Craft Conversations with the Pros | Katie Skilton

Today I have the Craft Conversation with a new friend of mine, Katie Skilton. You may have seen her on Hochanda recently as well as other Craft TVs.

When and how did you start in the industry?

I have been paper crafting for 15 years.  It started when my eldest daughter Annabelle was born and I wanted a way to document her life.  I came across scrapbooking, although back then it was very basic.   

What type of job at first? Did you started as a creative straight away?

In 2012 I gave up my full time job as a sales and marketing manager in the orthopaedic industry as it was just too much after I had my son Jude.  I originally planned to make a few cards to sell at fairs and through friends and family.  I started a blog and this is when I found out about design teams.  I joined a couple and from there it just took off.   

I was asked by a company to do some paid work which I jumped at.  From there I contacted my first magazine Cardmaking & Papercrafts who offered me some design work.  

 Was it full time? Part time? 

It started off as a part time job but I found that I loved this type of work and put a lot of time and effort into contacting editors and companies.  My aim was to become full time by the time both my youngest boys were at school.  This happened much sooner and I now work pretty much full time, although the hours can be spread out to suit me and my family. 

How do you describe your job nowadays?

Nowadays I do a real variety of work from magazine commissions to designing projects to go on the front of packaging.  If there is one thing I love about this job is the versatility.

Is it hard to work full/part time in the craft industry? Can you name your major challenges you face?

It is very hard to work full time in the industry, mainly because being a freelance designer the work can come and go.  Often I can have a quiet couple of weeks and then a really busy few weeks where I am working night and day to fit it all in.  This is my biggest fear, as a freelance designer it has taken a huge amount of work to build up my business and this is something that I have to really focus on as without the hard work and networking with companies and people I would lose a lot of work very quickly.  I think one of the biggest challenges I face is not having a design background.  I am self taught but if I could do it all again I would have concentrated on design when I left school.

Out of everything you do and have done, what is your favourite?

I really like working at the craft shows around the country and sometimes further afield.  It is lovely to get out and meet all the crafters that visit these shows.  I get a real sense of achievement when I teach someone new to crafting a new technique and show them the best way to get the most of a product.  The TV work is something I never thought I would be doing but I actually really enjoy being in front of the camera!

Your proudest moment and achievement?

I have been nominated twice in 2014 and 2015 for British Card Designer Of The Year.  This was a major achievement for me as only being in the industry for a short period of time I was amazed to be up there with some really talented designers.

 

What is your favourite project type (mini albums, cards, layouts, home decor...) and colour?

I love all paper crafting projects and it is hard to name a favourite but I do still have a real love for cardmaking.  It is like miniature pieces of art.  I also love home decor and the way you can make something from nothing.  Although I started with scrapbooking I find this the hardest projects these days.  I have to really think about the design and it doesn’t come as naturally to me as other paper crafts, although I would love to do more of it and as they say practise makes perfect! 

I love colours and matching the right colours are so important when designing.  I like bright, fresh colours but to me white is very important as I love white space on projects.  I feel this really brings out the colours in the project.

Where you go for inspiration?

I spend so much time on Pinterest! I get lost in all of the wonderful projects I see.  But inspiration comes from everywhere.  I live in a small fishing town and often get inspired by the seaside theme with boats and nautical themes.  I also like taking ideas from fabrics and clothing I see and add those ideas into papercraft projects.

What is next for you?

I like to think I am always moving forward.  Over the past couple of months I have taken a step back to focus on family but I have a few plans for the upcoming months.  I am hoping to make some changes to my existing website and add some new features.  I am hoping to continue working with some of the fabulous companies I have been working with over the past few years and also looking to expand to new companies with new ideas.  Eventually I would like to put my product ideas into practise but that will be a could of years off.

And finally, Do you remember when we first met? Any good/bad impressions?

I knew of Paula Pascual for a while before I met you and always found your work very inspiring so when we first met I was really excited.  We first met at Stitches in Birmingham in 2014 but it wasn’t until 2015 that we got to work together at Paperworld and in Glasgow.  I can honestly say I have learnt so much from you from product information to great ways to teach. It has been a real pleasure to get to know you better.

You can find Katie here:

Website | Blog | Facebook | Instagram | Pinterest | Twitter

As well as to keep up with her media appearances here.

You can read other Craft Conversations with the Pros here.

Craft Conversations with the Pros | Sara Naumann

Today is the turn for one of the most gorgeous crafters I have ever met: Sara Naumann. A really talented, hardworking and not to mention super sweet designer!

When and how did you start in the craft industry?

I started in the craft industry right after graduating from university. I answered an ad for a receptionist at a publishing company in Oregon called Hot Off The Press (HOTP). My degree is in English literature; at the time, HOTP was a craft book publisher and I thought this would be a stepping stone into the world of book publishing.

 Was it full time? Part time?

I began full-time answering the phones and doing administrative work, then because the company was so small—just 25 people—I got pulled to help out in various departments. Through that, I realized I would not be happy with the tedious work of editing as I’d originally thought, but that I loved the excitement of marketing. I was lucky to discover this at the beginning of my career!

What type of job did you have at first? Did you start as a creative straight away?

Answering the phone (this was—ahem—when people used to phone companies to place an order or ask a question!), then admin work for salespeople, the marketing manager, even packing up orders. Super glamorous! After a few months, I was asked to attend an industry trade show in Chicago and help work in the booth. I couldn’t believe it…traveling to an exciting city like Chicago for work felt like big time!   

Shortly after I started, HOTP got in on the scrapbooking boom and changed from being a craft book publisher to being a scrapbook paper manufacturer. It grew at an amazing rate, basically doubling the year that scrapbooking really took off in the US. I was fortunate to be in on the ground floor of that and as the company grew, I took on more and different jobs and positions, including product design with sarabooks™, sarabinders™ and sarapapers™. When I left, 15 years later, it was as the Vice President of Sales and Marketing.

How do you describe your job nowadays?

I’m a freelance designer for the craft industry—as such, I’m a columnist in US and UK magazines, I design stamps for PaperArtsy, I host a weekly You Tube show, demonstrate on craft TV and write books for Search Press.

Out of everything you do and have done, what is your favourite?

I’m really lucky to say that I love it all—and love the variation. I suppose if I only did one thing, it might get repetitive after awhile. Teaching in person and demonstrating on television is amazing and really fills me up—but it can also take a lot of energy, so I’m lucky to have the chance to refuel with magazine articles and book projects that let me squirrel away in my studio and get into my zone. 

Your proudest moment and achievement in this industry?

Striking out on my own after working for HOTP for 15 years. My husband got a job in the Netherlands, so we moved from Oregon to Amsterdam and I continued to work remotely for HOTP for a couple of years until I realised we weren’t planning to got back to the US any time soon. The US economy hit the wall at about the same time, and I realized I needed a change from the pressure of sales and business travel. I decided to take a break, then began my own business as a freelance designer.

Shortly after, I became pregnant with my daughter and realized I was going to shift everything around in terms of work hours, projects and where I put my energy. Looking back, I can see that I was much braver than I felt at the time—that was an unsettling period and I’m proud that I stuck with it even when it felt so, so hard sometimes.

 

Is it hard to work full/part time in the craft industry? Can you name your major challenges you face working in this industry?

There are challenges like with any other industry. To be a freelance designer, you’ve got to hustle for every job—even after 20+ years in the industry, it’s rare that jobs simply fall in my lap. I send a lot of proposals, go to a lot of trade shows and networking events and have a lot of meetings in order to get work. Relationships take a long time to build up and often, an opportunity comes along years after an initial meeting!

And as a freelancer, you need to be on top of your business finances and goals. This is not the most fun part of the job but it’s so important to make sure that you’re earning what you’re worth, and spending your money and your time in the most effective way possible.

What do you think is more important to succeed in this industry: creative talent, hard work or luck?

Oh dear, I think I have to say it’s that magic combination of all three—plus a good reputation, strong ethics and a dash of humor! And you’ve got to have patience…it can take a long time to develop a career, and you must be persistent.
 One more thing: As a designer, teacher, writer…you need this unique combination of passion and pride in your work, along with a certain amount of distance and objectivity. Not everyone will love what you do, and if you work for a company, they may ask you to change some things or design to certain specifications.

  

If you could go back in time, what would you do differently career wise?

I’m sure there are a zillion things I could or should have done differently but I really believe that nothing is wasted. I did spend a lot of time on projects or proposals that never took off or never earned much money, but the skills I picked up or the lessons I learned from each experience added another layer to my career.  

Also, what would you like to do differently style, technique, project wise?

After many years of a vintage, shabby chic look, I’m moving more and more into clean lines and contemporary colours and lines. It’s actually quite fun to stand back and see how one’s personal style can evolve.

What is your favourite project type to make?

Anything with paper! Cards, little books, journals, you name it. And I’m a long-time jewelry-maker, too…right now, I’m writing a book on resin jewelry that includes paper, so this combination is making me really happy!

What is your favourite color in general? And to make projects with? 

My favorite color is one that PaperArtsy has produced so perfectly as a Fresco Finish paint: Mermaid. There’s something about it that instantly makes me happy. I like to use this color on my projects too—in fact, I sometimes have to force myself to try different colors that I find harder to work with, like purple. Other than that, I love incorporating yellow into the mix, since it tends to either add a punch of color, or gives a gentle glow, depending on the shade and application.

Where do you go for inspiration?

Sometimes it’s a matter of getting out of the studio and into real life. Clothing store displays, IKEA catalogs, going on a photo walk, traveling, music videos…they all give me a new perspective and get my brain going in a different way. I also journal every morning, and sometimes my writing will lead me to try new things as I think about projects I’m working on and wonder what might happen if I did X, Y or Z.

The worst thing for inspiration? Comparison will always get me down!

What is next for you? Any art or craft dreams to be explored?

My art and craft to-explore list is about a million miles long! The front-runner at the moment is video classes and tutorials. I’m doing more and more video work instead of traditional in-person teaching, and that’s been a lot of fun and very fulfilling!

And finally, Do you remember when we first met? Any good/bad impressions?

and how important it is to meet people and network and keep craft friendships.

The first time was when you worked on creating project samples for Dawn Bibby’s show on QVC. I think we met in the hustle of the craft prep room in London—that room was always so packed with craft supplies and projects in process and it seemed so fun and energetic. But there was also the time pressure of prepping for a live show, so we didn’t get a chance to talk much because you were working and I was nervous about going on live TV!

Then later we both went to Portugal for one of Dawn’s retreats. This was also a lot of work, but there was an evening party at the hotel—you sailed across the floor in the most amazing flamenco dance and everyone was in awe! 

I also remember wanting to break out my high school Spanish with you but then realized your English is perfect and that I was probably better off not embarrassing myself.  

Paula's version:

I remember seeing Sara at QVC and being so gobsmacked at how beautiful she is. Then I got to meet her over the years, and Sara is just as beautiful inside as she is on the outside!

You can find Sara here:

Website | Blog | Facebook | Instagram | Pinterest | Twitter | Youtube

Craft Conversations with the Pros | Manoli Navarro "Picatua"

Esta Conversación esta publicada también en español aquí.

Today we go back to Spain, this time to Galicia (North West of Spain) to get to know a bit better one of the best known paper crafters in my native country. Her name Manoli Navarro though she is better known as Manoli Picatua.

Manoli, when and how did you start in the craft industry? 

I started paper crafting when we moved to Galicia in 2004, I started with the digital side, I used to print out the patterned papers to make cards and then scrapbooked digitally.

We had to changed very dramatically when our youngest daughter was born, as she was born prematurely and with a lot of health problems. At the time, I was working in the marketing and advertising world in Spain's capital Madrid. Suddenly I was in a small city in the middle of inland Galicia without being able to work outside the home as I needed to care for my little one. I needed to distract my mind and give an outlet to all the emotions that I experienced and scrapbooking was that outlet. It wasn't till 2005 that I did not make a layout in paper.

Was it full time? Part time?

From 2006 was a full time job.

What type of job did you have at first? Did you started as a creative straight away?

I started selling cards to a group of Germans expats living in Torrevieja (Alicante, Spain). I would send the cards by postal mail and my mum would sell them to them every week.

I soon started to have regular clients, but soon they started to be more demanding and asked for personalised cards. That was the reason I created my blog.

In october 2006 I found the first online Spanish Scrapbooking forum, a forum created by a retail shop in Barcelona. After that, I was asked to do their online shop even if I was 1000km (621 miles) away! As well as teach online workshops and work with their magazine. I was already teaching in Galicia (since 2007) and in 2008 I taught for the first time in Creativa Barcelona (the most stablished paper crafting show in Spain).

How do you describe your job nowadays?

I work in something that I am passionate about, I can see myself working in anything else. It is a hard job because you need to be do many things at once, but I love what I do and I believe in it.

What would you do differently? 

 Its a difficult question, because I always say that the experiences are what help you to get to where you are now and maybe, if I had not gone through all that I have gone through professionally, I would not be who I am in the world of scrapbooking.

Perhaps I would have become independent sooner, by that i mean to become a freelancer and not to be so much dependent of the shops.

Of my projects, I would not make anything different. For me, albums, altered art, layouts have a reason of being, independently of the colour or papers I used. My current style is the evolution of everything that I have been trying in my journey. I don't like too much my colourful phase. 

Out of everything you do and have done, what is your favourite?

Teaching in person. I have taught workshops in all sorts, even online live every week every friday for 3 years. I teach online through PDFs and make tutorials for Design Teams, but what you can feel in a workshop in person its not describable. The nerves because of the worry if you have forgotten something, the faces full of excitement of the students when they take home the made up project, the hugs and their affection... You can't tell that, you have to experience it.

Whats your proudest moment and achievement?

The proudest moment was this year when i was invited to teach at Chocolate Quente XL in Oporto at an international event with four big artists of the crap world like Shimelle or Diane Schultz dueña de Graphic 45, it was an honour to have them as colleagues.

However, if there is something that I can be proud of is of the largest event that happens in Galicia, of which I am the founder and it's already on its 5th edition. It is an event where it doesnt matter whether you are shop, teacher or scrapbooker, that day everyone is sitting down just the same as colleagues. They close their shops so that they can come to the event without any competition or bad atmosphere.

Is it hard to work full/part time in the craft industry? Can you name your major challenges you face?

Yes, its very difficult. I am going to very honest here as we are between friends! 

In Spain there a very few professionals, and by professional I mean people who are registered sole trader and pay their taxes as such. When you offer to teach a workshop at a shop, the shops rarely ask you to be one, so that everyone can teach.

Another problem is the crisis, before shops and teachers fought in the same path, now I suppose due to the fact that shops have had their sales drop, little by little the shops themselves become our competitors because they bring down the prices of workshops to a point where its impossible to compete.

My company is small family business. My husband and I work in the business, as I cant just teach, I am a crafter that sells what I do, specially cards for events. Again, the crisis has made that because of necessity, people that are not professionals sell stuff at ridiculous low prices for weddings and other events, as they don't pay taxes and the client chooses the cheapest.

The other great issue is to be updating daily in social media. If you are creating a project for a Design Team, for an online shop, to teach at a workshop and shows, when do you publicise it? When do you update the blog? When do you answer and engage with your followers?

A small business like mine cant afford a community manager or a social media manager. Because of that you are always trying to balance timing so that you don't take away time with the family, so you end up sacrificing sleep. 

I could go on, but I am going to leave it here... Because after all, it is worth it.

What do you think is more important to make it in this industry: creative talent, hard work or luck?

Hardwork of course. One can have a lot of talent and be very creative, but if you want to survive in this industry you wont do it if you dont put all your efforts and persist. Through all these years, I have seen how other artists have grown because of their creative talent and marketing skills, bit the difficult bit is not to go up but maintaining yourself.

What would you like to see changing in the craft industry?

I would love it if, like the crafters guild, there was a legislation or something that regulated prices and working conditions. That also protected us professionals from plagiarism, professional abuse and intrusiveness. An association of sorts.

In Spain above all else there is a great ignorance of what it is a scrapbooking professional, because of that when you are negotiating prices and workshops there are concepts that not even shops understand, like why it is compulsory to pay a compensation fee for cancelling an event. As a professional, you have done the budget, booked a date and then you find out only three days before hand that the shop cancels the workshop because its not as full as they expected. You as a professional have lost a full day of physical work, but maybe it was a full week of real work preparing kits and the project. The brands, companies and shops forget that you are not only working the day that you have been hired to do the workshop, but meanwhile you have worked a full week that no one is paying directly for.  

This is what i would like to highlight, because when you give a fee for the workshops they need to start to think that you are budgeting for the time they are not seeing.

What is your favourite project type?

Mini albums and cards. 

What is your favourite colour in general? And to make projects with? (Not always the same!) 

I like to start my work with a white background, independently of the paper I am going to use. I love pastel colours, mint, pink and ivory almost always are in my work. However, y favourite colour in my daily life is blue, any variation of it but blue!

Where you go for inspiration?

I go to interior design magazines, I see a table decorated and I see the composition of cards! I only turn on the computer two hours a day, from 6 till 8 in the morning. From that time, I take 30mins to Pinterest to look for combinations of colours above all else. I follow from my blog great cardmaking artists that inspire me greatly. And when all else fails i go to walk by the 
Cañones del Cil in the Ribeira Sacra, very close to my home.

What is next for you?

I have the intention of being more visual in my Youtube channel this season. I am also going to focus more on online teaching although I do think this year I will have to travel much more than last.

I have several working proposals of which i cant talk now that I think they are going to help me internationally. I have two dreams in particular that I have been working in for a few years but for the time being I will only talk about one of them: to become part of the Design Team of Graphic 45, maybe in 2016? The other dream, I would like it to keep it to myself.

Thnak you so much Manoli, I hope those dreams become reality! (Sitges March 2015.)

You can find Manoli online here:

Website | Blog | Facebook | Instagram | Pinterest |  Twitter | Youtube 

You can read all the Craft Conversations here.

Craft Conversations with the Pros | Shari Carroll

The professional today is someone who I have admired  since I discovered Hero Arts back in early 2003, Shari Carroll. An incredibly talented designer and author, I cant express how happy and honoured I am to feature her today in this Conversations.

Lets hear from Shari.

When and how did you start working in the craft industry? 

My friend was colouring cards at home as a part time job and I was looking for some type of work to do at home so I inquired. On my due date with my second boy Scooter, I started working for Hero Arts. This was 1989.  

Was it full time? Part time? 

I worked about 15 to 20 hours a week to start off.  

What type of job did you have at first? Did you started as a creative straight away? 

I coloured sets of cards for store display boards. We used Marvy markers on glossy cardstock back in those days. Not much else to work with really, the industry was very young at that point. Shortly after, I went out to stores and demonstrated new stamps and heat embossing. Eventually I started doing catalog sample work.  

How do you describe your job nowadays? 

In 2013, after 24 years, I left Hero Arts to go work for Simon Says Stamp where I design stamps, dies, stencils, inks and bring new product to the market under the Simon Says Stamp brand name. I also photograph new releases and create the graphics which are used for the web and social media. In the studio, I create videos and samples for blog posts. The best part of my job is having such diverse product at my fingertips to use on my projects. 

Out of everything you do and have done, what is your favourite? 

My favourite is the process involved in having a concept stamp set idea, designing it, seeing it go through the process of production, finally when it is released, to see consumers use them on their cards!  

Your proudest moment and achievement in this industry? 

My development of the Mid-Tone inks for Hero Arts was definitely my proudest moment.  The way things had worked was, ink companies had colors to chose from. I pushed them to make custom colors, this was new and exciting! I feel it changed the way we looked at colors and choices. It started an ink craze.  

Is it hard to work full/part time in the craft industry? Can you name your major challenges you face working in this industry? 

Good question! I am so incredibly blessed to be able to work in this field. For me, it's the best job ever! I work doing my hobby! I am deadline driven and work well under pressure. I am the type to stay up into the late hours of the night to get the job done on time. I've worked from home all these years and the biggest challenge for me is disciplining myself and managing my time.  

What do you think is more important to succeed in this industry: creative talent, hard work or luck? 

My route to success was definitely hard work. I remained behind the scenes for many years, just doing what I do, not looking for fame or fortune. For those looking to break into the industry, it's all about exposure. Get yourself and name out there! Social media is one of the best tools to use. 

If you could go back in time, what would you do differently career wise? 

I'm rather shy and didn't do much to promote myself, I could have done better at that. Also, I would probably return to school for computer courses. I am self taught in Adobe Illustrator which is what I use for design work.

What is your favorite project type to make? 

I love multi medium and messy projects on canvas. My signature style is layering and that's exactly what I love doing. Layering anything!

What is your favourite color in general? And to make projects with? 

My favourite color right now are shades of Aqua.  My base color is grey... I love GREY! I used to love natural tones of greens and browns. 

What kind of technique, project and product you are loving right now? 

I'm loving a couple tools right now especially the Fuse tool to make shaker cards and pockets. Also the Minc machine for foiling. 

Would you like to do something differently style, technique, project wise? 

I'm a terrible blogger and YouTuber! I would like to improve those. I would like to be more efficient in the studio and create more projects especially multi medium canvases. 

I am looking at remodelling the studio with better organisation which would help tremendously. 

Where do you go for inspiration? 

I look through Pinterest. I like looking at photography, colours, and fabric textiles.

And finally, What is next for you? Any art or craft dreams to be explored? 

I am so happy where I'm at. I love doing what I do and feel accomplished.  

You can find Shari here: 

Blog | Twitter | Instagram | Pinterest | Youtube

To read previous Craft Conversations, click here.

Craft Conversations with the Pros | Elina Strömberg

Today we go North to ask Elina Stromberg the Craft Questions. I met Elina last year and is another of those crafters that are really passionate about what they do. I really enjoy her work and her company!

Elina, when and how did you start in the industry?

I've been making different kinds of crafts as long as I can remember: Paper crafting, card making, drawing, knitting, crocheting, sewing, weaving, and many things more. I got to know scrapbooking in 2009, which got me more involved in paper crafts: I opened my blog, attended paper crafting and mixed media classes, and learned to use a larger variety of tools and techniques. Workshops and crops also introduced me to a growing group of paper craft in hobbyists, industry influencers, teachers and designers both locally and internationally.

I've been a member in several design teams since 2010: some of those teams have been inspiration/challenge blogs, some of them promoted a retail business, and in some teams I have supported an industry manufacturer. To some design teams I have applied myself, and some have contacted me directly with a cooperation proposal.

Was it full time? Part time?

Crafting and designing has never been a full-time work for me. My academic background is in business and IT, and work full time as IT manager.

What type of job at first? Did you started as a creative straight away?

How do you describe your job nowadays?

I still consider designing and creating my hobby, even if the related tasks do require a lot of time to be allocated. My day job ensures me financial stability, and even if I don't have as much time for crafting as I would like to have, I'm glad that there's no true financial pressure related to my creative work.

Is it hard to work full/part time in the craft industry? Can you name

your major challenges you face?

There are thousands and thousands of talented people in the industry, and there's a lot of competition. In addition, a successful creator/designer needs to be a true multi-talent: Not just a designer of projects that really stand out, but also a photographer, photo editor, writer, web designer, marketer, social media master, ... Despite of the value the design team is bringing only a few companies are paying for the services of their design teams. This is a generally accepted thing in the industry which makes it even more difficult for a part time crafter to become a full time professional creator.

Out of everything you do and have done, what is your favourite?

Together with my colleague I have already twice organised an international crafting / mixed media event in Finland. Our weekend long 'Creative Journey' event was sold out on both times, and the feedback from the event participants has been heartwarming positive.

Your proudest moment and achievement?

There have been times when I've been teaching scrapbooking or mixed media to people who had no prior experience in the subject. However, receiving enthusiastic feedback from those people after the class is always very encouraging; if someone has got a kick off to a new hobby from my class, that's something I consider an important achievement.

Being part of the core editor's team for a Finnish paper crafting magazine was really great, too. There were many people that thought our idea of a paper crafting print magazine was too ambitious. But that pushed us to really give our best, and seeing our first magazine in the local news stand was a memorable moment!

What is your favourite project type (mini albums, cards, layouts, home

decor...) and colour?

Scrapbooking and cards. I cannot pick just one favourite colour, as I like many bright colours a lot: Yellow, orange, gold, green, chocolate brown, ...

Where you go for inspiration?

Inspiration can be found everywhere i.e. in home decór magazines, blogs, DIY books etc. However, I think that the easiest way to find lot of inspiration is Pinterest.

What is next for you: (both what you are doing next and what you Would

like to do next)

I will continue my work in my current design teams, and hopefully many crafters will be inspired by my projects. I do have dreams and plans that hopefully someday will get real: Designing my own series of stamps and/or patterned papers would be a dream come true!

And finally, Do you remember when we first met? Any good/bad

impressions?

I had been following your work pretty closely for some time, and I was so very happy when I finally got the opportunity to meet you face-to-face at Sizzix blogger's meeting a year ago. You are such a wonderful, warm hearted, lively, inspiring, and energetic person!

Paula's version: 

I remember seeing Elina's projects on the Sizzix blog for the first time and thinking wow, she is clever! And then i got to meet her in person and immidiately really liked her. Elina is a very friendly and grounded person, one that I could spend hours and hours cahtting and photographing!

You can find Elina Strömberg online here:

Blog | Instagram | Facebook | Pinterest 

To read previous Craft Conversations, click here.

Conversations with the Craft Pros! Patricia Villas-Boas

Today's turn is Patricia Villas-Boas, the multi talented superwoman! And another of my very close friends, Patricia does it all.

When and how did you start in the industry?

At a profesional level, let’s say, I took the first baby steps in 2006, when I bought a brick and mortar Arts and Crafts store in Porto - 512 Ideias. Until then I taught some classes and did a lot of crafting but for myself mostly.

Was it full time? Part time?

In the beginning part time, since I was still working on the other business of the company (hands on activities for children), it was only part time. It evolved to full time prettily fast!

What type of job at first? Did you started as a creative straight away?

I have always done creative things, but again at the beginning I was more general manager/do it all kind of person. The shop we bought was already in business for some years but had become pretty obsolete so we really had to start over and discard lot’s of things that no longer made sense in our business model. To help that transition I started creating projects and such things to bring new clients into the business.

How do you describe your job nowadays?

I would say that is 60% creative/40% management these days but in a working day that has to have 16 hours at least. I have by own business with two different fronts (store and wholesale business) so I have to foresee what happens in both. Then I develop projects for classes and the different blogs the company and myself have….and then I edit, write and develop projects for a magazine….

Is it hard to work full/part time in the craft industry? Can you name your major challenges you face?

It is really, tremendously hard. In my country there was a moment where craft in general really exploded but now it seems there is a general disinterest in it. It is not that people can’t afford to do it (which is part of the problem as well) but they seem to have lost the why they want to do it, hence diminishing the sales. For us again, since we import 90% of what we sell the exchange rates between the euro and the pound and the dollar are just very difficult to manage. Also the big mergers that are happening in the US in terms of craft companies are making the smaller businesses have a harder time surviving, hence making the market less competitive and in my opinion, less creative.

Out of everything you do and have done, what is your favourite?

I love to design projects. That moment when you look at a piece of paper and know exactly how it is going to look as a cover of a book or on the back of a frame. I love the process of creating and seeing things transform in my hand.

Your proudest moment and achievement?

I would have to say the Love Crafts magazine. Being invited to do it, really do it all, was a recognition of the quality of my work. To see the first number at a newsstand was just simply amazing!

What is your favourite project type (mini albums, cards, layouts, home decor...) and colour? 

Mini albums definitely and with colour I would have to see red/blue in a 50/50 split! I just can’t decide which one I love best! Say pattern and red with white polka dots is the one after my own heart.

Where you go for inspiration?

Whenever I travel I really take in a lot of what surrounds me. Sometimes I wish I could draw (since I am completely a zero at it) so I could put into paper what ideas pop into my head. I go to Pinterest as well and follow some blogs. But funny enough, my big moments of inspiration happen when I have little sleep! My students say that I have nightmares and then something tremendous comes out of it!

What is next for you: (both what you are doing next and what you Would like to do next)

Honestly, just to have a successful business. Times are hard here and having to battle for every euro to be won is very frustrating. I wish I could focus more on designing projects and even products then having to manage a company in it’s whole.

And finally, Do you remember when we first met? Any good/bad impressions?

Yes, I remember clearly! It was at Stitches in Birmingham and you were coming over to Portugal a month later and Pete introduced us! Very good impression! How could it not be when you have so much talent and such a broad smile!

Paula's version: I remember thinking, wow, on top of running two businesses, this woman has four children and she is one of the most elegant, thin and beautiful in the industry that I have ever met! How does she do it?

You can find more of Patricia Villa-Boas here:
Blog | Pinterest | Facebook

Thank you so much Patricia for sharing!

Craft Conversations with the Pros: Beth Kingston

Today is the turn to jump over the Atlantic ocean once again and ask the questions to Beth Kingston.
Beth is a crafter extraordinaire and a craft expert on the Home Shopping Network where you can watch her often with her gorgeous smile and attitude.

When and how did you start in the craft industry? 
Was it full time? Part time? 

I am a social worker by education/experience, but I have a minor in Public Relations. We had just moved (my husband is in the Army) and I hadn’t found a new job and a friend of a friend was starting a new scrapbooking company.  She asked me if I would trade my PR expertise for product – and I said yes! The company grew and she hired me on – first part time, then full time. 

Xyron bought the company and kept me on as an employee – and then one day they said they needed someone to go on air at HSN and asked me if I was interested.  The rest is history! 

What type of job did you have at first? Did you started as a creative straight away? 

I was more on the marketing side than the creative side, but I have always been crafty and am thrilled that I get to use my creativity more often these days! 

How do you describe your job nowadays? 

I am an on-air personality/craft expert on the Home Shopping Network. 

Out of everything you do and have done, what is your favourite? 

I actually have TWO favorite things. Getting to travel internationally and meet other crafters is SUCH a gift – I cannot believe how fortunate I am. I also REALLY enjoy teaching brand new crafters – those people who say “I wish I was creative”. Watching the light go on when they create something with their own two hands just thrills me to no end. 

Your proudest moment and achievement in this industry? 

This may sound weird – but I don’t really “track” my achievements.  It is more of a sense of “how incredibly lucky am I?” 

When someone I admire in the industry asks me for advice or invites me to teach at an event, or a company I love is interested in working with me – that is what makes me proud. So I guess building a good, solid reputation in this industry is my greatest accomplishment – and I still have to pinch myself that is has all really happened.  I am SO LUCKY!  

Is it hard to work full/part time in the craft industry? Can you name your major challenges you face working in this industry? 

I don’t want to bore everyone with the same answer for every question!  Ha! I am SO LUCKY to have this job – so even when an individual project might be difficult or I’m having a rough day – I always come at it with a sense of gratitude because I KNOW how fortunate I am.   

The biggest challenge for me has been getting a thicker skin. Unfortunately when you are in the public eye sometimes people feel like they can take potshots at you – the way you look, the quality of your projects and ideas, how you act – and while 99% of people are just so amazing and supportive there are a few who have been really, really hateful.  It took me a while to be able to brush those people off – but now that I have I see even that as a gift. It is pretty freeing to not take things personally when people try to put you down! 

What do you think is more important to succeed in this industry: creative talent, hard work or luck? 

Hard work. I have been INCREDIBLY lucky in my career – but once you get those opportunities you have to be willing to work VERY hard or those opportunities will stop coming. 

If you could go back in time, what would you do differently career wise? 

Generally I wouldn’t change anything – because if I hadn’t been through those events I wouldn’t be where I am today, but I do wish I would have been more fluent/active in social media earlier in my career. 

Also, what would you like to do differently style, technique, project wise? 

I wish I was more of a “messy” crafter.  I tend to make very clean, functional projects, and I WANT to expand my horizons but I really struggle with stepping outside of my comfort zone.  A girlfriend and I went to a mixed media retreat and I almost had a nervous breakdown just working on the first project! Clearly I have issues.  

For the full tutorial click on the photo.

What is your favourite project type to make? 

I LOVE home décor. We just moved in to a new home and I have been making wall art, serving pieces for our patio, stuff for our kitchen, etc. 

What is your favourite colour in general? And to make projects with? (Not always the same!) 

In my clothes and my home décor I tend to go for neutrals – grey, gold, white, etc.  In my projects I am CRAZY for color! I used a lot of teal and coral in my projects this summer, and now that I have started thinking about the holidays I’ve found myself working with deep reds. 

Where you go for inspiration? 

I may be one of the few people who still gets print magazines.  Fashion, food, craft – I love them all! I have an actual notebook that I have been keeping for probably ten years that has images or color schemes or project ideas I’ve pulled from those magazines and I turn to that notebook any time I have a creative block. It is like old school Pinterest! 

What is next for you? Any art or craft dreams? 

I am trying to get brave enough to undertake a HUGE art/DIY project on our porch. It would be the biggest home décor project I’ve ever done! 

At Chocolate Quente 14, with Teresa Collins, Patricia Villas-Boas and Jeff  Filimoehala.

And finally, Do you remember when we first met? Any good/bad impressions? 

Of course!  It was at the Chocolate Quente event in Portugal in the Spring of 2014.  Paula and I were both teachers and we got to spend some time together sightseeing and eating – we BOTH love eating!! It was one of the first events where I had some “down time” to relax and enjoy the company of my fellow teachers and Paula and I just hit it off right away. We’ve got so many things in common and have similar personalities - I’ve told my husband several times that the next time we go to Europe we need to make sure we see her! 

Paula's version:

Beth is one of those rare persons that literally illuminates the room when she walks in. When you meet her, you immediately feel happy! I remember meeting her in Portugal and I wasn't feeling too good, but after spending a few minutes with her, everything in the world was fine again. That is the power of the Beth Kingston!

You can find Beth online here:

Website | Blog | Facebook | Instagram | Pinterest

You can read other Craft Conversations with the Pros here:

Dawn Bibby | Pete Hughes | Kath Stewart | Karen Burniston | Jane Gill | Alberto Juarez | Beth Kingston

Craft Conversations with the Pros: Alberto Juarez from Vintage Odyssey!

Este post esta también en castellano aquí.

Today's turn for the Craft Conversations Alberto Juarez from Vintage Odyssey, who is a Spanish scrapbook super star, a real talent, Graphic45 ambassador and Prima Marketing Educator.  I still remember when I came across his blog, I fell in love immediately with his work. He is also a delight and funny guy with whom you can spend hours and hours without a dull moment.


So lets get to know him a bit better.

Alberto, when and how did you start in the craft industry? 

 I discovered scrapbooking 7 years ago, before that I had done book binding and cartonage. I didn't know the scrap world existed until a day that I was looking for paper for my bookbinding projects (a diary to be precise!) and found a scrap shop. I went there and I discovered the wonderful world of scrapbooking.

As a professional I started in 2011, when I began to collaborate with Graphic45 as a designer and I also started to teach workshops in Valencia and Barcelona. 

Was it full time? Part time? 

I have never worked in the scrap industry as my full time only job. I have always thought of it as a second job and as a hobby, though lately I think I dedicate more hours a day than any other job I do.

 Alberto is doing his PHD in Chemistry a the Valencia University. 

What type of job did you have at first? Did you started as a creative straight away?

I started doing my blog, just an inspiration blog and as a brand ambassador. Soon after, I decided that giving workshops was a good idea to share my style and vision, so I started to teach online and then workshops in shops and events. 

How do you describe your job nowadays?

My projects are vintage, not only because of the style and material that I use but also because of the project type and techniques used. I always try to make long lasting projects, that will be strong and resist wear and tear. With that Victorian and classic flair that reminds us of the old pieces of craft, but as if time has stopped, no decay has taken place and they have remained in perfect conditions until today.

If you could go back in time, what would you do differently career wise? 

I don't think I would do anything different, I have done it slowly and without any grand ambitions. I knew that I wanted above all to enjoy what I was doing and while I have made some common mistakes that everyone could make, I also have done many right things. Because of that, I would do everything exactly the same as, on balance, everything is very very positive.

Also, what would you like to do differently style, technique, project wise?

I would like to loose the fear I have got to the empty space as I have a very pronounced Horror Vacui. I would like to try pieces of artwork that are more and more Vintage Clean&Simple, trying to not be afraid of white and more brighter colours.

Out of everything you do and have done, what is your favourite?

Before I started teaching workshops, what I liked the best was to create projects and work as part of a Design Team. 

Since I started to teach paper craft classes I I think of them 24/7! I always thinking about the projects and ideas for workshops, how to make them more attractive every time with new things so that people that come to them end up with a very beautiful project and that they really learn the concepts. 

Your proudest moment and achievement?

Without a doubt, teaching workshops at the ArtVenture in Anheim (California, USA) with Prima Marketing. However, I think I have to also add that it was a great achievement when I was selected to be part of Graphic45 Design Team. Until then it was unthinkable that a Spanish crafter could catch the attention of an american craft company! I would like to add that currently, I am a
Graphic45 ambassador and Prima Marketing Educator but do not belong to any Design Team.

Is it hard to work full/part time in the craft industry? Can you name your major challenges you face?

It is difficult to work in the craft industry if you are very focused in just one way. To be able to work and make a living of it you need to go further than just teaching workshops, you have to diversify and find new ways to expand your imagination.   

What do you think is more important to make it in this industry: creative talent, hard work or luck?

This question is already answered I think by Picasso: the inspiration happens when you are working. You have to work a lot, but it is clear that you have to have talent. I just don't believe in luck.

What is your favourite project type and colour? 

My favourite projects are always the mini albums and even more so if they are accompanied with a box to keep them in. 

I usually work with a palette of browns though I like to add touches of yellow, red and blue, but always within a range of darker shades and metallics. My aim is to create projects that look natural, that they are not artificial so the colours I choose reflect that. I love certain colours, but I avoid them in my projects because they would look artificial.

Where you go for inspiration?

For me there are two things that really inspire me. One, its antique shops, specially open air flea markets. Second, of course, an old book store is always a good place to find inspiration.  And always accompanied of music!

What is next for you?

Right now I have plenty of projects in making, some of which I cant talk for obvious reasons! 

But one of the things I want to go back to is teaching and inspire through online methods. 

And finally, Do you remember when we first met? 

The first time we met face to face was in Creativa Madrid October 2014, though before then we already had talked online and emailed. I had already been told that you were a simply enchanting person.

Paula's version:

Exactly as Alberto says we met a craft show in Madrid. I was already a big fan, but even more so after meeting him in real life. We did a mini photo shoot between workshops, he is not only very cute but also very photogenic!  A true joy to be with.

You can find Alberto here:

Blog | Facebook | Instagram | Twitter 

You can read other Craft Conversations with the Pros here:
Dawn Bibby | Pete Hughes | Kath Stewart | Karen Burniston | Jane Gill | Alberto Juarez