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SoftFlex Company has long been one of our favorites in the art/craft industry. They make high quality beading wire that can be used for many things -including weaving on a Mirrix Loom! We asked Sara from SoftFlex a few questions about the company and their products as part of their June share-sponsorship of Social Market for a Mirrix 2014!
In a few sentences, tell us a little about Soft Flex as a company as well as about your products:
Soft Flex Company is a beading wire and craft wire manufacturer. We also distribute high-quality beads, findings and tools for making jewelry. Soft Flex Beading Wire is known worldwide for being both strong and flexible. It is the first stainless steel wire that can be knotted and comes in a huge array of colors.
Mike Sherman Video: https://www.youtube.com/watch?v=rculHbLK-JQ
How did Soft Flex get started and how has it developed?
Founding co-owner Mike Sherman discovered a need for a beading wire that was both flexible and strong. At that time, there were only 3 or 7 stranded beading wires available. Initially, co-owners Mike Sherman and Scott Clark created a 49 stranded version in a .024 diameter.
Mike Sherman Video: https://www.youtube.com/watch?v=DFUTdfUF8rE
Why is Soft Flex wire superior to other beading wires on the market?
Soft Flex Beading Wire is superior for a few reasons. First, the materials used in the wire are important. The core of Soft Flex Beading Wire is a European grade stainless steel. We coat our wire with a soft and flexible nylon coating that does not fade or peel. Second, Soft Flex Beading Wire has been tested for a test strength both knotted and unknotted. In all tests, the knot will not work harden and break before any other part of the wire. This is key for understanding the true flexibility of the product. Third, this wire is hand-tested for quality. Every inch of wire is checked as it is spooled. By keeping a person involved in the process, we are able to detect even the smallest discrepancies in the nylon coating. In conclusion, we deeply care about creating quality products.
In fact, the quality assurance at HSN likes our product so much that they require designers to use our beading wire over all others. As of April 1, 2010, strung designs that use flexible beading wire created for HSN are strung on Soft Flex Beading Wire. I think that this speaks volumes about our product in that after careful analysis, their quality assurance department saw the benefit of asking their vendors to exclusively use our beading wire over all others because they have less returns on product.
Tell us a little about your experience using Soft Flex on a Mirrix Loom:
I have only scratched the surface with using Soft Flex Beading wire on a Mirrix Loom. I recently had a bracelet design published in Beadwork Magazine (June/July issue) showing this fun and unusual technique. Our wire is so flexible that it can almost do everything that a thread can do.
You can learn a little more about what Sara has done with SoftFlex on a Mirrix here:
What campaigns or programs do you have going on right now? Will you be at any upcoming shows or events?
We are busily preparing for the Bead and Button Show in Milwaukee, WI. It is the largest bead show under one roof.
Bead and Button Show
June 5 – 8, 2014
400 West Wisconsin Avenue
Milwaukee, WI 53203
Thursday 10:00am – 8:00pm (preview night)
Friday 10:00am – 8:00pm
Saturday 10:00am – 6:00pm
Sunday 10:00am – 4:00pm
This year will be very special because we are sponsoring an exhibit from Beads of Courage. 10 glass beads were created based on drawings by 10 children in the Beads of Courage program. 10 jewelry designers chosen by Soft Flex Company were challenged to incorporate the beads into finished necklace designs that will be on display and for sale with the proceeds benefiting Beads of Courage at the Bead and Button Show in the lobby. The Beads of Courage Mission: We are growing every day, providing innovative, arts-in-medicine supportive care programs for children coping with serious illness, their families and the health care providers who care for them.
Learn more about SoftFlex here: