Summer 2020 - 27

Differentiate yourself from mass outlets and discount stores with quality merchandise and activities that are hard to find elsewhere. In top row, left to right,
these are from The Paper Curator, Circle 147; Color Box Design & Letterpress, Circle 148; Studio Carta, Circle 149. Second row, left to right, Backyard Safari
Company, Circle 150; Lenny & Eva, Circle 151. Bottom row, left to right: Three by Three Seattle, Circle 152; Chronicle Books, Circle 153 and Antiquaria, Circle 154.
" The more education and inspiration you can
provide the consumer, the more they will want
to interact with your brand and purchase your
products - even during tough times like what
we're currently experiencing. "
Some makers and retailers have begun offering
virtual workshops and DIY kits. Willoughby-Lohr
is currently in the process of transitioning her
workshops online as well as adding new tutorials
and craft how-tos, mostly from household
items. " In addition, we are helping people
facilitate virtual events with actual printed and
mailed invitations, party favors, centerpieces
and DIY make-along kits to help Zoom birthday
parties and baby showers feel more personal
and uniting, " she detailed. " We're offering free
15-minute virtual consultations to help people
create super fun online events. "
James and Rivera launched The Antiquaria
Journal Club last fall as a team and community
building exercise, featuring weekly meetups
and images, tips and inspiration from the
Antiquaria team. " Bailey's daily calligraphy
practice changed a lot since having a baby, and
she was yearning to find something that was
creative but could be done in short bursts of
each day, " explained James.
Interestingly, COVID-19 has made the club
more meaningful than ever, added Rivera.
" Since we've all been physically isolated from
one another, we've continued to share and
journal each week. In this season, journaling
can be a cathartic place to reflect on our
personal perspective. A friend of ours recently
uncovered her great grandmother's diary from
1918, when the Spanish Flu hit the US. Seeing
her words and knowing that she survived and
thrived after gave comfort to her. It just shows
that recording your days is important on so
many levels. "
Whatever type of product they sell or services
they offer, retailers need to go where their
customers are, emphasized Amini. " Now, more
than ever, it's crucial for retailers to stay connected
- to be online, to offer innovative engagement,
and to communicate with customers. The more
responsive a retailer can be to meeting people
where they are - which, at this moment, mostly
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Summer 2020

Table of Contents for the Digital Edition of Summer 2020