Art Plus Business Equals Success

by Bridget McCrea

PORTLAND, Ore. - No matter what size order Wendy Richardson places with Collectable Creations, Inc., every item always sells within three weeks. "I can't keep them on the shelves," says Richardson, owner of 'Tis the Season, a Cannon Beach, Ore.- based year-round Christmas shop. She's carried Collectable Creations' unique designs since 1982, and attributes their popularity to superior quality and affordable prices. "For the amount of detail that goes into the products, the prices are very affordable," Richardson continues. "That's truly what people are looking for these days."

This 17-year-old, woman-owned company creates unique collectibles, including the original Sparkle Snowman, which made its way onto the covers of Harry and David's Christmas Catalog and Country Folk Art Magazine.

Founded in 1981 by a former teacher armed with $200 in start-up funds, Collectable Creations was originally known as Angelic Creations. In 1982, founder Charlotte Colistro Brown brought her sister, Judy Hoiland, onboard and the pair changed the company name. Though reluctant at first, Hoiland has proven to be a valuable asset to the company's growth and success. "Judy and I have brought art and business together because we're both creative and business-oriented in complimentary ways," Brown explains. "We take care of different areas of the business. For instance, in designing, Judy works with patterns and fabrics, and I do more of the sculpting, faces and accessorizing."

From the start, Brown and Hoiland knew they had to compete with the increasing number of inexpensive dolls being mass-produced in the Far East. That, coupled with the fact that companies in the crafts industry rarely last more than a few years, compelled them to focus on providing collectable products that are special and unique. Over the years, Collectable Creations' dolls have evolved from cats and peasant dolls into an endearing line of soft, stuffed snowmen, Santas, angels, rabbits and hares.

A significant percentage of Collectable Creations' products are retired each year, thus increasing the demand among their growing number of retailers and collectors. Using a unique "sparkle" on their creations, the company designed the first Sparkle Snowman - which appeared on the covers of Harry and David's Christmas Catalog and Country Folk Art Magazine - and started the "snowman movement" nationwide.

"We can't make them cheaper, so we
make them better and unforgettable."
Charlotte Colistro Brown, Owner/President

Because a handmade line of products is the cornerstone of Collectable Creations' business, a constant need for skilled workers presents a unique challenge. The answer? A pool of 60 employees who sew and finish the products from their own homes with minimal supervision. The company also employs full-time workers in its 3,500-square-foot warehouse/office location, and leases additional space for cutting and design operations.

At Collectable Creations, most of the dolls are born out of the efforts of a number of specialists, not simply one worker. In 1999, Collectable Creations ' ornaments and pins will be produced overseas, with the remaining manufacturing staying in the U.S. The company's future plans include a resin line, ceramics and accessories.

With about $1.5 million in sales for 1998, Collectable Creations sells direct to retailers at the permanent showrooms, trade shows and road reps. The company's products are presented at all major gift trade shows across the nation by reps like the Weikels, Connors, New Endeavors, The Newcombs, Victoria's Keepsakes, Cambridge and Creative Concepts. Collectable Creations, with products that retail from $8 to $70, has twice received "Best Booth" awards for the design and display of their items at shows.

"The handmade aspect, quality, limited availability and the depth of our line is what has assured its collectability," says Brown, adding that customer service and timely shipping are of utmost importance. "We design our own products, we try to stay ahead of trends and the most important thing we have to sell is quality. We can't make them cheaper, so we make them better and unforgettable."