MakerPlace by Michaels Combines Handmade Goods with a Digital Experience

Arts and crafts retail chain Michaels introduced its MakerPlace by Michaels initiative, a campaign showcasing the brand’s first online marketplace for how-to tutorials, classes, and “truly handmade goods.” The store is also pioneering a similar campaign inside select Michaels brick-and-mortar stores to support artisans. The first in-store pilot debuted on February 24, 2024, across seven stores in seven states.  

MakerPlace was developed to help homemade artists become successful without the burden of high fees. The program also offers flexible membership options with multiple ways to earn. Michaels partnered with OBERLAND, a creative advertising agency, to brand the campaign and bring it to fruition. 

Michaels CEO Ashley Buchanan talked about the new marketplace signaling the beginning of greater things to come, outlining ambitious plans for the creative hub.  

“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,” said Buchanan. “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. We’re grateful to the MakerPlace sellers and customers who have been with us from our early beta and look forward to continuing to grow together.” 

At the heart of the “Respect the Handmade” campaign is a tribute to independent handmade artists and the customers who support them. The campaign features an anthem set to the Aretha Franklin song “Respect,” which will be performed by handcrafted puppets representing items available on MakerPlace. 

One of the featured makers of some items for sale, Linette Ramos de Soto of Breads and Threads Handmade, lauded Michaels for supporting homemade businesses. “I’ve been a MakerPlace by Michaels seller since the beta launch and have been thrilled to see Michaels continue to support and evolve the site. The new ‘Respect the Handmade’ campaign is a testament to the admiration Michaels and MakerPlace have for truly handmade businesses, and I’m so excited that my art will be featured and seen by millions.” 

Michaels will invite select MakerPlace sellers to showcase their items directly to communities via their local hometown Michaels Store, offering another way to drive sales for their handmade businesses. Customers will also benefit from the privilege of shopping for high-quality goods made by local artisans.  

Learn more about MakerPlace here: 


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