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/