If the stream you’re in isn’t moving you need to move your boat to another stream. Bob Silberberg of The Clay Pot, Brooklyn, recently used this analogy in reference to the current market situation. With this simple thought and powerful message in mind I set off for the New York International Gift Fair, NYIGF. This event held at the end of January each year attracts nearly 3,000 wholesale players with big boats who have to be sure they’re in a moving stream and 60,000 buyers from around the world who also have to keep their boats moving along. Those of you who follow my column know my stance on pricing and selling your work. Everything begins with and is driven by the wholesale market, even if you never sell any of your work at wholesale. Craftspeople typically don’t have the cash flow that would justify spending large sums on developing marketing strategies and schemes that will strengthen our market share. The NYIGF seemed the perfect place to observe the wholesale marketing plans developed by the big companies to deal with the current slower financial stream.

Conversations with makers, wholesale sellers, retail buyers and others revealed very different thoughts about the current challenging wholesale climate and the tactics needed to thrive in the years to come. An interesting conversation with Carol Sedestrom Ross, former Director of and current consultant to the Handmade Division, at George Little Management, the promoters of the NYIGF, set an upbeat tone for the subsequent interviews. Ross who has been the major player in craft marketing for 3 decades has seen her share of recessions. She has observed that craftspeople come through recessionary times better than the larger manufacturers because they can change products and marketing stategies quickly in response to the market. Unlike the big manufactures who may need 12 to 18 months to get new product to market we can do it in 2 or 3. We can also implement new marketing plans quite quickly. You talk to the product development department, you, and the marketing department, you, and then you decide what to do.

The majority of the exhibitors I talked to reported sales down in the last quarter of 2008 and they were also expecting sales to be down at this show. However, there wasn’t a shared solution to this situation, rather as I talked with various people many differing ideas came forth. At one end of the spectrum were the people who admitted their sales were down and had no special plans to use incentives to get buyers to use their open to buys. Although I didn’t talk to Roger Fargeon, Sales Manager, for Annie Glass, annieglass.com, about the companies sales, he did share that he had talked to his sales representatives around the country before deciding how to proceed. His reps had told him that offering incentives such as discounts or shipping deals or changing minimums really wouldn’t help the struggling merchant. They planned to work with customers to help them fill in their best sellers. This makes sense to me. Retailers know that as sales slow venturing into the unknown is a no no. The message here, this is not a great time to introduce lots of new product.

Jill Pearson, the jewelry designer and CEO of Wasabi, wasabijewelry.com, definitely had planned for a different selling experience. She had taken a smaller booth and redesigned her display. Pearson, who has always had a way with Pearls, displayed these designs in ¼ of her booth. The minimum order here was also reduced from $500 to $350; orders of $500 or more received free shipping and $1000 orders also got a 5% discount. Wasabi is a large seasonally changing, fashion driven line and Pearson had therefore never taken on the expense of printing a catalog. Serious customers at this NYIGF were offered a photo pack of selected designs to facilitate buying from the office. Another first for Pearson was the addition of a retail component on her website. “I use it to feature only the one of-a- kind pieces I create incorporating classic costume jewelry fragments”, she said, “I never compete with my stores.” The Wasabi site has always been used to drive business to the shops selling the line and Pearson continues to be careful not to infringe on these businesses.

Kiln Design Studio, KILNENAMEL.COM, is a Brooklyn based company producing high end enameled tableware. James Leritz, the designer, had created a group of more moderately priced pieces for this show. The minimum at Kiln Design Studio had also been lowered from $750 to $500. In addition Kiln allowed better customers the opportunity to trade back product to bring in the best sellers and keep their display fresh. Even in the best of times this is a very smart way to keep your display fresh and drive sales

An old friend, Judy Jackson, a master studio potter, whose studio is in Manhattan has been doing the NYIGF for about 15 years. She feels it offers valuable exposure for her line and provides the opportunity to show her new items to the largest possible audience. Jackson is a strong believer in the value of customer service. She has begun working with a rep on the west coast, a move she feels will provide better service to those customers she can’t see herself. JudyJacksonstoneware.com serves as a gateway to her line and connects retail customers to the shops offering her work. She, like Jill Pearson, is very careful not to compete with shops carrying her line. Jackson’s best customers were sent a little gift before the show, now how’s that for smart marketing! While visiting another booth a buyer carrying a big bag came by and gave the exhibitor a gift from her store saying she’d be back to place her order after she delivered the rest of her gifts. Thoughtfulness never goes out of style.

At the booth of Jonathan’s Wild Cherry Spoons owner Jonathan Simons was quite philosophical and spoke of nurturing the creative spirit that got him into the business in the first place. He has used his creativity to develop better packaging and presentation materials. He also mechanized his production in a move to minimize the cost of repetitive labor intensive work. The use of lazars to cut new designs has allowed him to enlarge his line and at the same time keep costs down.

Another old friend, Alison Alten who with her husband, Bo Jia owns Middle Kingdom, middlekingdom porcelain.com, had an interesting idea. Middle Kingdom imports very simple classic porcelain vases and bowls designed by Bo and produced in his home town in China. As holiday 2008 approached she began calling their better customers and offered to consign pieces from inventory. This resulted in sales of items that would have sat in the warehouse and also brought in a number of reorders, not bad.

As I walked the aisles, ears and eyes open I collected a number of ideas that may be helpful. A number of manufacturers were sharing booths and many were in smaller spaces. There were deals everywhere, for instance, $1000 orders receiving free freight and free freight on the next order of $500 or more, offers of free product with the minimum purchase, and display furniture offset by product (the biggest guys have always done this).

In one aisle I encountered Susan Levine and Elaine Powell, co owners of Jubilation in Newton Centre, MA. We used to shop together when I had a shop. Since they were still at it I asked about their current shopping tactics. They have an interesting strategy that allows them to travel to fewer shows. They contact craftspeople whose work they want to buy and request a shipment of available items. They go through the box choose what they want and return the rest. They pay shipping both ways and guarantee the goods with a credit card. I’ll bet we are going to see more of this. First of all it makes economic sense and second it’s green, it takes much less energy to more a box than 2 bodies.

A seminar, Retailer to Retailer: How to Thrive in a Changing Economy caught my attention, I’m always interested in change and thriving is always a good goal. The presenters were Carol L. Schroeder, a store owner and author from Madison, WI and Tom Ungrodt, a publisher of catalogs for independent gift stores and also a store owner from Ann Arbor, MI. This team presented a number of ideas during their hour seminar. I’ll share a few highlights here that I feel can be helpful for the producer as well as the wholesale buyer. Perhaps the most straight forward message, shopping will go on; birthdays and anniversaries for instance will continue to generate gift purchases. Ungrodt pointed out that historically the gift industry is the first to feel the negative effects of a recession and is the first to recover as the recession ends. Since we’re in the gift business this news works for me. Buying locally according to Schroeder will be an increasingly important factor in shopping decisions as we move into the 21st century and what is more local than buying from an independent retailer or directly from a craftsperson. Ungrodt was emphatic that we must go forward with the confidence that we are going to be successful. I totally believe in the power of believing in ourselves.

So as we go forward let’s find strength and confidence from the knowledge that in the era of mass production handmade stands out as a true luxury. And as Pam Danziger has pointed out, luxury doesn’t have to be expensive, just special. More targeted promotion of our businesses will allow handmade to grab a larger and larger market share as new shopping patterns evolve and play to our strengths over the next decade.

People who visit downtown Brattleboro Vermont find a small classic Vermont city with a twist. Located on the Connecticut River at the southern end of the Green Mountains it offers spectacular views of the mountains and the river flowing along right next to Main Street. The twist, Brattleboro is an exciting and vital small art city. It has the flavor of a college town without the college. Like many other 19th century industrial cities in New England it has been given new life by the spirit of the creative people who have chosen to live and work in the peacefulness and physical splendor of southern Vermont. Donna Simons who with her husband Larry owns A Candle in the Night, one of the oldest downtown businesses says, “It’s always been great to be in Brattleboro; it’s an expression of the people who live here and love it, Brattleboro is timeless, the kids on the street look like I did 30 years ago.” This group of people bring music, theater, crafts and fine arts to life in the city. In 2007 Mother Earth News chose Brattleboro as one of the eight great places to live. American Style magazine has named it one of the top 25 small art towns.
Brattleboro has held a place as a retail and entertainment center for nearly two centuries. In addition to its proximity to the river it was also on a stage coach line and benefited from the trade of lumber, and farm products.
The Estey Organ Company which was founded in 1846 provided an early cultural connection. It employed more than 500 people and marketed its reed organs as far away as New Zealand. Brattleboro prospered and truly became the organ capital of America. At about the same time the city entered the tourist business when a water cure drew wealthy visitors from around the world that came to bathe in the cold waters of Whetstone Brook. Tourist business continues today and aids in keeping downtown lively. Most of the retail and restaurant activity takes place along Main Street and the blocks just off Main. There are many businesses offering hand made items, some with large inventories of American made items.
One of the oldest crafts related businesses, Vermont Artisan Designs has been in town for 35 years. This is a classic American craft store representing 350 American craftspeople and in particular a large collection of products produced by the many craftspeople living in Vermont. Unique jewelry, blown glass, pottery, wrought iron, pewter, turned wood, jewelry boxes, clocks, and chimes fill the first floor. Meanwhile on the second floor in Gallery 2 there is a large display of paintings and sculpture. Suzy and Greg Worden own this and 2 other downtown businesses. When asked why Brattleboro, Greg quickly answered, “I came to visit and the first time I walked down Main Street I felt at home.”
Across from Vermont Artisan Designs is Gallery in the Woods. This three floor gallery features American crafts on the ground level, the second floor features a mix of local art with folk objects from other cultures. The lower level is a more formal gallery for changing exhibitions.
Just up the street is A Candle in the Night another downtown old timer. This is a source of the finest middle-eastern carpets. The store has evolved over the years with textiles always being the thread that held the place together. Recently they have added fine furniture from India resulting in a full scale home store. Scattered through the spaces are galleries featuring art by American artists, most working with assemblage.
At the other end of Main Street is the Blue Moose an interesting multi faceted shop. Owners, Ken Flutie and Paul Faust came to Brattleboro from Naples, FL. They felt it was the place to be and now say “it’s awesome.” In Blue Moose they have created a blend of fine American crafts with high design, especially kitchen goods, from around the world. Their goal is to put together a collection of products that are colorful, bright and artful.
Brattleboro Museum and Art Center is a quick drive or short walk south on Main from Blue Moose. The museum is housed in Union Station, a stop on the Vermont and Massachusetts Railroad from 1849 to 1966. Slated for demolition after the interstate highway system put the railroad out of business it was rescued by a group of residents and opened to the public in 1972. Today the building is filled year round with changing exhibits of work by regional and internationally acclaimed artists. In addition there is a very full calendar of activities including a monthly artist and friend’s potluck, an opportunity for creative folks to interact in a casual setting. The Art Center offers classes for children and adults throughout the year.
It should be noted that there is no shortage of restaurants and cafes. They are stuffed in among the retail shops all through downtown. There are coffee houses with delicious sweets, cafes, some with views of the river, that serve great lunches,. For those lingering into the evening there are full service restaurants for both vegetarians and carnivores.
Brattleboro is the home of a highly successful Gallery Walk. Now in the 15th year Gallery Walks take place on the first Friday of each month. Hundreds of people spend two hours moving from venue to venue guided by an extensive program. The ads in this program pay many of the expenses of Gallery walk. It is common for 35 to 50 galleries, artists, and arts organizations to open their doors to the public to display new work or hold performances. In warmer weather there are street performers adding to the festive celebratory atmosphere.
Whether you are in Brattleboro for a few hours or a few days the unique quality of this art city will no doubt get under your skin and a return visit will be in order.

Maybe it’s the spirit of Fannie Clary or it could be the picture perfect setting, or the highly skilled faculty or the super motivated students or most likely all of the above. Whatever the mix the magic of Snow Farm is evident to even a casual campus visitor. Snow Farm, originally Horizons, The New England Craft Program, was founded in 1983 by potter Jane Sinauer. Originally located in Maine the program’s original mission was and continues to be providing high school students with quality crafts education in a summer camp setting. The teaching staff comprised of highly respected crafts people soon drew young crafts focused attendees from all over the country. The availability of 50 acres including historic 18th century farm buildings led to a move to western Massachusetts in 1986.

The Snow Farm campus is a blend of 18th century farm buildings and modern architect designed structures. Snow Farm’s four modern living modules are designed as a series of double rooms each of which opens out onto a large outdoor deck. They provide living spaces for as many as 85 students. Studio spaces for about 100 are housed in the farm buildings and in a modern structure that also houses the kitchen and dining room. This all adds up to an idyllic place where creative people find the calm and quite to develop their skills

At the Williamsburg campus Sinauer continued to grow the program and strengthen its artistic and financial bases by adding other programs. A relationship she began with Elderhostel continues to flourish today. Weekend and weeklong classes were added in the spring and fall.

In 2000 after nearly 20 years of camp life, Sinauer was ready for a change and announced she was selling Horizons and would focus on her cultural tourism business. Mary Colwell and her husband A. J. LaFleur had been involved with Horizons from the outset and were not comfortable with the thought that the program might end. Colwell set about putting together a group of investors and purchased the Program and its campus in 2000. The new owners renamed the Program, Snow Farm, a reference to the last family that worked the property. Mary Colwell became the Executive Director, a position she held until the end of 2008. During her time at Snow Farm she added programs and oversaw major renovation projects on the campus and in studios. The kitchen was also a focal point of her attention. Colwell insured that Snow Farm residents would be provided great, tasty, wholesome food made from fresh ingredients. Each meal reflects the same creativity and thoughtfulness that guides the entire program. In addition formal and informal participation in the kitchen creates a real sense of community.

Karen Totman, the current Executive Director, sees Snow Farm as a place for anybody to come whether they just thought about taking a particular class or if they are artists looking to expand their skill base and find inspiration, rejuvenation and escape.” Under Totman’s guidance Snow Farm offers programs that fall into 4 categories, its program is almost year-round, with over 1,000 students (some on scholarships), ages 14 to 92.

The high school program continues to be the center piece of the programs. To be accepted a student must provide reference letters and write a personal statement about what they want to do. In July up to 85 high school students spend 2 or 4 weeks on the campus. Once on campus the students work with master craftspeople in the two media they have chosen to study. They can choose from Ceramics, Drawing and Color, Photography, Textile Art, Metalsmithing and Jewelry Construction, Glassblowing, Flameworking and Welding. It is quite common for students to spend ten hours each day working in studios. Pat Bennett, the Studios Manager who also teaches welding and flameworking says, “It’s great to teach this group because they are so interested, interesting and motivated.” Many former students have pursued higher education at arts institutions such as Rhode Island School of Design, Carnegie-Mellon, and the Massachusetts College of Art, and have become professional artists and artisans.

From the outset making the summer camp available to as many students as possible has been a goal of Snow Farm. To this end the Second’s Sale was put in place. Each November as many as 150 artists provide their work for this sale. The proceeds from the sale provide scholarships to needy high school students attending the July program.

Janet Weber coordinates the week long Elderhostel and In Depth programs that take place during 13 weeks in the late spring and early fall. Elderhostel participants must be at least 55 and are often older. The In Depth program is open to students of any age. In an interesting twist Weber mixes up some of these classes creating multi-generational situations. It is not uncommon to encounter young and old students in intense conversation walking about the campus or over a meal in the dining room. The generations bond as they learn and share skills and life experiences. The Intensive programs that meet for 3 days over a weekend allow a student to study a particular skill in depth with a master craftsman. These weekends also appeal to people of all ages and are also interesting multi-generational situations.

The eastern foothills of the Berkshire Mountains create a breathtaking backdrop for the Williamsburg campus. The area surrounding the campus is known as the “Pioneer Valley”. This section of the Connecticut River valley is the home to 5 colleges and one of the largest concentrations of working craftspeople in the country. Snow Farm draws many faculty members from this pool and enriches the experience of the students with visits to art sites in the area.

Northampton, the home of Smith College is close by. In addition to the resources of the college Northampton also offers a vibrant retail and entertainment scene. The city’s carefully restored Main Street now the focal point for the area is lined with small mostly independently owned shops and restaurants. Of particular interest to the craft minded are the four fine craft galleries and two fine art galleries. Long the culinary center of the area Northampton now certainly has at least two restaurants per block. All this adds up to a rich intellectual, cultural and social experience, just what Fannie Clary enjoyed when she lived in the old brick farm house at Snow Farm. Clary actually lived in the house at the end of the 19th century; however some believe she still visits bringing with her encouragement and warm intentions.