CIT Winter 2017 by Fahy-Williams Publishing

WINTER 2017

Stand Out &

Sell More

Photo by Brooke Roe, CEO and Founder, PinspirationÂŽ, with customers in the Jackson Pollock-inspired splatter room

contents

Winter 2017

Where Should I Look for New Customers?

Evolution of the Retail Experience

In Every Issue 4 The Buzz Go Viral

8 Industry News

Rhinestone Stickers: Revolutionizing the Craft and DIY Industries

2017 Officers, New Member Benefits, CHA Hall of Fame & Industry Awards

10 Chit Chat Kathy Cano Murillo of the Phoenix Fridas

12 Trend Report 2017 Shipping Trends

26 Do-It-Yourself How to Host a Canvas Painting Event in Your Store

27 Designer Directory 28 New Products 30 Index of Advertisers

20 14 Winter 2017 Volume 7 No. 1

Craft

Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE

Editorial Maureen Walsh mwalsh@craftandhobby.org Keri Cunningham kcunningham@craftandhobby.org Kristen Farrell kfarrell@craftandhobby.org Jason Baum jbaum@craftandhobby.org Alex Armeni aarmeni@craftandhobby.org Jeffrey Malaney jmalaney@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 non-CHA members is $25 a year. Craft Industry Today is published quarterly for members of the Craft & Hobby Association (CHA). CHA is an international non-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution, and retail sales of craft products worldwide. For more about CHA, the value of membership, or its award-winning Conference & Trade Show, please visit craftandhobby.org.

The Craft & Hobby Association 319 East 54th St. Elmwood Park, NJ 07407 201-835-1200 Fax: 201-797-0657 craftandhobby.org CRE8TIME.org creativationshow.org facebook.com/CraftandHobby twitter.com/CraftandHobby youtube.com/user/CraftandHobby pinterest.com/craftandhobby linkedin.com/groups/Craft-Hobby-Association-1565337 Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1207. Copyright ÂŠ 2016 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.

The Buzz

Go Viral

Leverage your customers as an often untapped – but truly fantastic – source of promotion for your company. by Jennafer Martin

Thanks, in part, to traditional advertising campaigns, Kohl’s was already a well-known department store in the United States in 2016. But in May of that year, Kohl’s received a ton of completely free advertising thanks to one of their customers: Candace Payne. The stay-at-home mom from Grand Prairie, Texas, didn’t intend to advertise anything; however, she did through documenting her sheer joy of purchasing a Chewbacca mask at 2VOS»Z PU OLY ÄYZ[ -HJLIVVR 3P]L ]PKLV Because she mentioned the store, it was part of a video that quickly was shared all over the world, receiving 140 million views within three days. You truly can’t buy advertising like that. And that’s why leveraging viral content through your customers is not only an effective way to advertise your store, company or products – it’s also an incredibly affordable one. But what is viral content? How do you tap into it, let alone leverage it for your promotional needs? Read on for tips to get on board the viral content train.

Viral Content 101 There’s lots of buzz in both mainstream and social media about “going viral,” a phenomenon that essentially means word of mouth advertising in the digital age. At its

4 Winter 2017 • Craft Industry today

Candace Payne’s viral video about her Chewbacca mask purchase at Kohl’s department store gave Kohl’s a ton of free promotion. Photo courtesy of the BBC.

heart, viral marketing is the spread of a particular idea online, through social media and other online channels. And through the spread of that particular idea, you pique customers’ interests in your products or company in a subtle and usually fun way. However, the best part of viral marketing is that it starts with your customers. “Viral marketing is about getting as many word-of-mouth sales as possible,” says +H]PK -HSSHYTL VM 9LMLYHS*HUK` ¸0[ means turning your existing customers PU[V THNUL[Z MVY J\Z[VTLYZ ¹ 0U HU HNL where countless stories, ads and more are vying for your customers’ attention, the recommendation of a trusted friend or family member can cut through the noise to help people make informed buying decisions. While customers can KLÄUP[LS` ZLL `V\Y JVTWHU`»Z VMMLYPUNZ through ads, or look up reviews on listing sites or social media for more info, sharing your company’s content from one person to another is a direct way to recommend what you’re offering. And an effective one. Your customers share a lot of content each day on social media accounts, including articles, memes, videos and more, giving you a rich supply of content

[V WVZZPIS` NV ]PYHS 0U MHJ[ H Z\Y]L` MYVT [OL .SVIHS >LI 0UKL_ YLWVY[LK [OH[ [OL H]LYHNL WLYZVU OHZ Ä]L ZVJPHS TLKPH accounts and spends an average of one hour and 40 minutes per day browsing those accounts. Of all of these millions of posts, what makes content shareable enough to go viral? Here are a few factors that viral content have in common.

Viral content is positive. -VY WLVWSL to share content online, it needs to focus on a positive issue or cause. Your customers are bombarded with negative images in the news, and they would much rather share things that brighten their days rather than darken them. Content that goes viral can surround a cause or charity they can get behind, or it can be something that inspires them or just makes them happier. But whatever that content is about, it’s WVZP[P]L 0U [OL *HUKHJL 7H`UL ]PKLV the positivity was the delight that she took in her purchase. Her laughter and joy were contagious and entertaining. Had she been complaining about the line she had to stand in to get the mask, or felt the price she paid was too high, the likelihood of that video being shared would have dropped dramatically.

When ofﬁce buildings in NYC started a Post-It art competition, 3M jumped on the bandwagon to spread the word. Photo courtesy of New York Magazine.

Occasionally, negative content goes viral as well, usually to evoke fear or outrage or to call attention to a cause that people feel needs attention. But the majority of content that goes viral is positive.

Viral content is emotive. Good viral content evokes emotion in the viewer or reader, from being touching to fear-inducing to amusing and everywhere in between. Had Kohl’s run a traditional advertising campaign surrounding the masks Candace Payne posted about, its images could have surely evoked emotion in some. But the video of Candace evoked emotion in people who could have cared less about what she purchased, because viewers got to share in her pure joy and delight, and laugh along with her, that created an experience that transcended the products and brands themselves. =PYHS JVU[LU[ PZ ILULÄJPHS [V [OL consumer. For content to go viral, it needs to bring an advantage of some kind to the consumer. It can provide a useful, practical application to their lives or it can serve to brighten their days. But it has H ILULÄ[ [OH[ OVVRZ [OL ]PL^LY YLHKLY connecting them to that content, and, by extension, the brand(s) mentioned in it. How to Go Viral Knowing what makes good viral content is one step, but here are three ways to leverage it for your promotions.

1. Spot it. Unlike traditional commercials, viral content isn’t something you create. It’s something `V\ ÄUK MYVT `V\Y J\Z[VTLYZ» ZVJPHS media accounts or from traditional media outlets and then capitalize on.

6 Winter 2017 • Craft Industry today

Keep an eye out for posts, videos and more mentioning your store, company or brand. Pay attention to trending topics on social media to see if those mention your company, and make spotting mentions easier by setting up a .VVNSL (SLY[ H[ ^^^ NVVNSL JVT HSLY[ so each time there’s a mention you get an email informing you of it.

2. Share it. Once you spot mentions VM `V\Y JVTWHU` VY IYHUK [OH[ Ä[ ]PYHS content standards, share that content with your social media and blog followers. Be careful to not turn that sharing into a commercial though, as the purpose of going viral is to share rather than promote. The less you say when you share the content, the better, as the emotive properties of the content will subtly do your selling for you. Be sure to include a hashtag that the original poster provided so your sharing will come up in any searches done through that hashtag. 3. Add to it. Sharing appropriate viral content from your customers isn’t where your efforts to go viral need to end. You can take it a step further to thank the person who created the content for a positive public relations move, as Kohl’s

did when they gave Candace Payne a NPM[ JLY[PÄJH[L [V [OLPY Z[VYL HZ H [OHUR you for her video. They photographed the thank you presentation and posted it to their social media as well, with a link back to Candace’s video, adding L]LU TVYL M\LS [V [OH[ ]PYHS ÄYL ;OL thank yous for Candace Payne didn’t stop with Kohl’s. She was given a tour of the LucasFilm studios where Star Wars is produced, and met “Star Wars: The Force Awakens” director, J.J. Abrams, and Peter Mayhew, the man who plays Chewbacca in the movies! In addition to your thank you for publicity, you can fan the viral content ÄYL I` HZRPUN `V\Y J\Z[VTLYZ [V JYLH[L and post similar content. Or, you can add to the discussion by donating products or services to keep the viral content going. That’s what 3M did when they saw a local media story about people in [^V 5L^ @VYR *P[` VMÄJL I\PSKPUNZ ;OL` were one-upping each other creating window art using 3M’s Post-Its. 3M deployed free Post-Its to LHJO VMÄJL NP]PUN [OLT TVYL HY[ options for their window canvases and promoting the use of their products in a good-sport way. More products to use meant more window Post-It art, and pretty soon the art battle moved from being a New York City phenomenon to H ^VYSK^PKL VUL ^P[O VMÄJLZ HYV\UK the globe sharing photos of their Post-It art on social media. However you leverage viral content for your company and products, there’s a world of promotional possibilities that abound when you go viral!

A Go-Viral Success Story: Skittles The candy brand Skittles provides a savvy example of “saying less is more” when sharing or commenting on viral content, as well as not passing along viral JVU[LU[ PM P[ KVLZU»[ TLL[ [OL Z[HUKHYKZ VM ILPUN WVZP[P]L VY ILULÄJPHS >OLU H political candidate’s son created and shared a meme showing a bowl of Skittles that read, “If I had a bowl of Skittles and I told you just three would kill you, would you take a handful? That’s our Syrian refugee problem,” the company knew that low to no involvement was the best strategy. The VP of corporate affairs at Skittles’ parent company, Wrigley Americas, issued a statement hours later that simply said, “Skittles are candy. Refugees are people. We don’t feel it’s an appropriate analogy. We will respectfully refrain from further commentary as anything we say could be misinterpreted as marketing.”

Industry News New Officers for 2017

Take Advantage of New Member Benefits

The Craft & Hobby Association is pleased to announce [OYLL UL^ VMĂ&#x201E;JLYZ LSLJ[LK [V ZLY]L VU [OL )VHYK VM +PYLJ[VYZ MVY H VUL `LHY [LYT LMMLJ[P]L PTTLKPH[LS` ;OL UL^ VMĂ&#x201E;JLYZ HYL! â&#x20AC;˘ Chuck McGonigle, Chair, President of Spencer Enterprises and the Owner of Phoenix Hope Consulting LLC, â&#x20AC;˘ Jim Thielen, Vice Chair, Vice President and Chief Operating 6MĂ&#x201E;JLY VM / ( 2PKK HUK *VTWHU` 3PTP[LK HUK â&#x20AC;˘ Christopher DiTullio, Secretary, Senior Vice President of Marketing and Omni-Channel at Jo-Ann Fabric and Craft Stores. ;OL VMĂ&#x201E;JLYZ QVPU [OL J\YYLU[ )VHYK +PYLJ[VYZ! 5VYH Abousteit, Judi Atkinson, Brigid English, Don Guidi, Sarah /VKZKVU 9VZLHUU 2LYTLZ 4HYR 3LL <YZ\SH 4VYNHU -YHUR Rizzo, Tony Sheridan, Greg Tipsord, and David Murray, Immediate Past Chair. â&#x20AC;&#x153;Our new Board leadership brings a combined 38 years of experience in the creative arts product industry,â&#x20AC;? says Mark /PSS */( 7YLZPKLU[ HUK *OPLM ,_LJ\[P]L 6MĂ&#x201E;JLY Â¸;OLPY SVUN dedication and expansive connections to creative businesses X\HSPĂ&#x201E;LZ [OLT MVY [OLPY UL^ YVSLZ HUK WVZP[PVUZ [OLT HZ strong leaders to guide CHA through its transformation and an ever-changing marketplace.â&#x20AC;?

<ZL V\Y UL^ TLTILY ILULĂ&#x201E;[Z [V ZH]L VU `V\Y WLYZVUHS and professional expenses. Log in to your account at craftandhobby.org to access these discounts.

Facebook Live Education Series In 2017, we will start using Facebook Live to broadcast live webinars to our creative business community. If youâ&#x20AC;&#x2122;re PU[LYLZ[LK PU WYLZLU[PUN H [VWPJ JVU[HJ[ 5PKPH 5LNYVU Director of Education, at nnegron@craftandhobby.org.

Constant Contact: Connect to customers quickly, easily, and affordably with Constant Contactâ&#x20AC;&#x2122;s email marketing and online survey tools. Our members receive an additional 10% off the standard prepay discounts. Lifelock: Your identity makes you unique. LifeLock is an industry leader in identity theft protection. Our members are entitled to a free 30-day trial period and 10% off a yearly membership. Office Depot/OfficeMax: 6MĂ&#x201E;JL +LWV[ 6MĂ&#x201E;JL4H_ PZ [OL leading global provider of products, services and solutions for every workplace. Our members receive 10% off online prices, free shipping on orders over $50, an extra level of customer service through 1-800-MEMBERS and discounts in TVYL [OHU 6MĂ&#x201E;JL +LWV[ YL[HPS SVJH[PVUZ iCLIPART: You have eight million royalty-free images at your Ă&#x201E;UNLY[PWZ 6\Y TLTILYZ WH` 653@ MVY H M\SS `LHYÂťZ subscription (regularly: $69.95). Retail Supply Chain Conference 2017: The Retail Supply Chain Conference is the premier event for supply chain executives. Our members receive discounted access to the event.

CHA Announces Industry Award Recipients CHA is elated to announce the recipients of its 2017 Creative Industry Awards, recognizing excellence in industry service and philanthropy. Mark Peters, Duncan Enterprises, has received the Meritorious Award of Honor; and Therese Hennessy, Polkadots and More, and Shurtech Brands have received Special Recognition Awards. The awards will be presented during the Creativation Celebration on Saturday, January 21, 2017, from 6:30 p.m.â&#x20AC;&#x201C; 10:00 p.m. Visit www.craftandhobby.org to read the press release.

8 Winter 2017 â&#x20AC;˘ Craft Industry today

CHA Hall of Fame Inducts Industry Pioneers

45th Annual SDP International Conference & Expo

Five people who pioneered creative arts products have been recognized for their extraordinary contributions to the growth and success of their organizations and the industry.

Hit the beach with the Society of Decorative Painters in 2017. Oceans of Color, the 45th Annual Society of Decorative Painters International Conference & Expo will take place May 16-20, 2017 at the Ocean Center Convention Center in Daytona Beach, FL. Daytona Beach is one of America's favorite beach destinations and has a variety of restaurant, shopping and entertainment options for all budgets, making it an affordable place for many to visit. Bring your family and friends, and enjoy four days of painting, shopping, creativity and fun! Hotel reservations are available at the Hilton Daytona Beach Resort/Ocean Walk Village. The Conference Special guide to classes and events is available online, and registration is open. To book your hotel and to register, visit decorativepainters.org for more information.

The 2017 Hall of Fame Inductees include: • Dave Catanzarite, Darice and Pat Catan’s • Emma Gebo, Crafts Inc., dba SIERRA’s • Jerry Hacker, Dee’s Delights • Catherine Kay, Elam-Kay & Associates • Bob Ross, Joy of Painting Company

Visit www.craftandhobby.org to read the press release.

Grow Your Association & Get Rewarded Receive a $25 American Express gift card for every individual you recruit to join our Association. Our new Emeritus Membership is a great opportunity for you to refer your mentors and former colleagues! Tell them to join online. Be sure to tell them to use the membergetamember source code when signing up!

Craft Industry

today • Winter 2017

Chit Chat Chatting with the

“Crafty Chica ” Kathy Cano-Murillo of the Phoenix Fridas

by Jason Baum

Back in October I was lucky enough to sit down and have a fun breakfast with Kathy Cano-Murillo. Kathy is an author, artist and founder of the award-winning site, CraftyChica.com. In her own words, Kathy uses social media to “spread the gospel of glitter” – literally through her DIY projects HUK ÄN\YH[P]LS` [OYV\NO OLY ZWLLJOLZ workshops, books and essays. A former reporter for The Arizona Republic, she is now a full-time creativepreneur, which has led to partnerships with Coca-Cola, HSN, HP, WordPress, Disney and many others. She has authored seven craft books and two novels, and has been featured in The New York Times, USA Today, The /\MÄUN[VU 7VZ[, Buzzfeed and more. Kathy and I met at the DeSoto Market, one of her favorite downtown Phoenix meeting places, and spoke

10 Winter 2017 • Craft Industry today

for a couple of hours about topics that included the upcoming Creativation Show, social media, how to be a creativepreneur, the importance of retail entertainment, the city of Phoenix and so much more. I was able to follow up with Kathy a few weeks later to discuss her craft collective, the Phoenix Fridas, which is now in its 11th year.

inspired to start a collective here in Phoenix. I called upon some of my favorite crafty friends to get together and craft. We had no idea what it would lead to or what we wanted to do, we just wanted to get together and be creative! Here we are 11 years later with several arts awards under our glittery belts!

How would you define a craft collective? Congratulations on celebrating more than 11 years together! Who are the Phoenix Fridas and why did you feel the need to form the collective back in 2004? Hi Jason! Well, at the time, there were craft collectives popping up all over [OL JV\U[Y` ¶ (\Z[PU *YHM[ 4HÄH :HU[H Ana Craft Cartel, West Coast Craft, NY Department of Craft, etc. I became

A craft collective is for people who are committed to creativity. They are committed so much that they realize the power of community and collaborations for learning and growing their skills, talents and vision. It’s like-minded people coming together to support and lift each other, and maybe even have a Jedi Council sort of relationship to discuss touchy issues in a helpful and healing way.

What’s new or innovative about what the Fridas are doing? We are excited to be a part of Creativation. We have a panel we are speaking on and we’ll be in the Artisan Plaza! In addition, we are working on our summer 2017 Frida Kahlo birthday party event, and planning our upcoming blog articles.

How are you able to reach consumers directly and build your own brand through the collective? We are all working artists. We all have our own shows and events, and we all go and support each other’s projects. In addition, we’ll have collaborative shows at local art houses, coffee shops, galleries, etc. We do an annual trunk show and/ or pop-up shop. We each have to present an event to host or organize once a year. We’ve had Fridas host a wellness day at a beautiful farm where the public could come to get a massage, shop, join a drum circle or get an aura reading. We had another Frida who organized a Frida-inspired pub crawl. She worked with the owners to create a special drink for our patrons. We do local TV segments, live paintings at events, YouTube videos, speaking engagements, workshops and more to show creative inspiration. So rather than just rely on our individual businesses, we have a stream of other avenues as well.

How do the Fridas give back to the local Phoenix community? Many ways! We often speak at local events, volunteer to teach art or make and takes, donate art for fundraisers, visit and shop

Kathy Cano-Murillo (back row, center) and the rest of the Phoenix Fridas. Photo courtesy of www.thephoenixfridas.com.

from local galleries. We also hold our monthly meetings and independently-owned businesses, and while we are there we do social media for that business to introduce our followers to their company. It’s a win/win situation! 1VPU 2H[O` H[ *YLH[P]H[PVU MVY : ! ¸;OL )LULÄ[Z VM Launching Your Own Local Craft Collective” on Friday, January 20 from 2:00 p.m. – 3:00 p.m. when she goes into TVYL KL[HPS VU [OL ILULÄ[Z VM SH\UJOPUN `V\Y V^U SVJHS JYHM[ collective. Visit creativationshow.org to register today, or sign up onsite at the Phoenix Convention Center.

Craft Industry

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Trend Report Keep an Eye Out: Shipping Trends 2017 by Jeffrey Malaney

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12 Winter 2017 • Craft Industry today

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Capturing the moment

Courtesy of Russ Stutler, www.stutler.cc

just got easier.

Pocket Field Sketch Box -12, 18, 24, 30 and NEW 36 & 48 color sets Perfect for outdoor painting or when travelling. These watercolor kits are lightweight and features a compact, collapsible water brush. 18, 24, 30, 36 & 48 color sets feature thumb ring holder, detachable mixing tray, and easel for sketchbooks.

Shipping begins 12/1/16

e-commerce, the stores that support them will have a huge advantage over the rest. Many of the new shipping trends for this year point in the same direction: customers are more demanding than ever when it comes to receiving packages faster and on their own terms. The age in which a customer places an order online and expects to receive the package within a couple of weeks is over. Today’s buyers want to know exactly how and

XNCW-48N

NEW for 2017

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options for metropolitan areas. As the digital trends continue to grow at record pace, customers now expect their products in an extremely [PTLS` HUK LMÄJPLU[ THUULY 5L^ commercial drone services such as QuiQui and Bizzby Sky indicate that drone delivery will be available to smaller e-commerce businesses very soon. Giving customers more shipping options upon checkout is key. Traditionally, e-commerce stores give shoppers a few shipping and handling choices: standard, expedited and overnight. Customers are starting [V SVVR MVY UL^ ÅL_PISL ^H`Z ^OLU P[ comes to choosing how and when they YLJLP]L [OLPY VYKLY 5L^ VU KLTHUK package services like Doorman and Deliv are emerging in big cities, which ensure delivery is protected against theft, and is convenient for your customer’s busy schedule. If you are tired of those “sorry we missed you” postage slips, imagine how your customers must feel when they see them on their front door. Many customers are interested in picking up their orders across the street, rather than waiting MVY P[ [V Å` HJYVZZ [OL JV\U[Y` 4VYL and more local pickup options are popping up on checkout pages. In turn, the option for local pickup to shoppers reduces shipping costs for you and gets product to your customers faster. Happy customers equals returning customers. Even though shipping costs and postage will continue to increase, your company should offer free shipping simply because the leading competition offers it. Due to Amazon Prime memberships, shoppers expect free shipping as part of their online shopping experience. It is impractical to offer free shipping on every order your company ships out, which is why a practical marketing strategy is growing in popularity: offer free ZOPWWPUN HM[LY H ZWLJPÄJ HTV\U[ VY VYKLY value has been reached. Creating this threshold will increase your businesses average-order-value per customer. These HKKLK WYVÄ[Z VU J\Z[VTLY VYKLYZ ^PSS help to alleviate the cost of shipping multiple products at once. As this customer experience makes its way to

@SakuraofAmerica www.sakuraofamerica.com

when their package will arrive, and the sooner the better. Offering same-day shipping is a great way to get the edge on competitors that are behind the ever-changing times. Whether you’re an online store or traditional brick and mortar, anyone can increase sales by offering faster shipping, and improve customer satisfaction by getting packages out faster. Keep your customers happy, rather than waiting CIT by the front door. Craft Industry

today • Winter 2017

Where Should I Look for NEW Customers? by Heidi Kaisand

14 Winter 2017 • Craft Industry today

At Heidi’s full-service quilt shop and retreat center, Hen & Chicks Studio in Conrad, Iowa, the average customer is female, and between the ages of 50 and 70. “But some of our favorite classes to teach are aimed at kids -- often children and grandchildren of those more regular customers,” VKH VD\V +HLGL KDV RZQHG WKH VWRUH IRU ¿YH \HDUV and in this article, she offers tips about bringing in new customers. In her case, she broadened the appeal of Hen & Chicks Studio by including gifts and scrapbooking/paper craft supplies in her mix. In addition to her retail business, Heidi is also Editor of American Quilt Retailer, a trade publication for quilt shop owners (www.americanquiltretailer.com).

In an ever-growing and changing marketplace, independent retailers must constantly be introducing themselves, their services and their product to markets that do not currently know them, but should. :[HY[ I` JYLH[PUN H J\Z[VTLY WYVÄSL 0Z `V\Y J\Z[VTLY THSL VY female? What’s his/her age? Where does he/she live? Does he/she work? What kind of job might he/she have? What’s his/her family like? Kids, pets, grandchildren? Does he or she have hobbies? Is there research in your particular business that can help `V\ JVUÄYT ^OH[ `V\ [OPUR `V\ RUV^ HIV\[ `V\Y J\Z[VTLY& 0U the quilting industry, we look to Quilts, Inc. as a resource for this information. The Quilting in America survey (http://quilts.com/ announcements/y2014/QIA_summary.pdf) was last done in 2014 and provides facts about who the average quilter is and about her spending habits. When I was preparing to open Hen & Chicks Studio I worked with our local Main Street Iowa organization to help research potential customers in a certain radius of Conrad. According to the Quilts, Inc. Quilting in America Survey, 10% of all households in America have one dedicated quilter. With that bit of information, our state agency was able to tell me how many households were in a 15-mile, 60-mile and 150-mile radius. Then I could calculate a plausible number of dedicated quilters in those areas. I broke it down to these three ranges, because I had a vision of how these YHUNLZ ^V\SK ILULÄ[ [OL Z[VYL 1. A 15-mile radius included not only the town my shop would be located in but also the nearest large community that didn’t have a quilt shop. These customers are my core customers – the ones who visit me regularly, whether daily, weekly or monthly. 2. Quilters love to travel. In my previous job as editor of Better Homes & Gardens American Patchwork & Quilting magazine, we published Quilt Sampler, a magazine all about quilt shops. I knew ÄYZ[OHUK L]LU ILMVYL VWLUPUN H Z[VYL OV^ X\PS[LYZ NSHKS` [YH]LS within one hour (a 60-mile radius) of their home to visit a favorite store. Although I knew these would not be regular visitors, it quickly expands my customer base as I broaden that radius. 3. Because Hen & Chicks Studio has a fully-equipped retreat center in addition to the full-service quilt shop, I wanted to know how many households were in the larger, 150-mile radius. Driving two to three hours to a quilting or scrapbooking retreat is common. You can take this information and decide how you’re going to reach each of these customers. Let’s start with the local customer (15-mile radius).

How do I reach potential customers? Newspaper Ads When my doors opened for business I tracked customers in our point-of-sale system by zip code. Quickly, it became clear that 50% of my customers were from the large town 14 miles from my store. Add in a few small communities around and that number jumped to 60%. As I learned how strong my customer base is within a particular zip code (population 31,000, compared to only 1,500 in our town’s zip code), I looked at how I could reach more in that area. The average quilter is 50 to 70 years old, so reading a traditional newspaper is likely. I worked with my advertising person at the Craft Industry

today • Winter 2017

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16 Winter 2017 • Craft Industry today

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show content, so with a little technical know-how, we upload every radio show to our website to create more content. And, because of the marvels of technology, this radio show streams live on the Internet. So, I’m reaching my core customers and every potential customer beyond the 15-mile radius.

Special Event Promotions As I look for where to promote to our target audience, I refer back to the exercise asking what else might my customer be doing. For quilters, cooking and gardening would rank right up there. Recently, when a cooking magazine brought its live cooking show to our area, you can bet I jumped on the chance to advertise by providing a bag stuffer for 900 participants. Our bag stuffer was printed both front and back promoting an upcoming event, our social media links, and a coupon for coming into the store.

Specialty Magnets

Inkjet Printable Magnets

Button Magnets

Magnetic Strip

Monthly E-newsletter A newsletter allows us to keep in touch with all of our customers about what’s happening in the store and on our website.

Speaking Engagements Getting in front of quilters has always been a guaranteed way to promote my business. And, I love talking about what I’m passionate about! Several years ago, I developed two programs that I can present to groups and quilt guilds when requested. My presentation includes both a PowerPoint presentation and about 20 quilts I bring to show in person. These opportunities to connect with hardcore quilters is priceless.

Email: retail@magnummagnetics.com Phone: 800-258-0991

Social Media—Facebook, Pinterest, Instagram, and a little Twitter Being present consistently in social media has been our goal. We post a ]HYPL[` VM PUMVYTH[PVU PUJS\KPUN ZWLJPÄJZ about upcoming classes and events, but also inspiration and motivation for quilters to get their projects done. The ability to schedule posts on Facebook helps to be able to control the amount of time we’re actually on Facebook. Instagram is more spur of the moment because posts can’t be scheduled.

It also gives us a chance to reach a different audience demographic. Our customers are visual and always looking for inspiration, so Pinterest is a great place for us to be present. We’ve created boards that help us capture the range of crafts we do at Hen & Chicks Studio.

that we help create excitement and a reason to check us out is to offer classes, events and retreats. The more reasons a customer has for coming to your store and the longer they stay, the more opportunity for them to make purchases and build long-term relationships.

What can I do to reach new customers?

Hold a Retreat

Quilt shops are reaching out in many ^H`Z [V ÄUK [OH[ UL_[ J\Z[VTLY 6UL ^H`

Retreats can vary in length and in goals. A day retreat might have extended Craft Industry

today • Winter 2017

hours (9 a.m. to 6 p.m.). Customers bring their own projects to work on, but the shop takes care of all the details like snacks and lunch. The customer can dedicate quality time to their project while getting to socialize with others. And, there aren’t any distractions. If they had stayed at home, they might have gotten up from the sewing machine [V [OYV^ PU H SVHK VM SH\UKY` VY Ä_ themselves lunch. At our day retreat, I handle all of the details, from making the coffee to serving lunch to clean up. A day retreat costs $15 and includes a catered lunch that is covered by the fee. An overnight retreat will cost more,

but also continues to build relationships with dedicated quilters and crafters. We have hosted overnight retreats with different focuses. One type of retreat is for them to work on their own projects, whether quilting, scrapbooking, knitting or painting. Another retreat style has everyone working on the same technique or style of project. A themed retreat can include special gifts and unique creative touches from us.

Host Special Events As you’re planning more traditional HUK L_WLJ[LK JSHZZLZ HSZV [OPUR IL`VUK your traditional customer. Our average customer is a woman between the ages of 50 and 70, but some of our favorite classes to teach are aimed at kids – often children and grandchildren of those more regular customers. In the summer, we host Crafty Girls Camp where our focus is teaching young girls

to sew during a three-day, two-night camp. And, every July, we host Super Fun Monday each week, a morning class for boys and girls grades K-5 to paint, glue, cut and color. It brings in a much different customer and I love how it broadens our scope of creativity. Hold a class that doesn’t require the customer to bring anything to class (a great reason to invite a friend). With HSS [OL I\aa VU 7PU[LYLZ[ P[»Z LHZ` [V ÄUK Pinterest-inspired projects that don’t require a lot of skill, but are fun to create. Sometimes, customers are looking for an opportunity to socialize and just have fun. Our Craft Happy Hour event is three hours long, starting right at 5 p.m., so it catches people as they come home from work. It costs $25 per person. We serve appetizers to tide them over. And, because our store sells wine, we offer wine tasting during the evening. Our annual event has included learning to crochet H ZTHSS ÅV^LY HUK THRPUN H 4H` +H` IHZRL[ H 4V[OLY»Z +H` JHYK HUK ^VVS applique paper clips. All of the projects HYL KVHISL ^OPSL L_WVZPUN [OLT [V UL^ techniques, tools and products. My sales pitch is minimal, with my goal being an opportunity to build relationships. We laugh, we smile, we hug and we share PU [OL L_WLYPLUJL 0 RUV^ [OL` ^PSS JVTL back to the store if they had a good time.

What About Cross-Marketing Opportunities? Broaden your popular appeal by bringing in merchandise that your core customer will like, but will also attract new customers. The inventory at Hen & Chicks Studio is 80% quilting supplies, 15% scrapbooking/paper craft supplies, and 5% gifts. People who are creative tend to be creative in more than one medium. Such is the case for me! So, as I was developing the business plan for Hen & Chicks Studio, I knew that our store had to have some variety and ability to do a range of crafts. I even went as far as to not put the word “quilt” or “quilting” in our business name so I could be more Å\PK PU ^OH[ V\Y Z[VYL ZVSK ;OLYL OH]L ILLU H ML^ [PTLZ ^OLU 0»]L OHK [V L_WSHPU what our business is, because the name is not as clear as saying “Quilt Shop.” But I do love how customers identify with us for different reasons. Some come because we have a wool section within our quilting supplies, while others know

18 Winter 2017 • Craft Industry today

that we’ll have scrapbooking paper or paper-craft supplies they might need. And, even others know us as the place where people go to retreat or where they pick up their favorite bottle of wine. All of these help broaden our customer base. Tina Bauer, owner of Bittersweet Quilt Shop & Home Décor in Pinconning, Michigan, wanted to THRL OLY Z[VYL \UPX\L HUK ÄUK multiple reasons for her customers to keep returning. “I wanted to carry items that I loved, including home décor, jewelry and seasonal items,” Tina says. “Plus, I had a lot of knowledge of antiques so I added that to the list, too.” Bauer knows from personal experience that if her Ä]L JSVZL NPYSMYPLUKZ NV MVY H KH` of shopping, one of them is not a quilter. She wanted to create a store where her friends would all want to come, whether quilters or not. Shop owners Carol Keller and Beth Rosene had already been in business for 11 years at Quilter’s Garden, a full-service quilt shop in Princeton, Illinois, and were looking for a new revenue stream. They had contemplated a variety of business ideas, but on a trip to Branson, Missouri, they were inspired to open a clothing store. Once back home, the wheels were put in motion because the building next to their existing business was for sale. Sassy Sisters started to take shape and today is known for its affordable and unique clothing. “We sell lots of shirts and tunics,” Carol notes. Accessories and a particular line of pants are also staples. Although Sassy Sisters and Quilter’s Garden are two separate businesses, Keller says that 20% of Quilter’s Garden customers shop at Sassy Sisters. “It’s been great to pull in more people than just quilters,” Keller says. Yet Keller and Rosene say that 90% of their time is spent running the quilt shop. “We often hear customers come into Sassy Sisters and say ‘I have an aunt that quilts. I’ll have to tell them about your store.” Finding new customers is a task that never ends, but by creating new events or classes and promoting them in new ways, you’re sure to ÄUK UL^ J\Z[VTLYZ CIT Craft Industry

today • Winter 2017

Evolution of the

Retail Experience

Brooke Roe, CEO and Founder, PinspirationÂŽ (right) and interior photos of her store

by Brooke Roe

Have you noticed the savviest brick and mortar stores are searching to reinvent themselves? With the increase in online shopping opportunities, many retailers are responding with extra services and experiences that online commerce can’t provide; increasing emphasis on curated customer experiences. This process involves selecting the most relevant trends from a variety of sources and presenting targeted products to customers in useful and organized ways. For those that grasp innovation, there is tremendous opportunity. We have entered an era where the playing ÄLSK OHZ ILLU SL]LSLK 9L[HPSLYZ and consumers must learn to dance together. Small and large businesses alike are getting closer to their customers by identifying their needs and thinking creatively about how they meet those needs. I opened the retail arts and crafts experience, Pinspiration, to embrace this brave new future of consumerism, and discovered a fun way to integrate online HUK VMÅPUL JVTT\UP[PLZ 7PUZWPYH[PVU analyzes do-it-yourself (DIY) project trends from social media sites like Pinterest, and offers all the tools and supplies to make the most popular projects in our studio. While we do offer some skill-based workshops, Pinspiration has eliminated the need for customers to coordinate schedules and sign up for a class to make the same DIY. Each person selects a unique project to make and works alongside friends with the support of our helpful staff. The projects are functional and evolve to accommodate customer demand. Pinspiration customers “order” a project kit they select from a menu of options, akin to a restaurant scenario. They use iPads to navigate through the project tutorials while socializing with friends. Think “paint and sip” taken to a new level. So, how can your retail arts and crafts business engage customers in this new world? Here are eight tips to try in 2017.

our customer ambassadors, who share what they make in the studio and help spread the word organically. We also offer local community members opportunities to sell their goods in the store’s handmade retail area and help design our project kits. In addition to supporting other local retailers, we host many community events, meetups and pop-up shops. We built our company culture on the power of cross-promotion over competition. This shows partnering with others in your retail community JV\SK ILULÄ[ `V\Y I\ZPULZZ PU TVYL ways than you think.

Tip 1: Make Your Customers Ambassadors

Consumers increasingly care about social impact. New generations of shoppers are willing to spend more for items that are socially responsible. In light of this desire, Pinspiration is

In just a couple of years, Pinspiration has grown from inception to a thriving business. I credit a lot of our success to

Tip Two: Augment (not Inundate) with Technology Today’s generation thrives in the virtual world, but as humans we are innately designed to work and create in the physical world. We go to new restaurants selected from online reviews, rely on Siri to navigate us from place to place, and we help our kids with math after visiting a YouTube video for a refresher. We naturally use the virtual world to help us in the physical world. Most Millennials have grown up with technology, but lack the handmade creative skills of former generations. I ZH^ H IPN VWWVY[\UP[` [V ÄSS [OH[ NHW Pinspiration provides iPad tutorials that customers use to navigate project Z[LWZ 9H[OLY [OHU [LJOUVSVN` THRPUN people more isolated from each other, Pinspiration became a way to mitigate the digital disconnect and create a responsive community centered around real-life social experiences. It seems that a lot of retailers are adding more and more electronics to merchandising displays in hopes of reaching generations that have grown up with technology. I’m not sure that’s [OL HUZ^LY 9L[HPSLYZ ULLK [V \ZL technology to help their customers, not just for a sales pitch.

Tip Three: Find a Larger Purpose and Tell Your Story

Craft Industry

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launching a new collection of kits we call “Impactful Making.” “Impactful Making” is a way to support socially-inspired business and economic empowerment for vulnerable women through artisan enterprise by simply being creative. Pinspiration has partnered with TO THE MARKET (TTM), a collective of cooperatives that offers the “dignity of work” to women artisans. By sourcing some of the raw materials in the Impactful Makers Kit collection from artisan survivors VM O\THU [YHMÄJRPUN KPZLHZL HUK genocide, TTM will be able to create income opportunities for these populations. In launching the Impactful Maker Kits, Pinspiration will offer makers around the world the chance to try the projects they’ve been pinning, and to support economic empowerment for survivors of tragedy. Starting with our Impactful Makers Project Kit collection is one great way for us to begin to make an impact. We hope that others in the craft industry will embrace the ability to selectively source raw materials, and that we can help each other in that journey, as we plan to make these kits avaliable to other retailers. Ultimately, businesses of any scale impact and serve more than just shareholders. We have a responsibility to the community and to the planet, and speaking to that role will appeal to a more conscious consumer.

Tip Four: Analyze the Aesthetic Does the outer space of your I\ZPULZZ YLÅLJ[ [OL PUULY ZWHJL VM `V\Y company culture and the interests of your customers? Think about your physical space and determine how it stimulates all the ZLUZLZ :LHYJOPUN MVY PUÅLJ[PVU WVPU[Z where shoppers can be physically engaged and immersed is key to creating an experience that stays with the customer long after they’ve left the store. We design our studios as inspiring makerspaces where people want to linger. Many of the features, including our penny bar top and the wine bottle wall fountain were Pinterest-inspired designs. Our aesthetic at Pinspiration appeals to children and adults, men and women. We might host a corporate

22 Winter 2017 • Craft Industry today

team builder, child’s birthday party, a mom’s night out and Boy Scouts fundraiser all in the same day.

Tip Five: Encourage Customization and Personalization Retail has evolved from big box stores and mass product distribution to offering memorable experiences and niche products. The next phase in the retail evolution is personally involving the consumer in the retail experience as co-producers of their own customized products or services. Although Pinspiration customers select a project to make, almost all the selections can be personalized with color or embellishments at no additional charge. Our kits provide the supplies necessary to make a project, but the experience encourages creative freedom HUK TVKPÄJH[PVUZ We believe more and more Z[VYLZ ^PSS NV KV^U [OPZ YVHK ÄUKPUN success through allowing some level of customer collaboration and input.

Tip Six: Make Data-Driven Decisions Crowdshaping is the real-time shaping of a service around preferences of people in an area. Via online reviews, social media, endless read/watch/play lists and more, connected consumers HYL JYLH[PUN ]HZ[ HUK J\YH[LK WYVÄSLZ At Pinspiration, our team scours social media sites to identify DIY trends. We are developing a proprietary data system for analyzing popularity of perceived trends across social media platforms. Once we analyze the data, we go to work sourcing the project and sometimes tweak it to prevent a “craft fail.” We go through several iterations of the project kit before it’s ready to present to the customer. Customers love the idea of different kinds of projects that appeal to a variety of people and that the experience will evolve and change at each visit. The infrastructure to swiftly adapt to customer preferences will set the next generation of retail concepts apart.

Tip Seven: The Convenience Factor – Make Your Customers’ Lives Easier Pinspiration came about as a solution to a real-life problem. After spending

Tip Eight: Be Playful >OPSL THU` KV[ JVT JVTWHUPLZ OH]L SVUN YLJVNUPaLK [OH[ WYV]PKPUN VWWVY[\UP[PLZ [V WSH` THRLZ ^VYR TVYL WYVK\J[P]L HUK WSLHZ\YHISL ML^ JVTWHUPLZ OH]L SVVRLK H[ OV^ [V LUJV\YHNL WSH`M\SULZZ ^P[O J\Z[VTLYZ 7SH` Z[YLUN[OLUZ YLSH[PVUZOPWZ HUK Z[PT\SH[LZ JYLH[P]L [OPURPUN ([ 7PUZWPYH[PVU ^L SV]L [V SH\NO HUK JYLH[L >L OH]L H 1HJRZVU 7VSSVJR PUZWPYLK ZWSH[[LY YVVT ^OLYL J\Z[VTLYZ NV [V SP[LYHSS` ZSPUN WHPU[ at canvases and each other to create H TLZZ` THZ[LYWPLJL >L HSZV VMMLY H ^PUL ILLY IHY MVY OVZWP[HSP[` HUK [V Z[PT\SH[L V\Y ¸JYLH[P]L Q\PJLZ ¹ While not all craft retailers will want to offer creations and libations, VWWVY[\UP[PLZ [V IL WSH`M\S HIV\UK PU KHPS` SPML 0U V\Y OLJ[PJ TVKLYU SP]LZ many of us focus so heavily on our JVTTP[TLU[Z [OH[ ^L MVYNL[ [V OH]L M\U Innovative retailers will carve out time [V QVRL WSH` H NHTL VY [HRL H X\PJR IYLHR [V SPZ[LU [V M\U T\ZPJ 7SH`M\SULZZ PZ HU PTWVY[HU[ WHY[ VM Z[YLZZ YLK\J[PVU brain functioning, stimulating creativity HUK LTV[PVUHS ^LSS ILPUN MVY HSS

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countless hours on DIY craft-focused ^LIZP[LZ ^P[O ML^ ÄUPZOLK WYVQLJ[Z [V show for my time, I began researching IHYYPLYZ [V JYLH[P]P[` HUK V\[W\[ 0 MV\UK [OH[ SHJR VM ZWHJL [OL L_WLUZL VM [VVSZ HUK ZWLJPHS[` LX\PWTLU[ MLHY VM MHPS\YL KPMÄJ\S[` HJX\PYPUN Z\WWSPLZ HUK [OL KH\U[PUN PKLH VM JSLHUPUN \W WYL]LU[LK WLVWSL MYVT HJ[PUN VU [OLPY PKLHZ even when deemed high interest and WLYZVUHSS` TLHUPUNM\S Innovative retailers of the future will identify and articulate how to YLTLK` JVTTVU WHPU WVPU[Z MVY J\Z[VTLYZ 0U V\Y JHZL 7PUZWPYH[PVU makes it easy for every member of the community to unleash their inner artist HUK [Y` +0@ 6\Y WYVQLJ[Z HYL KPZWSH` worthy and meaningful, fun and M\UJ[PVUHS

With four great brands, Testors® is the best choice for ﬁnishing a craft project exactly as imagined. Testors® paints are available in enamels, acrylics and lacquers, along with tools and adhesives to bring iconic Testors® colors or textures to almost any surface. See the full Testors® product line at testors.com.

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7PUZWPYH[PVU PZ SVJH[LK PU 5VY[O 7OVLUP_ PU [OL LU[LY[HPUTLU[ KPZ[YPJ[ VU /PNO :[YLL[ Photo Credit to KLM Photos Photo Credit Left to Neil Ruskin for TO THE MARKET

Craft Industry

today • Winter 2017

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There might be cheaper rhinestone stickers on the market, but nothing compares in quality or design! STICKY CRYSTAL by PRECIOSA Crystal Components

24 Winter 2017 • Craft Industry today

is available in 19 colorways, combining the material of the sticker itself and the Preciosa VIVA Rhinestones. There is a great assortment of shapes and designs to choose from including letters and numbers (available in block or script print), basic geometric shapes, single stones, and a variety of straight, zig zag or curvy strips. Technology-driven items such as iPhone cover stickers and high-density sheets to cover large surface areas are tremendously popular and also available. In addition to offering versatile stock designs, STICKY CRYSTAL by PRECIOSA Crystal Components offers unlimited customization possibilities to create your own exclusive customizable designs! Create a brand logo, a unique shape or an additional colorway. Har-Man Importing has designers who will work with you to make sure your customizable design not only meets your needs, but also is exclusive to you! Imagine utilizing or selling a design that no one else has! We strongly believe that the greatest opportunity to use this innovative product is within the scrapbooking, stationery, paper, packaging and craft industries. The DIY application possibilities are truly limitless and include huge opportunities within beauty, technology and fashion industries. Har-Man Importing has been a distributor and wholesaler of beads and rhinestones to the craft and hobby industries since 1948. Whether a retailer, reseller or designer, Har-Man can offer STICKY CRYSTAL by PRECIOSA Crystal Components to meet your design and selling needs! View the complete product range and learn more at: harmanbeads.com/sticky-crystal.

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Do-It-Yourself How to Host a

Canvas Painting Event

in Your Store

Step 1

Pick your design. Select from the hundreds of easy-to-teach designs available on the Social Artworking website (www.social-artworking.com).

Step 2

Advertise your class with in-store signs and on your social media asking customers to register by a certain date.

Step 3

Order your supplies from Social- Artworking, adding a couple of extra supplies for the

instructor as well as late sign-ups. The online Party Planner Tool

Step 5

Set up the party space. Make sure you leave ample room for each

will help you order just the right amount of everything for your

student to have an easel and all other supplies nearby.

selected design. Don’t forget the following:

Add some decorations and consider coordinating

X Patterns X Instruction set X Transfer paper X Canvases X Brushes X Paint X Easels X Palettes X Water basins X Paper towels X Painter’s tape

them to the theme of the painting. Offer a few light

Step 4

snacks and some beverages to make students feel like they are attending a private party.

Practice painting the design before [OL JSHZZ <ZL `V\Y ÄUPZOLK WHPU[PUN as an example for the class.

26 Winter 2017 • Craft Industry today

Step 6

Teach the class! Relax and have fun with your customers. Everyone

will paint at a different rate; just make sure to give extra help to those who are on the slow side.

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Illustrator by Spectrum Noir is a dual-tipped, artist-quality alcohol marker featuring a flexible brush nib and a firm super-fine nib. The ergonomic barrel holds alcohol dye inks in 216 colors. Available as an individual marker or in color-themed 6- and 12-piece sets.

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crafterscompanion.com CelluClay is instant paper mache that mixes easily with water, molds quickly, and adheres to almost any surface. It air dries, and can then be sanded, sawed and nailed. Perfect for paper mache projects and sculpting. Non-toxic and gluten-free.

Lawn Fawn’s Bicycle-Themed Clear Stamp Set features accessories for riders and bicycles – plus coordinating dies – to create a perfect scene for weddings, birthdays, or everyday adventures.

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Rose Mille Vintage Paper Trims are hand-selected and beautifully packaged. They’re the perfect ﬁnishing touch to enhance scrapbooks, greeting cards or artist trading cards. Available exclusively through Rose & Meyer. roseandmeyer.com

Tim Holtz Distress Crayons achieve vibrant coloring effects on porous surfaces. The smooth, water-reactive pigments are ideal for watercolor, creating backgrounds, smudge effects and more. Color direct, blend with water, and layer with other Distress mediums. The full Distress palette will be available in 2017.

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Pebeo's 4Artist Marker is a multi-use SumoGrip Erasers from Sakura work like ultra-ﬁne sandpaper to grab and trap erased graphite, which forms into strands for easy disposal. The black erasers never look dirty. Available in three block sizes and as a retractable, reﬁllable stick holder.

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28 Winter 2017 • Craft Industry today

oil paint marker that revolutionizes traditional painting, allowing all artists to create stunning artwork with ease, control, and originality.

info@pebeo.net

Paper House Flipbooks are like an interactive, craftable picture frame – with plenty of room for photos and journaling. They’re a unique way for parents and grandparents to show their family pride and perfect for display on mantels, tabletops, or walls.

The new Stampendous Stamp Series features the vibrant and unique folk art style of Laurel Burch Studios, sought by collectors worldwide.

Magnum Magnetics has added double-sided adhesive tapes to their line of magnetic craft and ofﬁce products - offering more ways to help crafts stick, plus quality you expect from a brand you trust.

retail@magnummagnetics.com

paperhouseproductions.com

stampendous.com

Event planner and lifestyle personality David Tutera's new Sizzix collection highlights his inspiring vision for elegant celebrations. Featuring dies, stamps, kits, a die-cutting machine and more, the line has everything needed for special DIY weddings, celebrations and events.

Crafty Cat Plastic Sanding Needles get Waffle Flower Crafts Stamps and Dies are versatile, easy to use and designed for creativity. For more product information, ideas and video tutorials visit wallﬂower.com, or Booth #709 at Creativation 2017.

into small areas that are hard to reach with conventional tools. Designed for fine detail work and precision finishing. Abrasive-coated and available in coarse, medium and fine grits. Use on metal clay, plastic, resin, metal or wood. Washable and reusable.

flex-i-file.com

wallflower.com

iCraft Mixed Media Sheets are an innovative new art surface that can be colored like paper, stitched like fabric and printed with an ink-jet or laser printer. Two weights are available. They’re a great way to add texture to paper crafts and mixed media projects and ideal for inks, paints, pencils, watercolors, and more.

sizzix.com

Use Testors Make-Your-Own Marker Sets to turn Testors and Model Master acrylic and enamel paints into a paint marker. Features a two-in-one barrel with a marker end and brush end. Use with current paint colors or create custom paint shades by ﬁlling the marker barrel with different colors. Available at Hobby Lobby.

testors.com

thermowebonline.com

Craft Industry

today • Winter 2017

Craft

Tell our advertisers you saw their ad here. And visit them at the Creativiation Show!

Industry ................... 21 Booth 1208

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.......... 24 Booth 542

Booth 1660

American Orthopedic ...................8 ............. 27

Chase Products............................. 31 Booth 849 ....................... 19

...................................... 13 Booth 1701

JG Designs...................................... 27

Booth 409

Sha & Co .......................................... 27

............................. 24 ..............................2

Booth 1950 ................. Back Cover Booth 1527, 1725

Booth 1943 ........................ 22

Crafty Cat ........................................ 10 Booth 1048

Strategic Solutions ...................... 21

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............................................................ 16 Booth 1122

Booth 958

Booth 1360

................ 17 ..........................................9 Booth 1023

Booth 1257

........................... 23 Booth 1800 ..............................7

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Booth 1748

Booth 1260

....................... 12 Booth 513

Eileen Hull ...................................... 27 ............................. 15 ...... 15, 27

Booth 1431

Booth 2831

............................... 23 ............... 11 Booth 1716, 1717

30 Winter 2017 â&#x20AC;¢ Craft Industry today

Booth 709 Witzend Workshop...................... 10

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