In this episode of h+h Connect, host Darrin Stern welcomes illustrator, designer, and newly published author Amy Frazer. They explore the evolving world of craft retail, the impact of social media on creative expression, and Amy's personal experiences in the industry. Amy discusses her latest book 'Birth Flower Embroidery,' its inspiration, and her journey from designing for major brands to becoming a published author. The episode highlights the community and networking benefits of events like h+h americas and offers insights for retailers and makers looking to expand their horizons.00:00 Introduction to h+h Connect Podcast00:58 Meet Amy Tangerine: Illustrator, Designer, and Author02:22 Amy's Journey in Craft Retail04:32 From Nike to Needle Arts07:34 The Birth Flower Embroidery Book11:50 Embroidery: A Craft for Everyone19:57 The Importance of Trade Shows22:09 Brand Storytelling and Unique Selling Points22:37 Expanding the Market and Demographics23:29 Community and Collaboration in Trade Shows24:53 Cosplay and Non-Traditional Customers26:08 Encouraging Retailers to Invest and Grow27:16 Experiences and Benefits of Attending Trade Shows35:44 The Importance of Physical Books and Tactile Experiences40:55 Conclusion and Final ThoughtsTo pre-order a copy and get a free download:https://www.quarto.com/campaign/BirthFlowerEmbroidery?_kx=yxEMhom8cb2aT7OQ-TtEGw.WEMLKUWholesale ordering:https://quarto.sommerstreet.com/product/birth-flower-embroidery-a-month-by-month-celebration-of-floral-embroidery/IGhttps://www.instagram.com/kellerdesignco/Websitehttps://www.kellerdesignco.com/

In this live episode from the h+h americas 2025 Main Stage, a dynamic panel of shop owners, designers, and business leaders shares practical, budget-friendly marketing strategies for independent retailers. Learn how to turn your store into a destination, build brand identity, grow community partnerships, and effectively use email, social media, and even AI tools—all without breaking the bank. Whether you’re a yarn shop, quilt store, or creative entrepreneur, this episode is packed with inspiration to help your business thrive.

Join Darrin as he engages in a captivating conversation with Jamie Lomax, a renowned knitting pattern designer and author, and Heidi Kaisand from Hen and Chick Studio. Jamie introduces her company, Pacific Knit Co, and her innovative modular knitting patterns as well as her new book, 'The Doodle Knit Directory.' She shares her journey from corporate life to becoming a full-time designer. Heidi discusses the significance of attending H&H Americas, customer engagement practices, and offers a sneak peek at her upcoming class on customer relations. Discover the latest trends in knitting and quilt shop ownership, and learn valuable tips on growing your craft business.00:00 Introduction and Guest Speaker Jamie Lomax00:37 Jamie Lomax's Background and Business01:20 The Doodle Knit Directory and Modular Knitting04:44 Inspiration Behind Jamie's Work07:23 Jamie Lomax at H&H Americas09:10 Introduction and Guest Speaker Heidi09:33 Heidi's Background and Business10:18 Importance of Networking and Education at H&H11:48 Heidi's Class on Customer Engagement14:30 Current Retail Climate and Strategies17:38 Conclusion and Final Thoughts