Impressions - September 2013 - (Page 69)
digital printer to cover this button. I’ve
done some test runs. The button is metal
and a silk fabric covers it. Using the printer
to design the fabric enables me to speed
up my production.
After wrap bands, I began experimenting with a collar necklace, and I currently have a patent on one of my designs.
Women say to me, “I like scarves, but I
don’t want to tie them.” People are worried about styling, but with the necklace,
all you have to do is slide it over your head
and shift it around to get different looks.
The necklaces are created by taking strips of fabric printed on the digital
printer and attaching them to a “D” ring. I
use a similar design to create a coordinating belt.
Almost all of my designs are either
hand painted or hand drawn. At the beginning, I literally was hand painting silk
scarves. During those first two years, I accumulated at least 100 designs.
When I started using the digital printer,
I would scan a design into the computer
and then manipulate it. In some cases, the
design was on paper; otherwise, I scanned
a design directly from a painted scarf. This
is one of the aspects I love so much about
digital work. I can combine prints from different scarves, which I couldn’t do before.
The digital printer has great photographic capabilities. It captures all the nuances that you could never get in another
decorating process. I initially worried about
how hand work would translate when digitally printed. I knew I would need to edit
and simplify, but I didn’t realize how much
the integrity would be maintained.
I’ve had customers pick up a scarf and
think it was hand painted because the
brush strokes can be seen. Some of my
more popular designs are motivational or
inspirational words. I write the words on
paper with a marker and scan them. The
impressionsmag.com
Levine is experiencing the “good” problem of having more ideas than time to implement them.
Her current line consists of about 15-20 different products and roughly 100 designs, and she is now trying to
decide what is the next step for her business.
more complex designs usually are done on a
scarf, but simple graphics are done on paper.
TARGETING A NICHE
Determining my target market was
another learning experience as I started
my business. As tempting as it is to sell to
everyone, I knew that wasn’t a good strategy. From exhibiting at shows, I found that
my target market is young mothers ages
25-45. They are women who have busy
schedules and want to wear something
fashionable, but quick to put together.
They have small children or are at a point
in their careers where they are very active.
My biggest marketing medium has
been through local shows. I experimented
with a few out-of-town shows, but I have
gotten away from that because of the time
and travelings costs. For now, I am focusing
on growing my customer base locally, with
hopes of expansion in the near future.
One of the biggest challenges with
Many of her T-shirt designs come
from original painted scarf designs. She enjoys
designing a shirt that complements a scarf. Not
matching, but pulling certain elements from a
scarf design and repeating them on a T-shirt.
September 2013 | Impressions
69
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Table of Contents for the Digital Edition of Impressions - September 2013
Impressions - September 2013
Contents
First Impressions
From the Show Director
FYI
Product Gallery
ISS Conferences
Outdoor Outfitting
Beat the Heat
Today’s Textile Ink Options
Shop Spotlight
Shop Spotlight
Embroidery Technique
Embroidery Production
Tech Tips Embroidery
Screen Printing Production
Screen Printing Graphics & Design
Screen Printing Technique
Online Directory
Tech Tips Screen Printing
Digital Decorating
Classifieds
Ad Index
Impressions - September 2013
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