"IN A WORLD where you can be anything, be yourself" and "Dream big" are expressions artist Sandra Magsamen uses to inspire
others to achieve their dreams. But the artist, who built a multimillion-dollar gift company, certainly practices what she
preaches. Since launching the company nearly 18 years ago, Magsamen has touched millions of people through her bold, graphic
imagery and heartfelt messages. To date, she has sold more than 300,000 copies of her inspirational gift books.
Beyond artistic vision and creativity, Magsamen is blessed with a talent for communication. She enjoys documenting stories,
sharing ideas, and connecting with others. Prior to establishing the business, she was an art therapist who worked with patients
who lost their ability to speak.
Magsamen's thriving company—which currently has 12 licensed partners signed on—began at the artist's kitchen table. While
pregnant with her daughter, Hannah, she created inspirational message plaques to decorate the nursery. "Back then, words were
not incorporated into pottery designs, so I started writing and carving my messages into clay," says Magsamen, whose hand-created
products began sparking demand. Soon she was participating in local craft shows, where her work often sold out.
As the business evolved, it shifted from handmade to licensed products. "At one time, I had 15 employees and I still couldn't
keep up with the demand, so I began to license my work," reveals Magsamen, whose first license was signed in 1998 with Stewart,
Tabori & Chang (Harry N. Abrams), which introduced the "Gestures of Kindness" gift book. Later, the brand expanded further
into publishing (Rizzoli International Publications), home fashions (Peking Handicrafts), greeting cards (Sunrise Greetings),
and scrapbooking (Creative Imaginations). "Nearly all of our revenue is generated from licensing," reveals Magsamen. Only a handful of retail shops still sell her handmade
work, but licensed product is available at thousands of retail doors, including department and specialty gift stores and scrapbooking
retailers, as well as Barnes & Noble and Borders.
Described as a "virtual company" Magsamen's business currently consists of an art studio and design center in Maryland, as
well as a licensing arm (Mixed Media Group), public relations team (Hilsinger-Mendelson East), legal advisor (Frankfurt Kurnit
Klein & Seltz), and literary agent (Ink Well Management). Throughout the year, the teams meet in New York City to set goals.
"Everyone implements their part of the plan and the brand grows," says Magsamen. "This way, I'm free to develop ideas."
Relationship Building
"Gift is our strongest license and has been key for us for many years," notes Magsamen, who refers to her license with Department
56 as "the cornerstone of her business." The line, which launched two years ago, includes her signature "Messages from the
Heart" plaques, as well as an assortment of winking Christmas trees, candles, message pillows, and seasonal items. Baby frames,
photo albums, dish sets, framed art, and plaques are expected this month.
Several key areas, which celebrate significant milestones such as weddings or the birth of a baby, offer opportunity, and
Magsamen anticipates 35 to 40 percent growth within the next few years. Her team has been busy aligning with other "like-hearted"
companies that share its vision. Recent launches include an exclusive baby program that debuted nationally last month at Macy's
via a partnership with Topsville. Onesies, coveralls, sweaters, dresses, fashion sets, booties, bibs, and blankets are part
of the "attire that inspires." Each garment has an inspirational message stitched inside. Suggested retails range from $4
to $36.
