Craftwell Appoints Familiar Name As Chairman

New York-based Craftwell has announced that they have appointed James Thornton as Chairman of the Board.

Craftwell produces electronic die cutting machines for the craft market, along with a motorized embossing and die cutting machine called the eBosser.

Thornton is familiar to many in the crafts industry from his stint at Provo Craft, where he was Chairman, President and CEO from 2005 to 2011. Provo Craft manufactures the Cricut line of electronic die cutting machines. Since leaving Provo Craft, Thornton has been serving as CEO of Digital Art Zone 3D (aka DAZ3D), a Salt Lake City-based technology company that describes itself as “the leading publisher of personalized 3D digital characters, software and accessories for creative professionals and 3D enthusiasts.” Thornton will continue his position as CEO of DAZ3D while serving as Chairman of Craftwell, and the companies say they “expect that there will be great synergies” between the two companies in the future.

“Few leaders in the Arts & Crafts industry have made an impact like Jim”, says David Tse, CEO of Craftwell.  Tse continues, “Jim is joining our team at a most opportune time as Craftwell is fast becoming the industry leader in providing creative technology”.

“I have greatly admired David and his team for the excellent products they have been able to bring to market in such a short period of time.  Craftwell is really a young company and is perfectly poised to grow in a dynamic way. It is a pleasure to be asked to serve in the capacity as Chairman”, states Thornton.


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