word ghosts

Word Ghosts and choosing

” And it dawned on me that I might have to choose my inner thought patterns… that I would have to start believing in possibilities that I wouldn’t have allowed before, that I had been closing my creativity down to a very narrow, controllable scale… that things had become too familiar and I might have to disorientate myself.”

Bob Dylan (Chronicles Vol 1, page 71)

Adventures in Card-Making

The story continues… the second part

Dear Fellow Crafters,

This is part 2 of the story that needs to be told in reference to That Folder a/k/a The All Occasion Embossing Folder. This post will feature more of my interview.

1. How do you decide which magazine to feature your free gift?

We actually do it the other way around. We decide per magazine what type of gift we should include each month. We have to plan months in advance.

2. Are embossing folders easier to design or are stamps? Or for that matter, die-cuts?

          “Stamps are the most time-consuming to design. Dies & embossing folders are about the same – it depends on what we’ve asked for in the brief, as the more intricate the style, the harder it can be to design.”

3.   Is this phenomenon worldwide or only in the United States?

           “It’s global!! It’s incredibly popular in Australia, New Zealand & South Africa – plus the US & of course, the UK where the design originated!”

4.     Are there any articles about the folder that I can share with my readers?

We have written about That Folder

https://www.craftstash.co.uk/inspiration/1414/that-embossing-folder/    https://www.craftstash.co.uk/inspiration/wp-admin/post.php?post=3481&action=edit on a couple of occasions, and we are aware of the social media explosion – and not surprisingly, it has been mentioned in our magazines, too!

 5. We have our CraftStash YouTube channel – https://www.youtube.com/channel/UCa9LJs_M4AePA1eRljUt5hg and we also have our Instagram account – https://www.instagram.com/craftstashcouk/ – where you will find lots of others who love That Folder!
When reading over the lengthy interview (that took place over several email “days”) I realized that I forgot to mention that I asked the ladies about what inspired the design of the folder in the first place and they answered “home décor” and finally this:

Did you have a clue as to how popular the folder would be?

  1. No!! We know our designers are amazing, but we were astounded when we discovered that our little cover gift had its own Facebook group!!

Please read my final posting on The Folder coming up next week and until then,

Happy Crafting,



word ghosts

Word Ghosts know about Helen Keller

” Trying to write is very much like trying to put a Chinese puzzle together. We have a pattern in mind which we wish to work out in words; but the words will not fit the spaces, or if they do, they will not match the design.”

Helen Keller (The Story of my Life)

Adventures in Card-Making

The story that needs to be told – in three parts

Dear Fellow Crafters,

Popular Embossing Folder

On a sunny morning in 2015 I opened my mailbox and eagerly got ready to read my favorite magazine Paper Craft Essentials Issue 122 and then my jaw dropped – “WOW, what a great folder!” I exclaimed. Little did I know, THAT FOLDER as the All Occasion Embossing Folder came to be called was already creating a world-wide phenomenon in the paper crafting world. Over the next two years, I used “That Folder” for all types of cards – birthday, anniversary, Halloween, Christmas. I started noticing that other crafters were using it too. Pinterest boards were slowly appearing and then a Facebook group popped up. A few months ago just for fun, I typed in “That Folder” in my browser and 3,000,000 hits showed up! I began to wonder if the design team had any idea what a phenomenon their creation had become. Although there were hundreds of Pinterest boards ( I even had one!) See link  and u-tube videos all I could find was Craft Stash’s brief article. I wanted to know the rest of the story and I bet you did too. So I wrote to the editors of Practical Publishing and with the help of Louise Spragg ( On-line Content Editor) and Shirley Foster (Product Development Manager) and my new favorite on-line store Craft Stash I am able to bring you the story that needs to be told. I asked a lot of questions so this story will be told in 3 parts with part of my interview included. Part one will be featured today, with part 2 (The story continues) on 8/16 and Inspiration on 8/23.

———- ———- ———- ———- ———- ———— ———-

Product Development

The Product Development Team made up of researchers, testers and designers are always looking for “new ideas and concepts and so they came up with the wave instead of a straight separator between two patterns.” Although they have a specialized team that works on designs, many more people are involved in the total process from the conception to packaging and distribution. Remember my post a little while ago about Pinterest? Well it seems that when some of the designers suffer from “creative blockage” they turn to Pinterest too! They are always working because the product launch is usually about 6-8 months which means that they are now working on Christmas designs!

1. Can you take my readers on a brief timeline “trip” on how long the process is from conception to manufacturing?

” The original folder was designed as a cover gift on one of our magazines, so the process is slightly longer than designing a standard commercial product, as we have very strict deadlines. We have to agree product concepts at least 8 months before the on-sale date of the magazine to ensure the gift is produced in time. Once we have an agreed concept, we brief the designer, so that they know what type of product, style, size etc. we need. We also have to brief our manufacturers at this stage, so that they can provide us with estimated costs. The actual design can take anything up to 2 weeks, depending on what it is. Once everyone is happy with both the design & the costs, the artwork is sent to the manufacturer. Again, depending on the type of product, it can take up to a month before we receive samples for testing. Once tested & approved, we’ll brief the designer on how we want the product to be packaged, what wording should be included & what the product should be called. The designer will then create the packaging artwork. Unless we found any problems & needed to retest, that would be more-or-less our involvement. We have a much quicker turn-around for commercial product, however we have to be involved throughout the process, & plan how & when the product will be launched commercially.”

Stay tuned for the next part of the story next week.