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

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

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

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

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

 

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

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

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

...poor little thing!"

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

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


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

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


What is the Crafty Retailer to do?

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

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

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

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

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

I had an opportunity to attend a Beads Meet Up group hosted by Holly Hancock of Beads last week.   Fourteen women attended and a local restaurant delivered dinner for anyone who was interested.  Holly had a sweet little spiral bracelet project on the agenda and sent everyone a supply list before the event.  Some ladies came with all of their supplies, while others (like me!) bought everything they needed (and then some!) that night.
 
Holly told me that although the group started out slowly, it built up over time and is now an important part of her store "community."  It has attained the status of "special event" and sales make it well worth the effort.  It was certainly apparent that the MeetUp members agree.  Barley, the shop mascot, ran to the door with each new arrival, even barking at some favorites as he saw their cars pull into the parking lot.  Store Regular Bonnie Anderson  entertained me when she got Barley to do a "high five" to earn his treat.

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

 

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

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

 

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

Stay Relevant!

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

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

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

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

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

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

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

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

IN OTHER NEWS:

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

...OOPS!  I ALMOST FORGOT!

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

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

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

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

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

What is the Crafty Retailer to do?

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

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

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

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

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

COMING NEXT WEEK: 

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

IN OTHER NEWS:

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

Shoot me an email if you want to participate!

Politics and other Scary Stuff

WARNING:  THIS IS NOT A TYPICAL "Crafty Retailer" POST.  I am violating every marketing rule ever written, but I am going to do it anyway.  Yup...I am a rebel---a middle aged outlaw----and a  fairly intense human.  I have always "pushed the envelope" and sometimes it works.  Other times....not so much.  In any event, the middle of the road is a place I rarely travel.   I have a tendency to speak my mind even when it works against me.  I have been that way ever since I was a kid.

 FLASHBACK:  6th grade Student Council elections.  After a "primary" it had come down to me versus Jimmy, a cute hippie boy that I was crushing on.  The 25 students in my class were told to write the name of their candidate on a slip of notebook paper.  Crush be damned....I was on pins and needles as the teacher counted the slips.  Yippee!   I won the vote 18 to 12! 

  Oops.  25 kids, 30 ballots.  

Chicago style politics in Sarasota, Florida, circa 1972.   I debated whether I should remind the teacher that there were only  25 kids in the class.   What to do?  What to do?  Gee whiz....I really wanted to be on Student Council!  What to do?  What to do?  Of course, the safest bet was to keep my 11 year old  mouth shut.  After all, I didn't do anything wrong!  I didn't bribe my classmates to cast more than one ballot.  It wasn't my fault that the teacher couldn't count! My stomach hurt.   Despite a brief wrestling match with my conscience,  I ultimately pointed out the obvious and we voted again.  I lost by a wide margin.  Paybacks are hell.  But ya know what?  My stomach didn't hurt any more.  I didn't have a crush on Jimmy anymore, though.

My stomach hurts now.  It has been hurting for months.  The political nightmare we are living is making me nuts.  I can usually deal with the tumult by gardening, felting, crocheting, or some other crafty endeavor.  Those  are my "thumb suck" activities and generally work to soothe me.  It isn't working.  I hate making people uncomfortable....I am in sales for God's sake!...so like most rational people I try to monitor my public speech in an effort not to offend anybody or ruffle any feathers.  I will go for months keeping my most controversial thoughts under lock and key....doing deep breathing exercises and praying for restraint all the while.

But you know what?  I feel as though I am going crazy...kind of like Alice after having fallen down the rabbit hole!  The country is changing...right before my eyes.  I am screaming in my head.  I want to ring some sort of an alarm, connect with kindred spirits, etc.  but  all I see around me are folks watching Reality TV and eating cheese doodles.  

This is bigger than politics...it matters little whether you consider yourself on the Left or on the Right of the political spectrum.   We are fundamentally changing the country.  Is it for the better?  We are approving entitlements that we cannot possibly afford and are obstreperous in our refusal to accept the fiscal reality facing us.  Where is our common sense?  I see a country that is morphing into an entity which is unrecognizable.  Something that is markedly different from the America I grew up in.    A country that is starting to look more Socialist than Republic (note:  we are a Republic, NOT a Democracy).  Am I imagining it?  Does anybody else see what I see?  Is anyone else getting a little nervous?

QUERY:   Does my concern make me a Racist Right Wing Religious Nut? 

HELL, NO!    

I am ever so weary of the politicians who try to pigeon hole me!

They do it to scare people and it is MARKETING BULLSHIT. It is not reality so why do so many people buy into it?  I mean, I am sure that there are tobacco chawin' gun totin' bigoted right wingers out there, but I don't have any in my social circle.  Frankly, I don't even KNOW anyone like that!

I am not Christian.  I am not rich.  I am not racist.  I do not want Roe v. Wade overturned.  I am a middle aged Jewish artist with a belly button ring and a hankering to get my nose pierced.   My daughter is trying to talk me into getting a tattoo with her when she turns 18. "C'mon, Mom!  It will be a bonding experience!"   I might actually do it if I can find a part of my body that is completely hidden and  resistant to sagging.  I haven't found it yet. ...

But I digress.....

I do not care what color you are, who you worship, what you smoke or who shares your bed.    My son's girlfriend has plans to move in with him in a few months.  No sweat.  I lived with my husband before I married him.  We have been married for almost 26 years.   We consider it our responsibility to be charitable...we recently paid for a young Filipino girl's education.    It wasn't in our budget and we had to sacrifice to make it happen but we thought it was the right thing to do.   She had been kicked out the the World Vision program because she got pregnant.  She needed a future...a plan to support herself and her child.  We could help.  So we did.    Get it?  I am a child of the 1970s.  I don't want THE MAN keeping me down. But I don't want him propping me up, either!   Does this fit the media image of  a political conservative?   Nope....and yet that is also part of who I am.  I am an unrepentant CAPITALIST.   I have spent the last three years working like a demon to pay down debt I incurred because I made poor business decisions.  My problem, my responsibility.  I did not ask for a bailout or public assistance.  I love the Constitution.  I believe that the men who wrote it were divinely inspired and I am more than a tiny bit troubled by our politicians, their vision for the future, and the impact on the country I love.  I cannot know what is in the president's heart, but his philosophy appears to differ markedly from my own.
 

[OMG!  Did I really just type that out?  For the whole world to see?  I hope I used my invisible ink!]

 We all look at the world through our own individual lenses.  My perspective is my reality and your perspective is your reality.   I totally get that and I would love for you to share what it is that you see.  Do you think I am crazy?  It is totally possible...tell me where I am wrong.    Please give me some facts to support your position.   Are we on the right path?  Will the road  we are on lead to something good for your business?  Your family?   How do you see it?  Are you shocked?  Chagrined?  Asleep? Are you educating yourself?  Following the congressional votes?   Let's open a dialogue, here.  I am a kind, compassionate human.  I don't fit society's stereotypical image of a conservative.   I do not want sick children to go without medical care or poor old people to eat dog food.  Similarly, it is probable that you don't fit into the box society has created for "typical Obama supporter," either.  Let's talk...maybe we will all learn something.  You can be anonymous if you wish.

Allrightythen! 

Too much information?  I am still the same gal ... now you know just a bit more a bit  more about me.  I hope that  you don't have smoke spewing from your ears.  I hope your brain has not exploded.   I really hope that we can still be friends and share a blogging good time and that you will continue to read my tutorials and buy stuff from me despite my gauche breach of political correctness!  My brilliant business major son urged me not to hit the send button  because he thinks that it will be my self destruct button...but a gal has to do what a gal has to do and I have faith in you, dear reader.

Keeping it real is kind of scary....but at least my stomach doesn't hurt anymore.  

 

EMBEDDED CUFF TUTORIAL, Part II

It is finished!  The piece is finally finished!  I love my new cuff bracelet and I hope you do, too.

I was delighted by the response I received to Part 1 of the Embedded Crystal Cuff tutorial and I have finally finished the piece.   I was originally looking forward to making a camouflage themed cuff, with lots of greens, browns, and black.   However, once I got the base felted, I couldn't seem to get moving on to the embellishment stage.  Every time I looked at the  piece, my hands and heart remained uninspired.  Bummer!  However, I have learned over the years that I need to go where inspiration takes me, so I decided to forget about the project for a while, leaving it to ruminate in the back corners of my addled brain.  A  KILLER FIND at a local estate sale, combined with  a peak at Kelly Burn's use of chain on the cover piece of Bead Unique magazine, got my creative juices flowing again.

I snagged a wonderful assortment of sewing embellishments at an estate sale last week...including a BAKELITE belt buckle!  YUMMY, YUMMY, YUMMY!  The lacy bits got me thinking.....Kelly's chain usage got me ruminating....and soon I was on a roll!

LOOK FOR THE TUTORIAL TO BE POSTED ON FRIDAY, MAY 6.

We are still waiting for a few slowpokes to get their photos in from the April Craft Challenge, but the ones that we have gotten have been pretty darn amazing!  We will have pictures of all of the projects as well as information about the creative process and the identity of the artists posted on the website by the beginning of next week.

Each participants received the kit pictured below---at no charge:

What a delight to see the varied and disparate collection of pieces!  Here are just a few examples of the stunning  submissions that we have received so far:

Pamela Maxfield, the talented owner of Bello Modo and her right hand employee, Shelly Haas crafted this incredible piece at right.

I found the asymmetrical quality of the piece very appealing.  The fiber flower packs extra punch with the addition of the Hot Fix Crystal Rock.  It is a statement piece that is a real show stopper!

Hannah Rosner of Good River Gallery did the incredible cuff bracelet pictured at left.  Hannah is an incredibly talented artist who seems to possess an unlimited bag of talents.  Be sure to check out her blog post on the piece, which details her creative journey!

Barbara Howard used our components and seed beads to paint the incredible picture highlighted above.  She actually embroidered the piece on a leather shirt!  Barbara had this to share about her piece:

My theme is the famous Foot Prints in the Sand. I used taupe pearls as the foot prints, the Swarovski squares for my camp fire on the beach, The Iron on Swarovski’s as the rock in the water, The Swarovski rings and gold pearls and seed beads for the sun and its rays.

Brand new felter Linda Ratka impressed me with her sophisticated hat!  It is nuno felted and hand sewn...truly a visual feast!

I first met Linda when she participated in the Nuno Felted scarf workshop that I taught for Swarovski this year.  Linda has clearly gone on to bigger and better things!  Way to go!

Thank you to all who have participated!  We have a new Challenge kicking off June 1....stay tuned for the details!

COMING NEXT WEEK:  Frugal Marketing Ideas for the Financially Challenged Retailer.

A Bad Business Model CANNOT be Fixed by Working Harder or Working Faster!

"Creative and Affordable Elegance" should become your crafty mantra as we proceed through 2010!

The current economy is impacting my world.   There have been a new wave of store closures happening in my neck of the woods.... beloved neighborhood restaurants have closed the doors, my favorite boutique is slowly withering as inventory sits and becomes "old news."    A local hair salon is clean, bright, and beautiful.  Yet, the owner struggles to make her rent payment and wonders how much longer she can hold on.  It is no fun for cash strapped shoppers and it sure isn't fun for the entrepreneur.

Daunting?  Don't let it be!  There are indie craft stores out there that are defying the odds and you can join their ranks.  I recently received the current issue of The Trends Journal and there is reason to be optimistic.  The author,  Gerald Celente,  is someone I have learned to take seriously.   He is like a human computer, sifting through facts and historic events to spot future trends. He analyzes data and predicts future events based upon that data.  No histrionics, no  finger pointing, no politics...just the facts, Ma,am.  Dragnet's Joe Friday would be proud.  Mr. Celente has predicted, years ahead of their occurrence, an amazing array of political and economic events.   I have become a believer in his abilities.

There is good news and bad news.  The bad news:  Mr. Celente is adamant:  we are going to experience "the crash of 2010."  He is looking to, among other things, a collapse of the commercial real estate market, which will ultimately lead to what he describes as "the Greatest Depression."  He supports his position with a plethora of factual data and I encourage you to consider it for yourself.

Now for the good news.....

Mr. Celente has identified "the next big thing" and you are a part of it!  People will be looking for something---anything--to make them feel better as the economy wreaks havoc on their lives.  During the Depression of the 1930s folks were able to escape to "the movie cinema" to vicariously experience the glamor and excitement of a distant Hollywood.  Going to a movie was a big event and the messages delivered were hopeful and uplifting.  However, as Mr. Celente notes "movie mania is not what it used to be and neither is Hollywood."

Celente believes that the next escape---and opportunity for big profit---will come as the "depressed and bewildered...fast food fattened downwardly mobile American public" responds to a return to elegance and quality:

 "People will have more time on their hands and less money in their pockets, and an ample opportunity to tap into creative talents formerly submerged beneath the exigencies of the 24/7 job overload.  Self-made style will become the new style.  The design-it-yourself, tailor/sew-it-yourself trend will span the socioeconomic scale and serve as a high-fashion equalizer.  It will take time and talent...not just money...to create great looks."

"The perfect storm of Elegance, quality, individuality, beauty and Depression-need will open new consumer markets for manufacturers, retailers and promoters who see it developing."

It sure makes sense to me.   I see it happening in my own life.  Hard times necessarily bring a concomitant need to enhance the spirit.  Crafting does it for me. My personal budget has been slashed so I am co-opting   my clothing budget/nail budget/hair budget to buy things that really matter....like craft supplies.  Interestingly, I am less inclined to focus on personal adornment when money is tight...somehow it seems too frivolous.   However, I am always willing to spend money to "feather my nest."  While it seems selfish to make yet another beaded necklace, I have no problem using up my bead stash (and buying tons more) to make a beaded table runner! 

After all, it is for the home, the family, THE NEST!   Toward that end, my recent crafty outbursts have resulted in a Nuno felted table runner for my living room...............

...... another Nuno felted table runner...this one for my kitchen....

.....a felted Rooster Pillow in my family room  ('cause everyone needs a rooster pillow) ....

 ...and a new valance for my daughter's bedroom window....

WHEW!  It has been a productive few weeks!  I was willing to spend money (carefully) in order to creatively feather my nest and totally dug the process.   There is a movement happening across the country... lots of like minded crafty types are snipping and weaving and sewing and gluing.   

Get 'em to do it in your store!

The "same old, same old" isn't going to cut it anymore. People need to watch their pennies and will be hesitant to spend them freely.  You are going to have to work hard to capture their dollars.  Leverage the affordable indulgence that crafting can provide. Think of less traditional ways to promote your current inventory.  For example, sponsor a city wide Design Challenge and see what an old sweater can morph into or what can be done with Nana's old jewelry.  Create several categories and offer prizes for the winners.  Better yet...schedule a "gallery night" to showcase the participants and invite the press. Even better...join forces with other crafty stores in your area to cross promote the experience.

You have the store.  You have the merchandise.  You have the chutzpah.  Now leverage your power and make it your mission to cultivate the success you desire!



In other news:

I am packing the boxes and heading to Tucson next week to teach at Swarovski's Create Your Style Event.  Although we will not have a booth this year, we still want to connect with you! 

SPECIAL EVENT FOR CUSTOMERS AND WORKSHOP PARTICIPANTS:

Please join me on Thursday February 4, 2010 for a FREE WORKSHOP on making Embedded  Felt Jewelry as well as a light lunch of Empanadas and Sangria.  The festivities are scheduled to last from 10:00 am  until 1:00 pm and all materials to the learn the basic technique will be provided ....NO CHARGE!   

Space is limited so reserve your spot NOW! 

Holiday Shoppers are feeling more "Bah Humbug" than frivolous.

The National Retail Federation just published its "Top 10 Holiday Trends" report and the news was daunting. You will need focus and imagination to get your share of the shrinking holiday dollar this season. The list, in a nutshell, is as follows:

1. The Recession is real. American's believe that the recession has NOT ended, looking to unemployment figures, rather than stock market activity, to gauge the pulse of the economy;

2. James Carvel was right... it is all about the economy! Gift giving will reflect the state of the economy, as more folks give homemade gifts, buy "joint" presents, and focus on necessities. 70% of those surveyed said they will be shopping at discount stores, while 11% said they would shop at thrift stores;

3. Sales and Promotions will rule the day. Consumers are waiting for big markdowns, and retailers are keeping inventory lean. Customers who wait until the last minute in the hopes of crazy discounts might be sorry;

4. Consumers will be reluctant to use credit cards. This provides an opportunity for retailers who offer layaway.

5. It is the thought that counts. People will be spending 17% less on friends, and 15% on co-workers this year;

6. We are all going to be eating more! Food related holiday spending is predicted to rise $10 per person, as we give gifts of food, or invite guests over for holiday fun.

7. People want to RECEIVE gift cards. This makes sense...in an era of extreme financial restraint, gift cards are like found money....more practical than another package of bath salts.

8. The internet will impact holiday purchases. One in three holiday sales will be impacted by the internet. Moreover, Savvy online retailers will use social media to connect with their customers. In fact, about 60% of the retailers surveyed said that they have improved their Facebook and Twitter pages in an effort to reach consumers.

9. Department Stores are where it is at for the 18-24 year old market; and

10. Impulse buying will be nothing more than a gleam in the shopper's eye. Budget constraints will rule the day.

Sigh. Retail ain't for sissies. The facts are simple:

Bad economy + Holidays = Reduced Holiday Spending.

What is The Crafty Retailer to do?

Put on your blinders, shut out the naysayers, and BE IN IT TO WIN IT!

OK...so people will be spending less this year. I bet you knew that before you read this blog post. Nonetheless, people will be spending SOMETHING. Your challenge, should you choose to accept it, is to ensure that the money that is spent...however paltry the amount....is spent IN YOUR STORE!

*Show your customers that shopping with you will enable them to stick to their budget. Offer store samples that reflect $10, $20, $30 price tags. Promote these Recession Busters in your newsletters and Bag Stuffers.

*Schedule classes that are in sync with the times. Consider a "How to Etsy," class that teaches your customers how to earn money with their love of crafting. Eva Arias of The Bead Boutique in Brandon, Florida has had great success with her Etsy class. The teacher is a customer who happened to mention that she sold on Etsy. Eva snagged her for the class and it has proven to be a store staple. "Recycle, Reclaim, Reuse" classes have gained in popularity as consumers have become more thrifty and more environmentally aware. Creative folks are using thrift store finds as a basis to "re-purpose" an object to give it a second life. An old sweater becomes a handbag, a pair of jeans becomes a pillow. A quick Google search of “reuse and recycle thrift store finds” turns up 445,000 hits! Ellen Luckett Baker of The Long Thread has a great tutorial for the holiday trees pictured at left, using old sweaters. Imagine a tree embellished with beads purchased from your store, or some crocheted embellishment from yarn on your shelves.

The Green movement is a trend that is here to stay, so you might as well embrace it. While you will not make as much money on a sale that is centered upon up-cycling an old garment, you will be able to sell the ancillary beads, yarn, etc. needed to turn the thrift store find into a masterpiece. Moreover, your willingness to provide a place to gather and craft will make you a hub of the crafty community. People will hang out and before you know it, you will have created a following that will be around when the economy recovers. Need more inspiration? Check out the latest issue of Altered Couture for creative eye candy.

Folks facing a crisis feel more in control when they are able to take action. It is your job to help your customer find the connection between the turbulent economy and the solace that crafting can provide.










Crafting is truly uncomplicated joy...spread the word!

MORE CRAFTY BUSINESS:
Your shop newsletter plays a critical role in your economic success. Use the newsletter as you would a letter to a friend. It should be warm, educational and playful. Give your customers a reason to read it, beyond the obvious desire to sell them something! Include a link to an interesting site, a free tutorial, or even a recipe. Here is one to get you started:

World's Greatest Banana Bread

2 cups of flour 1 teaspoon Baking Soda
1 1/2 cups sugar 1 teaspoon salt
1 1/2 cups shortening (Crisco) 3 over ripe bananas (the kind you would throw away!)
2 eggs Topping (1/3 cup sugar plus 3 teaspoons of cinnamon)
5 tablespoons milk

Preheat oven to 350 degrees. Grease two loaf pans.
Combine flour and sugar, then add all other ingredients except topping items and mix together. Pour batter into the pans and smooth tops. Bake for 10 minutes.

Sprinkle cinnamon sugar mixture over top of bread. Bake for 35 more minutes or until a toothpick inserted into the center comes out clean.

YUM!