Letter to the Editor: Buyers beware
By Jamie Risdon Lentzner -- Kids Today, 11/1/2007 12:00:00 AM
Founder and artist, Jamie's Painting & Design
As a veteran of the children's manufacturing industry, with almost five years under my belt, I have seen the industry change. When I started Jamie's Painting & Design in 2002 there were no theme based letters on the market. Having been in the children's educational software industry for several years prior, and having a background in cartooning, my professional experience was developing characters and designing games. When I left animation, it did not even occur to me to research ideas or styles — I used my two very young children, friend's nurseries and my own ideas as inspiration for my first products. Fast-forward to 2005, I came to realize people can find out quite a bit about an artist, a designer or a product online. I have had my share of dealing with plagiarism, and the stealing of my ideas. Plagiarism is a "dirty little secret" in our industry; it exists, it's not going away and it is not a topic of discussion in an open forum.
Competition is a good thing; in fact, it is the whole basis for keeping you on your toes as an innovator. However, dealing with copycats is a whole different can of worms; it derails your creativity, it hijacks your energy and causes you to lose focus on your business.
Every artist I have spoken with has had the exact same response — a knock-off artist is always a day late and a dollar short.
How does this impact the retailer? A small boutique or even a large chain of children's stores looks to make an investment in their inventory, or for personalized samples. The minimums can range anywhere from $200 to upwards of thousands of dollars to open an account. If that initial purchase is based on emotion or based on a PR ballooned up product you are more than likely not getting what you think you are getting.
Buyers should interview the artist whose work they are considering. Ask questions like: How often do you release new themes or designs? How long have you been in business? What are your turnaround times? Do you have a background, professional and/or educational, as it relates to art?
Don't be afraid to ask for references, personally, I encourage it.
Last and most importantly, make sure the company you partner with has liability insurance. Someone who is in our industry for a quick dollar gives no consideration to something like insurance, and that is extremely important.
At the end of the day consumers and especially new moms have become savvy shoppers, very educated on the latest styles, trends and the designers and artists.
When someone knocks off our designs, it forces us to look long and hard at our own businesses, designs and practices and it makes us work that much harder.
We would love your feedback!
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