Editor’s Note

In the last issue of this newsletter, I asked for comments about how you are surviving in this economy, and comment you did! You can read what readers had to say on our Web site at www.craftrends.com. Click on Reader Comments. We’ve included a comment function so you can add your own thoughts to the discussion.

Editor Bill Gardner

For the most part, it sounds like everyone is scrambling to stay ahead of the game. Certainly, retailers are being very creative in class offerings and events to draw customers. Unfortunately, though, it hasn’t worked for everyone. At least one store has closed. One retailer commented on the new Southern California Scrapbook Retailers Association, which that retailer joined. She said it’s one of the best things she’s ever done. I urge you to continue the discussion, either by adding your comments on our Web site, or by contacting me directly at bgardner@ckmedia.com .

By the way, speaking of our Web site, we’ve also archived all back issues of Craftrends E-News on the Web site. Go to www.craftrends.com and click on Newsletter Archives. You can also add your comments there.

Now, while I’d love to here more comments about the state of business, let’s also open another discussion: Will you or have you attended trade shows this summer and fall (TNNA, CHA, Quilt Market, or others)? If so, what did you or what do you hope to accomplish while there? Do you attend business classes? How about product-oriented classes? Did you or do you plan to place orders? If you didn’t or don’t plan to attend, why?

As always, it’s all about you. Let me hear it!

Bill Gardner
Editor-in-Chief

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Dress Code

Dress for Success

By Rich Kizer & Georganne Bender

Our ears perked up this past Sunday when we heard the words “dress code” being bandied about on several different television shows. The first was on Split Ends, the Style Channel’s reality show where two stylists switch salons for a week. Sunday’s episode featured a stylist from New Jersey swapping salons with a stylist from Beverly Hills. Sparks instantly flew when the salon owner in Beverly Hills suggested the New Jersey stylist’s laid back clothing was not appropriate attire for his salon. After Split Ends we saw several news features on a similar topic, more specifically, reports on the pros and cons of pantyhose.

The pantyhose brouhaha began when a Midwestern credit union’s dress code required that female employees wear pantyhose when wearing a skirt or dress. The female news reporters were incensed, but the women on the street had mixed feelings: some felt hose gave them a more professional look, while others had never even owned a pair. The debate became so heated that the Association of Corporate Counsel offered guidence in the form of a free phone message entitled: Flip-Flops at Work? Not for Everyone. Here’s a script of the telephone message:

“Our policy is that all employees’ dress, grooming and personal hygiene should be appropriate to their work situation. You should portray an image of professionalism, exercising good taste in appearance regardless of your work area. Thus, you should avoid clothing that is too revealing, see-through, scruffy or tight-fitting. Clothes that you might wear to the gym, the beach, or to clean the garage, should not be worn to work. We expect you to use your own good judgment and err on the side of caution. If you have questions about our policy or how it applies to you or others, please contact your supervisor.”

We think that’s a pretty good policy to follow, especially when you consider the less-than-wonderful fashion choices that have haunted us for the past few years. We’re so over male store associates whose pants barely cover their derrieres, and we’re tired of female associates who flash their undergarments every time they bend over. The focus should be on the store and what it sells, not what the sales associate is - or is not - wearing.

You probably don’t sell apparel, but a large percentage of every craft, fabric, bead, and scrapbooking store is made up of fashion items - trends - and if you sell trends, you’re in the fashion business. And when you are in the fashion business, customers view your associates as living, breathing mannequins that represent your store. The question is: do they represent it well?

Every business, large and small, needs a formal dress code that’s in writing and reinforced. Here’s a good place to start:

• Perception is reality: customers make value judgments about your staff within the first 10 seconds of contact. Based on dress alone, what’s the customers’ perception of your staff right now? More importantly, what do you want your new dress code to say about your brand and about your business?

• Using the Association of Corporate Counsel’s Flip-Flops at Work? Not for Everyone as a guideline, write a dress code for your business that leaves no room for imagination. If you decide jeans are okay for work then insist that jeans be clean, pressed, and high enough to cover all the body parts they’re supposed to cover.

• Be firm. It’s much easier to relax your dress code than it will be to tighten it up later on. If you have outside sales people, teachers, demonstrators, etc., then you’ll want to make sure they also receive a written copy of your dress code.

• You are the official “Keeper of the Dress Code.” You must be the shining example that all will follow. If you don’t abide by your own rules, why should your associates?

• Take into consideration feedback that you hear. Remember the pantyhose debate at the credit union? Because of employee feedback, the rule that required female employees wear pantyhose was eliminated from the dress code.

• Once your dress code is in place, be prepared to send an occasional associate home to change if he or she reports to work dressed inappropriately. If you don’t enforce your dress code, no one in the store will respect it.

In all cases, your appearance should not be the focus of your contact with customers. Know going in that not everyone will be thrilled with your new dress code, but you need to make sure that it’s followed. It’s your store, your investment, and your reputation that’s at stake. When it comes down to how customers think, the first impression is really the only impression that counts.

E-mail Kizer & Bender at info@kizerandbender.com. For more great information from them, visit their Web site and blog:

http://www.kizerandbender.com

http://www.kizerandbender.blogspot.com

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Consumer View

Customer Service Right On Target

By Pat Johns

Last week I found out that the huge construction going on up the road from my home is going to be a mall with a Super Target and a chain craft store. I’m a little disappointed in myself because I’m more excited about the Target than I am to have a craft store less than half a mile from my home. I’ve spent over 25 years driving 30-100 miles to go to a craft store and I should be a little more excited that one is moving into the neighborhood.

At first I thought maybe I had become spoiled by having almost instant access to thousands and thousands of art and craft supplies thanks to the Internet. But my Web purchases don’t add up to more than maybe a few hundred dollars each year. And then it dawned on me why I couldn’t muster up any enthusiasm for the new craft store opening up within walking distance of my abode. I’m almost afraid to say what it is for fear of angering retailers who I know work long hard hours trying to keep their doors open, but in the long run I have to be honest and tell.

My last dozen or so experiences visiting a craft store have been disappointing, frustrating, energy-sapping nightmares. There is little logic in how products and supplies are organized. Many times the one thing I needed was out of stock and no substitutes handy. Displays were messy. There were no finished projects to inspire me. Signage was poor and cluttered looking. And the wait at the checkout line was often over 10 minutes. I don’t have 10 minutes to waste anymore. All of these things might have been overlooked except for the biggest annoyance of all - horrible customer service and clueless staff/salespersons.

At first I thought it was me. I can be a demanding person who expects people to pay attention to their work and pay attention to me if I ask for help. I work long hard hours earning my money and I was to enjoy spending it. I’ve tried counting to 10 in my head. Then counting to 25, 50, and 100. I took deep cleansing breaths and smiled. It just wasn’t working and I avoided going to the craft store as much as possible. My best friend actually noticed this new strange avoidance behavior and asked me about it. I explained my problem and my friend did what only a good friend would do and took me to the craft store.

We were there less than 20 minutes. I grudgingly bought my DMC floss and scrapbook embellishments. As we exited, my friend put an arm around my shoulders and said, “Wow, I see why you don’t like shopping here. It was an unpleasant experience. You weren’t exaggerating at all.” I felt relief. My friend is very easy going and the most positive person I know. If my friend noticed the poor customer service, then I wasn’t setting my standards too high.

My final thought on the matter of poor customer service is that business must be so good for the craft industry right now that turning off a customer isn’t a problem for the retail community. I would never treat a customer, let alone a stranger in the manner I have been treated by art and craft retail establishments over the last few years. How much does it cost the retailer to have staff that can smile, try to answer questions, or at least not scowl like there is a bad fish odor in the area?

I’m always excited to go to Target! The store always has the newest and coolest in home décor, fashion, jewelry, and greeting cards. I am inspired when I walk through the store. I can usually find help if I need it and I know where I’ll find different products in the store layout. My local Target has staff that smiles and even laughs! I just wish Target stocked craft supplies. Come on craft retailers I know you can do better.

Pat Johns has been crafting and buying craft supplies for over 25 years. Her first craft was a macramé plant hanger and her most recent craft project was embellishing 10 journal covers for a local girls home.

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Class Project

Baby Hand Flowers

By Cheryl Ball for Duncan

Baby Hand Flowers

Materials
Tulip® Mini Fashion Iron
Tulip® Baby Couture Multi-Surface Stencil
Tulip® Baby Couture Iron-On Mini Appliqué
Tulip® Soft Fabric Paint
BI15786 Sunshine Yellow
BI15788 Petal Pink
BI15794 Cool Blue
2 Buttons 1/2″ diameter, light pink
2 Mini buttons
Onesie, white
Mini Fashion Iron
Straight pin
Scissors
Paintbrush, small round, 1/2″ flat
Sewing needle and thread to match project
Wedge cosmetic sponges
Cardboard to fit inside garment
Blow dryer
Foil
Paper towels
Low tack masking tape

Instructions
For best results, please read all instructions before beginning project. Refer to photo for color and design placement.

1. Before painting, pre-wash garment to remove sizing. Do not use fabric softener.

2. Cover work surface with paper towels. Lay onesie, front side down onto towels.

3. Shake bottles of paint well. Squeeze a small puddle of Petal Pink onto foil. Use round brush to add a few drops of water. Mix thoroughly, using brush. Add more water as needed to attain consistency of milk. Fill brush with mixture. Flick wrist over surface of onesie, creating spattered effect. Fill brush for each spatter. Change direction of spatters for variety. Clean brush. Repeat procedure, using Yellow and Cool Blue. Let dry. Use a blow dryer to speed this step, if desired. Repeat procedure to spatter front of onesie. Let dry.

4. Apply Iron-On Appliqués, following manufacturer’s instructions and using Mini Fashion Iron.

5. Insert cardboard inside onesie.

6. Cut apart Multi-Surface Stencils, leaving equal space between designs. Remove paper backing from one Hand Stencil, using a pin if needed to remove smaller areas. Apply Hand Stencil near Button Appliqué and neckline. Apply tape along edges of stencil to create a wide border. Run fingernail around inner edges to ensure a tight seal.

7. Squeeze small separate puddles of Yellow, Cool Blue and Petal Pink onto clean foil. Tap flat end of sponge into Yellow. Tap excess paint onto foil. Pounce paint evenly into stencil. Remove stencil. Blow dry. Move Stencil to next position. Repeat procedure to complete flower. Paint second flower, using Petal Pink. Let dry.

8. Paint stems for each flower, using round brush and Cool Blue. Let dry. Stencil feet designs next to stems to represent leaves, using Cool Blue. Let dry.

9. Paint each color along ribbing at neck, sleeves and legs, using flat brush. Let dry.

10. Sew buttons into place at shoulder.

11. Wait 72 hours to wash. Machine wash warm on gentle cycle. Do not use harsh detergents or bleach. Remove promptly and line dry. Do not dry clean.

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Product Pick

Buttonware Jewelry Kits

JHB International
www.buttons.com

First spotted at the 2008 Winter CHA show, these kits were an eye-catching, fresh take on the traditional button jewelry and our reviewers couldn’t wait to get their hands on a kit. Everything you need to make a piece of button jewelry is included in the kit except for the tool (chain nose jewelry pliers and E6000 adhesive).

The projects are fun and easy to complete. Some bracelets can be made in less than 30 minutes. The jewelry kits range from very colorful to more subtle color themes. All kinds of buttons are used from everyday two- or four-hole buttons to the charming specialty buttons. Button jewelry is very popular right now, and these kits show the consumer some variety and also more advanced techniques than just stringing.

“I love button jewelry, but most projects I find for button jewelry include crocheting and I can’t crochet!” said one reviewer. “I had fun making the kit with my granddaughter who proudly wore the bracelet to school the next day.” She laid out the different buttons for me and placed a jump ring by each button. I then attached the button using a jump ring to the chain bracelet.”

“The instructions were simple, but well written,” said our scrapbooking expert. “I’ve never made any type of jewelry before because I just figured it was too hard to use jewelry pliers, but I decided to give it a try. I appreciated the illustrations. I think I’m going to do more jewelry now. I didn’t know it was so easy to do.”

The overall response from the review team was positive with all saying they would purchase a kit when available at their local craft supply stores and two even said they were going to do a web search for resources if they couldn’t find the kits locally. The top attractions were that the jewelry had innovative design, current color trends, and could be done by all ages and as a group project.

A team of seven craft experts and hobbyists try the product(s) and their views are compiled into review by Maria Nerius. Do you have a product you’d like reviewed for Craftrends E-News? Contact Maria Nerius at 321-951-3929 or Mnerius@cfl.rr.com.

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Book Review

Collage, Assemblage, And Altered Art

By Diane Maurer-Mathison

Reviewed by Maria Nerius

Watson-Guptill Publications
Suggested retail, $19.95
ISBN 978-0-8230-7113-5
Soft Bound
www.watsonguptill.com

Collage, assemblage, altered art, and mixed media are all the rage and part of almost every craft popular with the consumer right now. It may seem like an easy art form where you just find a few things, add some adhesive, add some paper, and you’ll end up with a masterpiece. However, if you have ever attempted a collage, you know it’s not that simple at all. Maurer-Mathison gives a well-rounded history that was interesting to read. She also is quite impressive with her selection of techniques for collage, assemblage, and altered art. The artwork shown throughout the book is inspiring.

The reader gets to know the tools of the trade including paper, adhesives, brushes, folding bone, cutters, and a little color theory. The book is written with an artist’s voice and attitude. The techniques are well illustrated and instruction understandable for the craftsperson as well as the artist. Techniques include: stamping, printmaking, folding, stitching, digital elements, and montage. Projects include wall art, jewelry, and table pieces. The work of a variety of artists is shown throughout the book giving the reader the spectrum of the art forms. There are over 100 step-by-step color photos. Maurer-Mathison also authored, Paper in Three Dimensions.

If you’d like a book reviewed for Craftrends E-News just send the book to Maria Nerius, 141 Salmon Dr., Palm Bay, FL 32907-1236. E-mail Maria at: Mnerius@cfl.rr.com with Book Review in the subject line.

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New from CK Media

Sharing Your Story: Recording Life’s Details with Mini Books

by Ali Edwards

This book will show you a great way to record your daily life through practical and gorgeous mini book projects.

Industry News

For up-to-date news, visit Craftrend’s Web site at www.craftrends.com/industry-news. To re

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