For 'Girls' Only

The modern woman — your customer — is a strong, independent individual who knows what she wants. She juggles family, work, and play, often with ease. But at the end of the day she's likely to be looking for a little escape from the routine … something that touches the "girl" in her, warms her heart, and puts a smile on her face.

Many gift manufacturers are reaching out to her with unique products aimed at satisfying that desire, products that are designed and/or created by today's generation of female artists. After all, who knows better what women want than other women? These artists create from the heart, and the results are an interesting blend of humor, thoughtfulness, and femininity that appeals to women across cultural and economic categories.

Linda Simpson, vice president of product development at Silvestri, a company that produces a range of gift lines with a distinct feminine quality, emphasizes how appealing these creations are to today's women.

Through their professional or personal perspectives, each of Silvestri's licensed artists has found a way to touch women's lives. Karen Rossi's Fanciful Flights depict female characters as career women, risk takers, and nurturers. Phyllis Vaughn's Ruby Lips collection strikes a particularly "girly" tone, using soft fabrics to create whimsical figures. And the Tickle Your Soul collection by artist Kimberly Willcox uses images of women as part of the design, creating gifts that are functional as well as works of art.

"Women are looking to get in touch with their feminine side," says Simpson. "They are empowered now, so things that are geared towards strong women, but still exemplify their femininity, are attractive to them."

Women are also great communicators, continues Simpson, and when they buy a gift they want it to "say something." Silvestri's line of Sandra Magsamen plaques, which can also serve as greeting cards, are an example of communicating sentiments in a lasting way. "Let your dreams take flight," "Imagine the possibilities," "Your friendship means the world to me," and "I love hanging out with you" are a few of Sandra's "personal communications."

It's the personal touch that drives the desire for such products, notes Diane Stites, product development director at the Blue Sky division of Van Group. Women can see a bit of themselves in these artists' works, and that strikes a responsive chord. "Lynda Corneille's Gertie character [from Character Collectibles, a div. of Van Group] is drawn from her family experiences," says Stites. "We all have a Gertie in our family, and that's something that women can relate to. It makes the gift that much closer to home because everyone can see a little bit of their past or present in these designs."

While images of women aren't part of the Flip Flops design from artist Michal Sparks, the garden decor collection produced by Toland Enterprises has a distinctly feminine look that resonates in much the same way.

The line consists of stepping stones, yard signs, an outdoor clock and thermometer, and other items with a beach theme design. "Women of all ages are buying Flip Flops," says Jill Sands, creative director of Toland. "From first-time home owners to boomers who are purchasing their second homes and preparing to retire. Flip Flops are even great for tween-age girls."

Is your merchandise mix "touched by an artist"? If not, you may want to re-examine it, because besides introducing unique products, artist-designed merchandise gives you the opportunity to bring extra traffic to your store by holding events such as signings and workshops hosted by the artist. Any time customers can meet the creator behind a collection, the experience adds value to the merchandise.

"These gifts are a way for women to congratulate each other. It's a tough road for anybody and it's nice to congratulate with a fun gift. We live in serious times, stressful financial times, so when you can laugh at yourself, that's a wonderful gift," concludes Linda Simpson.