Post on 09-Jul-2020
Indie Craft Inspiration
C H A 2 0 0 9 W I N T E R S H O W I S S U E
WINTER2009
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4 Portfolio WINTER 2009
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5Portfolio WINTER 2009
24SURVEY SAYS …Results of the CHA member survey hold great insights.
26LOOKING BACKSteve Berger looks back at fi ve years with CHA.
30AND THE WINNER IS …2008 Industry Award winners announced.
C O N T E N T S
F E A T U R E S
D E P A R T M E N T S
8INDIE CRAFTINGA new wave of crafters is entering the marketplace.
WINTER2009
CHA BOARD OF DIRECTORS 6
CEO MESSAGE 7
CHA BOARD OF DIRECTORS MEETING 27
INSIDE CHA STAFF PROFILES 28
ce.
15
11INDIE CRAFTING AT THE CHA 2009 WINTER SHOWMeet the top names in Indie Crafting and attend seminars on how to tap into the market.
15ABOUT THE COVER ARTISTKristal Wick uses CRYSTALLIZED™ Swarovski Elements and Pearls to create this masterpiece.
16AMENDED ACTThe Lacey Act gets an update from Congress.
18-21CHA 2009 WINTER CONVENTION & TRADE SHOWWhat you can expect at this year’s show includ-ing keynote speaker Debra Norville and Task Force teams.
22MEET MARY LIBBY NEIMANOn the Surface artist delves deeply for her craft.
COVER IMAGE: the cover image of “Tribal Celebration” necklace is courtesy of designer and photographer Kristal Wick. For more information, see page 15.
1829TRANSFORMING CRAFTINGCraft magazine documents the next generation of crafters.
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6 Portfolio WINTER 2009
CHA Board of Directors
James ScatenaPast Chief Governance Offi cerFloraCraftjscatena@fl oracraft.com
Larry Olliges Vice ChairDee’s Craftslolliges@deescrafts.com
Linda Augsburg Kalmbach Publishinglaugsburg@kalmbach.com
Michael BirkholmDarice, Inc.mikeb@darice.com
Rob Bostick JudiKinsrob@judikins.com
Elizabeth Boyle Treasury of Memorieselizabeth@treasuryofmemories.com
Craig Curtis Petersen-Arnecraigc@petersen-arne.com
Jane Anne Davis Blumenthal Lansing Co.jdavis@blumenthallansing.com
Robert Ferguson Ferguson Merchandising LLCbob@craftsandframes.com
Cindy Groom-Harry Craft Marketing Connections, Inc.cmc@acsnet.com
Becky Jones Jo-Ann Fabric & Craft Storesbecky.jones@jo-annstores.com
Herbert Lantinga Notions Marketing Corporationherb@notions-marketing.com
John Laurie Coats & Clark Inc.john.laurie@coats.com
Sara Naumann Hot Off The Presssnaumann@hotp.com
Mark Peters Duncan Enterprisesmpeters@duncanmail.com
Maureen Ruth Creative Marketing Solutionsmruth@herrschners.com
Carolyn Schulz Creative Solutionscarolyn@schulz.co.uk
Michael McCooeyChief Governance Offi cerPlaid Enterprisesmmccooey@plaidonline.com
Steven Z. BergerChief Executive Offi cersberger@craftandhobby.org, 201-835-1201
Dale R. AthertonVice President, Finance & Administrationdatherton@craftandhobby.org, 201-835-1208
Sandra M. GhezziVice President, Marketing,Member Services & Educationsghezzi@craftandhobby.org, 201-835-1222
Tony LeeVice President, Meetings & Expositionstlee@craftandhobby.org, 201-835-1234
Kevin A. AllisonTrade Show Marketing Coordinatorkallison@craftandhobby.org, 201-835-1219
Robert BaniMail & Warehouse Coordinatorbbani@craftandhobby.org, 201-835-1212
Sandra BrennanFinancial Managersbrennan@craftandhobby.org, 201-835-1216
Donna CennimoExhibits Coordinatordcennimo@craftandhobby.org, 201-835-1217
Keri CunninghamMarketing Managerkcunningham@craftandhobby.org, 201-835-1229
Lidia DiazExecutive Assistant to CEOand Offi ce Managerldiaz@craftandhobby.org, 201-835-1215
Victor DominePublic Relations Managervdomine@craftandhobby.org, 201-835-1224
Paul DubeSenior IT Managerpdube@craftandhobby.org, 201-835-1228
Avery DykmanEducation Meeting Planneradykman@craftandhobby.org, 201-835-1204
John ErichTrade Show Marketing Managerjerich@craftandhobby.org, 201-835-1205
William KeenanManager, Systems & Information Technologywkeenan@craftandhobby.org, 201-835-1221
Amie Kolodziej, CMPMember Education Managerakolodziej@craftandhobby.org, 201-835-1202
Anthony LicataSenior Sales Manageralicata@craftandhobby.org, 201-835-1203
Pam MayMember Services Manager& CHA Portfolio Managing Editorpmay@craftandhobby.org, 201-835-1206
Tina Mercardo, CEMOperations Managertmercardo@craftandhobby.org, 201-835-1226
Lauri PietruszkaExhibit Sales Managerlpietruszka@craftandhobby.org, 201-835-1211
Avani SaraiyaInformation Systems Managerasaraiya@craftandhobby.org, 201-835-1249
Semo SennasMarketing Program Managerssennas@craftandhobby.org, 201-835-1218
Tara SmithMarketing Coordinatortsmith@craftandhobby.org, 201-835-1223
Jennifer SniderMember Services Coordinatorjsnider@craftandhobby.org, 201-835-1213
Tracy SotoOffi ce Administrator & Receptionisttsoto@craftandhobby.org, 201-835-1210
Sue SpivakMember Services Coordinatorsspivak@craftandhobby.org, 201-835-1227
Harriet TainskyOperations Coordinatorhtainsky@craftandhobby.org, 201-835-1209
VISIONA vibrant industry with an exciting image,
expanding customer base and successful members.
MISSION• Stimulate the sales growth of the craft and hobby industry
• Create consumer demand • Help members succeed• Lead the industry
The Craft & Hobby Association is a not-for-profi t organization consisting of more than 5,500 member
companies engaged in the manufacture, distribution and retail sales of products in the $29 billion craft
and hobby industry. The association offers a broad range of member services, including market research,
education and consumer branding initiatives, and operates two annual international trade show events –
the CHA Winter and CHA Summer shows – that attract more than 20,000 industry professionals.
Staff
CHA Portfolio is published quarterly for:The Craft & Hobby Association319 East 54th StreetElmwood Park, NJ 07407(201) 835-1200Fax: (201) 797-0657www.craftandhobby.orgwww.chashow.org
Published by:
Naylor, LLC5950 N.W. First PlaceGainesville, FL 32607(352) 332-1252or (800) 369-6220Fax: (352) 331-3525www.naylor.com
Publisher: Mark MiglioreEditor: Robin RedfearnProject Manager: Rick JablonskiAdvertising Director: Rya BoyceAccount Representatives: Debbi Brown, Ryan Griffi n, Jessica Imm, Michael McMahonLayout & Design: Emma LawMarketing Associate: Lauren WilliamsAdvertising Art: Elaine Connell
CHA Portfolio is distributed on a complimentary basis to CHA members. Subscription fee for non-CHA members is $25 a year. Additional copies available upon request, pending availability. To order, contact the CHA Portfolio editor at 201-835-1206.
PUBLISHED JANUARY 2009/HOB-Q0109/8730
©2009 Naylor, LLC. All rights reserved. The contents of this publication may not be reproduced, in whole or in part, without the prior written consent of the publisher.
Craft & Hobby Association319 East 54th Street, Elmwood Park, NJ 07407Phone: (201) 835-1200 • Fax: (201) 797-0657
Web sites: www.craftandhobby.orgwww.chashow.org
CraftC & H bobby& H Asssbby sociationnsociat
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7Portfolio WINTER 2009
A s winter hits its stride and with
both the weather and the economy cooling,
it’s more apparent than ever that the craft
industry needs to utilize our greatest asset,
creativity, to maintain and grow our industry.
I recently read an article that discussed
the gloomy economic outlook and mentioned
crafting as the potential bright-spot in an
otherwise bleak forecast. While the media
reports negativity, the craft industry needs to
report and expand our creativity. Creativity
in the products we design, creativity in how
we approach our customers, creativity in
how we approach our vendors, creativity
in providing competitive advantages in
the marketplace, creativity in how we run
successful businesses, and creativity in how
we deal with challenging economic periods.
Creativity needs to be part of all our
business decisions. I am convinced that in
tough economic times savvy retailers and
manufacturers need to get creative in their
approach to business and one of the greatest
sources of creativity and industry knowledge
is the CHA Winter Show.
As I look forward to the CHA Winter
Show, I realize that over the past few
years terms like “green, eco-friendly,
environmentally conscience, and sustainable”
have become commonplace and the primary
buzzwords in the marketing of new “green”
products and services offered to consumers.
According to the New York Times the sales
of “green” products currently represent a
$209 billion market and are sales expected to
double by 2010. A significant portion of these
sales will undoubtedly be in the craft and
hobby industry where consumers and crafters
are increasingly demanding more sustainable
and earth-friendly products and projects.
For designers, manufacturers, wholesalers
and retailers in the craft industry this
creative approach to finding new customers
represents an unparalleled opportunity to
capture a large piece the big “green” pie.
Creativity in the CHA 2009 Winter Show
theme of It’s Easy Being Green will help our
industry focus on the sale of “green” products
and services and highlight the many CHA
Member companies that have successfully
embraced the green tide to increased sales
and profits.
The CHA is working hard to help you
find ways to make your business “green,”
and not just by becoming more eco-friendly
but we are also looking to help you “green”
your business through greater sales. Special
Show seminars, workshops and displays will
help retailers target these “green” areas while
introducing the industry to management
and operational business best practices that
favorably impact the earth and the bottom
line. At the Show there are dozens of
educational sessions and workshops geared
to helping retailers run their business more
effectively, such as “Pricing Strategies
for Independent Retailers” and “How to
Kill Your Retail Business Without Even
Trying: Fatal Mistakes and How to Avoid
Them.” Retailers can gain valuable tips and
techniques that can provide immediate relief
from a depressed economy.
As we talk about creativity and the
bottom line, I’m excited about our keynote
presenter Deborah Norville. Deborah is
an Emmy(r) Award winning journalist,
C E O M E S S A G E
Time to get creative
Wishing you success,
Steven Z. Berger
Chief Executive Offi cer
author, and celebrity crafter who will help
the industry focus on the power of positive
thinking in with her address entitled, “Turn
Your Passion Into Profit! - Using the Power
of Positive Thinking to Reach Your Goals.”
Deborah will discuss the importance of using
gratitude to move toward achieving personal
and professional goals.
The 2009 CHA Winter Convention &
Trade Show is the largest craft and hobby
trade show in the world pulling in about
750 exhibitors, and about 16,000 attendees,
from more than 60 countries. In fact about
60 percent of attendees are qualified buyers
making the CHA Winter Shows the buying
event of the year. During a down economy
it is more important than to exploit every
opportunity to conduct business and attend
the show especially in a down economy when
your absence will be more pronounced by
your competitors’ attendance.
By attending the show you gain valuable
insights on how to survive and thrive during
an economic downturn. Retailers can find
more cost effective suppliers from exhibitors
and comparing products and prices from
manufacturers looking for the best price.
The greening of the craft industry can
translate to greater profits and higher sales.
Through our creativity better days lie ahead.
It is now up to each of us to be a little more
optimistic, a little more creative and a lot
more resourceful in our thinking to leverage
opportunities presented every day. Have a
great holiday season and I look forward to
seeing you in Anaheim.
As always, I welcome your thoughts and
comments. ●
I am convinced that in tough
economic times savvy retailers and
manufacturers need to get creative in
their approach to business ...
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8 Portfolio WINTER 20098888 PPortfolio WINTER 20020099998 Portfolio WINTER 2009
Indie crafter is a term that is often used when talking about a group of people generally
between the ages of 18-34, who have demonstrated a unique style and passion for
crafting in non-traditional formats. The word “indie” is slang for “independent” and
these individuals have a distinct preference to shape their own defi nition of crafting
rather than continue with traditional crafts their mothers or grandmothers might have
enjoyed. But, ultimately, many Indie crafters do rely on basic crafting materials to
create and assemble their wares. How can a traditional craft supplier or retailer
reach out to this market successfully? Here is some background information to
guide decision-making to attract and serve these new customers:
The Indie Craft movement has been growing steadily for over a decade and its
central themes seem to fall into three areas (with many overlaps between them):
Eco-awarenessAn underlying, strong message of the Indie craft movement is showing how
their work respects the environment by reusing and recycling to create new
pieces. “I’m saving the planet, what are you doing?” illustrates their philosophy
to promote re-purposing materials and to strive for a low environmental impact
in anything they create.
One common factor unifying Indie crafters is the Green Revolution and
a desire for sustainability, often defi ned as not using more than you need or
using renewable resources. Leah Kramer, founder of Craftster.org, an online
community for all things Indie craft-related, says, “Being green is very important
to Indie crafters. They like to reuse things and visit thrift stores in part because
they want to express an ecological belief and because it keeps craft cheap. There
F E A T U R E : I N D I E C R A F T I N G
A New Wave of Crafters
INDIEcrafting
BY LUCIE GRYS
Indie crafter is a term that is often used when talking about a group of
people generally between the ages of 18-34, who have demonstrated
a unique style and passion for crafting in non-traditional formats.
The word “indie” is slang for “independent”’ and these individuals
have a distinct preference to shape their own definition of crafting rather
than continue with traditional crafts their mothers or grandmothers
might have enjoyed. But, ultimately, many Indie crafters do rely on basic
crafting materials to create and assemble their wares. How can a traditional craft
supplier or retailer reach out to this market successfully? Here is some background
information to guide decision-making to attract and serve these new customers:
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9Portfolio WINTER 2009
Cultural AwarenessPrimarily driven by women with a pro-feminist
attitude, this theme can be seen as a response
against a mass-produced world. Indie crafters crave
a connection to their past, their personal heritage
and ethnicity, and design crafts as a context for the
objects in their lives.
Kathy Cano-Murillo of the award-winning site, CraftyChica.
com, is an artist, product designer, syndicated craft columnist, TV
personality, art instructor and book author. She sees Indie crafting
“as crafting with the intention to relay a message or tell a story. For
some people it is a social message, for others it can be about culture,
breaking stereotypes, wanting change, or for self-expression.”
Largely inspired by do-it-yourself projects, Indie crafters
proudly create their own objects, often design
their own patterns and do so with a great
social, environmental and political conscience.
The movement has often been discussed as a
convergence of a punk rock attitude towards
granny’s tea cozies. While there is certainly a
respect for the past and a yearning to learn about techniques and
traditions, Indie crafting is all about being cool and expressing
your own identity in the one-of-a-kind pieces that you create.
Whereas a traditional crafter may embrace scrapbooking as
a hobby to document her life, an Indie crafter may choose to
repurpose a family heirloom quilt into a jacket, adding antique
buttons purchased at a yard sale. Thus, Indie crafters tend to
shy away from craft kits and other generic, mass marketed, pre-
assembled projects and mass-market retailers.
Indie crafting as a means of cultural expression and sharing
one’s own culture is explained by Shannon Okey, popular Indie
crafter, teacher, writer and blogger of www.knitgrrl.com who
believes, “We take inspiration from traditional craftwork. For
example, my partner’s family is Hungarian, and I really admire
Hungarian cut felt work. In ‘The Pillow Book,’ I showed how to
make a nouveau cut felt pillow that takes less time and training
than the traditional stuff, because although I certainly admire it, I
don’t have nearly enough time to do it the traditional way.”
As Indie crafters age and start families, documentary director
Levine believes there may be a greater recognition of crafting
is something about reusing something in a very clever way that
is really appealing.” With that sensibility in mind, Kramer has
authored “The Craftster Guide to Nifty, Thrifty, and Kitschy
Crafts.” Her other accomplishments as a “craftpreneur” include
promoting the Boston-based Indie craft show, Bazaar Bizarre and
establishing an art gallery called Magpie.
Popular themes in Indie craft that Kramer sees over
and over again, in addition to creating pieces out of
recycled goods, is a huge interest in Japanese pop culture
icons and other animation subject matter. Goth-punk,
metal art, and tattoo themes are also very trendy with
Indie crafters. Also, anything retro from the 1950s is often
referenced in work, as are favorite television characters, movies
and bands. Humor and irony often work their way into Indie craft
in clever ways, including one quirky example Kramer saw recently
— a handmade ice cube cozy.
Self-expression and SharingIndie crafters believe crafts are a unique way of creative self-
expression and also offer a means to share with others. According
to a popular proverb, “Life is not about fi nding yourself, it is
about creating yourself.” Through the power of crafting, showing
what you have created (and how) continues to draw people
together. Only now it is done in a fresh, new way through Web
sites, blogs, and online social communities that are growing all
over the world. There is even a Web site where individuals can
pledge their support for causes to buy handcrafted items at www.
BuyHandmade.org.
In speaking with crafters as part of her research for the
new documentary fi lm called “Handmade Nation: The Rise
of DIY Art, Craft & Design,” Faythe Levine says, “A lot of
people who have been doing craft for years identify with Indie
crafters wanting to express themselves creatively.” Levine,
based Milwaukee, has been part of the Indie crafting scene for a
number of years. As a gallery owner and founder of Art vs. Craft,
an Indie market for handmade goods, “Handmade Nation” is
her directorial debut and she has also co-authored a book under
the same title. Her take on the Indie movement is that, “we are
basically a group who are creatively motivated to share ideas and
use our creativity as a basis for community.”
“A lot of people who have been doing craft for
years identify with Indie crafters wanting to
express themselves creatively.”
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10 Portfolio WINTER 2009
406103WOODLAND SCENICS
1/2hFC
p.10
407660HEART & HOME
1/2hFC
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BOOTH#4618
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11Portfolio WINTER 2009
and celebrating cultural heritage as a means of self-expression.
“As the community develops and as more thought goes into the
process, using cultural motifs might become more apparent.
Instead of using a pop culture icon, Indie crafters might look
within their own culture for images,” she says. “People in the
Indie craft community are just realizing the importance of culture
and are starting to have children. They may want to start passing
their heritage and sense of culture down,” she adds.
Cano-Murillo agrees and believes that Indie crafters celebrate
other cultures as well. “Overall, this is a generation that is all
about embracing and celebrating cultures other than their own.
At the CHA Winter Show themed “It’s Easy Being Green,” you’ll
find special features highlighting the Indie Craft Movement. Indie
crafters strive to re-use, repurpose, recycle and rediscover crafts
from bygone eras. At these networking events and seminars, you
can to learn more about this market and meet Indie crafters at the
forefront of this trend.
Business Seminar S102 - The Indie Craft Cheat Sheet: Trends, Styles and Habits*Saturday, Jan. 24, Noon-1 p.m., Room 207B Have you heard the term “Indie-Craft” and want to know more
about it? Join Leah Kramer, founder of Craftster.org and prominent
leader in the Indie Craft Movement to learn about these crafts
and trends. In this seminar, you will learn which craft techniques,
styles, trends, and aesthetics are popular and other craft-related
activities of demographic group participates. Plus…learn the results
of Craftster.org’s surveys with key facts on Indie crafters‘ habits,
including where Indie crafters buy supplies, how much they spend
yearly on craft supplies, why they craft, what other craft websites,
magazines, TV shows they use or watch and eave with cheat-sheet
knowledge on this rising movement….and a resource guide to
continue exploring!
*Saturday Seminar Pass is required for admission which provides
access to 8 different seminars for only $35/person for members in
advance, $50/person on-site; you may also attend using a Complete
4-Day Seminar Pass which is $50/person for members in advance,
$75/person on-site.
Event E503 - Indie-Craft Welcome Event**Saturday, Jan. 24, 4:30-6:30 p.m., Room 304A
Are you an Indie crafter and a CHA member, but would
like to meet and connect with other CHA members who
share your craft aesthetic? OR…have you heard the buzz
about Indie-crafting and want to learn more about it?
Join us at CHA’s welcome event for this “new wave” of
crafting. Hear inspiring tales abut the ground-breaking
success of Kathy Cano-Murillo (Crafty Chica) and Jenny
Hart (Sublime Stitching). See first-hand examples of the latest
That is why you will see people from all backgrounds tinkering
with inspirations from other cultures and lands. It sends the
message that creativity is universal and it adds so much fl avor
to the design process and to fi nished pieces. Many of us are new
moms and this spills over to our kids; it is all about having an
open mind and enjoying all the world has to offer!”
Marketing to Indie CraftersWhen it comes to marketing to Indie crafters, Okey notes, “I
don’t believe manufacturers need to drop prices on their products
to compete, if they can demonstrate that their products are good
trends from Craftster.org’s founder, Leah Kramer, and preview clips
from the new documentary film profiling the growth of Indie-
crafting around the U.S., “Handmade Nation,” from the film’s pro-
ducer, Faythe Levine. CHA welcomes everyone
interested or curious about Indie crafting, the
projects, the materials, and the movement’s
leaders to join us in an evening of introductions
and eye-opening inspiration!
**Tickets are required but the event is free.
Indie Craft DisplayHall D near Innovations ShowcaseFind out what the buzz is about and experience the unexpected. We
guarantee you’ll see materials used in ways you’ve never thought
of. This year’s display will feature the 30 project winners from CHA’s
Indie Craft Contest. Winners have been chosen from entries received
based upon quality and originality. Stop by the Indie Craft Display
for an opportunity to meet true Indie crafters. Visitors will be able
to watch these crafters in action and have a chance to discuss one-
on-one what it means to be an Indie crafter. Join us in appreciating
how Indie crafters have contributed new ideas and energy to the to
the craft and hobby industry!
No ticket is required for admission.
Indie Crafting DisplayHall D near Innovations Showcase
Find out what the buzz is about and experience the unexpected.
We guarantee you’ll see materials used in ways you’ve never
thought of. This year’s display will feature the 30 project winners
from CHA’s Indie Craft Contest. Winners will be chosen from
entries received based upon quality and originality. Stop by the
Indie Craft Display for an opportunity to meet true Indie crafters.
Visitors will be able to watch these crafters in action and have a
chance to discuss one-on-one what it means to be an Indie crafter.
Join us in appreciating how Indie crafters’ have contributed
new ideas and energy to the craft and hobby industry!
Indie Crafting at the CHA 2009 Winter Show
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12 Portfolio WINTER 2009
products. To say to clients, ‘I made this with organically grown fair
trade cotton’ when explaining why the cost is higher is fi ne because
more people are now conscious consumers who want to know
about the products they are buying.”
If marketers and manufacturers are interested in supplying
this massive movement with the products they want, then
developing creative ways to market to them is also essential.
Many claim that the Indie craft movement is largely possible
because of the incredible power of the Internet to break down
barriers like location and help Indie crafters stay connected with
each other. Companies can also be more creative and constantly
improve their on-line presence to reach out to these potential
buyers.
Craftster.org founder Leah Kramer supports the idea that
“major manufacturers, craft suppliers and stores should hire Indie
crafters to develop project ideas and even develop whole lines to
appeal to the Indie demographic.” Her own Web site, created in
2003, is the largest online community about Indie crafts and she
says, “in fact, as far as I know, it’s the largest online community
about crafting just in general. We get 500,000 readers at the Web
site every month and 15 million page views per month.” The
sheer volume of interest and hits affi rms that the Indie movement
is wired to the Internet and uses blogs, Web sites and online
forums to connect and share ideas.
Other ideas for suppliers and stores to target Indie crafters
are summed up by Kathy Cano-Murillo, “I think they need to
do research to learn who is using their products and then hire
Indie crafters to demo, provide endorsements and showcase use
of the products. I know so many great artists who have been
faithful to certain products and don’t know how to reach out to
the manufacturers. The success for any product is to always fi nd
and publicize new ways to use it and Indie crafters are the ones
to do that! They can give an old product new life with crazy new
techniques. I think suppliers should send scouts to Indie craft
fairs and introduce themselves to the artists they see using their
products to build a relationship. Maybe they can feature them
on their Web site and vice versa. Help them connect with a craft
store in their own community to demo, or help set up a local TV
demo in their area — that way the product gets promoted and the
artist’s work does, too.”
Etsy.com is a dot-com success story that now boasts more than
1.3 million registered users and 250,000 sellers from around the
world, proving the power of the Internet to create a successful
online community. This has grown into a $95 million business
over the past three years since it was created. “Etsy.com is a
platform to grow a small craft business, and it has enabled a ton
of designers and crafters to reach a world wide audience,” notes
407238DONWEI MACHINERY
1/4vCMYKp.12
quality, last a long time and can be used for multiple purposes.
For example, I would rather purchase a really high-quality rotary
cutter that I can use for a variety of projects than multiple types
of scissors. The company that shows me how their product is
the best and how I can use it differently, is going to win my
business. Climate change and environmentally friendly business
practices are also attractive – if you can use recycled materials
in your packaging or your products, do it! And don’t ‘greenwash’
— saying that your product is environmentally-friendly, when it
really isn’t, as that will not do you any favors in the end.”
Quality and multi-purpose items seem to be what
Indie crafters want. They also want to buy products that
are organic, have not exploited workers or laborers, and
are dyed with natural and non-toxic materials. Most
Indie crafters are willing to pay more for a product if it is
guaranteed to be safe for the earth or has been purchased
in a fair trade manner. Levine notes, “despite the economy, people
will spend extra because there is a desire for more accessible green
Like the name implies, Indie crafters want to make their own rules, or
don’t want or need “to play by the rules.” As a result, they have become
trendsetters revolutionizing the craft and hobby industry with their
innovative and fresh approach to crafting.
I N D I E C R A F T I N G
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13Portfolio WINTER 2009
406322PRISM1/2h
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Beth Ferreira, vice president of operations. “On the fl ipside,” she
said, “it has revitalized how people work together in a community
and created a way for people to also meet locally.” Ferreira
advises companies to publish more how-to tips online and to also
“work with Indie crafters and artists to develop the look, feel and
function of products. Indie crafters want something different!
They don’t want generic beads or yarns.”
Okey adds that, “The Internet in all its forms, from blogs and
Web sites to podcasts and popular social sites such as Knitty.com,
CrochetMe.com, CRAFTzine.com*, etsy.com and Ravelry.com,
have defi nitely pushed the Indie crafting movement forward. Even
sites such as Flickr.com — a photo-sharing site not specifi cally
designed for crafters — has helped by hosting crafters’ images
in a share-able way. So many of us spend all day at the computer
for work. It’s a delight to come home and do something with our
hands instead.”
While the typical demographic of Indie crafters falls in the
18-34 age range, Ferreira notes, “when I go out to see sellers and
travel across the country, what strikes me is 20 year-olds sitting
next to 60 year-olds and each appreciating what the other is
doing. In many ways, the younger generation might have learned
the technique from the older demographic, but the older group is
now learning how to reinvent and market their crafts from people
as young as their own children or even grandchildren.”
As knitgrrl.com, Shannon Okey cautions, “Be real. Be
genuine. Share your love for your product without resorting to
marketing-speak, because crafters can spot that from a mile
away. You’re better off demonstrating a project and showing how
your product can be used to obtain the end result than barging
into an online conversation of sorts with ‘LOOK AT US! LOOK
AT US!’ Remember that the people reading what you write share
your love of the craft — they don’t need to be convinced that you
exist! Show them why they should love you, don’t tell them that
they should.”
Like the name implies, Indie crafters want to make their own
rules, or don’t want or need “to play by the rules.” As a result,
they have become trendsetters revolutionizing the craft and hobby
industry with their innovative and fresh approach to crafting. As
more people become comfortable with connecting online, the
Indie craft movement can only grow larger. The spread of eco-
consumerism will impact those who want to know more about the
stories behind the hat, bracelet or scarf they are wearing. The Indie
craft movement will continue to transcend, question and break
through the traditional boundaries of craftings. It is here to stay
and it is redefi ning crafting in all of its forms, all over the world.
Want to learn more? Go to http://www.craftandhobby.org/
members_portfolio.html to access the E-magazine version of this
issue of CH Portfolio. ●
Editor’s note: See Guest Publisher Corner on page 29 about CRAFT: magazine
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410092SWAROVSKI NORTH AMERICA
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EXPERIENCE THE WORLD OF CRYSTALLIZED™ – Swarovski Elements
WWW.CREATE-YOUR-STYLE.COM
Come visit us at
Booth No. 4213!
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15Portfolio WINTER 2009407015_Clover.indd 1 12/10/08 8:05:39 AM
C O V E R A R T I S T
ARTISTAbout the Cover
Designed by Kristal Wick, the Tribal Celebration
necklace was made with over 300 rolled silk fabric
Sassy Skinny™ beads, combined with over 500
CRYSTALLIZED™ -Swarovski Elements and
pearls. “I’m greatly influenced by the vibrant colors and culture of
the African people. Tribe can mean many different things: family
of origin, tribe of girlfriends, cultures, etc. This piece reflects my
deep connection with a culture across the planet and the many vital
tribes in my life,” she says.
As an award-winning artist, Wick is a designer and teacher for
Swarovski. Her bead/jewelry creations are currently represented
in galleries worldwide. She has authored several books and her
latest Fall 2008 Interweave Press release, Fabulous Fabric Beads,
in has been No. 1 in fi ve categories on Amazon.com. She was also
a fi nalist in the 2008 Bead & Button’s Bead Dreams competition
and Interweave’s Bead Star competition. Wick has appeared on
HGTV and PBS numerous times. Her designs have been featured
in over 29 publications including: Belle Armoire, Lapidary
Journal, Stringing, Beadwork, Bead Style, Crafts Business, Simply
Beads, Sew News, Sewing Savvy, Piecework, Step by Step Beads,
Crafts Report, Vogue Patterns and Bead Unique.
Wick has teamed up with JHB International to manufacture
and distribute her new fi nished fabric bead lines: Sassy Silkies™
and Batik Beauties™. These fabulous beads will be introduced at
CHA Winter 2009 and can be used to create jewelry or embellish
clothing, home decor items or paper crafts. Kristal will also be
demonstrating in the JHB International, Booth 3031. Her Web site
is http://www.kristalwick.co m. ●
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16 Portfolio WINTER 2009
includes “any wild member of the plant
kingdom, including roots, seeds, parts,
and products thereof, and including
trees from either natural or planted
forest stands.”
• As of December 15, 2008, the Lacey
Act also requires an import declaration
for plants and plant products, except for
plant-based packaging materials used
exclusively to import other products.
Importers must fi le a declaration upon
importation that contains the scientifi c
name of the plant, the value of the
importation, the quantity of the plant,
and the name of the country from which
the plant was taken.
• Anyone who imports into the United
States, or exports out of the United
States, illegally harvested plants or
products made from illegally harvested
plants, including timber, as well as
anyone who exports, transports, sells,
receives, acquires or purchases such
products in the United States, may be
prosecuted. In any prosecution under
the Lacey Act, the burden of proof of a
violation rests on the government.
• The defendant need not be the one who
violated the foreign law; the plants or
timber, and the products made from
the illegal plants or timber, become
“tainted” even if someone else commits
the foreign law violation. However, the
defendant must know, or in the exercise
of due care should know, about the
underlying violation.
• Violations of Lacey Act provisions for
timber and other plant products, as well
as fi sh and wildlife, may be prosecuted
through either civil or criminal
enforcement actions. Regardless of any
prosecution, the tainted plants may be
seized and forfeited. ●
Editor’s Note: CHA thanks W.J. Cowee LLC for notifying the Association about this matter and providing the sources for this article’s contents.
The Lacey Act of 1900 was
originally created to prohibit
illegal hunting and capture
of endangered game for
commercial use in the United States. The
law has been amended several times and
most recently, a new amendment has
been enacted to prevent the importation
of illegally harvested plant material,
especially lumber/wood products, from
other countries. U.S. businesses that are
found to be importing these materials,
knowingly or not, will be subject to
very heavy fines. A document entitled
“Amendment to the U.S. Lacey Act”
by Sidley Austin LLP, is posted on
the member benefits area of www.
craftandhobby.org and explains the
implications of this legislation more fully.
The information below is excerpted
from the U.S. Forest Service at www.
fs.fed.us.
LACEY ACT... amended again
With enactment of the 2008 Farm Bill
(the Food, Conservation, and Energy Act
of 2008), the Lacey Act was amended for
the purpose of combating illegal logging
and expanding the Lacey Act’s anti-
traffi cking protections to a broader set of
plants and plant products. The following
provides a concise summary of the
amendments as well as background on the
Lacey Act:
• The Lacey Act now makes it unlawful
to import, export, transport, sell,
receive, acquire, or purchase in
interstate or foreign commerce any
plant, with some limited exceptions,
taken in violation of the laws of a U.S.
State, or any foreign law that protects
plants. The Lacey Act also makes it
unlawful to make or submit any false
record, account or label for, or any
false identifi cation of, any plant.
• The defi nition of the term “plant”
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406171COREDINATIONS COLORCORE
CARDSTOCK
fp
CMYK
p. 17
Get to the Core!
www.coredinations.com
Visit our website for exciting how-to videos and to view our exclusive collections.
ColorCore CardstockTM
TM
The only sandable, premium, heavy weight cardstock with a “core’dinating” core color.
Antique it,Tear it,
Sand it,
Keep it.
Visit us at booth #4975
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18 Portfolio WINTER 2009
406094EARTH SAFE FINISHES
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C H A 2 0 0 9 W I N T E R S H O W
The Green Movement has gained momentum among
consumers and businesses around the world. According to The New
York Times, 35 million Americans regularly buy products that claim
to be earth-friendly. Sales of “green” products are currently at $209
billion and are expect to double by 2010. The CHA 2009 Winter
Show will feature information and showcase inspirational products
with the theme “It’s Easy Being Green … Discover the Possibilities.”
Below is a list of displays and programs about business practices that
can favorably impact the earth and your bottom line and also raise
consumer awareness of “green” possibilities with the craft industry.
ECO-Lounge (Hall A)Take a break during your busy schedule and relax for a few
minutes at the ECO-Lounge, located on the show fl oor, with
complimentary beverages and other refreshments. The lounge is
designed and constructed using a variety of environmentally friendly
components and will have two special display areas:
Manufacturers’ Green Collection: This display will feature
green products from exhibitors showing how the craft industry
is being environmentally and socially responsible. In addition,
project sheets will accompany the green products so attendees can
bring them back to their own stores to use with their eco-conscious
customers during in-store classes and demonstrations.
CHA 2009 Winter Convention & Trade Show Highlights
Designer Green Gallery: In keeping with the green theme, CHA
Designer members will create show-stopping signature projects that
incorporate a minimum of 25 percemt recycled or found materials
and up to 75 percent of product from CHA manufacturers. Home
decor projects, clothing and accessories, pottery, paintings, mixed-
media pieces and other one-of-a-kind designs will be featured. Be
inspired and gain a wealth of innovative green crafting ideas to take,
use and share with your customers.
CHA’s Green GuidePick up a FREE copy of CHA’s Guide to Going Green in the
ECO-Lounge located in Hall A. This brochure will help
you understand what “being green” means as well as how
you can take action within your business and community to
have a positive impact on the health of our environment. The
guide will feature CHA members who are already applying
environmentally and socially responsible practices.
Business Seminars, Saturday, January 24*
Business Seminar S104 - The Trend to “Go Green” - Real-World Examples on How to Grow Your Business AND Save MoneyNoon-1 p.m., Room 207ABAre you interested in “going green” but aren’t sure
where to start? Does it seem like a good idea for other businesses,
but you’re not sure how it applies to you? Join Linda Malek, owner,
LJM Associates, as she leads a panel discussion to hear real-world
solutions and examples of sustainable, “green” business practices,
learn from peers and leaders about what works and what doesn’t.
Panel participants include key executives from environmentally-
forward, sustainability-driven paper, home and offi ce products, and
content businesses from the craft and hobby industry.
Business Seminar S106 - Green Your Store to GROW Your Business – Key Steps for Retailers
Did you think “going green” meant just helping the environment?
Guess again! This new business movement can grow your business
AND save money … at the same time!
Doug Fleener, president and managing partner of Dynamic
Experiences Group, LLC, will show how to blend environmentalism,
marketing, visual presentation, and customer service into a single
green strategy. You’ll learn why being authentic is key to green
profi ts, fi ve easy ways any retailer can be greener, how to leverage
a green strategy inside your store and green marketing tactics that
resonate with customers. Plus …you’ll leave with a 60-day plan that
turns environmental green into a green bottom line!
*Saturday Seminar Pass is required for admission which provides access to 8 different seminars for only $35/person for members in advance, $50/person on-site; you may also attend using a Complete
4-Day Seminar Pass which is $50/person for members in advance, $75/person on-site . ●
for the craft and hobby industry
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Turn Your Passion Into Profit!Using the Power of Positive Thinking to Reach Your Goals
Sunday1/25/2009
Reception: 5:30-6:30pmPresentation: 6:30-7:30pmBook Signing: 7:30-8:30pmWho Should Attend: All MembersFee: $30 Member / $60 Non-MemberAnaheim Convention Center, Ballroom A
Winter 2009 Keynote Presentation
CHA is excited to welcome Deborah Norville, Emmy® television journalist,
author, and celebrity crafter as keynote presenter for the 2009 Winter Show.
Deborah visits CHA to share her lifelong love and passion for knitting and the
needle arts. She will share stories of a family history rich in crafting, the bonds
created, and the importance in passing these on to the next generation…not
just as a hobby, but as family tradition. Her love of crafting has inspired her to
launch a new knitting yarn brand, the Deborah Norville Collection.
As part of this story, Deborah imparts the wisdom and expertise from her
years as a professional journalist, media figure, crafter, and mother. She
shares a message especially useful during these challenging economic times:
the importance of using gratitude to move forward toward personal and
professional goals.
Join Deborah on a fascinating and intimate journey
through personal discovery, passion, and understanding. You’ll leave
inspired about crafting and its place in your life and business… but
recharged and ready to face any obstacle in 2009 and beyond!
Plus… don’t miss Deborah’s book-signing at the Barnes & Noble
bookstore in the lobby, immediately following her presentation.
Copies of her book “Thank You Power: Making the Science of
Gratitude Work for You” will be available for purchase.
Proud Sponsors of the Keynote Presentation:
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20 Portfolio WINTER 2009
Tuesday1/27/2009
6:00 PM-10:00 PM
E508
CHA Winter 2009 Show Event
ELVIS! Three Faces of The KingAnaheim Marriott BallroomMember: $50, On-site $100
Admission includes Dinner and (2) Drink tickets
Strap on your blue suede shoes and join CHA on a tour of each exciting stop of
Elvis’ career. You’ll see live performances of his greatest hits from the 50’s, 60’s
and the unforgettable 70’s in Vegas!
During this action-packed event, members are invited to hit the dance floor,
or just sing along, to their favorite Elvis tunes including: Hound Dog, Jailhouse
Rock, Viva Las Vegas... just to name a few!
You’ll be dazzled by each performer’s uncanny likeness to Elvis, their brilliant
costumes, and fun give-a-ways!
And if you’re feeling really inspired, why not dress up as your favorite incarna-
tion of The King?
EE tnt
But that’s not all! This dinner event will feature:
CHA’s Annual Industry Award CeremonyHonoring this year’s most distinguished achievements in the Craft & Hobby Industry.
Don’t miss the chance to mingle with your peers and honor this year’s award winners:
Special Recognition Award — Pat Catan and the Catan Family of Darice, Inc. ◆Industry Achievement Award — Bill Mangelsen of Makin’s Clay ◆Industry Achievement Award — Dave Cunningham of Plaid Enterprises ◆Meritorious Award of Honor — Emma Gebo of Crafts & Frames, Inc. dba Sierra’s ◆
And Annual Industry Awards Ceremony featuring:
366757STAMPING BELLA
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Sign up for a Task ForceCHA members are invited to participate in one of three task CHA
members are invited to participate in one of three task forces
to be conducted on-site at the CHA 2009 Winter Show. A staff
member will lead each interactive meeting to discuss and develop
a group recommendation to CHA. Based on this input, Task
Forces help CHA understand member needs, concerns and helps
the Association improve programs and policies. Complimentary
beverages will be served.
To register or for more information, please contact Jon Krance,
Marketing Manager at jkrance@craftandhobby.org or call
(201) 835-1214. Task Force participation is first come, first
served, and only one person per company can participate per
session which will be located in Anaheim Convention Center.
Task Force ScheduleCHA Member BenefitsTask Force Objective: To obtain CHA member feedback on
current member benefits and potential new member discount
programs and services. Participants will provide input on
awareness, perceived value of benefits, participation level and
new programs they would like to see.
Participants: 10-12 CHA members
11:30 a.m.-12:30 p.m., Monday, January 26, 2009
CHA WINTER Show Task Forces
CHA Portfolio MagazineTask Force Objective: To obtain feedback regarding CHA
Portfolio Magazine. Participants will have the opportunity to
provide input on articles, advertising, frequency of publication,
etc.
Participants: 10-12 CHA members
11:30 a.m.-12:30 p.m., Tuesday, January 27, 2009
CHA Show Convention Education ProgramTask Force Objective: To obtain feedback on all the Education
programs offered as part of the CHA Conventions including
seminars, Demo-nars SM, workshops, and events. Participants
will share the perceived value of the programs, the topics, their
relevance, and any new subject matter they would like to see
addressed.
Participants: 10-12 CHA members
11:30 a.m.-12:30 p.m., Wednesday, January 28, 2009
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Hall C, Booth 2935 Visit the Member Connect area of the CHA Booth for your
opportunity to meet face-to-face with a CHA board member – no
appointment necessary. Voice your opinion about the show, member
benefi ts, education programs, or changes you would like to see in the
future. There will be at least one board member available between
the hours of 10-11 a.m. and 2-3 p.m. each day from Sunday, January
25 through Tuesday, January 27, 2009, eager to hear what you have
to say. Remember, CHA is Your Association, so speak up! Give input
and get involved. Helping CHA shape new benefi ts and programs to
support the craft and hobby industry.
Event E505 CHA Town Hall*7:30-9 a.m., Monday, Jan. 26, Room 204AThis is your chance to share your input and hear what members have
to say about their businesses, plus learn about industry successes
and challenges of other members. Come participate in this open
forum discussion with the CHA executive staff: CEO Steve Berger,
Tony Lee (VP, Meetings & Expositions), and Sandy Ghezzi (VP,
Marketing, Member Services & Education). They want to hear your
feedback on how CHA is doing and ways to improve. This is a great
chance to contribute!
Event E507 Annual Business Meeting*7-9 a.m., Tuesday, Jan. 27, Room 204ADon’t miss this important networking opportunity and learn more
about your association and benefi ts of membership! Network with
other members and hear the highlights of association activities during
the past year. Awards will be announced for the best of Innovations,
Exhibiting with Excellence booths and the Golden Press Kit. Also,
meet the new directors elected to serve a three-year term beginning
in 2009 and the members-at-large elected to the 2009 Nominating
Committee.
*Tickets are required but the event is free.
Get the Hot News on the CHA’s Move to The Sunshine State!Summer’s largest craft and hobby event is moving to Orlando!
The CHA 2009 Summer Show is moving to the Orange County
Convention Center in Orlando, Florida, from Tuesday, July 28
through Thursday, July 30, 2009.
In addition, CHA will be debuting it’s fi rst-ever consumer show, the
CHA Craft SuperShow, immediately following the Trade Show on
Friday, July 31 through Saturday, August 1, 2009. While providing
all CHA members with a direct link to the consumer, the SuperShow
is designed to educate and inspire crafters and ultimately drive more
traffi c to retail.
Come to the following sessions during the Winter 2008 Convention
and Trade Show to learn more about all of the great plans that are
already in place as we prepare to move locations!
Event E500 - CHA 2009 Summer Show Sneak Peak Breakfast*8-9 a.m. Saturday, January 24, Room 204AOpen to Exhibitors ONLYCHA will host a FREE breakfast sponsored by the Orlando
Convention and Visitors Bureau, Universal Studios, and Disney
World for exhibitors interested in getting more information about
the upcoming CHA Summer Show and the relocation to Orlando,
Florida. Get a sneak peak into area attractions, discounts and all that
Orlando has to offer.
* Ticket is required but the event is free.
CHA Craft SuperShow Information Sessions1-2 p.m. Sunday, January 25, Room 209A11 a.m.-Noon, Monday, January 26, Room 209AOpen & Free to ALL Members, No Ticket RequiredCHA in conjunction with Patterson/Bach Communications, CHA’s
strategic marketing partner for the SuperShow, will be hosting two
informational sessions for all members who wish to learn more about
the consumer craft show. Information sessions will cover:
• Vision for the SuperShow
Set Up
Participation
Education Program
Special Events and Activities
• How Members will Benefi t by Participating in the SuperShow
Exposure Opportunities
Retail Member Benefi ts
Connecting with Consumers
• Driving Consumers to the SuperShow
Strategic Marketing and Media Plan
How Members Get Involved
• Q & A Session
MEMBER CONNECT at the CHA Booth
21Portfolio WINTER 2009
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22 Portfolio WINTER 2009
ON THE SURFACE:
ONE WOMAN, One World
C H A M E M B E R P R O F I L E
Mary Libby Neiman wears many hats — business owner of On The Surface, crafter,
designer and inventor, to name a few. Dedicated to her craft business of selling
embellishment fibers and a select line of sustainable items, Neiman is also an avid
promoter of environmentally sound business initiatives based in Evanston, Illinois.
“I don’t have a mission but I want to present materials that
show caring is a good thing,” she says. With a keen eye for
business and always on the lookout for new innovations, ideas
and knowledge, Neiman admits that she doesn’t like to do things
by halves.
Her background is varied — English teacher turned
fashion designer, merchandiser turned weaver, and now a craft
entrepreneur, Neiman has authored books on crafting and has
also designed kits for bead crochet and bead-knitted jewelry.
Of late, Neiman’s major passion has been the environment.
A conversation with the well-read woman will inspire and
motivate the biggest skeptic. Her voracious appetite for reading
and information has motivated her to adopt more earth-friendly
attitudes in her business and personal life. Frustrated by struggles
to source organic and other green materials, Neiman has made it
her job to root out products that are made from certifi ed organic
materials, non-toxic and low-impact dyes, support fair trade labor
whenever possible, and empower those who are less privileged.
With an uncanny ability to relay impressive stories from major
corporations about their successful actions to reduce their carbon
footprints, an inspired Neiman wants to share her own ideas
with the craft community. As a self-confessed trade show visitor,
her network of connections spans the country and she is smart
enough to know that, “people resist change and it takes time.
But the people who will thrive and survive have more fl exible
thinking. We all have to consider the environment and ask
questions like ‘how can we reduce our carbon footprint?’ ”
Neiman continues by suggesting, “If price is the only
consideration when purchasing materials and supplies, then there
are going to be bigger problems down the road. The tougher the
economy gets, and if people make poor decisions based on more
BY LUCIE GRYS
Photos courtesy of Mary Libby Neiman
Mary Libby Neiman has created a variety of styles
of bracelets using metallic beads.
MARY L IBBY NEIMAN
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23Portfolio WINTER 2009
She continues, “Companies as diverse as Starbucks, FedEx
Kinko’s and Johnson & Johnson buy 5 to 20 percent of their
energy from renewable resources. Most strikingly, Walmart
has committed to having 100 percent of its energy come from
renewable resources.”
Examples like this can serve as starting points for smaller
businesses. Encouraging customers to bring their own bags,
offering reusable canvas craft totes or making the investment
to use biodegradable packaging can signifi cantly improve the
environment.
Mary Libby’s passion for the environment is empowering.
Always an optimist, she knows that change doesn’t happen
overnight and wants to inspire businesses to take on one green
initiative at a time. “Threats aren’t the issue – public attitudes
are much more powerful,” she notes. “Not only will it save you
money in the long run, your employees will feel proud and you
will see the benefi ts in many ways. By making sustainability a
core strategy, your business will profi t,” she says.
While she thinks of herself as only one person making a
small difference, Neiman’s commitment to the green cause is
catching on. Armed with information, fl yers and a willingness
to reach out and share, her efforts are motivating.
“I am knowledgeable, but I’m not an expert. I’m always
asking and questioning,” she says. “There is still more room
for change and the immediate solution isn’t always the fi nal
solution,” she adds. Over time, she believes that the wrong
choice any business owner could make is to do nothing.
Neiman’s positive vision will draw people in and her
efforts, along with others who are adopting more earth friendly
initiatives, will, collectively, make the world a few shades
greener. ●
economical prices, there will be a bigger price to pay.” She
wants big businesses to supply more green choices and to make
the environment a factor when it comes to business decisions.
Her approach in adopting a more eco-friendly attitude is to
start making small changes so you, and your business, won’t
have an excuse to quit.
Suzanne McNeill and Dean Rohlfi ng of Design Originals,
longtime CHA members and colleagues, started a recycling
program at their offi ce as a way to reduce their carbon
footprint. They save half of their original cost for waste
collection and “since they are recycling their cardboard,
they are getting paid approximately $100 per month for the
cardboard they recycle; nice bonus,” Neiman notes.
Other ways that businesses can start making small changes
is to, as Neiman puts it, “develop an affection for green
products. If you look around, you will fi nd suppliers who
offer green products.” Whether using recycled and recyclable
packaging materials, reducing the amount of packaging you
use, asking for certifi ed organic materials, printing on both
sides of recycled paper, powering down lights and computer
systems when not in use, installing low-fl ow faucets, buying
Energy Star rated appliances and using energy effi cient light
bulbs are all very simple ways that businesses can make an
immediate impact.
As the environment continues to be a hot topic, promoting
your business’ green initiatives to customers makes for sound
marketing sense too.
More and more leading companies are actively making
changes in how they do business. UPS, one of the world’s
biggest courier companies, for instance, reprogrammed their
driving software in all delivery vehicles. The reason? Last year,
UPS decided to minimize left-hand turns
on all of their delivery routes. While many
might think that this simple action wouldn’t
make that much of an impact, the reality is
that they shaved nearly 30 million miles off
already streamlined delivery routes, saved 3
million gallons of gas and reduced emissions
by 32,000 metric tons of harmful carbon dioxide emissions – or
the equivalent of removing 5,300 passenger cars off the road for
an entire year.
Neiman quotes from Andrew Winston and Daniel Esty’s
book, “Green to Gold,” published by Yale University Press,
“Employees’ identities are powerfully shaped by a company’s
reputation. Almost everyone wants to work for a company that
they can feel good about. In our knowledge-based economy,
the most prized workers are highly mobile and often highly
sensitive to their employer’s environmental performance. Time
and again we heard from employees who responded to their
own companies.”
Photo courtesy of Mary Libby Neiman
“Employees’ identities are powerfully shaped by a
company’s reputation. Almost everyone wants to
work for a company that they can feel good about.”
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24 Portfolio WINTER 2009
• CHA Attitude & Usage Study (55 percent
of those aware of the study believe that
it is valuable) and only 1 percent are
dissatisfi ed; the rest are neutral
• CHA Scrapbooking Study (55 percent
reported value)
• CHA Crafter Insight Study (51 percent)
E-mail and CHA Portfolio magazine
were rated the most preferred communication
vehicles in which to receive research
information.
CHA Attitude & Usage StudyFor the CHA Attitude & Usage Study,
only 37 percent of members are aware of this
ongoing research, one of the major benefi ts
of membership. The study provides a wealth
of information related to consumer attitudes
and behaviors related to crafting. By learning
from real-world success stories and usage
ideas of others, CHA members can benefi t, so
recognition and value of the information in this
study is expected to grow.
The primary uses of the CHA Attitude &
Usage Study were:
• Crafters’ attitudes
• Industry or segment size (reported with
a margin of error, as is the case for all
sample-based studies)
• Consumer shopping channels
• Profi les of crafting households
The product areas reported to be of greatest
importance to CHA members are:
• Scrapbooking/Memory Crafts (82
percent reported this segment to be either
extremely or somewhat important)
• Card Making (82 percent)
• Rubber Stamping (76 percent)
suffi ciently represented, but their feedback was
still considered directionally.
Key FindingsBecause of the diversity of membership,
it was not surprising that there were large
differences in needs by member type.
Overall, members reported the following
topics to be most important:
• Consumer Insight: shopping habits and
attitudes toward crafting
• Business Development: retail best
practices, inventory/fi nancial management
and merchandising tactics
• Trends: product usage and industry sales
• Advertising/Promotion: advertising and
public relations tactics
Less than half of respondents are aware of
any CHA research.
Among all survey respondents:
• 41 percent of members are either
somewhat or extremely satisfi ed with the
research
• Only 4 percent are dissatisfi ed
• 55 percent are neutral
Members agree that the following research
studies are valuable to their business:
As one important benefi t of membership,
CHA fi elds market research studies to provide
trend statistics, purchase dynamics and
consumer insight.
CHA recently fi elded a member survey to:
• Learn the awareness level and usage of
CHA consumer research
• Gain insight to members’ top business
challenges
• Identify unmet research needs
• Gauge member satisfaction levels and
areas of concern
• Uncover opportunities for improving
communication, reporting and prioritizing
future research
Survey MethodologyAn e-mail survey was distributed in July
2008 to every employee of each member
company in countries that are primarily
English-speaking and for whom CHA has a
valid e-mail address on fi le.
Of those, more than 6,700 surveys
were successfully delivered and nearly 500
individuals responded, for a 7-percent response
rate.
The survey captured responses by CHA
member section, to enable analysis by type of
business. This was in recognition of the very
different needs of manufacturers, designers,
retailers, wholesalers, professional crafters, and
others.
RespondentsThe greatest response came from
independent retailers, followed by
manufacturers, internet/catalog retailers,
and designers. Some member types were not
Survey Says … Research Helps the Industry Make Good Business Decisions
BY SANDRA M. GHEZZICHA VICE PRESIDENT – MARKETING, MEMBER SERVICES & EDUCATION
C H A M A R K E T R E S E A R C H – M E M B E R S U R V E Y R E P O R T
Everyone knows that knowledge is power. One way to make good business
decisions is to stay abreast of the latest industry and consumer trend information,
then using that insight to guide product development and consumer messaging
that will resonate with the end user.
HOBQ0109_8730_L.indd 24HOBQ0109_8730_L.indd 24 12/30/08 11:41:19 AM12/30/08 11:41:19 AM
25Portfolio WINTER 2009
new customers; 4) New Products – Developing
new products to keep up with retail demands;
5) Trends
• Distributors: 1) Growing Sales – Increasing
sales, reaching new customers, marketing; 2)
Inventory Control; 3) Decline in Independent
Retail Stores; 4) New Products – Developing
new products to keep up with retail demands;
5) Shipping – Costs, other issues such as
shipping time)
• Manufacturer Representatives: 1) Decline in
Independent Retail Stores; 2) Economy; 3)
Training – Training Reps, time management,
training store owners on their attitudes toward
business and customers; 4) Rising Expenses; 5)
Distributors – Selling direct to stores
• Consumer/Trade Publishers: 1) Creating
Awareness – Reaching more craft consumers,
driving consumers into retail, creating
awareness about services, increasing reach; 2)
Growing Sales – Getting craft companies to
advertise in publications and growing sales; 3)
Economy
• Institutional Buyers: 1) Finding Vendors; 2)
Variety – Range of items for sale
• Professional Crafters: 1) Trends – knowing
the latest trends and developing new ideas;
2) Advertising/Marketing; 3) Compensation
– getting proper compensation for work/
services and increasing income; 4) Finding
Materials – Sourcing supplies at low cost and
with minimum purchasing requirements; 5)
Finances and Cash Flow
• Service Providers: 1) Self-Promotion – creating
awareness of the services that are offered,
fi nding new contacts; 2) Increasing Sales
• Educators/Demonstrators: 1) Advertising/
Promotion – Filling classes, keeping the
consumer excited about crafting, getting
new business, making new contacts and self-
promotion; 2) Trends – Keeping up with the
newest trends and generating new ideas; 3)
Economy; 4) Time Management; 5) Increasing
Sales
Potential Future Research TopicsMembers reported the greatest learning gaps,
for information not currently addressed in CHA
research:
• Advertising Tactics (86 percent)
• Public Relations Tactics (79 percent)
• Research on Age and Gender (79 percent)
• Benchmarking Statistics (73 percent)
• Leisure Time Activities (72 percent)
• Light, Medium and Heavy Crafters (63
percent)
the member section (some groups were only
minimally represented):
• Manufacturers: 1) Reaching New Customers
– key buyers from major retail stores,
getting product into retail outlets, reaching
independents, fi nding wholesale customers,
getting product to market, reaching the
next generation of crafters; 2) Controlling
Costs – Keeping product costs down, high
cost of materials; 3) Marketing/Promotion
– Introducing new product, building brand
recognition; 4) Trends – staying ahead of
consumer trends, keeping up with retail
demands, developing unique products; 5)
Economy
• Independent Retailers: 1) Advertising/
Marketing – getting new customers, increasing
store traffi c, getting the word out; 2) Inventory
Control – identifying products to keep in the
store, keeping up with new releases, reduced
minimum orders, re-orders; 3) Competition
– differentiating from other retailers, large
chains, and TV and Internet channels; 4)
Economy – money, adapting to the changing
market; 5) Growing the Business – increasing
sales, turning a profi t, getting customers to buy
• Chain Retailers: 1) Sales Growth – increasing
sales, getting customers to buy; 2) Increasing
Customer Traffi c 3) Economy; 4) Market
Share; 5) Margin Pressures
• Internet/Catalog Retailers: 1) Advertising/
Marketing – Maintaining Web site visibility,
promotion; 2) Inventory Control – inventory
management; 3) Customer Acquisition –
Increasing Web site traffi c, making new
contacts; 4) Shipping – Timely shipments,
shipping costs; 5) Products – Finding the right
product, getting merchandise quickly, fi nding
the “newest” products
• TV/Media Sales Retailers: 1) Trends – staying
ahead of consumer trends, keeping up with
retail demands; 2) New Products – Finding
the right product, fi nding the “newest”
products
• Designers: 1) New Business – Reaching new
customers/clients, identifying new business,
connecting with manufacturers, networking,
educating members on designers’ services;
2) Trends – fi nding the latest trends and new
ideas; 3) Advertising/Marketing – promoting
their services; 4) Selling – Increasing and
Maintaining sales, making an income, proper
compensation for their services/work, knowing
how much to charge; 5) Time Management
• Wholesalers: 1) Marketing/Exposure –
Educating people about products and uses; 2)
Competition; 3) Growing Sales – Reaching
• Hobby Products (60 percent)
• Finished Gift Products (56 percent)
• Home Décor (54 percent)
• Art & Drawing (48 percent)
• Fashion Fabric Painting & Decorating
(34 percent)
• Jewelry Making (31 percent)
Not surprisingly, members are using
the CHA Attitude & Usage Study in many
different ways: sales presentations, business
plans, new product design, target marketing,
consumer messaging ideas such as the
emotional/therapeutic benefi ts of crafting,
crafters’ attitudes, shopping channels, main
crafting occasions, household participation and
sales trends, business building ideas.
Continuous improvement is under way
to make the CHA Attitude & Usage Study
more useful to the membership. This includes
reporting new aspects of the data, sharing
success stories, and capturing new information.
Improvements were made to the questionnaire
for 2009, revised to capture new information
such as household participation rates for
hobbies, custom framing services, and fi nished
home décor/gift items. After a meaningful
sample size is achieved, the data will be
reported, but keep in mind this will be at a high
level, not with detailed segment breaks as is
currently the case for the 39 craft segments. In
this way, we will begin to close some learning
gaps for merchandise and services that intersect
with craft.
Top Business Challenges
The survey uncovered the top concerns
of members, reported here according to Continued on page 27
HOBQ0109_8730_L.indd 25HOBQ0109_8730_L.indd 25 12/30/08 11:41:22 AM12/30/08 11:41:22 AM
26 Portfolio WINTER 2009
This event offered educational opportunities to
all types of craft businesses in the trade so they
could learn about U.S.-style crafting and how
it differed, at the time, from many traditional
crafts that Europeans enjoyed. Now we move
forward again with a long-range partnership
with Association Global Services (AGS) to
develop more meaningful programs for all
members companies, especially those not based
in the United States.
Overall, we have increased and expanded
our member benefi ts, whether is it having
access to international shipping/freight
services with AES Worldwide or having access
to proprietary research with our on-going
Consumer & Attitude Usage Study, now in its
third full year. In fact, CHA is the absolute “go-
to” for research about our industry and no other
organization has the in-depth, long-term history
about consumer purchasing demographics
regarding craft supply purchases and activities.
There are many other benefi ts that I
can’t begin to recite here but one important
accomplishment this year was the launch of
our Member Networking Site http://www.
chamembernetworking.org/cms/ for members
to be able to connect through an online social
community.
This brings me to a point that illustrates
one of the biggest changes in how this
Association operates: We are a “member-
driven” organization and encourage member
participation and feedback in a variety ways.
At the same time, we strive to be as transparent
and clear about the Association’s goals and
intentions. For example, right before our
shows, we notify exhibitors by e-mail with
my cell phone number also the numbers of the
three vice presidents: Dale Atherton, Sandy
Ghezzi and Tony Lee. Our goal is to make an
exhibitor’s show experience as successful and
positive as possible and to take care of issues
on-site, rather than after we return to our New
Jersey offi ce.
The CHA Board of Directors is also
dedicated to hearing member input. Board
members are scheduled to be the CHA Booth
10-11 a.m. and 2-3 p.m. each day, Sunday
to Tuesday. A board committee now called
to CEO along with my responsibilities in
reporting directly and exclusively to the Board
to meet their expectations for operational
activities and subsequent outcomes.
Convention and Trade ShowsIn producing the industry’s largest
convention and trade shows, we have
developed new initiatives to keep our
events fresh and innovative. We’ve added
International Pavilions from Japan, Pan-Asia,
and the United Kingdom. The License &
Design show fl oor section, in its fourth year,
has given design companies an opportunity
to exhibit their creative talent and services,
separate from the product and supplies that
are exhibited in the other show areas. Another
change has been to establish a central show
theme — past themes have included Kids’
Crafts, Fashion Crafting up to the current one,
It’s Easy Being Green — which has helped
focus our exhibitors’ marketing activities in
reaching out to show attendees.
Our Keynote Presentations have become
high-profi le events in of itself from former
First Lady Barbara Bush — who appeared
at my fi rst HIA Convention & Trade Show
in Dallas, Texas — to Tim Sanders (Yahoo),
life-style expert Martha Stewart, fi nancial guru
Suze Orman, and for 2009, TV journalist/
author Deborah Norville.
To help our exhibitors be more successful
with their show participation and ROI
(return on investment), we’ve expanded our
exhibitor sponsorship program, now called
the Power Marketing Program. We also
encourage participation in our Exhibiting With
Excellence learning program, whether at a
one-day conference or through free Webinars.
For 2008, we added a Retailing With
Excellence track to our convention education
program whereby retailers can easily see
and select seminars about key topics that are
essential to their business success.
Member Benefits and OutreachWe have taken risks and tried new things:
We once held a one-day conference called the
European Trends Symposium in June 2004.
BY STEVE BERGERCEO OF THE CRAFT & HOBBY ASSOCIATION
Each new year, after the hectic pace of
the holiday season, one usually takes a
few moments to reflect upon business
accomplishments and challenges
over the past year. I got a slightly earlier start
(for this magazine’s deadline) when I began
formulating my thoughts for this article back
in November. I was totally convinced that my
fifth year anniversary with CHA was … wait a
minute … from June 2003 until now — has it
really been 5 1/2 years?! Therein lies the fact,
that I wanted to express — with the bustling
atmosphere of our office mere weeks before
the CHA 2009 Winter Convention & Trade
Show, and preparations well under way for the
next shows that follow, it is easy to overlook
the many changes that have been implemented
by CHA over the past few years.
Unifying the IndustryTwo months after I began with at the
Association, the board of directors of ACCI
(Association of Crafts & Creative Industries)
along with the HIA* Board announced their
intention to merge both organizations, effective
in February 2004. The work to complete the
due diligence necessary to communicate
the merger to the membership of both
organizations was quite extensive. Ultimately,
the shared membership of both groups agreed
by a member-wide vote that one organization
was needed to unify this industry and
coordinate the efforts to grow and promote this
craft and hobby industry as a whole.
The newly combined board, which totaled
approximately 27 directors after the merger,
immediately sought a more effective way to
enhance the unifi cation and bring it to the next
level. As a result, they voted to adopt Policy
Governance®, which was developed by Dr.
John Carver, as their new system in January
2005. This governance model is designed to
give an organization’s membership competent
leaders to govern on their behalf and for those
leaders (directors) to be more accountable
in serving CHA’s membership; the Board of
Directors as a whole, not individual Board
members, have equal and complete authority.
Also my role as Executive Director changed
Five Years and Counting …
HOBQ0109_8730_L.indd 26HOBQ0109_8730_L.indd 26 12/30/08 11:41:24 AM12/30/08 11:41:24 AM
your company is notified. You will have
an opportunity to meet the CHA Board
members, the CHA executive team, and
share your input on business challenges
and opportunities. At a recent meeting held
in Florida, several CHA members were
able to attend. Julia Bernstein, from Julia
Beth Designs, said “I have attended some
business meetings at both HIA, ACCI and
CHA shows, but this was a real opportunity
to meet and talk with other CHA members
and staff in a relaxed and quite beautiful
setting. I would recommend that any
member take advantage of your invitation
to attend one of these gatherings.”
During the Board meeting in October
2008, Ms. Betsan Corkhill of Stitchlinks,
based in the United Kingdom, as the
feature speaker. Her presentation about the
therapeutic benefits of crafting captivated
Is your business located in Colorado? If so, you may receive
a mailed invitation to attend the Friday
night session on May 1, 2009, when the
Board of Directors meeting begins at The
Broadmoor, located in Colorado Springs,
about 75 miles south of Denver, Colorado.
Local CHA members are invited to
attend an evening session of every Board
of Directors meeting when they are
located in nearby areas. CHA hopes you
will accept the invitation to participate if
C HA Board of Directors MeetingLocal Members Invited to Participate / May 2009
27Portfolio WINTER 2009
the audience, including a guest member of
the local press. Members attending were
(left to right): Julie Stephani (HomeArts
Magazine), __[husband]___ ___ & Suzi
Brown (Suzi Brown Designs), Lance
Anderson (Rusty Pickle), ___[unknown
woman]__, Mike & Nancy Hill (DCWV) ●
Member Connect, founded in January 2006, is
the conduit to hear member input fi rst-hand or
by e-mail at memberconnect@craftandhobby.
org. We encourage members to volunteer
their participation in Task Forces, or to attend
E505 CHA Town Hall (Monday, Jan. 26 at
7:30-9 a.m.), all in an effort to reach out to our
constituents. If you’re an exhibitor and wish
to learn more about the CHA 2009 Summer
Show in Orlando, Florida, plan to attend E500
Sneak Peak Breakfast on Saturday, January
24, from 8-9 a.m. Want to fi nd out the latest
news about the CHA Craft SuperShow, our
fi rst consumer show? We have two information
sessions planned: Sunday, January 25 1-2 p.m.
and Monday, January 26 11 a.m.-Noon (Room
209A).
It really does seem like yesterday since
I was attending my fi rst HIA Convention &
Trade Show in Dallas, Texas, in 2004. That
experience made left a lasting impression
because it was my fi rst opportunity to meet
many members personally, some who have
now become trusted colleagues and friends.
This is also where I began to learn about the
large variety of businesses that both exhibit or
attend our shows and realized how important
the education programs and networking events
are to the business success of all attendees.
There is still a lot of work to be done in
growing our industry and helping our member
companies succeed. But looking back, my
experiences working in this industry and for
this Association have been the most enriching
of my professional life so far and I look
forward to a fresh set of challenges in 2009! ●
*Editor’s note: HIA, known as the Hobby Industry Association until February 2004.
• Consumers by Age (63 percent)
• Store Counts (55 percent)
Research Interest AreasBased on the member survey results, CHA
is investigating ways to provide additional
information in line with these areas of greatest
interest to members:
• Product usage trends (96 percent of survey
respondents believed this to be extremely or
somewhat important)
• Consumer shopping habits (93 percent)
• Consumer attitudes about crafting (91 percent)
• Industry sales trends (91 percent)
• Consumer demographics – age/gender
(79 percent)
• Consumer demographics – geographic skew
(69 percent)
• Use of digital technology for crafting (67
percent)
• Best ways to target consumers by age (63
percent)
Learn MoreWith the goal of increasing member use
of the CHA Attitude & Usage Study, CHA
began mid-last year conducting quarterly
toll-free tele-conferences to present the
latest data update, answer questions and
help members develop action plans. To learn
more about the next scheduled call, or to
register, contact Tara Smith, CHA Marketing
Coordinator, at tsmith@craftandhobby.org or
201-835-1223. ●
Continued from page 25
HOBQ0109_8730_L.indd 27HOBQ0109_8730_L.indd 27 12/30/08 11:41:24 AM12/30/08 11:41:24 AM
28 Portfolio WINTER 2009
Victor Domine, Public Relations Manager
for the Craft & Hobby Association, is a seasoned
public relations practitioner with more than a
decade of PR experience. During his career
Victor has worked for leading public relations
agencies including Weber Shandwick, Bender
Hammerling Group, Benjamin Group, and Orloff/
Williams. He has represented iconic food brands
including French’s Mustard, Vlasic Pickles, and
Manischewitz, as well as numerous e-commerce
clients and leaders in the consumer electronics
industry.
Victor earned a Bachelor of Science degree in
public relations from San Jose State University,
received the IABC Communicator Award, and
is a member of the Public Relations Society of
America.
Tara Smith, Marketing Coordinator drives
consumer marketing programs. Her primary
responsibilities include consumer insight, oversight
of the craftandhobby.org and craftplace.org Web
I N S I D E
Victor Domine Public Relations Manager
Tara SmithMarketing Coordinator
the events, conventions, and exhibitions industry,
demonstrates an individual’s comprehensive
knowledge of meeting management. The CMP
program, established in 1985, is designed to
increase the professionalism of meeting managers
in all sectors of the industry; recognize and raise
industry standards; and increase the value of
these practitioners to their employers or those to
whom services are provided; the demand for the
designation has soared since the fi rst ten years of the
program’s existence.
Obtaining the CMP designation is a two-part
process, consisting of an application and a written
examination, administered and monitored by an
independent testing agency. Eligibility to take
the examination is based on an extensive review
of professional qualifi cations; candidates must
have at least three years of employment in the
meetings industry and demonstrate professional
accountability for successful events. The
comprehensive written examination tests knowledge
of all functions of meeting management. ●
sites, the CHA e-newsletter, National Craft Month
and Celebrate the Season promotions.
“I’m so fortunate to be part of a team of such
talented and hard-working individuals,” Tara said.
“CHA is doing really great things, and I’m happy
to be a part of it.”
Tara joined CHA in October of 2007. Prior
to joining CHA, she served as Marketing Project
Manager for a fi nancial communications fi rm
in Albany, N.Y., where she was responsible
for development and production of direct and
electronic marketing campaigns as well as Web
site management. Tara earned her bachelor’s
degree in business administration from State
University of New York (SUNY), Albany.
Amie Lee Kolodziej, (formerly Kolb)
recently joined the The Convention Industry
Council’s (CIC) newest class of Certifi ed
Meeting Professionals (CMPs); successfully
completing the program in August of 2008. This
prestigious credential, recognized throughout
Amie Lee KolodziejCertified Meeting Professional
The Craft & Hobby Association has announced
the newly elected CHA Board officers for the 2009 term naming
Michael McCooey, President and Chief Executive Officer (CEO)
of Plaid Enterprises, as Board Chairman; Larry Olliges, President
of Dee’s Crafts as Vice Chair; and Jane Anne Davis, Sr. VP, Sales
& Marketing at Blumenthal Lansing Co., as Secretary. Michael
McCooey replaces Jim Scatena, CEO of FloraCraft Corporation,
who recently completed his term as Chief Governance Officer.
Scatena will remain on the CHA Board as Immediate Past Chair.
The new CHA Board officers were elected during the October Board
of Directors Meeting and will serve one-year terms that began at the
time of voting.
For the past 14 years Mike McCooey has been President and
CEO of Plaid Enterprises, Inc., an Atlanta-based manufacturer and
global distributor of arts and craft supplies. Prior to joining Plaid,
McCooey held senior management positions with various paint,
decorative fabrics and wall covering manufacturers in the home
décor market. McCooey is very active in industry affairs, has served
CHA Announces ’09 Officers for BOARD OF DIRECTORS
as Chairman of the Board for ACCI and was a member of the joint
task force that led to the unifi cation of ACCI and HIA to form CHA.
Larry Olliges, President of Dee’s Crafts, in Louisville, Ken-
tucky, will serve as the new Vice Chair. Olliges oversees Dee’s
Crafts, a successful independent craft retailer, which has been in
business for more than 30 years and remains a family owned and
operated business with more than 50 employees. Olliges has served
on the CHA Board of Directors since 2004 and chaired the CHA
Membership Dues Committee.
Jane Anne Davis was re-elected as CHA Board Secretary.
Davis is an industry veteran with more than 30 years of experience
with craft industry leaders like Plaid Enterprises, Duncan Enter-
prises and BagWorks Inc. and now Blumenthal Lansing Co.
“The new CHA Board offi cers provide a broad scope of experi-
ence and an unmatched wealth of knowledge in the industry,” ex-
plained Steve Berger, CHA CEO. “Their collective expertise will
be quite useful in moving CHA and the craft and hobby industry
forward in the coming year.” ●
S T A F F P R O F I L E S
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29Portfolio WINTER 2009
Indie crafting is not relegated to the
fringes of the crafting community; it’s
the movement that will help carry on
traditional crafting techniques and make it
relevant to generations to come.
Embrace your independence! ●
BY TINA BARSEGHIANEDITOR IN CHIEF, CR AFT MAGA ZINE
The world of craft has
undergone a huge transformation in the
past few years. A new generation of
crafters is emerging with a distinct point
of view. They’re motivated, creative, and
resourceful, and eager to share their work
with others in the crafting community.
Craft Magazine, which launched
in 2006, has been documenting this
movement, serving as the medium
for crafters to share their ideas and
innovations. Our mantra is “transforming
traditional crafts,” and in each issue, we
show page after page of surprising ideas
that prove this.
The easiest way of defi ning this
community, under the broad term
“Indie crafting,” is to put it this way:
Using traditional crafting techniques
and applying them in unconventional
ways. For example, in our debut issue
of Craft, we showed how to embroider a
skateboard. The history of embroidery
goes back hundreds of years, so the
technique is not revolutionary, but the
idea of applying that to a skateboard
is certainly unique. The same premise
applies to so many of our other projects:
felting an iPod holder, knitting your own
boots, making fi nger puppets with LED
lights, and so on.
Another characteristic of the
indie crafting community is its use of
technology, both in creating projects and
in spreading the message. Indie crafters
are comfortable with using computer
software to design and build objects. For
example, in Craft Volume 9, our winter
2008 issue, we show how to use a free
software program called Google Sketch-
Up to design a charging station for cell
phones, iPods, and other electronic toys.
In Volume 1, we show how to make a shirt
that lights up, using silver-coated thread
and a microprocessor. Just as knitting
needles and sewing machines have been
for previous generations, the computer is
another tool for modern crafters.
G U E S T P U B L I S H E R C O R N E R
Transform Traditional Crafting
The computer also serves as a medium
to share ideas and innovations for Indie
crafters, who log onto hundreds of blogs
to upload photos of their projects and see
what their cohorts are up to. You can learn
how to knit by watching videos online, to
create origami fi gures, to make jewelry
with resin. Our own Web site, www.
craftzine.com, is updated half a dozen
times a day with new projects and crafting
ideas, and as of October, had more than
3.2 million new visitors in 2008. The
number continues to grow, as do other
crafting sites.
The idea of embracing a green lifestyle
is also important to crafters. At this
point, it’s no longer a political statement
up for debate, but simply a way to live.
Repurposing and fi nding new life in
old objects is a source of pride for Indie
crafters. In Craft Volume 9, we devote a
section to such green projects as reusing
old plastic bags to create a hat and a tote;
making an herb dryer out of an old frame;
fashioning a holiday ornament from old
greeting cards, and so on.
BAGS/PACKAGING/LABELING SUPPLIES
Alpha Rho, Inc.99 Stevens RoadFitchburg, MA 01420-0043Phone: (978) 345-6717Fax: (978) 342-1443Web: www.alpharho.comAlpha Rho is a leading manufacturer of rigid plassic boxes available in a wide variety of shapes, sizes, and colors. Imprinting and foam pads also available Call 978-345-6717 or visit our website for a catalog-www.alpharho.com/cha
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381489_Retired.indd 1 5/1/08 2:08:15 PMRetired...Let’s Do Lunch1413 1/2 Kenneth Road, PMB 63Glendale, CA 91201Phone: (818) 261-0021Fax: (818) 246-9044E-mail: info@retiredletsdolunch.comWeb: www.retiredletsdolunch.comRetired...Let’s Do Lunch has taken scrapping to a new dimension with the Chipboard “Gingerbread” House. These kits are die-cut and scored for easy assembly. Add a few paper embellishments and a little imagination to create a magical faux Gingerbread House. They are fun, creative and last for years.
HOBQ0109_8730_L.indd 29HOBQ0109_8730_L.indd 29 12/30/08 11:41:55 AM12/30/08 11:41:55 AM
30 Portfolio WINTER 2009
CHA Announces 2008 INDUSTRY AWARDSThe Craft & Hobby Association has announced the
recipients of the craft and hobby industry’s
most prestigious service awards. Emma
Gebo of Sierra’s was named as the recipient
of the CHA Meritorious Award of Honor.
Both William “Bill” Mangelsen, founder of
Makin’s Clay/Makin’s USA Inc. and David
Cunningham, founder of Plaid Enterprises
were named posthumously for this past
year’s CHA Industry Achievement Awards.
The CHA Special Recognition Award
will be presented to Pat Catan and the Pat
Catan Family Foundation for philanthropic
efforts supporting various children’s causes,
including childhood cancer research. All
CHA Industry Awards recognize exceptional
contributions to crafting and the world on
behalf of CHA members.
The highest honor the Association can
bestow is the CHA Meritorious Award
of Honor. This award acknowledges an
individual or group that has made a significant
contribution to the Association and industry.
The 2008 recipient, Emma Gebo, certainly fit
this criteria. Gebo’s service in the craft and
hobby industry began when CHA was still
known as the Hobby Industry Association
(HIA). She served quietly for decades
throughout her career in the craft industry as
a board member and Second Vice President
of ACCI and also as a board member and
chairman for Sierra Pacific Crafts. For CHA,
she was on CHA’s Governance Team, a board
director and was elected as CHA’s Board
Secretary for several terms between 2005 and
2007. Gebo was a key driver and supporter
of the merger between ACCI and HIA and
of the transition to Policy Governance®. She
is president of her own retail craft business,
Crafts & Frames dba Sierra’s, based in
Pocatello, Idaho.
The CHA Industry Achievement Award
is granted to a CHA member who has
contributed to the growth and vitality of
the craft and hobby industry as a whole.
The names Bill Mangelsen and David
Cunningham are synonymous with crafting
as both worked tirelessly to promote the
craft industry through the development and
founding of leading craft companies. David
founded Plaid Enterprises when he was 50
years old. Plaid grew to be the largest and
most successful arts and crafts manufacturer
in the world. In turn, David was awarded
the HIA president’s award in 1997 for his
outstanding lifetime achievement in the
industry. As part of the Mangelsen family
which is known for establishing several craft
industry businesses, Bill Mangelsen was
also a craft industry pioneer as founder of
Sino Harvest and inventor of Makin’s Clay
(Makin’s USA Inc.) .Both Bill and David
passed away in March 2008.
The Special Recognition Award is
presented to an individual or group for an
extraordinary contribution in an activity that
showcases the craft and hobby industry in a
positive way. This year, Pat Catan and the Pat
Catan Family Foundation of Darice Inc. are
being honored for their work with Rainbow
Babies & Children’s Hospital and the Ireland
Cancer Center at University Hospital’s Case
Medical Center. Their $50,000 donation
formed Pat Catan’s Family Fund for research
in childhood cancer. They have helped found
orphanages in Thailand and have created an
organization that serves over 600 homeless
children a year.
These awards will be presented to the
recipients or their families at the CHA
2009 Winter Convention & Trade Sho w in
Anaheim, California during the annual Show
Event held on Tuesday, January 27, 2009,
from 6:00-10:00 pm. All other annual CHA
Winter Convention & Trade Show awards
will be presented at the Annual Business
Meeting on January 27, 2009 from 7:00-
9:00am. See www.chashow.org for more
information and to register for tickets. ●
ART MATERIALS & FRAMINGArtograph Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
BAGS/PACKAGING/LABELING SUPPLIESAlpha Rho, Inc.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
BEADS & JEWELRYSwarovski North America. . . . . . . . . . . . . . . . . . . . . 14
BUTTONS/FASTENERS/MISC HARDWAREJHB International, Inc. . . . . . . . . . . . .Inside Back Cover
CONTAINERS & STORAGEAlpha Rho, Inc.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
CONVENTION CENTERAnaheim/Orange County Visitor & Convention Bureau . . . . . . . . . Outside Back Cover
FABRIC/QUILTING/NEEDLECRAFTDonwei Machinery Industry Co., LTD. . . . . . . . . . . . . 12
FABRICS & CRAFTSJoAnn Fabric and Craft Stores . . . . . . . . . . . . . . . . . . 3
GENERAL CRAFTSCore’dinations Colorcore Cardstock . . . . . . . . . . . . . 17Midwest Products Co., Inc.. . . . . . . . . . . . . . . . . . . . . 4
GREEN PAINTS/FINISHESEarth Safe Finishes, Inc.. . . . . . . . . . . . . . . . . . . . . . 18
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I N D E X T O A D V E R T I S E R S
A D V E R T I S E R S . C O M
QUILTING SUPPLIESClover Needlecraft, Inc. . . . . . . . . . . . . . . . . . . . . . . 15
RUBBER STAMPSStamping Bella Inc. . . . . . . . . . . . . . . . . . . . . . . . . . 20
SCHOOL DIORAMASWoodland Scenics . . . . . . . . . . . . . . . . . . . . . . . . . . 10
SCRAPBOOKINGVendor Wise. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
SCRAPBOOKING SUPPLIESHeart & Home . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Pioneer Photo Album . . . . . . . . . . . . Inside Front Cover
Alpha Rho, Inc.. . . . . . . . . . . . . . . . . . . . . . .www.alpharho.com . . . . . . . . . . . . . .24Anaheim/Orange County Visitor & Convention Bureau . . . . . . . . . . . . . . . .www.anaheimoc.org . . . . . . . . . . . OBCArtograph Inc. . . . . . . . . . . . . . . . . . . . . . . .www.artograph.com . . . . . . . . . . . . . .4Clover Needlecraft, Inc. . . . . . . . . . . . . . . . .www.clover-usa.com. . . . . . . . . . . . .15Core’dinations Colorcore Cardstock . . . . . .www.coredinations.com . . . . . . . . . .17Donwei Machinery Industry Co., LTD. . . . . .www.donwei.com.tw . . . . . . . . . . . . .12Earth Safe Finishes, Inc. . . . . . . . . . . . . . . .www.earthsafefi nishes.com. . . . . . . .18Heart & Home. . . . . . . . . . . . . . . . . . . . . . . .www.heartandhome.com. . . . . . . . . .10JHB International, Inc. . . . . . . . . . . . . . . . . .www.buttons.com . . . . . . . . . . . . . . IBC
JoAnn Fabric and Craft Stores . . . . . . . . . .www.joann.com. . . . . . . . . . . . . . . . . .3Midwest Products Co., Inc. . . . . . . . . . . . . .www.midwestproducts.com . . . . . . . .4Pioneer Photo Album . . . . . . . . . . . . . . . . . .www.pioneerphotoalbums.com . . . . IFCPrism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .www.prismpapers.com . . . . . . . . . . .13Retired...Let’s Do Lunch . . . . . . . . . . . . . . .www.retiredletsdolunch.com . . . . . . .24Stamping Bella Inc. . . . . . . . . . . . . . . . . . . .www.stampingbella.com . . . . . . . . . .20Swarovski North America . . . . . . . . . . . . . .www.create-your-style.com. . . . . . . .14Vendor Wise . . . . . . . . . . . . . . . . . . . . . . . . .www.vendorwise.com . . . . . . . . . . . . .4Woodland Scenics . . . . . . . . . . . . . . . . . . . .www.woodlandsscenics.com. . . . . . .10
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