Quilt designer, author and educator Meryl Ann Butler shared with me that she has a daughter at Virgina Tech. When I asked how folks were coping she told me she was coping the best way she can- by making a VT-themed quilt in school colors.

The email took me right back to the weeks after 9/11 when quilters all over the world turned to their fabric stashes and sewing machines to work through their grief. Unlike Meryl Ann, most of those quilters did not have a connection to the World Trade Centers or anyone who died that day. For them the process of making the quilt was a way to express grief and work through the horror.

The fall quilt market fell only weeks after that. I'll never forget the exhibit that the folks at Quilts Inc. brought together practically overnight. I confess I found the quilts to be hard to look at. Not because they weren't beautiful. Quite the contrary... it was hard because they were so true.

Isn't it remarkable how scraps of fabric and stitches can be so  healing? Quilts have always comforted, but in the last few decades we are seeing how the creation of a quilt block or quilt can provide an emotional salve. Whether it is block for the Aids Quilt, a tiny top for a sick baby or a photo quilt that helps folks deal with the tragic circumstances in Africa and the Middle East, the fabrics heal. They heal the maker who pours heart and soul into the quilt. And they touch the viewer who opens his or her heart to the spirit in the quilt.

Meryl Ann's quilt will be true. It will be tangible healer. Somehow, I think she's not the only quilter out there doing healing the same way.--Beth

"Disco is the music of ringing registers." That quote stuck with me from a Kizer & Bender seminar I attended years back. Georgeanne and Rich have a great way of turning a phrase.

I was reminded of it the other day while during a circuit of errands Disco was playing in three consecutive stops. I noticed because the music was  upbeat and it made me happy.  You know how a song can take you right back (practicing the hustle in platform shoes in Laurel and Holly's backyard- summer of 8th grade). The music obviously made other people happy too. You could see people bopping or humming along. Customers were connecting over naming the singer or what year it came out. 

I know the music made me linger a little longer in that store- added a few things to my cart too. It was a nice interlude before I moved on to the next errands.

Aren't we all rushing to fill in as many activities as possible in a day? Getting customers to pause and focus isn't as easy as it used to be. 

What shakes you out of your mission-driven reverie in a retail store? For  my husband it is food samples. For my son it is television sets - doesn't matter what is showing. If that screen is flickering he comes to a dead stop.

Craft stores use display fixtures as road blocks to get folks to stop and pay attention. We hang things from ceilings, we add lights, We put them on rotating displays. What else works?

Have you seen any innovative ideas? Please share- Beth.Mauro@fwpubs.com.

Hope this weekend finds you spending time with people you love. Who knows? You may create a music memory that will still be fresh in 20 years. --Beth

Great article from The Washington Times called Boomers Fault Fashion by Anne D'Innocenzio (Associated Press).

It addresses the disconnect between the the fashion needs of the young-minded active 50- and 60-year old and what she sees in the store. After my recent bathing suit search I'd like to add 40+ to that list.

The fashion industry is missing a huge opportunity to reach out to fashion conscious Baby Boomers who want something in between the flimsy, spaghetti straped tops and size 0 skinny jeans  marketed to teenagers and the tropical floral rayon shifts and elastic-waist knit pants marketed to the over 21 crowd.

In descrbing the women interviewed for the story D'Innocenzio says "While their bodies may be aging, their spirits are not."

AMEN!

True story- bathing suit department in JC Penney's 12 hours before I leave for vacation in Florida- I had been to every other store in the mall. Every bathing suit over size 10 was a large floral print in the worst color combinations I have ever seen. No linings, skinny straps or just wide blousy expanses of fabrics. Nothing priced at under $115. Very demoralizing. I turn the corner and come across a woman about my age and size crying , right there in the middle of the bathing suit department in Penney's! I stopped and asked her if she was Ok. She said she was just so embarrassed that she couldn't find a good bathing suit and that she felt so ugly and hopeless. She didn't want an old lady bathing suit. She said she'd pay anything to find something a simple well-fitting bathing suit. Anything!

I gave her a tissue and told her to go home and pull up the Land's End website.

Here is a demographic that has money to spend and nobody can figure out what they need. More likely nobody wants to figure it out. I would imagine it is difficult making fashion that has broad appeal and fits a range of body parts with pooches and folds where they didn't exist 30 years ago. Even the much-touted Chicos has stumbled a bit.

Difficulty finding interesting, fashion forward clothes may be driving women back to sewing. At the very least it is driving women towards purchasing younger-looking accessories (handbags, shoes, belts, jewelry) because they are easier to find or make.

Another opportunity is embellished fashion. Plenty of clothing items with simple lines and fabrics can be found. Craft stores can help consumers take these basic looks to a designer level. Trust me on this- go to a really chic fashion boutique- especially if you are travelling in Las Vegas- and you will see that the silhouettes are basic. It's the glitz on the top that makes the wow.

If I were to give advice to a fashion manufacturer on how to appeal to this "difficult customer." I'd say: try better fabrics and construction, tone down on the oversized floral prints, explore some shaping and decorative seaming. Create pieces that coordinate without being matchy-matchy. Add a decorative detail here or there. It's really not that complicated.

Don't we all want clothes that make us feel good?--Beth

A large electronics retailer experienced a hailstorm of publicity over recent layoffs of hourly employees on the top end of the pay-scale. The employees were replaced with new hires who were willing to work for less money.

I'm sure Wall Street wil be watching this company very closely over the next few months to see if the employee issue influences service and ultimately sales at the company.

The retailer's move seems counter-intuitive to me. Most retailers are struggling to find dependable employees who have an aptitude for operating the cash register and basic customer service skills. It seems to me that having experienced employees would be an asset. And with national surveys showing people are extremely unhappy with the customer service they've been getting from retailers and service providers, why make a move that could jeapordize your customer service?

Electronic products must sell themselves.

OR, this retailer has found that its customer is more informed than in the past and that employees are often reduced to the role of finding a product on the shelf or checking out a purchase. The consumer is likely doing some research, probably on the Web, to learn about product features and prices, then going to the discounter and buying.

Craft retailers- don't follow this example.

Unlike electronic products which are used for the same tasks- to broadcast TV shows, play music, etc. etc. craft supplies can be used in a myriad of ways. Most craft supplies do not come with a little stapled booklet with instructions in four languages on how to install and use the product. Plus, people are discovering new uses for craft supplies every day. The beauty of the products we sell is their versatility.

Yes, our consumers are becoming more informed about product uses through television programming, magazines, books and especially the Internet. But often there are so many more possibilities that can be shared with that customer. Independent craft retailers who want to diffferentiate their stores from competitors need product-knowledgeable employees. In our business, longevity and experience are definitely a plus.

Before you make any move to cut employee pay or reduce your minimum pay rate, think about how this will impact your bottom line in other ways. Low paid employees generally aren't as invested in your business as those who are better compensated. Talented people are likely to find better paying jobs because they have a better skill set. If you are lucky enough to find a gem who started at a low wage, find other ways to compensate that person to keep her bonded to your business. If that employee is a star for you, she can be a star for someone else for another two dollars an hour.

I hear you, money doesn't grow on trees- if only. And, when cuts have to be made, every cost center must be examined. We've all had to do the hard thing. I'm suggesting that before you take any action- look at the long term impact. Lowering wages may have hidden repercussions on your business that with time build and become difficult to overcome.

Good employees can help you through the tough times- in fact they may have great cost-cutting ideas that you haven't considered.--Beth

Looks like folks did their Easter basket shopping early. A quick tour of stores shows indicated that stores either bought well or ran sales to move Easter product out early.

Overheard in the aisles-- confusion on how to put a basket together.

Crafters particularly, are interested in creating their own Easter Baskets, they are less likely to go for the pre-assembled baskets found in mass  merchandisers. Savvy retailers will identify ways to move core product out via a seasonal sale.

Easter baskets and candy go hand in hand but many moms are looking to add other value in the form of art supplies and small gifts. The thing is they don't always think of what will work while they are shopping in your stores.

Consider suggestive selling for basket-worthy seasons like Easter and Christmas. At the same time you can generate store traffic. Here's how:

 Have employees assemble baskets using products from your store in different price ranges that your market will bear: $15, $25. $50. Have a least one big basket- there's always some zealous dad (I'm married to one) or grandma (his mom) who wants to have the BIGGEST basket available.

If you don't sell candy, partner with a local store that does. Use their candy and put some of your baskets in their store.

Consider baskets for older children and adults too. Instead of a tulip that will be bloomed out within days, wouldn't an avid scrapbooker prefer some cute stickers, some paper and a new punch?

Use items from all over the store, everything does not have to be easter themed!This could include, but not be limited to, art  materials, stamping & Scrapbooking products, threads and yarns, polymer clay, toys, plus, activity kits, etc etc. The  more you can make the basket look big or full at a seemingly low retail price, the better.

With each basket, have a list (ideally a copy they can take with them) of the items included, what they cost,  and where they can be found in the store.

You can raffle the baskets off the Saturday before Easter (pick a name Friday night) or you pre-sell them and have the customer pick the basket up on Saturday.

Of course you can always break up unsold baskets. Return the product to the shelves and eat the leftover candy!

Wishing all my industry friends Happy Passover, Happy Easter and a beautiful Spring!--Beth

Last night I attended an exciting press event at New York's Parker Meridien Hotel sponsored by SVP Worldwide (the parent company of Singer, Husqvarna Viking and Pfaff Sewing Machines).

The purpose of the event was the announcement that SVP Worldwide and Martha Stewart Living Omnimedia have commenced a long term endorsement of SVP machine brands.

But what really got the media out of their offices was the fact that Martha herself would be speaking at the event. I was really pleased to see that despite the fact that it was the second day of Passover and an evening event, turnout was strong. It was the best turnout at a sewing event I've ever seen (and I've been to a few). Just shows you how  much star power Martha has.

The core sewing and craft pubs were there, but for the most part attendees represented national publications outside of our industry. Shopping magazines, women's titles and business publications. Lara Spencer taped a segment for Entertainment Tonight- sewing in Primetime! Wow.

There was a real warmth when Martha talked about her sewing-related memories. She recalled that the sewing machine was always set up in the kitchen at her childhood home. She talked about winning a Glamour Magazine contest of best-dressed girls on campus and the aspect that separated her from the others was that she made the entire wardrobe. She is definitely a person who knows  her way around a sewing machine and she strongly believes in the merits of learning how to sew.

SVP Worldwide CEO Don Fletcher said, "Martha brings extensive experience and a passion for sewing to our newly formed relationship. Our shared vision to inspire the sewer and elevate creativity will provide endless possibilities for sewers."

SVP spokespeople consistently referred to Martha's role as a "sewing mentor." I hope that means we'll see more sewing information on her shows, in her magazines and on her website.

This new relationship will have an uplifting effect on the entire sewing category. Simply put, the more messages people get about sewing the better. And when sewing machines are demonstrated on TV shows- people who don't normally shop our stores see how easy they are to use.

Other sewing machine companies have made inroads with TV coverage as well, suggesting that producers are more open to sewing & crafting segments. For example, Brother and Janome Machines were featured on The View- Rosie O'Donnell has been talking about sewing quite a bit on the Show.

Retailers-  if you aren't doing so already, take advantage of all of this national coverage to generate PR on a local level. Let local  newspapers and TV stations know that people are talking about sewing because of Martha, Rosie and Project Runway. Use this as an opportunity to position your business as a place for sewing education.

I encourage shops to band together to generate this PR, it makes a stronger story for the editor- so quilt shop owners, sewing machine dealers and fabric store owners- cook up a plan to get people talking about sewing in your community!

Let me know how I can help-- Beth

Last night television news magazine 60 Minutes ran a compelling piece on how changes in Antartica, specifically in the number of new penguin births and melting glaciers are an indicator of global warming.

Recently, there seems to be a turn in the tide of public opinion about global warming. I find that many of the people I know now agree that it is happening and that we should be concerned. However. they don't know what to do about it.

Today, BBC News featured the UK's environmental secretary who suggested that rather than just having his own department worry about it, that global warming should also be a concern of ministers who deal with finance and business. Linking global warming with business is a smart strategy to get people talking about environmental issues.

In the March/April issue of CNA we published an article about craft industry companies that were making Green initiatives and conservation part of their corporate plans. My hope is that if readers took something away from that article it is that environmental considerations aren't just good for the world, but that they can be good for business as well.

There are many resources available to advise businesses of all sizes on how to conserve natural resources, reduce pollution and to recycle. Most states have offices dedicated to just that thing. Additionally utility companies can offer advice and at the very least have you evaluate your current energy usage and how you can reduce that usage without feeling harmful effects. If you are planning to build a new structure or refurbish an existing one, I urge you to contact your state offices and utility companies and ask about any financial incentives offered to companies building Green structures. A small investment upfront could save you money down the road.

Your service and raw materials providers can help as well. For example, companies that handle your cleaning services or sell you your cleaning supplies may be able to help you identify Green cleaning products that do the job with fewer harmful chemicals. Your packaging materials provider may  be able to direct you to recycled products.

Another thing to do is to consider the waste generated as a by-product of the manufacturing process, returned orders, damaged goods etc. Usable craft supplies, no matter the packaging are highly sought after by schools as well as youth and senior centers. Or challenge students in the engineering department of your state university to come up with a new use for manufacturing by-products- what to do with all those loose fibers or metal cut-outs.  

Let's keep the dialogue about craft industry companies + green business practices going. Please share your experiences, good and bad so that industry colleagues can learn from them. Share them with me . I love learning from you!-Beth