BACE stands for Business and Creative Exchange. It’s a venue set up by Mel Lim and her husband Joe Keylon to help other aspiring start ups and designers on how to get their products launched by offering them insights to challenges and day-to-day questions faced by creatives who have all the talent in the world but no clue to running a business or launching a line.

Over the years, many fans have emailed and called to ask about how Mel started her line, how she expanded her brand, which trade shows to exhibit, how much things actually cost…The list goes on. They have compiled all of these inquiries and have decided the need for a VENUE to help designers get some TRUTHFUL answers. NO “bull***” answers. They are keeping this venue honest, sincere and with the mission to help other creatives who have the bullocks to dream BIG.

They are not here to to say that their experiences and answers are the best solutions, just that the stories and advice they share may be learned from. BACE encourages open dialog and discussion with individual decision in the end. They hope with BACE, everyone can grow together and build a stronger creative community, without the membership fees!

MISSION

The idea for BACE started when Mel and Joe were at the 100% Design Tokyo show in 2007, where they were among very few American designers that were selected to be at the highly coveted show. They were impressed by BLICKFANG- German Design Tent, SIDI - Spain Pavillion, the Design Flanders - Belgian stand, Created in Holland - Dutch design and of course NO American stand anywhere to be seen.

In summer 2008, Mel and Joe headed to PULSE London to have their second international show, and again was blown away by this section called Launchpad, an area showcasing 115 young British designer-makers endorsed by Liberty and in association with Normann Copenhagen.

Feeling frustrated that they were the only few American designers/company on foreign soil, they began to wonder, if no one will support young aspiring designers from the US, we must. They began to brainstorm; even though they can not yet sponsor, they can share all of their experiences and knowledge on having a trade show, traveling overseas to sell, marketing and sales, press releases, how to get accounts, etc and at least start this discussion. Of course, all in the hope that someday, there will be a BACE stand/pavilion of amazing American designers on foreign soil.

BACE maybe considered TABOO by others. Mel and Joe have heard many times from peers,”You can’t share trade secrets?” or “Why would you want to help people you don’t know?”.

The answer is simple; they just want things to be easier for others than it was for them.
They hope with BACE, they are able to give back to the community that which has been given to them.

WHO IS MEL LIM?

Mel Lim started her eponymous line JOY in January 2005. With 15 card designs, she took to a trade show, she quickly landed over 100 stores within a year. Today, her line is being carried in over 500 top retailers nationwide and internationally including ABC Home, Kate’s Paperie and numerous modern museums. Her line has also been featured in over 100 design and fashion magazines and has won numerous awards including AIA/LA, American Graphic Design USA and PRINT.