the crafty superstar ultimate craft business guide

7/31/2019 The Crafty Superstar Ultimate Craft Business Guide

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ByGRACE DOBUSH

CINCINNATI, OHIO

B us i ness

G uid e U l t i mate Cr af t



C O N T E N T S

Introduction 4

Chapter 1:

Do You DIY? 6Why Handmade 8

What’s “Indie”? 8

Motivations 11

Expectations 13

Journaling Prompts 16

Chapter 2:

Biz Basics 24Seing Up 26

Pricing 29

Pricing Strategies for

Creative Types 32

Three Reasons Why

Discounts are Deadly 34

Boosting Production 36

Finding a Good Workspace 38

Geing Paid and Keeping Track 40

Keeping It Legal 43

Sales Tax Cheat Sheet 48

Chapter 3:

Selling Out 50Where to Sell 52

Get a Website 60

How to Not Sell 74

Chapter 4:

Indie Craft Shows 76Are You Ready? 81

Application Process 82

Geing Prepped 86

Table Displays 89

Day of Show 102

The Postmortem 109

DIY Cra Shows 110

Organizing Your Own Cra Show 112

Chapter 5:

Get Noticed 116Be 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 142Working for a Living 144

Maintaining a Personal Life 145

Taking Stock 148

Changes 151

Going Full-Time 152

Staying Organized 153

Geing Help 154

OMG, I’m on Regretsy? 158Yep, You’re on Regretsy 160

Profiling Your Most Valuable

Customers 162

Seing Goals 170

Epilogue 180

AppendicesForms and Templates 182

Small Business Websites 194

Cra Business Websites 196

Suggested Reading 197

E-Commerce Websites 198

Creative Business Conferences 199

Indie Cra Shows 200

Supplies 204

Important Data and

Passwords 205

Important Contacts 208

Notes 214

The Contributors 224

Index 236

Dedication 238

About the Author 238



4

Introduction

STATE OF THE CRAFTY UNION

Since the first edition of Crafty Superstar came out in 2009, a lot of

stuff has changed.

More people than ever before are selling their crafts online, whichmakes it more challenging to get noticed. More makers are applying

to sell at craft shows, which makes it more difficult to get accepted. On

top of all that, the economy’s remained in the dumps, and everything’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 bookhave gone through changes since then. Some have stepped back from

the craft world, and a few have become even bigger superstars.



I’ve been through work and life changes myself. 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

put on two huge shows every year—in addition to our day jobs. I’ve sold

my handbound books and linocut cards at some of the biggest indie craft

shows around the country—some of which have been great and some of

which have not. But I’ve discovered that, for me, interacting with people

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 to craft businesses today. This is a book

that can help you get started with your craft business—and grow with you as your business evolves and changes. I’ve included my favorite

small-business resources, the advice of dozens of crafters and helpful

tips from experts to help you make your creative business everything

you want it to be.

5



Crafts have gotten so popular in the last decade that sometimes it

seems like everybody and their grandma are getting on the business

bandwagon. And with the dismal economic environment, lots of folks are

seeking secondary (or tertiary) sources of income.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 should take by meditating on your motivations

and expectations. If you just want to cash in on the handmade trend,

you may be disappointed. Profits don’t come easy, and there’s a lot of

competition in the DIY marketplace. If you need to make bucketloads ofcash 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 around the world and make lots of new crafty friends. Off we go!

Chapter 1

Do You DIY?



10

Indie Craft Trends

In 2009, Garth Johnson said: “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

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 Target

and H&M. My web developer friend Paul Henrich

and I created the site Cras are the New Cras

(www.crasarethenewcras.com) to poke fun at the

cra trends popping up.

And then I made my Indie Cra Trend Engine, an

analog version of the website. I built this “engine”

out of a shoebox, poster tubes and an oatmeal

canister. People can turn the knobs to come up witha prediction about what

the next big cra trend

will be. (Ibexes are the

new sparrows? Arugula

are the new cupcakes?

Mustaches are the new

mustaches?) And then,

for $3, I print their

pairing on a card with

hand-carved stamps.



J es s e B rey t en b a c h o n . . . Mo t i v a t i o n s Jesse Br eytenbach is an illustr ator and cr aer in South Af r ica who makes beautif ul hand-

pr inted f abr ics and many other things under the name Henr i Kuikens.

“ I think if I only wanted to make money, ther e ar e f ar less complicated ways of doing

so. W hen I discover ed cr a f or ums on the Inter net, I just wanted to be par t of that shar ing

of ideas. Pr ofit does come into it—I pr ice my goods to make money, par tly to keep in

line with other cr aer s and par tly because I think it’ s only wor th doing if it is actually

pr ofitable. I’ d love to make a living doing only what I love, but I’ m not r eady to give up my

day job completely.“ I’ m also not sur e that I’ m the kind of per son who can wor k out what will sell and r efine

that to come up with a line of pr oducts judged pur ely f or pr ofit. Par t of my love of cr aing

is just that—a love. I en joy making new things, and I par ticular ly en joy figur ing out how to

make them. I oen take inspir ation f r om my own lif e, making what I need or want, which is

pr obably not the best business model.“ Helping the envir onment is a backgr ound motivation—I make things on a small scale

and pr ey much stick to what I can make myself , pr oducing as lile waste as possible. I

tr y to use f ound or vintage f abr ics—my initial motivation f or block-pr inting f abr ic was a ‘ no

waste’ one. I didn’ t want to have silkscr eened yar dage that I might not use; I thought if I

could cr eate a f ew motif s that I could pr int in diff er ent paer ns as I needed them, even

cuing out the pieces of f abr ic f or a bag fir st, and then pr inting, I’ d be able to save f abr ic.”

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.

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: ______________________



13

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 industrial-

revolution-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. Or it might mean dipping into savings, reworking your

household budget or canceling cable. If you have no pennies to pinch, 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.



58

O l i v era B ra t i c h o n . . . Ap p ro a c hi n g S ho p s Oliver a Br atich opened W holly Cr a in Columbus, Ohio, in 2005.

“ Bef or e appr oaching us, do a lile homewor k. If you can, visit the shop in per son to

see if your items would be a good fit and if we car r y anything similar alr eady. If you’ r e

not in the ar ea, r ead all the inf or mation off er ed on the website and check out other

cr aer s we wor k with. T his will give you a good idea of the context your wor k will be

displayed and sold in, and how best to appr oach the shop.“ Appr oach a shop with a selection of your popular designs and pieces, not the stack

of unsold items you have leover f r om a cr a f air . W e have to make a decision on your

entir e line, so show your best wor k. If you’ r e submiing wor k online f or consignment

consider ation, invest a lile time in lear ning to take good photos. And never get

discour aged by r e jection f r om any shop. Oen it’ s not a dir ect r eflection of your wor k.

T he shop may not be a good fit f or your style or they might alr eady car r y something

similar . In our case, our space is pr ey limited, so at times we’ r e not taking any new

items in a par ticular categor y until we clear out what we have to make space.”



Mix-and-Match

Packaging ConceptsChoose one (or two) items from each container to come up with a packaging

concept that works best for you.

kBasic Package

cardboard box

shoebox

envelope

cloth bag

lunch bag

paper grocery bag

gi box

butcher paper

scored fold-over mailer

poly bag

takeout box

poster tube

glass jar

static-proof bag

glassine paper envelope

paper coffee cup

burlap sack

reusable tote bag

mesh pouch

68



Quiz: What Kind ofCrafter 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. The results

of this quiz will give you tailored suggestions 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 grandma buys me out beforeanyone else can.

d. Yeah, on Etsy!

2. Does your business have a name?

a. Yes, and a trademarked logo and a spin-off brand for kids.

b. Not really.

c. Kat’s Kountry Kras

d. I just came up with one: Gliercra Fluerbuy!

3. Have you spent much time developing andperfecting your cras?

a. Well, yeah—otherwise I wouldn’t have goenthat 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. Sleek, chic and cheeky.

b. Quirky, dark and entirely indie.

c. Potholders only my grandma could love.

d. Sparkly, fluffy and fun!

78



180

EPILOGUE

If I had to boil down this book’s advice to three points, it would be these:

Be informed.

Be confident.

Be yourself.

Cray Superstar is just a jumping-off point in your pursuit of indie

business. I’m not a tax wizard or lawyer—I’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!



238

ABOUT THE AUTHOR

Grace Dobush is a writer, editor and craer

based in Cincinnati, Ohio. By day, she’s the

executive editor of HOWInteractiveDesign.comand the community manager for HOW and

Print magazines. By night, she’s a co-organizer

of Cincinnati’s biannual Cray Supermarket,

and she’s sold her handbound books and

linocut cards at shows around the country.

A proud alumna of Kent State’s journalism

school, Grace has wrien about cra, art,

design and other random things for Wired ,

HOW , Family Tree Magazine 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 at @GraceDobushToGo!

DEDICATIONFor my cray grandmas, Frances and Marian.

base

exeand

Pri

o

an

lin

A

s



CALLING ALL CRAFTERS!

Let’s face it, peeps; the craft business world can be a

tough one to navigate. Luckily, you have the CraftySuperstar 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!

E A N

W7388

51799

ISBN-10: 1-4403-2037-3

ISBN-13: 978-1-4403-2037-8

US $19.99(CAN $20.99)(UK £14.99)

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 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!

P C

CRAFTS

the crafty superstar ultimate craft business guide

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