Ali Edwards Partners with Studio Calico

Ali Edwards has announced via her newsletter that she is partnering with Studio Calico for the relaunch of her brand and her website, aliedwards.com.

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Edwards had recently terminated licensing agreements with Technique Tuesday for stamps and Designer Digitals for digital products, promising major changes were coming. Her website is currently down for reconstruction, but in the newsletter Edwards gave a sneak peek of what to expect when it relaunches later this week. She promises "you’ll find the blog, projects & galleries, and a pre-order for a monthly subscription. Over the course of the next few weeks a shop filled with many of my go-to items and a classes pages will go up."

All of this will be made possible via a new partnership with Studio Calico, who will provide logistical assistance for the kit and shop. Edwards has a long relationship with Studio Calico, as a member of their kit club creative team and as a user of their products. In the past few years, her Creative Team work has been almost exclusively focused on the company's Project Life kits.

The newsletter also included a video that shares a vision of scrapbooking for the future of the Ali Edwards brand:

So why the rebranding and relaunching of the website? "For many years I’ve worked with a variety of different companies to create products and host workshops. I’m beyond excited to announce that I’m bringing everything together into one place," Edwards explains in the announcement.

"Synergy" gets a bad name as a buzz word but that appears to be what Edwards is going for with the rebranding. Bringing all of her product lines under one roof gives her an element of control she previously did not have and it gives her the ability to market in ways she couldn't before. Edwards' brand, as successful as it is, has never reached a height of success that reflects the true level of influence she has exercised on the industry.