Lookbooks seem to be the latest craze for fashion start-ups and clothing lines. I can attest to this statement because it’s been our hottest selling product for the 3rd and 4th quarter of 2013 and probably would have been for longer than that… had we paid more attention to this trend earlier in the year.
The difference between a lookbook and a catalog is in the content. Lookbooks showcase your fashion/clothing line’s look and style and doesn’t get into too much detail because it’s all about imagery, hence the name “Look” book.
A lookbook design sets the stage for your target market and with these tips you will be able to create an environment that they can relate to and see themselves in it.
Simple and Subtle Imagery
Lookbooks are made for looking. Simple as that. No need to create distraction with overwhelming amounts of text or disruptive graphics that take the focus away from your product.
You may opt for a solid color background usually gentle whites or light greys that contrast with the colors of your models and clothing. Even shadows can draw the eyes away from the target, make sure your lighting conditions are optimal.
Use Your Environment
For the seasonal or niche fashion-eers, the background can be used to your advantage. Create a habitat where your fashion lives, where you target market finds themselves. Help them envision how your style fits their lifestyle.
Gloss, Gloss… Gloss.
The paper you select for your lookbook printing can really influence the outcome. In my opinion, nothing makes photographs POP like a glossy finish, the good news is most small runs of lookbooks are printed digitally…
Digital printing uses toner which has a glossy finish anyway so basically you can print on uncoated or matte paper and still have a glossy finish. I’ve seen this used to give the printed areas a 3D type effect or can be comparable to Spot UV coating.
We're Here to Help
We understand how busy you are taking care of your business and you may not have the time to spend creating a design for your lookbook. That’s what we’re here for! Give us the photographs and we’ll take care of creating an amazing lookbook for your fashion/clothing line.
Request A Lookbook Printing Quote Now!
With all of the problems the USPS has been facing, it hasn’t changed the fact that direct mail is still one of the best ways to market a business or service according to a study by the Direct Mail Association and referenced in this article by Ad Age.
The political/internal/financial battle happening within the United States Postal Service has affected delivery times and in recent news, California Representative Darrell Issa suggested in a bill that the USPS will no longer deliver mail directly to your door. Only to curbside mailboxes and cluster boxes similar to those found in apartment complexes. You can pay a fee to keep the to-your-door service if you don’t mind paying for it and exceptions will be made for the elderly and those who can prove physical disability.
Although the USPS is changing and will keep changing, what most matters is that your target audience gets their mail pieces in a timely fashion and convert into customers.
The Differences in Bulk Mail Classes and Mail Delivery Times
Bulk mail is processed by the mail house before it gets to the Post Office saving the USPS time and money. The mailer typically has a mailing permit that must be printed on to each piece identifying the postage class and the account of the mailer who performed the mailing.
Presort software is used to connect to the USPS to presort the addresses, qualify the quantity and mail piece cost from your mailing list, add barcodes, check for duplicates and verifies address accuracy against the National Change of Address (NCOA) database. Planning ahead with delivery times in mind will help your direct mail campaign to be more effective and you can save money as well.
Standard mail is the least expensive and slower class of bulk mail for for printed matter, flyers, circulars, advertising, newsletters, bulletins, catalogs, and small packages. Deeply discounted, Standard mail costs less because your mailing company or mail house does most of the processing for the Post Office and those savings are passed on to you in the form of a postage discount. With Standard mail, any pieces that are undeliverable are not returned to the sender which is also saves the USPS time and money.
What do you need to qualify for Standard Mail discounted postage?
First Class Mail is the faster of the two and if the address printed on the mailpiece is undeliverable, the USPS will automatically forward it to the correct address (if it’s on file) or return it to the sender. This ensures that the recipient receives the mailpiece or at least you can remove them from your mailing list saving you money on postage costs on the next mailing.
Depending on your budget and time-frame, the extra cost for First Class Mail can be worth it and it’s still less than the cost of a regular single-piece stamp.
What are the requirements to qualify for First Class discounted postage?
Note: A 4.25 x 6 Postcard is mailed First Class by default at a special Postcard Rate.
First Class and Standard Mail Postage Costs
First Class and Standard mail are considered Unzoned Mail. Meaning you pay the same price without regard to where the mailpiece goes (within the U.S.). Nevertheless, there are differences in the cost of each piece depending on mailpiece type (postcard, letter, flat or parcel – each mailpiece type has its own size restrictions), weight and traying sequence (5-digit, 3-digit, AADC and mixed AADC) which is determined by the mailing software used by your mail house.
The United States Postal Service offers a handy Business Price Calculator to give you a good idea of what your postage costs may be per piece.
Download our convenient Envelope Size Chart to learn about standard envelope sizes and differences.
For other types of mail classes, the price is determined by the distance the mailpiece travels to arrive at it’s destination. The further it has to travel, the more postage paid for that piece. The distance is established by the use of zones.
[note color=”#FFCC00″]You may still have questions regarding your direct mail campaign.Give us a call at 1877-mmprint to speak with a mailing service professional about your project or visit our mailing services page for more information and to request a quote. [/note]
Making educated decisions with your marketing is not only about the results but also how those results are obtained. By knowing how printing works and what combinations of specs work best, you can actually save money on printing costs and still have quality marketing materials.
I can imagine that you are probably thinking right now…I have enough on my plate as it is, now I have to learn how printing works too???
Well, not exactly. Really, an honest and knowledgeable printing company will steer you in the right direction, save you money and educate you on the way. We firmly believe that an educated customer will become the best customer because the communication is clear and the results will be exactly as discussed. No one losses, no reprints, no extra fees, it’s all win-win.
Here are 3 mistakes that we come across pretty often when customers that are not familiar with printing. You can take these as rules for optimizing your next print run:
Overdesign And The Printed Space
Overdesign is not a real word according to my spell check which underlines it with a big red squiggly line, but it does exist in real life (and in the dictionary) and it can cause eye fatigue, confusion and a general loss of interest. Overdesign is found when you pick up some kind of printed material and can’t seem to stop moving your eyes or focus on a specific part of the design. It takes you away from the important parts like calls to action.
Some people carry on with the misconception that white space is wasted space. Nothing is further from the truth. One company that takes advantage of white space is Apple. If you look at their advertising, packaging and devices, white space prevails. Hey, just look at how they’ve dominated every corner of the market… they know that it works; white space is aesthetically pleasing and keeps the viewer focused on the main point of the advertisement.
So how is overdesign costing you money that you could be saving on printing?
A great example is when restaurants print menus. A menu’s main goal is to present a customer with the different plates and combinations of food available for purchase. But, the method of distributing the menu varies and that is where less can be more. There are menus that are handed out or included with take-out orders. Then, you have menus that are used for dine-in customers which are collected after the order has been taken.
A carry-out menu could be a simpler one or two color menu that will cost you less to print. Think of Chinese food menus, they are usually printed in red and black ink and have zero pictures in them. Yet, they are highly effective.
Your table menus, if designed efficiently, can be smaller or take less pages to include all of your items. Less pages or smaller size means less paper which saves money.
Choosing Paper Stocks
Paper is another area where customers over do it and spend extra money unnecessarily. Consider how the print piece will be used. Does your brochure contain information that is read once and discarded or is there a piece of information in it that you know your readers will go back and reference more than once? These are the kind of things that need to be considered. If your brochure is the kind that gets tossed after one use, you probably want to hold back on using a heavy Linen cardstock. It’s simply throwing money away.
If you and your service or product require the best and only the best, then make sure the content of your printed pieces are worth more than just a look, make them contain value, make them worth keeping.
Most of the cost of a print run is in the setup. So many things go into setting up for a printing job that adding paper one setup is complete, it’s not a big deal. This is why you may see that the cost difference from 2500 to 5000 pieces is very little in most cases. Determine if you can use more in the future instead of just a few now and save money. Make sure your design doesn’t have any references to dates that might render your prints useless in the future.
By making minor changes to your design, paper and/or quantity, you can make a big difference in the cost of your printing.
Make sure to give us a call if you have any questions about your next printing project, one of our specialists can help you determine the best and most effective way of producing your project. 1877-667-7468.
Standard business cards are typically rectangular, 2 x 3.5 inches on white stock. The only thing that differentiates them from other business cards is the information and graphics. Adding custom finishes to your business cards bring them to life. The combinations are endless, but by using just one finishing option your business cards will be “Slicker than a harpooned hippo on a banana tree” (not entirely sure what that means but it seems to get the point across that your business cards will stand out!).
These Cards Mean Business
Embossing your business cards is just awesome. This method has many variations from blind embossing to multi-level embossing to embossing with foil stamping. It gives your business card dimension, it makes you want to look at it from different angles. But best of all, if used correctly, it’s classy.
Foil Stamping enhances your business cards by reflecting light in the area where it is foil stamped. This reflection attracts the eye of the viewer. Foil is available in many metallic colors and even holographic patterns…if you want your business card to pop, this is the way to go!
Spot UV Coating
Spot UV coating creates a reflective mirror-like sheen only in areas where it is designated, hence the name “Spot” UV. By using a spot UV layer on your business card, you can intensify the visibility of a certain graphic or even create a graphic out of the spot UV itself on a solid background. The example above have the 7 A.M. logo using this method so that the logo is only visible when angled to a light source. Very creative!
Custom Die Cut
Custom die cut business cards are the epitome of customization! The shape of your business card can be made to just about anything. Match the shape of your logo or product or you can add special folds to really make your business cards unique. Give them something they will never forget!
Pantone (PMS) Colors
If branding is important to your company, making sure your brand is recognizable and memorable can be as easy as selecting a specific Pantone color for consistency This color is used throughout all of your marketing collateral and anywhere your logo/brand is displayed. Many (if not all) of the major brands do this. One of the most used examples is Coca-cola’s red.
A Custom Combination of Finishes
The more of these finishes you use on your business cards, the more they will stand out in a stack. I don’t think there’s any way of overdoing it. When used correctly your business cards will serve as a sales tool and conversational piece that can get the ball rolling on a new sale. Use them to feature a new product or to show prestige that reflects on your business. The variations and possibilities are endless.
Small businesses thrive when their local community embraces what they have to offer. Customers feel that doing business locally is easy, it’s close by and it’s probably good for the local economy.
Even though these customers are consumers just like anyone else in the rest of the country, these consumers have one specific characteristic that is completely different from any other: they SHARE your location.
Whether your local efforts are made at the town level or the state level, these customers can become loyal fans just how sports fans become loyal fans of their local (town,state) teams.
1. Gain Local Customers with Local Rewards
Sharing your location with your customers means that you and your employees eat, shop and interact with the same local businesses that they do.
These days you can run a Loyalty Rewards program easily in-house. It’s simply a matter of how complicated you make the offer.
A simple way is to print custom coupons with areas that get marked for each purchase or transaction. When the customer reaches the pre-determined number of transactions, you reward them with a free gift or a discount.
Partner up with some of the popular local businesses and run joint advertisements or run discount coupons off of each other. By doing this you are advertising to their customer base and at the same time helping their advertising efforts.
2. Create Awareness Inexpensively
Every Door Direct Mail : For 14.5 cents each (postage) you can mail an over-sized postcard or folded piece to every mailbox in your surrounding neighborhood including PO Boxes. No mailing list required.
E.D.D.M. is an amazing opportunity to let your local customers know your business contact information, address and the services and/or products you offer…while your at it, give them a coupon or offer they can’t refuse.
With the large canvas of the over-sized card that you can send, there’s enough room to include vital information, an attractive image and a killer call-to-action.
3. Become a Social Magnet
Social media is all about community. By embracing the power of social media, you can create a community of brand ambassadors that will spread the word for you.
Sign up for Twitter and create a Facebook business page at the least and start conversations with your customers. When they talk to you, their friends and connections will see the conversation and possibly join in. With that alone you might have just scored a new customer.
Although each one of these tips is powerful on its own, using them in combination will increase your chances of acquiring new local traffic.
Use Every Door Direct Mail to inform your local community of your location, product or service and make sure to let them know where to find you on Twitter and Facebook (and any other social media networks you are on). Then, on your Facebook business page you can offer a discount in return for a Like. Don’t forget to use QR Codes to make it easy to connect with you or visit your website via mobile phones.
Have you had better success using Targeted Direct Mail over using Every Door Direct Mail?
Recently released by the United States Postal System (USPS), the purpose of Every Door Direct Mail is to enable mom and pop shops, small businesses and corporations to send a direct mail piece to every mailbox in a specific area. The area of the mailing can be specified by zip code or radius around an address and further defined by selecting routes within the results. Get Every Door Direct Mail For Your Business Now
Every Door Direct Mail is Not for Every Type of Business
If your main customers are businesses (B2B), E.D.D.M. is really not for you. Every Door Direct Mail requires that you mail to residences. If your product or service caters to a very specific demographic, targeted direct mailwould be more beneficial to your campaign, not E.D.D.M.
Who benefits from Every Door Direct Mail?
If your product or service serves your local community and appeals to both individual consumer households and local businesses too, E.D.D.M. is a great and inexpensive way to make your presence known and can lead to an increase in foot traffic and phone calls if you plan it out well. Every Door Direct Mail works great for local businesses:
Lawyers & Accountants
Taxi & Limo Service
Don’t forget, franchises do most of their marketing at a local level…E.D.D.M. Win!
Why Every Door Direct Mail Will Work For You
1. Marketing at a Local Level
Local deals, local search, local , local, local!A perfect example is the announcement of a new pizzeria in town. Let’s say the owner is not a marketer or just doesn’t have the time to put together a marketing campaign. Yet, naturally he knows that his target market is every home and business in the surrounding area of his pizzeria. Every Door Direct Mail would be the quick and efficient way for the pizzeria owner to let every home in say, a 2 mile (or more) radius know about the grand opening of the new pizzeria. Simple and inexpensive.
2. No Mailing List or Permit Required
So, you’re a Franchisee and you own 3 stores that each serve their own local communities. Your main marketing objective is to make sure that everyone in the local vicinity of each store knows about the store, letting them know the address, contact information and hours of operation. Since Every Door Direct Mail service does not require an address list, you can send a direct mail piece to every single residence in the town of each store for a measly 14.5 cents each in postage. No requirement for a Postal Permit also saves your out-of-pocket costs in application and yearly fees.
3. Like Sending a Billboard to Every Door
Every Door Direct Mail requires that the size of your mail piece falls within the USPS “Flat” dimensions. A common size is 6.25 x 9 which is a huge amount of real estate to cover with big graphics of your products or services, coupons and anything else that makes sense to include in the direct mail piece. You can go all the way up to 15 inches. You can also mail folded prints as long as they fold down within the size restrictions: Full color custom Calendars give you 12 months of continuous marketing and fall within the “flat” dimensions.
4. Easy Coupon and Specials Distribution
With the low cost of distribution, E.D.D.M. is a great tool to use to give out your coupons, announce specials and event sales. Spruce up your marketing and offer “neighborhood only” coupons. Sure, you can always use a Valpak type of service but with 1700 other coupons in the same envelope, will your coupon even get noticed ? (See #3 above)
5. Setup is a Breeze
Besides being cost effective, Every Door Direct Mail only takes a few simple steps to put together. Have your E.D.D.M. postcards printed, band them into bundles with a facing slip and a rubber band and then deliver them to the Post Office with your payment for postage. That’s it. Too busy? Your preferred printer can do everything for you, all you have to do is bring it to the Post Office with your postage payment.
One of the reasons the United States Postal Service created the Every Door Direct Mail program is to help local business grow (and to try to get back on track with it’s own revenue of course). But when used correctly, it really is a great opportunity to expand your marketing efforts.
This envelope size chart is provided as a quick reference when selecting the proper envelope size for your projects. If you have questions or are in need of an envelope size not listed in the envelope size chart, please feel free to leave a comment below or contact us right away!
This post is best suited for graphic designers who will be working on a die cutting project and/or those of you who simply like to know how to do stuff.
Creating a die line for die cutting can be pretty simple or can be quite difficult, all depends on your design and some planning beforehand can come in very handy later on.
First, I want to make it clear that die cutting thin lines is not always a good idea. Thin lines in a die create thin cuts in the paper that can easily bend or rip off. Sometimes it’s unnavoidable such as die cutting hair or thin fonts but if possible, always try to use thick locks of hair or bold type if your die cut is typography-based.
Custom Die Cut Hang Tags
For this tutorial we are going to create a Die Cut Hang Tag. Many clothing manufacturers use hang tags to brand their merchandise and sometimes include information about the product or the company on the back or inside if it is a folding hang tag.
For this tutorial, we will use a fictitious Clothing Brand called mmprint.
Our goal is to have a finished hang tag where we will die cut the mmprint with the white Stroke around it. Leaving the grey area (which for purposes of this tutorial is simulating the paper) by using a die cutter such as our Heidelberg Windmill Letterpress.
The Right Tools
The die line must be made using a vector design program such as Adobe Illustrator or InDesign. A die maker uses a CNC (Computer Numerical Control) machine which uses CAD software to send the design commands to the CNC machine.
Preparing the Artwork
Creating the die line for the mmprint hang tag should be rather straight forward and simple. We used Century Gothic Bold for the text and made an offset path to make it thicker, then added a 3pt. Stroke around it. All we really need to do is make a line that goes around the entire perimeter of the white Stroke.
Sure, you can show off your Pen tool skills and trace the whole thing but working efficiently is key for a designer and when you have other projects to move on to, time is important.
At this point in our design, our stroke is an effect applied to the object. When you select the object with the black arrow, you will see that the selection line is located within the stroke. Since we need the die line to be the outside edge of the stroke, we have to make the stroke an object itself.
Select the mmprint object then click Edit>Copy then click Edit>Paste in Front
With the new object selected, click Object>Expand
While still selected, click the Unite button in the PathFinder tab (Window>Pathfinder)
Now you should have the outline of the object that is completely white, which notably is the shape that will remain in the sheet of paper once the mmprint is die cut out…
Now just 2 more steps.
While our new white object selected, all we need to do is give it a 1pt. stroke (I chose orange so it stands out) and remove the fill color.
Here is the result:
The final step is to convert the orange color we selected into a PMS color that we will call “Die Line”.
The purpose of making the die line its own PMS color is so that it separates correctly when making plates. The CMYK parts separate accordingly for printing and our “Die Line” PMS will separate as one separate plate for the die.
Here is how it’s done:
Tips and Tricks
It’s always a good idea to consult with the printer/die cutter before you spend a lot of time on your design. Discuss and if possible, show a sketch or basic artwork of your die cut to get feedback on what may or may not work.
As a graphic designer/consultant, you are hired to be efficient and work within budgets.
To save on die charges, you can always use a pre-made Die Cut shapes and customize only the printing.
We offer a nice selection of pre-made die cut shapes:
Take the Design Even Further
When budget is not an obstacle, take your creativity to the next level with Foil Stamping and Embossing.
At this point you can design a hang tag with all the bells and whistles that people may possibly keep. Hang tags create an amazing opportunity to spread your branding with the very merchandise that you sell. Make your hang tag reflect the quality of your company and your product.
So how do you prepare the design for foil stamping and embossing?
These days it’s hard to keep up with the advancement of technology, whether in our personal lives or in business. Seems that before we even become accustomed to a new product or system there is another that replaces it.
At The Marsid-M&M Group we are always trying to stay on the cutting edge of technology, but recently we decided to take a different approach…
We decided that in order to move forward we had to take a step back in time, to our roots one might say.
-Barry Caputo, Co-owner
The evolution of print has brought upon us a new age where digital printing, short runs and variable data have become a large part of our everyday business. We realized that these customers were in need of more finishing options than we previously offered while keeping costs down and still manage to deliver a quality product.
So we hired Heidi and gave her an office:
Heidi Finds a New Home
The Heidelberg Windmill Letterpress made it’s first public appearance in 1913.
The beauty before you in the image above was manufactured in August of 1969. She had lived in San Diego, California for many years where she printed all types of advertisements, brochures and stationery. She was one of 10 Heidelberg Windmill Letterpresses which were all lined up in a row. She worked very hard for 10 hours every day and 10 hours every night with very little rest; as did her 9 sisters sitting beside her on the long and narrow concrete floor that she called home.
Right after her 15th birthday in September of 1984, the factory that Heidi worked in was shut down. People said, “It was because there were newer types of printing presses called Offset Machines that could run faster and produce better and cleaner printed work.” Heidi then sat idle on that cold concrete floor with no electricity or oil for almost two years… Read the full story written by very proud owner, Sid Halpern.
A Windmill of Opportunity
Die Cutting and Foil Stamping are only a few of Heidi’s traits. With a few add-ons she can also print color, emboss, score, perforate and number.
At this time we use her for Die Cutting, Foil Stamping and Scoring:
Vision Becomes Reality
Our goal was to offer more custom finishing options to our customers with low minimums and make it available for digitally printed materials. We also envisioned a whole new line of products that we could offer in addition to our standard printed materials.
Well, we’re the type of company that doesn’t let good ideas go by the wayside so we went gung-ho, full speed ahead and there was no stopping us.
Over the next few months we will be adding a slew of new products to our website that provide a foundation for your own new ideas that are only limited by creativity.
The Benefit is Clear: Stand Out from the Rest
Die Cut Business Cards
We all know in business it’s very important to make a great first impression. Most first business meetings begin with a handshake and an exchange of business cards.
A well crafted business card is as firm a statement as is a firm handshake.
Still a very popular product, die cut bookmarks make effective and simple promo products that everyone likes. Add a custom shape and a tassel to make it even more attractive.
Lamination, UV coating, Aqueous coating also available.
Die Cut Gift Card Holders
Retail establishments can really benefit from our custom printed die cut gift card holders. Make your gift cards more presentable by providing a safe and secure holder that can be customized with your artwork.
Great for branding and promotions.
What Die Cut products would you like to recommend we offer in the future?
Heidi was born in August of 1969. She had lived in San Diego, California for many years where she printed all types of advertisements, brochures and stationery. She was one of 10 Heidelberg Windmill Letterpresses which were all lined up in a row. She worked very hard for 10 hours every day and 10 hours every night with very little rest; as did her 9 sisters sitting beside her on the long and narrow concrete floor that she called home.
Right after her 15th birthday in September of 1984, the factory that Heidi worked in was shut down. People said, “It was because there were newer types of printing presses called Offset Machines that could run faster and produce better and cleaner printed work.” Heidi then sat idle on that cold concrete floor with no electricity or oil for almost two years.
In July of 1986, Henry Jenkins, a reverend from a small church in Los Angeles, found Heidi listed in a newspaper advertisement. He journeyed to San Diego with a large moving truck and brought her back to his garage in L.A.. He fed her oil and gave her electricity which made Heidi so happy. The reverend’s wife came to the garage once a week, always on Wednesday, to clean her and rub her down with a very soft cloth. Heidi was finally at work again; her new job was to print small prayer books and song sheets for Reverend Jenkins to distribute to his parishioners. After many years, the good Reverend took ill and was forced to make a change. On February 17, 2007, Reverend Jenkins and his wife closed their church and moved to a small town in Mexico where they became missionaries. Heidi now needed a new home. She still had so much life in her.
Heidi was found by an adoption agency in Jamaica, New York called Crystal Graphics. The company was owned by a man named Mr. Bally, who knew that although he would probably be keeping Heidi for a while; he was sure he would eventually find her a good home. He cleaned Heidi from top to bottom and made sure she looked good. He then covered her with a big green tarp with the words “WINDMILL 13X18″ on it. Trying to find new parents that were qualified was not an easy task. People would come to look at her, but no one seemed to have the right use for Heidi. After many months of deliberation, Mr. Bally decided to convert Heidi into a Die Cutter and Foil Stamper. In November of 2011, after the conversion was complete, she received a new coat of paint and was ready to go. Again the green tarp was put back on Heidi to keep her protected and safe, but it now had the words “FOIL STAMPING / DIE CUTTING” added to her description.
A New Home
It was about this time that Sid Halpern, the president of The Marsid M&M Group a very progressive “State of The Art” commercial printer, decided to compliment his offset and digital capabilities and bring “in house” Foil Stamping and Die Cutting to their growing list of clients. Mr. Halpern found Heidi advertised by Mr. Bally on eBay and decided to make a visit to the Jamaica, New York warehouse to see her. He lifted the green tarp and was immediately impressed! Heidi was clean and beautiful, filled with oil and ready to go to work with all her new capabilities. The deal was made and the adoption finalized! A few days later, December 10, 2011, Heidi was on Mr. Bally’s delivery truck heading to her new home in Carle Place, New York!
Wow! Heidi was amazed when she arrived. Mr. Halpern had built her a very special private room with an arched doorway! He installed new crown moldings and had pictures of Benjamin Franklin and Johannes Guttenberg on the wall above her. There was a vintage California Job Case to her left and an authentic composing stick to her right! There were even a few antique hymns engraved in copper on the wall. Heidi thought she remembered printing with those back when she was with Reverend and Mrs. Jenkins in L.A.. Heidi was so proud and now felt so useful in her new home with all of the shiny new offset and digital printers! Mr. Halpern was very good to her; he treated her as part of his FAMILY. He bought her all new tools and was so excited to watch her Die Cut and Foil Stamp new jobs every day. It didn’t take Heidi long to realize she would never again be on a delivery truck!