Craft Industry News Winter 2016

WINTER 2016

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contents

Winter 2016

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Using Trends to Make – Not Break – Your Business

20 24 28

75 Years – A Craft Industry Timeline

In Every Issue 4 The Buzz

Periscope UP – Reach Your Audience LIVE!

Faces of the Future Meet Mark Hill

6 Industry News

2015 Industry Award Recipients, 2016 CHA Hall of Fame Inductees

14

10 Chit Chat

What Makes a Product Hot?

14 Trend Report Fringe is IN!

32 New Products 37 Index of Advertisers CHA MEGA Show Exhibitors 38 Designer Directory

33

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Winter 2016 Volume 6 No. 1

Craft

Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE

Editorial Maureen Walsh mwalsh@craftandhobby.org Keri Cunningham kcunningham@craftandhobby.org Jason Baum jbaum@craftandhobby.org Catherine Martell cmartell@craftandhobby.org Kristen Farrell kfarrell@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 facebook.com/CraftandHobby twitter.com/CraftandHobby youtube.com/user/CraftandHobby pinterest.com/craftandhobby/ linkedin.com/groups/Craft-Hobby-Association-1565337 CRE8TIME.org Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1207.

Copyright © 2015 The Craft & Hobby Association. The contents of this publication may not be reproduced, in whole or in part, without the prior written consent of the publisher.

Craft Industry

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The Buzz

PeriscopeUP

Reach Your Audience LIVE!

by Sandy Allnock

W

Who needs one more social media platform, right? Well, you might!

Think of the Periscope app as your brand’s live TV station powered simply by your mobile phone. Quickly reach your audience in real time, interact with them, and share your message directly through this rapidly growing interactive social media platform. Since Periscope was purchased by Twitter in March 2015, over 50 million users are on it – and crafters have been joining rapidly.

Feeling doubts?

“Me? Live? No way.”

“I don’t know what to share.”

“I’m no techno geek!”

Let’s take these doubts one at a time. Yes, you can go live on Periscope. It’s a casual platform; you don’t need fancy equipment or to be tech savvy to broadcast a “scope.” It may take time to get over your jitters, but this platform is a great place to share the authentic you, stumbles and all. Your audience wants to get to know who you – and your brand – really are.

So show them!

You have more to share than you think. Periscope won’t replace your blog, video or social media content; yet, scopes can provide your audience with additional information and guide traffic to your content.

Share a quick sneak peek of an upcoming release. Give behind-the-scenes looks at your studio, headquarters or manufacturing facility. If you’ve posted a new blog tutorial or video, share an alternate technique on a scope, and then invite viewers to go to your site for more.

No extraordinary geeking is needed. Download the app to your phone, get a simple phone stand of some kind to hold the phone still – and you’re ready. Turn on the broadcast button in the app and you’re live. (I’ve compiled my top broadcasting tips for craft industry professionals in a link at the end of this article.) Promote your personal URL (http://periscope. tv/yourusername), and after

you’re done, use the same URL to promote the replay, which is available for 24 hours.

I can promise you that Periscope gets easier over time. As the first crafter with over 200 broadcasts under my belt and one million “hearts” (likes), I can tell you the initial jitters become a source of excitement instead of panic. I’ve also learned much through testing on the platform, and have compiled my top exclusive tips to rock your first broadcast – just for CHA members – at sandyallnock.com/cha. If you’re considering joining the Periscope revolution, I hope that this additional information will be helpful to get you off on the right foot!

Sandy Allnock is a popular artist, papercrafter and crafting instructor who has been a maker since childhood – and a papercrafter since 1998. The popularity of Sandy’s blog, videos, live broadcasts and sold-out in-person classes revolves around her background as a fine artist. She’s known for stretching markers, pencils and paints with techniques not seen before in the craft world.

Sandy is founder of the charity Operation Write Home, helping crafters across the globe share over three million handmade cards with deployed service members overseas since 2007.

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Industry News 2016 CHA MEGA CONFERENCE & TRADE SHOW We can’t wait to see you in Anaheim, January 7-12, 2016! Join us to start your business year strong and celebrate the CHA MEGA Show’s 75th Anniversary.

Download our new mobile app to see the most up-to-date schedule, an interactive floor plan with exhibitor listings (CHA GPS!), and to connect with other attendees. Use the app to share your Show experience on social media using the hashtags #CHAShow and #WeAreCHA.

Third Annual CHA Foundation Gala Exhibiting With Excellence Awards The CHA Foundation Gala is the networking event of the year. We invite you to join us on Sunday, January 10, at the 2016 CHA MEGA Show, to celebrate 75 years of excellence and to honor our Hall of Fame inductees, Industry Award recipients, Exhibiting With Excellence Awards, Hot Product Award winners, and every individual who has had a positive impact on our industry.

Make your booth stand out and welcoming, while keeping your product message loud and clear. Not only will you attract buyers, you could win one of the best booth awards! New this year is the 75th Anniversary Spirit Award, which will be presented to the booth that best exemplifies the essence of the CHA MEGA Show’s 75th anniversary celebration. For more information, visit www.chamegashow.org/exhibitors.

2015 Industry Award Recipients The industry’s most prestigious awards recognize exceptional contributions to the craft industry, as well as philanthropy efforts and community activity.

• The Meritorious Award of Honor: Larry Olliges, Dee’s Crafts • The Industry Achievement Award: Katherine Stull, KS Productions • The Special Recognition Awards: Chip Purkey, Help Hospitalized Veterans (HHV); Spinrite’s Caron United; Elena Lai Etcheverry, Charity Wings.

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

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Larry Olliges

Katherine

Chip Purkey

Stull

Elena Lai Etch

everry

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REFER YOUR PEERS FOR CHA MEMBERSHIP

44th SDP INTERNATIONAL CONFERENCE & EXPO

Recruit a new member for CHA and we’ll give you a $25 American Express gift card! There’s no limit on the amount you can earn! Send your non-member craft and hobby peers the appropriate membership application today.

Gift cards will be paid upon the acceptance of membership. Questions? Contact Alison Muldoon, membership coordinator, at 201-835-1206 or membership@craftandhobby.org.

Registration for the 44th Annual Society of Decorative Painters (SDP) International Conference & Expo, June 6-11, 2016, is open!

Take “An Artful Journey” to San Diego to enhance your knowledge of painting, from oils and acrylics to emerging mediums like colored pencils and watercolors, which are growing in popularity among your customers. The annual event will be held at the Town and Country Resort & Convention Center in San Diego, California. Visit www.decorativepainters.org for more information.

2016 CHA Hall of Fame Inductees These distinguished individuals will be inducted into the CHA Hall of Fame as recognition for their business success and significant contributions to the creative products industry.

• Larry Fine, Michaels, A.C. Moore & Horizon • David Ladd, Walnut Hollow • Ron LaRosa, Delta Technical Coatings • Randy Putnam, Randy Putnam & Associates, Inc. (RPA) Visit www.craftandhobby.org to read the full press release.

Ron LaRosa

David Ladd

Randy Putnam

Larry Fine

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Save the Date for the 2017 CHA MEGA Show In Phoenix We’re moving! The 76th Annual CHA MEGA Conference & Trade Show will take place January 19-23, 2017, at the Phoenix Convention Center in Arizona. From a vibrant creative arts community to affordable hotels and restaurants, Phoenix is the ideal location for education, networking, order writing and all of your other business needs.

And, did you notice the dates? We listened to your feedback and moved the dates to later in January. Visit www.chamegashow.org/2017 to learn the key facts about the move and the latest updates about the 2017 Show.

Annual Business Meeting Join CHA Interim President and CEO Mark Hill and your CHA community to meet the 2016 Board of Directors and learn the strategic plans for your Association’s future.

There will be a town hall where you can share your feedback and discover how you can positively impact your industry. The Annual Business Meeting will take place on Saturday, January 9, at the Anaheim Convention Center at the 2016 CHA MEGA Show.

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Chit Chat

What Makes a Product

by Kristen Farrell

I

HOT?

Innovation. Creative. New. Hot! These words define one of the staple programs of the CHA MEGA Show – the Hot Product Awards. Each year, creative companies submit their top products that hit the market over the past year in hopes to be crowned a Hot Product Winner. It’s the company’s decision to pick which products to submit; however, the bigger verdict – which products win – is up to the Hot Product Judges.

So, what defines a “Hot Product”? We asked a few of the 2016 Hot Product Judges to weigh in.

What makes a product HOT? “I think five years ago, a product became popular based on what it could do to take your particular craft to the next 'creative' level.

Now, however, I think hot products have to have great marketing, affordability and be versatile for different crafts.”

– Shellie Wilson, Founder & Editor of Craft Gossip “We love design-led products that are modern, but retain a traditional crafting element. A product is hot when its design catches our eye! It needs to be beautiful or bold, and of high quality.”

– Hannah & Rosie, Editors & Bloggers of The New Craft Society

Julie Bonnar www.craftfocus.com

Jenny Barnett Rohrs www.crafttestdummies.com

“A ‘hot’ product is a product that has been designed to fulfill a need within an industry and a product that is responding to current trends, which makes it a bestseller.”

– Julie Bonnar, Editor of Craft Focus magazine “A ‘hot’ product is the product that arrives at intersections of ‘Emerging Trend Avenue’ and ‘Innovation Drive’! It has to be right on point with a crafting trend, and has to fill a need (i.e. saving time and/or money, or improving the design of an older product or technique).”

– Jenny Barnett Rohrs, Founder & Editor of Craft Test Dummies

What relationships do you see between current trends and hot products?

“If you want to hit the market with something new, then you either need to be on trend or innovative. If you can’t make something bigger, better or faster than someone else, you don’t have a niche to fill.”

– Shellie Wilson

Shellie Wilson www.CraftGossip.com

Hannah & Rosie www.thenewcraftsociety.com

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“Current trends are often reflected in hot products, but the best products start their own trends.”

– Hannah & Rosie “Both go hand in hand. A ‘hot’ product is one that has been created to anticipate the onset of a trend, and fills a gap in the market. For example, the adult coloring book has had enormous success in the UK market and around the world. These books identified a gap in the market that coloring wasn’t just for the children, and in fast-moving times, it could also be a relaxing hobby.”

– Julie Bonnar “Crafters have a great capacity for novelty. We like new products, trends, tools, and inspirations! A ‘hot’ product will anticipate an emerging trend (or start a new one), and find a way to make it easier to achieve that craft or look. Foiling was all the rage last year at the CHA MEGA Show, and the Heidi Swapp Minc was a new machine (an update of existing technology) that made professional-looking foiling available to crafters at home.”

– Jenny Barnett Rohrs

For a new product launch, what do you believe is the most important thing a company needs to communicate?

“Why their product is different than what is already in the market or why it is an original, never before thought of idea.”

– Shellie Wilson Craft Industry

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“We think the company needs to communicate the design and aesthetic of the product clearly. We love modern and eye-catching packaging with illustrations, or good photography and use of color.”

– Hannah & Rosie

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“There is an old marketing quip that you 'Don’t sell the steak, sell the ‘sizzle.’ 'When marketing a new product, you need to clearly outline the features and benefits while showcasing the ‘sizzle,’ which is usually the story of how the product will help you make your crafting better, easier, more fun, and of course, on-trend.”

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What advice can you give companies to get their new product media coverage?

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“Functionality. It’s important that any new product conveys to the end user and craft influencers just how the product can be used in different ways. It’s also vital that you get the crafting community talking about the product and liking it.

Trade shows are an excellent way of getting your products noticed by the right people.

Social media are excellent for doing this too.”

– Julie Bonnar

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“When I personally blog about a product, I have to be confident that I would use it and buy it. Approach bloggers who seem interested in what you are selling. It’s no good offering knitting needles to someone who only does paper crafts.

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Also, I am a blogger, but I am also running a business.

I need to seek compensation.

This might be in obtaining the product to keep or financial compensation for my time. At Craft Gossip, we like to grab free product to giveaway to our readers. That way our readers get to personally review the item and the company gets valuable real world exposure.”

– Shellie Wilson “Make it look modern! Current craft magazines love modern looking products and ready-made images of the products that they can slot straight into their pages.

It’s also a great idea to reach out to craft bloggers to ask if they might like to try a product and feature it on their site. They often have thousands of followers, so coverage from them can be really beneficial!”

– Hannah & Rosie “Dealing with magazines can be quite daunting, but I promise you that most editors don’t bite! Press coverage can help you reach a large circulation of people who’ll be interested in buying your products.

Keep your product pitch short and sweet. Research and pitch magazines that are relevant to your products. It’s an editor’s job to fill the pages with quality content, so perhaps there’s a compelling story about the product or a new angle that hasn’t been covered that you can interest them in.

First impressions really do count! Read through what you wrote before sending to make sure there is no bad grammar or broken links. Make it personal to an individual – don’t be tempted to send a generic email to all.

Make sure your images look professional; they don’t have to be professionally produced, but good photography is absolutely

essential to getting a product media coverage. Don’t miss the boat – remember that magazines can work up to four months in advance, so Christmas will be a topic for August/September.”

– Julie Bonnar “I LOVE this question! As a product reviewer, I get some really poor cold calls. Often I reach out to companies to review or showcase their item, and then get no response or follow up! Here are my tips: 1. Reach out to reputable product reviewers. An honest review is worth its weight in gold.

2. Find prominent content creators (i.e. bloggers/YouTubers) in your niche and build a relationship.

They can really get the word out.

Be prepared to spend some marketing dollars – you should expect to pay them for time and access to their audiences.

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3. Develop a decent press kit. Most companies have not embraced new media. A press release is not good enough! Set your product apart by creating a private, one-minute pitch YouTube video. (QR codes can work for this.) I can learn more about your company and product from a one-minute video than a hundred pictures or a thousand words.

4. Follow up! Sometimes folks need reminders and nudges.

5. Build your own social channels and feed them on a regular schedule. Putting out tutorials, tips and relevant content boosts your SEO and also gives makers someplace to go for inspiration. Also, showcasing the work of others using your product or technique is good Karma.”

– Jenny Barnett Rohrs CIT

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Trend Report

FRINGE is IN!

by Kristen Farrell

Stampin’ Up Fringe Scissors www.stampinup.com With these jagged-edge scissors, you can add fringe to everything from scrapbook pages to paper party decorations, including hats and garlands. They’re also great for shredding paper at the office.

Wrights Fringe Trim www.jkmribbon.com Available in many fabrics, styles and lengths, it’s the perfect accessory to dress up a clutch, shirt, blanket or pillow – the options are endless. Add it to any project!

Darice Jewelry Tassel – Tiger Eye and Gold Leaf www.darice.com Enhance a DIY necklace with bead strings to create the fringe look.

Fashion designers from Paris to New York have integrated fringe into their 2016 spring product lines, so this playful, flowy style is not going away anytime soon. Check out these tools from our manufacturers – your do-ityourself enthusiasts can use them to personalize their style with fringe!

Lion Brand Wool-Ease Chunky Yarn www.lionbrand.com Keep this trend in mind when you’re designing cold-weather garments.

Use this yarn to add fringe to scarves, slippers and sweaters.

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Using Trends to Make –

Not Break

– Your Business

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by Kristen Farrell

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When you’re running a business, there aren’t many words that stop you in your tracks. “Trend,” however, is one of them. And if it doesn’t, it should.

As colloquial as the term has become (“Have you seen what’s trending on Facebook, Twitter?), trends can make or break your business. What makes them even more intricate is that they don’t necessarily start right under your nose. Trend consultants, like the 2016 CHA MEGA Conference & Trade Show Keynote Speaker Philip Fimmano of Trend Union, invest a significant amount of time, travel, and resources to discover trends years before they materialize and influence all facets of society.

What Is a Trend?

“The textbook definition of a trend is a change in behavior, but I think of it as something that really gets people excited,” says Idalia Farrajota, senior vice president of merchandising, Michaels. As a key member of Michaels’ trend team, Idalia and her colleagues spend a lot of time in their customers’ shoes to learn what their customers want to fulfill their creative needs.

“We watch the same TV shows and movies that they watch, and read the same magazines and blogs so that we know what they are looking for when they come to Michaels.”

Yet, trends are more than what we watch on live television or stream on Netflix. As Jesse Genet, founder and CEO of Lumi, notes, “A trend is more than just a lot of people latching onto something. A trend is something that takes root on a more cultural level, and has a lasting impact on how people think about a certain subject.”

What a trend is not is a fad. Stan Clifford, president and CEO of DecoArt, explains the difference. “A fad, in relation to the craft and DIY arena, is something fleeting that comes and goes very quickly. Remember the ‘Keep Calm and ...’ phrase that appeared on everything from pillows to coffee mugs? That would be considered a fad; it had its 15 minutes of fame and since then has fizzled. A trend, on the other hand, takes a bit longer to develop; it might even start life as a fad in disguise. It occurs over a much wider scale than a fad and requires that a large group of people change its taste and style collectively.

Penny Payne, fabric and notions editor for The McCall Pattern Company, echoes this concept of “a fad in disguise.”

She states, “It may not have a long life, but if and when it does keep coming back season after season, I call that ‘a classic option’ – for instance, animal spots as a perennial go-to, or a bright red solid for confident, statement-making eveningwear.”

In other words, a trend can have its moment in the spotlight, but it never goes out of style.

catalogs. For example, in the last year, we have seen a major shift towards boho chic in the styling of home décor catalogs like West Elm, so things like woven wall hangings, indigo-dyed tapestries and macramé have been in the spotlight.”

Payne, who is also involved in trend research at McCall’s, answers, “When the focus of that new idea or ‘trend’ gains real steam and is advertised, editorialized, socialized on media and shown in store windows, and people are buying it ... a trend has been made.”

“Websites like Pinterest have helped push people to be more creative and make things themselves,” notes Farrajota. “Our goal is to help show our customers that the trendy projects they see on Pinterest can be really easy to do,

What Makes a Trend?

Now that we understand the notion of a trend, this question remains: “What fuels a trend’s popularity?”

Ursula Morgan, CEO of Creativebug, the first-ever video subscription site for DIY art and craft instruction, weighs in on this topic. She comments, “In the DIY world, we can usually identify a trend when we start to see the crafts we’ve been making for years start to appear in fashionable magazines and Craft Industry

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2016 CHA MEGA Show Keynote Panel

Idalia Farrajota SVP of Merchandising, Michaels

Stan Clifford President, DecoArt

Ursula Morgan CEO, Creativebug

Penny Payne Fabric & Notions Editor, McCalls Patterns

and that Michaels is a resource to help them get great results.”

Clifford, who has done everything from sell paint at trade shows to lead the visionary direction of DecoArt, agrees that technology plays a major role. “It used to take longer for patterns, styles, and color palettes from the fashion runways to make their way into home décor pieces and eventually into crafting styles. Now, with instant access through social media and the bombardment of visual imagery, trends are actually coming and going at a quicker pace." He continues, "Trends used to be more localized, and only the longest-lived saw their way beyond a continent’s borders.

With social media, this isn’t the case anymore.”

Why Is It Important to Follow Trends?

Millennials are our customers these days. Members of Generation

Jesse Genet Co-founder, Lumi

Anna Davenport Publisher, Immediate Media Co.

Z, the kids who were born from the early 2000s to present day, are our customers of the future. What they think and how they think about products and purchasing are significantly different from those whom companies may be familiar with.

So, how does this impact your sales? Clifford makes it pretty clear.

“More people are browsing the Internet and shopping today on their mobile devices than on a desktop computer. If you aren’t aware of this trend, your company website might still be stuck in its early 2000’s design, and therefore be too sluggish and cumbersome for cell-phone navigation. If companies don’t keep a daily eye on what consumers are trending toward, they are going to get left behind like a dusty VHS tape.

It’s not only what product you want to sell. It’s also a highly influential factor in the means by which you sell it.”

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Craving more tips on trends? Don’t miss the Keynote Presentation, “A World of Craft,” at the 2016 CHA MEGA Conference & Trade Show on January 9, 2016 at the Anaheim Convention Center. It could be the most important business event you attend next year!

Register online by December 31st at www.chamegashow.org/registration.

DU: 19.11.2015

USA

in your own house, then it’s probably not worth going there as a company.”

And with all that talk on trends, I can’t think of a better way to close than this advice from Clifford: “Know your consumer; that’s advice that will never be a passing fad.”

Success begins with inspiration. Come to the leading international trade show for hobby, craft and artist supplies and discover valuable ideas for your business.

Jan. 30 – Feb. 2, 2016 in Frankfurt, Germany creativeworld.messefrankfurt.com info@usa.messefrankfurt.com Tel. 770.984.8016

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Payne’s experience coincides with Clifford’s. She says, “With the unlimited access to information that our customers are exposed to, it is vital for all companies, especially those in the creative arts, to be current with trends that can influence customer’s purchasing decisions.”

Genet adds: “In business as in life, it’s always important to be observant... following trends without understanding the inherent shift in how people are thinking is all too common, and misses the real opportunity of what trends represent for business.”

Farrajota advises, “We have to pay attention to every trend, because even if our customers aren’t following it, they are influenced by it in some way. If you’re not paying attention, then you don’t have the products that customers want when they want them.”

As essential as it is to comprehend current trends, Morgan reminds us that, at the end of the day, your business mission comes first.

“Trends are a great way to demonstrate that you are relevant in modern times and tapped into the vibe of a particular community,” she says. “When we produce trend-based classes (at Creativebug), we’re not only providing education on something that we know people are looking for, but we’re also letting our audience know that we’re paying attention to what they want and we’re delivering it. That being said, it’s important for a business to do so authentically. Just because it’s trendy doesn’t mean you have to do it... if you wouldn’t dare be caught wearing it or putting it up

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Crafting Over Decades the

I

by Mike Hartnett

If you look at the industry’s sales charts for the past 75 years, you’ll see a series of sharp increases followed by plateaus – a pattern that continues to repeat today.

The sales increases were due to popular trends like macramé and candle making. Plateaus occurred when the trend cooled, and everyone starting searching for “the next big thing.” As this timeline shows you, something big always came along.

1940s Model Industry Association (MIA), CHA’s predecessor, was formed in 1941. Products in the MIA market consisted primarily of plastic model kits, model railroads, and radio-control cars and planes. At the time, there was no craft industry, per se, although people were painting, sewing, and doing various forms of needlework; each one was a separate industry. “Crafts” were what Boy Scouts did on a rainy day.

Then soldiers returned from the war and started their own businesses. In California, Jim Gick opened one of the first “craft” stores in 1946. Terry Daler returned to England from a German prison camp and started a sign-painting company, which evolved into Daler Rowney. The Cleveland Fabric Shop started as a cheese shop, and later became Jo-Ann Fabric and Crafts. The Reichs and the Rohrbachs wanted to open a second shop, but couldn’t afford the fabric so they stocked the second store by horizontally cutting their existing fabric in two.

Women entrepreneurs played a major role in the birth and growth of the industry. After a career as a teacher in a one-room schoolhouse, Hazel Pearson started Hazel Pearson Handicrafts.

Erma Duncan moved her art/ceramics teaching business out of the family garage – the beginning of Duncan Ent., and later, iLoveToCreate. Aleene Jackson opened a floral shop when she was 19. Later, she was involved in the growth of wood fibre and developed Aleene’s Tacky Glue.

The media played a role in the growth of the industry, too. Aleene appeared on the television show hosted by former radio personality Art Linkletter when there were no more than 300 television sets in the city of Los Angeles and Jon Gnagy taught drawing classes on television.

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1950s

1960s

In 1950, Albert Sbar, his wife Thelma and his sister Mildred started a little shop called Sbar’s, which eventually bought the A.C. Moore chain.

That same year, Sam Walton opened a Ben Franklin store in Bentonville, AR. In 1956, MIA changed its name to Hobby Industry Association of America (HIA) and held its first trade show in Grand Rapids, Michigan.

There were approximately 20 exhibitors.

Other companies that got their start in the ’50s were LeeWards, Darice, Wilton, Hancock Fabrics, and Frank’s Nursery & Crafts.

Polypropelene was invented and replaced jute for macramé, and the category became one of the industry’s hottest.

Cunningham Art Products began operation and evolved into Plaid, while Thea and Croft Workman opened Provo Craft in Utah. Marian Oehlman opened The Tall Mouse in Fullerton, California, one of the industry’s first true craft stores. In 1962, when the Ben Franklin company refused to allow Sam Walton to turn his store into an all-discount store, he dropped the affiliation and started Wal-Mart.

Mod Podge was invented, and helped to make decoupage one of the hottest trends in industry history.

Former teacher Wally Raley introduced Ceramcoat, the first premixed, water-based acrylic paint, which contributed to the growth of decorative painting. Tom Yaley launched Yaley Enterprises and a new category – candle making – was born.

1970s Cousin Corp., Craft World, Hobby Lobby, Walnut Hollow, Designs by Gloria & Pat, Interweave, American School of Needlework, Hero Arts, Mrs. Grossman’s Stickers, Posh Impressions, MACHA/ACCI, Wang’s, E.K. Success, and the Society of Decorative Painters were born in the ’70s. Signaigo & Rossi introduced Pretty Petals, which sparked a huge flower-making trend.

Mangelsen’s in Omaha dropped its Ben Franklin affiliation and became a craft store.

When he heard about it, Mike Dupey, who operated Ben Franklin stores in Dallas, traveled to Omaha to see the store for himself. When he returned to Texas, he switched his stores to all crafts. That was the beginning of the Michaels chain.

Ginnie Thompson returned to South Carolina from a trip to Denmark, where she had discovered a form of cross stitch on evenweave fabric from a chart, counted cross stitch was born. A shortage of Cabbage Patch Kids set off a huge doll-making trend.

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Crafting Over Decades the

1980s In 1981, Marielen and AJ Christensen opened a scrapbook store, starting one of the industry’s strongest, longest-lasting trends. Other key openings in the ’80s included Hot Off The Press, Stampendous, The Craft Yarn Council, C&T Publishing, Design Originals, A.C. Moore, DecoArt, KS Inc. Productions, and Judikins. Northwest Fabrics became the first fabric chain to incorporate crafts.

Tulip, a “puff paint” was introduced, which started a huge wearable art trend.

1990s The Ben Franklin Dealers Association became Sierra Pacific Crafts. Crafts Direct opened in Waite Park, MN and grew to become one of, if not the, largest independent craft stores in the country.

In a 24-hour period, Craft World, once the industry’s most powerful distributor, declared bankruptcy, and LeeWards, once the industry’s leading chain store, was sold to Michaels: the beginning of the modern era in the industry’s history.

HIA sponsored its first of three trade shows in Maastricht, Netherlands. The show was eventually stopped because by then, U.S. vendors had made the necessary relationships with European distributors.

The Craft Yarn Council sponsored its first Knit-Out in New York City. That and an article in InStyle magazine of movie stars knitting while on breaks from their movie sets rejuvenated the flat yarn category.

2010s The Creative Network, Spellbinders, and Craftsy.com were born.

HIA and the Association of Crafts & Creative Industries (ACCI) merged to form the Craft & Hobby Association (CHA).

The merger task force – three members each of the HIA and ACCI Board of Directors, were in almost complete agreement on every issue.

Wal-Mart dropped crafts, and suffered nine consecutive quarters of same-store sales before reviving its “heritage” departments.

Pinterest was born.

CHA launched CHAUK, its division in Great Britain.

Hobby Lobby sued the federal government about a portion of ObamaCare that required employers to pay for all forms of birth control for employees. The case was eventually decided in Hobby Lobby’s favor by the U.S. Supreme Court.

A Malaysian immigrant and Nissan crash-test engineer, Cheong Choon Ng, created the Rainbow Loom for his daughters.

The family invested their $10,000 life savings in the product and the result is one of the greatest kid/ teen trends in industry history.

Mike Hartnett has been reporting on the industry since 1979. Most recently, he was the publisher of the Creative Leisure News trade newsletter. Mike served on the Hobby Industry of America (HIA), ACCI and CHA Board of Directors. He was one of the six members of the original Task Force charged with investigating the merger of ACCI and HIA. Mike is currently a contributor to the monthly "CHA Member News" eNewsletter.

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Faces

of the Future Meet three of the young, successful entrepreneurs and executives who are leading the creative craft industry into the future.

by Jennafer Martin

L

Looking toward the future of the creative craft industry means looking to the leaders of today who are introducing new products, designs and approaches to innovate. Whether they started

out as crafters, marketers or makers, these young executives and entrepreneurs are taking the industry by storm. Read on to meet three of these inspiring leaders.

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Jesse Genet CEO, Lumi Years in the industry Three

How I got my start I went to school for industrial design.

I never considered myself an artist necessarily, but I was always drawn to new tools and supplies. I was a tinkerer (now, it’s called a “maker”) and that led me to experimenting and exploring new ways of doing things. Then, I found myself creating a craft supply and diving head first into the creative craft industry.

I really enjoy helping people get ideas out of their heads and into the real world. Craft stores are a mecca for that. Even in our modern world, there aren’t a lot of places you can go to get tools and supplies you need. Craft stores are really the only solution.

demographic of consumers into craft stores by developing new products that encourage people who don’t identify as crafters to come into stores to buy supplies.

Advice to aspiring young entrepreneurs/executives looking to make a name for themselves in the industry The truest advice I can think of is to go out into the world and find the audience for your product, without initially relying heavily on traditional big retailers. We wouldn’t have gotten into retail stores if we started by going to them first.

By finding our audience on Kickstarter and elsewhere online, we were able to drive sales and build a community that wasn’t reliant on traditional channels. That gave us the influence we needed to appeal to retailers, and it’s one of the most valuable things we’ve done to date.

What makes my products unique Inkodye is a sunlight-activated fabric dye that lets people print photography on t-shirts and other fabric. The simple fact that the ink prints permanent images using sunlight is really magical, and it wasn’t on the market before Lumi introduced it.

In addition to Inkodye, now we’re selling custom goods like rubber stamps, decals and silkscreen kits on Lumi.com. We’re helping small businesses and designers everywhere do their own projects with professional tools at affordable prices, which is unique in the marketplace.

Memorable CHA Show experience that influenced how I do business Last year, our photo printing kit won the Hot Product Award in the Paint & Art category at the CHA MEGA Show. I was very touched that this industry of experienced companies came together to recognize us as a new company in the space.

The craft industry is nice and caring, and it draws a great group of people.

Thoughts on the younger generation of entrepreneurs, and executives’ roles in the craft industry Everyone has ideas and the creativity to execute them, but kids and teens don’t always go to their local craft stores to find solutions. I think that young movers and shakers in the industry are going to attract a new

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Marjolaine Walker Owner, MarjolaineWalker.com Years in the industry 14

How I got my start Entering the craft industry was more a discovery than a decision. I signed up to be a consultant for a scrapbooking company as a way to financially support my new hobby. After a few years the company went under, and I decided to start my own business selling scrapbooking products.

Eventually my business evolved into the mixed media market as well.

What makes my designs unique Most of my designs have meaning behind them. I rarely create something for the sake of creating. Whether it’s obvious or not, my designs begin with my faith, and usually are inspired by biblical teachings. My new line of stencils is a perfect example of this. Each set of stencils is based on a concept from the Bible, designed in a way that is original and new to this market.

Memorable CHA Show experience that influenced how I do business I began my CHA membership as a buyer member. I enjoyed the Show in that capacity for a number of years, but what impacted me the most was the first time I sat in the CHA Designer Roundtable Discussion. Although I had a retail store at the time, my secret dream was to be a designer. After that session, I was extremely excited that this dream could actually come true. I set some goals and deadlines to achieve the designer member requirements and became a designer member a year-and-a-half later. From that starting point and many steps later, I’m now designing my own line of products.

Thoughts on the younger generation of entrepreneurs, and executives’ roles in the craft industry

DENNECREPE

I believe that young people are incredibly creative in a fearless way, and their comfort level with technology places them in the perfect position to succeed in the creative market. This generation has the benefits of having immense opportunities to make a living with a creative career. Gone are the starving artist days when individuals make fun of people who are pursuing a creative and artistic career. The possibilities for success in the craft industry today are endless.

Advice to aspiring young entrepreneurs/executives looking to make a name for themselves in the industry Be yourself and don’t compare yourself to others. There is a place for you and your uniqueness in this market! Build relationships with like-minded people and get a mentor if you can. Volunteering for CHA has been one of the best ways for me to grow and learn, and also has opened doors where opportunity had not been there before.

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Logan Meuth Marketing Director, Symbex Companies Years in the industry Just over one

How I got my start My boss decided that for me, but I don’t regret it. The fabric market is beginning a momentous transition to digital printing, which is very exciting.

What makes my products unique THREADS inkjet printable fabrics are much more washfast than similar products. Also, unlike many inkjet fabrics, THREADS aren’t stiff or rubbery, and instead have the same soft, natural feel as ordinary fabrics.

And the colors! Crafters are blown away by how vivid the colors are that they can print on THREADS fabrics. The prints don’t look washed out the way they do when you use other inkjet fabrics or print-on-demand services, especially after a few washes.

Using THREADS, even inexpensive home inkjet printers can produce more detailed photos with smoother, more natural skin tones; more than what is achievable by the screen-printing methods that are used to print the fabrics sold in craft stores and quilt shops.

Finally, THREADS are available in three styles of cotton (Poplin, Twill and Lawn) and four styles of silks (Chiffon 10mm, Charmeuse 19mm, Crepe de Chine 14mm and Crepe de Chine 23mm).

Memorable CHA Show experience that influenced how I do business At the CHA Hot Product Awards, I held up an old, blurry, black-and-white photo of my grandparents I had printed on

fabric for my mom, who then had a pillow made from it. I told the audience that because my grandparents had died, they’re not on Facebook and won’t tweet my mom, but they sure as hell are on her couch. The audience laughed and then clapped. I then explained that my mom now sees her parents every morning, and that when she misses them, she hugs that pillow.

The audience “aahhed.”

Thoughts on the younger generation of entrepreneurs, and executives’ roles in the craft industry The younger generation is more comfortable with the digital tools that are used in digital fabric printing to create fabrics that are more personal and meaningful. Young craft entrepreneurs and executives will help guide crafters into the age of digital fabrics and help stragglers overcome the fear of starting with a blank canvas, so to speak. There will be an explosion of creativity. Fabric design will be something you do, not something someone does for you.

Advice to aspiring young entrepreneurs/ executives looking to make a name for themselves in the industry It’s often not good enough to be good. Sometimes you have to also be different to get noticed and land bigger projects.

Christopher Nolan probably wouldn’t have been given the opportunity to direct big-budget films like the Batman reboot, “Batman Begins,” if his breakout film, “Memento,” had merely been good. It was the nonlinear storytelling that garnered Nolan so much attention.

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Meet

Mark Hill How CHA’s new Interim President & CEO is planning for the future of the Association

by Jason Baum

M

Mark Hill knows the creative industry. After all, he’s been in it for over 20 years, holding senior management positions with industry leaders like Plaid Enterprises, Creativity Inc., New Image Group and most recently the Thomas Kinkade Company.

He’s also a former Craft & Hobby Association Board Director, having served two terms from 2009 through 2014.

As a native of the United Kingdom, he led the CHA Board of Directors’ International Committee’s initiative to successfully establish CHA-UK, in addition to chairing the Nominating, International and Market Research Committees.

Mark is truly dedicated to, and invested in, the craft industry and especially to CHA. Each week he leaves his home in Atlanta to board a plane for Elmwood Park, New Jersey – CHA’s headquarters – where he leads the Association’s staff of 17. Then he flies home for the weekend, just to repeat the trip again on Monday.

Mark has a strong belief in team, and in his explanation to me of “teamwork,” he repeated the saying, “The sum of the parts is much greater than the individual pieces.” He looks at the CHA staff as an integral player in the change that he’s bringing to the Association.

What you might not know about him is that when he’s not in New Jersey or Georgia, you can probably find him going for a joy ride on his motorcycle. Some of his recent travels have taken

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What are your first priorities on taking over the leadership of the Craft & Hobby Association?

Visiting with and listening to members, our Board, and our team in New Jersey and the UK, and learning about their needs and the challenges which confront the Association. Then, developing and

him to the Rocky and Smoky Mountains, and the Carolina coasts. You might also catch him painting landscapes, a hobby that he’s recently taken up again.

I had a chance to sit down with Mark and ask him more about change, and what he plans to bring to the Association as the new Interim President and Chief Executive Officer.

implementing a plan to transform CHA and achieve our mission and goals.

What is your biggest challenge stepping into your new role?

Not being afraid to make the changes necessary to enhance the value proposition of membership and the relevancy of the

caption caption caption

What do you bring to this role that’s different from what others have brought in the past?

Twenty years in the art materials, craft and fine art industry, working for supplier companies involved with multiple product categories. I have a deep understanding of our members’ businesses and their needs. Obviously, I need to expand that knowledge to include all categories with an emphasis on soft crafts. My experience also involves a broad range of consumer marketing initiatives and an appreciation of consumer attitudes, interests and opinions. This is very helpful. On top of that I have had the privilege to serve on the Board of Directors in the U.S. and UK, and on a variety of Board committees and task forces. I feel very lucky to have this range of experience to bring to this new role.

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Association to all participants in the creative products industry. This is an industry that has changed enormously over the last 30 years. We have to be able to transform what we do and what we offer to make sure we are positioned correctly to meet the needs of our current members and to attract new members.

All of the above! While the CHA MEGA Show can and should be an industry focal point of delivering value

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to our members and non-members, we need to offer value year-round. We also need to connect people and foster a sense of real community.

What should be done to increase and retain the membership of the Craft & Hobby Association?

Make the value and experience of being a member (customer) exceed the cost and time commitment. Sounds simple, but this is really what it is all about, and we are 100 percent focused on doing just that!

Can you identify some of the recent changes in the craft industry and how the Craft & Hobby Association is adjusting to accommodate them?

There have been huge shifts in the makeup of the industry since the mid 1990s: growth of chains, decline of independents, supplier consolidation, and emergence of the Internet as a place that is used in ever-increasing amounts to educate, entertain, inspire, connect with and market to consumers.

These transformations have caused and are causing massive changes in our industry, and we are in the process of initiating a series of programs to transform CHA too. More to follow!

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WHAT MORE CAN WE SAY...

Should the Association focus on the annual CHA MEGA Show, increasing educational opportunities, emphasizing new business opportunities, or being the provider of important industry trends and research?

Where do you see the Craft & Hobby Association five years from now?

CHA will be delivering on our mission: we unify, connect, represent and support the growth of the global creative community. We serve members who provide products, services and marketplaces, which entertain, educate, instruct and above all inspire consumers.

•••••••••• CHA earns the reputation of being an association which consistently delivers innovative high value services, and above all exceeds the expectations of its members, Board and the community it serves.

•••••••••• CHA offers its team members a safe, challenging and rewarding workplace and supports the community in which it operates.

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What will your customers create?

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New Products The Pigma Professional Brush Series offers versatility, from hairlines to broad strokes. Durable brush nibs respond to changes in pressure or direction with smooth and consistent ink flow. No smears, feathering or bleed-through on most papers. Black, archival Pigma ink lasts a lifetime.

sakuraofamerica.com

New Styletech Heavy Metal Films have a unique metalized look that turns any graphic or decal into a work of art. The films are easy to cut and apply, and available in popular colors.

tapetechnologies.com

John Bead’s Crystal Lane line features popular shapes of sew-on stones for embroidering and jewelry making, offering a glam look at a conscious cost.

johnbead.com

Imagination International’s

Coloring Foundations book series helps novice Copic users realize the full potential of their markers.

Each book features professional tips and techniques from Copic expert Marianne Walker, with images to photocopy and practice on.

info@iiinc.co

Seaman Paper is the leading global manufacturer of decorative crepe and tissue paper, available in a broad range of colors for any crafting project. seamanpaper.com

iCraft’s deco foil PeelnStick Toner Sheets add a vibrant, metallic foil finish to mixed media or paper projects.

Use punches, dies or an electric cutting system to cut any design. Then simply apply the deco foil sheet and laminate, peel the liner and attach – no separate adhesive required.

thermoweb.com

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Avery Elle’s new

“More Party Animals” Clear Stamp Set and coordinating

Elle-ments Die Set create the

Make It Mine is a new iron-on fabric collection from StudioeFabrics. 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.

studioefabrics.com

perfect project.

With over 250 stamp and die sets to choose from, you’re sure to find something at Avery Elle.

averyelle.com

The Twisteezwire Coil Bracelet Party Kit includes wire, buttons, beads, coiling sticks and instructions to create 16 unique coil bracelets. Great for camp or parties! The plastic-coated copper wire is 24-gauge, so it’s easy to shape, cut, straighten and use again.

twisteezwire.com

Clover’s Tassel Maker turns your favorite threads into unique tassels, in a variety of sizes. The tool allows for a clean, uniform look and is available in small and large.

clover-usa.com

Filigree is a delicate metal art created by the Etruscans.

This line by John Bead also offers crystal stone enhancements for extra feminine flair.

Plastic Sanding Needles work into tiny areas for cleanup, polishing and detailing. This unique, patented-shape tool is available in three color-coded grits (fine, medium and coarse). info@alphaabrasives.com

johnbead.com

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New Products 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.

dmcolor.com

New Art-C Acrylic Paints are richly-pigmented, artist-quality paints in a unique writing tube. Thick consistency provides excellent coverage and drawing ability. Combine with Luxe Paints for an intense, glittering finish or Texture Cream for a coarse, shimmering finish.

momenta.com

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Lawn Fawn’s “Loads of Fun” Set features

ImpressArt’s Texture Stamper allows

ACTÍVA’s wide range of craft products

clear stamps including a laundry machine, socks, suds and other matching accessories and sentiments. Coordinating Lawn Cuts dies are also available, plus new Stitched Circle Frames to create laundry machine shaker cards.

jewelry crafters to create unique, one-of-akind patterns and textures in metal jewelry.

Simply place one of over 300 ImpressArt metal stamps into the head, tighten the knob and swing away!

including colored sand, flower drying silica gel, and casting materials like air dry and blackjack clay, CelluClay and InstaMold are recognized for quality and consistent performance.

lawnfawn.com

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Discover our NEW products from these select designers at Booth #2505!

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New Products

The Sizzix jewelry making system and accessories line now includes the Big Shot Jewelry Studio. Die-cut and emboss endless designs and materials to make unique bracelets, necklaces and earrings.

Learn more at Booth #631/531at the 2016 CHA MEGA Show.

ellisonretailers.com

The Brilliant Bowmaker Scrap Pack includes four bow-making templates for scrapbookers and card makers: three classic templates for traditional bows in medium, small and infant sizes; and a 3/8-inch snap template for flowers, snowflakes and butterflies. It’s lightweight and portable for easy, consistent bows.

Full-color instructions and online tutorials are included.

littlepinkladybug.com

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Craft

Industry Tell our advertisers you saw their ad here. And visit them at the CHA MEGA Show! ......... Booth 1613 ........ See ad on page 13

LBO Studio ............................................... See ad on page 38 Limiri LLC .................................................. See ad on page 18

American Orthopedic .............................. See ad on page 27

....... Booth 1844 ........ See ad on page 13

.................. Booth 2801 ........ See ad on page 18

........ Booth 1580 ............. See ad on page 5

Beth Watson Design Studio .................... See ad on page 38

........ Booth 1653 ........ See ad on page 12

Carol Foldvary-Anderson ........................ See ad on page 38 Chase Products ........................................ See ad on page 15

Messe Frankfurt Inc. ................................ See ad on page 19

.......... Booth 1201 ........ See ad on page 11 Momenta Inc. ............... Booth 821 ...........See ad on page 2 ............ Booth 401 ...........See ad on page 9

Crafty Cat.................................................. See ad on page 28

...................... Booth 1626 ..........See ad on page 8

.......... Booth 621 ......... See ad on page 36 Rose & Meyer ........................................... See ad on page 27 ........................ Booth 1549 ........ See ad on page 29

.......... Booth 346 ......... See ad on page 26 ........ Booth 2751 ........ See ad on page 31 Eileen Hull ................... Booth 231 ......... See ad on page 38 Creative Design Studio ............. Booth 807 ......... See ad on page 34

Harvest Imports ....................................... See ad on page 25 The Haywire Group .................................. See ad on page 23

Sha & Co. ................................................... See ad on page 38 .................. Booth 631, 531 ..... See ad on page 39

........ Booth 2505 ........ See ad on page 35

............. Booth 2113 ........ See ad on page 30

...... Booth 1659 ........ See ad on page 26

.............. Booth 1627 ..........See ad on page 7

................. Booth 345 ......... See ad on page 40

ToolTron Industries ................................. See ad on page 12 Witzend Workshop .................................. See ad on page 28

................. Booth 2643 ........ See ad on page 17

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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: Carol Foldvary Monday Evening, January 10th: OIL PASTEL SMUDGE Workshop CHA MEGA Show Anaheim, CA In this years workshop we will be presenting ideas and product to help you create exciting works in Mixed Media and in working with the “SMUDGE” technique! Be sure to Register TODAY, seating is limited. CHAMegaShow.org.

All Supplies are included with the $55. CHA Membership price. Take home product from these generous co-Sponsors of the workshop: Sakura of America, Canson Papers, Canvas Corp Brands, Chartpak/Grumbacher, Beacon Adhesives, and Darcie! More information: www.OilPastelSmudge. com Workshop Sponsored by Carol Foldvary-Anderson / varyCarol ARTS.

Upcoming Event The Paper Trail is headed to Anaheim! Visit Sizzix artist Eileen Hull (and Scotty, her vintage trailer) at CHA on the MegaShow floor- stop by Booth 231 for a trailer tour, photo ops, Make and Takes and demos by CHA Designers and create a Make and Leave for Operation Shoebox. Go to www.eileenhull.com for more information.

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

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Oh, the Possibilities!

Paper Leather Sheets

Die-cut it. Emboss it. Stamp it. Stitch it. Paint it. Ink it. Watercolor it. Wash it.

Distress it. Put it in your printer. Sizzix® Paper Leather Sheets can do it all!

With the look and feel of real leather, this breakthrough material is perfect for papercrafts, mixed media, home décor, fashion, jewelry and more.

For more DIY inspiration, visit ellisonretailers.com.

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