Craft Industry Today Spring 2016

SPRING 2016

Emerging

Trends: Taking a closer look at the ever-evolving creative consumer

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contents

Spring 2016

In Every Issue

14 Hot Products A conversation with each of the 2016 CHA Hot Product Winners

18 Generation Craft Philip Fimmano speaks about the many generation 22

changes within society and the craft industry

Emerging Trends from the CHA MEGA Show Floor

4 The Buzz

Reaching a Young and Engaged Audience

8 Industry News

12

2016 CHA Hot Product Winners, 2017 Show dates, and more

10 Chit Chat

12 Trend Report

The Trends Behind ColorLab

26 Do-It-Yourself

Personalized Initial Wall Art for Teen Room Décor by Marjie Kemper

28 New Products

Where Does the Creative Industry Go for Trend Information?

30 Designer Directory 30 Index of Advertisers

18

26

About the cover...

by Caroline Angiulo, “Mind Wandering Bloom”

Spring 2016 Volume 6 No. 2

Craft

Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE

Editorial Maureen Walsh mwalsh@craftandhobby.org Keri Cunningham kcunningham@craftandhobby.org Catherine Martell cmartell@craftandhobby.org Kristen Farrell kfarrell@craftandhobby.org Jason Baum jbaum@craftandhobby.org

Advertising Tim Braden tbraden@fwpi.com Darlene Ryan darlene@fwpi.com

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Publisher

Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 Fax: 315-789-4263 fwpi.com Craft Industry Today is distributed to CHA members on a complimentary basis. Subscription fee for nonCHA members is $25 a year.

Craft Industry Today is published quarterly for members of the Craft & Hobby Association (CHA). CHA is an international not-for-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution, and retail sales of craft products worldwide. For more about CHA, the value of membership, or its award-winning Conference & Trade Show, please visit craftandhobby.org.

The Craft & Hobby Association 319 East 54th St. Elmwood Park, NJ 07407 201-835-1200 Fax: 201-797-0657 craftandhobby.org CRE8TIME.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 © 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.

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The Buzz Reaching a

Young & Engaged Audience

If the average age of your customer is 50 years and up and you’d like to stay in the game in the next few years, it’s time to redefine your strategy.

by Päivi Kankaro

T

To stay on top (or to get there), you will need to understand younger audiences better. You need to know how younger consumers communicate and how they use the Internet and technology. You also need to follow craft trends early in order to reach and engage with that audience. As the markets are changing, you will have to shift from a top-down to a more democratic approach to stay in the competition. You shouldn’t just focus on selling your products, but instead build community around your brand and offer relevant content to build customer loyalty. “Content marketing,” “native

Päivi Kankaro works as a Project Manager at Kollabora.com. She has been working in the digital world for the past 10 years, and is an expert in online content production, video and social media.

4

advertising,” “collaboration” and “engagement” are all terms that should be integral parts of your campaign strategy.

Let’s revisit a few facts before we dive into the “how-tos”: The 79 million Millennials in the U.S. have an estimated purchasing power of $170 billion dollars per year.

According to a survey among 1,600 DIYers, Makers under 35 are spending more than $1,000 a year on DIY projects, whereas the over-35 crowd spends only around half of that.

And, where do they spend those big bucks? Online is where Millennials are shopping.

Internet users are productive. User-generated content has exploded almost 300 times in the past three years.

Video views have reached to over four billion per day. Some companies offer paid video content, but free video content is exploding. Manufacturers and retailers are trying to catch up.

It is important for brands to be where the consumers are, but not passively, as Millennials expect the brands to be quick and responsive. When making decisions, they trust the feedback from their peers (i.e. buttons, comments, etc.), but they also expect their questions and comments answered in real time by brands via social media. Four in 10 Millennials want brands to allow them to influence their products in “co-creation.” Interestingly enough, celebrity culture doesn’t appeal quite as much; only 19 percent want brands to partner with a celebrity or public figure they admire. Millennials want to be the stars themselves. (continued on page 7)

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TA K E A N A RT

FUL

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IONAL CON FEREN

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Town and Country Resort & Convention Center | San Diego, CA Plan your journey at WWW . DECORATIVEPAINTERS . ORG *Artwork by Debbie Cole CDA, 2016 SDP Conference Artist

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So, what kind of actual steps should your company take to reach this new audience? We put together a list of tips to take into consideration.

• Relevant content: Reflect the current trends and the

general lifestyle of your audience.

• Video: The new generation is very visual. Video is

the place where Millennials get inspired and learn.

• Design aesthetics: Make your visual style clear and

recognizable. Customers enjoy detecting visual cues and

messages. Be on trend.

• Take time: Success does not come overnight, but

commitment brings results.

• Dare: Have fun and be bold. Laugh with your

customers. A little humor goes a long way.

• Be you: Be honest and open. Talk with a language

that your customers can relate to, but don’t pretend to be

anything you are not. Admit your mistakes. Be authentic.

• Go where your customers are: Don’t expect the

customers to come to you. Go where they mingle and

create needs.

• Dialog, don’t broadcast: Don’t just talk about your

product, but engage in a broader sense. You are there

to talk about what kind of culture and lifestyle your

product represents. If your product is yarn, don’t just talk

about things to knit, but also how beneficial knitting is

and how general trends are reflected in knitting trends.

• Community: Don’t build your own platform, but go

where the customers already spend lots of time.

• Let others shine: Give credit to people who used

your products. Make them feel like stars.

• Encourage: Ask people to share their experiences

and projects.

• Meet IRL: Meeting your customers not only makes

you know them better, but also ties them closer to your brand.

But before you get overwhelmed, I have some advice for you. Don’t feel like you have to be everywhere all the time.

Instead, pick the medium that makes sense to your company and do it well. There’s nothing sadder than a dead Twitter account, or Instagram with nothing new to show. Pick your strongest medium and make it work, but don’t be afraid to experiment and try new things. Just remember that one fit for all doesn’t work for social media. Different social media platforms differ from each other, so make sure your content fits each medium. For example, whereas on YouTube you have the possibility for longer messages, Instagram allows you only 15-second clips. Pick the best channels for you, and make a commitment to post regularly.

Consistency and authenticity go a long way.

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Industry News 2016 CHA Hot Product Winners

The craft industry united for the 75th Anniversary of the CHA MEGA Show, January 7-12 in Anaheim, CA. More than 3,100 attendees from large chain and independent retailers, representing more than 35,000 storefronts, gathered to conduct business, network and learn what’s new, what’s trending and what the future holds for the creative community.

The 2017 CHA MEGA Conference & Trade Show will be moving to Phoenix, AZ, January 21-23, 2017, with the education program running from January 19-21.

Exhibiting with Excellence Award Winners The 75th Anniversary Spirit Award New this year, presented to the booth that best exemplified the essence of the CHA MEGA Show’s 75th Anniversary celebration.

Winner: Plaid Crafts

Critics’ Choice Awarded to one exhibitor that best represents the creative spirit of the industry.

Winner: Lion Brand Yarn

New Exhibitor Booth Award Presented to the best new exhibitor booth.

Winner: Whisker Graphics

Linear Booth Award Presented to the best linear booth.

Winner: Crate Paper

Island and Peninsula Booth Award Presented to the best island or peninsula booth.

Winner: Ellison/Sizzix

Manufacturers from all over the world submitted a record number of innovative retail products in this year’s competition.

Winners were selected based on what makes the product unique; how the product will improve the crafter’s overall experience; and the interest and excitement the product generates for those outside of the crafting community.

Here are the winners, announced at the CHA Foundation Gala on January 10, during the CHA MEGA Conference & Trade Show.

Bead & Jewelry

General Craft

Bangle Bracelet Weaver Tool Kleshna by Beadalon www.beadalon.com

Bow Genius™ by Berwick Offray, LLC www.offray.com

Cake & Food Decorating

Kids Craft

PenBlade Craft & Hobby Knife by PenBlade, Inc. www.penbladeknife.com

kat & duke by Happenchance, LLC www.katandduke.com

Fabric & Needle Craft

Paint & Art

8-inch Tabletop Offset Scissors Cray-Pen by FPC Corporation

by Fiskars Brands, Inc. www.surebonder.com www.fiskars.com

Floral Craft PenBlade Craft & Hobby Knife by PenBlade, Inc. www.penbladeknife.com

Paper Craft

Mini MISTI and Mega MISTI

by My Sweet Petunia www.mysweetpetunia.com

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NEW FOR 2016

CHA Staff Promotions

CHA Member Category

Congratulations to the following staff members who have taken on new roles in the Association.

The new Emeritus Membership category recognizes and includes those who have served CHA and the creative arts industry and are now partially or fully retired. It provides an opportunity for continued friendship and service.

Visit www.craftandhobby.org/membership for an application.

CHA Member Benefit

Use VALID8D™ Design Preference Research Tool to test your designs before they go to market. VALID8D™ is a cost-effective research tool created to predetermine which designs within any given product offering are most likely to sell.

It provides a screened panel (300-400 qualified consumers) by craft channel or by specific retailer. Test up to 24 designs in each survey! Visit www.craftandhobby.org/membership to view all of the benefits available to you.

CHA Canada Designer, Educator & Creative Professional (DECP) Retreat 2016

The DECP Retreat, organized by CHA’s Canadian Chapter, is an annual three-day business, networking and inspirational event featuring industry leaders in the creative business. The weekend will ignite your entrepreneurial spirit, create long-lasting business and personal relationships, and strengthen your creative and business skills. If you’re a designer, educator, creative professional or an entrepreneur join us May 13-15, 2016, at Kempenfelt Conference Centre, Barrie in Innisfil, ON. Visit www.craftandhobby.org/canada for more information.

Maureen Walsh

Andria La Jeunesse

Vice President of Membership and Marketing

Director of Events and Expositions

Jason Baum

Jocelyn Lowack

Director of Membership

Director of Accounting

One Big Show International Conference June 26-27, 2016

International Conference is the only time in the calendar year when you can network with peers and industry leaders from around the globe. The event consists of key educational seminars, research, networking and an evening hosted by sponsors showcasing/demonstrating their products and services. The varied business programs are highly valued by attendees, netting circa £100ks of contacts/business. For more information contact Craig De Souza, Executive Director of CHA-UK, Craig@cha-uk.co.uk.

The 44th Annual Society of Decorative Painters (SDP) International Conference & Expo is taking place June 6-11, 2016, at the Town and Country Resort & Convention Center in San Diego, CA. This year’s theme is “An Artful Journey.”

Reserve your spot today by registering at www.decorativepainters.org. Take advantage of more than 90 painting classes representing oil, acrylic, watercolor, colored pencils, and a variety of other mediums! Educational offerings are available at all skill levels from two-hour beginner workshops to advanced projects taught at a faster pace.

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Chit Chat Where Does the

Creative Industry Go for Trend Information?

Q&A with these industry professionals

Jennifer Priest Hydrangea Hippo

Nancy Nally Scrapbook Update

Rina Gonzales Mothership Scrapbook Gal

Vicki O’Dell The Creative Goddess

by Catherine Martell

F

From businesses to consumers, trends are the hub of the craft industry. We run on trends. The newest, hottest and emerging products and techniques are first spotted by our industry professionals who set the tone; trickling the information down to their customers and followers to help trends take off.

While our industry professionals identify trends, they need a go-to place to seek what’s hot and become influencers for their customers and followers. We caught up with some of our members to find out where they go to discover the latest trends.

What other industries inspire you to trend-watch for the craft industry?

“Runway, haute couture, fashion – this is a great place to look for upcoming trends in color and pattern. It takes a couple of years for that to trickle into craft,

Crepe Paper & Stamens

r o s e a n d m e y e r. c o m

6 5 1 - 3 4 2 - 0 1 5 2

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so if you are looking at what fashion is doing now, you’ll be ahead of the curve.”

Jennifer Priest, Hydrangea Hippo

“I travel to several home décor and DIY conventions, trade shows and other educational events each year to get insight into home décor trends. I also cast a wide net as far as conventional research goes (i.e. websites, experts, magazines, etc.). I love finding new home décor ideas and figuring out how I might make some of the designs my own.”

Vicki O’Dell, The Creative Goddess

Do social media influence your trending opinion?

“My number one place to find trends is Pinterest. By following a good cross section of retailers, manufacturers and designers, from fashion, home décor and crafts, it is possible to get a broad look at developing styles in the craft industry and the segments that influence it.”

Nancy Nally, Scrapbook Update

“As a small business owner focusing on crafting events, I do my best to keep up with craft-trend info through creative bloggers like I Spy DIY, the Michaels Makers group, and companies like iLovetoCreate, that effectively demonstrate DIY project ideas with creative presentation and videos.”

Rina Gonzales, Mothership Scrapbook Gal

How has staying ahead of the curve on trends impacted your business?

“Last year, one of my loyal customers mentioned that she wanted to color, and said she would bring friends to my event if I hosted one of my Crafty Happy Hours for coloring. I built an event model around this request, kicking it off in June 2015, right before adult coloring became big! I am so happy to say that my business was right on-trend by listening to my customer.”

Rina Gonzales, Mothership Scrapbook Gal

“From a marketing and content standpoint, you have to get ahead of the trend to pick up momentum. That way, when it does start to get noticed as a trend, you’ve already built the bank of content and your followers are familiar with your contributions to the trend. If I am trying to blog about Mother’s Day crafts three days before the holiday, I am too late in the game to be an influencer.”

Jennifer Priest, Hydrangea Hippo

Any words of wisdom for those looking to become trend spotters in the industry?

“Be creative about where you find inspiration and trend ideas. That’s where the best ideas come from – not looking where everyone else is looking. If you are innovative about where you get ideas, then you will look like an innovator to everyone else who is still looking at the low-hanging fruit in the usual places.”

Jennifer Priest, Hydrangea Hippo CIT

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Trend Report The Trends behind

ColorLab

by Jennifer Blevins, iLoveToCreate

I I

It used to be that young consumers wanted to fit in.

For teens and Millennials today, that mindset has changed. They do not want to be the same as everyone else. Their desire is to stand out, be unique and express themselves through their fashion and lifestyle choices.

According to Ypulse, “Unique is the new cool.”

Today, consumers from Gen Zs to Boomers, male and female, want to curate their own style. This means they often want to make their own clothes, accessories and household décor; rejecting branded items in favor of a DIY look that reflects their identity and preferences.

Pinterest, Instagram, YouTube and other social networks provide endless amounts of creative inspiration, while also being a platform where anyone can express and

curate their own personal brand.

Today, 73 percent of Millennials responding to a global survey consider themselves to be creative.

For Gen Z, it’s 80 percent.

That’s great news for craft manufacturers and retailers!

Two key drivers for this spike in creativity are the need for self-expression in a society of flexible identities, and the rise of a new creative class of artisans. No longer does it take years of specialized training or apprenticeship to become a designer or artisan. Thanks to the Internet, this specialty information is accessible to the masses and the masses are joining in the conversation.

Hand-dyeing textiles is a process that DIYers are using to update their wardrobes, alter their décor and create unique finishes for both. The

resurgence of tie-dye over the past decade paved the way for more sophisticated artisan looks in hand-dyeing that are so on-trend, such as dip-dyeing or ombré, and the shibori technique.

Dyeing fibers, yarns and fabrics in the past has been an often tedious process that only the very experienced artisan dared to do. The modern fiber artist now has

who enjoy making and giving handmade items. Knitting or crochet is likely to be one of their favorite hobbies, with more than 38 million consumers between the ages of 20 and 30 enjoying these crafts. Fiber crafts such as knitting, crocheting, sewing, weaving, embroidery and macramé are not only trendy activities, but are also design elements within many of the

more options, thanks to dye processes that are easy enough for even the least experienced creator.

Craft activities are fast becoming the leisure activity of choice, according to trend site www.wgsn.com.

Hands-on crafting is a key trend theme for Millennials

trends for 2016 and beyond.

These creative activities have strong roots in our mothers’ and grandmothers’ lives, and are becoming part of our modern lifestyles with new artisan touches.

Words like “hand crafted,” “homespun,” “nostalgic” and “retro modern” are used to

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describe many of the looks within the upcoming holiday trends through 2018.

One product that is creating a buzz in the craft industry is Tulip® Custom ColorLab™. This product line lets you take the art of dyeing yarn into your own hands. Each on-trend dye

color delivers a rich vibrant outcome that can be used to create one-of-a-kind yarn crafts and knitted and crocheted projects. The ColorLab™ program makes it easy to create artisanal dip-dyed, variegated and painterly looks, and gives Makers the tools to explore

color. Doilies are dyed and made into dream catchers, and embroidery is stitched on cards and wood blocks. Color palettes are modernized to reflect the new sophisticated pastel hues.

Oversized knitted textiles and chunky natural-blend yarns make cozy scarves, fingerless gloves, beanies and other winter accessories.

Inspired by fashion knitwear, styles for the home include chunky cable knits, crafted crochet and large-scale knitted surfaces. The rise of the DIY culture, coupled with trends from the 1970s and the demand from consumers for temporary decorative solutions, have resulted in the reemergence of wall hangings in the form of macramé and textile weavings. Consumers can find these on retail sites like West Elm, Anthropologie and Urban Outfitters. Or, they

can watch an online tutorial and make their own.

Creativity, more than ever, is in the hands of the consumer. They are the Makers, doers, crafters and creators. By pushing the boundaries of creativity and by learning new skills to create self-made objects, they are creating their own DIY culture. It is good to be unique.

Jennifer Blevins Sources: InSights Consulting, “A Millennial View on Creativity,” WGSN, Ypulse

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Conversations with the

2016

Hot Product Winners

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by Kristen Farrell

General Craft Winner – Bow Genius™, Berwick Offray LLC Pat Corcoran, Senior Manager, Creative

How does it feel to be a Hot Product winner?

“It feels great to be a CHA Hot Product winner! We had so much fun designing the Bow Genius™, and were thrilled with the response from so many attendees at the CHA MEGA Show. They couldn’t believe how easy it was to make a bow with our product. To be in an industry with so many great innovators, and to be recognized by CHA as a Hot Product … that’s icing on the cake for us!”

Who is the target market for your product?

“Everyone who loves to craft, decorate at home, gift wrap, etc. Use the Bow Genius™ to decorate for an event, a special occasion, or to make a memory. Now everyone can make a gorgeous bow, every time.”

Why should consumers buy your product?

“It’s easy to use. The exclamation we received the most during the Show was, ‘That’s IT?!’ People were shocked by what they made when they took their bow off the Bow Genius™.

Also, many attendees were surprised that the Bow Genius™ made hair bows in addition to home décor bows. From a tiny 3-inch hair bow to our giant 30-inch treetop bow (made from three large bows), the Bow Genius™ is incredibly versatile!”

Where is your product available?

“The Bow Genius™ is available at www.offray.com, www.lionribbon.com, Jo-Ann Fabric Craft stores, Hancock Fabrics stores, The Container Store locations, and in other craft and mass retail stores soon.”

What’s next?

“Look for more tutorials on www.offray.com and YouTube, which will show how easy craft projects can be using the Bow Genius™; projects that maximize your capabilities using our product! Plus, we’re excited about the innovations that we’re working on now. Keep an eye out for new attachments for other creative solutions.”

Bead & Jewelry Winner – Bangle Bracelet Weaver Tool by Kleshna, Beadalon Yvette Rodriguez, Event Manager & Marketing Coordinator

How does it feel to be a Hot Product winner?

“We are very honored, especially since it’s our second

Hot Product-win two years in a row! We are thrilled that our innovation is recognized!”

Who is the target market for your product?

“Jewelry designers, the jewelry DIY market, crafters, and anyone who loves to make jewelry!”

Why should consumers buy your product?

“Making a handmade piece of wearable jewelry can be more valuable than buying it already made in a store. It allows for customization and inspiration to create a beautiful piece.”

Where is your product available?

“The Bangle Bracelet Weaver Tool by Kleshna is available now in Michaels and will be available in other craft chain stores in the next few months.”

What’s next?

“We’re working on our new product for 2017!”

Cake & Food Decorating and Floral Craft Winner – PenBlade Craft & Hobby Knife, PenBlade, Inc. Nikki Rasmussen, Director, Special Markets

How does it feel to be a Hot Product winner?

“We entered the craft and hobby market knowing we have an innovative product.

To receive this type of recognition and win two Hot Product Awards in our first year is an honor.”

Who is the target market for your product?

“Ideally, everyone. No matter who you are or what you do, everyone can use a PenBlade Craft & Hobby Knife. It is an essential tool, whether you’re a craft enthusiast, cake decorator, florist, hobbyist, stay-at-home parent or DIYer.”

Why should consumers buy your product?

“Safety, quality and versatility. Our no-look retraction and safety-trimming groove make our product the safest multiuse tool available. The blade is surgical-grade stainless steel, giving the user a more precise cut with longer durability than Craft Industry

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the current craft and hobby knives available. The possibilities for use are endless.”

Kids Craft Winner – kat & duke, Happenchance, LLC Jim McKinnis, Manager

Where is your product available?

“It’s currently available at our website, www.penbladeknife.com, Amazon, Notions Marketing and Etsy. Soon PenBlade will be entering large retail stores around the country, and distributed internationally.”

What’s next?

“We are always innovating. This is just the beginning!”

Fabric & Needle Craft Winner – 8-inch Tabletop Offset Scissors, Fiskars Brands, Inc. Nancy Doubler, National Account Manager

How does it feel to be a Hot Product winner?

“We are thrilled to have been named a recipient of the 2016 Hot Product Award. At Fiskars, we work hard to solve consumer problems by making even the simplest things better and smarter, and it’s rewarding that our passion and commitment have been recognized.”

Who is the target market for your product?

How does it feel to be a Hot Product winner?

“Amazing! We are thrilled to see the industry recognize kat & duke.”

Who is the target market for your product?

“Kids ages 3 to 12, and parents interested in sparking creative play and helping kids find time off-screen.”

Why should consumers buy your product?

“kat & duke helps kids get an easy introduction to crafting and gets kids thinking creatively, and keeps them active as well.”

“While Fiskars strives to create products for DIYers with a range of skill sets, sewing and quilting enthusiasts who use fabric frequently are the primary target audiences for this tool.”

Where is your product available?

Why should consumers buy your product?

What’s next?

“In consumer research, quilters and sewers expressed frustration that fabric lifted off the table when cutting, making it difficult to make long, accurate cuts. Fiskars helped solve this problem by introducing the RazorEdge™ Fabric Shears for Tabletop Cutting, which feature an offset blade and unique handle shape that keeps fabric flat and minimizes lifting while cutting. In order to find the right solution, our engineers, who have a strong background in scissors design, looked at how the tool fits and moves with the hand so users could experience the benefit of the technology while maintaining a normal cutting motion.”

“Look for kat & duke in specialty craft stores, toy stores and big box retailers.”

“We are going to Toy Fair 2016 in New York!”

Paint & Art Winner – Cray-Pen, FPC Corporation Joe Wade, Retail Sales Manager

How does it feel to be a Hot Product winner?

“The shears are available now at a range of craft retailers as well as at www.fiskars.com.”

“We are very excited about this award.

We have been working on this project for more than two years. We worked alongside a school teacher out of Atlanta, GA to develop this product. We thought it was going to be a great item and we are pleased that the CHA Hot Product judges thought so as well.”

What’s next?

Who is the target market for your product?

“Fiskars began manufacturing scissors in the 1830s and has continued to expand its tool assortment to help make projects easier for DIY enthusiasts. Fiskars is building upon its cutting tool expertise with the launch of a new tool. Visit www.fiskars.com this spring to learn more about our next big innovation.”

“This product works on many different surfaces, including paper, canvas, wood, glass and plastic. We think the uses are endless. Our target market covers many different areas, from crafters to artists to adults who use coloring books.”

Where is your product available?

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In Bloom Collection!

3 Stamp sets • Dies • Paper

Why should consumers buy your product?

“The product gives you the effect of oil with bright vibrant colors. It can be layered and blended, and dries in seconds.”

Where is your product available?

“The product came out in mid-October. It can be found online and at local craft stores.”

What’s next?

“More colors and tips to come as the product develops and we find other uses for the product.”

Paper Craft Winner – Mega MISTI & Mini MISTI, My Sweet Petunia Iliana Myska, Chief Executive Officer

How does it feel to be a Hot Product winner?

“It’s exciting, and really humbling at the same time. I love that our products solve some of the basic problems that paper crafters have, and allow everyone to enjoy beautiful, precision stamping.”

Who is the target market for your product?

“Our market is primarily stampers and scrapbookers – anyone using stamps, ink and paper.”

Why should consumers buy your product?

“Our products eliminate the frustration stampers have when poor inking or a crooked image ruin a project they’ve spent a lot of time working on. They eliminate human error in the stamping process, and also bring joy back to customers whose mobility issues might have stopped them from enjoying paper crafting.”

Where is your product available?

“The Mega MISTI and Mini MISTI are available for pre-order now, and will ship the first week in March.”

What’s next?

“My Sweet Petunia has several new tools under development and hopes to be back with more award-winning innovation at next year’s CHA MEGA Show.”

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Cross-Over Collective by Floor Nijdeken and photo by Louise the Poele

Generation

Craft

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by Philip Fimmano, Edelkoort Inc., Keynote Speaker at the 75th Anniversary of the CHA MEGA Show

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Society is in a period of major flux. Many aspects of life are changing, reflected by alternative ways of selling and talking to younger audiences.

The Millennial Generation demands fresh and innovative strategies for the future, including brands that are both reactive and interactive. Their hybrid lifestyle means that they move fluidly between work and leisure and that time itself is considered in very different measures. Slow time, fast time, downtime, family time, active time and creative time allow them to design their lives on their own clock, choosing to do things when most convenient.

This new flexibility redefines how the craft industry should look at its ever-evolving creative consumer. Crafting for Millennials is not only an expression of the handmade; it stretches creativity’s boundaries into other sectors and needs to be fun, useful, satisfying, social and even therapeutic.

In contrast to the pyramid structures of last century, horizontal hierarchies today encourage young people to collaborate together.

Their best individual assets are allowed to shine, while responsibility and credit are shared by the group. This philosophy of sharing is what will guide tomorrow’s consumers, and it is an important key to understanding the Millennials.

Not concerned with the need for owning everything, they’re more willing to embrace the sharing economy in order to redistribute their modest wealth. Already now, co-op retailing, car pooling and office communities

have become very trendy.

Combined studio spaces have popped up in our cities, including kiln workshops for amateur ceramicists or public sewing facilities for a new generation of local artisan tailors. Sharing rent and sharing equipment means that startup businesses and Sunday artists can flourish faster, matched by the sharing of ideas in a freer way, too.

This is why the youngest generations look to streaming and open-source solutions online; illustrated by the overwhelming popularity of Pinterest, Instagram and YouTube’s how-to tutorials for crafts, makeup and cooking.

Being together is also an important part of the equation. Various social units are created – both online and in real time – gathering “couples” and teams as well as friends and pets that are loved like family. Perhaps this is why knitting is so prominent today; the perfect metaphor for the intertwined togetherness of our timeframe, a phenomenon that has reached even more audiences via Insta-stars like Katie Jones and Wool and The Gang.

Young Men are Big on Knitting Too

Young men, in particular are the most shifting consumer archetype: sensitive and intuitive, interested in learning how to connect with their creativity beyond the traditional male-centric tasks of the past. They embrace fashion and accessories, grooming, grocery shopping, picking out flowers, cooking dinner and baking pizza or bread. They also welcome fatherhood like never before,

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equally present as parents; not afraid to express their emotions, in touch with a gentler way of being. The craft industry needs to take note of this important expansion of its consumer base, including inventing crafts and DIY projects for fathers to co-create with their children.

Millennials don’t only like new things; they also crave authenticity, in search of the handmade, vintage, heritage and memories.

Spending proportionately more on food and travel, they opt to make the things they could not afford otherwise.

They invest in communication and the latest tech products, yet they also like well-used kitchens, nostalgic homewares and family recipes, as well as living spaces with antique furniture or flea market finds – an old and new approach, both at the same time. A lifestyle philosophy too, fit for Kinfolk readers and Anthropologie shoppers, nourished by organic foods, social awareness and contemporary folk inspirations.

When socializing, those in their 20s keep abreast of pop-up events like shopping, exhibitions, speakeasies or hidden bars, uncovering an underground of their own since regular culture has failed them by becoming too gentrified. They prefer the ephemeral, the magical and the surprising. Retailers can attract their attention by offering pop-up tutorials in unexpected locations – not necessarily in craft shops but at other venues, including haberdashery stores and hardware outlets, which are fast becoming an interesting place to sell art supplies.

Brands can also introduce different audiences to their products via nontraditional seasonal offerings, from hair dyes and nail polish to makeup, garden tools, jewelry and food decorating kits – each of them projects Millennials consider as craft, ready to explore with unbridled fantasy.

Over-marketing is indeed a turnoff for the Millennials; they can sniff it out immediately and can’t

Cross-Over Collective by Floor Nijdeken and photo by Louise the Poele

be fooled easily (and as a consequence they often turn to social media in revolt).

Honesty and transparency are the brand ethics they respect today. The distribution of art and craft supplies will need to shift from mass merchandising to more discreet or intimate ways of business, sometimes displaying quality goods in fewer options so that the amateur can choose for themselves. Millennials are also irreverent when it comes to being told what to do; encouraging them to liberally personalize or vary their project by improvising an ingredient is another way of freeing up the stiff retailer-customer relationship.

Upcycling

Upcycling is another interpretation of making, its popularity a visible response to the 2007 global financial crisis. Taught since then to be more resourceful, young people are thrifty crafters, inspired to use scraps from around the home and have zero waste; transforming used items into second or

third incarnations. They even apply this to new items while shopping with this in mind, such as upgrading IKEA furniture by simply replacing knobs, or personalizing a surface with tile, mosaics, painting, decoupage or stenciling. Aesthetic hardware in general is now a burgeoning sector, more design-driven and available in beautified materials, finishes and nuanced colors.

The “green” aspect of upcycling also interests Millennials. Nature itself is viewed in a more Romantic way; young generations in awe of their place on the planet and interested in preserving it as responsible citizens. Ecologically-minded products are preferred, with polluting ones avoided as often as possible. Recycling and sustainability become givens (not marketing gimmicks), engrained in their upbringing, schooling and thinking. The trend towards repurposed materials reflects this, with an appreciation for lower eco-footprints.

Even vintage fur coats can be seen as a sustainable source, less damaging than the producing of faux fibers that aren’t biodegradable. In the future, cultivated leathers, eco-resins and biomaterials will be grown by scientists, and this opens up entirely new art supply ingredients for development.

The Digital Age

The more digital we become, the more we need tactility, and Millennials are no exception. Raised with flat screens, smart phones and tablets, they are akin to ordering products online and thinking in two dimensions. Yet they still love decorating objects to render them special, and travel to out-of-the-way

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Creation by Nathalie Costes, photo by Philippe Costes destinations for unique shopping experiences that are far from the mainstream.

Garments, trinkets, stationery and jewelry are just some of the craft items that young audiences seek out as a means for tactile experience.

Since Millennials exist in a space between digital and analog, the satisfaction of making something oneself is key; they yearn to understand how an object is constructed and take the time to properly create it, almost like a form of creative meditation. The 2D of the flat screen often pops up into 3D, and Millennials swing back and forth between these dimensions on a constant basis. Therefore they also love flat cartoon characters, manga and emojis; like Alice in Wonderland they step through the screen interface to imagine a not-so-serious reality where they can be playful and fool around. Making funny faces in their selfies and using fantasy makeup for going out; feeding thousands of images that are later edited and streamed as part of their digital mood boards. Using humor to dissect and make sense of the world.

Millennial Landscape

The Millennial landscape is a highly narrative one; it embraces prints, paint, typography and illustration as a means of dialog.

Collage, therefore, becomes an important expression,

Philip Fimmano is the Director of New York-based Edelkoort Inc., a creative studio that provides concept, color and strategic consulting to brands in North and South America. He is also a contributor to Trend Union’s forecasting books and a curator of design exhibitions. www.edelkoortinc.com / www.trendtablet.com

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mixing elements at whim just like when mixing music. Improvised interiors, chalkboards, color-blocked walls, murals, decals and taping are just some of the elements that have become so synonymous with decorating their age. By piling up juxtaposed references and materials, they are indeed a craft generation; able to craft an object, surface or textile as freely as they craft a cocktail, an experience, a moment or an idea. Free from convention and entirely on their terms.

Foam Grip

Following in their footsteps, Generation Z will further blur these frontiers; they will become ever more intuitive, resourceful and inventive. Often interested in appearing more mature, their anonymous clothing may become almost boring, but their faces and heads will be their canvas, presenting their public identity to the world. Born after 2000, they will possibly foster a new sense of utopia to redefine their existence: androgynous, peaceful and more

Gold Handle

matriarchal, yet also directly in tune with their emotions and creative energy.

Philip Fimmano is the Director of New York-based Edelkoort Inc., a creative studio that provides concept, color and strategic consulting to brands in North and South America.

He is also a contributor to Trend Union’s forecasting books and a curator of design exhibitions. www.edelkoortinc.com / www.trendtablet.com

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Emerging

Trends from the

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by Catherine Martell

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The CHA MEGA Show sets the trend tone for the craft industry every year.

Retailers wait with baited breath for manufacturers to debut their long-awaited product releases at the Show. We enlisted two CHA members to scope out product trends that dominated the Show floor.

Ann Butler is a mixed-media artist, licensed designer, author, instructor and consultant for the creative industries; and is a member of the Craft & Hobby Association’s Designer and Social Media Sections. “One of my favorite things about attending the CHA MEGA Show is seeing all the new products being introduced for the year,” she states.

“Some, you know will be at the Show, and others take you by surprise. It is always fun to see all of them and to learn the trends that are continuing and emerging.”

Nancy Nally is the owner of Nally Studios, and brings trade news and creative inspiration to crafters as the chief blogger at her popular websites www.

ScrapbookUpdate.com and www.

CraftCritique.com. “This CHA MEGA Show had perhaps the most dominant trends that we’ve seen at recent trade shows,” was her take. “Over the past few years, we’ve seen very fragmented styles, but at this Show it seemed that the major market players were much more in sync with each other.”

Adult Coloring

This was a dominant trend that both Nancy and Ann saw on the Show floor.

Adult coloring has hit the scene in a big way and has even the most adamant, self-confessed, non-creative person coloring away whether they like it or not.

“Adult coloring books are hot! They were everywhere at the Show and will continue to be a big category,” states Ann. “Publishers are not the only companies creating adult coloring books; scrapbook and rubber stamp companies have jumped on this trend as well, creating products that can easily be colored for a variety of projects.

There were also preprinted stretch canvases ready to color for home décor.

This has been and will continue to be big for specialty pen, pencil, marker and paint companies, too!”

Nancy not only spotted adult coloring as a recurring theme on the Show floor; interestingly, she also saw it as a gateway to another trend.

“The explosion of the adult coloring trend is leading to another trend: color mediums. Watercolor is hot both as a style (think watery floral designs and color washes) and an actual color medium, especially in the portable pan watercolors that are popular with beginners. Some companies, like Prima Marketing, are making new watercolor products, while other longtime makers of watercolors, like Sakura, are expanding their existing offerings to meet demand.”

Speaking of color, Nancy also

had an interesting opinion on the Pantone Colors of the Year, which were announced right before the Show, in December 2015. “Color-wise, it looks like Pantone got it half right. The Pantone Color of the Year, Rose Quartz (and its pink cousins), was everywhere on the Show floor. However, its lilac/ blue counterpart, Serenity, was not nearly as apparent. It’s shaping up to be a rosy year!”

Retro

Blast-from-the-past trends were also a common theme on the Show floor this year, and had Nancy and Ann feeling nostalgic as they both saw old school trends re-emerging.

Ever popular looms have made a comeback, and manufacturers have found a way to make them inclusive for all ages, and hip with the digital times.

“They are back, all grown up and are now available in a variety of shapes and sizes from several companies,” says Ann. “This is a great way to get kids Craft Industry

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crafting, but also a way for adults to be very creative. You can use leather, yarn, beads, buttons and wire in some of the looms. There is even one loom – the iloom, a 2016 CHA Hot Product Finalist – that has an app for your iPad. Looms offer so many options to get creative in 2016!”

Grab your bellbottoms – the 70s are back! Nancy had noticed 1970’s crafts as a strong visible theme on the Show floor for the past few years, but it had a stronger presence than ever in 2016. “The ’70s and ’80s have coexisted with the present for several years in various trend forms on the Show floor,” she explains, “but in 2016, the ’70s seemed to be winning out, with string art making a strong comeback. Granny squares are hip again, rustic wood is everywhere, and woven fiber art is recapturing crafters’ imaginations.”

She adds: “That’s not to say the 1980s are dead and buried, though – gold everything saturated the Show floor, cross-stitch is making a comeback, and neon is once again lighting up the

world through products, like Hero Arts Neon Ombré Inks.”

“Foils that were hot in the 1980s have come back with a vengeance,” Ann points out. “It seems at times everything old is new again; this is true in the craft industry as well. Several companies have foils available in every size and color to be used in home décor, wearable art and paper crafts.

Everything is more upscale and the foils can now be applied with double-sided dry adhesives, as well as specialty glues.

They can be rubbed on, ironed on and put through a variety of laminating machines.”

Nancy saw a nautical shift, compared to manufacturers’ usual go-to summer-themed lines in previous years.

“Since the CHA MEGA Show previews spring/summer product lines, we’re used to seeing beach themes. This year, the ‘seaside’ segment of products has gone nautical, showing anchors, ropes and sailboats instead of the usual beach balls, shells and waves that accompany the summer season,” she says. “Anchors

are popping up everywhere, from string art (Cosmo Cricket) to charms (28 Lilac Lane from Buttons Galore).”

Ann noticed that the planner trend was still holding strong on the Show floor. This year, it’s modified to be more compact for the busy entrepreneur.

“Planners continue to be a hot item.

The go-to size is for travel so you can take them with you to work on. It’s great because they can be personalized and decorated on-the-go. Some companies have devoted entire lines to planners, while others are offering add-ons, such as travel planner stamps, stickers, charms and, of course all of the wonderful markers and pens needed to write in those planners.”

What will the emergent trends for 2017 be? Save the date for the 2017 CHA MEGA Conference & Trade Show January 19-23 in Phoenix, AZ to find out! (Education begins January 19.

Trade Show begins January 21.)

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What will your customers create?

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Do-It-Yourself Personalized Initial Wall

Art for Teen Step 3 Room Décor Apply

by Marjie Kemper

several layers of blue fluid acrylic paint.

Step 4 Using a cosmetic

Step 1

sponge, apply a darker shade of paint through a stencil. Be sure to use very little paint to avoid seepage under the stencil.

Gather supplies

u Large wooden letter (Michaels) u Paints, Hesso, and Matte Medium (DecoArt) u Metal Embellishments (Tim Holtz Idea-ology) u Stencils (StencilGirl Products, The Crafter’s Workshop) u Diecut Gear (Sizzix)

Step 5 Assemble embellishments. Rub paint into recessed letters on word band.

Step 2

Step 6 Attach embellishments with a strong adhesive and allow to dry overnight.

Prime the wooden letter with gesso.

Marjie Kemper is a mixed-media artist, workshop instructor and craft blogger. She enjoys teaching classes nationwide and online with Craftsy.com.

Find Marjie on all the social media platforms and see more at marjiekemper.com.

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New Products Deflecto’s Stackable Caddy Organizer stacks multiple units using its unique “lift and lock” feature. Simply lift the tabs on the handle, stack additional units, and lock into place. Three removable compartments feature snap-tight lids.

Stack or use separately on the optional mounting bar.

danielle.rodgers@deflecto.com

Taylored Expressions’ “Grouchy Grumplings” Set features high-quality rubber stamps, coordinating steel dies, paper, tools and more, to add joy and creativity to any project.

ArtFoamies are versatile foam stamps, now available in Balzer designs. Use with acrylic paint and inks, on most substrates.

Each foam stamp comes with a StampBuddy pad to mix and blend colors for a range of effects.

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Make It Mine is a new iron-on fabric

Ranger Fine Tip Applicators are designed for precise application of adhesives, and ideal for drawing fine lines and doodling.

Available in two sizes: large fits 2-ounce Ranger bottles and small fits .5-ounce Ranger bottles.

collection. Use jumbo 6-inch or large 2.5-inch alphabet letters and numbers to customize pillow cases and covers, a tote or a finished quilt. Five font and color combinations with coordinating designs are available, plus coordinating Fusible Fabric Sheets to cut your own shapes and borders.

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Gasenfude from Copic is a high-quality, genuine nylon brush pen. The long, flexible bristle nib creates a dry-brush effect, while the super fine point allows for detailed work. Ideal for hand lettering, calligraphy, comic art or traditional brush art application.

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Handmade Flower Stamens from Rose & Meyer add a finishing touch to crepe paper, fabric or ribbon flower-making projects.

Stamen bunches are available in dozens of styles, colors and shapes.

Vintage and new buds, berries and fuzzy rose pods are also available. Made in Germany, exclusively at Rose & Meyer.

roseandmeyer.com

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New übermatte from Design Master is an ultra-matte, smooth color finish that works as a fast-drying, quick-covering spray. It’s available in 12 trend-focused, hard-wearing colors with strong adhesion.

Easily transform hard-to-color surfaces and re-fashion craft or DIY projects with a modern color finish.

Buttoonies are made from buttons; no needles, scissors or glue needed. Collect over 30 characters. Designed and manufactured in the UK. Buttoonies were chosen as a Hot Product Finalist at the 2016 CHA Hot Product Awards.

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Paper Collections from Paper House include Discover, a journey around the world; All Star, sports favorites; Atlantis, in aqua teal colors; and Flamingo, in bright pink colors. The double-sided 12- by 12-inch, acid and lignin free papers are perfect for pocket scrapbooking, card making, home decor projects and more.

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Grafix Essentials combines popular Grafix products into one cohesive line with attention-grabbing graphics, plus prudent size and price. Products include: Shrink Film – Clear, Sanded and Assorted; Computer Grafix printable transparencies – Clear and Matte; Artist-tac – dot transfer adhesive; Rub-Onz transfer film; Stencil Film; Monoprint Plates; Clear Vellum; Natural Chipboard; and Cling Film.

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Art-C Luxe Paint is a unique acrylic paint with a sparkling, luxurious finish. It’s weatherproof and waterproof, plus easy to use and clean. Add sparkle to almost any surface. momenta.com

Dare 2B Artzy has added some beautiful new inspirational stamp sets for Faith Journalling.

These two sets are designed to fit perfectly in the 2” column in your Journalling bibles. They are also beautiful on cards and bookmarks.

dare2bArtzy.com!

Craft Industry

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Creativity Is Our Business

Contact a designer today to schedule a class, arrange for a consultation, improve your social media or solve your design dilemmas.

beth | watson

DESIGN STUDIO CHA Designer • Instructor Mixed Media Artist bwdesignstudio.blogspot.com

beth@bwdesignstudio.com

Upcoming Event Eileen will be heading north on the Paper Trail to teach at the Collins Group Rep Event in Boston, MA on April 14-18, visiting stores along the way and cap the trip with Scotty’s first trip over international borders!

The journey will lead to the Quartermain House Creative Retreat in Fredericton, NB Canada on April 29 through May 1, featuring fellow teachers Cheryl Boglioli, Lorine Mason, Marie Browning and host Debra Quartermain.

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

Craft

Industry

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American Orthopedic....................10

Design Master Color Tool..............13

Momenta Inc./Art-C.......................... 2

Art Foamies.......................................... 9

Diverse Woodworking...................25

Paper House Productions.............21

BC Designs.........................................30

Eileen Hull..........................................30

Ranger Industries............................24

Beth Watson Design Studio.........30

Emerald Creek Craft Supplies......11

Rose & Meyer....................................10

Chase Products Co.........Back Cover

Grafix....................................................19

Seamen Paper Company..............29

Copic Marker.....................................19

Lindsay Obermeyer........................30

Therm O Web...................................... 7

Crafter’s Companion......................31

Lineco/University Products..........17

ToolTron Industries.........................21

Dare2bArtzy......................................17

Little Pink Ladybug........................... 5

Witzend Workshop LLC................... 9

©

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by Crafter’s Companion

Sparkle Glitter Pens Perfect for adding a touch of sparkle to art and craft projects!

Each pen is filled with water-soluble colour, containing a fine glitter micro-pigment. The result is a shimmering sparkle effect, perfect for card making, scrap booking and paper crafts. The pens feature a flexible nylon brush for accurate mess-free application. Ideal for colouring, writing, embellishing, accenting and more…

Available in color-themed 3-packs, and 12-packs that also include a handy storage case.

Now available!

©2016 Crafter’s Companion® All rights reserved.

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