Some of us were lucky as children to receive a well-made knitted sweater or crocheted scarf from a beloved relative. Inside the collar or pocket, there was often a personalized, screen-printed or embroidered label. The label bore a sentiment: Knitted with love by Grandma. Or this: Made especially for you.
Homespun and sentimental? Ah, but it said so much about the worth of the gift item and the recipient. Memories of these labels came flooding back during a recent visit to www.buyhandmade.org, also known as the home of the "Handmade Pledge." This site has logged more than 33,000 visitors who make this commitment: "I will buy handmade for the holidays, and I am asking others to do the same for me."
You can scan these e-mails to get a snapshot of the times: For some writers, the pledge represents a yearning for authenticity, or a rejection of consumerism and mass production. For some, it reveals a reshaping of priorities: Having less to spend, some people are seeking gifts with value that is more than monetary.
And yes, there are thousands out there who appreciate the "real and abiding" magic and meaningfulness of art. That's the kind of appreciation that is going to sustain our industry through the economic downturn ... not just through the immediate holidays, but right up through Valentine's Day and Mother's Day and wedding season...and beyond.
The question is, how can artisans and retailers of fine craft contribute to this movement? How can we fan its embers even as we turn the calendar page and face the unknown of the year ahead?
Embrace the lessons taught by our elders when they attached those humble tags to their handmade stitchery.
Make sure your customers (the purchasers and the gift recipients) know how much care you invested in making your art product. Find ways to tell them this winter that they are special, and that you appreciate them and their commitment to buying art. Are the galleries representing your work doing the same? Sure, it's easy to whimper when the economy's bad, but try putting on a smile and making sure that every one of your customers feels appreciated by you. Acknowledge and thank them.
Here are five easy ways for artists to say "You're special" to all who buy or give your products:
- Post a thank-you note on your web page or blog. It can be as simple as a couple words, or it can be your own banner ad telling visitors that you appreciate them.
- Use your computer to make very simple enclosures or tags, to put in every shipment you send out for the next six weeks. You can use a simple, free greeting card template if you want to get fancy, or just type your sentiment and reproduce it. Your message can be humble or funny or flowery. Just be yourself and keep it brief. Samples:
Thank you for supporting American artists and the retail galleries that represent them.
Someone selected a handmade work of art, just for you: You're special!
No robots were exploited in the making of this product: Thanks for choosing a work of art created by human hands.
- Update your e-mail signature. After your name and contact info (and the date of your next tradeshow), end with a simple, one-line, thank-you message.
- Get yourself a present: a handheld embosser with a custom message that says "Handmade With Care" or "Thank You." Use it to emboss stickers or gold seals. Use these to embellish gift-wrapped packages all year long.
- Take the "Handmade Pledge" and use the opportunity to say "Thank You" to everyone who has promised to buy handmade this season and beyond. That's 33,000 potential customers and counting.
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