A designer name can perform marketing magic. Attach the name John Galliano to a dress, Manolo Blahnik to a pair of pumps or Giorgio Armani to a men’s suit, and these products become instantly more desirable.

There are also magical names in the Christmas industry. These include Christopher Radko, whose ornaments have been prized by collectors since the 1980s; Jim Shore, Peggy Abrams, Thomas Blackshear, Michael Storrings and Jacqueline Kent — all of whom license their designs to holiday vendors; and Gloria Duchin, Thomas Glenn, Christina Mallouk, Joyce Byers, Bethany Lowe, Mark Roberts, John Toole, Larry Fraga and Jim Marvin — designers who have built Christmas companies upon their unique renditions of traditional holiday images.

Designer Joyce Byers introduced her distinctive carolers to the Christmas industry 30 years ago, and over the years she has seen designers gain a more prominent role in the marketing of their products. If fact, Byers may have been instrumental in bringing about this change in the business. “For many years, our reps didn’t want anyone to know who made the carolers. They didn’t want to lose control,” recalls Byers. “They wanted retailers to see them as the source of the carolers.”

Byers, however, felt that retailers and consumers would enjoy her carolers even more if they knew more about the inspirations for her designs and about the artisans at Byers’ Choice who crafted the nostalgic figures at the company’s Pennsylvania headquarters. In 1981, she launched a newsletter, Caroler Chronicle, which is still published today. Each issue features a letter from Byers, articles about the carolers and interviews with Byers’ Choice employees. Byers’ instinct that customers wanted to know more about the creation of the carolers proved astute; the newsletter’s subscriber list grew quickly, and caroler sales increased.

Today, the power of designer names is better understood, and Christmas companies big and small use newsletters, signing events and in-store signage to focus attention on their designers. “People like to be able to connect a person to the art,” says Kay Gilbraith, marketing coordinator for Landmark
Creations, which licenses ornaments and décor items by designer Michael Storrings. She notes that his in-store events are extremely popular with fans of his work. “They enjoy talking to him and discussing ideas for new ornaments,” says Gilbraith.

Shelli Lissick, spokesperson for Midwest/Seasons of Cannon Falls, agrees that in our age of mass production, consumers appreciate products that have a connection to an actual person. Midwest’s line includes collections by both in-house and licensed artists, and the company is always on the lookout for new artists. “People
want things that are designed, and they want a story. They want to know about the person who designs it,” says Lissick. The company’s most successful artist is Wendy Addison, who is
known for her vintage-style paper and glass creations. “When Wendy arrived for a signing at our Atlanta showroom in January, there was a long line of people in the hall waiting to meet her,” recalls Lissick.

Ne’Qwa Art features licensed art from 23 artists on its ornaments, candleholders and other decorative products. Company President Jim Sexton says that the most prominent designers
are not only nationally known but, increasingly, also have an international following. “I was surprised how well known Jim Shore was overseas,” says Sexton, who exhibited at Christmas-World in Frankfurt, Germany, in 2007 and met with retailers from a number of different countries. “Everyone knew him, and most of them carried his stuff. Their trends follow ours,” he says.

Sexton emphasizes that although top designers like Shore have a ready market among Christmas shoppers, a designer name does not guarantee a line’s success. “People love Jim Shore’s designs. It’s ultimately design driven.”

Designer Mark Roberts agrees that design always comes first. “I think that the creativity, the vision and the design itself ultimately build the name, develop the name and then back up the name.”

NEW DESIGNERS
Right now, says Ne’Qwa Art’s Sexton, religious/inspirational, regional and ethnic are hot categories in Christmas décor and in home décor in general, and this is reflected in the company’s ornament
collections. Among the most in-demand designers are Dona Gelsinger, who focuses on the religious aspects of Christmas; Nathalie Parenteau, a Yukon-based artist whose designs feature highly
stylized images of the northern outdoors; and Keith Mallett, who depicts African-American themes.

Sexton says that although he is always looking for new designers to add to Ne’Qwa’s list of licensees, it is difficult to find artists that offer something different from artistic styles already represented in his line. “The art has to be really unique,” he says, noting that in today’s increasingly competitive market, it’s a big plus if an artist already has a following among consumers.

Lissick of Midwest/Seasons of Cannon Falls also cites the importance of an already established brand and fan base. “There have been times when we’ve signed on a new name. Eddie Walker, for example, came out of nowhere. She just sent us her work, and we said, ‘That’s cute. Let’s do it.’ And she did really well for us for about 10 years. But that’s probably less likely now. The market is even more competitive.”

Pam Schechtman, managing director of communications for Department 56, says that, of late, her company is relying more on its own design teams than on named designers. She credits Department 56’s internal artists with the success of “Silver Splendor,” “Goody Goody Gumdrops” and “Hot Cocoa” — three of the company’s bestselling collections. Schechtman notes that Department 56 continues to feature the work of two licensed designers — Sandra Magsamen, known for her
“Messages from the Heart” line, and Thomas Blackshear, who designs the “Ebony Visions” and “Jamboree Parade” lines. As of January 2009, however, the company will no longer offer the “Krinkles” collection by Patience Brewster, an artist who has been affiliated with Department 56 since 2000. Brewster’s own company, Patience Brewster, Inc., will take over the manufacturing and distribution of her ornaments, enamel boxes and gift items.

CHANGING STYLES
Most designers say that their designs have evolved over the years and that their fans are receptive to these stylistic changes.

“I started with Russian designs, but my art has become more international, less ethnic,” says Andrew Gabricht, founder and creative director, G. DeBrekht Artistic Studios.

“Our art is still vintage, but it’s more sophisticated,” says Bethany Lowe, president of Bethany Lowe Designs, Inc. “My market has followed us wherever we go. A few times, I’ve gone out on a limb, and it hasn’t worked, but by and large, our customers have followed us. My company has grown every year.”

Mark Roberts says his design style has gradually changed since he founded his company in 1984. “It’s definitely evolved — evolved and refined,” says Roberts. “The market expects a certain amount of traditional design from me — but tradition with an edge, a flair and a twist. So I’m not held down to any specific look. I can go off and have fun.”

At least two prominent Christmas designers have passed their artistic flair down to their children and now have the pleasure of sharing design credits with their progeny. Gloria Duchin’s daughter, Robyn Smalletz, has worked with her mother for a number of years and is now the chief designer and president of the company. Similarly, Joyce Byers’ son Jeff has become more involved in the design of Byers’ Choice carolers. “We have a good time together,” says Joyce. //