NY NOW Podcast

NY NOW Rising Artisans - Handmade Initiative

• NY NOW • Season 1 • Episode 82

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NY NOW®’s Rising Artisans is the premier destination within the HANDMADE® Collection at NY NOW® presenting the newest sustainable designers and global artisans to market. Bringing together our signature incubator programs, into one destination for NY NOW buyers searching for the newest handmade designers and artisans to market.

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https://www.instagram.com/_helenjoffe_     
Helen.joffe@emeraldx.com
https://www.linkedin.com/in/helenjoffe/

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Dondrill Glover:

Welcome to The NY NOW podcast, a modern wholesale market for retailers and specialty buyers seeking diversity and discovery, gathering twice a year in America's design capital, New York City. It's where buyers and designers on Earth have refreshed and dedicated collection of eclectic lifestyle products. Hi, I'm Daniel Glover, podcast host and senior producer for New York now, and today we're delighted to welcome Helen Jaffe, Operations Director for the Centella foundation and marketing consultant for New York now's rising artisans Initiative, a premier destination within handmade, presenting the newest sustainable designers and global artisans to our marketplace. Helen earned her BSc and phytotherapy from the University of Wales and practiced as a medical herbalist for over 15 years. Her love for plants, teaching and sharing wisdom with others is her passion. She then had the opportunity to work within the handmade artisan sector, which introduced her to hundreds of socially minded artists and businesses from Haiti to use Becca Stan, this consulting experience allowed Helen to fully realize her talents and abilities while helping incredible organizations be successful in their missions. Helens breadth of experience and get it done attitude has drawn her to work and project management for social impact focused Enterprises for the last 10 years. Her expertise includes operations, program, administration, and event coordination. Join me in welcoming talent to New York now's podcast. Hi, Helen.

Helen Joffe:

Hi, Dondrill. So nice to be here.

Dondrill Glover:

So it's great to be here. Thank you for joining us. I am super excited to dive into today's conversation. I know that we've been chatting for a while and talking about bringing your story and the story of New York now rising artists and to the airwaves until finally to be here today is really exciting. And I'd love to kick things off with your career journey and where you stand today, how did things get started

Helen Joffe:

for you? Yeah, so it's sort of an interesting path. I moved to Colorado, let's see 25 years ago, and was in search of my educational path, thought I was gonna go the traditional route of a university and ended up finding a herbal school here in Boulder, and studied herbal medicine for almost seven years and got my degree in phytotherapy. And worked in that field for a number of years, I had my own product line. And I worked in an integrative pharmacy and really enjoyed working with people with plants and teaching. And really, it's an amazing path that I still still am part of, I still teach some and definitely use herbs in my in my life and then found handmade relief to the international folk art market. So my dear friend Karen Gibbs from by hand consulting she and I went to Santa Fe and I got immersed into the handmade world through through her friendship and she was in the midst of growing her business with by hand and New York now and needed some help. And I just was I fell in love the handmade sector, the art all things artisan and really enjoyed the folk art market so much and said anything you need if you need help, let me know and so started working with by hand consulting back in 2013 and was really instrumental in helping them run the incubator programs that have now morphed into rising artisans. So got to work with you know, hundreds of brands and companies from all over the world and just it's it's such an honor to be able to do this work and, and I'm happy to be able to continue to do it.

Dondrill Glover:

But what an exciting journey, I love how your journey started with herbs and plants and wellness is so you know, it really aligned with with balancing and being holistic and even I think it taps into the work that you do now. With such intention. So I love that sort of flow it in in that folk art. It is it is amazing. I mean it just is I mean what they're doing there and actually you and I met with you were with by hand Consulting at the show. And then you would come to our ATA luncheons and get together so the international buyers presentation and so and how fortunate I am to have met you been and still to be here with you now. So a really great journey. You and you've mentioned you know falling in love with handmade and the entire Your world. I mean, you've worked, as you mentioned in countries from Haiti back then you've worked all over the world. And I have to ask, you know, are we seeing that impactful change those goals that we're setting up with artists and groups and having the kind of social impact that drives us to to do the work? And are people responding the way that we have we grown in that space? Yeah,

Helen Joffe:

that's a good question. I mean, I think it's so particularly with the, the state of the world now, I think there's been a big shift. But I do feel overall, the handmade sector has grown in in positive ways, I think, we still there's still a lot of work to be done. I think a lot of artists and brands feel they need access to wider markets, and I think really, ultimately want partnerships, and relationships. And so I think there's still a lot of work to be done for that. But I think overall, there has been great movements with the handmade sector. And I think a lot of artists and brands, certainly the ones we've seen through through the work I've done at New York now, there's huge impact when they're able to find partnerships, find buyers that are interested in working with them, and helping them access the market, I think that can have a huge impact on, you know, some of these organizations have 300 artisans, they're representing and supporting all of those, those people in their craft that they're doing and preserving the craft. But at the same time, there is still a lot of work to be done. And still a lot of education, I think for the consumer and consumer to appreciate the social impact of what they're purchasing, you know, to really see the importance of that. And but I think that that's continuing to grow, and people are seeing the the difference that it makes when they buy something that is, you know, made handmade and impacting a whole community rather than just buying something off the shelf that you don't know where it's come from, or there's no impact necessarily, or it's a negative, right. Yeah,

Dondrill Glover:

right. Exactly. Absolutely. You know, and I'd love to loop back to when you realize they're included, you know, came into this space where well, I feel connected in this community, whatever I can do to support it. And impacted, what were the were their gaps, or where their pockets that you saw that, wow, I could make a difference there. What was it exactly that you saw that made you want to step in and be a part of it and know that you can move it forward with with the right partners, and so forth, like your work with, by him consulting your work when you have now and also just the work that you do is as a social entrepreneur as well? Yeah, I

Helen Joffe:

think, you know, my, my role, I feel like it's definitely helping people get organized and to share the information, you know, the program that we'll talk about a little bit later. But it's, it's, it's a real gift to be able to hand over to people very simple information, sometimes it is what it is, but you can really help me to organize and manage, and to see the bigger picture. And so to be kind of a bridge, I guess is how I see it as being a bridge to help them access that future goal that they have. And to help them clarify it. So you're kind of, you know, I think as a consultant, you can really be that bridge for people and help them access other other, you know, future markets or whether it be future buyers that they want to work with just helping them clarify those goals. This is what I see as my as my gift.

Dondrill Glover:

Yeah, well, it is been an extraordinary gift and the bricks as the bridges that you've built, have continued to leave impact and, and I'm sure will, going forward for the future. I definitely admire the work that you do greatly. I'd love to talk a bit about your newest venture. And tell us, you know, what is the lens of that work. Tell us about that foundation? And what should we be looking for in this organization?

Helen Joffe:

Yeah, so I'm just about early 2019. I started working for a local foundation here in Boulder, Colorado. So their philanthropic Family Foundation, very small. It's called Scintilla, and really was transitioning from doing as much consulting work and was looking for what was next and definitely knew that I wanted to continue to work in some field that had social impact, and got to know their foundation. And they were looking for someone to really run their organization. So I'm now the Director of Operations. And what we do at the foundation we have And five, program areas that we focus on. One is the environment. So, which tends to have a lens on marine health and climate change. And we work with groups that are supporting reproductive rights, which is a huge issue right now. Yeah, and we work in campaign finance reform, and women peace and security. And also arts as a tool for social change in the arts program that we work with really can intersect with all of those program areas. So I have learned a huge amount in the last two years of working for them. And it's just, it definitely felt like it was just a continuation of the impactful work that I'm doing with the artisan world. And luckily, because it's a small foundation, I'm able to continue doing this work with artisans as well. So I feel very lucky to be able to, yeah, just to be an instrument, in service of, of impactful work like this. So

Dondrill Glover:

oh, I think that's fantastic. It really, and I love all of the areas that that the organs the foundation is tapping into. And you're right, it's such an alignment with the work that you're doing with artisans, not only creatively, but really, when we get to those intentions and about social value systems that often are dealing with a lot of marginalized spaces. And so that justice that need for it really translates over, I have to ask, you know, what, what has been what continues to inspire you, to deepen your work and footprint that you're working in social justice now.

Helen Joffe:

Just, you know, I would say my children have inspired me and the world today was, you know, if you can, you know, make a living out of doing something that has an impact, it's just, I mean, I've never done it for the money ever. But certainly, it's, if you can do your day to day work, and have a sense of being able to make some sort of a difference. In the world today. Primarily, it's about the people. For me, I just love connecting with people and seeing the great work that people are doing. And, and in both fields, I see that the artisans, you know, that we work with, or they work so hard and have such passion with, you know, the projects that they do and the beauty that they bring to the world. And then the organization's the nonprofits that we work with in the foundation. It's just so inspiring some of the work and the dedication that people have. And so to be able to lift those people up and have impact is, is what inspires me.

Dondrill Glover:

Yeah, yes, it's definitely, I always said that it is, it is definitely the work of heart and commitment. And, and we need it daily, we need it in our in our world, and we're moving and, and I'm inspired, watching, you know, work of heart mission be activated in many different places. And this is the only way that we win, and all the spaces that we need to make sure that they're sort of equalized, and that there's opportunities, and that there's, you know, just and fair, so I applaud you, again, for participating in this big landscape, making things more equalized. For sure. I'd love to Chris, I could talk about that all day. But I'd love to I'd love to move on to talk about to talk about New York now, in the rising artists and projects, you know, you've you've been successfully leading this initiative at market for several years as markets and and I'd love to sort of dive in after audience can know what it's about and why they should be involved in the as inspired by our rising artists and section at market. So I'll start with, you know, what is the rising artists market initiative in New York now?

Helen Joffe:

Yeah, so it has, I think, as I mentioned, it's grown over the last 10 years. So started with being market incubator program. And then we created Innovation Showcase program. And market incubator started, really with the recognition that artists and brands from international groups really benefit could benefit from having extra coaching and support and helping them really not only think about attending a trade show, but to really create an expert marketing plan. And so this educational component, coaching component was developed through this market incubator program. And then that grew into US brands that were new to market and how they needed help to enter successfully. So rising artisans is a program that's supported by New York now. It's it's an amazing initiative that basically I'm helping new brands, to new brands to New York now, but also can be new to wholesale or new to export marketing, and helping them to be successful, not only at their first trade show, but also just really thinking again, about their broader plan of marketing and how to really think in the long term of how they can be successful. And so rising artisans is turned into that. And it's, it's an incredible opportunity that New York now provides for new brands. And it's very unique in its development. So we've had, I think hundreds of brands come through the various different programs and be very, very successful. And it's, it's really isn't an incubator program. It's

Dondrill Glover:

very, it's such a great program, and I, and I love for, you know, brands, and buyers to sort of recognize what it is, you know, the brands that it supports. And, and most importantly, when we're bringing brands to this program, I'd love to dive in foreign artists and groups that might be listening, or a founder for social entrepreneur working with a group, you know, what artisans are best identified as a fit for the rising artists program at market? If I'm examining a group that I'm working with, what are some of the points that I'm looking for this, as you know, we would be ideal to be a part of this, this program at New York now.

Helen Joffe:

Yeah, so some of the parameters are that you're new to that you haven't done a large trade show like New York now. But in particular, you haven't done New York now before, perhaps you are building your brand, but you've not had a huge amount of experience of exporting. So say you're a brand from Guatemala, and you have a little shop in Antigua, you started. You know, expanding your artisan groups, and you're ready, you feel like your production isn't at a place where you could start exporting and start finding those partners in the US. But you're not quite sure what steps to take, or you're daunted by coming to a US trade show. And you know, investing that money and not sure how it's going to turn out or how to even approach it. So it's really for those brands that are ready to take that next step. And for the US side of things, if you're say you're a brand in the US, and you started doing renegade craft fairs or local markets, and you think, you know, I'd really like to start doing wholesale. But again, it feels daunting, or I'm not sure what steps to take. Those are the types of brands that are really perfect for rising artisans, they're ready to take that next step want to enter into wholesale relationships that need that extra assistance and coaching and how to be successful at that.

Dondrill Glover:

Gotcha, that is perfect. So then that kind of lays out what brands should be looking for when they're thinking about coming into this kind of program. And it really is just the perfect fit to bring them to an international market. So and with that said, Helen, can we talk a bit about what some of the training processes and just just put are the top notes because we'd love them to connect with you. For more more details. But in brands that may be listening? You know, are there five points of training is this 10 points of training? What can they expect? On the front when they're thinking about taking being involved in the program?

Helen Joffe:

Yeah, so the program includes so you get a booth in the program, obviously. So you have a booth is part of the rising artisans program, which is a five by 10. Booth. And it's within a it's almost like a pavilion of all the groups together. And you get your booth package. And then the coaching section is a webinar series that we've created over the last 10 years that really focuses on the aspects that we think are most important for your preparation to be successful. And those are focusing on product collection, focusing on your customer who is your target customer and breaking down those different aspects. And then it focuses on pricing, which is a big one for a lot of new brands being comfortable with. And then we look at sales and marketing materials, what kind of sales and marketing materials you you might need and what those look like. And then we look at Booth display, which is always also a big kind of scary thing for a lot of people but we break that down of what what is a beautiful booth display and what that looks like. And then we also focus on promotion, so kind of marketing ideas and then within all of those the ideas that you watch those on your own time, and then we have one on one consultations, myself and the brand's to go over a specific things they are feeling unsure about or wanting feedback on. And then really I am the kind of mentor and coach through that whole lead up to the show, just answering any questions small, small to big, and really just helping to make sure that they they understand all the aspects of New York now too. And that's in partnership with with the team, the handmade team in New York now. And then at the show, you get coaching as well. And then we have a team with tools and we purchase paint for your booth. So every every booth is painted a beautiful color, to make it really stand out and look curated. And then we have Yeah, we have a whole team to help you kind of make sure that you have your booth set up the way you need it. And we have extra shelves. So especially for international brands, it's a big deal. So you can really just come with your samples. And exactly, we have everything you need. So you don't have to fret or stress about running around the city and getting, you know, Booth supplies. So that's really helpful for a lot of brands too. And then there's even help after the show. So I help review kind of how how your contacts were and if there were any that you needed help following up with. So it's a real, it's a really amazing process and rising artisans, you're allowed to do that program for two shows with the idea that after your second show, you're ready to launch and, and move into your own space. And we're we're there with you the whole time with that too, just to make sure that you're comfortable with where you're moving into and really helping you step into step into that

Dondrill Glover:

comfortably. Yeah. Wow, excellent. I mean, there's just so many amazing tools for brands to come through and really get, you know, that experience in that representation at market. And I have to say, for our audience, it's the rising artists infection. Within handmade global just, it looks like this beautiful little village that you you have to walk through, you have to see each and every booth and I find that when attendees and buyers and and admirers are moving through, you just can't see one, you are really experiencing the entire space. And I think it's you know, Alan, you really, really make it really, really special in the booths are so big. So for that it really is presented very well in inviting in that way. So great, great details to have shared with our audience. And to just talk a little further about brands that are coming in, I'd love to talk about the core brand ethics and you know, the social impact initiatives that are represented by the brands that are coming through the program. And for conscious buyers, you know, what can they be assured of that these brands are going to represent?

Helen Joffe:

Yeah, well, first off, I mean, the exciting part is that these are brands that are brand new, right, so that's coming to rising artisans, you're guaranteed you're going to find someone who is most likely not in the market. Yep. So if you're looking for something new, or that new artists and groups, you may not have time to go travel to Madagascar, or Mali, but you get to meet that brand right there. So you're guaranteed that these are new brands. But we do vet each each company to make sure that they are export ready, that they have, you know, the tools and the wherewithal to export successfully. And we do review their, their artisan social impact. So make sure that they're you know, they are who they say they are, which is never been an issue. Luckily, and we review their product, I don't get to see their product in person. But nowadays, luckily, with the internet, and good photos, you can really see see the types of products that that folks have. And generally people are recommended to us through other brands or other organizations. It's an incredible network of people. But yes, you can really guarantee that, that these are all all companies that are looking for partnerships and generally you know, are like I said, representing large groups of of artisans from their country and are looking for those partnerships and, and so it's exciting new products that that are of course beautiful as well. I am biased but I think you know, all of them are beautiful.

Dondrill Glover:

They are I you know, we've helped buyers, you know, as you mentioned, you not only get to experience new brands, you get to kind of support with your green buying dollars to invest in brands that are ethical, so you know you're going to find sustain Nepal branch are going, you know, you're going to find eco friendly, you're going to find, you know, environmental imprint, you're going to find so many of those value principles that are important for artists and groups, because those, you know, we always talk about that supply chain, that supply chain, you know, it travels a long way to that impact that it's making on the ground. So it's just wonderful and affirming that at market, that we do have brands that are impacting in a very big way and very beautiful way with with product as well. I'd love to Let's chat a bit about, you know, for buyers and retailers, some of the techniques in countries that have been represented in the program. Now, you know, what they can look for there and the kind of mediums because I know that that really drives collections, and of course, applauding the tremendous work that the artists are capable of doing. Through product and experience. Yeah,

Helen Joffe:

yeah, we have, we always have a wide variety each show. It always blows my mind. I mean, this coming up in August, we have groups from Mexico, India, Nepal, Colombia, Mali, Nigeria, Madagascar, Egypt, Ecuador, to booty, and Bolivia. And you have everything from ethical fashion to natural fibers to felt products from Nepal, we have these beautiful recycled dolls that are made by refugees in India. Jewelry, leather, is always have a broad array. And it's different every time of last show. We had a group from Kenya that was doing I think you may have seen them. There's amazing animals that were made out of recycled flip flops.

Dondrill Glover:

Yes, yeah. Oh my god that Yeah. Oh, yeah. We had been in the in the global design booth. Yeah, they were just beautiful work.

Helen Joffe:

Yeah, so different and creative. And, yeah, buyers were really attracted to that. So we always have a broad array of a lot of natural fibers. And then, you know, a decent amount of jewelry and leather as well. And I'm seeing more apparel come through, which is interesting, and has been, you know, very well received by a lot of buyers. So buyers are looking for sort of more ethical fashion that they can even add into their smaller boutiques. Because yeah, they're looking for that. So that's been an interesting new trend that I've seen in the last few years.

Dondrill Glover:

You had even for for winter market that there were two brands there. One from India, and the apparel was so beautiful like that you can tell that they Yeah, I'm wearing her shirt color washes. Are you wearing it? Yes, I'm wearing you know, you can, I mean, just the handmade quality feel of a cotton. You know, it's the type of apparel that you want close to you, it feels great, it looks great. It moves great. And then you can you can see, you know, the sort of cultural DNA in the form and I was very, very impressed and so I'm excited to see that more apparel is coming into rising artists and because it definitely you know, these assortments are something very easy for as you mentioned, a buyer or a smaller retail shop to sort of integrate into their assortment easy wear for for summer for spring, and even going into fall because we're laying up with our cashmere and merino wool. Really, really beautiful collections. And, and Helen, I know that also in rising artisans, you've had several groups within the program that have had accolades at markets winning this new product that sustainable products at market. So the brands that are coming in, you are eligible if you are nominated, you know your product is looked at with the awards that are at every market. So you're in the running for that kind of recognition, as well at market in New York now. So it's really, really exciting to be on the ground and to be at the show. And as we were talking about rising artisans for summer 2022. I have to remind you guys August 14 through the 17th at New York. Javits Center, what should artists and brands wanting to join us for summer which is what what should they be doing now? That was passing by fast

Helen Joffe:

but yeah, we still have a few spaces left for the August show. And So any artists and brands that are interested in the program, they can reach out to myself through my email and just find out, I usually have a phone call or a zoom call with folks just to answer your questions and to find out more about their company, and just to see their needs. But certainly there's time to join. If you're still interested, we have a couple months to prepare, and we're just kind of ramping up now. But yeah, they they. And also, we highly recommend coming to walk the show, if you're interested and not quite sure, that's also a great thing to be able to do is to come and see it in person for yourself. There's nothing like it, to get the full scope of it. That's another great way to kind of see if it's a good fit for your brand.

Dondrill Glover:

Yeah, it's a good idea, like musically experience kind of the breadth of the show. And yeah, all of our attendees and moving through. So really great suggestion. Helen, the time has gone by way too fast. I mean, I could talk with you again all day about this program and the work that you're doing and of course, their footprint at New York now. It's been a tremendous pleasure speaking with you always. And I thank you for sharing your journey along with with the scope of the rising artists in sector at New York now. Yeah, Helen. how can listeners stay in touch with you? Yeah, how should they connect?

Helen Joffe:

Yes. So I do have an Instagram. It's not strictly all things artisan, but I'm happy to share it. It's just my name Helen Jaffe. And you can always reach out to me through email, too. So my New York now email is Helen doc Jaffe, at Emerald. And we can put it in the chat too. And also reach out you can see the rising artisans program is on the New York now page. It's under sections. And so there's a dedicated rising artists, artisans page that will be updated shortly. I don't think it's updated right yet. But you will see the companies for each show. And it gives a little profile of the brand and their mission and some product photos and there's their social as well. So that's another great way to learn about rising artisans.

Dondrill Glover:

Absolutely. Well, audience I'd love to thank you for joining Helen and I today for today's conversation. May you be inspired to join us and spread the word. And as Helen mentioned, I'll have some links after the end of the podcast where you can email Helen, follow her on social media to find all about rising artisans at the show and hopefully, we'll see you in August. To learn more about New York now's rising artists in Initiative visit New York now.com to connect directly with Helen please email Helen.joffe@emeraldx.com and connect on LinkedIn at Helen Jaffe. Thank you for listening to the New York now podcast. Make sure to tune in weekly for engaging and insightful conversations touching on the most relevant topics facing our community today. Is it New York now.com To learn more about our market, and how you can join in on the conversation