Heidi Swapp and Becky Higgins have announced that they are working together to produce a line of exclusive Heidi Swapp signature Project Life kits for Michaels Stores.
The partnership between Becky and Heidi is not exactly unexpected. The pair have known each other a very long time, and Heidi has been part of the American Crafts family, which Project Life has been drawing on to create signature kits, for some time now. In addition, Heidi has a long history of creating custom exclusive lines for Michaels, so it makes sense that they would be interested in an exclusive Project Life product line with her name on it.
The most interesting thing about the announcement is not the partnership itself but the product line being produced, which features several innovations for the Project Life line that are sure to excite consumers.
First up, Heidi is introducing glossy gold – a hot trend at the moment – to Project Life.
The gold is also being used in elements printed on transparency.
Another new element for Project Life is the introduction of what Becky called “value kits,” which feature embellishments along with coordinating cards.
These kits are an interesting development for Project Life. They represent an acknowledgement by Becky that despite her marketing of the kit as a one box solution – “all you need is the core kit and a pen to make an album” – most people do not use Project Life that way, choosing instead to embellish their cards. These value kits are the first real product attempt by Project Life to service their customers’ desire to use their kits in that way.
It appears that in total the line will feature two core kits along with four “value kits” that include cards and coordinating embellishments. There’s also four new albums to match the collection.
Heidi Swapp Project Life products will be available “soon” at Michaels Stores and via the Becky Higgins web store. To see more of the line and the video of the announcement, visit Becky Higgins or Heidi Swapp on their blogs.
Update: Heidi released a new video today giving a tour of the product line. Warning – If you like her products and/or Project Life it will pretty much make your wallet explode! Heidi Swapp Project Life