fabulous flower fairyland
Our festive fairy gals can’t wait to see their tiny fluttering friends come out to play in our new fairy scape in our Berkley store. Take a peek at how this spring scene came to life…
Most of our display windows are first dreamed up in our imagination but then we put them to paper to help us visualize the layout.
We decided to create our giant flowers from plastic tablecloths for a few reasons. The material is more durable, easy to work with and the best part ~ they don’t fade!
I ended up getting my table cloths from Dollar Tree but places like Party City have a better collection of colors to choose from. The Dollar Tree ones are a bit thinner making them a little easier to cut and fluff. It’s best to cut them when they are nicely folded up straight from the package. My flowers have three petal layers and one center with measurement ranging from 9″ to 24″.
After you have cut the lengths you want unfold the tablecloth so it’s 54″ long. Place each petal layer then accordion fold back and forth and fasten in the middle with a wire or string.
Now comes the fun part! Fan out the petals to create a circle. I secure the two seams with packaging tape for more stability. Then fluff out the petals and center.
Tada! A fabulous fluffy flower. If you want even a fuller bloom you could always add a fourth layer of petals.
Afterwards I also added spray paint to some of my blooms to make them a little more magical.
I ended up making 7 giant flowers with the 4 plastic tablecloths I bought for a dollar each. This is a great way to make a big impact for a little money. I could just picture a bunch of fluffy white flowers dusted with a rose gold spray paint for a wedding or shower event.
Here I go with my imagination again… better store these ideas up for my next window.
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Smart Retailer Magazine February 2016
Retailer Spotlight
by Jennifer Raines
From Michigan-made handcrafts to colorful printed scarves to kitchen tools, Catching Fireflies sells a range of whimsical items for customers of all ages. With the tagline “making days brighter”, the store creates an atmosphere that’s welcoming, artful, happy, and inspiring.
Owners April and Steve McCrumb began selling their own handmade paper goods at the Ann Arbor Art Fair many years ago. Today, they own Catching Fireflies stores in three Michigan towns: Berkley, Rochester, and Ann Arbor, and they sell their own line of handmade paper goods called “a.i. paper” to more than 400 stores in the United States. They also operate a sister store called “Yellow Door Art Market” in Berkley, Michigan. As if that’s not enough to keep them busy, they also maintain a popular blog and run a successful online store.
Catching Fireflies creates a warm, whimsical, and welcoming environment that caters to everyone from a child buying a giant jawbreaker to a man looking for a special gift for his great grandma. Their product collections spans many different categories, but all their goodies are guaranteed to be clever, creative, useful, funny, inspiring, or just plain pretty.
April describes building her “little business” through a process of baby steps and delegation. Their story consists of small successes that build on each other to create their current whimsical world.
First came the name, which was inspired by a piece by one of their favorite artists, Chris Roberts-Antieau, who makes whimsical “fabric paintings.” After years of admiring her work, April and Steve finally purchased a piece called “Catching Fireflies.” Later, while talking about the piece, they decided that it would make a great name for a gallery, which became a reality just a year later.
After they started to wholesale their a.i. paper design products, they looked for a commercial building to lease. They started with an old building in downtown Berkley, MI that used to house a pharmacy. They transformed the space with bright colored paint, plywood, and flea market finds. A line of old hinged doors separated the design studio from the storefront.
They initially planned on filling most of the store with a.i. paper design products and some purchased items that April found at gift trade shows. To keep their investment costs low and the variety of products unique, April asked a few of her artist friends to place some of their items in the shop on consignment.
Pretty soon Catching Fireflies was not only paying the rent, but turning a decent profit. This allowed them to purchase a larger variety of interesting items and the popularity continued to grow. Inspired by the success of the Berkley location, they decided to open a second store in Grand Rapids in the spring of 2002 and showcased their whimsical wares to sell to new Firefly fans.
Wholesale accounts continued to increase for a.i. paper design, while Catching Fireflies customers kept multiplying. They decided to move the design studio to a non-retail location a mile away and renovated the previous design studio into an expanded storefront. After a couple of months of light construction, flea market hunting, and a lot of painting, they surprised customers with the renovation at their two-year birthday sale. It was a huge success and the store continued to thrive.
After selling fanciful goods in Grand Rapids for almost four years, they realized they needed to move their quirky collections of gifts a little closer to home. Then they began their hunt for a better location.
Two years later, they spotted a “for lease” sign on an old train depot in downtown Rochester, and just knew it was meant to be the home of their new store. So they closed the Grand Rapids location and began work on the new store. They worked some magic with lots of paint and transformed it into the eccentric little gift gallery that Catching Fireflies is now known for.
They launched their first website and blog in 2004, but got “more serious” about online sales in 2008. April said that they take their web presence “very seriously and are very intentional about blogging about bits of life, sharing interesting finds on Facebook, and creating weekly emails that include recipes, DIY projects, and music reviews.”
In 2010, they added another style of shop to the mix. Yellow Door Art Market is located in the same block as the original Berkley Catching Fireflies and features the work of more than 70 Michigan artists.
In December 2012, they opened a third Catching Fireflies location in Ann Arbor, MI. It’s the largest of all the locations, complete with a charming courtyard that’s home to a wheelbarrow fairy garden and magical bubble mailbox.
Smart Retailer (SR): You must have a great staff. How do you choose them, and what is your management structure?
Catching Fireflies (CF): “As we grew, we were able to add valuable team members to our Firefly family, who allowed us to continue to focus on the bigger picture of running a bright business. We do have a great management team. They are the reason why I can spend more time behind the scenes marketing and managing the direction of Catching Fireflies. Each store location has one manager and three to four part-time employees. We do prefer promoting from within whenever possible, which is the case with two out of our three managers. When that’s not possible, we place an ad on Indeed and go through a lengthy interview process that involves meeting with the candidate three times.”
SR: What would you identify as a turning point in your business?
CF: “When we opened our second location in metro Detroit, our brand became more known and we were first voted Best Gift Shop in a local affluent magazine (and have held that title for nine years). The press also took notice and still contacts us from time to time to feature products. Launching additional locations around Metro Detroit is easier as time goes on, since our brand has become more established.”
SR: What traits do you have that you find makes you so successful in this business?
CF: “I love the saying, ‘Follow your heart…but take your brain with you.’ I would say that describes me. I get to select pretty finds to promote and sell in my shop but I’m still a practical Midwest girl who keeps an eye on the bottom line. I work a lot, but I love what I do and I am motivated by success.”
“Success to me isn’t just money…it’s happy firefly fans, employing a team that enjoys their workplace, supports artists and companies that create great product, contributing to a thriving downtown community, and being able to donate funds and finds to non-profits throughout the year.”
SR: You are very creative. Do you have a creative process, some sort of method that helps you think outside of the box?
CF: “Ever since I was little, I always wanted to be a little different and unique (and still do). I apply that to my business model as well. I try to place myself in the shoes of our Firefly fans and think about what would surprise and delight them. Our mission statement for our company is “making days brighter.” I also try to think of ways I can make that happen in and outside our store doors.”
SR: Tell us about your locations. How do you choose them? Do you own or rent your spaces? What are some of the best/worst things about your locations? Is there anything you would change if you could?
CF: “Our first location in Berkley would be considered “under the radar.” The rent was priced right and it was big enough for us to operate our design studio and have a little storefront. Berkley is a nice community that is centrally located but wasn’t really known for its downtown 15 years ago. Things have changed for the better over the years but I would still say we have created a destination for our customers. Rochester and Ann Arbor are 30 to 45 minutes away from Berkley and are part of more established downtowns. We definitely benefit from the traffic these downtown areas generate but have also grown a loyal following of Firefly fans over the years.”
“All of our buildings are unique, old, and have a lot of personality. We rent all locations and have a good relationship with our landlords, who all live locally. In the past few years we did DIY facelifts and completely changed the layout of our first two stores to keep them looking fresh and inviting.”
Facts At A Glance
Business Name: Catching Fireflies
Location/ Phone No.: 3117 W 12 Mile, Berkley 248-336-2030
203 E University, Rochester 248-650-3318
419 Detroit St., Ann Arbor 734-531-6293
Website: www.catchingfireflies.com
Facebook: www.facebook.com/catchingfireflies.com
Email: service@catchingfireflies.com
Fox 2 Valentine Gifts Segment 2.12.16
Thank you Fox 2 Detroit for inviting us to show you some of our lovely Valentine gift ideas! Shop for some of our fun finds we talk about HERE.
a colorful christmas
Since it was such a warm December this year we made our way to downtown Rochester for a little photo shoot in front of their stunning Big Bright Light Show for our fun Christmas card. This year has been bright, busy and colorful so this backdrop was the perfect scene to share a little joy with you.
Here’s how the card came together…
We created these cozy letters using foam core, yarn and some hot glue. These large letters would also look great on a mantel or in my case next year’s holiday window at catching fireflies.
Originally we wanted to get have Lolo hold the O on her own but it quickly became a game of throwing the O.
Of course we could’t leave Gus out of the fun. He didn’t make the card but greeted everyone with his stoic silliness on our return address label. This old man still knows how to party and will sit still as a statue for a treat.
Wishing a you a most merry Christmas and bright and colorful 2016!
our curious kitty
When it came to deciding on a costume for Lolo’s second Halloween, I wanted something fairly easy to make that was comfortable & cozy and it had to be cute (of course).
After perusing high and low for inspiration on pinterest, I decided on a kitty cat for all the above reasons and because she is super curious about EVERYTHING plus she is currently copying most things Steve and I do.
The cool thing about this costume is you can use the leggings and top long after this festive holiday has past. Since I bought a 6 foot fine feather boa for the tail, I used the other half to trim the neckline and sleeve cuffs of the top. I just safety pinned it in place so it could easily be removed for washing.
As you can see in the previous photos, Lolo was not a fan of feathers being around her neck, so that collar came off pretty quick.
To make the tutu I cut up a spool of black tulle into 18 inch pieces then ‘bookmark’ tied them onto elastic. I wrapped 20 gauge wire around the boa (the feathers hide the wire fabulously) so the tail could be shaped. I then wired it to the elastic waist of the tutu. You could easily skip the wiring process and just pin it to the tutu as well for a similar effect.
The felt ears are pretty self explanatory. I just placed the barrettes right in front of her pony puffs.
Next all you need is an eyeliner pencil and a ball of yarn just for fun… tada ~ our cute and curious copy cat.
She lived up to her name as she made her way through our backyard sneaking between stacks of apple crates and proceeding to throw the ball of yarn into our ornamental pond. Happy Halloween!
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lantern fest
I heard about the amazing “Lights in the Night” ArtPrize event in Grand Rapids, Michigan a couple years ago so when I came across the opportunity to be part of a similar experience, I grabbed it.
Knowing this would be a magical night, I invited our nieces to join us. The only Lantern Fest taking place in Michigan this year was held at the Kalamazoo Speedway. We got there in time to enjoy some s’more roasting and see this gorgeous September sunset.
Once darkness blanketed the sky we lit our lanterns and sent them off to the night.
The lanterns are made from thin tissue paper and it was a little tedious getting the cardboard square to light, but once the flame grew, so did the heat causing the lantern to naturally lift.
It wasn’t long before our lantern joined the hundreds of others creating a stunning sight in the night.
I wish I could keep this moment on replay but like any other exciting experience… this one too will live on in our memories for a very long while.
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artful autumn window
Since cool nights and colorful days are upon us we brought the spirit of this sweet season to our shop window at our Berkley location.
This year I decided on creating a whimsical tree filled with pretty patterned leaves… not the most original idea, but still a fun spin on a classic look.
I’ve always invite our exchange students to help me with dressing up the windows if they are interested and Filippa was game. Truth be told, they always get more creative than me when it comes to making a dress out of a plastic tablecloth.
These ladies are ready for a fall ball and I’m ready to relax and snack and sip on all things pumpkin spice. Happy Fall!
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seedlings art bar
On the way back from my vacation in South Haven, I made a little pit stop to one of my favorite downtowns, Holland, Michigan. I had a number of shops I wanted to peruse (including the too cute Karla’s Place) but was happy to stumble upon this gem I had never seen before!
Seedlings Art Bar is just a block or two from the main drag but well worth the stop for creatives like me!
The delightful owner, Mary Jo is an inspiring soul who truly follows her heart.
The collections she has curated are endless and it’s quite easy to get lost among the piles of treasures.
I love how she displays things in everything from pianos to guitar cases to baby cribs.
Seedlings also hosts art parties where you can bring your own sips and snacks and for a flat fee you can create something fantastic with the findings that speak to you in the shop.
If you’re headed to West Michigan anytime soon or need an excuse to get away for a girls weekend, I would recommend a stay here. It’s just two and half hours from Detroit and well worth the trip!
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spreading silliness
Inspired by the book, sneaky art and this surprise stone family spotted in our Ann Arbor catching fireflies courtyard this August, I decided it would be fun to spread some smiles of our own during our stay South Haven.
Filippa, our Swedish daughter and I collected a nice collection of smooth stones in-between building sand castles for Lolo to smash.
After sunset we headed to the local Walmart and picked up a few black and white paint pens. 
We spent the rest of the evening giving these stones some silly personalities and also wrote little messages on the back.
Whenever we walk in town, we grab a handful of these stones and place them in different spots so they can be found by kids and adults of all ages who could use a little giggle.
This has been such a fun project and I hope to start making it our family beach vacation tradition. It’s funny how something so simple can make someone’s day brighter.
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boho bedroom for our swedish daughter
This extra bedroom in our home has always been a catch all space housing various things ranging from a treadmill to ironing board so when we decided to host our fourth exchange student this school year it gave me the perfect excuse to get this room looking cute.
Our previous international daughters stayed in the room where Lolo’s nursery is now and it was much easier to fill up with furniture to create a comforting and cozy space. This room is a bit larger with lots of wall space so I created little vignettes of inspiring and pretty art wares to create a welcoming atmosphere.
Tessa, Jule and Iitu are pictured of the two instagram canvases on the wall and I plan to add to that gallery as we continue to grow our international family.
Slipper chairs might not be the most comfortable seat but I do love all the colors and patterns they come in plus the price is quite nice too. I’m sure this one will have the job of holding worn clothes and a book bag.
One diy project that I enjoyed putting together was this window pane wall piece. We removed lots of the hanging windows in our stores when we gave them a facelift a few years ago and I held on to a few just in case I could put them to use again.
I took pretty patterned scrapbook paper and cut them to fit the window panes then stuck them behind the glass with small pieces of double sided tape on the four corners. I used a chalk marker to doodle on some of the panes, taped pretty photos and quotes with washi tape to a few of the others and ended up leaving a few just with paper.
This collection of goodies came from a number of places including catching fireflies, yellow door art market, art fairs, cost plus world market. I do admit this space is a little heavy on artful affirmations but if I was heading to a foreign place for 10 months to live with a family I didn’t know… I think any extra positive reassurance would be a good thing.
YFU International Exchange Program is still looking to place students for this school year yet!! Since we are hosting our fourth international daughter, you might guess that this is something we enjoy and we do! (you can read a bit more about that here) Of course you don’t need a fancy room to welcome one of these teens into your home (that is just my thing) – you just need to provide guidance love and support (and food ;-). Learn more about hosting here and see students still seeking a host family here.
Okay… it’s only appropriate that I end this with one more inspiring saying. Even though this is our fourth time hosting, these kids are great at pushing me a little past my comfort zone and because of them I do find myself doing new things for the first time. This keeps me young and since I’m just past the big 4-0 it’s just one more reason to say yes to this adventure.
We look forward to welcoming Filippa in just a few days.
I’m always happy to share more about hosting exchange students. Just drop me an email and we can connect!
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