Summer 2021 - 26

COVER STORY
A Homespun
Holiday
For many retailers in our space, strong
fourth-quarter sales result from stellar in-store
shopping experiences and exceptional DIY
workshops. Luna is still hoping to kick off
her season with her holiday open house the
first weekend in November. The festivities
include watercolor, cookie decorating, and
calligraphy workshops, all of which " customers
have been begging us to start again, "
she explained.
Bailey Rivera and Emma James are
Traditional crafts are being rediscovered and redefined by today's captivating marketplace.
Pei Sim of The Paper + Craft Pantry lets hand drawn blackboard imagery and messaging set
the creative mood.
local delivery customers, " commented
Cantrell. " It's all a moving target! But we
are cautiously optimistic for the holiday
and buying that way to secure stock. "
19. Have Mercy on the Pandemic Procrastinators.
If conditions allow it, Matsler is hoping to
meet her customer requests for a repeat
performance of her " Procrastinator's Party. "
" For one day, we offer select items at a
discount that can still be monogrammed
or personalized - even just the week before
Christmas, A lot of these products are done
in-house, so it doesn't stress us out, but our
customers have the chance to personalize
something special. "
20. Keep it Personal. Joanna Alberti, owner
and artist of philoSophie's Stationery
& Gifts, Spencerport, New York, made
personalized products the cornerstone
of her 2020 holiday season, when she
was open by appointment. Easy to order
online and then ship or pick up storeside,
it " was all about making a personal
connection, " she enthused. " I offered
personalized Holiday philoSophie's
on greeting cards, ceramic mugs and
porcelain ornaments. (Some) you could
personalize with town or city, (while
26 Summer 2021 | STATIONERY TRENDS
with) the signature Sophie characters, a
customer personalized the hair color and
skin tone. Themes included Better Together,
Home for the Holidays and Friends Close
at Heart. "
21. Brand Yourself. Packaging can enable
your shop to stay top-of-mind, Alberti
pointed out. " Each product was lovingly
gift wrapped with a shop small gift tag and
red ribbon. It also took the work out for the
customer. "
22. Complimentary is Complementary. " I'll
bring back a matching/free greeting card
with purchase in Holiday '21, " Alberti added.
" (Either) the customer includes a special
message with the gift or philoSophie's
handwrites their note to ship on their
behalf. This adds to the personal touch and
also impacts the customer. (Meanwhile
for the recipient) the card is the first touch
point of the special gift they're about
to open. "
23. Take a Risk. " COVID-19 really put everything
into perspective, " Loesch shared. " Instead
of my usual behavior of being completely
terrified whether I would be open in
2022, I began to think how I could expand
my business. Being a " paperie " I have
proprietresses of the Antiquaria wholesale
range and mercantile in Littleton, Colorado.
While they have built a tight craf ting
community, " We have definitely seen this
really boom in the past year as people found
a new appreciation in making and hobby
related products, " Rivera noted, citing their
calligraphy kit and interactive sticker sheets
as recent customer favorites. " We see a
shift in customers valuing the experience of
the product and looking for more than just
an object. "
Alison Kaplan of Kata Golda Handmade
has also seen a big jump in interest in her
DIY kits and craft supplies. " The intention
of the finished project plays a big factor in
what products customers gravitate toward:
a little pin to put on a child's jacket, a
heavily stitched pocket pal to hang on the
Christmas tree, a stuffed companion to gift
to a grandchild, a new hardbound book
for journaling. I love it when people share
pictures of their creations with me, and I
get to see how they have made the project
their own. "
The winter holidays already have so many
established handmade traditions, James
continued. " Whether it's cookies with the
littles, ornaments, table decorations or
hand-addressed holiday cards, customers
are looking to up their skills with each
passing year. We definitely see a huge uptick
in calligraphy kit and calligraphy supply
sales as the holidays approach. People are
purchasing both for themselves to help them
craft holiday tags and envelopes and of
course, also for gifts. "
CONTINUED ON PAGE 28 ...

Summer 2021

Table of Contents for the Digital Edition of Summer 2021