e C t a r af t m i t t t l U s s G e n u i id e s u B
By GRACE DOBUSH
CINCINNATI, OHIO
S T N E C O N T
Introduction
4
Chapter 1: Do You DIY DIY? ?
6
Why Handmade
8
What’s “Indie”?
8
Motivations
11
Expectations
13
Journaling Prompts
16
Chapter 2: Biz Basics
24
Seing Up
26
Pricing
29
Pricing Strategies for Creative Types
32
Chapte r 3: Chapter Selling Out
50
Where to Sell
52
Get a Website
60
How to Not Sell
74
Chapte r 4: Chapter Indie Craft Shows
76
Are You Ready?
81
Application Process
82
Geing Prepped
86
Table Displays
89
Day of Show
102
The Postmortem
109
DIY Cra Shows
110
Organizing Organizi ng Your Own Cra Show 112
Three Reasons Why Discounts are Deadly
34
Boosting Production
36
Finding a Good Workspac orkspace e
38
Geing Paid and Keeping Track
40
Keeping It Legal
43
Sales Tax Cheat Sheet
48
Chapte r 5: Chapter Get Noticed
116
Be Your Own PR Person
118
Direct E-Mail
119
Social Media Advice
121
Geing Press
126
Advertising
138
Get Published
139
Chapter 6: The Next Level
142
Working for a Living
144
Maintaining Maintainin g a Personal Life
145
Forms and Templates
182
Taking Stock
148
Small Business Websites
194
Changes
151
Cra Business Websites
196
Going FullFull-Time Time
152
Suggested Reading
197
Staying Organized
153
E-Commerce Websites
198
Geing Help
154
Creative Business Conferences
199
OMG, I’m on Regretsy?
158
Indie Cra Shows
200
Yep, You’re on Regret Regretsy sy
160
Supplies
204
Profiling Your Most Valuable Customers
162
Seing Goals
170
Important Data and Passwords
205
Important Contacts
208
Notes
214
The Contr Contributors ibutors
224
Index
236
Dedication
238
About the Author Author
238
Epilogue
180
Appendices
Introduction STATE OF THE CRAFTY UNION Superstar perstar came Since the first edition of Crafty Su came out in 2009, a lot of stuff has changed.
More people than ever before before are selling their crafts online, onl ine, which makes it more challenging to get noticed. More makers are applying to sell at craft shows, which makes makes it more difficult to get get accepted acce pted.. On top of all that, t hat, the economy’s remained in the dumps, and everything’ ever ything’s gotten more expensive. But it’s not all bad news. Crafters have more options than ever before for online marketplaces, payment processing services and craft shows. Customers have become more familiar with the handmade ethos, and many more people are specifically seeking out eco-friendly and ethically-made products. People want to support their local artisans and businesses. Some of the crafters featured in the first Crafty Superstar book book have gone through changes since then. Some have stepped back from the craft cr aft world, world, and a few hav h avee become be come even even bigger superstars.
4
I’ve been through work and life changes my myself. self. I’m now the community manager for two major design magazines, and I’ve been traveling to speak at creative business conferences around the country. With a friend, I started an indie craft show here in Cincinnati, and we putt on t wo huge pu huge shows shows ever everyy year—in year—in additi addition on to to our day day jobs. I’ve sold my handbound books b ooks and linocut cards at some some of the biggest indie craft shows around the countr co untry—some y—some of which which have been great and some of whichh hav whic havee not. Bu Butt I’ve I’ve discov discovered ered that, for me, me, interacting with peop people le face-to-face pays off more (emotionally and financially) than trying to sell my goods online. We’ve created a real craft community here in the Midwest, one that supports many shows, consignment craft stores and business events—one that I’m proud to be a part of. So I’ve updated and revised the material that was included in my first book to make it applicable applicable to craft businesses bu sinesses today today.. This is a book that can help you get started with your craft business—and grow with you y ou as your business ev evolv olves es and chang changes. es. I’ve inc inclu luded ded my fav favorite orite small-business resources, the advice of dozens of crafters and helpful tips from experts to help you make your creative business everything you y ou want want itit to be.
5
Chapter 1
Do You DIY? Crafts have gotten so popular in the last decade that sometimes it seems like everybody and their grandma are getting on the business bandwagon. bandwago n. And with the dismal economic e conomic environment, environment, lots of folks are seeking secondary secondar y (or tertiar tertiaryy) sources of incom income.e. This chapter explores the reasons for the handmade craze and explains some of the terms that get tossed around. You’ll also figure out what direction your biz sh should ould take by medi meditating tating on your motiv motivati ations ons and expectations. If you just want to cash in on the handmade trend, you y ou ma mayy be disap disappointed. pointed. Profits do donn’t com comee easy, and there there’’s a lot of competition in the DIY marketplace. If you need to make bucketloads of cash to have fun with craft, your heart isn’t in it—and buyers will be able to tell. (And this book isn’t for you.) But if you really believe in yourself and the things you create, you should go for it. At worst, you lose a few bucks in Etsy listing fees. At best, you get your crafts into the hands of people peop le around the the world world and and make make lots of new crafty friends. Off we we go! go!
Indie Craft Trends In 2009, Garth Johnson said: “Aer “Aer some careful analysis, I think brass knuckles are the new octopi, which were the new owls, which were the new sparrows. Check it out! There are about 200 different brass-knuckle–related items on Etsy right now.. Sell your stock in octopi and jump on the brass now knuckles train.” Indie cra trends never cease to amuse me: One maker will use a kooky (oen vintage-inspired) motif on a bag or T-shirt, and next thing you know, it’s at every cra show and then finally pops up at a t Target Target and H&M. My web developer friend Paul Henrich and I created the site Cras are the New Cras (www.crasarethenewcras.c (www .crasarethenewcras.com) om) to poke fun at a t the cra trends popping up. And then I made my Indie Cra Trend Engine, an analog version of the website. I built this “engine” “engine” out of a shoebox, poster tubes and an oatmeal canister.. People can turn the knobs to come up with canister a prediction about what the next big cra trend will be. (Ibexes are the new sparrows? Arugula are the new ne w cupcakes? Mustaches are the new mustaches?) And then, for $3, I print their pairing on a card with hand-carved stamps.
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J es s se B rey t te n b b a ac c h o n n . . . Mo t ti i v v a a t t i i o o n n s s
Jesse Br eyte nbach is an i llustr ator and pr inted f abr i cr aer in So cs and many uth Af r other things ri ca who mak u n d es beautif ul er the name “ I think if I on handHenr i Kuiken ly wanted to s. make money so. W hen I d , ther e ar e f a iscover ed cr a r less compli f or ums on of ideas. Pr o cated ways o the Inter net, fit does com f doing I ju j u e s t i nto it—I pr ice wanted to be line with oth my goods to par t of that s er cr aer s an make money har ing d par tly beca pr ofitable. I’ d , par tly to ke use I think it’ love to make e p in s only wor th a living doing day j jo ob complete d o i n g o i f n it is actually ly what I love ly. , but I’ m not r eady to give “ I’ m also not up my sur e that I’ m the kind of p that to come er son who c up with a line an wor k out of pr oducts is j ju ust that—a lo what will sell j ju udged pur ely ve. I en j jo and r efine oy making ne f or pr ofit. Pa make them. I w r t t o h f i n m g oen take in s, and I par ti y love of cr a cular ly en j jo spir ation f r ing pr obably not r o o y m figur ing out h my own lif e, the best bus ow to making what iness model. I need or wa “ Helping the nt, which is envir onment is a backgr ou and pr ey m uch stick to w nd motivatio n—I make thi hat I can mak tr y to use f o ngs on a sma e myself , pr o und or vintag ll scale ducing as li e f abr ics—my waste’ one. I le waste as p initial motiva didn’ t want t ossible. I tion f or bloc o have silksc could cr eate k p r r i n e t e ing f abr ic wa ned yar dage a f ew motif s s a ‘ no that I might n that I could p cuing out th ot use; I thou r int in diff er e e pieces of f ght if I nt paer ns a abr ic f or a ba s I needed th g fir st, and th em, even en pr inting, I ’ d be able to save f abr ic.”
What Drives Your Craft? Try this checklist on for size—check as many motivations as apply.
Making a profit Making a living Having fun Creating a brand Serving a cause Helping the environment Growing your local economy Other: ____________________ ______________________ __
These are all good reasons to try to take your craing to the next level. One of them or some of them may apply to you. Or you can make up your own motivation. Whatev! Just be sure your business plan matches up with your motivations.
EXPECTATIONS Aer you’ve chewed on your motivations for a while, it’s time to take stock and think about what you’d like your business to look like and if you can really make it happen.
Would I have fun crafting for others instead of myself? That beaded cochlear coin purse you fussed over for so many hours will go home with someone else aer the cra show. Can you bear to never see it again? It’s a lile like giving away kiens. Rough, dude. If you’re accustomed to giving away all your creations for birthdays and holidays, you’ll probably be fine. If you’ve stashed away every amigurumi you ever hooked, you might have a problem.
Would I have fun making similar things over and over? Unless you specialize in one-offs, you’ll likely find a few things that sell like gangbusters, and you’ll cra to meet the demand. This can mean long nights and a lackluster social life, plus puing your personal projects on the back burner. It could also mean developing a repetitive stress injury. That’s why finding joy in craing is so important. You don’t want to lock yourself up like you’re in the Triangle Shirtwaist Factory until you perish in the flames of your cray desire.
Do I have the cash to beef up my output? Buying more fabric, paper and rickrack might not be so bad, but what if you need a heavy-duty sewing machine, a ginormous printer or an industrialrevolution-size loom? These are things to consider before you bite off more than you can sew. If you’re serious about growing your biz, a loan might be something to consider. consider. Or it might mean dipping d ipping into savings, reworking your household budget or canceling cable. If you have no pennies to pinch, it’s it’s time to get creative in your approach to production. Look into renting equipment or studio time, or reconsider the way you make things. Do you really need virgin wool, or can you use thri store sweaters? Upcycling is a great way to cut costs, and it’s a great selling point for your goods.
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Oliver a Br at ich
O l li i v v e ra B ra t ti i c c h o n n . . . Ap p pr o a ac c hi n ng g S ho p ps s
opened W ho lly
Cr a in Colu mbus, Ohio, “ Bef or e app r oaching us, in 2005. do a lile ho see if your it mewor k. If y ems would b ou can, visit e a good fit a not in the ar the shop in p nd if we car r ea, r ead all t er son to r y a n h y e thing similar inf or mation cr aer s we w alr eady. If yo off er ed on th or k with. T hi u’ r e website an re s will give yo displayed an d check out u a good ide d sold in, and other a of the cont how best to e x t y o a u p r p r oach the sh wor k will be “ Appr oach a op. shop with a selection of of unsold ite your popular ms you have designs and leover f r entir e line, s ro m a cr a f pieces, not t o show your a i r . he stack W e h b a e v s e t wor k. If you consider atio t o m a k e a d ’ r ecision on yo n, invest a li re submiing ur le time in lea wor k online discour aged r f n o i r n c g by r e j je o t n o s t i g a e n ke good pho ction f r ment ro m any sho T he shop ma tos. And nev p. Oen it’ s y not be a go er get not a dir ect od fit f or you similar . In ou r e fl e c r t ion of your w style or they r case, our s or k. might alr ead pace is pr e items in a pa y car r y limited, so r r ticular cate y s o m ething at times we’ r gor y until we re not taking clear out wh any new at we have t o make spac e.”
58
Mix-and-Match Packaging Concepts
k Choose one (or two) items from each container to come up with a packaging concept that works best for you.
Basic Package
poly bag
takeout box
cardboard box
shoebox
envelope
cloth bag
lunch bag
paper grocery bag
gi box
butcher paper
scored fold-over mailer
poster tube
glass jar
static-proof bag
glassine paper envelope
paper coffee cup
burlap sack
reusable tote bag
mesh pouch
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Quiz: What Kind of Crafter Are You? You don’t need to be the next Jenny Hart to clean up at a cra show, but you should have your lile ceramic pirate ducks in a row. row. The results of this quiz will give you tailored suggestions s uggestions for taking on the indie cra show circuit. 1. Are you already selling your stuff online or in shops? a. Here’s my URL and my publicist’s number. b. I’ve been thinking about it. c. Why would I? My My grandma buys me out out before anyone else can. d. Yeah, on Etsy!
2. Does your business have a name? a. b. c. d.
Yes, and a trademarked logo and a spin-off brand brand for kids. Not really. Kat’s Kountry Kras I just came came up with one: Gliercra Fluerbuy!
3. Have you spent much time developing and perfecting your cras? a. Well, yeah—otherwise I wouldn’t have goen that shoutout in BUST . b. I feel most secure when covered in glue. c. I’ve got toilet paper cozies down to a science. d. I do most of my craing at my weekly Stitch ’n Bitch.
4. How would you describe your style/aesthetic? a. b. c. d.
Sleek, chic and cheeky. cheeky. Quirky,, dark and entirely indie. Quirky indie. Potholders only my grandma could love. Sparkly,, fluffy and fun! Sparkly
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EPILOGUE If I had to boil down this book’s book’s advice to three points, it would be these: Be informed.
Be confident.
Be yourself. yoursel f.
is just a jumping-off point in your pursuit of indie Cray Superstar is business. I’m not a tax wizard or lawyer—I’ lawyer—I’m m just a craer like you—so you should definitely follow up with an expert on your financial and legal questions as you build your business. And you absolutely need to build relationships with other craers and creatives. Whether it’s starting up an event in your own community, traveling to meet other craers or joining an online group, making cray friends has been my favorite part of being in the cra biz. We’re all in this for the love of cra, and our flaws and quirks are what make us—and our products—unique. No one else can do what we do, and that’s why our work is valuable. Have fun with whatever you do. Make your own rules and change them whenever necessary. If you don’t want to build a Martha Stewart-size empire, don’t put that kind of pressure on yourself. Make audacious goals, and don’t be afraid to change them as your business grows and changes. Talking to all the craers in this book got me hella excited, and I hope you feel the same way. We’re all in this crazy cra business together, and sharing our experiences can only make us stronger. Channel your chutzpah and be the cray superstar you always dreamed of!
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DEDICATION For my cray grandmas, Frances and Marian.
ABOUT THE AUTHOR Grace Dobush is a writer writer,, editor and craer based in Cincinnati, Ohio. By day, she’s the base executive editor of HOWInteractiveDesign.com exe and the community manager for HOW and and Print magazines. By night, she’s a co-organizer Pri of Cincinnati’s o Cincinnati’s biannual Cray Supermarket, and she’s sold her handbound books and an linocut cards at shows around the country. lin A proud alumna of Kent State’s journalism sschool, Grace has wrien about cra, art, design and other random things for Wired , HOW , Family Tree Tree Magazine Magaz ine and The Artist’s Magazine, among others. Learn more at www.craysuperstar.com, and keep up to date with her on Facebook at www.facebook.com/craysuperstar and on Twier Twier at a t @GraceDobushT @Gra ceDobushToGo! oGo!
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CRAFTS
CALLING ALL CRAFTERS! Let’s face it, peeps; the craft business world can be a tough one to navigate. Luckily, you have the Crafty Superstar by your side! This updated and expanded guide will navigate you through the ins and outs of setting up shop, advertising your wares, braving the online marketplace and becoming a craft show maven. You’ll find expert advice from Grace Bonney, Cinnamon Cooper and April Winchell, as well as downloadable forms to keep track of your budget, organize your craft show applications and calculate prices and sales tax. Yes, you can sell your crafts, make extra cash and have it all! Inside you’ll find out how to :
Sell your handmade items ¥ Get publicity and press ¥ Put together an awesome packaging concept ¥ Rock the indie craft show ¥ Set goals, plan for the future and balance life and crafts ¥
Running a craft cr aft business can be a challenge, but you’re up for it, right? Get organized, get noticed and get selling—the Crafty Superstar will show you how!
US $19.99 W7388 ISBN-13: 978-1-4403-2037-8 ISBN-10: 1-4403-2037-3
(CAN $20.99) (UK £14.99) 51799
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