tomorrow

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The Magazine of the Association For Creative Industries

8eXXƗljŏƁ

Formerly Craft Industry Today

PLANNING FORƉ

TOMORROW Gradient • Fall 2017

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Ɨlj 8kŽc%e‰)× Building the Bridge to Portugal’s Artisan Community

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ŏƗ ‰)c%Fc: Keeping the Arts Alive ƗĊ %F¥×Fcckše‰Fkc%F¥  ‰ĘåăčåĹåų±ĬŸƋ±čåŸŅü turning an idea into a  Ƌ±ĹčĜÆĬåŞųŅÚƚÏƋ Ɨî ‰B)„B)X8 Ƒlj F c%)£k8e%š)‰F„)„

Editorial Keri Cunningham [email protected] Kristen Farrell [email protected] Jason Baum [email protected] Cassandra Austin [email protected] Advertising Tim Braden [email protected] Darlene Ryan [email protected]

Publisher Fahy-Williams Publishing {kŅƻŏljîljØŏƁŏååÚ„Ƌţ :åĹåƴ±Øc¥ŏĊĊăƆ îljljěƑĊĊěljăăŀ üƵŞĜţÏŅĵ Gradient is distributed to AFCI ĵåĵÆåųŸŅűÏŅĵŞĬĜĵåĹƋ±ųƼ ƱŸĜŸţ„ƚÆŸÏųĜŞƋĜŅĹüååüŅųĹŅĹěe8F ĵåĵÆåųŸĜŸâƗă±Ƽå±ųţ‰ŅŅųÚåųØ ÏŅĹƋ±ÏƋe8F±ƋƗljŏěîƑăěŏƗljƁţ Gradient is published quarterly üŅųĵåĵÆåųŸŅüƋĘåeŸŸŅÏĜ±ƋĜŅĹ8Ņų ųå±ƋĜƴåFĹÚƚŸƋųĜ埊e8Fšţe8FĜŸ an international non-profit trade ±ŸŸŅÏĜ±ƋĜŅĹÏŅĹŸĜŸƋĜĹčŅüƋĘŅƚŸ±ĹÚŸ ŅüĵåĵÆåųÏŅĵޱĹĜåŸåĹč±čåÚĜĹ ƋĘåÚåŸĜčĹØĵ±Ĺƚü±ÏƋƚųåØÚĜŸƋųĜÆƚƋĜŅĹØ ±ĹÚųåƋ±ĜĬŸ±ĬåŸŅüÏų±üƋŞųŅÚƚÏƋŸ ƵŅųĬÚƵĜÚåţ8ŅųĵŅųå±ÆŅƚƋe8FØ ƋĘåƴ±ĬƚåŅüĵåĵÆåųŸĘĜŞØŅųĜƋŸ ±Ƶ±ųÚěƵĜĹĹĜĹčÏŅĹüåųåĹÏ弉ų±Úå „ĘŅƵØŞĬ屟åƴĜŸĜƋ±üÏĜţčĬŅƱĬţ

Online Î ±üÏĜţčĬŅƱĬ Î Ïųå±ƋĜƴ±ƋĜŅĹŸĘŅƵţŅųč Î ü±ÏåÆŅŅĩţÏŅĵxe8Fţ:ĬŅƱĬ Î ƋƵĜƋƋåųţÏŅĵxe8Fƣ:ĬŅƱĬ Î ƼŅƚƋƚÆåţÏŅĵxÏx  eŸŸŅÏĜ±ƋĜŅĹ8Ņųųå±ƋĜƴåFĹÚƚŸƋųĜåŸ Î ŞĜĹƋåųåŸƋţÏŅĵxe8Fƣ:ĬŅƱĬ Î ĬĜĹĩåÚĜĹţÏŅĵxÏŅĵޱĹƼx  ±ŸŸŅÏĜ±ƋĜŅĹěüŅųěÏųå±ƋĜƴåěĜĹÚƚŸƋųĜåŸ Î )î‰Fa)ţŅųč

Ƒŏŀ)±ŸƋăĊƋĘ„ƋųååƋØ )ĬĵƵŅŅÚ{±ųĩØcIljƁĊljƁ ‰åĬƗljŏěîƑăěŏƗljljx8±ƻƗljŏěƁŀƁěljƆăƁ ŅŞƼųĜčĘƋÙƗljŏƁe8Fţ‰ĘåÏŅĹƋåĹƋŸŅüƋĘĜŸ ŞƚÆĬĜϱƋĜŅĹĵ±ƼĹŅƋÆåųåŞųŅÚƚÏåÚØĜĹƵĘŅĬå ŅųĜĹޱųƋØƵĜƋĘŅƚƋƋĘåŞųĜŅųƵųĜƋƋåĹÏŅĹŸåĹƋŅü ƋĘåŞƚÆĬĜŸĘåųţ

Gradient • Fall 2017

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PULSE

Smartphone By Cassandra Austin

Keep it Simple

Don’t Zoom

As a professional in the creative industry today, being able to capture the beauty of your work is essential. While performing a search online of any store, product or company, chances are that you will be directed to their website and several social media platforms. Photographs are central to any company’s online presence. And an impactful online presence goes hand in hand with promoting your brand and products.

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

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

The need to have high-quality, attention-grabbing pictures is more important than ever, especially in the creative industry where we are making beautiful creations to share with the world! Who wouldn’t want to display their work in the best way possible? Although purchasing a high-quality camera may be a great investment, it isn’t absolutely necessary to get the shots you want. Thanks to technology, chances are you have a great photography tool that you carry around with you every day — your smartphone! Whether you are interested in photos for a personal collection, website, or social media, ±ĹƼŅĹåϱĹÆåĹåĀƋüųŅĵĬå±ųĹĜĹč some great photography tips.

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Fall 2017 • Gradient

Balance the Image Diagonally This is one of my personal favorites that I try to incorporate in my own picture taking. I came across this tip some time ago in a magazine, and the more I started studying professional photographers’ work, the more I saw that it is a common theme in a lot of great photos. Here is another photo from Michaels’ Instagram page where you can see the two pencil cases placed diagonally from one another. This helps to create balance and some visual interest that would be lost if they were side by side.

The simple, single-colored, plain background brings attention to the subject. Since there is not too much going on you are able to focus on the details, like the ombre technique. Placing the paper craft ŅĹƋŅŞŅüāŅƵåųŸÏŅĵŞĬåĵåĹƋŸĜƋţ Simple and beautiful!

Photography Incorporate Lines The next tip goes hand in hand with the diagonal placement approach. However, this one can be applied when you are using a table to display crafts or if you have a rectangular or square subject. By using leading lines, you help to guide the viewer’s eye and create visual interest.

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

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

Photo © Blumenthal Lansing / CSS Industries

I like the use of leading lines here because it causes the viewers eye to scan the rows. If this had just been taken as a head-on square shot you would not know where to focus. If you are struggling to create the leading lines, shooting from a higher or lower angle can help! This brings me to my next tip.

‰ųƼkƚƋ%ĜýåųåĹƋ Angles

Photo © Blumenthal Lansing / CSS Industries

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

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

        

Use the Grid Tool



Using the grid tool (which you can access in your camera settings) over your photo while you are snapping away will help you balance the photo. You can ensure that your focal point is where you would like it to be. It can also help with leading lines and diagonal placement if you want to use those approaches in a photo.

Take as Many Pictures as Possible eĹÚĀűĬĬƼØƵĜƋĘŞĜÏƋƚųåƋ±ĩĜĹčØ like anything else, practice makes ŞåųüåÏƋţ‰ĘåĀųŸƋƋųƼĜŸĹŅƋ±ĬƵ±ƼŸ going to produce the best shot so take as many pictures as possible! Once you have your selection ŅüŞĜÏƋƚųåŸƵĜƋĘÚĜýåųåĹƋ±ĹčĬåŸØ backgrounds and placement you can choose your favorite. Let picture taking be another way you express your creativity and most importantly, have fun while doing so! Gradient • Fall 2017

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INSIDE AFCI

IndustryƉNews Staff Profile: Cassandra Austin, Membership Coordinator

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

ŏěŅĹěŏƵĜƋĘųå±ƋĜƴ±ƋĜŅĹƗljŏî Keynote Speaker We’re thrilled to announce Ņƚųųå±ƋĜƴ±ƋĜŅĹƗljŏîUåƼĹŅƋå Speaker is Shama Hyder. Shama is the Chief Executive Officer of the award-winning agency, The Marketing Zen Group, and best-selling author of two books: The Zen of Social Media Marketing and Momentum. As a speaker and strategist, she’s worked with leading brands, has been featured across major media channels, and has received numerous recognitions, including the Technology Titan Emerging Company CEO award ±ĹÚŅĹåŅüƋĘåىŅŞƑljŽĹÚåų Ƒlj)ĹƋųåŞųåĹåƚųŸŰÆƼÆŅƋĘFĹÏţ Magazine and Forbes. Shama will give an insightful presentation on what businesses need to thrive in the digital age, and how to consistently market and grow an organization in the face of unrelenting change. We interviewed Shama to give you a preview of what you can expect to learn from her speech. Can you provide a preview of your keynote presentation at Creativation? “I can’t wait to speak at Creativation. Whether you are a small business or a big box retailer, there will be something in it for you! My goal is to simplify the digital landscape and to truly define what it means for the industry. I also love sharing tactics, so not only will I be covering the broader strategy, but I’ll be sharing specific tips, tools, and case studies that the audience can implement as soon as they leave. I am big fan of low hanging fruit!” Visit the AFCI Blog to read the full interview.

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

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Fall 2017 • Gradient

IndustryƉNews Featured Member Benefit: Lenovo Savings Program We are excited to announce a new member benefit program from Lenovo, a global leader in the PC marketplace. Members can ĹŅƵŸ±ƴåƚŞƋŅƑljŞåųÏåĹƋ off the everyday public web price of Lenovo’s entire product line of laptops, tablets, desktops, servers, accessories, and more! Take advantage of great deals on top products for the home and office, including the award-winning ThinkPad laptops and innovative multimode YOGA tablets. AFCI members also receive: • Free ground shipping on all web orders • Monthly limited-time special offers • Access to energy-efficient green technologies • Award-winning service and support before, during, and after your purchase Please visit the “Member Benefits” page of our website and login to your account to access this benefit.

We’ve Partnered with Satin Ice to Spotlight Edible Arts at ųå±ƋĜƴ±ƋĜŅĹƗljŏîú Satin Ice has signed on to be the title sponsor of the Edible Arts Shoppe, where celebrity talent will conduct demos, classes, and make-n-take projects on the trade show floor. “Satin Ice is the perfect partner to educate our industry on edible arts products and crossover products,” said Andria LaJeunesse, CEM, Vice President of Events & Education, AFCI. “Last year, Satin Ice’s booth was one of the areas that received the most foottraffic and compliments from attendees, which we anticipate ±č±ĜĹĜĹƗljŏîţŰ “Best known for sculptured creations on TV and elegant wedding cakes, cake-decorating is an exciting and explosive market in recent years”, said Paul McVeigh, Marketing Director, Satin Ice. “As crafters and hobbyists enter the world of cake-decorating and become familiar with its extensive capabilities, they quickly realize its creative potential beyond just cake. Our partnership with Creativation allows crafters from all backgrounds to have handson experience, enhance existing skills or learn new skills from our celebrity artists.” FűÚÚĜƋĜŅĹƋŅåÚĜÆĬå±ųƋŸØųå±ƋĜƴ±ƋĜŅĹƗljŏîƵĜĬĬŅüüåųŅŞŞŅųƋƚĹĜƋĜåŸ to learn and discover new products, trends and techniques in other evolving product sectors, including painting, drawing, sewing and fabric, and to connect with peers through several networking events and a two-and-a-half-day trade show. Registration for Creativation is open. Register for your complimentary member badge access to Creativation at visit www.CreativationShow.org. Registration for the Creativation University conference program will ŅŞåĹŅʼnƚåŸÚ±ƼØ„åŞƋåĵÆåųŏƗرƋŏŏ±ţĵţ)%‰ţ

Gradient • Fall 2017

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MOVERS & MAKERS

MEET

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Fall 2017 • Gradient

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So I explored other avenues. I dabbled in retail, opening ±ÏĘĜĬÚųåĹűŸÏĬŅƋĘĜĹčÆŅƚƋĜŧƚåüŅĬĬŅƵåÚÆƼ±āŅƵåųŸƋŅųåţ Both were fun and I had some success along the way, but ƋĘåųåƵ±ŸŸƋĜĬĬ±ޱųƋŅüĵåƋʱƋƵ±ŸĹűƋŸ±ƋĜŸĀåÚƵĜƋĘĵƼ creative output. I always seemed to want more. They say everything happens for a reason. But in March ŅüƗljŏƑƵĘåĹFƵ±ŸĬ±ĜÚŅýüųŅĵĵƼģŅƱŸ±ƵåÚÚĜĹč stationery designer, I found it hard to see the good. I had had great success with their blog and was devastated to lose something I had worked so hard for. Although I felt like my world had crumbled around me, I ±ĬŸŅĩĹåƵƋʱƋĜüFÏŅƚĬÚĀĹÚƋĘåĹåÏ域±ųƼŸƋųåĹčƋʱĹÚ self-belief, this was the perfect opportunity to go and get what I wanted — to start up my own creative business. I negotiated a package that gave me the rights to all my content from the blog and allowed me to announce to our readers that I was starting out on my own. By negotiating these two points I gave myself a fantastic springboard üųŅĵƵĘĜÏĘƋŅĬ±ƚĹÏĘĬĜ±čųĜþƋĘţÏŅĵţ

ƋʱĹŏØîljljÚŅƵĹĬŅ±Ú±ÆĬå%F¥ŞųŅģåÏƋŸØŞĬƚŸĊljěŞĬƚŸ Æų±ĹÚĹåƵŞųŅģåÏƋŸŞåųĵŅĹƋĘţ)±ÏĘĜŸÚåŸĜčĹåÚØĵ±Úå and photographed in-house by myself and my team. We share weekly video tutorials, host member-only webinars and run fun giveaways for our community. As well as ƋĘå%F¥ÚŅƵĹĬŅ±ÚŸØƵå±ĬŸŅʱƴåŅƚųŅƵĹĬĜĹåŅüÏųåŞå ޱŞåųŸŠŞ±ŞåųāŅƵåųĵ±ĩĜĹčĜŸĵƼĹĜÏĘåúšØ±ĹÚƵå±ųå ƵŅųĩĜĹčƋŅųåĬ屟å±Ïų±üƋÏŅĹŸƚĵ±ÆĬåŸĬĜĹåĜĹƗljŏîţFƋűŸ a far cry from the solo-show that I ran from my tiny home ŅþÏåĜĹŸŅƚƋĘ屟Ƌ{ŅųƋĬ±ĹÚĜĹƗljŏƑØÆƚƋƋĘĜŸƵ±Ÿ±ĬƵ±ƼŸ the dream; to create something that was bigger than me, something that could help and inspire millions of people to be creative. åÏŅĵĜĹč±ĵåĵÆåųŅüe8FƵ±Ÿ±űƋƚų±ĬŸƋåŞĜĹƋĘå growth of my company. The association has been great for helping us to connect with like-minded creative entrepreneurs. As an international company, we have ĹååÚåÚرƋƋĜĵåŸØƋŅÏŅĹĹåÏƋƵĜƋĘÏųå±ƋĜƴåŸĜĹ)ƚųŅŞå±ĹÚ ÆåƼŅĹÚرĹÚe8FʱŸÆååűčųå±ƋŸŅƚųÏåŅüŸƚŞŞŅųƋţF ±ĬŸŅĬŅƴåųå±ÚĜĹč±ÆŅƚƋŅƋĘåųŞųŅü域ĜŅűĬŸĜĹƋĘåĀåĬÚ±ĹÚ I feel utterly honored to be featured here today!

:ųŅƵƋĘƵ±Ÿųå±ĬĬƼĜĵŞŅųƋ±ĹƋƋŅĵåţFʱÚĬŅŸƋĵƼģŅƱĹÚ needed this new venture to provide me with an income. FŸåƋĵƼŸåĬüŸŅĵåƴåųƼŸƋųĜÏƋčŅ±ĬŸţFĹeŞųĜĬƗljŏƑرĵŅĹƋĘ ±üƋåųÆåĜĹčĬ±ĜÚŅýØFĬ±ƚĹÏĘåÚĵƼÆĬŅčƵĜƋĘƋĘåĜĹƋåĹƋĜŅĹŅü ƵųĜƋĜĹčĀƴåŞŅŸƋŸŞåųƵååĩüŅųåĜčĘƋĵŅĹƋĘŸţƼ%åÏåĵÆåų ƗljŏƑFʱÚƋŅʱƴåƵųĜƋƋåĹƗljljŞŅŸƋŸ±ĹÚųå±ÏĘåÚ±ƋĬ屟Ƌ ŏljljØljljljޱčåƴĜåƵŸŞåųÚ±ƼţFʱÚÆųŅƚčĘƋ±ųŅƚĹÚƗØljljlj ųå±ÚåųŸƵĜƋĘĵåüųŅĵĵƼŞųåƴĜŅƚŸģŅÆŸŅFĩĹåƵFƵ±Ÿ asking a lot but failure wasn’t an option. %ƚųĜĹčƋĘŅŸåĵŅĹƋĘŸFƵ±ŸÏŅĹŸƚĵåÚÆƼĵƼčŅ±ĬţcŅƋĘĜĹč else mattered. I designed, I made, I photographed, I wrote, I posted. Small business development experts would advise you to ensure you have a great online presence, to make sure you’re mixing in the online community, reading and commenting on others’ posts, sharing tutorials, reƋƵååƋĜĹččųå±ƋĀĹÚŸţcŅƋĵåţFÚĜÚĹűƋʱƴåƋĜĵåţ8ŅųĵåĜƋ Ƶ±ŸģƚŸƋ±ÆŅƚƋčåƋƋĜĹčƋĘŅŸåŞŅŸƋŸƚޱĹÚŅƚƋţaƼŅĹĬƼ rules were consistency and quality. Money was tight but FüåĬƋųĜÏĘåųƋʱĹåƴåųţFĀűĬĬƼüåĬƋĬĜĩååƴåųƼƋĘĜĹčFűÚåƴåų done had come to this. Like I had come home. A few weeks in I was lucky enough to get a call from an old friend who’d seen what I was doing and was interested in supporting my work. I took a small amount of ĜĹƴåŸƋĵåĹƋüųŅĵĘĜĵƋŅčåƋĵåƋĘųŅƚčĘƋʱƋĀųŸƋƼå±ųØÆƚƋ ųå±ĬĬƼØFĘƚųƋüŅųĹŅƋĘĜĹčţFü±ĹƼƋĘĜĹčØƋĘŅŸåå±ųĬƼÚ±ƼŸģƚŸƋ made me more creative. If I needed something I made it! ‰ŅÚ±ƼØƵå±ųå±ƋĜčĘƋěĩĹĜƋƋå±ĵŅüŏƗƋ±ĬåĹƋåÚĜĹÚĜƴĜÚƚ±ĬŸţ aƼĀųŸƋĘĜųåŸƵåųåĵ±ÚåŞŅŸŸĜÆĬåÆƼŸåĬĬĜĹč±ÚŸŞ±Ïå on my site, but as we grew and our audience grew, I wanted to provide a content-rich service that was free Ņü±ÚƴåųƋĜŸĜĹčÏĬƚƋƋåųţeĹÚŸŅØĜĹĬ±ƋåŸƚĵĵåųƗljŏăØƵå Ĭ±ƚĹÏĘåÚŅƚųĵåĵÆåųŸĘĜŞŞųŅčų±ĵţ8Ņų±Ÿĵ±ĬĬĵŅĹƋĘĬƼ fee, our members now have access to our library of more Gradient • Fall 2017

9

FEATURE

Small Batch Manufacturing:

DREAM BIG, THINK SMALL By Veronica Graham for Craft Industry Alliance If you’re a crafter selling your creations, then how you create is just as important as the end result. But how do you make money when your two hands can only make so many goods in one day? It may seem counterintuitive, but many makers are producing their crafts through small batch manufacturing, commissioning a small amount of products from a factory that can still achieve the economies of scale necessary to make money. The factory gets just enough products made to avoid going broke, and crafters get to put their goods in more hands without being stuck with boxes and boxes of unsold products. Case in point is Etsy. Since softening its ÚåĀĹĜƋĜŅĹŅüʱĹÚĵ±ÚåØăØljljljŸåĬĬåųŸ now rely on outside manufacturing to produce wares for their shops. The e-commerce platform also launched Etsy Manufacturing last Ƽå±ųرÚĜųåÏƋŅųƼƋŅĘåĬŞŸåĬĬåųŸĀĹÚ manufacturers. Etsy declined to share

how many manufacturers are currently listed with Etsy Manufacturing but did Ÿ±ƼƋʱƋĵŅųåƋʱĹƁljljĵ±Ĺƚü±ÏƋƚųåųŸ applied to be part of the directory last year. Also facilitating the makermanufacturer connection is BrooklynƱŸåÚa±ĩåųŸŅƵţküƋĘåŏljØljljlj nationwide manufacturers listed ƋĘųŅƚčĘĜƋŸŸåųƴĜÏåØƁØljljljÏŅƚĹƋ themselves as small batch capable. Dana Mauriello, Etsy’s director of seller category growth, says the company still values the artisan as much as it does the entrepreneur, and that words like “manufacturing” and “factory” might be misleading because they can often mean another individual maker. In fact, about one-quarter of the manufacturers who apply to be listed with Etsy Manufacturing are actually Etsy sellers. “I think the word ‘manufacturing’ can be a little scary, but once you really see the partners you’re working with, it feels very right,” Mauriello says. At Makers Row, the company’s cofounder and Chief Marketing OþÏåų Tanya Menendez says both startups

and established companies like Under Armour and Ralph Lauren turn to them ƋŅĀĹÚŸĵ±ĬĬƱƋÏĘĵ±Ĺƚü±ÏƋƚųåųŸţeĹÚ a lot of those manufacturers listed are Ÿĵ±ĬĬåųŅƚƋĀƋŸŅųĜĹÚĜƴĜÚƚ±ĬƋåÏĘĹĜÏĜ±ĹŸ that simply help test an idea or make a capsule collection, Menendez says. “That’s really telling of where the industry is going in general — more agile manufacturing where people can actually sell what they make and not hold a lot of inventory and have a quick turnaround time,” Menendez says.

By the Numbers In the government’s eyes, a factory or manufacturing facility is a small batch ĵ±Ĺƚü±ÏƋƚųåųĜüĜƋĵ±ĩåŸâŏĵĜĬĬĜŅĹŅų Ĭ域±ĹÚŞųŅÚƚÏåŸüåƵåųƋʱĹƁØăljlj units of a single product in a year. Factories meeting those benchmarks can register with the government for relief from safety testing requirements imposed on products like children’s toys and gear. But in more practical terms, a small batch can mean a product order in the

This article about small batch manufacturing is one of a large library of articles available to Craft Industry Alliance members. Craft Industry Alliance serves makers, suppliers, designers, and content creators in all areas of craft from knitting and crochet to quilting, sewing, cross stitch, needlepoint, paper craft, polymer clay, jewelry, and more. Twice a month members receive a professionally written digital journal with industry news and analysis as well as articles about business best practices. Members also have access to secure online forums, as well as monthly webinars taught by industry professionals. 8ŅƚĹÚåÚĜĹƋĘåü±ĬĬŅüƗljŏăØų±üƋFĹÚƚŸƋųƼeĬĬĜ±ĹÏåĜŸŏØƑljljĵåĵÆåųŸŸƋųŅĹčţaåĵÆåųŸĘĜŞĜŸ±ƴ±ĜĬ±ÆĬåüŅų businesses of all sizes. Visit craftindustryalliance.org to learn more. 10

Fall 2017 • Gradient

single digits, or even just a prototype. David Allen, president of Allen Manufacturing in Lewiston, Maine, Ÿ±ƼŸĵ±ĹƼÏĬĜåĹƋŸŅųÚåųăljƋŅŏljlj items at a time. His company, which specializes in soft and small goods (except for clothing), considers a small ƱƋÏĘƋŅÆåĹŅĵŅųåƋʱĹĊljljĜƋåĵŸ in a single order. ŮBåųåƋĘåƼϱĹÚŅŏljlj±ĹÚĵ±ƼÆå the cost is higher than overseas, but you don’t have the huge investment in materials or the language barrier and the time barrier,” Allen says. “Somebody on the East Coast communicating with ŸŅĵåŅĹåĜĹåĜģĜĹčϱĹŅĹĬƼƋ±ĬĩüŅųƗlj minutes a day.” Apparel orders can get much smaller. Philadelphia-based fashion designer Kristin Haskins, the founder of Krys Design and Manufacturing, went from designing to manufacturing when she ÏŅƚĬÚĹűƋĀĹÚ±ü±ÏƋŅųƼƵĜĬĬĜĹčƋŅŞųŅÚƚÏå small enough batches or even just samples of her designs. “There was just a need I needed myself ±Ÿ±ÚåŸĜčĹåųƋʱƋFÏŅƚĬÚĹűƋųå±ĬĬƼĀĹÚ as easily — the manufacturer that would ÚŅØĬĜĩåØƗljƚĹĜƋŸØŰB±ŸĩĜĹŸŸ±ƼŸØţ ىŅĵåرƋĬ屟ƋرĹƼƋĘĜĹčƚĹÚåųŏljljĜŸ a small batch, and most [small batch ü±ÏƋŅųĜåŸÌÚŅĹűƋčŅŅƴåųŏØljljljØŰŸ±ƼŸ Vesta Garcia, cofounder of Stitch Texas in Austin. While Stitch Texas isn’t a factory, it will help apparel designers become ü±ÏƋŅųƼěųå±ÚƼÆƼųåĀĹĜĹčƋĘå designer’s sample and then tackling pre-production tasks like pattern grading and digitizing. Stitch Texas will occasionally manufacture a design if ĜƋűŸĬ域ƋʱĹăljŞĜåÏåŸØÆƚƋƋĘååĹÚ goal is to get a designer to another manufacturer. “We would never turn away someone who’s just starting out, but we light up when a client has a sales background and customer base,” Garcia says. “[Someone who says] ‘I’ve been sewing these for a year and I can’t keep up.’ That’s my favorite client.”

Make it Work Be ready to let go. If you’re considering enlisting a manufacturer to help you make your crafts, Menendez Ÿ±ƼŸƋĘåĀųŸƋƋĘĜĹčƼŅƚŸĘŅƚĬÚÚŅĜŸ make sure you’re comfortable letting someone else’s hands be part of your ŞųŅÏ域ţلƋ±ųƋŅýƵĜƋʱŸĵ±ĬĬƋĘĜĹč you’re willing to outsource,” she says.

Be prepared to do your research. Using a service like Makers Row or Etsy Manufacturing can help makers search by production stage, industry and capability, but with both platforms, the onus is on the designer to make sure the manufacturer meets expectations. Manufacturers apply to be part of Etsy Manufacturing and are screened, but they aren’t vetted ŅųÏåųƋĜĀåÚţ‰ĘåƵŅųÚĜĹčĜŸÚåĬĜÆåų±ƋåØ Mauriello says, since Etsy can’t audit every manufacturer on site. Makers Row takes a similar approach to avoid ÚåĀĹĜĹčĜƋŸåĬü±Ÿ±ÆųŅĩåųŅųĬĜ±ÆĜĬĜƋƼØ Menendez says.

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

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

When it comes to materials, think ƑljŞåųÏåĹƋţFüĜƋÏŅŸƋŸƼŅƚâŏljƋŅĵ±ĩå a skirt, then the fabric shouldn’t cost you ĵŅųåƋʱĹâƑØB±ŸĩĜĹŸŸ±ƼŸţŮ¥ŅƚűƴåčŅƋ to make sure you’re making something at the end of the day,” she says.

)ĵÆų±ÏåĹåƵ±ŞŞųŅ±ÏĘåŸţ Keeping materials in check can sometimes mean changing the way a design comes to life. It doesn’t have to mean compromising your idea, Haskins says, but it could mean tweaking certain things to make the design easier and faster to replicate, like a seam or a zipper. “I once had to help bring down a âƗljljƵĘŅĬ埱ĬåÏĘĜĬÚűŸĘŅŅÚĜåƋʱƋƵ±Ÿ čåƋƋĜĹčƋŅŅŸŞåÏĜĀÏØŰB±ŸĩĜĹŸŸ±ƼŸţ Veronica Graham is a Boston-based journalist and former managing editor of Sew News, Creative Machine Embroidery and Stitch magazines. Follow her on Twitter @vlhgraham or contact her through her website at veronica-graham.com. Gradient • Fall 2017

11

TRENDING

KEEPING THE

ARTS ALIVE By Carol-Foldvary-Anderson Anything that aims to get people involved in the arts and increases community engagement is a positive aspect of life. Have you ever volunteered your art and experiences to inspire people to get involved and connected? Volunteering is a great way to help keep the arts relevant, inspire others to be artistic, grow our industry in exciting ways, and reinforce our own passions for creativity. The power of creative participation can transform the lives of individuals, build communities and ʱƴåŞŅŸĜƋĜƴååýåÏƋŸŅĹĘå±ĬƋʱĹÚ wellbeing. There is something out there for you and everyone, whatever talent, age or ability. 12

Fall 2017 • Gradient

We all know how important the arts are to a community, especially in an age when funding and support seem to be diminishing. The anticipation of an art show, craft fair, exhibit or class on a particular technique can excite one to explore his or her inner artist. By becoming involved locally and in the areas we have interest, we are able to encourage this excitement, which can cause the arts to stay alive and thrive. There are many ways to keep the arts alive within our own community, through either interacting with the public or working behind-the-scenes on special projects. For example, many ĹŅĹěŞųŅĀƋŅųč±ĹĜDŽ±ƋĜŅĹŸųåŧƚåŸƋ±ųƋĜŸƋŸ to donate artwork for fundraising opportunities. We can also donate our time to share our expertise by teaching a class in a technique or

product we are passionate about. Furthermore, we can support and nurture the future by purchasing our fellow creatives’ handmade items and by taking their classes to learn from them. Volunteering our time can make these things possible and aid their success. Getting started is always the hardest part! I suggest looking into local, state and federal arts councils, agencies and foundations in your area. Each åĹƋĜƋƼʱŸĬĜŸƋĜĹčŸŅüŸŞåÏĜĀÏĜĹƋåųåŸƋŸØ shows, events, and artist and volunteer calls on a monthly basis. Sign up for their emails and newsletters to keep up to date on how you can become ĜĹƴŅĬƴåÚƵĜƋĘƋĘåĜųŅųč±ĹĜDŽ±ƋĜŅĹţ Local public libraries are another avenue to consider as they provide

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

Volunteering is an enjoyable experience, and helps to ųåĜĹüŅųÏåƋĘåĘå±ĬƋĘØŸŅÏĜ±Ĭ±ĹÚÏŅĵĵƚĹĜƋƼÆåĹåĀƋŸŅü the arts. Participants regularly come away with new skills, čųå±ƋåųŸŅÏĜ±ĬÏŅĹĀÚåĹÏå±ĹÚĹåƵüųĜåĹÚŸú

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

Carol Foldvary-Anderson (varyCarol) is an award winning Designer Member of AFCI, a published illustrator/ author, arts educator, and an innovator of the Oil Pastel Smudge technique. A grant recipient on several occasions from her home state of Nevada, she is an artist on the Nevada State Schools and Community Roster. Teaching art and encouraging and inspiring others to live their joy is her passion. Her many community volunteer experiences include involvement with local libraries, colleges, museums, cultural centers, recreational centers, senior centers and the ĻŇĻĝŤŹŇĀƒƐžåÏƒŇŹƐƒĚ±ƒƐĞĻžƒĞĮĮƐƒĚåƐƽ±ĮƣåžƐƒĚ±ƒƐžĚåƐÆåĮĞåƽåžƐ±ŹåƐ important. Carol has been working her art and business for ķŇŹåƐƒĚ±ĻƐƘǒƐDžå±ŹžũƐƐšĞžĞƒƐĚåŹƐŤŹĞķ±ŹDžƐƾåÆžĞƒåƐƽ±ŹDž±ŹŇĮũÏŇķũ

Community colleges, cultural centers, museums, senior ÏåĹƋåųŸ±ĹÚųåÏųå±ƋĜŅĹÏåĹƋåųŸ±ųåĹŅƵĀĬĬĜĹčƋĘåĜų ÆƚĜĬÚĜĹčŸƵĜƋʱųƋŸ±ĹÚÏų±üƋŸŞųŅčų±ĵŸţ‰ĘåƼŅýåų everything from knitting, sewing, and beading, to painting, bookmaking and beyond. Most are receptive to any idea that will engage the community, and as an artist or business it is a great way to get the word out on who ƼŅƚ±ųåرĹÚƵʱƋƼŅƚŅýåų±ĹÚÚŅţeűÚÚåÚŞĬƚŸ×ƋĘå distribution process is a great marketing plan to add to your marketing mix, and it is free!

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

13

FEATURE

Preparing Your Store

For the Future By Heidi Kaisand

“Faith is the daring of the soul to go farther than it can see.” —WILLIAM NEWTON CLARKE FűƴåƚĹŞ±ÏĩåÚĵƼa±čĜÏîƱĬĬüųŅĵ ĵƼƼŅƚƋĘŠ±ĹÚʱƴåŸĜĹÏåĬå±ųĹåÚ ƋʱƋƋĘåųåĜŸĹŅƵ±ÚĜčĜƋ±ĬƴåųŸĜŅĹúš ÆåϱƚŸåFűĵŞŅŸĜƋĜƴåƋʱƋĜƋƵĜĬĬƋåĬĬ ĵåƋĘå±ĹŸƵåųŸƋŅ±ĬĬƋĘåÚĜþÏƚĬƋ ÆƚŸĜĹ域ŧƚåŸƋĜŅĹŸFʱƴåţĜčĘƋũ œåĬĬØŅĩ±ƼØƵåĩĹŅƵƋĘåųå±ųåĹŅ ĵ±čĜϱĬ±ĹŸƵåųŸŅų±ÏųƼŸƋ±ĬƱĬĬ ƋåĬĬĜĹčƚŸƵʱƋƋĘåüƚƋƚųåĘŅĬÚŸţ ƚƋFʱƴåü±ĜƋĘţFʱƴåü±ĜƋĘƋʱƋ ĜĹÚåŞåĹÚåĹƋųåƋ±ĜĬåųŸƵĜĬĬÆåčŅĜĹč ŸƋųŅĹčĜĹƋĘåüƚƋƚųåţœĘƼŸƚÏʱ ŸƋųŅĹčÆåĬĜåüũåϱƚŸåųåƋ±ĜĬåųŸʱƴå ÆååĹĜĹåƻĜŸƋåĹÏåüŅųĘƚĹÚųåÚŸŅü Ƽå±ųŸţœĜĬĬƋĘĜĹčŸÆåÚĜýåųåĹƋũkü ÏŅƚųŸåúcŅƋĘĜĹčŸƋ±ƼŸƋĘ埱ĵåţ‰Ęå ÏʱĬĬåĹčåĜŸčåƋƋĜĹčüųŅĵĘåųåƋŅ ƋĘåųåƵĜƋĘƋĘåĬ屟Ƌ±ĵŅƚĹƋŅüŸƋų域 ±ĹÚƋĘåĵŅŸƋ±ĵŅƚĹƋŅüŸƚÏÏ域ţ kÆƴĜŅƚŸĬƼØĜüFʱÚƋĘåa±čĜÏî±ĬĬØ ±ĹŸƵåųŸƋʱƋƵŅƚĬÚ±ĹŸƵåų±ĹƼ ŧƚåŸƋĜŅĹŸ±ĹÚ±ŞŞå±ų±ƋģƚŸƋƋĘåųĜčĘƋ ƋĜĵåØFűÚÆåŸĘ±ųĜĹčĜƋƵĜƋʱĬĬŅüƼŅƚ ŸŅƵåÏŅƚĬÚŸĬååŞÆåƋƋåųƋŅĹĜčĘƋúƚƋØ ĜĹŸƋå±ÚØĬåƋűŸÚĜŸÏƚŸŸŸåƴåų±Ĭ±ų屟 ƵĘåųåƼŅƚϱĹüŅÏƚŸƋŅĵ±ĩåƼŅƚų ÆƚŸĜĹ域ŸƋųŅĹčåų±ĹÚĜƋŸüƚƋƚųåÆåƋƋåųţ

Focus on Your Business cŅƵĜŸƋĘåƋĜĵåƋŅÏĬå±ųĬƼÚåĀĹåƵĘŅ ƼŅƚ±ųå±ĹÚƵʱƋƼŅƚųÆƚŸĜĹ域čŅ±ĬŸ ±ųåţ%ŅƼŅƚʱƴå±ĵĜŸŸĜŅĹŸƋ±ƋåĵåĹƋ ƋʱƋĜŸĬå±ÚĜĹčƼŅƚųÚåÏĜŸĜŅĹŸũœĘ±Ƌ 14

Fall 2017 • Gradient

±ųåƼŅƚÚŅĜĹčĜĹƼŅƚų ųåƋ±ĜĬŸƋŅųåƋŅŞųåŞ±ųå üŅųƋĘåüƚƋƚųåũ%ŅƼŅƚ ʱƴåƑljěÚ±ƼčŅ±ĬŸũ kĹåěƼå±ųčŅ±ĬŸũ‰Ęųååě ƋŅěĀƴåěƼå±ųčŅ±ĬŸũeųå ƼŅƚĵ±ĩĜĹčŸƚųåƼŅƚų ĀűĹÏĜ±ĬŸ±ųåŸŅĬĜÚ±ĹÚ ųå±ÚƼüŅųƋĘåƚŞŸ±ĹÚ ÚŅƵĹŸŅüŸ±ĬåŸũœĘ±Ƌ ŸŅƚųÏåŸŅüĜĹÏŅĵå±ųåƼŅƚ ƵŅųĩĜĹčƵĜƋĘŠĜţåţŞųŅÚƚÏƋ Ÿ±ĬåŸØųåĹƋ±ĬŸØųåƋųå±ƋŸ±ĬåŸØ ÏĬ±ŸŸåŸØŸåųƴĜÏ埚±ĹÚĘŅƵ ϱĹƼŅƚƚŸåå±ÏĘŅüƋĘŅŸå ÏʱĹĹåĬŸüŅųÏųå±ƋĜĹčƋʱƋ ŸƋå±ÚƼāŅƵŅüĜĹÏŅĵåƼŅƚ ĹååÚũ ‰±ĩåƋĜĵåƋŅŸƋåŞŅƚƋŸĜÚåŅü ƼŅƚųÆƚŸĜĹ域±ĹÚčåƋÏĬ±ųĜƋƼ ŅĹƵʱƋƼŅƚűųåÚŅĜĹčĜĹƼŅƚų ÆƚŸĜĹ域ţ)ƴåųƼčųå±ƋĬå±Úåų ĹååÚŸƋĜĵåƋŅƋĘĜĹĩØÆų±ĜĹŸƋŅųĵØ ±ĹÚųåģƚƴåűƋåţeŸޱųƋŅüƋʱƋ ƋĘĜĹĩĜĹčŞųŅÏ域ØƼŅƚűųåčŅĜĹčƋŅ ĹååÚƋŅƵųĜƋååƴåųƼƋĘĜĹčÚŅƵĹţ XĜüåÏŅ±ÏĘåƋĘaŅĹƋޱŸŅýåųŸƋĘåŸå čųŅƚĹÚųƚĬåŸüŅųĬŅĹčěų±ĹčåčŅ±Ĭ ŞĬ±ĹĹĜĹč×

Ƒţ‰ĘĜĹĩÆĜčţečųå±ƋčŅ±ĬĜŸ ŸŅĵåƋĘĜĹčƋʱƋĵ±ĩåŸƼŅƚųޱĬĵŸ± ĬĜƋƋĬåÆĜƋŸƵå±ƋƼţ

ŏţ%ŅĹűƋģƚŸƋƋĘĜĹĩĜƋſƵųĜƋåĜƋÚŅƵĹţ „ƚŞåų±ÏĘĜåƴåųŸʱƴåÏĬå±ųØƵųĜƋƋåĹ čŅ±ĬŸţ

Ċţ„Ƌ±ƋåčŅ±ĬŸĜĹƋĘåŞŅŸĜƋĜƴåţ %åÏĜÚåƵʱƋƼŅƚƵ±ĹƋƋŅĵŅƴå ƋŅƵ±ųÚØĹŅƋ±Ƶ±ƼüųŅĵţBåųåűŸ±Ĺ åƻ±ĵŞĬå×ŮFĹÏų屟åĬŅĹč±ųĵųåĹƋ±Ĭ ĘŅƚųŸƋŅĵŅųåƋʱĹĊîljĘŅƚųŸƋĘĜŸ Ƽå±ųØŰĹŅƋ×ٜåƵ±ĹƋƋŅʱƴåĵŅųå ĬŅĹč±ųĵųåĹƋ±ĬĘŅƚųŸţŰ

Ɨţ%ŅĹűƋĀĬƋåųØŧƚ±ĬĜüƼŅųģƚÚčå ƼŅƚųĜÚ屟ŅųčŅ±ĬŸţ%ŅĹűƋü±ÏƋŅųĜĹ åƻŞåųĜåĹÏåØųåŸŅƚųÏåŸŅų±ÆĜĬĜƋƼţFüƼŅƚ ʱÚåƴåųƼŸĩĜĬĬØųåŸŅƚųÏå±ĹÚ±ÆĜĬĜƋƼ ĜĹƋĘåƵŅųĬÚØƵʱƋƵŅƚĬÚƼŅƚÚŅ±ĹÚ ƵʱƋƵŅƚĬÚƼŅƚŸåƋŅƚƋƋŅ±ÏÏŅĵŞĬĜŸĘũ

ăţ„Ƌ±ƋåĜĹƋĘåF±ĵţåϱųåüƚĬŅüƋĘå ŞĘų±ŸĜĹčƼŅƚƚŸåţ8Ņųåƻ±ĵŞĬåØŮF±ĵ

ىĘåčųå±ƋåųÚ±ĹčåųüŅųĵŅŸƋ ŅüƚŸĜŸĹŅƋƋʱƋŅƚų±ĜĵĜŸƋŅŅ ĘĜčʱĹÚƵåĵĜŸŸĜƋØÆƚƋƋʱƋ ĜƋűŸƋŅŅĬŅƵ±ĹÚƵåĘĜƋĜƋţŰ

Connect the In-Store Experience with the Online Experience ƋĘåŅƵĹåųŅü±ŞųŅĀƋ±ÆĬåÆƚŸĜĹ域ţŰ „Ƌ±ƋåƼŅƚųčŅ±ĬŸ±Ÿ×F±ĵ£ƴåųŸƚŸ FƵ±ĹƋ£ţBåųåűŸ±Ĺåƻ±ĵŞĬå×ŮFʱƴå ±ĹŅųč±ĹĜDŽåÚŸƋŅųåúFčŅƋųĜÚŅüƗljlj åƻÏ域ÆŅĬƋŸŅüü±ÆųĜÏØŰĹŅƋ×ŮFƵ±ĹƋƋŅ Ņųč±ĹĜDŽåØŅųFƵ±ĹƋƋŅčåƋųĜÚŅüţŰ ƆţåŸƚųåƋĘåčŅ±ĬŸ±ųåƼŅƚųčŅ±ĬŸØ ĹŅƋŸŅĵåŅĹååĬŸåűŸţ¥ŅƚųƵųĜƋƋåĹ čŅ±ĬŸŸĘŅƚĬÚųåāåÏƋƼŅƚųĜĹĹåų ±ĵÆĜƋĜŅĹŸ±ĹÚƼŅƚųÏųå±ƋĜƴåŸŞĜųĜƋØĹŅƋ ±ĹŅƋĘåųŸĘŅŞŅƵĹåųűŸčŅ±ĬŸţ ƁţeĬĜčĹƼŅƚųčŅ±ĬŸƵĜƋĘƼŅƚųƴ±ĬƚåŸ ÆåϱƚŸåŸŅĵåčŅ±ĬŸ±ųåĹűƋƵŅųƋĘ čŅĜĹčüŅųţ)ƴåųƼŞųŅĵĜŸåʱŸ±ŞųĜÏåţ %ŅĹűƋŸ±ÏųĜĀÏåƼŅƚųü±ĵĜĬƼƋĜĵååƴåųƼ ƵååĩåĹÚ±ƋƋĘåŸƋŅųåƋŅ±ÏĘĜåƴåƼŅƚų ŞųŅĀƋ±ÆĜĬĜƋƼčŅ±ĬſƼŅƚųü±ĵĜĬƼĜŸƋŅŅ ĘĜčĘŅü±ŞųĜÏåƋŅޱƼţ

eÏÏŅųÚĜĹčƋŅųåƋ±ĜĬåƻŞåųƋŸĜÏĘ UĜDŽåų±ĹÚ:åŅųč±ĹĹååĹÚåųØƋĘå åƻŞåųĜåĹÏåÆåčĜĹŸƋĘåĵŅĵåĹƋ± ŸĘŅŞŞåųÏŅĹĹåÏƋŸƵĜƋĘƼŅƚųÆų±ĹÚţ ŮFĹĵ±ĹƼŸĘŅŞŸØŸĘŅŞŞåųŸŸƋåŞĜĹƋŅ ±ų±ĜĹÆŅƵóƋĘåƼ±ųåŸƚųųŅƚĹÚåÚ ÆƼÏŅĬŅųüƚĬŞųŅÚƚÏƋØŰåĹÚåųŸ±ƼŸţ ىʱƋűŸƵʱƋŸĘŅƚĬÚŸƋ±ĹÚŅƚƋØĹŅƋ ƼŅƚųĜĹěŸƋŅųåÚæÏŅųţŰ{ƚƋƋĘåŸåƋĜŞŸ üųŅĵUĜDŽåų±ĹÚåĹÚåųĜĹƋŅ±ÏƋĜŅĹ× ÎŽŸåÏŅĬŅųĜĹƼŅƚųŸƋŅųåÚåŸĜčĹĜĹ ƋƵŅƵ±ƼŸ×ĹåƚƋų±ĬŸŸĘŅƚĬÚÆåƋĘå ŞųĜĵ±ųƼÏŅĬŅų±ĹÚÆŅĬÚ±ÏÏåĹƋŸƋĘå ŸåÏŅĹÚ±ųƼÏŅĬŅųŸţ‰ĘåŞųĜĵ±ųƼÏŅĬŅų ŸĘŅƚĬÚÆåîljŞåųÏåĹƋŅüƼŅƚųŸƋŅųå ÚæÏŅųſĜƋŸģŅÆĜŸƋŅÏųå±Ƌå±ųåĬ±ƻåÚ ±ƋĵŅŸŞĘåųåüŅųÏƚŸƋŅĵåųŸţeÏÏåĹƋ ÏŅĬŅųŸƋ±ĩåƚŞƋĘåųåĵ±ĜĹĜĹčƗlj

ŞåųÏåĹƋţ‰ĘĜŸüŅųĵƚĬ±±ĬĬŅƵŸƋĘå ĵåųÏʱĹÚĜŸåƋŅŞŅŞţFƋ±ĬŸŅåĹŸƚųåŸ ƋʱƋŸĘŅŞŞåųŸ±ųåĹŅƋŅƴåųƵĘåĬĵåÚ ÆƼÏŅĬŅųŸØÆåϱƚŸåÏåųƋ±ĜĹÏŅĬŅųŸ ϱĹŸåĹÚ±ÏƚŸƋŅĵåųųĜčĘƋƱÏĩŅƚƋ ƋĘåÚŅŅųţ ÎåÚŸĘŅƚĬÚĹåƴåųÆå±ŞųĜĵ±ųƼ ÏŅĬŅųÆåϱƚŸåĜƋűŸƋŅŅ±ččų域ĜƴåţFƋ ±ÏƋƚ±ĬĬƼŸŞååÚŸƚŞƋĘåĵåƋ±ÆŅĬĜŸĵØ ų±ĜŸåŸÆĬŅŅÚŞų域ƚųå±ĹÚĜĹÏų屟åŸ ųåŸŞĜų±ƋĜŅĹų±ƋåŸţ‰ŅŅĵƚÏĘųåÚ ϱűĬŸŅĵ±ĩåŞåŅŞĬå±ĹƻĜŅƚŸ±ĹÚ ±ččų域ĜƴåſƋų±ĜƋŸƼŅƚÚŅĹűƋƵ±ĹƋ ŅĹƼŅƚųŸ±ĬåŸāŅŅųţƚƋŅĹĬĜĹåØųåÚ ±ƋƋų±ÏƋŸƋĘååƼåţ Î¥åĬĬŅƵϱĹÆåʱųÚŅĹƋĘååƼåŸØ ϱƚŸĜĹčü±ƋĜčƚåŅų±čĜƋ±ƋĜŅĹſƋʱƋűŸ ƱÚüŅųŧƚĜĬƋåųŸţåųƋ±ĜĹčųååĹŸ ϱƚŸåŞåŅŞĬåƋŅƋĘĜĹĩ±ÆŅƚƋĵŅĹåƼ ó±ĬŸŅƱÚÆåϱƚŸåĜƋŸƚÆĬĜĵĜűĬĬƼ ŞųåƴåĹƋŸŞåŅŞĬåüųŅĵŸĘŅŞŞĜĹčţ ĬƚåŸØƵĘĜƋåŸØÏųå±ĵŸ±ĹÚčų±ƼŸ ±ųå±čŅŅÚÏĘŅĜÏåüŅųƼŅƚųŸƋŅųåűŸ ÏŇĻƒĞĻƣåÚƐŇĻƐŤ±ďåƐőî Gradient • Fall 2017

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Fall 2017 • Gradient

Gradient • Fall 2017

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FEATURE

main color. Accent colors can be bold and bright. Visit your local paint store to pick up paint charts ƋʱƋŅýåųÏŅĵŞĬåĵåĹƋ±ųƼÏŅĬŅų combinations. • Feature your accent colors on your website as well. Use them as background on your social media ÏŅƴåų±ĹÚŞųŅĀĬåŞĘŅƋŅŸţ{ƚƋƋĘåĵ on signage, bags, uniforms and whatever else represents your store. • Set aside a few hours to look at your shopping experience across åƴåųƼϱƋåčŅųƼţ¥ŅƚųŸ±ĬåŸāŅŅųØ website, email blasts and social media should each tell the same brand story, making it easy for consumers to identify what belongs to you. • Consumers want a seamless interaction with your store. They want the things they see and read online to match the actual in-store experience. They want the friendly faces they see on social media to be just as welcoming when they visit your store, and they want the brilliant ideas they see on your Ÿ±ĬåŸāŅŅųƋŅÆå±ƴ±ĜĬ±ÆĬåŅĹĬĜĹå when they can’t make it in. You want that, too.

Give Full Attention to Your Customers Are you clear as to who your ÏƚŸƋŅĵåųĜŸũųå±Ƌå±ŞųŅĀĬåŅüƼŅƚų ĜÚå±ĬÏƚŸƋŅĵåųţUĹŅƵƵĘåųåƋŅĀĹÚ them and what they need before they need it. Know how they shop. Who are your customers? Where are they coming from and how do you keep them coming back? And, how ±ųåƼŅƚĀĹÚĜĹčĹåƵÏƚŸƋŅĵåųŸũ Ask your customers to tell you what they think. Financial expert Tom Shay suggests surveying your customers at least once a quarter. “Create a survey to ask shoppers why they do business with you, where else they shop, what they would like to see in your store, and any other point of curiosity you 18

Fall 2017 • Gradient

might have,” Shay says. Your customer survey should constantly change so that you gain new knowledge. Don’t use the online survey tools for this. You are a small shop and you and your ŸƋ±ýŸåĬĬÆåϱƚŸåŅüƼŅƚųŞåųŸŅűĬ interaction with your customers. “Something written gives a personal touch and says you are genuinely interested in what the customer has to say,” notes Shay. Ask only four or ĀƴåŧƚåŸƋĜŅĹŸó±ŸĩĵŅųå±ĹÚƼŅƚƵĜĬĬ lose their interest fast. Start with a simple one question survey asking, “What one thing could we do to make it easier for you to do business with us?” Conducting a survey will help you stay ahead of trends. We need to hear from customers on a regular basis.

Speak to Your Customer Where are they getting their information and how are they getting it? We know social media is one important channel of communication. {ĜÏĩŅĹåŞĬ±ƋüŅųĵ±ĹÚĵ±ŸƋåųĜƋţ According to Melissa Boike of Art Gallery Fabrics, blogging allows you to communicate and interact with your customers and to be a part of a community of people who share the same passion you do. Coming up with blog content takes commitment but is very rewarding and a great way to let your creative ģƚĜÏåŸāŅƵţŮ{ŅŸƋƵʱƋűŸĜĵŞŅųƋ±ĹƋƋŅ you, what makes you stand out as a company, and information you know ƵĜĬĬÆåĹåĀƋƼŅƚųÏƚŸƋŅĵåųŸØŰŅĜĩå says. “Focus on things that make your quilt shop special.”

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

eƋƋåĹÚƋų±ÚåŸĘŅƵŸØĀĹÚÆƚŸĜĹ域 groups that align with your goals and interests, and pick up a book or two to expand your business knowledge and practices. Recommended readings include: • ‰ĚåƐőăƐFĻƽ±Įƣ±ÆĮåƐX±ƾžƐŇüƐ:ŹŇƾƒĚ by John C. Maxwell • ‰ĚåƐaĞŹ±ÏĮåƐaŇŹĻĞĻď by Hal Elrod • )žžåĻƒĞ±ĮĞžķ×Ɛ‰ĚåƐ%ĞžÏĞŤĮĞĻåÚƐ{ƣŹžƣЃƐ ŇüƐXåžž by Greg McKeown • ‰ĚåƐŇķŤŇƣĻÚƐ)ýåσ by Darren Hardy

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

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1-800-433-0541 [email protected] • styletechcraft.com „ĚŇŤƐŇƾĻåŹƐBåĞÚĞƐU±Ğž±ĻÚƐ ŇŤåĻåÚƐBåĻƐ¼ƐĚĞÏīžƐ„ƒƣÚĞŇƐ ŦƾƾƾũĚåĻ±ĻÚÏĚĞÏīžžƒƣÚĞŇũÏŇķŧƐĞĻƐ ŇĻŹ±ÚØƐFŇƾ±ØƐĞĻƐƟǒőőũƐBåŹƐžƒŇŹåƐĞžƐ ĚŇķåƐƒŇƐ±ƐüƣĮĮĝžåŹƽĞÏåƐŭƣĞĮƒƐžĚŇŤƐ ±ĻÚƐŹåƒŹå±ƒƐÏåĻƒåŹØƐ±ĻÚƐÚ±ÆÆĮåžƐ ĞĻƐžÏŹ±ŤÆŇŇīĞĻďƐ±ĻÚƐŤ±ŤåŹƐÏŹ±üƒƐ ŤŹŇÚƣσžũƐ¥å±ŹžƐŇüƐƾŇŹīĞĻďƐĞĻƐƒĚåƐ ŭƣĞĮƒĞĻďƐĞĻÚƣžƒŹDžƐĞĻƐŤƣÆĮĞžĚĞĻďØƐ

ķ±Ļƣü±ÏƒƣŹĞĻďØƐ±ĻÚƐĻŇƾƐŹåƒ±ĞĮĞĻďƐ ŤŹŇƽĞÚåžƐ±Ɛƽ±žƒƐƱÏīďŹŇƣĻÚƐŇüƐ åDŽŤåŹĞåĻÏåžƐƒŇƐŤƣĮĮƐüŹŇķƐ±žƐžĚåƐ ŹƣĻžƐĚåŹƐžķ±ĮĮƐÆƣžĞĻåžžũƐFĻƐ±ÚÚЃĞŇĻƐ ƒŇƐĚåŹƐŹåƒ±ĞĮƐÆƣžĞĻåžžØƐBåĞÚĞƐĞžƐ±ĮžŇƐ {ƣÆĮĞžĚåŹƐŇüƐ
ķåŹĞϱĻƐ}ƣĞĮƒƐ僱ĞĮåŹØƐ ±ƐƒŹ±ÚåƐŤƣÆĮĞϱƒĞŇĻƐüŇŹƐĞĻÚåŤåĻÚåĻƒƐ Źåƒ±ĞĮåŹžƐŦƾƾƾũ±ķåŹĞϱĻŭƣĞĮƒ Źåƒ±ĞĮåŹũÏŇķŧũ

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FEATURE

FOUNDARTE Building the Bridge to Portugal’s Artisan Community 20

Fall 2017 • Gradient

My name is Helga SaraivaStewart. I’m the Chief Executive Officer and Founder of Foundarte.com. Yet, about a-year-and-a-half ago, my friends and family said I was crazy. B±ƴĜĹčŸŞåĹƋƗăƼå±ųŸĜĹXŅĹÚŅĹØ the majority of those advising and delivering software solutions to corporations all over the world, I slowly began to feel I needed a different meaning to my life. Don´t get me wrong; I loved my career and I was successful, but after the birth of my son three years ago, this feeling became overpowering. So, after a lot of thought and planning, my husband and I packed our things ±ĹÚŸƵ±ŞŞåÚÏĬŅƚÚƼXŅĹÚŅĹüŅų sunny Portugal.

such as dance and costumes. More importantly, we were inspired by the work of the local artisans: exquisitelydetailed sculptures, inspirational watercolor paintings, delicate embroidery, masterly-carved marquetry woodwork, and wrought iron forged by traditional blacksmiths; each piece handmade and unique. It enthralled us like the most beautiful Shakespearean sonnet, Ņųų±ƋĘåųØXƚĝŸÚå±ĵŝåŸŞŅåĵţ We were hooked.

I was raised in Portugal; I lived ƋĘåųåüŅųŏîƼå±ųŸØŸŅFűĵĹŅ stranger to the place. The language and the culture are familiar. My husband and I have visited my family every year üŅųƋĘåޱŸƋŏŏƼå±ųŸØŸŅĘåØ too, understands and loves the culture and hospitality.

Slowly, every time we returned ƋŅXŅĹÚŅĹØĜƋƵ±ŸĬĜĩåĬå±ƴĜĹč a bigger part of us behind. We started to miss being in Portugal increasingly more. So, we took it upon ourselves to put our international experience to good use and build a bridge to its small but vibrant art community. That’s when Foundarte was born. It is difficult for businesses around the globe to source and acquire these kinds of products from a country like Portugal; never mind selecting from the best in a single curated location. Yet these problems didn’t seem insoluble to us.

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

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

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FEATURE

produce very little because of reservations about taking on staff or apprentices who turn out to be untrustworthy. The deep economic crisis there discourages consumers from spending their money on these items. Plus, the knowledge and use of technology are still not fully understood or are widely underestimated. We formed Foundarte to address these challenges in a simple yet effective way. We strive to make it easy for consumers to buy these Portuguese artisans’ items through our ability to showcase exclusive products in person, combined with the flexibility of a wider portfolio online and a professional checkout and delivery service, helping shops and retailers provide a superior service. Our business model combines the experience of touching and feeling a handmade object with the flexibility of buying it in an online environment. At the same time, it provides a better way for pieces to travel from its maker to its owner. Logistically, the artisan is better off, the customer has more choice and is more satisfied, and the retailer optimizes its

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Fall 2017 • Gradient

resources and captures more client loyalty. We turned to technology to resolve the challenge that manufacturers struggle with: displaying an entire portfolio in a partnering retailer’s space and immersing the buyer in the history and tradition of the piece from a distance. The resulting client experience is interacting with the product in a fun and exciting way and simultaneously having a seamless shopping experience. Every piece on display has a unique QR Code that leads to a product page with detailed information about the product: source materials, inspiration and history of the maker, the context of the cultural tradition, and so on. The product page also connects to the entire range of available choices for that product type and artist, updated within the Foundarte platform, as well as other product categories and other artisans from the Foundarte Portfolio, allowing a consumer to acquire directly from the online store and have the purchase delivered straight to his or her home. Through this innovative process, we can bring the best Portugal has to offer to England and beyond.

I am happy to say that Portugal is not on the fringes of Europe. Instead it leads with its beaches and weather, wine and olive oil, technology and human resources, producing furniture, textiles, home decoration and accessories that make homes unique and customized to one’s individual style. Because of Foundarte, inspiring designs have made it to the White House, the Vatican and famous Fashion Week shows. Our creativity never ends and has been awarded prizes, such as the Nobel, Pritzker and Grammy. Today, Portugal’s art community surprises and thrives. Helga Saraiva-Stewart, CEO and Founder of Foundarte, Helga was born in Angola´s capital Luanda but grew up in Mafra, a picturesque coastal region in the district of Lisbon, Portugal. Helga then spent her adult life in

London, UK, a city she still considers home, having ĮĞƽåÚƐƒĚåŹåƐüŇŹƐƟăƐDžå±ŹžũƐ In London, she graduated in Business Management, ŇŹŤŇŹ±ƒåƐ8ĞĻ±ĻÏåØƐ±ĻÚƐÆƣĞĮƒƐ±ƐϱŹååŹƐŇƽåŹƐőƇƐDžå±ŹžƐ working for the world´s largest and best providers of data, technology, and research to corporations and the financial sector. She identified and onboarded new clients in different parts of the world; continuously shaping effective and innovative solutions that helped meet their goals. This allowed her to travel the world and embrace new cultures, something she still loves to do best. This professional experience is part of the basis on which Foundarte is built, as well as an interest instigated by her love for Portugal and its artisan art and culture and the eagerness to promote it internationally. Helga is responsible for the strategic direction of Foundarte and manages its national and international relationships.

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DIY

Innovation DIY ‰Ęåă stages of turning an idea into a tangible product

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Fall 2017 • Gradient

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

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

ŏţš±ĬĜÚ±Ƌå¥ŅƚųFÚå± Not so fast. The Innovation DIY is more complicated than your everyday DIY scenario. Before you devote

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

concept better? Is there a market for your innovation? Will consumers use it? Will it still be relevant next year? Your first task is to validate your idea. Conduct primary and secondary research. Go online and search for potential competitors. Find out if someone else had a similar idea and failed. Survey your family, friends, colleagues, neighbors, that guy who sits next Gradient • Fall 2017

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DIY

to you on the train, and anyone else who is willing to listen. Would they use your product or service? This research will help you determine if there is a need for your innovation and if so, who will use it. The product development journey is a long and expensive one. Make sure your idea is worth the investment before taking the next step.

Ɨţ{ųŅƋåÏƋ¥ŅƚųFÚå± Once you’ve validated your idea, it’s time to protect it. Most countries have an entity that issues patents and trademarks to help innovators like yourself protect your intellectual property. In the United States, this office

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is the United States Patent and Trademark Office. Identify the agency in your country and visit its website to learn about the patent and trademark ŞųŅÏ域åŸţ‰Ęåųå±ųåÚĜýåųåĹƋƋƼŞåŸ of patents you can apply for. There are also rules for applying, so make ŸƚųåƼŅƚųĜĹĹŅƴ±ƋĜŅĹŧƚ±ĬĜĀåŸţ Intellectual Property is a complicated subject, so if you believe in your innovation, we recommend you find a lawyer or expert who specializes in this area to receive the proper guidance.

Ƒţ%åƴåĬŅޱ{ųŅƋŅƋƼŞå A prototype is a model of your innovation. It may seem daunting, so think of it as the first draft of

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

Ċţ8ĜĹÚ±{±ųƋĹåų I’m probably not the first person to tell you that Steve Jobs didn’t form Apple on his own, just like Mark Zuckerberg and Arianna Huffington weren’t one-person teams. After developing your first

share d n a r a to te

Making Sharing

EASY

[email protected] | 1.888.458.3368 © 2017 Glue Dots International

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

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

ăţ%åƴåĬŅޱƚŸĜĹ域{Ĭ±Ĺ If you don’t already have a clear direction for your innovation, now’s the time to figure it out. When you begin to seek financial investments from your peers, manufacturers, or venture capitalists, they’re going to want to know how you plan to market and sell your innovation. In other words, they want to know if it has the potential to be profitable and that they’ll get their money back. Involve your partners in developing your business plan. Remember, they are your assets for aspects of business you don’t have experience with. Also, confidence is key at this stage. Do you believe in your innovation? Do your partners? Make sure your vision is clearly communicated through your business plan and pitch.

‰Ęå}ƚåŸƋüŅųƋĘåcåƻƋ ųå±ƋĜƴåFĹĹŅƴ±ƋĜŅĹ Are you working on an innovation that could potentially change the creative industry as we know it? Submit your new product, idea, trend, method, technique or device to the Innovations Center for the chance to unveil your innovation at Creativation, and to compete for a cash prize ŅüâŏljØljljljú The deadline to submit an åĹƋųƼĜŸkÏƋŅÆåųƑŏţ For submission guidelines and to apply, visit www.CreativationShow.org.

January 27 – 30, 2018 Frankfurt am Main, Germany

HAVE A NICE

for your Business

Develop and expand your product mix with new creative products, tools and techniques. Visit the world’s largest DIY trade show for hobby, craft and artists’ supplies in Frankfurt. Order your ticket now and travel free to the exhibition center on local public transport. creativeworld.messefrankfurt.com [email protected] Tel. +1 770 984 80 16

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THE SHELF

Tape Technologies Inc. introduces eight NEW tropical colors in its Transparent Glitter and Polished Metal series. Check them out at styletechcraft.com and request your free samples. tapetechnologies.com

Tommy Art metallic paints from Imagination International are ultra-thick, high-gloss, mineralbased paints, perfect for adding rich, lustrous tones and dazzling dimension to almost any surface. Available in five colors, these Italian-made paints are easy to use and offer professional quality for crafters, home decorators, and artists of all levels. iii.global/tommy-art

The Illustrator pens from Crafter’s Companion offer high-grade, artist’s quality dyes for premium results. The flexible brush-nib + superfine-nib combination is perfectly suited for smooth color laydown ±ĹÚÚåƋ±ĜĬåÚÏŅĬŅųĜĹčţcŅƵ±ƴ±ĜĬ±ÆĬåĜĹƗŏƆ specially formulated colors. crafterscompanion.com

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

With the electric Waxmelter Batik Pen from Witzend, draw long continuous lines for batik and encaustic artwork with small chips of wax. It melts all kinds of wax – even leftover wax crayons! It maintains a ƋåĵŞåų±ƋƚųåŅüŏĊljÚåčųååŸſƋĘåĘå±ƋĜĹčåĬåĵåĹƋĜŸ UL listed. The small funnel has a removable valve tip to prevent dripping. It comes with a stand and instructions. Ÿ±ĹÚƼÄƋƵĜŸƋååDŽƵĜųåţÏŅĵØƗljƑěƑŀƑěƗƑŀƁſ ü±ƻƗljƑěƑŀƑěŏƁƗŏ 28

Fall 2017 • Gradient

Get “artzy” with our new Wishing Happiness stamp set and coordinating Flower die. They ƵĜĬĬÆå±čųå±Ƌ±ÚÚĜƋĜŅĹƋŅƼŅƚų%±ųåƗeųƋDŽƼ collection of quality products. These flowers will be beautiful on your next card or as an embellishment on a page layout. %±ųåƗÆeųƋDŽƼţ com

The convenience of cling stamps … the quality of real red rubber! Stamps from Blue Ridge Impressions Inc. are now available with either a cling backing or wood mounted –whichever your customers prefer. Call today for our FREE catalog containing many ĹåƵŸƋ±ĵŞŸØ %ĜŸƋų域kƻĜÚå ĜĹĩŸØÏƚƋƋĜĹčÚĜåŸ and more. ăĊljěƗîŀěƆƆîŏ

Art Impressions’ PopCard Sets include clear stamps with matching dies for creating a fantastic and 屟ƼƑě%ŞŅŞěƚŞϱųÚØ with the help of our PopCard Template. Each layer sits on a different level of the template to Ïųå±Ƌåƴ±ųƼĜĹčÚåŞƋĘŸØƼåƋ lays perfectly flat when closed! Visit our website üŅųĵŅųåĜĹüŅųĵ±ƋĜŅĹØϱųÚ samples and videos. artimpressions.com

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THE SHELF

The Books By Hand PVA Glue Adhesive Kit is handy for beginner bookbinders to experienced craft makers. It includes a bottle of pH neutral PVA, a glue brush, a foam brush, a bone folder and gluing tips. Use the container as a gluing tray. It’s the perfect companion to any of Books by Hand book-making kits. [email protected] ŅųϱĬĬŏěîljljěƑƗƗě ƁƁƁă

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Fall 2017 • Gradient

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

INDEX OF ADVERTISERS

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