We also said we’d be bringing you this newsletter monthly, but we changed our minds. Instead, you’ll be receiving it every other Monday, beginning with this issue. That’s 26 issues a year! And that’s a lot of “space” to fill, so tell me, what do you want to read about? What’s most helpful to you? E-mail me at bgardner@ckmedia.com.
By the way, last month I asked for your opinions on CHA moving its summer show to Orlando. The reaction has been mixed and mostly based on respondents’ geography. Most Midwesterners and others within driving distance of Chicago aren’t happy about going to Florida. Those living in Florida are thrilled. If you haven’t already checked out the responses on our Web site, go to http://craftrends.com/category/reader-response/. Also, in this issue, CHA explains their decision to move.
P.S. Craftrends contributor Maria Nerius and I teamed up to produce Jewelry Creations, Issue No. 2, due on newsstands September 23. It’s filled with a ton of great projects for all skill levels and utilizes a great variety of products and techniques. Be sure to order copies to sell in your store. See ordering information below.
Say you had a bunch of fleas and you put them in an open jar; they’d all jump out, right? Probably. It doesn’t take a rocket scientist to figure that one out. But there’s a study that says you can take those same fleas, put them in a jar with the top firmly attached, and they’ll still try to escape even though they hit the lid over and over and over. Then a strange thing happens: after a while, they still continue to jump, but they stop hitting the lid of the jar. The study also says even when the lid is removed the fleas still jump, but only so high – and they never escape from the jar. Those fleas set a self-imposed limit.
We’re all a lot like that; we tend to do the same things day after day. We drive to work the same way, do our daily tasks the same way, and we miss seeing what’s truly going on around us.
We’re all pulled in hundreds of different directions on a daily basis – you can’t get down on yourself considering all the jobs you have to do, all the people who depend on you, and all the responsibilities on your daily to-do list. All things considered, it’s easy to understand why you get caught in the “same jar, different day” dilemma. This tunnel vision limits your potential and your performance; the blinders you wear cause you to miss what’s truly happening in the marketplace, and ultimately, it affects your business.
Ten percent of your business changes every year: 10 percent of your market, 10 percent of your customers, and 10 percent of everything to do with your store. Your job is the constant review of the 10 percents that are lost; replace them with new opportunities, new customers, and new thrills, chills, and creative experiences for your customers and your staff. It’s amazing how quickly things that affect our retail world happen. For example:
Did you know that Sears is changing the way people think of them as a fashion retailer by hosting an exhibit at New York’s Fashion Week?
Did you know that J.C. Penney recently introduced a frequent shopper rewards program?
Have you heard about Fashionology, an L.A. retailer that lets young fashionistas design their own clothes? Check it out: http://www.fashionologyla.com
You’ve probably heard of Etsy, but how often do you visit its pages? Etsy.com is where Indie Crafters go to sell their handmade wares. It’s an on-line marketplace of unbelievable proportion – and a great place to find out what’s new, hot and happening creativity-wise.
And then there are pop-up stores: shipping containers that become portable kiosks – shops that can go anywhere customers are. Going out for business works! Sensual Step Shoe Salon in Chicago has “Heels on Wheels” – a bright pink Hummer that comes to your home fully equipped with shoes and accessories. We once suggested a hardware retailer load up his van with holiday décor during trim-your-home season and drive through neighborhoods like a Christmas ice cream man. We’re not sure if he did it, but it’s a cool idea.
Here’s the point: Stop looking inside your own jar and look for new opportunities. Here’s our “Get up, Get out, and Get to work” plan to increase business:
Evaluate your CSF daily. CSF is your Customer Satisfaction Factor. As you walk the sales floor each day, ask customers, “How’d we do today?” Write their responses in a CSF book. You’ll find many customers will suggest the same things; things that will help you improve overall customer satisfaction. When you measure CSF, and celebrate it when it’s good, you’ll move associates to a higher level of customer care.Running a business isn’t always a cakewalk and it certainly isn’t easy – that’s why it’s called work. But it can be a heck of a lot more fun when you take the above steps seriously. Get up, get out and get to work – knock the lid off your jar!E-mail Kizer & Bender at info@kizerandbender.com. For more great information from them, visit their Web site and blog:http://www.kizerandbender.comhttp://www.kizerandbender.blogspot.com
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10 Questions … with Mark Montano
Mark Montano
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Perhaps best known as lead designer for three seasons on the TLC network’s While You Were Out, Mark Montano is also an author and fashion designer, having interned with Oscar de la Renta. His newest book, published by Simon and Schuster, is The Big Ass Book of Crafts. In July, Montano was the guest of the Craft & Hobby Association at its summer show in Chicago where he hosted the Craft Challenge twice a day on the show floor. It was a huge success and the crowd loved him! We asked Mark to talk to us about his crafty side.
1. How was your experience at CHA? What was your impression of it?
I’ve appeared at tons of trade shows, mostly for home décor and building. This was the most fun I’ve had at a show, EVER! I met amazing people, and was able to see the latest materials, paints, glues - you name it. It was my version of heaven. My impression is that if this was the smaller of the two shows, then the next one in California is going to rock my socks off!
2. Why did you write The Big Ass Book of Crafts?
After being on several different TV shows like While You Were Out and My Celebrity Home, I had quite a collection of different craft and sewing projects that I’d made, so I decided to put them all in a book. It’s different from my other books because it’s a general crafting book with tons of things to make all just for fun.
3. When did you start crafting?
I can’t remember a time when I didn’t have a pen in my hand. In fact, I almost lost my eyesight when I was two because I grabbed a pen out of my mother’s hand and feverishly started scribbling, and then proceeded to poke my right eye … all in the matter of two seconds! I have several photos of me in a diaper with a patch over my eye looking very upset. After that, it was the fat crayons for me.
My mom’s a painter, so I’ve been creating art my entire life. My dad studied architecture, so he was a master builder with the analytical brain. I’m lucky to have inherited both from them. I started sewing at 14 and never stopped. I remember when my mom unveiled her pristine Kenmore sewing machine in the laundry room and said that I should give it a whirl. It became my best friend and worst enemy. You know how it is when you’re learning to sew! A few years later, I made my tuxedo for my senior prom and moved to New York to become a famous fashion designer. Hey, when you’re 14, dreams are there to save you from the torture of adolescence.
4. Why do you craft?
I’m too hyper to meditate, so I’ve learned that, for me, crafting is something called active meditation. It allows me to work out everything in my being: anxiety, bubbling creativity, sadness, happiness - you name it. I enjoy creating. It keeps me alive and makes me appreciate everything.
5. Are you constantly crafting or designing? What inspires you?
CONSTANTLY. Let’s just say my house is to craft like Willy Wonka’s factory is to chocolate.
What inspires me? Mood, art, texture, nature, and kaleidoscopes. In fact, when I can’t think of a color scheme, I take out my kaleidoscope and just start looking around. It’s amazing how things will come together.
6. Where are your favorite places to buy crafting supplies?
99-cent stores! Why? Because they’re filled with things that we all have and I don’t feel guilty about making an 8-ft. tall lamp out of six plastic trashcans!
Actually, I also shop at all the craft stores – Michaels, Jo-Ann’s, Hobby Lobby (my mom’s personal favorite), and I do try to support independent craft stores as well. Basically, I don’t feel guilty about shopping in any craft store since it’s my career. And, let’s face it, you can never EVER have enough E-6000 or Elmer’s glue. The two true loves of my life.
7. How can retailers better serve you and other crafting consumers?
This is simple: Education. Education inspires people to be creative on their own. Bring people in, and let them experiment and have fun. Their fear evaporates and in place is confident curiosity, which will create an educated, fearless consumer who wants to use your products.
8. How can retailers purchase The Big Ass Book of Crafts? It’s available through Simon and Schuster. Contact Anne.Blake@simonandschuster.com
9. What other books have you written?
Super Suite: The Ultimate Bedroom Makeover Guide for Girls (Rizzoli), Dollar Store Décor (Universe Pub), Window Treatments & Slipcovers for Dummies (John Wiley & Sons), and 40 Cosmo Girl Cool Room Projects.
10. What’s next for Mark Montano?
A lot – my own Web show, hopefully my own TV show, and a new book titled Craftastic Home. I’ve been working on it for a while now and it’s absolutely fantastic. I’m enjoying the process of this book so much, and count my lucky glue-on stars everyday for having a career that’s so much fun.
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CHA Explains Move
The Craft & Hobby Association (CHA) announced at its summer show in Chicago in July that it is moving the summer show to Orlando in 2009. In addition, CHA is adding a consumer show to the summer event. The trade show will take place July 28-20, 2009 and the consumer show will follow immediately July 31-August 1.
The announcement was met with mixed reaction. (See responses from Craftrends E-News readers at http://craftrends.com/category/reader-response/). We asked CHA to explain its decision. Following is its response.
As the leading craft and hobby trade organization and the host of pre-eminent industry venues, CHA is charged with not only growing CHA Shows but with expanding the industry.
“CHA anticipates that moving the Summer Show to Orlando and creating a consumer craft show will not only reinvigorate the Summer Show, but will stimulate general craft interest and help accelerate growth of the $31.7 billion dollar craft and hobby industry,” explained CHA CEO Steve Berger.
Why Move?
Rosemont, Illinois, hosted the Summer Show for over two decades while witnessing a steady decline in Show attendance and exhibitors over the past decade. When CHA took over the Summer Show in 2004 it grew for two years (4 – 5 percent increase in exhibitors; 40 percent increase in pre-registered attendees), but the declining trend did not stop. At the most recent 2008 Summer Show, attendance was down by almost 7 percent and exhibitors were down by more than 13.5 percent. To help reverse this trend, the 2009 Summer Show is relocating to the Orange County Convention Center in Orlando with education starting on July 27th and the CHA Summer Show days will run Tuesday through Thursday, a change to allow more buyers to attend without weekend conflicts.
Based on Research
CHA has done a good deal of research over the past few years (including surveys sent out after the Summer Shows to exhibitors and buyers) to solicit member feedback on viable alternatives to Rosemont. Based on responses from the 2006 CHA Summer Show Attendee Survey, 40 percent of those interviewed rated Orlando as either first or second choice of venues, as an alternative to Rosemont.
CHA conducted research that found consumer craft spending is highest in the southeast at $12.1 billion, almost twice that of the consumer craft spend in the midwest at $6.9 billion. CHA buyers were also evaluated and there are 204 designated buyers in Florida verses 209 designated buyers in Illinois. Additionally, Orlando is a major destination location with frequent, direct domestic and international flights. Orlando also ranks second by Tradeshow Week Magazine as the leading host city by number of tradeshows, share of market, and square footage.
About the Consumer Show
For the first time in its history, CHA will directly invite consumers to a separate CHA Consumer Show event. CHA has taken a long-term approach to the Consumer Show and is interested in initiatives that expand consumer interest in crafting and drive consumers to retail. CHA anticipates the Consumer Show will be a success with crafters who can now attend the top-tier educational classes, workshops and seminars previously available only to industry professionals. CHA expects approximately 5,000 – 7,000 people will attend the Consumer Show.
“CHA members have been asking for a consumer event for years to feature their products and designs,” explained Berger. “We are proud to launch the CHA Consumer Show and to provide the general public with an exciting venue to explore and discover crafts first hand. CHA is always exploring fresh ideas and concepts that generate a greater consumer interest in crafting.”
Composed exclusively of CHA Member exhibitors from manufacturer, retailer, service provider, distributor and wholesaler sectors of the craft and hobby industry, the Consumer Show will feature top-tier education from craft industry experts, make-it/take-it product demonstrations from CHA members, and retail components in a family-friendly environment.
CHA envisions and recommends manufacturers host make & take projects, education and projects sheets that avoid competition with retailers. Savvy manufacturers will explore partnerships that best highlight their products and retail partnerships to maximize product exposure to the general public and drive consumers to local retail.
“I really believe most medium to large craft manufacturers do not want to sell (directly to the consumer), and will be very happy to demonstrate and send the customers to local retailers (who hopefully will also be at the show),” explained Mark Peters, Duncan Enterprises. “Duncan will be at the consumer show creating demand for our products and sending consumers to the local retailers to buy.”
More to Come
While final negotiations are being completed with the Orange County Convention Center, CHA operates in a spirit of openness and scheduled four conference calls to provide answers and to solicit member feedback. Additional calls will be scheduled throughout September and October so any member wishing to participate will have the opportunity to do so. (The first CHA conference call on July 25th featuring Steve Berger can be heard at http://www.craftandhobby.org/__audioconferencecall). Once contracts have been finalized with the Convention Center, formal communications outlining details will be issued and posted to the CHA show website, http://www.chashow.org.
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The Craft Professional
Good-Bye Dear Friend
By Maria Nerius
I was barely over my misery that Craftrends would no longer publish a magazine, when I received an e-mail with a link (http://www.abc4.com/content/specials/as_seen_on/story.aspx?content_id=5b419d3b-dce9-4b80-8c60-ac61c23e6edc) to a news story about Zim’s, a craft industry company I knew very well. As I read the news report, I felt like I couldn’t catch my breath. And then I noticed I was crying. It was not a national disaster or missing child that brought on my tears, but a tragedy to our industry.
Zim’s, after 61 years of business, is closing. I couldn’t believe it. Zim’s, a pioneer of our industry that went above and beyond the traditional role of a wholesaler, is gone? Zim’s had two retail stores in the Salt Lake City area, too. Both would be closing. With my new wave of grief came memories of my craft industry roots.
Many years ago, in Orlando, I attended my first trade show. I admit I lied to get in (mocked up a yellow page ad, took a photo of a ma and pa craft store in town, faked a few invoices) and to seal the deal, even joined the trade association as a retailer. I felt guilty, but I was desperate. As a professional crafter I needed to buy supplies wholesale to make a profit, but the industry at the time felt professional crafters were little better than the “evil doers” of the world.
Well, I might have gotten into the show, but the joke was on me as no one would sell to me. I must have had that professional crafter look about me. Some vendors were outright rude while others just ignored me. After about two hours of this treatment I was about to leave when I heard a kind voice ask, “Why isn’t such a pretty young lady smiling?” I turned around intending to send my wrath upon the innocent individual whose only mistake was to greet me, but before me was a handsome white haired gentleman with a very kind face.
After a day of brutal interaction, here was someone treating me like a real human being and even trying to get me to smile. My frustration melted away; I let loose with my tales of woe like a jilted bride. The gentleman, Cliff Zimmerman, listened patiently. When I finished my tirade, he lifted his clipboard and said, “If you’re ready to place an order, I’m ready to take your order.” I quickly walked over to the Zim’s booth and placed my first real wholesale order; an order placed without having to lie about who or what I really was. No words can express how uplifting that sense of honesty felt. Mr. Zimmerman even offered me a credit line!
Mr. Zimmerman did what membership in a trade organization couldn’t seem to do for me: he helped my small business grow. Some might say Mr. Zimmerman did what any smart businessperson would do (made some money and created a loyal customer), but I believe it was more than money that motivated Mr. Zimmerman; he had faith in me when others did not. He sincerely wanted me to succeed.
But Zim’s did more than just do business with a lowly professional crafter. Over the years as I stopped by the Zim’s booth at trade shows to place my order, I would take a seat at the booth’s make-it/take-it table and learn the basics of crafting from Mr. Zimmerman’s wife, Eleanor. She’s a brilliant artist, designer, and teacher, sharing her insight, passion, and techniques. I learned to craft paint, make dolls, weave wreaths, and so much more. I taught others these basic skills, and I’m sure those enthusiasts shared that knowledge with even more people. Eleanor is a true artist and didn’t need to teach us, yet she chose to dedicate time and energy educating and promoting creativity at all levels.
Eleanor and her talent inspired me to join the Society of Craft Designers, which no longer exists, but whose properly credentialed members are now members of the Craft & Hobby Association (CHA). That inspiration led to getting over 1000 of my designs published. I was sure a star like Eleanor had no idea who I was until her son delivered a note to me at a trade show; a note congratulating me on a job well done for my work in helping create Stamp It! magazine. I still have that note tucked away in my desk drawer (right beside a card from Pricilla Hauser) for days when it seems like nobody knows my name.
Weisel Associates, Inc.
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The Zimmerman’s son, Craig, was just as involved in our industry. He was essential in promoting and supporting professional crafters and craft designers. He brought Zim’s to the Craft Supply Trade Shows (a now defunct trade show just for professional crafters), allowing professional crafters across the country to buy needed supplies without having to fake their way in. That was risky. Zim’s could have lost its retailer accounts by publicly selling to professional crafters. Craig also helped me get the Professional Craft Producer council started with CHA (then HIA).
Craig Zimmerman was a champion for craft professionals, never hesitating to share his knowledge of the craft and gift markets. He was there for craft professionals when very few were brave enough to publicly stand up for us. As a well-respected member of the craft industry, he gave professional crafters credibility and helped sway the industry into a general acceptance that professional crafters had a place in the industry. Again, some might say it was all about the money, but I believe it was about helping small businesses thrive. The Zimmermans didn’t forget their roots.
Zim’s was a little ma and pa that succeeded in the tough business world. That success had a lot to do with the fact that the Zimmermans were continually giving back to the craft community. It’s a trait that doesn’t seem to have much value in today’s world. I think my tears were not just for a company called Zim’s or the wonderful Zimmerman family, but that we, as an industry, let Zim’s down.
Zim’s cared about craft designers, craft teachers, craft demonstrators, and professional craft producers. I know that group is generally not highly regarded and I’ve come to grudgingly accept this; however, I think the industry has also forgotten about the small retailers and small manufacturers! We’re losing them at an alarming rate.
I remember being asked to design for a new, upcoming category of crafting called memory albums. I wasn’t really interested, but my favorite editor asked so I said yes. That editor was one of the few who paid for scrapbooking designs. It was all down hill from there for many of us general craft designers. I don’t blame us for jumping on the scrapbooking bandwagon, but did we have to jump ship from general crafting? And the industry didn’t just jump ship; it turned around and fired all canons towards sinking the entire fleet.
We made scrapbooking THE craft industry instead of making it part of our craft industry. In doing so, we turned our backs on the pioneers, leaders, and creative talents who helped us grow, survive, thrive, and succeed as an industry, the grassroots to which Zim’s was so dedicated. We forgot those roots, which is amazing considering the idea behind scrapbooking is to not ever forget your roots. Consumers only get inspiration on our newsstands from scrapbooking, paper, quilting, sewing, needle arts, and beading magazines. It’s all about niche. Forget about the pleasure of being a crafter.
In all my years of interacting with Zim’s, I heard nothing but support for the craft industry, its members, and the creative community. I know Zim’s is not the first retailer or distributor to close its doors forever. But the loss of Zim’s hit me hard. It might be because I know without the kindness of Cliff Zimmerman all those years ago, I might have just given up and gone back to the corporate jungle putting in hours for a job I didn’t love. I’ve never forgotten my roots or the kindness of strangers. I entered this industry as a professional crafter and remain one in my heart to this day, although I’ve been given opportunities beyond my wildest imagination. The loss of Zim’s seems so unfair and so preventable had we just paid a little more attention. I’m crying again. This time my tears run hot as I think about the fact that Zim’s was always there for us and I wonder, why weren’t we there for Zim’s?
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Book Review
SEW Easy as Pie
Reviewed by Maria Nerius
By Chris Malone
Krause Publications
www.krausebooks.com
ISBN: 978-0-89689-550-8
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As a designer, Chris Malone is one of the most innovative and colorful in the profession. Her years of experience make this book a standout. The projects are awesome and the theme of pie is fun, offering the choice of cherry, blackberry, chocolate, pumpkin, cranberry, apple, lemon, and strawberry. Projects include: tea towels, tea cozy, table runner, basket band, place mats, pillow, kitchen tool holder, covered recipe book, pot holder, apron, coasters, and much more. Did I mention the recipes? Pie lovers unite! I tried the Pumpkin Pie With Crunchy Pecan Topping and it was to die for! Malone does a great job explaining all of the various techniques used in the projects, making sewing as fun as it has ever been. Most projects are machine sewn, but there is some hand sewing (yo-yos) thrown in the mix. This book is simply inspiring and the projects will make any home a bit more colorful. This book is recommended for the novice but will delight any advanced sewing enthusiast.
If you’d like us to consider your book for review, send the book to Maria Nerius, 141 Salmon Dr. NE, Palm Bay, FL 32907. E-mail Maria at
mnerius@cfl.rr.com.
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Product Review
Quick Yo Yo Maker
Clover Needlecraft
www.clover-usa.com
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Quick Yo Yo Maker
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Yo yos are fun. They can be used to create a colorful quilt, sassy vest, clever brooch, or as a finishing embellishment to a purse or bag. Making yo yos isn’t so much fun when projects require multiple same-sized yo yos. The Quick Yo Yo Maker comes in handy for such projects and is a well thought-out tool for sewers and crafters. The tool is available in several round yo yo sizes (extra small, small, large, extra large, and jumbo), plus heart and flower shapes.
“The instructions were excellent and I had no trouble figuring out what I was doing,” said one of our stamping and scrapbooking product review team members. “I’ve never made a yo yo before trying this tool. I started with the round yo yo makers, but ended up loving the flower shape. I was soon making a dozen of the large flower yo yos, turning them into pins for my craft group pals. I also created some cards and tags using the extra small and small round yo yos. It was fun and addicting.”
“I’ve been meaning to add yo yo embellishments to one of my wall quilts, and this product inspired me to finish the quilt,” added one of our quilt and sewing enthusiasts. “I used the large and extra large templates. As a quilt maker, these tools came in very handy. I like to be exact and the Quick Yo Yo Maker helped me. The instructions were perfect and very understandable.”
The project-testing team gave the Quick Yo Yo maker a crafty thumbs-up. The packaging is eye-catching, the instructions are well written, the tool works as advertised, and the team feels that all ages will enjoy using it. Clover has other template tools, including pom pom makers, Trace ‘n Create Bag Templates with Nancy Zieman, and Asian Knot Templates.
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
Mnerius@cfl.rr.com, or send the product to: Maria Nerius, ATTN: CTEN Product Review, 141 Salmon Dr, NE, Palm Bay, FL 32907.
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Class idea
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Lion Brand® Homespun® Country Cousins Blanket
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Lion Brand® Homespun® Country Cousins Blanket
Skill level: Beginner
Size: 30″x30″ [76 cm x 76 cm]
MATERIALS
• Lion Brand Homespun (Art. #790)
#371 Boston Rose 2 skeins (A)
#370 Coral Gables 2 skeins (B)
#309 Deco 1 skein (C) or colors of your choice
• Lion Brand knitting needles size 10 [6 mm]
• Lion Brand large-eyed blunt needle
Color alternatives: #329 Waterfall 2 skeins (A); #321 Williamsburg 2 skeins (B); #369 Florida Keys Green 1 skein (C)
GAUGE
13 stitches + 26 rows = 4″ [10 cm] in Garter stitch (knit every row).
Be sure to check your gauge.
SQUARE
Cast on 32 stitches. Work in Garter stitch (knit every row) for 62 rows (31 ridges). Bind off. Square measures 10″x10″ [25.5 cm x 25.5 cm].
BLANKET
Make 5 Squares with A and 4 Squares with B.
FINISHING
Arrange Squares in 3 rows of 3 Squares each, alternating colors (A Squares at corners and center) and direction of Garter stitch. Using C and large-eye blunt needle, whipstitch Squares together. Whipstitch around the outside edges. Weave in ends.
Every effort has been made to produce accurate and complete instructions. Lion Brand Yarn cannot be responsible for variance of individual knitters or crocheters, human error, or typographical mistakes.
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New from CK Media
Jewelry Creations, Issue No. 2
This 92-page special newsstand issue includes step-by-step instructions for 125 fun jewelry projects, featuring a wide variety of techniques and products to make necklaces, bracelets, earrings, eyeglass holders, rings, brooches, and much, much more. From great gift ideas to stylish accessories, this issue has something for everyone … even kids!
Retail, $5.99 (in the U.S.)
To order, call 800/815-3538, ext. 8408; or e-mail sabeyta@ckmedia.com.
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Industry News
For up-to-date news, visit Craftrend’s Web site at www.craftrends.com/industry-news. To receive e-mail News Updates, e-mail your name, e-mail address, and company name to bgardner@ckmedia.com.
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