new insights into the $30 billion market - afci · 2010. 8. 2. · web site: . portfolio winter...

New insights into the $30 billion market

P R E M I E R E I S S U E

Best Practices for Craft Retailers

Special Show SectionAssociation NewsManaging Business Finances

US $5.00

WINTER 2005-2006

THE OFFICIAL MAGAZINE OF THE CRAFT & HOBBY ASSOCIATION

A patchwork

quilt of

customs

and traditions

blended with ever-changing

technologies, the origins of

crafting in America are as

complex as the structure of

the U.S. population itself.

Crafts and hobbies are as

American as apple pie and

a blend of all the influences

that make the country what

it is today. And today more

than ever before, Americans

are involved in these leisure

time activities, creating a

vibrant growth industry.

CHA commissioned

research to dig into the

usage and purchases of

these consumers to give us

a new in-depth perspective

on our industry.

Portfolio WINTER 2005-2006 5

8 16 3265th CHA Winter Conventionand Trade Show Preview Join us in Las Vegas from Jan. 29-Feb. 2 for anotherexciting and educational CHAWinter Show.

Successful Retailing Through TechnologyUnderstanding technology andknowing your business arecritical.

Financial Management of Your BusinessOngoing monitoring and soundrecord keeping are keys tosuccess.

The Face ofthe AmericanCrafterNew insight into the$30 billion market

22DepartmentsChief Executive Officer’s Message . . . . . . . . . . . . . . . . . . .7Inside CHA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25Profiles Member ServicesEducationMarketing

Index to Advertisers . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42CHA Portfolio is publishedquarterly for:The Craft & Hobby Association319 East 54th StreetElmwood Park, N.J. 07407(201) 794-1133Fax: (201) 797-0657www.craftandhobby.org

Published by:Naylor Publications, Inc.5950 N.W. First PlaceGainesville, FL 32607Phone: (352) 332-1252 or (800) 369-6220Fax: (352) 331-3525www.naylor.com

Publisher:Ray Goodwin

Editor:Jill Andreu

Project Manager:Pam Dissell

Sales Manager:Melissa Zawada

Marketing Associate:Kirsten Cahill

Account Representatives: Pamela Blasetti, Rya Boyce, Krys D’Antonio, Jennifer DiCapua,Ryan Griffin, Mary Johnston, Michael McMahon, MarjoriePedrick, Debbie Phillips, JoshRothburd, Beth Sheahan, DaveTurgeon, Katie Usher, Cora Yongue,Chris Zabel

Layout & Design:Irene Pohoreçka

Cover Design:Alex Nunez,Richartz Fliss Clark & Pope

Advertising Art: Lesley Helash

CHA Portfolio is distributed on a complimentary basis to CHA members. Subscription fee for non-CHA members is $25 a year.Additional copies available upon request, pending availability. To order, contact Cynthia Burgio, CHA Portfolio Managing Editor, at (201) 794-1133, Ext. 228 or [email protected].

PUBLISHED DECEMBER 2005/HOB-Q0305/4563

© 2005 Naylor Publications, Inc. All rights reserved. The contents of this publication may not be reproduced, in whole or in part,without the prior written consent of the publisher.

WINTER 2005-2006

the official magazine of the Craft & Hobby Association

Contents

Portfolio WINTER 2005-20066

See usat theCHA Show

Largest Importers of CzechGlass Beads, Preciosa

Crystals and Beading Supplies

2005 Board of Directors

James BremerChief Governance Officer

Tall Mouse Arts & Crafts, Inc.

James ScatenaVice Chairman

FloraCraft

Emma GeboSecretary

Crafts, Inc. dba Crafts & Frames

Dave BolenJo-Ann Stores, Inc.

Richard BrownSunrise Craft and Hobby, Co

Terri ClairEK Success

Craig CurtisPetersen-Arne

Jane Anne DavisJane Anne and Co.

Robert FergusonFerguson Merchandising LLC

Cindy Groom-HarryCraft Marketing Connections Inc.

Mike HartnettCreative Leisure Communications

Theodore HesemannHerrschner’s

Herbert LantingaNotions Marketing Corporation

Ronald LaRosaRL Associates

Tony LaSpadaActiva Products, Inc.

Jane MarskiHannah’s Home Accents

Michael McCooeyPlaid Enterprises

Lynda MusanteCardinal Brands

Larry J.OlligesDee’s Crafts Inc.

Carolyn SchulzCreative Solutions

Thomas WareBag Works, Inc.

In recognition of their outstanding contributions and

devotion, we would like to thank the

following members of the CHA Board of Directors for their

service as their terms expire:

Tony LaSpadaLynda Musante

Thomas Ware

Staff Steven Z. BergerChief Executive [email protected], Ext. 214Sandra M. GhezziVice President, Marketing, Member Services & [email protected], Ext. 217Tony LeeVice President, Meetings & [email protected], Ext. 205Lorraine CiongoliDirector, Finance & [email protected], Ext. 226Carol AdairOperations [email protected], Ext. 221Robert BaniMail & Warehouse [email protected], Ext. 212Loren BarrowsMarketing [email protected], Ext. 204Cynthia BurgioMarketing Program Coordinator and CHA Portfolio Managing [email protected], Ext. 228Donna CennimoExhibits [email protected], Ext. 222Keri CunninghamMarketing [email protected], Ext. 229Lidia DiazExecutive Assistant to CEOand Office [email protected], Ext. 215John ErichTrade Show Marketing [email protected], Ext. 202Shelley FulghumExhibits Sales [email protected], Ext. 220Alexandra HansilFinancial [email protected], Ext. 216Ann KallmanOperations [email protected], Ext. 201William KeenanManager, Systems & Information [email protected], Ext. 203Debra KirkEducation Program [email protected], Ext. 209Pam MayManager, Member [email protected], Ext. 206Renee MussaDatabase Support [email protected]. 225Valarie ReidManager, Member [email protected]. 208Semo SennasMarketing Program [email protected]. 218Jennifer SniderMember Services [email protected]. 213Tracy SotoOffice Administrator & [email protected], Ext. 200

The Craft & Hobby Association is a not-for-profitorganization consisting of more than 6,000

member companies engaged in the manufacture,distribution and retail sales of products in the

$30 billion craft and hobby industry. Theassociation offers a broad range of member

services, including market research, educationand consumer branding initiatives, and operatestwo annual international trade show events – the

CHA Winter and CHA Summer shows – thatattract more than 20,000 industry professionals.

V I S I O NA vibrant industry with an exciting image,

expanding customer base and successful members.

M I S S I O NStimulate the sales growth of the craft and hobby industry

• Create consumer demand • Help members succeed• Lead the industry

Craft & Hobby Association319 East 54th Street, Elmwood Park, NJ 07407Phone: (201) 794-1133 • Fax: (201) 797-0657

Web site: www.craftandhobby.org


It is with a deep sense ofsatisfaction that I welcomeyou to the premiere issue ofCHA Portfolio, yourassociation’s new quarterlypublication. I cannotremember another time in mycareer when I have been soecstatic about a single event.

This publication evolvedfrom the many requestswe’ve received at CHAheadquarters for more in-depth information and waysto improve your business.CHA Portfolio is a newcommunication platform –and a source of informationand ideas – to help grow theindustry far beyond ourwildest expectations.

In this, our inaugural issue,I am pleased to report thatyou are part of one of themost dynamic industries inthe world. Crafts not onlyafford people the satisfactionof creating one-of-a-kinditems, but it’s also bigbusiness at $30 billionannually in the U.S. plusstrong participationworldwide.

The new CHA Attitude &Usage Study confirms that

75 percent of U.S.households have at least onefamily member who has evercrafted. That is anoverwhelming number,showing the widespreadpopularity of crafting. But,what’s even more impressiveis the detailed informationour new study revealed. Wehave uncovered the mostcomprehensive view of thecrafting household to date.This information will beupdated on a quarterly basisto track craft trends, includingparticipation levels andconsumer purchases. Thisnew wave of reporting will beof tremendous benefit toeach CHA member.

I invite each of you to avery special presentation atthe 65th CHA WinterConvention and Trade Showfor a detailed review of theresearch findings based onthe annual projection.

The CHA Attitude &Usage Study is only one facetof our commitment to addgreater membership value.CHA Portfolio is another steptoward achieving that vision. I assure you there will be

something within the pagesof this magazine that willassist you in some way.

To make CHA Portfoliobetter and more meaningful,your feedback is essential.This magazine is only asgood as its value to you. Iurge you to continuechallenging the CHA team.Let us know what we can doto improve this associationand make it work harder foryou. Please stay involved.The better we work together,the faster we can grow theindustry.

The world is continuallychanging. What once was willnever be again. What was oldmay be refreshed. Change isinevitable. Confusing? No, it’sreally rather simple. Ourbusiness is your business.Let’s move forward togetherwith confidence andexcitement.

We welcome yourfeedback and look forward toyour comments.

Enjoy CHA Portfolio!

I urge you

to continue

challenging the

CHA team.

Let us know

what we

can do

to improve

this association

and make

it work harder

for you.

A New Era

Steven Z. Berger, CEO

CEO’smessage

From insightful speakers to networking opportunities, visits to the

CHA SMART Store and our new Imaging Pavilion, this year’s show

promises to be one of CHA’s best!

General SessionsHear from an amazing arrayof top experts who will sharecutting-edge insight into thelatest issues and trends of theday.

Twenty Trends for 2010:Retailing in an Age of UncertaintyTom Rubel, PresidentRetail Forward, Inc.

Supply Chain Efficiency: The Real CompetitiveAdvantageJohn T. (Tom) Mentzer, Chairof Business ExcellenceUniversity of Tennessee

Crafts and Hobbies in a Continuum of ChangeEd Barlow, Futurist, TrendAnalyst

Check the CHA

Winter Show schedule

at www.chashow.org

for dates, times and

locations.

Join us in Las Vegas

for another exciting

and educational

CHA show.



Tim SandersSpeaker, Author and Leadership Coach at Yahoo!

Don’t miss this opportunity tomingle with the best minds in theindustry, meet Tim Sanders andreceive your very own autographedcopy of his latest book, TheLikeability Factor!

Every person has a likeabilityfactor that goes a long way todetermining whether they havepositive or negative experiencesin life. It’s a fact: we buy fromsales people we like and wepurchase products fromcompanies with a high L-Factor.

Likeable shop owners retaintalent and create a culture ofcustomer service. Likeablemanagers bring out the best andmost innovative in their team.The research is overwhelming;for personal, corporate andnational success, we have topossess likeability. This keynotepresentation will reveal thesecrets to boosting your L-Factor and demonstrate how toachieve greater success on alllevels. You will gain advice on

how to boost yourfriendliness,relevance (towhich crafts andhobbies are asolution), empathyand realness.Featured on the“Today” show andin Time magazine,Tim will offer an

outline on how to make yourself“emotionally attractive” toothers.

Tim explores the measurableaspects of likeability, includinglevels of friendliness, relevance,empathy and realness. Timentertains and drives his pointshome by using relatable storiesand research to build a case thatbeing a better person will makeyou more successful in life and inbusiness. He’ll show how to geta competitive edge by learningthat the more you care, themore people will want to be inyour network and will want tosupport you.

Tim Sanders has become oneof the most sought-afterspeakers in America todaybecause of his poignantmessage and his eloquentdelivery. He delivers high-energyspeeches and compellingseminars to executiveconferences, professionalassociations and graduateschools.

Tim also has received anenthusiastic endorsement fromTom Peters, the renownedbusiness motivational speaker.Tim developed and honed his

speaking skills as a competitivedebater, and has been nationaldebate and public speakingchampion in five categories overhis career. Tim attended LoyolaMarymount University as anundergraduate and theUniversity of Arizona forgraduate work. He frequentlyappears as a guest on radio andtelevision programs across thecountry.

From 2001 to 2003, Timserved as the chief solutionsofficer at Yahoo!, deliveringnext-generation marketingprograms to world-class brands.He created and led Yahoo!ValueLab, an in-house “thinktank” that delivers innovativesolutions to Yahoo!’s current and prospective clients. TheValueLab consulting teamcoordinates and leveragesYahoo’s resources to add value to clients’ growthstrategies. Tim currently serves as Yahoo!’s leadershipcoach. He also advises businessand public sector leaders onnext generation strategies. Tim joined Yahoo! as part of theacquisition of broadcast.com in July 1999. For more than two years at broadcast.com, he served as an integral part of the company’s businessservices division.

Join Tim on Monday, January 30, at 5 p.m., and learnhow to increase your L-factor. A complimentary cocktailreception begins promptly at 5 p.m. (open bar and horsd’oeuvres will be served).

Event #S100The LikeabilityFactorTim Sanders,Speaker, Author andLeadership Coach atYahoo!

Date/Time:Monday, January 30,5 p.m.

Cocktail Reception:5-5:45 p.m.

KeynotePresentation:6-7 p.m.

Book Signing:7-7:30 p.m.

Fee:$25 (Free book valued at $20 with attendance)

A Keynote Event to Engage Your Entire Team

Winter Show Preview


CHA Member Linkage Booth

Located in the Grand Lobby of the Las Vegas Convention Center, make plans to stopby the Member Linkage Booth and meet directors from the CHA Board andrepresentatives from the Member Linkage Committee. This committee was establishedunder the association’s operating structure, Policy Governance®, to give CHA members a direct link to their association leadership. CHA staff will be available to discuss memberbenefits or other questions about association membership.

Policy Governance® is a registered service mark of John Carver.

DesignerEducation

Get ready for an impressive line-upof education specifically designed tohelp get your work noticed by the rightindividuals in the marketplace. Learnthe fundamentals of licensing andmarketing your designs. All programsare presented by industry experts in thedesign and licensing fields. Don’t missthis opportunity. Classes include:• Licensing Fundamentals• Effective Marketing Strategies for

the Art Licensing Business• Protecting Your Artwork and

Concepts• Tips of the Trade: Licensing Your

Artwork in Different Industries

Inspiration & Design Faire, the showcase for design creativity to license andsell, is a new exhibit area of the CHA Winter Show celebrating its second year.This showcase offers booth space specifically to CHA designer members,affording them opportunities to expand their business through design contracts,and sales and licensing agreements. This year, the Inspiration & Design Faire willbe extended from three days to four and provide ample time for exhibitors tomeet with customers and prospects eager to discover new designs.

UKPavilion

This is an international eventorganized by the U.K. Trade &Investments (UKTI) Office ofthe Government, providing anideal opportunity for exhibitorsto showcase their products inthe United States. Their role isto help U.K. companiesdevelop business opportunitiesoutside their country, forexample through export. TheUKTI has successfully rallied 16companies to participate in theU.K. Pavilion, and as such iscoordinating group logistics.


Winter Show Preview

Imaging PavilionMakes Debut

The Winter Show will feature a new product category –Imaging. The imaging section will feature approximately 55booths strategically located within the Scrapbooking & Papercraftsection. This new and exciting area will include a wide range ofproducts including digital imaging kiosks, digital cameras, photoprinters, photo marking devices and other essentials forscrapbook retailers to incorporate into their stores.

We are extremely excited to have the opportunity to providedigital imaging to the scrapbook community, which is vital for anyretailer who wishes to become a one-stop shop for scrapbookingneeds. The imaging pavilion is open during official show days andhours to all registered attendees.

Want to experiencethe latest inmerchandisingtechniques and take-away ideas for yourstore?

Then visit the CHASMART Store at theCHA Winter Show(Central Hall, C1Corridor). See page 14 for more details.


Want to increase your chances for amore successful trade show? Learn toavoid the following seven deadly sins:

Sin #1: Poorly Defined Promotional PlanKnow what you wish to achieve.

Develop a pre-show, at-show and post-show promotional program to attractyour target market. Include direct mail,broadcast faxes, advertising, PR,sponsorship and the Internet.

Sin #2: Lack of Incentive to Visit Your Booth

Give people an incentive to comeand visit your booth. Let them knowwhat’s new. Tell them about the latesttechnologies, new applications, ortechniques to save time and/or money.

Sin #3: Bad GiveawaysGiveaways should be designed to

increase memorability and promote orincrease recognition of your company.Consider your target audience and givethem something product/servicerelated and educational.

Sin #4: Lack of Attention to the PressSend out newsworthy press releases

prior to the show. Focus on what’s newabout your product/service, highlight anew application or market venture.Compile press kits for the press officethat include industry trends, statistics,new technology or productioninformation.

Avoid 7 Deadly Exhibit Marketing SinsBY SUSAN FRIEDMANN, CSP

THE TRADESHOW COACH

Sin #5: Not Using the Booth as an Effective Marketing Tool

Your exhibit should attract visitors toachieve your marketing objectives. Itshould be an open, welcoming andfriendly space, featuring a focal point and a strong key message thatcommunicates a significant benefit toyour prospect. Opt for large graphicsrather than reams of copy.

Sin #6: Underutilizing Booth RepresentativesYour people are your ambassadors.

They represent everything your companystands for, so choose them well. Briefthem beforehand and let them know whyyou are exhibiting, what you areexhibiting and what you expect fromthem.

Sin #7: No Proper Follow-UpDevelop an organized, systematic

approach to follow up. Establish a leadhandling system, set timelines for followup, track your leads, make salesrepresentatives accountable for leadsgiven to them, and then measure yourresults.

Susan A. Friedmann, CSP, The TradeshowCoach, of Lake Placid, New York, isauthor of “Meeting & Event Planning forDummies.” She works with companies toimprove their meeting and event successthrough coaching, consulting andtraining.

Go to www.thetradeshowcoach.com and sign up for a free copy of“Exhibit Smart Tips of the Week.”

CHA Annual Business Meeting

Wednesday, February 1 7:30 a.m.-9 a.m.

Take time for this importantnetworking opportunity tolearn more about yourmember-driven tradeassociation. Hear results fromthe new CHA Attitude & UsageStudy and other highlights ofassociation activities during thepast year. Come meet the newdirectors to the 2006 Boardand the members elected toserve on the 2006 NominatingCommittee. Also, recipients ofindustry awards and theINNOVATIONS 2006 winnerswill be recognized for theirachievements.

2006 CHA Board CandidatesDave Bolen Jo-Ann Stores

Richard Brown Sunrise Craft and Hobby

Bob Ferguson Ferguson Merchandising

Herbert Lantinga Notions Marketing Corp.

Ron Staffieri Rag Shop

NetworkingOpportunities

Be sure to attendthese special eventsand take theopportunity to meetwith the people whomean the most toyour business!

• New ExhibitorReception

• New BuyerReception

• InternationalMemberReception

• Inspiration &Design FaireReception

Check the CHAWinter Showschedule atwww.chashow.orgfor dates, times andlocations.


The Craft & HobbyAssociation has assumedmanagement of the CHASummer Show effective in 2006.For the past 30 years, ACCI andOffinger Management havepromoted and organized thesuccessful craft and hobbytrade show in Rosemont,Illinois. Moving forward, allsales, marketing and logisticsfor the 2006 show will behandled by CHA.

Tony Lee, CHA’s new VicePresident of Meetings andExpositions says, “We have anew trade show team at CHAwith a wealth of experience,and we are eagerly working onour vision, which is to build onthe success of the summertrade show and bring it to thenext level.” He added, “Anexpanded marketing campaignis already under way and isdesigned to drive increasingnumbers of qualified buyers tothe 2006 Summer Show. Inaddition, extensive surveyinghas taken place to get feedbackfrom participating exhibitorsand buyers, as well as ananalysis study of past shows’attendance to see how theshow can better serve theindustry.”

Summer Show Now Managed by CHA

Winter Show Preview

The CHA Summer Show is thelargest must-see summer tradeshow for general crafts,scrapbooking and other relatedproducts with 600 exhibitingcompanies in 1,400 booths. It will provide a wonderfulcomplement to the moreestablished CHA Winter Show.

CHA Chief Executive OfficerSteve Berger said, “This isanother extremely positive movein further unifying the craft andhobby industry. By producing theworld’s largest craft shows underone leadership structure, we canmaximize our resources, generateefficiencies and offer an evengreater variety of educationalprograms and workshops that will assist every segment of ourmembership in some way.”

The CHA Summer Show iscritical to all trade professionalsfor buying and selling products,discovering emerging trends anddiscussing and developingproducts for the third and fourthquarter delivery and annualresets. The 2006 show will beheld in Chicago at the Donald E.Stephens Convention Center inRosemont on July 21-23.

For more information on CHA trade shows, log ontowww.chashow.org.

CHA Summer Show – Growing Fast!

Trade Show Week (TSW) magazine named the CHA Summer Show oneof the “Fastest Fifty” growing shows in the United States and Canada.Professional attendance at the CHA Summer event increased to 4,065, a27.6 percent increase, and exhibit space grew to 137,850 net square feet.Out of the hundreds of trade and consumer shows tracked by TSW, onlyseven events in North America grew professional attendance more than27 percent. To learn more about this successful event or to register yourcompany, visit www.chashow.org today!


The CHA SMART Store is the idealscrapbooking and paper crafting store.This 3,500 sq. ft. stand-alone storeoffers the smartest ideas available inthe industry today. As you tour thestore, you will find that there is a reasonand a methodology for every part andparcel of the store. Every feature of thestore is intended to create revenue,increase turn, increase market shareand make the independentscrapbooking store a success.

Don’t miss the CHASMART Store!

As you walk through the store you will learnabout: • The “decompression zone,” the Kid’s

Crop Room and how stores can usethese areas;

• The POS system and technology centerand how they create and improve astore’s profits;

• The heart of a store – the crop roomand classroom area – and how this areahas been designed to be multi-purposeand reduce theft;

• The Business to Business Center, DemoBar, Genealogy Center and Die CutCenter and how they have beendesigned to increase revenue;

• The keys to merchandising a retailscrapbooking store; and

• The perfect signing and lighting thatprovides the store with “silentsalespeople” and features merchandiseand displays to promote sales.

And here is the best part. The CHA SMART Store will be given

away to one lucky retailer at the end ofthe show! This includes everything in thestore – all fixtures, merchandise andsystems! For additional information andcontest rules and regulations, visitwww.chashow.org.

To enhance the understanding of theideas and knowledge behind the creationof the CHA SMART Store, eighteducational classes will be offered toretailers. Each class offers in-depthknowledge in the creation of a thriving craftstore or scrapbooking business. Theseretail-specific seminars provide you withthe retailing strategies you need to besuccessful. Programs are specific to thecomponents of the CHA SMART Store andare designed to provide you with theknowledge necessary to integrate all of thecomponents in a scrapbook or retail storeenvironment. Eight educational classes willbe offered to retailers: 1. Merchandising2. Manufacturer & Retailer Partnerships3. Store Displays4. Business-to-Business Opportunities5. Salespeople6. Consumer Loyalty Programs7. Advertising8. Business Trends ●

Winter Show Preview

Destroying heirloom pictures is the Old Way of scrapbooking. Making and

customizing digital duplicates is the New Way. And nobody does it better than

Sony. Our Deluxe PictureStation™ kiosk makes it easy to scan, duplicate and

embellish old photos — and get beautiful, borderless* prints from all popular

digital media. Customers can crop, zoom, enlarge, eliminate red-eye, create

collages, add borders and text, even turn color pictures into sepia tone or black

& white. Sony printers are incredibly fast: just eight seconds for a 4x6 print; 15

seconds for 5x7. Your customers can also print wallets, 3-1/2x5 and 8x10 or even

burn CDs. Our optional credit card kit** makes self-serve transactions easy. More

profit from pictures... that’s The New Way of Business.

A picture is worth a thousand revenue opportunities.

THE NEW WAY of SCRAPBOOKING.

© 2005 Sony Electronics Inc. All rights reserved. Features and specifications are subject to change without notice. Reproduction in whole or in part without written permission is prohibited. Sony, PictureStation, and Print By Sony logo are trademarks of Sony. The New Way of Business is a service mark of Sony. * Borderless prints in all sizes except 8x10. ** Requires an account with USA Technologies to enable your PictureStation kiosk for system monitoring and credit card transactions.

THE NEW WAY OF BUSINESS

ADVANCED SOFTWARE PATENTED PROMO PACKAGES OPTIONAL SYSTEM MONITORING DIGITAL IMAGING DIGITAL PHOTOFINISHING

SM

Complete a survey at www.sony.com/digitalphotofinishing and we’ll mail youa coupon worth $500 towards the purchase of a Sony PictureStation kiosk.

™

™


Crafting is all about creatingconnections: to our pasts, to ourfuture, with our communities. Forthose who have turned theirpassion into a business, whetherit’s scrapbooking, quilting, homedecorating, woodworking or oneof the many other crafts andhobbies people love, theconnection must go a stepfurther: to the customer. This is where technology can play a key role.

Though our relationship withtechnology can be a love/hateone, it doesn’t have to be so.Regardless of the size of yourbusiness or its product mix,information technology can helpyou compete effectively, increaseyour profitability and excel.

To better understand the role technology plays in today’scraft and hobby industry, CHAspoke recently with DennisConforto, CEO and president of The SMART Group, ascrapbook manufacturer andretailer trade group that provides

Successful Retailing Through

Technology

BY VICKI GERVICKAS


independent crafting industryretailers spend their time in theworkshop classes, not the retailbusiness class seminars. Many ofthe people in our business – for example, the scrapbookers – at the end of the day, theyconsider themselvesscrapbookers. But if you aregoing to survive in business, youhave to choose the businessover the hobby. Learn thebusiness. The art of retailing isvery different than the art ofscrapbooking. If you’re in retail,you’re a retailer; if you’re indistribution, you’re a distributor;and if you’re in manufacturing,you’re a manufacturer. Theglobal, national and regionaloperations know they’re in retail.The independents are convincedthey really are hobbyists, notretailers, and their very survivaldepends on their willingness to change.

CHA: But can a smallindependent business reallyhope to compete with theglobal and national retailers ofthe world, even withtechnology?

Conforto: Certainly. Theindependents have a couple ofhuge advantages. First, theytend to have better selectionand better quality merchandisein their specific category. If youtake scrapbooking, a really goodstore would be about 3,000square feet, whereas a large-format retailer may have an 18-foot aisle of product. That’s onedifference.

But an even more powerfuladvantage is that the

independent provides a sense ofcommunity. Most of the craftindustry is dominated bywomen-centered crafts, andwomen like having a sense ofcommunity. The global andnational stores aren’t necessarilyinterested in buildingcommunities. They are designedto sell SKUs, lots of them. Ifyou’re a large retailer and youhave 1,000 stores, you sell a lotof product, but you also have alot of overhead and employees.

But for independent retailers,the goal should be to build acommunity and make yourcustomers feel very comfortablecoming in and staying in yourstore. You see that in the coffeeand book retailers now: they allhave a similar look, sure, withnatural woods and color schemes and sofas, but they aredesigned to encourage peoplenot to rush. Starbucks is a perfect example of a companythat has found a way to providea very sophisticated yetcomfortable look within a verysmall footprint. Manyindependents, on the other hand, are too cutesy or are behind the trends, displaying colors that areoutdated and such. The problemis that female consumers today are becoming accustomed to that sophisticated look, andwhen they go into a store, theywant it to have a certain look and a certain feel and a certainorganization and a certain level of professionalism that’s lackingin a lot of independent craftstores across the country.

information tools for membersthat promote greatercooperation in reducing overalloperating costs and increasingoverall market share of thescrapbooking category.Conforto is an outspokenadvocate on the need toembrace all of the technologytools available.

CHA: Is there a particularobstacle that craft retailersencounter when faced withtoday’s technology?

Conforto: In many cases,people have gotten into thisbusiness because they love thecraft, they love the hobby, theylove the industry. The key forsuccess is to love the business.When it comes to installing andimplementing technologies forretail, there’s a big gap. Theglobal players in this industryhave more retail technologyinstalled than the nationalplayers, and those players havemore than the regional players.And unfortunately, they all havemore technology than theindependents. It is thecombination of technology andknowledge that are the majoradvantages that those playershave over an independent store.They know what informationthey need, when and how to getit and how to interpret it. Moreimportantly, they use theinformation that comes fromtheir technology like it is second nature.

When you go to our tradeshows, the gap between theindependents and the globalplayers is very apparent. The

Dennis Conforto

“Retailing

is about

turning your

merchandise.

You have to

earn and

turn or you

will get

burned.”


Technology Gives Small Retailers a Competitive Edge

What is a Retail System?Technology software for retail provides IT

solutions to run your business more effectivelyand efficiently to maximize your profits. Here aresome things you should look for in a retail systemtechnology solution along with some of theirbenefits:

What to consider:• Point of Sale operations• Inventory control and tracking• Customer management and marketing• E-Commerce• Pricing, sales and promotions• Customized reports• Information security• Supply chain

Benefits:• Helps you anticipate customer needs• Recognize and exploit opportunities• Ensure that every customer experience and

every point builds brand loyalty and repeatbusiness

• Greater inventory efficiency and reliability• Improved customer service• More efficient marketing• Make your money go further• Spend your time wisely• Give your customers the information they want• Expand with ease

To determine the right retail system for your business, CHA suggests that you researcha number of vendors before deciding whichsystem is the best for your needs. For moreinformation on how to determine your technologyneeds, visit the education section ofwww.craftandhobby.org where you can downloada free PDF copy of the Retail Computer SystemNeeds Analysis form. Use the form to begin yoursearch for a retail information system. You alsocan send it out as a request for proposal to provideyou with a quote. It will help you organizequestions and answers that vendors will ask.

CHA: How can technologyhelp with that?

Conforto: You have to startwith the basic retail technology.There are three sides to anygood business. There’s themarketing side, there’s theoperations side and then there’sthe accounting side, which isrecording and monitoring howmarketing and operations areperforming. Retailers tend tospend the least time on theoperations side. But if you’re ascrapbooker and you have anaverage of 10,000 SKUs, youhave to know your merchandiseand how it performs. In the end,retailing is about having theright product at the right time atthe right price. To succeed, youhave to decide which SKUs arewinners and which are losers.Retailing is about turning yourmerchandise. You have to earnand turn or you will get burned.The profitable businesses thathave been around for a whileunderstand this, and you cantell because their inventory turnrates are higher than thenational average. They keepfresh merchandise coming in.And that not only affects theirbusiness, it also affects theindustry. In essence, all of thesecraft industries are fashion, and if you’re out of the queue,as dictated by New York andParis, then you’re just out of the queue.

Ultimately, the success of anyindustry is based on the retailer.And the more volume anindustry does, the moretendency to invest in itself, themore money there is to do it.When people don’t make theinvestments, the industrydoesn’t grow. Again, using thescrapbooking industry as anexample, we’re looking at anindustry over $2 billion. But thepotential is there to be a $12 to$20 billion industry. So, to theextent people spend more time

Technology

alone is not

the answer.

Technology

can make

a bad retailer

better, but it

won’t make

them great.

To be great,

you have to be

committed to

this learning

curve, and

recognize that

it is not a

destination,

but an ongoing

journey.


looking at their stores andimplementing the technologies,the industry will grow by leapsand bounds. And the samething is true with needlepoint,with quilting, with any of thecraft industries.

CHA: But as a smallbusiness, finding the moneyto invest can be very hard.Isn’t it better to invest in theproduct?

Conforto: The problem isthat if they have a slow turnrate, they are investing inproducts that aren’t performing.If, instead, they spend themoney on the technology, thetechnology will give them theinformation to know whichproducts they need to dump toimprove their overallperformance. Otherwise, they’reworking blind.

And yes, it can be difficult tomake that investment,particularly if you don’t see thevalue in it. Many independentssee that a lot of money will goout, and they don’t see thepotential payback. But goingback to the three parts of thebusiness, from an operationsstandpoint, the name of thegame is to turn over inventory.And if you’re only turning overinventory two and a half times,you have a very low chance ofsurviving in today’senvironment. Turning overinventory allows you to havecash. Without that cash, youcan’t pay your bills. There are asmany people getting out of thebusiness as there are gettinginto it. It all comes back to this:it’s great to love your craft andto know it inside and out, but tobe really successful, theknowledge of retail has tosupercede the knowledge of the hobby.

And the biggest changeought to be working out thebasic technology for the retailstore. All the technology they

need is there. People tend tofocus on things like point-of-saletechnology, but that’s just partof it. People get a POS system,but they are not able to controlthe back end of theirenvironment. So they need aretail system from one end tothe other.

CHA: It can be intimidating,both from a financial and anemotional standpoint, tocompletely overhaul yourbusiness. Where to start?

Conforto: The best place tostart is with the community thatalready exists. CHA is anexcellent resource, and hastools to help people decipherall of this stuff.

Once they feel comfortablewith the lingo, do the research.Choose a system you feelcomfortable with, that runs thereports that you need. Don’tjust go by what you are told bya sales representative abouthow others succeed with thesoftware. Whenever I invest intechnology, I ask the vendor togive me their entire users’ list. Ichoose three that are similar tomy business size and volume. Italk with all three and I ask themwhat their biggest challengeswere, what caused their greatestheadaches. I ask them what thegreatest benefits of the systemare and I ask them how much itcost to outfit it for their businessneeds. And then, if I’m stillinterested, I visit one to see howthey have integrated the systeminto their business. I also askthem about the bottom-lineimpact, because in the end, it’sall about the bottom line. In any industry, you have to knowwhat it is that you’re getting yourself into.

But of course, remember thegeneral rule: when you installany kind of technology relatedto business, it really costs twicewhat you expected it to andtakes three times longer to

integrate it into your business.For example, if they say twomonths, it will take six. Make nomistake, there is a learningcurve. You have to recognizethat learning to integrate yoursystem to its best abilityrequires a commitment tofollowing through. It’s true: toget ahead using technology,you have to tail behind. You willwonder, those first few months,what the heck you just did toyour business and why you didit and why you’re suffering now.But you will see improvement.The longer it takes to integrateinto the system, the better youwill get at your business.

But technology alone is notthe answer. Technology canmake a bad retailer better, but itwon’t make them great. To begreat, you have to becommitted to this learningcurve, and recognize that it isnot a destination, but anongoing journey. Know that itwon’t come to an end. You have to be ready to move to thenext level, and the next level after that.

CHA: With the retail side ofthe business taken care of,what’s next?

Conforto: Everythinghappens at the source, which isthe retail store. So no matterwhat your role in the industry,be it retailer, distributor,publishing firm, service provideror manufacturer, your focusshould be on retail. It onlyhappens when a customer walksin the door of a retail store. Andtoday, there are actually twodoors the customers can walkthrough: the brick and mortarstore or the online store. Theworld of the future is one where80 percent of the consumershave online access, whichmeans that retail stores all haveto be connected electronicallyto the Web. They have to havea Web site, they have to gather


e-mail addresses. It means theyhave to look at their store in adifferent way and try to figureout how to create communitywithin the store and online.

CHA: Can we embracethese changes while staying intouch with what makes usunique as crafters?

Conforto: You’ve got toremember, in today’s worldwomen are pressed for time.Many of them have jobs outsidethe home, they have children totake care of, they keep thehousehold running. Andalthough they have less time todo crafts, they still want to bepart of the community. Whatmakes us unique as craftingretailers is a sense ofcommunity, because this is theirart, it’s sharing a part ofthemselves. Today, we can allgo into our favorite store andbuy a pre-made gift card. Craftsare all about personal gifts thatare more meaningful and morepowerful. It’s about sharing andit’s about preserving.

And it’s about change. Theway things used to be done andthe way we are doing them noware not the way any of thesethings are going to be done inthe future. Everything is goingto get more digital, morecomputerized. We used to have8-track tapes, now we haveCDs. Letter writing used to bean art form, then it almostentirely went away. Now it’sback, and we call it e-mail.Innovation is nothing new inAmerica. The printing press,developed in the 1400s,changed everything. If you thinkabout somebody likeChristopher Columbus, we callhim an explorer, but he wasreally a retailer in search of newproducts and new markets,using the new retail highway ofthe ocean. Today, we haveanother new superhighway – we call it the Web.

Again, it all starts and endswith the consumer. And all of ourtechnologies are going to getmore sophisticated. When we’veembraced the technology, thenwe can develop favorablebusiness partnerships. To answerthe question, ‘Can a store besmall and independent andprovide personal service and stillbe technologically smart?’ My answer is, absolutely. ●

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For more information about the educationaltools and products the Craft & HobbyAssociation can provide to assist when learningabout and installing new technology, includingbusiness workshops and industry best practicesguidelines, visit the CHA Web site atwww.craftandhobby.org.


Results from the much-anticipated Craft & HobbyAssociation Attitude & UsageStudy are being revealed.Proving that all good things are worth waiting for, the newCHA study tracks the craftindustry is at an all-time high of$30 billion for annual retail sales,based on consumers’ input forthe first six months of the year(complete 12-month findings are due out in February).

The craft and hobby industrydelivered an average fourpercent annual growth over thelast two years.

CHA’s new study also confirmsthat 75 percent of householdsacross America contain at leastone member who has evercrafted with 58 percent ofhouseholds declaring they havecompleted at least one craftproject over the past 12 months.Both figures remained fairlystable when compared with 2002research findings.

The data was compiled byIpsos North America, a leadingmarket research company, whowill continue to collectinformation on consumerparticipation in crafting and theirspending levels at retail, both ona national and regional basis.Ipsos will report their findings to CHA members on a quarterly basis.

The BY VICKI GERVICKAS


Research ObjectivesLarry Anderson, Ipsos Vice

President of Marketing Sciences,points out the accuracy andvalidity of the information isparticularly important whenestimating the market size of theindustry. “One of the mainobjectives that is covered by thisresearch is to estimate themarket size, both in terms ofdollars and in terms ofparticipation. We’re looking fornational and regional trends,such as is needlepoint bigger inthe South and that sort ofthing.”

Anderson says past researchhas shown the craft industry tobe “incredibly stable.” He notesthe data collected to dateconfirms that. “There are threeparts to the growth of thisindustry,” he says. “First, theindustry grows in dollars,because like everything elsethere’s inflation. Second, thecountry is growing, and isgrowing so fast that the craftindustry grows right along withthe country. The third kind ofgrowth that we’re measuring,though, is the true growth of thecraft industry itself. In otherwords, are people spendingmore time doing more craftsand is the participation rateincreasing? The numbers todate show a continuing very

stable rate of 58 percent of peopleparticipating in a craft of somekind over the past year.”

Members can look forward toeven more in-depth information asIpsos delves deeper into thepsyche of the crafts consumer. Inthe coming months, CHA expectsto define and identify not onlyheavy, medium and light crafters,but also to determine how theydiffer in terms of demographicsand attitudes. “We’re looking atwhat influences people to craftand the other behavioral thingsthey do,” Anderson says.

Most Participated CraftsOver the past 12-month period,

the most participated craftcategories were general crafts(including paper) at 42 percent,needle and sewing crafts at 34percent, painting and finishingcrafts at 31 percent and floral craftsat 19 percent (see tables on page24).

Within these broad craftcategories, consumer participationwas most popular in the followingfive individual craft types(percentage of craftinghouseholds):• Cross-stitch/embroidery: 31%• Crocheting: 26%• Scrapbooking/memory crafts:

24%• Home décor painting/

accessorizing/finishing: 20%

New Attitude & Usage Study delves into mind of crafts consumer

Faceof the American Crafter

• Apparel/fashion sewing: 18%

Sandy Ghezzi, VicePresident – Marketing, MemberServices and Education forCHA said, “The findings of theCHA 2005 Consumer Attitude& Usage Study indicate whatwe all believed – the craftindustry remains vibrant andstrong across all broad craftcategories. It once againconfirms our belief that theenormous breadth and appealof crafts continues to grow asmore and more consumersdiscover the personal benefitsof crafting. Consumers allacross the nation are indeeddiscovering life’s littlepleasures. In fact, moreindividuals participate incrafting than many other leisuretime activities includinggardening (36 percent), playingcomputer games (13 percent),reading books (37 percent),surfing the Internet (27 percent)and dining out (48 percent).”

The data in this article reflectsa 12-month period endingJune 30, 2005. Mark yourcalendars for Tuesday, January 31, 2006, from 4-5:30p.m. and attend the “IndustryResearch Seminar” when CHAreveals updated results.

How the Research is Done

Respondents from anationally representative/projectable household sampleover the past year were askedto keep a monthly diary ofcraft and hobby purchasesand to report theirparticipation in, and attitudesabout, various craft and hobbyactivities. Larry Anderson atIpsos says, “The type ofresearch we do isrepresentative research, andusing that research, we can dothings like project how largethe industry is, exactly howmany people are participatingin doing crafts, and what kindof crafts they participate in.”

The CHA research is verydifferent than other projectsundertaken by Ipsos for someof the spot polls and otherresearch that appears inindustry publications.Anderson explains, “Theresponse rate is a good wayto judge this fact. Whenpeople call on the telephoneand ask questions, forexample, their response rateis typically 5 percent. With ourmonthly diaries, our responserate is about 50 percent.That’s what makes ourresearch a lot more accurateand valid.”

Source: 2005 Doublebase study by MRI (Mediamark Research Inc.)


General Crafts Category Household Participation

January-June ’05Total General Crafts 42%Scrapbooking/Memory Crafts 11%Beading/Bead Crafts 7%Card Making 7%Cake Decorating 6%Do-It-Yourself Framing 4%Jewelry Making 4%Rubber Stamping 4%Woodworking 4%Paper Cutting 3%Candle Making 2%Ceramics 2%Other Crafts (inc. Paper) 15%*Includes Paper Crafts

Needle and SewingCategory Household Participation

January-June ’05Total Needle & Sewing Crafts 34%Cross-stitch/Embroidery 15%Crocheting 13%Apparel/Fashion Sewing 9%Knitting 8%Craft Sewing 7%Home Décor Sewing 7%Quilting 6%Needlepoint/Plastic Canvas 6%Other Needlecrafts & Sewing 9%

Painting and FinishingCategoryHousehold Participation

January-June ’05Total Painting & Finishing 31%Home Décor Painting/Accessories/Finishing 9%Art & Drawing 8%Decorative Painting 6%Stenciling 4%Fashion Fabric Painting & Decorating 2%Other Painting & Finishing 8%

Floral Crafts Category Household Participation

January-June ’05Total Floral Crafts 19%Floral Arranging 8%Wreathmaking/Floral Accessorizing 5%Wedding/Bridal 2%Other Floral Crafts 3%

General Crafts(inc. Paper)

40%

Needle &Sewing Crafts

25%

Painting &Finishing Crafts

24%Floral Crafts11%

Category Dollar Share

of the Craft &Hobby

IndustryJanuary-June ‘05

Household Participation RateCRAFTED

EVER IN PAST 12 GENDERCRAFTED MONTHS

General 62% 42% 8% MaleCrafts 92% FemaleNeedle and 59% 34% 4% MaleSewing 96% FemalePainting and 52% 31% 9% MaleFinishing 91% FemaleFloral 40% 19% 6% MaleCrafts 94% FemaleAny Craft 75% 58% 8% Male

92% Female

Source: CHA Attitude & Usage Study, January-June2005, past 12-month household participation.


Sandy Ghezzi, a Fortune 100marketing management veteran,recently joined CHA as VicePresident – Marketing, MemberServices & Education. Ghezzi’sprimary responsibility is drivingindustry growth and improvingmembers’ financial success.

Commenting on herappointment, Ghezzi said, “I’m

very excited to join theassociation at this ground-breaking time. We’re embarkingon a time of tremendouslearning that will enable CHA toprovide true insights,implications and actionablebusiness tools, as well as anexpanded set of value-addedservices to its members. I’mconfident that my overallmarketing experience, includingmarket research, advertising,promotion and customerrelations, will contribute togrowth for the overall industry aswell as individual members.”

Prior to joining CHA, Ghezziwas the senior customermarketing manager at UnileverFoods where she led grocerychannel marketing of a $1.3billion brand portfolio includingLipton® tea and soup,Hellmann’s® mayonnaise, Wish-Bone® salad dressing andSkippy® peanut butter.

Sandy holds a Master ofManagement degree from theJ.L. Kellogg Graduate School ofManagement, NorthwesternUniversity, and a B.A. in businessadministration/marketing fromthe College of St. Catherine. ●

Profiles

inside

Tony Lee is CHA’s new VicePresident of Meetings andExpositions. Lee will beresponsible for the supervisionof the meetings and expositionsdepartment staff and willoversee all CHA event planningefforts, including coordination ofthe annual CHA convention andtrade shows.

Commenting on hisappointment, Lee said, “CHAcertainly has a well-earnedreputation as a strongassociation as well as runningthe leading trade shows in theindustry. It is clear that the craftindustry is growing, and CHA isimproving their programs,services and trade shows inorder to support that growth. As

the new vice president ofmeetings and expositions, I amvery much looking forward toplaying a major role in the futureof the association and to being apart of this growth.”

Lee has more than 27 years’experience in the trade showand conference planning andproduction industry. Prior tojoining CHA, Lee was the vicepresident of sales and marketingfor George Little Management,the leading independent tradeshow marketing company in theU.S., where he successfullylaunched SOURCES, a newconcept in trade shows toshowcase internationalexhibitors from developingcountries.

Lee has a B.S. in business andan M.A. in marketing. He is alsoa member of the InternationalAssociation of ExpositionManagement (IAEM) where hehas served on the board of theNew York Chapter for more than10 years and was chair for 2001and 2002. ●

Sandy Ghezzi, Vice President – Marketing, Member Services & Education

Tony Lee, Vice President – Meetings & Expositions


inside

The Craft &Hobby Associationhas added a newsection to its Web

site, www.craftandhobby.org.The new Policy Governance®

forum gives members first-handaccess to the association’sgoverning policies. Mostimportantly, the MemberLinkage Committee, which is aBoard Committee, can addressany questions the membership may have.

Recently, CHA’s Board ofDirectors adopted a newgoverning model, PolicyGovernance®, designed toallow the Board to focus onwhat CHA needs to achieveover the short and long term,delegate aspects of theoperation, and monitor to

ensure that these initiatives occur.So far, this new system hasbrought forth positive growthand vision to the association. In order to help CHA membersbetter understand how PolicyGovernance® works, the new“Ask the Member LinkageCommittee” section of the Website was designed to explain thenew governing policies byproviding a clear-cut summary ofthe changes.

A special feature of this newsection is the “Have aQuestion?” link. This featureallows members to sendquestions about the new policiesdirectly to the Member LinkageCommittee. It’s just another way that members’ voices can be heard and their questions answered. ●

Want to learn how to becomea CHA volunteer, join an AdvisoryTask Force and get involved inyour association? The Craft &Hobby Association depends onmember volunteers in a variety ofways each year. As a volunteer,you might . . .

• Develop growth ideas in afunctional area, such asmarketing or education

• Contribute your expertise to aspecific project area, such asteacher outreach

• Shape marketing orcommunication programs,such as publicity initiatives

• Determine best practices and

Member Services

professional developmentprograms, such as developingretailer benchmarking statistics

• Select affinity partners toimprove member benefits,such as special discounts

To volunteer for a CHA TaskForce, please complete theVolunteer Interest Form availableunder the Members Only sectionof www.craftandhobby.org. CHA will contact you when taskforce opportunities are available inyour particular area of interest.

For more information onvolunteering, [email protected]. ●

Ask the Member Linkage Committee

Volunteer Opportunities

The Member Linkage Committee:

Jane Anne Davis (Committee Chair)

Terri Clair

Jane Marski

Tom Ware

Emma Gebo

ones, that are successful use amodest amount of technology buta large amount of knowledge toensure that they have the rightmerchandise in the right place atthe right time and for the rightprice. They make that happenbecause they leverage therelationships between customersand suppliers in the supply chain.To learn more about what CHA isdoing to establish the bestpractices and the standards tosupport more efficiency in oursupply chain:• Log on to

www.craftandhobby.org and go to the section on Industry Standards.

• Attend the educational sessionOperating Efficiency: The RealCompetitive Advantagein the Supply Chain onMonday, Jan. 30, from 7:30 a.m. to 9 a.m. in Las Vegas.

• Look for future articles in CHA Portfolio. ●


inside

EducationThe Supply Chain

Have you noticedhow supply chain hasbecome somewhat ofa buzz word? Haveyou wondered why?Well, when thecompanies that are

successful at taking market share

are asked the key to their success,they say it is related to operatingefficiencies resulting from closerrelationships with their suppliers.The movement of goods betweensuppliers and customers is thesupply chain.

Companies, even the youngest

Upcoming Education

January 30 Operating Efficiency:

The Real Competitive Advantage

in the Supply Chain

Las Vegas

March 11-12 ARTS Art Stamp Retailers’

Trade Show

Rosemont, Illinois

The Craft & HobbyAssociation is sponsoring a fullday of business educationgeared specifically to theretailers in the craft and hobbyindustry on March 11-12 inRosemont, Illinois. Ourprogram will focus on the toolsand skill-building techniques tohelp retailers capture acompetitive advantage in the

craft and hobby retail environment. The ARTS show is a site forwholesale vending to stampretailers. The show provides greatopportunities for manufacturersand suppliers to meet new storeowners, keep in touch with currentcustomers and see the latesttrends in the industry. Programdetails will be available soon atwww.craftandhobby.org. ●

Make Plans for the Art Stamp Retailers’ Trade Show


inside

Hello, everyone. I am theCHA spokesperson – TerriOuellette, a.k.a. Terri O. – and Iam very excited to representyour industry. Since I was a child,crafts have been a part of mylife. As I grew older, I realizedthat not only do I have a knackfor making something out ofnothing, but I’m also a verygood teacher. In addition, Ihappen to be a televisionpersonality with years of livetelevision experience. All of thiscombined helped create theperfect platform for me to letthe world know about crafts. Ifeel so very fortunate to be ableto represent your industry anddo it 150 percent from my heart.

Although I have been theCHA spokesperson for the pastthree years, I have not had thechance to meet all of you, so letme take this opportunity to tellyou a little bit about myself andmy background. First, I have awonderful husband of 21 yearsand two boys, ages 13 and 9.After attending UCLA and CalPoly Pomona, I embarked on atelevision career as a newsanchor and hosted a Saturday

show called “Home with TerriO.,” which earned me my firstEmmy. I left the news business in2001 to become anentrepreneur and tohost/produce my own showcalled “On the Go with Terri O.”of which I just earned my secondEmmy in September 2005. Myultimate goal is to produce, hostand syndicate my own “how-to”show called “The Terri O.Show,” which is currently inpreproduction to shoot a pilot.

Crafting is my passion! I loveevery aspect of it. From paintingto jewelry making to knitting toscrapbooking, there’s not a craftcategory that I haven’t tried. Myphilosophy is that there is acreative streak in every singleone of us, and I try to show thatto everyone. For those who’venever crafted, I encourage themto not be afraid. For those whoare experienced, I want to helpthem discover a new technique.And for those who are pros, Iwant to learn from them so that I may pass their expertise on to others.

As your associationspokesperson I have manyresponsibilities. First andforemost, my job is to getpeople to craft! I travel acrossthe country to appear ontelevision and radio showspromoting crafts and I am ofteninterviewed for magazine andnewspaper articles. To do so, Imust always keep up on thetrends and what’s happening inour industry by attending tradeshows and reading numerous

publications. However, the bestway to keep up on trends and torepresent the association is toreceive updates from you – theCHA members. I am alwayslooking for new products orideas to discuss, so pleaseinclude me in your press releasesand mailouts. I can be reachedat [email protected].

I look forward to what thefuture may hold for our industryand the opportunity to meetyou. I will be attending the CHAWinter Show in Las Vegas, and Iam usually at the CHA booth ata scheduled time. If we havenever met, please stop by to sayhello, and if we have, stop byand let’s catch up! ●

“To inspire

creativity,”

that is my

mission

statement.

MarketingMessage From Terri O.

March is National CraftMonth! This month-long CHAretail promotion offers 31days to discover life’s littlepleasures. Whether you are aretailer, manufacturer,designer, etc., National CraftMonth is the perfect time toget involved with the Crafts.Discover life’s littlepleasures® promotions. Evenif you have never participatedin any of the CHApromotions, National CraftMonth is a great way to getstarted.

Implementing the NationalCraft Month promotion is agreat way to draw in newcustomers and generatesales. Manufacturers,designers and other membersegments also can getinvolved by working withretailers during thepromotion. Below are sometips to help retailers getstarted.

Step One: Plan out the DayOrganization is key in

putting together a successfulevent.• Decide if you will do make-

it take-it, demonstrations,contests, etc. Do what willwork best for your storespace and set-up.

• Work with yourmanufacturers, wholesalers,service suppliers anddemonstrators to developprojects.

• Work with local teachers tocoordinate make-it take-itpresentations and todevelop projects.

• Select a variety of projectsso that kids of all ages andskill levels can participate.

• If your store does not havea craft coordinator, use aCHA designer ormanufacturer designer forideas.

• Get your staff involved.Make sure each employeehas a role in making theday a fun and well-organized event. Ask themfor their ideas. Get themexcited about it!

Step Two: Promote the EventTo get a large crowd into

your store for the event, youneed to promote it.• Announce the event with

store flyers, posters,signage, bag stuffers, etc.

• Have your staff spread theword to customers. Wordof mouth is usually a greatway of getting freeadvertising.

• Use the press releases,public serviceannouncements and mediaalerts onwww.craftandhobby.org.

• Post signage about theevent in the community.Schools, libraries, seniorcommunities, day carecenters, etc. are keylocations.

Step Three: Event Day!Make sure all the details

are set for the event.• Confirm that all supplies

are available.• Set up work area(s) with

tables, chairs, supplies,etc.

• Register each participant.This list can be used forfuture direct mailpurposes.

• Have project sheet hand-outs to give to customers.For project ideas go towww.craftplace.org.Print, photocopy anddistribute.

• Create a “craft mailbox”where customers can

write down helpful tips andteachers can leave youinformation on the projectsthey will be doing each semester.

• Take photos to use for post-publicity as well as to display in your store.

• Customers love specialtouches. It could be assimple as a big jar of candywith a “Please take one”sign. Offer refreshments orfree gift-wrapping –whatever works for yourstore.

Step Four: How Did it Go?It’s time to measure the

success of your event.• Measure sales against the

same day last year.• Measure store traffic

against otherevents/promotions.

• Create a National CraftMonth photo collage and display it in your store for customers to view.

• Send photos to your local press. Includeinformation highlighting the success of yourevent/National Craft Month.

• Share your feedback withCHA. Let us know whatworked and what didn’t. ●


March Is National Craft Month – So Get Involved!

Make it! Month Makes it Big in UKIn 2005, the Craft &

Hobby Association launcheda promotional campaign to drive crafting in the United Kingdom. Thissuccessfully built awarenessand drove increased sales forCHA’s UK members.Theevent, entitled Make it!Month, was held in the UK inSeptember 2005 as anopportunity to focus bothmedia and craft stores on

actively promoting crafts toconsumers.

Make It! Month waslaunched in spring 2005 with apress day for UK consumermedia. The purpose of theevent was to inspire themedia, expose them to themany facets that make up thecraft industry, and to excitethem about September’sMake it! Month. Hosted at IPC Media, eight CHA

designer membersdemonstrated a number of crafting projects such asscrapbooking, card making,mosaics, jewelry embellishing,and home décor. A total of 38 journalists attended theevent from women’s, home, parenting, teen and gardening magazines.

Promotions were also a big part of getting the wordout about Make it! Month.

continued on page 30 . . .

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This theme represents theheart of the multi-milliondollar branding initiativelaunched by our craft andhobby industry. Crafts.Discover life’s little pleasures®,or CDLLP for short, shouldconnect at every touch pointwith the crafting consumer toconvey and reinforce theinherent benefits of crafts and

hobbies. CDLLP is anemotional and personalconcept that reminds craftersabout the pleasures theyderive from creating treasureswith both hand and heart.

Equally important is thefact that as manufacturers,marketers and retailers we cantap into a massive, integratedcommunications program ofadvertising and publicrelations that is driving theCDLLP message home toconsumers every day.

The CDLLP logo has beencreated to complement thenew CHA logo and to portray

a relaxed, craft-like feel that iscomfortable in a wide array ofpresentations. Everything thattouches crafters andhobbyists, from letterhead tomagazine covers, packaging,Web sites, aprons, banners,ads, posters, point-of-purchase signage and decals,is a suitable destination for theCDLLP logo and will add tothe overall impact of ourbranding campaign. From acommunications perspective,each exposure for CDLLP iscounted as an impression, andin terms of marketing, moreimpressions mean improved

store traffic and increasedsales.

We encourage you tomake CDLLP part of yourmarketing strategy byapplying the simplifiedguidelines outlined on ourWeb site when using theCDLLP logo. Getting started iseasy. Just go towww.craftandhobby.organd download the logo(s) youneed. We thank you for yourenthusiastic participation inthis exciting brandingcampaign.

Crafts. Discover life’slittle pleasures®. ●


Discover life’slittle pleasures.

continued from page 29 . . . As such, feature ideas were

placed in editorialdepartments of publicationsincluding “scrapbooking thestars” in Scrapbook Magic,and local celebritiescustomized t-shirts usingcrafting materials for Quick &Crafty. Future Publishing alsodeveloped their own initiativeto raise awareness for Make it!Month and raise money forbreast cancer.

By the time Septemberrolled around, the UK wasready for the Make it! Monthattractions. One of thehighlights was a visit fromCHA national spokespersonTerri O. to help publicize theevent to consumers. Terri dida media tour that includeddown-the-line radio interviewswith eight stations (with anaudience of 1.5 millionpeople), and she was featuredin craft segments on the IdealShopping Channel. Otherdemonstrators also helpedout during Make it! Month by

giving radio interviewsincluding a three-hour sessionon BBC children’s radio.

The results of Make it!Month’s inaugural year in theUK far exceeded expectationsand set an excellent mediafoundation for 2006. Thecampaign reached more than14 million consumers throughmedia relations and more than$200,000 in terms of editorialvalue (including donated adexposure from FuturePublications of $46,000).

Retailer participationduring Make it! Month wasalso a major part of thesuccess. CHA membersparticipated with make-it take-it demonstrations, uniquepromotion window displaysand special in-store offers.Some of their commentswere:

Helen Cox, Main StreetStudios, Nottingham,comments: “Our Make it!Month demonstrations wereextremely successful and verywell attended. We had anumber of demonstrationsthroughout the month, butthe two demonstrations that

stand out for me were theAnna Griffin Day and aPolymer Clay Boot Camp.

During the Anna GriffinDay, tutor Lynne Kirtonshowed how to makebeautiful folders in the AnnaGriffin style and then incomplimentary style, anumber of cards to go in thefolder. The day was acomplete success, andeveryone left having learnedsome fantastic techniques.

Our Polymer Clay BootCamp was an intensive three-day workshop that really goteveryone immersed intoPolymer Clay. I had threeAmerican Polymer Clay artists,Judy Belcher, Leslie Blackfordand Donna Kato, teaching. Iam proud to say that thisworkshop was the first in thecountry to use the newPolymer Clay “Kato Clay” andeven the most experiencedartists thought that this newclay was the best they hadever used.”

Sandra Galbraith,Whitstable Stamp Craft,Whitstable, comments:“Make it! Month was a huge

success for Whitstable StampCraft. Every Tuesday duringSeptember we had in-storedemonstrations. The eventswere so popular that we had toturn people away because wedidn’t have the room. I willdefinitely be hosting eventsduring next year’s Make it!Month.”

Debbie Bend, Stampeezee,Coventry, adds: “During Makeit! Month we hosted ademonstration on behalf ofTrimCraft. Lindsay Mason ledthe event with a workshop inthe morning and then ademonstration in theafternoon. Customers reallyenjoyed working with Lindsayso much so that they askedwhen she will be coming backagain.

Make it! Month has been agreat opportunity for bothexperienced crafters andbeginners to learn more aboutcrafting. We are delighted withthe way our event wasreceived, and we will definitelybe taking part next year.”

For more information onMake It! Month, log ontowww.craftplace.org.uk. ●

inside

®


“My accountant sends mefinancial statements each monthfor me to review, but once aquarter I sit down with him andwe go through the statement line by line,” says Kendall Crosby, a small business owner in St. Paul, Minnesota.

Crosby admits that accountingis not his strength, and it tookhim some time and a change ofaccountants to find someonewho would do more than justcrunch numbers. “I needed anaccountant who would take timeto explain the different lines ofthe statement to me so that Ireally understood what I wasseeing,” he admits. “At first, Iexpected the accountant to tellme how the business was doing,but an accountant doesn’t knowmy business as well as I do. It’s abusiness owner’s responsibility tolearn enough about financialstatements to be able to monitorthe business and make changeswhen needed.”

Cash flow was one aspect offinancial management thatsurprised Crosby when he startedhis business. “I always thoughtthat when my store was busy Iwas doing great financially, and Ialways worried when sales wereslow,” Crosby says. “I wassurprised when I’d run short ofcash during our busy season untilI started reviewing the monthlystatements. I realized that I havemore money going out forinventory and payroll during mybusy season than my slowseason, so cash flow is tighter,”he says. Now that he recognizesthe trend, he is better able toplan for the additional need forcash, he explains. “It’s importantto remember that cash flow is aliving, changing thing in yourbusiness, and it needs to bemonitored constantly,” he adds.

Inventory management, cashflow, billing, accounts receivableand financial statements are allpart of running a business, buttoo often, small business ownersstart up their business withoutthinking realistically about theimportance of these issues totheir success.

Business owners within thecrafts and hobby industry oftenwill start a business because oftheir interest in, or enjoyment of,a hobby, points out Carl Forssen,senior vice president of BusinessResource Services, a Seattle-based business consulting firm.“The first decision a businessowner needs to make is todetermine if the venture is a

Financial Management of Your Business

Requires Ongoing Monitoring

business or a hobby,” Forssensays. If you are opening abusiness that you want tosucceed, there are some basicsteps to take to ensure effectivefinancial management that willlead to a healthy business, he adds.

“The most common reason fora business failure is a lack ofproper planning at the beginningand continued planningthroughout the life of thebusiness,” Forssen says. Anattorney and a tax advisor canhelp you decide if your businessshould be a sub-chapter Scorporation, a corporation, or apartnership, based on legal andtax implications for each type ofentity, he says. At the same time,your tax advisor can help you setup your financial statement sothat you are collectinginformation that will not only helpyou prepare tax statements andloan applications, but also willprovide you with information thatyou need to monitor yourbusiness, he suggests. “Yourfinancial statement is a workingdocument that can be a usefulmanagement tool,” he adds.

Once you are set up to collectyour ongoing financialinformation, whether through anaccountant or with off-the-shelfsoftware such as Quick Books®,be sure you make the time toreview the information, Forssenwarns. “It is too easy to getcaught up in the day-to-day partof a business and say that you’llget to the financial managementtracking or monitoring anothertime,” he says. If you keepputting off looking at yournumbers, you will never do it, headds. “Set aside a regular time,once each month, or at least onceeach quarter to review yourfinancial statement,” he suggests.

Statements are useful tools,not just documents for the IRS

BY SHERYL S. JACKSON


Understand Debt

A monthly balance sheet willshow the fiscal health of yourbusiness by comparing profits todebts, cash flow, amount ofmoney invested in inventory,payroll, receivables and overheadexpenses such as rent andinsurance, Forssen says. “It isimportant to look at more thanjust profit or cash on hand,” hesays. “You need to know howmuch debt you carry and whattype of debt it is.”

For the first several years ofhis business, Crosby relied uponcredit card and short-term loans.“I didn’t realize that this washurting me until I started lookingat how I was using the money Iborrowed,” he says. Now, if heneeds to borrow money to adddisplay space to a store orincrease inventory in order togrow his business, Crosby looksfor loans with five-year terms. “If Ijust need some extra cash to hirepart-time seasonal employees, I’lluse 90-day loans to cover mycash needs until the moneycomes in from the business,” he explains.

Planning ahead and settinggoals is key to successful financialmanagement, points out Forssen.“You can’t just say that you’regoing to increase sales by 38percent without putting otherthings into place,” he says.Meeting a goal of increased saleswill require other activities thatwill cost money such asadditional inventory, advertising,more employees or employeeovertime, and possibly storagespace for extra inventory, hepoints out. “If you already knowwhat is happening in yourbusiness, you can plan for thechanges in such a way thatdoesn’t jeopardize the entirebusiness,” he says.

“If someone

else is

managing

their inventory

well, find out

what they do

and compare

it to your

process,”

Forssen

suggests.

“You can

always find a

way to make

small

improvements

that help your

bottom line.”

Carl Forssen

Perhaps the most difficultaspect of managing a smallbusiness is to step away from the business in order to getperspective, Crosby says. “Westart our businesses, we raisethem, we nurture them, and wehand-feed them, so it is very hard to step back and let otherpeople handle part of thebusiness,” he admits. As hard as it is, it is also essential if youwant to see it grow, he adds. “Ican’t be an expert at everythingso I need to let people who arereally good at accounting handlethe day-to-day accounting tasks,”he points out. “I can then takethe information from theaccounting people and makedecisions that will be good forthe business.”

It is also important to sharewith your staff some of thefinancial information upon whichyou base your business decisions,Forssen suggests. “Let your

managers, supervisors andemployees know how inventorycontrol, profit margins, sales and receivables affect thebusiness so they can see whatpart they play in the success ofthe business,” he says. “It is also helpful if they understandwhy they will or won’t get abonus or salary increase.” Letting employees know how youare doing also may help youkeep good people, he says.“There may be times thatemployees think things are slowand that the business is notdoing well, but the reality is the opposite,” he explains.Keeping employees informedalso will keep them moremotivated to help the businesssucceed, he adds.

While there are benchmarkspublished for average accountsreceivable days or other financialmanagement items, they are not always industry specific, or

they may not apply to yourgeographic area, points outForssen. Even without publishedguidelines, you can keep an eye on how you are doing bynetworking with others in yourindustry through conferences,training classes and informal talks with peers, he says. “Ifsomeone else is managing theirinventory well, find out what theydo and compare it to yourprocess,” he suggests. “You canalways find a way to make smallimprovements that help yourbottom line.”

“In the past, I hated to go toconferences or classes because I always thought of them as timeand money wasted away fromthe business,” Crosby admits.“Now, my best advice for a smallbusiness owner is to go toconferences and take classesbecause each time I go, I learnsomething new that helps my business.” ●


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products & services marketplace

ART MATERIALS

Scratch Art Company11 Robbie RoadAvon, MA 02322Tel: (508) 583-8085Fax: (508) 583-8091Web site: www.scratchart.comScratch-Art Co., Inc. manufacturesa unique and innovative line ofover 150 inspiring art & craft itemsfor artists of all ages and abilities.The line includes Scratch-Art®coated papers and boards(revealing a different effect whenthe coating is scratched off),scratchboards, tools, innovativeprintmaking products, ScratchMagic® children’s kits and muchmore – all easy and safe to use. TheScratch Magic® retail product linehas been honored with over 30prestigious industry awards.

BAGS/PACKAGING/LABELING SUPPLIES

Alpha Rho, Inc.99 Stevens RoadFitchburg, MA 01420-0043Tel: (978) 345-6717Fax: (978) 342-1443Web site: www.alpharho.comAlpha Rho is a leadingmanufacturer of rigid plastic boxesavailable in a wide variety ofshapes, sizes, and colors.Imprinting and foam pads alsoavailable. Call 978-345-6717 or visitour web site for a catalog -www.alpharho.com/cha

BEADS & BEAD KITS

Blue Moon Beads7855 Hayvenhurst Ave.Van Nuys, CA 91406Tel: (800) 377-6715Fax: (818) 997-3334Web site:www.bluemoonbeads.comBlue Moon Beads offers highquality, exotic hand-made beadspicked from around the world. Artglass, Czech glass, stone beads,metal findings, and Toho® TreasureBeads are only a few of theexquisite samples chosen to bepart of the Blue Moon Beadcollection. Close attention to detailand inventive packaging are only acouple of the key ingredientsoffered in Blue Moon Beads’ soupof success. Innovativemerchandising solutions for majorretailers are turning craft consumersinto jewelry designers.

CRAFT SUPPLIES:FELT/POMPOMS/FEATHERS/CHENILLE STEMS/OTHER

Westrim Crafts7855 Hayvenhurst Ave.Van Nuys, CA 91406Tel: (800) 727-2727Fax: (818) 901-6479Web site: www.westrimcrafts.comOver 50 years of experience andmore than 15,000 craft products arejust a couple of the reasons whyWestrim Crafts® is the top importerand supplier of basic crafts andscrapbooking supplies. On theforefront of trends and innovation,Westrim Crafts® is dedicated toleading the craft industry. Basiccrafts, kits, bead and jewelrysupplies, and scrapbookingsupplies including innovativealbums, paper, and embellishmentsare just a handful of the vastcollection of value and trend-drivenproducts available from WestrimCrafts®.

GENERAL CRAFTS

GENERAL CRAFTS

Kalmbach Publishing Company21027 Cross Roads Cir.Waukesha, WI 53187Tel: (800) 558-1544Fax: (262) 788-6592E-mail: [email protected] site: www.kalmbach.comNew from Kalmbach Publishing!Attract more customers with thenew bead craft booklets fromKalmbach Publishing! Readers willdiscover new ways to use beads intraditional craft projects, fromcrochet and knitting, toscrapbooking and embroidery!

LOOMS-WEAVING TOOLS

Buxton Brook Looms & Design1382 W Main StWilliamstown, MA 01267Tel: (413) 458-2782Fax: (413) 458-2782Web site: www.buxtonbrook.comWeavette® Looms, portablehandheld loom system weavestextured motifs in various shapesand sizes. Thread with yarn, cord,ribbon, wire for limitless modular-design possibilities. Embellish withbeads, feathers, embroidery, paintto feature in artwear, jewelry, decor,scrapbooks, miniatures. Reconnectwith a traditional craft, whethernovice or expert intergenerational& educational.

KALMBACHPUBLISHING CO.

NEEDLECRAFTSWeb site: www.janlynn.com

Janlynn Corporation2070 Westover RoadChicopee, MA 01022Tel: (413) 543-7500Fax: (413) 206-0060Web site: www.janlynn.comE-mail: [email protected] is a family-owned businessunleashing creativity in the craft &hobby industry since 1979.Originating as a needleworkbusiness, the company continues todevelop quality needlework &general craft kits while expandingits product line to includescrapbooking & rubber-stampingproducts through its Sanook Paperand Stamps Happen divisions.

PAINTS: SPRAY

The Kunin Group380 Lafayette RoadHampton, NH 03842Tel: (603) 929-6118(800) 292-7900Fax: (603) 929-6180E-mail: [email protected] site: www.kuninfelt.comThe Kunin Group provides thehobbyist, crafter and creativeindividual unique lines of premiumnon-woven fabrics that set thestandard for excellence in qualityand innovation. The companyspecializes in providing fabric andcraft products that inspire creativityfor the novice as well as theprofessional crafter or seamstress.


companyprofiles

PAPER CRAFTS & QUILLINGSUPPLIES

Autumn Leaves7855 Hayvenhurst Ave.Van Nuys, CA 91406Tel: (800) 727-2727Fax: (818) 901-6479Web site: www.autumnleaves.comAutumn Leaves has consistentlybrought new styles and looks toscrapbooking for over five years,and is now also the maker of thepopular Mod brand of geometric-inspired designs, vintagetrendsetter Foofala, the leadingtransparency overlay brand ArtisticExpressions, and the publisher ofscrapbooking’s most popular bookseries, “Designing With.”

BOOKS

C & T Publishing1651 Challenge DriveConcord, CA 94520Tel: (800) 284-1114Fax: (925) 677-0373E-mail: [email protected] site: www.ctpub.comReady-to-Go Blank Board Books,Spectacular Cards!, ScrapbookingPlus!, Altered Board Book Basics &Beyond, Paper Crafter’s ColorCompanion, Creative Beads fromPaper & Fabric, Fabric Paper Party.Plus Fast, Fun & Easy series,fast2fuse™ interfacing, All-in-OneBeading Buddy, and books andproducts on quilting, knitting andfiber arts.

DMD Inc. ®2300 S. Old Missouri Rd.Springdale, AZ 72764Tel: (800) 805-9890Fax: (479) 750-8937Web site: www.dmdind.comA passion for paper has made DMDInc.® the leading supplier of openstock paper and paper packs. With

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a team of color trend expertsworking together to develop eachproduct, quality and innovationcontinue to permeate throughoutpaper collections and colorpalettes. Beyond the PaperReflections® brand of papercrafting materials, DMD Inc.® isalso proud to bring you AwesomeEffects® and ink-jet printable Print,Peel & Stick™ Sheets. Together,consumers can enjoy a completeline of cardstock, vellum, mulberry,handmade and printed papers,cards, gift and party supplies. Getpassionate about paper with DMDInc.®

PERIODICALS: CONSUMERStampington & Company22992 Mill Creek, Suite BLaguna Hills, CA 92653Tel: (949) 380-7318, Ext. 133Fax: (949) 380-9355E-mail:[email protected] site: www.stampington.comPublishers of inspiration-filledmagazines for art and craftinglovers! You will find creativetechniques, how-to projects, andbeautiful color photographs in theStampers' Sampler, Inspirations,Take Ten, Somerset Studio, Legacy,Art Doll Quarterly, Belle Armoireand others! Visit us atwww.stampington.com to see ourlines of artist stamps and papers!

POS SOFTWARE

Certek Software Designs, Inc.465 Patricia Ave., Ste 200Dunedin, FL 34698Tel: (727) 738-8188(877) 723-7835Fax: (727) 738-8881E-mail: [email protected] site: www.certek-software.comArtisan Point of Sale Software forWindows, for retail and/orwholesale stores. Elegant and easyto use. Customer mailings.Consignment and owned inventorytracking. Artisan Deluxe includesEmployee Time Clock, Gift Registry,Serial Number Tracking and much,much more.

QUILLING SUPPLIES

Lake City Craft Co.1209 Eaglecrest StreetNixa, MO 65714Tel: (417) 725-8444Fax: (417) 725-8448E-mail: [email protected] site: www.quilling.comThe world’s leading manufacturer ofquilling supplies. We are yoursource for all your quilling needsand more. Lake City Craft Co. hasbeen in business for 31 years. Weare a member of the NAQG andCHA. Please check out our Website at www.quilling.com

QUILTING SUPPLIES

June Tailor, Inc.P.O. Box 208 2861 Highway 175Richfield, WI 53076Tel: (800) 844-5400Fax: (262) 644-5061E-mail:[email protected] site: www.junetailor.comEstablished in 1961, June Tailorserves the quilting, sewing andcraft markets. All of our productshave been designed with unique,value-added features to assist inachieving professionally finishedresults. Our products offeringcontinues to grow, reflecting theever-changing needs of ourcustomers and our commitment tocustomer satisfaction.

RUBBER STAMPS & SUPPLIES

Custer’s Last Stamp Inc526 S. Lake Shore DriveLake Leelanau, MI 49653Tel: (231) 256-0061(877) 256-0060Fax: (231) 256-0062E-mail: [email protected] Web site: www.custerslaststamp.comOur newest catalog featuringCuster’s exclusive line of underwearand marcasite images is now

available. Custer’s has been knownfor great worded stamps and thecollection has gotten even bigger.Our free demo cards with ordersover $100 have proven to sell ourimages. Call to order your catalogtoday!

Stamps Happen2070 Westover RoadChicopee, MA 01022Tel: (413) 206-0002Fax: (413) 206-0060E-mail: [email protected] site: www.janlynn.comStamps Happen specializes in theproduction of high quality,distinctive rubber stamps, suppliesand accessories from many well-known artists for the stamping andpaper-crafting marketplace. Stampsfrom Stamps Happen are designedto fascinate, motivate and captivateeven the most discriminatingstamper. Stamps Happen is adivision of the Janlynn Corporation.

SCRAPBOOKING SUPPLIES

MaisyMo Designs6 Grove StreetPompton Plains, NJ 07444Tel: (973) 907-7262Fax: (973) 616-2806E-mail: [email protected] site: www.maisymo.comMaisyMo Designs™ is a companythat manufacturers uniquescrapbook embellishments andpaper. New to the industry lastwinter, MaisyMo Designs™ madeits first impression at the CHAWinter Show, and introduced threenew lines at the recent SummerShow. Look for upcoming andexciting new products in additionto EasilySuede™, TastefullyTattered™, Negative Nellies™, andPoker Chip Flips™!


companyprofiles

Memories in Uniform Inc.2173 Bizzone Cir.Virginia Beach, VA 23464Tel: (757) 228-7395Fax: (757) 228-7395E-mail:[email protected] in Uniform Inc. is solelydedicated to the preservation ofmilitary memories. Over 200different laser cut designs ofmilitary equipment, insignia, andheroes from all eras and services,unique patterned paper, and anidea book, Memories in Uniform isthe best of the best in militarypaper craft design. Wholesale only. fax 866-328-6817, phone 757-228-7395

Scrapbook SpecialtiesPMB #378 4140 Oceanside Blvd.#159Oceanside, CA 92056Tel: (760) 295-2598Fax: (760) 295-4185Web site:www.scrapbookspecialties.comDon’t just add moreembellishments to yourpages...add more photos! OurInteractive Templates are a quickand easy way to add more pictures.You can add still more photos withour Mini Scrapbooks. They alsomake great small photo albums ontheir own! Visit us online atwww.scrapbookspecialties.com

Spanish Memories, Inc.P.O. Box 121599Clermont, FL 34711Tel: (352) 243-7709Fax: (352) 242-4305E-mail:[email protected] site:www.spanishmemories.comFinally...Patterned papers, die-cutcardstock stickers andembellishments in SPANISH! Ten

collections tastefully written anddesigned: Baby Girl, Baby Boy,Birthday, 15th Birthday, Christmas,Family, Friendship, Pregnancy,Vacations and Wedding. We haveRUB-ONS and CHIPBOARDS too!Latin flavor for your customers’scrapbook and card-making. Funand elegant. Spanish Memories!

SCRAPBOOKS & SUPPLIES

Appleseed Educational, LLC1095 Dunford Way Building BSunnyvale, CA 94087Tel: (408) 260-7333Fax: (408) 260-7332E-mail: [email protected] /Web site:www.appleseededucational.comAppleSeed Educational is a family-run business whose California officeand warehouse is backed by ourown factory in Taiwan. We prideourselves in providing quality paperpunches, embossers, and crimpersat prices 10-20% lower thanleading competitors. Please visitour Web site or call to request afree catalog.

Sanook Paper Co.2070 Westover RoadChicopee, MA 01022Tel: (413) 206-0002Fax: (413) 206-0060

Stamping StationP.O. Box 185Kaysville, UT 84041Tel: (801) 444-3828, Ext. 100Fax: (801) 444-3827Web site:www.stampingstation.comStamping Station ScrapbookSupplies has designed entire linesthat can be customized todestinations or schools everywhere.We also focus on doing sports andtravel items that can be rarelyfound through other manufacturers.Contact us for your unique needs inpaper, laser cuts, stickers, metallictags and much more.

SEWING ACCESSORIES &SUPPLIES

Singer Sewing Co.1224 Heil Quaker Blvd.La Vergne, TN 37086Tel: (615) 213-0880Fax: (615) 287-2851Web site: www.singerco.comSince 1851, the name SINGER®has been synonymous with sewing.Practical design and creativeinnovation that characterized ourbeginning still drives us today.People know SINGER®, trustSINGER®, and ask for SINGER® byname. Contact us today, to find outhow you can put our power to workfor you.

Wm. Wright Co.85 South St. PO Box 398West Warren, MA 01092Tel: (800) 628-9362Fax: (413) 436-9785E-mail: [email protected] site: www.wrights.comWrights is a marketer andmanufacturer of trim and ribbon,appliqués and home decoratingtrimmings, including tassels andtiebacks, for the home sewing andcraft market, and wire edge ribbonfor the craft & floral market, underthe Wrights brand. Also, BoyeNeedle knitting and crochetimplements and accessories andEQ Quilting tools, accessories andnotions.

STORAGE & ORGANIZATION

Crop In Style ®7855 Hayvenhurst Ave.Van Nuys, CA 91406Tel: (800) 788-2202Fax: (818) 700-9728Web site: www.cropinstyle.comThe first to introduce the rollingscrapbook tote and the mostrecognized brand in the industry,Crop In Style® is still the leader instorage and organization for craftsand scrapbooking. Designed forcrafters, consumer demandcontinues to be satisfied withupdates to classic favorites andinventive new designs. Continuingto introduce new collections, CropIn Style® has also developed StoreIn Style® the home or officemodular storage solution andStudio Collection, the premiermobile storage solution. For moreabout the Ultimate inOrganization™, visitwww.CropInStyle.com.

WHOLESALE DISTRIBUTORS

Alvin & Company1335 Blue Hills AvenueBloomfield, CT 06002Tel: (860) 243-8991Fax: (860) 242-8037Crafters, hobbyists, artists anddesigners need the right tools andsuppliers to get the job done. Forover 55 years, our creative art anddesign tools, materials,workstations, cutting tools, andstorage options are all the toolsthey have needed! Contact us at800-444-2584 or view onlinecatalog at www.alvinco.com.


companyprofiles

ART MATERIALSGrafix . . . . . . . . . . . . . . . . . . . . . . . . . . .6Saral Paper . . . . . . . . . . . . . . . . . . . . . .38Scratch Art Company . . . . . . . . . . . . . .39BAGS/PACKAGING/LABELING SUPPLIESAlpha Rho, Inc. . . . . . . . . . . . . . . . . . .39Minigrip/Zip-Pak . . . . . . . . . . . . . . . . .21BEADS & BEAD KITSBlue Moon Beads . . . . . . . . . . . . . . . . .39Minigrip/Zip-Pak . . . . . . . . . . . . . . . . .21Mode Int. Inc. . . . . . . . . . . . . . . . . . . . . .6Westrim Crafts . . . . . . . . . . . . . . . . . . .39BOOKSC & T Publishing . . . . . . . . . . . . . . . . .40CERAMIC TOOLS & BRUSHESStoneCreek Creations, Inc. . . . . . . . . .31CHILDREN’S ACTIVITIES KITSWestrim Crafts . . . . . . . . . . . . . . . . . . .39CONTAINERS & STORAGEAlpha Rho, Inc. . . . . . . . . . . . . . . . . . .39Crop In Style® . . . . . . . . . . . . . . . . . . .41StoneCreek Creations, Inc. . . . . . . . . .31CRAFT KITSWestrim Crafts . . . . . . . . . . . . . . . . . . .39CRAFT SUPPLIES: FELT/POMPOMS/FEATHERS/CHENILLE/PAPERSaral Paper . . . . . . . . . . . . . . . . . . . . . .38Westrim Crafts . . . . . . . . . . . . . . . . . . .39CREWEL EMBROIDERY KITS &SUPPLIESStoneCreek Creations, Inc. . . . . . . . . .31CROSS-STITCH KITS & SUPPLIESStoneCreek Creations, Inc. . . . . . . . . .31DIE CUTTER & DIESThe Boss Kut . . . . . . .Inside Front CoverDOLLMAKING SUPPLIESStoneCreek Creations, Inc. . . . . . . . . .31

COMPANY NAME WEBSITE PAGEAlpha Rho, Inc. . . . . . . . . . . . . .www.alpharho.com . . . . . . . . . . . . . . . . . . . . .39Alvin & Company . . . . . . . . . . . .www.alvinco.com . . . . . . . . . . . . . . . . . . .37,41Appleseed Educational, LLC . . .www.appleseededucational.com . . . . . . . . . . .41Autumn Leaves . . . . . . . . . . . . .www.autumnleaves.com . . . . . . . . . . . . . . . . .40Berwick-Offray, LLC . . . . . . . . . .www.berwickindustries.com . . . . . . . . . . . . . .38Blue Grass Publishing . . . . . . . .www.theultimateword.com . . . . . . . . . . . . . . .14Blue Moon Beads . . . . . . . . . . . .www.bluemoonbeads.com . . . . . . . . . . . . . . .39The Boss Kut . . . . . . . . . . . . . . . .www.bosskut.com . . . . . . . .Inside Front CoverBuxton Brook Looms & Designs www.buxtonbrook.com . . . . . . . . . . . . . . . . .39C & T Publishing . . . . . . . . . . . .www.ctpub.com . . . . . . . . . . . . . . . . . . . . . . .40Certek Software Designs, Inc. . .www.certek-software.com . . . . . . . . . . . . . . .40Chatterbox . . . . . . . . . . . . . . . . .www.chatterboxinc.com . . . . . . . . . . . . . . . . . .3Crop In Style® . . . . . . . . . . . . . .www.cropinstyle.com . . . . . . . . . . . . . . . . . . .41Custer’s Last Stamp, Inc. . . . . .www.custerslaststamp.com . . . . . . . . . . . . . .40Design Master Color Tool, Inc. .www.dmcolor.com . . . . . . . . . . . . . . . . . . . . .34Design Master Color Tool, Inc. .www.dmcolor.com . . . . . . . . . . . . . . . . . . . . .34DMD Inc. . . . . . . . . . . . . . . . . . .www.dmdinc.com . . . . . . . . . . . . . . . . . . . . . .40EK Success . . . . . . . . . . . . . . . . .www.eksuccess.com . . . . . . . . . . . . . . . . . . .35Grafix . . . . . . . . . . . . . . . . . . . . .www.grafixarts.com . . . . . . . . . . . . . . . . . . . . .6Group Publishing . . . . . . . . . . . .www.group.com . . . . . . . . . . . . . . . . . . . . . . .20Janlynn Corporation . . . . . . . . . .www.janlynn.com . . . . . . . . . . . . . . . . . . . . . .39June Tailor, Inc. . . . . . . . . . . . . .www.junetailor.com . . . . . . . . . . . . . . . . . . . .40Kalmbach Publishing Company .www.kalmbach.com . . . . . . . . . . . . . . . . . . . .39Kunin Group/Foss Mfg Co. . . . . .www.kuninfelt.com . . . . . . . . . . . . . . . . . . . . .39Lake City Craft Co. . . . . . . . . . . .www.quilling.com . . . . . . . . . . . . . . . . . . . . . .40

COMPANY NAME WEBSITE PAGELitestage Lighting Systems .www.litestage.com . . . . . . . . . . . . . . . . . . . . . . .34MaisyMo Designs . . . . . . . . .www.maisymo.com . . . . . . . . . . . . . . . . . . . . . . .40Memories in Uniform, Inc. . .www.memoriesinuniform.com . . . . . . . . . . . . . .41Minigrip/Zip-Pak . . . . . . . . . .www.minigrip.com . . . . . . . . . . . . . . . . . . . . . . .21Mode International Inc. . . . .www.modebeads.com . . . . . . . . . . . . . . . . . . . . . .6My Sentiments Exactly! . . . .www.sentiments.com . . . . . . . . . . . . . . . . . . . . .31The Paper Patch . . . . . . . . . .www.paperpatch.com . . . . . . . . . . . . . . . . . . . . .38Pazzles . . . . . . . . . . . . . . . . .www.pazzles.com . . . . . . . . . . . .Inside Back CoverPrimedia Scrapbooking . . . .www.primediascrapbooking.com . . . . . . . . . . . .36Ranger Industries . . . . . . . . .www.rangerink.com . . . . . . . . . . . . . . . . . . . . . .21Sanook Paper . . . . . . . . . . . .www.sanookpaper.com . . . . . . . . . . . . . . . . . . . .41Saral Paper Corporation . . . .www.saralpaper.com . . . . . . . . . . . . . . . . . . . . . .38Scrapbook Specialties . . . . .www.scrapbookspecialties.com . . . . . . . . . . . . .41Scratch Art Company . . . . . . .www.scratchart.com . . . . . . . . . . . . . . . . . . . . . .39Singer Sewing Co. . . . . . . . .www.singerco.com . . . . . . . . . . . . . . . . . . . . . . .41Smead . . . . . . . . . . . . . . . . . . .www.retrospectbysmead.com . . .Outside Back CoverSony Electronics, Inc. . . . . . .www.sony.com/dpf . . . . . . . . . . . . . . . . . . . . . . .15Spanish Memories, Inc. . . . .www.spanishmemories.com . . . . . . . . . . . . . . . .41Stamping Station . . . . . . . . .www.stampingstation.com . . . . . . . . . . . . . . . . .41Stampington & Company . . .www.stampington.com . . . . . . . . . . . . . . . . . . . .40Stamps Happen . . . . . . . . . . .www.stamphappen.com . . . . . . . . . . . . . . . . . . .40StoneCreek Creations, Inc. . .www.stonecreekcreations.com . . . . . . . . . . . . . .31Westrim Crafts . . . . . . . . . . .www.westrimcrafts.com . . . . . . . . . . . . . . . . . . .39Wrights . . . . . . . . . . . . . . . . .www.wrights.com . . . . . . . . . . . . . . . . . . . . . . . .41

E-COMMERCE COMPANIESMinigrip/Zip-Pak . . . . . . . . . . . . . . . . .21GENERAL CRAFTSKalmbach Publishing Company . . . . . .39HOME DECORATING SUPPLIESJune Tailor, Inc. . . . . . . . . . . . . . . . . . .40JEWELRY FINDING & SUPPLIESBlue Moon Beads . . . . . . . . . . . . . . . . .39Minigrip/Zip-Pak . . . . . . . . . . . . . . . . .21StoneCreek Creations, Inc. . . . . . . . . .31Westrim Crafts . . . . . . . . . . . . . . . . . . .39KNITTING & CROCHET SUPPLIESStoneCreek Creations, Inc. . . . . . . . . .31LACE & TRIMSWrights . . . . . . . . . . . . . . . . . . . . . . . .41LOOMS/WEAVING TOOLSBuxton Brook Looms . . . . . . . . . . . . . .39NEEDLECRAFTSJanlynn Corporation . . . . . . . . . . . . . .39Wrights . . . . . . . . . . . . . . . . . . . . . . . .41NETWORK TELEVISIONDo It Yourself Network . . . . . . . . . . . . . .4PAINTING – DECORATIVEStoneCreek Creations, Inc. . . . . . . . . .31PAINTS: SPRAYDesign Master Color Tool, Inc. . . . . . .34Kunin Group/Foss Mfg Co. . . . . . . . . .39PAPER CRAFTSMy Sentiments Exactly ! . . . . . . . . . . .31PAPER CRAFTS & QUILLING SUPPLIESAutumn Leaves . . . . . . . . . . . . . . . . . .40C & T Publishing . . . . . . . . . . . . . . . . .40DMD, Inc. . . . . . . . . . . . . . . . . . . . . . . .40Westrim Crafts . . . . . . . . . . . . . . . . . . .39PARTY SUPPLIES: BALLOONS/WRAPPING/OTHERDMD, Inc. . . . . . . . . . . . . . . . . . . . . . . .40

PERIODICALS: CONSUMERStampington & Company . . . . . . . . . .40PHOTO SUPPLIESJune Tailor, Inc. . . . . . . . . . . . . . . . . . .40Minigrip/Zip-Pak . . . . . . . . . . . . . . . . .21PHOTOGRAPHIC LIGHTING SYSTEMSLitestage Lighting Systems . . . . . . . . .34PICTURE STATION KIOSKSSony Electronics, Inc. . . . . . . . . . . . . .15PLASTIC CANVAS KITS & SUPPLIESStoneCreek Creations, Inc. . . . . . . . . .31POS SOFTWARECertek Software Designs, Inc. . . . . . . .40PUBLISHINGPrimedia Scrapbooking . . . . . . . . . . . .36QUILLING SUPPLIESLake City Craft Co. . . . . . . . . . . . . . . . .40QUILTING SUPPLIESJune Tailor, Inc. . . . . . . . . . . . . . . . . . .40StoneCreek Creations, Inc. . . . . . . . . .31Wrights . . . . . . . . . . . . . . . . . . . . . . . .41RIBBON EMBROIDERY KITS &SUPPLIESStoneCreek Creations, Inc. . . . . . . . . .31RIBBON: FLORAL USEWrights . . . . . . . . . . . . . . . . . . . . . . . .41RIBBON: GENERAL USEWrights . . . . . . . . . . . . . . . . . . . . . . . .41RUBBER STAMPINGRanger Industries . . . . . . . . . . . . . . . .21RUBBER STAMPS & SUPPLIESCuster’s Last Stamp, Inc. . . . . . . . . . . .40Stamps Happen . . . . . . . . . . . . . . . . . .40StoneCreek Creations, Inc. . . . . . . . . .31SCRAPBOOKINGGroup Publishing . . . . . . . . . . . . . . . . .20

SCRAPBOOKING SUPPLIESBerwick-Offray LLC . . . . . . . . . . . . . . .38Blue Grass Publishing . . . . . . . . . . . . .14The Boss Kut . . . . . . .Inside Front CoverChatterbox . . . . . . . . . . . . . . . . . . . . . . .3EK Success . . . . . . . . . . . . . . . . . . . . .35Grafix . . . . . . . . . . . . . . . . . . . . . . . . . . .6MaisyMo Designs . . . . . . . . . . . . . . . .40Memories in Uniform, Inc. . . . . . . . . . .41The Paper Patch . . . . . . . . . . . . . . . . . .38Pazzles . . . . . . . . . . . . .Inside Back CoverSaral Paper Corporation . . . . . . . . . . .38Scrapbook Specialties . . . . . . . . . . . . .41Smead . . . . . . . . . . . .Outside Back CoverSpanish Memories, Inc. . . . . . . . . . . . .41StoneCreek Creations, Inc. . . . . . . . . .31SCRAPBOOKS & SUPPLIESAppleseed Educational, LLC . . . . . . . .41C & T Publishing . . . . . . . . . . . . . . . . .40DMD Inc. . . . . . . . . . . . . . . . . . . . . . . .40Sanook Paper Company . . . . . . . . . . .41Stamping Station . . . . . . . . . . . . . . . . .41Westrim Crafts . . . . . . . . . . . . . . . . . . .39SEWING ACCESSORIES & SUPPLIESSinger Sewing Co. . . . . . . . . . . . . . . . .41StoneCreek Creations, Inc. . . . . . . . . .31Wrights . . . . . . . . . . . . . . . . . . . . . . . .41STATIONERY & SUPPLIESDMD, Inc. . . . . . . . . . . . . . . . . . . . . . . .40STICKERSWestrim Crafts . . . . . . . . . . . . . . . . . . .39STORAGE & ORGANIZATIONCrop In Style® . . . . . . . . . . . . . . . . . . .41TILES & MOSAIC SUPPLIESWestrim Crafts . . . . . . . . . . . . . . . . . . .39WHOLESALE DISTRIBUTORSAlvin & Company . . . . . . . . . . . . . .37, 41WOOD SHAPES & SURFACESWestrim Crafts . . . . . . . . . . . . . . . . . . .39


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