Wednesday, June 13

8:30am - 10:00am

An in-depth discussion of the importance of finding and using trends when creating art and storyboards of products for categories such as home decor, paper, gift, stationary and more. Topics include a discussion on what trends really are, the difference between a trend and a fad, when does a trend become an "evergreen", how to find and identify trends and how useful trends are in product presentations. A trend resource list will be included in the materials handed out.


Suzanne Cruise Creative Services, Inc.

Suzanne Cruise, a former artist at Hallmark Cards, is one of the most well-respected and knowledgeable agents in art licensing with over 20 years of experience in the industry. Suzanne has given countless seminars and talks on the myriad details of art licensing. She discusses how to approach and then work with countless product licensing directors/manufacturers. The breadth of knowledge and information provided in her seminars is an invaluable resource.


Joan Beiriger is a self-taught artist who has dabbled in arts and crafts all her life. She spent over 20 years creating cross-stitch and blackwork designs for publications and kit manufacturers while working as an analytical chemist. In the late 1990s, Joan started painting and learning about the art licensing industry. She quit her chemist job in 2002 so that she could devote full time to creating and licensing her art. She is passionate about art licensing and constantly searches for information about it which she shares on her blog at Joan's art can be found on greeting cards, wrap around canvas, decorative flags, home décor items, gift bags and other paper products.



Gail Flores, a distinguished floral watercolorist at Hallmark Cards for 37 years, now owns a successful product development and licensing firm. Flores spots and analyzes trends with an experienced eye and incorporate them into her original designs. She constantly researches the retail environment via magazines, stores and trade shows. Magazine research involves studying French Vogue, Marie Claire, Victoria Magazine, Martha Stewart Living, Elle Decor and Harper's Bazaar. Retail research entails visits from local boutiques to Costco and catalog study. She tracks themes, colors and new product formats. Experience enables her to differentiate between fads and the trends that will be "evergreen". As an industry veteran, she has learned that survival in a constantly evolving industry requires artists to be fresh and relevant. Flores will explain the transition from trend identification to marketable creations.