Feb 9, 2011

Annie Modica on Turning Crafts Into CollectiblesBy Joyce WadlerNYTimes.com

If you are an artsy-craftsy sort whose friends are always saying you should take those fabulous whatevers you make and start a business, you might want to meet Annie Modica, of Mill Valley, Calif. Ms. Modica started out making decoupage trays in her dining room about 15 years ago, and last year she billed about $750,000. Her decoupage home accessories — every one of which bears her fat and happy signature — are carried by Saks Fifth Avenue and Gracious Home, and they are not inexpensive. Her trays can run as much as $400.

We found Ms. Modica, 53, a relaxed and friendly woman, at the New York International Gift Fair at the Jacob K. Javits Convention Center last week. Her booth was Annie Modica from floor (mats, about $60) to wall (trays and tissue boxes, $143).

“Isn’t that cute?” Ms. Modica asked, pointing to her lemony citrus bar tray ($270), before inviting the reporter to take a seat on an artichoke stool ($460.) “I don’t always like what I do, but I like the citrus,” she added. As two assistants dealt with buyers, she explained how she went from her dining room to Saks.

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