Craft Focus Magazine

www.craftfocus.com October/November 2010 October/November CRAFTFOCUS

Issue 21 www.craftfocus.com MAGAZINE THE NATION The inside secrets on IS KNITTING web success But what’s on their needles?

STRAIGHT TO THE POINT Needlepoint is back in fashion Could your staff beneﬁt from extra training?

THE AMERICAN DREAM How UK companies beneﬁt from the CHA show CHA Summer Show Review PLUS Latest products Industry profiles News & views

Ofﬁcial media partner for Craft, Hobby + Stitch WIN! International and proud sponsor of the RRP £750 worth of Dremel goodies New Product Showcase

October/November 2010 Issue 21 contents Editor Allison Jacobs +44 (0)1376 535 609 [email protected] regulars Editorial Assistant industry news 6 Rianna Fry catch up with our roundup of the latest industry +44 (0)1376 535 613 happenings [email protected] 47 Sales Manager brand spanking new 17 Mark White +44 (0)1376 535 606 the latest crafty product launches [email protected]

Advertising Sales the library 26 Tracy Voice some great new page-turners +44 (0)1376 535 618 [email protected] competition 28 Design Manager Vicky O'Connor win Dremel goodies worth RRP £750 +44 (0)1376 535 616 [email protected] training for success 89 Graphic Designers Business Link explains best practice for staff training Sarah Barnes, Sophie Handley, Laura Perry Steve Mckea, Hayley Kilminster +44 (0)1376 535 616 word on the web 96 our new news section for online retailing Studio Assistant Leanne Walsh Production Manager events 98 Stuart Weatherley our new page crammed with dates for your diary Subscriptions Alice Henson, Charlotte Tannett +44 (0)1376 514 000 profi les KD Media Publishing Limited on trak for success 55 Broseley House Peter Bratton talks to us about his latest world-wide card- Newlands Drive making venture, Craftrak Witham, Essex, CM8 2UL, UK special feature www.craftfocus.com let’s make cards! 56 making a point 35 we put some card-making components to the test in time needlepoint is developing a new image for Christmas – we investigate ISSN 1758-0900 Craft Focus is solely owned, published and the nation is knitting 47 designed by KD Media Publishing Limited. payper dreams 61 Whilst every effort was made to ensure the Jon Cowen of Payper Box tells us how he cracked the it’s now one of the nation’s favourite hobbies. information in this magazine was correct at the paper and card market Industry fi gures give us the low-down on knitting time of going to press, the publishers cannot accept legal responsibility for any errors or omissions, nor can they accept responsibility of heartfelt success 64 the standing of advertisers nor by the editorial 40 contributions. The views expressed do not Lisa Marie Olsen of Tigerlily Makes tells us how creating a necessarily refl ect those of the publisher. Craft stress-free and educational environment for customers is Focus is published six times a year. Subscription key to her success rates for overseas readers are £40 per annum (incl. p+p), Cheques should be made out to KD Media Publishing Limited and sent to the art of success 70 Craft Focus, Broseley House, Newlands Drive, Witham, Essex, CM8 2UL, United Kingdom. Steve O’Brien of Artcoe talks to us about his success in the art market Craft Focus magazine is proud to be associated with and supporters of: phoenix rising 85 Mark Thorpe on how Phoenix Papercraft is going from MEDIA SUPPORTER strength to strength

ANTI COPYING IN DESIGN bead all about it 106 Graham Halls talks about his up-and-coming family business, CJ Beaders

craftfocus 3 features Christmas stafﬁng 30 advice to consider before you hire extra help for the festive season

join the club 67 Michelle Duxbury explains the beneﬁts that running craft clubs and workshops can bring to your business

step-by-step: gift wrapping 74 a quick guide on how to wrap a troublesome circular tin

q&a technology 77 Beth Scott’s advice on preparing your website for Christmas

patchwork pleasures 81 we take a look at the quilting market

all the answers 86 we put your questions to our panel of experts

shows CHA summer show review 40 we talk to exhibitors about their experiences

the American dream 43 a look at how British companies can beneﬁt from the CHA’s shows

4 craftfocus A Unique opportunity for the creative minded......

Wanted: Craft Magazine Editor

A specialist craft magazine publishing house seeks a creative individual to join its talented editorial team. Pastures new... Based in our office in leafy Cheshire, this rare and exciting My first ever issue as editor of opportunity would ideally suit someone with a passion for crafts, a talent for organisation and an eye for new Craft Focus – and what a couple trends. A good understanding of the craft market would of months it’s been! I’m brand be extremely advantageous; so would previous writing or editing experience, though this is not essential. new to the craft market and my immediate impression is that this The role involves identifying talented contributors, is an industry full of constant commissioning and editing articles, attending trade exhibitions, keeping up to date with market trends, innovation, real passion, and building and developing relationships within the industry, people who love what they do. In and ensuring the production of a successful magazine on deadline and budget. short, I think I’m going to really like working here! If you’d like to be considered for the role, please email your CV, a brief covering lettering and an example of your suitability to the Publishing Director, Dave Cusick, at The magazine took its first steps into social media last month in the [email protected] form of a Twitter account. If you haven’t already done so, follow us at www.twitter.com/craftfocus. I’m a big fan of the digital age and all of the opportunities it presents to us, as much in a business sense as in a personal one. The online world is fast-paced and constantly changing, and is very much something to be embraced. You’ll notice that in this issue we have a new section in the magazine, Word on the Web. Here you’ll find the latest research, surveys and information relating to retailing online.

As we know, the online marketplace is a competitive area, and getting it right can be expensive if you don’t know what you’re doing. Paying Are you looking for Czech glass beads, a digital marketing agency can sometimes seem like a shot in the dark, rhinestone items and stones? and so on page 92 you’ll find some advice on how you can do more to All Beads CZ s.r.o., a manufacturer and exporter from improve the rankings of your website – and all for free. We also look at the Czech Republic is a perfect source for wholesalers, designers, the importance of social media to your business, which is particularly bead shops and manufacturers. relevant to this industry given the huge crafting community that already Please visit our website www.all-beads.cz exists online. or send e-mail to our Sales Manager [email protected] You’ll still find all of your favourite regulars in this month’s issue too. With Christmas just around the corner, we put to the test card-making kits and paraphernalia here in the office, with surprisingly successful All Beads CZ s.r.o. Hasicska 8, results! You’ll find this on page 56. 466 01 Jablonec nad Nisou, Czech Republic This issue is packed with new products, and we also have a special tel: +420-483443333 fax: +420-226013670 feature on craft-of-the-decade knitting. We’ve asked industry figures what’s hot right now in this market, and we also take a look at some of the exciting movement that’s been happening in the needlepoint sector. This craft is really coming into its own, featuring on everything from catwalks to chic interior items, so it’s one to watch for next year.

Anyway, I hope you enjoy this issue as much as I’ve enjoyed putting it together. Send your comments/ideas to me at [email protected], and have a great couple of months! Allison We are currently looking for a sales rep for the U.K. market, experience from the bead and craft industry requested. Paid on a commission base. Allison Jacobs If you are interested, please send your Editor resume to [email protected] craftfocus 5 industry news Our regular round-up of industry happenings

The Papered Parlour bags Barclays award Barclays bank has announced the 10 regional winners of its £500,000 “Take One Small Step” competition, with a craft workshop studio taking the South London prize. The competition attracted over 3,500 entries from around the UK all vying to win their regions prize of £50,000. From a final shortlist of 30, a massive public voting campaign has resulted in the winning inspirational businesses and ideas receiving £50,000 each to make their dreams a reality. Steve Cooper, Managing Director of Barclays Business, said: “Heartfelt congratulations to the ten winners of the Take One Small Step competition, each of whom will share in £500,000. It is a life-changing amount of money. “These businesses will now be able to start or expand their companies, manufacture some incredibly innovative products, and give back to the community that has shown them so much support in the voting stages. The standard of entries for the competition has been incredibly high, but the winners were all able to demonstrate the business X factor to gain huge August retail sales dip support from the public to vote for them. They have displayed a fantastic mix UK retail sales fell in August, which was the first drop this of creativity, ingenuity and business acumen to capture the public’s imagination. year according to the Office for National Statistics ONS). I’d like to wish all of our successful business ideas good luck in the future and Sales were down 0.5% from July, with non-food stores I hope this competition is a springboard for long-term success.” The Papered being the worst hit. Analysts speculate that worries over Parlour, an independent craft venue offering studio space to artists and weekly tax rises, such as the planned VAT hike to 20% in January, craft workshops to the public will expand their programme and studio. “The coupled with worries over job prospects and budget £50,000 award will allow us to continue to engage the public with more exciting cuts have caused consumers to be more cautious in their contemporary craft and design workshops and help the craft scene thrive in the spending and tighten their belts. South London Community,” the Parlour posted on its blog. “We'll be investing The ONS also revised the figures it had released for in new equipment for both our current workshops and new classes, and getting July’s spending, bringing its growth percentage down from the Parlour cafe open to the public so you will be able to get your hands on our 1.1% to 0.8%. The three-month data did, however, show a scrumptious homemade cakes all week round. We will also be putting in a lovely spending rise of 1.4% on the previous quarter. new shop front- at last!!"

Hobbycraft celebrates 15th birthday Hobbycraft celebrates its 15th birthday this month. The largest hobby and crafting superstore chain in the UK opened its first store in 1995 at Ferndown, near Bournemouth. Since then, a further 47 stores have opened nationwide with three more stores scheduled to open in time for Christmas in Basingstoke, Chelmsford and Norwich, bringing the total to 51. The chain was the subject of a successful management buyout in earlier this year in April, led by Chris Crombie, Chief Executive Officer, Dominic Hooley, Buying Director, and Rob Farnworth, Operations Director. The buyout was backed by international private equity firm Bridgepoint. HobbyCraft reported a 67% increase in full year, pre-tax profit for the year to February 22, 2009. Sales increased by 11% and the retailer saw pre-tax profit of 5.4 million pounds over the period. HobbyCraft plans to grow its estate to 180 stores in the medium term.

6 craftfocus news & events

Craft, Hobby & Stitch International looks strong for Feb With the number of craft related start up businesses still rising significantly and the craft industry remaining buoyant, Craft, Hobby + Stitch International 2011, Europe’s foremost trade show for the creative craft industry is looking the biggest and best ever. Andrew Morton, Sales Manager said, “It really is fantastic news that more people are starting small businesses in the craft sector, and definitely something we should shout about. We’ve seen a big increase in stand bookings this year which is really encouraging, with strong interest in particular from International companies confirming space.” The Bright Sparks Pavilion, an area for newdesigners to launch new products to the market is already almost full. In 2009, Krasnaya Nesting Dolls, manufacturers of authentic Russian Nesting Doll Kits and Blank Nesting Dolls joined the Bright Sparks for the first time and received a great welcome with some exceptional orders. In 2010 they had their best show ever with the largest order they have ever had. In 2011 they will launch exciting new additions to their Painta Pets range of Paint-Your-Own Nesting Animal kits, along with Earth Craft kits of cultural crafts from around the world, covering all age and skill levels. The New Product Showcase is being sponsored by Craft Focus magazine next year. A preview of the new products that will be available at the show will be produced and distributed both online and in a New Product Showcase Brochure prior to the show. This will be emailed and posted to buyers prior to the show – participation in this publication is exclusive to exhibitors at the show.

New Chair and Vice Chair of The Needlework Trade Group Kate Midgley, Director of Cleopatra’s Needle Ltd, has been appointed Chair of the Needlework Trade Group. The Vice Chair role has been taken by Andrew Whitaker, Director of Michael Whitaker Fabrics Ltd. Thanking Simon Welsh, of Solocrafts, for his hard work as Chair of the TNTG last year, Kate Midgley says “We’ve had a very successful year as The Needlework Trade Group. The shows continue to grow in popularity, and customers regularly give us feedback on the how much they enjoy these events. The relaxed and friendly environment, with time to browse the wide range of needlework products, and a chance to put faces to names, is always well-received. We now have major suppliers of cross stitch, tapestry, embroidery, haberdashery, knitting wools, beads and needlecraft accessories exhibiting, and the mix is a craft- shop buyer’s treasure trove!” For 2011, TNTG is planning at least four shows, including a repeat of the successful collaboration with UKHKA. Dates and venues are yet to be conﬁrmed but will be announced shortly.

craftfocus 7 industry news

Employment claims up The volume of employment tribunal claims has soared this year, according to City lawyers Silverman Sherliker. The total number of Employment Tribunal claims has soared by over 56% in the last year, from 151,000 in 2008-2009 to a total of 236,100 up to the end of March this year. The main increases are Working Time Directive claims, deduction of wages and redundancy pay claims. Working Time Directive claims saw a staggering increase of 300%, up to 95,000 from 24,000 last year. Deduction of wages claims doubled from 33,000 to 75,000. Redundancy pay and unfair dismissal claims saw rises of 9,000 and 5,000, respectively. Despite these dramatic increases, classic unfair dismissal cases still top the charts at 51,000 claims. Sexual discrimination claims have stayed almost the same, and disability, race, religion/belief and sexual orientation cases have all increased, in step with the overall increase in unfair dismissal claims. Twice as many claims are successful at tribunal as are unsuccessful.

Retail creates the most jobs Savile Row Field Day Retailers created more jobs proportionately than any other sector of Savile Row Bespoke Association (SRB), Woolmark International, the economy during the recession, and the trend has continued since West Country woollen mill Fox Brothers and Dormeuil are to the recovery started. transform London’s historic Savile Row into a sheep field on The findings are revealed in the inaugural BRC-Bond Pearce Retail Monday 11 October 2010 in support of The Campaign For Wool; Employment Monitor, which also showed that in the second quarter a coalition of industry groups convened by HRH The Prince of of 2010 retail full-time equivalent employment climbed 3.6% year on Wales to educate consumers about the benefits of wool. year, equating to 22,055 more jobs. ‘Savile Row Field Day’ will see the world’s most prestigious The data - for the three months to the end of June - is illustrative tailoring location close to traffic as dozens of sheep graze in of the importance of the stores sector’s contribution to the health of specially laid pasture on the Row. Watched over by two farmers, UK plc. The study indicated that a third of retailers intend to increase the first dressed in an Anderson & Sheppard bespoke suit employment in the coming three months. Retail employment growth created using Fox Brothers’ new ‘West of England’ cloth produced was helped by a 3% increase in the number of stores opened during from wool sourced from Exmoor Horn sheep, with the second the quarter. farmer dressed for the unique occasion by Gieves & Hawkes in BRC director-general Stephen Robertson said: “This is the first Dormeuil’s Made in England, Dormysport cloth. time retail employment data this up to date has been available and it As the sheep graze, visitors will be welcome to open house shows retailers driving the recovery. events and tours of the Row’s most famous tailoring houses to “With unemployment at 2.5 million and public sector cuts to come, learn how wool is used by the great British mills, such as Fox it’s encouraging retail is creating jobs. The sector employs 2.9 million Brothers and Dormeuil, to inspire the world-class bespoke people. In a difficult environment politicians must think carefully tailors of Savile Row. Members of the public will also learn more before introducing burdens on retailers that risk undermining their about the qualities of wool and why it is revered as a sustainable, vital role in generating jobs. natural fibre. Douglas Cordeaux, Managing Director, says: “Fox Brothers has been using wool to produce luxury cloth at its West Country mill and supplying Savile Row since the eighteenth century. We have a collective responsibility to champion this versatile, sustainable and natural fibre, the production of which involves far lower carbon emissions than man-made alternatives. We need to support farmers who are the custodians of our rural landscape and truly value the qualities of this wonderful resource, which is used to weave the finest luxury cloth you can buy.”

8 craftfocus www.aartij.com retail & wholesale available ...Aarti J’s... Specialists in Lace trims, Acrylic Gems, Beads, %86,1(66)256$/( Appliqués & Accessories 6SHFLDOLVW1HHGOHZRUN &UDIWV%XVLQHVV

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:JLOOLDQJODGUDJFRXN (JLOO#JLOOLDQJODGUDJFRXN For a catalogue contact Bead Time Ltd 7 Unit 16 Shepperton Business Park, Govett Avenue, Shepperton, Middlesex, TW17 8BA Tel: 01932 244700 / 506596 news & events

Spellbinders announces Preferred Stamp Companies Spellbinders™ Paper Arts, LLC, an award-winning inventor, Retirement law change manufacturer and marketer of met with criticism cutting edge tools for crafters, The government's proposals to phase has announced its ‘Preferred out the default retirment age has been Stamp Companies’ partners. The met with criticism by the The Institute eight partners are now endorsed of Occupational Medicine (IOM). to design stamp images that Currently, the law allows any coordinate with Spellbinders’ employer to dismiss an employee Nestabilites®, Shapeabilities®, as soon as they reach the age of 65. and other patented die templates. The ‘Preferred Stamp Phasing out of this rule will begin in Companies’ are: DONNA-SALAZAR, Flourishes, Gina K October 2011. Designs, Heartfelt Creations, JustRite Stampers, Layers of The IOM said that while the Color, StampingScrapping and Waltzingmouse Stamps. removal of the default retirement age “We are delighted to join forces with these partner had been welcomed by many, it could companies. They manufacture high quality products and pose challenges for employers and OH trend-setting images,’ said Stacey Caron, President (pictured). professionals alike. “Our ‘Preferred Stamp Companies’ are designing stamp The IoM has argued that, while the images that will be a perfect match with a selection of majority of workers do still retire at Spellbinders’ innovative die templates. I can’t wait to see the or before 65, managing the health needs of older workers is likely to become harmonious projects crafters will create using our partners’ more of an issue for many employers. stamps to coordinate with our die templates!” It said: "Supporting and maintaining health and wellbeing at work will require “It is a very exciting opportunity to work with input from a range of professionals in occupational health, public health, safety, Spellbinders and develop new tools to inspire the creativity occupational psychology, human resources and social policy." of our customers. We look forward to building a long, It carried out an evidence review last year which concluded that, while creative partnership with the craft industry’s leading die reaction times may slow slightly with age, this was unlikely to have an effect on template manufacturer,” stated Cindy Echintaw, Owner of general working life. Age-related physiological change could be more signiﬁcant, StampingScrapping. but it could also be supported by workplace design and accommodations. “I am thrilled to create stamps that coordinate with Work and work equipment could also be designed to reduce the need Spellbinders die templates. I’m a huge fan of their die for extreme physical exertion for older people, particularly from heavy lifting. templates because they allow me to die-cut, emboss, and The report recommended: "Ergonomics can help to improve workplace and stencil using one die template. Now, I will be able to add environmental design, task design and minimise the physical and mental risks to stamping to this list as well! Spellbinders is a joy to work older workers. with. I am thrilled to partner with them,” remarked Donna "Designing work to ﬁt the physical and mental capabilities of the employee Salazar, Owner of DONNA-SALAZAR. can reduce the risk so that age alone is not a barrier to continued working."

Mosaic a Difference for your community This year, UK volunteering charity CSV is challenging the nation to design a door number mosaic for your local community as part of Make a Difference Day on Saturday 30 October. Making a door number mosaic is a creative way to spend time with family and others to brighten up a neighbour’s window, or a local community or homeless shelter. It’s even an economic and environmentally friendly approach to recycle chipped china, broken ceramics and old tiles. CSV are offering a free “How to Make a Door Number Mosaic” guide which features a design pattern from the nation’s favourite textile designer, Andrea Maﬂin, to ensure a number mosaic stands out from the crowd. New independent research commissioned by CSV Make a Difference Day campaign reveals that up to half of British people want to spend more time with their family. This year’s campaign is helping to bring people together by encouraging them to give time. For more information visit www.csv.org.uk/difference.

craftfocus 11 industry news

Entrepreneurial award for Sara Davies Sara Davies of Crafter’s Companion has been voted the ‘Emerging Entrepreneur of the Year’ in the prestigious Ernst & Young Entrepreneur of the Year awards in the North and Midlands region. The judges recognised Sara as an emerging entrepreneur in the consumer products genre. In the judges’ words, “What Sara has achieved is remarkable. She has built a great business through innovation and teamwork and is currently expanding internationally, building on her success in the US. Outstanding!” Crafter’s Companion Limited design, manufacture, market and distribute papercrafting products for sales around the world. Sara formed her company at the age of 21 operating from her university bedroom with no outside investment. A driven entrepreneur, she built the company on a vision of Liberty to expand haberdashery department innovation; designing and marketing unique customer-focused Liberty has long been a mecca for anyone interested in crafty pursuits from products. She has built the company to a +£4mn turnover in knitters to quilters to dressmakers, and has seen such a marked uptake four profitable years with constant year-on-year growth and in craft-related pursuits from customers that it is now set to expand its healthy margins; the workforce currently stands at 20 staff haberdashery department this month. Novices and experts alike relish the in the UK. Products are manufactured locally and exported Aladdin’s cave on the third floor where under the beautiful vaulted ceiling worldwide and the US company was established in 2007. and wooden beams, enormous tables groan under a cornucopia of crafts This is the most recent accolade in the company’s materials and kits while racks nearby are brimful of delicious Liberty fabrics impressive awards cabinet, which includes numerous awards from traditional florals to contemporary abstracts. from various institutions throughout the world for product design and innovation, excellence in export achievements, small business management and of course entrepreneurialism. Cybertill launches EpoS specifically for indie retailers Cybertill, one of the leading EPoS and multichannel system providers, has released a point of sale solution specifically for independent retailers with only one store. Retail Store One enables retailers to access and manage their store from any location using Internet access, a real boon for independents as they will no longer be tied to the store before and after opening. It is estimated that retailers will be able to reduce stock holding by anything between 15% - 40%, freeing up valuable cash flow for the business. “Cybertill has specifically developed this system for single store retailers. As a business we have listened to what many independents have told us about their experience of EPoS systems. Two of the most common factors have been excessive costs and unsuitable software, which is too often designed for multiple retailers. Hence Cybertill has developed an EPoS system that focuses solely on what a single store retailer requires, and there are no superfluous features. What’s more, it is positioned at an affordable price. The whole system, including software, hardware, installation and training is available at £3,499.” said Cybertill’s Chairman, Ian Tomlinson. Retail Store One provides all the tools for independents to manage every aspect of their business, whether it is reducing stock holding, building a client data base at point of sale or raising purchase orders for stock replenishment.

12 craftfocus See the new range of

on-line now at www.card-io.com

These stamps are a must for any craft store. Their ergonomic design makes them really easy to use and they are incredibly versatile. Free demo set with orders over £100. Great for your workshop!

See them on Create and Craft on Oct 14th.

Card-io, 709 Ormskirk Rd, Pemberton, Wigan WN5 8AQ Phone 01942 216345 or email [email protected] for more details. industry news

Search Press celebrates 40 years New store communication solution Search Press, the specialist art and craft publisher, celebrated 40 Store communication remains a demanding administrative workload years of publishing at their premises in Tunbridge Wells recently. for today’s retailers. Interact Intranet Retail Edition helps manage the Over 150 retailers, artists, authors, media contacts and special communications flow by simplifying and organising information exchange guests took advantage of the champagne and hog roast to between Head Office, branches, and retail sites. enjoy celebrations and more than 20 professional artist authors Interact Retail Edition supports a new sub-licence model which offers demonstrating in the sunshine. retail organisations the chance to engage and involve all staff whether There were celebratory cupcakes at teatime and giveaway they are head office based or located in retail outlets. Sub-licences can be goody bags featuring a host of new titles. As Search Press turns assigned to users instead of the existing type of full licence. Importantly, a 40 years old its turnover has hit £5.75million for the first time user with a sub-licence still has access to all the features of the intranet; they and it now published over 100 titles a year. MD Martin de la can access any documents, have their own profile, can fill in forms, and can Bedoyere (son of founder Countess Lotti de la Bedoyere) even be given permission to edit documents if appropriate. commented “40 years is a long time to be in business in the A great advantage of the sub-licence model is that the creation, current publishing world. We are still family-owned and we have management and removal of users on sub-licences can be handled by the joy of reporting we are 15% up on the previous 12 months.” an entirely new role, removing this responsibility from central intranet administrators. For example, in a retail environment, a store manager can be given the ability to maintain the staff working at his particular store. Lista is right on time for Breitling Importantly, sub-licences offer a much more cost effective way of allowing Lista is one of the leading manufacturers of premium drawer ‘occasional’ intranet users to access the site as they are available at a systems and workspace equipment and has recently landed lower cost than a full licence. This represents a significant saving for retail a new £50,000 contract with premium Swiss watch brand, operations with potentially thousands of in-store staff who may only require Breitling. infrequent intranet access. The company was approached to install a 4,000sq ft Nigel Danson, Managing Director at Odyssey reports that retailers are workshop area as part of the current redevelopment and finding tremendous value in Interact Retail Edition: “This Head Office to expansion of Breitling UK’s site in Tunbridge Wells. It has Store relationship is unique and ever increasing in complexity for retail also installed a bespoke range of drawer cabinets below its organisations. Getting business critical information to retail outlets quickly workshop benches to create a smart, stylish and streamlined and cost effectively can working area. prove to be a challenge; Lista’s drawer cabinets are very popular with Swiss watch hardcopy and printed makers, ideal for the high-density storage of parts, tools and communication is items of virtually any size and type, while being scalable enough complex and expensive, to adapt to future requirements. They also provide maximum and documents such as weight-bearing capacity, tailored drawer organisation, and manuals and policies are productivity-enhancing item handling and access. frequently out of date. Paul Young, after-sales service director at Breitling UK said: “Communication in “Lista’s cabinets set a high benchmark for the industry and the retail environment are well known as the best quality storage solutions for our is about effectively line of work. Since installation, they have enabled us to have a executing day-to-day clearer overview of stock and made it faster and simpler for our business and Interact technicians to look after individual items.” Retail Edition is designed Adrian Byrne, UK general manager to meet this challenge at Lista, said: “We already work with and provide retailers with Breitling in Switzerland and were uncomplicated, fast and pleased to be able to supply a tailored efficient communication range of drawer systems to its UK site and user management, to help make workshop operations allowing them to react more efficient.” to changing business For further information on Lista’s priorities quickly.” products and solutions, log on to www.lista.com.

14 craftfocus

Raising funds for the Royal School of Needlework November Sale Friday 5th Saturday 6th November 2010 - 10am – 4pm RSN, East Front, Hampton Court Palace, Surrey KT8 9AU

Fabrics, threads, antique textiles, lace, trimmings, beads, vintage accessories, one-off Collectors’ items

T: +44(0)20 3166 6935 www.royal-needlework.org.uk

To teach, practice and promote the art of hand embroidery

RCN 312774 news & Take a look at some of the latest products around events brand spanking new Beads Unlimited

Product: Miracle beads & Floral cotton beads Contact: +44 (0)1273 740 774 or www.beadsunlimited.co.uk Price: RRPs begin at 10p & 30p respectively Speciﬁ cation: Beads Unlimited have added two new sizes of Miracle beads in eight sumptuous colours. And to brighten up the gloomy autumn days, there are new Floral cotton beads. Retailer beneﬁ ts: Beading is bang on-trend, and with prices starting at 10p each for the Miracle beads, and 30p each for the Floral cotton beads, with big discounts for wholesale quantities, these beads won’t break the bank. Other information: The Miracle beads are sizes 12mm and 14mm, and the Floral cotton beads, 20mm size, come in six vintage shades, whilst the 14mm size is available in four pretty colourways.

Fiskars

Product: Fiskars Classic Dressmaking Scissor Contact: +44 (0)1656 655 595 Price: RRP £19.99 Speciﬁ cation: 25cm professional dressmaking scissors made with high quality Swedish Sandvik steel. Five items per box. Retailer beneﬁ ts: There’s an increasing number of people taking up dressmaking. Fiskars has an enviable reputation as a leading scissor brand with its iconic orange-handled scissors. Other information: This pair boasts long, sharp blades with an adjustable pivot screw, and cuts through most fabrics including denim, upholstery and leather.

The Stitching Shed

Product: Zoo Cross Stitch Kit Contact: +44 (0) 8451 576 045 Price: RRP £29.99 Speciﬁ cation: The Zoo Cross Stitch Kit contains 14 count white aida, needle, plenty of pre-sorted Anchor threads, charted design, full instructions. Retailer beneﬁ ts: This is a unique and eye-catching design that will appeal to customers, and the animal designs will appeal to children, as well as to people making pieces for children.

International Textile Supplies

Product: Plain Micro Fleece Contact: +44 (0)1745 562 120 or www.its-sales.co.uk Price: RRP from £2.15 per meter Specifi cation: Available in 15m or 35m rolls, 100% Polyester fl eece, 150cm width. Retailer benefi ts: This range is appealing for anyone looking to use premium-quality fl eece in clothes-making. Other information: The range contains over 90 designs, including premium print and plain polar fl eece, mid-weight print fl eece, print micro fl eece, plain micro fl eece, neon polar fl eece, print and plain cuddle fl eece, creased fur, lambskin and more. Samples and fabric reference book are available on request.

craftfocus 17 brand spanking new

Antex Craft

Product: Wax Master Contact: +44 (0)1822 613 728 or www.antexcraft.com Price: RRP £26.60 Speciﬁcation: Explore the art of melting wax with this kit. It comes with 5/10w duel- temperature heated tool, stand, 1 x spade tip, 1 x drawing tip, 1 x brush tip, 3 x coloured wax blocks and 1 x A6 glossy card. Ideal for greeting cards and pictures. Retailer beneﬁts: The eye-catching packaging attracts potential customers. This kit is part of a whole new range with colour co-coordinating accessory tip packs. Ideal for a counter display for impulse buys. Other information: The Wax master tools can be also used for hot foiling by purchasing a separate tip pack, as the tips are interchangeable.

Crafty Kids

Product: Three new puppet kits: The Glow in the Dark Skeleton, Owl and Rudolph the Red-nosed Reindeer. Contact: +44 (0)1628 200 077 or www.craftykids.co.uk Price: Enquire for trade prices Speciﬁcation: Each kit comes with paints, glue, and a great-quality brush. Retailer beneﬁts: All kits are contained in the eye-catching Crafty Kids’ spotted tubs, and the fun continues even after the product has been built; there are puppets to play with. Other information: The company’s Witch puppet kit was short-listed for the Occasions category at the Gift of the Year Awards, and the Princess puppet kit was short-listed in the Toys category. Country Love Ceramics

Product: DecoArt Paint Pot Contact: +44 (0) 1235 861 700 or www.decoartuk.co.uk Price: Enquire for trade prices Specification: A pre-packaged assortment of coloured paints in small pots. Typical size of packaged item is approximately 6cm (w) x 22cm (h). Retailer benefits: DecoArt Paint Potsare are ideal for frugal consumers. They are good for small craft projects,detail work on larger projects or alternatively, they make a great stocking-filler option at Christmas. Other information: Depending on the pack, these paints can be used on a wide variety of surfaces including: paper, wood, metal, plaster, canvas, ceramics, fabric, terracotta, bisque and masonry. DecoArt’s paint pot sets now available through the UK’s latest DecoArt distributor, Country Love Ceramics Limited. Ranges include: palette favourites, seasonal choices, glitters, oven, patio, metallic and fabric paints.

Card-io Product: Majestix stamps Contact: +44 (0)1257 409 993 Price: Enquire for trade prices Speciﬁcation: Majestix are quick and effective clear peg stamps in sets of coordinated images. They can be used to build up multi-coloured backgrounds, borders, garlands and wreaths. Retailer beneﬁts: The stamps are versatile and appeal to a wide range of craft fans; customers can co-ordinate all craft projects - greeting cards, wedding stationery, scrapbook pages and so on. Other information: Each set comes in a handy sturdy clear tub, ideal for storing the peg stamps in their sets, and complete with instructions on how to achieve the design on the label.

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Flower Soft Product: Flower Soft® Gold and Silver Diamond Range Contact: +44 (0)0191 427 4571 or www.fl ower-soft.com Specifi cation: A 30ml jar of Flower Soft Retailer benefi ts: This product is acid-free, non-toxic and is unique on the market. The new gold and silver colours have all the sparkle effects of glitter, but with texture and dimension. Other information: Unique effects that can be created with these new colours make them great for Christmas, anniversaries, weddings and birthday celebrations.

La Pashe

Product: 12 Dames of Christmas Contact: +44 (0)191 491 0027 or www.lapashe.com Price: RRP 99p per sheet Speciﬁ cation: The famous carol ‘The Twelve Days of Christmas’ was the concept of the design for these decoupage sheets and the themes of classic romanticism and a fun 1950s pin-up vibe was its visual style. With 12 subtle yet elegant designs to coincide with the 12 days leading up to Christmas, these designs beautifully depict the festive season. Retailer beneﬁ ts: These sheets are different to anything in the marketplace. Art deco is currently really big in our world of crafts and due to the demand and popularity of these designs, they will be a hit with customers, who will see these advertised in crafting magazines nationally. Other information: They were designed and illustrated by La Pashe’s in-house design team, making them completely unique to the company. Designs are die-cut as standard to save time and effort.

Fiskars

Product: Fiskars Special Edition Printed Blade Scissors Contact: +44 (0)1656 655 595 Price: RRP £9.99 Specifi cation: 21cm scissors with fl oral printed blades in two colourways, precision-ground blades, adjustable pivot screw, six items per box. Retailer benefi ts: These scissors stand out on the shelf and are prettier than standard scissors, making them an ideal gift or stocking-fi ller for a craft enthusiast. Other information: Blades are printed with two pretty fl oral designs in pink and lilac colour ways, the handles match the designs which are Floral Vineyard (lilac) and Daisy Bouquet (pink). The same high quality you expect from Fiskars but with a beautiful feminine design feature.

Antex

Product: Foil Masterpiece Contact: +44 (0)1822 613 728 Price: RRP £21.50 Speciﬁ cation: Hot transfer foil. Kit comes with 5/10w duel-temperature heated tool, stand, 11 x tips,1 x Silver foil, 1 x Gold foil and 1 x A6 glossy card. Ideal for use on glossy card, leather and fabric. Use freehand or use metal stencils.. Retailer beneﬁ ts: This kit has eye-catching packaging and is part of a whole new range with colour co- coordinating accessory tip packs. It’s ideal for a counter display for impulse buys. Other information: The Foil Master tool can be also used for wax art by purchasing a separate tip pack as the tips are interchangeable.

craftfocus 21 brand spanking new

True Utility

Product: Craft knife Contact: www.trueutility.com Price: RRP £8.99 Specification: Folding mini hobby knife. This super-sharp precision-cutting craft knife is perfect for most craft jobs and comes complete with five spare double-sided blades. Retailer benefits: The folding mechanism makes it safe to store or carry. The knife folds down to just 64mm long closed, and the body has finger groves for ease of use and comfort. It’s made from stainless steel meaning it’s built to last. Other information: The knife has a linear locking mechanism which means it will always stay in place when in use.

La Pasche

Product: Trinitage Contact: +44 (0)191 491 0027 or www.lapashe.com Price: Enquire for RRP Speciﬁcation: A three-layered decoupage idea which makes a pop-up card, with La Pashe images featuring work from Jim Harker (Head Artist to Framin’, Remember When and Flippin’). There are eight designs with a winter/Christmas theme, with six more to follow shortly. Retailer beneﬁts: La Pashe have a step-by-step tutorial video on how to make the most of these products. Other information: The sheets are not die-cut but very easy to cut out using scissors. All designs come with an instructional sheet on how to build the card and create the pop-up effect. The name Trinitage is taken from the word ‘trine’ or ‘trinity’, meaning three-of-a-kind or set of three.

Sarah Hurley

Product: Ink-A-Ball Contact: www.sarahhurley.com or [email protected] Price: RRP £3.99 Speciﬁcation: 30ml Ink-A-Ball, which is roll-on ink. This can be used for lots of applications including papercrafts, altered art, scrapbooking and watercolouring. Retailer beneﬁts: It’s water-based, acid-free, non-toxic and brand new to the market, having being launched in August. It complements the existing colours of ink pads and ink sprays in the Sarah Hurley range. Other information: There are 12 different colours to choose from.

Sparrowkids

Product: Sparrows Make At Home Contact: +44 (0)208 537 3738 or www.sparrowkids.co.uk Price: RRP: £24 Speciﬁcation: Cushion kits with cut-out shapes in 100% milled wool fabric for front and envelope back, embroidery thread, wool thread, metal needle, instructions and ideas for many variations. Retailer beneﬁts: Displayed in an eye-catching box featuring an easy stack or hanging option, these kits are designed and made completely in the UK. Other information: These kits are aimed at the teen and adult market.

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La Fourmi

Product: Rubber tubing and flat strips Contact: 322 687 7629 or www.lafourmi.eu Price: RRP from less than £1.00 to £5.00 per metre depending on size and shape Specification: This is PVC tubing in three different diameters, and flat strips in 2 widths packed by 2m lengths. It’s available in 14 different satin colours and is used in jewellery making Retailer benefits: Easy to use, with bright fashion colours, this is a brand new jewellery style and concept. Beads can be strung on to the tubing, cord ends are easy to apply, and it produces trendy designs. La Fourmi can send photos of examples for retailers to use to inspire their customers. This product is also ideal for those who are allergic to metals as usually only the rubber will be in contact with the skin. Other information: The round tubing is available in sizes 2.5mm, 4mm and 8mm and the flat is 6 x2mm or 10x2mm in section. All colours are sold in 2m. Strips and the black and transparent are also sold on spools of 1 kilo. Colours are: black, crystal clear, dark blue, raspberry, hot pink, grey, lilac, purple, olive green, orange, plum, red, turquoise and soft green.

Words Like Honey

Product: Words Like Honey Clear Stamps Contact: +44(0)1462 639 829 or www.wordslikehoney.com Price: £8.50 Speciﬁcation: High-quality photo polymer clear stamps. Retailer beneﬁts: Good-quality reliable stamps with a unique appeal designed and manufactured in the UK. Other information: These are a examples of the additions to the well established and very popular clear stamp range that is now twice the size consisting, of 60 sets.

Crafty Catz

Product: Crafty Catz Craft CD Contact: +44(0)1324 829 342 or www.craftycatz.co.uk Price: RRP £14.99 Speciﬁcation: CD in DVD case, cello-wraped Unique selling points: Nothing to install, nothing to learn, easy to use menu, just click, print and craft. Retailer beneﬁts: This has been featured and was very popular on Create and Craft TV. There are help videos on the website, and demo days are possible. There’s nothing to install, nothing to learn, easy to use menu, just click, print and craft. Other information: More Than Pets is the newest disk, with 48 different characters covering 12 breeds of cats, 12 breeds of dogs, 12 breeds of birds, six wild and six cute animals to choose from all in high resolution, with backing papers, text-editable envelopes to match, text-editable inserts and greetings tiles so there’s no need to use any graphics program it is all on the disk.

JSM Sales Product: Soft Magic Contact: +44 (0)1782 62 88 04 Price: £2.35 Speciﬁcation: Soft and easy-to-use textures for card-making projects Retailer beneﬁts: This product costs less than similar products on the market Other information: 26 Colours Available, including six great Mixed options. JSM Sales also supply a great adhesive glue and craft wire to support this great range.

24 craftfocus

Get Spun Art-yarn spinning allows crafters to create expressive yarns that can be used to make knitted products, and are an art in the library themselves too. Rianna Fry takes a look at craft books to Get Spun by get your customers’ creative juices flowing... Symeon North is a spinner’s dream; it brings together masses of information and Pretty Knits knowledge into one compact resource. While brushing up As the colder months creep on the fundamentals, readers can also pick up information upon us, winter knits become a on tools and materials, traditional techniques, and learn staple item for wardrobes, and how to dye fibres. The book provides a comprehensive crafting beside a warm log fire guide for spinning enthusiasts looking to expand their is an ideal way to unwind. Pretty knowledge and liven up their art yarns. Knits by Susan Cropper guides Get spun has an RRP of £16.99 and is published by Search readers through the process Press. For more information visit www.searchpress.com, of creating their own winter or telephone +44 (0)1892 510 850. wardrobe, home and fashion accessories, with 30 patterns for readers to get stuck into. Simplicity Home Decorating Book The tasks have been divided Consumers can easily inject a new lease of life into their into four chapters; flirty living space – by adding a splash of colour here and fashionista, divine accessories, beautiful boudoirs and feminine fripperies. handmade cushion there, homes can be instantly reinvented. Susan has included projects for novices which can be achieved quickly and The general obstacle for not doing so is a lack of know- easily, along with patterns that require the technique and patience of an how and inspiration – problem solved. The Simplicity Home experienced stitcher. Decorating Book is a how-to guide giving consumers a Pretty Knits has an RRP of £14.99 and is published by Jacqui Small. For more needed boost to banish ‘crafter’s block’. information visit the website www.aurumpress.co.uk, or telephone +44 Sectioned into nine chapters – each of which has an (0)207 284 7181 introduction – the manual covers a multitude of design tips and easy to make projects with simple instructions. Sewing enthusiasts and stitching newbies will find the clear illustrations and simple directions. Beautiful Quilling Simplicity Home Decorating Book has an RRP of £20 Step-by-Step and is published by Collins and Browns Crafts. For more Paper crafting is accessible and enjoyable information visit the website www.anovabooks.com or for a vast range of ages and is a hobby telephone +44 (0)207 6051 400. which has recently come to the fore. Quilling enables crafters to create simple yet effective motifs that can be used to enhance greetings cards, gift boxes and other decorative items. Beautiful Quilling Step-by-Step combines the knowledge and skills of four experienced paper crafters to produce the inspiration and know-how needed to create wonderful pieces. From flowers to fairies, chocolates to frogs, the book contains plenty of ideas and techniques to equip crafters with the skills to create complex pieces. Each of the projects is broken down by process and they are easy to follow. Beautiful Quilling Step-by-Step has an RRP of£12.99 and is published by Search Press. For more information visit the website www.searchpress.com, or telephone +44 (0)1892 510 850.

26 craftfocus Made At Home Lisa Stickley, a renowned textile designer, presents Made At Home, a comprehensive guide to creating stylish items for consumers to decorate their homes. The book opens with an in-depth basic techniques section, which covers a range of skills including types of stitches, seams, how to fit a zip and finishes. It instantly appeals to both experienced crafters looking to brush up on their skills and novices looking to take up a new craft. The book then moves on to a range of projects that have been split into four main sections; for the kitchen, living room, bedroom and laundry. Each of the projects have a list of craft ingredients and clearly presented instructions so that they are accessible to beginners. The book is filled with gorgeous images and drawings, all of which give the book an added appeal and make it seem more personal. Make at Home has an RRP of £16.99 and is published by Quadrille Publishing. For more information visit the website www.quadrille or telephone +44 (0)207 8397 117.

The Sewing Answer Book For consumers looking for solutions to almost any sewing-related issue, The Sewing Answer Book by Barbara Weiland Talbert is a must-have. Split into seven chapters the book oozes know-how and is divided for ease of finding answers to questions. The book covers queries such as ‘what darts are most commonly used?’ to ‘I’ve seen elastic waistbands with multiple rows of elastic. How do I achieve that look?’, so consumers are sure to find the answers to even the smallest of questions niggling them as they stitch. Each of the answers is clear and easy to understand – even for those less affiliated with sewing jargon. The Sewing Answer Book has an RRP of £9.99 and is published by David and Charles. For More information visit the website www.davidandcharles.co.uk, or alternatively telephone +44 (0)1476 541 080. C

craftfocus 27 WIN! Dremel products worth RRP £750

Dremel has launched a Hobby range for craft kit for creative hobbyists. It is a gas butane and some added templates, the Dremel 300 enthusiasts, and three lucky retailers will win torch with six interchangeable tips that make Series caters for every creative project that every item in the new range. it suitable for a wide variety of applications. requires carving, sanding, polishing, cutting and Easy and light to use, the six new innovative Think embossing, soldering, melting, hot cutting, other tasks. RRP £44.99. products are: an engraver, a glue gun (with welding, shrinking and even wood-burning For more information, visit the Dremel glitter sticks), a multi-tool, a project table and (pyrography) - allowing for even the most website: www.dremel.co.uk C a butane torch, as well as the original Dremel detailed and intricate tasks to be carried out 300 Series multi-tool. with ease. RRP £33.99. THE PRIZE The dual-temperature Dremel Glue Gun The Stylus is a multitool that has maximum Three lucky winners will each receive claims more features than any other currently manoeuvrability. It is cordless, small and every item in the new Dremel Hobby on the market. It has a large, secure foot extremely lightweight with a focus on precision. range, plus an extra set of glittersticks, and kick stand for extra stability that can This makes it the ideal tool for a wide range worth £250 each RRP. be operated with one hand. The Glue Gun of creative projects like jewellery making, To enter the competition, simply visit together with the new Glittersticks can be woodworking, engraving and all sorts of other www.craftfocus.com, ﬁll in your details and used for all sorts of gluing and decorative crafts. It comes with a kit of 25 complementary answer the following question by projects, such as scrap-booking, ﬂower high quality Dremel accessories and includes 1st October: arranging, plus decorations on glass, wood and storage compartments for your projects' How many interchangeable tips does the the much more. The kit includes 12 regular Dremel accessories. It is powered by 7.2V lithium-ion Versatip torch have? Glue Sticks and 12 colour Glittersticks which technology. RRP £59.99. a) Three can be purchased separately, if required. RRP The Project Table is one of the smallest b) Five for the Glue Gun is £28.99 and £4.49 for the work tables on the market. Unlike standard c) Six Glittersticks. project tables that are large and heavy, it can

The Engraver is perfect for the creative be used both indoors and out by the keen Terms and Conditions hobbyist who wants a reliable tool to meet hobbyist and small-scale DIYer. Features include 1. The competition is not open to employees all their fine detailing needs. The Dremel multi-functional rotating plastic top pads and a of Dremel or KD Media Publishing Ltd (or their immediate families). Engraver's soft grip body and light, compact variable clamping system. RRP £26.99. 2. The competition closing date is subject to change design provide comfortable use for precision With a unique design to improve without prior notice. engraving on all materials. Use the carbide ergonomics and increase comfort, the Dremel 3. The winner will be notified in writing. 4. The editor’s decision is final. No correspondence tip for unhardened glass, soft plastics, leather 300 Series multitool will prove its worth in will be entered into. and wood, Or switch to the diamond tip carrying out any number of projects, especially 5. The prize is not transferable and has no for engraving and decorating ceramics, hard those that require precision and speed, such monetary value. 6. If an advertised prize is not available, we reserve plastics, metal and hardened glass. The kit also as woodworking. The powerful 125W motor the right to offer an alternative prize of equal or comes with creative templates to help your optimises performance and its soft grip has greater value. customers devise imaginative decorations.RRP been designed to reduce vibration and better 7. No purchase necessary, and there is no charge to enter via the website at www.craftfocus.com. £29.99. handling of the tool. With 25 accessories 8. Entrants must be a member of the trade, and over The Versatip is also an essential piece of (including a high speed cutter) to choose from the age of 18.

28 craftfocus christmas stafﬁng Many retail businesses take on extra help to see them through the festive period. We take a look at the issues surrounding the recruitment of temporary staff

With Christmas just around the corner, how many extra pairs of hands you’ll need for and processing, packaging up, stock ordering retailers all over the country are looking the holiday season, and getting it right can be and replenishment that must be taken care forward to their busiest time of year. But with a fine balance. You don’t want to be paying for of. Neglecting to allocate proper resources stock flying off the shelves at a much faster extra man hours, only to have too much help, to this platform at this time of the year can rate than usual, many will be looking to take however, customer service has never been result in negative feedback, which is of course on extra staff over the holiday season to help so important as it is in today’s competitive highly-visible online, and can potentially result cope with the increased custom. marketplace, and customers that feel they in reputation damage which can last for a long A large store or a small chain of retail aren’t getting the attention and help they need time after the Christmas period is over. outlets may be able to cope with the extra may be inclined to look elsewhere, both in- Retailing over the internet is a multi-faceted footfall by simply increasing employees’ hours, store and online. operation, especially if you are exploiting the but if you’re a one or two-man band, it’s likely With many retailers now selling successfully various forms of social media available to us you’ll need a bit of extra help over the online now too, its important to bear in today. Neglecting to pay attention to your coming weeks. mind the extra sales that will be made via social media campaigns at this busy time It is, of course, difficult to predict exactly this channel. That’s an extra avenue of admin can mean you miss out on tempting your customers when they are in optimum buying mode. It’s important to keep up your regular updates; pre-plan your messages which should be extra special at this highly-competitive time of year. Leaving social media channels unattended due to lack of time could mean your customers lose interest and look elsewhere due to a lack of response. Worse, it could lead to them posting something that’s negative on your social media page for all to see which, if not dealt with by you quickly, could spread fast due to its high visibility.

The right recruit The type of temporary recruit you hire will depend on which aspects of the business you’re planning to include them in. If it’s an extra pair of hands on the shop ﬂoor you will need the most, you’ll be looking for someone who has customer service experience. This doesn’t necessarily have to be in retail – customer skills are transferable from other disciplines. If it’s the online side of things you think will create the most extra work, someone with a good knowledge of social media platforms would be ideal. If you do decide that you need extra staff

30 craftfocus recruitment

for the festive period, you will need to decide For temporary staff the contract can be very whether to recruit an employee yourself, or simple, covering such points as; notice required use the services of a recruitment consultant. (from both sides), expected hours of work, Both methods have their pros and cons. Unless procedures to follow if they are ill, details of you have someone in mind for a role already, remuneration (including current minimum recruiting yourself can take time and effort wage information) and how this will be paid, in the forms of advertising the position, and and any holiday or sickness entitlement. interviewing prospective employees. Using a consultant should, in theory, be relatively Are temporary workers entitled to sick pay? stress-free, with you simply putting in a request Most temporary workers are entitled to for staff with an agency of your choice. This statutory sick pay. The exception to this would method will be more costly, however. be temporary workers engaged on a ‘Zero A lot will also depend on how much Hour Contract’ whereby the employee is responsibility you are looking to hand over, too. available for work but does not have specified Do you want to hire someone to whom you hours of work. This is a rather more unusual can hand over the running of your shop so contract and only used in very specific cases. that you can have a day off at some point? If so, it’s probably worth using a recruitment service Are temporary workers entitled to to find suitable staff, as a recruitment agency holiday pay? will have the necessary references for their Yes. All temporary workers accrue statutory candidates, and will be able to quickly tell you holiday pay as they work. The employer’s whether or not they have someone available payroll department (or agency if used) will with the appropriate skills and experience on keep a record of this and pay the worker their books. They may even be able to tell you accordingly. When the temporary worker if they have anyone on their books who has wants to take holiday they must get the specified an interest in crafting on their CV, employer’s approval and check that they have which would of course be an added bonus. accrued enough holiday pay to cover this (they It’s also wise to consider whether or not are entitled to take this unpaid if both parties you would be happy for a temporary staff agree to this). member to cash up at the end of the day, have the codes to your alarm systems – some How much should temporary workers companies do have a policy against this for be paid? risk-protection purposes. As in any job it would depend on what skill set We asked Liz Norton, owner of recruitment the temporary worker would require however agency JM Personnel, for advice on hiring there are guidelines to follow on the national temporary staff. minimum wage. The minimum wage currently stands at £5.80 for anyone aged 22 or over. Jobs, or you can place adverts on the Job Do temporary staff need a contract? For those ages 18 – 21 inclusive it is £4.83, and Centre Plus website, as well as approaching Yes, there are various contracts that can be for anyone under the age of 18, but no longer local colleges and universities who will applied to temporary staff, but all staff require of compulsory school age, it is £3.57. advertise to their students for holiday work. a contract to protect both them and the employer. The main two types of contract for Where is the best place to advertise for How much responsibility should temporary temporary workers are ‘Terms of Engagement’, temporary staff? staff be given? and ‘Contract for Services’. None of these There are various different places to advertise This would again depend on what kind of constitutes a ‘Contract of Employment’ (which for temporary staff. These places can include person you are looking for and would be tend to be reserved for permanent staff). job boards online such as reed.co.uk and Total down to the managers discretion as to how

craftfocus 31 christmas stafﬁng

much responsibility they are given. Each employee is an individual and has different capabilities.

Should I use an recruitment agency, or hire someone myself? Using an agency can help take a lot of the pressure out of legal considerations. For example if you have hired someone through an agency and they were unreliable, it would be the agency who has to manage the temporary worker, and they would inform the person on your behalf that they are no longer required. This would also apply if you just decided you no longer needed the staff. Also, the agency would take responsibility for paying the temp workers National Insurance and holiday pay. The majority of agencies are very approachable and would be able to help with any enquires. When using an agency for temporary staff, remember it’s the agency who pays and naturally you are charged a nominal fee on top, but do not hesitate to negotiate with the agency as most are prepared for this. If after a set amount of time you decide to employ the person directly, you will be charged an introduction fee. Always ask for a copy of the Terms of Business as this will help clarify any underlying issues you may have. C

32 craftfocus Creative Products Distribution Ltd Importers & Distributors of Craft & Hobby

Eco-Fi: High quality polyester ﬁ bre made from 100% post-consumer recycled plastic bottles used in the manufacturing process of Kunin Craft Felt.

For further information about Kunin Craft Felt please contact :HDUHGLVWULEXWLQJWKHHQWLUHUDQJHRI%HDFRQ$GKHVLYHV

Fashion Futures Limited, Units 1 and 2 Mace Industrial For further details or to arrange for an agent to call, please contact: Estate, Ashford, Kent TN24 8EP. Mark Wilson on 07917 563 267 or (+44) 0208 953 2143 [email protected] www.creative-distribution.co.uk Tel +44 (0) 1233 625227. Fax +44 (0) 1233 612352 Unit 4, Lockwood Industrial Park, Mill Mead Road, London, N17 9QP

needlepoint

Felicity Hall

Felicity Hall making a point Needlepoint’s come a long way in recent times. It’s easy to learn, and with modern designs popping up in the craft world, there’s no wonder it’s coming back into fashion

Needlepoint’s history can be traced back Tapestry is textile art, not needlework. It are appearing in the high street as the vintage, as far as Ancient Egypt, where its trademark is a woven fabric, made either by hand or by eclectic look is really popular at the moment, slanted stitch was used by the people of the machine, and the design of the piece is created and stitched items work well with this look,” day to hold tents together. Fast forward a few by the weaving process itself. To simplify the says Felicity Hall (pictured thousand years to the late 20th century and defi nition; needlepoint designs are crafted onto right), a designer who needlepoint is beginning to suffer from a rather the fabric, but with tapestry, the fabric itself retails a striking array of old-fashioned image, with with dated designs forms the design. “Tapestry weaving isn’t at needlepoint kits at and fusty reputation. all similar to needlepoint,” www.felicityhall.co.uk which However, in a similar fashion to its fellow explains Kelly Fletcher of demonstrate just how needlework craft – knitting – needlepoint Jolly Red, pictured right and contemporary the craft is enjoying something of a modern-day supplier of a huge range of can be. renaissance. Led by trend-setting fi gures in needlepoint kits, including Designs are modern, fresh and funky, and fashion such as Vivienne Westowood, and spec cases, teacosies, wouldn’t look out of place in a thoroughly luxury Italian fashion house Fendi, whose cushions and Christmas modern home with chic interiors – and not in catwalks were alive with needlepoint handbags stockings. “Weaving a tapestry involves a an ironic sense, either. Colours are strong, bold this season, the resurgence in interest for this warp and a weft, and it gets built up from the and proud, and the items are attractive in their look has spurred an interest in the craft from a bottom of the design to the top.” own right. younger, chicer crafting demographic. Kelly says needlepoint is much easier to Perhaps it’s an interest in all things vintage- learn than tapestry, with most people picking The stitched look and-antique-looking which has inspired the up the basics in around 15 minutes. “Any Consumers are currently revelling in the latest interest in needlepoint from a younger mistakes that are made can be un-picked, stitched look which has been adopted by age group, coupled with the seismic shift in though I prefer to think of them as ‘character’ iconic fashion designer Vivienne Westwood appreciation from new, expensive commodities and leave them in!” she explains. “An added on the designs of a selection of wall-hangings to those which are handmade and unique. bonus to needlepoint is that it’s also portable, and cushions, and we are even witnessing so perfect for crafters on the move.” needlepoint-inspired sofa covers at Ikea. Needlepoint, needlework, embroidery or Embroidery is a close relation of Of course, there is the crafty section of the tapestry? needlepoint. The main difference is that population which, whilst embracing fashion There is much confusion among many embroidery involves decorating and trends, always wants to put its own stamp on non-experts as to exactly what is and isn’t embellishing textile fabric (usually cotton or things and make its own unique yet fashionable needlepoint. Needlepoint is often (incorrectly) linen), and needlepoint designs are worked products, rather than buying them. “In the last called tapestry, so for those not in the know, upon a canvas. few years, the needlepoint market has changed and for the purists reading this, let’s fi rst Needlework is an encompassing term dramatically,” says Felicity. “Far more modern address the differences between these that denotes anything that uses a needle to designs are being produced, and new designers two crafts. construct the fi nished piece; crochet, knitting, are popping up all of the time. quilting and cross stitch all fall under this “Craft in general has had a real facelift; it umbrella. All needlepoint is needlework, but began with knitting and it’s gradually spread not all needlework is needlepoint. across the whole sector. The economic Confused? In truth, the defi nitions don’t downturn had a real effect in the ’make it really matter. Younger consumers that are yourself’ movement. Customers want to fi nd now beginning to show more of an interest more sustainable hobbies they can do at in needlepoint do so because of the look home, producing at the same time something of the fi nished item, not solely the skill itself. beautiful that fi ts in with their modern “More and more fi nished needlepoint items interiors.” And it seems that needlepoint is no Jolly Red

craftfocus 35 making a point

Felicity Hall

the market is attracting a younger audience; then helps to maintain a link with their own it’s gradually shedding its dusty image and family’s history. When you make your own emerging as a fun and fashionable way to needlepoint, there is a real sense of creating an spend your free time.” heirloom for the future. Kelly of Jolly Red shares the sentiment that “Another appeal is that you don’t need needlepoint has come a long way. “I started lots of equipment to get started. Jolly Red Jolly Red in the early 1990s and at that time kits come with everything you need for your there weren’t a lot of colourful, modern stitching. A pair of scissors is the only extra needlepoint designs on the market,” she essential, and a tapestry frame is down to exception to this trend. says. “There was definitely a feeling that it personal preference. Felicity sells an eclectic range of needlepoint was an old-fashioned hobby, and a lot of the “Also, you can be sociable when you’re kits direct to consumers, with designs ranging designs had quite a dated feel to them that stitching; but at the same time, it’s a quiet from modern cushion covers with sparkly didn’t necessarily sit well with more modern hobby so you won’t irritate anyone if you’re and soft metallic thread, to rectangular approaches to decorating and furnishings. watching TV in the same room a them.” retro cushions featuring iconic Cuban car “The more ‘old-fashioned’ designs are With innovative, contemporary designers designs. She also runs a blog which collates still around, which is great for people such as these popping up in the trade, the other interesting, contemporary needlepoint looking specifically for the more traditional future is looking rosy for the craft. Felicity from around the web. It’s this new breed of designs, but the range of subject matter and does not yet wholesale her contemporary contemporary needlepoint designers that is different styles and designs are now much needlepoint kits to any ‘bricks and mortar’ helping to refresh the craft’s image and make greater and has opened needlepoint up to a stores, although once she’s built up her brand it cool. “I think needlepoint’s image is gradually very wide audience. enough, she plans to move in this direction, changing,” agrees Felicity. “More and more “Needlepoint often follows general lifestyle which is good news for retailers. And she finished needlepoint items are appearing on trends. At the moment, there’s a feeling that believes that when selling needlepoint, creating the high street as the vintage, eclectic look people are getting back to basics, not living too a contemporary image is the route to success gains momentum, and stitched items work extravagantly, possibly growing some of their for the craft retailer: “Start with a small range very well with this look.” fruit and vegetables – having their own supply of modern kits for the shop,” she says, “some It’s true that Felicity has unearthed a of eggs, so this translates for Jolly Red as lots which are suited to the beginner, and a few consumer demand for modern and funky of interest in our ‘Old English Cockerel’ design for the more accomplished stitcher and, most designs, which she was first alerted to whilst and its partner ‘Old English Hen’, and the sales importantly, display them in a contemporary working at a specialist needlepoint company. of our new ‘Chick Chick Chicken’ teacosy have way – there’s nothing worse than going into a After studying textiles at college, and then been fantastic.” craft shop and finding all the needlepoint kits painting at university, Felicity moved to London at the back getting dusty. Samples of finished and worked at a company that provided Lasting quality designs always make a huge difference as high-end bespoke needlepoint designs, and There are multiple reasons why needlepoint customers like to see what their end product hand-painted canvases, and developed a real is an attractive hobby, whether the will look like!” passion for the craft. “I used to discuss designs designs are contemporary Felicity also recommends learning the regularly with the clients, who often wanted or traditional. craft yourself so that you can provide an ad a more modern approach; it was then that Kelly believes the lib demonstration for a curious customer I realised there was a gap in the market for longevity of the when the need arises and, hopefully, get them contemporary kits,” she says. Felicity tells us the finished product, and hooked. says Felicity. “I always suggest that kits are so far increasingly well-received and the fact that designs beginners try using a large gauge plastic canvas speak for themselves in promotional terms; will survive for years to learn the stitch technique and then try a she’s only had to rely on word-of-mouth to come, is an attractive kit that uses just one strand of wool in the advertising, features in magazines and social selling point to crafters needle with block colours, as shading can be media to generate business. wishing to create slightly harder to master,” she says. “Once you’ve “More designers are using needlepoint something of lasting learned the basic stitch, needlepoint is very as their chosen medium,” continues Felicity. value. “The finished simple, extremely relaxing and very addictive!” C “Companies like Jonathan Adler, Anthropology results are hard- wearing, practical, and The Rug Company are all embracing it and Jolly Red producing lots of fashionable needlepointed easy on the eye, and Further information products which is really helping its image. will last a very long time,” she says. For further details visit www.jollyred.co.uk The arrival of new contemporary designs in “People often inherit stitched pieces, which and www.felicityhall.co.uk

36 craftfocus ´'HFN\RXUVKHOYHVZLWKNLWVVRMROO\µ

Colourful kits to stitch, or give as gifts. Starter kits, cushions, teacosies and wonderful Christmas Stockings Tel: 01460 281111 [email protected] ♥ www.jollyred.co.uk

Jolly Red, Unit 1, Monk’s Dairy Workshops, Isle Brewers, Somerset, TA3 6QL making a point

We ask some market leaders about what’s hot in needlepoint now

if you have an eye for detail too, of course. Our kits and charts Jayne Schofi eld, Th e Stitching Shed are perfect for beginners or for more +44 (0)8451 576 045 experienced stitchers who want to www.thestitchingshed.co.uk create something quirky. How many retail outlets stock your products? Why do you think people love We have approximately 250 outlets in this needlepoint so much? country, ranging from the smaller independent Probably for the same reason I needlecraft shops through to the larger high do - it’s relaxing, it’s easy to pick street stores such as John Lewis. As well as this Claire Brown, Stitch Up Designs up when you have time, it’s portable and it’s we have quite a strong needlepoint following www.stitchupdesigns.co.uk often quick to show results. over in the States and in Australia.

Which needlepoint products do you sell? How has the needlepoint market changed How easy is it to learn? Stitch Up Designs create contemporary, on- since you’ve known it, and what’s next? Needlepoint is a really easy craft to learn. trend kits that make it easy to create a modern In the ﬁ ve years I’ve been in business, people As long as you can thread a needle and masterpiece for the home. We aim to provide are a lot more accepting of there being a need keep a correct tension when sewing then a modern alternative to the traditional kits for something different in the market. It’s been you’ve cracked it. We ﬁ nd that a lot of our that dominate the market. There’s nothing hard to get the more traditional craft shops needlepoint kits are bought with children in wrong with those, but times have changed, and to see that there are a whole group of new mind because of this accessability. It’s a great people want something more contemporary. stitchers to cater for who don’t want the more way to start them off and get them used to At the moment, we mainly retail online. We traditional kits, but they are slowly coming mastering a needle. have about eight bricks and mortar stockists, round to the idea that this craft will not stand including Liberty and John Lewis, and we’re still forever. Also, people are now valuing Why do you think people love needlepoint looking to expand this. Our best-selling designs handmade items a lot more than before, as so much? are the Union Jack and the Union Jack Skull. they become disillusioned with mass-produced Unlike counted cross stitch, you don’t have to goods on the high street. be absolutely precise about stitch placement How easy is the craft to learn? The whole image is changing. Producing and you don’t have to keep stopping to follow Very easy! Anyone can do it. All it takes is modern designs such as the ones we offer concentration and basic motor skills! It helps means we’re helping to create a new ‘average crafter’. Nowadays, it’s successful women in their 20s and 30s who until recently wouldn’t have been seen dead knitting, sewing or handmaking anything. The recession’s meant that people want their money to really count and stretch further. Needlepoint will continue to have a modern revamp – designers will continue to produce more contemporary pieces than we’ve seen before. Nautical is a trend that never seems to go away, and I hear that stripes will be huge once again.

38 craftfocus a graph. It’s a bit like a stitching version of up and coming designers are being drawn to painting by numbers. Needlepoint is one of Cara Ackerman, DMC Creative producing unique and creative patterns and those great hobbies where you can curl up World ideas for needlepoint. with your project, whilst watching the telly at +44 (0)116 275 4000 the same time…it’s so relaxing. www.dmccreative.co.uk What’s selling well at the moment? We find that block-colour designs, which make How has the needlepoint market changed Which needlepoint products do you sell? stitching simple, are particularly popular at since you’ve known it? DMC supplies a wide selection of thread for the moment. Our designs appeal to a wide Our needlepoint customers are definitely all needlepoint, including tapestry wool, soft demographic of approximately 35 up to 70 expecting more contemporary designs these cotton, stranded cotton and pearl cotton years of age. days. Needlepoint originally stemmed from the threads. We also offer a selection of tapestry country and I think it still has strong links there. and needlepoint kits including a new collection What advice would you give to a retailer Inspiration and trends stem from all around, of Woodland Folk characters which children looking to begin selling needlepoint? fashions come and go, but some images remain and beginners will love. Also new for the It is important for retailers to offer a wide commercial such as chickens and pigs. autumn are two printed Tapestry Kits of selection of products suitable for the We are finding there is a big demand for Coronation Street™ iconic designs from the needlepoint market from the various DMC up-to-date colour palettes and we spend a lot ITV Studios, using half cross stitch and DMC threads that are available on and in custom- of time researching themes to keep on trend Soft Cotton. Why not take a nostalgic trip built display units suitable for consumers to with imagery. We also find that mums buy down memory lane and offer stitchers a way self-serve. Colourful displays, partly worked our children’s needlepoint kits, not only for to create a unique Coronation Street heirloom samples and finished designs always attract their kids but also to make for nurseries. Our for the future to either hang on the wall or to stitchers who want to find out more and smaller designs sell the best, particularly the make into a cushion? create their own piece of stitching. We cute and girly kits such as Princess and Pony. encourage retailers to hold workshops and How has the market changed since you’ve taster sessions in their stores where stitchers What advice would you give to a craft retailer known it? can have a go and see how easy it is to stitch looking to begin selling needlepoint? Although the techniques for Needlepoint have a needlepoint design. Many needlepoint I would begin by trying to get a feel for your not changed over the years, the uses for the products make perfect gifts. C customers. Are they novice or experienced? finished items have altered. Stitchers still love Do they like fun designs or the more country to create pictures to hang in their homes and kitchen look? Once you have established this also to have as unique cushion covers; but you then get in touch with a supplier and talk can now see needlepoint being used for bags, through the range. We work together with our mobile phone covers, make up bags and pencil customers to provide them with a range of cases. goods that is suitable for their market. Some With the stitching market in general DMC purely buy children’s kits, others find that the is finding more and more younger stitchers more country designs sell for them. As we are getting involved. Needlepoint is now have no minimum order it is easy for a retailer accessible for all to try as the techniques are to just sample some of our designs before generally very simple and quick to complete. committing to larger orders. Additionally, it’s It is possible to stitch on a coloured printed always a good idea to have a stitched model canvas but also to follow any charted design on display and we can work with the customer using DMC threads; so all cross stitch patterns to achieve this. can be used for needlepoint. More and more

craftfocus 39 CHA Summer Show

Craft Focus’ Tracy Voice visited the CHA Summer Show this year, which took place from 27th to 29th July in Chigago. Here’s what some of the exhibitors had to say about their experience Review

Mark Lee of Flower Soft Bill Burch of ArchivaLife +1 877 989 0205 (US) +1 858 509 3233 +44 (0)1914 274 571 (UK) www.archivalife.com www.katysuedesigns.com Which new products did you launch at the show? Which new products did you launch at the show? This year, we launched our ﬂ agship product, Several. including Flower Soft® New Cute ArchivaLife, which combines the best of scrapbooking with the popular family history Christmas CD and New Recipes for Happy platform. ArchivaLife provides a lovely and logical format to tell your life story. Families CD, New Moments in Time Christmas - Christmas Spirit and Little Friends Toppers®, and Which of your products were received best? New Moments in Time - The Gift Stamp, Let it Clearly our Classic Edition was the big winner for us, as it incorporates both the Snow Stamp, The Signers Stamp and Little Friend LifeLines element and the LifeImages element. It collects the facts, events, stories, and Stamp. We also accepted pre-sell orders on our images of your life story. exciting Gold & Silver Flower Soft® colors and new Ultra Fine colors, Earth, Ocean, Burnt Sienna What were the biggest trends you noticed? and Pine that will be shipping in October. As evidenced in the popularity of the TV show Who do you think you are? people are becoming more interested in their background, and their story. The craft industry Was the show successful for you? is part of this trend, and ArchivaLife is on the cutting edge. Yes, very. We have found the key to a successful show is pre-show preparation and marketing and having the right people in our booth to work with Nikki Sivils of Nikki Sivils Scrapbooker our customers. Having exciting new products is +1 417 838 0996 also a key part of success! www.nikkisivils.com

Which of your products were received best? Which new products did you launch at the show? Our new colours and new Christmas Toppers. I debuted six new paper collections. Each collection has New colours are always important to keep up a 6x6 mini pad of papers that are full versions of the with consumer demand and our new Christmas 12x12 papers, and 12x12 card stock sticker sheet with Toppers® and Stamps are excellent designs. fun playful stickers.

What were the biggest trends you noticed? Was the show successful for you? Christmas was a strong Yes, CHA is a great place to get your name out. New stores that may not have heard of trend, as it has been in my company can meet me and learn about my products. It’s hard to reach all the craft the past. and hobby stores and this provides a great way to meet new stores and revisit with the stores you’ve developed relationships with in the past. What big trends do you predict? Which of your products were received best? Truthfully, it is hard to I think my Tree Love collection with Bucky the Beaver was most talked about and predict the next trend, but received a lot of attention. Bucky’s a pretty darn cute fat beaver! I am conﬁ dent with all the creativity in the market, it What were the biggest trends you noticed? will be great! Banners and lots of bright colours for the fall, which I couldn’t be more thrilled about. Both are right up my alley.

40 craftfocus show review

Hany Tawﬁ ck of Connie Crystal +1 732 721 6379 www.conniecrystal.com

Which new products did you launch at the show? All of our products have been around for a while, but we have just made a transition into the craft industry and to our new customers these are new products.

Was the show successful for you? Yes, trade shows like CHA help bring together the best of the Lianne Smith of Kanban Crafts industry and the people we need to meet in order to grow our +1 941 328 3502 business. Meeting new customers and exhibitors has given us new www.kanbancrafts.com ideas and ways to bring in business, especially in times like these. Which new products did you launch at the show? Which of your products were received best? We introduced products from our Christmas range to the US market All of our products were very well received. Due to the large place for the ﬁ rst time, such as Rudolph the Wobbler. Our new “sparkle” effect we created at our booth, many customers were glittered acetate was a new product that was equally well-received. taken away. Who doesn’t like something that sparkles? Was the show successful for you? What were the biggest trends you noticed? Yes, it gave us the exposure we needed to kick-start our new USA The recession has, and is still, taking its toll on everyone. Small company Kanban Crafts Inc, located in Sarasota, Florida. Equally, our business orders were at a minimum while large prospective brand new US-dedicated website and online ordering facility was customers did show more interest. We’ve noticed that being launched a few days before the show. The show meant that we could creative is not just enough. Everyone looks for a new product no showcase our product ranges to this market. Since the show we have one else has. New ideas are harder to come by and fortunately had repeat orders via our website KanbanCrafts.us. customers have been saying ours was one of the best. Lastly, customers are trying to ﬁ gure out how to put a new twist in to Which of your products were received best? scrapbooking, and hopefully we’ll be it. Our most successful ranges included The Wobblers, Patchwork Pals, The Seasons Collection and Shabby Chic. The success of these What big trends do you predict for the craft world? products, we feel, were based on what Kanban does best, keeps things More family-oriented crafts that bring everyone together. In times simple, on-trend and unique with great design and a quality card stock where people do not go out as often, people would rather spend - CHA visitors couldn’t resist this! We also found that many of our time with family by staying home and doing something creative. two-sheet pack collection proved very popular, as visitors loved that they were perfect to use in their make and takes and craft classes.

Stephanie Hunt of sellers. The Midterm collection is unlike anything else in the industry. Bella Bvld Bella Blvd has closed the gap for high-school and college-aged +1 414 259 1800 students. The patterns and embellishments lend themselves to many www.bellablvd.net different young people, from the jock to the study-worm. One Fall Day, our newest Fall collection, has some great colour combinations Which new products did you launch including turquoise and pink. at the show? Six new product collection, four of which What were the biggest trends you noticed? are now shipping. These collections include Sunny Happy Skies, Hello Lots of turquoise in the colour schemes. There were also lots of Beautiful, Midterm and One Fall Day. home-themed, kitchen/cooking-themed product collections. New product trends included fabric and canvas, while buttons also proved Was the show successful for you? themselves to be strong. Very. With each trade show we increase our customer base and product awareness. CHA is imperative for new and growing What big trends do you predict? companies like us because it allows us to be seen. Retailers The craft world traditionally follows the fashion era with an worldwide ﬁ nd us here and want to be a part of our family. approximate six-month lag. Once you see trends accepted in clothing, Which of your products were received best? handbags and home décor, it’s pretty safe to say the print, pattern Of our newest collections, Midterm and One Fall Day were our best- and textile world will follow. C

craftfocus 41 1RZ$YDLODEOH$W -RQHV &RPSDQ\ JONES & CO. (NOTTINGHAM) LTD. Tel: (0115) 978 1263 Fax: (0115) 942 0641 Email: [email protected] www.jonesnottm.co.uk Lortas Road New Basford Nottingham NG5 1EH CHA show the American dream Cracking America is a phrase usually heard from pop stars and celebrities in the UK who dream of ‘making it’ in this vast land of opportunity, but increasingly, there are many entrepreneurs in the craft industry who are grabbing their own slice of this huge pie from across the pond

member companies engaged in the design, is also a great was for distributors and retailers CHA FACTS manufacture, distribution and retail sales of to discover the latest innovations and trends • Over 3,500 member companies from products in the US craft and hobby industry. from the US. To make it as easy as possible more than 60 different countries With the UK as the United States’ fi fth largest for British-based companies to exhibit at the • Over 56% of US households craft one trading partner overall, and second largest CHA Winter Show, CHA has partnered with project a year creating a $27 billion US trading partner in the EU (in terms of goods), the Alternative Sales Company as a sales agent craft and hobby industry the overall US-UK trade relationship is solid. for the United Kingdom. The Alternative Sales • US craft industry grew by +.05% According to the United Kingdom Trade & Company will coordinate CHA membership, in 2009 during the height of the US Investments (UKTI) the US is the UK’s top shipping, travel, visas, and any fi nancial support recession export destination and second largest trading that may be available from the UKTI. partner overall. The next show on the calendar is the The Association runs the oldest and largest CHA Winter Show, which will be making its The US is a nation of avid crafters. A leader in craft and hobby industry trade shows in the debut at the recently-renovated Los Angeles world crafting trends, it’s a £17 billion industry world; the CHA Winter Show and the CHA Convention Centre. The show will focus that just keeps on growing, and the starting Summer Show. Exhibiting at these shows can industry attention on ‘innovation’ as its theme, point for many craft companies wanting to open the doors to the US craft market which, and it boasts between 100 – 150 professional- capitalise on the US market is the Craft & despite the worst recession in America for grade business sessions, seminars, workshops Hobby Association (CHA). a generation, saw a £17.3 billion consumer and consulting sessions geared at educating The CHA is an international, not-for-profi t spend in 2009, a growth of 0.05%. manufacturers and retailers on the hottest and trade association consisting of thousands of Visiting the show and just walking the fl oor most pressing craft and hobby industry topics. Membership of the CHA is open to all craft businesses that design, manufacture, distribute, wholesale or retail products, or who

CHA WINTER SHOW FACTS

• Celebrating 70th Anniversary January 29th – February 1 st, 2011 at the Los Angeles Convention Centre in Los Angeles, California • Oldest and largest craft and hobby trade show in the world • Hosts between 600 – 800 exhibitors in more than 185,000 sq ft of exhibition space • Offers more than 100 professional- grade work shops, business sessions, and consulting sessions geared at craft industry retailers and manufacturers

craftfocus 43 the American dream

provide services to companies in the craft and hobby industry. Membership dues are To fi nd out what the how to organise my booth, get carpeting determined on a self-reported, sliding scale, experience is like and furniture for the booth, and I wasn’t based on revenues in the industry. Dues start for a UK company aware of the hidden costs associated with at approximately £96 for professional crafters, at a CHA show, we an overseas show (such as ‘drayage’ and the designers, retail businesses, manufacturers asked Sara Davies of fact that everything is unionised, which is and service providers, and increase based Crafter’s Companion different to how things operate here). Also, on revenues. There are numerous benefi ts about her experience. Gardenex organised group hotel and fl ight to membership, including, amongst other bookings, so we got better pricing, and also things things, exhibiting at the shows, access “I started my company in October 2005, they helped us through the government to exclusive research on consumer attitudes and realised there was opportunity for my funding programs which were available at and usage, emerging trends, insights and products on a worldwide stage. I had heard the time. Gardenex has subsequently taken consumer motivation, education resources, of the CHA show in America, so I went over groups over each year when there have as well as tools such as a full suite of articles, to visit the show in January 2006, to walk been enough British companies interested. presentations and documents on industry the fl oor and see who the big players in the “I came to the decision that the best standards, current technologies, supply chain market were. options for my company and our products information and other information to help “In January 2007 I exhibited at the show was to supply independents directly, but businesses run more effi ciently. C with my products – I went to the show to do this from a US base, not sending with no expectations, and was wanting individual shipments to stores from the to come away from the show with a UK. We set up a base in Orlando, Florida, clear understanding of how best to go primarily because we manufacture all of our about distributing my products in this products in the north east of England, and market – was is through US distributors, ship in containers on to the east coast of was it to license my products to a US America. manufacturer, or to try and sell directly to “We have since exhibited at every CHA the independent shops? The CHA show show since (both winter and summer was the ideal opportunity to fi nd out more shows) and built up our American company about these different options, to speak to from here. various manufacturers, distributors, agents, Exhibiting at the CHA show for us has independent retailers, customers and CHA been about showcasing our products on an offi cials to gain a valuable insight and make international platform, and from the show a decision. we have picked up numerous contracts and “I went over as part of a group led distributors from the US and Canada and by Gardenex, who are a government also from further afi eld, such as Germany, organisation that take groups of exhibitors Scandinavia, South Africa, New Zealand and over to trade shows. The benefi ts of doing Australia (to name a few). it as a group (there were 12 companies The CHA show is absolutely one of exhibiting together) was that we were all the best places to be to meet potential in the same boat – this was our fi rst show, customers or partners, and the networking we were all learning about the market, and opportunities that come as part of the we were able to help and support each show are as important for us as the orders other. Also, I wouldn’t have had a clue about we write.”

Further information Find out more about the CHA at www.craftandhobby.org and its shows at www.chashow.org. For details of The Alternative Sales Company’s programme, or to sign up as an exhibitor at the CHA 2011 Winter Show, contact Kevin Burnal on +44 (0)1342 841 731 or email [email protected].

44 craftfocus 7HO)D[ (PDLOLQIR#UXLWRQJOWGFRP ZZZUXLWRQJOWGFRP

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Trade enquiries e: [email protected] t: 0117 3005244 www.viridianyarn.com knitting

Select Yarns the nation is knitting Some say it’s the biggest trend in craft in recent years, others that it never really went away. We ask industry leaders just what it was that got Britain knitting again, and how retailers can make the most of it

Sue Morgan, Get Knitted knitting if they get stuck. This is so much easier How do you tempt in new customers? +44 (0)117 300 5211 than trying to help on the phone or by email! We have a workshop schedule, knit and natter www.getknitted.com sessions twice a month, a knitting clinic and Has the average knitter got younger? in-store promotions too. Which products do you sell? I never like that sort of question! The We stock an extensive range of yarns from stereotypical image of ‘a knitter’ is that of an What advice would you give to a retailer around the world, a huge selection of needles old graying lady sat in a rocking chair, but I’m looking to move into the knitting market? and knitting accessories, buttons, books and not sure that has ever been the case . We have With knitting, space is very important within a fabric. Our visitors’ book is testament to our knitters of all ages visit the shop and it’s always shop unit. Try to create an environment where comprehensive selection and people have nice to see a young child’s smile of satisfaction customers can come in and feel completely come from all around the world to visit our when they have just learnt to knit. Knitting comfortable browsing. shop, which is very fl attering. spans all ages, which is great to see and be a part of. For how long have you been retailing online? John Morley, Nearly 8 years. What do you think infl uences trends in Select Yarns knitting? +44 (0)1948 710 925 Is the online market very different from the Current fashions can dictate the trends but market at your bricks and mortar store? internet forums, blogs and other sites have a Do you fi nd customers Not too dissimilar really. Sometimes we have massive impact on what happens. It can be are loyal to brands of ranges that sell like hot cakes in the shop and quite unpredictable, but keeping up with online knitting products? don’t move online at all and vice-versa, but chat, as well as visiting trade shows, all helps to With our retail generally we seem to cater for the knitters’ keep the company up to date. customers, I think that needs. Having the bricks and mortar shop is loyalty is also mixed up with trust, and if a brilliant for hands-on feedback from customers Are consumers brand-conscious? manufacturer delivers a product that doesn’t and fi nding out what they would like to see As in any industry there are always going to be meet the expectations of the consumer, then in store, and we can also help them with their people that are brand-conscious but generally the retailer will loose their loyalty to the I don’t think so. My customers like to knit with manufacturer. Also, it’s all about sales velocity, quality yarns and rely on me to provide that in that if products fl y off the shelf, are well for them. So I would say they are defi nitely advertised and promoted to the consumer, quality-conscious but not brand-conscious. and make a good return for the retailer, then Sirdar has always been a continual good selling the retailer will be very loyal to a manufacturer. line but the hand-dyed yarns we stock, whilst As with most consumer products, loyalty is more specialist, prove very popular too. hard won, but very easily lost.

What trends are big right now? What advice do you give to a retailer looking Big chunky yarns are still continuing well into to move into the knitting market? the next season. Sock knitting is still very The target market of your potential new popular, and there has always been a generally- customers (of knitters) is very closely defi ned. unmet demand for lace-weight yarns in this Work hard to ensure they fi nd you very country. However, there is now a wonderful welcoming and attentive to their wishes. Use selection to choose from in this fi eld. localised media to advertise your new shop,

craftfocus 47 the nation is knitting

King Cole

and also don’t forget the power of forum sites products. In short, retailers need to keep their like Ravelry. Once you know who they are, ears to the ground, not be afraid to sample keep them involved with your business with some new ideas, and to know their customers’ workshops and knit and natter groups. When requirements. considering what stock to carry, always work Although the market is still very heavily with the suppliers that can give you both a good biased towards acrylic products, I do feel that margin, as well as a fast delivery, because the key some younger knitters are discerning towards to your success is mainly based on keeping your the more luxury, real wool end of the spectrum. stock turning over as quickly as possible. Don’t I am sure that this trend will continue as acrylic let them overstock you. Having a lot of your products start to rise in price, and our more money sitting on shelves staring at you doesn’t experienced (and older) knitters are replaced help the bank balance. by a younger and more fashion-conscious consumer market. Which of your products fit with current trends? Scrumptious from Fyberspates is being launched Do you think that the popularity of knitting in Lace, 4 ply and Aran weights, and I see that groups, such as Stitch London, has lowered the these will fit into a niche for the discerning age of the average knitter? consumer. White yarns, in 20 different weights, I wish I had the resources to fund a research mainly used for home dyeing, are proving to be project to prove the point. I think that incredibly popular as consumers seem to want community knitting in general is a very essential to stamp their own mark on their garments. activity to keep the market growing, as it provides that much-needed group experience Why do you think knitting has had such that we all need from time to time, but it also What advice do you give to a retailer looking resurgence in popularity? allows knitting skills to be passed on to less- to move into the knitting market? The quick and simple answer would have to be experienced knitters. If I had a retail outlet, Quite a number of other-craft-based retailers that in these times of recession, consumers are I would be extremely enthusiastic about have taken steps to enter the knitting market looking to find ways of saving money. Personally encouraging the people who spent money in due to its continued buoyancy . We advise that I think we have a longer trend of consumers my shop to use the products as quickly and as they choose a reputable supplier with a long wanting to create their own image and hand- often as possible so that they came back for tradition in the industry and then they should dyeing their yarn into their own mix of colours, more, and brought all their friends that they had receive proper guidance. and then making their own distinctive garments. encouraged to start knitting! King Cole believes that a retailer should look This allows them to be individual, rather than to join in a trading partnership which gives a high street lookalike. So, the answer to the mutual benefit. Their shelves should be well question is a combination of thrift and style. stocked with good-selling lines, but a mountain of back stock is unnecessary. We have the What influences trends in knitting, and what is Lance Martin, warehouse, are 98% in stock 98% of the time next? King Cole and can deliver within three days. As in most consumer markets, a trend might +44 (0)1535 650 230 only affect a small proportion of the market, so www.kingcole.co.uk What influences trends in knitting, and what is it’s important to keep everything in perspective. next? There is a difference between short-term Do you find customers As younger people take an interest in the craft, novelty items that last a year or so, and then are loyal to brands of they bring enthusiasm and demand for ideas are put aside until their time comes around knitting products? more adventurous and modern; if you like they again, and the long-term trends that affect the We don’t believe that today’s knitters are as keep us on our toes! Trends tend to follow whole market. I think that these longer-term brand-loyal anymore. They are driven by fashion fashion in the ready-made market; the unisex trends are established outside of the knitting images and colour first, leading to the selection cardigan, the crochet look etc. are all chain industry, but are taken up by designers and of the appropriate yarn for the given project. store trends which the knitter has demanded in manufacturers when considering new knitting pattern form.

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Artesano

expanding in hard times, but if its new to your business , research is paramount, and make sure you employ a couple of knitters too.

What inﬂ uences trends in knitting, and what is next? To some extent knitting is inﬂ uenced by fashion; the colours designs that are used. As well as your yarn, knitters need needles and the more interesting, practical and desirable these are, the more you will sell. We are very lucky – sock wool is trendy and has been for some time and I dare say will be for some time to come.

Which of your products fi t with current trends? We are fi nding that the Clover gadgets and gizmos are selling well at the moment as they fi t the knitters’ desires. Also, Clover felting The crochet look continues to be big, and products seem to be selling well. knitted fashion scarves will again feature this autumn/winter. Why do you think knitting has had such a resurgence in popularity? Which of your products fi t with current trends? Knitting is now a major hobby. In the past it King Cole`s Chunky ranges will again be was a necessity. When fi nished goods became Knitting has a huge following and once knitters major sellers this autumn whereas lines like cheaper in the shops than you could make have used a product that they like, which gives BambooCotton DK and Smooth DK yourself, the art died out somewhat. The more them the results they want, they do remain are favoured for crochet work. The K.C. recent situation is down to good quality yarn, loyal. The Brittany Birch needles and hooks all Baby Comfort family continues to increase nice tools and people’s desire to fi ll time by have a fi ve year guarantee, so knitters know in popularity. making something they can show off. that their investment in a quality product It’s good to see young people become will be value for money. An investment in a interested in knitting. My daughter has been beautiful yarn needs to give lovely results, with David Husbands, taught to knit by her mum, and she was in garments that stand the test of time. All of our Viridian turn taught by hers, but not everyone has that products have a loyal, growing following. +44 (0)117 3005 244 opportunity. It is great to see people organise www.viridianyarn.com themselves in groups both to learn and Why do you think knitting has had such share information. resurgence in popularity? Do you fi nd customers are The recession has made people concentrate loyal to brands of knitting on activities at home. Knitting has changed products? from a money-saver into a craft to be enjoyed. Yes – we have been distributing yarn and Jenny Coomber, Homemade items are now preferred over accessories for some years now and it is clear Artesano Yarns the cheaper mass-produced products. People that customers come back time and time again +44 (0)118 950 3350 are returning to traditional crafts, like bread for brands like Opal and Clover . www.artesano.co.uk making and sewing. The vast array of exciting yarns hitting the market has inspired knitters What advice would you give to a retailer Do you fi nd customers both novice and experienced. The new wave looking to move into the knitting market? are loyal to brands of of knitters has found a relaxing and enjoyable Selling knitting products is good business as it is knitting products? craft, which gives them the ability to make

50 craftfocus Artesano

and social trends are heavy infl uences on the knit for their babies; something trendy and not fashion world. Watch the news and read news mass-produced. Knitting groups offer a great media from around the world to stay up to social environment, often over a glass of wine, date. Artesano is a family run business with and attract knitters of all ages and abilities. It three generations working together when is great to have a group where someone will making decision on colours and designs. We always be on hand to help if you get stuck. like to think that this means our products and Groups allow our more experienced knitters patterns will appeal to all ages. to pass down their knowledge and expertise Brightly-coloured knitted garments are of a beautiful craft. fashionable and they look good trimmed with trendy buttons in coordinating colours. something unique. This hobby can be done A simple child’s cardigan can be made to in solitude or socially as part of one of the appear extra special if you take a contrasting growing groups up and down the country. It is Emma Wood, Coats yarn and blanket stitch all around the edges. now acceptable to knit in public! Craft s UK Adding pockets to an otherwise plain knitted +44 (0)1325 394 394 jumper or embroidering a plain collar will bring www.coatscrafts.co.uk What advice would you give to a retailer it up to date. Baby clothes always used to be looking to move into the knitting market? hand-knits in white or pastel-coloured wool, Do you fi nd customers A retailer needs to understand the customer but trends have changed. Wait to see the new are loyal to brands of base and the level of investment knitters will collection in September by Julie Ferguson in knitting products? make in particular areas. A good shop would the Artesano Superwash! I also believe that Customers will always continue to be loyal offer inspiration to knitters of all abilities and knitters want good-quality natural fi bers. The to their favorite brands, however the hand make them all feel at home asking questions. A trend of throw-away fashion is no longer valid knitter is always keen to fi nd that niche one-off good understanding of the customer’s needs – people are wanting quality that lasts. Knitting product, or a hank of beautiful dyed yarn. For is essential and customer service is paramount with the best products allows you to do this. to success. The increase in popularity of knitting as a craft is making for a competitive Which of your products fi t with current trends? industry with a much wider choice; customer We work very closely with a number of new retention is key to success, so groups and and established knitting designers. We have just classes would help to build loyalty. Having released a new children’s collection by Tina an attractive window display draws people Barrett in the Artesano Superwash yarn, called into a shop, but when there it is important ‘Pick ’n’ Mix’ This collection is for children aged to have everything displayed in an attractive 3 – 12 years, and includes patterns for a girls’ and appealing way. An open, airy atmosphere trendy short-sleeved dress, to be worn with is always inviting, with garments on display to leggings, and a hooded tank top. All of the show the fi nished articles. A successful website designs are knitted in bright colours to appeal will retain customers, with easy navigation, clear to the trendy children of our knitters! To follow pricing and no broken links! Also, look carefully shortly is a gorgeous collection of children’s at the investment that will be required and accessories, including a bang-on-trend sock understand that a successful business takes hat and ruck sacks with Russian doll features. years to show a healthy return on investment. These even have the side pockets for sports bottles. In the Manos Lace collection, there is a What do you think infl uences trends in beautiful snood called Jayne by Judy Furlong. knitting, and what’s next? Knowing the current trends is useful Do you think the popularity of knitting groups, information to possess. An easy way to stay such as Stitch London, have lowered the age abreast of this is to subscribe to major fashion of the average knitter? magazines. Trend watching is not limited to I believe this is the case. Lots of schools now fashion. Political, economic, environmental Crafts UK have knitting classes, and young mums want to

craftfocus 51 the nation is knitting

Coats Crafts UK

During recent economical instability, people 48. Designs like Wayfarer, Hetty and Lidiya have returned to traditional crafts as cheaper, embody these trends perfectly. lower-quality garments become less attractive Products like new autumn winter yarns, as short term fixes. Instead, the consumer is Renew, using recycled wool, British Sheep choosing to invest in the concept of quality breeds, and Boucle reinforces Rowan’s and longevity, seduced by luxury, tactile displays commitment to providing knitters with in store. It is also worth mentioning that the sustainable and ecological options. Also, 100% so called celebrity status of knitting has started merino yarn, Drift and our silk wool and to grow, and in doing so seems to encourage superkid mohair mix, Silk Twist, also support younger crafters to get involved and start this season’s key trends. knitting. For example, collaborations such as of that between Rowan Studio and the Royal Do you think the popularity of knitting groups, College of Art have strengthened the design such as Stitch London have lowered the age and fashion based connotations that surround of the average knitter? the knitwear industry. Rowan has always had a wide appeal and attracts a cross section of knitters young and What influences trends in knitting, and what’s old, so this is something that is not new to next? us, though crafting has gained much more All Fashion trends, not just hand knit, are of a mainstream audience over the last 10 influenced by many aspects of modern society. years due to the rise in groups such as Stitch However, trends in knitting tend to be more London, and also support from press. You can’t natural, for example recycling, sustainability and seem to switch on the television these days product traceability. This is because if you knit without seeing traditional crafts being given a something, you invest both time and money modern twist or endorsement from influential in it, and having complete knowledge of your figures or celebrities. The boom of the online finished garment is just part of the process. crafter has only strengthened this with forums many knitters it is often the seduction of an As global awareness of the need for social such as Ravelry gaining centre stage along with individual product that can be the draw. This is and ecological change increases from year to blogs from key designers. C where Rowan supports these two elements, year, demand for products such as recycled being a trusted brand offering customers yarns can only continue to grow. More and individual products. more people will begin to make the conscious What advice would you give to a retailer decision to become more responsible in the looking to move into the knitting market? choices they make in all areas of their every Retailers need to know their client base and day life, with the craft industry taking a leading pitch the selection of yarns accordingly. They role in this. need to think of the kind of customers they will attract; are they artisan crafters looking Which of your products fit with current for a unique niche product, or the dedicated trends? knitter who always has a project on their For autumn/winter 2010, the recent move needles? But the best advice would be to make towards handicraft remains strong, and catwalk their store as interactive as possible ; knitting trends are all about sustainability. Rustic, felted, workshops, book signings and a good display of slubbed and roving yarns provide warmth, finished garments for example. comfort and security in the form of easy-to- wear, relaxed, big knits. Patterning is heavy, Why do you think knitting has had such a with floral folk, tartans, fairisles, stripes and resurgence in popularity? complex cabling. These key trends have been We feel that a marked turn towards a “make transferred into the three main stories, Nomad, do and mend” mentality has contributed to Russian Doll and Timeless, from our latest the recent upsurge in popularity of knitting. collection Rowan Knitting & Crochet Magazine Coats Crafts UK

52 craftfocus

card making successon trak for

Peter Bratton tells us about his latest venture Craftrak, which lets card-makers track the cards they make and send all over the world

There’s no denying that card-making is a huge The company is keen to grow its number trend amongst crafters. Easy, fun, and simple to of retailers who are operating as registered make, yet intrinsically personal and unique each Trading Posts, which Peter explains will benefit time, there’s often no better way to send a both parties. “Retailers can promote the card- The Crafttrak message than via a hand-made card. making products when card-makers using owl known to Brand new online card-exchange concept Craftrak come in; they will get traffic through crafters as the Craftrak is embracing not only this trend, but their doors and let local crafters know they Craftrakker the world’s social networking-fascination too. exist, through the web service, if they didn’t In a nutshell, Craftrak automates the swapping already know. way for everyone in the craft world to share and tracking of miniature handmade cards all “The Trading Posts also sell the cards and ideas on card-making, share information about over the world between crafters. So how does envelopes, and have proved very popular so where they purchased their products and it work? “Craftrak uses unique’Trakking Codes’ far with crafters.” just generally natter about common crafting which are pre-printed on the back of official The company is now offering electronic, interests. blank cards,” explains Peter Bratton of the downloadable tracking codes so that crafters “It’s also a great way to make lots of friends company. “Makers then decorate the cards and can attach them to any kind of card that they who share the same interests, and keep in send them. wish, without restriction. “We anticipate that touch with people without having to use the “Cards can be sent on many times, passing this will allow us to spread to even more bigger social networking sites.” through the hands of many different people, countries,” says Peter. and Craftrak will keep you informed of the “The concept of Craftrak was inspired by Further information whereabouts of all the cards you have made, Artists’ Trading Cards (ATC) swapping which For more information call +44(0)191 491 and the journeys they have taken to get there.” has been popular for a while,” says Peter. “ATSs 0027 or visit www.craftrak.com. The automated system will not only tell a were originally used by artists as business cards. crafter where to send their next completed On one side of the card, the artist would paint card to, but will ensure they receive a card in a sample piece of artwork and on the other return for each sent out. Users of the system side, put their contact details. have a ‘friends list’, much like other forms of “Because these business cards were social networking, and there are three ways to effectively miniature pieces of art, they became send cards out. People can choose someone highly sought-after by non-artists, who began from their friends list on Craftrak and post to trade and collect them. them the card. They can also allow the system “Although the idea of ATCs seemed to to choose another user of the site at random, cross over well from the art into the craft which is a good way to build up a friend list, world, there were limitations – no personal or, and this is where retailers can get involved, messages, greeting, sentiment or verse, and people can take the cards they’ve made to a so by applying the idea to card-making, and registered ‘Trading Post’. “The great thing about creating an automated system this way to take this last option is that you get to make new all the organisational hard work of swapping friends and meet fellow crafters face-to-face, out of the way, we’ve created a service that or put a face to those from your online crafting crafters love. community,” explains Peter. “The site is free for users, and so it’s a great

craftfocus 55 let’s make cards! Craft Focus Towers gets crafty and puts card- making kits and components to the test...

Craft er’s Companion +44 (0)1388 663 251 www.craft erscompanion.co.uk NAME: Ultimate Pro & Beatrix Potter Woodware Craft Collection volume two +44 (0)1756 700 024 DESCRIPTION: Portable card-making kit www.woodware.co.uk SUITABLE FOR: Ages 7+ with adult NAME: Range of yinks inks from supervision because of the blade Woodware DESCRIPTION: Dye ink, chalk ink and Well if this research is work then I could pigment ink do this all day. What a lovely way to SUITABLE FOR: All ages who love to make cards! And to my surprise I made a create their own designs lovely card and envelope to match. Th ere are so many images to choose from I was spoilt Th ese are good-quality inks. I for choice. And the CD was very simple to particularly liked the eff ect the chalk use and very easy to follow. Th e Ultimate Pro ink has on dark papers – the contrast EMMA ZUCKER has everything you need to make a card all is stunning. Th e pigment ink can be in a portable carry case, so it’s brilliant for used for lots of craft ing; embossing, stamping on card and paper, craft ers on the move. Th e only down side and when it’s heat-set it can be worked direct on fabrics, as well as to this project I had to stop and get on with wood and clay. EZ. TV. some work! TRACY VOICE

Ellison +44 (0)8444 998 181 www.ellison.com NAME: Sizzix Big Shot machine DESCRIPTION: Shape-cutting and embossing machine SUITABLE FOR: Card-making fans

A friend of mine makes cards with a diff erent, older Sizzix machine, and so she helped me review the Big Shot. Th is machine works with Sizzix’s biggest and smallest dies, and it will cut most things, even fabrics. I found this version more user-friendly than the older machine. You feed dies through it by turning the handle, which means that pressure is applied evenly, so there are no partially- ALLISON JACOBS cut shapes, and more than one die can be fed through at once, which saves time. Attractive design and very easy to move around – all in all a great product! AJ.

56 craftfocus let’s make cards!

Katy Sue Designs +44 (0)1914 274 571 www.katysuedesigns.com NAME: Flower Soft Name Card Project DESCRIPTION: Card, paper and Flower Soft , glue B-C-E SUITABLE FOR: Age 8+ with +44 (0)1427 810 301 supervision www.b-c-e.co.uk NAME: Octofun Template Set My nephew Saul, nine, DESCRIPTION: Octagon-shaped templates and niece Lois, eight, were for card-making so excited about making Saul and Lois SUITABLE FOR: Th ose who like their cards the cards, and Saul was to look a little diff erent particularly looking forward to the Christmas cards where we would use the the white, delicate, snow-like ‘fl ower soft ’ on the four An Octagon is not I shape I have made cards choices of cards. We started with the fl ower pots and name cards. with before. It was nice for its originality Th e idea is to build upon a semi-blank card with paper and fl ower and the end results were quirky and fun. Th e soft . Th ere is a combination of pots with fl owers which are cut out written instructions were a bit confusing and glued. Th e fl ower stems are made from little wires that you JENNIFER but the picture examples were very useful. I FISHER glue and dip in the pot of fl ower soft , which is a delicate mixture could really visualise how my fi nished cards of light fl uff y material which has a mixed colour and texture, in would look before I’d made them. I like the smaller, single hexagons two shades. Sprinkling on the glue traces that spelt out names that came with the main stencil. Adding shape detailing to the cards in fl owers was the favourite bit for the kids. Quite fi nicky, we all really gives them a professional feel. I felt this product was a little on the agreed, and I as the adult was in charge of the glue distribution. pricey side (RRP £9.99) but I like the versatile design and I know it will Each person decided where and what was to be stuck,and it last a long time so that I can use it again and again. JF. was great fun, taking approximately two hours to compete. Th e packaging was easy to dismantle and put back together for use in TP. Success for Life the future. Publications +44 (0)1606 868 109 www.makingcardsforchristmas.com La Pashe NAME: Making Cards For Christmas +(0)191 419 0111 DESCRIPTION: Th is CD features 10 www.lapashe.com digital kits for making cards. NAME: Flippin Aperture Cards SUITABLE FOR: Age 10+ DESCRIPTION: acetate, foam pads, small aperture cards Th e images are of vibrant traditional Christmas themes; snowmen, I enjoyed making these cards, and the Christmas trees and lanterns, with ALLISON JACOBS results were rather impressive, even if I do greetings such as Merry Christmas, say so myself! I produced a few diff erent Happy Holidays and Happy cards using up to three layers of the stickers KATE TINSON Christmas. It’s easy to use and and pictures. Th ere are various styles and there’s no installation combinations to make, so no two are the necessary – same, and there are everything runs from themes catering for the CD and Adobe all tastes. I think Acrobat Reader 9 is this would be a great conveniently available rainy-day activity for on the disk, should it be all the family with needed. AJ. Christmas just around the corner. KT. C

58 craftfocus +28*,(&5$)76

Why everyone needs a hougie

At some time we have all said “I’m no good at measuring.” The truth is we can all measure. What we can’t do is measure accurately. Hougie can. Hougie has 1/2 and whole centimeters on one side and 1/2 and whole inch’s on the other side. So if your project says score a line at 6cm just turn Hougie over to the cm side, push your card up against the butt edge and score down at the required measure. There’s no need to try and convert cm in to inch’s. They wont go, no matter how hard you try. Hougie measures accurately and right first time. With this knowledge comes confidence. With confidence comes speed. Productivity is also up and best of all. NO CRAFTERS FRUSTRATION

079 098 419 19 • [email protected] • www.hougiecrafts.co.uk

Unit 4, Pipewell Road Industrial estate, Pipewell Road, Desborough Northamptonshire, NN14 2SW

An exciting new British company with a fabulous brand new range of cling stamps, manufactured in the UK to a very high standard. New images coming soon

proﬁ le

Payper Dreams Jon Cowen from Payper Box tells us how careful branding and a strategy re-think enabled him to successfully crack the paper and card market

You could say that branding was the way forward. He it was the demise of combined this realisation with his industry one company that buying skills and contacts, and Payper lead to the creation Box was born. “I decided to reclaim and of another when reprocess unwanted items of card, and describing how then sell them in the format that crafters successful pick ’n’ wanted,” he says. “Seven years on, and mix paper and card Payper Box is a strong national brand, company, Payper Box, synonymous with high-quality, low prices, came into being. and exceptional levels of service.” Company founder Jon Cowen launched It's this high level of service, combined Payper Box in 2003, confident that with low prices and wide choice that his extensive knowledge of the paper Jon believes is key to the success of the market would enable success. “I built up a company. Payper Box now bills itself as manufacturing stationery company from the number one distributor of pick ’n’ mix scratch over the course of 25 years,” says paper and card to the craft industry; a tall Jon. “We sold unbranded commercial claim to live up to but one that Jon believes memo pads and lined books, but ultimately is easily justified. “We own three embossing we could not compete with the cheaper machines with 250 patterns, meaning imports from Far Eastern countries.” we give more choice than anyone in the After grafting hard for 25 years, and industry,” he says. eventually achieving an £8 million turnover, Of course, the more choice the better Jon unfortunately had to accept that the in the eyes of the crafter, who wants to times had changed and he must re-think make something unique, and Payper Box of just £60, as well as a next-day delivery his strategy, so he stepped back and looked is definitely getting something right, with service which is free of charge. There's also at his strengths and weaknesses. “I sourced presence in more than 400 retail outlets a swap-it scheme available, meaning that if as much as 8,000 tonnes of material below as well as the west country's shopping and a retailer has some card in stock that isn't market price each year, and I knew that if leisure parks, Trago Mills, and the Edinburgh moving very quickly, they can swap it for the products we'd previously manufactured Woollen Mill. something else from Payper Box free had been branded, the company would The company believes being flexible with of charge. have still been trading today,” he says. its trade customers helps to give it the The company's trade website takes So John decided that from now on, edge. There is a low minimum order value orders day and night, and customers are

craftfocus 61 Payper Dreams

offered a 28-day credit account after their works to raise brand awareness, hopefully embossed card is certainly a growth area.” first order. Retailers that purchase Payper spurring people to pick up some Payper So what are the plans for the company, Box's start-up pack for pick 'n' mix card Box products next time they're in a and how will it remain competitive? John are offered a half-and-half payment plan to craft shop. plans to continue exhibiting at trade shows, avoid having to spend the entire amount There's no denying the market for retail including Craft Hobby & Stitch International in one go, paying half the amount up front, is difficult at the moment, and has been for at the NEC in February, which the company then the rest in 28-40 days’ time. a while, but with the surge in popularity finds very useful as it gives them the chance Although Payper Box does sell directly of card-making, as well as all things paper- to meet their existing customers and to the public from its website, Jon says the craft-related looking stronger than ever, discover new ones. consumer-facing site complements rather Jon is very optimistic for the future. “The As most business owners know, people than competes with trade customers. Payper Box customer base is steadily are often a business' most important assets, “All of the items listed to the public are growing, and the addition of at least one and Jon is quick to point out that the right available at discounted prices to the trade, new product every month is keeping staff can make all the difference. “Sandy and all of our stockists have the right to everyone interested,” he says. “The market's Peircey has joined the Payper Box team and appear on our comprehensive store locator tough at the moment, but crafters are has regular slots on Create and Craft TV section.”So in essence the consumer site always looking for something different, and demonstrating and selling a new range of templates and CDs that all require paper or card to work with. “Television and media exposure in this way is good for the whole trade because the public still wants to be shown and taught techniques.” The future is looking bright for the company. John is also working to assist retailers in selling the company's products by producing work shop sheets and samples, and is in the process of negotiating the relocation of its sales and distribution centre to a premises three times bigger, heralding important growth for the business. C

Further information To find out more about Payper Box, call +44(0)1727 836 665 or visit www.payperbox.co.uk.

62 craftfocus TRADE OFFER £199 ex VAT Includes delivery

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Call Country Love Ceramics on 01235 861700 to order DecoArt’s 60 page catalogue or download from www.decoart.com. Online shop available at www.decoartuk.co.uk – please note that website does not show trade prices.

Country Love Ceramics Tel: 01235 861700 - Fax: 01235 861900 - Email: [email protected] heartfelt success Lisa Marie Olsen discusses how ethical sourcing and creating a relaxed, stress-free and educational experience for her customers are pivotal to success at Tigerlily Makes

When did you open the shop, and was it your noticed fruit and food-related designs, but one All designs are first retail venture? thing that I have noticed that’s evidently more in copyright Lisa Marie March 2010, and I had just a month to fit the demand is craft kits - kits that have everything Olson Tigerlily shop and open! Yes, it is my first retail venture in them that the crafter will need to make a Makes 2010 All rights from a bricks and mortar store; I had sold my completed item. Crafting takes a lot of time, reserved handmade items via the internet prior to this. usually over the selection of materials and the designing of an item more than anything else. Are you an avid crafter yourself, and how did With limited time and the pressures of modern- your interest begin? day life, more and more crafters are turning I am indeed an avid crafter; my interest began to craft kits to enable them to make items but at school over 25 years ago when I found I had without the need to spend hours/days/weeks a natural flair with needlework and textile arts, and lots of money in the prep of a made item. which then quickly grew into making for family and friends. From there I went on many courses What are your views on the current state of over the years and gained many accreditations. the market? Which shows do you attend? In my view generally in retail people are I will be attending the Clothes Show Live this What was your personal brief when first definitely browsing more and spending less. year, as I was invited by the show producers to starting out in terms of product lines, aims and However when it comes to crafting people will exhibit in the new Sknitch area from the 3rd-8th objectives? do without something else in order to continue December 2010. The Sknitch area has been My personal aim was to provide all the supplies with their passion - the key is to be constantly launched in celebration of the fashion industry's and services that the felt-maker would ever developing and bringing new ideas and designs recognition of the importance that creative want, need or desire under one roof; a one- to the table to inspire them. In my experience, industries bring to the UK market. stop-shop from advice to end product. when people see what can be achieved and Next year I intend to attend wool fest and I am that it is possible for the customer personally currently looking in to others. How important is your location and what is to achieve it, then the enthusiasm is there to your main customer base? continue to craft as it’s the one time we can What yardstick do you use for measuring the The location was extremely important to me; truly be ourselves. potential of a new product? a rural development with an exceptional mix It would depend on the product. For example of artists, boutiques, galleries and eateries to How and where do you source new products? has the product has already been launched? inspire customers to revisit again and again was I source my products from ethically-minded If so where and has it been initially successful? paramount to success. Giving my customers companies who know where and how I would also take into consideration market somewhere they want to come and spend a their product is produced. Most large wool trends to assess the product’s longevity against day in beautiful surroundings was at the top of producers are either far in the south or in the its initial outlay. If it’s a completely new product my agenda in order to deliver the experience north, however I am working closely with my I would research the customer demographic of a relaxed, stress-free day. I couldn’t see my local farms at present to be able to source that might be interested in the product and its bespoke business working on a busy high street, some wools such as alpaca from our local wool suitability to that demographic; is this a product with hustle and bustle of people and traffic farms to help and continue to support the UK that the consumer would want or need? driving by. Felt-making is not to be rushed and at wool trade. In my profession it is very much to do with the the village people can go at their own pace. making, therefore the emphasis for me is on What are your best selling lines? the supplies and where they come from, and What craft trends you’ve noticed? My best sellers at the moment are Merino so any additional products I do entertain in the Wool Fibres, Merino Wool Blends, Blue Faced boutique have to be of ethical origin and fair to Hearts are making a massive comeback this Leicester, Black Welsh, Grey Suffolk and of the producer. Consequently, I mainly deal with season, as are circles. Over the summer I course the felt-making courses I run. ethically farmed and sourced products.

64 craftfocus retailer interview

What sort of relationship do you enjoy with not demonstrate the benefits of wool and felt- the growing developments in technological your suppliers? making unless already a felt-maker whom has equipment. It is a compulsory part of a child’s The suppliers I have chosen to trade with have had some experience with the process. The education and therefore we have a growing been most helpful and supportive, especially range of felted bags, accessories and slippers generation of internet-savvy users. If I didn’t when I have asked for information on their always attract attention, therefore when people have an internet presence then I would be practices and the practices of their partners. learn that they too can make similar items it is substantially reducing my ability to reach a It’s because of their excellent practices that I’ve the courses that show them how to do it. customer demographic. Many consumers young chosen to trade with them. When I first started and old want to know who and where you are out I found it incredibly difficult to find ethically- Describe the style and presentation of your before deciding to spend money with you and minded companies that were willing to trade shop – how important is visual merchandising they want to do this instantly by viewing your with a smaller outfit, and many of them would to you? online presence. Many might be put off visiting not even extend the courtesy of replying to my The boutique has a very warm and inviting feel your business if you don’t have a website. enquiries, therefore the trading relationships I to it. The welcoming Kath Kidston wallpaper have forged so far are exceptional. immediately creates a homely environment Are you utilising social media? and a place where people want to come and I do indeed utilise social media sites and have How do you ensure that you can compete with spend a day. The unit itself is an old barn with found them to be very beneficially in terms the larger craft multiples? a rustic feel; exposed beams and brickwork of reaching a wider demographic, connecting The Key to my success this far, I believe, is that which marry well with the natural wool felted and cross-promoting with similar industry I offer a bespoke and unique service, from items that adorn them. Light and airy cubic sectors that will enhance, but not compete with, product advice, creating an item and how shelving gives way to great visual placement of your business. Being part of these networks to care for that item once it is completed. the colorful array of wool fibres and unique helps you to connect and interact with your Promoting confidence through creative play display to feature hand-felted projects. The four demographic, something which is becoming a and continued after care support once a skill Chrystal chandeliers add a touch of glamour growing phenomenon. Having a face amongst has been acquired is good practice. I am the and give the space a bright, light airy feel. these networks says that you are current and first person in the whole of the UK to have set The arched windows and doors create soft up to date. Social media is still new, and it may up a retail outlet in this way, providing supplies, curvatures and invite people to look in. Visual well change over the coming years, but the the finished felted items to buy and a range of Merchandising is very important to me in key to continuing to be successful is to change courses to suit a wide demographic including terms of inspiring people to want to create for and evolve with it. children and hen parties, all under one roof. The themselves. If I did not spend time re-inventing staff I employ share the same ethos. my window and my displays then people would Are there any other ways in which you market not know what felt-making is all about and your store, and do you have anything special Do you offer a workshop programme, and would not feel welcomed into the boutique. planned in marketing terms for Christmas? how important is it to the success of your Once in, people need to feel visually stimulated I am a big fan of blogging and regularly share business? and feel welcomed. information about the workshops and pictures I do offer a workshop programme and this is of the things people make with my readers. I vital to the success of my business, and I could What steps do you take to ensure the highest am planning to launch my felt-making kits in standards of customer service? readiness for the Christmas shopping season Firstly I ask myself what would I expect as a which will include everything the felt-maker paying customer and make sure that I deliver needs to make the finished project, and will those standards and more. I would draw on my range from felted bags, scarves, booties and own experiences as a retail customer, drawing other accessories. on the positives and noting the good service that I have experienced. I would then look at What are your plans for the future? how I could further develop those positives I’m moving to larger premises within the same and skills in order to provide a continued and development that I work in at present. This will sustainable level of excellence. I have also enable me to stock larger quantities of wool, entered into customer reviews and feedback accommodate slightly bigger groups and have forms so that I may continue to deliver the space for a wider range of fair trade products. C standard of service people expect. Further information To find out more about Tigerlily Makes call How important is your online presence? +44 (0) 845 5439 046 or visit the website I feel that an online presence is extremely www.tigerlilymakes.co.uk. important for any business, especially with

craftfocus 65

craft clubs

Sew much fun: Crafters of all ages enjoy making something special at Creative Open Workshops Images courtesy of Creative Open Workshops. Workshops. Images courtesy Open of Creative Workshops Open All images © Creative join the club

Michelle Duxbury looks at the beneﬁts that running craft clubs and workshops can bring to your business

With the recent economic problems in the right through to soap making, screen printing to mind when people mention workshops. country we may have all felt the need to and zine making, there is certainly something These are formal learning environments, led tighten our purse strings somewhat. However I to suit any taste and level of skill, beginner to by teacher/tutor. The person attending the am a strong believer in the notion that as times advanced. workshop will expect to learn a specific skill become harder, we become more creative in Still not convinced that the whole world or how to create a specific item. These type the ways we think and the things that we do. A wants to get crafty? The let me point you in of classes can be targeted according to levels notion that I think is evidenced, amongst other the direction of The Make Lounge in London, of expertise, so you can offer different classes ways, in the continuing rise in the popularity who have been offering an extensive selection from beginner to intermediate to advanced of crafting. of contemporary craft workshops since 2007. in the same subject area. These sessions will All you need to do is take a quick peek on They have recently expanded to include a usually last a few hours, ranging from one class the internet to discover the wide range and second 2000 sq ft venue, and now boast a to a series depending on what is being taught, number of craft workshops, clubs and activities total of five studio spaces plus a retail shop and can be charged accordingly. that are available across the country. There are and an immensely busy diary! Demonstrations give makers the businesses that focus specifically on workshops, opportunity to share their skills and through to retailers who offer workshops What are the options? allows customers a unique insight into and alongside the shopping experience, to makers As we have seen there are plenty of different appreciation of the creative process. Find who run demonstration sessions, and not options and formats available, ranging from a a local maker whose work fits with your forgetting the myriad of fantastic craft clubs structured programme of formal workshops shop and ask them to come in and give a being hosted by retailers which encourage right through to informal craft groups. It may demonstration. If your shop already sells work folk to bring along their own projects and depend on the type of retail unit you operate from local makers then talk to them about share ideas and swap skills with like-minded as to which you think will suit you best. running a demonstration. Or why not have a crafters. From knitting, sewing and jewellery Workshop classes are probably what springs word with your suppliers/manufacturers and

craftfocus 67 join the club

see what they can offer, particularly if they Ysolda, which saw their shop packed to the themselves can become an alternative revenue have new products coming out as this would rafters. Make friends with all those craft book stream all of their own! have the added benefit of helping your staff to publishers out there, if you haven’t already and become more familiar with the products keep an eye on who has a relevant book or So that all sounds great in theory but how do I you sell. product to promote. put it into practice? Guest Speakers are always a great option for Craft Clubs are more informal gatherings Firstly and most importantly, talk to your one off events, or as part of a series of related where those who like to craft come along existing customers. Canvass their opinions sessions. If you can host those craft world ‘rock and talk through ideas, swap skills and make and find out what they are interested in. Stick stars’ while they are on the promotion trail new friends. People tend to bring along their a poster up, have some flyers out on your there is no doubt that you will see their fans own projects to work on so the resources counter, send out a little survey to your flood in! baa ram ewe, a wool shop in Leeds, you need to provide are minimal. All you really mailing list and talk to them when they are in recently played host to an evening with the need to offer is a welcoming venue and a your shop. founders of the knit and crochet community friendly face, throw in some refreshments and Consider what existing resources and Ravelry, along with popular knit designer charge a nominal fee and place yourself at the expertise you have in your shop. If you sell heart of the community. wool and yarn it is obviously best to consider running some knitting classes or hosting a So why should you run a workshop or craft knitting club rather than screen-printing classes! club in your shop? There is nothing to stop you expanding into There are many benefits to running workshops other areas once you have got into the swing or hosting a craft club in your shop. You may of things but start with what you know; you have considered it at some point and come to will feel a lot more confident and organised the conclusion that it will just generate a whole and that will show in the session. lot of extra work but in the current climate Do some research, keep an eye on what it definitely offers potential to increase your the crafting trends are and think about how sales and develop your customer base. As well you can add your own unique twist to it. And as the potential to attract a new audience to don’t forget about appropriate seasonal tie-ins. your shop, they also provide the opportunity Christmas, Easter, Valentine’s Day, Mother’s Day, to introduce and demonstrate new products Father’s Day and Halloween, amongst others, to existing customers, encouraging them to try all offer a fantastic opportunity to theme their hand at new skills. By offering an inspiring your sessions and showcase relevant seasonal creative environment you are also playing a products. very important role in building and supporting Finally, be sure to look at what else is being your local craft community, which in turn can offered in your local area to avoid conflicts become a loyal band of customers. What’s or duplication. Look at how you can build more depending on the type of sessions you beneficial and reciprocal working relationships run, you may also find that the workshops with other establishmets instead.

68 craftfocus /RYHWR6WDPS %XWQRWWKHWLPHLWWDNHVWRFXW"

Image courtesy of Whimsey Stamps 6WDPS,PDJH $OLJK8OWLPDWH'LHWRUHJLVWUDWLRQPDUNV&XW ,W·VTXLFNDQGHDV\WRGR

Dies Direct offers dies that can cut your stamped images & emboss as well.

Ask your favourite stamp company if they have Ultimate Dies, Stamp, cut & emboss within seconds Spread the word No scissors needed. It’s time to enjoy a new Once you have some ideas together start spreading the word. Again dimension in rubber stamping ﬂyers, posters, newsletters and talking to every single person who comes through your shop door are all vital. You should also get friendly with the Dies Direct Wholesale Division. Phoenix, AZ • [email protected] writers at your local news publication and think of ways you can put an interesting spin on your events to get their attention. Don’t forget to take advantage of the power of the internet to target yourself a wider audience. Get involved in online communities such as UK Handmade, Folksy, craftster and set yourself up with a twitter account and a facebook page. You should also consider setting up a blog if you don’t already have one. You can use this to let the world know about your news and events, give them a little peek into your shop and share a bit of yourself with them, after all we all feel more comfortable around friends, don’t we? But a word to the wise, you will need to focus some time and energy into We are a new Edinburgh based rubber stamp cultivating these virtual relationships. company who deal directly with retailers. Organisations often fail miserably in the heady world of social media when they just give it the hard sell and don’t engage in discussion and a We have introduced a Celtic, Wedding and Scottish bit of banter - remember it’s all about growing a friendly community and selection of rubber stamps available as woodmounted making a more personal connection with your customers. (or unmounted on request).

About the Author: Introductory offer of a “Sample Pack” available at a Michelle Duxbury is a freelance writer and creator of Craftsville (www. discounted price to the usual trade price. craftsville.co.uk), a website dedicated to showcasing independent art, craft, design and creativity in the UK and beyond. C

Companies mentioned: Anita Mistry (www.itsamistrydesignstudio.com) The Make Lounge (www.themakelounge.com) baa ram ewe (www.baaramewe.co.uk) Creative Open Workshops (www.creativeopenworkshops.com) You can view our range of products on our website UK Handmade (www.ukhandmade.co.uk) www.craftystamps.com Folksy Blog (blog.folksy.co.uk) craftster (www.craftster.org) If you wish to receive a trade catalogue please contact us.

Tel/Fax: 0131 221 9440 • [email protected]

Crafty Stamps, 92 Grove Street, Edinburgh, EH3 8AP craftfocus 69 the art of success Steve O'Brien talks to Craft Focus about his successful art materials company, Artcoe

Who founded Artcoe, How has the product offering evolved since totally unique product they can have their logo, and what prompted this time? or any logo for that matter, embossed on the them to do so? The product range has increased on the art pad cover; ideal for corporate promotions. Teaching Art bought the side, even more so now that we’ve recently company in 2006 and felt moved into the education market. However, How do you think the craft business has that the mix of business we’ve ensured that we’ve kept a presence changed in general? gave it huge potential to in the craft market and are lucky enough to Artcoe has changed the offering to the craft fit well with their current have manufacturing capabilities at our site in market to mainly paper and card-related business structure. Manchester where we manufacture all our products, as we find that the card makers Artcoe has a converting-manufacturing blank cards, pads, masking fluid, latex, airbrushes will choose quality over price, and want unit based in Manchester and has just moved and more. We pride ourselves on our bespoke consistency of goods. to a new 60,000 sq ft distribution centre in service where we can make pads to suit As we offer a specialist cut-down service Newark, Nottinghamshire. The whole company individual retailers' requirements whatever for small runs. This helps the retailers offer is now focused on expansion and the opening the size. This is further enhanced with our more variety to the end user, so they can try up of new markets. embossing service, so if a retailer wants a out card. Online retailers offer packs, which is fine too, but is not always necessarily what the customer wants.

Do you have any advice for retailers venturing into the online market place? Artcoe is an ideal partnership to any retailer who is starting an online sales programme, as we offer an array of customer beneﬁts, such as a small minimum carriage paid order of £50,00, 48-hour delivery service, and over 20,000 product lines. We also split down most of our product lines to a single item, for example, 1 tube, 1 brush, 1 pencil, which is ideal for online sellers to list more product, without having to commit to large stocks.

How many retail outlets sell your products? 500.

What are your best-selling lines? A lot of our own-branded product which is exclusive to Artcoe. Our best-selling lines include Paperwave, Tracedown and Practice

70 craftfocus proﬁle

Paper, and our range of Frisk pads which have now been revamped including new lines such as Frisk Sketch pads. We also manufacture Aerograph Airbrushes, Masking Fluid, Latex and a large range of Bluebell Sketch pads. A huge selling point for us is that our own- brand products are manufactured in the UK, which of course is better for the environment, not forgetting that we can cater for retailers' individual needs.

What do you think is the next big thing in crafting? In today’s climate, a lot more people are spending time at home and we particularly sell a lot of card at this time of year, as there is buying in bulk we pass on any incentives to our We’ve recently appointed two new sales an increase in people personalising their own customers. Our bi-monthly trade newsletter representatives, so we now cover wider greeting cards for Christmas. also offers excellent discounts, and if retailers geographical locations, and with our ever- Decorating bespoke canvasses for the buy in bulk we offer extra discounts. expanding product range have just moved home or as a gift is a great new idea and our from a 20,000 sq ft to a 60,000 sq ft Paperwave Canvas range is ideal for this. What’s your take on the current state of the distribution centre. Also, with our recent market? move into the education market, we anticipate How do you support your retailers? As with all markets, the situation is not easy. further expansion. Artcoe support their retailers by competitive The service we offer is allowing us to gain new pricing, promotions, and of course our quick customers. We hold the stock so the retailer How would you like the company to develop delivery service. There is also no pressure to doesn’t, which allows cashﬂow to ease a little over the next few years? order in huge quantities so retailers can either so that it's a good partnership for all. To manufacture as much as we can and order in single or multiple units. In theory, we expand our range within the art and craft hold the stock so they don’t have to and of What steps are you taking to weather the market, continuing to build on our early course, any retailer spending over £50 receives storm? success within the education market. We will free delivery on their order. Also we have our We are covering a variety of markets such as also continue to play to our strengths and bespoke pad service so our retailers can order craft, art, education and graphics so that we grow our manufacturing side of the business something that is completely unique to them. don’t put all our eggs in one basket. We also here in Manchester. C continue to invest in stock and our staff, who How do you make sure you stay competitively have extensive knowledge of the trade and Further information priced? support the business. For further information on Artcoe call By speaking to our customers and by paying +44 (0)18458 770 775 or visit the website our suppliers on time, so that we are always How do you plan to grow your existing www.artcoe.com able to secure the best buying price, and by retailer base?

craftfocus 71 ★ most wanted★ Some of the latest offerings in the art market ★

John Crane +44 (0)1604 774 949 2www.john-crane.co.uk These Super Magic markers from John Crane provide fun ★ colour-changing activities young creative types will love. Just write or draw with one colour, and then swish the magic marker over the top and the ink changes to another colour. With eight colours in the set, there are 16 colour Staedler combinations to make. Other art sets for kids from the +44 (0)845 600 5930 company include Washable Glass Pens which have 100% www.staedtler.co.uk 1 washable ink, meaning creative fun needn’t make a mess in the The karat range of artist-quality oil pastels and studio-quality soft chalk home, and Aroma Pens which all have a different smell, such as pastels is now available under the STAEDTLER brand. In 48 vibrant liquorice, strawberry, apple and bubblegum. colours, the paper-wrapped oil pastels are available in 11mm diameter and are extremely break-resistant. The intensive colour and excellent blending properties produce vivid, clean images which can withstand additional techniques such as scraping. The soft chalk pastels are also available in 48 brilliant colours and offer smooth performance coupled with a high degree of lightfastness and break-resistance. In packs of 12, 24, 36 and 48, both products are attractively presented in full-colour packaging featuring a clear product image and the range of colours ★ contained inside.

Letraset ★ +44 (0)1233 624 421 3www.letraset.com/craft/ Letraset, the UK manufacturer of ProMarker, has launched its new AquaMarker, an acid-free, water-based marker that will greatly appeal to scrapbookers and rubberstampers alike. AquaMarkers are special because the ink is water-soluble, so they’re great for water-colour-style colouring and illustration. They’re also a fantastic way to create marbled backdrops simply by spritzing with water and allowing the colours to run. AquaMarkers’ other main advantage is that they use pigment colour, making them acid-free and extremely lightfast, making them perfect for adding a touch of colour to Scrapbook pages. AquaMarkers are available in a range of sets, as well as 40 single colours. C

72 craftfocus

step-by-step

MATERIALS REQUIRED A circular tin-shaped gift Wrapping paper Decorations GIFT WRAPPING Double-sided tape Glue gun Jane Mean of Jane Means Designs demonstrates how to gift wrap Scissors the ever-troublesome circular tin; perfect in time for Christmas step1 step 2

Measure enough paper around the tin allowing the paper to come up just over half way both sides. Fold one of the short Gather your tin, paper and any ends under and add some double-sided tape. decoration you wish to add. step3 step 4

Stick the paper around the tin so it forms a paper tube. Fold the paper casually and sit the tin up. Start gathering the paper towards the centre. Continue pulling the paper around the tin to form small pleats.

TOP TIP: Keep the step 5 pleats small. step 6

When you reach the end, fold the paper under and add a strip of double sided tape. Turn the tin over and repeat the process. If you have a glue gun you can add artificial foliage, fruits, twigs

and nuts for a rustic finish. Finished Product.

For further information on Jane Means Designs call +44 (0)1522 548 900 or visit www.janemeans.co.uk.

74 craftfocus

q&a technology 77 focus craft If you sell seasonal products, you will need to add them to the you sell seasonal products, If you importantIt’s customers that your of last order dates for are aware that can solution as well come up with a last-minute Could you may then you season the holiday off over days a few are taking If you with a Christmas also decide to rework website may your You as advertisingAs well Christmas in print your range, and on the What preparation should I be doing for myWhat preparation online shop in the run-up to Christmas? for two aspects to preparing the festive are There sales period. The the website. ﬁrst one is the simpler: preparing worthIt’s thinking here about when plenty of time in advance. website Craft kits and supplies people will be orderingexactly things. different to be in demand earlierare likely in the season as people look to make whereas others, them as gifts for as buying as well presents and cards, closer to Christmas. be purchased gift items will probably solely delivery by down broken method and quite possibly Christmas delivery, a last Ofﬁce might have the British Forces Post For example, destination. need to Shetland may a parcel to order date at the start of December, be ordered in the middle of the month and a package with next day It is verydelivery good practice might still be an option on the 23rd. to this informationreassure to clearly website have spelled out on your as if they are unsure that their gift will reach its destination in customers, look elsewhere. they make time, gift generate could provide sales right you up until Christmas? Perhaps things too those people who leave for vouchers that can be emailed, sure that they But remember to make postage. any late for so that they can’t be redeemed more than once! a unique code, have business. are closed for the dates you want to indicate on the website changes you Whatever theme or with seasonal offers. a festive message, worth it will be well website to your decide to make discussing them the want to avoid You developers website as soon as possible. with your when want changes made with immediate effect situation where you is trying developer your to do Christmas other customers updates for them. time for – it could be a busy as well The second aspect worth thinking about is seasonal promotion. should also promote it through mailings and social you website, about last order dates in plenty And letting people know networking. of time is also a great opportunity range about your to remind them of A Q With Christmas just around the corner, Beth Scott offers advice on preparing the corner, With Christmas just around website in time for festiveyour sales q&a technology q&a technology

/21'2175,00,1*6 :+2/(6$/(/7' products, inform them about any special offers and entice them to visit 26-28 CAMBRIDGE HEATH ROAD, WHITECHAPEL, LONDON E1 5QH your site. Tel: 0207 7919766 / 0207 7902233 If your website allows you to issue promotional or voucher codes, this Email: [email protected] opens up a range of promotional opportunities. [email protected] You might generate targeted codes and send them to specific customers and prospects, either contained in a regular newsletter or in a special mailshot. :KROHVDOH 5HWDLO You can also use generic codes and encourage people to share them. +DEHUGDVKHU\ &UDIW6XSSOLHUV If you can get something like a “10% off first order” code posted on a social networking site or on a popular forum then you can generate a • Feathers • Bows • Eyelets • Sequin Braids • Dress Net • Interlining/Wadding considerable amount of interest and, hopefully, sales. • Buckles • Handbag Accessories • Toy Filling Also, If you use affiliate marketing as a sales channel then providing • Buttons • Scissors • Trouser Patches • Embellishments • Elastic • Jeans Buttons & Rivets affiliates with seasonal offers to use can also be a very rewarding tactic. • Wool • Colour Dye • Shoulder Pads Hopefully we’ve given you some options to consider for the coming • Zips • Snap Fasteners • Embroidery Accessories • Threads • Cotton Webbing • Hook & Loop season and we hope you will have a successful time of it. C • Knitting Accessories • Lace • Covered Buttons • Ribbons • Cord • Curtain Accessories • Diamante Buckles • Labels • Toggles Further information • Haberdashery • Bias Bindings • Hangers Beth welcomes readers’ questions for future issues. Please visit the • Flowers • Insertion Piping • Garment Cover Bags website at www.craft-fair.co.uk/craftfocus to see previous questions and answers or to ask further questions. 0DUDWKRQ0DFKLQH(PEURLGHU\7KUHDGDQGPXFKPRUH 3OHDVHJLYHXVDFDOOZHDUHDOZD\VKDSS\WRKHOS 78 craftfocus Presents a One-Stop Shop for all your Quilling needs

4XLOOLQJ+DQGERRNV %HJLQQHUVDQG$GYDQFHGDQG&KLOGUHQV $&RPSUHKHQVLYHUDQJHRI4XLOOLQJNLWVIRUDOODJHVDQGDELOLWLHV WRFUHDWHSLFWXUHVFDUGVJLIWER[HVDQGPRELOHV $ZLGHUDQJHRI4XLOOLQJSDSHUV 4XLOOLQJWRROV 7KH4XLOOLQJ:RUNERDUG 4XLOOLQJ&ODVV3DFNV $UDQJHRIDFFHVVRULHVLQFOXGLQJFDUGDQGJLIWER[ EODQNVDQGKDQGPDGHSDSHUV

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8QLW/HYHQV+DOO3DUN/XQG/DQH.LOOLQJKDOO+DUURJDWH+*%* 7 ) (LQIR#JUDSKLFDLUFRXN :ZZZ#JUDSKLFDLUFRXN r/o 31 Commercial Road Edmonton, London N18 1TP

Tel: 0208 884 0999 Fax: 0208 884 4666 Email: [email protected] For wide range of Cross Stitch kits, framing products and accessories. Website: www.mcourts-haberdashery.co.uk

Exciting new items added by our in house design team include Christmas Victorian and Classic themed card and coaster kits, increased range of Handbag Mirror designs, Cupcake samplers and many more. Wholesale Haberdashery Suppliers To shops, stalls, schools, colleges, carnival bands, dress & curtain makers, theatres, designers etc.

See our huge range including Beads, Trimmings, Lace, Buttons, Ribbon, Sequins, Diamantes, Motifs, Zips, Cords, Thread, Masks, Feathers, Flowers, Bridal, Lingerie Accessories, Craft, Haberdashery, T: 01543 360842 • E: [email protected] and much, much more. www.framecraft.com quilting patchwork pleasures Quilting is a craft that’s starting to catch on. We take a look at what’s happening in the market now

Quilting, as with many crafts, was born out of buy online but I found that at the time the Looking online, quilting clearly has a die-hard a necessity to insulate against the cold, and choice was limited and the websites weren’t fan base – why do you think people love it is now a much-loved hobby throughout the very easy to use, and so I saw an opportunity. so much? western world. I was working as an electrical engineer at the There is a huge social aspect to quilting – The craft is massive in the US, and in the time, which is very differeent, but I really didn’t almost every town seems to have at least one UK the hobby is gaining momentum. Part of like it and thought this would be the ideal time quilt group, and so it is a hobby people can its charm is that its easily adapted into sociable to set myself a new challenge, and luckily I’m follow with friends. Also it has so many skill projects which more than one person at a still here four years later! levels – you can make something simple as a time can work on, such as when a quilt is ﬁrst project and it will look lovely, all the way crafted for charity fund-raising purposes. Which items do you sell? up to the professional quilts in shows that are The Festival of Quilts took place this August We sell a wide range - hundreds of fabrics and absolutely breathtaking. No matter what level at the NEC Birmingham, welcoming over fat quarter packs, and packs of fabric squares, of skill you have, there’s always something new 33,802 visitors through the doors to witness as well as a big selection of sewing tools, rotary to learn and try. Plus the items you make are an amazing array of quilts. Visitor numbers cutting tools and haberdashery, for hand and useful, and will be loved by whoever has them. were up 7.5% on last year’s, indicating growing machine quilting as well as general sewing. Sewing machines are probably the biggest interest in the hobby, and one lady even travelled all the way from the Falkland Islands to attend the show – that’s around 8,000 miles. Highlights of the show included the story of Kumiko Frydl, who made the quilt that won Best in Show (pictured). And so while quilting is still something of a niche hobby, when compared with knitting or cross stitch for example, it does appear that the passion for the craft is gradually spreading. We spoke to a retailer and a manufacturer to ﬁnd out more.

Sarah Phillips, Pelenna Patchworks (retailer) +44 (0)1639 898 444 www.pelennapatchworks.co.uk

Where did your interest in quilting come from? I started off wanting to learn to make my own clothes, bought a couple of sewing books, then never got past the quilting chapter! Making a quilt seemed like an easy way to start, and after I completed my ﬁrst quilt I was hooked. I opened Pelenna Patchworks as there were very few quilt shops in my area. I tended to Kumiko Frydl’s quilt won Best in Show at the Festival of Quilts

craftfocus 81 patchwork pleasures

expense a quilter will have, with a huge range What advice would you give to a retailer until we became the UK suppliers of Finca of machines designed especially for quilting, looking to move into the quilting market? including computerised machines and the long- Difficult to say – do your homework to find arm quilting machines that you need a whole out what is popular, try to get known by room to use. Other than that there’s a huge appearing at shows and in magazines. And only range of tools available for the quilter that is do it if you love it, as quilting and fabric will evolving all the time, such as rotary cutters, become your life! cutting tables and sewing cabinets. Above: Creative Grids supplies a top-quality Vivienne Walton, range of waddings for quilts. Contact: It’s very popular in the US – do you think it Presencia (wholesaler) +44 (0)1455 828 667. will become as popular here in the UK? +44 (0)1634 711 228 It is definitely a growing market in the UK, www.fincathreads.co.uk there are new shops opening all the time – I threads for Presencia. Quilting shops, which we know of two in my area that have opened in Which items do you sell? supply, quickly filled me in and even invited me the past year, in spite of the economic climate. We sell a 60/3 quilting thread to their shops, and one couple, to their home, I also get a lot of beginners contacting me to which is actually recommended by Harriet where they have two huge Gammil quilting find out what sort of tools they need. The only Hargrave, a huge figure in America in the machines. I also met a wonderful American reason I think it isn’t quite as popular here as quilting world. This 60/3 is fine but very strong. lady called Paula from Green Mountain quilts. in the US is that we are catching up with them We are proud of our Finca threads which, Her designs are inspiring. – the art of quilting in the modern sense did like the quilting threads, are 100% Egyptian not become popular here until much later, but cotton and fully mercerised. In the quilting we What are your best-selling quilting products, in time I think it will become more and more do a range of 24 colours on reels of 600m, as and why do you think this is? recognised as a craft and art form. well as cones. Our main selling products for quilting are obviously our quilting thread but also our Who is the average quilter nowadays? Looking on line, quilting clearly has a die-hard Perle thread. We do 3, 5, 8, 12 and 16. The It is difficult to say, as I get all ages, both male fan base – why do you think people love it so most popular of these are the 8 and the 16. and female, buying from the shop. The majority much? Our 16 Perle is the only Perle that will go on of quilters do tend to be female though, with I think quilting is really taking off because it so a sewing machine, so the machine quilters can many mums keen on the craft. lends its self to one’s creativity. No two quilts, use it. We also sell a rayon called Molino which cushion covers or any thing else are ever the some quilters put on the top of their machine How has the quilting market changed in the same. One of our customers loves taking a with 60/3 in the shuttle, and they do beautiful time you’ve known it? picture of her pets or even family and turning designs with it. I’ve noticed many more young people getting it into quilted item. enthused by the hobby. Obviously technology What advice would you give to a retailer has changed, with sewing machines and Why do you think quilting isn’t as popular looking to move into the quilting market? gadgets getting more and more advanced, but here as it is in the US? To succeed in the quilting market you must I would say that one of the bigger changes is I think America is years ahead of us in the UK, stock the best. Real 100% quilting cottons have the swing towards buying online. As everyone didn’t it start with the wagon trains? But we been in limited supply in the UK, with many becomes more familiar with the internet and are fast catching up and the way we are going shops having to buy from America, but now websites improve, online shopping seems to be perhaps we will eventually teach the Americans you can get the best here and because it is in getting more and more popular. new tricks! the UK, it’s fast delivery with minimal post and packaging charges. Are quilters brand-conscious? Who is the average quilter nowadays? Quilters are definitely brand conscious. The I find that there is no average quilter, quilters Which trends do you predict for the future most popular designers are well-known are all ages and many classes are now set up in quilting? amongst quilters. Our most popular brands for the hobby. I think quilting will go from strength to strength tend to be Moda and Makower, with Makower here. I am a lace maker, but I learn from my having the added bonus of being British, and How has the quilting market changed in the customers. You can never say “I’ve done that, products by the designers Amy Butler and time you’ve known it? what now?” it is more like “what shall I do and Kaffe Fassett always sell well. I didn’t know much about quilting/patch work learn next?!”. C

82 craftfocus

proﬁ le phoenix rising

We talk to Mark Thorpe about the rise of Phoenix Papercraft

even easier and quicker for our customers to buy from us.

Do you have any advice for retailers venturing into the online marketplace? Have plenty of choice and a diversity of products on the site to make it worthwhile for the client to visit and browse.

Roughly how many retail outlets stock your products? Ian Stubbs (left) and Mark Thorpe of Phoenix We currently deal with over 50 retailers and Papercraft this number is growing all the time!

Who founded Phoenix Papercraft, and what What are your best-selling lines, and why do prompted them to do so? you think this is? Phoenix Papercraft was started as a division Due to the diverse nature of our products we of Crowes Complete Print – we had been don’t really have a standout best-seller; we sell engaged in the craft market with print for a mixture of sheets depending on the retailer’s various craft publishers for a number of years, client base and taste. but we decided to create our very own brand. Have you embraced social media? How has the product offering evolved since We haven’t yet got involved in this area but we successful print group, and this gives us the this time? will look at developing our presence here in security and support to see out the lean times. As a new company our product range is only the future. now starting to develop. At the moment we How do you plan to grow your existing only sell decoupage sheets (including varieties How do you make sure you stay competitively retailer base? known as ‘stackers’ and ‘toppers’, to build priced? We are now looking to expand our sales three-dimensional images), but we print onto When we launched we felt we had a very coverage to give better face-to-face support to high-grade paper and we try to ﬁ nd new and competitively-priced product and we our retailers. interesting images to offer something a little constantly look for feedback from our agents different. We will move into a range of die-cut as to how the market is reacting. How would you like the company to develop sheets in the future. over the next few years? What's your take on the current state of the Our goal has always been to provide interesting How do you think the craft business has market? and exciting sheets for the industry, and we'd changed in general? I think the craft market is the same as most like to be the ﬁ rst port of call for retailers who The concept behind Phoenix Papercraft was other sectors – it’s seen quite big swings in the want something a little different but are still that it would be a web-based, trade-only site current economic climate, but I think we will looking for great service and quality. C – the pre-launch market research showed us start to pull out of the gloom towards the end that craft retailers were happy to buy online, of this year. Further information and certainly more so than they had ever For more information about Phoenix been before. We are now looking to expand What steps are you taking to weather the Papercraft call +44 (0)1603 256 870 or visit our sales network to encourage more brand storm? www.phoenixpapercraft.co.uk awareness of our products and to make it We are very lucky as we are part of a

craftfocus 85 all the answers Our experts tackle some of your retail-related queries...

Minimum cover for retail premise Neil McFarlane is sales and marketing director I have a single retail premises which employs two staff as well of TH March & Co. TH March & Co is a Qas me – what is the minimum amount of cover I legally need? well-established family business founded in 1887, with ofﬁces in London, Birmingham, Neil McFarlane says: Employers liability cover is the only Manchester, Glasgow, Sevenoakes and insuranceA cover required legally for staff working within a retail Yelverton, near Plymouth. The company has premises. This is due to the terms of the Employers Liability departments covering household, motor, life (compulsory insurance) Act 1969. However as members of the and income protection, travel, commercial and public will be visiting the premises, it is strongly recommended scheme insurance. that you also have public liability cover. Of course cover for stock, contents, buildings, business interruption and any other physical assets is also important. Clare Rayner – The Retail Champion – has made regular guest appearances on BBC Getting the best renewal price radio, TV and has contributed to various Would you recommend using a comparison site for my retail-focused articles and opinion pieces. As a Qnext insurance renewal for my shop, or is it best to contact speaker, mentor, trainer and business advisor, insurance companies direct? Clare shares her expertise in developing Neil McFarlane says: I wouldn’t recommend using a comparison Image courtesy of strategies with retailers of all sizes to increase site for shop insurance. Shop insurance can be quite complex Gail D'Almaine proﬁt, customer base, revenue streams and andA most quotations on a comparison site would probably have channels to market. Clare is also owner/ many subjectivities, terms and conditions, which a shop owner director of several businesses servicing the may not understand. retail sector including Retail Acumen, The Retail I would also not recommend contacting an insurance Conference and e-mphasis Internet Marketing. company direct but contacting an insurance broker instead. An insurance company will only be able to offer one product – their own! An insurance broker, however, will be able to establish your insurance needs, give advice and discuss the cover you need. They will then be able to approach a number of insurance companies on your behalf with a clear idea of your requirements. Once quotations are obtained they will be able to discuss these with you, putting a number of alternatives forward and explaining any terms and conditions.

Extra cover for evening events QI’m hosting an evening event at my store to generate custom Qfor Christmas and have invited a large number of members of the public – I’m planning to serve champagne and canapés – do I need to take out any additional insurance for this event?

If you have a question about any aspect of your business, simply write to: Q&A Neil McFarlane says: Firstly, for any event where you are inviting Special, Craft Focus Magazine, Broseley House, Newlands Drive, Witham, Essex CM8 members of the public, it is important to make sure you have 2UL. Alternatively, send your queries to [email protected]. Acover for public and products liability, to cover against accidental

86 craftfocus Q&A special

injury to the public and accidental damage to leveraging the buying power you have for both from shop Y and get 25% off Z from shop W, their property. This would apply in the normal goods for resale and goods not for resale can for example. course of running your store, in addition to save you a little bit across a lot of spending – Competing on price means giving away any special events you may hold. As you will so it all adds up. margin. You really need to know what products be serving food and drink at the event, this To answer the first point, how to go about you can offer to your customer base that are cover needs to extend to food poisoning. Most it, that really depends on what you want to less price sensitive – what can you put in your current shop insurance policies, under their achieve. You could join a group that already assortment that will mean you can either offer public and products liability section, would exists, which may involve a membership fee a great price – because you were able to buy automatically cover this risk. However you but then you do get the benefits right away. it well – or don’t need to compete on price should always check your policy or speak with Alternatively, as touched on above, you could because the purchase is either impulse- or your insurance broker or provider, to ensure simply speak to other retailers in your area trust-based. As you will have given exceptional this is the case. and ask if they’d be interested in getting service and the customer will completely trust If you are employing an outside catering firm something started. At the end of the day it you, they will feel happier to pay a little more for the canapés and champagne, you should is about networking together. If you do start to know that they have your service to fall check that they have adequate public liability something yourselves it would help to have an back on should something go wrong. insurance cover in force. online group on a social networking website Of course I’ve not mentioned actually If you do not already have public and like Linkedin or Ecademy which would enable attracting them – today the internet is the best products liability cover you should, as a you to post when you are wanting to place platform for this. You should also focus on the minimum, take it out specifically for this event. an order for something and for others in the local customer – the local business listings on Even if you already have a shop policy which group to be able to piggy-back on the order Google Places offer the most cost effective includes public and products liability cover, it is with you – the least you’ll achieve is sharing method of marketing yourself online to your advisable to notify your insurers of this event, the shipping fee, but maybe you will, over time, target audience. Around 82% of local searches in order that they can ensure your policy cover be able to benefit from discounted rates for result in a visit, call or purchase and obviously is arranged on the correct basis to include larger order quantities. It would be a case of if someone is searching for something you events such as these. trying it out and seeing what happens. provide in their area, there couldn’t be a more You may also wish to consider taking out accurate means of marketing. Getting this event cancellation cover to take care of your Balancing cost with quality right though may take some expertise as the costs should the event have to be cancelled What is the best way to attract budget listing itself is generally only effective for people due to the occurrence of a number of Qshoppers to my store without compromising searching for your company name or specific defined events. its image of good quality? industry description. Knowledge of relevant search phrases and how to make your business Forming a buying group Clare Rayner says: Actually, one of my appear in search would be worth investing in, A fellow retailer and I have discussed the idea recommendations tends to be that if you can’t it’s not expensive and is likely to deliver highest Qof forming a buying group. How would we go compete on price, don’t – compete on service return on investment of any local marketing. Ainstead. That of course won’t apply across the I know all of this because my husband runs about this and do you think it’s a good idea? board. You should have the edge if you are an internet marketing agency who specialises Clare Rayner says: First of all I’d like to answer a locally-focused, smaller retailer as you can in Google Places optimisation – the method the second point and say yes, it is a good idea, really go to town on knowing your customers, taken to ensure the local business listings are and something I would recommend to my anticipating their needs and offering a really presented on page one for relevant search A exceptional experience. But, of course, price terms in the area. Our clients have enjoyed own smaller independent retail clients. From just getting together with a few other retailers is still important. Rather than focusing on item increased footfall, phone enquiries and website price you could leverageA the network of the traffic as a result and it is an area of marketing in your local area to negotiate prices on things like shop fitting and printing, for example, right buying group in your area and perhaps make that no independent retail business should through to being part of a formalised group – offers available across your outlets – buy X ever be without. C

craftfocus 87

business link

training for success Training staff properly can be integral to your success. Business Link advisor John Pickersgill explains how to go about it, and the additional help available to you

People are the most is important to provide an induction period and helps test existing knowledge. But don’t important resource in which includes training on all the activities that ask about things when they have no way of any business. Not only they will be involved in, such as using the cash knowing the answer do your employees register, answering the phone, ordering stock, • Let them make notes as they practise each work on behalf of as well as other areas such as health and safety. stage under your guidance your business, but they From time to time you will probably also need • Let them repeat the task from start are also the key to to train existing members of staff if you have to finish, once you are confident they creating good customer a new product or service which you want to understand it, by using their own notes and relations and a positive explain. their competence from the practice sessions. image for your company. Training is essential to You can do this type of training in-house. Get them to explain what they are doing make sure that you get the best out of your Providing clear instruction on how to do a task and why as they do it, so you know that they employees. It is also an important factor in will not only help grow the skills and expertise have grasped it, and they also have notes they improving staff motivation and retention and of your team, it will also enable you to delegate understand for future reference. can increase profits and improve customer with confidence. • Continue until competent and the objective satisfaction. If your employees are well-trained Here are a few simple tips to help make has been achieved. Follow up after the session and informed about the products and services one-to-one instruction effective: to ensure that the task is being performed to you offer, they are more likely to make a sale • Be clear about your objective for the the required standard. and encourage customers to return to your instruction and tell the learner(s) what will be To avoid overkill, adjust the approach business. expected after the session depending on the individual and the task In addition, with the right training, your • Prepare materials and any equipment: set it involved. You need the instruction session to be employees will be able to carry out tasks that all out first, make sure you have everything to an effective use of your and the trainee’s time, would otherwise take up your time, leaving hand for the instruction and do a run through so do it once thoroughly rather than rushing you free to work ‘on the business’ rather than on your own through things and then having to repeat it ‘in the business’. If you are confident that your • Breakdown the task into manageable and later on. staff have the right skills to run the business logical stages as you do the run through on when you are not there, you can take holidays, your own. Identify the key points i.e. the ‘must External training and help with analysing your time of sick,or attend trade shows without remember’ aspects of each stage – these will training needs worrying about how your staff are coping in relate to speed, quality, safety, tips to improve You might be considering providing training your absence, so it’s a worthwhile investment. understanding, etc. for your staff that you can’t deliver in-house. By choosing the right type of training you • Check existing knowledge: you may not For example, your employees might want to can make sure that your employees have the need to explain the whole thing from scratch. study for a qualification such as an NVQ in appropriate skills for your business and are By asking what the trainee knows already you retail or customer service. kept up to date with best and new practices. can fill in the gaps in their understanding; For larger, established businesses, a This applies to all levels in the business, so • Cover one stage at a time: by Business Link Adviser can give advice on skills don’t overlook your own needs. Training demonstrating, explaining and emphasising the needs, training and workforce development. needn’t be expensive or time consuming – key points Advisers work with businesses to complete with some thought and planning you can link • Check understanding: ask questions an Organisational Needs Analysis (ONA) it to your business objectives and build it into regularly and get the trainee to show you one which acts as a guide to their strengths and your week-to-week activities. stage or a logical group of stages – ask them to weaknesses. They then focus on the needs explain what and why as they do it within each area of the business, preparing In-house training and one-to-one instruction • Ask before tell where practical, as this a Training Needs Analysis. Finally, they When you take on a new member of staff it gets the trainee involved, makes them think identify ideal training pathways for individual

craftfocus 89 training for success

employees, such as government-funded enabling you to do more of your own financial Apprenticeships and Train to Gain, as well as paperwork rather than paying an accountant. Leadership and Management initiatives, and You could also brush up on your leadership produce a recommendation identifying your and management skills to help you manage training needs together with pathways and your staff effectively and get the best out of suppliers who can deliver the training. them. Or you might want to do a course on a Apprenticeships are fully funded for 16 to specific topic such as developing a website and 18 year olds and partially funded for 19 to 24 trading online to take your business in a new year olds and generally require some college direction. attendance. The Train to Gain initiative is for Currently there is up to £1000 available anyone over 19 years old. It offers funding for for development of directors and senior those either taking a first National Vocational management: Qualification (NVQ) Level 2 or “jumping” 1. Up to £500 for the owner/senior manager/ straight to an NVQ Level 3. There are more key director without contribution from the than 1300 NVQs covering the vast majority of employer business sectors. 2. A further £500 for the senior management Government-funded training is not always team, including the original recipient, providing the only solution and in some cases is not the employer matches the contribution. suitable for all the needs of a business. There It is possible therefore to have a maximum are many specialist industry qualifications and of £1500 worth of training for just a £500 your Adviser may signpost you to an industry contribution. All organisations with between body or Sector Skills Council for further 5 and 249 people are eligible for this funding. advice. You may even have a simple need for Training can be in any subject area that will something like IT training in a programme such help the Director/Manager develop in their as Excel or Sage, which is not funded but is role. It could be: available from a local training provider. Short courses If you don’t need a full training needs 1:1 Coaching analysis and already have an idea what you Guided Learning In conclusion are looking for, you can find out about training Formal qualifications (or contributing units) By training your staff you will help them available in your area by contacting local Group training develop their skills base, not only freeing up colleges or training providers. You might also Business Link can give you advice on the your time to focus on the more strategic look into whether some of your suppliers best solution for you and information on issues, but also contributing to high staff provide training on products you sell. If so, what is available. Most areas also have a free satisfaction and motivation. When planning this could give your employees an in-depth programme of workshops and briefings which any training it is important to remember that knowledge of particular products, putting them cover topics such as Communication Skills, there are equal rights of access to training for in a better position to help customers who Appraisal Skills, Developing Management Skills, all employees including part-time workers and want more information. Influencing Skills and Motivating the Team. disabled staff. Finally, past research by the Skills Other organisations such as the Federation Foundation Agency shows that businesses that Management development of Small Businesses, Institute of Directors and do not train their workforce are 2.5 times When you’re running a small business it Chambers of Commerce also run seminars more likely to fail than those that do, so is often difficult to make time to develop and workshops, so check their websites to see don’t overlook this vital aspect of running your own skills. However, taking time out for what is on offer in your area. your business. C training can pay for itself in terms of improved If you’re looking for a longer course in a efficiency and putting in place new ideas or particular subject then your local college or Further information procedures to help your business grow. university is a good starting point. You might For advice on all aspects of training visit the For example, you might want to develop also find a private training company or an website www.businesslink.gov.uk or phone your own skills in an area such as accounting individual business expert who can provide +44 (0)845 600 9006. or finance, which could save you money by what you’re after.

90 craftfocus optimum success It’s easy to be overlooked in the online marketplace where thousands of companies compete to sell products. Digital marketing agencies can charge an arm and a leg to optimise your website, but there are a few tricks of the trade which you can implement yourself for free...

There are many facets to online retailing, you want to sell the most. This could be month, both globally and locally. If you only sell and, for a number of companies, it makes embossing products, diamante buckles, glue within the UK, you only need to pay attention great business sense to retail online. The guns or gingham ribbon – whatever you get a to the ‘local monthly searches’ column, and overheads are lower than those of a bricks and good profit margin on and is logistically easy ignore the ‘global monthly searches’ data. mortar store, and you can sell to customers and cost-effective to send out to customers. The keyword tool will also give you figures everywhere, regardless of their geographical Once you’ve picked a few products, maybe for a broad range of terms relating to your location. around ten or fifteen depending on how large search. This is extremely useful because people But because online retailing is still in its a store, and how wide a product range you search for things in different ways. For example, relative infancy, the intricacies of the platform have, you then need to conduct some research a quick search now for ‘scrapbook products’ remain somewhat mysterious to many. to find out the exact words that people are shows that there were approximately 90 UK Everybody knows that being listed high up on typing into Google to find these products. searches for this last month; quite a low figure Google is important if you want to sell to a Google provides a ‘keyword tool’ to assist its for the whole of the UK over a period of 30 large customer base, but not everyone knows customers that use its adwords service (the days. However, there were around 33,100 how it’s done. sponsored links you see at the side and top searches for the term ‘scrapbooks’, so this is There’s a myriad of companies out there of a search engine results page), but this tool the term to target. willing to charge an arm and a leg for SEO is free to use for everyone, whether you’re – search engine optimisation – and it’s not paying for the adwords service or not. Simply Search engine optimisation easy to know which ones will be beneficial to type ‘keyword tool’ into Google and it will be An SEO company would work with you in this your business. A recent survey by SEO agency the first result returned. way to obtain a list of keywords to target, and dotSEO found that a quarter of small and Type into the keyword tool an item that you then go about optimising your site for these medium sized businesses don’t know much sell, and this will show you how many times terms with both work on your website, and about SEO, despite Google being the first port this item has been searched for in the previous off of it. of call for many online shoppers. A fifth of companies surveyed said that while they knew what SEO is, they don’t allocate any budget to it whatsoever, just 14% said that SEO is strategically important to business, and 14% said there are business benifits from SEO at all, as far as they could tell. As with any marketplace, the amount of money you invest is often relative to the success you will reap, and being listed by Google IS important if you’re retailing online, but there are a few things you can do for free to help your website to succeed in the online marketplace; all you need invest is a little time.

Picking keywords to target While it’s great to be on page one of Google, no company can be on page one for EVERY product they sell, it just isn’t practical, and so you will need to think about which products

92 craftfocus online marketing 93 focus craft The web is increasingly being used for more more being used for is increasingly The web a Regus, Recent research conducted by engines. Google loves good, well-written and good, Google loves engines. Put your read through. informative content to want heading on the page you as a keyword and place lots of completely-unique, to target, bearing in the page, informative content on densities mentioned above. mind the keyword Social media that the age of social no denying There’s no and it’s and trulymedia is well upon us, an online have longer enough to simply need a social media presence presence – you hit the 500 billion user mark Facebook too. were meaning if its online community in July, be the third-largest it would in the a country, world. and rather purposes, sociable than searchable visits to facebook.com overtook those to users trustWeb peer google.com this year. recommendations far more than advertising the modern form – it’s of good old-fashioned just on a much advertising, word-of-mouth grander scale. of serviced that provider found office space, The ‘all-in-one SEO pack’ plugin for for plugin ‘all-in-one SEO pack’ The description keywords and title, META Your actual blog When it comes to your density is another importantKeyword point regularly blog adding new by Updating your Content is king become something of a cliché A phrase that’s still applies content is king, in the SEO world, when it comes to impressing the search up your own blogs. What works is to well blogs. own up your are products you themed with the a blog have so set up a craft-based and tryingblog to sell, get typing. is a great plugin which is free, blogs, wordpress of the META care to install because it takes is the part META you. post for data of the blog of the page that the search engine spiders will read to help them ascertain what the page is term key include your sure you Make about. of description and keywords within the title, this section. and you are important page too, web on your to insert developer site’s should ask your your there already, if they are not into this, keywords site your so that search engines acknowledge as relevant to certain search queries. term key within the first include your post, then insert and paragraph post, a of your this termhyperlink to linking directly over the item product page that features your termAlso include the key in want to sell. you may you For example, blog. the title of your popularity about the increased wish to blog target term with your key of scrapbooking, ‘Why could call the post: You ‘scrapbooks’. as and the become so popular’, scrapbooks have no denying ‘There’s first sentence could be: and that scrapbooks popular...’ hugely are now ‘scrapbooks’ the word link over would you targetedhere to your page. post with Overpopulating your to discuss. terma key can be detrimental and lead to while and, Google marking the post as spam, it is important term key to mention your this to no more keep throughout the post, once every than roughly to avoid 50 words spam penalties. any posts is important; search engine spiders will crawl it more regularly and rank it higher if you at least a couple of times per week, Aim for do. and post links to each new post via sites such and Facebook. Twitter as You can do this too; it can be any site at all it can be any can do this too; You While linking in this way is effective to a is effective While linking in this way Crafting has a huge online community, and and Crafting a huge online community, has An SEO company would spend a lot would An SEO company Regarding off-site work, the majority of Regarding off-site work, There are some great free tools for blogging blogging There are some great free tools for (barring sites of course competitor which may a or to get lost!) such as a blog tell you politely that ranks highly news site – anything relatively The site would chosen search term. your for then place a hyperlink product page to your in return an terms for key on their site, over not worth It’s more buying agreed payment. because search however, than a couple of links, on this technique if over- engines look down penalise sites if they overdo and can even used, is fine though. One or two paid linking. point, it doesn’t have as much impact as it used as much it doesn’t have point, What algorithm. changes in Google’s due to to, Google does rank is authoritative highly links, links from sites it trusts and deem to that is, Gaining these can be tricky – be authoritative. most corporate companies set aside a linking and may as partbudget of their SEO strategy, approach a high-ranking site to inquire as to a text link. whether they could buy so you could also join forumsso you and post links in relevant places. there too, of time submitting links to free online whole have some even linking directories; This is something departments working on this. the time to have if you can do yourself, you writing a product/ involves It simply in it. invest term, key service including your description, and submitting it to relevant linking directories. optimisation work involves creating in-bound creating optimisation work involves target as with your keywords site, links to your reads a word When a search engine text links. and ‘glue guns’, such as or term, on a website, it looks site, that term to your links directly query site as relevant to a search upon your of and will up the ranking site of your ‘glue guns’, term. that for out there; Blogger.com or wordpress.com for for or wordpress.com Blogger.com out there; which means it costs nothing to set example, Blogging another party involving to avoid A good way to discuss monies is to set up and having SEO yourself. of blogs, or a number a blog, and networks, huge blog companies often have copywriters several dedicated to posting blogs times per day. optimum success

There are many analytics packages around, but Google Analytics is the one that’s used most frequently in the SEO business, and best of all, it’s free. Through Google Analytics, you can see which keywords customers typed into Google to arrive at your site, how long they spent on your site, and their navigation through the site, among other things. You can also set up ‘goals’, such as when a visit converts into a sale, and even get alerts emailed to you if there are changes in traffic, which is useful for spotting quickly when a page isn’t working or displaying properly, for example. Analytics is a deep subject with many facets, but you can learn most of what you need to know for a basic ecommerce site by watching the video tutorials on the Google Analytics site. To set up Analytics on your website, you Top tips for social media need to insert some JavaScript code onto each web page you want to track. If you aren’t • Provide exclusive value. Give your online technical-minded, you’ll need to get your community of supporters something website developer to do this for you, and it extra, just for them. This can be discounts, social media works better for SMEs than it doesn’t take very long. competitions or freebies, but it doesn’t does larger companies, with 44% of SMEs Even if you don’t master the intricacies have to have a monetary value. Sharing surveyed having acquired new business this immediately, you’ll still be able to see straight advice and helpful resources encourages way, compared with just 28% of large firms. away how many visitors you’re getting every brand loyalty and trust from your There are now more than 700,000 small day, and where the visits are coming from, customers, for example. Giving your businesses with fan pages on Facebook, and allowing you to measure how well other followers/fans value in this way, rather around 28% of small firms are now dedicating platforms, such as your blogs and social media than simply bombarding them with sales marketing budget to the medium because it pages, are performing for example. messages, is what works best. provides a measurable return on investment, There are many more tips and tricks you and of course, financial investment in this area can pick up for free online by reading various • Plan ahead. Write content you’re going is very minimal. blog posts; industry practices are often well- to post ahead of schedule, so that you can Search engines now also index and look shared openly, and so you can learn a lot about post regularly and consistently, keeping upon social media favourably, and will index how to market your site by looking in the output fresh and frequent, even if you are links from Facebook if enough people are right places. unexpectedly busy. Do this in tandem with sharing them, and so getting a page for As your business grows, you may find you reacting to latest trends and news and your craft shop is essential. People can post want to invest in the services of a digital you’ll keep your brand in the forefront of comments and interact with each other, and it marketing company that can help you to customers’ minds. opens a world of convenient dialogue between grow your online side of business. Take time you and your customers. You can announce to consider which company can deliver the • Always respond to comments and direct your news – such as the arrival of exciting new results you need and look for companies messages – the personal approach is what products – as well as posting photos, details of that can demonstrate to you your return on gives social media, over other media, its workshops, or even ask for suggestions investment. A digital company should be good charm. Customers that feel as though they as to what your customers would like to at what it says it can do – if a company claims matter will reward you with loyalty. see stocked. to be the leader at search engine optimisation, yet doesn’t rank highly on Google for this • Keep all branding, core values and Analytics search term, it is clearly not very good at what market positioning consistent. Social media If you don’t have analytics set up for your it preaches. A good company that can help may strip away some informalities, but ecommerce website, you are missing out on you succeed will be able to offer a portfolio it is no excuse to let professionalism in some very useful data about how customers of clients and be able to demonstrate success customer interaction slip. are interacting with your site. stories for each one. C

94 craftfocus word on the web Word on the web is our new roundup for everyone retailing online. Here you will ﬁnd the latest research, products services for everyone looking to get ahead in the online marketplace

Online ads to be ASA-regulated Online sales soar as temperature drops in August Online sales in August of this From 1 March 2011, the Advertising Standards Authority year were up 15% compared (ASA) is extending its powers to cover all online marketing with the same month last and advertising. The UK’s independent watchdog will have year. The findings, published in the power to remove advertisements and statements from the latest IMRG Capgemini previously unregulated social media such as Facebook e-Retail Sales Index, showed and Twitter, as well as from pay per click search engine that multichannel retailers fared advertisements. particularly well, with sales up For anyone who uses pay per click advertising, this 25% compared with last August. means that caution should be taken when bidding on a British shoppers spent £4.4 competitor’s keyword, and risqué copy to catch a customer’s billion online during the month, eye should be carefully considered. The ASA will have which was the coldest August the ability to position ads in place of those of malicious in 17 years. Bad weather at this advertisers. time of year is often an attribute to increased online sales. For social media, this means that businesses are likely to IMRG is a membership community for online retailers, and the data for the Index be held responsible for all content on their social media was sourced from more than 100 e-retailers, including the Arcadia Group, the pages which could be deemed offensive. There have been John Lewis Partnership and House of Fraser. examples in the past where employees have sent malicious The best-performing sector was electricals, in which consumers spent an or foul-language tweets under their employer’s official average of £211 per head. company listing. Under these new regulations, the firms in The news comes as the Office for National Statistics said that high street sales question could potentially face complaints and/or fines from fell 0.5% in August compared with July. the ASA. Tina Spooner, director of information at IMRG, said: “August was another good The ASA has been dealing with controversial and month for e-retailers, with consumer spending up 15% compared to the same misleading adverts in this country for many years now, and month last year.” it’s likely that it will operate in the same manner it does with She added: “With 31m UK consumers now shopping online, the internet offline media; that is, waiting for a complaint to be raised continues to be a lucrative channel for retailers that can adapt to shoppers’ before beginning an investigation and taking any action. changing behaviour during these uncertain times.”

It’s a world wide web More than 40% of online retailers in the UK do not offer delivery internationally, according to a new report from Snow Valley. The International Delivery Report from the e-commerce solutions company used a panel of international shoppers to test websites, and found that 42% of UK sellers will only deliver within the UK, and of those that did deliver overseas, 58% of sites required that orders had to be placed in a language not native to the shopper’s country. The report was designed to offer help for anyone retailing online who wants to improve international sales, and includes 10 tips for doing this. It’s available for download at www. snowvalley.com/research.

96 craftfocus internet retailing

Sales will stay high in New Year MetaPack’s eCommerce 100 Tracker, which analyses despatch records from a cross-section of 100 retail customers, says that online retailers should expect sales not only to be high before Christmas, but after it too, as consumers try to shop before the VAT increase on January 4th. “We will see people going online from around midday on Christmas Day to avoid paying more tax,” says Patrick Wall, chief executive of MetaPack. The company found that last year, online sales rose 28% between September and October, and between October and November they rose another 42%. Between November and December, they rose again by 29%. Customers continued to shop for presents right up until Christmas Eve, and then began shopping straight after Christmas to take advantage of sales. 31% of MetaPack’s retailer customers were still dispatching products on Christmas Eve last year, despite the fact that delivery dates for the big day had already passed. December 29th, which was the ﬁrst working day post-Christmas, was the ﬁfth-highest on the season’s shopping days online, behind only the four preceding Mondays.

Yell online and Serif launches American Crafts™ Digikits for Facebook offer digital scrapbookers targeted advertising Scrapbooking fans seeking high- Small businesses advertising with quality designs for their creations Yell online, and which subscribe can benefit from American Crafts to netReach, will benefit from designed digikits at Serif’s dedicated extended reach for their current online community, DaisyTrail®. Serif, Yell.com advertising across the the UK’s leading independent design, Facebook platform. The move publishing and creative software is part of Yell's overall strategy developer, teamed up with the global of being the best provider of crafts supplier to offer crafters a marketing solutions for SMEs in the UK. wider choice and variety of inspiring netReach uses a network of around 70 partner sites to kits to download. give wider exposure to advertiser information. Through the DaisyTrail followers can choose from Facebook platform, small businesses will be able to target 32 kits across popular ranges Blue their advertising to relevant audiences by displaying their Skies, Heatwave, Letterbox, Baby, Junior and Botanique. Each kit costs just £3.49 business and services when keywords match those in the and the first 50 customers to order an American Crafts kit on DaisyTrail will profile of a Facebook user. Targeting can also be done by receive a free materials kit from American Crafts. location, age and other demographics to ensure optimum Gary Bates, Managing Director at Serif, said: “DaisyTrail fans will be amazed results. Facebook is the first social site to be included in at how beautiful and high quality the new digikits are. American Crafts has the netReach network, which currently includes national transformed a selection of their physical products into downloadable kits and and regional newspaper groups, property and travel sites. we’re proud to offer them. We are very excited to see scrapbookers sharing The integration offers the chance for SME advertisers their creations online.” to further expand their reach to a platform with a UK Jeff Mitchell, President at American Crafts, said: “We at American Crafts are audience of 26 million users, over 50% of whom access very excited to be launching digikits via DaisyTrail. It’s a vibrant community of their account on any given day. scrapbookers, and we hope they’ll really enjoy our bright, stylish designs. Our Phillip Snalune, new media business services director digikits let scrapbookers enhance the realism of their digital layouts to the at Yell in the UK, said: "By integrating with Facebook, this maximum. We’ve taken our best selling physical products and converted them provides a very exciting, new dimension to our support for into high-resolution images so customers get photo-real results every time.” small businesses, giving them access to target customers DaisyTrail is the ultimate online community for scrapbooking fans, ranks among through a dynamic channel other than search.” the top scrapbooking websites in the world, and is used alongside Serif’s award- Stephen Haines, UK commercial director, Facebook, said: winning software, Digital Scrapbook Artist 2. The online shop hosts a vast range “Facebook offers excellent opportunities for businesses of digital kits which are full of high-resolution themed embellishments, materials, of all sizes to engage with prospective customers in a background papers and much more. highly targeted manner and this integration with Yell will Serif is running a competition on DaisyTrail for the best scrapbook design using particularly help SMEs who might have smaller budgets or an American Crafts kit and Digital Scrapbook Artist (any version). The prize is a be new to Facebook as a marketing tool.” free Backyard materials kit from American Crafts and six kits from the Backyard range to match. American Crafts will be judging the contest.

craftfocus 97 Scotland’s Trade Fair Spring, SECC Glasgow

Dates for your diary for upcoming shows and exhibitions 4-7 November Hobbycrafts, Birmingham NEC

4-7 Novemeber Crafts for Christmas, Birmingham NEC

4-7 November Art Materials, Birmingham NEC

6-7 November Cake International, Birmingham NEC

15-17 November The Stitch & Creative Crafts Show, Kings Hall, Belfast

10-13 January Paperworld and Creativeworld, Messe Hong Kong International Frankfurt Exhibition GmbH, Frankfurt Stationery Fair, Hong Kong Convention Centre CHA Winter Show, Los Angeles Convention Centre in Los Angeles, California 23-25 January Scotland’s Trade Fair Spring, SECC Glasgow

29 Jan-1 February CHA Winter Show, Los Angeles Convention Centre in Los Angeles, California

29 Jan-1 February Paperworld and Creativeworld, Messe Frankfurt Exhibition GmbH, Frankfurt

20-22 February Craft, Hobby & Stitch, Birmingham NEC

98 craftfocus ;LSPIWEPI7YTTPMIVWSJ*YRO]*PIIGIERH*YV*EFVMGW

4VIQMYQ5YEPMX]4VMRX *VSQTIVQIXVI 4PEMR4SPEV*PIIGI QSVQVSPPW 2ISR*PIIGI 7YMXEFPIJSV*EFVMG6IXEMPIVW 4VMRX 4PEMR1MGVS*PIIGI 1ERYJEGXYVIVW 1MH;IMKLX*PIIGI *EFVMG6IJIVIRGI&SSO 4VMRX 4PEMR³'YHHPI*PIIGI´ 7EQTPIWEZEMPEFPI 0EQFWOMR 'VIEWIH*YV 'YWXSQ(IWMKR7IVZMGIEZEMPEFPI

8IP )QEMP'YWXSQIV7IVZMGIW$MXWWEPIWGSYO 2I[6ERKI &Y]3RPMRI[[[MXWWEPIWGSYO 2S[%ZEMPEFPI If you’ve enjoyed reading Craft Focus magazine, why not log onto our website at www.craftfocus.com? Containing up-to-the- minute news, events and special offers, the site is updated regularly with information to help you advance your business. Special Features • Featured Articles Read our regularly updated spotlighted features whenever you wish, covering e-commerce, visual merchandising, trade show previews and much, much more.

• Back Issues Archive If you’re looking for information on a particular subject regarding your business, take a look at our back issues archive. All magazines will be sent out free of charge to qualiﬁed registered readers.

• Media Pack Download our comprehensive online media pack for a features list, advertising rates and speciﬁcations.

Find a Supplier The latest feature on www.craftfocus.com, the supplier directory, allows you to contact advertisers in the magazine for more information about their products or services. Simple to use and available world-wide 24 hours a day, the supplier directory is a reader reply service for the 21st century.

If you would like to ﬁnd out more, log onto www.craftfocus.com

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104 craftfocus bead all about it Family business CJ Beaders began with a mother and daughter's love of jewellery-making. Graham Halls explains how the company's since gone from strength to strength

Who founded CJ What are your best selling craft lines? our stock levels to a sensible level. However, Beaders, and what Beadalon products are the core of our sales such is the market that it is impossible to prompted them to as they are heavily advertised in the consumer predict what products our customers will be do so? beading press and have an excellent reputation buying from week to week! We are also using CJ Beaders was founded for quality and performance. Increasingly various IT to try and keep our operation in 2005 by my daughter we're seeing growing sales of higher-end efficient but this has not always been easy, Claire and and wife Jane products such as Daylight Magnifiers, tools, as many of our smaller retailers do not have halls (hence the CJ) and more expensive high-quality beads, as computers! when they started making their own bead many consumers and retailers see increasing jewellery and selling via craft fairs and party demand for quality as beaders are becoming How do you plan to grow your existing plan. Many of the components were sourced more knowledgeable and demanding in their retailer base? by me on my frequent business trips to the requirements. We offer bead retailers a wider range of USA. These trips lead to an association with products from the low-cost to the high-end; Beadalon and due to interest from other What do you think is the next big thing in our online catalogue can provide everything a Beaders in the components I sourced, CJ crafting? bead retailer requires. Recently we equipped a Beaders began importing and selling Beadalon Whilst CJBeaders specialise in beading - new bead retailer from the back of our mobile products online in 2007. Today, CJ Beaders which continues to grow - our association showroom with everything they required remains a family business. with Shesto has opened our eyes to other to open two days later! We've opened a new craft products, and we have recently showroom in Dorset, which will enable How has the product offering evolved since introduced a low-cost, simple-to-use airbrush retailers to come and see a range of thousands this time? called ColorArtz. This is currently unique in the of products available from CJ Beaders and Early on we recognised that there were few marketplace and we are seeing signs that it will where we will also be providing ‘beading for genuine beading wholesalers in the UK that be a very popular Christmas gift. It can be used beginners’ courses aimed at retailers to enable offered products for specialist beading retailers, by card makers, scrapbookers and for those them to help explain, promote and sell the as opposed to ‘general’ craft beading products. wishing to paint on wood and textiles. large range of beading products available. Consequently, many UK beading retailers had to source the more specialised products What’s your take on the state of the market? How would you like the company to develop from overseas, taking them away from their Generally speaking we have seen the beading over the next few years? core competency of retail sales. In 2008 we market flourish during the recession; though Our challenge is in maintaining expertise began distributing the entire range of Beadalon we have seen some of our retailers struggle whilst the market demands that we grow. products in the UK. In 2009 we became whilst others have done very well. It has been We hope our ability to offer on-site sales of distributors for Griffin products (possibly the quite noticeable that there has been a growth beading components to a wider geography – a oldest producer of products for beaders) and in beading retailers in the past two years. We service that has proved to be exceptionally in the last year we've begun working with have tried to help our retailers in this time popular with our retailers. Also. our website is other specialist suppliers including Burfitt, of uncertainty by having no minimum order constantly growing in content and products. C Xuron, Bead Time, Shesto and most recently A requirement so that they can maintain essential to Z Bohemian Glass. stock lines with minimal outlay. Further information Today CJBeaders offers a growing range of For further information on CJ Beaders call specialist beading products to retailers and What are you doing to weather the storm? +44 (0)1934 852 646 or visit craft professionals via a dedicated wholesale- We try to work with our suppliers to provide www.cjbeaders.com. only website. fast turnaround of orders so as to help keep

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