Jane Sassaman’s art quilts and fabric lines are instantly recognizable due to their exuberant style, inspired by the decorative arts. Jane herself is known as an inspiring and effective teacher. Eileen Doughty spoke with her on the phone recently to learn more about her and her business.

How do you describe yourself to a new acquaintance?
Introducing myself has become easier since I’ve started designing fabric because I can say, “I’m a fabric designer and an artist.” That’s a good place to begin. If the discussion continues, I’ll add that I’m a fine art quilter.

Looking back, what were your early goals?
I started as an art quilter. Entering Quilt National was my first big goal. From there, I picked shows that would produce a color catalog, as more people may see the publication than the show itself. That was my approach to getting out there. Quilt Visions was another goal. Paducah and Houston were great too, not only the shows themselves, but the competitions.

I watched Penny McMorris’s PBS show that featured the first wave of art quilters – Ruth McDowell, Nancy Crow, Terrie Hancock Mangat, among others, who did so much to break the trail for us to follow. I consider myself a second wave quilter and was able take advantage of the work the first wave did.

You seem to be a natural at marketing yourself and your work.
I have had a booth at Quilt Market for the past two years. I do the Fall Market because that’s when my fabric comes out. It’s the place to make sure people see what you’re doing.

I feel a bit like the odd woman out compared to other designers who put all their energy into designing and marketing their fabric. I can’t let go of art quilts, so I am in two camps. Doing Market is one way to do my part in promoting the fabric. Westminster/FreeSpirit has such an extraordinary group of designers.

One thing I understand is having a “look.” That’s where my strength is. Also, I take good photographs to sell the work. Other people may be better in making the calls to sell their patterns. I’m pretty good at putting together the actual product. I’d dearly love to have someone who thrives on business to partner with.

I’m at the point right now that I have to decide if I want my business to get bigger and how to get bigger. We do have some friends in the marketing world. There’s always a little hesitation in the back of my brain, because I so love to hole up in the studio and make work. You think if you get too big, you won’t have time for what you love to do. Studio time is so precious. If you want to grow, you should have knowledge of where you want to go. Not that you shouldn’t be flexible, but you should be able to guide it according to your dreams rather than someone else’s ideas.

Any tips for those starting out, building their careers?
Find your proper audience after you find your artistic voice. Some people bang their head against the wall, entering a show not appropriate for their work. If you want to be successful, then go where your work will be appreciated. There are so many ways to go about having a career, even some that no one has explored yet. There are ways to be a quilt artist that still haven’t been done.

Quilt Market, the quilt industry’s premier trade show, took place in Minneapolis May 21-23. Minneapolis always seems to welcome us with warm weather and this year was no exception. Thursday, I think the temperature was in the low 80s. Here, in no particular order, are some of the things I discovered at Quilt Market:

1. Quilters Newsletter and Quilts Inc. presented the latest results of the Quilting in America™ 2010 survey. This is the sixth in a series of studies done since 1994 with the intent of measuring the amount of time and money quilters spend on their hobby in addition to profiling the key segments of the market. Some findings: Estimated dollar value of the quilting industry is $3.58 billion. Total quilters in the U.S. now exceeds 21 million. In 2010 dedicated quilters spent a total of nearly $2.5 billion. The dedicated quilter has $8,542 in quilting tools and supplies and owns on average $3,677 worth of fabric. Watch for more details on the survey findings in the Summer issue of The Professional Quilter.

2. Demos are becoming more popular and with good reason. Demos sell. If you don’t demo, here’s an idea I saw in the Thangles booth – use a digital frame to play a video. While the sound was low, you could watch what was happening. It’s another way to engage your booth visitor. MB Hayes with Thangles credits Fabric Café with the idea.

3. Do you want to keep your rotary blade sharp? Try The Cutting Edge ruler system from Sullivans and Pat Sloan. The ruler features full see-through, non-skid frosting and a unique red grid system that highlights the 1/2 inch marking. What is most unique about the ruler is it has an inlaid diamond powder edge that continually sharpens the blade that runs against its edge.

4. Ruffles, ruffles and more ruffles. Michael Miller Fabrics introduced white, raw-edge ruffles, cut on the bias at 3 inches. To showcase the idea, they had a tuffet made from ruffles. And, once I saw the ruffles here, I was seeing them lots of places, particularly on patterns.

5. Clover introduced a new wrap ‘n fuse piping. All you do is cut your fabric, wrap it around the piping, press to fuse and when cool, you have instant piping. It comes as small as 3/16 inches. Clover also introduced a line of eco-friendly bamboo handled notions.

6. Lots of wonderful fabrics: Rue Saint Germaine, Robyn Pandolph’s new line from RJR; an organic cotton line from Kauffman; Ricky Tims’ new Oodles of Doodles line from Red Rooster; Timeless Treasures‘ Tonga Treats, 2.5 inch strips and 10 inch squares from its Tonga Batiks line;  a color wheel line from Avyln; wonderful new pieces from Kona Bay, Moda, Benartex; Clothworks, Northcott, and others. We are so lucky to have this much quality fabric to use.

7. Kaufmann has released an ipod app that’s a quilting calculator.

The International Association of Professional Quilters offers resources and networking opportunities for you to create a success from your quilting business. Learn about all the benefits of IAPQ membership and join here.

During a recent trip to Cape May Point, NJ, I went to a local crafts cooperative with some wonderful work. I remember my days as the quilt/fiber artist at a fine crafts cooperative outside Philadelphia. It’s a great place to sell your work, meet your customer and gather marketing information.

Whether you sell your work in a cooperative or in a booth at a show like Quilt Market, here are some tips to help you increase sales:

1. Set an intention or goal for the show. Is it to make a certain amount of sales, to get your patterns picked up by a distributor, to test a new product? When you are clear on your intent, you’ll be more focused, and your results will show that.

2. Establish eye contact with show visitors, smile and engage them in a conversation. Ask questions that will lead to an answer that is not yes or no. Share something of yourself and your product. Your customer is buying you as much as she is buying your product. And, I’m sure you’ve been to a show where the craftsperson sits on a chair in the corner of an empty booth. Of course it’s empty; no one feels welcome to enter! Get up and greet your customer.

3. Qualify your buyer, i.e., separate the browsers from the buyers. Quilt Market is filled with what I call “the entourage,” quilters who want to see what Market is all about. And, I love quilters who want to become involved in our industry; they keep our industry vital. However, while they may have some influence or be the buyer of the future, they are not the decision-maker today. I’m not saying to ignore them or be rude. You can engage them in a conversation, only find out who makes the buying decision and try to get to that person.

4. Have plenty of handouts and brochures. Not everyone is ready to make a decision when they first meet you. Some like to take materials back to the hotel room and compare before buying. Be sure to bring an original of your handouts in the event you need to get copies during the show.

5. Have a way for people to contact you later. At the cooperative I visited in New Jersey, all the artists had business cards; none had a web site noted on the card. Many times, I’d like to peruse the artist’s web site and see what other work she might have. Not all your buyers will purchase while they are in your booth or even at the show. Make it easy for them to see your product line.

6. Keep up your energy. If you are doing multi-day shows, it’s easy to get run-down. Have healthy snacks and water in the booth. Try to stick to your regular sleeping routine, something I find hard to do at shows. If your energy is zapped, it will show in your results.

Hope these tips add to the success of your next show. And, feel free to share your tips with our readers.

The International Association of Professional Quilters offers resources and networking opportunities for you to create a success from your quilting business. Learn about all the benefits of IAPQ membership and join here.

Attending the Friendship Star Quilters show over the weekend reminded me of the variety of reasons quilters have for entering shows. For many,  it’s a chance to share what they’ve accomplished with others.  It’s a chance to support your guild’s efforts, and for many guilds this is what pays for lectures and workshops.  For teachers, it’s a wonderful opportunity to share what their students have accomplished. If you are a professional, it’s a chance to get your work seen by a larger and potential buying audience or to increase your exposure in the quilt or art world at large. For some entering a local show is a stepping stone to a larger show.

Do you remember the first time you entered a quilt in a quilt show? I do.

I was a member of the Charlotte Quilters Guild in 1977, and several of us decided to enter our work in the annual NQA show, which was held at Georgetown Visitation Prep in Washington, D.C. Of course, it wasn’t enough to just enter, we had to go to the show. It was very exciting stepping into this larger venue. I remember that my grandmother met me at the show. I was thrilled she could see my work, and she was quite impressed with all the variety of quilts. (Of course, she did cast her viewer’s choice for one of my quilts!)

Of all the reasons to enter a show, though, I think the best is the opportunity to grow as a quilter and an artist. Why do you enter shows and how does this stretch you?

The International Association of Professional Quilters offers resources and networking opportunities for you to create a success from your quilting business. Learn about all the benefits of IAPQ membership here.

I’m giving my lecture “Boost Your Business With Internet Marketing” on May 14 at International Quilt Market in Pittsburgh. We are introducing a new Internet marketing product and have created a special on that product just for lecture attendees. We’ll also have a few other show specials in the booth. We’re in Booth 1524. Here’s a link for more information:  International Quilt Festival.

Can you believe it’s almost June? May has been cool and rainy in my area, but it has resulted in beautiful, showy peonies in my yard.

I got back last week from Quilt Market in Portland. I love seeing what’s new, catching up with old friends and making new ones. The color trend I saw was orange, whether that was orange as in the fruit or a softer shade, more like orange sherbet. Of course, orange is one of my favorite colors, so maybe I was more attuned to it. I liked the larger prints in clear colors, and most fabric companies were showing black and white lines. I saw creative packaging ideas and lots of “jelly rolls.”

I’ve included some important information on pending legislation that will affect quilters. Please take time to research the Orphan Works issue and make your opinion known.

I am a big fan of personal and professional development. Next weekend my husband and I are going to an event that promises to be great on both fronts. David Neagle, known as the Million Dollar Acceleration Coach, is stopping in Baltimore as part of his “X-Country Tour.” David talks about shifting your mindset to create the life you love, effortlessly and easily. The event requires a $99 deposit, but when you register in person at the event, you get $99 back (yes, real money back). If any of you go, please look for me. You can reserve your seat here. Like David says, Success does NOT have to be hard!

Protect Your Images on the Web

In the Summer issue of The Professional Quilter, Gloria Hansen shared her experience when she discovered that some of the images from her Web site had been taken without her permission and were being offered for sale on customized merchandise. This was an obvious infringement of her copyright. After she contacted both sites involved, the items/images were removed. But she, like the rest of us, still has to be diligent, as we are all susceptible to our copyright being violated. In addition to formally registering your copyright with the U.S. Copyright office, Gloria also suggests applying a watermark to your images.

To read more of Gloria’s experience and learn about options for embedding watermarks into your Web images, you can purchase Issue 103 or can start a subscription here.

Orphan Works Legislation

Last month, bills were introduced in the U.S. House (HR 5889) and U.S. Senate (S 2913) that seek to change the 1976 U.S. Copyright Act. The intent is to provide a limitation on judicial remedies in copyright infringement cases involving orphan works. Orphan works refer to copyrighted works whose owners cannot be found after a “diligent” effort. Among other things, the bill requires artists to register every work in a private certified database, a database that currently does not exist, which presumably would be used for the “diligent” search. The current legislation, which went into effect in 1978, provides copyright protection to all work, with or without registration. This will have a significant impact on visual artists.
The full Senate and full House Judiciary Committee are expected to vote on their versions of the legislation in June. So, act now to get your opinion known to your members of Congress. I personally have written to my Congressional representatives expressing my opposition to both bills.

To learn more, here are some links:
Text of HR 5889: http://thomas.loc.gov/cgi-bin/bdquery/z?d110:h.r.05889:
Text of S 2913: http://thomas.loc.gov/cgi-bin/bdquery/z?d110:s.02913:
OrphanWorks.net – contains testimony on both sides of the issue before Congress. Particularly interesting is that from the National Textile Association.
Orphan Works Opposition Headquarters: http://www.owoh.org http://www.prweb.com/releases/2008/05/prweb911944.htm
Illustrators’ Partnership – http://www.illustratorspartnership.org/01_topics/article.php?searchterm=00261
Here’s a link for you to make your opinion known to your Congressional representatives – http://capwiz.com/illustratorspartnership/home/
Remember you need to act promptly, and encourage fellow quilt artists to take a stand.

Upcoming Show Entry Deadlines

Here are some opportunities with entry deadlines within the next 45 days:

Quilts Inc. seeks entries for its annual Quilts: A World of Beauty juried and judged competition. $101,250 in prize money will be awarded. Deadline: June 12. Details: Quilts Inc., 7660 Woodway, Ste. 550, Houston, TX 77063; www.quilts.com.

American Quilt Study Group invites submissions of 4,500 to 9,000 word papers representing original, unpublished research pertaining to the history of quilts, quiltmaking, quiltmakers, associated textiles and related topics for presentation at its 29th seminar to be held in 2009 in San Jose, Calif., and for publication in Uncoverings 2009. Deadline: July 1. Details: AQSG, PO Box 4737, Lincoln, NE 68504; 402-472-5361; www.americanquiltstudygroup.org.

More than $10,000 in cash and prizes will be awarded at the Pennsylvania National Quilt Exposition to be held September 4-7 in Harrisburg, Pa. Deadline: July 1. Details: Mancuso Show Management, PO Box 667, New Hope, PA 18939; www.quiltfest.com.