The Comforts of `Country`

Transcription

The Comforts of 'Country'
http://www.giftshopmag.com/print/5843
Fall 2010
by Sue Marquette Poremba [1]
The definition of country might still be evolving but sales from the category can be rock-solid. At a time
when your customers are yearning for simple comforts, find out how selling country-themed products
can help you cater to that desire.
When Dorothy clicks her heels in The Wizard of Oz, and proclaims, "There's no place like home," she
was expressing a sentiment that the nation has clung to ever since. In the world of gift retail, "no place
like home" is well represented by country décor. "Manufacturers have cashed in on the country look and
feel for years because of its presentation of a nostalgic feeling of home," says Luke Vaillancourt, director
of digital marketing at Vaillancourt Folk Art in Sutton, MA. The country look, says Angela Ringo, interiors
editor for Stylesight, a trends analysis and forecasting organization, is one that evokes a simple way of
life. "It's typically a humbler look that honors the art of craft and evidence of the handmade. This can
include classic Americana, English garden country, or a provincial French aesthetic." Yearning for
simpler times It is a home décor theme that covers a very wide range of products. Country décor can be
handcrafted wooden furniture. It can be quilts, candle accessories, or old-fashioned Christmas
ornaments. Or, in the case of Country Life Gifts, framed artwork.
"I'm known as an inspirational artist," says Gail Eads, owner of Country Life Gifts in Lapeer, MI.
"Amazing Grace is my top seller, and also popular is the verse from Ecclesiastes, 'A time for everything.'
I have over fifty-five pictures on the market right now." Eads thinks her work sells well because it calls
people back to a simpler time. What may also help is how she is able to fall back to her own childhood.
"It reminds me of my parents' families and my roots."
The company also sells floral designs, antique pieces, candle warmers, and quilts.
During today's tough economic times, nostalgia, especially at prices Grandma would have paid, would
be especially appealing. But, as Vaillancourt points out, it's difficult for any company that produces
expensive items to reach out to new customers who might have not heard of their products.
Even so, Vaillancourt thinks there is a healthy mix of consumers—those who are making more
meaningful purchases and yet others who are looking for more disposable chic. Vaillancourt Folk Art
reaches out to both ends of the spectrum. The company is best known for its hand-painted Christmas
and holiday chalkware figurines. To reach out to younger customers, the company created a Glimmer
Line that maintains the highly detailed level of hand-painted quality, but introduces a new look to the
old medium.
'Country' is changing
The "bling" of Vaillancourt Folk Art's Glimmer Line
can best be described as contemporary, but within
the scope of traditional country décor. In fact,
says Stylesight's Ringo, the country aesthetic is
being reinterpreted in a more contemporary way.
Cindy Lowry, president of North Lawrence, Ohio's
Blossom Bucket, Inc., agrees. "Country is a term
in flux," she says. "Much of the country product
today doesn't look like the country product of
twenty years ago, which doesn't look like the
country product of twenty years prior to that.
Subtle changes are always being made in order to
keep up with market trends. While some themes
remain timeless, a specific look may not."
Melissa Colucci-Hayes, vice president of ESC
Trading Company in Columbus, Ohio, sees it in a
slightly different way. She sees the shifts in styles
as the evolution of design. "Right now," she says,
"the trends have vintage appreciation." ECS
Trading Company offers an assortment of
hand-painted sculpted figurines and signs, along with handcrafted art dolls, pillows, and accents.
Vintage works
Although Colucci-Hayes thinks vintage appreciation is the current
trend, there are differing views as to how "country" and "vintage"
are defined. Lowry says: "Country refers to a rendering of how we
imagined something to be, while vintage is a replication of
products that existed within a specific time period." Ringo, on the
other hand, says that country maintains a certain weathered
softness and a sense of freedom that comes with living in open
spaces. Vintage, according to Ringo, can embrace a wide variety of
looks—mid-century modern, industrial, kitschy, and pop-inspired.
Julie Kreitzer, owner of Yesterday's Best in Escondido, CA, puts it
succinctly: "Country equals simple, worn, functional, warm feeling.
Vintage equals age, memorable, quality, history."
Yesterday's Best sells historic greeting cards with a touch of
sparkle. "Made here in the U.S.A.," says Kreitzer. It's the type of
product that fits into any gift store, like all country décor items.
"All shoppers feel the need of wholesome products to create that
warm feeling now and then," she adds.
Country roads take me home
Walnut Street Traditions in Lafayette, IN, understands that need
and sells a wide variety of country décor items, including wooden
and upholstered furniture, candles and accessories, lamps and
lampshades, kitchen textiles, and seasonal items. "Our most popular country décor item would have to
be our candles," says owner Traci Bratton. "Our glass hurricanes are very popular, and we love assisting
our customers with centerpiece displaying. We show our customers how to buy one piece and use it
throughout the year, changing it with each season." Bratton displays her country pieces as if they were
in a home, with vignettes throughout the store to showcase the merchandise and gives customers ideas
on how to decorate at home. She finds that her customers have many reasons for buying country décor,
but they all come back to one overwhelming theme—the comfort of home.
"There is a lot of emotion attached to this decorating
style," says Bratton. "From the feelings to the smells to
the memories, country decorating has a warmth to it
that no other style allows. It's a constant welcoming
feeling that breathes hospitality."
So, what is driving this strong interest in country décor?
According to Kim Forney of Kp Home Collection in
Columbia, PA, it is the way the products remind us to
slow down a little bit and enjoy life. "Everyone is busy
and tired of being busy. We want to live in comfort and
relax when possible," Forney says. Ringo agrees. "There
is definitely a desire to pare down and simplify life,
which does drive the demand for a more country
aesthetic." This desire for the more simple life leads to
an even more specific area of country décor—primitives.
Forney of Kp Homes describes primitive as simple and
uncomplicated. "Primitives can be anything old,
anything new made to look old and everything in
between," she says. "We tend to mix it up in primitive
decorating. We realize it's okay to mix some old rustic
wood items we love with some new items too, and even
throw in something handed down through the
generations. It's more about your personal taste in the items and making it come together. Pick a
theme and go with it."
She provides some examples of taking what's old and giving it a new twist: An old stained hope chest
that's been handed down many generations now makes a statement as a coffee table, or make a
cushion for the top using favorite fabric to create a window seat. "A side table or dresser found at a
garage sale can be sanded down, beaten, and repainted or stained," she adds. "Something we once
wouldn't have had a second look at, now has become something different and now we display it with
pride." Kp Homes offers items that could fall into the primitives category: baskets, tinwares, framed
prints, and woodcrafts and supplies.
"Primitives are the 'unfinished' product," says Blossom Bucket's Cindy Lowry. "They don't have clean
lines and crisp colors, they're not smoothed out along the edges. These are homespun treasures that
reflect a time when tools and materials were limited, and every cut, stitch, or brushstroke was applied
by an imperfect hand." With over 20 artists contributing their designs, Blossom Bucket offers extensive
lines for every holiday, as well as pieces for everyday collections ranging from farm animals to
inspirational. They are products, Lowry believes, that appeal to everyone.
Demographic details
"I don't think that country product is limited to
one type of gift shop. Country is a bit of a
blanket term that covers a wide range of products
which have a much broader appeal than may
initially be suspected. While our primary dealers
are small, independently owned businesses, we
have also successfully expanded our market to
include several chains and larger retailers," she
explains. "Likewise, I don't believe that country
has a specific demographic. Everyone has some
space that they decorate and everyone purchases
gifts."
At the Village Merchant in Grove City, Ohio,
however, there is a particular demographic.
Storeowner Kelly Phillips says the store's primary
customers are women between the ages of 30-60.
As the customer base gets older, Phillips says the
store will try to capture a younger demographic
by changing the product mix from time to time to
appeal to younger customers.
Her store sells country items that mostly concentrate on general home décor, with candles and home
textiles being the most popular items. "Candles can trigger fond memories. Perhaps of Mom baking
cookies or a lilac field outside of Grandma's house," Phillips says. "Our home textile sales are driven
mainly by selection, display and price. We carry a very large selection and many of the styles can fit in
many different types of home. We display each pattern and style. The stock is neatly organized so the
customer can find what they are looking for in the display."
Phillips understands that not only is it important to attract a younger customer base, her store must
also stay current with the trends. "Country has changed a lot since I started my store 20 years ago. It
has gone from cutesy farm animals and other themes to a slightly more contemporary look." Country
complements Phillips also believes that country has a special ability to run with almost any look the
customer might want. "You can add the most primitive looking items to a more traditional looking decor
and they look great together," she says.
Kristi Paulson of wholesaler Sawdust City, based in Eau Claire, WI, thinks that items that are both
stylish and functional will best appeal to younger customers. "The current trend is for less cluttered
living spaces, so home furnishings and decor that are not just for looks, but are also [functional],
resonate well," she says. "Also, keeping up on current colors helps draw those who keep up on new
trends."
Which is really the beauty of country décor, she adds. "The simplicity of the country style allows it to fit
in amongst other styles as well. Shelves, pictures, frames, and tables in clean lines and contemporary
colors can fit well in a variety of gift stores." Sawdust City LLC makes solid pine furniture, signs, frames,
and décor, including hutches, cupboards, bookcases, mudroom benches and lockers, shelves, and
more.
Whether primitive or vintage, whether focusing on a demographic that wants nostalgic or enticing a new
customer base with sleeker styles and a little more "bling," one thing holds true for everyone who sells
country décor products. As Traci Bratton of Walnut Street Traditions explains best, "Selling country
décor is very near and dear to my heart. It reminds me of my childhood. There is a calming force
attached to country decorating that feeds my soul."
Dorothy had it right all along. There's no place like home.
Mouse over images below to view.
Article Resources
Wholesalers
Blossom Bucket, Inc.
330.834.2551
www.blossombucket.com [2]
Country Life Gifts
810.667.0910
www.countrylifegifts.com [3]
ESC Trading Company
614.794.0568
www.esctradingcompany.com [4]
KP Home Collection
888.696.6482
www.wholesalecountryprimitivegifts.com [5]
Sawdust City LLC
800.528.6008
www.sawdustcitywholesale.com [6]
Vaillancourt Folk Art
877.665.2244
www.valfa.com [7]
Yesterday's Best
760.741.1508
www.Yesterdaysbest.com [8]
Experts
Elyse Heckman
Stylesight
www.stylesight.com [9]
Retailers
Kelly Phillips
The Village Merchant
Grove City, OH
www.villagemerchant.com [10]
Traci Bratton
Walnut Street Traditions
Lafayette IN
www.walnutstreettraditions.com [11]
Additional Resources
1871 Candle Co. / Foxfire Creek Primitives, LLC
920.361.4522
A Cheerful Giver
856.358.7750
www.acheerfulgiver.com [12]
A Homestead Shoppe Inc.
800.765.2474
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A.T. Imports
717.207.0100
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AA Importing Company / Art As Antiques
800.325.0602
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Adams & Co.
877.628.7702
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Alice's Home & Cottage
800.288.7977
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American Cottage
877.263.7268
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American Country Candies
303.861.0585
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American Hometex, Inc. / China Resource Company
866.918.9988
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Amish Trader Country
717.442.4141
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Ann Clark
800.252.6798
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Appleseed Primitives
260.248.8722
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Artisan's Market of New England
888.534.3789
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Art Of The Spirit
770.475.2811
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ASL Pewter
573.754.3435
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Back Porch Soap Co. / Bath Studio
781.934.8100
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Backyard Oaks, Inc
510.268.9933
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Bally's Country Heritage
818.547.0102
Barnstorm
678.710.8260
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Benson Marketing Group
866.520.2247
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Bert Anderson Collection
800.962.9122
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Bethany Lowe Designs, Inc.
309.944.6214
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Black Crow Candle Co.
309.647.1400
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800.525.0642
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Bolton Peddler
518.798.3030
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Boulder Creek Distributors
801.337.0115
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Bouquet and Company / Annie B's
507.767.4994
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Bread And Budder Buckets/My Wares
706.207.5758
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Briarpatch
973.376.7002
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Brownlow Gifts
800.433.7610
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Caffco International
800.390.1193
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Candym Enterprises / Accent Imports
905.474.1555
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Capitol Importing Company, Inc. / Earth Rugs
800.562.1885
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CE- Country Expressions Inc
205.489.3303
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CGS International / Crow Canyon
800.777.0747
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Chestnut Neck Primitives
609.748.1448
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Chicago Coffee Roastery
800.762.5402
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Choices
800.572.2070
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Cleancut
888.713.0559
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Cody Foster & Co.
402.376.3369
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Collins Painting & Design
877.490.5909
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Colonial Braided Rug Co., Inc
800.676.6922
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Colonial Tin Works, Inc.
800.433.5054
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Cooke Tavern Soups
814.422.7687
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Cooper's Mill
419.562.4215
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Country Baskets Imports, Inc.
703.818.9173
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Country Carver
800.766.5051
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Country Farm House
573.293.4391
Country Fresh Food & Confections Inc.
800.545.8782
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Country Home Creations, Inc.
800.457.3477
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Country Junction
607.432.1050
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Country Lace Inc.
715.983.5580
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Country Meadow Ltd.
425.672.8908
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Country Sisters LLC
262.860.0577
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Country Toys
425.493.4512
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Coyne's & Company
800.336.8666
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CQ Products
866.804.9892
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CR Designs
877.203.7953
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Cranberry Barn / The Olde Cranberry Barn Co.
866.227.8272
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Creative Touch
866.508.6824
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Crossroads Original Designs
866.247.0156
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Crow Canyon Home/
CGS International
800.777.0747
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Cumberland Music, LLC
800.797.4001
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Custom Decor, Inc.
800.441.8818
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CWI Gifts
740.964.6210
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Demdaco
913.402.6800
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Designer Greetings
800.654.6960
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Desperate Enterprises, Inc.
330.239.0500
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Door County Coffee & Tea
800.856.6613
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Dunroven House
704.896.8904
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Evan Scent
888.766.4770
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Fantastic Craft
888.667.8886
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Fireside Coffee Co.
800.344.5282
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Flower Pot Scents
800.322.6676
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Gallerie II
888.889.9868
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Giftcraft / Habitat
877.387.4888
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Global Product Resources
800.979.4326
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Good Scents Candle Company
814.349.5848
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Great Finds / Home Decor from Holmesville Nebraska
402.228.7007
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Green Hill Music
800.972.5900
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Habersham Candle Company
706.776.1912
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Halladays Harvest Barn
802.463.3471
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Hanna's Handiworks, LLC
800.899.7009
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Harmony Hills by Sue Roering
866.466.0405
Harvest Scents & Traders
317.598.0002
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Heritage Family Specialty Foods / Country Living Collection
972.660.6511
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Heritage Lace
888.522.3487
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Home Collection by Raghu
888.717.2448
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Home Comfort, Inc.
800.782.1198
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Homespice Decor Company
866.934.4224
www.homespicedecor.com [97]
Honey And Me, Inc. / Lisa Liffick / DownEast Candle
317.834.6160
www.honeyandme.com [98]
Honeysuckle House Primitives
217.942.5200
House In The Country
800.276.0495
www.houseinthecountry.com [99]
Hugs and Stitches
www.hugsandstitches.com [100]
Hunt Country Foods, Inc.
540.364.2622
www.send-best-of-luck.com [101]
Ideals Publishing, A Guidepost Company
800.586.2572
www.idealsbooks.com [102]
India Handicrafts
800.524.6766
www.ihionline.com [103]
India Home Fashions
216.663.5109
www.indiahomefashions.com [104]
Irvin's Country Tinware
888.700.8233
www.irvinstinware.com [105]
J&J Wire, Inc.
800.633.0466
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J. Christopher Art Publishing / Village Farmhouse, Inc.
330.879.5650
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Jeremiah Junction, Inc
800.231.8108
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Jones Rustic Signs
888.643.1695
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K&K Interiors, Inc.
877.647.0111
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Katherine's Collection At Silver Lake Inc.
330.572.2780
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KayDee Designs / Homespun Kitchen & Tabletop Linens
800.537.3433
www.kaydeedesigns.com [112]
KD Vintage
574.266.8800
www.kdvintage.com [113]
Keep the Spirit
847.825.1608
www.keepthespirit.com [114]
Kennedy's Country Collection
877.745.5050
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Kim's Primitives
717.252.0499
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Kindred Hearts, Inc.
815.230.2700
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KMI International Corp.
800.867.7455
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Lancaster County's Wholesale Mall / Keystone Wholesale Cash & Carry
717.295.2570
www.lancasterwholesalemall.com [119]
Lancaster Market
859.885.0300
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Laura's Country Candles
269.673.5435
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Legacy Publishing Group / Gooseberry Patch
800.322.3866
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Levine Gifts Inc.
800.538.4633
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Liberty Creek Primitives
320.597.4003
www.libertycreekprimitives.com [124]
Little Red Barn
205.338.1469
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Loon Lake Decoy Company
800.555.2696
www.loonlakedecoycompany.com [126]
Low Country Luxe
912.898.2147
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Ludwiga's Antique Linen
650.325.1001
www.ludwigaslinen.com [128]
Magnet Works, Ltd.
800.886.3121
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Manual Woodworkers & Weavers
800.542.3139
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Maple Street Music, LLC
615.826.6877
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Mary Lake-Thompson
800.279.8352
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McCall's Candles
800.396.0332
www.mccallscandles.com [133]
Melrose International, LLC
800.282.2144
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Meyda Tiffany
315.768.3711
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Monk's Meadow & Amelia's
800.545.3760
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Monroe Salt Works
207.525.4471
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Mountain Country Scents
800.410.4842
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Mountain Weavers
802.867.5325
www.mountainweavers.com [139]
Munro
800.922.7716
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Native Ground Music / What's Cooking?
800.752.2656
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Nutcracker Designs
800.263.3551
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Oak Patch Gifts / Leader Creek Partners/LaidBack
800.824.2374
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Oak River Woodworking
800.449.1669
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Ohio Wholesale
877.745.5050
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Olde Memories-Craft Outlet
800.217.0228
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Olde Tradition Spice
800.977.1117
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O'Neill Brothers Music
888.966.3455
www.pianobrothers.comp [148]
Ozark Mountain Gifts / Rustic Accents
870.348.5554
www.ozarkmountaingifts.com [149]
Ozark Woodturnings
479.856.1306
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Padma Creations
866.997.2362
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Pam Warden Art
715.276.3405
www.pamwardenartwholesale.blogspot.com [152]
Park Designs
800.326.3382
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Pavilion Gift Company / InKogneto
800.508.2681
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Pearson's Simply Primitives
610.404.0627
Penny Lane Fine Art & Licensing
800.273.5263
www.pennylanepublishing.com [155]
Penny Lane Publishing
800.273.5263
www.pennylanepublishing.com [155]
Periwinkle By Barlow/
Barlow Designs
800.654.6074
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Pilgrim Candle/Primitives
800.697.2135
www.pilgrimcandle.com [157]
Pine Creek Traditions
570.587.1963
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Pine Ridge Art
800.263.3551
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Pine Valley Pictures
330.755.2202
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Pocono Primitives
570.297.1380
www.poconoprimitives.com [161]
Primitive Beginnings
410.991.5977
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Primitive Country Friends
www.primitivecountryfriends.com [163]
Primitive Twig
810.240.9418
www.primitivetwig.com [164]
Primitives By Kathy
866.295.2849
www.primitivesbykathy.com [165]
Primitives From Above
540.785.1758
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Pumpernickel Press
888.760.9012
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Pumpkin Patch Primitives
www.pumpkinpatchprimitives.com [168]
Pure Country Weavers
828.859.9916
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Rabbit Creek Products
800.837.3073
www.rabbitcreekgourmet.com [170]
Ragon House Collection
877.874.3750
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Rhode Island Soap Works 401.647.9196
Saltbox Primitive Signs
866.305.7877
www.saltboxsigns.com [172]
Santa Barbara Design Studio
800.933.2529
www.sb-designstudio.com/wholesale [173]
Scrub Your Butt Soap Company
877.805.4382
www.scrubyourbutt.com [174]
Shaker Ridge Candle Company
888.534.3789
www.shakerridgecandleco.com [175]
Sisters Gourmet
770.338.1388
www.sistersgourmet.com [176]
Socially Yours
877.468.4846
www.sociallyyours.com [177]
Spinning Wheel
608.868.2400
www.spinningwheelonline.com [178]
Sullins House / Melmar
260.495.2252
www.sullinshouse.com [179]
Susan Branch / Thorndike Mills
800.225.9537
www.thorndikemills.com [180]
Swan Creek Candle Co.
800.626.4590
www.swancreekwholesale.com [181]
Sweet Grass Farm
603.766.1651
www.sweetgrassonline.com [182]
Sweet Harvest Farms
813.244.6025
www.sweetharvestfarms.com [183]
T. R. McTaggart / Kristin & Company
800.433.0983
www.trmctaggart.com [184]
Taylor & Coultas
217.245.9188
www.taylorandcoultas.com [185]
The Art Dept.
800.752.1941
www.seetheartdept.com [186]
The Aspen Mulling Company, Inc.
800.622.7736
www.aspenspices.com [187]
The Barn/Reflective Light
800.608.6922
www.barncandles.com [188]
The Country House Collection
410.749.9420
www.thecountryhousecollection.com [189]
The Gerson Companies
800.444.8172
www.gersoncompany.com [190]
The Hearthside Collection/CDM Wholesale
877.918.1433
www.thehearthsidecollection.com [191]
The Old Fashioned Milk Paint Co., Inc.
978.448.6336
www.milkpaint.com [192]
The Packaging Source
336.996.7251
www.packagingsource.com [193]
The Round Top Collection
713.682.4777
www.thertc.com [194]
The Rusty Hinge
309.962.3316
www.therustyhinge.us [195]
The Salem Collection
800.289.5006
www.salemcollection.com [196]
The WoodWorks / Early Homestead Primitives
www.the-woodworks.com [197]
Thompson Candle Company
814.641.7490
www.thompsonscandle.com [198]
TPS Collections / Timothy P. Schmalz Inc. / Tree of Life Collection
800.590.3264
www.treeoflifecollection.com [199]
Trend Lab
866.873.6352
www.trend-lab.com [200]
Two's Company
800.896.7266
www.twoscompany.com [201]
Unique Gifts Company
724.873.9100
www.uniquegiftco.com [202]
Vermont Bobbin Co.
802.476.5507
www.vermontbobbin.com [203]
Victorian Heart
888.334.3099
www.victorianheart.com [204]
Village Farmhouse, Inc.
330.879.5650
www.villagefarmhouse.com [205]
Village Wrought Iron
800.683.5598
www.villagewroughtiron.com [206]
Warm Glow Candle Company
765.855.2000
www.warmglow.com [207]
Whimsy Diddles LLC
609.560.1323
www.whimsydiddles.com [208]
Whispering Pines Carving
888.635.4143
www.whisperingpinescarving.com [209]
Wild West Company
888.440.6674
www.wildwestcompany.com [210]
Wind & Willow
888.427.3235
www.windandwillow.com [211]
Windrift Hill Soap
406.278.5872
www.windrifthill.com [212]
Wing Tai Trading Co. / W.T. Collection
800.966.2828
www.wtcollectionshowroom.com [213]
Your Heart's Delight by Audrey's
717.865.6524
www.yourheartsdelight.com [214]
Source URL:
http://www.giftshopmag.com/2010/fall/unique_giftware_ideas
/the_comforts_of_country

The Comforts of `Country`

Transcription

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