: I think needs are different for every retailer. Operationally, implementing an “experience per square” model at scale would pose a challenge

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for larger retailers who operate in multiple doors. However, I think that there are lessons to be taken from what we are doing with our in-store experience at STORY that can be applied to create a more engaging consumer experience on the whole. From our standpoint, retail should be fun. It should teach you something. It should excite you and entertain you. I think more retailers are beginning to embrace this thinking, which makes it an exciting time for the industry.

business development. The reason we incorporate it is twofold. One, it provides us with a constant organic stream of new products and stories, which is important because we are constantly changing. Second, it opens up the dialog about what a store can be.

Why can’t a store be a discovery platform? Why can’t it connect a maker with a press outlet? Why can’t it introduce a maker to a celebrity? We’ve done all these things with Pitch Night.

STORY is incredibly innovative.

Please discuss the ways you’ve been able to bring digital experiences into your store.

You mentioned that you believe that the future of retail will be less about consumption and more about content and community. How do you see retailers beginning to evolve towards that future?

Our philosophy is that digital should be additive in a physical store. We don’t want screens for the sake of screens. Working with our digital partner, Perch Interactive, we’ve been able to pilot some of their interactive display technologies – including an interactive vertical shelf – that are designed to make digital content tangible. We also work closely with Prism Skylabs, a company that provides us with heat mapping so that we can adjust merchandise in real time and analyze consumer behaviors and patterns.

One of the many topics you spoke about at the CHA 2015 MEGA Show really resonated with our members.

It was Pitch Night. Could you explain how you incorporate it and why it’s important?

Pitch Night is a passion of mine because it is all about democratizing access in a physical world. In a sense, it’s sort of the offline equivalent of Kickstarter in that we enable makers to directly tell their story to an audience, and then give them opportunities for

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For starters, many online-only concepts like Birchbox, Rent the Runway and Warby Parker have begun to create physical locations.

Arguably, these locations are less about sales because they’ve proven profitable online. Rather, they are offering the consumer a place to experience the brand, which goes to both content and community.

We’ve also seen retailers begin to experiment with media. Barney’s just launched a print edition of its digital magazine, and Net-a-Porter publishes a magazine as well. We’re also seeing media companies like Lucky, through the re-launch of Lucky Shops, turning to commerce as a way to increase revenue. In many ways, the future is already here. It’s just a question of who will be the next one to come up with a new way to connect the dots among content, community and commerce.

To learn more about STORY, visit thisisstory.com.

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Trend Report The Annual Trend Report Perspectives on the trends of 2014 with glimpses into 2015

by the Designer Trend Committee

Jewelry Last year’s zodiac trend is being replaced by marine life. Watch for coral, shells and sea urchins to appear in jewelry. Ear jewelry is a focus right now as cuffs, jackets, ear crawlers, and faux piercings make a comeback.

Photos courtesy of Suzann Sladcik Wilson

Paper Crafts

Home Décor The merging of global culture continues to have a big impact on design trends. Home décor and DIY bloggers are also helping to drive trends; not only by providing design inspiration, but also by offering full instructions so that homeowners can do it all themselves.

Personalized organizers and planners are popping up everywhere – is this the next big thing? Wood veneer cutouts are becoming more popular, and may be seen in many designer collections.

Mixed Media

Photo courtesy of Seth Apter

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Mixed media continued to expand and diversify in 2014. Part of the trend was fueled by crossover into companies that have historically been geared toward scrapbooking and card making. Collage continues to grow with the continued popularity of the Gelli Plate, a product that has crossed into every niche of the art & craft market.

Photos courtesy of Carmen Flores Tanis

Children’s Crafts Trending crafts depend on access to supplies, affordability and to a certain extent, the skills necessary to master a craft. Combine all of this with craft ideas from practically the whole world, and the possibilities for a child’s creativity are endless. Tie-dye crafts have reemerged with the development of less complicated techniques and kits, making the process simple for anyone.

Photo courtesy of Keri Cunningham

Wearable Art Fashion is showcasing and drawing inspiration from art. From street graffiti to tribal designs to works created by Vincent Van Gogh, art ruled supreme on the fashion-show catwalks in 2014.

Needle Arts Crafts from past decades are enjoying a revival. String art’s return from the 1970s is evident in everything from complex art installations to entry-level kits that use wood and pegboard surfaces.

Embroidery is at the forefront of needlework trends this year.

Photo courtesy of Kalvrah Hudson

General Crafts The popularity of DIY and eco-chic projects continues to grow with the increasing availability of tools and technology – formerly only available to large industries. Crafters are using their own artwork with electronic die-cutting machines, allowing them to do small production runs of their own designs – perfect for crafters who sell their creations.

Reporting on these trends in their own words and styles were Carmen Flores Tanis, general crafts; Shannon Bielke, children’s crafts; Seth Apter, mixed media; Eileen Hull, paper crafts; Vicki O’Dell, home décor; Linda Swingle, wearable arts; Team Leader Terry Ricioli, needle arts; and Suzann Sladcik Wilson, jewelry. The annual trend report is available exclusively to CHA members and can be downloaded from www.craftandhobby.org.

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Michelle McCosh of Everything Scrapbook & Stamps in Lake Worth, Florida, tracks her customers preferences and calls them when preferred products come in for a personal touch.

Simple Ideasto INCREASE SALES 12 Spring 2015 • Craft Industry today

Two industry professionals share unconventional but successful methods retailers are using to increase sales.

by Jennafer Martin

W

With so much competing for your customers’ time, bringing them back to your store can be a challenge, even when you’re doing everything right. Luckily, taking a creative approach is second nature to craft and hobby retailers. As designer Eileen Hull and manufacturer Cindy Sartain have traveled around the country visiting stores, they’ve discovered many unique, yet simple, ideas retailers are implementing to increase customer interaction, a sense of community and, of course, sales. Read on to find inspiring, creative approaches you can easily adapt to help your store be even more successful this year.

Cindy Sartain from Dare 2B Artzy Clear Stamps Cindy has been scrapbooking and stamping for 20 years, and has been a professional in the industry for three-and-a-half years. She designs and sells clear stamps for card-making, scrapbooking and mixed media. Here, she describes some of the unique retail methods she’s observed.

Craft for charity “Set up simple, low-cost make-and-takes for people to create and either donate the crafts themselves or the proceeds to a charity. Legacy Paper Arts in Powel, Ohio, held a ‘creative café’ where they set up simple cards to make for $1 each. The proceeds went to support Alzheimer’s research. This gets people in the store rallying around a good cause, and it can also give people a chance to try out – and purchase – new tools and supplies. Manufacturers can sponsor these events so that customers try out their products while they craft for a cause.”

Hold trunk/temporary shows “Since many stores can’t carry all the products they’d like to all the time, they set up a traveling product showcase, or trunk show. Manufacturers can pack up product to send to the store for a week, and the store displays and promotes it for that limited time. They advertise it as a temporary or trunk show. It brings customers to the store because they know it’s available for a limited time. The store mails back the product that does not sell with a check for the product that’s sold. Manufacturers pay the shipping costs to the store and the store pays to ship it back.”

Have a party “People like to celebrate the stores that are there for them, so I’ve seen several stores hold parties for holidays or customer appreciation events on the anniversary of the store’s opening. This creates some loyalty and pride for the local brick-and-mortar. It makes it personal. For example, Blazing Needles in Salt Lake City, Utah, recently held a Craft Industry

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Left: Take a tip from Legacy Paper Arts of Powell, Ohio, and hold parties or customer appreciation events to bring customers into your store.

Right: Artzy Haven classes at Imagine That Scrapbooking & Gifts in Columbus, Nebraska, allow students to make unique items with crafting supplies from all genres.

Valentine’s Day party with treats and giveaways, and Legacy Paper Arts in Powell, Ohio, celebrated their third anniversary in September 2014 with special discounts, snacks, free makeand-takes, prizes and more.”

Extra tip – add a technique!

“Teachers can help stores by promoting the things they are selling, along with whatever product the class requires. For example, when I teach classes with my stamps at stores, I always use tools they sell along with any other embellishments that I can promote for them by adding an extra technique with the latest inks or stencils.”

Eileen Hull, EileenHull.com Eileen started designing in 1995, but she’s owned a home business since 1984.

In 2004, she joined the CHA Designer Section. Her specialty is paper crafts.

“I design structural 3-D dies, and am currently licensing my art with Sizzix,” she told us. “I also have a line of ink with Clearsnap.” Here are some of the ideas she came across.

Unique classes “Imagine That Scrapbooking & Gifts in Columbus, Nebraska, offers a wide variety of products outside of the typical scrapbooking supplies, and features Artzy Haven classes; events where students can create mixed-media canvases and other DIY pieces using scrapbooking and other supplies sold in the store. Owner Audra Jedlicka obtained a liquor license so wine may be served at these events. ‘I pride our store on being unique and diversified, and offering different events!’ Audra says.”

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Personal contact “Michelle McCosh of Everything Scrapbook & Stamps in Lake Worth, Florida, knows that her customers are passionate about products and techniques. One of the things she does that is very successful is keeping a book that tracks her customers’ preferences in product, teachers and more. When their favorite visiting instructors are in town, Michelle will call her customers to see if if they are interested in taking a class.

She says, ‘When a shipment of product comes in that I know they will like, I will give a call and say, for example, We know you like Eileen’s dies, and we just got a new delivery in. We thought you might like the camper die. It is so cute! Would you like us to hold one for you? It generates a lot of sales. We also tell people we will order whatever they need whether we carry it or not. Prior to CHA Show time we ask what would they like. I make notes and then specifically take photos of the celebrity or product. And when I get back, I mention I ordered it and it is coming soon.’”

Offer products specific to your area “Stock product that is specific to your local state, city, area schools and more. Imagine That Scrapbooking & Gifts stocks Nebraska Husker items, as well as gift items, so they can be a one-stop shop.

Extra tip – make your customers feel special!

“The stores that go above and beyond to make their customers feel special are the most successful. These storeowners were the ones who add just that extra touch to their shoppers’ experiences, whether it is serving cookies during classes, offering a discount for pre-ordered products, or knowing each and every customer by name. Memory Bound of Des Moines, Iowa, makes sure their customers have fun when they shop. ‘We have fun at work,’ says Kellie, ‘and we want our customers to be shopper-tained when they come to Memory Bound.’”

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Don’t miss the premier craft industry event of the summer

craft & hobby association

Sponsored By: July 21-23, 2015 Renaissance Schaumburg Hotel & Convention Center Schaumburg, Illinois CHA is returning to the Midwest!

It’s not just PAPER! It’s exhibitors offering everything from paper to jewelry to mixed media materials. There’s something for everyone.

Thousands of new holiday SKUs and ideas for holiday shopping, gift making and card making All-day hands-on, workshop experience on July 21st Networking reception to connect with friends and generate new partnerships

{THE PLUS} &UDIWHUV¡ +RPH 6DPSOH 6KRZFDVH IRU WKH ÀUVW WLPH HYHU &UDIWHUV¡ Home is opening their Sample Showcase to CHA independent brick-and-mortar retail members attending the Paper Arts+ Show The Open Market - 2-hour trade-only warehouse sale designed for you to buy products at great discounts and have in your store within days Jumpstart educational programs led by industry experts

SAVE THE DATE go, IL!

Registration opens June 3rd Free admission for CHA members You don’t want to miss it!

www.craftandhobby.org/paperarts Craft Industry today • Spring 2015 15

Uniquely Retail

While it may seem risky to apply out-of-the-ordinary merchandise, display and sales approaches to an entire store, we discovered two craft shops that are finding success with unique retail business models.

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Meghan among the upcycled inventory at Craft Happy.

Photo by Amanda Jerome.

by Jennafer Martin

Upcycling Creatively at Craft Happy Orangeville, Ontario, Canada

In operation since September 2014.

Owned and creatively conceptualized by Alyssa Elstone and her sister Meghan Wellsbury.

Their unique model – Most of their merchandise is “previously loved” materials that have been exchanged by people for store credit. The pre-owned supplies are then sold to customers at a discount. New merchandise, including tools, adhesives and other materials are also stocked to help people create and upcycle. Because inventory is ever-changing, updates to new items in stock are shared on the Craft Happy Facebook page, rather than at an e-commerce portion of the store’s website.

Craft Happy’s “previously loved” inventory of craft supplies.

that happens, we just put it on sale and move on.”

Currently selling like hot cakes are jewelry; vintage items Why it works The concept meets the needs of crafters. Alyssa and Meghan had a hunch they weren’t the only ones with leftover craft supplies they needed to get rid of, but didn’t want to throw away. They were right. They also believed they weren’t the only crafters who often needed just one item to complete a project, but found it expensive to buy new. Right again.

It supports the environment. Because most of the store’s merchandise is donated (many of the items are vintage!), Craft Happy promotes and encourages customers to use the old or discarded materials to improve or make something beautiful. The concept helps to creatively de-clutter everyone’s homes, and also reduces refuse. What’s more, Craft Happy’s position in the community encourages people to shop locally, which reduces emissions and supports the local economy.

It supports the community. As the only craft supply store in town, Craft Happy goes out of its way to support its very active artists and crafters. First, it encourages creativity by offering classes on everything from crochet and jewelry making to felting. Second, Alyssa and Meghan are happy to hunt down a special product request to save their customers the more-than-30-mile drive to the next nearest store. That kind of support works both ways. “There are lots of creative people, groups and guilds in Orangeville,” says Meghan, “and their support of our business is tremendous.”

Third, Craft Happy supports several charitable movements, including a scarf-making initiative to provide warmth to less fortunate members of the community.

“We want to inspire people to be creative and to donate,” Meghan says.

like buttons, slides and Scrabble tiles; yarn and needle-felting supplies; and eco-friendly Fusion Mineral Paint that dries flat and can be distressed.

Trends they’re seeing include “vintage,” mixed media and DIY home décor.

What’s in store for the store – “We’ll continue to see what the community needs and adjust accordingly,” Meghan concludes. “For now, we just want to make this the best little craft store around.”

Connect with Craft Happy Online www.CraftHappy.ca facebook.com/CraftHappyOrangeville pinterest.com/WeAreCraftHappy/

The unique challenge is that the inventory is unpredictable. “One week there may be no rubber stamps and the next week it’s all stamps!” explains Meghan. “But things we need just seem to appear, and we haven’t really been stuck with much merchandise that doesn’t move. When Craft Industry

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Left: Whim So Doodle in St. Petersburg, Florida, finds success in its flexible focus and strong community support.

A variety of products helps Whim So Doodle meet many customers’ needs.

Something for Everyone at Whim So Doodle St. Petersburg, Florida

In operation since 2000 Owned and creatively conceptualized by Jill Orobello The unique model – Whim So Doodle carries a variety of products for mixed media projects, sewing, fine arts and more.

There’s a little something for everyone.

Why it works It focuses on flexibility. This eclectic store was originally a fabric/ sewing store, and expanded to include rubber stamping and other paper arts soon after its opening. It was the first to bring mixed media arts to the St. Petersburg area. Inventory used to be about two-thirds paper arts and one-third fine arts, but about a year ago that reversed. “The store has an amazing assortment of products for artists, stampers and scrapbookers,” says designer and teacher Debby Schuh. It meets the needs of a varied customer base.

It focuses on quality, and not just for the products. “Jill maintains a beautiful store,” says Mou Saha, also a designer and teacher. Debby agrees.

“It’s so well organized it makes me want to shop and create.”

It creates community. “Over the years, we’ve built some strong relationships,” says Jill, and in an ever-changing market, those relationships have contributed to the store’s longevity and success. “To build

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relationships” is why Whim So Doodle brings in well-known personalities to teach inspiring classes that keep customers coming back. The lineup has included Dina Wakely, Kelly Purkey, Donna Downey and more.

The store staff is integral to building the community, too. “The very best part of Whim So Doodle is its customer service,” notes Debby. “They are friendly to everyone, will order and ship anything you need, and really care about their customers.”

Mou adds, “Jill Orobello is an amazing person. She always supports the crafting community.”

Currently selling like hot cakes are Filofax planners.

Trends she’s seeing include art journaling, Bible journaling and planners.

What’s in store for the store: “We’re staying on top of the trends and plan to have not only the product, but also the teaching that goes along with it,” Jill says. “Most important are the community and the relationships. Women are always going to create something, so it’ll be interesting to see what’s next.”

Connect with Whim So Doodle Online WhimSoDoodle.com facebook.com/WhimSoDoodle pinterest.com/WhimSoDoodle

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Kept Creations in Whitman, MA holds pop-up events to experiment with new lines and generate buzz.

Pop-Up Shops

The “New” Retail

20 Spring 2015 • Craft Industry today

by the CHA Designer Section PR Publication Committee

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Retailers began pop-up shops in the 1990s as an alternative to brick-and-mortar stores. The premise of pop-up shops is to sell products by creatively engaging customers, but without a long-term commitment to either the product or location. Pop-ups first appeared in larger cities like London and New York, where long-term leases for retail properties are expensive. Temporary, lower-cost retail premises created a sense of something fresh and innovative, while producing a sense of immediacy to purchase products that may not be there tomorrow.

Successful pop-ups create a memorable shopping experience for both new and existing customers.

For small local stores, a pop-up is bigger and more prominent than featuring seasonal displays or setting up a kiosk. It could be a short-term lease at a location in another town or having a trial product run in an existing location. For example, a card-making store might host a bead and jewelry pop-up store that features how to incorporate handmade jewelry on a greeting card. This approach would attract new customers who had not previously shopped for card-making supplies.

You can capitalize on the pop-up shop experience by: • Devising new themes within your store or creating a pop-up in a new part of town.

• Pairing unexpected and new products with your current stock.

• Bringing in new faces to demonstrate how to use the products.

• Showing the finished product to customers and letting them experience the products before they commit to the purchase.

Plan in advance before creating your first pop-up experience. Research what works in your local area by seeing what others have done. Find out what customers are curious to try. With some advance notice, you can ask manufacturers for support with special purchase deals or promotional displays. Manufacturers are also a great source for connections to top-quality demonstrators.

Pop-up shops were a hot-topic at the CHA 2015 MEGA Show, where Rachel Shechtman, the founder of STORY, gave the keynote speech. STORY, set in a 2,000-square-foot retail space in Manhattan, is a concept that takes the point of view of a magazine, changes like a gallery and sells things like a store. Every four to eight weeks, STORY completely reinvents itself – from merchandise and store design to floor plans and fixtures.

Kim Parkinson, owner of Kept Creations in Whitman, Massachusetts, shared some of her experiences with the pop-up concept.

“You often hear that a local store has to have the best customer experience and that ‘something different’ that customers can’t find elsewhere in order to Craft Industry

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Key Points for Creating a Successful Pop-Up Event or Store • Timing and planning • Location – will it be held in your store or in another area?

• What’s new and exciting?

• What’s the missing piece in your area?

• What are the customers telling you they want?

• Enlist support from manufacturers, distributors and with local advertising.

• Bring in some new guest teachers and demonstrators.

• Spread the word – ask your guests to tell their friends to join the fun.

• People love to get hands-on and connect to the story behind the product.

• Make it easy to grab everything for a project by creating kits.

• Have extra sales staff on the day to really engage with customers.

• Collect contact details to stay in touch.

compete with chain stores,” she said. “Our store was launched during the recent financial downturn and is still going strong because we have connections to the local community. Giving customers new experiences with new products and new faces makes it an exciting shopping experience for them, and me, too. We have tried pop-ups in our store to experiment with new lines, and we found the buzz of something different makes the store environment the exciting place that crafters crave. One of the ways we prepare for a pop-up is to pack kits of everything needed to create a project.

It makes it easy for the customer to pick up. The most important part of the kit is our store label, which serves as a reminder to visit again.”

Kim added, “Display samples are an important part of showing how tools or product can be used, but also add to your crossover sales by linking them to your other regular product lines. Guest teachers or demonstrators can bring a wealth of knowledge and expertise. I am a

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crafter myself and love to meet other creatives to share the experience.”

CHA Designer Section members regularly travel to teach and demonstrate in stores. To find a CHA Designer for your store, visit the Designer Section area of the CHA website and download the CHA Designer Directory. Many times the guest demonstrator or instructor will announce the event to their followers on social networks, which is another way of growing your customer base.

Eileen Hull, CHA Designer Section member, is a brand ambassador for Sizzix, and the creator of ColorBox Blends inks. Eileen raised the bar on linking social media with in-store pop-up demonstrations when she took to the road last year with her Scotty vintage camper. The event was known as the “Paper Trail Tour.” You can read more about her adventures on the road in her blog found on eileenhull.com.

Another benefit of having guests demonstrate products at pop-up events is connecting customers

to the story behind the product. It makes the product more meaningful.

CHA Creative Professional Member Catherine Scanlon of MerryMeetingArt House, and the creator of the Just Add Color line of stamps, told us, “Being in a store and talking with customers about the inspiration behind the stamps brings the whole experience alive for me and them. We often get caught up in conversations that weave gardening hints learned from family members with the many ways to use stamps to decorate your life.”

On the pop-up day, make it memorable. It is time to roll out those little touches that make it a special occasion.

The event is a party outside

your normal selling hours, so you need extra staff to interact with customers to find out what the new customers are looking for in products and experiences. Have those discussions over snacks or beverages, and be sure to collect contact details in order to build your newsletter database. Consider having a competition for free product or classes. Also, plan for a way to place orders for restocks in the event a product sells out.

A pop-up is a great way to try something different for your customers and store, explore another geographic area, or try a new product line. Most importantly, a pop-up is an inventive, creative way to grow your business opportunities.

Dedicated to excellence in crafting, the Designer Section was first founded in the 1970s. It consists of designers who bridge the gap between manufacturers and craft enthusiasts through professional services that educate and inspire the public. The section has an established leadership council, as well as other committee volunteers to support continuing education, networking opportunities for individual business growth, and outreach to other CHA categories.

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Do-It-Yourself Step 3 Tropical Punch

Flower Maker Magic

with Carmi Cimicata for John Bead Corp and Dazzle-it Tropical Punch

String your Lucite petals with elastic cord and tie a knot.

Step 4 Cut away extra elastic. Your new elastic circle of petals will stretch right into place on the Flower Maker.

Step 5

Step 1

Gather supplies

X Tropical Punch by Dazzle-it Flower Maker X Tropical Punch by Dazzle-it Lucite Petal Beads X Dazzle-it Stretch Band Cord

Step 6

Admire your flower.

(We weren’t kidding when we said you could make an exotic flower in just minutes.)

Link the flower to your choice of chain or fiber.

Step 7 Select the items you will use to complete your necklace.

Step 2

Take note that The Flower Maker has two rings on opposite sides, which can be linked by jump rings and built up into small or large sections.

You’ll need to know where these are later when you join this flower to chain or fibers.

Carmi Cimicata is the Social Media and Marketing Manager for John Bead Corp. She is known for her resin craft projects, jewelry design, handmade greeting cards, altered books and unique wearable art pieces. Her works have been showcased in a number of publications. She has been writing how-to posts for crafty companies for many years. You can see more of her work on her blog ILOVERESIN.COM. Craft Industry

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CHA HOT PRODUCTS 2015

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The Craft & Hobby Association (CHA) announced the winners for its Hot Product Award in eight industry categories at the CHA Foundation Gala on January 11, 2015 during the CHA MEGA Show in Anaheim, CA, the world’s largest creative arts marketplace.

A record number of new products were submitted this year, and the celebrity and media judges selected the award winners based on what makes the product unique; how it will improve the crafter’s overall experience; and the interest it generates in crafting for non-crafters.

PAINT & ART Tulip® ColorShot Instant Fabric Color™ by iLoveToCreate, gives fabrics an instant shot of beautiful, washable, permanent color and works wonderfully with stencils & monograms.

www.ilovetocreate.com

Folk It! Series No. 1 Collection by Folk It!

The Winner:

is 6 kits that provides all the art supplies and education for the absolute novice to learn Folk Art Painting.

www.folkit.co

Lumi Photo Printing Kit by Lumi, is a new alternative to screen-printing, using the power of the sun to print customized t-shirts and textiles.

www.lumi.co

BEAD & JEWELRY Handwritten Style Fonts in Stylish Storage Cases by ImpressArt are whimsical new handwritten style stamp sets that are evocative of current typography trends.

www.impressart.com

The Winner:

Artistic Wire™ 3D Bracelet Jig by Beadalon, allows the design of perfectly round, continuous, all-in-one bangles, cuff bracelets, and curved components in 3D using wire, stones, and beads.

www.beadalon.com

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Amazing Remelt by Alumilite, is an FDA compliant, completely reusable, flexible mold making material.

www.moldputty.com

PAPER CRAFTS Stick It by Ken Oliver Crafts LLC, is an innovative adhesive that has been specially formulated for intricate die-cutting and electronic cutting machines.

www.kensworldinprogress.com

The Winner:

Sizzix Inksheets by Sizzix/Ellison allows crafters to easily simulate the popular metallic foil and chalkboard trends and impress permanent, stylish colors onto cardstock, craft foil, leather, magnet sheet, wood paper and more.

www.sizzix.com

FOLD-EASE® by Manwise Products Ltd, is a patented paper and card folding tool which prevents friction burns/paper cuts and creates a better crease line when hand folding paper and card.

www.fold-ease.com

GENERAL CRAFTS The Winner:

DIY Décor Tape by Hazel & Ruby, is washi tape produced in 4”, 8”, 12” & 24” rolls including solids, designed patterns, and interactive that allows consumers to add their own content.

www.hazelandruby.com

FOLD-EASE® by Manwise Products Ltd, is a patented paper and card folding tool which prevents friction burns/paper cuts and creates a better crease line when hand folding paper and card.

www.fold-ease.com

Groove by Art-C is the first tool specifically designed for crafters to ink, sand, stencil and distress a wide variety of surfaces (wood, glass, cardstock, fabric, metal and more).

www.myartc.com

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FLORAL PREMIUM Metals ROSE GOLD by DESIGN MASTER color tool, inc.,takes a cue from the runway and delivers a touch of couture in a bright, metal plating look.

www.dmcolor.com Events & Celebrations Collection of Labels, Tags, and Cards by CCL Industries- Avery

The Winner:

Products, is a crafter’s dream, offering premium material in textured & pearlized cream in cute pre-cut shapes and sizes.

www.avery.com

Little B Petal Packs by Little B LLC, are a revolutionary new way to create fast, easy and beautiful paper flowers.

www.littlebllc.com

FABRIC & NEEDLE CRAFTS The Winner: FABRIC ELEMENTS by Fabric Editions, Inc., features artist Rebekah Meier’s pre-cut line of fabrics for mixed media collages.

www.fabricedtions.com

THREADS inkjet printable fabrics by PrintableFabrics. com, creates sharp prints with vivid colors and smooth skin tones, with no steaming or heat on washable fabrics.

www.PrintableFabrics.com

Proggy by Craft Yourself Silly, is an innovative twist on a traditional British rug making technique that creates all sorts of textile projects with little or no sewing at all. www.craftyourselfsilly.com

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KIDS CRAFTS Twisteezwire Mask Kit by Witzend Workshop LLC., is a playful connective thinking and recycling craft. www.twisteezwire.com Kokoru Ichi, Ichigo, Ichiro by Printindo Mega Utama, pt., is a new line of color corrugated to make 3D shapes. www.thecreativepaper.com

The Winner:

Trend Books for Kids by Fox Chapel Publishing, are fun books that turn kids on to crafts and introduces them to a creative hobby that will last a lifetime.

www.foxchapelpublishing.com

CAKE & FOOD DECORATING The Winner:

Amazing Remelt by Alumilite, is an FDA compliant, completely reusable, flexible mold making material. www.moldputty.com

Crystal KuBaton by CrystalNinja.com, is a limited edition multi media pickup tool, inspired by Crystal Katana, featuring twist-retractable ninjaneered design, sharpenable, and refillable tip. www.CrystalNinja.com

Events & Celebrations Collection of Labels, Tags, and Cards by CCL Industries-Avery Products, is a crafter’s dream, offering premium material in textured & pearlized cream in cute pre-cut shapes and sizes.

www.avery.com

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New Products The Dazzle-it Tropical Punch Polyester Pipe is a colorful, flexible and versatile hollow plastic pipe, covered with polyester thread that can be transformed into necklaces, bracelets, sunglasses holders, lanyards and hoops. This material offers unique functionality and can be incorporated into many multi-media applications. Available in 12 duo colors.

dazzle-it.com The Dazzle-it Tropical Punch Flower Maker has a metal component with a clear rhinestone in the center, allowing you to easily create flowers combining stretch cord and curved Lucite petals. The flower maker has two rings on opposite sides making it easy to link with jump rings. Available in silver or gold.

dazzle-it.com

New

Love2Knit sets from Denise Interchangeable Knitting & Crochet are versatile, affordable and feature the unique Denise locking connection. Three size ranges: US5-9, US10-15, and US17 & 19. Peg-board ready in a reusable vinyl case with three cords, two end-buttons, and one extender for cord-to-cord connections. Made in the USA.

knitdenise.com

Cute and very vintage, Spun Cotton Mushrooms by Rose & Meyer are perfect for spring and Easter crafting projects.

Dare 2B Artzy designs high quality stamps and matching dies in a range of fresh, new styles like the Zenspirations stamp set. The “Fun Titles” are designed to fit in the “Dangle Thanks,” but are a great addition to any card or scrapbook page. A collection of stamps is also available for the mixed-media artist. Made in the USA.

dare2bArtzy.com

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Handmade in Germany, these mushrooms are attached to green wires making it easy to place them where you want.

roseandmeyer.com

Decorative painted pots last longer when protected with Design Master Pottery Sealer.

The clear, hard varnish finish provides the best resistance to permeating water and is compatible with most paints. It can be applied over or under decorative pot painting.

designmastercolor.com Color your world with creativity! With striking color, deliciously colored Cutting Pads by Sizzix can be easily spotted on any work station. Constructed of high-quality polycarbonate plastic, they allow for easy die-cutting of Sizzix steel-rule dies in the BIGkick, Big Shot and Vagabond machines.

sizzix.com

One of the hottest new products featured at CHA this winter was the Canvas Treat Bag by Linnie Blooms. Outside stitching adds a beautiful dimension to projects.

Uses for this canvas bag are endless –make an adorable purse without any additional sewing! Products now sold in local retailers, as well as online.

LinnieBlooms.com

GYRO-CUT works like a pen and cuts like a knife! A revolutionary craft knife with 360-degree rotating blade, it easily cuts through most thin-sheet materials like paper, vinyl, thin card and many others. Great for decoupage, scrapbooking, card-making and much more. Left or right-handed use.

gyro-cut.com

Reformulated Professional Polishing Pads can be used wet or dry! This totally waterproof product allows even finer finishes when used wet. They are now washable, providing a longer product life. Polish silver and other metals to a brilliant shine. Perfect for keeping your creations sparkling.

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

EHWK#EZGHVLJQVWXGLR FRP

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

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+ Make Your Plans NOW!

Art

The 43rd Society of Decorative Painters International Conference & Expo

May 11-16, 2015 The Budable Easy Arranger is the first flexible, self-sticking cap for flowers, brushes, crafts and more.

The unique patent-pending design makes it easy to arrange flowers, and organize crafts, makeup brushes or office supplies. With 60 expanding holes, Budable holds any size stem securely, stretches up to four times its size to fit any shape, and is washable and reusable. budable.com

Pheasant Run Resort | St. Charles, IL SIX GREAT DAYS OF PAINTING & EVENTS! Sign up for:

+PAINTING CLASSES

taught by specially selected teachers of decorative painting

+SPECIAL EVENTS

with top artists Chris Haughey & Erika Joanne

+AND MORE

SPECIAL EVENTS

Decorating Magic One-Step Spray Glitter is easy to apply,

sponsored by Pinot’s Palette & B&B Etching!

even on irregular surfaces. It’s a superior adhesive and fine glitter combined in one spray.

Add sparkle to faux flowers, wreaths, baskets, pottery, ribbons, fabric, wood, metal, glass, plastic and Styrofoam.

Low-odor, six colors and conforms to ASTM D4236.

+JOIN IN

THE FUN OF DECORATIVE PAINTING!

chaseproducts.com

Registration is Now Open!

Visit us at www.decorativepainters.org or call 316-269-9300 for more information!

Peel-Stik Polypockets from Lineco let you identify, protect and organize using clear archival polypropylene adhesive back pockets. They are available in many sizes for different applications, including index cards, photos, sports cards, business cards, or adding a pocket to the inside of a binder, album or journal. Application is easy and fast. The polypropylene is safe durable.

www.lineco.com CIT

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