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contents
Summer 2015
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Mixed Perspectives Gain insight into the popular trend of mixed media from these decorative artists and CHA designers.
Rejuvenating Your Inventory Mix
4 The Buzz
12 Trend Report
Five Free Apps That Boost Your Creativity
It's time for an inventory makeover.
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In Every Issue
Healing Through Crafting The latest research says a craft a day can really pay.
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6 Industry News 2015 Paper Arts+ Update, Save the Date For CHA's 75th Anniversary MEGA Show and More
10 Chit Chat Mixed Media
Coloring Isn't Just For Kids
25 Do-It-Yourself Upcycled Art Journal by Melissa Johnson
26 New Products 29 Index of Advertisers 30 Designer Directory D
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14 About the cover...
Aida Haron’s Curiosity Canvas Panel is a mixed media project full of color, texture, and layers. Image courtesy of Ranger Industries
Summer 2015 Volume 5 No. 3
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
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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Five
The Buzz
Free Apps That
Boost Your Creativity
by Kristen Lowenwirth
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Whether you have a mental block or are just overwhelmed, the last place a creative professional wants to be is stuck on an idea. Thanks to technology, there are apps to help unclog your fog and jumpstart your thought process. Try these five free tools to see if one of them helps you find a solution for your next creative block at home, in the office or on the go.
Coffitivity – coffitivity.com Are you someone who can’t fathom how people are productive in a high-traffic coffee shop? The entrepreneurs who built Coffitivity aren’t. In fact, they’re the opposite. Coffitivity provides the right amount of background noise to distract your distraction. The team believes that sound can stimulate the brain. They even share a study by the University of Chicago on the app’s website to support their claim. Take this as another testimonial – I wrote this article to the clatter of the “Morning Murmur” mix.
Brainsparker – brainsparker.com Shuffle and tap. These are the two steps it takes to spark
new ideas and solutions using Brainsparker. Brainsparker is essentially a mobile deck of cards with random statements instead of numbers. Simply shake your phone to shuffle the deck and then tap a card. One of the prompts you may be presented with could be “find new connections,” “be audacious,” or a picture of a light post. The notion is that a random word or image could trigger you to think of your project from a different angle. Brainsparker offers 252 free prompts; additional “digital cards” are available for purchase.
Paper by FiftyThree – fiftythree.com/paper For some, nothing is better than getting an idea out using the traditional pencil and paper. Paper by FiftyThree comes in handy when your pencil lead snaps or paper is nowhere in sight. The app for iPad allows you to draw, sketch, outline, write and more using your finger or the company’s Pencil product. In addition, FiftyThree encourages collaboration through Mix, an online community where creatives can share their designs with likeminded individuals to get a remix, or a different perspective, of their original ideas.
Quick & Easy Craft Scissors 6 cutters built into 1 carrying case
http://www.quicksnippers.com
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Skitch – evernote.com/skitch Most creatives know Evernote as a digital workspace for writing, sharing ideas and bookmarking Internet finds. A few years ago, the company expanded its portfolio to include Skitch, an app that enables a person to annotate a picture or a PDF. The basic features comprise arrows, markers, shapes and even emojis, which aid visual brainstorms and communication with others. Plus, the app automatically saves your file to your Evernote account, which eases access to your work and eliminates any concern of losing it.
Behance – behance.net Behance is another app that many already know about and use. If you don’t, it’s an online stage where you can display and discover creative work, anything from architecture to web design. As much as others’ works can be inspiring, Behance believes knowledge is the foundation of an idea. That’s why it formed 99U (www.99U.com). This resource distributes practicable and progressive information, through blogs, books and conferences, to empower individuals to learn and expand their ideas.
Do you use a different app, tool or exercise to overcome creative blocks? Share your experience using it by emailing Klowenwirth@craftandhobby.org. We may feature it on the CHA Blog! CIT
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Industry News SAVE THE DATE! CHA’s 75th Anniversary MEGA Show will take place from January 7-12, 2016 at the Anaheim Convention Center in Anaheim, California. We listened to your feedback and added an extra day of education on Thursday, January 7. Become a trendsetter and boost your sales! The CHA MEGA Show provides you with the tools you need to learn about the latest trends and industry forecasts. The exhibitor prospectus is now available at craftandhobby.org/chashow. 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.
Happy Third Birthday CHA-UK May was CHA-UK’s third anniversary of being in business. We are happy to say that it has achieved many of its goals and will continue to work toward its main vision of growing, developing and promoting the UK’s craft and hobby industry.
Registration is open for the craft industry’s education event of the summer! CHA’s Paper Arts+ Show is taking place from July 21-23 in Schaumburg, Illinois at the Renaissance Schaumburg Convention Center Hotel. Get ready to experience exhibits offering paper, jewelry, mixed media and more, as well as free networking opportunities, like Retailer Jumpstart Sessions and the Open Market – all FREE for CHA members. Register at craftandhobby.org/paperarts.
The Paper Arts+ Show Offers • 20 hours of education • Two Show floor days • Nine workshops • Four special events The Crafters’ Home Sample Showcase is taking place on July 20 before the Show floor opens. CHA independent brick-and-mortar retail members are invited to interact with many of the Crafters’ Home Partner Vendors, preparing samples and project displays. The event will offer great knowledge that will help move product as soon as it hits your store! Interested in exhibiting? Limited space is still available! Contact Nadine Schwartz at Nschwartz@craftandhobby.org or call 201-835-1203.
Creative Exchanges Designer Event Recap Craft industry designers, educators, bloggers and teachers came together for a successful Creative Exchanges weekend this past April in Coventry, UK. This program was the first of its kind in the UK, designed to help designers build solid business skills, while connecting attendees with manufacturers and media to spark new business relationships. Next year’s event will return to Coventry and is scheduled to take place April 23-25, 2016. Special rates apply when you book early. Visit cha-uk.co.uk or contact Craig De Souza at craig@cha-uk.co.uk.
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Industry News DID YOU KNOW?
Are you a Retailer, Supplier, Designer or Creative Professional based in Canada? The CHA Canadian Chapter can assist your business! Join our Chapter and receive: • A monthly e-newsletter, which includes the latest news from the Canadian and U.S. craft industries • Access to Canada-specific education opportunities in-person and online • Exclusive invitations to events and retreats held in Canada • Canada-specific member discounts with FedEx, Staples and Chase credit card processing Find out more at craftandhobby.org/Canada or email Nidia Negron at nnegron@craftandhobby.org.
The Craft & Hobby Association has both regional and international chapter and section groups! CHA regional chapters give you opportunities to meet your local community members, share ideas, network for business success and more. Leverage the power of sections and the specialized groups within CHA. Join the group that represents your business’ particular neck of the crafting woods to join forces with other professionals who are familiar with your business needs. CHA’s Education and Community Engagement Team is here to help you!
Meet the Team
Nidia Negron Director, Education & Community Engagement 201-835-1204 nnegron@craftandhobby.org
Keli Bell-Cole Associate Director, Education & Community Engagement 201-835-1202 kbell-cole@craftandhobby.org
CHA SOUTHERN CALIFORNIA CHAPTER The CHA Southern California (SoCal) Chapter’s mission is to develop a dynamic and resourceful membership community dedicated to support growth, prosperity and innovation within CHA. The Chapter empowers members with educational opportunities to increase communication, strengthen partnerships and engage in networking opportunities. To find out more about the Southern California Chapter and how you can join, visit craftandhobby.org/socal.
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Lidia Diaz Manager, Education & Community Engagement 201-835-1215 ldiaz@craftandhobby.org
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Chit Chat by Mandy Collins, Pearl Maple Designs
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Today’s definition of mixed media as a style of art is changing. Once it meant fine arts or gallery worthy, freeform sculptures. Crafters found this style of art great inspiration for taking their own creations to a new level, but with tools or products they were familiar with. While demonstrating ArtC’s new mixed-media tools at the last CHA MEGA Conference & Trade Show, Catherine Scanlon, an independent designer with Art Gone Wild, found she was not only explaining how the tools work, but also how “mixed media” is defined today and why it is important to the crafting market. In addition to Catherine, two other well-known crafters – Rebekah Meier, creator of Fabric Elements and Wendy Vecchi of Studio 490 – discussed what mixed media
means to them and the latest trends in the technique. Here is what they had to say.
What’s your definition of mixed media? Rebekah: “Layers of materials, such as paper and fabric, secured to a substrate with art mediums and applied color from paint and ink. Mixed media is very forgiving, and this style allows us to use all of our stashes of favorite textiles, papers, trims and embellishments, and more. “ Wendy: “Mixed media has evolved into a use-whatyou-have, anything-goes type of art. You can combine inks, stamps, stencils, embossing pastes, embossing powders and dimensional objects all in one project and on any surface!” Catherine: “Mixed media, to me, is an art form that lets me combine all my
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favorite colors and textures from a variety of different mediums, papers and substrates together on one piece of art. It is total freedom to use all the supplies I love to create something pretty in one piece of art.”
What was the journey like, starting with crafting and then working with mixed media? Rebekah: “For me, it came from a desire to be more of a freeform artist and designer. Using all kinds of products in unique ways and experimenting with color and texture is a
creative adventure.” Wendy: “It started with my Stampers Anonymous/ Studio 490 stamps, then it progressed to art parts,
embossing pastes, clearly for art and stencils. Next came my Ranger Archival inks and coordinating embossing powders. Best of all, these products all work together to make mixed media art!” Catherine: “My journey actually went from fine artist to scrapbooker and general crafter to mixed media artist. I have had an amazing journey and have worked with some wonderful companies, products and artists along the way.”
Where is mixed media going next and what new trends are you seeing? Rebekah: “I see more fabric being incorporated into mixed media. Also, I see both paper and fabric being combined into art quilts, journals and home décor.” Wendy: “Home décor projects have always been a popular part of crafting and are currently on an upward trend. It’s great fun to have the ability to customize things to coordinate with your home décor.” Catherine: “With the popularity of Pinterest, Instagram and other social media sites, I see mixed-media going everywhere. It incorporates many different types of artists, from the traditional painter to the newbie scrapbook artist, making it easy to see how popular the “use everything you have” theme is becoming. There’s a way to infuse lots of different mediums and supplies into every art form. I have been seeing a lot of mixed media quilting and clothing popping up, and the continuing popularity of art journaling makes the possibilities for this style unlimited." To learn more about mixed media, check out the websites and social media connections for Rebekah, Wendy and Catherine. They offer free tutorials and projects so you can start your own adventure into mixed media. Rebekah Meier, Rebekah Meier Designs rebekahmeier.com pinterest.com/rebekahmeier instagram.com/rebekahmeier Wendy Vecchi, Studio 490 studio490art.blogspot.com pinterest.com/wendyvecchi instagram.com/wendyvecchi Catherine Scanlon, Art Gone Wild catherinescanlon.com pinterest.com/cmscanlon/ instagram.com/cm_scanlon
Mandy Collins is a CHA Designer Section member, regular contributor to craft publications and co-author of the Merry Meeting Art House crafting e-zine. Mandy has traveled the world collecting creative friends to share in collaborative projects. Visit her website pearlmaple.com for more information on her work. Craft Industry
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Trend Report
Coloring Isn’t Just For Kids
Adults all over the world are unleashing their creativity and relieving stress by coloring. Here are some products that your customers will love after a long day or at their next coloring party. by Kristen Lowenwirth
Prismacolor Softcore Colored Pencils These premium pencils are available in sets as large as 150 pencils. The product’s soft base gives designs a vivid yet smooth look, and is great for layering color on top of color. prismacolor.com
Faber-Castell Gel Crayons Use them to draw, stroke and color with ease. They’re smooth, like butter, and can be used on multiple surfaces, from paper to glass and mirrors. fabercastell.com
Chameleon Art Products Color Tones Chameleon offers a line of alcohol-based ink pens that makes shading easy. Each pen has mixing technology in the nib that enables you to incorporate a range of colors, tones and gradation in your artwork using one pen. chameleonpens.com
Tombow Colored Pencil Eraser You’ll be able to remove or highlight colored pencil marks and even some ink blobs using this eraser. Tombow’s product is environmentally friendly. Even its sleeve is made from 100 percent recycled pulp. tombowusa.com 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
REGISTRATION OPENS SEPTEMBER 16, 2015 R
www.chamegashow.org *Education Program begins January 7. Trade Show Floor opens January 9. Craft Industry
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Mixed
Perspectives Gain insight into the popular trend of mixed media from these decorative artists and CHA designers.
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by Jennafer Martin
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Despite the fact that it’s been around for many years, people often struggle to describe “mixed media,” almost as much as they struggle to describe “salt” without saying the word. Is it a technique? A particular look? All of the above? Like all art, the term is open to interpretation, and individual perception colors how people view and describe it. Read on to discover mixed perspectives that will give you a fullspectrum picture of this popular art form.
Combine materials for endless possibilities
rusty metal in a mixed media piece as you are paint. Much of my work incorporates found objects, which I am inspired to use as they bring a sense of history to the work and allow me to give new life to material that is often lost and forgotten. Bits of fabric, paper, metal, wood and text typically find their way into my art, allowing for further dimension and personality.” Even artists who mostly use one medium can easily become mixed media artists by simply adding an additional medium. Whether you mix two different mediums or 20, your project is a mixed
media project because of the combination.
A no-rules technique There are no hard and fast rules when it comes to creating mixed media art. Combining media gives artists freedom to experiment, or, as designer Michele Emerson Roberts states, “It’s the freedom to just play.” “I think we all should take time to play more,” says artist Jennifer Priest of Hydrangea Hippo. “Mixed media provides a very open playground. It is like the Wild West – you can carve your own path, making something out of whatever
may be on hand and turning it into something cohesive.” This no-rules approach lets artists try out new combinations that lead them to unexpected results. “I can combine things that may not be meant to go together, but can end up being the perfect combination,” says artist Cindy Gilstrap of Junque Art. “More often than not, the times that I don’t have a plan are when I discover a technique I love, or even create an entire mixed media painting that becomes a favorite piece of art.” Still, there are certain elements of technique that are common to mixed media projects. “The
The simplest definition of mixed media is combining materials to create art. Megan Hoeppner, editor-in-chief of Scrapbook & Cards Today magazine, says, “Where crafting is concerned, it’s about mixing art mediums to create a project, whether that is a painted canvas and a scrapbook page, or another work of art.” Whether artists use paint, ink, fabric, clay, paper, beads, ribbon, buttons, wire or other materials, it’s the combination of materials and media that qualify the project as a mixed media one. The materials are not limited to artistic or crafting materials only. “I would describe mixed media as ‘everything including the kitchen sink,’” says artist Tina Walker of Frog Dog Studios. “Using multiple mediums really expands the creative options. The possibilities are truly endless.” Artist Seth Apter agrees. “You are as likely to see Craft Industry
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common characteristics typically include layers, texture and depth,” says Apter. Painter Becky Albeke believes mixing media helps her create interesting backgrounds and more detailed paintings, which “draws the viewer in for a closer look at artwork, and gives it a depth that it would not have otherwise.” Sometimes the layered, textured look of mixed media projects may make them seem complex and difficult, but that’s not the case. Mixed media can be as simple or complex as you like due to its open-ended approach. A project can reflect the artist’s style, whether it’s vintage, clean and simple, or artsy.
Approachable Because it’s about creative freedom and has no rules, anyone can try creating mixed media art. “It’s approachable,” says Priest, “a way for creatives to have fun with art without the pressure of feeling like they have to be an expert or create a masterpiece.” Chris Haughley of Cupboard Distributing shares Priest’s perspective. “Mixed media does not rely on talent, but solely on creativity. Often the most appealing mixed media art is created by artists with no formal training – in other words, typical, everyday people. The appeal of mixed media is that there are no rules, no right nor wrong way, and anything is fair game. The only things that inhibit our ability to create are the limitations we place on ourselves.” Albeke adds, “Mixed media is incredibly popular with beginning artists/crafters because they can just grab a bunch of their supplies and start playing! It is incredibly forgiving. If you don’t like what just happened, you can add another layer until it pleases you. It is actually a good way to move crafters into the arts (such as scrapbookers or card makers) because they can begin using supplies with which they are already familiar, and then expand into more traditional art supplies and techniques.”
It lets you express yourself
Even crafting tools can become canvases. This mixed media piece by Tina Walker, Frog Dog Studios, is a combination of drywall tape, ribbon, paint, spray mist, gesso, opal flakes and resin.
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Like all creative pursuits, mixed media offers a way to express oneself in an original way. As such, it provides relaxation, joy and even therapeutic benefits. “Mixed media is a fun way to express myself artistically,” says artist Carol Heppner. “The complexity of using different media requires problem-solving skills, which is very satisfying to me as an artist.” “Mixed media opens creative doors to emotion, enthusiasm and excitement,” says
Left: To create this inspiring mixed media wall hanging, Michele Emerson Roberts used paint, stencils, polymer clay, embossing folders, rubber stamps, an upcycled soda can and die-cuts. Right: Cards like this one from Tina Walker combine ribbon, paperboard, gesso, spray mist, stamps, embossing ink and powder, chipboard, crackle paint and rusting powder.
Haughley. “As the work of art evolves throughout the creation process, the end results are almost magical. It is a very refreshing and relaxing process that inspires and uplifts.” “Art in any form can be extremely healing, but there is something extra special about mixed media expression, and the avenue it offers people to convey what they’re feeling,” states Hoeppner. “So often, I see remarkably talented individuals expressing their deepest feelings and emotions through mixed media art, from paintings of the human figure to eye-catching quotes. It’s quite beautiful, inspiring, and freeing!” Walker agrees. “In today’s world, it is easy to get lost in daily activities, technology and the busyness of life. Mixed media really allows you to create unique, individualized projects, and lets you escape the stress of daily life. For me, it’s a sanity keeper.” However one defines this art form, there’s no doubt that it changes and evolves over time, as different products and trends come into the market – and as the artists themselves change and grow.
Get ready for the evolution “At the present time, mixed media work tends to be increasingly experimental, with artists comfortably combining both traditional and unconventional materials. More and more people are creating visual art than ever before, a trend that I believe is partly the result of the visual nature of the newer social media platforms
and the popularity of the DIY/Maker movements,” says Atler. As trends change, so will mixed media. “It can be adapted to reflect current trends in color, design and technique,” notes Walker. “As I experiment with different mediums, I discover new uses and techniques. It doesn’t get any better than that for a creative person.”
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Rejuvenating your Inventory Mix
The stilettos, covered in glitter, are displayed in the storefront’s windows. They help sell a lot of glitter, and “bring people in who never would have come into the store otherwise,” says Lee.
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by Lee Kellogg, Guadalupe’s Fun Rubber Stamps Are customers coming into your store and leaving without a purchase – even with good sales efforts by you and your staff? Are your regular customers not buying as much? Do you feel like you could be making more sales but aren’t? Is your average sale flat or on a downward trend? It might be time for an inventory makeover.
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Paper crafts and pets My husband and I own a rubber stamp store in Santa Fe, New Mexico. The store has been around for 30 years; we have owned it for 11 years. Not that long ago, we moved to a much-improved location with double the retail floor space. Sales were great the first year, but they began to fall the subsequent years, as much as 30 percent! We were forced to master inventory management to stay in business. Through self-learning and using our point-of-sales software, we reduced our on-hand inventory by 20 percent, and
cut expenses by an equal amount. While sales didn’t fully rebound, they didn’t fall either. Sales were stagnant. I decided to spend the entire summer, our busy tourist season, watching and listening to what customers sought when they came into the store. Through these observations, I identified an unexpected area for potential growth: pet products. Yes, pet products! We have a line of dog and cat bowls that a friend of mine makes.
The bowls are expensive, but they attract customers. After customers saw the price, I noticed they would ask what other pet merchandise we sold. When we said none, 90 percent left without buying anything. From that moment on, I kept an open mind and started to research what else I could find. I made a couple of trips to Dallas Market Center, a wholesale merchandise mart. In addition to pet products, I discovered several new product mixes to incorporate into our business: a new ribbon line, a home décor line and more. These items all fit our store’s overall concept of fun, stamps, crafts and pets. StampaFe will always be a papercrafts store, although my husband and I will do what we need to do to keep the store open and profitable. We will always have rubber stamps and related crafting items, and we will continue to offer classes and teach people how to have fun. Fun is one of my guiding principles. Each time I place an order
with a vendor, I ask myself, “Is what I am buying fun?” That’s why we will forever be in the “fun” business.
Finding your new inventory mix It is very frustrating when you are not sure what new inventory you should bring into your store. I asked many shop owners in different parts of the country how they diversified their inventory, along with where they shopped and what they looked for. They gave me some leads for what to research other than art and craft materials. The best suggestion I gleaned from my fellow retailers was to look for something different, but also something that fit the spirit of the store.
Ask yourself, “What am I really selling?” Don’t think about the items in your store, but about the idea or concept you are selling. Bob Negen of WhizBang! Training, a retail consulting company, has discussed his inventory mix experience. He and
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his brother owned the Mackinaw Kite Company; they sold mostly kites. Kites are really just a collection of sticks, twine and fabric or plastic. What do kites evoke? Fun! That’s right. Once the Negens realized they were in the fun business, they thought of new, relevant product lines for their store.
gives your customers. Shop with that theme in mind. All of us in the craft and hobby world are in the fun business. I know I am! My customers come in to buy products that they feel are fun, that make their days great or their vacations more enjoyable.
“Adjacency” Define your store’s theme or driving force It’s not just paper, fabric, beads or general crafts. It’s the fun, satisfaction and sense of fulfillment that crafting
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One exercise to help you figure out what to bring into your store is called “adjacency.” It will guide you to draw an inventory wheel that will feature your current product mix
and all the potential items that could complement it. First, look around your store. What is the primary department that generates 60 percent or more of your sales? Put that in the center of your wheel. Next, add the other departments in the sections around the hub. This visual should give you an idea of how your store is divided up. Use it to understand how your inventory fits into your store. You may have to explore a completely new department or product mix and it is possible and okay to have overlapping wheels. In my business, for example, I look at the rubber stamps and related craft supplies on one wheel and the pet and gift items on another. Studying these wheels side by side will help you brainstorm new items that could be attractive to your customers. Visit goo.gl/N2zwKC to download the Inventory Adjacency wheel.
Mixing in the craft industry The craft industry is hot with mixed media on all skill levels and age groups. Here are some examples. • Scrapbook stores have been entering the card making business over the last several years. Stamping, painting and Gelli Plate printing on fabric have become popular. • People create patterned fabric with rubber stamps and acrylic paint, then sew it into bags or clothing.
new” columns. You can’t be everywhere, so borrow someone else’s eyes and see what inspired them.
Final thoughts
• People embroider beads on fabric to embellish clothing too! • My husband and I display a pair of stiletto shoes covered in glitter in the front window of our store. That pair of heels sells more glitter, and brings people in who never would have come into the store otherwise. • Don’t overlook metal art. Soft metals, such as pewter and aluminum, and metal tapes are super easy to emboss and color with alcohol inks. Metal makes great book covers, especially for little notebooks. This is an easy class to introduce your customers to metal work. You can use embossing folders with metal, or even thin metal adhered to mat board for book covers.
Do you have a fluke in your inventory assortment that could potentially turn into a killer department and generate 80 percent of your sales? Are you seeing a number of mothers with young children in your store? Should you stock more craft kits for that age group? Offer more classes for that age group? How about parties? Open your eyes wide. You might be surprised at what you find. Now, have fun increasing your inventory mix and sales. It is exciting when you mix up your inventory and watch it fly off the shelves!
Lee Kellogg is an independent craft retailer and CHA member. Her store, Guadalupe’s Fun Rubber Stamps, is located in downtown Santa Fe, New Mexico and was purchased by Lee and her husband in 2003. It has been growing ever since. Lee is actively involved in helping other independent retailers stay in and grow their businesses. She is a member of the CHA Paper Arts Committee and has presented at CHA Shows.
More mixing advice Here are a few more suggestions I have used or learned over the last several years in my quest to increase my inventory mix. I attend and walk all of the aisles at the CHA MEGA Show every January to look for something new. I have found magnets, notebooks and greeting cards at the Show that helped me explore new inventory directions. By day three of the Show, my brain is usually mush, but I bring home ideas and then order my findings soon after I recover. Remember to seek gift items or products that will meet your customer’s needs, not just yours! Check with your sales representatives to see if they know of other lines that you could bring in. Dallas Market is the next go-to source for me. There are markets like it in most major cities in the country. If you have never been to a market, the best way to describe it is a mall many stories high, all dedicated to wholesale. It can be overwhelming, so take it slow and bypass any showroom that turns you off. View each showroom you do visit with the eyes of a child to see what might fit and be easily adapted to your current inventory mix. Make no hasty decisions! Stick to your budget! You can easily grow it next year. There are shows dedicated to the pet market, the outdoor market and just about any type of retail specialty. You could easily spend an entire year going to shows! Plan and choose and use your time wisely. It helps to have some idea what merchandise direction you want to take. Read consumer magazines for ideas. I frequently find fun products in magazines’ show reviews or “what’s Craft Industry
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Healing through 22 Summer 2015 • Craft Industry today
Crafting
by Nancy Monson, author of Craft to Heal: Soothing Your Soul with Sewing, Painting and Other Pastimes
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As enjoyable as crafts and hobbies are, millions of Americans engage in these activities for reasons that extend beyond pure fun. In a survey conducted by the Craft & Hobby Association (CHA), consumers said they craft because it gives them a sense of accomplishment, it helps them keep their memories, it is an economical activity, it is recommended by friends and family, it allows them to socialize with others and interact with their kids and, quite tellingly, it relaxes them and boosts their health. Consumers are on to something here. Beyond what we know intuitively and anecdotally, there is accumulating research to prove that crafts do, in fact, have health benefits. Craft therapy has become an increasingly important part of rehabilitation for people with illnesses, both physical and psychological. Cancer patients are encouraged to paint to visualize their bodies fighting off malignant cells, while people with chronic illnesses, such as multiple sclerosis (MS) and chronic fatigue syndrome, find that crafting distracts them from pain and improves their mood and ability to cope with their disease. Crafting is also a powerful stress-reducer for healthy adults. That’s why as a health coach, workshop leader and an expert on the links between crafts and health, I often advise my clients to take up crafting.
Sewing is calming The first research study to look at the link between crafts and health was published in the Journal of the American Medical Association in 1995. It was conducted by Dr. Robert Reiner, a New York University psychologist, who received funding for the study from the Home Sewing Association (now the Sewing & Craft Alliance). Dr. Reiner recruited 15 experienced sewers and 15 novice sewers, and then he measured their blood pressure, heart rate, perspiration rate and skin temperature – all gauges of stress – via biofeedback. He measured before and after these individuals performed five leisure activities that required similar eye-hand movements: sewing, playing a card game, painting, playing a video game and reading a newspaper. At the study’s end, the psychologist found that sewing was the most relaxing activity of the five studied. Stress increased after the women performed the other tasks, especially after playing a card or video game. “The importance of a hobby or creative pursuit can’t be overemphasized,” says Dr. Reiner. “If we don’t allow our bodies to rest from the pressures of everyday life, we are
placing ourselves at risk for heart disease or other illness.” Over the past two decades, numerous other small studies have been conducted in the United States and Europe to look at how crafts can heal. For instance, in one study reported in CHA’s CRE8TIME Take 8 April 2015 bulletin, clinical psychologist Ann Futterman-Collier of Northern Arizona University found that working with textiles – more so than writing or meditating – improved the mood of 60 women who reported varying levels of stress in their lives. “The more arousing the fiber-making activity was (weaving and quilting were rated as the highest), the more effective it was at mood repair and rejuvenation,” she noted in a radio interview.
Just one half-hour a day I conducted a similar study with 11 women who enjoyed crafting once a week or more. I asked nine of them to take a stress survey before and after they crafted for one halfhour for one week. For my control group, I asked the other two women not to craft, but rather to read a newspaper, news magazine or watch a news show for one half-hour a day. Like Dr. Futterman-Collier and Dr. Reiner, I discovered that crafting reduces stress, and makes participants feel less sad, anxious and jittery. In contrast, one of the women in the control group reported that her stress level went up after watching the news, particularly in the evening, while the others showed no change. Betsan Corkhill, founder of the British organization Stitchlinks.com and author of Knit for Health and Wellness, has conducted surveys on her website that show needle crafts distract people from chronic illnesses and pain, and improve their outlook on life. When you are engrossed in creating, she says, there is less time to focus on pain and disability. Survey respondents said that knitting also has positive effects on memory and concentration, helps them problem-solve more effectively and organize their thoughts. Working with others in knitting circles counters the social isolation that often afflicts people who are ill, an added benefit. Craft Industry
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Tips from Craft to Heal To help my clients tap into the healing power of crafts, I offer the following suggestions.
Match your craft to your personality. “Absolutely true,” says Michelle Keating, a cancer nurse educator at the David C. Pratt Cancer Center in St. Louis, Missouri. Keating has conducted creative art programs for people with MS as a means of coping with their disease and getting them to interact with others. Activities have included painting, beading, collaging and knitting. Surveys completed after the programs show crafting’s positive impact on self-esteem, hope and feelings of accomplishment. Other studies of women who have been diagnosed with MS, chronic fatigue syndrome or depression have revealed that crafting helps them feel more satisfied with life on an everyday basis. Many of the participants in these studies took up a craft after their illness began, because they felt they could engage in the activity despite their ill health and disability. They quickly learned that the craft fills a void in their lives since they can’t work anymore. The study subjects said their craft distracts them from thinking about their illness while giving them an outlet through which they can express their grief about it. In the treatment of mental illness, many hospitals in the United States utilize crafts to help people suffering from depression, anxiety and schizophrenia to function and feel better. The crafts are relaxing, and performing them in a social setting with other people who face similar challenges creates a nonthreatening, therapeutic environment. It allows them to share what they’re going through and
If you’re a detail-oriented person, you might like hobbies that require precision, such as quilting or decorative painting. If you’re more spontaneous and like to make a mess, activities that make you do a lot of measuring will cause frustration rather than relaxation. You might prefer a mixed media project, collaging or photography.
Try rhythmic and repetitive activities such as knitting, weaving or quilting. The act of doing a task over and over again breaks the train of everyday thought and relieves stress by evoking the relaxation response: a feeling of bodily and mental calm that’s been scientifically proven to enhance health and reduce the risk of heart disease, anxiety and depression.
Make time for your hobby every week, and ideally every day. Experts advise meditating for at least 20 minutes a day to reduce stress, so try to do the same with your craft to get continuing benefits.
Take a class or join a club to meet other people. Human beings are social animals and research shows that interacting with others helps release stress. In addition, lifelong learning and having a strong social network are two keys to healthy, happy aging.
Don’t compare yourself to others. If you’re a beginner, let yourself be a beginner. Persevere with your craft because you love it, and whether you ever become a master at it or not, it will bring you joy. You don’t even have to finish your projects if you don’t want to. The point isn’t to make a ton of stuff. The point is to find what makes you happy, and what helps to relieve your stress. To learn more about Craft to Heal visit nancymonson.com.
learn from others. Crafting also offers therapeutic benefits to aging adults, according to the results of a two-year, National Endowment for the Arts-sponsored study of healthy adults over the age of 65. Researchers at George Washington University reported that people who paint, write poetry, make jewelry or engage in similar activities have better overall physical health, make fewer visits to the doctor, use less medication and have fewer health problems than people who don’t participate in creative programs. Creatives
also say they are less lonely and have greater feelings of self-control and mastery.
Bring crafts and their healing benefits to your store To make your customers more aware of the many physical and mental benefits of crafting, hold a Healthy Crafts Day at your store. You might also partner with local charities, nursing homes and hospitals to bring crafts to the disadvantaged, the disabled, the elderly and the chronically ill. In both scenarios, pick rhythmic and repetitive
activities, such as knitting, crocheting or paper weaving, to highlight the concept, and offer healthy refreshments. Let people know it’s important to approach crafts as a beginner, and to not judge their work harshly. It can negate the health benefits. (See the box for tips from my book Craft to Heal on doing crafts for health promotion.) Emphasizing that crafts not only are fun, but also therapeutic can be just what your customers need. Just like an apple a day keeps the doctor away, a craft a day can really pay. CIT
24 Summer 2015 • Craft Industry today
Do-It-Yourself Upcycled by Melissa Johnson
Art Journal Step 3
Step 1
Add layers of paint and
Gather supplies X Old catalog X Mod Podge X Golden Heavy Body Gesso X Ranger acrylic paint X Liquitex gold acrylic ink X Tissue paper X Collage papers X Alumilite gold metallic powder X Amazing Clear Cast X Washi tape X Amazing Mold Putty X Amazing Casting Resin X Alumilite red dye X Gold ribbon scraps X Tim Holtz "Journal" Rub-On X Texture Stamp X Paper Whimsy Curious Angel alterable
gesso to the cover. Multiple layers of paint and inks along with a few paper collage pieces are needed. Finish it off with a thick coat of Amazing Clear Cast Resin and a little dusting of gold Alumilite Metallic Powder.
Swirl in a tiny bit of the gold
Step 4 Use a stir stick to mix then add the clear resin and a drop of red dye.
Alumilite Metallic Powder using the tip of a pin to give it a marbled look. Cast and cover a cabochon with red dye mixed with acrylic glazing liquid. Try mixing different mediums with the dye to see how they react!
Step 5
Step 6 Add any ďŹ nishing touches you can think of and start journaling! CIT
Glue several pages of your catalog together to make them thicker. Rip out excess pages to be used as journal pages later in the process.
Step 2
Melissa Johnson is a mixed media artist who lives in Garden Ridge, Texas. Melissa loves using mixed media to create art journals, paintings, assemblages, and sewing projects. She is currently part of the creative team for Amazing Casting Products and has been featured in Somerset Studio and Art Journaling magazines, as well as the book Art Journal Kickstarter by NorthLight Books. Learn more about her projects on her blog: melsartjournal.wordpress.com. Craft Industry
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New Products
The Linnie Blooms Floral Hoop Kit The Honeywell Voyager 1202g-bf Single-line Laser Scanner is a battery-free bar code scanner, with Bluetooth wireless technology that reaches 33 feet. It delivers high-performance linear scanning – even on damaged bar codes. The wall power adapter charges the unit in 20 seconds for at least 100 wireless scans. It also includes automatic interface configuration and paging functionality to locate lost scanners. MSRP is $513.
info@ArchCrown.com, 800-526-8353
makes it easy to add décor to your home. The kit includes a seven-inch hoop, two sets of petal flower die-cuts, a stitched sunshine stamp set, and an instruction guide. Follow Linnie Blooms on Facebook for more ideas and inspiration. MSRP is $26.99.
linnieblooms.com
The Groove by Art-C is the first tool specifically designed for crafters to ink, sand, stencil and distress wood, glass, cardstock, fabric, metal and more. Customers love that it’s portable, light-weight and cordless. myartc.com
Quick Snippers are six craft scissors built into one carrying case. The one pound handheld crafting tool is convenient, portable and easy to use – left or right handed. The 1-3/4 inch cutting patterns are ideal for scrapbooking, card making, paper crafting and more! The blades are stainless steel in a plastic casing. MSRP is $21.99.
quicksnippers.com
26 Summer 2015 • Craft Industry today
New Tim Holtz Distress Tools and Accessories include: Distress Micro Glaze, to seal artwork; the Distress It Yourself Ink pad and reinkers, to create custom-blended ink pads; the Distress Sprayer, to create spray effects with water; and Distress Refresher, which extends the life of pads, markers and paints.
rangerink.com
The Tea-4-Two stamp set and matching die is the latest addition to the Artzy Tangle Series. Invite customers for a tea party, and create make-n-takes like a card or teabag holder with this new stamp set.
Dare2bArtzy.com
Create beautiful bracelets with Dazzle-it Tropical Punch Lucite Sliders. The bold and colorful line offers two slider shapes in four colors each. Oval and hourglass shapes fit perfectly next to each other when strung onto stretch cord. Add flat back crystals for a sparkle effect.
dazzle-it.com
Lawn Fawn’s “Party Animal” Set features 29 clear stamps including a deer, bear, fox and lots of cute party accessories and sentiments to match. Coordinating Lawn Cuts dies are also available. All stamps are made in the USA. lawnfawn.com The Crystal Katana makes picking up and placing stones a precise and speedy task. With its specially-formulated wax tip, easily pick up and place any size crystal in one swift movement. The $29 you’ll spend on this tool will be saved in the first hour of using it. DreamtimeCreations.com
Craft Industry
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New Products The Die’sire Edge’able “Only Words” Collection
The Woven Braid Hitched from John Bead gives projects an elegant look, with modern tribal patterns in captivating colors.
johnbead.com
can be used to make statement pop-up cards or create a frame. The dies add a “wow” factor to crafting projects. 10 styles are available.
crafterscompanion.com
Embroidery lace ribbon is ideal for vintage-inspired and elegant craft projects, as well as rustic themes. Use burlap and lace with flowers to make creative arrangements, or try it on wedding invitations, favors, vases, table settings and more. harvestimport.com Whether you’re new to embossing or a seasoned pro, the new look Texture Boutique by Sizzix offers unlimited creativity. In addition to embossing or debossing paper, cardstock and craft metal, the Starter Kit features everything to keep you inspired, including a supply of cards, envelopes, cardstock, Rub Ons and its award winning Inksheets.
sizzix.com
Butterfly cupcake toppers are ready for a craft demo, or to make and sell. Just sandwich a toothpick between the large and small Dresden butterfly wings. Available in pink, blue, gold or pearl white. Works with other vintage shapes.
roseandmeyer.com
28 Summer 2015 • Craft Industry today
Craft
Industry Tell our advertisers you saw their ad here. 20 colors to choose from, any size
Activa Products ................................................................................................29 American Orthopedic ...................................................................................... 4 Beth Watson Design Studio .........................................................................30
Worlds largest producer!
Carol Foldvary-Anderson ..............................................................................30 Chase Products Co. ........................................................................................... 9
Dare2bArtzy ......................................................................................................29
Air-dry Clay from 3 countries, everything is non-toxic and ACMI certified.
Dreamtime Creations .....................................................................................11
See us on Facebook, Twitter, Pinterest
Crafter's Companion ........................................................................................ 2
Eileen Hull Creative Design Studio............................................................30
512 S. Garrett St., Marshall, TX 75670 www.activaproducts.com 903-938-2224 / Fax: 903-938-3899CIT
Emerald Creek Craft Supplies......................................................................15 Harvest Import Inc. .........................................................................................21 John Bead Corporation ................................................................Back Cover Lawn Fawn .........................................................................................................17 LIMIRI LLC ............................................................................................................. 4 Lineco/University Products..........................................................................11 Linnie Blooms ...................................................................................................10 Momenta Inc./Art-C .......................................................................................... 7 Ranger Industries .............................................................................................. 5 Rose & Meyer ....................................................................................................10 Sha & Co. .............................................................................................................30 Sizzix/Ellison ......................................................................................................31 Susan Louise Arts ............................................................................................30
Craft Industry
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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
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Upcoming Events: Eileen Hull will be traveling to the Paper Arts+ Show with Scotty, her vintage camper. Scotty will be available for CRE8TIME make-n-takes ON THE SHOW FLOOR! Please stop by for a tour, make a quick project and get a sneak peek at Eileen's brand new and unique Stitchlits collection! In September and October, Eileen will be touring the Midwest on her sixth Paper Trail travel teaching adventure. Please follow her on social media and join the community that shares her adventures!
Reserve your space in the Designer Showcase of Craft Industry Today magazine by calling Darlene Ryan at 800-344-0559.
CIT
30 Summer 2015 • Craft Industry today
What is it? Come see the newest Sizzix material at the Paper Arts Show,
Booth #216
25862 Commercentre Drive, Lake Forest, CA 92630
ellisonretailers.com today • Summer 2015 31
Craft Industry
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32 Summer 2015 • Craft Industry today
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