Day two of the Michaels Blogger Event began early with a visit to Michaels’ corporate headquarters. With more than a thousand stores across Canada and the United States, seeing the central hub where product development and creative direction come together was fascinating. It’s inspiring to stand where the company plans many of the trends and products that appear in stores nationwide.
Jo Pearson, who has been with Michaels for over 25 years, leads the Michaels Creative Team. Her team greeted us with a warm welcome and a fun sign when we arrived. Their creative studio is a lively, practical space where designers experiment, test new ideas, and create samples that help shape upcoming collections.
One of the most interesting parts of the visit was learning how Michaels predicts craft trends. The team continuously monitors emerging styles, consumer behavior, and cultural influences so they can introduce timely products and seasonal collections. Craft trends evolve quickly, and staying ahead requires constant observation, testing, and creative iteration.
We also learned that Michaels carries many in-house brands, each focused on a specific crafting category. These proprietary lines allow Michaels to offer curated products across a wide range of hobbies and projects. Some of the main in-house brands include:
- Recollections — specialized scrapbooking supplies
- Loops & Threads — yarn and knitting essentials
- Celebrate It — party decor, cake, and cookie decorating
- Creatology — kids’ craft supplies
- Studio Decor — frames and home accents
- CraftSmart — general craft supplies and paints
- Artist’s Loft — fine art paints and tools
- ArtMinds — mosaic and specialty craft materials
- Ashland — floral and arrangement products
- Bead Landing — jewelry-making components
Visiting the creative workspace itself was a highlight. The room where the Michaels Creative Team works is filled with samples, tools, and projects in progress. It’s the kind of environment any maker would dream of—a place where ideas are tested, refined, and turned into finished products that consumers can buy and enjoy.
After our tour of the corporate office, Jo kindly invited the group to her home for lunch. Her yard features a charming turquoise trailer that instantly caught everyone’s attention. The trailer and the surrounding décor reflect a playful, creative aesthetic—perfect for a gathering of makers and bloggers.
Near the trailer, a large, whimsical tree swing in bright pink was impossible to resist. It made for a fun photo opportunity and reinforced the cheerful, hands-on spirit of the day. Jo’s home itself feels like a curated collection of delightful finds—each room tells a story and showcases the joyful possibilities of creative living.
Inside Jo’s house, every room had a distinct theme. My favorite was a candy shop and ice cream parlor nook with pastel polka-dot walls—a sweet, nostalgic space that felt like stepping into a vintage confectionery. The care and detail in each area of the home showed a genuine dedication to styling and creative expression.
After lunch we visited a new Michaels flagship store. The location is modern and well laid out, making it easy to browse the many categories and find inspiration. For the group, the main attraction was the large craft room at the front of the store, where Michaels set up five stations so attendees could try new products and techniques.
The five stations included:
- Cake decorating
- Foam stamp making
- Mixed media journaling
- Jewelry making
- Card making
Of the five activities, mixed media journaling was my personal favorite. The session, led by Kathy Kromer, introduced techniques for layering, texturing, and combining different materials to create unique journal pages. I’m looking forward to sharing more about the specific products and techniques we used in future posts.
We also had a chance to try cake decorating and foam stamp making. The cake decorating station provided hands-on practice with icing techniques and simple decorating tips, while the foam stamp station taught how to turn basic materials into custom stamps for paper and fabric projects.
At the card making table, attendees experimented with layering, paper embellishments, and stamping. Jewelry making showcased tools and findings for simple handmade pieces, and everywhere you looked, creative ideas were flowing. Amy Atlas arrived in a dress splattered with paint-like patterns—an outfit that matched the creative atmosphere perfectly.
We took lots of photos—after all, documenting creative moments is part of the fun for bloggers. The day wrapped up with a round-table discussion where the group shared feedback, ideas, and perspectives about Michaels and the broader crafting community. That conversation was a valuable exchange of insights between brand representatives and active makers.
Group photo line-up:
Back row: Kari – Amy – Jen – Ashley – Alison – Cindy – Kelly
Front row: Amy – Jen – Kami (that’s me)
I was honored to join these talented bloggers for the event. Many thanks to everyone who organized the trip and made it such a memorable experience.
Disclosure: Michaels Craft Stores covered travel and accommodations for this two-day trip. I’m sharing my honest impressions and was not required to publish this post. All opinions expressed here are my own. I’d also like to thank the team at Empower Media Marketing for their excellent coordination and support.
