Michaels marches to pomp and circumstance

IRVING, Texas — Michaels is not the first place you think of when it comes to getting a pair of shoes for graduation day, but the arts and crafts retailer is courting graduates seeking to jazz up their footwear for their big day.

According to Michaels, one of the season's top trends is to personalize shoes with beads, jewels, paint, feathers, yarn and charms, so the retailer is inviting graduates to “DIY” their shoes to add “flash and whimsy” to their commencement gear. To that end, Michael’s has uploaded a video to its website that shows students transforming their high-top sneakers, platform pumps, wedges, boots and flats into colorful, one-of-a-kind works of art.

"That walk across the stage is a huge milestone in a young person's life, and many of them want to make their own personal mark with each step," said Michaels CMO Paula Puleo. "In every aisle at Michaels, we have products to spark their creativity, provide inspiration for graduation-themed celebrations or help preserve memories of this important time."

DIY graduation shoes are not the only way Michaels is courting the graduation market. The retailer offers personalized party ideas, including graduation-themed cupcakes, gift card holders, place cards, banners and class spirit T-shirts, on its website. It also offers personalized graduation announcements, graduation-themed party favors and scrapbook pages to preserve memories.

And of course, Michaels is billing its framing department, which offers custom- and ready-made framing, so graduates can display their diplomas.

Michaels operates more than 1,105 stores in 49 states and Canada and 123 Aaron Brothers stores. It produces 11 exclusive private brands including Recollections, Studio Decor, Bead Landing, Creatology, Ashland, Celebrate It, Art Minds, Artist's Loft, Craft Smart, Loops & Threads and Imagin8.