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Contact:
Karen Herrera
Ellison (949) 598-8822 x137
kherrera@ellison.com

LAKE FOREST, Calif. (July 19, 2011) – Sizzix, crafters’ choice for fun, personalized creative products, is about to have its cake and eat it, too! Celebrating 10 years of popular shape-cutting and embossing products, the award-winning brand will be celebrating its successes as well as showcasing its newest products at the Craft and Hobby Association (CHA) Summer trade show July 19-21, 2011, at the Donald E. Stephens Convention Center in Rosemont, Ill.

Starting off with just a limited selection of dies and the original red press Sizzix® Machine, the product line has grow exponentially over the years to match crafters’ enthusiasm for new sizes, designs and techniques. With the recent release of the eclips™ Electronic Shape-Cutting Machine, the company has embraced exciting advancements in technology as well.

“For 10 years, the Sizzix brand has captured crafters’ imaginations and helped unleash the inner artist in all of us,” said Denzil Quick, director of marketing for Sizzix. “Now is the time to look back and thank our distributors, retailers and consumers for an amazing decade of success as we look ahead to a treasure trove of amazing new releases.”

From its humble beginnings in 1977, this family-run enterprise began when LaDorna Ellison Eichenberg and her husband, Bob, invented (in their garage, no less) the first hand-operated die-cutting machine for education. LaDorna, a grade school teacher, had been looking for a faster, easier way to cut shapes to complement her curriculum and decorate her classroom so she could spend more time with her students.

In the decades to follow, this trusted family-owned company would revolutionize the educational environment with a library of thousands of die designs for educators to reinforce important lessons. In 2001, the company captured crafters imaginations with the Sizzix brand and the rest, as they say, is history.

Still family owned and operated, the self-reliant company continues to enjoy financial freedom with no outside loans or partners. This fiscally responsible approach has allowed Ellison to grow at its own pace into one of the most dependable companies in the industry, while developing products that continue to shape creativity in many areas. 

“We have shown that we are here to stay,” said Kristin Highberg, CEO and third-generation Ellison family member to run the company. “By choice, we grew our company not too fast or too slow, and in an economic downturn we tightened our belts to watch spending while investing in new technology to keep products flowing.”

With a family-style approach of treating customers as extended members, the company welcomes both independents and large chain craft stores to sell its Sizzix products.

“Any size retailer can appreciate our story of hard work and perseverance paying off,” said Highberg. “However, the real key to our success is that we’ve always known our customers and we provide them the solutions that they’re asking for.”

At CHA Summer, Sizzix representatives will be on hand at booth #1014 to celebrate 10 years of incredible creativity with a party of sorts, including refreshments, giveaways and festive decorations. All retailers are invited!

About the Sizzix Brand
Gone are the days of ragged paper edges, lopsided cutouts and hours of wasted time. Now is the time of the space-efficient, easy-to-use and affordable Sizzix System. Ellison developed the technology for the original Sizzix Machine, and in 2001 the Sizzix brand was created and launched. Since then, Sizzix has developed a complete line of machines, dies and accessories. Sizzix machines are versatile and affordable, making them a hit with everyone from novices to professional designers. Sizzix has received numerous awards, including winning the Creating Keepsakes' Readers' Choice Award for Best Die-Cut Equipment every year since 2003. Sizzix is committed to helping individuals express their inner creativity through its innovative line of products. More information can be found at Sizzix.com.