SPARROW ART SUPPLY Takes Flight
forArt’s Sake
During a recent interview, the tables briefly turned when I was asked whether I do any art. The question made me stop and think. I explained that I don’t have a set medium or type art style – instead, I’ve dabbled in various projects. A jack of all trades, master of none, so the saying goes. Once I’ve completed a project, I’m typically content having tried it and move on.
The one thing that does remain constant is my penchant for the written word. In addition to my regular job of writing and editing, I enjoy journaling and occasionally coming up with short stories that I share with my trusted inner circle.
A few days passed after the interview and Mother’s Day arrived. It was then I realized how much my artistic ventures have been influenced by the women before me. I recall how I watched my great-grandma in her plush rocking chair doing needlepoint, crafting table favors and ornaments – I even sat beside her in a smaller rocking chair and helped. A couple years ago, I finished my first cross stitch design, and it now hangs in my apartment.
As I’ve mentioned before, one of my aunts is a sewing wiz, and my paternal grandma was known to quilt with her Amish friends. When I was a preteen, I took a couple of sewing classes and made a bedspread of my own. My mom is a scrapbooker, perfectly preserving memories made on trips or when we participated in community theater. I attended scrapbooking meets with her, putting together a book about a trip to England and France. She has since moved on to online scrapbooking methods, but has recently taken up felting. (I find this slightly hilarious as it requires handling fine needles, and my mom is a retired nurse.) She’s made more than a dozen gnomes to give away and made me vibrant wall hangings. I found myself thinking about her when I came across a felt artist at a recent art fair.
I’m not sure when my next artistic journey will begin – I do have a paint-bynumbers kit patiently waiting for me at home. Until then, I’m perfectly content to find inspiration in those around me and those in the creative industries. Speaking of which, there are plenty of exciting features in this issue of Art Materials Retailer. Beth Bluestein of Sparrow Art Supply in Middlebury, VT talks about how the art supply store has become a community hub and resource for local creatives. Ashley Ellis, an encaustic artist, shares how her life journey impacts her artwork. I met Joe McClain at Creativation and was moved by how his organization, Help Heal Veterans, creates therapeutic craft kits for those who’ve served our country.
There is also a new addition to the magazine: Retailers Toolbox. This segment features advice and insight from retailers on a certain topic. We hope this becomes a regular staple.
Happy reading!
• Professional artist quality watercolor
• Made with northwest honey
• Our watercolors rewet almost instantly even after months of disuse
• Made in the USA
www.mgraham.com
colormaker@mgraham.com
503-656-6761
Artwork by Ron Stocke
The Magazine for the Creative Materials Industry
A publication of Fahy-Williams Publishing
About
Art Materials Retailer
Art Materials Retailer serves the people who sell creativity. Packed with product news, retail strategies, and industry insight, the magazine connects independent retailers with manufacturers and makers. For over 25 years, it’s been a trusted resource for growing businesses and staying on top of what’s new in the art supply world.
Publisher Tim Braden tbraden@fwpi.com
Editorial Director Victoria Ritter victoria@fwpi.com
Production Manager Mark Stash mstash@fwpi.com
Graphic Designers
Maia VanOrman
Tammy Spear
Proud member of
Copyright © 2025
About Fahy-Williams
Advertising Director Amy Wheeler amy@fwpi.com
Schedule a call calendly.com/amy-fwpi
Enewsletter & Online
Advertising Manager Rick Kauder rkauder@fwpi.com
Subscriptions Visit artmaterialsretailer.com
Headquarters 171 Reed Street Geneva, NY 14456 800-344-0559
Founded in 1984, Fahy-Williams Publishing specializes in magazines, directories and Enewsletters for a wide variety of niche markets.
We also publish: edplay edplay.com
Educational Dealer EducationalDealerMagazine.com
Copyright© 2025. No part of this publication may be reprinted or otherwise reproduced without written permission from the publisher.
Art for Everyone SPARROW ART SUPPLY Spreads its Wings
by Victoria Ritter
Sparrow Art Supply in Middlebury, VT seeks to inspire anyone who steps inside to explore their creative side. Founded at the tail end of the pandemic, the art supply store has become a trusted community resource for all types of creatives.
Beth Bluestein and her husband moved to Middlebury from New York City in December 2020. While her husband worked remotely, Bluestein began working part-time for a local art school. She spent her spare time getting back into watercolor painting.
“While I was unpacking boxes from the move, I was making a supply list of all the things I would need,” Bluestein recalled. “I looked for an art store in town, and there was nothing within an hour
of where we live.”
Two months later, the town held a Kickstart Middlebury program, a competition solicitating new and expanding business ideas. It was a perfect opportunity for Bluestein to pitch the idea of an art store. She wrote a letter of intent, put together a business plan and pitched it to the program committee. Bluestein subsequently won a $20,000 grant plus $5,000 worth of donated business services.
By 2022, Sparrow Art Supply opened its doors.
“I’ve always been a bit entrepreneurial,” Bluestein said, noting she did not have a formal business education nor experience with a brick-and-mortar store.
“I’ve had a few side businesses, and before opening this store I
primarily worked as a freelance set designer. As a freelancer, you’re running your own business in itself, so I was no stranger to hard work.”
The store’s name has a twofold meaning. When the Bluesteins moved to Middlebury, it was winter and the pandemic was at its height. The couple entertained themselves watching wildlife in their yard, and one of the first birds they identified was a sparrow. Second, sparrows are a very common and hardworking bird. These traits are represented in Sparrow Art Supply’s mission to be a resource for all creatives. “Anyone can get creative,” Bluestein stated.
The community response was “overwhelming,” as customers
were thrilled to have an art supply store in Middlebury. “It was very clear that it wasn’t just a want to have this store – it felt like a real need to have this store,” Bluestein said. “The town needed something like this, both as a resource for artists, but also as a community hub.”
Crafting an artist’s toolkit
Sparrow Art Supply was initially a 1,000-squarefoot space located down a set of stairs. Although the location was right for the time with an affordable price and an accommodating landlord, the store had potential to grow. Bluestein moved the store last year to a downtown location that is at street level.
“We are right in the center of historic Middlebury, so we have a beautiful brick building with giant windows,” Bluestein said. “You walk in the door and we have high, tin ceilings. It’s a really pretty space.”
Inside and to the left is a dedicated gallery space. To the right are the art supplies. Sparrow Art Supply carries more than 5,000 SKUs, ranging from oils, acrylics, pastels and watercolor paints to canvases,
continued on page 8 t
how people are using materials. She complements customers’ input with sales data, tracking what performs well at the store. “I’ve noticed our drawing materials and stationery section have been growing rapidly,” she said. “So, I’m always trying to think how can we bring new and exciting things for our customers in those categories.”
Accessible art
Local residents are the main customer base at Sparrow Art Supply, but the store also hails students from local colleges, out-of-town visitors in the summer and family members of customers during the holiday season. Even a few newcomers who’ve heard about the store from friends or through the newspaper will stop in. No matter their age or expertise level, they are welcome.
“We try to make it a refreshing experience for people because we know they are coming in wanting a haven from their day,” Bluestein said. “They might
be trying to find an activity to do with their kids this weekend or trying to get into a new hobby.”
There is plenty happening at Sparrow Art Supply. The store’s gallery space, which currently takes up about a third of the sales floor, is going through a transition. In order to shifting shopping trends, Bluestein is decreasing the gallery’s footprint to make way for more retail space. The gallery will continue to highlight local artists; Bluestein plans to feature a rotating artist of the month. “The change will keep the space dynamic and maintain the community-minded spirit our shows have always fostered,” Bluestein said. “And it’s giving us an opportunity to introduce some more new products to delight our customers!”
Those looking to get more involved can join the Sparrow Artist Collective. The monthly paid membership offers “creative camaraderie” in the form of in-person meetups, special discounts and an online forum. The collective also hosts online educational seminars geared toward topics such as career skill building, finances, how to frame art and how to teach a class.
The store hosted the first annual Sparrow Plein Air Festival June 14 to 15 in collaboration with Better Middlebury Partnership. Registration was open to artists of all ages and experience levels – artists ages 15 and under could participate for free. Guests could enjoy demonstrations, use a map to visit scenic sites around the Middlebury area, win giveaways from suppliers and peruse artwork for sale.
Being a part of community events is important to Bluestein. “It’s huge. It makes a customer feel like they’re part of something, which is important. Art making is, for the most part, a solitary activity; it can be a lonely experience. As an art store, I’m trying to engage the community.”
Lessons learned along the way
Creating a place where people can explore their creativity has had its ups and downs. Along the way, Bluestein has utilized multiple resources to give her business its best chance to succeed.
When developing her business plan, she reached out to art supply stores in similarly sized towns and asked for their input. She also utilized case studies from Namta to understand inventory trends.
Earlier this year, she expanded her staff from one other person to two part-time employees and went from operating Tuesday through Saturday to being open seven days a week. The shift has allowed her to reach more customers.
One of the challenges of operating an independent store is that there is never a normal day. Bluestein explained how she keeps tabs on the ever-shifting retail landscape, balancing the decision to react to
trends and developments or stay the course. Foot traffic also varies day to day, so Bluestein tries to predict trends by looking at store data and previous year’s customer levels.
At one point, right before she moved locations, Bluestein faced a tough choice. The holiday season had drawn in great sales, but there was nothing left over after bills were paid.
“I had a real serious moment,” Bluestein recalled. “Do I keep doing this and pretend that nothing’s wrong or close my doors? I decided that I’ve worked really hard at this and I want to give it one more shot. I did a lot of self- education – I had not managed inventory of this magnitude ever before. I ended up turning my business around to create a very healthy margin in my business.”
Bluestein connected with a Small Business Development Center – operated by the U.S. Small Business Administration – to get access to free business resources and a business coach. With some time, research and investment, she made the store a more sustainable business, a proud accomplishment. She encourages other small business owners and entrepreneurs to connect with Small Business Development Centers and community organizers such as chambers of commerce.
Overall, operating Sparrow Art Supply has been a heartwarming experience. Bluestein balances disheartening experiences with the fact that the store is inspiring people to make art.
“Making art can be a very vulnerable endeavor, and it’s very personal,” Bluestein stated. “When people come into the store and they open up to us about their artwork or tell us that they are curious about using a specific medium or just getting started, I feel honored that they trust us.”
Artful Behavior Artful Behavior
Enthusiastic About Encaustic
by Victoria Ritter
Ashley Ellis from New London, WI has been “a creative soul” her whole life. She looked forward to school art shows – even selling a piece or two – and studied art and marketing in college. Around 2009, a good friend encouraged her to consider herself as a serious artist. This encouraged Ellis to set up a website, sell paintings and start a professional creative career in 2010.
Today, Ellis exhibits her work, teaches workshops, serves as a juror for local and regional art shows and is a reseller for JESIN.
“It’s been a fulfilling journey, rooted in both personal growth and community engagement,” Ellis said.
Discovering encaustic
Encaustic – pigments mixed with hot wax – was always a fascinating medium to Ellis. About 20 years ago in her first marriage, she and her husband kept five beehives, resulting in a surplus of beeswax. Ellis had heard about encaustic art in college and wanted to give it a try. As the nearest classes were on the East and West coasts, she conducted her own research and started making her own pigments and encaustic.
“It was very elementary how all my pigments turned out, but I like understanding what my raw materials are,” Ellis explained. “What are things made from? How can you improve on them? Can it be something I can do myself or do I have to buy it through a retailer?”
Now Ellis buys encaustic through manufacturers as the products are more predictable. However, she will still occasionally work with organic beeswax as she has friends who are beekeepers.
“I’ll finish a lot of my pieces – especially my big
commission pieces – with organic beeswax and damar resin that I crush down,” Ellis said. “You’ll see little pieces of pollen sometimes or a little bee wing – a remnant leftover from the beehives. It’s kind of cool.”
Ellis particularly enjoys the sensory, physical aspect of working with encaustic as she heats, layers, scrapes and fuses the wax, giving the artwork a sculptural, 3-D aspect. She describes her artwork as “abstract with symbolic and expressive undertones.” Ellis works in a series, exploring an idea across 20 to 40 individual pieces. These pieces come in an assortment to provide a range of price points for customers, though they are typically 24-by-24 or 30-by-30 inches. Last year, she introduced an acrylic series to engage new collectors.
Inspiration comes from theology, personal experiences and music. “I enjoy all kinds of music, from classical all the way through contemporary music,” Ellis added. “I am a product of the 90s and the early 2000s, so a lot of the music I have is from the 80s when I was little and 90s through early 2000s when I was in college.”
One collection that holds a special place in Ellis’ heart is her “Sheila” series, named after The Smashing Pumpkins’ song “To Sheila.” The series represents her journey from being single and entering her first marriage to becoming a single parent to three kids and rebuilding her life. (She is now happily remarried with two more children and a third on the way.) “Sheila” includes two 24-by-24 pieces, about 20 10-by-14 pieces and a series of 43 mini acrylics.
“It was raw, honest, and healing – created during a season of transition and reflection,” Ellis stated. “It resonated deeply with others, which affirmed my belief in the power of art to connect and comfort.”
Bringing community together through art
Ellis hopes people experience the human journey when they see her artwork. Some of her pieces have spoken to shared emotions while others resonate with viewers’ own life stories.
“We all the same kind of fears and anxieties,” she said. “We have the same kind of joys. It’s nice to celebrate that, even though it might look a little different in different ways and in different people, it’s a common theme.”
Work on a collection begins in the spring and summer. Ellis will create, on average, 50 pieces, but show only about 20 of them. She’ll then engage in “creative problemsolving,” looking at her art with a critical eye and selecting pieces that work well together; the rest will either get melted down or set aside, perhaps to join a future series.
In addition to her website, ellisvisualarts.com, Ellis sells her art at local shows and galleries including Arts on the Square by the Waupaca Community Arts Board, the Wolf River Art League annual show in New London, and at Wausau Center for the Visual Arts, which hosts national exhibitions, regional artists and a co-op.
The Wisconsin art scene is rich with talent. Ellis admires several contemporaries including fellow encaustic artist Jesse Fritsch.
“She’s a brilliant artist. How she applies and uses encaustics is absolutely stunning to see,” Ellis
said. “I’ve been fortunate to have other local artists come from my workshops and share their insights. We’re always learning, always growing, trying new things and trying to expand ourselves. I don’t think creating great art happens by yourself – it’s all in community.”
A journey to Jesin
After years of instructing and exhibiting her work, Ellis and her husband, Steve, formed Ellis Visual Arts in January 2024. This paved the way for Ellis to bring JESIN to North America.
Ellis connected with Stephanie Walberer, a resin artist and JESIN seller in Germany who operates under the name Mrs. Colorberry. Ellis had followed Colorberry and watched JESIN develop for many years; when Colorberry expressed interest in selling JESIN in North America, Ellis jumped at the opportunity to distribute JESIN in the U.S., Canada and Mexico.
Ellis primarily uses JESIN to cast vessels, trays, coasters and “from life” sculptures. She appreciates how it’s flameretardant, lighter than traditional cement, can be used indoors and outside, is durable and cures quickly.
“I love pairing JESIN with our LIQU-MENT pigments to create rich marbled finishes, and sealing with SHEA SEAL for a food-safe, polished look,” Ellis commented. “When it comes to high performance, speed and style,
JESIN really shines.”
JESIN also aligns with Ellis’ values and aesthetic. When she teaches workshops – both for kids and adults – she wants to make sure that she uses materials that are safe. JESIN provides a trustworthy alternative to resin.
Ellis is proud of the connections she’s made in her career as an artist – from collectors to partners like JESIN. Together, she hopes to continue fostering creativity.
“Art has the power to heal, inspire and bring people together –and I feel incredibly blessed to be part of that,” Ellis stated. “At the end of the day, I believe art should feel approachable and empowering. Whether you’re casting a JESIN tray or layering encaustic on panel, the creative process is a way of reconnecting with yourself – and that’s something I’m honored to help others discover.”
by Ashley Soller
Is Your Store Selling ASTM D 4236 Compliant Art Materials?
The art industry has captivated artists of all ages and skill levels. However, despite a product’s seemingly innocuous appearance, it can pose potential health risks if not properly evaluated for safety and labeled accordingly.
First, let’s dive into how art materials are made, using colored pencils as an example. Colored pencils are crafted by using a variety of pigments, binders and additives. The raw materials are sourced from a diversity of geographical areas, manufactured into various components to produce a single colored pencil.
Some of these pigments, such as carbon black or titanium white, are milled and ground to make the colors. In some art materials, raw materials can too small to be seen by the naked eye. These particles could become airborne when a product is used. When inhaled, these tiny particles may pose respiratory hazards – particularly if they contain harmful compounds or particles small enough to get deep into the lungs. For example, certain colors may contain pigments that, if inhaled in large quantities, could lead to lung irritation or more serious respiratory issues. This is why knowing what you are purchasing, along with how the product has been evaluated and labeled, is crucial.
ASTM D 4236 is a law that U.S. art materials must meet in order to legally be offered for sale. The Labeling of Hazardous Art Materials Act (LHAMA) requires manufacturers to label products for toxicological hazards per ASTM D 4236 and CPSC standards. Products may also carry state and regional warnings, as jurisdictions can have additional regulations. ACMI certifies at the federal level and informs members about state and regional-specific labeling requirements.
The presence of ACMI’s AP and CL Seals on art materials serves as a guarantee that the product has been evaluated by a board-certified toxicologist and meets all federal safety standards for art materials. It assures consumers that the art materials do not contain levels of chemicals that are known to cause adverse health effects (AP) or that any potential risks are clearly communicated (CL) with the appropriate labels and warnings.
For buyers and consumers alike, it can be hard to figure out if the product has actually been evaluated without looking up all of the proper documentation. This involves reaching out to manufacturers and calling the testing labs to make sure that the product matches what the labs have on file.
The ACMI program makes it easy to figure this
out by being transparent about which products have been tested. There is a Certified Products Database on the website that allows anyone to check for products and/or manufacturers that are getting their products certified. Art materials must also be evaluated every five years according to federal law –or sooner if there has been a formula change.
In addition to bearing an AP or CL Seal on individual products or kits, manufacturers can include the toxicology reports in shipments that cross borders. Including the toxicological risk assessment (TRA) with shipments of artist materials can mitigate unnecessary border checks and limit delays in product transit, meaning that products can reach your store shelves faster.
The importance of the ACMI AP and CL Seals, along with the proper labeling of art materials, cannot be overstated. These seals play a crucial role in protecting the health and safety of artists, educators and consumers by providing essential information about the materials being purchased and used.
By following established safety guidelines and choosing products that carry the AP (non-toxic when used as intended by humans) or CL (cautionary labeling) Seals, artists can enjoy the creative process while minimizing potential health risks.
For retailers, stocking and selling art materials that have been properly evaluated and labeled with ACMI’s seals significantly reduces liability. It ensures compliance with safety standards and demonstrates commitment to consumer well-being.
Ashley Soller is the marketing, membership and certification coordinator for the Art and Creative Materials Institute, Inc. (ACMI).
Crafting a Way to Healing
by Victoria Ritter
Just as crafting can come in various forms, the act of engaging in creative pastimes comes with multiple benefits. Help Heal Veterans, a national nonprofit based in Winchester, CA, is dedicated to helping veterans and active-duty military through its therapeutic craft kits.
The organization was founded by a San Diego businessman in 1971 after he visited vets at Balboa Naval Hospital. While talking with those who had been wounded in the Vietnam War, a young Marine expressed a need to stave off boredom.
“So, our founder went out to a local hobby shop, bought some arts and crafts supplies and brought them back to the ward,” said Joe McClain, CEO of Help Heal Veterans. “They were such a big hit that he kept going. He knew this was something that our guys need to help them with the healing process.”
The organization, originally known as Help Hospitalized Veterans, quickly grew from a local movement to a national nonprofit. At its headquarters, craft kits are manufactured and sent to VA hospitals, military health
care centers and partner nonprofits across the U.S., Puerto Rico and abroad to deployed military. Help Heal Veterans has distributed 33 million kits, serving 21.5 million veterans and active-duty personnel since its inception.
“There is true joy in being part of something bigger than yourself,” McClain stated. “Serving in the military, you’re part of a bigger cause – you’re actually making a difference. It’s the same working at Help Heal Veterans. Just the fact that we provide a tool to help people cope with some of their challenges is important. I’m honored to be a part of that.”
The whole kit and caboodle
McClain wants to provide kits that have the “best therapy value” where recipients have fun doing the craft and are proud of what they made. Help Heal Veterans’ kits feature projects such as wooden clocks and models; leather bags, purses and keychains; jewelry; adult coloring books; needlework; and fine art. On average, a kit takes about an hour and a half to complete. No matter the project, all materials must be self-contained within the kit as well as safe enough to be used in a healthcare environment.
“We always try to leave room for people to embellish and make it their own,” McClain stated.
While some recipients have followed the included instructions, others have taken creative turns – choosing
to disregard the instructions, not use all of the given materials, even combining elements from various kits to create something original.
McClain recalled how one young woman receiving palliative care at a local hospital took birdhouse kits, put her own spin on them and left them to the medical center to use in their gardens. “That shows that how leaving space for creativity can give someone a chance to express themselves when they’re facing big challenges,” he said.
Help Heal Veteran’s mission is to “heal the invisible wounds of war through creativity.” Its kits are meant to be a tool to heal from the wounds of war, build resiliency and support longterm success. In a 2018 survey, veterans shared how these creative kits took their minds off their problems, helped relieve their pain and improved fine motor skills. McClain further noted how some veterans used kits to reconnect with family members.
“It’s amazing how something so little can help the healing process in different ways,” he said.
Putting things together
Help Heal Veterans is unique in the nonprofit world as it’s a manufacturer, distributor and service provider. It has a staff of 18 employees, including a team of craft care specialists at sites in Chicago, San Antonio and Temple, TX. These craft care specialists offer handson help with kits and help coordinate volunteers.
The manufacturing site in California is outfitted with laser cutters and printers, leather-punching machines and a full wood shop. Help Heal Veterans also partners with Care-Rite which brings in intellectually disabled adults to help in the manufacturing process. “They’re awesome folks,” McClain said. “It’s really special to see what they do to help us with our mission.”
Materials are bought and donated by various companies. Help Heal Veterans has a partnership with Southwest Airlines to use upcycled leather from seat covers to be made into whole kits or as smaller pieces. Additionally, LaZ-Boy donates fabric that is, in turn, put into the kits. About 60 to 70 percent of Help Heal Veterans’ products have
upcycled materials, estimated McClain.
“We’re always looking for ways to upcycle materials and turn them into craft products,” McClain said. “It’s the right thing to do, it makes for a great story and makes the craft fun, and it helps with costs.”
Serving those who’ve served
Help Heal Veterans serves a diverse population – men, women, those who live in urban and rural settings, Vietnam veterans to 18-year-olds who are just returning from service. The organization makes 150,000 to 170,000 kits a year, reaching roughly 100,000 veterans.
“The need is probably three times that,” McClain stated.
There is a priority system in place to reach as many as possible. Help Heal Veterans’ main focus is VA medical centers, military hospitals and nonprofits specializing in veteran programs. Individuals who have a true need can also apply for kits, but the process may take longer if the need isn’t critical. Those interested in receiving kits can apply on the organization’s website, healvets.org
McClain’s long-term goal is to never have to return a request for help. “Though the wars are over, now is when all those issues that have been suppressed are starting to pop up,” he said. “This is the time when the biggest need comes up.”
People can support Help Heal Veterans through monetary donations, which go toward manufacturing and shipping costs as well as purchasing. “We don’t get any government grants,” McClain explained. “All of our donations come from small individual donors, for the most part.”
McClain encourages people to spread the word on Help Heal Veterans and the power of engaging in creative activities.
“The story of creativity healing – not just for veterans or active military – is something the industry needs to spread more,” McClain said. “Creativity does make a difference in people’s lives, and there is good science to why it works that way. The more that people understand that creativity heals, the better.”
Materials That Matter Materials That Matter
Professional artist quality gouache from M Graham is made in the USA. They feature pure color without chalks or fillers. Matte finish and opacity are achieved with large amounts of pigment. 503-656-6761 colormaker@mgraham.com
Say hello to Uglybooks –pocket-sized sketchbooks packed with bright, colorful paper that dares artists to think bigger, bolder and way less boring. Small enough to carry everywhere. Loud enough to stand out. info@uglybooks.co
This Red Sculpture Clay from Sandtastik is ideal for sculpture and murals. Fires to rich red tones that deepen with temperature, offering excellent drying and firing performance for bold, expressive ceramic art. sandtastik.com/marte-red-sculpture-sample
Li-Qua-Che from ACTÍVA is a non-toxic, airdrying liquid casting compound for plaster or ceramic molds. It’s fast-drying and easy to use –perfect for jewelry, figures, and decorative art with no kiln required. activaproducts.com/32oz-of-li-qua-che
Bristle Magic’s Paintbrush Cleaner & Reconditioner is gentle for daily use for oil brushes. It even removes dried oil and acrylic paint, leaving brushes like new. BM is biodegradable and water rinseable. bristlemagic.net
Professional artist quality watercolor from M Graham is made in the USA. It’s made with Northwest honey, leaving the paint moister in the palette. Our watercolors will rewet almost immediately even after months of disuse. 503-656-6761
colormaker@mgraham.com
Pro Framers Premium Cloth Mounting Tape from Pro Tapes is developed specifically for mounting, matting and framing artwork and prints. It’s easy to use! No mess – simply unwind and apply. protapes.com
Experience ultimate comfort and versatility with the Interchangeable Mini Carving Tool Set from Xiem Tools! With thin double-end stainless steel blades and a foam handle, it makes detail carving, sculpting and texturing easy and enjoyable. xiemtoolsusa.com
If you love Bob Ross, you’ll love this zippered bag – just the place to stow your art swag! Measures 5 by 9 inches with a fully-lined pouch, inner card pocket and 2-inch gusset. wholesale@philosophersguild.com
Materials That Matter Materials That Matter
The Pro Line is Flexcut’s latest release of premium knives redesigned to deliver peak performance. Customer feedback and input from professional carvers helped develop cutting-edge features, making this innovative design a must-have. flexcut.com
Computer Grafix Rainbow Film from Grafix is a vibrant, printable, metallic film with adhesive backing. This new film creates stunning effects for any design you print: digital designs, scanned artwork or photos. grafixarts.com
of 30 shimmering, ultra-fine pigment powders. Perfect for resin, casting, fine art, mixed media, crafts, nail art and more. A luxe, eye-catching display piece. jesin.com/pages/become-a-re-seller
Need assistance with U.S. regulations? ACMI is ready to support you! Apply now and enjoy a waived application fee – a savings of $500! Just mention this magazine to take advantage of the complimentary membership.
revolutionary Shadebuddy
from
is an easy and economical way to provide shade for you and your easel without putting your easel at risk of a wind gust. 970-493-0217 guerrillapainter.com
The
Umbrella
Guerrilla Painter
Get Your Complimentary Subscription
Qualified industry professionals receive a free subscription to our quarterly print magazine. It is your source for expert insight, new product updates, and stories from across the industry.
Subscribe to the Monthly Enewsletter
Stay ahead of trends with our free monthly Enewsletter featuring the newest products and tools to stock in your store. It is fast, visual, and designed to help you make smart buying decisions.
Expand with NAMTA Connect
We proudly sponsor NAMTA Connect, offering monthly sessions that go beyond product education. From driving sales and exploring new markets, to learning about marketing and social media strategies, each session is packed with useful takeaways. Every session is delivered in a conversational and engaging format.
retailers Recommend
From Beth Bluestein of Sparrow Art Supply in Middlebury, VT:
“I’ve noticed a growing trend of customers wanting to spend less time on their phones and more time being present, and a sketchbook offers the perfect space for that. On top of that, watercolor is very popular in our store!
“I personally love using the Beta Sketchbook from Stillman & Birn! I’ve tried a lot of watercolor sketchbooks, searching for the perfect one, and I was thrilled to finally find the Beta book that could handle my very wet washes. I scrub at it with heavy pigment loads and it rarely pills. The softcover makes it lightweight and perfect for on-the-go sketching. It’s become my go-to book for sketching studies for larger finished landscapes and capturing memories while traveling. Anytime a customer walks into my shop looking for a watercolor sketchbook, I recommend it. More often than not, they walk out with one in hand!” stillmanandbirn.com
From Vanessa America of Tiny Arts Supplies in Ridgewood, Queens, NY:
“I’m obsessed with Pearl Ex Pigments from Jacquard. They are super versatile, and you can mix them with tons of mediums – I often use gesso or even glue. I’ve made egg tempera paints with them and used them in resin. You can even make your own watercolors if you mix them with gum arabic. The Pearl Ex Pigments are affordable, multifaceted and come in a plethora of colors.”
“The Lino Cutter & Stamp Carving Kit from Essdee is a rad all-in-one carving kit that is perfect for beginners and advanced carvers. I love how lightweight and comprehensive it is – perfect for traveling to a craft night. The price point is affordable, and the kit includes a couple of small adhesive stamps to carve as well as a baren that doubles as a stamping tool. Another plus: the tool is compatible with carving tips (cutters) from other brands, which is a refreshing feature.” jacquardproducts.com essdee.co.uk
From Tokki Art Supply in Hood River, OR:
“And Here We Are notebooks have been a fun colorful addition to people looking to write and use as planners. Winsor & Newton Cotman half pan refills have been a nice addition to the shop since their watercolor sets have always been a hit. Our newest addition is DecoArt Americana paints, which have been great since our local Joann’s and people have been looking for an affordable craft paint in the area.” and-hereweare.com winsornewton.com shop.decoart.com
Introducing Series 2 of the Creative Products Certification Program
by Samantha Davis
In the wake of the tremendous success of Creativation by NAMTA 2025 in Seattle, planning and anticipation for the 2026 event in St. Louis are already well underway. And while it’s easy to look ahead to May 2026, as Creativation continues to serve as the industry’s premier event, NAMTA’s commitment extends far beyond the annual trade show. The organization remains steadfast in its role as a year-round resource for the fine art and creative materials industry.
In alignment with this mission, NAMTA proudly launched the Creative Products Certification (CPC) program at Creativation 2024. Designed as a practical, easy-to-use training tool, the CPC empowers store managers and their staff with essential product knowledge, helping them guide customers toward the right materials for creative success. Developed in collaboration with Pyle Creative and shaped by member focus groups, Series 1 introduced a 10-part video education series, complete with assessments to reinforce learning and boost confidence on the sales floor. Since its launch, more than 230 learners have been active in the program, with more than 100 NAMTA members already completing certification.
After hearing your enthusiastic feedback and seeing strong demand, NAMTA was thrilled to begin developing CPC Series 2 –and we’re excited to officially share that it’s here! Both the original certification and Series 2 are packed with valuable insights, tailored to different product categories. They’re not sequential, so each series stands on its own. You can dive into the one that aligns with your current focus or explore both to expand your expertise even further. Both certifications are self-paced, flexible and approachable for team members at any experience level.
CPC Series 2 responds directly to member requests for deeper education on specific, high-demand product categories. Created to help sales teams feel more knowledgeable and confident, this new series presents seven additional modules, each with video instruction and assessments leading to added certification. Topics include: Dry Media and Drawing Tools, Stamping, Canvas and Supports, Paper for Paper Crafting, The Decorated Surface: Embossing and More, Machines and Tools for Die-Cutting and More and Printmaking: Block Printing, Etching and Lithography!
Each module was developed in collaboration with product experts from across the industry to ensure content is accurate, applicable and aligned with real-world retail needs. The goal remains the same: to help staff create better customer experiences, build stronger relationships and ultimately drive sales.
NAMTA invites all members to take advantage of this powerful – and free – training resource. CPC Series 2 offers a practical way to invest in staff development, improve customer satisfaction and
support the long-term success of fine art and creative material retailers.
More Creative Products Certification is on the way, and it’s better than ever. CPC Series 2 delivers the tools your team needs to sell smarter, inspire creativity and grow with confidence. Don’t miss your chance to get certified!
Samantha Davis is the communications and marketing manager at Namta.
Collaboration and Celebrations Abound at Creativation
by Victoria Ritter
Namta not only celebrated its 75th anniversary but also a successful Creativation in Seattle, WA. Its annual fine art and craft materials show took place April 4 to 8. Organizers saw healthy attendance, hosted a colorful array of networking activities and highlighted creative techniques and business insights.
Creativation welcomed a total of 1,607 people. The number of buying companies grew to include 40 new businesses, reaching 262. “And the number of individual buyers was about 100 more than last year,” said Namta Executive Director Leah Siffringer. Additionally, 174 manufacturers were present. Siffringer observed that the ratio of buyers to individual manufacturing reps was more balanced this year.
On the trade show floor
The show floor was open April 6-8 and was in full motion – from in-booth activities and a mural project with Splashes of Hope to booth judging (see the sidebar on page xx for winners). Mary McLane, director of meetings and partnership sales at Namta, noted meetings took place not only between buyers and manufacturers, but also between partner companies. “There’s partnerships happening on the floor,” she said. “It felt good. It felt like things were happening.”
“There was a good buzz on the floor,” Leah added. To mark Namta’s 75th anniversary, the organization laid out several photo albums and scrapbooks at a table near the organization’s booth. Passersby stopped to learn about Namta’s history and influence across the decades, and the sense of celebration permeated the whole show.
New to the show this year was Namta Connect Live. The series featured roundtables, product demonstrations, Retailer Show & Share and the Sarah Hurley Trend Report.
“The best thing about our community is we’ve already had some cool ideas come out a month after the show because of our round tables,” McLane said. “Our members are helping us, and that’s what we want our community to do. They want you to succeed, and they’re part of the conversation.”
Education and networking opportunities
The education sessions at Creativation had robust attendance, doubling its individual registrations from 690 last year to more than 1,200. Workshops covered papercrafts, stamping, watercolors and mixed media. The business seminars addressed topics including managing finances, panelists talking about industry challenges and successes, partnering with micro influencers, making videos to market stores and branding, among others.
Networking events provided an opportunity to engage with fellows in the industry and have some
fun along the way. The Product Palooza, now open to retailers, was a big hit on April 4. “Product Palooza is better with more people in the room,” McLane said. “It’s better to have as many people engaged with those products as possible.”
The following night, 650 people attended the Welcome Reception. As guests were treated to light appetizers and drinks, Namta presented the Lifetime Achievement Awards and the Hall of Fame inductees (see page 24 for a list of honorees). It also announced the second series of the Creative Products Certification (for more information, see page 21) and hosted keynote speaker, Emmy Award winner Bill Stainton.
“The ‘yellow dot ideas’ carried through the show,” Siffringer stated. “Even on the roundtables after the show, people were bringing it up and the ideas they shared.”
Meanwhile, the President’s Reception at MoPop was a huge hit. The two nights out – the Molten Mixer at Seattle Glassblowing Studio and Next Generation Happy Hour at Gameworks – were also popular, with the Molten Mixer selling out weeks in advance. “If we can find networking opportunities that are hands-on or interactive and represent the city we’re in, attendees are excited to participate,” Siffringer said.
Trends and looking ahead
A prominent trend at the show was writing implements. Siffringer and McLane noted that while writing tools have been at the show for long time, their presence was increased at this year’s Creativation. Examples included markers, color pens, crayons, pens and coloring books. These writing tools are versatile as they can be used for illustrating, journaling, sketching, even watercolor.
New Products at Creativation
Abroli: MONSTER Paints Sidekick
Altenew: Gilded Elegance Shimmer Relief Paste Bundle
Alumilite: Amazing Clear Cast Outdoor Epoxy and Alumifiber Epoxy Thickener
Artesprix LLC: Sublimation Coloring Book
Artventure LLC: Leonardo Da Vinci Flying Machine - Ornithopter
Beacon Adhesives: Leather Glue, Power-Tac and Zip Dry
Colart: Liquitex Basics Acrylic Metallic Colors, Winsor & Newton
Wooden Box Sets and Lefranc Bourgeois Flashe Bio-Based DecoArt, Inc.: Retique It
Elle Crée Paint-by-Number Kits: Artist-Quality Canvas Paint-by Number Kit
Excel Blades: K71 Index Finger Knife in Pink
Gamblin Artists Colors: Artist’s Oil Colors Set, Greys Painting Set and Whites Painting Set
General Pencil: How to Draw Nature, Wildlife & Endangered Species Kit
Global Creative, Inc.: OLO Marker 8-Piece Color Sets
Grafix: Pre-Printed Transparencies
Hangzhou MIYA Stationery Co., LTD: HIMI GOTO Museum Coloring Book and HIMI GOTO Artist 3D Coloring Cards
Help Heal Veterans: Round Purse, Large Purse and Raw Material
KraftGeek: Easels
Legion Paper Corp: Artist Panels 24 by 30 inches
Luxury Brands of America: Colorverse Shuttle Pen
MILAN - FACTIS S.A.: Milan CMM1420-05 Master Gum Eraser, Milan CMM4020 Eraser and Milan CMM412CF Professional Eraser
Natural Earth Paint: Fluid Natural Acrylik Paint
New Wave Art: POSH Glass Artist Palette 6.75 by 8.4 inches and Stedi-Rest
Paint Puck: COLLAPSiBOWL - Gray
Pebeo Inc.: Setacolor Leather
Penny Black, Inc.: Liquid Watercolor Ink
Pioneer Photo Albums, Inc.: MB10CBFC
Quarto: Learn to Watercolor
Ranger Industries: Simon Hurley Create Solar Spray, Dylusions by Dyan Reaveley Dyamond Rocks, Tim Holtz Alcohol Ink 8 pack and Dina Wakley MEdia Ledger Journal
Rocky Nook: Morpho Table Top Spinner and Pocket Guide Book Stand
Silver Brush Limited: Silver Brush Limited
Spellbinders Paper Arts: DIY Color Deck
STAEDTLER, Inc.: Pigment arts pen - pigment brush pen set of 60 colors
Sunbird Spark: Stencils 360°+ and Stencils 360°+ Friends Ed.
Tintoretto: Magneto
Toss Products LLC: Art Locker and Paint Plates Table Palette
Uchida of America: LePen Flex Retro Colors, Opaque Brush
Pastel and Pastel Liner - Retro
Uglybooks: Uglybooks - Perfect bound
Yasutomo: Suminagashi Kit and Tag Book Kit
Congratulations to the Exhibitor Award Winners
Best Small Booth – The Stoneground Paint Company
Best Medium Booth – Pebeo
Best Large Booth – colart
Best New Exhibitor – Elle Cree
Best Packaging – Faber-Castell for Polychromos Graphite
Matte 50 Piece Gift Set
Best Point of Purchase Display – Artventure for Artoya
Best In-Booth Activity – Jacquard Products
Judges Special Recognition – Pear Blossom Press and Trinity Stamps for their Innovative Collaborative Booth
Best New Product – R & F Handmade Paints for R & F Drawing Oils
Best New Kids’ Product – Pebeo for Seta Color Leather
Sneaker Kit
Namta Honors Hall of Fame Inductees and Lifetime Achievement Award Winners
At the welcome reception on April 5, Namta took time to recognize the following outstanding individuals for their contributions and influence on the fine art and crafts industry.
Hall of Fame Inductees
Bob and Shirley Ferguson of Ben Franklin Crafts & Frames
J. Frank Strauss Sr. of ACTÍVA Products, Inc.
Lifetime Achievement Award Winners
Jamie Echt of The Crafters Workshop
Dan Egusa of Yasutomo
Nils Knappe of H. Schmincke & Co., GmbH & Co. KG
Craig Lemley of Dakota Art Store Ltd., Dakota Pastels
Julie McGuffee of Julie McGuffee Design Services
Milton Meshirer of Beacon Adhesives
Ron Whitmore of Artisan Santa Fe
William Wuisman of Macphersons
Continued from page 23
“This shows me that the creative wants to be able to mark every surface,” McLane observed. “And they want to layer and blend. That opens up a whole category of mixed media surfaces; you need those journals and surfaces that can hold all of that layering and blending. As a show, it’s important to notice these trends. We’re looking ahead to next year’s show, what can we communicate, bring in workshops and education that’ll help support that area.”
“There were more fine art people looking at craft products,” Siffringer stated. “We heard fine art retailers comment on how they’re bringing more crafts into their store and vice versa.”
Overall, the show went well according to Siffringer and McLane. They want to continue to grow the show in a smart way, catering to the needs of exhibitors and buyers. “It’s going to be hard to raise the bar, but we’ll find a way,” Siffringer said.
“In a world that’s hard to make sense of sometimes, it felt like this show was a place where people felt they could belong,” McLane said. “It felt very welcoming.”
Shortly after the show wrapped up, Rick Munisteri, who has been with Namta for more than 22 years, retired. McLane will take over his duties with the show.
Next year’s Creativation is set to take place May 15-19 in St. Louis, MO. To keep up to date with Namta events and programs, visit namta.org.
industry News
Plaid Enterprises, a leading innovator in the DIY craft industry, announced its acquisition of select assets of Arteza, Inc.This strategic acquisition strengthens Plaid’s standing in the arts and crafts market and marks its entry into the fast-growing fine art category.
Arteza, a trusted name in the fine art industry, provides premium-quality paints, drawing tools and creative essentials to millions of customers. These innovative products complement Plaid’s portfolio of iconic brands like Mod Podge, Folk Art, Apple Barrel and more.
“This acquisition is a major milestone for Plaid as we expand into the fine art space,” said Tom Russo, Plaid president and CEO. “Arteza’s innovative product offerings, digital-first approach and dedication to customer satisfaction align perfectly with Plaid’s mission to inspire and empower creativity. By combining our strengths, we will accelerate the introduction of unique new products.”
By integrating Arteza’s broad range of high-quality art supplies into Plaid’s portfolio, the company is wellpositioned to further enhance its market leadership. The combination of Plaid’s distribution network and manufacturing expertise with Arteza’s product offerings will create new opportunities for growth and allow Plaid to better serve the expanding demand for art supplies.
their contributions to the industry.
The Golden Scissors Awards are an opportunity for the industry to acknowledge those who have offered outstanding leadership and innovation and made important contributions to the industry as a whole.
Nominations for the awards opened in January and were open for a month. In March, each nominee was considered individually and confidentially by a panel of seven judges nominated by the Craft Industry Alliance Board of Advisors. Judges for this year’s awards were Anne Merrow, co-founder of Long Thread Media; Lisa Woolfork, founder of Black Women Stitch and the Stitch Please Podcast; Vivika Hansen DeNegre, former content director for Golden Peak Media; Melanie Falick, author of Making a Life; and Liana Allday, general manager of Creativebug.
“It’s truly an honor to be able to present these awards” said Craft Industry Alliance Co-Founder and President Abby Glassenberg. “Now in its second year, this program has become a highlight of our year. I’m incredibly impressed by the dedication and hard work of our winners, each of whom demonstrates how craft and creativity can change lives.”
Craft Industry Alliance is proud to announce the winners of the 2025 Golden Scissors Awards, recognizing excellence in the crafts industry. The awards ceremony took place on May 7 at h+h americas in Rosemont, IL. Five craft professionals were recognized for
Mahdiyyah Muhammad received the Emerging Leader award. Muhammad is committed to facilitating conversations on racial and environmental justice, ensuring that Black-led initiatives have visibility and support within the broader industry. Her namesake fashion brand, MAHDIYYAH, focuses on upcycling discarded textiles. She also serves in a leadership role at the Black Fiber & Textile Network.
For Innovation, the award winner is Courtney Pattison. Pattison is the creator of Pattern Projector, a free, open-source web-
continued on page 27 t
Retailer’s Toolbox
Store owners and their staff share their tips and insight on ordering new products – what sources do they use, what factors they consider and what products are catching their eye.
From Deb Parsons, Queen City Framing & Art Supplies in Helena, MT:
“The factors we consider include first and foremost – quality. Then there’s the question of will our customers/community use it ... is the process of using the item or supply obvious or will it take too much time to explain/teach/sell? After that, what is the price point? Finally, what is the ease of reordering and do we have space for it?
“We do look through Art Materials Retailer to see what new products are shown! We listen to requests made by our customers, which often cues us to a trend and causes us to do a bit of research about the product, or special order it for them. We consider what our reps show us and look at trade shows both local and national when possible. We also look on Faire.
“A few products that have caught our eye recently include Stoneground watercolor paints, OLFA Touch-knife (a great POP display on our counter), the Collapsibowl from Paint Puck and the Akashiya brush markers from Aitoh.”
From Peggy Gomez of Gomez Art Supply in Lincoln, NE:
“The first thing I think about is: Do we have room? I also consider whether we’ve had customers asking for certain products. Japanese stationery is big right now; we had a customer many years ago tell us we should start carrying Kuretake, and we have not looked back. It is important to spend a good amount of time in your store, interacting with customers and listening to feedback. It is important that your customer feels like they can share information with you.
“Mostly, I get new ideas from looking at Instagram. I follow lots of different art supply stores from all over the country and lots of different manufacturers.
“Products that have caught our eye include glitter highlighters from Zebra, the varnish brush from Silver Brush, Cromia paper from Fabriano (great for printmaking) and Kozuke white and off white (a great beginning printmaker relief paper) and Yamato glue stick – a personal favorite – from Japanese Paper Place. Plus, Jacquard has Color Ink Pads which have been selling well for us.”
From Eric Sovern of Cardboard Robot in Decorah, IA:
“Our store is not a traditional art supply store. We consider ourselves a shop for makers – a category into which art supplies fit nicely. We also carry science and building toys, pens and stationery, and crafty bits (no googly eyes, no glitter and no scrapbooking though – a person can only be so much to so many).
“Picking our art supplies requires a bit more planning. We try to pick one or two brands from popular categories and focus on those. Our market is pretty small (like our shop), and a lot of what we sell is for people trying something new, or generally dabbling. Carrying less can be helpful for this crowd, since making decisions among thousands of options can be daunting at best.
“We do most all of our purchasing online through wholesalers based on what we like, what our customers ask for, and that thing we saw in that video from that one artist who is awesome. The benefit of this is that we pick and choose what we want, and we don’t get tied up in large program orders or uncomfortable pressureto-buy conversations.
“We love Beam Paints. Handmade watercolors in plastic-free packaging from First Nations folks living on an island in Lake Huron? Yes, please. We also love Moglea hand-painted journals. This is a cool company from Des Moines that makes some really weird and lovely products – and that fits our vibe perfectly.”
continued from page 25
based app that allows users to project any digital sewing pattern quickly and easily. Volunteers translated the software into nine languages in just its first year on the market.
Jonelle Dawkins, founder of Scraplanta, won the Sustainability award. Scraplanta, a nonprofit creative reuse center in Atlanta, GA, has collected and redistributed more than 150,000 pounds of art and craft supplies to hundreds of teachers, students, artists and makers across the metro area.
Vanessa Genier was honored with the Social Impact award. Genier is the founder of Quilts For Survivors, an organization that honors the survivors of the trauma suffered by indigenous children sent to residential schools. This organization honors each survivor with a quilted hug. So far, Quilts for Survivors volunteers have made and donated more than 6,300 quilts.
Jim Bryson received the Lifetime Achievement award. Bryson started his career in the crafts industry in 1981, winding yarn in his wife’s yarn shop. After becoming a sales rep for yarn companies, he started his own distribution company, Bryson Distributing. He traveled as a rep for 20 years while building the company into a leading accessory and yarn distributor catering to independent retailers.
The Golden Scissors Awards will be given annually each spring at h+h americas. Nominations for next year’s awards will open in January 2026.
Golden Artist Colors, Inc. announces the recent hire of new CEO, Troy Mann. With more than 25 years of extensive industry experience in sales, marketing and operations at companies like GE, The Haier Group and Campbell Hausfeld, Mann has been selected to succeed Mark Golden as the company’s next CEO.
“Troy’s background spans industries as diverse as appliances, insulation and floor finishing in organizations much larger than ours, so I’m excited to work with Troy to learn from his past experience,” said Barbara Schindler, GOLDEN president and COO. “I’m confident our partnership will be instrumental in guiding Golden Artist Colors to further growth for all its stakeholders, including employee owners.”
continued on page 28 t
continued from page 27
In his new role, Mann will be responsible for providing strategic leadership, demonstrating measurable success in creating and executing strategic growth initiatives, and possessing keen analytical abilities and highly developed problem-solving skills to support and enable sound decision making.
Mann holds a master of business administration from Bellarmine University in Louisville, KY. He earned a bachelor of science from Kelley School of Business. He has been married for nearly 24 years to his wife, Patrice, with whom he shares three wonderful kids.
“I am very honored by the trust the Board, Golden family and the organization have placed in me to navigate Golden Artist Colors on its continued journey, building upon an already extraordinary legacy and tremendous culture,” Mann shared. “The opportunity to work alongside our over 200 employee owners and families is an exhilarating responsibility. Together the GOLDEN team will confront ongoing challenges an ever-evolving marketplace represents both locally and globally, leveraging our competencies to position Golden Artist Colors for long-term growth.”
Continued from page 30
time because she doesn’t have to worry about the blade getting loose due to couplings coming undone. She also appreciates the feel of the handles; some cutting tools like the AK-4 have a little cushion built in, allowing users to cut for longer periods and be comfortable.
“That’s where the design of OLFA’s products rise above a lot of the other competitors – they put that time effort into the design, making sure that you have a lifetime warranty on those handles,” Busdeker said. “You want to make sure that it’s comfortable to use for that long.”
Another staple of OLFA’s products is safety. Features such as textured finger rests and padded handles prevent slipping. Blade caps for art knives feature holes so that if the cap was accidentally ingested, it won’t obstruct a person’s airway. “Safety continues to be a primary focus
After close to 45 years of leading Golden Artist Colors, Golden will shift his focus to be the organization’s strategic advisor.
“I couldn’t be more proud of the legacy of this company and the unwavering commitment to artists and excellence in our products, but now it is time to pass the baton,” shared Golden. “Spending the last 45 years as CEO at GOLDEN has been the greatest honor and privilege of my life. The most extraordinary gift we’ve received during this time has been artists’ willingness to join us in this mission. They have shared their insights, concerns, creativity and deep passions. They’ve helped shape a company I hope they are proud to support – one that has always been committed to serving the most creative community in the world. It is with great excitement and anticipation that I now get to witness Troy’s leadership at GOLDEN. I have no doubt that he will approach it with the same curiosity and dedication that has defined his career.”
To learn more about Golden Artist Colors, its leadership team, and its comprehensive fine arts materials product offering, visit goldenartistcolors.com.
in the development of OLFA products.”
Supporting the creative industry
OLFA’s catalog of niche products are not typically found at large chains, making it an ideal choice for independent retailers to stock. Retailers interested in selling OLFA products have access to the company’s Distributor Toolbox, including packaging, lifestyle and product photos to use on their website or newsletters.
Additionally, there are videos on our YouTube channel that they can embed on their site, in their newsletters, etc.,” Busdeker said. “Our product pages are also packed with information that they can use and share with their customers.”
While OLFA Corp of Japan
distributes worldwide, its OLFA North America Inc. subsidiary covers the U.S. and Canada. OLFA regularly attends trade shows including Creativation by Namta, Quiltcon, h+h Americas and International Quilt Market.
“OLFA is a trusted brand with a great reputation,” Busdeker commented. “OLFA has also invested in efforts to engage with end-users and understand changes in the markets we serve and adapt.”
End cap
A Cut AbovetheRest
OLFA offers safe, reliable tools for creatives
by Victoria Ritter
Whether they’re working with fabric, foam or vinyl, artists and crafters put a lot of trust in their instruments. OLFA steps up to the plate with its range of handheld cutting tools.
The Japanese company got its start when Yoshio Okada, tired of the inferior Japanesemade Western-style knives on the market, invented the world’s first snap-off blade cutter in 1956. A longtime knife aficionado, Okada went on to invent the world’s first rotary cutter in 1979. These products were the basis of OLFA – the company’s name comes from two Japanese words which mean “to break a blade.”
Today, OLFA makes a range of blades, knives, mats and more for construction, industrial safety, craft and outdoor industries; in total, the company has more than 200 SKUs. Under its craft department, OLFA offers rotary cutters, art knives, graphic knives, scissors, cutting and rotary mats, circle cutters and chenille cutters.
Tools of the trade
Depending on who you ask, there are a few products that are popular among crafters. Sewers
and quilters tend to favor OLFA’s rotary cutters for their comfortable handles and sharp blades. Meanwhile, OLFA’s 9mm snapoff knives are admired for their sharpness and convenience. Once a blade edge becomes dull, the user just has to snap it off, revealing a fresh, pointed blade.
“In recent years, we’ve seen a significant increase in demand with paper crafting for OLFA art knives for the same precision sharpness,” said Yvonne Busdeker, brand marketing manager for OLFA. “Those tools can work across the board. We have people who make leather aprons for woodworkers using our rotary cutters. People make cosplay costumes using the rotary cutter for the fabric part of it, and one of the utility knives from our pro section for foam. It just depends on what you’re making and what tool is going to be the best fit.”
With OLFA’s tools in hand, artists and crafters have created intricate, colorful masterpieces. Michael Velliquette, a papercraft artist in Wisconsin, uses OLFA’s AK-4 art knife and the SAC-1 graphics knife to fashion elaborate 3-D paper sculptures. Designer Amanda Brown utilizes the 45mm
RTY-2/C Quick-Change Rotary Cutter, 5-Inch SCS-1 SerratedEdge Stainless Steel Scissors, 24- by 36-inch Double-Sided, Self-Healing Rotary Mat and 6- by 24-inch Frosted Acrylic Ruler to make vibrant art quilts.
OLFA typically releases new products in January and July. New products come in a new format or in a new color. The most recent releases include a utility knife that now has a wood composite handle rather than a plastic handle – which came out in January – and a 28mm rotary cutter featured in aqua.
“Japan takes pride in everything that they do. We may not crank out new products frequently because we got it right the first time with the straight handle that’s been around since 1979,” Busdeker stated. “Those changes are constantly being made on tools across the board. As soon as they find something that can be a little better, they will make that adjustment and put it out in the next run of the tool.”
Busdeker went on to explain that OLFA stands out in the market due to the quality of its products. She proudly uses OLFA’s knives for her own projects. While she has used its art knife for a long
Premium Quality Artist Paper
Bee Paper Company® is committed to providing the best quality papers for the aspiring and professional artist. From sketching to detailed pen work to heavy watercolor washes and oil paints, Bee Paper® carefully crafts papers for all.