Focus on Suppliers Episode Features Martha Stewart

Martha Stewart, Emmy Award-winning host, entrepreneur and best-selling author, was the featured guest on the latest episode of “Focus on Suppliers,” an 8th & Walton-produced show that airs weekly on local NBC affiliate, KNWA-TV.

“Focus on Suppliers” broadcasts Saturdays at 6:30 p.m. and Sundays at 5 a.m. 8th & Walton is a Bentonville-based education and service provider for suppliers.

The episode featuring Stewart aired Nov. 7-8, is now streaming on YouTube and Vimeo, and is available as an iTunes podcast.

The episode’s theme is the craft category. Stewart, who joined host Neile Jones from Stewart’s craft studio in New York City, provides keen insights into this multibillion-dollar industry.

Each month, Martha Stewart Living Omnimedia reaches approximately 66 million consumers across all media platforms and has a growing retail presence of 8,500 products in thousands of retail locations. Her product range includes craft supplies, cookware, home décor, textiles and cabinetry.

During the show, Stewart expressed her happiness to be able to connect with Northwest Arkansas crafters.

She and Jones touched on a number of topics, including:

Staying on-trend in both craft and other product lines. Stewart noted that her team is constantly visiting museums, retail outlets, homes, and workshops to learn about new techniques.

Stewart’s line of pom-poms, currently offered at Walmart.

Walmart’s woman-owned business initiative. Stewart noted that, right now, there are more women entrepreneurs than male entrepreneurs.

The effectiveness of “Made-in-USA” labeling. Stewart described “Martha Stewart’s American Made” awards program. Her website also includes a section of handpicked, domestically made goods.

The importance of packaging. Stewart noted that not only has her company developed innovative products, it has also developed innovated packaging. The packaging for her products makes it easy for the customer to see what he or she is buying. The packaging also contains a great deal of information that the shopper can use when making a decision about making a purchase.

How social media has affected the craft industry and the crafting community. Stewart is an advocate of Pinterest, noting that it’s a great place to get new ideas. She said Instagram is tops for sharing original ideas, while Twitter is a wonderful place to get opinions.

Stephen Schwallie from Creative Options and Alyson Dias from iLoveToCreate also appeared on the show. Creative Options specializes in storage products that allow crafters to keep their supplies neat, organized and accessible. iLoveToCreate is the parent company for several of the crafting world’s most trusted brands, including Tulip®, Duncan®, and Aleenes®.

Dias and Jones discussed consumer trends and how to re-brand a company or product. Schwallie offered insight into how suppliers can incorporate social media (like Pinterest) into their marketing mix. He also shared some great ideas about giving consumers an attractive way to display and organize their crafts and supplies.

The show includes appearances from Menasha, a leading packaging solutions provider, and representatives from the War Eagle Fair. War Eagle Fair is an annual craft event that showcases the work of Ozark artisans and craftspeople. The fair began in 1954 and has become a beloved Arkansas tradition.

All of the show’s guests provided a wealth of information that all suppliers can use in developing and growing their businesses.