Next Show:

How to Find Responsible Manufacturers to do Your Craft Production

January 10th, 2010

Many professional crafters have thought about outsourcing their production at one time or another.  But if you’re a “solopreneur”, you probably don’t have the time or money to visit factories or cooperatives overseas.  So how can you tell which manufacturers are responsible companies, and not toxic sweatshops employing underpaid toddlers?  One way to start narrowing down the list is to look at international manufacturing certifications.  These certifications are awarded by independent, international, non-profit auditors, who inspect manufacturers’ operations so you don’t have to.

caringfactory How to Find Responsible Manufacturers to do Your Craft ProductionThere are number of different international agencies that provide myriad certifications, but here are a few of the most relevant ones to get you started:

Though the ISO no longer publishes an annual list of certified companies (which blows, by the way–please fix this ISO!), many national and state governments/NGOs publish their own lists, which are easily Googled.  Here are some (not always current) lists for the U.S., Canada and Thailand.

The ICTI does have a database for factories that are CARE-compliant, but the search fields don’t seem to work very well.  I recommend clicking “Submit” without entering or choosing anything, and just browsing the list.

The FSC has a fully functioning, searchable database.  Hallelujah!

Tags: , , , ,
Posted in Indie Business | Comments Off

Ask Biz Miss: Sustainable Fabric Sourcing

September 30th, 2009

**Note: though this is a very respectfully worded request (note how she doesn’t ask specifically for my sources), it is considered good etiquette to ask advice like this from someone with a related but non-competing business, like someone who’s in fashion, or who makes baby products.  That said, when I had this exact question starting out, I asked the plush toy makers down the block from me.  They were more than gracious and generous in their help, so I’m paying it forward to all of you.  For more on the subject of crafty business etiquette, please see this article I wrote for the Bazaar Bizarre San Francisco blog.

I am currently designing my own line of stuffed animals (not meat products) and would really appreciate your advice.  I would like to make a product that takes the environment into consideration.  I am finding it extremely difficult to find recycled fabrics.  I did find recycled polyfill.  Any advice you can give on finding an environmentally aware manufacturer and materials would be greatly appreciated.

As far as sustainable fabrics go, it is difficult to find them outside of the hemp/wool/cotton/natural fibers area, but there are some polyesters that can be made from recycled plastic, such as fleece and fake furs.  I have never found a place to purchase these in small quantities, so I source my fleece in China, where the minimum for each color is 300 yards.  (I was lucky enough to have a friend whose toy company runs a reputable factory in China.  They were able to point me towards fabric mills there.)  There is a fleece called EcoFleece and a short fur called EcoPile, both available in the U.S., but these lines also require large wholesale orders.  You’ll have to do some calling around and searches through wholesale directories like ThomasNet to find them.  Some manufacturers only make/carry a set of common colors, and others can dye your fabric in any color you choose.

There is also an organization here in San Francisco called People Wear SF that held a small sustainable fabric trade show twice last year. If they do it again, it would likely be in the next month or two.  If not, someone there might have a list of past exhibitors you can contact.

Since you are starting out small, you may have to make some compromises about your fabrics.  For example, you might consider buying fabrics from a creative re-use center or something similar.  I don’t know where you are located, but here in the Bay Area we have S.C.R.A.P. in San Francisco and the East Bay Depot for Creative Re-use in Oakland.  At these places you can buy fabrics otherwise destined for the landfill and you will have lots of choices when it comes to fabric type (but maybe not color/print as much). You can also pilfer clothing and pillows from thrift stores.  Felted sweaters make excellent no-fray fabric for toys and some stores sell by the pound.

You can also just buy off-the-shelf fabrics in the beginning, and try to maintain your commitment to the environment in other ways (which is what I did).  You’ve already found some recycled fiberfill (Carlee sells this in bulk in New Jersey or you can buy corn-based fiberfill from your local fabric store), which is a good start.  You can also ship your toys using only recycled and/or re-used packaging, and you can plant trees or buy credits to make your business carbon neutral.

I hope this helps. There’s unfortunately not a lot of information out there regarding material sourcing, because it’s one way small businesses discourage competition.  If any readers have info they can share, please add it to the comments.  Thanks!

Tags: , , , , , , , , , , , , , , ,
Posted in Indie Business | 4 Comments »

Ask Biz Miss: Licensing

September 15th, 2009

I was approached my someone who wanted to talk to me about licensing my work.  I was a little skeptical since I’ve never been approached with an offer like that and I wouldn’t know where to begin to look up the legitimacy of a licensing company.  Would you have any tips or advice for a newby starting out that would be interested in licensing their work?  I would hate to get involved in something that would not be in my best interest or in the interest of my work.

I’ve only ever licensed my work to other small businesses, so I don’t know what kind of situation you’re in, but in general, if someone is asking to license your work in the first place, they’re probably acting in good faith.  Most folks who aren’t will just rip off your designs with poor (or in some cases, even exact) copies and won’t ask you at all.  That said, businesses act in their own best interest and are happy to take advantage of your naivete.

A standard licensing percentage for a small business is 5% of gross sales, and the contract is often exclusive to the particular product for a limited time.  For example, a company might license your design to print on notebook covers.  Your agreement would likely give them an exclusive license to print on notebook covers  for two years (which may also exclude you from doing this if you’re not careful).  Under this agreement, you would still be able print your design on t-shirts, fabric, etc., or license them to someone else who would.  No matter what, you should never sign an agreement until you’ve seen a sample of the product that’s being made with your design.  It’s the only way to make sure you’re associating your work with a quality product.

If you’re looking at a much larger licensing deal with a bigger company, I would suggest hiring a lawyer to help you negotiate a fair contract, at least the first time around.  The Renaissance Business Center here in SF can point you to some free and cheap legal advice.  You can also find a good counselor there.

I can also recommend the book Your Crafts Business by Nolo Press.  Nolo is a do-it-yourself legal publisher.  There’s a whole chapter in there on licensing and the book comes with sample agreements.  Also, this article recently posted on Crafty Chica is helpful.

I hope that any deal you make is both fair and profitable.  Good luck!

Tags: , , , ,
Posted in Indie Business | Comments Off

Handcrafted Publishing: a Conversation with SF Zine Fest Organizer Francois Vigneault

July 6th, 2009

This August 22nd and 23rd marks the ninth anniversary of one of the Bay Area’s most anticipated gatherings of small publishers and authors, the SF Zine Fest.  I particularly like the Zine Fest because it’s more laid-back and intimate than something like Comic-Con or A.P.E., and it really celebrates the connection between Zines and other crafts.  I wanted to share some info about this event with you, and about the world of small publishing in general, so I went straight to the source and asked Francois Vigneault, the organizer of the Zine Fest for the past four years.

For those of us who are unfamiliar with the event, what is the SF Zine Fest?

zfposterweb 192x300 Handcrafted Publishing: a Conversation with SF Zine Fest Organizer Francois VigneaultThe Zine Fest is a free annual festival celebrating zines (i.e. small-press magazines and other publications covering almost every imaginable subject and format) and other creative works coming out of the DIY ethos. The SFZF has been in existence since 2001, when Jenn Starfiend founded it; I have been involved with the Fest for the last four years.

This year the Fest is on August 22 &23, at the San Francisco County Fair Building (the same spot the Holiday Bazaar Bizarre SF happens in), which is this adorable 70s-style building right in the middle of Golden Gate Park, it’s really beautiful!

Every year we have hundreds of creators and small-press publishers selling, trading, and otherwise sharing their work with the public. Additionally, we always run a pretty expansive slate of workshops and panels on everything from screenprinting to nature journaling, hopefully inspiring the attendees to try their hands at making their own zines, mini-comics, or other DIY creations.

Who might be interested in attending SFZF?

exhibitor Handcrafted Publishing: a Conversation with SF Zine Fest Organizer Francois VigneaultWell, the short answer is anybody! We’ve been growing every year, and now we bring together over one hundred zinesters, cartoonists, poets, crafters, printmakers, and other artists with an audience of well over 1000 attendees. Of course, anyone who’s ever been a fan of a zine or indy comic should definitely come; with our mix of zine stalwarts like John Marr (Murder Can Be Fun), new stars like Esther Pearl Watson (Unloveable), and totally unknown (but totally awesome) first-time creators, you’re sure to come across something that will rekindle your love of DIY expression. But it’s also a great show for anyone who’s just interested in checking out what’s going on artistically outside the purview of the mainstream.

What are some highlights we can expect at this year’s Zine Fest?

As the Zine Fest gets a bit bigger, one of the benefits is that more and more out-of-towners are coming to the show… This year we have a major contingent of creators and publishers from Portland, Oregon, coming in for the show: Theo Ellsworth, Sarah Oleksyk, Sparkplug Comics, Tugboat Press and others… I guess it’s a great excuse to visit San Francisco!

Another new thing for us this year is that our posters will be extra-fancy: Aaron Cohick of New Lights Press and Hello! Lucky will be letterpress printing our Special Guest Andy Hartzell’s awesome zine love-in design! We will be selling them at the Fest and online to help raise money for the show; they are going to be really, really nice.

Oh, and it looks like we will finally get our act together and have an official Zine Fest party this year! We’re still working out the details, but as soon as we’ve got it set in stone, we’ll announce it on our blog.

Where do you see the small publishing/zine movement in the Bay Area going today?  What has it been like historically?

pile o zines Handcrafted Publishing: a Conversation with SF Zine Fest Organizer Francois VigneaultIt’s funny, I realized the other day that the Zine Fest started well after what’s considered the height of the zine trend of the nineties, and yet we still grow every year! So I definitely think that any rumors of self-publishing’s demise are greatly exaggerated. I find that in the Bay Area there is a robust artistic community at large, and there will always be new folks making little publications to express themselves. If you just walk into a zine-oriented shop like Needles & Pens or Rock Paper Scissors you’ll be faced with dozens of titles, from the autobiographical to the political.

San Francisco has a tremendous history of small-press publishing. Robert Crumb, Spain, and other underground cartoonists are almost as symbolic of the City in the 60s as bands like the Grateful Dead, and of course there are the Beats: Lawrence Ferlinghetti’s New Lights Press publishing Allen Ginsberg’s Howl in the 1950s, there were only 1000 copies in that first edition! Of course, there is so much more; the San Francisco Public Library has an amazing Little Maga/Zine Collection with over a thousand titles. Andrea Grimes, who runs the collection, participated in a roundtable discussion at the Zine Fest a few years ago; I’m hoping to have her give a talk on the history of zines at this year’s Fest.

What is the role of craft at the Zine Fest?

screenprinting workshop 11 Handcrafted Publishing: a Conversation with SF Zine Fest Organizer Francois VigneaultA definite trend that I have seen at the Zine Fest is the increasing level of handicraft which folks are putting into their zines, mini-comics, and other projects. It’s become much more common to see zines with screen-printed covers, elaborate bindings, and other embellishments. I think part of the trend can be tied into the rise of the blogosphere; now that there are so many venues to share one’s writing and artwork online, I see a proportional  emphasis in the DIY publishing world on the tangible nature of the zine as object, something which the creator has invested time and love in so that it could exist as a real thing rather than just clicking “publish” and it is instantly on the internet. Of course, some of our creators really take this to the extreme, and their art is in large part about the craft that goes into it; for instance, every year I am just blown away by what Tom Biby and Jonathan Fetter-Vrom of Two Fine Chaps come out with, like hand-cut pop-up diorama books!

We also always have a healthy showing from the broader craft community, from quilts to needle-felted monsters! Although our emphasis will always be on zines and self-publishing, we love to see creative types from other disciplines at the Fest, there is so much overlap between all these different crafty interests.

What advice can you give to people who would like to start small-/self-publishing?

exhibitors2 Handcrafted Publishing: a Conversation with SF Zine Fest Organizer Francois VigneaultThe great thing is that it is a really easy field to try out! There are really no rules in regards to a zine’s content, format, theme, or even quality; everyone can and should make a least one in their lifetime. I personally feel it’s hard to go wrong if you just try and document some aspect of life which you find interesting, even if it seems silly at first. For instance, I’m a bird watcher, and I have a zine I’m bringing out for the Fest that’s called Bird Brain, it’s all the notes and sketches I make while I’m out doing that. It’s not like I’m going to necessarily have anything new to say about the barn swallows and great horned owls I’ve seen, but I think there will be some interest for people in just seeing my point of view on something I care about.

What are your hopes for the Zine Fest and small publishing in the future?

It’s funny, but I think the economic downturn will be good for the world of self-publishing and small press in some ways. During the recent boom, lots of great creators from the small-press world were (deservedly) getting publishing deals for their work in the mainstream press. Now that the economy is in rough shape, a lot of those folks are having their series canceled, unfortunately. But these creators still want to make their art, happily, so I foresee a return to self-publishing for them. It’s a really welcoming place!

As far as the Zine Fest, I basically just want to connect as many creators with the largest public that I can, and hopefully facilitate the development of new artists, too. I’d like to run more workshops; I love to see folks realize that they can express themselves through art and craft, from screen printing and bookbinding to illustration and writing. Everyone’s got a story to tell!

Photos: 1. SFZF 2009 Poster – Art by Andy Hartzell 2. Nicole Bennet from Family Style Jamboree zine.  3. Some of the many titles which have been featured in years past.  4. John Isaacson teaching a Zine Fest 2008

attendee about silk screening.  5.  L-R, Renée French (Micrographica) and Trevor Alixopulos

(Hot Breath of War).

Posted by Biz Miss

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,
Posted in Craft Shows, Interviews, Shopping Indie | 1 Comment »

Biz Miss Asks: Green Business Certification

July 2nd, 2009

Did you know that in addition to running the Bazaar Bizarre and working full-time in science education, that Jamie Chan and her husband Blas Herrera also own Urban Fauna Studio, the best little fiber arts shop in San Francisco?  It’s enough to make a girl feel downright lazy.  Ever the overachievers (and responsible business owners), Blas and Jamie recently went through the process to make UFS a certified green business.  Jamie agreed to share their experience with me so we can all become green businesses, too!

First a little background on their business: Urban Fauna Studio sells independently made (Indie) and eco-friendly craft supplies and tools. They focus on ecologically and socially considerate manufacturing practices (i.e. no-petrochemicals used, sustainable raw fibers and woods, biodegradable products, and recycled materials), products made in the US and handmade items. At UFS you can explore fiber arts such as spinning, knitting, felting and weaving. They offer a revolving series of arts and crafts workshops for small groups (see their calendar for details). At Urban Fauna Studio they believe in supporting fellow indie crafters. They host a growing community of consignment artists and crafters, all of whom are committed to bringing quality handmade goods to their customers. Blas has a background in environmental science and Jamie is a science educator. Both of them come from families that have long enjoyed the fiber arts, crafting and DIY.

Why did you decide to pursue green business certification?

Just because many shops are independently owned and selling green products does not make their business practice green. We decided that a more genuine commitment to sustainability was to get certified by the San Francisco Green Business program. SF Green Business helps San Francisco businesses adopt environmental practices that are sustainable as well as profitable. They set stringent criteria, provide technical assistance, and publicly recognize and promote Green Businesses with a seal that enables customers to shop in keeping with their values. The Program is made of up of three City agencies: the SF Department of the Environment, the SF Department of Public Health, and the SF Public Utilities Commission.  We are the first fiber art and craft shop in the SF Bay Area with a green certification. We feel this sends a message to our customers and our fellow business owners that our commitment to sustainable retail goes beyond selling green, we live green too. It’s not hard to do considering many of us engage in green practices in our personal lives.

What are the benefits of being a certified green business?

San Francisco Green Businesses can save money by implementing practices that lead to cost savings in energy, water, and garbage bills. We have sought out a greener web provider who uses 100% green

renewable energy, Carbon Neutral, who was actually less expensive than our previous, non-green, web hosting provider. We also participate in Carbon Offsetting with our electrical company and reduced our garbage bills.

We use all non-toxic, plant based cleaning chemicals which make us feel safer in our workspace and for our customers entering the store. We buy 80% post consumer, chlorine-free, recycled toiletry papers, 100% post consumer, chlorine-free printer papers, and 80% post consumer, chlorine-free business cards and promotional materials.

We enjoy a marketing edge over the competition. Coupon books, web site listings and other promotional strategies are fine. But a certification system with this level of transparency about standards and regulations makes us feel secure that people will know we are not trying to “green wash” them with hype.

Blas spent his college career studying environmental policy and social justice and I have studied marine sciences. We have seen the data firsthand and know this planet is not heading in a good direction with our current rates of consumption and use.  He and I both care very much about the future of our environment and we want our business to reflect that. The biggest benefit is the peace of mind that this certification brings, that we are helping to make our local and global community better.

How long did it take over all?

We started the certification process right before we opened our shop.  So about 10 months.

What did it take to earn the certification?  Were there requirements you found particularly easy or difficult to fulfill?

We had to submit a written application and then a detailed table or checklist of actions we would take to make our business meet their retail business standards. Then we had a phone consultation with some

follow up e-mails. There was an initial site visit from a consultant. Between that time we had more e-mails and to provide more evidence that we were engaging in green practices. This included taking pictures of certain parts of the store, providing bills and proof of certain services.  Then there was an on-site assessment to verify that San Francisco Green Business standards are being met. We had a few more things to change and follow up on after our assessment. After submitting our changes, our San Francisco Green Business status was awarded! We were listed on the site within two weeks and warmly welcomed into their community. Nothing was particularly difficult. It was at worst, annoying and eye-opening to realize how every detail of our business could be greener. We thought we were “green” already and it was good to know that someone else was there to ensure we got all the aspects of our business to be more sustainable.

Would you recommend the process to other crafters/designers or only to people with stores?

Yes, if your business is certifiable we would suggest it. They currently certify hotels, restaurants, offices, retailers and dentists. This INCLUDES home businesses….and we do mean you, indie crafters! Your studios, offices and work spaces within your home can be certified. It does not take a long time. Our case was an exception, most applications should be approved within 4-6 months.  There is really no reason not go through the process if you can devote the time. We estimate that we spent no more than 20 hours total on this certification process. The certification program in SF is free of charge.  Many towns have a green certification program…we encourage you to look at your options and get involved.

Did you get any help during this process?

Nope. We didn’t know of any certified green indie retailers at the time, but now YOU do! Feel free to contact us. We are willing to answer questions and in general help to promote other green indie craft businesses. The nice thing about being indie is that we all really DO need each other to make an impact in the world of corporate run, big box stores. Being green together, being transparent about our goals, is a good thing. Lean on people in your local business community, you’ll be surprised about how much you can gain from it.

Well, folks, there you have it.  I’m definitely going to look into this for my own home office.  Thanks, Jamie!

Posted by Biz Miss

Tags: , ,
Posted in Indie Business, Interviews | Comments Off

Crafty Business Questions: Self-Shipping

June 23rd, 2009

Is it worth all the trouble to give my customers multiple shipping options?

Well, that all depends on what you mean by “options.”  I wouldn’t necessarily recommend offering multiple carriers but it’s okay to offer multiple speeds.  In other words, choose just one company to ship with, such as UPS, FedEx or the US Postal Service.  If your web site’s shopping cart automatically calculates shipping costs, you can offer multiple delivery options such as First Class or Overnight, but if you have to enter those prices manually it may not be worth it to have to stay current with rate changes.  Some sites, like Etsy, never let you choose more than one service or delivery option to a given destination.  That’s fine.  Just add a line to your FAQs, policies, or product pages that asks customers to contact you if they need expedited shipping or prefer a different carrier.

Can I charge for “handling” if I ship products myself?

Absolutely.  I think it’s crazy that people believe their customers won’t buy from them if they charge more than the cost of postage to ship something.  Packing materials aren’t free and neither is your time.  Charge your normal hourly rate plus the cost of your shipping materials and postage.  For example, if it takes you five minutes to ship something (i.e. look up the order, pack it, address it and print out shipping labels) and you pay yourself $25/hr., you should charge $2.08 in addition to the cost of the box and the stamps.  This is not unreasonable.  If you still feel funny about it, though, feel free to lay out the charges in your FAQs or Policies page.  Don’t sweat it if a customer refuses to buy from you because of this.  You don’t want a relationship with someone who thinks your time is worthless anyway.

How can I keep the time and cost of shipping as low as possible?

Whoa.  Big question.  Let’s tackle time-saving first.  The most important thing is having the right supplies around.  I keep all of my shipping materials in one place, including a postal scale, address stamp, padded envelopes in sizes that fit my most common items, and the most common denominations of stamps I use.  I order most of these in bulk from places like Quill and Uline.  The shipping is usually free and my order often arrives in 1-2 days.

postalsupplies Crafty Business Questions: Self Shipping

My postal scale is a regular spring-loaded Dymo scale with the postage prices printed right on the dial.  I place my package on top, and the needle points to the correct First Class postage price so I don’t have to look it up.  The Priority Mail and Express Mail prices are also printed on the front in a grid.  My only complaint is that the replacement dials they send when the price goes up are slow in coming and expensive ($15).  I looked into postage meters, too, when I was first starting up, and I determined that they are not worth the monthly rental fee unless you send hundreds of First Class envelopes each month.

I keep tons of $0.44, $1, $0.17, and $0.20 stamps around because any First Class package can be mailed using just those four denominations.  It’s often much quicker to address an envelope by hand and use stamps than it is to go online and print out the shipping label.  On the other hand, if you’re mailing something that has tracking info or doesn’t fit in your corner mailbox, it’s usually better to create the label online.  The shipper will send the tracking info to the customer for you and you can drop off your shipments at the post office or hand them to your driver/mail carrier.

Now for cost-saving.  Firstly, the more you can store, the better.  Having space to save shipping materials allows you buy in bulk and and to reuse the boxes, bubble wrap, etc. that you receive from other senders.  Secondly, become familiar with shipping classes and delivery times.  For example, what the USPS defines as a “letter” can be surprisingly large, thick and heavy.  Just beware of uneven or weirdly-proportioned envelopes.  USPS machines can’t handle them so they require a $0.20 “non-machinable” surcharge (hence my stash of $0.20 stamps).  In another example, UPS always delivers Ground shipments within the Bay Area in 1-2 days.  There is therefore never any reason to pay the overnight rate on a local shipment.  It arrives just as quickly at the lowest price.

Thirdly, I’ll reiterate that you should use online shipping labels for any package that uses tracking info.  Most carriers will give you a discount on postage bought online.  You can also schedule a free pickup for most online shipments, which allows you to save on gas money.

Lastly, make friends with your delivery people.  Learn the names of your UPS driver and your mail carrier.  Ask them how they’re doing.  Leave them tips or gifts at the holidays.  Not only are they competent human beings who deserve to be treated as such, they are often happy to do you favors and help you solve problems with your shipments.

Most of the complaints I receive from customers have to do with shipping.  How can I avoid this?

Shipping issues are by far the most common complaints I receive from customers as well, but I’ve been able to reduce them significantly by posting clear and specific shipping policies to my website and Etsy shop.  If an issue ever comes up that isn’t covered by those policies or falls within a grey area, I solve the problem to the customer’s satisfaction and then update the policy page so it never happens again. In addition, I sometimes put the answers to the most common shipping questions on the product page itself.

You can also reduce the number of complaints by offering fewer shipping options.  This may sound counter-intuitive (customers prefer choices, right?), but it ultimately makes for less confusion and frustration.  You can always let the customer contact you if they’d like special shipping arrangements.  If you’re able to provide them, great!  Your customer will love you for being so accommodating.  If not, you can always return a polite explanation that references your shipping policies and leaves no room for argument.

Finally, always pack your items well. Like, to withstand being run over.  It doesn’t matter whether or not your customer opts for insurance, you’re an A-hole if the product breaks in transit and you refuse to replace it.

What are some common shipping issues you’ve faced and how have you dealt with them?  Please share your experiences in the comments section.

by Biz Miss

Tags: , , , ,
Posted in Indie Business | Comments Off

The Six C's of Branding for Crafters

May 12th, 2009

First of all, let’s talk about branding for a second.  What is it?  A lot of people confuse branding with advertising, or think that branding is just for companies looking to cover up an unsavory reputation with slick graphics, but branding really boils down to one thing: customer/client experience.  Branding involves not only your letterhead and business cards, but your customer service, the quality of your work, your prices, etc.  When someone hires you or buys your work, is their experience fun, inexpensive and easy, or is it sophisticated, detailed and personal?  Your visual branding, (like your logo) exists to give people an idea of what kind of experience to expect from you, so that’s the part of branding I’ll focus on in this post, but it can be difficult to distill a set of abstract concepts and feelings into the color and shape of a few letters.  Luckily, you don’t have to pull it all out of the air or know a lot about design to brand yourself successfully.  Here are the steps to get started:

Step 1: Collect

To begin with, you have to describe the experience of hiring/buying from you.  What adjectives and phrases describe your style? What’s it like to work with you as a professional?  I chose to include words that describe my current portfolio (very kid-oriented) as well as words I hope will describe my future portfolio (more sophisticated and diverse).  Here’s a partial list of what I came up with: craft, sophisticated, irresistible, inventive, clever, whimsical, reproduction, intricate, clean, intelligent, joyful, original, non-traditional materials, requiring a second/closer look, professional.  There were more, but I’ll spare you.  The point is that this is the brainstorm step, so there’s no limit on the words and phrases you can come up with.

Step 2: Cull

Now that you have your giant list of words, it’s time to put them in order.  Which are the most important feelings to get across?  Is there a particular pairing of words or phrases (like “joyfully elegant”) that is unique to you and your work?  Put those first.  Next, cross out the words that describe every working artist on earth.  Things like “creative,” “original,” and “professional” are useless in visual branding because every professional crafter in the world has these qualities.  People wouldn’t give you money if you didn’t.  When you’re done, circle the top 3-5 words or phrases left on your list.  Mine were: craft, sophisticated, irresistible and clever.  My husband also added “contemporary,” to define my style within a period of influence.  Lots of crafters use either a vintage or futuristic look and he thought it was important to distinguish myself from that.

Step 3: Compare

The good news about visual branding is that you don’t have to start from scratch.  You’ll get most of your clues from other companies who already did the work (and paid a pretty penny for it).  Take the first word from your list and come up with 3-5 companies or individuals that espouse it for you.  You can see some of the logo images I collected for various adjectives below.

logos The Six C's of Branding for Crafters

Notice what some of these logos have in common.  Though they’re certainly not identical, the logos in the “clever” column all use thick, sans serif fonts, mostly capitals and primary colors.  Some of them also use circles or oval shapes.  The logos in the “irresistible” column, on the other hand, use mostly lowercase letters in addition to candy colors or shiny effects.  They use no frames at all.  The logos in the “sophisticated fun” column again use all caps and mostly sans serif fonts, but the letters are much thinner and there are two which use rectangular frames.

Not shown here are some of the craft logos I collected through Imgspark (you can’t copy them off the page, sadly), which is a fantastic tool for finding inspiring images and creating mood boards online.  Those logos made clever use of graphics to imply their particular craft.  A glass company used layers of transparent colors to imply a stack of colored glass bowls, a sewing studio wrote out their name in stitches, and a paper company used shadows to make part of their logo look like it was peeling off the screen.

Step 4: Combine

Now that you have some design elements to work with, it’s time to combine them in a way that makes sense.  I decided to go with a sans serif font in all capital letters, since that seemed to be the most common direction of the companies I looked at.  But I also wanted my logo to look irresistible and tactile, so I decided to put it in bright colors, and to add just the tiniest bit of shadow to make it look like it was cut out of paper, rather than typed on a computer.  To heighten the effect, I decided to use some peeling edges like I saw in the paper company logo.  Here’s the proof of concept I came up with:

laurenvenellcurl The Six C's of Branding for Crafters

Step 5: Create

This is the fun part.  Now you get to go to places like myfonts.com and try out your name in hundreds of different typefaces (search for fonts by tag, like “rounded” to narrow it down some).  You can also try out Color Scheme Designer 3 to put together color combinations.  If your logo calls for it, this is also the part where you’ll sketch out an icon (like Chronicle’s eyeglasses).  Once you’ve decided on the general elements, you can still play a lot with specifics (see my page on playing with type layering, for example) so don’t be afraid to try out all kinds of sizes, arrangements and effects.

Step 6: Come Back

When you’ve got something you like, put your design away for a few days.  See if you still like it when you come back to it.  This step is really excruciating for me because it means I can’t move forward with anything else (like my new web site), but it’s also crucial.  Your potential customers will see your logo with fresh eyes so you should, too.  As frustrating as it is to have the editing process drag on, I have never regretted sticking to this step.

To see a photo journal of this process from beginning to end, check out Jon Contino’s post about branding a new software company called Lussumo.  I hope this was helpful to those of you who find self-branding as difficult as I do.  If you have additional tips, please share them in the comments.

All logos in the image above are the property of the companies they represent.  They are reproduced here through fair use for the purpose of education only and should not be duplicated or used for any other purpose.

Tags: , , , , , ,
Posted in Indie Business | Comments Off

Crafty Business Questions: Etiquette

April 10th, 2009

I’m just starting out, and I have lots of questions I’d like to ask successful business crafters.  What’s okay and not okay to ask about?

In general, it’s okay to ask about process, not product, and it’s always best to ask for help from businesses that don’t compete with yours.  For example, if you sell plush toys, it’s not okay to ask another plush artist where they get their fabric, who their distributor is, or what consignment stores they work with.  Instead, try asking something like, “Can you recommend somewhere to start researching distributors/stores/wholesale fabric suppliers?”  Then, instead of giving away their contacts/sources, they can give you the name of a trade association or web site where you can begin your own research.

It is also okay to ask a fellow crafter general business information, like if they can recommend any good crafty business books, marketing classes, banks, or bookkeeping software.  Your successful accounting practices will not harm their business.  Other things that are sometimes okay to ask about include who designed their logo/web site, and how they developed a good pricing structure. You can also ask non-competing businesses for general feedback on your Etsy store, packaging, etc.

If you are unsure about whether your question falls within the bounds of etiquette, try asking it by beginning, “Would you be comfortable sharing information with me about X?  I totally understand if you’re not.”  That way, it’s easy for them to say no and neither party has to resent the other.

I sell my toys with buttons that have clever sayings on them.  Yesterday one of my customers told me she also wants to start selling (mass-produced) toys with clever buttons on them. She asked me for my button source and their pricing!  I think this is really rude.  How do I respond kindly without blowing my top?!

Again, this goes back to process, not product.  How did you find your button source? How did you research pricing in order to comparison shop?  It may be as simple as telling her you Googled the phrase “button makers” and then requested prices and samples from five local businesses.  She still has to do the legwork, but you’ve answered her question helpfully, while insinuating that maybe it’s not so cool to ask a competitor for such specific information.

I’m thinking of applying for a particular craft fair, but I don’t know anyone who’s vended there.  Is it okay for me to ask a random vendor (posted on their vendor page) how profitable it was for them?

This is a tricky one, but I would say yes, provided: you ask someone who does not sell competing products, you ask using the “Would you be comfortable sharing…” preface, and you don’t ask specifics, like “how much money did you make at that fair?” or “what were your best selling items?”  Instead, stick to more general questions, like “was it worth your time?”, “did the customers generally fit your demographic?” and “would you do it again?”

Do you have thoughts about these questions?  Do you have other etiquette questions?  Ask them in the comments and we’ll try to answer them!

Tags: , , ,
Posted in Indie Business | Comments Off

Recession-Friendly Business Tactics

March 8th, 2009

Most businesses these days are seeing a dramatic decrease in sales due to the recession.  Most businesses I’ve been reading about are reporting approximately 30% decreases in this year’s sales over last, but one industry is actually growing: crafting.  According to the New York Times, this past holiday season sales of handcrafted goods and craft supplies were both up over last year.

One reason for the growth of crafting is obvious: saving money.  It costs much less to make your own gifts than to buy them from a retailer.  And on web sites like Etsy, you can often find handcrafted items for a steal because they are not marked up to cover the costs of middlemen.  People are also staying home more often, both because they can’t find work and because they are spending less money on going out.  This means more time to spend on crafting.

Another reason for the uptick in sales is that people are considering each purchase more carefully.  When customers have to be extra choosy about how they spend, they consider not just the upfront price of an item, but how long it will last, how safe and environmentally friendly it is, and whether it goes to support a local artisan (and therefore our own economy) or a large factory overseas.

Naturally, the largest increase in sales has been in craft supplies.  There are sales figures from Michael’s and JoAnn to back this up in the New York Times article, but it’s easy to see anecdotally as well.  One of the products I sell is a cross-stitch pattern for a “Meat is Sweet” sampler.  Normally I sell only one or two of these per craft fair, but at the last SF Bazaar Bizarre I sold out of the ten I had halfway through the day.  I also visited the Stitches West knitting expo last weekend and all of the yarn and supply booths were packed.  Jamie’s own Urban Fauna Studio had three people working their tiny booth but it was not enough to satisfy the throngs who were clamoring to buy.

According to Entrepreneur magazine, the most popular craft right now is sewing.  This makes perfect sense.  From what I can tell, most clothing (and accessories, and home decor items) currently available is extremely overpriced, poorly constructed and made in less than ideal labor conditions.  But with the help of the Internet, you can design your own fabric using services like Spoonflower, and then turn it into a dress, a bag or an apron using any one of millions of free online tutorials.

So how can you use these trends to help your own craft business?  Firstly, thank your customers for what good choices they’re making.  Tell them you appreciate their choice to buy a product that is made to last and that helps to stimulate our economy.  You can include this type of message in your newsletter or in a note you include with each shipment.  Throw in a special repeat-buyer’s-only coupon, too.

Secondly, give the people what they want.  Convert any designs you can into kits, patterns, and materials, especially sewing projects.  Offer one or two of these for free and promote the heck out of them.  Submit them to blogs like Craft Magazine, and bulletin boards like Craftster.  You’ll pull in lots of traffic for the free stuff and if people like what you offer, they’ll be back to buy others.

Third, create combo deals.  In tough economic times, folks love the Value Meal.  Offer a free pattern when you buy three, or make sets of products that are cheaper than three or four individual ones.

What are you doing to make the most of the recession?  Share your ideas and comments below.

Tags: , , , , , , , , , , , , , , ,
Posted in Indie Business | Comments Off

Overexposure: When to Donate Freebies, and When to Say No

January 24th, 2009

When I was first starting out, I gave away a lot of stuff in the name of “exposure”, because I kept hearing from other business owners how important it is to “get your stuff out there.” What they really meant, though, was “get your stuff out to your target market.”

Two days ago a random Etsy member asked me to donate 100 items to supply her wedding guests’ gift bags. In return, she promised to “get your product out there to a large group of people of varying ages, most of which have never even HEARD of Etsy.”

This may sound appealing, but when you think about it, it’s as effective a marketing strategy as standing on a random street corner and giving away 100 of your products for free. “People of varying ages, most of which have never even HEARD of Etsy” are NOT my target market, and they’re probably not yours, either. Even if they think your product is cool, Great Uncle Fred and 12-year-old Simon are not going to shop Etsy. Why waste your handmade items on them?

My advice is to only give away freebies at events where at least 80% of the participants would be likely to shop from you. Gift bags at well-attended craft fairs like Bazaar Bizarre are good, especially if it gets you a spot in promotional materials or the fair is so big customers don’t make it to every booth.

Product-specific events are also good. Do you sell mainly to affluent pet owners? Then donating stuff to an animal rescue benefit is appropriate. Giving away freebies at the launch of a new fashion magazine is not. Yes, some of those fashionistas will also be affluent pet owners, but is it worth 100 handmade items to get just one new sale?

I’m not saying that those who ask for free stuff are bad people, but they are ultimately looking out for their own event/organization, and not for your business. It’s up to you to do that and to separate targeted, effective promotion from untargeted ineffective promotion.

Tags: , , , , ,
Posted in Indie Business | Comments Off
« Older Entries