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Insightful conversations with leaders in the Arts & Crafts Retail industry

Jun 29, 2021

Clint talks to craft industry influencer, Alexa Westerfield, Founder of Swell Creative Media, as she reflects on her journey from the early days at DecoArt and Duncan, as well as how Kathy Cano-Murillo, The Crafty Chica, impacted her life in a big way.


Who has influenced Alexa’s life?

  • Kathy Cano Murillo - Crafty Chica
    • Has been a guiding light of positivity

  • Her Mom and Grandmas
    • Being nurtured to craft as a kid
    • Exposed Alexa to creative products
    • Taught her to encourage crafting as a positive outlet

Crafting has been an outlet for people to express themselves and connect through the pandemic

What is Alexa doing now?

  • Working with brands on social media strategy
    • A great place to start is to audit current strategy
    • Helping build Pinterest strategies

  • Building a studio to create content

Pinterest has the biggest β€œsimmering” rate with the longest shelf life for social media platforms


Use your brand to encourage crafting as a positive outlet

Assess your social media strategy to determine next steps to maximize connections with consumers

Consider Pinterest as a key part of your social media strategy


π—”π—Ÿπ—˜π—«π—” π—ͺπ—˜π—¦π—§π—˜π—₯π—™π—œπ—˜π—Ÿπ—— is a multi-faceted marketer, designer, and lifelong crafter. Professionally she’s worked for over 15 years with craft companies like Tulip, Aleene’s, Artbin, and DecoArt as a designer and marketing strategist guiding content campaigns, influencers, and retailer relationships. In addition, she’s created viral crafted content for her blog and has produced short form video and creative content for brands like Darby Smart, Association for Creative industries, and Alt Summit. Her work has been featured on The Rachael Ray Show, Buzzfeed, Huffington Post, and

To contact Alexa Westerfield you can reach her at or find her on Instagram at @swellcreative or LinkedIn at Alexa Westerfield.


π—–π—Ÿπ—œπ—‘π—§ 𝗒'π—₯π—˜π—”π—₯, president and owner of Creative Sales Consulting (, has worked in the Retail industry since 2000. 

Learn how Clint and his team at Creative Sales Consulting connect suppliers & retailers in the creative arts industries to build stronger relationships and strategic sales growth, in order to bring joy to consumers through artistic creative and decorative products.



"Carpe Diem" Kevin MacLeod (
Licensed under Creative Commons: By Attribution 4.0 License