Private Label Creation:
Metal Stamping
I drove concept-to-shelf development of metal-stamped product lines for the private label, collaborating closely with merchants and vendors to pitch, prototype, and refine assortments through hands-on, global sourcing partnerships.
Category
SBA Jewelry-Making
Client
Michaels
Year
2022
My Role
Product Manager - Private Brand
The Opportunity
Michaels offered a national brand with limited control, higher costs, and no exclusivity.
The Challenge
Ensure quality for stamped tools and precision dies | Avoid IP conflicts with existing national brand | Manage overseas production timelines and MOQs | Simplifying the experience for new makers through clear packaging and tutorials
The Goal
Transition the metal stamping category into a private brand: Michaels-Bead Landing. The goal is to improve margins, own the creative direction, and deliver exclusive products to makers.
My Solution
Audited a national brand assortment to identify bestsellers and gaps.
Partnered with overseas factories to develop tools, blanks, and starter kits.
Partnered with Michaels in-house design team to build a new, trend-forward line with exclusive packaging designs, tooling, and branding.
Travelled overseas to Mills to review product and provide corrections/changes on site.
Led sourcing, vendor onboarding, and factory sample reviews.
The Results
Improved profit margins across the category
An exclusive product line only at Michaels
Stronger brand storytelling for the Michaels’ maker mission.
Increased flexibility to respond to trends, seasons, and customer needs.
Trend Reviews & Material Research
Trend development began by analyzing seasonal macro trends, DIY consumer insights, and emerging motifs in fashion and crafts. We then reviewed metal plating samples and researched possible finishes and techniques, focusing on affordability and accessibility.
Packaging & Quotes Ideation
The packaging development centered around a fresh, coordinated look that aligned with Michaels’ branding and helped customers easily identify project components. Inspiring and playful bracelet quotes were brainstormed through trend research and cultural references, with special attention to messages that encourage self-expression, gifting, and positivity.
Final Products
Once the specs and samples are approved, the production period begins. Samples are organized on POGs and final images are taken with the Photography Team.
"Kathleen's attention to detail was remarkable. She was thorough in her planning and always made sure to keep everyone on the same page. If any issues arose during the project, Kathleen was quick to address them and come up with solutions that kept the project moving forward."
— Lila Reynolds, Product Designer at Michaels