Welcome to a new edition of the h+h Connect blog, where we bring you insightful conversations and creative inspirations from the world of craft and design. In our recent episode, host Darrin Stern, Show Director for h+h americas and Vice President at Koelnmesse Inc., sat down with the talented illustrator, designer, and now published author, Amy Frazer, also known as Amy Tangerine. Together, they delved into Amy’s fascinating journey and discussed the vibrant world of craft retail.

Meet Amy Frazer: A Journey from Illustration to Embroidery

The conversation kicked off with Amy sharing her exciting announcement about her upcoming book, “Birth Flower Embroidery,” set to release on December 2nd. This book represents a month-by-month celebration of floral embroidery, with 26 new designs inspired by birth flowers. Amy’s journey began as an illustrator and designer, working in various creative roles, including product development and children’s accessory design, before transitioning to her passion for embroidery.

The World of Craft Retail and Trade Shows

Darrin and Amy explored the significance of trade shows, such as h+h americas, in fostering connections within the industry. Despite the digital age, Amy highlighted the irreplaceable value of networking at these in-person events. For Amy, trade shows provide more than just business opportunities; they offer a creative recharge and a chance to collaborate with peers. Her experiences at h+h americas have been particularly enriching, allowing her to make connections and explore potential partnerships.

Embroidery: A Craft for Everyone

One of the key topics Darrin and Amy discussed was the accessibility of embroidery as a craft. Amy emphasized that it is one of the easiest crafts to start, requiring only simple materials like a needle, thread, and fabric. Whether you’re a novice or an experienced crafter, embroidery offers a versatile creative outlet that can be taken anywhere, even on a plane!

Retailers and Creativity: Expanding Horizons

Retailers, especially those focusing on yarns or quilting, have much to gain from exploring broader craft categories. Amy’s products, which range from greeting cards to embroidery kits, are perfect examples of how retailers can create cohesive stories within their shops. With the upcoming holiday season, considering diverse and creative product offerings can enhance the customer experience and sales.

The Importance of Community

Throughout the episode, the theme of community and creative collaboration resonated strongly. Amy and Darrin discussed the role of h+h americas as a creative ecosystem and a business incubator. The event connects industry insiders, fosters relationships, and allows participants to share their creative journeys and ideas.

Amy’s Upcoming Book and Opportunities

Amy’s new book, “Birth Flower Embroidery,” offers an exciting opportunity for both individual crafters and retail stores. Available for pre-order through various platforms, the book promises to be a hit during the gift-giving season. For those interested in wholesale opportunities, resources will be made available in the show notes of the podcast episode.