inspirational gift mart september 2013

september 2013 A SUPPLEMENT TO CHRISTIAN RETAILING

Listening to God: Hearing God’s voice leads realtor into an unexpected career

sharing Her Gifts: Mission-driven designer ‘spreads joy and faith’

Licensed to sell: How designs end up on products from tees to teacups

‘the bible’ comes to giftsSee p. 12.

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4 inspirat ional gi ft mart September 2013

The International Christian Retail Show presents such a great opportunity for me to connect with gift companies in the Christian products market—and I know you must feel the same way. From family-friendly snowball fun brought to you

by Snowtime Anytime! to the conversation-starting Faith Box, both on Debut Avenue, Christian retailers encountered some new and unusual gift products.

So, have you ever thought about how some of these products come to fruition? No doubt many of you have. Some of us begin with a talented artist who has a design in mind. Artist Sandy Lynam Clough is a classic example of how artwork becomes a part of the fabric of many a gift line. In this issue, we look at the process of licensing designs on various products in our Licensing 101 feature on p. 12.

Following His LeadNot long ago, I encountered the name of another designer who, I believe, has a bright

future in our industry. Caroline Simas’ personality seems to bubble up from her Multiple Blessings blog. Simas’ designs “for the soul” are appearing on gift items from compa-nies such as Brownlow Gifts and Tervis. This Charlotte, N.C., native is gaining some trac-tion, and we find out just who she is in Personal Portrait, starting on p. 10.

And wait until you see how this month’s Creative Company—ScriptureArt—con-ducts business. A real estate agent who had quite a bout with the baby blues felt she heard from God to start her company with peel-and-stick scripture product. Since then, the company has expanded its lines to products ranging from tablet skins to totes. ScriptureArt’s Kelly Shiley hasn’t stopped listening to God, and He has directed her in unusual ways.

Connecting with UsOne of the things Caroline Simas and ScriptureArt do well is connecting with the

company’s customers online. As a reporter, I learn bits and pieces about what’s going on in the gift world by reading many different, often online, sources. That said, there is no substitute for hearing from you.

We hope you’ll check out our sister publication, Christian Retailing, in print or online at www.christianretailing.com; post on Facebook at www.facebook.com/ChristianRetail; tweet or reply on Twitter; or even email me at [email protected]. Gift companies can also post their new products to our New Release Listing at our website. Simply email me once for authorization, then post your products regularly for retailers to access—and make sure they’re not missing a beat with your upcoming lines.

We appreciate your interaction and information!

Inspirational Gift Martis a supplement to

Christian Retailing magazine

Steve Strangowner

[email protected]

Joy F. StrangChief operating offiCer

chriStine d. JohnSoneditor

[email protected]

eric tianSayassoCiate editor

[email protected]

wendy leechVp produCtion

Shelly duFFproduCtion Coordinator

linda gillottigraphiC designer

cliFF moraleSadVertising exeCutiVe

[email protected]

erica heitzmedia ad traffiC [email protected]

david manningdireCtor audienCe [email protected]

nettie parkSCustomer serViCe [email protected]

Inspirational Gift Mart, a Charisma Media publication. Copyright ©2013 Charisma Media. All rights reserved.

Printed in USA. Editorial and Advertising offices: 600 Rinehart Road Lake Mary, FL 32746

Tel: 407.333.0600 www.charismamedia.com

creative company . . . . . . . . . . . . . 6scriptureart started with a case of the baby blues, but turned into a mother’s blessing—and so much more—as the company fills a need in the gift market.

personal portrait . . . . . . . . . . . . . 10Caroline simas not only has business sense, having owned and operated her own enterprise, but also that special spark that connects with fans of her designs.

licensing 101 . . . . . . . . . . . . . . . 12Learn more about the process of creating licensed products that begin with a top property such as duck Commander or a talented artist like sandy Clough.

“ScriptureArt’s Kelly Shiley hasn’t stopped listening to God—and He has directed her in unusual ways.”

Sensing His Directionby chriStine d. JohnSon, editor

InSIDe

359 Longview Drive • Bloomingdale, IL 60108 Tel 630-599-0240 • Fax 630-599-0245

To Order: Toll-free 800-521-7807 Fax 800-521-7819 • email: [email protected]

(In Canada: Foundation Distributing Inc. Toll-free 1-877-368-3600) • www.christianartgifts.com

See the Christian Art Gifts 2013 catalogs for more inspirational gifts

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Tchristion art gifts.


ScriptureArt Apex, N.C.

A home-based inspirational gift company that has seen phenom-enal growth in just three years

was birthed after its founder experienced severe baby blues.

“ScriptureArt got started in the sum-mer of 2010 after I gave birth to my third child,” Kelly Shiley said. “I was strug-gling with post-partum depression. I had index cards with scriptures taped up all over the downstairs that I read at 2 a.m. when I was up with the baby. They really helped pull me through that tough time.

“One day during that dark time, I went running, and God spoke to me and gave me the idea to design peel-and-stick scripture to put on my wall,” she said. “When I got back from that run, I tried to buy some on the Internet. All I could find was Dora the Explorer, Spider-Man, Star Wars, etc. There was no peel-and-stick scripture.”

Seeing the lack of such product started Shiley’s journey “to find the high-est-quality, made-in-America vinyl on the market and put beautiful scriptures on it to inspire all those around me,” she said. “I had no idea it would turn into the com-pany it is today, but I feel beyond blessed to be able to spread God’s Word in such a practical way.”

A real estate agent by profession, Shi-ley spent six months researching patents. She even contacted Fathead, which sells wall graphics for sports fans. To her sur-prise, she was able to meet with the com-pany’s president, who taught her about vinyls and adhesives. Next, she found a manufacturer and started selling online.

Operating the business from her home in Apex, N.C., where she lives with her three children and husband, Shiley has seen ScriptureArt products carried by more than 800 stores—including Family

bY erIC tIANSAY

Top: ScriptureArt skins can be used on laptops, tablets and other high-tech devices, appealing to a wide range of ages; BoTToM LefT: Company owner Kelly Shiley (top) and Crystal Righton (bottom); BoTToM RIGHT: Youngsters can have fun with scripture-based decals for their bedroom walls.

creative company

September 2013 inspirat ional gi ft mart 7

Christian Stores—in all 50 states since the company formally launched in 2011.

Beyond NicheBesides the company’s flagship peel-and-stick scripture

product called “Promise Packs,” the company’s lines have mushroomed to include vinyl greeting cards; calendars; menu planners; memory trees; T-shirts; totes; smartphone, tablet and laptop skins; Bible verse decals; Bible covers; chore and growth charts for children; memo boards; borders; church graphics; and custom and personalized products.

The vinyl items can be placed on smooth, flat surfaces such as walls, mirrors, windows and refrigerators. Price points range from $4.99 to $59.99.

“Our top three products are our patented greeting cards, Promise Packs, and wristlets and totes,” Shiley said. “They are popular because they are unique, high quality, functional and stylish.

“ScriptureArt started as a niche market,” she added. “However, people all over the U.S. are looking to be inspired. I think the inspira-tional market has huge growth potential. Our products sell extremely well in the general gift market, so I don’t think we are limited to a niche market.”

The company’s slogan is “accessorize, renew and transform,” with the third part of that phrase having a transforming effect on her family.

“Working at home with three kids is crazy,” said Shiley, whose sister, Katie Hamilton, is the wife of Major League Base-ball player Josh Hamilton, a Raleigh, N.C., native. “It is not for the faint at heart. At any given moment, I can be doing five things at once. I have learned how to let a lot of minor things go and focus on my priorities. My house isn’t always as clean as I would like, but life is full and happy, and I wouldn’t change a thing.”

‘Truly Unreal’With her many responsibilities though, Shiley needed more help

than her family could provide.“God sent me my partner, Crystal, just at the right time,” she

said.A Dallas/Fort Worth area resident, Crystal Righton felt that God

called her out of her job in the corporate world.“One night she asked Him to give her a dream of what He wanted

her to do,” Shiley recalled. “She woke up the next day and said that God gave her a dream that she worked for ScriptureArt. She sent me an email and told me that God gave her a dream that she worked for me. I thought it was a little weird, so I deleted the email.

“She sent two more emails over the next two weeks,” added Shi-ley, recalling their initial contact in 2012. “I finally emailed her back and set up a phone call. After talking to her for 10 minutes, I knew that this was from the Lord. I had been praying He would send me help, but I didn’t think it would come from a total stranger sending an

email. It was truly unreal. We met a few weeks later in person and she quit her job with no promise of salary. She just knew it was in God’s plan for her.”

‘Families First’Righton, 33, who serves as chief operating officer of Scrip-

tureArt, has two sons and a daughter—like Shiley, who is 34.“Kelly and I are both wives and moms of three children each,”

Righton said. “We work out of our home offices—she’s in North Caro-lina and I’m in Texas. Our part-time employees are also moms who work from home—it’s just who we are.

“Our company is like a little family and we all support each other while still prioritizing our families first,” Righton added.

“We have warehouses in North Carolina and Texas that we house our inventory in and ship orders out of. All of our products are made in the U.S. by various manufacturers in different states.”

Shiley, who opened a ScriptureArt Gifts kiosk last fall at a mall in Cary, N.C., and has plans to have a small store, noted that the company plans to add another accessory line in 2014.

ScriptureArt is also active in the social media community, engaging customers with giveaways, contests and special offers on Facebook, Twitter, Instagram and Pinterest.

“I have just been slammed trying to get orders shipped out and stay on top of our extremely rapidly growing company,” Shi-ley said. “We are 100% over our goals for the summer and trying to hang on as God takes us on a whirlwind of a ride.

“God is the only reason this company exists,” she added. “He birthed it in me, opened every door for me, sent me Crystal, sent me a sales force and gave me the passion to run this company.” igm

ScriptureArt’s vinyl verse decals become part of daily life, serving as an encouragement and an aid for believers who want to memorize God’s Word.

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A paintbrush, watercolors and a canvas are typical art supplies, but the Bible is the one tool of the trade that Caroline Simas can’t do without. The Charlotte, N.C.,

native’s passion is combining her colorful art with scripture so that it touches people’s lives.

With her unique designs covering everything from textiles to home furnishings and with a list of 12 licensees and growing, her art is making an impact.

Matching the right verse with the right artwork is something Simas takes seriously.

“It takes a lot of research,” she said. “People are looking for joyful and uplifting product. I love challenging scriptures, but something deep and challenging may not work well.”

‘Multiplying Someone’s Blessings’Simas has been called an emerging artist because of how

fast her artwork is spreading since signing with licensing giant Courtney Davis Inc. in 2012. She met retailers from across the country during artist events this summer while unveiling new products at the Dallas Market and AmericaMart Atlanta.

Technically, Simas is not a new artist, but her way of getting art into the homes of her customers has changed.

As a college student studying elementary education in Charleston, S.C., she earned money hand-painting art of local tourist attractions on popcorn tins. Out of school she landed a job as a first-grade teacher, which allowed her to encourage budding artists during summer camps. In 1998, when the first of her two sons was born, she launched The Creative Palette, hand-painted baby linens and furniture that she sold at local shows. Then, after the birth of twin daughters in 2004, she felt the Lord was calling her to a different kind of art.

While designing her children’s birth announcements, she felt a push to combine scripture with art. What resulted was a line of 24 Christian greeting cards that she manufactured herself and exhibited at a temporary booth in Atlanta under the Multiple Blessings name.

In addition to the obvious four blessings she and her husband had been given, the company name had an alternate meaning.

“When you are sending a card, you are multiplying some-one’s blessings as you send love and joy on,” she explained.

As successful as Multiple Blessings grew to be—with more than 250 stores on board in the U.S.—Simas soon realized she


Top: Designer Caroline Simas visits with kids on her Honduras trip sponsored by Bridgewater Candle Co.; CENTER LEFT: Demdaco’s interactive prayer box encourages families to submit their prayer requests; CENTER RIGHT: Simas’ designs grace Tervis tumblers; BoTToM: Bridgewater surprised Simas with a word of appreciation after she taught an art project at an orphanage.

bY rHONDA SHOLAr

True to the ScripturesArtist Caroline Simas boldly uses God’s Word in her licensed art

personal portrait

September 2013 inspirat ional gi ft mart 11

wasn’t using her talents wisely.“I was moving further and further from art

and more into business,” she said. “It became consuming.”

As she considering abandoning manufac-turing, several companies approached her about licensing her work.

“Licensing was a better fit for me as a mom and artist,” she said. “It was a seamless transition because I already knew so many people in the gift industry.”

Her understanding of the wholesale side of the business set her apart as com-panies considered which artists to add to their rosters.

“I understand sourcing, packaging, paying reps and store displays,” Simas said.

Since 2007 she painted and handled her own licensing deals until being approached by the Courtney Davis company last year.

“My faith-based niche was something that they didn’t currently have, but it’s who I have been from the beginning,” she said. “I push the envelope for full scripture on product.”

Multiple Blessings is growing and expand-ing as a result of the partnership that she says opened doors to companies she might never have known about.

“I am all about getting companies to be bold about including scripture,” she said.

A newly inked deal with Tervis Tumbler that will have scripture on tumblers was two years in the making—a result of retailers ask-ing for Simas to make them. Brownlow Gifts also recently expanded Simas’ “Rooted in Faith” line to include scripture on easel books to coordinate with existing journals.

‘Spreading Joy and Faith’One new partner is the Spartanburg, S.C.,

Bridgewater Candle Co., a division of Chris-tian-owned Grace Direct. The “Inspirations for Life” collection of sachets, jar candles, tin candles and car fresheners launched in the summer and will be available to retailers worldwide. Sales from each large jar candle will feed a hungry orphan for a day through a partnership with Rice Bowls, which serves 53 orphanages worldwide. She traveled with Bridgewater officials to Honduras in last Octo-ber and taught art at an orphanage.

Simas does not hesitate to forego

royalties for a specific cause. She has been asked to help design jewelry for a new Quito, Ecuador, micro-enterprise called Handmade=Hope. Girls who have been res-cued from sex trafficking are being trained to assemble jewelry using tagua nuts from trees in Ecuador. Simas traveled there in February 2013 to see the materials and the process and also meet some of the young women.

“Our hope is to develop specific pieces that will be assembled not only by the girls rescued from sex trafficking, but also from boys and any family members who may need the income as well,” Simas said. “After it’s assembled in Quito, it will be shipped to the U.S. and sold, and the proceeds will go right back to the people who assemble them and this ministry.”

Instead of just presenting companies with her artwork and letting them do the work, Simas says it is important to help fill in the pieces of the puzzle for potential clients.

“I do research on what products my art look good on,” she said. “I shop to see what kinds of needs are in the market. It’s impor-tant to see what is out there, but I try not to follow trends. Explore different mediums, but don’t just paint owls because owls are popu-lar right now.”

Her ideas for products using her art often come to fruition, as was the case recently when Demdaco produced the Blessings Tree Table Centerpiece and the Interactive Prayer Box.

Simas feels strongly about connecting her faith with her art. She recently received an email from a customer who started crying in a store when she saw a favorite verse on wall art that had helped her through a miscarriage.

“Even though it wasn’t in her budget, she knew she had to have the piece,” Simas said. She took it home, placed it in a spot she would see every day and it brought her joy. It makes me smile knowing I am a part of spreading joy and faith through my art on these products.”

‘Encouraging Along the Way’Simas is active on social media (Face-

book: Multiple Blessings by Caroline Simas), and she started blogging at her website, www.multipleblessings.net, about three

years ago as a way to journal her journey. A fun series called “Where in the World is MB?” (a take on NBC’s Today Show’s “Where In the World is Matt Lauer?”) spot-lights retailers from around the country who carry her products.

“I kept getting emails and texts from friends around the country who would see my products in stores and send me pic-tures,” Simas said. “It’s a nice way for me to say this product is sold in this store and thank the retailers.”

Another blog feature is “Be My Guest,” where fellow artists and creative types can blog about things of interest to them.

“I try to remember that there were people encouraging me along the way, and I like to offer websites and links when people ask for advice when getting started in this industry,” she said.

Simas often reflects on the rejections she has experienced on her journey.

“The no’s grow you,” she said. “The no’s can dig you deeper down or you can pick yourself up and say, ‘For some reason, it wasn’t the right time.’ You have to be persistent in this industry.” igm

Texas-based Brownlow Gifts has done four ‘Rooted in Faith’ journals and four easelbooks using Simas’ color-popping designs.

rhonda Sholar has been a writer and editor for more than 20 years. She passes on her love of writing by teaching in elementary

schools and summer camps.

When customers enter a bookstore or gift store, it’s often the wall décor and gift items they notice first. But where do the images and brands come from that instantly catch the eye, lift the spirit or stir the heart? Just how does an artist’s

bouquet of wildflowers or popular character get from the art canvas or TV show onto the wall décor, stationery, toys and gift items in the Christian retail store? In most cases, these products are the end result of licensing agreements.

Clearly, art licensing for gift and other products is big business. According to the Licensing Industry Merchandisers’ Association’s 2013 Licensing Industry Survey, character-related merchandise accounted for $2.55 billion in royalties and an estimated $49.3 billion in retail sales in 2012, while art licensing revenues brought in $134 million

in royalties, translating into an estimated $3.9 billion at retail.

Artists and LicenseesSandy Lynam Clough’s “fresh-ditional”

trademarked art is a classic example of licens-ing success. Licensed for more than 30 years, her images can be found on gift books, mugs, aprons, needlework patterns, Bible covers, journals, greeting cards and many other products, produced by companies including Harvest House Publishers, Evergreen, Charis Gifts, Heritage Lace and Amia glass.

“I was first approached in the late 1980s by a needlework company and collect-ible company,” Clough said. “Companies approached me because my art was already visible in the marketplace. We were selling limited and open edition prints in Christian bookstores, gift stores, furniture stores and frame shops and galleries in the U.S. and Canada. By the mid-1990s, we had more than 20 national distributors of my art prints.”

Art licensing is similar to music or book publishing, in that an artist negotiates a con-tract with a company and, in return, receives a “royalty,” a percentage of the wholesale price of each item sold. The artist usually retains ownership of the art. In some instances, an artist may choose to produce a “work for hire,” taking a one-time payment to create an image that is then owned by the company.

As the world has gone digital in recent years, so has art and its worldwide reach. More artists than ever before are being “dis-covered” by displaying their art on their own websites and on sites such as etsy.com, cafe-press.com and fineartamerica.com. But that also means competition for licensing deals is also greater than ever.

“Not many people make a living licensing their art,” said Lance Klass, president of

New Day Christian Distribu-tors is ‘happy, happy, happy’ with retailers’ response to its Duck Commander line, ranging from T-shirts to mugs and more, keeping A&E TV’s ‘Duck Dynasty’ fans awash in new products.

Licensing 101How original art makes its way onto vendors’ gift products

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Porterfield’s Fine Art Licensing in Sarasota, Fla. “Until they are established, they are not going to make a lot of money.”

A licensing agent like Klass negotiates licensing contracts for artists at a stan-dard fee of 50%. Klass says he spends up to $10,000 up front to get an artist’s name and work into the marketplace, paying for booth space at SURTEX, the annual trade show for original art and design, sending artwork to potential licensees and negotiating contracts. Klass says a typical licensing deal can take more than a year to pay off.

“If I write a license today, the art products are put into a schedule, then prototypes are made and shown at the next big trade shows in Atlanta,” Klass

said. “The company takes orders, ships the product months later, then invoices their vendors. Once the vendors pay, the company pays royalties at the close of the quarter. So, what I am working on now are licenses that will pay off late in 2014.”

Blockbuster BrandsBrand licensing is big business, so

when a television show takes off, parent companies often partner with brand devel-opment companies to license products. The hit A&E TV show Duck Dynasty, for example, hired BrandGenuity to negotiate licensing deals and build the Duck brand.

BrandGenuity then signed licensing partnerships with many companies to produce everything from apparel to accessories to toys. In turn, these companies use distribu-tion partners to get the products in stores. In the inspirational market, New Day Christian Dis-tributors unveiled a variety of Duck Commander (one of the companies owned by the Duck Dynasty clan) products at this summer’s International Christian Retail Show.

“We’re excited that we’re able to offer unique licensed products at multiple retail levels, inviting fans to deepen their relationship with the Robertson clan, as

well as the Network,” said Kate Winn, senior vice president, A&E Networks Consumer Products.

Carpentree recently acquired the framed art license for another popular brand, The Bible miniseries from top producer Mark Burnett and actress Roma Downey.

“We will be the exclusive licensee to frame this product,”

said Jordan Hobson, sales director with the company.

More than 100 million people worldwide have watched the miniseries.

There are five pieces in the collection, and they are made in America.

Dos and Don’tsArt licensing can be a win-win for artists,

merchandisers, retailers and consumers alike—if terms are negotiated fairly. It can also be a nightmare when artists are naïve about the contract process or when coun-tries or companies violate copyright.

When an artist creates an original

work, he owns it from its inception, even if copyright is not registered (although artists and agents recommend that all works be registered at www.copyright.gov). However, the artist must be vigilant about looking for violations of his copyright and report-ing them. This can be a difficult task in a global economy and with the prevalence of social media, where an image can be posted worldwide with a single “click.” Some coun-tries, such as China, do not regularly enforce copyright laws. Therefore, artists who are offered licensing deals by companies in China should request payment in advance.

Clough recommends that artists work with companies they are familiar with and know which piece of art a company wants to use, on which products and for how long.

“These things may sound very elemen-tary, but they are very important,” Clough said. “And never give up your copyright.”

Clough relies mainly on her own talent when creating new art.

“I do watch the culture, I watch the environment, but at the end of the day I need to use the ideas the Lord gives me,” she said. igm

One of many companies licensing Sandy Clough’s art, Evergreen used Clough’s design for this travel mug.

Carpentree received the framed art license for products tied to Mark Burnett and Roma Downey’s hit History Channel miniseries, ‘The Bible.’

licensing, continued from page 12

natalie gilleSpie is an author, editor and journalist who is a 20-year veteran of the Christian products industry. She lives with her husband, Adam, and several of

their nine children in Weeki Wachee, Fla.

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