iLoveToCreate
iLoveToCreate is a privately-held U.S. consumer goods company headquartered in Fresno, California, that manufactures and distributes DIY craft products across a portfolio of seven heritage brands (Tulip, Aleene's, COLORSHOT, Puffy, Scribbles, #BEYOU, Liquid Fusion) spanning 1,500+ SKUs, serving craft enthusiasts and retail partners in 35+ countries.
- Company typePrivate
- Founded1946
- HeadquartersFresno, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What iLoveToCreate does
iLoveToCreate is a privately-held U.S. consumer goods company headquartered in Fresno, California, that manufactures and distributes DIY craft products across a portfolio of seven sub-brands: Tulip (tie-dye and fabric paints), Aleene's (craft adhesives), COLORSHOT (spray paint), Puffy (dimensional fabric paint), Scribbles, #BEYOU, and Liquid Fusion (industrial-strength adhesives). The company offers more than 1,500 SKUs spanning fabric decoration, adhesives, and spray paint products, serving craft enthusiasts, families, and DIY makers across the U.S. and internationally in 35+ countries. The company operates as a subsidiary of Paisley Crafts LLC and was led by Tom Russo, who was appointed President and CEO in June 2024. The Tulip brand, one of the flagship brands, celebrated its 50th anniversary in 2026.
The business generates revenue through three primary channels: direct-to-consumer e-commerce via its Shopify-powered website (ilovetocreate.com), wholesale B2B supply to retail partners (anchor relationship with Michaels, where it runs in-store Make Break events), and international distribution to 35+ countries. Products are sold at unit pricing ranging from approximately $2.99 for brush-on fabric paints to $29.99 for tie-dye kits, with no subscription model. The company emphasizes an expanding marketing mix including content marketing, an email newsletter, social commerce (Instagram, Facebook, TikTok Shopping), influencer partnerships (Maria Provenzano, Elizabeth Prichard-Jones), and earned media placements in US Weekly, GLAMOUR, and KTLA. The company is also WCAG 2.1 AA-aligned, CCPA/CPRA-compliant, and GDPR-compliant.
Technically, iLoveToCreate's digital infrastructure is built on Shopify for e-commerce and payment processing, Zendesk for AI-augmented customer service, Google Analytics for site analytics, and Meta/Google advertising integrations. The company explicitly prohibits unauthorized third-party resale on Amazon, eBay, Walmart, and Target, indicating channel control. Operational scale spans 251-500 employees and a 1,500+ SKU catalog across seven brands, with international distribution anchored by partnerships to reach 35+ countries. The company has no mobile app, no public API, and limited proprietary technology differentiation beyond brand portfolio management.
iLoveToCreate firmographics
Firmographics- Name
- iLoveToCreate
- Legal name
- iLoveToCreate
- Website
- https://ilovetocreate.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- iLoveToCreate is a privately-held U.S. consumer goods company headquartered in Fresno, California, that manufactures and distributes DIY craft products across a portfolio of seven heritage brands (Tulip, Aleene's, COLORSHOT, Puffy, Scribbles, #BEYOU, Liquid Fusion) spanning 1,500+ SKUs, serving craft enthusiasts and retail partners in 35+ countries.
- Ownership category
- akta.pro rank
iLoveToCreate industry classification
Industry- Product category
- Arts and Crafts Supplies
- NAICS
- Paint and Coating Manufacturing (325510)
- SIC
- Pens, Pencils & Other Artists' Materials (3950)
- akta.pro primary industry
- Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)
Keywords
Where iLoveToCreate is headquartered
LocationHeadquarters
- HQ city
- Fresno
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
iLoveToCreate business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales (DTC E-commerce): Direct-to-consumer sales through ilovetocreate.com website where customers purchase craft products including tie-dye kits, fabric paints, adhesives, and spray paints at retail prices.
- Wholesale/B2B Distribution: Wholesale inquiries and bulk orders processed through shop.ilovetocreate.com, supplying retail partners including Michaels and other top U.S. retailers with the company's craft product portfolio.
- International Distribution: Products distributed to more than 35 countries around the globe through international retail and distribution partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual craft products - various price points |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
iLoveToCreate product offering
Product offeringCore offering
iLoveToCreate manufactures, markets, and distributes DIY crafting products through a portfolio of seven owned craft brands (Tulip, Aleene's, COLORSHOT, Puffy, Scribbles, #BEYOU, and Liquid Fusion). The company offers more than 1,500 SKUs spanning tie-dye kits, dimensional and brush-on fabric paints, fabric markers, craft adhesives, spray paints, and related supplies, sold via DTC e-commerce, wholesale to retailers, and international distribution to 35+ countries.
Product overview
iLoveToCreate is a craft supplies company operating as a family of seven sub-brands (Tulip, Aleene's, COLORSHOT, Puffy, Scribbles, #BEYOU, and Liquid Fusion) offering over 1,500 SKUs. The portfolio centers on fabric decoration products including Tulip brand tie-dye kits and fabric paints, Aleene's craft adhesives, COLORSHOT spray paints, and Puffy dimensional fabric paints. The company positions itself as a one-stop creative supplies source serving both individual crafters and retail partners, with products distributed to more than 35 countries. Recognized as 'America's Favorite' craft brands, the sub-brands function as distinct product lines serving different crafting needs from fabric painting to industrial adhesives.
Differentiator
Problem solved
Functional benefit
Brands
- Tulip: Iconic craft brand for tie-dye and fabric paint products.
- Aleene's
- COLORSHOT
- Puffy
- Scribbles
- #BEYOU
- Liquid Fusion
Products and services
- Tulip Iconic craft brand specializing in tie-dye kits, dimensional and brush-on fabric paints, fabric markers, and textile mediums. Formulas are non-toxic, dry permanently with a matte finish on light and dark fabrics, are machine washable, and are designed for crafters of all skill levels.
- Aleene's Craft adhesive brand offering permanent fabric glues, tacky glues, felt and foam glues, rhinestone adhesives, and fabric stop-fraying solutions formulated for crafting and repair projects.
- COLORSHOT Spray paint brand offering interior and satin finish spray paints in a variety of colors for home décor and DIY projects.
- Puffy Craft brand specializing in dimensional fabric (puff) paints that create raised, 3D effects on fabric surfaces, available in glitter, glow, neon, and standard finishes.
- Scribbles
Companies that use iLoveToCreate
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
iLoveToCreate technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability1 record
Feature1 record
iLoveToCreate partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- MichaelscoreMichaels, the major craft retailer, partnered with iLoveToCreate for in-store Make Break Events featuring Tulip products. Hosted by influencer Elizabeth Prichard-Jones (@thecountrypeony) at Michaels locations, these events allow consumers to experience Tulip tie-dye products firsthand with hands-on crafting guidance.
- Paisley Crafts LLCcorePaisley Crafts LLC is identified as the parent company of iLoveToCreate in the privacy policy disclosure section. The company structure includes affiliated organizations under this parent entity, with shared business operations and cross-brand promotions.
- Maria ProvenzanominorLifestyle expert, author of 'Everyday Celebrations from Scratch,' and crafting influencer who has featured COLORSHOT Spray Paint and TULIP products in multiple KTLA news segments including Back-to-School DIY, Summer Boredom Busters, and Easter DIY decor projects.
- Elizabeth Prichard-Jones (@thecountrypeony)minorCrafting influencer who hosted Make Break Events at Michaels stores featuring Tulip products. Creates DIY crafting content showcasing tie-dye techniques using iLoveToCreate products.
- ShopifycoreShopify powers the iLoveToCreate e-commerce platform (ilovetocreate.com and shop.ilovetocreate.com), providing the technology infrastructure for product listings, shopping cart, customer accounts, and order processing including secure payment processing through Shopify Payments.
- ZendeskcoreZendesk provides AI-powered customer service tools including virtual agents and chatbots for the iLoveToCreate support system. Used for answering questions, suggesting resources, and collecting information before connecting customers with human agents.
- Meta (Facebook, Instagram)Meta platforms used for targeted advertising, marketing, and product sales through Instagram Shopping and Facebook commerce. Meta receives data for analytics and advertising purposes under privacy policy disclosures.
- GoogleminorGoogle used for advertising, analytics, and retargeting. Google receives browsing behavior data and Customer Click ID for interest-based advertising and campaign effectiveness measurement.
- TikTok ShoppingminorTikTok Shopping platform enables product sales and discovery for iLoveToCreate products, reaching younger consumers through the TikTok social commerce ecosystem.
- Valley Children's HealthcareminorValley Children's Healthcare received tie-dye activity donations from iLoveToCreate during Kids Day events and Child Life Month Carnival, providing creative activities for pediatric patients and their families.
- Boys & Girls ClubminorAnnual school supply donations provided to local Boys & Girls Club chapters, supporting youth education and enrichment programs with craft supplies from iLoveToCreate brands.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
iLoveToCreate competitors and assessment
Company assessmentDirect peers
- DecoArt: Manufacturer of acrylic craft paints and specialty finishes sold through craft retailers and DTC. Competes directly with Tulip fabric paints and COLORSHOT spray paints in the craft coatings category.
- Rit Dye: Leading fabric dye brand in the U.S., with a product line that overlaps Tulip's tie-dye category. Targets the same DIY fabric-decorating consumer and sells through comparable craft and mass-market retailers.
- Crayola: Iconic arts-and-crafts brand manufacturer with a portfolio of paints, markers, and creative kits sold through retail, education, and DTC channels. Directly comparable consumer/craft category positioning, multi-channel distribution, and family-targeted brand strategy.
- Elmer's Products: Leading consumer adhesives and craft supplies brand (school glues, glitter glues, foam boards) sold through U.S. mass retail and education channels. Direct competitor to Aleene's within the same craft adhesive category, with comparable retail distribution.
- Plaid Enterprises: Manufacturer of DIY craft brands including FolkArt, Apple Barrel, and Mod Podge, serving the same craft hobbyist customer at Michaels, Hobby Lobby, and Walmart. Comparable multi-brand craft portfolio and channel strategy.
- Sakura of America: Manufacturer of creative art products (Pigma Micron, Gelly Roll, Koi watercolor) sold through art/craft retail. Comparable manufacturer-brand model targeting hobbyists and creative consumers.
- FolkArt by Plaid: Flagship craft paint brand from Plaid with a portfolio of acrylics and specialty finishes sold through Michaels and Hobby Lobby. Direct comparable to Tulip's fabric paint and COLORSHOT's spray paint lines.
Emerging players
- Liquitex: Artist-grade acrylic paint brand with retail presence in craft and art stores. Partial overlap with Tulip's paint range but skewed toward professional artists rather than hobby/craft consumers.
Broad incumbents
- Wilton Industries: Large, established cake decorating and craft brand owned by a strategic parent. Sells through Michaels and mass-market retail with a comparable hobbyist/family consumer profile.
- Darice: Wholesale distributor and brand of general craft supplies including paints, adhesives, and DIY materials sold through Michaels, Hobby Lobby, and Walmart. Overlaps with multiple iLoveToCreate brands at the craft retail shelf.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
iLoveToCreate social profiles
Digital presenceiLoveToCreate compliance and trust
Trust signalCompliance3 records
iLoveToCreate financial estimates
Financial estimateRevenue estimate
Valuation estimate
iLoveToCreate leadership team
Management profileNumber of profiles
Profiles1 record
iLoveToCreate subsidiaries and ownership
Company hierarchySubsidiaries7 records
iLoveToCreate funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iLoveToCreate M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iLoveToCreate
What does iLoveToCreate do?
iLoveToCreate manufactures, markets, and distributes DIY crafting products through a portfolio of seven owned craft brands (Tulip, Aleene's, COLORSHOT, Puffy, Scribbles, #BEYOU, and Liquid Fusion). The company offers more than 1,500 SKUs spanning tie-dye kits, dimensional and brush-on fabric paints, fabric markers, craft adhesives, spray paints, and related supplies, sold via DTC e-commerce, wholesale to retailers, and international distribution to 35+ countries.
Is iLoveToCreate a public or private company?
iLoveToCreate is a private company. It is classified as corporate owned and is currently operating.
When was iLoveToCreate founded?
iLoveToCreate was founded in 1946. It employs 251 to 500 people.
Where is iLoveToCreate based?
iLoveToCreate is headquartered in Fresno, United States, in the North America region.
How does iLoveToCreate make money?
Three revenue lines are on record. Direct Product Sales (DTC E-commerce) is the primary driver. The others are wholesale/B2B Distribution and international Distribution.
Who are iLoveToCreate's main competitors?
Direct peers on record are DecoArt, Rit Dye, Crayola, Elmer's Products, Plaid Enterprises, Sakura of America and FolkArt by Plaid. Liquitex is listed as an emerging player. Broad incumbents are Wilton Industries and Darice.
Does iLoveToCreate have an API?
No public API is recorded for iLoveToCreate.
What industry is iLoveToCreate in?
iLoveToCreate's product category is Arts and Crafts Supplies. Its primary akta.pro industry code is CRAOAMAE, Arts, Crafts & DIY Hobby Supplies Distribution. Its NAICS code is 325510 and its SIC code is 3950.