The Crafty Retailer

Encourage Crafty Community to Build a Loyal Retail Following

2012-01-24T20:48:00.003-05:00

Every Tuesday I host an Open Studio from 10 - 2. The second Wednesday night of the month is reserved for a specific fiber project that never costs more than $15. Fiber minded women settle in to chat and craft together. The youngest is 28 and the oldest is well into her sixties. We eat and we crochet...or knit...or embroider...or even felt. I do not sell product. I do not talk about selling product. We laugh. We have show and tell. We exchange recipes. My four dogs are petted and fussed over, even when the puppy grabs a ball of yarn and heads out the door. One wonderful lady drives almost two hours to get here! No doubt about it....we have created a real community and Tuesdays have become one of my favorite days of the week.

A side benefit of my little group is that I get to hear the women talk about their projects and their plans for future projects. I get to see what ignites their creativity and what they want to learn next. We inspire and encourage one another. They even put my upcoming Swarovski workshop project through an intensive beta test that resulted in some important changes. I get a whole lot of benefit from these soirees and so do the participants. .

So....what is the problem?

The problem is that they are not hanging out at their local yarn stores! Most of the women are members of several other fibery groups and each of those groups meet at restaurants or libraries. They are connecting with other crafters several times a week-- through MeetUp.com and through Ravelry--while totally sidestepping the brick and mortar retailers in the community! These gals are clearly seeking a connection that they are not finding at their LYS. I have been to both local stores and they are lovely. They are well stocked and are staffed by capable, personable women. Where was the disconnect? Not being one to keep a thought bubble a thought bubble, I had to ask....

.....so........"Why aren't you meeting at the yarn shop?"

The answer surprised me. It seems that the area shopkeepers have a rule....no sitting and sharing if the yarn in your hand was not purchased from this shop, period. The rule stands even if you are a regular customer and the yarn is not carried by the shop. WTF? Seriously?

NO SOUP FOR YOU!

Uh Oh... I hear huffing and puffing from those of you out there in Retailer land....I think I might have touched a nerve. You can't pay the rent if customers are buying everything on-line. You are burnt out from customers who want something for nothing. Free doesn't get the bills paid. When customers get together all they do is trade online sources and talk about your competitor. I get it, really, I do!

But......

....the one advantage a Brick and Mortar store has over the lower priced internet store is the ability to offer kick ass, real, live, honest-to-goodness customer service, to be more than a place that simply warehouses skeins of yarns or buckets of beads. Rather, you have the opportunity to build a FANATICAL FAN BASE. Store owners are missing out on a tremendous opportunity to connect with potential customers and build a stronger database by not encouraging this sort of crafty community. Frankly, when consumers are able to bypass your store in the quest for creativity, your business is on the road to irrelevance.

Use the opportunity to glean information. Check your ego and ASK QUESTIONS! Your customers are a goldmine of information and will save hours of research if you take the time to inquire.

Where else do you shop?

What are your favorite online stores?

Why do you like them?

What blogs do you read?

What other crafts do you enjoy?

What do you want to learn next?

What sort of events would you like to see?

What would you like me to carry that I do not currently carry?

and so on and so on!

Today's consumer is savvy. She absolutely, positively knows where to find the yarn/bead/rubber stamp at a better price. Ever check out the Google Shopping Search? It will give you sweaty palms, but give it a try. Go now. Seriously. Google "Berroco Pure Pima cotton yarn" and you will find page after page featuring internet stores selling first quality Berroco yarn for a few dollars less than the local yarn store.

Mind you, I owned a brick and mortar shop. I understand that the overhead of a brick and mortar store greatly exceeds that of a web store, where the yarn/beads/rubber stamps might be warehoused in a guest bedroom. My clear understanding of the burdens facing brick and mortar retail notwithstanding, the economy sucks and money is tight. The harsh reality is that there could be a serious price difference for the Money Challenged Crafter contemplating a 10 skein project. An online purchase could mean a $20 savings in yarn as well as another 7-10% in sales tax. Many web stores offer free shipping, as well. Why should a working gal spend her hard earned money in a brick and mortar retail store?

The answer lies with the retailer. I am generally willing to pay more --with smile-- if I feel invested in the success of the store. I get that feeling when I am part of the store's community. So welcome me, make me feel at home. Better yet, teach me something new and invite me to your "Sit and Stitch." I may want to use a skein from my stash this week, but I promise you that I will be back to purchase another skein from you next week! I will probably even bring a friend....

In other news:

The product has shipped and I am packing my bags....I am heading to Tucson! I skipped last year due to family/dog related stuff and I am tickled to be a part of Swarovski's Create-Your-Style event this year!

My Design It/Sell It workshop with Nick Regine has sold out, but I still have a few more spaces in the Felted Flower/Crochet Necklace workshop on February 1st. I will be in the Swarovski Ambassador room when I am not teaching, so please stop by and say hello if you are going to be in town for the show!

In the Studio:

This last month has been all about show preparations...fine tuning tutorials, dyeing fibers, putting together kits and the like. However, I have been noodling around an idea for a project that has me VERY excited. In fact, this might be the perfect vehicle for stores to build that crafty community we have been talking about. Swarovski is sponsoring an Art Quilt Contest. You can find the details at Create-Your-Style.com. The deadline isn't until June, so there is time....like I said, I am only "noodling" the concept in my head at this point. The idea won't actually become a gleam in my eye until at least late February. But I digress.....

There theme is broad...the contestants simply need to use Swaovski elements to to design an original quilt using music as an inspiration. Perfect! See, for several years I have had this weird obsession with Bette Midler's rendition of Rosemary Clooney's "This Ole House." I tend to play it during the holidays. If you are middle aged and feeling old, with children who have flown the coop, this is THE PERFECT song to make you weep copiously as you prepare the holiday meal in preparation of the arrival of the young 'uns. Or so I have been told.

I am also playing around with the idea of a quilt based upon "Big Rock Candy Mountain." The imagery is just too perfect and I can see a Rock Candy Mountain felted with Swarovski stones embedded in the fibers. Happy sigh. I think I know which way to go....

Bratty Beaders, Crazy Catknappers, and the Problem with Spewing our Thought Bubbles...

2011-12-01T15:44:00.001-05:00

It has been an interesting few weeks and I have lots of exciting news to impart and projects to enthuse over, but that is all going to have to wait until another day....there is WAY more important stuff to discuss.....like how surreal life is becoming.....

Is it just me or have you noticed that the world is going Nuckin' Futz?

Seriously. I feel as though I have fallen down the rabbit hole and landed in a really twisted place.

WTF is wrong with people?????

First, lets talk about Rude Ass Designer Syndrome a/k/a RADS. It is wildly contagious and seems to be spreading from designers to those who love them. Beader Extraordinaire Beki Haley recently shared the following account of some silliness at a local bead store:

Shopper #1 has been beading for years. She does not have internet access and lives a very remote lifestyle, making periodic pilgrimages to her local bead shop to gather supplies. Shopper #2 has a talented daughter-in-law whose sells bead patterns on Etsy. She noticed Shopper #1 wearing a bracelet that appeared similar to one of her daughter in law's Etsy designs. She complimented Shopper #1 on her interpretation of the piece and mentioned that it had been designed by her daughter-in-law. Shopper #1 told Shopper #2 that the bracelet was of her own design from six or seven years ago and then things started to get uncomfortable.

Let the games begin!

Shopper #2 became loud and irate, publicly chastising Shopper #1 for lying. Shopper #1 was clearly uncomfortable but determined to stand her ground. She reported that she had designed the piece years before and has never even heard of Etsy. Shopper #2 was not placated and went on to accuse Shopper #1 of thievery. Shopper #1 grew increasingly uncomfortable and ultimately left the shop without purchasing her supplies. Unbelievable. Reminiscent of an encounter with a spoiled five year old, wouldn't you say?

Where is Mr. Woody when you need him?

(SIDE NOTE: Mr. Woody was an unhappy wooden spoon that lived on top of my refrigerator and whose primary function was to serve as a deterrent, but who was commissioned to spank a tushie now and then. Each incident involved a boy with a penchant for stacking books and pots/pans on chairs to get to the knives hidden beyond his reach. You see, my son Jeremy had a fascination for all things weapon-like and was willing to risk life, limb, and Mr. Woody to get to the cutlery. He is now in law school. Go figure).

Was Shopper #1 so insecure and narcissistic that accosting an old lady in a bead store seemed to be an appropriate resolution to a dispute? Really? Frankly, while I am occasionally tempted to channel my inner three year old when confronted with life's little challenges, the angry words are generally edited before they slither out of my mouth. It is all about self control.

Moreover, what is with all of the Haters? Why are so many artists so quick to assume that a similarity in design is necessarily indicative of malfeasance? Why do so many people think that they own something that belongs to everyone (or no one)? I recently posted on this sort of thing, and the issue continues to be a source of considerable discussion. It has been my experience that big egos and big insecurities get in the way of a happy life.

YOU CAN'T FIGHT CRAZY WITH CRAZY

So...on to the Crazy Catknapping....

My son lives in California, doing the waiter/actor thing. Er.....if any of you are related to Quentin Tarrantino, pass along the headshot, won't you? ...but I digress....

Jake's lovely girlfriend recently moved out to LA, bringing her two cats, Kitty and Vinnie. Jake and Janice spent Thanksgiving with us while the cats were being cared for by Roommate. Vinnie went missing so Roommate and Hero Neighbor combed the neighborhood, to no avail. Hero Neighbor noticed Crazy Neighbor peering out while they were calling for the cat and suddenly got "a weird feeling." Hero Neighbor knocked on the door to ask Crazy Neighbor if she had seen the lost cat and noticed Vinnie sitting inside. Crazy Neighbor told the pair that the cat was actually her cat, Star, who had disappeared 1 1/2 years ago. Crazy Neighbor picked up Vinnie and went on to say that while she appreciated Jacob and Janice taking care of Star, she was going to be keeping the cat from this point forward.

Alrighty then.....

Roommate and Hero Neighbor explained that Vinnie could not possibly be her cat because he was only six months old, was a male not a female, and had arrived in Los Angeles only three months before.

Nonetheless, Crazy Neighbor was adamant...she knew her cat and this cat was hers.

Roommate was flummoxed. Hero neighbor was perplexed. Clearly, they were at a stand off. Fortunately, Hero Neighbor suddenly grabbed the cat from Crazy Neighbor's arms and ran out the door before Vinnie could even deliver a parting scratch. The cat was home safe and sound when Jacob and Janice returned. I asked Jacob how he was going to handle the situation as I would be afraid to let Vinnie outside unsupervised. He said, "Mom, you can't fight crazy with crazy. I wanted to call her out, but instead I am going over with copies of vet bills and pictures of Vinnie as a kitten. I have to live next to her, so I might as well help her get to a better place." Damn. Good looking and brilliant, too. He is learning to use his edit button! Is the neighbor really crazy? Did she intentionally steal a cat? Who the hell knows....but I want to believe that she simply misses her cat and harbors a secret hope that Star will find her way home.   I am glad that Jacob and Janice are kind humans who have turned this weirdness into a funny story and simply moved on. No histrionics, no accusations, no drama. Happy Sigh.

FORGET POLITICS....LETS JUST CONCENTRATE ON BEING GOOD!
Several months ago I happened upon a blog post written by a woman I do not know personally.   I know of her based upon her internet presence. Moreover,she is a friend of many of my friends and I would welcome the opportunity to get to know her. She seems talented and cool and totally my cup of tea. Yup, I would most definitely like to spend the afternoon beading with her and trading crafty stories. She seems responsible and smart, compassionate and caring, and all around Good---yup, just the type of human I would welcome into my home and heart. ....Yet a particular blog post contained mega doses of political vitriol and other angry nonsense that shook me.

Understand that this was not simply a case of promoting a particular view point, rather, it was kind of mean spirited and snarky, playing on lots of silly stereotypes. It totally bummed me out because I figured that if she knew of my personal politics, she would probably not want to spend an afternoon beading with me and trading crafty stories. Damn.   I imagine that she would gasp in horror and write me off as one of those crazy right wingers protecting my non-existent wealth by withholding emergency medical care from desperate children while simultaneously starving old people just for giggles. Really? So silly, so stupid, such a waste of time and maybe a friendship or two. I honest-to-God do not know anyone who thinks like that, Republican or Democrat. Why are folks so quick to assume that those with an opposing viewpoint, or even a different idea on how to reach an objective, are evil and stupid? I don't get it, I really don't.

No doubt about it....we are living in a wacky time right now. A grown man watches another grown man rape a small child in a college locker room and walks away, fear for himself trumping any concern for that boy. I know as surely as I am breathing that I would have saved that child, period. My response would have been visceral and it would have been sure. Similarly, I bet the blogger who hates Republicans would have turned into a raging warrior princess and pulled that son of a bitch off of that little boy if she had stumbled upon the crime. Good is Good and Bad is Bad...period. It is time for those of us who are good to stand together, regardless of politics. It is time that we start thinking more critically about our visions for the future and standing up for Right even when it is uncomfortable or requires that we steal back a kidnapped cat.    We must demand a bit more from ourselves and those we love. It goes without saying that we must demand more from our politicians (and I ain't talking entitlement programs!).

I think that the blogger is a good human. She would have protected that boy and even though we are rooting for different sides of the political ticket, I still want to be her friend. I imagine that if she met me, she would like me and we could have a crafty blast.    Two good people, taking care of their families, working their asses off, and trying to make a positive difference in the world.   I just wonder if she would give me a chance?

Rekindle your Creative Muse to Ignite your Customer Base!

2011-10-27T14:09:00.000-04:00

Do you remember the rush you felt when you first learned to knit, bead, or [insert your craft of choice here]? The exhilaration was INTENSE---less sweaty than sex, with zero calories----It was GREAT! You couldn't stop thinking about it...working out the design in your head again and again, stealing minutes away from work, friends, and even family so that you could work on the project. It was INTOXICATING!

....and then you opened your store and your Creative Muse got squashed like a bug!

Your daily To Do list is overflowing with more obligations than could be satisfied in a week. There is inventory to order, inventory to unload, a class calendar to put together, some promotional events to schedule, bills to be paid, phone calls to be made....and a family that needs you, too. Time spent crafting or learning new techniques has become a guilty pleasure that is limited to coming up with classes for the shop. Sigh.

What is a Crafty Retailer to do?

Recharge your creative batteries! Rejuvenate that flaccid muse! You will feel happier and more fulfilled, while your store will be healthier and more successful. I recently taught four workshops at the Southeastern Animal Fiber Festival ("SAFF") in Asheville, North Carolina. Always curious about the state of crafty retail, I took the opportunity to survey some of the folks I met about their brick and mortar retail experiences. It was no surprise to learn that 100% of those asked told me that they frequently shopped online, both for reasons of price and product availability. When asked to identify what was special about their favorite brick and mortar stores, most were uniform in their response there as well: INSPIRATION and EDUCATION.

The US craft market is huge and crafters are still spending, economy be damned. Seriously, I was astounded by the amount of enthusiastic shopping being done at the event. I went to teach, with no real intention of buying. Nonetheless, I still managed to drop $200 on some spectacular Kid Mohair and Wensleydale curls. Clearly, I was not alone as the vendors with whom I spoke were all quite pleased with their overall sales. People didn't show up just to shop, though. Most of the hundreds of workshops that SAFF offered were sold out. Yup...it is all about Inspiration and Education.

Savvy Crafty Retailers will take that role very seriously. Set aside some high priority/absolutely no interruptions time every week to release your own creative spirit. I am happiest when I am creating and I grow very resentful when I ignore that need. I bet the same is true of you.! After years of living in an artistic wasteland because "I didn't have time," I decided to make Crafting a priority. I have become regimented about giving myself the time I require in the studio. Additionally, I spend several hours a week online, surfing the web, lurking on blogs, conducting Google Image Searches, etc. in an effort to see what is inspiring the rest of the craft world. There is always something that lights a fire in my own heart and I am soon OFF on a new journey. My recent interests include stamped metal jewelry, torch fired enamel, and three dimensional fiber work. The more I learn about other techniques, the more exciting and original my own work becomes as I incorporate my new passions into my current creations.

The same will be true in your shop. Your enthusiasm will be contagious and your customers will respond accordingly. After all...they are looking to YOU to provide Inspiration and Education! It is a basic rule of Crafty Retail: Inspire and the cash will follow. One side benefit is that you will be able to direct inventory purchases rather than playing a guessing game with new stock. Stock that we love sells better than stock to which we are indifferent because we push it. Our genuine enthusiasm shows and the shopper responds with her wallet. Similarly, it is important to really know what you are selling. Some retailers jump into a new trend without adequate product knowledge. They hear about a hot product and figure they should have it on the shelves. Sadly, such product will often languish until it eventually moves to the dead inventory "Sale Table" and the shopkeeper considers it an epic fail. It was a failure all right, but not necessarily because the customers were not interested. More likely, some customers would have loved it if the retailer had provided some crafty education!

Time is limited and there is no need to reinvent the wheel---shorten your learning curve! It has never been easier to learn a new technique that can be twisted and tweaked for your shop. Check out the amazing tutorials available at Beaducation...home of some of the stars in the jewelry world...for an opportunity to learn metalwork, bead weaving, PMC, Chainmail, Wire work and more. For example, download the tutorial for Tracy Stanley's killer riveted metal ring for only $24.95!

Etsy is a Mecca for tutorials and I have learned a ton from the talented artists who maintain Etsy shops. In fact, just this morning I popped a wire crochet video tutorial into my Etsy shopping cart. I have seen a number of online tutorials on this subject, but Israeli Artist, Yoola, does the best work I have seen. I have crochet experience and could probably teach myself, but I know that I will save myself lots of time (and wire) by plunking down the cash and learning from an expert!

Although on line tutorials are awesome, there is no substitute for "hands on" learning, so make it a point to take some classes a few times each year. I am embarrassed to admit that, until recently, I have been remiss in this regard. One of my resolutions for 2011 was to focus more on being a student. I have taken four classes in the last six months and it has been a blast. I recently took a stamped metal jewelry workshop from Holly Hancock, owner of Beads in Tampa, Florida. Cold connection metal had been on my To Learn List for several years, but I was too busy and too intimidated to tackle it on my own. An email newsletter from Holly was all it took --- I got the last spot in her class a few weeks ago. The class lasted most of the day and I made the sweet little heart pendant Holly had on display, as well as a more personal piece. My workshop creations were very primitive and clearly the work of a Newbie, but I am SMITTEN! I bought all of the tools Holly had at the shop and then went on line and bought even more. I happily used my clothing budget for craft products yet again. Yup, inspire first and sales will follow...

Are you getting the job done?

The Fine Line Between Artistic Inspiration and Crafty Exploitation

2011-10-13T22:24:00.002-04:00

Color. Texture. Design. I am a big fan of visual stimulation. I spend hours each week surfing the web --- popping in on artsy blogs and conducting countless google image searches to discover the best of what is happening in the crafty world. The time spent in this creative revery is always a treat...throw in a cupcake or a glass of wine and I have myself a Happy Meal.

While this sort of research is important for business purposes, there is a secondary benefit as well. Oftentimes, I come across a piece that ignites my own creative spark and I will obsess for days until I find an opportunity to give birth to my own creation. Sometimes my finished piece reflects the inspiration that I received, other times the connection would not be obvious to anyone but me.

So---when does INSPIRATION cross the line to EXPLOITATION? While the line is a fine one, it is often quite murky and not particularly absolute. It makes for a lot of hard feelings and wasted energy for artists involved in a dispute over a design.

When does the work cross the line?

I had a customer contact me a few months ago. She was frustrated and irate, having just been accused by another artist of copying that artist's work. The two are not true friends, although she thought they had a friendly relationship. They would see each other at the occasional trade show and kept in touch throughout the year. Accordingly, she was shocked when she received the following email in response to a text that she had sent with some helpful information relative to a sales rep:

I got your text today and so I wanted to write you back an email instead of a text since I actually have quite a bit to say. I am rather confused by your actions. On the one hand, you text me about reps, asking how the show went, leave Facebook messages on my page about my designs etc...as though we were friends, and then on the other hand, you have taken an idea of a necklace from me and are exploiting my design through what you consider your own....

....Before you texted me this morning I had actually posted a link on my Facebook to an article that I hope you will read regarding exploiting someone else's work. If you get the idea for a piece by using someone else's work, then that is stealing. Regardless of what you think, I am hurt by your actions and do not desire to be friends with someone who would do that. I go to great lengths to offer unique products, and have copyrights on all of my designs because I believe in what I am doing and I design my work without the use of others to take ideas from.

What confuses and hurts me the most is the fact that you seem to think that what you did was ok because you still remain in contact with me. I tried a while back to very subtly let you know how I felt about your taking my idea, but either you didn't pick up on what I was saying or you didn't care. The very fact that you starting creating pieces just like mine is why I chose not to share a booth with you at the [tradeshow].

I guess in the end, you will do what you want to further your business and your choice of ethics is ultimately up to you, but due to the fact that I feel ripped off by you, I do not wish to remain friends. I am sure you would feel the same if the tables were turned.

Ouch. Pretty harsh stuff. Clearly, The Accuser felt wronged and The Accused felt wrongly accused. Both women are very talented. Both do a great job marketing their work. My take is that they are both good, kind women and I would proudly sport a necklace made by either.

So where is the disconnect?

First, lets take a look at the work at issue:

Each necklace has the same 27mm Swarovski Crystal 1201 stone (in different colors) hung on a simple chain.

I pondered long and hard about the karma of this dispute and came to the conclusion that my customer should be able to sleep at night. We are talking about one Swarovski crystal stone....albeit a spectacular stone....on a chain. Period. The stone is widely available. No special techniques were employed, no complicated construction was required. If you like sparkle, you would probably hang either --or both--around your neck. Both designers have expansive product lines. This is the only item in dispute. They ARE different. One has a romantic, vintage quality. The other has a clean, modern look. Yet, one human feels victimized and another feels under attack. It sucks.

I have been on both sides of this issue...early in my art career, long, long ago...back when I was a naive young thing... I was accused of copying the work of another artist. It totally freaked me out. No doubt, I was definitely influenced by her work, but I honestly did not think my product bore a close resemblance. I still don't. Regardless, the original artist saw my piece and went NUCLEAR. I thought she was crazy, but I backed off the design. The juice wasn't worth the squeeze and I didn't want to find my pet rabbit boiling on the stove top A La Glenn Close in Fatal Attraction. On the other hand, I have also had my work copied on a very large scale. The product involved a basic design and was easy to duplicate...so it was. Yup...It sucked...but it wasn't personal---it was business. C'est La Vie. No doubt about it....Simple designs have a shorter shelf life.

I am a fiber artist. I have long avoided using the classic "felt ball" in my work because I found the humble fuzzy ball to be kind of silly...silly, that is, until I happened upon the work of Gail Crosman Moore. Gail is talented in many genres...she is innovative and has a killer grasp of color and form. During one of my web surfing Happy Meals, I happened upon this photo:

OMG! Be still my heart! Felt balls that were not just interesting....they were SPECTACULAR!

I couldn't wait to get to the felting table! Here is my version:

They are both multi layered cuff bracelets featuring felted balls embellished with bead work.

Uh Oh.

OH. MY. GOD.

They are both multi layered cuff bracelets featuring felted balls embellished with bead work!

Should I be able to sleep well at night?

Honestly, I have had no problem catching ZZZZZs but was curious....what would Gail Crosman Moore think? I looked at the two photos carefully and I still felt good about it....but then, I don't see a big issue with the two pendants described above. Hmmmm..........I decided to shoot Gail an email and ask her opinion:

Hey there, Gail! I messaged you via FB, but wanted to make sure that I touched base with you with a more complete explanation of my quest. I am a fiber artist/crafty business owner. I have been making fiber jewelry for years and use beads/crystal embellishment in every piece.

I am writing a blog post on the difference between being inspired by a piece and copying a piece. It is always such a hot button and “in the eye of the beholder” so I wanted to illustrate my point regarding inspiration with a photo of a piece you did that inspired me to make my own.

You made a killer cuff bracelet (photo of your piece is attached) with embellished felt balls that knocked my socks off. I have always been a bit of a felt ball snob because most of the work that I have seen is pedestrian and kind of clownish. Your bracelet has a sophistication that wowed me and got me looking at felt balls in a whole new light.

I have attached a piece of my finished product, which I perceive to be an original piece inspired by your incredible piece. I am curious as to whether or not you agree. You are the artist of the piece that inspired me…copy or inspiration? Inquiring minds want to know!

Please feel free to be as honest as possible. It would be helpful to blog readers and shed light on the whole process from both perspectives, even if you want to bitch slap me.

Pat Riesenburger

I sent the email......and then I started sweating. I looked at the photos again and compared them closely. She made a cuff bracelet. I made a cuff bracelet. She embellished with beads. I embellished with beads. NOOOOOOOOOOO! How have I been sleeping at night?

Much to my relief, within a few hours the following message appeared in my In Box:

Hello Pat,

Thank you for your thoughtful and complimentary project.
Absolutely no worries re: copying, I love that this bracelet of mine inspired you. Your piece is very different from mine and it makes me happy that I was a springboard towards an excited energy to carry out your piece. Well done!

I am also happy that my piece framed a material in a new light to make it useful to you!

Enjoy, with many thanks for your openness.

Best,
Gail

WHEW! I knew how I felt about it and it was nice to know that Gail agreed....I could breathe again. Thank you, Gail!

I tend to think along the same lines...I am flattered on those occasions when my work serves to inspire another. I consider it an Art Hug.

The thing is.....Art is derivative. We are naturally influenced by the world around us. Artists who post pictures of their work online, or publish patterns in magazines, are putting their work out there for others to see. It is lovely affirmation for the artist and the exposure is good for those seeking to promote their crafty careers. However, what about the work that you see in the course of living your life? What if you decide to sell the work? When are you INSPIRED and when are you EXPLOITING?

I think that it boils down to INTENT. Did my customer intend to copy the design of the Accuser? I don't think so. I think that she was excited by it, and that she was inspired by it, and that she loves Swarovski Crystal. She saw a stone that she admired and she wanted to use it. The construction of the necklace in question involved one stone, one bezel, one chain and a clasp. She has a large product line and this is the only item at issue. I just cannot get my panties in a twist over this one.

The Accuser acknowledged that the Accused treated her as a friend, offering encouragement and support; yet, she was willing to believe that this woman would deliberately screw her over. HUH? She then handled the matter by dropping a "subtle hint" about her feelings, and when no response was forthcoming she became hurt and then angry. I have watched a number of artists respond the same way over the years. Sometimes people really do steal designs and the anger is legitimate. On other occasions, two people have similar taste. Again....I would point to the matter of INTENT. Look to the character of the person involved. If someone does something that is inconsistent with the behavior that I typically see, I do not automatically assume the worst and then write them off. I inquire. I ask about it. I COMMUNICATE.

Life is short. I don't want to spend my days mulching a Bitterness Garden, tending each grievance so carefully that it thrives, growing bigger and more toxic over the days. No....my time is better spent mulching a different sort of Garden...one filled with wonder, and creativity, and peace. Give folks the benefit of the doubt until they prove unworthy----it will make your life more pleasant.

Whaddayathink?

Carol Cypher, Marketing Magic, and a Middle Aged Slumber Party

2011-10-04T16:23:00.000-04:00

Promotional events are the lifeblood of a spectacular retail experience. It is all about SHOPPERTAINMENT! You know you should do more Store Events and I know that I should do more Studio Events. Life often gets in the way of our intentions. After all, there are only so many hours in a day and the "Hostess with the Mostest" Ball is often the first one to get dropped in our struggle to get the bills paid. However, in the interest of practicing what I preach, I am going to share with you the evolution of a Cooperative Marketing Event that I am orchestrating in my little corner of the world. It is a first for me and I am sure that there will be some lumps and bumps along the road, but I figure that it will be a great learning and networking opportunity.

First the idea....

I was thumbing through my copy of Hand Felted Jewelry and Beads this past July and found myself wishing that I could take a workshop with Carol Cypher. I have been a fan for years as her work was the first that I had seen that combined felting with beads. I checked around but she wasn't teaching anywhere close by...Sigh. Maybe another time.

WAIT! I have a studio with plenty of space. I really, really want to take a workshop with Carol Cypher. Tampa has a large crafting community and a number of fiber and bead hobbiests. Maybe Carol could teach from MY studio. Hmmmm.....

Most National Instructors charge between $375 and $575 per diem, plus all expenses relative to travel and accommodations. A quick call to Carol confirmed that her fee structure fell well within these parameters. She had one open week-end before the end of the year and I snagged it!

[Yup---that's me. Leap first, consider the consequences later.]

YAY! CAROL CYPHER IS COMING TO URBAN STITCH STUDIO NOVEMBER 11-13!

[Gulp. Carol Cypher is coming to Urban Stitch Studio November 11-13!]

The biggest challenge: My customer email list is composed of Brick and Mortar Shopkeepers throughout the country, not crafters in the Tampa Bay area. Clearly, my existing email list is NOT going to fill Carol's classes. What to do? What to do?

[What if no one signs up? What if I am the only one in the class? What if there is a hurricane? First inklings of self doubt start to plague me. ]

BRIGHT IDEA! I decided to call a couple of the local craft store owners to see if they wanted to split the cost/share the profits of the workshops. The gals I talked to love the idea of a National Instructor, but no one was keen on the idea of sharing expenses. EPIC FAIL. [Gulp].

NO! Failure is not an option. Carol is amazing. There is a dearth of amazing instructors in Tampa Bay. I just need to figure out how to make this work.

Ruminate. Ruminate. Ruminate some more.

BRIGHT IDEA! Clearly, I need to keep costs to a minimum. After some mental hemming and hawing, I got up the nerve to call Carol and asked if she would be willing to stay in my home rather than a hotel. We are almost pals, after all. I offered a comfortable bed, wonderful home cooked meals and even promised that my dogs were well behaved. [well...they are. Kinda sorta.] She graciously agreed. [Whew. OK, this might just work out]

Although I was able to save on hotel/car rental expenses, I still need to cover Carol's teaching fees as well as airfare, so it is critical to get the word out to area crafters. What is the best way to let them know that a Beading Rock Star will be in their midst? [Hmmmmm....While the store owners didn't want to take on financial risk, I wondered if they might be willing to jump on board in a different capacity......]

Ruminate. Ruminate. Ruminate some more.

BRIGHT IDEA. I sent an email to several local craft stores, choosing those who had some miles between them in an effort to avoid sending emails to direct "competitors" to the extent possible. My email was entitled "Cross Promotion Opportunity" and detailed my decision to host Carol Cypher at Urban Stitch Studio for a series of felting and beading workshops that might be of interest to their customer base.

I included a coupon code offering their customers 5% off any Carol Cypher workshop fee, as well as a 5% referral fee for each shopkeeper. Participating stores would agree to post a coupon on my site offering 10% off supplies purchased for the workshops. Finally, I offered each retail store owner who participated one free workshop with Carol.

I wanted to make participation easy, so I included a PDF flyer touting the event for electronic dissemination by the store owner. I figure that it is a win-win. I am not selling supplies that compete with any of the businesses that I approached, but we all have a similar customer base. The stores get to avoid the financial risk, have something fun to talk about with their customers, and get the AWESOME OPPORTUNITY to take a free workshop with Carol. I get to build my customer email list while fulfilling my need to work with Carol Cypher. Happy Sigh.

HOW COOL IS THAT?

Reaction has been very positive and the classes are starting to fill up. We still have some availability, so I figure that I will send out a press release as well as email all of the local bead and fiber guilds in the next week or so. I am totally stoked about this event, but am taking it one step further. I invited Felty Diva Marlene Gruetter of Marlene's Felting Madness to join us for the week-end, and to my delight, she will make the trek from Ohio. Carol and Marlene know and like one another, so I figure that it might as well be a slumber party! My husband agreed to head out of town to visit his mom for the week-end, which means we have the house to ourselves. In fact, I still have two extra bedrooms so if any Crafty Retailer needs a creative week-end getaway, let me know! The energy is sure to be INCREDIBLE and I am counting the days to the big event. I know it will be fun...but with a little luck and elbow grease, maybe it will be profitable as well!

...Become an "Inspiration Destination" to get your Share of the Craft Dollar!

2011-09-28T17:33:00.001-04:00

There are certain people who emanate creative light---you know the sort I mean---each idea is more inventive than the last, their humor is infectious, filling the world with laughter, and the day is just a tad sunnier for having encountered them. Steven Berg is that guy for me. I met him at a TNNA trade show a few years back and have spoken to him only a few times since. He probably doesn't have a clue that I am a groupie because our contact has been infrequent.

Nonetheless, I have followed his career with interest. I yam what I yam----a Steven Be groupie.

Steven grew up around yarn. His mother, Christina, owned a yarn shop and taught Steven to knit at an early age. The shop was in a charming turn of the century building, that was evocative of Ike's General Store from The Waltons television show, replete with dome glass counters. Steven learned the importance of ambiance at an early age. He had an eye for fashion and was designing elaborate Barbie clothes by age eight. His love of design brought him to the fashion industry where he had an international career throughout Hong Kong, Milan, Paris and Miami. However, corporate settings have a way of putting distance between the artist and the artistic process, leaving Steven clamoring for a more creative experience.

After 30 years in the fashion industry, Steven moved to Rosemount, Minnesota and went into business with his sister, Monika. The pair founded The Yarn Garage in 2003. The endeavor proved to be an immediate success and he branched out with his latest venture, Steven Be, located in Minneapolis. The store is housed in an old firehouse that Steven lovingly restored. It is off the beaten path in a not quite "up and coming" neighborhood, but Steven figured that someone had to start the gentrification process and decided he was going to be the one.

He has created something special and he has the cash register receipts to prove it. In a location with little visibility, in a city that has its share of economic challenges, Steven Be is growing. The store is profitable and revenues are increasing every year. Impressive, indeed, at a time when craft stores are shutting the doors with depressing regularity.

So what is Steven Berg doing right?

Lots! He is warm, talented, engaging, confident and delightfully eccentric, with hints of vulnerability peeking through when you least expect it. Frankly, his complete and utter humanity is enchanting. He clearly has a great deal going for him, but the key to his success lies with his ability to truly inspire others. He makes magic. Where the average knitter might see a ball of yarn as nothing more than a pretty possibility, Steven sees the MAGIC of its potential. Hang with him long enough and you see the magic, too. He is infectious and inspiring. In Steven's world "There are no mistakes, only variations." I like that philosophy....it is easier to try something new if you can't fail and Steven makes you think that failure is damn near impossible.

His store is overflowing with delightful fiber confections. His has an eye for the best and most unusual in fibers, earning him the nickname the "Glitter Knitter." There are fanciful and luxurious samples everywhere! Do you want diaper bag trimmed in Possum Fur for your daughter in law? No problem...he will whip one up! Rocker Son desires a shirt made from VHS tape for his American Idol debut? Easy enough! His advice to new knitters....Don't make something that you can buy in a department store. His customers quickly develop pride in, and an appreciation for, the art of fiber craft. Lucky them!

Steven is an artist with a keen eye for business. He has an incredible staff to handle Social Media as well as some of the more annoying "process oriented" tasks that seem to plague us artistic types. His space is a mecca for other yarn artists---beautifully appointed, with comfortable chairs throughout to encourage communal knitting. The show stopper is an amazingly opulent chandelier that is delightfully decadent. He even has a stage that is used on Sundays and for special events, where he features musicians, artists, and other creative types to entertain his customers. He is all about giving back to the local community---offering up-and-coming artists a place to showcase their work, seeking out and paying young fiber artists the price that they need (and deserve) for the beautiful yarn that they dye and spin for him. As is often the case with those who give without expectation of a return, Steven's generous heart has cultivated a cult like following. You know, the whole karma thing.

He believes that it his job to educate himself and to bring his customers along with him on the journey. He spends a lot of time on research, although he admitted that he orders inventory with his heart, rather than his head. Steven noted that although he is not impervious to the effects of the recession, he believes that if you inspire your clientele, the spending will follow. True that! The stores that have devolved into little more than a place to warehouse product are going to be hard pressed to survive. Every crafty retailer knows that virtually any product can be purchased more cheaply online than at the local craft store. It is what does or dos not happen at the store that will drive customer in---or away. Steven worked seven days a week for two years to bring Steven Be from a gleam in his eye to the destination shop that is has become.

Special events rule the day at Steven Be. Steven's customers go to him for community, inspiration, and excitement and he makes certain that there is something going on ALL of the time....catered lunches, concerts, knit-a-longs, specialty classes, fashion shows, live demonstrations, even Skype interviews with industry stars. Steven is a believer in technology and has made it a friend rather than a foe. Customers are encouraged to use the store computer to find patterns and crafty inspiration. He identifies a niche and fills it. For example, Steven is aware that many yarn store owners look down on crochet and has therefore vowed to become a crochet Mecca, using fibers not traditionally associated with crochet to craft fuzzy masterpieces.

He is quick to give kudos to industry giant Jennifer Hanson of Stitch Diva Studios for her role in the current crochet revival. Jennifer's sexy and contemporary designs have brought crochet a long way since your mom's granny square toaster cover. Her designs feature sophisticated stitches such as broomstick, tunisian, and hairpin lace crochet. Really yummy stuff....I used her Baroque pattern a few years ago and trimmed it with Swarovski crystal yarn. It is a special piece, for sure!

One of Steven's epic wins is his marketing of Store Memberships, which are available in a broad range, from the $19 "Glitteroti Day Pass" to the "Glitter Diva Lifetime Membership." The high end membership costs $459 and entitles the recipient to 10% off all merchandise, reduced class and event fees, and 40 hours of month of Steven Be-Inn time. I wasn't surprised to learn that he has more than 50 Glitter Diva members. The man is a marketing genius with a genuine interest in making his customers happy.

Steven told me that he surrounds himself with youth and I urge you not to underestimate the importance of maintaining a youthful vibe. No matter how hip we are at 50, lets face it, we are talking being "hip" at "50." My kids would say that the two are mutually exclusive. The meanest of them would also add that he had just thrown up in his mouth. Whatever. There is definitely a cool version of 50, 60, 70, 80 and beyond, so long as the folks who are judging are equally age endowed. Am I right?

That being said, retailers need to stay relevant. There is a HUGE group of crafters in the under 30 category. Despite what you think, many of them are big spenders because they have real jobs and no kids. Do not overlook this market! The best way to know what is "cool" is to surround yourself with cool! Pick the brains of the young crafters and artists in your market. I recently took a tatting class at a relatively staid "typical" yarn store. The gal who taught the class was a generously pierced and colorfully tattooed young woman who shared with the class that she had only recently taught herself to tat by watching hours and hours of You Tube Videos. True Confession: I was expecting to be taught by a 107 year old European woman who had learned at the feet of her whiskered grandmother. Go figure...serves me right for assuming. The tatting instructor was a store employee with true passion for fiber crafts. No one in the area has offered a tatting class before and I have been wanting to learn, but lacked the desire to spend hours and hours watching You Tube videos. The young teacher has an obvious desire to learn new skills and Store Owner was smart to have hired her even though she did not fit the store customer demographic. She adds a different perspective to the "classic" yarn store.

But I digress....

Steven likes a youthful vibe in the shop, but he is intractable in his quest to hire staff members who are very strong technically, well versed in the craft and art of fiber. He cares less about past retail experience than love of fiber, noting that he considers himself a "Fiber Mixologist."

The passion shows. He is selling an experience and stressed the importance of maintaining a stage face, because, in his words

....It is a wonderful day everyday at Steven Be!

I am a believer.

Steven Be
A Yarn Garage Workshop
3448 Chicago Avenue
Minneapolis, MN 55407
612-259-7525
Email Steven here.
Sign up for his newsletter here.

SPECIAL HOLIDAY INVENTORY POSSIBILITY:

I happened upon this adorable knitting glassware during my daily web travels. BreadandBadger is owned by Amanda and Sean Siska, a husband and wife team on Etsy. They create a variety of gift items for the knitting enthusiast, including a soap dispenser, various containers, and assorted bar ware. Best part...they offer wholesale pricing. Check them out if you are interested in adding some gift items to the sales floor this holiday season!

IN OTHER NEWS
Check out my stitching blog! We are having an awesome give away featuring the hand dyed embroidery floss in Sunset, pictured in the martini glass above. Your name will be entered in the drawing when you leave a comment on this weeks post, Losing my Mojo, Rosie's Garden, and the Search for Tranquility.

Can't we all just get along? Bashing your Competition is bad karma, bad for business, and just plain yucky.

2011-07-27T15:30:00.001-04:00

Crafty Retail can be awesome, but some days it is kind of like high school. Yup, high school with wrinkles. Snarky competitors love to make snide comments when your customers are in their stores, and snarky customers love to come back to you to spread the news....all in your best interest, of course. They just "think you should know." Sigh.

A wise friend once told me that every fight she ever had with her husband boiled down to one of two basic scenarios: one of them felt that his/her sense of security was threatened, or that his/her sense of significance was threatened. SECURITY and SIGNIFICANCE...wow....she is right. Think about your last fight with a significant other....I bet that you can see security or significance at play. I see it in myself, and I see it in my family. Heck, I even see it in my dogs.

It is the exact same in Crafty Retail! When the economy is great, and there are as many customers lined up at your door as are at the door of your competitor, you can afford to be magnanimous. You know----C'est La Vie, Live and Let Live and all that chirpy stuff. However, when you are worried about making the rent payment, you might not always be up to singing Kum Ba Yah with the lady stealing "your" customers/money/ideas, etc.

The economy is a bitch so the security and sense of significance for crafty retailers is under attack. Although it is not surprising that there seems to be a tad more bitchy going around these days, it is kind of gross. I am always a little bit amazed that smart, savvy business owners fall into the trap.

The most common form of Crafty Retail Snarkiness that I hear about is the casually dropped "I've heard that her store is not doing so well." This is typically said in a hushed sympathetic tone that implies that the Rancorous Retailer would actually be upset if the competitor closed. PUH-LEESE! You aren't fooling anybody and your bitchiness is showing.

You might do it the same way that my sweet voiced Texas 'friend' does...she ALWAYS punctuates her Acid Sweet Snarkiness with the phrase---- "poor little thing!" as if it will serve to neutralize her bitchiness:

"Have you seen Suzie? My God, that dress she has on makes her look ridiculous!

...poor little thing!"

YUCK! I admit, it is funny as hell, but it is still yucky.

Don't fall into the Rancorous Retailer trap! I get that we are in a business that is riddled with estrogen. I get that we are stressed out, that our parents need extra help as they transition from old age to infirm, that the babysitter quit, and that you are worried about making your rent payment, but still....don't do it!

I know one shop owner that truly has the patience of Job. She has held her head high and kept her own mouth shut while dealing with a competitor who is mean spirited, at best. This Rancorous Retailer has spread ridiculous rumors about her, which include, but is certainly not limited to, the one where she tells folks that the Crafty Retailer has a disabled child that she leaves at home --all alone--because she is uncomfortable being around the wheelchair bound child. Bear in mind that the "victim" retailer has no kids! WTF?

Weird, huh? I mean, seriously! Where does the lady come up with this stuff? Both women have been in business for years and each has a loyal following. The Crafty Retailer is growing frustrated, her feelings are hurt, and she worries that her business is impacted by the slander.

What is the Crafty Retailer to do?

This is a tough one. I think that I would consider either of the following:

1. Contact the Rancorous Retailer and ask to schedule time to get together to work on a joint marketing venture. Send her an email so that you don't catch her off guard. Completely ignore the past animosity and work on something together. Yes, really! Consider a Shop Hop or a project that requires a visit to each store. This woman is a bitch because she is insecure...remember, it is all about security and significance. This will appeal to both and make her feel weirder about trashing you in the future. You really DO catch more flies with honey than vinegar!

2. Ignore it. Who has time for the drama? Note: ignoring it means REALLY ignoring it. If you are whining about it, you are not ignoring it. Give yourself a 24 hour whine limit per occurrence, otherwise you are playing along.

What about you? How would you handle the Rancorous Retailer? Inquiring minds want to know!

In other news:
Looking for an inexpensive way to expand your market base? Consider starting a Meet Up group. It is not the same as a ladies night out, or a stitch and bitch session because you have the chance to attract people way outside of your normal reach.

I had an opportunity to attend a Beads Meet Up group hosted by Holly Hancock of Beads last week. Fourteen women attended and a local restaurant delivered dinner for anyone who was interested. Holly had a sweet little spiral bracelet project on the agenda and sent everyone a supply list before the event. Some ladies came with all of their supplies, while others (like me!) bought everything they needed (and then some!) that night.

Holly told me that although the group started out slowly, it built up over time and is now an important part of her store "community." It has attained the status of "special event" and sales make it well worth the effort. It was certainly apparent that the MeetUp members agree. Barley, the shop mascot, ran to the door with each new arrival, even barking at some favorites as he saw their cars pull into the parking lot. Store Regular Bonnie Anderson entertained me when she got Barley to do a "high five" to earn his treat.

Holly has organized two separate groups...one for beading and another for dichroic glass. The cost to the organizer is minimal. In fact, two weeks ago I formed my own little Fiber Meet Up group in my area, to be sponsored by new "Retail Lite" venture, Urban Stitch Studio. We already have 10 members and I will be hosting our first meet up event this Saturday. Wish me luck!

Refine Your Crafty Business to Get the Life You Want!

2011-07-13T14:04:00.000-04:00

We have been blogging a bit about the state of the brick and mortar craft store and it is fair to say that times are changing. There was a time when a creative individual with a passion for knitting/beading/scrapbooking/etc. could open up a store with relative ease. I opened my store that way...I loved to bead, wanted to spread the love, had a tolerant husband and some friends who were willing to go into business with me. Voila! I was a retailer. The rent was reasonable, customers were plentiful, competition was non-existent. Life was GREAT!

...until it wasn't. I lost my motivation.

Several competitors popped up and many were much better financed. Customers became more demanding as the craft world became larger and the choices more plentiful. My partners and I started squabbling. Internet stores began to appear and I recognized that the competition would be an additional burden. The business took too much time away from my family. My husband became less tolerant. I felt frazzled and frustrated. I was busier than ever, but seemed to be accomplishing less. I was burnt out. My partners were burnt out. Sound familiar? It wasn't working any more and the bead shop was sold. It was a happy day for all of us ---a great burden had been lifted from our shoulders, but only one friendship survived.

Running a successful retail business is not easy. It takes a wicked amount of time, energy, focus, and money. It is hard. It is getting harder. It is no longer enough to have a well stocked shop and a knowledgeable staff. Today's Crafty Retailer must master Social Media (if you are not on Facebook, GET on Facebook!), design inspiring classes, have an interactive e-commerce website, plan promotional events, send out weekly newsletters, and more. It is exhausting just thinking about it.

Many retailers are deciding that the personal sacrifice is no longer worth it. I had an opportunity to speak with Kim Schweitzer, who recently made the decision to close her bead shop, EmMi Beads, in upstate New York. Kim was a savvy retailer...she has a business background as well as a creative streak. She opened her store 5 1/2 years ago and watched her business expand and grow over the years. She was lucky to have a wonderful support team. Her husband did her books, her artistic and bead loving daughter worked at the shop, and her mom was her right hand relative to operations.. She recently took on a larger space and business was good. Unfortunately, life happens and Kim found that the demands on her time were growing exponentially. Her daughter's interest understandably waned as she entered college, her father grew ill and her mother's focus was required elsewhere. Kim believed that she was no longer able to be the mother/daughter/retailer that she wanted to be....her plate was beyond full and she "felt as though [she] was not doing a single thing well." I absolutely know where she is coming from and I bet that you do, too.

The loss of her father was an awakening...we all experience that "Aha" moment where we come to grips with just how finite life is and Kim knew that something had to give. She missed having lazy moments with her young son, longed for the joy of creative discovery, and missed her life....so she decided to make different choices. Kim conducted a priority triage and determined that the store was no longer a good fit for the life that she wanted to live. She has no regrets. She learned from her experience and has moved on, acknowledging that she simply "can't do everything and that walking away is a viable choice."

She is dead on! One of the lessons that I learned after lots of bumps and bruises is that just because you CAN do something, it doesn't necessarily follow that you SHOULD. Sometimes the smartest life decision is to close the business and feel good about it! I was tickled when Kim reported that yesterday was eventful for her: she had the time to paint her toenails and had learned to knit! She was exhilarated by her crafty accomplishment and said that it was a joy to feel the happiness that her customers felt. Congratulations, Kim!

While some retailers are closing the doors, others are opting for Retail Lite. Consider renting booth space in a store. Jewelry Designer Sheryl Stephens of Cool Moon Beads has chosen that option. Sheryl made the stunning necklace pictured at left and has experienced success in selling her designs, as well as bead inventory, by maintaining a booth at a local antique mall. While she does not earn enough to support herself, she is able to contribute to the household income, and is fulfilling her creative desires, without sacrificing her life. Way to go, Sheryl!

Others are sticking with Brick and Mortar, but are defining the terms. I know one crafty retailer who closes the store on the spur of the moment to deal with a sick pet or to attend a child's school play. It certainly annoys customers who have driven across town to make a purchase, but she is training them to call before they make the trip.

Life changes and the crafty retailer will transition to accommodate it. My business has been in a state of flux for years! Young children...my business needed to change. Seriously sick dog...my business needed to change. Husband involved in a new business...my business needed to change. Fortunately, the ability to choose something different is one of the coolest things about being a grown up! I find that I am continuing to evolve. While sales for my wholesale business have flattened with the economy, I am getting more teaching opportunities, as well as more requests for retail kits. Moreover, Swarovski recently asked me to join their Create Your Style Ambassador team, which is totally cool and provides wonderful exposure. It is all good.....the timing is excellent....my youngest child is heading off to college, my husband's business is growing, and I have more control over my time.

Although I am no longer interested in brick and mortar retail, I am drawn to something more "Retail-Ish" and am working on a retail website, Urban Stitch Studio. It will serve as both a personal branding site for my workshops and will feature my own line of hand dyed fibers. It is a work in progress and I would love your feedback. Additionally, I have started a more personal blog to catalog some of my crafty adventures...please check it out. Finally, I have a companion store on Etsy and will have my Facebook page up soon. I started a Fiber Arts Guild a few days ago and will have our first get together at the end of the month. WHEW! I am doing all of the things that I have been urging others to do for years. It is slow going, but I have realistic expectations and am willing to move at my own pace in order to craft a retail business that will best suit my life.

Want to join me? We have an incredible group of women over on Facebook...exchanging information and feedback with Crafty Retailers from the U.S. and abroad. It is nice to feed off of the knowledge and experience of others, and even better when you do not have to re-invent the wheel. If you are in retail and would like to participate in the dialogue, send me a friend request on Facebook with a request to join the group. Please identify your store and website. The group is closed, so the posts are only visible to group members.

The 3 R's of Retail Success can help you Navigate a Tough Economy

2011-06-22T01:57:00.000-04:00

While many Crafty Retailers are closing the doors to look for greener pastures, others are digging in their heels in anticipation of a brighter future. This week's Crafty Retail Rock Star knows the importance of the 3 R's of Retail Success: Relevance, Relationships, Reevaluation.

Kelli Burns, one of the forces behind The Hole Bead Shop in Bartlesville, Oklahoma, is a retail survivor. She is also one of the kindest and most generous people in the industry. I first met her about five years ago when she became a customer. She quickly became a favorite of mine and now I am lucky to call her a friend. I had a chance to speak with Kelli today about the state of the industry and she offered the following advice:

Stay Relevant!

Check out your competition. Find a void and FILL IT. No one in the area is offering resin or metal work? Great! Make it your mission to be the best in that area. Learn everything you can about the subject and pound it hard. Make IT your niche. Design classes around IT, submit designs to magazines featuring IT, become the national expert in IT. Kelli, together with Husband Michael and sister Tarlee, have made Lucite Flowers their "IT." While the store is well stocked with industry basics such as seed beads, glass beads, and lamp work, it is the lucite bead collection that is the star of the show. The team sells the loveliest lucite in the bead industry, custom dyeing many colors not offered by any other vendor. Kelli believes that the bead stores that carry only "standard" inventory are doomed, and I tend to agree. Today's consumer is much more savvy than she was when I owned my bead shop. She can get on the computer, do a quick Google Shopping Search, and find out exactly where to find what she needs if she cannot find it from you. Stay RELEVANT and keep that dollar in your store!

Reinvent Yourself! Kelli's bead store had an interesting start. She traded some tired Avon inventory for some tired bead inventory and suddenly she was a Crafty Retailer. She has been in business for about six years and has Refined and Reinvented herself the entire time. The Hole Bead started out as a traditional bead store, with classes and bead parties. However, Lucite sales took off and the store morphed into more of a shipping station for all of the website orders, and classes and bead parties slowly disappeared. In fact, the website currently accounts for about 75% of store sales, with the Brick and Mortar shop accounting for the remaining 25%. Are there any retailers out there who still think that they can get by without an e-commerce companion site?

Of course, Kelli has been dealing with the same stagnant economy as the rest of us and reports that she and her husband now travel to six bead shows per year to supplement their income. The store provides a salary and is the main source of income for the couple, who are considering adding classes and bead parties back to the shop menu. Nothing is static....there is a constant need to reevaluate and refine, and Kelli does it with great success.

Cultivate Relationships! People do business with people they like, period. We all know the importance of focusing on customer relationships, but many of us drop the ball when it comes to industry relationships. Not Kelli! She makes it her mission to send out generous product samples to key players in the industry every year. Magazine editors and large vendors are always on the look out for interesting components to use for customer projects and "how to" articles, so Kelli wisely makes it easy for them to consider using Lucite! Smart gal, that Kelli.

Kelli does not have the budget to advertise, so she has employed other methods of getting her brand noticed. For example, she works diligently to design amazing work and works just as diligently to get it published. She regularly submits her designs to national and international publications and often hits the coveted cover spot. Once the magazine hits the stands, The Hole Bead Shop offers kits for sale so that consumers can easily make the project as designed. Moreover, Kelli has become a Facebook master...her posts are always funny or informative....very "real" and never contrived. Frankly, Kelli keeps her name "out there" in a way that is quite charming.

Although her work has been published more than 30 times, she possesses none of the artistic ego so prevalent with many other accomplished artists. She is a constant source of amazement to me with her willingness to share techniques, resources, etc. She has encouraged me to submit my own work, sending contact names and advice regarding the process. When I was tearfully navigating oncology treatments with my four legged pal, Rosie, I returned home on many occasions to find a well timed note of encouragement from Kelli, who had recently "been there, done that" and knew just what to say.

Ever the promoter, Kelli has generously offered blog readers a 10% off coupon good for 24 hours only at The Hole Bead online store! The coupon code is CRAFTY and can be used for either wholesale or retail orders, but wholesale account holders must have a brick and mortar storefront. If you do not have a wholesale account yet, please contact Kelli to get approved prior to placing your order.

There is a saying in marketing that "Giver's Gain" and it is certainly true of Kelli! Her happy heart, generous spirit, and work ethic guarantee that she will continue to delight her customers for many years!

IN OTHER NEWS:

I am no stranger to Reinvention and have a little going on myself. I am delighted to report that I am the newest member of Swarovski's Create-Your-Style Ambassador program. It is a thrill to be working with so many talented individuals and was just the affirmation I needed as I make the transition from Mom to Empty Nester. I am doing a great deal more teaching these days and will soon be launching a new Retail site which will feature my own line of hand dyed ribbon, merino wool top and silk yardage, as well as a selection of Swarovski sew on embellishments and crystal yarn. There is so much more to report, but things are still under wraps as we work out the final details. Look for an update soon. Such fun!

...OOPS! I ALMOST FORGOT!

A while back we tried to get an online retail networking group off the ground. The Ning network proved clunky and difficult and the project was abandoned. Happily, the new Facebook "groups" function has served to breathe new life into the endeavor. I have established a Facebook group for Crafty Retailers to share their joys, triumphs and tribulations, project ideas and promotional events in a spirit of comraderie and friendship. After all, if the industry succeeds, we will all succeed! Although the members names are visible, all posts are private. If you are a crafty retailer --on line or brick and mortar--and want to participate, send me a Facebook message and a friend request, as only Facebook "friends" can be added to Facebook groups!

Is the Brick and Mortar Craft Store still a viable Business Model?

2011-06-01T21:02:00.000-04:00

Kinda sorta.

I guess it depends on what you mean by "viable."

Clearly, the market for crafty consumers is strong. 56% of US households crafted at least once during 2010. The jewelry/bead craft industry boasts 2.3 billion in annual sales, while the needlework craft industry is even larger---generating 2.9 billion dollars in 2010.

Despite what appears to be a solid customer base, many Crafty Business Owners have decided they are making too little money while expending too much effort, shutting the doors in impressive numbers. Blue Moon Beads recently filed for Bankruptcy. Homer Hillis, of HHH Enterprises, is closing the last brick and mortar store of what was once an 8 store bead empire, preferring to concentrate on his online retail business.

Homer, who once described his shop as "a hardware store for women" is one of the most personable, driven, craft loving guys I know. I first met him in Tucson at the To Bead True Blue show and have come to respect his business longevity and his marketing acumen. Despite his passion and his experience, Homer believes that the Crafty Business Model has changed so dramatically in the past few years, "the juice just ain't worth the squeeze."    No doubt about it, the large chain stores and major Internet supplies have had a deleterious effect on the local craft store.

It is easy to make the discount internet craft retailer the "bad guy," but the challenges facing the Crafty Retailer are more complicated than that. Consider the experience of Jackie Goff, a former Crafty Retail Rock Star. Jackie recently closed the doors of her Toledo, Ohio yarn store, Uptown Fibers.   Jackie did not go into retail as a starry eyed crafter looking to turn her hobby into a business. She is a savvy business woman who did an inordinate amount of research before signing her lease. She had a supportive husband and a plan for success. She crunched the numbers, developed a budget, knew how much yarn she needed to sell at exactly what margin in order to meet her expenses, and decided to GO FOR IT. She developed innovative and exciting classes which often had waiting lists. She advertised locally to increase her customer base. She held in store events to generate interest and excitement. She encouraged crafty community and sent out regular emails. She lost thirty thousand dollars her first year. Undaunted, Jackie upped her game. She increased her marketing, and wrote a killer email to her customers explaining the economies of running a Yarn Store.

She lost thirty thousand dollars her second year. She had an email list of 2000 and a customer snail mail list of 500, yet as the economy worsened, her core customer group stood at only 400. Jackie's shop was located in an area near Detroit. The local economy was dependent upon the automotive industry, an industry that has been decimated in recent years. One third of her customer base had suffered a job layoff or had a spouse who had been laid off or worried about being laid off.    Fear kills the impulse purchase and folks simply didn't have the disposable income to sustain her shop. Sales fell far short of the $600 required each day in order to meet her expenses. Inventory started to grow stale and Jackie was reluctant to invest more money in what was starting to appear to be a black hole.

While she was dealing with a depressed local market, Jackie also experienced the double edged sword of the internet. Her store was stocked with thousands of dollars worth of books and patterns, but her cost conscious consumer knew that she could go to Ravelry and download something similar for free. Classes that were once a major customer draw started to stagnate as You Tube exploded onto the Craft Scene. Suddenly it was possible for a wannabee fiber aficionado to learn to knit or crochet FOR FREE at midnight while sitting in her jammies on the couch. Paying for the privilege quickly became less attractive to her cash strapped customer. Thrifty shoppers came to the store for inspiration and companionship, but many would order their yarn from the online discounters.

Jackie did everything that she could to minimize her expenses. She was forced to let go of virtually all of her help, was not on the payroll, and was operating on a shoestring. She realized that she would soon be in a position where she could no longer pay her bills while servicing her debt. Finally, after losing another thirty thousand dollars during her third year, Jackie made the decision to close. I asked Jackie to identify the final straw and was surprised when she told me that the decision was easy. In fact, the decision had actually been made before she opened the store! In typically thoughtful Jackie fashion, she and her husband had decided how much money they were willing to invest before they signed on the bottom line. Smart people, those Goffs! They took the emotion out of the decision and were proactive rather than reactive. They defined what they would invest as start up capital, and determined how much they would be willing to invest/lose along the way. They promised one another that once those funds had been expended, the jig would be up.

Three and one half years into her journey, it is over. The fixtures have been sold, the remaining stock will be sold or donated, and Jackie is ready to call it a day, despite the fact that she will be responsible for a $2500 lease payment through October. She doesn't think that she could have done anything to have brought about a different outcome and I tend to agree. Timing, and a wicked economy, were against her. In the end, the adventure will have cost her between $150,000 and $175,000. Uptown Fibers was more than a small business statistic....Toledo has lost a gem.

So...is the Brick and Mortar Craft Store still a viable Business Model?

Yes---for those retailers who are in an area with a more forgiving economy and who have crafted a niche market---retail is not just doable, it can be profitable. Join us next week when we meet a Crafty Retailer who shares her secrets for defying the odds as she slugs it out in a crowded market!

In the Studio
My blog posts have been infrequent of late....all the work has been studio focused! My youngest is graduating from High School next week and the Empty Nest is looming large. I am endeavoring to look at this next stage of life as a wonderful opportunity ... creatively. For the first time since I had children I will be in a position to travel easily and I am looking forward to new teaching opportunities. The past few weeks have been a bit of a fiber frenzy as I prepared a number of workshop proposals. Here is a "bits and pieces" preview of my submissions to Swarovski....wish me luck!

Speaking of workshops, I was delighted to learn that I will be teaching at the Southeastern Animal Fiber Fair in Fletcher, North Carolina this Fall. The event is always spectacular for fiber lovers and I cannot wait to do some shopping while I am there! The festival is October 21-23 and I will be teaching four workshops. Two of the classes involve "hands on" fibery fun, while the others are geared toward crafty marketing.

Maybe this empty nest thing won't be so bad after all!

Blow Out your Dead Inventory and Improve Your Bottom Line!

2011-05-11T10:57:00.002-04:00

Dead Inventory = Dead Money.

We all make mistakes when buying inventory. Years ago I couldn't keep Crystal Square Frames in stock...they flew out the door as fast as I could get them in and sourcing them was a real challenge. After much thought and deliberation I opted to meet the manufacturer's minimum order quantity ("MOQ") so that I could have the stones specially produced for me. Mind you, the MOQ required a $5000 commitment per color---it was scary, but I ordered 4 colors. It was awesome! Those stones sold like hotcakes and I found myself placing another large order.

Oops.

Sales inexplicably flattened, and there I was....sitting with boxes and boxes of very expensive "cold" product. I was overly attached to my inventory in those days and refused to discount the stones to move them----they had been hard to get and might be hard to find again. The stones are truly magnificent--they remain my personal favorite to this day---and I didn't want to let them go for a pittance!

Unfortunately, while I was busy sticking to my guns, the internet retailers had taken over and were offering the stone for a retail price that was only 30% over my COST as a wholesale distributor of Swarovski Crystal Distributor. Yikes. I put them on a shelf and tried to forget about them for a while. I eventually decided that some return on my investment was better than no return on my investment.

I got busy and got creative with merchandising: I put the stones into grab bags, turned them into necklaces and sold them to local boutiques, used them for door prizes, recast them in challenge kits, etc. Finally, I sold the the bulk of the stock for about 1/2 of my cost. It hurt, but the cash influx enabled me to purchase fresh inventory at a time when money was short and new inventory was needed. It was an expensive lesson, but it was a lesson that stuck. Life is funny that way...the painful lessons seem to be the most effective, don't they? I sure as hell don't want to go down that road again so I am much more careful about my purchases these days. I will often pay a bit more to purchase a smallish quantity from a distributor, rather than dealing directly with a manufacturer in order to avoid the onerous minimum purchase requirements. After all, dead inventory presents a bigger risk than a slightly reduced profit margin!

I am also much more aggressive about rotating my stock. I start marking down merchandise earlier in its life cycle---preferring the fast nickel over the slow dime. NOTHING is allowed to sit for long. Sitting inventory has a deleterious impact on your business: it slows down cash flow and tells your customers that you are broke or disinterested, which will impede cash flow even more! If you have some duds on your floor, make it your mission to get rid of 'em to make room for winners!

Re-arrange your store regularly. How many times have you heard a customer squeal with delight over something "new" that was simply old stock that had been relocated to a more visible spot? It happened every time I moved products around in my store.

Make something that you love, using at least some of the duds. Feature it as a class, free tutorial, or sell it as a kit.

Host a craft challenge using the duds. The copper components that I am featuring in this week's challenge are the last of a slow seller. The product line was beautiful, and I use the materials in my own work all of the time, but it didn't sell well.

Most important .....Think outside of the box!

Saturday, May 14, 2011 is "Give Your Stuff Away for Free" day. Seriously. The idea is that we are major consumers and have accumulated lots of stuff that we do not use and do not need...so GIFT IT AWAY. The project founder, Mike Morone, is hoping to create the world's largest recycling event, urging folks to drag "for free" items to the curb for others to enjoy.

Why not participate in the event, but give it a crafty twist like Cynthia Deis of Ornamentea has chosen to do. She is brilliant! Cynthia sent out a quick email blast introducing the concept and urging her customers to bring in unwanted craft supplies. I bet the email resonates with her clientele...it certainly struck a chord with me. I have a huge box filled with fiber that I will never use. I feel too guilty to throw it away, so it takes up precious closet space. The materials would be a real find for the right taker and I would love for the box to find an appreciative home so that I can reclaim my closet. I am sure that I am not alone! Those that give, can also take. You can see Cynthia's upbeat, cheery newsletter here.

The Bonus: this is a perfect opportunity to unload some of that dead inventory you have been dragging around...it will make someone smile. Better yet, the excitement --and extra sales generated due to the event--- will ease the sting of having to give away "perfectly good stuff." It ain't good if it ain't selling.

IN OTHER NEWS
It has been a busy time in my home. My youngest is graduating from High School and my middle son just graduated from the University of Florida. I will be turning 50 the day after I drop my daughter off at college. WAHHH! Sigh. I have been pouring through generations of family photographs, laughing and crying...you know the drill. It is a time of celebration and reflection, for sure!

Perhaps that is why I was so delighted to come across the Dream Boxes manufactured by HHH Enterprises---they are perfect for creating wearable memories! Designed to hold collages, dimensional items and photos, the Dream Boxes have a hinged glass door so all you need to do is open and place your favorite image, momento, or design.

They retail two for $12.99. The company's owner, Homer Hillis, offers retailers excellent wholesale pricing. He and his wife, Ronda, have established a solid niche offering interesting components for mixed media and altered art. I spent quite a bit of time perusing the site and was impressed---the product line would nicely supplement the inventory offered in the "typical" craft shop and the price point should be particularly attractive to those bead stores looking for crafty alternatives to pricey gold and silver. Readers can get FREE SHIPPING by simply using Coupon Code crafty11 on any order over $25.
Now for the really good part: Homer has graciously agreed to provide 10 dream boxes for the current Crafty Throw Down! 10 lucky particpants will receive a Dream Box and the kit pictured below:

The kit includes a generous selection of copper components, only a few of which are pictured, as well as hand dyed silk ribbon, and Swarovski crystal beads in Rosaline, Light Colorado Topaz, and Sand Opal. There are also some Swarovski pearls and squaredelle spacers....YUM!

The rules are simple!

We will draw names for the participants on Monday 5/17/2011. The dream boxes and the kits will be mailed out by Friday 5/21. Participants will have until June 30 to create something using the components as a jumping off point.

Create anything. Use any medium.

Theme: Change/Metamorphasis

Send us pictures of the completed project on or before June 30 with a brief description of the techniques employed. We post the pictures and everyone OOHS and AAHS. The pieces remains yours to keep, sell or give away.

Wanna Play?

Send me an email if you want to be entered in the drawing. Please include your address and contact information.

Coming next week: The Fiber Cuff Challenge BIG REVEAL!

Charity Craft Challenges and the Case for Sound Reasoning....

2011-04-21T17:11:00.001-04:00

This is a tough time to own a small business. Two of my favorite crafty retailers just told me that they were closing the doors. One was a customer and one was a Crafty Retail Rock Star. The former had an opportunity to sublease her costly retail space and jumped at the opportunity to get the hell out. The latter is closing the doors because the numbers just aren't working and she has done everything she can think of to make them work. She is sad and frustrated but will not let emotions get in the way of sound business decisions, and sometimes the soundest decision is to cut your losses.

Man, Oh Man.

I know how they feel and I bet you do too. We have either been there before, are sitting there now, or harbor fears that it could happen soon. Let's face it....with the bleak national economic news pressing in on us from all sides it would be difficult not to have some concerns.

....and yet.....

I am ordering new inventory and adding fresh product lines. I am developing a new line of kits and scheduling workshops. I am planning for tomorrow. While I am hopeful for the future, momma didn't raise no fool. A bad inventory decision is a bigger deal today than it used to be, so my decisions have to be more calculated than emotional. I do a lot of research and ask too many questions. I try not to make big decisions when I am rushed because mistakes are usually more costly than the time required to fully analyze the situation. No doubt about it.... I am making inventory decisions very thoughtfully, and with much less exuberance than I did a few years ago. There is big difference between "sound reasoning" and "reasons that just sound good"! Today's financial climate requires that I remind myself of that difference on a daily basis. So as I look to the future I try to work hard, employ sound reasoning, stack the odds in my favor, create, and, most of all... to pray. After all, what else are ya gonna do?

IN OTHER NEWS

I am tickled pink and totally excited....the Etsy Craft Warrior Charity Site is officially up and running.

The CONCEPT

It is so easy to get caught up in the drama and tumult occurring in our little spot on the map that we can forget to think about those who could use a helping hand. I figured that an ongoing Charity Craft Challenge would be a great way to combine work life with my desire to be of service to the larger community --- and the Craft Warrior was born. The lady on the logo is my husband's Great Great Aunt Celia. I never met her but I sure do treasure the picture...dour face, swollen ankles, bosom hanging low...I mean, what's not to love? We tease my beautiful daughter that Aunt Celia looked EXACTLY like her when she was a young woman. We think it is hilarious. My daughter does not.

...but I digress....

We announced our first challenge a few months ago and the deadline for submission was April 15. Every artist who participated received a box of goodies from Aussie Threads and Fibers to use as a jumping off point. The finished projects were donated and posted on the Etsy site, with all proceeds benefiting the Special Operations Warrior Foundation. Wow! I was humbled by the quality of work submitted. We had a generous and very talented group of artists participating...including several national instructors and Swarovski Create Your Style Ambassadors. The work is amazing and it is all available for purchase on Etsy. Er......Did I mention that all of the proceeds are going to the Special Operations Warrior Foundation?

Yup...every cent.

Aussie Threads and Fibers will bear the Etsy expenses and fees. Please take a moment to see the terrific work and read about the talented creators of the "Pearls with an Attitude" submissions HERE . After that, head on over to Etsy to do some SHOPPING! We priced every single article at the same low price to make it painless for you and profitable for the soldiers. Let's raise some money for the families of folks who have sacrificed for our great nation. Make Aunt Celia proud!

Wanna participate in our next CRAFT WARRIOR CHALLENGE? The kit is "TABAC TEMPTATIONS" and includes vintage and specialty coated Swarovski crystal, as well as some incredible beads and baubles.

Shoot me an email if you want to be entered into the drawing! The finished project will be due on or before June 15.

Jumpstart your Email Marketing Campaign to Improve your Bottom Line!

2011-04-15T14:15:00.001-04:00

I love getting emails. Seriously. I know that folks bitch and moan about getting "spammed" but the reality is that true spam is easy to deal with---a quick press of a button sends that bad boy to my junk folder forevermore. It is a small price to pay for all of the good stuff that finds its way to my In Box: coupons, free tutorials, recipes, a window into my competitors' world, etc. Email Marketing is AWESOME! It is cheap, easy, fast, and effective...provided that you do it right. Fortunately, there is a formula for email success.

1. Build an Email Contact List.   Forget about the benign little guest register book on the counter---it is too passive and quickly becomes invisible. Train your staff to effectively gather this information from your customers on a consistent basis.   Many shopkeepers are surprisingly reticent to ask for this information. Don't be! Most folks will be happy to give up the address provided you offer value for the sign up by way of great newsletter content, sales information, free tutorials, etc. One surefire way to update your email list is to offer to email a coupon for a free gift later that day.

This works on a number of levels: the retailer has an opportunity to verify the validity of the email before giving up any goodies and the customer makes a return trip to the store to redeem the gift---an additional sales opportunity!

Remember to use your website to capture email addresses. An attractive sign up box for visitors to register for newsletters, product updates, etc. is a painless way to grow your contact list. The coupon give away works just as well online.

2. Divide and Conquer. It is a good idea to divide your list into groups, so that the emails can be narrowly targeted. For example, I have a Master Contact List, which includes my entire customer list. However, I have subdivided the list into several smaller groups: Bead Store Owners, Yarn Store Owners, Needlepoint Store, Spinners, Felters, Jewelry Designers.   A carefully targeted email will increase the odds that the recipient will be happy to receive it because it is relevant to her.

3. Make it a Habit. Your customers will get used to seeing your missives and-- if you have quality contact--- they will build you into their daily ritual. Despite what many retailers think, once a week is not too often. A recent study reported that the unsubscribe rate actually increases with the infrequency of the email! If folks aren't used to seeing you, they will delete you! The Crafty Retailer should send out a weekly email filled with pictures and links. The more pictures, the more interesting. Crafting is all about the visual. I am always kind of blown away when I see a craft retailer who advertises classes without posting any project pictures:   SERIOUSLY? How can you excite and inspire without the eye candy? Pictures are a no brainer. Additionally, the more links within your email, the higher the click through rates and the lower the unsubscribe rate. Remember...your customers like to craft and you sell product they love. Your email is like comfort food!

4. Be Careful about the "From" line.   Will your customers recognize your name as the sender or is the store name more likely to garner greater recognition?    I typically delete email from unknown sources, so an email from a known local store "The Fiber Factory" will get opened, while an email from "Mary Smith" --who the heck is she?--will not.

5. Use the Subject Line to Hook your customer!   You know the drill...it is all about Salesmanship. "Newsletter Update from the Bead Barn" might get put on the back burner, while there is a greater sense of urgency to read "Just In! New shipment of Gemstones at 2005 prices! Get 'em while you can!"

6. Offer High Value Content to Improve your "Click Through" rate.   Art/Artist related newsletters typically garner a 17.53% open rate, and a 3.54% quick through rate. How do your newsletters compare? I keep a newsletter cheat sheet near the computer so that I can jot down notes when I come across an item of interest while surfing the net. That way, when I am ready to sit down and actually start typing I already have an outline. You can download a newsletter cheat sheet here.

The definition of "high value" will vary. I tend to open newsletters that give me something: information, eye candy, a coupon, warm fuzzies, a giggle. For example, a fiber store could include one of the hilarious photos from "What Not to Crochet," while a bead store owner could give directions on how to clean Swarovski crystal. Consider including a favorite seasonal recipe, or note that your best customer's son just made it to the Little League All Star team. It is all about building community!

In the Studio:
The recent fiber earring challenge left me very inspired! In fact, we are working on a line of Felted and Embellished Earring kits that are wonderfully easy and delightfully inexpensive. Here is a sneak peak at one of the designs...whuddayathink?

Update: Cooper the Demon Dog

I lost my glasses.....and then I found them....sort of.

Cooper - 1, Glasses - 0.

Nonetheless, Cooper and I seem to be making our way. Only two accidents this week and no dead chickens...it is all good!

Of course, we had to restock our chicken family after the most recent massacre and the new girls are happily nesting in the studio for now. I am hoping that familiarity will encourage Cooper to feel more protective than predatory!

So far, he is fairly disinterested. I'll count that as a win!

Define the life you want and refine your business to accomodate it.

2011-04-08T16:44:00.002-04:00

It is time to hit the "applause" button. We deserve it, dontcha think? Those of us who have survived the last few years and lived to tell about it are due a pat on the back and some raucous applause.

WHOO HOO! You go, girl!

We have downsized, belt tightened, sold off dead inventory, kept folks employed and tap danced to keep customers happy. We have paid bills on time and scheduled marketing events and sent out emails. We have worked harder than ever to keep the doors open.....and they are still open. It feels good. In fact, my little business is in a bit of an expansion mode at present.... and THAT feels really good.

You see, not too many years ago the story was much different. I had huge sales numbers and thought that I was kicking ass. Ironically, my business was in a crisis mode but I was totally clueless until it was almost too late. Oops. I didn't realize that the economy was cyclical and that I had simply been riding a wave. [ Errr...you mean the good times don't last forever? Who da thunk?] I was more artist/marketing strong than process/accounting strong. I didn't like the yucky stuff like bookkeeping and there was always a squeakier wheel to grab my attention. I had a family with three busy teenagers. My internet business was home based, and in my head that meant that I was a stay at home mom...meeting every need and expectation except for some important ones required by the business. It only took a few unexpectedly slow months for the world to crash in on me. Cash flow seemed to disappear overnight. Gulp. I had way too much inventory....WAY too much. The debt appeared to be unsustainable. Hubby was pissed. I was freaked. I couldn't meet my financial obligations for the first time in my life. I talked to a bankruptcy attorney, but knew that I would not be able to live with that option. It was a dark time.

Fortunately, I am as tenacious as a bulldog and failure was not an option. I refused to bankrupt the company --it was a moral issue for me. I also determined that my my family would not risk financial security to pay the price for my foolishness. Some how, some way I needed to pull a miracle out of my ass. I found a business mentor, learned some humility, and got it together. I spent the next two years working 12-15 hour days in a state of barely suppressed panic. Bad choices necessarily forced other choices and I paid a heavy price for my irresponsibility. I had to forgo a paycheck, no money for perks, not enough time for my family and certainly no time for crafting....every penny was thrown at the debt and every hour was thrown at the business. It was awful, but it was effective. Although I am not yet completely debt free, I am getting close. The remaining debt amount is insignificant enough to make a banker yawn. Yup, I have morphed into a halfway respectable business person...my Quickbooks balance actually matches my bank account balance. It is a beautiful thing!

My two years of Panicky Debt Hell ended when I realized that I was actually Going To Make It. I had dodged a bullet---the business was going to survive, the debt was going to get paid.    Now what? I did what I had to do when I had to do it, but I was no longer willing to work 12-15 hour days. I wanted more time with my family, with my dogs, in the garden and in the studio. Once I had defined the life I wanted, it was easy to refine my business to accommodate that life.. I downsized, dropped some product lines, said good bye to some high maintenance/low margin customers, tightened my belt, watched my inventory like a hawk, and cut back on my work schedule. If I don't have cash, I don't buy. It works. Another benefit? I learned to work smarter, not harder.

Of course, I continue to refine the business as my life morphs from one stage to the next.   I will soon be presiding over an empty nest. Sigh. One minute I am a teary, weepy mess as I bid adieu to my daughter's little girl self, and the next I am excited by the new opportunities that await me. [Menopause, manic depressive, or normal? You be the judge].

I am putting the finishing touches on a number of workshop proposals as I seek to increase national teaching opportunities for 2012. Additionally, I am getting ready to launch a new line of felting kits, which has me totally jazzed.   I have more ideas than time and cannot wait to wake up in the morning. The funny thing is...I am working 12 hour days again, but it doesn't feel like work. I am happy and invigorated. I am thankful for the lessons that I learned during those difficult years. The economic challenges of today seem small by comparison! I will never, EVER, EVER get into debt again. My heart is filled with gratitude and I look forward to each day.

Fortunately, not every retailer has to learn the hard way. There are many who have good instincts and get it right the first time. Carol Garfield, of Dancing Beads in Medford, Oregon is just such a Retail Rock Star. You first met her a few posts back.

Carol owned a retail bead shop from 1995 to 2006. The shop was her day job and it needed to support itself and her, so for 13 years she made certain that she was the "go to" place for beady inspiration. However, as her 50th birthday approached, she decided that she was ready for a change. [Menopause, manic depressive, or normal? You be the judge].

Carol was able to close the doors debt free because she had always "paid as she played." [insert sound of wild applause here]. She packed up her gorgeous inventory and went home, where she started a home based web design business. Fast forward to June 2010. Carol was not enjoying the isolation of her home office and decided to rent some space. While looking for an office, she found the perfect retail space:

As I stood in the middle of the room I was astounded by the light coming into the space. There were two rooms, and the smaller one was a sunroom! Hardwood floors, a fireplace, and walls painted a great color further charmed me. As I stood in the middle of the room soaking it all in a gentle voice declared with much authority, "You just found your bead store." I didn't even know I was looking.

Carol's return to crafty retail after a two year hiatus came with some surprises....the out of control price of silver, for example. However, most surprising was the dramatic way that marketing had changed.

I think I closed the old shop at just the right time, and I know I've re-opened it at just the right time.

I've been amazed at how much the world changed in the two years I was gone. Of course, the price of metals is beyond ridiculous, but as a red head, I prefer copper anyway, and have gotten my customers excited about it. Shipping?! Sheesh, twice as much, and twice as slow. The online competition is daunting, and before long I will have an online catalog. I do have a website, a blog, and a Facebook page for the shop, all of which I maintain myself, so the catalog is slow going.

What I've been the most amazed by has been the change in marketing. I've always been a good story teller, and I've blogged since 2005. Social networking wears me out, but I do it. I tend to be more social face-to-face, than online.

I'm celebrating National Craft Month (along with everyone else in our industry) and have sent out an email newsletter to the nearly 600 bead lovers on my email list. I've started a monthly 'Make and Take' and aa result... I've made bag stuffers outlining all the fun that will be happening this month. I'll be making bag stuffers every month as I have all my promotions, events, and sales scheduled for the year. There is dead inventory in the closet that will soon go away as grab bags, challenges, or a donation to a homeless teen center. I talk about The 3/50 Project to anyone who will listen. I'm blogging, and posting my status on Facebook as often as possible. Yesterday, the shop reached 100 'likes' on FB and lucky number 100 has a $10.00 gift certificate waiting to be collected. I'm filming things around the shop I think might interest my customers. I email a newsletter every other week, and I make certain I tell everyone thank you. They're the reason I'm working so hard. weekly Beading Circle. Seven people volunteered to help me teach classes this session, and we've scheduled 24 different projects, and techniques as

Community. I had no idea what a hole I'd left by closing in 2008 until re-opening in 2010. My old customers have been coming back in droves. They missed the shop, the vibe, and excitement. They love the new space. The economy may still be rough, but people will always want to be surrounded by beauty, and are willing to spend a little to fulfill their need to create. We're in the best business there is, we get to fulfill those needs, and our own at the same time!!

Wow....I couldn't have said it better myself. Carol's brand new business is supporting her and she has recently expanded. Her tips for success:

Make a Daily TO DO List and DO IT. Carol always starts her day with a clear vision of what it will hold for her, whether it is a three hour marketing session or benign store housekeeping issues. She does what she has to do before she even thinks about doing what she wants to do. No quick peeks at Facebook, no playing with the inventory, no NUTHIN'....until the list is finished.

Put your hopes and dreams out to the universe. "I would like to make X dollars today." Carol says that more often than not, she finds that she gets what she needs. Don't laugh. The universe currently knows that I am looking for a used leather couch for my studio. It will come.

Stay Fresh: Constantly explore new techniques. Carol loves to teach and says that as she learns and changes, so do her customers.

Be "Other Oriented." Ask yourself what you can due to improve the shopping experience of every individual who walks in your door. This one seems so obvious, but ask yourself....When was the last time someone treated you like that? It is so rare that when it happens, loyal fans are born. Carol spoke the truth when she told me that her customers are hungry for what they cannot find from on-line retailers...Human Connection.

Say it, Girfriend! Unh hunh, Unh hunh.

IN OTHER NEWS:

Those of you who have been with me a while know that I went through hell and back when I lost my dog to cancer late last year. I did what I swore I wouldn't and adopted little Cooper, in part because he had a certain Rosie-ish shape to his face and in part because he needed a family.

Oh. My. God.

He is a terror. An honest to goodness Demon Dog. He pees with gleeful abandon the second he comes inside....after peeing quite happily and productively outside. He hangs by the cat litter box looking for tasty treats. He has slaughtered several of my chickens and even managed to kill the meanest rooster that I have ever owned. This rooster was huge and had two inch spurs---I cannot even imagine how it happened. The Roo was an ornery cuss and would regularly attack me when I stepped too close. I guess Cooper actually performed a bit of a favor there, but I have to protect my hens!

I Googled "how to stop a dog from killing chickens" and learned ---from resource after resource---that it was fairly easy to do. It merely involves tying the dead chicken's lifeless body to the dog's collar and letting it rot there for a week. It is widely suggested that the dog be separated from the family during this process as the flies can be overwhelming. Wow. That kind of training is sure not going to happen in my lifetime. Sigh. Yesterday I found him in my bed, happily gnawing on the leathery foot of a long dead turtle carcass. Today he cremated a baby finch hopping about the driveway. Louder Sigh.

My dog-loving daughter confessed that she wouldn't be upset if Cooper found another home. My dog-loving husband thinks Cooper is a nightmare. Of course, I am into "high maintenance and difficult," so I already adore him. He looks quite the imp with that little patch over his eye and a dead turtle hanging out of his mouth. What to do?

I guess it is time for me to pull another miracle out of my ass. After all, he does remind me of Rosie. She used to exult in Rooster Chasing, too. So....Game On. I am going out whisper the Dog Whisperer. I am going to win this battle. I hope. Oops...gotta go...Cooper is heading toward the cat litter box again!

Pray for me....

Target the Cross Over Crafter to Increase your Sales!

2011-03-30T19:35:00.001-04:00

Crafters fall in and out of love pretty easily. We are a somewhat fickle bunch...one day it is beading, the next day knitting is what rocks the world. I crocheted feverishly all winter but will not pick up my hook again until Fall, content to have the colorful "not quite an afghan yet" granny squares decorating the wall in my studio for now. Florida is already getting too hot to have a lap filled with wool---what with Menopausal hot flashes and all. Besides...I want to focus on jewelry for the moment. Fiber is my passion and fiber jewelry in particular is what tends to make my heart go pitter pat...there is something intoxicating about the marriage of fiber and sparkle that makes me giddy. I will admit that there was a time when my affinity for fiber jewelry made me a bit of a pariah. I was a fashion DON'T with respect to my fetish.

Not so any longer!

One cannot peruse a fashion magazine or scan the web without spying some sort of fibery adornment these days. It is everywhere! All of Anthroplogie's recent collections feature fiber of some sort. The "Layers of Grace" bib necklace pictured below retails for $158.00 PUHLEASE! A snippet of lace and some brass chain. A Crafty Retailer could teach her customers to whip up something similar for a fraction of the cost!

Chances are, most Crafty Retailers won't think to do it. Fiber jewelry is a bit "out there" for many standard bead stores. Yarn shops tend to ignore it as well, concentrating more on garment construction. The clumsy felt ball necklaces of yesteryear might have scared everyone away---I wouldn't be seen in such a necklace, either! A quick Google search for "felted jewelry" turned up over 10 million breathtaking images---the art has clearly evolved beyond the ball and your customers are all over it!

Fiber jewelry is cost effective...many of the most beautiful creations center upon reclaimed/recycled components. An old sweater can become the base for a felted cuff. A broken piece of granny's jewelry can become the centerpiece for a spectacular new necklace. A sliver of satin becomes a fabric bead. Use your crafty Know How to fashion classes that your customers can afford! Need some help? Maricel, owner of the Etsy shop SolBijou offers a tutorial for making a vintage inspired Re-Creation--featuring delicate ribbon flowers-- like the one pictured above---for a mere $10.

Check out some of the other fanciful creations I found in the cybersphere:

The spectacular brooches pictured above feature zippers and recycled sweaters. The artist, Odile Gova, maintains an enchanting Etsy shop, Woolyfabulous.

I rarely suffer from jewelry envy but did not pause too long before raiding my "new video camera savings stash" to buy the flower brooch pictured at left. Sometimes survival is a matter of perspective. What I think of as "necessary" and what my husband perceives it to be are a little different. Economy be damned. People are still spending---if you are offering something they want to spend their money on!

Ivy Long, the artist behind Edera Jewelry, creates some of the most romantic and ethereal crochet jewelry that I have ever seen. The drop earrings pictured below are certainly drool worthy, wouldn't you agree?

The work of Gail Crosman Moore caused me to take back my snide "felted ball" comments---her work ROCKS. I am inspired! Hmmmm.......I might have to re-think the whole balls thing.

Feeling inspired? Wholesale customers can use coupon code TCR5 to save 5% off any purchase that includes fiber through April 5 from my online store.

IN OTHER NEWS

The judges have spoken and we have a winner for our FIBER EARRING THROWDOWN! We got a surprising number of entries and our judges were hard pressed to find one winner amongst the fabulous earring submissions...they really were all quite different and each was very lovely. However, life is cruel and decisions had to be made. First prize went to Angie Shan for her exquisite folded ribbon creations. Angie will receive a prize package valued at $150. There were nine winners in all .....Check out all of the winning entries HERE.

We will be announcing two new challenges in April:

Craft Warrior Challenge will be announced April 20

Crafty Throwdown will be announced on April 27.

Come play with us!

Eek! We have run out of time! Check with us next week when we feature survival tips from Crafty Retail Rock Star Carol Garfield, the owner of Dancing Beads.

Customer Service is a Contact Sport. How well are you playing the game?

2011-03-23T20:01:00.001-04:00

The Ultimate Customer Experience. You think you are giving it....would your customers agree?

We all want to provide stellar service to each and every customer, every single day. After all, Extreme Customer Service is the one area where brick and mortar retailers have a big advantage over their Big Box and E-Retail counterparts. Of course, we have all heard stories about the rude or detached shop owner. Where is the disconnect? Diane Gilleland, who is a respected author on matters related to social media, crafting and more, once did a blog post asking her readers for "Craft Store Horror Stories" and she was inundated with responses. Some were laugh out loud funny, while others were simply pathetic. A few typical comments:

Jen laments the treatment from her neighborhood yarn shop:

It never fails, when I want to feel like an inept crafter, all I have to do is visit our LYS. Whenever I go in to browse yarn, I get the evil eye from the "usuals," slouched in randomly placed easy chairs, (some directly in front of shelves and alcoves, making it impossible to examine an entire row of yarn), knitting at rapid pace with snarls that read: What is SHE doing here?

Also, the folks at our LYS would rather cough up yarn balls than help anyone locate a particular fiber or assist someone with understanding a pattern or project. I invited a coworker to visit the LYS during our lunch break. My coworker brought a pattern she had printed from the internet. We spent 15 minutes admiring yarn before my coworker asked the YS employee, standing idle at the register, if she could recommend yarn for her pattern. The employee examined the printed pattern and replied in a monotone: "This pattern is from Hobby Lobby. It requires synthetic yarn. WE don't sell synthetic yarn." She then turned her back and went off to admire the work of some snarling person slouching in an armchair.

Say it, Sistah! Jen's experience mirrors the one I have every time I walk into one of the two yarn shops in my area. I frequented the shop a number of times and and spent money on every visit but the last, when I finally determined that I would be damned if I was going to give any more of my hard earned money to such a sourpuss.

Kelly jumped on the bandwagon with the following observations:

Well, I hate to take another blast at LYS's but some of the worst customer service I have ever experienced is in three different ones I have been to:

1. The owner of a local store [since closed] used to spend *all* of her time either talking/complaining loudly on the phone or yakking loudly with someone in the back of the store. I flipping hate that. You can park your personal conversation for the 15 minutes I am in your shop. If I'm there for much longer, you can talk quietly.

2. I once went to an LYS where the proprietor literally stood behind me the entire time I shopped and then would have the driving need to "re-stock" directly in front of me, wherever I was standing. I was totally confused by this behavior until my friend explained after we left: She thought I was going to steal something. (I was *shocked* by this revelation, by the way. Not to sound all old lady about it, but: "Well, I never!")

3. I rarely go to this other LYS but sometimes I find myself in the neighborhood and I check it out. And regret it. The workers are pretty friendly, but the place is a MESS. There is yarn everywhere. Half-empty bags out on the floor and filling every surface. The books (for sale!) are stacked into falling-over piles. It's such a bummer. They sell beautiful yarn, but clearly do not care about the customer experience. I don't want to buy expensive yarn that someone else was stomping all over earlier today.

Yikes. Personal phone calls, Aggressive Theft Prevention, Messy Stock. Who would want to spend time or money in such a place?

The funny thing is...I am willing to bet that the retailers described above would not recognize themselves. They figure that they are doing a bang up job and blame lagging sales on the economy/the competition/the staff. Silly girls! Honest introspection is a wonderful thing...........if you dare!

Meet Carol Garfield, a Crafty Retail Rock Star who has turned Customer Service into an art form! Carol owns Dancing Beads in Medford, Oregon. Her story is one that will resonate with you and she will share more about her journey next week. Carol loves what she does and she does it well. The store ---about 600 square feet--- is her only source of income and Carol mentioned that she says "thank you" to her little shop every morning when she walks in the front door. I believe it. Her enthusiastic and infectious personality is permeated by a genuine attitude of gratitude.

When asked about the key to her success, Carol noted that she is constantly looking for ways to improve the customer experience. She opened her first store in 1995, with no retail experience. Although she didn't know much about owning a retail store, she knew how she liked to be treated while shopping in a retail store. Carol observed that every Nordstrom's store has a banner sales staff and she emulated the Nordstom customer service model.

Her secrets include:

Know your customers and greet them by name as they walk through the door. It is important to remember a little something about each one...trips they have taken, important events in their lives, the details of their most recent project. For example, if an item comes in that might be of particular interest to a customer, Carol will make note of it so that she can immediately draw the customer's attention to it when she next visits. The message: "You matter enough for me to remember you." Good business with a side of warm fuzzies!

Give something away every day. Carol believes in the power of free and she strives to give something away every single day. The customer who remembers that she needs two feet of chain just after the sale has been rung up might find the chain in her bag---no charge.

Think fast and go for the win-win. Lots of retailers "get attitudinal" when customers ask for discounts/special pricing. Not Carol...she just figures out a way to make it work for her, too. For example, she was approached by a very good customer seeking to purchase gemstones from Carol's vendor. Eek!

[insert AWKWARD MOMENT here]

Although hesitant, Carol was determined to craft a win-win. After all, the customer was savvy and in this internet age it is fairly easy to find wholesale sources. Carol wanted to preserve the relationship more than she wanted to make the one sale. So........she talked to her vendor and established some ground rules. The vendor spent five hours with the customer and wound up selling her strand after strand of beautiful gemstones. The customer got a great deal, and the gemstone dealer sent Carol a check for half of his profit. Bottom line: The customer saved a little while Carol and the Gemstone Dealer made a little. Everybody wins. Carol said that she was happy to go for the slow dime rather than the fast nickel and the customer is still a customer. Well done, Carol, well done!

If I can market office furniture, marketing your craft store should be a breeze!

2011-03-10T16:18:00.000-05:00

Ever notice that it is really easy to give advice, but a tad more difficult to follow it?   Helping my husband market his Office Furniture business has provided me with a great opportunity to practice what I preach and it ain't always pretty. I am stretching beyond my comfort level to do things that do not come easily, but I am doing it. Is my halo glowing?

I send out e-mails. I schedule special events. I try [ ...er...."try" being the operative word] to keep his website current. Heck, I have even started networking.    Today I plan to ditch my shlumpy "working in front of the computer" clothes, don something that says "jewelry artist" and brave rush hour traffic to have a glass of wine with folks I met at a recent charity event.

Guess what?

Its working! Mind you, I am always behind and there is always more to do, but I can see the impact my efforts are having on the business. A single email on filing cabinets has resulted in two customers who have gone on to spend tens of thousands of dollars with us. Better yet, my husband has just added himself to the payroll---for now anyway---despite having been in the industry for less than a year. I find that marketing office furniture is much more challenging than marketing Swarovski Crystal and Felting Supplies, but the same principles apply. It is all about establishing the KNOW, LIKE, AND TRUST QUOTIENT!

E-MAILS MATTER!
I want our brand to be top of mind with the consumer and need to do it in a manner that is not irritating. I am learning the email "sweet spot" for prospective office furniture customers---- you know what I mean...that magic number that serves as a gentle reminder that we are here, not harassment.   It appears that one email every three weeks is about right for us at this point.   You can email your crafty customer with greater frequency. After all, she is already interested in what you are selling. Crafting is what she thinks about when she is daydreaming at work. It is what she wants to do when the kids are tucked in bed.

My customer is a bit harder to engage. My challenge is to give him a reason to stop and peruse the email before hitting the delete key!    Not easy when you are selling work stations. Accordingly, my emails often have little to do with office furniture. My last few blasts touted our latest "Business Boot Camp" Event.

SCHEDULE SPECIAL EVENTS!

Since our customer is a small business owner struggling along just like the rest of us---wearing too many hats, facing too few hours in the day---we figured that it might be worthwhile to have a monthly gathering where folks could network and listen to a speaker on subjects of interest to every small business owner. So far it is proving to be a solid networking effort. Of course, any time you try something new, there is a learning curve and bump or two along the road. Mama didn't raise no fool and I made sure to stack the deck in my favor for the first event.   While several attendees came to listen to the speaker and some others came to network, more than a few only stopped in because I promised them a home cooked meal in exchange for the warm body. It worked! Those interested in networking were impressed by the turnout, making the second event an easier sell.

In fact, I didn't have to call in a single favor and attendance actually went up! A number of attendees brought guests and I am hoping the series continues to grow. The main attraction is the ability of guests to network and market their own businesses, but I am confident that if one of them is ever in need of an ergonomic office chair, they are going to think of us!

NETWORK LIKE IT MATTERS!

...because it does. One of the things that I have learned from working with my husband is that networking really works. He has opened my eyes to the power of the referral and what it can mean to the bottom line.    John is in several networking groups where each member's mission is to procure leads for others. The guy in the market for a telephone system might also be in the market for office furniture. A few questions can result in a great lead for me, or for someone in my circle. I would never have considered such an aggressive networking effort as a bead store owner. Too Pushy, felt kinda smarmy, not my style.   I was wrong. If you are sincere and motivated by a desire to give at least as much as you get, lead generation is awesome! Every time I meet someone these days I pause to consider how we can help each other. My life --and my business -- is richer for it.

Toward that end, let me tell you about Hannah Rosner. Hannah is an amazing bead artist whose work leaves me breathless. You can see some it here and here. Hannah is really, really good at Social Marketing. She and her fiance have a separate business focused on helping businesses navigate the wild and wooly world of Social Media at a fraction of the cost of other industry experts. However, the coolest thing is that because she is a self supporting artist, she is particularly good a CRAFTY MARKETING. She has a kind heart and a generous spirit. If the whole Facebook/Twitter/Blogging thing has you pulling out your hair in frustration, you should contact her. Seriously.

In other news

Happiness is getting it level the first time. Well, level enough, anyway. The dogs decimated my fall vegetable garden so I spent the week-end building a fence to protect the spring plantings. I am sure that it was quite a site....I was digging in fence posts, cutting boards, and glistening profusely. It was great fun and I still can't believe that I did it. I hope to have it completed this week-end so that I can get back to the more important stuff...like my fuzzy pink necklace.

Politics and Other Scary Stuff....plus a new Crafty Throwdown Challenge

2011-03-02T18:53:00.000-05:00

O.K. I simply CANNOT help myself. I gotta talk. I have been trying to will myself to silence. I have tidied the house, organized the studio, walked around the garden and played with my dogs...the standard "Go To" activities when I need to Find My Center. It didn't work...I still have the anxiety sitting in my gut like a bowling ball. The kind of anxiety that comes from watching the world burn around me while everyone else seems focused on inanity like the Oscars or Lindsay Lohan. The kind of anxiety that generally acts as a precursor to an intense political spew.

It is going to burst out any second now, so if you are going to be offended, please scroll quickly to the bottom of the post where I will be announcing the details of our next Craft Challenge.

Alrighty then---you have been properly warned. I am not your average Crazy Right Wing Zealot. I couldn't care less who you love or what you smoke. I am Jewish. I have a pierced nose and chickens running around my yard. I am an artsy gal who is happiest listening to my IPod while working in the studio. I make a concerted effort NOT to talk about current events in this blog because I don't want to offend anyone. Ever. I lost a reader the last time I talked politics and it made me feel awful. Truth is, though, I feel worse when I coast along as if I am not seeing what I am seeing.

Consider the sad and pathetic decline of the talented Charlie Sheen. I used to be an occasional watcher of Two and 1/2 Men. I thought it was entertaining, if somewhat on the edge. Sheen plays Charlie Harper, a morally bankrupt playboy. The show became less amusing to me as Sheen's descent into addiction and mental illness started to come to light. It felt kind of gross to giggle at a fractured human playing a fractured human, so I just kind of lost my taste for the show.

Charlie is clearly bent on self destruction and the media is all over it. We all know that this is going to end badly (remember Anna Nicole Smith?) yet the cameras are hell bent on capturing every pathetic morsel for our viewing pleasure. I cannot turn on the television without seeing yet another tragic videotape of a wild eyed Sheen telling the world that he has "Adonis DNA" and that his two porn star live in girlfriends are "Goddesses." Police finally removed his toddler sons from his care---about damn time. Of course, the toddlers' Baby Mama, Brooke Mueller, is on her own Drug Rehab Merri-Go-Round. What a world! Yup, we are getting minute by minute updates on the esteemed Mr. Sheen, but how much have you heard about a hero named Shahbaz Bhatti?

You probably won't hear much about the recently murdered Shahbaz Bhatti and that is truly a shame. Mr Bhatti was well known in Pakistan, home to 180 million people, all but 5% of whom are Muslim. Bhatti was a Roman Catholic--and the only Christian member of Pakistan's Federal Cabinet. He was a high profile opponent of the nation's "blasphemy laws," which impose the death penalty on those found to have insulted Islam. Not surprisingly, Bhatti's views were unpopular with Muslim extremists and he was recently shot down in a spray of bullets. Al-Queda and the Taliban have claimed responsibility for his murder.

Bhatti knew that his life was in jeopardy and recorded a videotaped message to be released in the event of his death. A somber but determined Bhatti noted that he was willing to die for his principles, while seeking justice for his community, rather than to compromise his values.

The video is powerful stuff. Bhatti's strength of purpose humbles me. He was a hero--a freedom fighter---and his story is one that should be heard. Is your media source of choice covering it? No? I am not surprised. This nation is being fed pablum by a media intent on keeping us distracted.

Charlie Sheen, anyone?

Do the Media Gods think that we are not interested in the truth? Do they think we cannot handle the truth? The truth is not partisan and it has no agenda---we just have to be awake enough to start looking for it. I have never understood those who hide from reality. I may not like it, but if I know what it is I can develop a plan to deal with it. I used to work for a serial philanderer. He didn't even bother to make up good excuses for not going home. I remember asking him about it...I was young and incredulous...and I will never forget his words.

He laughed--honest to God, he laughed--and he looked me in the eyes and told me that his wife did not want to know. He said it was easy ... "Who are you gonna believe, Honey? Your lying eyes or your loving husband?"

She believed her loving, cheating SOB of a husband every single time until he finally left her for his flavor of the moment. Weird, huh? Yet, here we are...yucking it up over Charlie Sheen in all of his ridiculousness.

Chaos in the Middle East. A National Debt that will lead us to ruin. A country that seems to be rewarding the Takers and punishing the Doers. Yup, the world really does seem to be burning around me. What does it look like from where you are sitting?

Whew. Sorry 'bout that. I probably shouldn't say this stuff out loud but I can't always get to the Edit Button before I spew. We seem to have lost our way as a nation and that just sucks. I am tired of the Charlie Sheens and am looking for more Shahbaz Bhattis. We have to take a stand for what is right---regardless of the politics.

Hey! My stomach doesn't hurt anymore...thanks for listening.

IN OTHER NEWS...........

The FIBER EARRING CHALLENGE is now closed. We got some FANTASTIC entries and the photographs will be sent out for judging this week. Winners will be announced the week of March 14. Good luck, everyone!

THE NEXT CHALLENGE:

In an effort to get my own little world feeling warm and fuzzy, I would like to announce our next craft challenge, but this one has a twist! I will still send out the supplies for free, and you will still get to make whatever you want with the goodies pictured above.

The Twist?

I have set up a new Etsy Shop under the name CRAFT WARRIOR. It will be officially "live" in the next week or so. Each participant must be willing to donate their piece to be sold on the Craft Warrior site with ALL PROCEEDS going to the Special Operations Warrior Foundation. The Special Operations Warrior Foundation provides full scholarship grants and educational and family counseling to the surviving children of special operations personnel who die in operational or training missions and immediate financial assistance to severely wounded special operations personnel and their families.

Additionally, each participant must blog/tweet/or otherwise promote the challenge. Bottom line: the more folks buzzing about it, the more money we will raise!

This challenge is limited to 8 volunteers. We will draw names on Monday, March 6 and the piece must be sent to me on or before April 15, 2011. Shoot me an email if you want play!

IN THE STUDIO:

I am back to felting these days. I just finished another fiber cuff which features a 30mm Swarovski button as the focal. The cuffs have inspired me to create some embellishment kits which will include hand dyed velvet, scrim, ribbons and more. Look for them soon!

Meet Cooper!

Thanks for all of the name suggestions for the new pup. We went with Cooper. He is a doll, albeit a constantly filthy dirt ball of a doll!

Improve your Leadership Skills to Improve your Bottom Line!

2011-02-23T17:53:00.001-05:00

I have never had a problem being the boss of me. It is being the boss of others that has caused me turmoil over the years. I don't like telling people what to do. I have trouble delegating. It is not my nature to follow a process. Oh...and I hate conflict. I avoid it at all costs. Um...and I want everyone to like me. Yikes....not good qualities for a leader.

Fortunately, it is possible to learn how to be a better leader. It hasn't been easy and it hasn't been fast, but I am slowly maturing into a half decent Boss Lady.

Crafty Retail Rock Star Cynthia Deis, the creative force behind Ornamentea,wears her Boss Lady Pumps a bit more comfortably than me. She laughed when asked if she had a hard time making her expectations clear, noting that as the oldest of three children and a former middle school teacher, she has the ability to get you to do things you don't want to do.

COMMUNICATION, COMMUNICATION, COMMUNICATION!

Cynthia has a clear vision of what she wants for the business and she communicates that vision effectively. For example, she might poke a bit of fun at herself by noting "I am not trying to be a Diva, but I am gonna be a Diva. This is how I want it done." Humor works--it takes the edge off. She has almost thirty employees and knows that it is critical for everyone to be on the same page. Accordingly, there are monthly staff meetings which she describes as "raucous." There is lots of laughter and silliness in the mix, providing a wonderful opportunity for bonding as well as education.

SPEED OF THE LEADER, SPEED OF THE PACK.
Cynthia has created a culture of "keeping busy" so there is not a whole lot of wasted time at Ornamentea. She leads by example. There is always something to do to reinforce the brand and her staff knows to do it! Tidy the beads, clean the fingerprints off the glass bowl that is home to the Hershey Kisses, call a customer to touch base, etc.

DELEGATE!
DIY is only fun when it applies to crafting. Successful leaders know that delegation is critical to growth and Cynthia is no exception. There was a period in Ornamentea's infancy when she would take on a task more properly borne by an employee because she could complete the task in less time than it took to create a
process or fully explain the project to her staff. I can certainly relate to that--- been there, done that, still have the tendency. A refusal to delegate might be expedient for the moment, but it is almost always inefficient for the long term. Ornamentea grew and Cynthia ran out of hours in the day. She now entrusts people to do the things she has neither the time nor the inclination to do. It takes focus --and more time than most small business owners have available-- to create a process for staff members to follow. However, once you have a system in place it can be replicated again and again, saving you time in the long run. Efficiency is a beautiful thing.

EMPOWER YOUR EMPLOYEES!

Employees are your ambassadors...make sure that they have the tools necessary to shine! Classes are a big part of the Ornamentea brand, with 40 different class offerings each month. Although her staff members are talented crafters, Cynthia recognizes that being a gifted artist does not necessarily guarantee an equal knack for teaching. After all, a good teacher teaches, but a great teacher will INSPIRE. Since Ornamentea is all about inspiration, Cynthia holds a "Teach the Teachers" retreat every year to ensure that her vision is shared by her team.

Moreover, Cynthia's employees are encouraged to take any class offered at the shop for free, insuring that everyone has broad expertise. What a great way to keep the staff up to date on current trends and techniques! She further promotes creativity by offering her staff a VERY generous discount. Employees come into the shop wearing their killer creations and customers buy the product to make the same necklace. It is a win-win.

The Take Away: Channel your inner middle school teacher and do what you gotta do to become an effective leader. Your business is counting on it!

IN OTHER NEWS

Ready for a challenge? Try our Fiber Earring Throw Down! You can sew them, you can knit them, you can felt them, you can weave them, you can string them....technique is irrelevant. They can be pierced or clip-on, dangling or post, flashy or demure.

THE ONLY RULE IS THAT THE EARRINGS MUST CONTAIN A FIBER ELEMENT!

Send me a picture of your fiberlicious creation on or before Monday, February 28, 2011!

You supply the ingredients and I will supply the prize---a fantastical, mouth watering, envy inducing box of Sparkling-N-Fibery Goodness with a retail value of $150. There will be prizes for the second and third place winners as well as a special gift for every participant who blogs about the challenge--just send me a link to your blog post to be included in the fun. Help spread the crafty word!

IN THE STUDIO

I have been concentrating so heavily on crochet that I forgot how much I loved to felt! I just finished the green cuff pictured at right, and have just pulled the components to complete the second in what is apparently my GREEN series. I guess the lovely weather we are experiencing in Florida has me thinking of Spring.

IN THE DOG HOUSE?
My daughter and I foster rescue dogs. The result of this volunteer work is that we have a tendency to adopt foster dogs. DUH!

Meet the newest member of our wacky family! He is five months old and, until last week, his world was limited to a tiny crate. He was a sweet, timid, cowering thing who has morphed into a rowdy, confident, perpetually dirty ball of furry fun.

We will never replace Rosie, but have found room in our hearts for this little guy.

Any suggestions for a name?

Embrace Technology to Grab your Share of the Retail Craft Dollar!

2011-02-09T17:00:00.001-05:00

Every "industry" has its Rock Star. Regardless of your passion -- Fibers, Beads, Politics...whatever...there is someone in your tribe who is the leader of the pack---you know, the one who sets the pace. The one we want to be when we grow up. The cool kid.

You know who has my vote as the Crafty Retail Rock Star of the year?

Cynthia Deis of Ornamentea.

She and her husband Galen run the business--which consists of a brick and mortar store as well as an internet store---together. Cynthia is the creative genius, while Galen is the operations guru. Although I have never met Cynthia "in person," I have been a secret admirer for many years. Not the weird, creepy, stalker kind of fan; rather, the appreciative "Damn! She's good!" kind of fan. At a time when more than a few retailers are bemoaning the state of the economy, Cythia and Galen employ 28 folks and are looking to hire. Mind you, most of employees are part-time, but c'mon! I'm impressed! Ornamentea's success is no accident.

ORNAMENTEA EMBRACES TECHNOLOGY
I first came across the Ornamentea website while researching sites for my own fledgling business almost a decade ago. Most retailers were still in the dark ages...we were only just starting to recognize that a web presence was a business necessity. Ornamentea was way ahead of the curve--the site was total eye candy in a sea of standard "stock" templates and lousy visual imagery. Today it sets the standard for the industry.

I asked Cynthia what set her apart at a time when others in the craft industry are experiencing sluggish sales. She observed that her team is all "pretty techie" and that Ornamentea embraces technology. Galen is a former IBM executive who took a leave of absence to help Cynthia during her busy season. His leave of absence soon became permanent as Ornamentea grew. Moreover, Ornamentea employs two full time web designers to keep the site in tip top shape. Web sales make up a significant potion of her retail sales, so the investment clearly pays off for Ornamentea. While very few specialty craft stores can afford a Tech Team, it certainly underscores the need for every retailer to make her website a priority. Take some time and peruse the site. Make sure to click every link. It is stimulating both creatively and professionally. You are bound to leave the computer bursting with enthusiasm and ideas for your own shop.

In addition to the website, Ornamentea leverages technology to capture the very best of what is wonderful about the brick and mortar experience --- that yummy sense of being part of a larger crafty community --- and then carries it over to create a warm and fuzzy online community. It is all part of the Ornamentea brand experience. Cynthia encourages her staff to walk the floor with their cell phones/cameras so that they can grab customer photographs as appropriate. It is fun for her team, it is fun for her customers. The pics are then quickly uploaded to Facebook or the store website. Customers know to check in with Facebook often, because something exciting is always going on.

Whether she is sending out her latest weekly craft tutorial, or simply sharing the details of her recent battle with the flu, it is a delight to be part of Cynthia's circle. Hop on over here here to sign up for the Dot Com Dispatch, her weekly free e-tutorial. Cynthia has the pulse of the industry and you are sure to learn something. She also emails a weekly newsletter to her brick and mortar customers. Although store owners know that "they should" have store events, many fail to host even one a month. Not Cynthia! This week Ornamentea has six separate events going on! Read her newsletter and be inspired!

CYNTHIA GIVES HER CUSTOMERS A REASON TO SHOP AT ORNAMENTEA.

There is always a whole lot of free going on at Ornamentea. Cynthia sells a great deal of inventory by exposing her customers to new products, techniques and ideas..FOR FREE. She has free templates available for download and some of the best jewelry tutorials on the net.

In addition to providing the goodies listed above, Cynthia and her team cultivate several different "micro communities" within her customer base. For example, she has a "Metals Club" which meets --for free-- at the shop. There is a monthly metal project for anyone who chooses to make it. Ornamentea is currently sponsoring a juried metals competition for group members. The club even has its own separate newsletter! Other free clubs include the Altered Book Club and the Beadweaving Club.

Are your school kids bored on half day Wednesday? Ornamentea welcomes them for Kids Work Wednesday, when your child can make a project for only $2.00! The shop hosts an open air market five times a year for customers to sell their handmade wares. Did I mention that Cynthia and Galen have two small children? WHEW!

Honestly, it is easy to see where Ornamentea would have to employ at least 28 people! Every business owner knows that staffing is one of the biggest challenges in retail. Tune in next week as Cynthia shares some tips on being a good boss!

IN OTHER NEWS:

My current earring addiction? Felted hoop earrings! Get the tutorial here. It is the ultimate "upcycling" project since it features tarnished "throwaway" hoops for the base and just a few grams of Ashland Bay wool top for the felting. I am just finishing up a blue and silver set which will be perfect with denim. I used mismatched hoops, which adds to the playfulness of the medium, and embellished with seed beads and Swarovski sew on stones.

FIBER EARRING CHALLENGE!

You can sew them, you can knit them, you can felt them, you can weave them, you can string them....technique is irrelevant. They can be pierced or clip-on, dangling or post, flashy or demure.

THE ONLY RULE IS THAT THE EARRINGS MUST CONTAIN A FIBER ELEMENT!

Send me a picture of your fiberlicious creation on or before February 23, 2011!

You supply the ingredients and I will supply the prize---a fantastical, mouth watering, envy inducing box of Sparkling-N-Fibery Goodness with a retail value of $150. The winner will drool on it when she opens it...guaranteed! There will be prizes for the second and third place winners as well as a special gift for every participant who blogs about the challenge. Throw Down judges will be independent, with no business connection to either The Crafty Retailer or Aussie Threads and Fibers.

Time's a wastin'! Need some inspiration? A quick google image search for "fiber earring" generates 1.9 million images! Sort through your craft stash, get your creative muse flowing, and help me spread the crafty word!

Crafty Retail Superstars know that NICHE BRANDING will enhance profitablilty!

2011-01-26T17:18:00.001-05:00

conventional wisdom noun

the generally accepted belief, opinion, judgment, or prediction about a particular matter

CONVENTIONAL WISDOM.....hmmm. Conventional wisdom suggests that successful retailers must embrace the notion of Shoppertainment. Event Marketing is part of creating an exceptional retail experience and I have blogged about it here, here and here.

However, I know that there are lots of ways to achieve success and this week's Crafty Retail Rock Star tells me that she not really big on marketing or shoppertainment. Holly Hancock and her husband Bruce have owned Beads! in Tampa, Florida for four years. There is no shortage of competition for Holly. Tampa is home to a large number of Crafty Retail Stores. You will find 5 or 6 bead stores at any given time, 2 great yarn stores, several boutique fabric shops, a smattering of scrapbook stores, and the big boys: Michael's and JoAnne's.

There are plenty of retailers clamoring for the Tampa craft dollar, yet Holly certainly seems to be winning her fair share of the business. In fact, in a year where several craft stores have closed, Beads! is profitable; in fact, it is the sole means of support for Holly and Bruce. When I asked her about store events and promotions she told me that the notion of Shoppertainment doesn't really cross her mind. Rather, she is focused on meeting the needs of her customers. Her success comes without Newsletters....without Facebook....without expensive Store Promotions....without lots of Sales....without Twitter...

Wow. No bells or whistles? No marketing? What is her secret?

SHE HAS A WELL DEFINED NICHE.
Holly told me that she has established a reputation as the "Go To" store for bead weaving supplies. She buys narrow and she buys deep when it comes to that area of inventory. She carries 850 different delicas, a full range of seed beads and other stock to delight the most discriminating weaver. Gemstones are also a "specialty" and she has more gemstones than 3 or 4 other stores combined. Customers know that if they go to her place, those areas will be well stocked, every single visit.

SHE GIVES HER CUSTOMERS A REASON TO COME TO HER STORE.

Holly has a Discount Club that has proven very successful for her. She offers three tiers of membership. A $10 investment gives you the Copper Discount Card which entitles you to 5% off every single purchase for a year. The Silver Discount Card runs $30 annually but affords you 10% off all purchases. Finally, the $60 Gold card will knock 15% off each sales ticket. Simple but brilliant. Customers choosing between several stores will certainly be inclined to go to Beads! for the extra discount, which even applies to sale items. Holly reports that the $60 card is the most popular.

SHE IS INVOLVED IN THE COMMUNITY

Holly told me about the Tampa Bay Beadwork Meetup Group that she had started. The group has 226 members and small groups meet regularly at her store. She provides the location, and will often provide a project as well, free of charge.

Holly recently made up some beautiful necklaces in honor of a friend who had lost her battle with Ovarian Cancer. She hosted a little silent auction, offering her customers the chance to bid on the jewelry, with the proceeds going to Ovacome, a charity focused on Ovarian Cancer.

While I was on the phone with Holly I heard her dog Barley bark excitedly as he recognized a customer's car as she pulled into the parking lot. Barley actually pushed open the door and ran outside to greet the woman! I heard her laughing as she walked in the store. Holly made sure to let me know that not EVERY customer got that sort of treatment. Barley is a respectful pup who knows when someone will be happy to see him and when he is better off resting under a table.

Holly had to cut our conversation short...there was a customer in the store and she knows where her priorities belong...it is all about CUSTOMER SERVICE, after all.

Well Stocked Store. Discount Cards. Meet Up Group. Charity Auction. Trained Doggie Ambassador. Intense Customer Focus.

Holly might not be calling it "Shoppertainment" but she is clearly getting the job done! Way to go, Holly and Bruce!

In other News:

We have our sixteen participants for the Felted Cuff Challenge and all of the kits have been mailed out. We were delighted to see a number of fiber gals opt in for this jewelry challenge. Many of the beading participants have never worked with felt before so this should be fun all the way around! The deadline is March 31...can't wait to see all of the fabulous creations!

IN THE STUDIO

I am still in the midst of a manic crochet-a-thon. I am currently working on my version of the Babette Afghan. I have yet to get proficient enough at knitting for it to become a soothing, mindless activity. It simply requires too much concentration for me when my life is busy. Accordingly, I am totally digging this crochet project. Total Craft Buzz. It allows me to drift to that wonderful Zen place, stitching effortlessly while watching American Idol and crushing on Steven Tyler. Yum.

The other thing that has my attention is the " brand new to me" used serger that I got on Craig's list. The serger made it to my "gotta have list" after I became inspired by Katwise, the artist who makes the most amazing coats from recycled clothing. Her work is truly eye candy. I am not sure that I could pull off the Elf Coat pictured at left, but I am determined to do up a version more suitable for middle aged me. Toward that end, I picked up a Vogue jacket pattern, figured out how to thread the machine, and started to play. It works! I can't wait until the week-end when the project will get some focused attention. Stay tuned!

Avoid the Retail Death Spiral! Take steps to ensure that your Brick and Mortar Store remains viable in an Internet World!

2011-01-18T18:53:00.001-05:00

Many Specialty Craft Retailers are running scared. They hear the evening newscasters report that the Recession is over and that The Recovery Has Begun, but they aren't feeling it. Some of their customers don't appear to be feeling it, either. I speak to a variety of store owners with a range of specialties: Bead, Yarn, Fabric, Scrapbooking. Reports of fourth quarter sales that fell below same quarter 2009 are not uncommon.

Despite cheerful forecasts to the contrary, the challenges are very real. While some experts are touting the economy as "A Jobless Recovery," such a recovery works best for those who are gainfully employed. For those with no paycheck....not so much. These customers will not stop crafting. After all, like any addiction, the desire to craft will be sated and I have the yarn/bead/fiber stash to prove it. Instead, customers will choose to be much more discriminating with their dollar.

You know the scenario: Your beloved customer will hop on her computer and she will Google "best price pure pima cotton yarn" and she will find it. Lots of it. 18,300 results in .24 seconds, in fact. Much of it will be priced significantly below what it would cost her in your store---with free shipping and no sales tax. Sigh. Your best Vendors---the ones who previously sold only to Brick and Mortar stores, are now offering their lines to Internet Retailers. They are running scared, too and, like you, they are in the business of making money. They see the writing on the wall! It is predicted that 11 million American Households will make their first online purchases this year! Internet retailers are selling lots of yarn...and beads...and fiber. The Economics and Statistics Administration of the Department of Commerce reported that On-line Retail sales were up 16.4% in 2010. Hmmmm.....maybe that was where all the money went. The reality is that your competitor is not just the shop across town....it is every shop at the click of your customers' fingertip!

What is the Crafty Retailer to do?

Accept the reality of the future and adapt to it. There are shops that are doing well despite the challenges facing them. There are stores in depressed geographic areas that continue to shine, month after month. There are owners who are dealing with divorce/aging parents/ illness that manage to get it done. It definitely ain't easy, but it is do-able.

Master the media needed to survive! Your website MUST be more than a brochure site---it should be an active revenue stream. Fortunately, it has never been easier to have an e-commerce site---it takes time but it doesn't take much money. You don't need to do everything at once. Rather, start uploading the more unusual inventory. For example, lots of E-Tailers sell crystal bicones, so your site would not easily be found by a customer looking for bicones unless you were willing to spend a ton of cash on Pay Per Click Advertising. Instead, feature harder to find, trendier items that will stand out within the Search Engines.

Sign up to become a Fulfillment Partner with Shop-a-Tron. It is a great concept. Many manufacturers "sell" their products on their website. The manufacturer does not actually ship the order; rather, the order is sent to a retailer who carries the line. It is a great way for retailers to take advantage of the internet market for very little effort. I have talked to several yarn store owners who report that some days their only sales were the Shop-a-Tron Sales!

Start Blogging! Again, there is a short learning curve but the payback is so worth it, provided you use the blog for more than a platform to hawk your product. Blogging is about engaging the reader, not selling to the reader, so focus on information that will be helpful or interesting to your audience. Someone who does a google search for a free peyote stitch pattern might find just what she is looking for on your latest post. She can then find your website and a new customer is born! Blogging is a tremendous vehicle to enhance goodwill and create a crafty community for your customers. Don't be shy! While your customers like hearing about the latest shop happenings, they also love to know what is going on in your life, within reason, of course.

Write informally---I tend to write the same way that I speak---so that your voice do not come across stilted. Include a recipe or write about your current craft project or life beyond the store. Include lots of pictures to break up the verbiage. People tend to focus on short paragraphs rather than a lengthy missive. You must be consistent to build an audience----blog weekly if you can. A great way to prepare for the blogisphere is to find some blogs that are inspiring and follow them. I just did a blogsearch for "blogs by retail bead store owners" and got over five thousand results. You will see what works--and what doesn't---very quickly! Reading blogs is a great way to keep on top of the industry, too!

COMING NEXT WEEK:

We are going to meet two different CRAFTY RETAIL SUPERSTARS who will share some of their tips for succeeding when so many others are feeling the pain!

IN OTHER NEWS:

We have space for three more participants in the current craft challenge: Felted Cuff. The kit, pictured below, will be mailed out by the end of the week. Pictures of the finished piece must be sent to me on or before March 15. The kit is lovely...I had trouble capturing it in the photo...and includes a yummy mix of crystal stones, hot fix and sew on crystals, Swarovski yarn, hand dyed spiral fiber and more!

Shoot me an email if you want to participate!

Crafty Retailers Create! Participate in our Felted Jewelry Craft Challenge!

2011-01-11T17:33:00.000-05:00

It has been far too long since we have crafted together! I am game for a new craft challenge and I hope that you want to play along. There are16 kits similar to the one pictured below. The colors will vary, but each kit will be beautiful and will contain:

Hand dyed superfine merino wool,
Swarovski Crystal Suede Yarn, 27 mm Rivoli Stone, 20mm Square Frame Stones, Assorted Hot Fix Crystals, Assorted Sew On Crystals, Bits and pieces of chain, High Quality Craft Sequins and Brass Bracelet Blank

You must use at least one of every item in the kit and you must make a cuff bracelet. The rest is up to you. No felting experience? Don't be a 'fraidy cat! It is fun and easy and you can see my felted cuff tutorials here and here. I will upload a tutorial on embedding crystal into felt within the next few days for those who prefer that sort of demonstration. Shoot me an email if you want to participate.

Next week's post will have pictures from the last Crafty Retailer Challenge. There are some special stories and incredible pieces---don't miss the opportunity to vote on your favorite!

IN OTHER NEWS:

FACEBOOK UPDATE
Thank you to all of you who "liked" the Aussie Fibers Facebook page last week. The winner of our random "We Appreciate Your Support" drawing was Linda Disosway-Jones of Texas. It is not too late to get some goodies! Head on over to our page and LIKE IT to qualify for this week's drawing. Check in often as we will be using the page to announce spur of the moment sales and discounts.

Rest in Peace, Rosie (December 2006- December 2010)

The last week of 2010 damn near did me in---my little Rosie dog finally lost her wag. She died on December 24 and it has been a real bitch. I know that it will get better. It always has in the past, but I am not sure it will be as easy this time.

Rosie was my best pal...making me laugh every day with her silly, goofball antics. She was a funny looking thing---beautiful face, too stout body, and long skinny legs. Her parts never really seemed to go together but that was part of her charm. She had an expressive face and paws that she used just like hands. I loved her like crazy ---even immortalizing her on canvas. My family teased me about my Rosie obsession so I painted the "Rosa Lisa" to play along. There will never be another one like her and I do not say it lightly. I have had animals my entire adult life and have loved every single one of them----even the wretched cat who insisted upon peeing on my stove top---not the flat top stove where one would simply swear at the cat and wipe it up. No, I am talking about the old fashioned stove with the coils. The kind where you would be blissfully unaware of the danger that lurked beneath. That is, until you endeavored to scramble eggs for hungry children and were assaulted by the smell of burning cat pee. You haven't lived until you have smelled sizzling cat pee. Yet, I even managed to love that cat.

But back to Rosie...... I know that it will get easier. I know that the sun will shine again. I just don't know if I will ever find a dog who will own my heart in the same way and that sucks.

I am the sort of person who needs laughter in my life, so even in the midst of my sadness, I am determined to get my giggles. I just need to do it in a way that doesn't force a "Rosie was way better" comparison. There is no new puppy on the horizon. Rather, I just put a deposit on two Nubian dairy goats. I don't have a barn or suitable shed on the property yet, but the goats won't be born for a few more months, so it is all good. Who knows, maybe there will be another pet portrait in my future!

I am going to pick myself up, dust myself off, and throw my energies into this next adventure. I am sure that it will be tons of fun and provide the requisite laughter for me. I think that Rosie would approve.

Last Minute Holiday Make and Take Projects can get customers in the door!

2010-12-15T12:08:00.000-05:00

The holiday countdown has begun but it is not too late for some last minute low cost marketing magic! A quick internet search has revealed a treasure trove of crafty goodness that would be perfect for a Holiday Make and Take Event or free afternoon workshop. Get the hot chocolate brewing, put some cookies on the counter, and show your customers some crafty love.

For example, The Purl Bee's Betz White has a tutorial on these "Oldie but Goodie" Slippers....so awful that they are fabulous! Seriously...I am strangely compelled to whip up a pair. Crochet doesn't get much easier than granny squares and if they are not nice to me, every member of my family will find a set under the tree! Yup...punitive gift giving.

Speaking of which, how about a contest asking your customers to describe the worst gift they ever received? Offer a shop gift certificate to the winner to make up for the horror.

In a shameless bit of self promotion, consider a Felted Soap Make and Take! No previous felting experience is required and everyone leaves happy. Truly, I have never met a person who was not delighted by the project. Written instructions can be found here and for those who prefer a video demo...you can find that here.

Holiday ornaments are always a gratifying project. I am currently working on some crochet stars courtesy of a free Ravelry download designed by Daniela Herbertz. CraftyPod's Diane Gilleland has a simple tutorial which makes terrific use of fabric scraps to make Japanese inspired "Upholstered" ornaments like the nifty tree pictured at left. Diane's blog is always a wonderful resource for crafty How To's and I visit her cyber home weekly!

Promote economical AND fabulous by offering a free REMAKE IT-TAKE IT jewelry event. Etsy is filled with stunning examples of artists who fashion relevant jewelry from the broken bits and pieces that all of us have in our stash. The charming necklace at left was crafted by Etsy artist BlueMoss and reminded me that I have a number of enamel flower pins gathering dust in the back of a drawer. I am already daydreaming about a project for my daughter.

Check out the stylish cuff at left ---a great use of jewelry remnants by All Things Tinsel.   My mind is abuzz with the possibilities and I am glad to have saved all of those broken pieces that were too pretty to throw away!

Get the word out FAST with a quick e-mail blast or Facebook update. Crafty Retail Superstar Debbie Huntoon, of Alada Beads in Michigan, uses her store Facebook page as well as just about any Crafty Retailer I have seen.     Her customers have learned to check it every few days if they don't want to miss out on a great deal. Deb uses the page to randomly --but frequently-- to announce "today only" specials. Great marketing...after all, everyone likes a surprise! Facebook is a great vehicle to reinforce your brand and reach out to your customers without a direct email. Deb also puts out a great newsletter---check out the online version.

[True Confessions: I have been slow to jump on the business Facebook bandwagon. NO MORE EXCUSES. Improving my Facebook presence is on my Business Resolutions List for 2011---how 'bout you?    Help me! Anyone who goes to my page and LIKES IT this week will be entered to win a Truly Fabulous Gift Package. Winner to be announced next week.

Improve your KNOW, LIKE and TRUST Quotient to increase your bottom line!

2010-11-30T18:27:00.001-05:00

Successful entrepreneurs know the importance of customer service and it is all about your KLT Quotient. After all, a shopper who KNOWS, LIKES, and TRUSTS you is a shopper who will spend hard earned money in your store. Most retailers know how to be charming and engaging, but many fall short when it comes to training their employees to do the same. After all, we often assume that everyone knows how to answer the phone in a gracious manner, will think to assist an elderly patron with her packages, or will cheerfully distract a whiny child so that Clueless Mom can shop without annoying other customers. Unfortunately, we all know the problem with making an assumption...too often the reality proves to be quite different than what we had expected. Are your employees inadvertently sabotaging your efforts to create a warm and fuzzy shopping experience for the folks who pay your rent? Hmmm....maybe the disconnect is on your side!

Most employees want to perform well. Nobody likes missing the mark or letting down the boss. However, it is hard to succeed if the mark is fuzzy and out of focus.

What is Crafty Retailer to do?

Improve your communication skills, for starters!

Most craft stores are owned by women and some women have a difficult time defining their expectations in a clear, concise and meaningful way. Assertiveness seems to go against our DNA....we have an innate desire to be liked and to avoid confrontation. Moreover, our employees often become our friends in a way that is not true in a more Testosterone driven environment. My husband would never think to discuss personal "stuff" with his staff and he certainly doesn't want to hear any intimate details from them, either. Me? I want all the sordid details, sister! The people who work for me know about my dog's health issues, my daughter's last date, and my struggle with the scale. C'mon....'fess up! It is probably true with you, as well.

It doesn't take long before many of us are sharing snippets of life with our employees. It makes work more interesting and companionable, to be sure. The down side is that it feels really uncomfortable to "boss around" our friends. Accordingly, we often give a directive in a manner that sounds more like a suggestion than a requirement. You know what I mean.....you ask an employee if she can rearrange a display when she has a minute, rather than asking her to have it done by Friday. You assume that it will be done within the next week and she assumes that it will get done if she has the time.

It is likely that the week will go by with the employee never finding that free minute. You will be left frustrated and annoyed, staying late to create the display yourself, missing your son's soccer game and grumbling all the while. Meanwhile, the poor employee senses your irritation but has no clue as to the cause, simply shrugging it off to Menopause----After all, she has been listening to you complain about hot flashes for weeks. Ouch.

It is easy to lose control of your shop if you do not establish clear processes and procedures. You have a right to expect the people you pay to do what is necessary to move the store forward. However, you have a concomitant responsibility to make your expectations well defined and easy to discern. Get over your fear of appearing bitchy--- You are not a bitch by making your expectations clear; rather, you are only a bitch if you communicate those expectations in a hostile or aggressive manner. Channel your inner Steel Magnolia and get the job done!

Cover the basics: gum chewing, cell phone usage and texting, attire, attitude, etc.

Put it in writing!
If you want the phone to be answered in a certain way, establish a procedure for it, discuss it at the weekly staff meeting (you are having weekly staff meetings, aren't you?), and put it in writing! Keep a copy of the memo near the phone as a reminder.

Train your employees as to the proper way to greet a customer. "Let me know if you have any questions" is not an option. Some more creative suggestions:

Is this your first time in the store?

If yes, then you have a wonderful opportunity to give a little tour and point out shop highlights. If the answer is No, you can inquire as to her current project or ask what brings her in this time.

Whatcha working on?

We all love talking about our projects. Nothing makes me feel better than having a chance to speak CraftyLove with another addict. We have an instant bond and it adds to the whole KNOW/LIKE/TRUST factor that will turn customers in fans.

OMG! I LOVE your sweater/scarf/necklace!

Did you knit/crochet/weave it yourself? Let me see it up close!

I went into an office furniture store today to scout out my husband's competition. I was immediately approached by a beautiful, well appointed woman who greeted me with a wide smile. She stuck out her hand to shake mine but noticed my scarf (pictured at right) and immediately changed gears....it was all about the scarf for the next minute. She was genuine and delightful----too bad she is the competition because I could tell that it would be easy to KNOW/LIKE/TRUST her! Interested in the Scarf Tutorial? Check it out here.

Give your trusted employees a degree of autonomy and decision making authority.

It will increase morale and inure to your benefit. I had an encounter today where a strict an adherence to corporate policy would have been poison. Fortunately, the employee had the authority to step outside of the corporate box to make an on the spot decision that made me KNOW/LIKE/TRUST the company. I went to pick up some wall decals that I had designed as a giveaway for hubby's business. They were a special order and I knew that they were "non-returnable." Unfortunately, the resolution of the image that I had sent was--unbeknownst to me--- inadequate, resulting in a flawed decal. I was dissatisfied with the product and annoyed that the printer had not contacted me before the final printing to apprise me of the problem. He was irritated because he figured that I knew what I was sending ---- he simply printed what he saw. Clearly, we were at a bit of an impasse. I could almost see the wheels turning as the salesman debated how to proceed. Fortunately, he turned the situation into a win-win. I will provide a better image and he will reprint the decals. He even took the time to give me a bit of an education on his product line so that I can avoid a similar mistake in the future.

He was excited and enthusiastic about his job, knowledgeable about his industry, and eager to move forward to make me a happy customer. We are both confident that we will do more business together in the future. His boss is lucky to have him and was wise to have given him a degree of latitude in daily operations.After a shaky start, this incredible sales guy went out of his way to get me to KNOW, LIKE, and TRUST him. It worked....I doubled my initial order, placed an additional order, and left happy. Win-Win.

IN THE STUDIO:

The holidays are hectic for every business owner and a complicated craft project would push me over the edge right now. Accordingly, I am DELIGHTED to be working on my latest, somewhat mindless, endeavor....a rag rug crocheted from colorful old T-Shirts. I get to be thrifty and wax nostalgic at the same time! My daughter wants to save every shirt as a "momento" but is willing to let me raid her stash to make a commemorative rug. It will go in a bright corner of our kitchen once it reaches 48 inches. This would be a killer first project for a teen age crochet class because of the large hook size and easy to see stitches. I adapted the Hexagon Tutorial from Lucy at Attic 24.

Retail success is all about the branding!

2010-11-09T16:11:00.003-05:00

I am back from my hiatus and delighted to be here. A comforting diet of Merlot and cookies---as well as the support of a good pal----kept me going as I adapted to new demands on my time.    Happily, humans are resilient and with practice, I have learned to keep all of the balls in the air ...for the time being...well, most of the time, anyway. Truth be told, things are blissfully under control for the moment....and I am tickled to be back in blog land.

My Fiber/Crystal business has become a part-time endeavor as I focus more intensely on helping my husband get his new company, an office furniture business, off the ground. [ NOTE: I said "Part Time."   We still love to sell fiber and crystal.   You can see our current special here.]

No doubt about it, the challenges of this new business are a bit daunting. The store is housed in a somewhat forlorn warehouse on a great street.   The carpet is a disaster. The interior signage is non-existent. The website is an embarrassment. The office cubicles utilized by the staff--and visible to the public--are old, mismatched and in disrepair. Did I mention that it is an office furniture business?

The business hemorrhaged cash for many months, making Husband reluctant to spend money on marketing. Since I am all about marketing, his reticence caused me a degree of anxiety. Of course, as often happens, the delay proved to be a good thing.    We did not have a feel for our niche in the market until recently, so an early move toward branding would have been premature. We needed the last few months to learn who we are as a business and to identify what we want to grow into over the next few years.

Part of the education came as a result of research investigating the websites of Office Furniture businesses all over the country. It was a real eye opener. I learned of trade associations that I had never heard of, found new vendors, saw what product others were dumping, etc. It was good exercise and I encourage every small business owner to do the same thing. You might uncover an idea for a class, store promotion, or free pattern that would never have occurred to you.

One take away: most office furniture web sites look exactly the same...each one indistinguishable from the next. BORING! Worse, most folks consider an office furniture purchase to be a chore, as well as an unwelcome expense. Customers are not coming to our store for warm fuzzies, they are coming because it cannot be put off any longer. Further, most of our competitors sell similar items at an identical price point and competition in this tepid economy is fierce. Our target customer is looking for a bargain. Sound familiar?

My current challenge is to develop a brand that is memorable even thought the product is not. After all, one more showroom with a sea of wooden desks and one more website with pictures of even more wooden desks will simply get lost in a sea of mediocrity! Ho Hum. Accordingly, we are endeavoring to build a brand that is a informal and a bit charming, so that visitors remember the experience...
...using virtually no cash!

In the immortal words of my former business partner......

I guess it is time to pull another miracle out of my ass.

No sweat...I am up for that!

First, a quick fix to the interior:

I am building life size cut outs of "Mad Men" stylized "characters" to populate the sales floor. Unexpected and fun. Our signage will incorporate an old fashioned "typewriter" font to reinforce the vintage message. We have created interesting vignettes -- previously non-existent--using typewriters and office supplies from the 1950's and 1960's to add interest to the stuffy executive desks. We are using vintage toys to inject playful pops of color to make the store even more engaging. Remember the good old days? The days when life was simple and people were honest and true? Yup, that's us. We even have plates of fresh cookies scattered about the place.

Second, a new website is under development. It will reinforce the brand and will be tied to my new small business marketing blog (in the works) so that prospective customers will have a reason to come to the site, even if they aren't in the market for office furniture. After all, we want our business to be "top of mind" if and when the need for furniture does arise. The same sort of marketing would work for you! Consider offering free patterns on your site--and change them often--to keep your customers connected.

Third, beginning January 2011 we will be hosting monthly networking parties that will feature different speakers well versed in a subject important to small business owners. January's speaker is a Collection Attorney, February's features a Commercial Landlord offering advice on how to renegotiate your lease, March is all about Web Site Optimization and so on. We will serve wine and light appetizers and hope to build a sense of community. Hmm...maybe folks will come in for warm fuzzies after all!

In short, we have been working hard and working focused and it seems to be paying off. Last month was a profitable one, albeit a "so tiny you could hardly see it" kind of profit, but we were exhilarated.

High five!

In the studio:

The last few months have been equally productive, from a crafty perspective.

I have been doing a whole lot of crochet and am also in midst of some fiber projects. For those interested in a very simple introduction to felting, consider the simple felted headband with Swarovski embellishment pictured at left. It is quick and easy....the perfect holiday Make and Take for bead or fiber stores.

Check out the video tutorial:

I also finished a bright crochet pillow inspired by Lucy of Attic 24. The ripple blanket seen with it is based on one of her tutorials, as well. Any fiber retailer who is unfamiliar with Lucy's colorful work is missing a wonderful opportunity to get customers thinking beyond the scarf. She is a gem and has great free tutorials.

I even completed one of the UFOs that had been dogging me for months--yet another rooster pillow. I love the way the velvet got all brainy looking after the wet felting.

In other news:

Rosie the Three Legged Dog continues to chase squirrels and chickens, Cancer be damned.

As her adorable Veterinarian --an Antonio Banderas look- alike--says in his equally adorable Spanish accent:

"The cancer, it will catch her, but it hasn't catched her yet, thanks God."

Thanks, God, indeed.

Life happens....and so you adapt.....and drink wine.

2010-08-04T22:52:00.001-04:00

Yikes. It has been a hell of a month. I have hit the proverbial fork in the road and decisions have to be made.

Too much to do, too little time.

I am back in retail. Not crafty retail, but retail nonetheless. Mind you, I have never forgotten the challenge, excitement, terror, and exhilaration of retail---duh!....that is why I moved into the wholesale "business to business" side of the world. Frankly, I just didn't need the thrill ride provided by the RETAIL ROLLER COASTER so I took an easier path. I had a high maintenance husband and spectacular, albeit high maintenance, kids. I also had a houseful of critters, an overgrown garden, and a passion for politics. Yup, I like all of my lives and the wholesale business was a better fit for me. I worked out a manageable system to keep all of the balls in the air and have been happily plugging away for years, making mistakes and fixing them, making others and working to fix them, in a manner that became quite comfortable. Yup....I could do it with my eyes closed........but life changes.

....I SHOULD'VE KNOWN!

Life is never that simple! I am not sure why I was shocked when change came a knockin' at my door.

Simple ~~Jack~~ Pat finally wakes up and gets a clue......

Things are a changin' no matter how tightly I close my eyes and refuse to see the writing on the wall. I have been watching myself turn into Miss Angry Face over the last month or two. I have been stretched thin as I try to shoulder more responsibilities than I can comfortably manage. .................my hubby is now a full fledged retail guy and I am responsible for his marketing. The last month has seen me interview techie web guys, start to remodel the showroom, grow his customer database, deal with morphing into an employee who has to dress up to go to work, entertain a parade of out of town company, and squeeze in a family trip. All good stuff, to be sure, but a little more than I can handle.

The bottom line is my spouse has a new livelihood and has asked for my help to make it work. I have conducted a realistic PRIORITY TRIAGE so that I can get focused on what is most important over the next few months. Sometimes life forces you to choose between really good stuff. There are only so many hours in the day, blah, blah, blah and I have to adapt to new responsibilities.

It is an election year and I have volunteer work to do on that end. My youngest child is entering her senior year and there are going to be lots of "last time" moments that I want locked in my heart as she prepares to go to college. Sadly, my beloved Rosie Mutt is not doing so well --- I know what I am facing there in the coming months. My sister is very ill and is a single mom with a young son. I want to be able to step up there, too. Yikes.

Accordingly, I am taking a hiatus from the Crystal side of my business. No more weekly crystal specials for the time being. I have to get used to juggling some new balls. Although I will continue to focus on the fiber side of my business, I need to focus more intently on hubby's new Office Furniture Business. I am working to develop his website, planning store events (cigar tasting, anyone?), and generating customer newsletters. I will continue with the blog....after all, retail is retail, whether you are selling skeins of yarn or a conference table.

My biggest challenge right now:

Learning to work with my husband. It ain't easy and we might just kill each other before it is all over. See...he has a very strong personality. A very strong personality. I have been told...once or twice...by those who have worked with me in the past....that I also have a forceful nature. Yup....It is going to be a wild ride. A wonderful opportunity for personal growth, yes indeed. It will build character and bring us closer. Yes.
Yes. Yes.

I hope.

I need some encouraging words from those who are happily navigating the world of family business dynamics.

Pearls of wisdom anyone?

Sales down? Use a NEWSLETTER BLAST to craft a marketing miracle!

2010-07-06T16:32:00.001-04:00

Newsletters can be either a boon or a bane for a retail business. Unfortunately, far too many crafty retailers consider them a chore to be left until the absolute last minute. The retailer finishes the July class calendar on June 30 (first mistake) and is freaked because the first class is just a few days away. She is rushed and harried AND HAS NO TIME FOR A NEWSLETTER but knows that she simply must let her customers know about the upcoming class schedule or she will be paying a teacher to sit in an empty class room. ARGHH! There is too little planning until it is too late (second mistake). It is no surprise that the end product is often text heavy, uninspired, and completely devoid of photographs. The retailer wonders why her classes have poor attendance and she continues to send out mediocre newsletters. What a waste! A well written newsletter will generate immediate sales and a definitive spike in store traffic. If your newsletters do not garner a response that you can SEE and MEASURE, then it is time to push up your shirt sleeves and do it right! There are really no shortcuts to success.

Those of you who read the column regularly know that my husband, John, recently acquired an office furniture store. John is not an enthusiastic marketer because he has never had to be, but I am making a believer out of him. He mentioned having a slew of filing cabinets taking up valuable real estate on the showroom floor. This was my chance! I took two hours to play with his customer list and sent out an email newsletter. It was not brilliant. It was not clever. However, it WAS effective. He sold out of all of the advertised product within 6 hours and could have sold more if it were available. Yup, I generated over $5000 in sales with VIRTUALLY NO EFFORT and hubby thinks I am a genius. It is kind of like getting accolades for store bought Lasagna. Hey...whatever works...no apologies here! You can see the email here. It was short, slightly silly, and got a very high open rate.

Here is what I think was right about it:

Catchy Subject Line
My subject line was short and sweet:

Filing Cabinet Blow Out!

Wow! Not really impressive, is it?

Nonetheless, I gotta work with what I got, and what I ~~got is~~ had was an overabundance of FILING CABINETS. Filing Cabinets are a basic item that every business needs at one time or another, so I knew the product had broad appeal. The "Blow Out" language was the hook.

I kept the promise of the subject line.I promised a Blow Out, so I had to deliver one. This is the first email that has ever been sent on behalf of the company; accordingly, it was critical to establish a relationship where the reader can get to "KNOW, LIKE, and TRUST" us. Doing what we say we are going to do is a step in the right direction.

"Slightly marked down" wasn't going to cut it and might make the reader less likely to read future emails from us. The filing cabinets were used, but I included the price of the same item "new" as a reference point. I also included our "regular" price and finally, the "super duper deal" price. The psychology was that there would be a big enough swing between "new" and "current" pricing that the reader would recognize a HELLUVADEAL when she saw one. It worked.

It had lots of pictures and graphics.
You only have a few seconds to capture the reader's attention. Ya gotta be good, fast! Readers will ignore an email filled with nothing but text. Like you, your reader is busy and she has lots of other emails clamoring for her attention. Pictures add interest and help break up the text for her.

I subscribe to lots and lots of craft store newsletters and most of them really need to up their game. The biggest mistake I see...and I see it ALL THE TIME is a verbose description of upcoming classes.... without any class pics! HUH? I mean, seriously! Crafting is all about the images!!!! You are a dream maker....your reader wants to see a picture that makes her drool, that make her imagine a brighter future, a better world, etc.

Would you buy new dress from a dry description in a catalog? Of course not! You want to see a picture of a glamorous model so that you can imagine what the dress could do for you. It will make you look taller, smarter, sexier, etc. YA GOTTA SPRINKLE SOME FAIRY DUST!!!! Pictures help----I guarantee it!

STAFF MEMBERS RECEIVED A COPY OF THE NEWSLETTER.
Keep store personnel in the loop...make sure that they each receive a copy of the email ahead of time. Print up a hard copy to keep by the phone. It would have been pretty embarrassing for us if the sales personnel learned of the promotion from a customer. Been there, done that. Very unprofessional.

I knew my target market.
The company's "niche customer" is a small business owned by a single individual who functions as the main sales force, accountant and chief decision maker. The owner is not a stuffy corporate sort of person; rather, like most of us, the owner wears too many hats and never has enough time or money.    I had this in mind when I wrote the email...it offered a solution that was sensitive to the wallet, while maintaining a bit of humor.

The email did more than get rid of filing cabinets. The most important take away for me is the realization that we have a lot of work to do relative to our email database. The business has 2600 customers and only 568 email addresses. Of those 568 emails, we had 128 bounce due to a bad address. So....out of 2600 customers, we had only 440 solid email addresses. BAD, BAD, BAD! Fortunately, there is now a process in place to capture email addresses and customer web pages. Do you have a similar process in place? If not, create one!

One thing that I did not do with this first email, but will certainly do in the future.....

OFFER VALUABLE INFORMATION
My email was a sales tool, period. A better email would offer something of value to the reader. That is, in addition to the "I want your money" plea, it is always a good idea to offer something of value so that your customer doesn't feel that you are only in it to deplete her bank account. A free tutorial here, a link to an inspirational website there. You know the drill.

Etsy just emailed me the link to a great You Tube interview with a master rug weaver pictured below. It was a delightful view into a world that is unfamiliar to me. It was of enough interest that I watched the whole thing. Consider including something similar in your next email blast.

A funny personal story will also do the trick. I recently experienced some knitting hilarity at my local hair salon. My stylist is an adorable young woman named Cynthia...a Latin beauty who is a devout Christian . Her best buddy Carrie is a stylist at the same salon. Carrie is the human version of Jessica Rabbit...she isn't bad, she was just drawn that way. She is a blond bombshell with curvy, voluptuous body and a sailor's salty speech.

They are quite a pair and they have recently taken up knitting. On a recent visit Cynthia told me about her knitting ear plugs....she found them so very helpful and was able to concentrate so much better with them.

KNITTING EARPLUGS?

Before I could even begin to get my brain wrapped around the concept of knitting earplugs, she went on to tell me that she wore them every time she knit, even though she felt stupid wearing them because they made her look like Shrek.....

OMG...

I suddenly got the picture! My novice knitting friend was using point protectors as ear plugs! Before I could even begin to figure out a way to tell her the true use of her ear plugs, Carrie piped in. She was frustrated and upset. If Cynthia had special knitting ear plugs, then by God, she wanted the special ear plugs, too. She scoffed at her husband's suggestion to just buy regular earplugs and had been all over town looking for them. She castigated a 110 year old sales lady at Michael's for not knowing about such an integral item, telling me "clearly that woman is not a knitter!"

Too, too funny! I asked the gals if they ever had trouble with their knitting slipping off the needles and both said "ALL THE TIME!" Ah...here was my chance....I simply looked at them and said...you know, I bet those ear plugs would keep the yarn on the needles.

It got very quiet and then everyone in the salon burst out laughing. It was really a delightful exchange. So, dear Crafty Retailers, the work you do is very, very important. You are an educator, a facilitator, and a dream maker. You would never have let a new knitter wear point protector ear plugs, would you? Keep the faith, keep the smile, and send out your email blast!

CRAFT CHALLENGE WINNERS:

We are delighted to announce the winners from our recent Etsy/Retailer Design Challenge! Each of the participants received the kit pictured at right. The submissions were spectacular...truly inspiring. You can see them all by scrolling the bottom of this page.

THE WINNER ARE:

1. OH MY GOD! I can't believe she made that! HANNAH ROSNER

2. YUM....This is the one I would wear every single day. MELISSA MERCER

3. PERFECT! This one would make for a spectacular class! MARGE GIRALTE

Each of the winners will receive a goody bag valued at $150

We also drew names from those who voted. Congrats to Chew Chew Lew Bakery who will also get a good bag!

ON MY STUDIO TABLE:
I seem to be in a sewing mood of late. I had a blast putting together a festive holiday bunting for the 4th of July. The relentless downpour rained on our parade, but at least the home front was standing proud!

I used the miserable weather as an opportunity to park myself in the studio...it was awesome! I finally finished a sunflower pillow that I had felted a few weeks ago when teaching a young friend to felt. It is needle felted and then wet felted. I used some hand dyed satin to create a ruffled edge. The flower is embellished with some Swarovski yarn crochet as well as a Hot Fix Crystal Rock. What fun!

IN OTHER NEWS:

A friend of a friend saw a man dump a dog in the middle of a busy street during a thunderstorm. The Good Samaritan saved the dog but all of the shelters were closed for the holiday and she was unable to take it home. She made some phone calls and the poor little thing is TEMPORARILY residing with us. She is a teeny tiny fully grown snippet of a dog...a funny mix of Chihuahua and Pug. She is shy and worried, so I cannot bear to drop her off at a shelter. I also cannot bear to have yet another dog. My daughter and I are on a campaign to find her a new home before Bella the Mastiff has her for lunch.

HAVE A GREAT WEEK...and send me a copy of your next email blast!

Looks matter. Always have and always will.

2010-06-22T12:18:00.003-04:00

June is an exciting month for those in the craft industry....The Bead and Button show is always a glittery, exciting place for extraordinary workshops and superlative shopping if you can make it to Milwaukee. Alternatively, fiber enthusiasts can head to Ohio for The National Needle Arts show for spectacular yarns and national level instruction. I have been to both and each is mecca for a crafty gal. This year I had a conflict and, for the first time in a long time, I failed to attend either one. Although I was disappointed to miss them, I was excited to be where I was.... at yet another HUGE trade show....and it was a fascinating experience, for sure. The Chicago Merchandise Mart recently hosted NeoCon, the country's largest OFFICE FURNITURE show and that is where I found myself.

A stranger in a strange land, indeed.

My husband is a "turn around guy" whose business is acquiring failing companies and making them profitable. His experience has been within the IT (computer) industry so this office furniture thing is a new one for both of us. He has asked me to take over his marketing and since I know nothing about office furniture, I needed to go to the show in an effort to get up to speed...FAST. Most industries---including beading, weaving, knitting, etc.--have a special language all their own and office furniture is no exception. I am learning the difference between case goods, systems solutions, and the like. I wore the clothes that I normally wear and found that my trendy-ish attire made me stick out like a sore thumb.....it was kind of like showing up at a new high school and trying to sit at the cool lunch table while wearing weird clothes. Yikes! I am definitely not a member of this tribe! It is a very conservative industry and a strand of pearls and sensible shoes would have served me well. There is so much to learn as I find myself immersed in a very different form of retail!

Fortunately, many of the "lessons" simply reinforced that which I know from the crafty retail world.

First and foremost.... PRESENTATION COUNTS! It counts a lot. The booths and showrooms that got my attention were those that had beautifully appointed vignettes to stage a work space "scene." The exhibits were interesting...manufacturers used the show to highlight the newest and the hippest of the furniture world. One display featured all black high gloss furniture with purple accents. The sales reps wore purple and techno music was pulsating in the background. It was the display Swarovski might have had were Swarovski a furniture manufacturer. Another display featured the calming sounds of nature chirping in the background, with rugs made from astro turf and wall displays made of twigs....all in an effort to highlight the "green" nature of its furniture line. It was fun to see the marketing aspects of the business and those who took greatest care with their displays were definitely the folks getting the most attention from the attendees. Of course, those who gave away free food and liquor got their share of attention as well, regardless of the display!

TAKE AWAY: My husband John and I have an uphill battle in the PRESENTATION department. His retail showroom is ten thousand square feet of "what not to do" in retail. Seriously. There is not a single thing about it that is right. The bones are good...but the rest is really, really bad. You open the front door and have to walk up a long, narrow ramp before you make contact with a human. The first thing you see is a Suit of Armor (yes, like a knight going to battle) wearing party beads and holding a sign... a xerox copy of a hand written sign taped on a manila folder...warning folks to keep hold of their children. I am not joking. Talk about "off putting".....it makes me CRINGE!

My husband was reluctant to make any changes until he had a couple of months under his belt. It has been three months and that Knight is heading to the garbage bin the second my plane hits Tampa. The carpet is stained, there is zero signage, and the displays are entirely horizontal. Everything is at eye level or below...entirely one dimensional and completely uninspiring. My hubby is not a creative guy and he has never been an Indie Retailer before. He found the Knight kind of funny although he admits that he has never even seen a child in the store. Note: John will also wear green plaid shorts with an orange YMCA t-shirt if left to his own devices, so I am not one to trust his judgment on the Knight issue. Sadly, all of my "loving suggestions" have been perceived as nagging. [What? Me, Nag?]

Fortunately, the professional furniture displays at the Merchandise Mart opened his eyes in a way that my loving guidance ["OMG! Are you nuts? What are you thinking by keeping that ridiculous suit of armor?"] never could. I am delighted to report that we are going to rework the space over the next few months. I have never owned a retail store that required the help of a forklift to paint and redecorate, so this should be interesting! We are working on a shoestring budget, which means doing most of the labor ourselves rather than hiring it out, but I am stoked about the possibilities. This will be the first business that we worked on as a team and I anticipate lots of fights and giggles along the way...........

What about you? Is it time to take another look at your own shop? Sometimes we see something so frequently that it becomes invisible to us, either because we aren't looking, or we choose to ignore it. A camera is a wonderful tool...go outside your shop and take a few pictures. Walk in the store and photograph it from a number of perspectives. You might be surprised by what jumps out at you. The image in your head might be markedly different from what your customers actually see. Pictures don't lie....take some!

I know that if there is an area in my home that is in need of attention that it is not going to be getting any time soon, I deliberately block IT. To do otherwise would be too frustrating for me as I am a bit ...er...obsessive. Or so I have been told by people who know me.

A wee bit of obsession---in moderation, of course--can be a very good thing. I get more done that way!

You see, once I can no longer block IT, I generally obsess enough to deal with IT. Progress is slowly made....A mosaic path is added, a tired room is painted, a new garden is planted, etc. It is a perversely satisfying cycle, although sometimes others must be drafted and forced to help me. These are the same folks who tend to label me as obsessive. Ahem.

So be it! It is kind of hard for a middle aged, sorta squishy almost 49 year old gal to build a granite garden. Son Jeremy worked off his Mother's Day gift by helping with the move. It is funny how kids think that they are somehow cheating if they "do something" for you rather than buy a store bought gift. I guess it will take kids of their own to make them realize that those are the huggiest gifts of all!!!!

Jeremy and I spent a week-end working hard and laughing our asses off. Well, mine is still there, but you get the point. It was a mega gift for me and I am even guessing that it wound up being a little bit of a gift for him as well. Long ago my friend Kathy mentioned that she wished that she had a warning before "the last time" moments came along so that she could really savor them as they were happening. She was talking about the fact that her daughter called her "Mommy" until the day she didn't. Without warning, Kathy became "Mom." She didn't know the exact moment when she morphed, but she would have treasured it had she known. It made me tear up when she said it, and it made me tear up to recall it. I know exactly what she means and I really treasure a "moment' when I get one. I have learned to be more aware of them while they are happening, which is a special joy. Jeremy and I have a lot of them. I do with all of my kids, actually. Kathy does too. The economy sucks, the future is uncertain, but life is good. Truly.

IN OTHER NEWS:

You still have time to vote in our current CRAFTY CHALLENGE! The winners in three different categories will be announced July 6. We are also going to draw winners from those who have voted. This is your chance to get lots of Swarovski crystal goodies simply for sharing your opinion!

There are three different categories to consider when looking at the entries:

1. OH MY GOD! I can't believe she made that!

2. YUM....This is the one I would wear every single day.

3. PERFECT! This one would make for a spectacular class!

The piece above, by Hannah Rosner, is the current leader in the OH MY GOD category. See the delectable pages by scrolling to the bottom of the page HERE

Use your web site to move dead inventory!

2010-06-09T15:27:00.002-04:00

The tepid economy has many retailers watching stale inventory grow staler. It is no fun to see all of that money going down the toilet, is it? Many of the retailers I speak with tell me that they have way too much stock that has been around much too long--it is old, old, old. They know it and their regular customers know it. Thank goodness that craft supplies don't smell rotten when they have outlasted their expiration date!

What is the Crafty Retailer to do?

Shake things up a bit! You can do it several ways: Get on the phone and call your customers. Send out an exciting email blast. Both are quick and easy. Inexpensive store promotions are a great way to expedite the sale of dead inventory and we have promo ideas here, here, here, and here, but one often overlooked means to a profitable quarter is through your website! Seriously, making better use of your website can make a real difference to your bottom line. Most of my retail store customers have a web presence, but for too many the site is a stagnant presence that is informational only. Once the site is live, it is often left to wither on the vine. There is no opportunity for customer interaction---what a waste! I mean, seriously! Unfortunately, many retailers use an anonymous "web guy" and find that getting the site updated in a timely fashion is either an exercise in futility or a major drain on the budget. If it ain't working, fix it!

Ten years ago I paid over twenty six thousand dollars (yup, $26,000.00 !) to get a web site with a shopping cart. I was an idiot. My webmaster was competent but painfully slow. It cost me more to add a new item to the site than I could ever hope to recoup by the addition of the product. The site was ascetically pleasing but proved to be a functional nightmare. My experience was fairly typical "back in the day." My partner and I vowed that we would never again pay big bucks to be held hostage by a web guy! Bells and whistles are nice, but a simple, functional site THAT YOU CONTROL may better suit your needs. Easy to follow templates make creating your website a snap. Shopping carts require a bit more finesse, but you can sell product without one. Take a great picture of a sample you made from your dead stock and offer a discounted materials package. Customers can shoot you an email to order. Sophisticated? Nope. Workable? Yup. Offer a new enticement every single week to keep folks coming back.

Want a shopping cart but nervous about the investment? I spent a lot of time, but crazy little money, putting together my site. There was a heck of a learning curve, and we still have big room for improvement, but it has been well worth it. I pay Volusion $100 a month and have total control. Happy Sigh. Of course, if you want a site but would rather pay for the convenience, it is doable and it won't cost you a princely sum. Bead Retailer Brenda Hinesley of Beading Elements in Sarasota, Florida is opting for a more sophisticated site which will be going live in a few weeks. Brenda has invested about six thousand dollars and will have a beautiful site, replete with all of the training she needs to maintain it herself. You go, girl!

Offer web content that has value. Some folks will read your blog, others will read your newsletter, while others will go to your site. Put the information everywhere! Like many other crafty bloggers, I offer free tutorials. It is fun to spread my love for my craft, but it is all part of my evil plan to grow my customer base. It has brought me a lot of new business. No time for a tutorial write now? Link to some cool work by others, provided they are not competitors, and give attribution. Surf the net for imagery that would be of interest to your customers. Post a picture from a site such as What Not to Crochet to garner a giggle.

Showcase an artist whose work would be inspiring to your customer base. Jewelry and fiber aficionados would be charmed to see the work of Ivy Long of Edera Jewelry. Ivy has magic fingers, to be sure!

A quick google image search will provide a wealth of imagery to inspire even the most reluctant crafter. Find it, share it, and offer the materials needed to make it!

Be a resource for your current customer base and your potential customer base. Use your home page as a fluid means to communicate with your customers. Shoppers don't like to go into stores that look the same every single visit and web site visitors feel the same way! Engage your community and change it up often.....you will reap the benefits in increased sales and a more engaged clientele!

IN OTHER NEWS:

We had a bumper crop of peaches this spring on a tree that we planted about five years ago. What a delight! I made a peach cobbler a few nights ago that had my husband and daughter singing my praises. Honestly, you woulda thunk I was June Cleaver. Where did I put my pearls? I have been using this easy recipe for over thirty years and it hasn't failed me yet:

EASY PEACH COBBLER

Step one: Melt a 3/4 to one stick of butter in a deep baking dish

Step two:

Make a batter from:

1 cup of sugar

3/4 cup of flour

3/4 cup of milk

2 teaspoons of baking powder

pinch of salt

Pour the batter over the melted butter. DO NOT STIR!

Step three:

Mix together:

2 cups of sliced peaches

1 cup of sugar

Step four:

Put peaches on top of the batter. DO NOT STIR!

Bake at 350 degrees for about an hour. Don't forget the vanilla ice cream!

SUMMER PROJECTS:

Warm weather can pose a challenge for fiber retailers. After all, creative humans generally have more than one crafty muse calling them. If it is too hot to have a fibery "work in progress" draped across my lap, I tend to move on to something else...gardening, weaving, sewing....any one of a dozen projects that I have percolating at any given time. Unfortunately, yarn shop owners have rent to pay during the summer months, too! Look for a different sort of project to entice your customers when the weather is wicked hot!

A friend of mine recently turned her son's prized artwork from many years ago into a treasured Softie. You can check out the HOW TO here.

I made a wool project this week-end that is PERFECT for summer fiber enthusiasts! It was quick and easy, did not require a sewing machine, and can be taught to even a novice crafter. I used a 1/2 yard scrap of silk and some wool top from my stash to create the sweet summer handbag pictured at left. Excuse the mess of my studio. Notice the chicken cage on the table? Not much room to work these days! But I digress....the project took me about four hours from start to finish. It was nuno felted and then hand stitched with a wee bit of bead embellishment. The strap was made from yarn scraps, including some yummy Swarovski yarn that adds a bit of sparkle. Even more sparkle was achieved through the addition of Swarovski chessboard hot fix stones for the flowers. I used an iron to apply them and they are on to stay! It is light and airy, but strong enough to withstand the beating that I administer to all of my purses. It is very functional and even has a little pocket for my cell phone. I am working on the tutorial and hope to have it available next week.