Crafts By Hand, launched in March 2003, has earned a devoted following of customers who appreciate both its excellent customer service, as well as its unique product selection among scrapbook E-tail stores.

The store specializes in offering popular paper lines and scrapbook essentials from the industry’s top vendors at competitive prices.

“We try to bring products to market that large vendors just don’t have room for anymore,” Mike explains.

“Since scrapbooking products change twice a year, there is opportunity to bring back lines of products into the market that have sold well, are popular, but are just not ‘sizzling new.’”

Following that business plan, Crafts By Hand offers products from Karen Foster Design, Herma adhesives, and the store’s signature suppliers: K&Company and Paper Adventures.

Shoppers can find some of the most popular Paper Adventures Prints, Metallics, Diamond Dust, Diamond Dust Prints, and Dual Tones, all available in easy packages of 10-20 sheets. K&Company products available include papers, stickers, and albums.

The store also offers exclusive Crafts By Hand Journaling Strips - 3” x 12” two-toned paper strips designed for journaling or page borders.
 

 Crafts By Hand's Commitment
to Customer Service

Mike and Misty strive to offer the optimal customer experience to shoppers, beginning with a commitment to quick delivery, excellent shipping rates, and free gifts included in every order.

The store has also established a Member Points program:  every customer is rewarded with a 5% rebate toward their next purchase…every time!

“Since papers are a staple of scrapbooking life, customers seem to appreciate the extra boost on their next purchase,” Mike notes.

Crafts By Hand maintains its high reputation among scrapbook consumers by only offering in-stock products.

“All items seen on the Crafts By Hand web site are in stock and ready for immediate shipment,” Mike says. “Items are not backordered.”

These commitments to service are well-appreciated by shoppers…

“I received my order yesterday already!!” Connie, a customer from Montana, writes. “I love my products and the prices. I'll be shopping with you again soon.” 

Sara, a shopper from Florida, was also impressed. “The prices on your paper are great! I can load up on my favorite supplies without breaking the bank!”
 

 Wholesale Opportunities For Retailers

Crafts By Hand has established a wholesale division, enabled by their large buying commitments.

Qualifying retailers can purchase products at a substantial discount from a current selection of Paper Adventures papers, including Diamond Dust, Metallics, Dual Tones, and Embossed Pages.

“Our niche is with the retailer who would be just getting started or who needs product to ‘fill in the gaps,’” Mike explains. “We’re routinely about 50% under original wholesale cost for retailers so there are some great bargains!”

Crafts By Hand offers a $50.00 opening order, along with actual shipping prices, and no-minimum re-orders.

More information on the wholesale program can be found on the Crafts By Hand web site.

 

Launching Crafts By Hand
 

When Mike and Misty were thinking about starting their own business, opening an online scrapbook supply store seemed to be the perfect decision. It combines Misty’s years as a crafter and scrapbook enthusiast with Mike’s background in Web development, in what they both agree is a still-growing and profitable industry.

They were also able to apply prior business experience to their start-up.

“Our family had run a small snowmobile repair business for many years leading up to the launch of Crafts By Hand, and that laid the foundation for some of our business practices today,” Mike explains.

The team balances responsibilities equally, with Misty handling the creative end of the business along with order fulfillment, and Mike taking care of all web site updates as well as advertising and marketing.

“This typically pans out to 40 hours a week for both of us, so it’s another full time job,” Mike says.
 

The Necessity of a Web Site

Mike and Misty both stress the importance of having an online presence.

“Being online is becoming more the norm in today’s market and is important. If you’re strictly an online business, then it’s a must,” Mike smiles.

“My advice would be to invest in a quality website design and budget properly for the costs and upkeep. Find someone who can get you off the ground and then pick up the maintenance yourself to save money.”

 

Marketing Insight

“Marketing is by far the hardest part of owning a scrapbooking business,” Mike notes. “With brutal competition online and in the chain stores, finding customers is our number one priority.”

Crafts By Hand uses a mix of banner advertising, newsletter spotlights, and pay-per-click advertising as part of its current marketing plan.

“It is very difficult, and almost impossible to tell what really works the best,” Mike reveals. “Having compelling advertising along with the right product does seem to be the key, and we’re learning every day.

“We use tracking links to determine where our best click-thru rates are coming from. From that information, we can determine if we would want to continue advertising with that source, or try someone else. Our software does tell us what advertising campaign to credit the order with, but even this is not fool proof.

“Advertising is a giant black hole, with some things better than others.”

His marketing advice for other scrapbook entrepreneurs?

“Be prepared to spend your hard earned profit on advertising,” he says. “And keep your spirits up when it doesn’t work (which does happen)!”
 

Thoughts on Competition

“On every corner of the internet there is competition to our business,” Mike notes. “There are many large sites out there that offer far more products then we do, and we see that as a disadvantage.

“We are a provider of fine paper products at great values and believe this can build some loyalty with our customers. As the economy changes (up or down), we can be in position to survive with our pricing. As we grow, so will our offering, but this is something that takes time to build at an acceptable risk level.”
 

On the Wholesale/Online/
Brick and Mortar Issue

Mike shares his thoughts on the ongoing issue in the scrapbook industry of some manufacturers refusing to open wholesale accounts with online stores, or selling to them at a higher wholesale price than to brick and mortar stores.

“I understand both sides of the issue,” Mike says. “The foundation of these companies is the retail trade and they are trying to protect their customers.

“As time is going on, with more scrapbooking products being introduced and the fierce competition, some may start to allow it [selling to online stores] to bring more revenue in.

“Online businesses, and we’re certainly no exception, have much less overhead to deal with, and can cut pricing to gain revenue. But cutting pricing to the point of not having enough profit can close a business quickly.

"This is something we’re very aware of and we strive to make good margin to grow, and also offer good value to our customers.”
 

 Mike and Misty’s Advice to
Future Entrepreneurs 

“Figure out what your strengths are and determine how to work with them when starting a new business,” the two advise.

“Our business and Web Development skills have allowed us to focus our time, energy, and most importantly, capital in other areas such as product. Do your homework on competition and build alliances whenever you can with some competitors.”
 

  Investment & Profit

Crafts By Hand launched with an investment of around $10,000, most of it in inventory.

“We invested mostly our own cash and have financed some items via Credit Cards,” Mike says. “With the interest rates being favorable, it’s the most ready source (and most inexpensive) form of cash available today.

“We’re currently not considered profitable due to our large inventory of products, but we are turning profitable months consistently and the ship is pointed in the right direction. Our goal is to be on the upside by the end of FY2005."

 

  Reflections on Owning a Small Business

“My wife Misty and I are deeply invested into this business and it has become a part of our daily life,” Mike notes. “It’s challenging at times to keep ahead of all the tasks at hand but we’re doing well to date.

“Chasing after the dream keeps us motivated. We’re determined to turn our business into one we can be successful at and work at full time in the future. Knowing that our efforts will go directly to OUR bottom line versus someone else is a large motivator in being successful.”
 

 The Future for Crafts By Hand

“Crafts By Hand is committed to bringing top quality scrapbooking products back into the marketplace at a great price,” Mike stresses.

“We’re seeking top-notch vendors such as Paper Adventures and K&Company to fill out our product line and broaden our reach. We hope you’ll stop by often to see our changing stock of products!”

  Please visit
Crafts By Hand
to learn more!

Be sure to tell them Fun Facts Publishing
sent you!

Products available retail and wholesale to qualifying retailers.

 

Want to stay up-to-date on the scrapbook industry? Sign up for "Scrapbook Industry News™, our FREE email newsletter, and receive tons of information delivered directly to your email box! Click here to subscribe.