Michaels Launches First Brand Campaign for MakerPlace for Homemade Goods

Michaels has unveiled the first-ever brand campaign for MakerPlace, a new online marketplace for truly handmade goods. This is Michaels’ latest effort to evolve the platform into the best place for handmade sellers and shoppers.

Ashley Buchanan, CEO at Michaels, said they aim to become the best place for handmade sellers and their customers. “Our latest efforts, including our first brand campaign and an in-store selling pilot, are just the beginning of what we have planned to deepen our support for the independent handmade community. MakerPlace, together with our stores and expanded e-commerce assortment, enable Michaels to be the true one-stop-shop to support handmade sellers along every step of their creative journey.”

Michaels said the ‘Respect the Handmade’ campaign celebrates the brand’s promise of respecting and supporting independent handmade artists and makers as well as the customers who turn to them for unique gifts, décor, and more.

Michaels Launches First Brand Campaign for MakerPlace for Homemade Goods

The campaign, created by OBERLAND, is based on the concept of handmade goods coming to life. It highlights the thrill of discovering unique, handmade treasures. Moreover, it features an anthem spot on the playful cover of the song Respect performed by handcrafted puppets which represent the kinds of items sold on MakerPlace.

Michaels said MakerPlace was designed to help handmade artists and makers succeed with lower fees, flexible membership options, and more ways to earn. The company said select MakerPlace sellers will be invited to sell directly to their community through their local Michaels Store. This new opportunity will drive exposure and sales for their independent handmade businesses. Customers can enjoy the benefit of discovering local handmade artists and shopping for high-quality handmade goods across MakerPlace categories – home décor and accents, fine art, and woodwork.

Furthermore, Michaels is leveraging its brick-and-mortar presence to test another way for MakerPlace sellers to earn through an in-store pilot program.

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Nandika Chand