Trade Show Series (cont.) Guest - The Indomitable Sara Aho Lukkonen

Our last installment of Trade Show Series with Guests: Pat Riesenburger, Kate McKinnon, Andrew Thornton, Wendy Baker, Yvonne Irvin, Michael Burns, Marianne Kasparian, Nikia Angel and Marsha Hedrick.

First, I would like to thank Tamara Allison of The Vanishing Pearl for her help (well, she wrote them all? so help is not a very good description?) and Stephanie Haussler of Pixybug Designs for her suggestions. . . without them, we would not and could not have done this series.

Secondly, thank you to all of our guests – even with the wonderful questions and suggestions by Wendy and Tamara, without the answers of the guests – there wouldn’t have been anything to read? They took time out of their extremely busy schedules to try and shed some much needed light on the bead trade industry – we got answers – we got hope – we got humor and we’re done!

So here is our last guest – Sara Aho Lukkonen of C-Koop Beads!

The Sara I know. . . 

8. Can you share tips for increasing sales:

Always greet your customers.  Not only does this start a sale but it also helps make them aware that you are watching them. I always try to have new products at each of the major shows.  It brings the regulars back to see what is new.  I don’t want them walking by because they have seen everything before. 

9. Outside of shows, how do you market yourself or your brand:

I wholesale to stores.  It gets my product out there to the everyday beaders.  I started my business by going to stores and getting my products out there.  I think that it really made a big difference for me because then people recognized my products when they come to shows.  Also I have been really blessed by the designers submitting their designs to the magazines.

10. Do you use a standard setup for every show you attend or do you adjust your setup for each show:

I pretty much set up the same way every time.  The returned buyers recognize the display and they always think something is new. It is also an easy set up and take down.  It is all about getting out of the show in a timely manner!   I try to be efficient because my time is worth something too!

11. OPTIONAL: What reason would you give your clients for attending shows as a buyer, even if you were not a vendor:

There might be something new out there you just have to have.  Going to shows can bee inspiring!

12. OPTIONAL: What makes you continue to attend shows as a vendor – i.e. money, marketing, social networking:

Some sows are going to better than others.  If I continue to make money at a show then I am going to come back.  But mostly I attend shows to get the new accounts.  Stores are going to buy at the show and continue to buy through the year. Getting new accounts at a show makes it a success.

13. OPTIONAL: If you hire outside help, how do you find them - any info would be appreciated.

I do most of the shows by myself.  But when I am at some of the bigger shows I bring my Mom.  In fact she is the reason I go to the shows out west.  Other vendors look for her at the shows….she is the best Mom in the world and I feel blessed that she wants to spend time with me too. Also the show promoters or someone in the staff that knows you may have a list of people that want to work.

14. Additional comments:

Keep true to yourself.  Don’t let other people tell you how to run your business.  Believe me they will try. Try to stay one step ahead of the designers. Make things that they don’t know they want yet. Smile and have fun!

And with those words of wisdom - we end our series on Trade Shows. Thank you again - to all our guests and Tamara Allison and Stephanie Haussler. 

Find Sara and all her wonderful gadgets at C-Koop Beads.

Stay tuned. We're working on another series and we've got some FUN in store - like prizes and trivia and more! 

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Trade Show Series - Guest - Indomitable Sara Aho Lukkonen

Recently, I’ve been seeing articles, interviews and features on Sara’s work in almost every issue of every bead magazine published. It’d be easy to assume that her secret is out – but as a designer – I’ve loved Sara’s work for ages, I’m sure you have too. If you’ve ever thought you could read a person from what they create – it certainly holds true with Sara.

Her creations are quirky (Sara’s quirky) – colorful (Sara is more so) – ever changing (Sara’s a variable cornucopia of fun, swift wit and drive) – her creations scream “talent” and once you use any of her tiny, enameled treasures – you’re hooked! Just like when you meet Sara – hooked, line and sinker! She’s last in our Trade Show Series but she’s certainly not least! Meet the Indomitable force -Sara Aho Lukkonen . . . 

1. What brand do you fall under (if any): Independent Jewelry Artist, Business Owner; Artisan and/or other:

I fall under Artisan, business owner & manufacturer.  I don’t think of myself as an artist -  I think of my self as a chemist, but that would not be a category for jewelry business.

2. What type of Trade Shows do you attend as a vendor (not buyer) and how many shows do you attend:

I like the bead society shows the best.  But I do ~8 national shows a year and a handful of the society shows.  I also teach in stores and have trunks shows at the same time and then there are the absentee trunk shows.  So, with all of those types of shows probably ~40 shows a year.

3. How far in advance do you plan for each show (i.e. inventory, advertising, hotels):

Inventory is ongoing.  It can be quite the challenge having enough inventories for the Absentee trunk shows and enough for the trade show.  I don’t advertise for shows I will list them on my website, but I don’t always keep up with that. I pretty much stay in the same hotel chain for shows.  I just tell my husband the dates and he makes the reservations.  One less thing for me to do!

Squish Beads

4. What type of advertising do you use, if any:

In 2010 I decided to blast the magazines with advertising.  I advertised in most of the trade magazines out there.  I don’t think that it made a huge difference in sales.  But I did not track it either.  The best advertising for me is to be published by the editors and other designers and get in the product listing.  Also being at the shows is probably the best advertising because they can touch & see the product.

5. Do you have any tips to prevent loss/theft at shows:

I know that at every show something will get stolen.  I have quite a bit of small components. I am usually the only one at the booth so I do the best I can.  If people need to play that game it will catch up to them someday.

6. Do you have a timeline for when and how to apply for tax permits or certifications for other states? And a good way to keep up with multiple permits and tax payment deadlines:

It is part of doing business.  I just have to make sure that I file accordingly with each state.  I like the states that have the license at the show and you either pay for it there or send it in within 30 days of the show.  Most of the taxes are due on the 20^th of the month so set the calendar alarm!

7. What suggestions do you have for display ideas that meet both convention center guidelines and fire marshal specifications:

Everyone has a different idea on presentation of products.  I found what works best for me and continue to set up pretty much the same way.  Paying attention to the fire marshal rules is important because you could have to tear down your whole booth and start over!

Like what you see of Sara's answers to our Trade Show Questions - tune in September 20th for the remainder of her answers and the LAST part of our series on Trade Shows and the artists - vendors who attend them. . .

You can find Sara and her work at C-Koop Beads

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Trade Show Series - Guest - Effervescent Marianne Kasparian

I hate admitting that my favorite part of the Trade Show Series blogs has been describing my personal relationship with each guest. Marianne Kasparian is no exception - as far as I'm concerned she's the rule.  How can someone be the rule and not the exception? As a rule, we should aspire to be like her! Simply stated - she's effervescent - she's contagious - she's strikingly beautiful - humble - gracious - sincere - frank and the quality I found most appealing about her - she listens when you talk. 


When you're with her - you feel like you're her only client, which is as far from the truth as I can possibly stretch it. Marianne (or MAK as her friends call her) is an amazing RAKU artist. She manages to mold stoneware clay, nails, staples, glaze into stunning creations of art - ready to add to anything-especially jewelry. While I could write an entire blog post about MAK - I'll let her speak for herself...here she is - Marianne Kasparian of MAKU Studio.

Marianne Kasparian

1. What brand do you fall under (if any): Independent Jewelry Artist, Business Owner; Artisan and/or other: 

All of the above! I suppose that I am a raku artist who makes jewelry when I have time. Though I wouldn't technically "brand" myself as a business owner, I have to be one to make all this work!

2. What type of Trade Shows do you attend as a vendor (not buyer) and how many shows do you attend:

I still consider myself relatively new in the trade show world. I am currently a vendor at 2 bead shows...Bead and Button Show and the To Bead True Blue (and The Tucson Bead Show which runs back to back with the To Bead True Blue show...so, I count that as one show). I also do a couple of smaller craft fairs in my area. I would like to add 1-2 trade shows in the future as my son gets older and can help me with the shows!

3. How far in advance do you plan for each show (i.e. inventory, advertising, hotels):

I'm trying to get better at planning...definitely not my forte! I probably start stressing/planning about 3 months in advance!

4. What type of advertising do you use, if any:

I have done a little print advertising (magazines) in the past, but currently mainly "advertising" (not paid for) on facebook and twitter. Social networking and word of mouth are amazing!

MAK's heart

5. Do you have any tips to prevent loss/theft at shows:

Make sure and greet every customer and fill holes as soon as pieces are sold.

6. Do you have a timeline for when and how to apply for tax permits or certifications for other states? And a good way to keep up with multiple permits and tax payment deadlines:

I can't wait to read what others have to say about this! All I can say is to just do it. Be timely in order to avoid penalties!

7. What suggestions do you have for display ideas that meet both convention center guidelines and fire marshall specifications:

What works for me is keeping it simple.

Like MAK's answers' - tune in 8/16/2011 for the rest of her guest appearance.

Want to see more of MAK's work? MAKU Studio

Follow   MAKU on Facebook   

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Trade Show Series (cont.) Guest - Nikia Angel of Buythekit.com

When you're lucky - like me. You get to meet all sorts of wonderful creative persons from around the world. The first time I met Nikia Angel was in Wisconsin at the Bead & Button Bead show. Her booth was like one of those candy shops at the mall - you know the ones - you know you shouldn't go in - but you do? One thing about Nikia's booth that is different from those scrumptious candy selections is - FAT FREE! The assortment of kits, colors, sparkle and styles she carries is absolutely out of this world.
And if you ever get past all the kits to actually met Nikia - it's just like icing on a pretty cake. She's sweet, witty, well-versed in "bead-ology" and extremely funny. Now- I say you're lucky - to meet Nikia Angel.

1. What brand do you fall under (if any): Independent Jewelry Artist, Business Owner; Artisan and/or other:   Designer/Business Owner

2. What type of Trade Shows do you attend as a vendor (not buyer) and how many shows do you attend:   National Bead Shows.  I attend 6-8 per year.

3. How far in advance do you plan for each show (i.e. inventory, advertising, hotels): I plan up to a year in advance
4. What type of advertising do you use, if any: FaceBook, word of mouth, website, magazine

5. Do you have any tips to prevent loss/theft at shows: 

Keep everything nailed down.  Unfortunate for customer, but it is a problem that gets worse every year.  And always speak to everyone who comes into your booth.  Make eye contact and engage them.  Psychologically, that is supposed to make it harder for the thief to steal from you because of the personal contact.

6. Do you have a timeline for when and how to apply for tax permits or certifications for other states? And a good way to keep up with multiple permits and tax payment deadlines:

Most states I travel to either have no expiration or expire every couple of years.  I receive a notification in the mail and I respond to it.  Tax deadlines are pretty much 30 days after the show.

7. What suggestions do you have for display ideas that meet both convention center guidelines and fire marshall specifications:

I use grid wall and display cases.  I don’t use extra lights. (The Hole Bead Shoppe note: Nikia gave us a great TIP at Bead and Button - which my hubby already utilized - TAKE PICTURES - of your booth setup, breakdown, car packing, boxes in position, kits packed in boxes - basically everything and save them to your CELL phone. If you ever forget how you did it last time, use the camera function on your phone!)

8. Can you share tips for increasing sales: Get yourself “out” there.  On FaceBook, in magazines, on the internet…contests, giveaways, show specials…teach as much as you can anywhere you can.(I need to listen to my own advice!)
9. Outside of shows, how do you market yourself or your brand: I’ve had an ad in a magazine for 10 years.  I give out lots of business cards where ever I go. 

10. Do you use a standard setup for every show you attend or do you adjust your setup for each show: Standard set up.  I draw the floor plan on my computer and tweak it there.  Once I get to the show I pretty much know where it all goes.  Otherwise it will NEVER fit !

11. OPTIONAL: What reason would you give your clients for attending shows as a buyer, even if you were not a vendor: Where else can you find SO much in one place!

12. Optional: What makes you continue to attend shows as a vendor – i.e. money, marketing, social networking:All of the above.  I love shows.  It is my primary money making opportunity. The importance of networking and “being seen” cannot be overstated.  My advertising budget for the year primarily goes to pay for shows.

Like Nikia's answers to our questions? Find her at Buy the Kit


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Trade Show Series (cont.) Guest - Marsha Hedrick

A continuation of Tuesday's blog...


Our wonderfully talented guest Marsha Hedrick of Amazing Porcelain. Every time I see Marsha's work - I feel like I should be doing more with my beads! She's certainly an inspiration to me, I am sure you will find inspiration in her work as well.

8. Can you share tips for increasing sales:

Oh boy that's a good question. Don't we all wish we had a good tip for this one. All I can say is don't have a junky looking table, don't overload the table. Talk to people find out what sort of things they are interested in and then direct them to the things you have that might interest them. Educate them on your product if there is something different about it. For example I often tell people about the strength of porcelain because so many people are afraid that it is fragile. So I explain to them that porcelain is similar to glass but that it is stronger than glass of the same dimension. Anything that you can do to start up a conversation will help with sales I think. As long as you are not distracting them from the product and as long as you connect it to them. Sales are about the customer not the sales person or artist. The customer doesn't care that you are a wonderful artist they can see that and decide that for themselves. It boils down to what is in it for them. How you product is better than the next guy is only important if that results in a benefit to the customer. It’s all about features and benefits.

9. Outside of shows, how do you market yourself or your brand:

I have a website with a shop on it that I try to promote on facebook and with my mailing list. I try to run promotions from time to time to encourage people to look around on the site. I have giveaways from time to time and do contests and surveys as well. I also have a blog where I try to put some information that people may not be aware of that hopefully they will find interesting. Methods that I use, examples of how things are made or decorated, etc.

10. Do you use a standard setup for every show you attend or do you adjust your setup for each show:

More or less. Each show is somewhat different and the location or angle of the booth will tend to dictate what sort of things you can do with the displays. However that said my set up consists of the same basic components and they are just assembled in a slightly different way depending on the layout of the booth.

11. OPTIONAL: What reason would you give your clients for attending shows as a buyer, even if you were not a vendor:

Shows give the opportunity to compare items in person, see new things, and of course meet lots of interesting people.

12. Optional: What makes you continue to attend shows as a vendor – i.e. money, marketing, social networking:

All of the above. I, of course, want to make money at the shows that is the primary purpose of attending but they also provide a great opportunity to see what other people are doing and observe the buyers and see what the trends are. Not that this is necessarily helpful but it is informative. It is also a great place to meet people and make connections that may be useful in the future.

Stunning detailed work

13. Additional comments:

Doing shows is a lot of work and the payoff is somewhat dubious. Some shows will be great and others not so much. But regardless of how a show is going you need to be cheerful and helpful to the customers. Always try to be mindful of how your booth is affecting your neighbors as well. I have been to many shows were neighbors set up their booth with little or no consideration of the person in the adjoining booth or how their customer traffic might impact the other person. This can result in people asking that they not be next to you for the next show. Being a good neighbor goes a long way to a happy show experience. Some confusion cannot be avoided but if you have a potential problem try to keep an eye on it so that your customers are not interfering with the neighboring booth. Your efforts will be appreciated


Like Marsha's answers? Find her here: Amazing Porcelain


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Trade Show Series (cont.) Guest - Michael Burns

Today's blog post begins our Trade Show Series, Guest appearances. Some might say I'm biased when it comes to this GUEST - however, if you've spoken with Michael for any reason, you might say "he's smart, funny and very easy to get along with" and I would agree and add - he's my husband of 11 years, friend for 15 years, business partner and all around jack-of-all-trades. Don't know what the heck I would do without him.

The Hole Bead Shoppe welcomes our first Guest - Michael Burns, Owner of The Hole Bead Shoppe.

Please list your name, website and any other information that will help readers locate you in the world: Michael Burns The Hole Bead Shoppe - Wholesale Manager/Web Designer

Michael Burns

1. What brand do you fall under (if any): Independent Jewelry Artist, Business Owner; Artisan and/or other: Business owner

2. What type of Trade Shows do you attend as a vendor (not buyer) and how many shows do you attend:

2011: To Bead True Blue: Tucson AZ, Bead Blast: Kansas City Mo, Bead and Button: Milwaukee WI, Bead Fest Arlington TX

3. How far in advance do you plan for each show (i.e. inventory, advertising, hotels):

Once again, planning depends on attendance of year prior and distance you must travel to attend each show. If it’s your first time attending the show – ask the show coordinator what was the attendance of the prior year? Look at the vendor list – contact a vendor and ask them how they feel about the show’s attendance and how many years they attended and if they plan to attend again.

New Inventory packaging took 3 months for B&B 2011

4. What type of advertising do you use, if any?

Word of mouth, magazines (featured as a designer/project), blogs, networking at shows with other vendors, cross promoting products that you do not currently sell, Facebook, show advertisement, and business cards.

Our design on cover

5. Do you have any tips to prevent loss/theft at shows:

Only you can watch your product the best. Your neighbors will as well keep an eye out for you. Always greet customers when they walk into your booth and let them know you are there. Put your higher valued items within reach – closest to your register or where you’ll most likely spend most of your time.

6. Do you have a timeline for when and how to apply for tax permits or certifications for other states? And a good way to keep up with multiple permits and tax payment deadlines: The earliest time you can apply for tax info per location is the best since it can take varying times for local and state government tax agencies to get paperwork back to you so you can be prepared for show day. It is your responsibility to collect the taxes and report them in a timely fashion (usually best right after the show to keep from slipping your mind). It is also your responsibility to see if someone is "tax exempt" usually by showing their tax resale permit that is "relevant to the trade" which we have seen is not always shown. We take a folder with the tax permit and other pertinent info for the show. Then the tax forms given at the show go into that folder for safe keeping.

7. What suggestions do you have for display ideas that meet both convention center guidelines and fire marshall specifications: Make a sturdy design for your products sales and keep your products organized. Keep your transportation packaging out of customer's sight and neatly concealed and hide cords, garbage cans, light bars, surge bars or other tripping hazards. Check the labels of materials and table drapes for a flammable label. Make sure you have surge bars and that all equipment is newer production rather than old, possibly broken electrical equipment. (more technical side of setup that decorative side of setup).

8. Can you share tips for increasing sales:

Suggestive sell items that a customer might have not looked at to go with items they have selected. Never hesitate to say to a client “Did you see this, it’s NEW or we just got this and I’m so excited about it” OR “We’re going to be published in Bead & Button with this exact bead”. Network with other businesses to have your product used with their products. Make sales for both of you in a mutual way.

9. Outside of shows, how do you market yourself or your brand:

Website, Magazines, Blogs, FaceBook, Customer's wearing your product.

10. Do you use a standard setup for every show you attend or do you adjust your setup for each show:

Our setup varies slightly from show to show due to the restrictions on the vendor per show. The design can also change to work around your neighboring booth. Booth design must always be flexible but planned for in advance.

11. OPTIONAL: What reason would you give your clients for attending shows as a buyer, even if you were not a vendor:

Even if they are a designer, business owner, hobbiest – attending local shows is a viable part of their business/hobby. Meeting OTHER hobbiest, taking a class, seeing “new” products, talking to vendors about their market (if silversmith – ask silver vendor for forecasts in silver pricing?) Future contacts is another very important reason.

12. Optional: What makes you continue to attend shows as a vendor – i.e. money, marketing, social networking:

Having your product in front of a potential customer and showing the customer what your products attributes are is invaluable. The money part is always nice but the contacts and advertising you do for your company and the long term relationships are what the show will give you over any other marketing media. You are in front of the customer.

13. Additional remarks: I am anxious to see what others have to say.


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Trade Show Series (cont.)

If you talk to someone who has met me, most of the time the first thing they might say is - she's funny! The second thing is a tie: smart/intelligent/driven. When I was younger (last year?)  - I would have been offended, if someone didn't say "pretty, good-looking, sexy, hot or other physical descriptors"?
I spent the entire 4th of July weekend at my computer; 15 hours on Saturday, 9 hours on Sunday and 8 hours on the 4th...Where am I going with this? 

Kelli and Michael Burns

Laura, Kelli & Sabine B&B 2011

At some point in my life, I became more flattered with being funny and smart than pretty and I don't know when it happened? I honestly like being called "smart and funny" better than "pretty or beautiful", even though it's nice to hear pretty every so often?  And how does it relate to our blog post? It doesn't, I just felt like typing that thought.  


Continuing along the same path as our last post - the last of Stephanie Haussler's - Stephanie's Blog personal questions, posed to yours truly!

How many years have you been doing "BIG" shows and what made you take the leap to doing them?

We’ve been doing bead shows since we opened in 2005. We started attending them as buyers in 2003 and moved into being a vendor in 2005. We were the first “bead shop” to attend shows as a vendor in Oklahoma. We did it solely for the advertisement. We used our entire advertising budget to attend shows. Now, we only attend shows that are “invite” or “juried”. Even though, we’ve discovered that the invite/juried shows are pretty much the same as others. 

What amount of cash do you start with in your cash box?

We used to bring copious amounts of cash to shows. Now we just bring a few hundred or so and we can either get more cash from local banks or even other vendors. We feel carrying less cash is better when traveling. 

Where do you put your inventory once you get home with the left overs?

We have a storage room at our store. We decided last year that we’re not going to try to put show inventory back into store or web inventory any longer. The only time we do so is if we’re no longer bringing that style to shows.

We are also thinking about using our show inventory to begin offering TRUNK shows to bead shops. That way, the show inventory does not sit stagnant and works for us, even when we’re not attending shows.  At night do you take down inventory or just cover it and is there a guard?

Every show we attend has a night guard. And we cover our inventory with “sheets” once we leave for the evening.

A tip: buy a few KING size sheets from a local discount retailer OR discontinued or reduced materials at local cloth shops (We bought ours at Hobby Lobby and Walmart) If your booth has a theme, it’s easy to buy matching materials from local cloth shops and most offer reduced/sale pricing.

Which Big shows do you do and how did you decide which ones to do?

Right now we attend 5 shows in a year – for some that is a small amount but since we own a retail shop, have a website and own pets – it’s a heavy load. Our annual investment in bead shows is as follows (rounded numbers) for 2010:

Show fees (electric, booth fees, tax permits, etc): $7000

Hotels/Gas/Food: $4000

Inventory/Incidentals (business cards, equipment upkeep, packaging, etc): $10,000

I feel it’s a small amount in comparison to other vendors, but may show the amount of investment needed – for only 5 shows.

Our decision to attend shows as a vendor is based upon many variables.

1. Location

2. Time.

3. Budget/Fees

4. Competing vendors (i.e. if you’re a lampworker, how many lampworkers are already attending)

5. What is your customer base in that area – prior to attending the show.

For example, we’ve considered attending Seattle/California shows because of our client base in the region.


Next blog post - Guest Michael Burns, Owner of The Hole Bead Shoppe answers more questions about trade shows. 


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A minor victory . . .

a major step. Tuesdays are our Monday, which may or may not explain today's pic.
I'll get right to the point, no dilly-dally.

Every year in January, I make a "Goals List" and at the end of the year, I check off what I have accomplished. Most of the time I accomplish over half the list. But one item on my list has eluded me for four years. The goal that has eluded me was to be published in Bead & Button magazine. You see, every single project we have submitted for approval at Bead & Button has been rejected. We have not hit the ball one time? Even projects that made the cover of other magazines were originally rejected at Bead & Button.

I began to wonder if I had "done someone wrong" over at their offices? Did I hurt someones feelings in an e-mail. Did I smart off to someone on the phone? Anyone who knows me, knows that I could NEVER ever do such a thing....haha Okay. Ummm. ya. right. But when you're rejected time and time again over something that you have personally created, you can't help but take it personally?

So, at the beginning of August we shipped a project to Bead & Button magazine hoping to get it in the magazine. When I didn't hear back, of course, the self deprecating disease of no self confidence took over, raised it's ugly head and bit off my self-esteem again...and then a little hope crept in and said "Kelli, what if no news is indeed, good news?" Last night I wrote to them and today I got a response:


"Hi Kelli,The editors have accepted the Lucite flower rings and they are tentatively scheduled for the October 2010 issue. I’ll send you a contract this week. Seeing we are unable to use the metal rings, those will be returned with the contract."

Click on "Lucite Flower rings" above to see the rings themselves, they are not the fringe ones but the metal and brown lucite leaves ring: click on Bead & Button to go to Bead & Button magazine)
And even though they aren't going to publish all the examples, they did accept one! So I say, persistence has paid off for me. I had to LET GO OF MY EGO and try, try again. And my minor victory has turned into a major step towards building a relationship with Bead & Button magazine. Plus, I can also scratch off another number on my GOAL LIST in December.

What have been your goals? Do you have any current goals? What helps you achieve the goals you set for yourself? Do you make the same goals over and over again if you don't achieve them or do you move on?
Tell us about it.

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Kelli