Gradient Fall 2017

The Magazine of the Association For Creative Industries

FALL 2017

Formerly Craft Industry Today

PLANNING FOR

TOMORROW Gradient • Fall 2017

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FALL 2017 / Volume 7 / No. 4

CONTENTS 10

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Small Batch Manufacturing: Dream Big, Think Small

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FOUNDARTE: Building the Bridge to Portugal’s Artisan Community

Preparing Your Store for the Future

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ULSE P Smartphone Photography

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INSIDE AFCI Keynote Speaker Staff Profile Featured Member Benefit Spotlight on Edible Arts and more!

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MOVERS & MAKERS Lia Griffith, DIY Maker

12 TRENDING

Keeping the Arts Alive 24

DIY: INNOVATION DIY The 5 general stages of turning an idea into a tangible product

28 THE SHELF 30 INDEX OF ADVERTISERS

Editorial Keri Cunningham kcunningham@afci.global Kristen Farrell kfarrell@afci.global Jason Baum jbaum@afci.global Cassandra Austin caustin@afci.global Advertising Tim Braden tbraden@fwpi.com Darlene Ryan darlene@fwpi.com

Publisher Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 fwpi.com Gradient is distributed to AFCI members on a complimentary basis. Subscription fee for non-AFCI members is $25 a year. To order, contact AFCI at 201-835-1207.

Gradient is published quarterly for members of the Association For Creative Industries (AFCI). AFCI is an international non-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution, and retail sales of craft products worldwide. For more about AFCI, the value of membership, or its award-winning conference & Trade Show, please visit afci.global.

Online • afci.global • creativationshow.org • facebook.com/AFCI.Global • twitter.com/AFCI_Global • youtube.com/c/ AssociationForCreativeIndustries • pinterest.com/AFCI_Global • linkedin.com/company/ association-for-creative-industries • CRE8TIME.org

319 East 54th Street, Elmwood Park, NJ 07407 Tel 201-835-1200 / Fax 201-797-0657 Copyright © 2017 AFCI. 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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PULSE

Smartphone

By Cassandra Austin As a professional in the creative industry today, being able to capture the beauty of your work is essential.

While performing a search online of any store, product or company, chances are that you will be directed to their website and several social media platforms. Photographs are central to any company’s online presence. And an impactful online presence goes hand in hand with promoting your brand and products.

The need to have high-quality, attention-grabbing pictures is more important than ever, especially in the creative industry where we are making beautiful creations to share with the world! Who wouldn’t want to display their work in the best way possible?

Although purchasing a high-quality camera may be a great investment, it isn’t absolutely necessary to get the shots you want. Thanks to technology, chances are you have a great photography tool that you carry around with you every day — your smartphone! Whether you are interested in photos for a personal collection, website, or social media, anyone can benefit from learning some great photography tips.

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Keep it Simple

Don’t Zoom

Too much going on in a photo is a mistake that many people can make when taking a picture. Most of the time when photographing your crafts, the less-is-more approach truly goes a long way. As the photographer, you want to guide the viewer. If there is a whole lot going on, this can make a photo confusing and take away from the subject. Check out this photo from the Instagram of one of our longtime members, Michaels’ @michaelsstores.

Take your photo as close to your subject as possible. Using the zoom tool creates a grainy photo. You can crop the photo later if there is any unwanted space. Improving the overall quality of the photo is important for a more visually appealing shot of your work.

Balance the Image Diagonally This is one of my personal favorites that I try to incorporate in my own picture taking. I came across this tip some time ago in a magazine, and the more I started studying professional photographers’ work, the more I saw that it is a common theme in a lot of great photos.

Here is another photo from Michaels’ Instagram page where you can see the two pencil cases placed diagonally from one another. This helps to create balance and some visual interest that would be lost if they were side by side.

The simple, single-colored, plain background brings attention to the subject. Since there is not too much going on you are able to focus on the details, like the ombre technique. Placing the paper craft on top of flowers complements it.

Simple and beautiful!

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Photography Incorporate Lines The next tip goes hand in hand with the diagonal placement approach.

However, this one can be applied when you are using a table to display crafts or if you have a rectangular or square subject. By using leading lines, you help to guide the viewer’s eye and create visual interest.

Another image from the Buttons.com Instagram page that uses leading lines is a photo of a button display of “My Buttons.”

I like this example from Michaels Instagram page. It is taken from above the subject and shows the project actually being made, which is an interesting take as well. It can be fun for your followers to see crafts before the finished stage. (This shot is also an example of “keep it simple.”)

Here are two great examples from the Instagram page, Buttons.com @buttonlovers.

This shot does a great job of guiding your eye up and down the photo. Your eye is drawn up by the tree, as well as by the outside lines of the fabric. The way this photo is taken is more interesting than if the photographer had just laid it straight and flat. It also nicely shows off their buttons in the foreground space.

Photo © Blumenthal Lansing / CSS Industries

I like the use of leading lines here because it causes the viewers eye to scan the rows. If this had just been taken as a head-on square shot you would not know where to focus.

If you are struggling to create the leading lines, shooting from a higher or lower angle can help! This brings me to my next tip.

Try Out Different Angles

Photo © Blumenthal Lansing / CSS Industries

The simplest photos can be taken to another level by just adjusting the angle. It makes for an interesting visual. Instead of only taking photos straight on of your work (which many do), change things up. Take a photo from above, or from a lower angle.

This can help viewers see your subject in a new way.

Use the Grid Tool Using the grid tool (which you can access in your camera settings) over your photo while you are snapping away will help you balance the photo.

You can ensure that your focal point is where you would like it to be. It can also help with leading lines and diagonal placement if you want to use those approaches in a photo.

Take as Many Pictures as Possible And finally, with picture taking, like anything else, practice makes perfect. The first try is not always going to produce the best shot so take as many pictures as possible!

Once you have your selection of pictures with different angles, backgrounds and placement you can choose your favorite. Let picture taking be another way you express your creativity and most importantly, have fun while doing so!

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INSIDE AFCI

Industry News Staff Profile: Cassandra Austin, Membership Coordinator

In May, Cassandra Austin joined AFCI as our new Membership Coordinator.

Cassandra has worked for several years in customer service, previously as an account manager at Lifetime Athletic, and as a sales consultant for Carlo’s Bakery Corporate. She has valuable experience in working in a high-volume sales position, as well as a background in relationship building and handling customer-servicerelated issues. We are delighted to welcome her to the AFCI Membership Team.

You may contact Cassandra at caustin@afci.global or (201) 835-1213.

1-on-1 with Creativation 2018 Keynote Speaker We’re thrilled to announce our Creativation 2018 Keynote Speaker is Shama Hyder. Shama is the Chief Executive Officer of the award-winning agency, The Marketing Zen Group, and best-selling author of two books: The Zen of Social Media Marketing and Momentum. As a speaker and strategist, she’s worked with leading brands, has been featured across major media channels, and has received numerous recognitions, including the Technology Titan Emerging Company CEO award and one of the “Top 30 Under 30 Entrepreneurs” by both Inc. Magazine and Forbes.

Shama will give an insightful presentation on what businesses need to thrive in the digital age, and how to consistently market and grow an organization in the face of unrelenting change. We interviewed Shama to give you a preview of what you can expect to learn from her speech.

Can you provide a preview of your keynote presentation at Creativation?

“I can’t wait to speak at Creativation. Whether you are a small business or a big box retailer, there will be something in it for you!

My goal is to simplify the digital landscape and to truly define what it means for the industry. I also love sharing tactics, so not only will I be covering the broader strategy, but I’ll be sharing specific tips, tools, and case studies that the audience can implement as soon as they leave. I am big fan of low hanging fruit!”

Visit the AFCI Blog to read the full interview.

iDiscover Chats Return in September Join the iDiscover Facebook page (search “AFCI iDiscover Chats” in Facebook search bar) and we’ll keep you informed of the new topics added to our schedule. Interested in presenting? Contact education@afci.global.

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Industry News Featured Member Benefit: Lenovo Savings Program We are excited to announce a new member benefit program from Lenovo, a global leader in the PC marketplace. Members can now save up to 30 percent off the everyday public web price of Lenovo’s entire product line of laptops, tablets, desktops, servers, accessories, and more! Take advantage of great deals on top products for the home and office, including the award-winning ThinkPad laptops and innovative multimode YOGA tablets.

AFCI members also receive: • Free ground shipping on all web orders • Monthly limited-time special offers • Access to energy-efficient green technologies • Award-winning service and support before, during, and after your purchase Please visit the “Member Benefits” page of our website and login to your account to access this benefit.

We’ve Partnered with Satin Ice to Spotlight Edible Arts at Creativation 2018!

Satin Ice has signed on to be the title sponsor of the Edible Arts Shoppe, where celebrity talent will conduct demos, classes, and make-n-take projects on the trade show floor.

“Satin Ice is the perfect partner to educate our industry on edible arts products and crossover products,” said Andria LaJeunesse, CEM, Vice President of Events & Education, AFCI. “Last year, Satin Ice’s booth was one of the areas that received the most foottraffic and compliments from attendees, which we anticipate again in 2018.”

“Best known for sculptured creations on TV and elegant wedding cakes, cake-decorating is an exciting and explosive market in recent years”, said Paul McVeigh, Marketing Director, Satin Ice. “As crafters and hobbyists enter the world of cake-decorating and become familiar with its extensive capabilities, they quickly realize its creative potential beyond just cake. Our partnership with Creativation allows crafters from all backgrounds to have handson experience, enhance existing skills or learn new skills from our celebrity artists.”

In addition to edible arts, Creativation 2018 will offer opportunities to learn and discover new products, trends and techniques in other evolving product sectors, including painting, drawing, sewing and fabric, and to connect with peers through several networking events and a two-and-a-half-day trade show.

Registration for Creativation is open. Register for your complimentary member badge access to Creativation at visit www.CreativationShow.org.

Registration for the Creativation University conference program will open on Tuesday, September 12, at 11 a.m. EDT.

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MOVERS & MAKERS

MEET

Lia Griffith p h o to ©

L ia G ri ff

it h

Hi there!

I’m Lia Griffith, a DIY designer and maker from Portland, Oregon.

I believe that creativity lives in everyone and my company exists to enable people to reconnect with that playful, expressive side of themselves.

My team and I create daily DIY tutorials, templates, printables and videos for special occasions and everyday life.

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My journey to this point has been a colorful one! My parents were both incredible artists so my three sisters and I grew up in a household of creativity. Dad built our home. Mom made our clothes; she taught us how to sew. We canned everything; recycled old furniture. From top to bottom, we handcrafted everything!

I didn’t appreciate it at the time, but when my Mom died in 2013 I sat down and wrote a post about

her. That’s when I really realized how much she was my teacher in handcrafting my life. As a child I had hated it, but over the years I grew to love the DIY aesthetic and now it is absolutely part of everything I do.

As an adult, my “trade” had always been graphic design, but I never really felt like it filled my soul. It paid the bills, I learned a lot, but I always felt like there was something missing.

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So I explored other avenues. I dabbled in retail, opening a children’s clothing boutique followed by a flower store.

Both were fun and I had some success along the way, but there was still a part of me that wasn’t satisfied with my creative output. I always seemed to want more.

They say everything happens for a reason. But in March of 2013 when I was laid off from my job as a wedding stationery designer, I found it hard to see the good. I had had great success with their blog and was devastated to lose something I had worked so hard for.

Although I felt like my world had crumbled around me, I also knew that if I could find the necessary strength and self-belief, this was the perfect opportunity to go and get what I wanted — to start up my own creative business. I negotiated a package that gave me the rights to all my content from the blog and allowed me to announce to our readers that I was starting out on my own. By negotiating these two points I gave myself a fantastic springboard from which to launch liagriffith.com.

Growth was really important to me. I had lost my job and needed this new venture to provide me with an income.

I set myself some very strict goals. In April 2013, a month after being laid off, I launched my blog with the intention of writing five posts per week for eight months. By December 2013 I had to have written 200 posts and reached at least 100,000 page views per day. I had brought around 2,000 readers with me from my previous job so I knew I was asking a lot but failure wasn’t an option.

than 1,800 downloadable DIY projects, plus 40-plus brand new projects per month. Each is designed, made and photographed in-house by myself and my team. We share weekly video tutorials, host member-only webinars and run fun giveaways for our community. As well as the DIY downloads, we also have our own line of crepe papers (paper flower making is my niche!), and we are working to release a craft consumables line in 2018. It’s a far cry from the solo-show that I ran from my tiny home office in southeast Portland in 2013, but this was always the dream; to create something that was bigger than me, something that could help and inspire millions of people to be creative.

Becoming a member of AFCI was a natural step in the growth of my company. The association has been great for helping us to connect with like-minded creative entrepreneurs. As an international company, we have needed, at times, to connect with creatives in Europe and beyond, and AFCI has been a great source of support. I also love reading about other professionals in the field and I feel utterly honored to be featured here today!

During those months I was consumed by my goal. Nothing else mattered. I designed, I made, I photographed, I wrote, I posted. Small business development experts would advise you to ensure you have a great online presence, to make sure you’re mixing in the online community, reading and commenting on others’ posts, sharing tutorials, retweeting great finds. Not me. I didn’t have time. For me it was just about getting those posts up and out. My only rules were consistency and quality. Money was tight but I felt richer than ever. I finally felt like everything I’d ever done had come to this. Like I had come home.

A few weeks in I was lucky enough to get a call from an old friend who’d seen what I was doing and was interested in supporting my work. I took a small amount of investment from him to get me through that first year, but really, I hurt for nothing. If anything, those early days just made me more creative. If I needed something I made it!

Today, we are a tight-knit team of 12 talented individuals.

My first hires were made possible by selling ad space on my site, but as we grew and our audience grew, I wanted to provide a content-rich service that was free of advertising clutter. And so, in late summer 2015, we launched our membership program. For a small monthly fee, our members now have access to our library of more Gradient • Fall 2017

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FEATURE

Small Batch Manufacturing:

DREAM BIG, THINK SMALL

By Veronica Graham for Craft Industry Alliance If you’re a crafter selling your creations, then how you create is just as important as the end result. But how do you make money when your two hands can only make so many goods in one day?

It may seem counterintuitive, but many makers are producing their crafts through small batch manufacturing, commissioning a small amount of products from a factory that can still achieve the economies of scale necessary to make money. The factory gets just enough products made to avoid going broke, and crafters get to put their goods in more hands without being stuck with boxes and boxes of unsold products.

Case in point is Etsy. Since softening its definition of handmade, 5,000 sellers now rely on outside manufacturing to produce wares for their shops.

The e-commerce platform also launched Etsy Manufacturing last year, a directory to help sellers find manufacturers. Etsy declined to share

how many manufacturers are currently listed with Etsy Manufacturing but did say that more than 700 manufacturers applied to be part of the directory last year. Also facilitating the makermanufacturer connection is Brooklynbased Makers Row. Of the 10,000 nationwide manufacturers listed through its service, 7,000 count themselves as small batch capable.

Dana Mauriello, Etsy’s director of seller category growth, says the company still values the artisan as much as it does the entrepreneur, and that words like “manufacturing” and “factory” might be misleading because they can often mean another individual maker. In fact, about one-quarter of the manufacturers who apply to be listed with Etsy Manufacturing are actually Etsy sellers.

“I think the word ‘manufacturing’ can be a little scary, but once you really see the partners you’re working with, it feels very right,” Mauriello says.

At Makers Row, the company’s cofounder and Chief Marketing Officer Tanya Menendez says both startups

and established companies like Under Armour and Ralph Lauren turn to them to find small batch manufacturers. And a lot of those manufacturers listed are smaller outfits or individual technicians that simply help test an idea or make a capsule collection, Menendez says.

“That’s really telling of where the industry is going in general — more agile manufacturing where people can actually sell what they make and not hold a lot of inventory and have a quick turnaround time,” Menendez says.

By the Numbers In the government’s eyes, a factory or manufacturing facility is a small batch manufacturer if it makes $1 million or less and produces fewer than 7,500 units of a single product in a year.

Factories meeting those benchmarks can register with the government for relief from safety testing requirements imposed on products like children’s toys and gear.

But in more practical terms, a small batch can mean a product order in the

This article about small batch manufacturing is one of a large library of articles available to Craft Industry Alliance members. Craft Industry Alliance serves makers, suppliers, designers, and content creators in all areas of craft from knitting and crochet to quilting, sewing, cross stitch, needlepoint, paper craft, polymer clay, jewelry, and more.

Twice a month members receive a professionally written digital journal with industry news and analysis as well as articles about business best practices. Members also have access to secure online forums, as well as monthly webinars taught by industry professionals.

Founded in the fall of 2015, Craft Industry Alliance is 1,300 members strong. Membership is available for businesses of all sizes. Visit craftindustryalliance.org to learn more.

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single digits, or even just a prototype.

David Allen, president of Allen Manufacturing in Lewiston, Maine, says many clients order 50 to 100 items at a time. His company, which specializes in soft and small goods (except for clothing), considers a small batch to be no more than 400 items in a single order.

“Here they can do 100 and maybe the cost is higher than overseas, but you don’t have the huge investment in materials or the language barrier and the time barrier,” Allen says. “Somebody on the East Coast communicating with someone in Beijing can only talk for 20 minutes a day.”

Apparel orders can get much smaller.

Philadelphia-based fashion designer Kristin Haskins, the founder of Krys Design and Manufacturing, went from designing to manufacturing when she couldn’t find a factory willing to produce small enough batches or even just samples of her designs.

“There was just a need I needed myself as a designer that I couldn’t really find as easily — the manufacturer that would do, like, 20 units,” Haskins says,.

“To me, at least, anything under 100 is a small batch, and most [small batch factories] don’t go over 1,000,” says Vesta Garcia, cofounder of Stitch Texas in Austin.

While Stitch Texas isn’t a factory, it will help apparel designers become factory-ready by refining the designer’s sample and then tackling pre-production tasks like pattern grading and digitizing. Stitch Texas will occasionally manufacture a design if it’s less than 50 pieces, but the end goal is to get a designer to another manufacturer.

“We would never turn away someone who’s just starting out, but we light up when a client has a sales background and customer base,” Garcia says. “[Someone who says] ‘I’ve been sewing these for a year and I can’t keep up.’

That’s my favorite client.”

Make it Work Be ready to let go. If you’re considering enlisting a manufacturer to help you make your crafts, Menendez says the first thing you should do is make sure you’re comfortable letting someone else’s hands be part of your process. “Start off with a small thing you’re willing to outsource,” she says.

Be prepared to do your research.

Using a service like Makers Row or Etsy Manufacturing can help makers search by production stage, industry and capability, but with both platforms, the onus is on the designer to make sure the manufacturer meets expectations. Manufacturers apply to be part of Etsy Manufacturing and are screened, but they aren’t vetted or certified. The wording is deliberate, Mauriello says, since Etsy can’t audit every manufacturer on site. Makers Row takes a similar approach to avoid defining itself as a broker or liability, Menendez says.

Stay local. The best way to maintain quality control is to be present, Menendez says. Go with a

manufacturer that lets you visit during production. Co-create a communication plan so you’re involved and informed at all times.

When it comes to materials, think 30 percent. If it costs you $10 to make a skirt, then the fabric shouldn’t cost you more than $3, Haskins says. “You’ve got to make sure you’re making something at the end of the day,” she says.

Embrace new approaches. Keeping materials in check can sometimes mean changing the way a design comes to life. It doesn’t have to mean compromising your idea, Haskins says, but it could mean tweaking certain things to make the design easier and faster to replicate, like a seam or a zipper. “I once had to help bring down a $200 wholesale child’s hoodie that was getting too specific,” Haskins says.

Veronica Graham is a Boston-based journalist and former managing editor of Sew News, Creative Machine Embroidery and Stitch magazines.

Follow her on Twitter @vlhgraham or contact her through her website at veronica-graham.com.

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TRENDING

KEEPING THE

ARTS ALIVE

By Carol-Foldvary-Anderson Anything that aims to get people involved in the arts and increases community engagement is a positive aspect of life.

Have you ever volunteered your art and experiences to inspire people to get involved and connected?

Volunteering is a great way to help keep the arts relevant, inspire others to be artistic, grow our industry in exciting ways, and reinforce our own passions for creativity. The power of creative participation can transform the lives of individuals, build communities and have positive effects on health and wellbeing. There is something out there for you and everyone, whatever talent, age or ability.

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We all know how important the arts are to a community, especially in an age when funding and support seem to be diminishing. The anticipation of an art show, craft fair, exhibit or class on a particular technique can excite one to explore his or her inner artist. By becoming involved locally and in the areas we have interest, we are able to encourage this excitement, which can cause the arts to stay alive and thrive.

There are many ways to keep the arts alive within our own community, through either interacting with the public or working behind-the-scenes on special projects. For example, many non-profit organizations request artists to donate artwork for fundraising opportunities. We can also donate our time to share our expertise by teaching a class in a technique or

product we are passionate about.

Furthermore, we can support and nurture the future by purchasing our fellow creatives’ handmade items and by taking their classes to learn from them. Volunteering our time can make these things possible and aid their success.

Getting started is always the hardest part! I suggest looking into local, state and federal arts councils, agencies and foundations in your area. Each entity has listings of specific interests, shows, events, and artist and volunteer calls on a monthly basis. Sign up for their emails and newsletters to keep up to date on how you can become involved with their organization.

Local public libraries are another avenue to consider as they provide

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exhibit space for art. A showcase of your work, and if you are a teacher, of your students’ work, are things libraries like to promote and display. Libraries schedule guest speakers and events monthly, yet they can and may plan their programming about a year in advance. If you are interested in presenting a program, get in there early to present your idea and make plans. Frequenting the library is also a great source of inspiration.

Volunteering is an enjoyable experience, and helps to reinforce the health, social and community benefits of the arts. Participants regularly come away with new skills, greater social confidence and new friends!

Chain and independent art stores tend to offer arts and crafts classes on their premises to drive sales of a particular manufacturer’s products. Enroll in a class you have always been interested in, or inquire about teaching one. Classes are scheduled about three to six months in advance, so plan accordingly. Get on their email lists, too, to keep current on their subject matter.

Carol Foldvary-Anderson (varyCarol) is an award winning Designer Member of AFCI, a published illustrator/ author, arts educator, and an innovator of the Oil Pastel Smudge technique. A grant recipient on several occasions from her home state of Nevada, she is an artist on the Nevada State Schools and Community Roster. Teaching art and encouraging and inspiring others to live their joy is her passion. Her many community volunteer experiences include involvement with local libraries, colleges, museums, cultural centers, recreational centers, senior centers and the non-profit sector that instill the values that she believes are important. Carol has been working her art and business for more than 30 years. Visit her primary website varyCarol.com.

Community colleges, cultural centers, museums, senior centers and recreation centers are now filling their buildings with arts and crafts programs. They offer everything from knitting, sewing, and beading, to painting, bookmaking and beyond. Most are receptive to any idea that will engage the community, and as an artist or business it is a great way to get the word out on who you are, and what you offer and do. An added plus: the distribution process is a great marketing plan to add to your marketing mix, and it is free!

Help ignite the creative spark! Volunteer your valuable ideas, talents, knowledge and skills through arts engagement, and experience the arts coming alive!

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FEATURE

Preparing Your Store

For the Future

By Heidi Kaisand

“Faith is the daring of the soul to go farther than it can see.”

—WILLIAM NEWTON CLARKE I’ve unpacked my Magic 8 ball from my youth (and have since learned that there is now a digital version!) because I’m positive that it will tell me the answers to all the difficult business questions I have. Right?

Well, okay, we know there are no magical answers or a crystal ball telling us what the future holds.

But I have faith. I have faith that independent retailers will be going strong in the future. Why such a strong belief? Because retailers have been in existence for hundreds of years. Will things be different? Of course! Nothing stays the same. The challenge is getting from here to there with the least amount of stress and the most amount of success.

Obviously, if I had the Magic 8 Ball, answers that would answer any questions and appear at just the right time, I’d be sharing it with all of you so we could sleep better tonight! But, instead, let’s discuss several areas where you can focus to make your business stronger and its future better.

Focus on Your Business Now is the time to clearly define who you are and what your business goals are. Do you have a mission statement that is leading your decisions? What 14

are you doing in your retail store to prepare for the future? Do you have 30-day goals?

One-year goals? Threeto-five-year goals? Are you making sure your financials are solid and ready for the ups and downs of sales? What sources of income are you working with (i.e. product sales, rentals, retreat sales, classes, services) and how can you use each of those channels for creating that steady flow of income you need?

Take time to step outside of your business and get clarity on what you’re doing in your business. Every great leader needs time to think, brainstorm, and rejuvenate. As part of that thinking process, you’re going to need to write everything down.

Life coach Beth Montpas offers these ground rules for long-range goal planning:

3. Think big. A great goal is something that makes your palms a little bit sweaty.

1. Don’t just think it; write it down.

Super achievers have clear, written goals.

4. State goals in the positive.

Decide what you want to move toward, not away from. Here’s an example: “Increase longarm rental hours to more than 480 hours this year,” not: “We want to have more longarm rental hours.”

2. Don’t filter, qualify or judge your ideas or goals. Don’t factor in experience, resources or ability. If you had every skill, resource and ability in the world, what would you do and what would you set out to accomplish?

5. State in the I am. Be careful of the phrasing you use. For example, “I am

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“The greater danger for most of us is not that our aim is too high and we miss it, but that it’s too low and we hit it.”

Connect the In-Store Experience with the Online Experience the owner of a profitable business.”

State your goals as: I am X versus I want X. Here’s an example: “I have an organized store! I got rid of 200 excess bolts of fabric,” not: “I want to organize, or I want to get rid of.”

6. Be sure the goals are your goals, not someone else’s. Your written goals should reflect your inner ambitions and your creative spirit, not another shop owner’s goals.

7. Align your goals with your values because some goals aren’t worth going for. Every promise has a price.

Don’t sacrifice your family time every weekend at the store to achieve your profitability goal; your family is too high of a price to pay.

According to retail experts Rich Kizer and Georganne Bender, the experience begins the moment a shopper connects with your brand.

“In many shops, shoppers step into a rainbow — they are surrounded by colorful product,” Bender says.

“That’s what should stand out, not your in-store décor.” Put these tips from Kizer and Bender into action:

• Use color in your store design in two ways: neutrals should be the primary color and bold accents the secondary colors. The primary color should be 80 percent of your store décor; its job is to create a relaxed atmosphere for customers. Accent colors take up the remaining 20

percent. This formula allows the merchandise to pop. It also ensures that shoppers are not overwhelmed by colors, because certain colors can send a customer right back out the door.

• Red should never be a primary color because it’s too aggressive. It actually speeds up the metabolism, raises blood pressure and increases respiration rates. Too much red can also make people anxious and aggressive; traits you don’t want on your sales floor. But online, red attracts the eye.

• Yellow can be hard on the eyes, causing fatigue or agitation; that’s bad for quilters. Certain greens cause people to think about money — also bad because it subliminally prevents people from shopping.

Blues, whites, creams and grays are a good choice for your store’s continued on page 18 Gradient • Fall 2017

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FEATURE

main color. Accent colors can be bold and bright. Visit your local paint store to pick up paint charts that offer complementary color combinations.

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• Feature your accent colors on your website as well. Use them as background on your social media cover and profile photos. Put them on signage, bags, uniforms and whatever else represents your store.

• Set aside a few hours to look at your shopping experience across every category. Your sales floor, website, email blasts and social media should each tell the same brand story, making it easy for consumers to identify what belongs to you.

• Consumers want a seamless interaction with your store. They want the things they see and read online to match the actual in-store experience. They want the friendly faces they see on social media to be just as welcoming when they visit your store, and they want the brilliant ideas they see on your sales floor to be available online when they can’t make it in. You want that, too.

Give Full Attention to Your Customers Are you clear as to who your customer is? Create a profile of your ideal customer. Know where to find them and what they need before they need it. Know how they shop.

Who are your customers? Where are they coming from and how do you keep them coming back? And, how are you finding new customers?

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Ask your customers to tell you what they think. Financial expert Tom Shay suggests surveying your customers at least once a quarter.

“Create a survey to ask shoppers why they do business with you, where else they shop, what they would like to see in your store, and any other point of curiosity you

might have,” Shay says.

Your customer survey should constantly change so that you gain new knowledge. Don’t use the online survey tools for this. You are a small shop and you and your staff sell because of your personal interaction with your customers.

“Something written gives a personal touch and says you are genuinely interested in what the customer has to say,” notes Shay. Ask only four or five questions—ask more and you will lose their interest fast. Start with a simple one question survey asking, “What one thing could we do to make it easier for you to do business with us?”

Conducting a survey will help you stay ahead of trends. We need to hear from customers on a regular basis.

Speak to Your Customer Where are they getting their information and how are they getting it? We know social media is one important channel of communication.

Pick one platform and master it.

According to Melissa Boike of Art Gallery Fabrics, blogging allows you to communicate and interact with your customers and to be a part of a community of people who share the same passion you do.

Coming up with blog content takes commitment but is very rewarding and a great way to let your creative juices flow. “Post what’s important to you, what makes you stand out as a company, and information you know will benefit your customers,” Boike says. “Focus on things that make your quilt shop special.”

Educate Yourself Keep yourself in the learning mode, even if you don’t know what you’re looking for. Maybe you’re thinking you don’t need to learn anything, but keeping your mind open to the possibilities is necessary for success. You want to be open to

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Recommended readings include: • The 15 Invaluable Laws of Growth

by John C. Maxwell • The Miracle Morning by Hal Elrod • Essentialism: The Disciplined Pursuit of Less by Greg McKeown • The Compound Effect by Darren Hardy

Join Together Independent retailers need a supportive community where they can help each other and share solutions and results that have worked for their business and might be helpful to others. With the many Facebook groups available, there is one that will meet your needs. American Quilt Retailer has created a community page for subscribers where together we can work towards our future. As shared on the group recently: “Don’t wish it was easier, wish you were better.” Jim Rohn In the many things that happen in this world, it’s what we do in our immediate surroundings that we can control. So focus on what is around you and what you can prepare and plan, and the future of independent retailers will remain steady and strong.

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1-800-433-0541 crafty@tapetechnologies.com • styletechcraft.com Shop owner Heidi Kaisand opened Hen & Chicks Studio (www.henandchicksstudio.com) in Conrad, Iowa, in 2011. Her store is home to a full-service quilt shop and retreat center, and dabbles in scrapbooking and paper craft products. Years of working in the quilting industry in publishing,

manufacturing, and now retailing provides a vast background of experiences to pull from as she runs her small business. In addition to her retail business, Heidi is also Publisher of American Quilt Retailer, a trade publication for independent retailers (www.americanquilt retailer.com).

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FEATURE

FOUNDARTE Building the Bridge to Portugal’s Artisan Community 20

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My name is Helga SaraivaStewart.

I’m the Chief Executive Officer and Founder of Foundarte.com.

Yet, about a-year-and-a-half ago, my friends and family said I was crazy.

Having spent 25 years in London, the majority of those advising and delivering software solutions to corporations all over the world, I slowly began to feel I needed a different meaning to my life.

Don´t get me wrong; I loved my career and I was successful, but after the birth of my son three years ago, this feeling became overpowering. So, after a lot of thought and planning, my husband and I packed our things and swapped cloudy London for sunny Portugal.

such as dance and costumes.

More importantly, we were inspired by the work of the local artisans: exquisitelydetailed sculptures, inspirational watercolor paintings, delicate embroidery, masterly-carved marquetry woodwork, and wrought iron forged by traditional blacksmiths; each piece handmade and unique.

It enthralled us like the most beautiful Shakespearean sonnet, or rather, Luís de Camões poem.

We were hooked.

I was raised in Portugal; I lived there for 18 years, so I’m no stranger to the place. The language and the culture are familiar. My husband and I have visited my family every year for the past 11 years, so he, too, understands and loves the culture and hospitality.

Slowly, every time we returned to London, it was like leaving a bigger part of us behind. We started to miss being in Portugal increasingly more. So, we took it upon ourselves to put our international experience to good use and build a bridge to its small but vibrant art community. That’s when Foundarte was born.

It is difficult for businesses around the globe to source and acquire these kinds of products from a country like Portugal; never mind selecting from the best in a single curated location. Yet these problems didn’t seem insoluble to us.

Throughout the years we were amazed by the landscape, the art and the craftsmanship that seems to be present everywhere: in the gastronomy and the buildings, in literature and in cultural traditions,

On the other hand, we understand the challenges that Portugese artisans face. They are located all over the country and need resources, opportunity and logistics to meet buyers. They

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FEATURE

produce very little because of reservations about taking on staff or apprentices who turn out to be untrustworthy. The deep economic crisis there discourages consumers from spending their money on these items. Plus, the knowledge and use of technology are still not fully understood or are widely underestimated.

We formed Foundarte to address these challenges in a simple yet effective way. We strive to make it easy for consumers to buy these Portuguese artisans’ items through our ability to showcase exclusive products in person, combined with the flexibility of a wider portfolio online and a professional checkout and delivery service, helping shops and retailers provide a superior service.

Our business model combines the experience of touching and feeling a handmade object with the flexibility of buying it in an online environment. At the same time, it provides a better way for pieces to travel from its maker to its owner. Logistically, the artisan is better off, the customer has more choice and is more satisfied, and the retailer optimizes its

resources and captures more client loyalty.

We turned to technology to resolve the challenge that manufacturers struggle with: displaying an entire portfolio in a partnering retailer’s space and immersing the buyer in the history and tradition of the piece from a distance. The resulting client experience is interacting with the product in a fun and exciting way and simultaneously having a seamless shopping experience.

Every piece on display has a unique QR Code that leads to a product page with detailed information about the product: source materials, inspiration and history of the maker, the context of the cultural tradition, and so on. The product page also connects to the entire range of available choices for that product type and artist, updated within the Foundarte platform, as well as other product categories and other artisans from the Foundarte Portfolio, allowing a consumer to acquire directly from the online store and have the purchase delivered straight to his or her home.

Through this innovative process, we can bring the best Portugal has to offer to England and beyond.

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I am happy to say that Portugal is not on the fringes of Europe. Instead it leads with its beaches and weather, wine and olive oil, technology and human resources, producing furniture, textiles, home decoration and accessories that make homes unique and customized to one’s individual style.

Because of Foundarte, inspiring designs have made it to the White House, the Vatican and famous Fashion Week shows. Our creativity never ends and has been awarded prizes, such as the Nobel, Pritzker and Grammy. Today, Portugal’s art community surprises and thrives.

Helga Saraiva-Stewart, CEO and Founder of Foundarte, Helga was born in Angola´s capital Luanda but grew up in Mafra, a picturesque coastal region in the district of Lisbon, Portugal. Helga then spent her adult life in

London, UK, a city she still considers home, having lived there for 25 years.

In London, she graduated in Business Management, Corporate Finance, and built a career over 17 years working for the world´s largest and best providers of data, technology, and research to corporations and the financial sector.

She identified and onboarded new clients in different parts of the world; continuously shaping effective and innovative solutions that helped meet their goals.

This allowed her to travel the world and embrace new cultures, something she still loves to do best.

This professional experience is part of the basis on which Foundarte is built, as well as an interest instigated by her love for Portugal and its artisan art and culture and the eagerness to promote it internationally.

Helga is responsible for the strategic direction of Foundarte and manages its national and international relationships.

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DIY

Innovation DIY The 5 stages of turning an idea into a tangible product

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By Kristen Farrell Ah-ha! You’ve finally thought of the million-dollar idea that will allow you to travel the world and retire early. It’s time to submit your resignation letter and pursue it!

the next several months (or potentially years) of your life to your idea, read these guidelines to get an understanding of what’s involved in turning an idea into a tangible product.

1. Validate Your Idea

Not so fast.

The Innovation DIY is more complicated than your everyday DIY scenario. Before you devote

How great is your idea, really?

Is there an existing product or service that offers the same purpose? If so, why is your

concept better? Is there a market for your innovation? Will consumers use it? Will it still be relevant next year?

Your first task is to validate your idea. Conduct primary and secondary research. Go online and search for potential competitors.

Find out if someone else had a similar idea and failed. Survey your family, friends, colleagues, neighbors, that guy who sits next Gradient • Fall 2017

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DIY

to you on the train, and anyone else who is willing to listen.

Would they use your product or service? This research will help you determine if there is a need for your innovation and if so, who will use it.

The product development journey is a long and expensive one.

Make sure your idea is worth the investment before taking the next step.

2. Protect Your Idea Once you’ve validated your idea, it’s time to protect it. Most countries have an entity that issues patents and trademarks to help innovators like yourself protect your intellectual property.

In the United States, this office

u

ons s a re 00 6 o pt

is the United States Patent and Trademark Office.

Identify the agency in your country and visit its website to learn about the patent and trademark processes. There are different types of patents you can apply for. There are also rules for applying, so make sure your innovation qualifies.

Intellectual Property is a complicated subject, so if you believe in your innovation, we recommend you find a lawyer or expert who specializes in this area to receive the proper guidance.

3. Develop a Prototype A prototype is a model of your innovation. It may seem daunting, so think of it as the first draft of

r and a e t to

your college thesis. The first draft is never the final version. Begin with a sketch on a piece of scrap paper, and go from there.

The prototype stage is when your idea starts to become real. Each prototype you develop will test your theory and determine if and how it’s plausible. You may find that you have to change part of your original idea to make your innovation work. Approach this stage with an open mind.

4. Find a Partner I’m probably not the first person to tell you that Steve Jobs didn’t form Apple on his own, just like Mark Zuckerberg and Arianna Huffington weren’t one-person teams. After developing your first

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prototype, you should be able to identify your strengths and weaknesses. Find partners who have the skills you lack and are part of networks you’re not. The more skills and people you have access to, the more likely your innovation will succeed.

5. Develop a Business Plan

The Quest for the Next Creative Innovation Are you working on an innovation that could potentially change the creative industry as we know it? Submit your new product, idea, trend, method, technique or device to the Innovations Center for the chance to unveil your innovation at Creativation, and to compete for a cash prize of $10,000!

The deadline to submit an entry is October 31.

For submission guidelines and to apply, visit www.CreativationShow.org.

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Develop and expand your product mix with new creative products, tools and techniques.

Visit the world’s largest DIY trade show for hobby, craft and artists’ supplies in Frankfurt.

Order your ticket now and travel free to the exhibition center on local public transport. creativeworld.messefrankfurt.com info@usa.messefrankfurt.com Tel. +1 770 984 80 16

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Also, confidence is key at this stage. Do you believe in your innovation? Do your partners?

Make sure your vision is clearly communicated through your business plan and pitch.

USA

If you don’t already have a clear direction for your innovation, now’s the time to figure it out.

When you begin to seek financial investments from your peers, manufacturers, or venture capitalists, they’re going to want to know how you plan to market and sell your innovation. In other words, they want to know if it has the potential to be profitable and that they’ll get their money back. Involve your partners in developing your business plan.

Remember, they are your assets for aspects of business you don’t have experience with.

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THE SHELF

Tape Technologies Inc. introduces eight NEW tropical colors in its Transparent Glitter and Polished Metal series.

Check them out at styletechcraft.com and request your free samples. tapetechnologies.com

Tommy Art metallic paints from Imagination International are ultra-thick, high-gloss, mineralbased paints, perfect for adding rich, lustrous tones and dazzling dimension to almost any surface.

Available in five colors, these Italian-made paints are easy to use and offer professional quality for crafters, home decorators, and artists of all levels. iii.global/tommy-art

The Illustrator pens from Crafter’s Companion offer high-grade, artist’s quality dyes for premium results. The flexible brush-nib + superfine-nib combination is perfectly suited for smooth color laydown and detailed coloring. Now available in 216 specially formulated colors. crafterscompanion.com

It’s penguin-ing to look a lot like Christmas! These cute penguins from Lawn Fawn are ready to bring joy to your holiday season. Stamp a single penguin with a guitar for a card that “jingle bell rocks.” Or, create a complete scene with penguins caroling in a winter village! lawnfawn.com

With the electric Waxmelter Batik Pen from Witzend, draw long continuous lines for batik and encaustic artwork with small chips of wax. It melts all kinds of wax – even leftover wax crayons! It maintains a temperature of 140 degrees; the heating element is UL listed. The small funnel has a removable valve tip to prevent dripping. It comes with a stand and instructions. sandy@twisteezwire.com, 203-393-2397; fax 203-393-1721 28

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Get “artzy” with our new Wishing Happiness stamp set and coordinating Flower die. They will be a great addition to your Dare 2B Artzy collection of quality products. These flowers will be beautiful on your next card or as an embellishment on a page layout.

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The convenience of cling stamps … the quality of real red rubber! Stamps from Blue Ridge Impressions Inc. are now available with either a cling backing or wood mounted –whichever your customers prefer.

Call today for our FREE catalog containing many new stamps, Distress Oxide inks, cutting dies and more.

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Art Impressions’ PopCard Sets include clear stamps with matching dies for creating a fantastic and easy 3-D pop-up card, with the help of our PopCard Template. Each layer sits on a different level of the template to create varying depths, yet lays perfectly flat when closed! Visit our website for more information, card samples and videos. artimpressions.com

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THE SHELF

The Books By Hand PVA Glue Adhesive Kit is handy for beginner bookbinders to experienced craft makers. It includes a bottle of pH neutral PVA, a glue brush, a foam brush, a bone folder and gluing tips. Use the container as a gluing tray. It’s the perfect companion to any of Books by Hand book-making kits. onfo@lineco.com or call 1-800-3227775

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Deco Foil Transfer Gel is this year’s most talked-about new foiling product! Create beautiful, dimensional metallic effects using Transfer Gel with Deco Foil Transfer Sheets, a hot laminator and stencils, screens or stamps. The results are magical! Transfer Gel is permanent and acid-free for paper and cardstock. thermowebonline.com

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INDEX OF ADVERTISERS

TELL OUR A DVERTISERS YOU SAW THEM HERE! American Orthopedic

31

Art Impressions

13

Blue Ridge Impressions

18

Chase Products

Back Cover

Crafter’s Companion

16-17

Dare 2B Artzy

18

Design Master Color Tool

22

Diamond Tech

27

Gel Press

29

Glue Dots Int’l

26

Imagination International/ Copic Marker

29

Lawn Fawn

21

Lineco/University Products

31

Melissa Frances

31

Messe Frankfurt Inc.

27

Ranger Industries

30

Strategic Search Solutions

9

Tape Technologies

19

Therm-o-Web

23

Witzend Workshop

21

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