What we have here is a failure to communicate! By Barbara Matthiessen I am no kind of business expert but have been in the arts and crafts business for a number of years and have sadly observed the decline of the industry in the United States in spite of an overwhelming demand for creative outlets. This makes no sense to me or to many others. Demand is there so why not the business? The industry is not communicating. No one seems to be listening to the consumer. Rather than get into what went wrong and why; we all have our pet theories about what’s happened, let’s look at what’s right. There are two strong fields of crafting right now; jewelry and quilting/sewing. Now I can remember the time when quilting was something only grannies did so what happened to make it so popular? Media coverage in print, TV and on the internet have supported and built this medium into a behemoth. In return products in all categories have grown and evolved as have designs. Styles and techniques and skill levels span the entire spectrum from first timer to fine art. The consumer demand is growing as are the informational outlets and products. See the connection? Connected to quilting is sewing in general. Look what “Project Runway” has done to encourage a whole new generation to learn about apparel sewing. The desire to create one of a kind projects and have them fit is escalating rapidly. Jewelry is another category that just keeps on growing and expanding for many of the same reasons as quilting and sewing in general; lots of information/designs and lots of products. People want to make beautiful items they are proud to wear and give. The investment range is broad in both of these areas. You can start out small and grow to huge proportions with elaborate machines, tools, and supplies. This gives the beginner a chance and allows for continuous growth for all. None of these are cheap but they offer the consumer a quality product and a huge resource of information and inspiration. In return the consumer is supporting these industries. Now where does this leave the rest of the industry? Painting, seasonal décor and florals, kids’ crafts, clay, paper crafts, home décor and the rest are lagging not by lack of desire on the consumers part but because there is little or no support for them. How many general craft magazines, TV shows are internet sites are there? When was the last time you saw a project sheet anywhere showing how to make a holiday decoration? Where is Carol Duvall? There is an enormous demand for Kids Crafts yet only a couple manufacturers aim any products here and project information is minimal. Where and how is this industry going to grow without helping children express their innate desire to create? The bonus to this is often the parents find crafts they are interested in through playing their children. Painting is one of the most satisfying mediums there is yet no one teaches it anymore and the very few publications out there cater to the advanced painter. How is anyone new going to learn? Painting has the possibility to be all that quilting and jewelry making is today by providing an array of styles, techniques, and skill levels in updated themes. Cross marketing of products is a natural. To create most projects you need a surface, adhesive, coloring agents, tools and embellishments. Where is the information on how to bring them all together? General craft magazines and TV shows used to demonstrate and inform we need these back! If you think people know how to use that product sitting on a shelf with no samples, project sheets or support aside from the label you are wrong. The desire is out there to use all of these things but you have got to teach people how. Creating safe and green crafts is another consumer desire. This fits in well with cross marketing. Can we show the public how to make safe toys, decorate their homes in environmentally sound ways, or produce gifts they will be proud to say are green and beautiful? We all know the benefits of crafting, relaxation, expression, creating memories or preserving them and yes, even saving money. The public knows and desires these things too. So why are we not delivering? We definitely have a failure to communicate here and it is costing our jobs and frustrating the public. Let's work together and communicate with each other and rebuild public interest and confidence in this industry
| 
