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MAGAZINEIssu

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Aug

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HALLOWEENThemed fun for all

MARKETREPORT 2008Your industry uncovered

ScrapbookingWe report on this

ever-increasing sector

EmbossingExciting new product launches

“You’re Hired” Business tips from

Alan Sugar

All Together NowHow to hold craft workshops

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A N T I C O P Y I N G I N D E S I G N

M E D I A S U P P O R T E R

profileKeepsake Card Craft 26We speak to The Glitter Girls about their recent royal award

Daler-Rowney 50The international fine art materials company tell us about their 225th anniversary celebrations

regularsindustry news 6Get the lowdown on the hottest happenings in craft retail

brand spanking new 12Our pick of the latest product launches

competition 39Win products from Crafters Companion

up and coming 46Sally Preisig of Crafty Kids discusses their highly commended puppet and craft kits

q&a technology 59Beth Scott tackles your web-related queries

business link 60Essential advice from Alan Sugar

August /September 2008 issue 8

Group EditorDemelza Rayner+44 (0)1376 535 [email protected]

ContributorSarah Reeve+44 (0)1376 535 [email protected]

Editorial AssistantJennifer Kettle+44 (0)1376 535 [email protected]

Sales ManagerMark White+44 (0) 1376 535 [email protected]

Advertising SalesTracy Voice+44 (0)1376 514 [email protected]

Design ManagerVicky Longman+44 (0)1376 535 [email protected]

Graphic DesignersSarah BarnesSophie FarageLaura PerrySteve Mckea+44 (0)1376 535 616

Production ManagerStuart Weatherley

Kline Davis LimitedBroseley HouseNewlands DriveWitham, Essex CM8 2UL www.craftfocus.com

Cover courtesy of Big Decs

Craft Focus is solely owned, published and designed by Kline Davis Limited. Whilst every effort was made to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal responsibility for any errors or omissions, nor can they accept responsibility of the standing of advertisers nor by the editorial contributions. The views expressed do not necessarily reflect those of the publisher. Craft Focus is published six times a year. Subscription rates for overseas readers are £40 per annum (incl. p+p), Cheques should be made out to Kline Davis Limited and sent to Craft Focus @ Broseley House, Newlands Drive, Witham, Essex CM8 2UL.

Craft Focus magazine is proud to be associated with and supporters of:

featuresIndustry Report 28The main findings of research carried out at ICHF earlier this year.

Shop Talk 32How to run an effective workshop

Retailer Interview 35We speak to the owner of Kendal textile craft shop, Reticule

Insurance Health Check 47Top exhibition tips from TH March

Fright Night 48Fun items for Halloween crafting

Under Pressure 53Spotlight on the hot trend for embossing

special featureScrapbooking 18Your essential guide to the all encompassing craft that is scrapbooking.

53

showsStitch & Creative Craft Show 28We report on this popular consumer event

Autumn Fair 41Preview of this important seasonal show

48contents

46

Designer Mix Collection

[email protected]

P A P E R S

Lets you make the difference

10% off all orders

during August

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A Positive ApproachWelcome to our August/September issue, which is packed full of advice to help you to make the most of your business. The retail climate may be tough, but the businesses that will succeed and thrive will be the ones who take a proactive approach. There’s no room for a ‘sit tight and hope for the best’ attitude.

Whether you form a new craft club, introduce new craft workshops or simply have the odd late-night opening, there’s plenty retailers can do to attract new customers and retain a loyal customer base. And there’s never been a better time to get started.

Knowing your core customer inside out is vital if you are to maximise sales. What’s more, market research is invaluable, which is why we’re printing the results of a survey carried out into the craft market by the organisers of Craft, Hobby and Stitch. Turn to page 65 to find out more.

In this issue, we take a look at the Scrapbooking market to determine the future of this buoyant sector. We also showcase the latest embossing products, investigate the growing demand for licensed craft products and offer our top 10 tips on holding your own workshops.

Finally, if you’d like to enhance your in-store offering, don’t forget to enter our terrific competition to win 15 kits from Crafters Companion, worth £850 RRP. Simply visit our website, www.craftfocus.com and fill in the entry form.

Good luck and enjoy reading

Demelza RaynerGroup Editor

The Best Suppliers Of Pick and Mix Card

Unit 8, The Metro Centre,Ronsons Way, St Albans,

HERTS, AL4 9QTTel: 01727 836665Fax: 01727 831088

Leading Suppliers of Pick and Mix Card

Range of units to fit all premises

Widest selection of card

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No contract required

Payper Box replenishes with stock of YOUR choice NOT ours

Card can also be purchased separately

New Imported Range of Scrapbooking Papers from America!

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Keep up-to-date with the industry’s movers and shakers by reading our regular round-up...

Her Majesty The Queen opens The Cumberland Pencil Company’s new factory in WorkingtonOn June 5th The Cumberland Pencil Company were honoured to receive Her Majesty The Queen, accompanied by His Royal Highness The Duke of Edinburgh, who officially opened their new premises.

The Cumberland Pencil Company has been manufacturing pencils in Cumbria for over 175 years and has just relocated to a new factory at Lillyhall Business Park, Workington.

On arriving at the factory, the Royal Party were received by David Sharrock, General Manager and taken on a tour of the factory floor meeting the production team, staff and senior managers, including Peter Munk, President of ACCO Brands Europe, The Cumberland Pencil Company’s parent company.

At the end of the tour, The Queen had the opportunity to admire the work of pencil artists Linda Stevens and David Cook who use Derwent pencils. She was then invited to unveil a plaque to commemorate the official opening of the new premises and to sign the visitors’ book. Mr Sharrock re-united The Queen with the chair she sat on to sign the visitors’ book at Carnegie Hall, Workington 30 years ago.

Speaking after the visit David Sharrock said “It was a great honour for us to welcome The Queen and The Duke to our new home. Our staff were delighted to see them and chat about their work.”

Visit www.pencils.co.uk for more information on the company.

Europoint Display launches initiative to encourage retailers to use eco-friendly materialsEuropoint Display, a subsidiary of The Paper Company (PaperCo), has launched a range of initiatives to encourage high street retailers and supermarkets to print their signage, packaging and displays on more environmentally friendly substrates. The nation-wide initiative is in response to rising demand from blue chip companies for greener materials.

The company has developed a boxed swatch of alternative, greener media, The EnviroBox, supported by the industry’s first PC-based calculator to assess the overall environmental impact of substrates, and complementary environmental report.

Each EnviroBox contains a raft of products for banners, self-adhesives for windows, rigid sheets and films that are viable replacements for PVC-based products but are less harmful to the environment. It also contains new, less harmful versions of existing products, such as a foam PVC substrate that is made almost entirely from recycled polymer. Each EnviroBox will also include an environmental report, Plastics in the Environment, which has been produced by Europoint’s Environmental Solutions Director, Vic Adie.

Go to www.europointdisplay.co.uk for further details of the initiative.

industry news

Mighty Bright extend their distribution networkTrinity Xtras, the company responsible for the sales and distribution of Mighty Bright Craft and Book products in the UK are expanding their distribution network to enable them to effectively fulfil the demand and reach the full potential for the Mighty Bright range.

Bryn Evans from Trinity Xtras says: “The craft range has increased significantly over recent years and we now offer portable light and sight solutions suitable for most craft projects. The craft market is huge and to enable us to reach the full potential for Mighty Bright in Europe we need to extend our distribution network.”

He continues: “We are pleased to announce that Mighty Bright Craft products will now also be available from Bramwell Yarns & Crafts. We are very excited to be working with Bramwell and we’re confident that we have the distribution network to effectively reach and serve every craft retailer across the country.”

Trinity Xtras is also taking the Mighty Bright range into Continental Europe and has already appointed distributors in France, Belgium, the Netherlands and Luxembourg.

Access www.trinityxtras.co.uk or visitwww.bramwellcrafts.co.uk.

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X-Cut gets new logoOne of the nation’s favourite cutting tool brands, X-Cut, has a glamorous new look. Blue is retiring and X-Cut is painting the town Pink with a new colourway and some new tools.

The fabulous brand logo has been designed to be more appealing to the X-Cut female target audience, and is set to arrive in September alongside great new products such as the amazing pink retractablePokey tool, a distressing tool, a craft knife, and tweezers.

Craft expert, Clare Curd, explains “This is a fantastic step for the already much-loved brand. The gorgeous new look is set to cause a stir amongst the ladies, especially with the introduction of their very own pink tools. A crafter's real must have.”

As well as introducing new tools, X-Cut will also be adding the pink touch to the already existing range. Visit the comprehensive website at www.xcuttools.co.uk for inspirational ideas.

ICHF earn national charity awardICHF, the UK’s No.1 craft and gift show organiser, has won the much coveted Business Supporter of the Year Award at the Flame of Hope Awards in support of Cancer Research UK. The awards were held on Friday 6th June at the Café Royal in London’s Regent Street. Business Supporter of the Year Award is a prestigious accolade, recognising the outstanding support given to the charity by a business or organisation.

After the loss of co-founder Maurice Brown to cancer in 1988, ICHF began working with Cancer Research UK to make a difference to the growing numbers of people being affected by the disease.

ICHF decided to provide a stand and significant prizes at each of its 10 major exhibitions throughout the UK every year raising over £150,000.

Ruth Brown, Director of ICHF and widow of the late Maurice Brown, who collected the award said, “We are extremely proud to accept this award on behalf of ICHF and will continue to actively support the local committee and Cancer Research. We hope that the money we raise will help others while at the same time honour the memory of Maurice.”

Fundraising for Cancer research UK is at the heart of the company with over £40,000 raised by Managing Director David Bennett and his son Troy, Ruth Brown’s grandson, who successfully fought the disease and went on to run in last years New York Marathon with his father.

Cherry Simpson, Honorary Secretary of the Christchurch Committee said, “Cancer Research UK are extremely grateful for the continued support of ICHF. The money they raise is so important and enables our scientists to continue their imperative work to find a cure for cancer.”

Hunkydory Crafts launch new catalogueHunkydory Crafts, the new British papercraft wholesalers, have launched an exciting new catalogue featuring hundreds of premium 3D decoupage, pyramage and sticker sheets under the sought-after Paper Laughs and Paper Fun ranges. Collections include the fabulous Tipsy Adults, Handsome Hunks, Luscious Ladies, and Golden Oldies, all giving a breath of fresh air to card making.

Retailer margins are excellent, but even better is the 10% discount on all orders paid upfront, with no minimum order values and carriage-paid next-day delivery over £50.

Access www.cardcraftplus.co.uk for details of how to get your hands on the trade catalogue and free samples.

Additions to the Regia Sock RangeSofty Colour and Kaffe Fassett Design Line 6ply are the final two ranges to be released from the new Regia shade book launched in June by Coats Crafts.

Soft Colour is an extension of the existing softy range launched in October 2007, which was a huge success full of bright solid colours. The Softy Colour range now adds a striped effect, made from 61% Polyamide and 39% New Wool, machine washable at 40°. These striped effects come in a host of pink and blue shades from soft pastel shades to bright and vibrant colours.

The second new launch is from the distinguished famous designer Kaffe Fassett. Regia now introduces the Design Line 6 Fadig (6ply) range to compliment the hugely popular 4ply range, launched February 2007. This new 6ply range offers two distinctive striped designed, in three mixes of shades, Caribbean, Fire and Twilight. Made up from 75% New Wool and 25% Polyamide, these are the must have accessories for 2008.

Regia socks are ideal for friends and all members of the family, are suitable to wear all year round as slipper socks in the home or to keep toes cosy and warm this winter.

Consumers can even add the Regia Iron-on brake stops to the bottom of socks to wear around the home to stop slipping on tiled and wooden floors.

Customers can order stocks of the free pattern instruction leaflet, article code REG0504, to give away to crafters to knit socks using these wonderful yarns.

Also, keep your eyes open for new pattern support for all Regia yarns which will be launched throughout 2008. For more information, please register on the Coats website for regular product updates at the website www.coatscrafts.co.uk.

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industry news

BoxMart extends its range of eco-conscious gift packagingBoxMart, the online supplier of unbranded, highly eco-conscious gift packaging, has witnessed a rapid growth in sales of 28% in 12 months across its entire product range following the addition of many new colours, sizes, and graphic designs.

The company has responded to the trade buyers’ requirement to gain competitive edge as well as the consumer demand for environmentally friendly products by offering innovative and colourful packaging with a high recycled content, that in turn is 100% recyclable.

The implementation of water-based inks on most products and use of microflute material in preference to solid board results in a much more environmentally friendly product. In addition, BoxMart has recently launched a range of natural kraft gift boxes to meet requests for packaging with a more environment conscious appearance.

Joanne Offord, Managing Director of BoxMart, commented “The market demands that gift packaging both looks good and is environmentally responsible. Here at BoxMart we have made it a priority to meet the two demands. Production of long runs of stock boxes rather than individual short run bespoke boxes is both economical and environmentally beneficial and buyers have responded to these benefits. We're delighted that our new, extended range has been so well received.”

The BoxMart product range includes bottle, floristry, clear lid and hamper boxes as well as many other gift boxes in a range of shapes and sizes. With no minimum order, customers are able to purchase just one pack of boxes at a time should they wish to do so.

For more information, visit www.BoxMart.co.uk or call +44 (0)1543 411 574.

DIYframing competition success DIYframing recently ran a competition with Craft Focus Magazine to win a day’s training with UK School of Framing. There were a number of winners, one of whom was Dot Penn, who undertook training in Maidstone.

“I dibble and dabble in all sorts of arts and crafts and I fancied having a go,” explained Dot. “Right from the start I had a feeling that I was going to win.”

The Basics of Framing training workshop taught Dot how to display her large collection of pictures, and she is excited about what her new money-saving skills will achieve. The successful training day encouraged confidence and organisation in hobbies such as sewing and even cake decorating, and she came away from the day with an impressive finished frame featuring a beautiful lime-wax finish.

Our winner also learnt how to cut glass, and loved the whole experience. “The course was brilliant and good fun. Now I’m just itching to get started.”

The providers of the competition prize, DIYframing, have a success of their own to announce with the launch of their new look website.The previous layout lasted three years and proved to be a market leader, as well as a great way of pointing out how customers need a site to work

clearly, quickly, and with just enough up to date information to guide them through a craft and to the store.Duncan McDonald, CEO of DIYframing, says “Informal, friendly relationships with customers and visitors have always been hallmarks of what makes

DIYframing tick and it was important for the site to reflect that approach. It looks bright, clear and friendly. Framing is a visual business and that has to be reflected in the virtual face of the company.”

Key features on the new site include the UK School of Framing, where visitors can find clear links to courses, and The Store which allows crafters to find the piece of kit they are looking for fast. These features are in addition to current and archived news, articles for framers of all levels, and tabbed features with plenty of relevant information. There is even a video to explain what DIYframing can offer.

Visit www.diyframing.com for more information.

New designer kits from Claire AristidesLeading jewellery designer Claire Aristides has designed collections for some of the UK’s top brands, and is at the cutting edge of making crafts fashionable and jewellery making cool with her fabulous kits.

In line with her fantastic progress, Claire Arisitides has just launched a new designer range in John Lewis stores, featuring cool and contemporary packaging to catch the eye of the consumer. The great value kits in the jewellery making range cover the must-have looks of each season, and allow crafters to create their own designer pieces, from stunning über long necklaces, bold coloured stretch bracelets, to gorgeous chandelier earrings. The kits contain quality materials including crystal, pearl, sterling silver and gold, plus step-by-step guidance and tips from the designer.

In addition, Claire now presents a craft slot on the QVC television channel to sell the glamorous and practical products, which are stocked by Liberty of London and many gift websites. Access www.clairearistides.com to find out more.

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AppointmentsThe Craft & Hobby Association (CHA) is pleased to announce the recent appointments of Jon Krance as a new Marketing Manager, and Michael DiTullio, as a new Sales Associate.

In his role as Marketing Manager, Jon Krance will assume all member marketing responsibilities including strategic development and implementation of a comprehensive member retention and acquisition program. He will lead development of member insight, new benefi t programs, and oversee the CHA Task Force program. Additionally, Krance will manage the Innovations Showcase at the CHA Shows and other marketing programs. Krance, a marketing veteran, brings over 20 years of marketing strategy and business leadership to his new position.

As Sales Associate, Michael DiTullio will be part of the Meetings & Expositions Department and will be responsible for new and existing booth sales, sponsorships, lead generation, and database management relating to CHA trade shows.

“I am extremely pleased to welcome Jon and Michael into the CHA family,” explained Steve Berger, CHA’s Chief Executive Offi cer. “Their unique talents and vast experience will enhance our collective CHA skill set and better equip our team to continue offering high quality programs to our (CHA) members and the industry.”

Ellison have announced Richard Birse as the new General Manager of Ellison Europe. Richard joins the company from his previous position as Commercial and Operations Manager of VCL Global.

Stitch & Creative Crafts Show returns to Sandown RacesThe next Stitch & Creative Crafts Show to hit the turf at Sandown Park Exhibition Centre opens its doors on Friday 19th to Sunday 21st September 2008. The show opens from 10am to 5pm on Friday and Saturday, and from 10am to 4pm on Sunday 21st. With the venue’s easy access from all major and local routes and excellent general facilities, this popular show returns to Esher, Surrey, race course for its 11th year.

As usual, this Stitch & Creative Crafts Show covers all aspects of quality stitch-craft including cross stitch, card making, embroidery, knitting, scrap-booking, papercraft, stamping, beading, decoupage and many more.

Highlights of the show include a full demonstration schedule from Audrey Sibert and Wendie Rhodes from Create & Craft TV who will be presenting 12 half hour demonstrations on a wide variety of crafting topics on all three days. Many guilds will be represented at the show and specialist demonstrators in different fi elds will be on hand to show varied skills and techniques.

Standard adult tickets are priced at £7 and standard concessions £6 with children under 16 free of charge provided they are accompanied by an adult. Tickets can be bought on the day or by visiting www.sccshows.co.uk and booking online, or by telephoning the Show Ticket Hotline on +44 (0)1822 617 744.

Interplay celebrates awards successThe team at Interplay are celebrating after having their Technokit Stunt Buggy Kit recognised in one of the most fi ercely contested award programmes around.

The annual Gift of the Year Awards are suitable for such a wide range of products that the number of entries are vast, with the under £10 category being one of most keenly fought.

The Technokit Stunt Buggy was announced as one of only two highly commended entries from the many entries received, which as participants were 27% up on the previous year is quite an achievement. Priced at just £7.99 (rrp) and part of a wider collection, the Technokit Stunt Buggy is an ideal gift for boys age 8 to 108, and uses timberslot assembly to produce a real working electric stunt buggy that does wheelies, spins and other stunts.

For more information on all the craft kits available from Interplay call +44 (0)1628 488 944.

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Petit Artisan Ltd

Product: Animache Jungle Animals Kit.Contact: Visit www.petitartisan.com.Price: RRP £9.99. Specifi cation: Each eco-friendly Animache kit includes two matching papier

mâché animals, in this case a lion and an elephant, and a complete quality paint set. The fun craft kits are suitable for children aged from four to 12 years old and include Animache facts and an adoption certifi cate.

Retailer Benefi ts: Animache kits feature attractive packaging and are very popular with children, who can enjoy playing with the items as toys once they have been painted.

Other Information: The products are handcrafted in the Phillipines from recycled newspaper by community trade and are assembled in France.

brand spanking newTake a look at some of the latest products around

Show Me How Ltd

Product: Painting on Glass DVD book.Contact: Call +44 (0)1624 640 024.Price: Price available on application.Specifi cation: Show Me How DVD books feature step-by-step instructions for a range of

projects, complete plans and checklists, inspirational photographs of key stages, money and time-saving ideas, expert tips on how to achieve better results and creative inspiration to develop skills.

Retailer Benefi ts: Each title includes a full list of materials and tools required, essentially a shopping list of must-buy items.

Other Information: New titles in the Show Me How range inlcude Watercolour Painting and Arraging Flowers.

Beadalon

Product: Tacky Bead Mat.Contact: Access www.beadalon.com.Price: Price available on application.Specifi cation: The Beadalon Tacky Bead Mat is a sticky mat that keeps beads and pieces in place

while you’re working, making it perfect for craft projects with seed beads or other tiny components.

Retailer Benefi ts: This practical product is a great add on sale, and does not leave a sticky residue when items are removed from the surface.

Other Information: If the product gets dirty, it can be easily recharged and made ready for use again by washing it under warm water and letting it dry.

Creative Expressions

Product: Bear-iations unmounted rubber stamp sets.Contact: Visit www.creative-expressions.uk.com.Price: Each set has an RRP of £9.99. Specifi cation: Bear-iations unmounted rubber stamp sets are exclusively designed by Sheena Douglass and

feature characters such as a ballerina, footballer, nurse, chef, surfer, and rock star.Retailer Benefi ts: There are four A5-sized sets available to collect, each offering the crafter numerous options

on how to “dress” their bear.Other Information: Not only can you use these fabulous new designs on card projects, they are also ideal for

use in scrapbook layouts and other papercrafts.

For the best India beads delivered within 2 days look at:

www.eurindiabeads.com

www.4crea.com

tel: +32 475 - 695865 info at: [email protected]

WholesaleOnly

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Ellison

Product: Sizzix Movers and Shapers.Contact: Call +44 (0)870 6000 625.Price: Price available on application.Specifi cation: The four Sizzix Movers and Shapers kits are extra long Bigz Base Dies

featuring magnetic, moveable aperture dies that can be used to create a card or envelope with a perfectly positioned window. The dies not only cut, but also provide crease lines for accurate folding.

Retailer Benefi ts: Each aperture die is interchangeable for use with any of the magnetic dies, which can be also purchased separately. Furthermore, there are eight new add-ons in the range.

Other Information: These dies are designed to cut anything that a pair of scissors can, but in a fraction of the time.

Southfi eld, The Paper People

Product: Crafty Books.Contact: Visit www.southfi eld-stationers.co.uk. Price: Price available on application.Specifi cation: Crafty Books is an exciting new line that give the card making crafter a selection of paper

toppers and ideas in one handy book, includes 12 useful pages to cut out and use. Retailer Benefi ts: There are 10 initial titles to choose from in the range, featuring baby, Christmas and classic

male and female design themes. Other Information: Southfi eld is an Edinburgh-based specialist paper and card supplier with a fl exible

manufacturing facility.

Banana Frog

Product: The Pink Martini collection.Contact: Access www.bananafrog.com.Price: Papers have an RRP of 80p, Rub-ons RRP at £2.99, and Stickers have an RRP

of £1.99.Specifi cation: The vibrant collections from Pink Martini contain a super bright selection of

double sided cardstock weight papers, durable poly resin rubon garnishes, and cardstock weight alphabet stickers.

Retailer Benefi ts: The fl irty Pink Martini collections, such as brilliantly-named Orange Creamsicle, are ideal for scrapbookers and card makers, whilst the retro patterns are very much on trend.

Other Information: The two other collections in the range are named Pink Squirrel and Flirtini.

brand spanking new

New Holland Publishers

Product: Pop-Up Cards book by Jo Mathieson.Contact: Telephone +44 (0)20 7725 9924.Price: Price available on application.Specifi cation: In this exciting book, crafters are shown how to make fun three-dimensional cards

featuring cheerful characters such as a jack in the box and butterfl ies. Detailed instructions and advice, along with step-by-step photographs, ensure a professional fi nish for a range of skill levels.

Retailer Benefi ts: Hand-made cards are more popular than ever, and the book contains projects for every occasion, from birthdays to Christmas, and from new baby to passing a driving test.

Other Information: Author, Jo Mathieson, has 20 years of experience in the craft industry in the fi elds of teaching, writing, and design.

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Decorative Textiles

Product: Pink/Lilac Wedding Card Kit.Contact: Telephone +44 (0)1372 744 236.Price: Price available on application.Specifi cation: This new design kit is a wedding card stitched on antique white aida, enhanced with a small

amount of beadwork and multi coloured stranded cotton and metallic threads.Retailer Benefi ts: The kit comes complete with all of the materials necessary to make the attractive card.Other Information: Other kits available from this company cover special occasions such as birthdays,

christenings, and Christmas.

Creative Beadcraft Limited

Product: Antique Gold Pewter Pieces.Contact: Telephone +44 (0)1494 776 678. Price: Price available on application.Specifi cation: Creative Beadcraft have added a selection of pewter components in an antique gold fi nish to their popular range of pewter beads and components. They include pendants/ centrepieces, connectors, toggles and bails. Retailer Benefi ts: The quality pewter components are very versatile and are available loose or in hang sell packs.Other Information: When contacting the company quote CF0608 for a free retail pack and samples.

Simplicity Limited

Product: Go Green patterns.Contact: Access www.simplicitynewlook.com. Price: Price available on application.Specifi cation: The new Go Green patterns by Simplicity teach crafters how to recycle their

favourite items by deconstructing and transforming them into trendy new garments and accessories.

Retailer Benefi ts: This eco-friendly product taps into the current emphasis on the environment, and the patterns cater for sizes six to 20.

Other Information: Projects include a pattern for a stylish bodice design made using pages from old glossy magazines and catalogues.

Coppernob Card Craft Ltd

Product: Fancy That! Bauble Collection Booklet.Contact: Email [email protected]. Price: Price available on application.Specifi cation: Coppernob Card Craft and designer Ingrid McCracken have produced the

Fancy That! Bauble fancy-paper-folding collection, which is full to the brim of festive patterns.

Retailer Benefi ts: Helpful instructions and colour photographs mean that the booklet is suitable for many skill levels, a particularly valuable quality in the run up to Christmas.

Other Information: Other products in the range include the glamorous Fancy That! Couture Collection booklet.

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scrapbookingstory

Placing items in a scrapbook is an activity that many of us have enjoyed, but can the growing trend for Scrapbooking as a craft have a happy ending? Read on to find out more...

One of the selling points of scrapbooking is that it is all about preserving memories, but how memorable can this activity be as a craft in a varied industry? It is obvious that there is a lot of potential success for this relatively new craft, not only because the market for it can encapsulate many different products, but also because it can be seen as a timeless pursuit. The desire and interest in putting together a scrapbook can grow, develop and be picked up whenever a new event occurs, a fact that hints at the craft having real staying power rather than existing as a passing trend, especially when digital scrapbooking enters the story. At a time when there is a great deal of social interest in identity and individuality, scrapbooking can thrive if retailers approach the craft in the right way. Read on for top tips from key suppliers on how to make the most of scrapbooking.

Delish Designs UK, Debby Winrow, Director.

Would you say scrapbooking is more or less popular among consumers than a year ago? With more retailers focusing on teaching scrapbooking through workshops and classes, we have seen a healthy upturn in peoples perceptions. Scrapbookers’ blogs, informative manufacturers websites, and more accessible classes are helping.

What is your best-selling scrapbooking line and why?Our fabulous range of pearl brads, diamond bling brads, and metal embellishments really fly out the door. Everyone is looking for something a little different, and we strive to design to their desires.

Have there been any new developments in the scrapbooking market recently? The most successful trend we follow is that of quality not quantity. We try to ensure that our collections past and present all merge together so that retailers and crafters alike aren’t being left with “so yesterday” items.

What do you predict the next few years holds for scrapbooking?We are seeing a younger profile of customer who is happy to invest in her creative side to learn new techniques.

How can retailers encourage their customers to take up scrapbooking?Show their customers what it is! Make displays colourful and vibrant, encouraging customers to join workshops.

Scrapbookingonline, Robert Harwood.

Would you say scrapbooking is more or less popular among consumers than a year ago? I would say scrapbooking interest in the past year has increased, which may be due to more retail outlets selling scrapbooking products and it being advertised more.

What is your best-selling scrapbooking line and why?We have quite a few best sellers, including the Stampabilities rubber stamps, Cardstock Warehouse’s incredibly priced textured cardstock, and Bobunny’s paper designs.

Have there been any new developments in the scrapbooking market recently? The only new items that impressed me were GCD Studios’ range of products, which had fresh designs created by both American and English designers.

What do you predict the next few years holds for scrapbooking?There will definitely be a growth in the scrapbooking industry, however, card making will continue to dominate the market.

How can retailers encourage their customers to take up scrapbooking?Perhaps by slowly introducing scrapbooking with card making workshops to show how interactive they are.

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F W Bramwell & Co Ltd, Alison Park, Managing Director.

Would you say scrapbooking is more or less popular among consumers than a year ago?There has been an increase in sales, which must prove that it is becoming more popular. This could be due to internet blogs and craft sites that are encouraging crafters to try scrapbooking.

What is your best-selling scrapbooking line and why?The Cricut Expression lends itself to the dedicated scrapbooker as it can cut shapes and fonts up to 11.5 inches. Also, the Zision 12 inch paper trimmer is good value for money.

Have there been any new developments in the scrapbooking market recently? We can expect to see some extremely innovative products from ProvoCraft before the end of the year. We are also working closely with EK Success to develop SDU in the UK, which is a scrapbooking education programme for retailers to teach classes and workshops.

What do you predict the next few years holds for scrapbooking?Scrapbooking is an ‘ageless’ craft that can be enjoyed by anyone. With some enthusiasm and the right teaching programme, we believe that the UK market may be ready to embrace scrapbooking.

How can retailers encourage their customers to take up scrapbooking?Bramwells will encourage retailers to teach scrapbooking in a way that develops customer relationships and increases sales and profits within the store.

Paper Cellar, Deepa Mehta, Director.

Would you say scrapbooking is more or less popular among consumers than a year ago? I believe nearly everyone has at one point in time taken a photo and put it in a frame or an album, and scrapbooking is now the next stage of decorating, so I think it’s getting slightly more popular.

What is your best-selling scrapbooking line and why?Currently our patterned papers, glitter borders and glitter frames are doing exceptionally well as they immediately give a good background to put your photos on, creating a pretty effect without much effort.

Have there been any new developments in the scrapbooking market recently? There has been a lot of digital scrapbooking on the market, which has allowed a number of beginners to be introduced to the concept and is extremely beneficial to the industry as it encourages crafters to go towards traditional scrapbooking.

What do you predict the next few years holds for scrapbooking?It’s hard to tell at the moment, but i’m hoping that it will increase as scrapbookers spend more than card makers: scrapbooks are meant to treasure memories whereas cards are given away!

How can retailers encourage their customers to take up scrapbooking?Retailers should try and tie up with their local photoshops or anyone who offers digital photo print outs so that they can refer customers to one another.

Fidgeonscrafts, Teresa Philpott, Founding Director.

Would you say scrapbooking is more or less popular among consumers than a year ago? The number of stores taking on scrapbooking products is increasing all of the time. Products which fall under the ‘scrapbooking’ umbrella are becoming popular as they are of a better quality than ever before and can easily be used to create greetings cards as well as larger projects.

What is your best-selling scrapbooking line and why?All of our kits continue to be best sellers as the coordinating has already been done for the customer. We are also seeing a big increase in demand for raw chipboard products as it can coordinate with any colour or design for maximum value.

Have there been any new developments in the scrapbooking market recently? We are seeing more office based products moving over into the scrapbooking industry, like acetate and paper clips.

What do you predict the next few years holds for scrapbooking?I think that we will see an increase in these smaller embellishments and stamps coming through from manufacturers as they cast their market net further to card makers.

How can retailers encourage their customers to take up scrapbooking?We have found from our demos that if you can show a customer how to create a scrapbook page and a card with the same products they are far more likely to give it a go because you have taken the risk out of the purchase for them.

20 craftfocus

The BasicGrey brand, distributed by Design Objectives, is showcasing a new season of sleek scrapbook products with the Summer 2008 collection. Citrus-injected with a zesty finish, the new Ambrosia™ line blends delicate details with splashes of blazing red, orange and gold, whilst the all-natural Granola™ line is made with organic ingredients and features rustic details in a rich, earthy palette of colours. Other lines in the collection include Urban Prairie™ and Offbeat™, which coordinate with the new Bitsy™ Stamps to add punch to projects. Another new accessory range comes in the form of the Chocolate Chip Sticker collections, which are available in White, Milk or Dark Chocolate. The products are custom chipboard alpha stickers in three new fonts of micro-mini and one mini-monogram size. Chocolate Chip Mini Albums are also available in Dark and Milk Chocolate colours, each in seven new unique, eclectic shapes to complete the look. Telephone +44 (0)1202 811 000 for further details.

scrapbooking

Delish Designs UK see scrapbooking as a lifestyle, which has led the company to design new products based on fine food to whet the appetite of scrapbookers and crafters worldwide. Each series in a paper collection consists of a full course of products, with the latest Double Dipped Paper Series Royale and Mulberry changing throughout the year. The elegant new Bistro collection features a palette of rich brown, creamy butter, crab blue and red, allowing the range to be adapted from a soft heritage look to a clean, contemporary style. All of the papers can be complimented with Fancy Frames, Lush Clear Stamps, Biscuit Board Albums, Tea Tags, Key Ingredients, Menu Cards, Snack Pack rub-ons and Diamond Bling to spice up projects. New looks will be decadent and luxurious for 2009, allowing collections from past and present to merge to ensure that crafters and retailers alike can continue to use the fabulous products. For more information call +44 (0)1903 774 225.

Distributed by DesignObjectives, the hugely popular company Core’dinations aims to be a sweet treat this season with the launch of The Chocolate Box range, which is a twist on the established and best selling Black Magic cardstock. The Chocolate Box is a pack of 20 individual sheets of premium, textured colour core cardstock, with each sheet a rich shade of brown on one side, with the alternate a vibrant coordinated shade. The pack retails at £8.99, offering value for money as well as a massive breadth of choice. Whether sanding, distressing, die-cutting, embossing or tearing, the Colour Core Cardstock gives crafters more options. Contact Design Objectives on +44 (0)1202 811 000 to find out more.

Always unique and always well-received, the package of three albums and software from Zoom Album is a personalised gift for a crafter. The software package from ZoomAlbum.co.uk allows the user to create personalised photo albums for friends and loved ones, making it perfect for commemorating occasions big or small. The smart software enables the crafter to create an attractive hardcover with plain backgrounds for embellishment or a patterned cover with photos and text on, or even a combination of both. Each package contains an easy to use software CD and everything needed to make three albums, select up to 24 photos, add text and print on the A4 patented, scored, self adhesive, single folded photo sheet. A unique album can be created within minutes with no mess and no fuss. Visit the website www.zoomalbum.co.uk for more information.

KeepsakeCard Craft

THE GLITTER GIRLS OF

Tel: 0121 544 6444 Fax 0121 552 8866www.theglittergirls.co.uk (UK/Europe)

www.theglittergirls.com (USA)

• Emboss beautiful designs without the use of a lightbox.• Our Patented System of channels lead you around the designs• Can be used on any colour and types of card stocks including acetate, thin decorative metal sheets, etc, etc.

The World Famous Patented Double Sided Embossing Boards as seen on Ideal World

Create and Craft Shopping Channel.

Come and see the ‘Glitter Girls’ at their new Studio Showroom/Shop, browse through the boards and

associated products that beautifully compliment this unique system

Why not book one of our very popular Wednesday workshops held (10am – 4pm)

Opening times: Mon-Thurs 10am – 4pm Friday 10 – 3pm

Unit 2 Elm Court, Crystal Drive, Sandwell Business ParkOldbury, West Midlands, B66 1RB

• Bookatrix

• Bookatrix Project Book

• Celebrations

• Celebrations Project Book

• Dressed to Impress

• Eastern Promise

• Eastern Promise Project Book

• Elegance & Fantasy

• Elegance & Fantasy Project Book

• Framey

• Illusion

• Majestic

• Majestic Project Book

• Media and Pastimes

• Open Hearts and Tall Stories

• Romance Board

• Romance Project Book

• Ultimate Keepsake Collectors Board

• Ultimate Project Book

• Victoriana Varieties 1 Filigree Set

• Victoriana Varieties 2 Linking

Patterns

• Victoriana Varieties 3 Regal

• Victoriana Varieties 4 Royal

• DVD 1 approx 2hrs 11

demonstrations and over 120 card

samples to copy (covers Romance,

Framey and Bookatrix Boards)

• DVD 2 approx 2 hrs 14

demonstrations and over 160 card

samples to copy (covers Elegance and

Fantasy, Dress to Impress, Victoriana

Border Bars and Ultimate Board.)

• DVD 3 approx 2 hrs 11

demonstrations and many beautiful

samples in the Gallery to copy) (covers

Majestic, Illusion, Celebrations, Border

Bars Royal, Open Hearts and Tall

Stories, Eastern Promise

16 Beautiful designs:

With our patented imagepac sachets of liquid photopolymer resin, professional stamp making has never been easier, cleaner or more cost effective.

Have your customers ever asked you for a stamp you don’t have? With the imagepac Home Stamp Making Kit they can make their own drawings, text or photos into totally original clear stamps to really personalize cards and scrapbooks, print onto textiles or polymer clay. It is even possible to make embossing dies. No technical ability necessary, just an adjustable lamp with a 60 Watt bulb!

Retailers: Make stamps for your customers with imagebox and imagepac. Now you can offer a custom stamp making service with this new, economical UV exposure unit that is fast and easy to use and will produce stamps of the highest quality thanks to its unique imagebright fi lter fi lm.

CLEAR STAMPS

We can make your designs into Clear Stamps ready to sell in point of sale display packaging. Email Sally for more details:[email protected]

MANUFACTURER OF CLEAR STAMPS AND STAMP MAKING MATERIALS

PhotoCentriC Ltd • 10 Stevern Way • Peterborough • UK • PE1 5EL • Tel: +44 (0) 1733 349937 • Email: [email protected]

• www.photocentric.co.uk • www.imagepacdaylight.co.uk

Banana Frog™ clear rubber stamps have

taken the UK by storm.

The stamps are British designed by Beverley Fletcher

and are a fresh and contemporary graphic look with a retro twist, and are perfect for all

paper crafts.

The stamps comeinnovatively packaged in clear plastic wallets so that you can see at a glance the stamps

you are looking for, so no more rummaging around for the right

stamps!

01628 [email protected]

www.bananafrog.co.uk

craftfocus 23

scrapboo

king

My Darling, Believe and Beau Jardine are just a few of the fantastic and colourful collections in the product offering from BoBunny, distributed by the all encompassing Scrapbookingonline.

Bo Bunny has offered scrapbookers quality products for the past 10 years and have a great selection of designer papers, rub-ons, brads, ribbons, double sided papers, die cuts, class kits and other embellishments for crafters to get their hands on. Also distributed by Scrapbookingonline is the Scrappy Cats range, which is full of artistic ideas and products to lead the way in quality and design. This enthusiastic US company are the creators of the Stamp Effects products, which are a unique blend of fresh and original effects to add something different to scrapbooking projects. Access www.scrapbookingonline.co.uk to find out more about the ranges.

F W Bramwell & Co Ltd was founded in 1965, and during their 41 years in business have had the ability to develop into new areas by listening to the needs of their customers. Over recent years Bramwells have chosen to distribute ranges from leading craft manufacturers, and one of the company’s newest, high quality products is the Cricut Create. A revolutionary breakthrough in papercrafting, the Cricut is a personal cutting system that does not require a computer and features a cartridge system that allows the crafter to cut thousands of beautiful shapes, letters and phrases in a variety of styles at the touch of a button. The Cricut Create has all of the qualties of the well known Cricut Expression and can cut out shapes up to 11.5 inches high, but is the same portable size as the original model for swift and stylish scrapbooking.

Telephone +44 (0)1282 860 388 for further details.

Creative company Paper Cellar Ltd develop and deliver imaginative products, anticipating and shaping consumer's needs. Specialising in cards and paper, the

6”x6” Wedding patterned paper pack from the Miy Range features five different designs with 10 sheets of each to create a coordinated aesthetic. This great value

item has a brilliant RRP of £3.49 and can give a really professional look to scrapbook pages. Paper Cellar also have the sparkling and peelable Butterfly Borders, with an

RRP of £1.99, to add a touch of glamour to projects. The acid and lignin-free products are the perfect way to encourage customers to preserve memories of their special occasion.

Access www.papercellar.com for more information.

The new Playtime Collection from Three Bugs in a Rug, distributed by wholesale art and craft suppliers Fidgeonscrafts, includes amazing patterned papers for super scrapbooking this season. The collection features red, blue, orange and green tones with illustrations of rockets, dinosaurs, trains, stars, planets, ships and cars, making it particularly perfect for projects to keep adventurous boys entertained. The company offer constant project idea support and new products with superb customer service and shipping to make sure that retailers are always up to date with the latest scrapbooking trends. Visit the website www.fidgeonscrafts.co.uk to find out more.

24 craftfocus

The Stitch and Creative Crafts Shows have gained an enviable reputation for diverse exhibitors, quality venues, and strength of attendance. The events, which take place across the UK, provide an excellent showcase for exhibitors to demonstrate their products and discuss with visitors all aspects of stitch-craft, including sewing, beading, knitting, papercraft, stamping, tapestry, decoupage, card making, scrap-booking, and many more up and coming creative crafts and hobbies.

The event was acquired by Trident Exhibitions in May 2007, an independent family-run business which has nearly 40 years of experience both in the UK and worldwide, that has since enabled the continued growth of the shows. As the Stitch and Creative Craft Shows enjoy a loyal following of thousands of visitors, retailers can crucially seize the chance to gauge public opinion of the products and companies at this relaxed and busy exhibition. The Stitch & Creative Crafts Shows also have the support of Create and Craft TV, specifically the channel’s Create and Craft Club. This support has taken many forms, including show promotion on the television channel, club member and show visitor incentives, and reciprocal web links. The Create and Craft Club will also be present at several of the Stitch & Creative Crafts Shows during the

forthcoming season, a brilliant networking opportunity that is not to be missed.

The next two Stitch and Creative Crafts Shows in the calendar take place at Manchester Central on the 29th-31st

August and at Sandown Park in Esher, Surrey on the 19th-21st September. Both events cover a broad range of exhibitors displaying all aspects of quality stitch-craft, as well as offering a schedule of varied workshops and demonstration programmes. A particular highlight is the attendance of Create and Craft TV personality, Stephanie Weightman, who will be presenting two, two hour-long workshops on every day of each of the shows. Also attending both shows are fellow presenters Audrey Sibert and Wendie Rhodes, who will be providing a series of free demonstrations throughout the day on a wide variety of topics. Designer Debbi Moore and her team have also structured a full day’s workshop programme that includes Debbi’s special and intriguing ‘Speed Crafting’ event.

Events at the Manchester Central show include the Big Knit Project, a world record attempt by textile artist Ingrid Wagner to knit with four metre long needles to raise funds for Breakthrough Breast Cancer’s £1,000 challenge. Specifically for the Manchester

event, knitting teacher Jo Hoddinott will be presenting three, hour-long workshops each day featuring Knitting With Beads, Knitted Jewellery and Knitting For The Home.

Now with many Stitch and Creative Crafts shows under their belt, Trident is well placed to monitor the general marketplace and, for the foreseeable future, sees steady progress in the huge popularity of card and paper-crafting. As a top tip for the future, the company have noted a recent surge in sewing, particularly interest in the market for sewing machines, to support the growing trend for creating and personalising items with stitching and embellishments to achieve a unique finish.

Trident is totally committed to the on-going development of the Stitch and Creative Crafts Shows and looks forward to the start of the Autumn events with new workshop programmes, demonstrations, and support packages. In addition to these two events, Trident Exhibitions has a full programme of Stitch and Creative Crafts Shows for 2008 and the whole of 2009, such as the Creative Crafts & Gifts for Christmas Show in November. Full details of all of these events can be found on the show’s website www.sccshows.co.ukor by contacting Trident Exhibitions on +44 (0)1822 614 671.

stitch & creative craft show

The popular Stitch & Creative Crafts Shows present a great opportunity for trade buyers to spot the latest trends and observe consumer reactions. Read on to find out more...

C

CThe UK’s leading magazine

for the craft industry

www.craftfocus.com

To advertise here telephone Tracy Voice

on +44(0)1376 535 618

26 craftfocus

Barbara Scarlett and Kathy Mills could never have imagined when they began teaching craft classes that just a few years later they would be creating their own products, running a successful business, appearing on television, and receiving an award from the Queen, however, this is just where their enthusiasm for craft has taken them!

As Kathy explains, the two women were united by an affection for fun and innovative projects, which developed into a desire to share their knowledge with others. “Babs and I met when I was working at the NEC demonstrating for many crafting companies. She loved the glittery butterflies that I was making and said that she wanted to learn how to make them, so I told her to come to my classes, which she and her daughter did. After teaching Babs all the many card making techniques over a couple of years, we started to teach together, which we loved and so did our crafters.”

As the popularity of their classes began to rise, Barbara and Kathy studied the tools available on the market and searched for ways to improve their projects. With their practical knowledge and expertise, it was a natural progression for the duo to create products to serve their own needs as well as those of their students. This pro-active approach not only led

to the invention of a ground breaking product for which the women are renowned for, but also to the advent of a successful and forward thinking business, Keepsake Card Craft Limited.

Kathy comments, “From the day of the initial invention, our Patented Embossing System, our incredible journey began, and we started the business together in 2004. The first idea for the board came from Babs, and we set out to get it firstly, patented, and then into the crafting fraternity. The rest is history!”

The now famous Patented Embossing System immediately commanded the attention of the crafting industry, with the public and retailers alike eagerly wishing to obtain this new and original method of embossing. The item allows the crafter to achieve a high standard of beautiful designs with a variety of materials such as dark card stock, thick card, and even thin sheets of crafting metal, a previously difficult task that is made easy with the use of one tool. The enthusiastic reception that the invention received allowed

the business to grow as news of this unique method of embossing spread throughout the craft world. To build on this momentum a marketing strategy was developed for all of the designs in the company’s product range to fit the shapes on the boards so that customers could easily recognise and anticipate new items. Along with their ingenious and simple stance, Barbara and Kathy credit the expansion of the business to contributions from carefully selected, quality suppliers and their dedicated, hardworking staff. “The business started on a small scale at first, but we soon realised we needed much larger premises. We moved to Sandwell Business Centre where we opened a 2, 800 square feet unit, which is where we now trade from”, says Kathy.

As the rapidly growing company garnered industry buzz more focus fell on Barbara and Kathy themselves, and as a result of their teaching background they were invited to appear on the Ideal World Create and Craft television channel to demonstrate their

The Glitter Girls of Keepsake Card Craft continue to sparkle as recent recipients of a prestigious royal award. Read on to find out where it all began...

royal exchange

craftfocus 27

pro

file

Further informationVisit www.theglittergirls.co.uk for further details.

products, revisiting their roots in the process. The two soon became familiar faces on the channel and captured viewers’ imaginations with their glamorous black outfits and diamanté jewellery, prompting them to be named “The Glitter Girls”. To fit this eponymous title a logo was quickly established along with the website www.theglittergirls.co.uk, which further served to cement the new brand identification and promotional opportunities that the company wisely capitalised on for product launches, as Kathy explains. “Together we developed an extensive product range and added specifically designed accessories, creating a one stop shop. We also included instructional project books and DVDs. New uniquely designed products soon followed, including a new method of box making and an embossed alphabet technique with new patents applied for.”

In the four years that Keepsake Card Craft has been established the company and the Glitter Girls have achieved immense success, however, this happily reached new heights when they were graciously bestowed with the Queens Award for Enterprise and Innovation 2008 earlier this year. The award is the most prestigious corporate accolade that a UK business can win and comes at the recommendation of the Prime Minister and a Select Advisory Committee. Barbara and Kathy are extremely proud to be recognised with this internationally coveted reward for those who have demonstrated commercial success through innovative products and services.

Reflecting on the award and the growth of the business as a whole, Kathy concludes “We continue to strive to bring new and innovative products for ever increasing demand. The journey continues throughout the UK, Europe, and the USA with the traders and the crafting public all eagerly waiting for the next Keepsake board or product.” C

28 craftfocus

industry reportWe publish the main findings of research carried out at International Craft Hobby and Stitch by DJS Research Ltd earlier this year

1. Background & Research Methodology

Background To The ResearchDuring February 2008 the ICHF Ltd had their Craft Hobby & Stitch International Trade Show at the NEC Birmingham. During the show, ICHF wanted to profile visitors, so as to get a feel for the overall UK craft industry profile. To help with this, DJS Research Ltd an independent market research consultancy, was commissioned to undertake a quantitative face-to-face survey with visitors from the show. The following are the main findings and conclusions generated by the study.

•

•

•

•

Methodology & Sample406 face to face interviews were conducted with visitors at the show Interviews were conducted over three days at the show (17th February 2008 to 19th February 2008). Visitors were randomly approached by trained market research interviewers. Interviews lasted on average 15 minutes. As a thank you for taking part, respondents were offered a copy of the research findings.

•

•

•

••

2. Profile of Companies

Majority were Independent Retailers

Q) Which of the following best describe your company activity?

0 10 20 30 40 50 60 70 80

Mail Order

Agent Distributor

Exhibition Retailer

Multiple Retailer

Wholesaler

Internet Business

Manufacturer

Independent Retailer

%

66

9

7

4

4

3

3

2

Base: All respondants (406)

0 10 20 30 40 50 60 70 80

More than Ten

Six to Ten

Two to Five

One Only

None

%

7

32

60

5

2

Majority had one store or did not have any

Q) How many stores do you have?

*

* Less than 1%


A mix of new and established companies

Q) How long has your company been trading?

0 10 20 30 40 50 60 70 80

Longer than 10 years

Over 8 years - Less than 10 years



Over 1 year - Less than 2 years

Less than a year

%

11

2

11

29

10

6

33


craftfocus 29

survey

3. Financial Profiling Information

Average turnover is £246,000 This is based on 'banded' turnover i.e. not exact figures - therefore it is a rough estimate based on the information provided Base: All respondents who were able to give an answer (273)

For Most, Turnover Increased Or Stayed The Same Compared With The Previous Year. Base: All respondents (406)

Increase In Turnover For those who had an increase in turnover (42% of the whole sample) for the last financial year we asked them how much in percentage terms it had increased by. The following chart shows the results of this based on those who had an increase in turnover and were able to provide an answer…

•

•0 10 20 30 40 50 60 70 80

More than 100%91-100%

81-90%71-80%61-70%51-60%41-50%31-40%21-30%11-20%

1-10%

%

36

20

18

5

11

0

0

0

1

8

2

Three quarters have increased turnover by up to 30%

Q) Can you tell me in percentage terms how much your turnover has increased by?

Base: All respondants who were able to give an answer (129)

On average, turnover had increased by 32%

0 10 20 30 40

More than 600

401-600

201-400

101-200

76-100

51-75

25-50

Less than 25 8

19

10

12

17

14

8

12

%

8

19

10

12

17

14

8

12


Half have up to 100 customers visiting each week. The other half have 100+ customers visiting

Q) Approximately how many customers visit your store(s) each week?

0 10 20 30 40 50 60 70 80DecemberNovember

OctoberSeptember

AugustJuly

JuneMay

AprilMarch

FebruaryJanuary

%

5

6

9

6

6

7

9

12

22

30

45

29

Towards the end of the year is the busiest period

Q) Thinking about sales in craft related products you achieved throughout 2007, can you tell me your two busiest months?


30 craftfocus

Trading Over The Internet 44% trade over the internet (Manufacturers most likely to trade over the internet [61%]. Independent retailers least likely [33%]).

For these, we asked them what percentage of their turnover comes through the internet.

The following chart shows the result of this.

•

•

•

0 10 20 30 40 50 60 70 80D/K/NS

91-100%81-90%71-80%61-70%51-60%41-50%31-40%21-30%11-20%

1-10%

%

36

7

8

2

7

7

1

1

3

4

2

17

16

For A Third Up To 10% Of Turnover Comes Via The Internet. For 17% Nearly All/All Turnover Comes Via The Internet

Q) What percentage of your turnover comes through the internet?

Three quarters say that the craft side of their business will grow

Q) During 2008 do you anticipate that the craft side of your business will...?

0 10 20 30 40 50 60 70 80

Dont know

Decrease

Stay the same

Increase

%

75

15

4

6

Base: All respondants who trade over the internet (179) Base: All respondants (406)

0 10 20 30 40 50 60 70 80

*Other

Knitting

Fabrics

Art Materials & Supplies

Needlecraft & Haberdashery Products

Card Making / Papercraft / Scrap Booking

%

51

30

22

18

18

29

Card making and needlecraft are key creative products

Q) Which are your three biggest selling creative products?

* Main others include beading, ceramics, jewellery, stamps, framing, craft kits and dolls houses


4. Sales of Creative Products

0 10 20 30 40 50 60 70 80*Other

Ceramics

Haberdashery

General Craft

Needlecraft

Beading/Jewellery Making

Art Materials

Fabrics

Knitting

Papercraft

%

9

34

8

7

7

6

8

5

3

12

On average, papercraft makes up 34% of sales. The remainder of sales are fairly evenly spread across other creative products

Q) What percentage of your sales are...?

Average % given across the sample

Average % ( Mean % )

* Main others include stamps, framing and craft kits


survey

craftfocus 31

survey

5. Craft, Hobby & Stitch Trade Shows

Visitors mainly use the show for keeping up to date, sourcing suppliers, placing orders and networking

Q) What are your main reasons for visiting the show?

0 10 20 30 40 50 60 70 80 90 100

Starting a new business

Attend a seminar/workshop

Networking with industry

Place order/make a purchase

Source suppliers

Keep up to date/see what's new

%

73

52

33

24

8

7


Most attend the show each year. A quarter were new to the show

Q) How frequently do you attend this trade show?

0 10 20 30 40 50 60 70 80

First time

Once in a while

Bi-Annually

Annually

%

68

2

3

28


Two thirds (64%) were attending 1 day only at the show. 17% were there for 2 days and a similar amount (19%) were at the show all three days.

February is the most suitable month for the show

Q) Which month do you think is best for thr Craft, Hobby & Stitch Trade Show?

0 10 20 30 40 50 60 70 80 90 100DecemberNovember

OctoberSeptember

AugustJuly

JuneMay

AprilMarch

FebruaryJanuary

%

181

5222

211

1

* Less than 1%

**


0 10 20 30 40 50 60 70 80

*Other

Fabrics

Knitting

Art Materials & Supplies

Needlecraft & Haberdashery Products

Card making/Papercraft/Scrap Booking

%

36

12

10

10

9

22

Card Making is driving increases in sales for a third. For others, increases are spread across the creative products

Q) Which one category has given you he biggest increase in sales over the last year?

On average, this area has increased

in sales by 29%

a

* Main others include beading and ceramics


32 craftfocus

practical magicRead on for our top 10 tips on holding and promoting a successful workshop

1Show them HowAn in-store demonstrator is wonderfully effective at generating interest in a particular craft, whether knitting, scrapbooking or stamping, and is the ideal

prelude to a workshop. Customers will be drawn to the activity and will stop to watch for a while, which is the ideal time to engage them in conversation about the upcoming event. You can then either book them in for the workshop there and then, or hand them a leaflet outlining details on how to book future classes.

2Perfect PromotionsA simple poster in the window with future workshop dates is just the beginning of the

many ways you can promote your business. While word of mouth is the best possible recommendation, you cannot always guarantee this will fill all available places. Why not consider giving your customers a push in the right direction by offering them a 10% discount on their workshop place if they sign up a friend for the class?

3You’ve got MailIf you don’t already have a mailing list of existing customers, now’s

the perfect time to start one. Every time a purchase is made, ask the customer if they would like to be added to your mailing list to be alerted about future in-store events and workshops. Anyone who agrees should fill out a simple form and whenever you decide to hold an event, you’ll have a ready-made list of interested parties.

4Small is BeautifulDon’t get over-ambitious

about the number of people you can comfortably house for a workshop. Customers are more likely to return if they get a personal service and are able to learn their craft in an environment conducive to social interaction with an intimate group of like-minded people.

5Eat, Drink and be MerryFine dining may not be the order of the day, but providing simple refreshments can go a

long way to making your customers feel welcome, especially if the workshop is two hours or more. It’s an inexpensive way of adding value to their experience.

6Timing is EverythingWorkshops can last anywhere from 30 minutes to a full day. As a general rule, a 1-2 hour class is the best for introducing your customers to a new

craft. You can then follow-up their initial experience with a follow-up workshop.

7The Variety ShowKeep your workshop offering varied and you will continually be attracting new customers.

As a retailer, you should know about the latest craft trends before your customers, so surprise them with the hottest new crafts from across the pond.

8Seek out your SuppliersSome of the leading craft

suppliers and wholesalers work closely with retailers to host workshops in order to introduce the end consumer to their products. Therefore, if you’ve never hosted a workshop before, or would like to enhance your current workshop offering, it’s a great way of utilising someone else’s expertise to ensure your event is a success.

9 Get Staff InvolvedEncourage your staff to

suggest workshop ideas. You should have a ready-made base of willing volunteers, so work together on a schedule for the year ahead, and make the most of their crafting nouse.

10 Market Research Follow up all workshops by asking all participants to fill in a short

questionnaire at the end of the class. You’ll find out what they enjoyed, what they feel could be improved, whether they would attend other workshops and much more. Don’t miss out on this valuable feedback as it will help you to fine-tune your offering. C

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retailer interview

a stitch in timeAn embroidery course opened up a whole new career for former textile teacher Christine Marshall. From designing and making special occasion handbags she opened up her own shop Reticule to sell her stunning bags and also to share her passion for textiles, ribbons, threads, buttons and beads.

What is your background?Originally from Sunderland I started teaching textiles and cookery 30 years ago, I moved to Cumbria in 1979 and opened a village shop and tearooms. Two sons and other family commitments resulted in a move back into teaching resulting in a full time post at a local secondary school first of all teaching textiles and ending up as a head of Child Development.

What prompted you to make a late career switch?Although I loved teaching I did miss the buzz of teaching a practical subject, so at the age of 50 I decided to have another career change and decided to open a textile craft shop.

One of the reasons for this was that since completing a City and Guilds Embroidery

and Design Course I had been designing and making special occasion handbags and wanted somewhere that they could be displayed and sold, including an area where I could actually make them. I now rarely have time to sew during the day so orders have to be completed in the evening at home.

Although it was a big risk financially, with support from my partner Dennis (now husband and business partner) and family I decided that I wanted a shop which would specialise in the products I was passionate about, fabrics, threads, beads ribbons etc.

What help was available to you when starting out?Whilst the solicitors dealt with the lease purchase etc. I attended a Rural Women’s Network Business Course which involved the

production of a business plan and the support of a qualified accountant. This also gave me the opportunity to discuss with other women in a similar position the problems of setting up in business and also resulted in a starting up grant of £1,000 over the first year, which was a great help.

Explain the story behind the shop name?When thinking of a name for the shop we wanted something different and as the original business idea was based on my handbags we chose Reticule, which is defined as ‘a woman’s netted or other bag, especially with a drawstring, carried or worn to serve the purpose of a pocket.’

The name is a conversation topic and some of our more elderly customers can remember having reticules.

How did you select the premises and location for your business?The shop itself is in an old pedestrian alley in the centre of Kendal Cumbria, a lovely market town just on the edge of The Lake District. ‘The New Shambles’ was a row of butchers’ shops in the 17th century which have changed very little over the years. On first viewing the property it ‘felt right’ and as the other shops in the alley included a wedding shop, hat shop, nail salon and fashion shop, it was obviously an area that would attract ladies.

What is your core customer base?Our customers tend to be the more mature lady who has spare time and hopefully spare money to spend on hobbies. A lot of our customers are members of local patchwork/

36 craftfocus

quilting/embroiderers guild groups.We also attract brides-to-be who want

ribbons for invitations and wedding stationery and art students who often come in for advice rather than to spend. I do enjoy the contact with these students as I can use my knowledge of the subject from my teaching days.

We are now also seeing repeat visits from holiday makers who now regularly put us on their ‘must visit’ list.

How would you describe the presentation of your shop?The shop is often described as an Aladdin’s Cave. There’s lots of colour with loose buttons and beads, which are a great temptation to touch and over 250 different fabrics. We hope that our customers find it a very relaxing

shopping experience, we don’t mind how long people browse with some regulars just calling in for a ‘fix’.

How do you source new products?Sourcing new products can be quite difficult as a lot of the new textile craft products are American and are sold under a variety of trade names. Quite often we will buy just a sample of a product from a retail supplier to try out before sourcing it from a trade supplier.

We are often put off selling a product because of a high minimum order limit or excessive postage charges.

What are the key factors you consider when introducing a new product line?It’s very much a question of –Would I use it?

Do I like it? Is it good value for money? Have we got space for it? (probably not!) and can we be enthusiastic about selling it?

We very rarely take a full range of any product, especially fabrics. I get great enjoyment out of mixing and matching fabrics from different ranges and companies which means we can afford to stock a wider variety than if we took a complete range from each of our suppliers. The same applies to ribbons and beads; it takes longer to choose this way but it seems to be worthwhile for us.

As new products arrive I show them to our regular customers in the hope that, even if they don’t purchase, they’ll pass the word on, this is especially so with fabrics. Word of mouth is definitely our best way of advertising.

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retailer interview

Do you run workshops or in-store demonstrations?Demonstrating is a part of everyday life, it might be just how to do a particular technique that I’m using on a handbag I’m making, or it might be a demonstration of a product. It may or may not lead to a sale but people do appreciate the time we spend with them.

Due to lack of space we can’t hold workshops on the premises but I do run courses at a local ice-cream parlour. We use a lovely well lit room above the café and they provide lunch, which makes it a very pleasant day out. It is, however, hard work for me setting up each week taking sewing machines, fabrics and a box of products for sale. Most of the workshops are machine-based and vary from beginners machining to handbag making.The workshops are a brilliant way to introduce new products and do lead to repeat sales.

I also give talks to local craft/W.I groups, which again is an excellent way to promote the shop and demonstrate products to people who might never have been to visit us.

How important is product knowledge and customer service?Our main priority in the shop is that every customer should be welcomed and thanked for visiting even if they don’t spend. We strongly believe that making everyone welcome makes them relax. Weather permitting the door is left open, some people do find opening a door into a small specialist shop daunting, we encourage browsers and display fabrics outside to tempt people in.

We like to think that we can answer questions on all the products we sell (and some we don’t) and if we don’t know we will find out, people do appreciate a phone call to say we have researched and found an answer to their query.

We are also prepared to order and send out products to customers, quite often holiday makers, and it amazes us how delighted they are when we offer this service.

We are very people-orientated and consider our customers as friends who are very loyal and have helped us to build up the business over the three years.

How do you view the current state of the market?There does seem to have been a slight downturn in average spend over the last few weeks but hopefully footfall might increase as people choose to holiday in this country rather than going abroad this summer, being on the edge of the Lake District does certainly have its advantages.

What advice would you pass on to other would-be craft retailers?• Be prepared to put everything back into the business for at least the first two years.• If you can’t be enthusiastic about a product don’t stock it - it will be far harder to sell.• Accept the fact that sometimes the customer knows more than you do and ask their advice about specialist craft products, then decide whether it is worth stocking it.

Plans for the future?• To continue to develop the business as a specialist textile craft shop. • To encourage customers to try something new through workshops and demonstrations• To improve the website and possibly move into internet sales C

Further informationVisit the website www.reticule-bags.co.uk.

CHAUHAN CRAFTS579/VIII, ILLAMA IQBAL COLONY, BACK SIDE BUS STAND

MALER KOTLA-148023(PUNJAB) INDIA

Email: [email protected]: -+91-99156-83849

Phone & Fax: -+91-1675-258651

Manufacturer and Exporters of handicraft and gift items

CHAUHAN CRAFTS

We look forward to establishing long term .

We introduce ourselves as a newly established business house engaged in exports of military blazer badges & christmas decoration ornament items such as hand embroidery cushion

covers with zari embroidery, military badges & banners, hanging stars, Christmas tree decoration ornaments, stockings, photo frames, garlands, every embroidery works etc.

At present our product range includes many items and with co-operation and demand in the international market. Our prices are competitive with other suppliers with several

advantages as indicated in our catalogue. Should you require any further information, please feel free to contact us.

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Crafter’s Companion is a forward-thinking company who pride themselves on the design, manufacture and distribution of innovative crafting tools. Some of the latest additions to the range include the “Rock-a-Blocks” – a patented stamp mounting system designed to work with a simple rocking motion, the “Pour ‘n’ Store” – a tray that has space for 12 Twist-a-Tubs of glitter, embossing powder or embellishments, with a built-in tidy tray to enable easy pouring of excess products back into the tub – and the best-selling “Ultimate Crafter’s Companion” – an all-in-one compact carry case, which allows you to score, measure and trim, and create boxes, shaped card blanks, envelopes and more. For further information on Crafter’s Companion and their products,

email [email protected] or call +44 (0)1388 660 930.

The Ultimate Bumper Kit contains the Ultimate Crafter’s Companion board, an Ultimate Project DVD - which has over three hours of crafting fun, from basic techniques through to advanced technique projects - an assorted 24 sheet deluxe silver card pack and a two-size enveloper paper pack in pearlised gold, silver, white, cream and matt mulberry.

The Everyday Bumper Kit includes the twin-set of CDs, both co-ordinating stamps, a 100 sheet A4 paper pack and a 36 sheet A4 card pack, as well as the fantastic Everyday Project DVD – with three hours of fabulous footage with projects, tutorials, hints and tips, gallery, and so much more!

15 kits from Crafters Companion, worth around £850!

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WIN!

THE PRIZEOne lucky Craft Focus reader will win a total of fi ve Ultimate Bumper Kits, worth RRP £70 each, and 10 Everyday Collection CD Bumper Kits, worth RRP £49.99 each.

To enter the competition, simply visit www.craftfocus.com, fi ll in your details and answer the following question: “What is the RRP of the Ultimate Bumper Kit?”. The deadline for entries is 19th September 2008.

Terms and Conditions1. Competitions are not open to employees (or their immediate families) of Kline Davis Ltd.2. The competition closing date is subject to change without prior notice.3. The winner will be notifi ed in writing.4. The editor’s decision is fi nal and no correspondence will be entered into.5. The prize is not transferable and has no monetary value.6. If an advertised prize is not available, we reserve the right to offer an alternative prize of equal or greater value.7. No purchase necessary to enter and there is no charge to enter via the website.

PTPast Times QuillingPresents a One-Stop Shop for all your Quilling needs

Quilling Handbooks (Beginners and Advanced and Childrens)

A Comprehensive range of Quilling kits for all ages and abilities,

to create pictures, cards, gift boxes and mobiles.

A wide range of Quilling papers

Quilling tools

The Quilling Workboard

A range of accessories including card and gift box

blanks and handmade papers.

New for 2008 4 Quilling Class packs and a range of pearlised Quilling paper

Visit us at www.pasttimesquilling.com or contact us at113a Broadway, Duffield, Belper, Derbyshire, DE56 4BW

Tel No. +44(0)1332 840582 email: [email protected]

craftfocus 41

Autumn Fair, Birmingham, is blazing a trail with an emphasis on exclusive, ethical, and home grown products

One of the UK’s most important trade shows of the pre-Christmas season, Autumn Fair, returns to the NEC, Birmingham between 7th-10th September 2008, with over 500,000 products, 40,000 new launches and around 2,000 exhibitors spread across fi ve halls. Specialist sections include those dedicated to Greetings & Stationery, Toys, Gifts,Volume Gifts and Home Interiors.

Considered by many to be an essential buying event, the ors of Autumn Fair have worked to develop a benefi cial relationship with the craft industry and pledge to offer retailers the perfect opportunity to pick up fast moving lines for the festive season and preview exclusive product launches for 2009.

Buyers attending the show can plan their visit around a selection of ‘trails’ designed to guide them to specifi c products. Eco-friendly and ethical brands are once again expected to feature as hot sellers. To help visitors plan their visit suppliers participating in the trails will wisely have the trail logos clearly visible both on their stand and on their online presence at www.autumnfair.com.

The three trails for 2008 are Ethical brands, which will spotlight companies selling accredited green or responsibly traded products, Autumn Fair Exclusives, which will help visitors to identify new product launches that cannot be seen elsewhere, and Creative Britain, which will support home grown talent by focusing entirely on high-quality, British-designed products.

The event is also designed to provide buyers with vital advice to help drive their business forward. A range of free seminars including ethical retailing, trend previews, merchandising for Christmas, trading online and many other valuable topics will take place this year, more details of which can be found on the Autumn Fair website.

Commenting on the event, Group Director of Autumn Fair, Louise Young, said “The current economic climate means that Christmas and the early part of 2009 will be all about providing unique products and greater choice to entice consumers. Only here will buyers fi nd the new ranges which will be the ultimate best-sellers for Christmas. I’d recommend anyone who is interested to pre-register now at autumnfair.com so they can be sure to have the chance to take advantage of half a million innovative ideas and products that will put them one step ahead of their competitors.”

The show is open to trade buyers and suppliers only, and entry to Autumn Fair is free for those who have pre-registered at www.autumnfair.com. Visitors must bring with them proof of trade status, such as business cards or a letterhead. Entry to Autumn Fair is £30 for visitors who have not pre-registered, and to receive additional information and register, call +44 (0)845 051 2610 from the UK or telephone +44 (0)207 728 3953 from outside the UK.

In briefwhen: 7th-10th September 2008where: NEC, Birminghamexhibitors: Around 2000 standsopening times: Sun-Tues 9am-6pm Wed 9am-4pmwebsite: www.autumnfair.com

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The House of Crafts LtdHall 5 Stand B15Tel: +44 (0)116 283 8996Web: www.houseofcrafts.co.ukThe House of Crafts will again be exhibiting at the Autumn Fair showing their great range of over 35 boxed craft kits. The comprehensive kits make ideal presents and there is something in the range to suit every pocket, making the products attractive to demanding retailers and creative consumers alike. The wonderful range includes kits for candlemaking, glass painting, soap making, fl ower pressing and many more popular activities. The company fi rmly believe that they have created the fi nest range of boxed craft kits available, and the full collection can be seen on their stand.

Crafty KidsHall 5 Stand A42Tel: +44 (0)1329 661 161Web: www.craftykids.co.ukCrafty Kids was thrilled and honoured to have been Highly Commended in the Eco product category and be shortlisted three other times in the 2008 Gift of the Year Awards. The company’s current range of 12 puppet kits has been selling extremely well, with new designs in the form of a cow, knight, lion, spaceman, spider, and zebra being launched this autumn. The new kits feature new and improved satin fi nish paints whilst the spotted tubs now have the puppet pictured on the lid and side of the tub. Each kit includes full instructions, constituent parts, paints, a brush and glue, and are all are EN71 passed and aimed at children aged four and over.

M.I.C LtdHall 4 Stand G11Tel: +44 (0)1707 269 999Web: www.miccraft..netM.I.C is a family run business specialising in exquisite papercraft products, all of which are sourced from suppliers operating a fair trade policy and using environmentally friendly materials. The cost-effective range is continually expanding and includes a sumptuous selection of papers, fun embellishments, fl owers, and leaves. The company even have products suitable for men’s cards and crafts, which provides crafters with inspirational materials to create their own unique cards and gifts. This autumn, M.I.C are previewing their new and improved feather dresses, which have been shrunk down to a smaller size to be more suitable for card craft, as well as an array of stickers, ribbons, and borders.

Club Green LtdHall 5 Stand L13Tel: +44 (0)1483 281 313Web: www.clubgreen.comBomboniere specialist Club Green’s reputation fl ies high in the fi eld of wedding favours, but many of their products lend themselves beautifully for craft. From fabulous tulles, ribbons, boxes, and fl owers to sparkling diamanté picks and strong self-adhesives, many exciting and varied products make a visit to Club Green’s stand a must for the dedicated crafter. Not only will you see fi rst hand the beautiful creative ideas from the Club Green team, you will also see the numerous ways in which their thousands of products can be used and adapted.

seasonal sourcingRead on to fi nd out about the hottest craft launches at Autumn Fair...

Graphic Aironline

Supplies of Art, Craft, Designand Graphic Materials

www.graphicair.co.uk T: 01423 522836 E: [email protected]

Drawing boards from Blundell

HarlingFrom £30.74

Graphtec Craft Robo Stencil Cutter

Drawing, Layout and Tracing Pads

ww

w.g

raph

icai

r.co.

ukn

hic

Lights, Lamps and Magnifyers

Airbrush & Compressor sets for Paper-craft, cake decorating and general craft applications - From £179.99

Cutting, Masking and Stencils

Staedtler Drawing pens and accessories

Artograph multi-purpose art projector

craftfocus 45

Crafters Companion LtdHall 4 Stand E11Tel: +44 (0)1388 660 930Web: www.crafterscompanion.co.ukForward-thinking company, Crafters Companion, pride themselves on the design, manufacture and distribution of innovative crafting tools. Some of the latest additions to the range include the “Rock-a-Blocks”, a patented stamp mounting system designed to work with a simple rocking motion, and the “Pour ‘n’ Store”, a tray that has space for twelve Twist-a-Tubs of glitter, embossing powder or embellishments, with a built-in tidy tray to enable easy pouring of excess products back into the tub. The best-selling Ultimate Crafters Companion will also be on show at Autumn Fair, which is an all-in-one compact carry case that allows consumers to score, measure, trim, and create boxes, shaped card blanks, envelopes, and more.

Big DecsHall 4 Stand A22 & Hall 5 Stand K15Tel: +44 (0)1483 429 927Web: www.bigdecs.comQuirky company, Big Decs, will be showing their extensive Halloween and Christmas ranges at Autumn Fair. The fun and festive Christmas decorations are full of character and are unusual not just because of their offbeat appearance, but also as due to the fact that they are made from eco-friendly materials. The company’s unique Halloween range is also sure to thrill consumers with a frighteningly good selection of spooky springy spiders, creepy tin pumpkins, ghoulish trick or treat bags and more.

Timberkits LtdHall 5 Stand C51Tel: +44 (0)1650 521 635Web: www.timberkits.comClever company Timberkits is celebrating its 15th year of making moving models in brilliant kits that can used by anyone aged from nine to 90 years old. This year, the company are bringing out a wild new range, Flat Bits, representing jungle animals for the younger Timberkits maker.

Other new items include a seductive undulating Mermaid, the fascinating historic model of a Beam Engine, and an ingenious Golfer swinging a club. It is also well worth checking up on the newly refurbished Timberkits website to see the three famous musicians performing live to music!

Italian Options LtdHall 5 Stand G01Tel: +44 (0)1283 741 133 Web: www.italianoptions.comItalian Options is a one-stop source for an amazing collection of folding boxes in a diverse range of colours, shapes, and sizes. Manufactured in high quality card, the stunning selection of ready-to-assemble designs are suitable for wedding favours, gifts, memory boxes, and many other craft projects. A complementary range of ribbons, fl oral and acrylic gem embellishments add the perfect fi nishing touches to projects and are all available for immediate delivery from stock. With no minimum order, Italian Options offer a superior service and fast turnaround on all deliveries, which can be supplied in bulk or convenient retail packaging.

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When did you set up Crafty Kids and what prompted you to do so?I set up Crafty Kids in November 2003 with my old friend and neighbour, Sarah Gunn. Sarah called it a day with Crafty Kids in 2006 but we parted on good terms and I now run the company single handed.

I had been (and still am!) a puppeteer, puppet and costume maker for TV since 1988 with my other company http://www.mimicsproductions.com. I had worked on children’s TV since 1990 and, as a result of having kids, I needed to stay nearer home, as TV is always based in and around London. I was the original voice of Bella on Tweenies for the BBC and also a few other famous children’s TV puppets and voices, so I got known around the area, and the conversations evolved! People used to ask whether I did craft and puppet workshops for kids and I always had to say no, as it was expensive to get the insurance and to fi nd a suitable venue in my area.

Also, as a designer/maker and crafts person, I was maddened every time my kids wanted to buy any pre-packed craft projects and I would still have to fi nd half the components so the kids could fi nish them. I, therefore, started designing kits I thought my and other kids would enjoy putting together.

What market research did you carry out before launching your products to the market?As mums, and as people who had always made and designed things both at home and professionally, Sarah and I researched what was out there and decided to go for our own

hand made products, not an amalgamation of many other people’s ideas and products. We needed quirky packaging, so we bought pallets of 2.5 litre paint tubs and printed up our own labels in the offi ce. These were great for sales, as they were certainly quirky,but they took up a lot of retail space.

Did you encounter any diffi culties in the early days and how did you overcome them?Oh yes! Our fi rst mistake was renting an industrial unit before we had got Crafty Kids established. We rented it so that I could carry on both my businesses under one roof and so we could run parties and workshops at one end and keep my fabrics, materials and sewing machines etc at the other end. Business rates and rent and all the bills just meant we had to work every hour to be able to pay everyone. Also we were making every kit by hand which was so time consuming.

Every kit had bits that had to be cut, sanded, drilled , threaded and printed and packed by hand and somehow we managed to sell 5,500 units in just over a year. It was such hard work keeping up with the demand when we started to entertain the trade market.

How has the business changed since this point?Massively. After the unit fl ooded terribly, we managed to get out of our lease early, which was a blessing and that was when Sarah called it a day.

I moved both businesses back to my workshop at home and re-grouped! My hubby went off to University for a year so I had to manage my two kids and the two businesses and the house, so it was time to rethink. I couldn’t let Crafty Kids die yet as I had too many enthusiastic customers; people’s reactions to the kits had always been so wonderful. That is a defi nite bonus - we have always had lovely, eloquent, more-than-helpful,enthusiastic customers!

Then in January 2007 I had the great good fortune of meeting my own ‘dragon’ who has invested in both my companies and he introduced me to the amazing factory I now use to make my kits in Hong Kong. With his input, it has certainly focused my brain to be more business and fi nancially minded and not just creative all the time. I still feel like a rabbit blinking in the headlights of ‘our trade’, but it’s getting easier to dodge the ‘cars’!

Craft Focus speaks to Sally Preisig about her successful company, Crafty Kids, which was recently Highly Commended in the Gift of the Year Awards

young at heart

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Why did you enter the Gift of the Year Awards 2008 and how did you feel when you’d been awarded Highly Commended in your category?I have always been so proud of the kits and how they have evolved, and thought as a one person band it would be a real coup to even get a mention. I could only afford to enter three kits out of the 12 I was selling to trade, but when all three were shortlisted four times I was absolutely thrilled, so to get a Highly Commended was overwhelming.

Which is your best-selling product and why do you think this is?I have only commissioned the factory to produce my top 18 puppet kits so far, so they are all in their own right best sellers, it would be unfair to give them a rating! The principal of each is the same, all ingredients are contained and they are all good products, I will leave the choice therefore, to the customers!

How often do you launch new designs and how do you come up with the concepts for the kits?I only had the fi rst consignment of kits in the UK on sale to trade from January this year (due to unforeseen production hiccoughs), but I launch the next six designs at the Autumn Fair and Top Drawer. I hope to have some new designs and perhaps some of my Craft Kits ready for Spring Fair and Craft, Hobby & Stitch 2009. I have a bulging book of designs for all sorts of projects! I just need a bulging

bank balance to keep going at this speed!The concept is to make the kits as simple as

possible to follow, with maximum impact once fi nished, something to be proud of.

They may look simple, but they are remarkably troublesome for the factory to make. There are, at present, 160 separate parts used across the 18 kits I have on sale and the factory have really got to grips with the complexity of each kit’s production now!

What type of retailer are your products most suitable for and who is the target consumer?The kits are both gifts, crafts and toys afterwards...so I have many sorts of retailer stocking them, from online stores and catalogues, stately homes, zoos gardens and garden centres to small gift shops, art and craft shops and holiday centres. Furthermore, a very large retailer is coming on board in August (John Lewis) so it is all very exciting. My target consumer is absolutely anyone over the age of four who likes making things. With a price point of £9.99 the kits are still extremely good value. Especially for your child’s class mate who’s birthday is coming up, but you don’t know their likes and dislikes, you only know if they are male or female and your limit is £10!

How have you been affected by the ‘credit crunch’?Orders have certainly slowed down a little, but it is only to be expected in this current

climate. I certainly am not alone at the moment with a large amount of stock coming in as I write this, so I’m hoping things will pick up as the factory has been paid and my bank has lent a generous amount to help ease the burden of these next few months. It took a great deal of persuasion to get the fi nance, everyone is so cautious at present and being a relatively new company it is hard forecasting without having fi gures for last Christmas.

How do you plan to take the business forward over the coming years?I have many other craft and puppet kits to bring out when the climate is right. I would love to get the kits into the USA and more into Europe. I have enquiries all the time from the USA and from Europe but I have no distributors there yet. The kits are all ready to be translated, I made sure when they were worded in English that their sentence structure can easily be translated in the near future.

I have great admiration for anyone running their own business and there seems plenty of room for us all ‘out there’. I have had nothing but encouragement from rivals and customers so I shall keep going. As long as I can keep my kits totally original, I shall carry on!

Further informationTo fi nd out more visit www.craftykids.co.ukor call +44(0)1329 661 161.

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Halloween is a holiday that in recent years has grown steadily in notoriety and appeal, yet it is still seen by many as an American celebration, and consequently is met with muted interest by many retailers. Although the fact that Halloween is a more popular event across the pond is undeniable, the reasons behind this public affection translate seamlessly to the European and home grown market as the holiday provides a consistently perfect opportunity for both adults and children to get creative with costumes and decorations.

In order to make the most of the celebrations consumers will obviously need imaginative and well priced materials for their projects, which is where the craft industry should capitalise on the chance to provide spooky items, rather than let it pass them by.

The creative basis of Halloween also presents a fantastic chance for craft retailers to draw in customers with themed products and eye catching displays, as is recognised by Vanessa Champion, Marketing and Retail Consultant for Creativity International.

“The interest and enthusiasm for celebrating Halloween has increased over the past two years. Retailers should bear in mind that lots of parents do ‘art-based’ activities with their children and their friends in preparation of

Halloween parties and events. This is fast becoming a ‘new Christmas’ retail opportunity. Having bright Halloween window displays created out of products you stock will encourage sales.”

Read on for our pick of the exceedingly fi endishly good products on the market...

The quirky Halloween range from Big Decsfeatures a selection of spooky springy spiders, terrifying tin pumpkins, cool colour-your-own decorations, thrilling ‘trick or treat’ bags and many more creative items that are sure to give customers a fright! The offbeat products are a wonderful combination of sweet and scary and are made from eco-friendly materials, making them perfect projects for children to decorate the house with. For further details on the range access www.bigdecs.com.

Wholesale art and craft suppliers Fidgeonscrafts have some fantastic products brewing this Halloween, with scarily good items in the Adornit and Stemma ranges. Whether crafters are making table decorations, party invitations, or their very own trick or treat bags full of ghostly goodies, customers can fi nd exactly what they are searching for. The colourful Stemma sheets

have a highly reasonable RRP of 55p each, as do the clever printed papers from Adornit, whilst the stickers in the same range retail at £1.99. To fi nd our more about the items that the company have conjured up, visit the website at www.fi dgeonscrafts.co.uk.

Magical company Wizard Ltd are well known for Shrinkles, the very best in shrink plastic products which are loved by crafters of all ages and can be used for card making, scrapbooking, and even jewellery making. This fright night the Vampires Vault Shrinkles are a must have as they actually glow in the dark to appropriately set the scene for ghoulish Halloween parties. Crafters can surprise their friends with ghastly glowing badges, creepy key fobs, eerie magnets, fi endish fi nger rings, and much more. Telephone +44 (0)208 943 0121for more information.

Creativity International have a new Halloween range consisting of formidable felt, weird wiggly eyes, chilling chenille stems, pallid paints, and disturbingly fun display materials. In addition to this, having acquired the education division of LP Creative earlier this year, Creativity International have a range of wicked witches masks and morbid Modroc, which

As celebrating Halloween becomes more popular, themed craft products are potential big business. Read on, if you dare, to fi nd out more...

trick or treatBig Decs

Fidgeonscrafts

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is plaster impregnated bandage that is ideal for modelling. The company also have a wide range of other bright coloured papers, card, wool, and material that is great for seasonal projects. Telephone +44 (0)1384 485 550 to fi nd out more

Decorating Pumpkins & Gourds is a new title by award-winning artist Deborah Schneebeli-Morrell available from publisher Cico Books. The hardback book contains 20 fun projects for decorating pumpkins, squashes and gourds with ideas that will appeal to both children and adults who wish to master the skill of pumpkin carving. There are scary faces and stunning lanterns to light up the home or garden for Halloween, and each project has easy-to-follow instructions, with charming hand-drawn step-by-step illustrations. There are beautiful photographs of all the fi nished pieces, plus plenty of variations, tips and techniques to inspire readers to create their own decorated pumpkins and gourds. For more information telephone Cico Books on +44 (0)1256 302 699.

Halloween foam stickers from Craftime’saward winning Creative Hands range are perfect for any child big or small to create

their own party invitations, or even to decorate their terrible trick or treat bag. The Creative Hands range has recently been awarded the Most Innovative Children’s Product Award, and offers a wide range of items from children’s craft basics to foam sheets to activity packs for children to do on the move. The sinister small Halloween sticker packs retail at £2.99, whilst the funky foam bucket shapes have an RRP of £9.99. If you would like further information on the Halloween items or any other products in the range visit www.craftime.co.uk.

The mysterious Kitty Cat Shaped Cards from Paper Cellar’s brilliant Make It Yourself range are perfect for decorating and embellishing Halloween themed projects, such as scrapbooking, card making, and other papercrafts. Adding questionable luck to any superstitious crafter’s celebrations, there are six black and white cat shaped cards and envelopes in each pack, making them ideal for creating horrifying party invitations. The pack has a unit price of £1.99, and more details can be found at www.papercellar.com. C

Creativity International

Craftime

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This year is a landmark year for world renowned Daler-Rowney.

To celebrate its 225th birthday, the company has embarked on a campaign to breathe fresh vigour into the world of art, through a new brand communication strategy entitled Be Inspired.

To reinforce the new strategy all Daler-Rowney staff were invited to contribute to a giant art project, armed with blank canvas, colours, brush and a square section of an abstract painting by Julian Dustin to complete.

The individual, completed squares make up a giant art work, unveiled at the Daler-Rowney head offi ce in Bracknell on 16th July 2008, also to be mounted at regional offi ces in Wareham, the Dominican Republic and New Jersey.

Group marketing director Dominique Flandrin comments: “Daler-Rowney has been inspiring creativity since 1783. Bringing our brand communication up to date is vital to create a stronger impact with our customers and refl ect the position and aspirations of our business.

“To celebrate our 225th anniversary we shall be strengthening our partnerships with retailers, schools and colleges, students, leisure painters, professional artists and galleries.”

As part of the celebrations, the company has also launched a new international art competition to encourage artists of all ages and levels.

The competition is divided into four categories. Entries can be on any subject and

in any media and have to be uploaded to the online competition gallery before December 1st 2008.

Winning entries will be exhibited at The Mall Galleries in London next year.

“Make Your Mark will bring unknown talents to the spotlight and I urge artists at all levels to participate and have a chance of featuring their work in a major London gallery,” adds Dominique. Entry forms are available on the dedicated website, which can be found at www.mymcompetition.com.

As a further initiative in April this year the company launched a new dedicated website www.dalerism.com to support its retail network. It features a range of resources and news fl ashes to help retailers engage with artists in an exciting way.

The historic company became Daler-Rowney Limited as it is known today in 1983 after the Daler Board Company purchased the George Rowney Company.

The Rowney Company was fi rst established in 1783, initially selling perfumes and wig powder from premises in central London. As wigs went out of fashion the business shifted its focus to producing artists colour, supplying such famous names as Constable and Turner.

The Daler Board Company began life in 1945 when Terry Daler returned from a German prison camp. With his brother Ken and brother in law Arthur, they initially started business as sign writers. Due to a wartime shortage of canvas for artists Arthur,

developed a substitute, which was eventually developed into a commercial product, and the ‘Daler Board’ was born. The company went on to develop a variety of products across the whole spectrum of artist’s materials.

In their own specialist areas of manufacture, both companies have led the development of fi ne artist’s materials in the UK for hundreds of years. The combined heritage of both companies and the Daler-Rowney name is now synonymous with consistent quality to artists throughout the world.

Further InformationFor more details visit the website www.daler-rowney.com.

Daler-Rowney, the international fi ne art materials company, celebrates its 225th anniversary this year and to mark the milestone has launched a raft of initiatives to underline its mission to inspire creative talent.

inspiring creativity since 1783

REGISTER ONLINE TODAY AT:www.mymcompetition.com

C

La Fourmi261 Brusselsesteenweg3090 Overijse, Belgium

Tel : 32.2.687.76.29Fax : 32.2.687.60.97

[email protected]

Large choice of wood and cardboard items.Big selection of beads, string and jewellery findings,

scrapbooking products, mosaics, candlemaking,customisation products, paints and more...

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Embossing is a process that literally makes designs and projects rise above the competition, pushing images to give a sophisticated effect that adds that extra something special to a range of craft activities, including papercrafts, scrapbooking, cardmaking, and textile embellishment to name but a few. As technology and creativity has progressed this technique has grown in stature due to a combination of the ease of the traditional craft and the impact that can be achieved through the use of more advanced methods, presenting an appealing option for crafters of varying skill levels as well as retailers seeking to add to their already-broad product offering.

In regards to the future of this on-trend craft, happily there seems to be no sign of consumer interest slowing, as Jon Burke of Helix explains. “Embossing as a card-making technique is highly popular and we have found that crafters across the UK and the rest of the world are extremely excited about the designs we have come up with. We think this

will continue to be a growing craft trend and have a number of exciting new board designs coming out in the near future, including our pretty Floral and Romance designs.”

Read on to discover the most impressive products on the market...

StampsBritish company Crafty Individuals specialise in collage-type rubber stamps and paper products, mixing vintage, contemporary, and hand drawn imagery to achieve a unique look. The company's newest nature-themed stamp images are superb when embossed, especially when used with fine powders, and other detailed designs come alive with a plain, good quality stamp pad. In addition, crafters can use Crafty Individuals' delightful patterned background papers to stamp on and emboss, such as the new ‘Trees’ Book 4, and can even use the new polyester/acetate sheets which can take heat embossing without wrinkling. Finally, those who prefer deep embossing can utilise a variety of the company's rubber stamps pressed into molten, ultra thick powders on chipboard to give both gorgeous colour and true dimension to projects or influential in-store displays. Access www.craftyindividuals.co.uk for further details.

The English Stamp Company have established a reputation for style with their unique rubber stamp designs. Alongside the more traditional requirements for heat embossing, the company

provides innovative products such as The Essential Glue Pad, which is a heat-free adhesive that can be used with rubber stamps. This item is a real must for heat embossing as the glue base really grabs the powder, promising excellent results whilst offering versatility as chalks, glitters, and gold leaf can also be used. The most exciting innovation from the company has been the launch of Custom Stamp, where customers can take their own drawings and have them made into a rubber stamp ready for crafters to heat emboss. To find out more visit the website www.englishstamp.com.

ToolsHelix launched their innovative range of craft tools in 2007, centred around the unique Craft Room workstation. It is designed to be completely interchangeable for both embossing board designs and card making techniques. The uniqueness of the system centres on a number of features, including a clamping device with magnets and clips to ensure the card and paper do not move during embossing, clear templates that sit over the embossing board to easily guide the stylus into designs, and an integral cutting device that allows for creating perfect squares as well as shaped edges.

The embossing board designs include Lines and Waves, and Helix are also researching embossing boards to make envelopes and boxes. There are also filigree side boards for embossing the back flaps of envelopes with

under pressureIn line with the revival of more traditional crafts, embossing has once again captured crafters' imagination. We spotlight this hot trend...

Crafty Individuals

English Stamp Company

Helix

54 craftfocus

complementary designs. Access www.helix.co.uk to find out more.

Leading manufacturer and distributor TrimCraft have some exciting new additions in the form of their bigger-than-ever Christmas range, which features some fantastic embossing products including two Christmas Scoreboards.

Dovecraft Christmas Sparkles Scoreboard features elegant stars, crackers, bows, and snowflakes, whilst the brand's Christmas Spirit Scoreboard features fun and cheerful Christmas characters including a snowman with a choice of different hats to emboss. The Dovecraft Christmas Spirit Scoreboard also includes tags, trees and baubles. These scoreboards are a great addition to Crafter’s Christmas craft box as each product comes with a detailed project idea on the back and are priced at a reasonable £7.99. There is also an embossing stylus available to use with the scoreboards, which is fantastic value at £1.99. Dovecraft Scoreboards fully co-ordinate with the three fabulous new ranges of Victorian, Contemporary, and Winter Wonderland. Visit the company's comprehensive website www.trimcraft.co.uk for further details.

The Imagepac Stamp Making Kit from PhotoCentriC can also be used to make finished embossing dies. The product can be utilised for projects alongside an Embossing Starter Pack, priced at £15.29, which includes

three A7 sized sachets of resin, a plastic film, and a rubber sheet to emboss into. This product combination works as the manufacturing process is very similar to making a stamp, but the gel is thinner and harder, meaning that the best results can be achieved with simply designed artwork such as those chosen by the company. To use the new dies that have been created, crafters can use a product to press the die onto the

paper or card. An embossing stick can also be used to rub over the paper on top of the die. PhotoCentriC also offer embossing powders as a complement to their popular clear stamps, which can be seen on their website www.imagepacdaylight.co.uk.

Hot foil printing adds a professional finish to projects, and with the use of a machine from Versatility in Print crafters can print in a variety of metallic colours and even with

PhotoCentriC

Versatility in Print

TrimCraft

0114 2459777

New Online Trading

10% discount on first orders.

Online trading website

www.heritagecreativeproducts.com

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holographic foils. In addition, the machine will allow the user to die cut out different shapes and sizes, emboss card or paper with embossing plates, or personalise diverse materials such as leather, plastic, vinyl, and even wood. This makes the product ideal for customising wedding stationery, Christmas cards, and napkins at minimal cost with maximum effect. The high quality machines can be used by crafters and retailers for workshop purposes or to create a range of designs on a small or large commercial scale as a second or add-on business. The tabletop model machines use a 13 amp plug and are totally odour free, plus the print instantly dries to print up to 1000 items per hour by hand. With each hot foil machine Versatility In Print sells the company offer a free training day at their premises, and for those customers with a slightly smaller budget VIP always have a range of second user machines available. For more information access www.hotfoiluk.com.

Powders/EnamelsIdeal for heavy embossing techniques, the Pipe Dream Crystal Embossing System available from Craftynotions Ltd produces a beautiful raised effect with just one application. The impressive range of embossing enamels from

Opal features 28 fantastically coloured 50g pots, each with an RRP of £9.95, and also includes the popular Opals Franklin, which has an RRP of £12.95 for a 90g pot. Each vibrant Opalettes Collection of 5 x 9gm jars has an RRP of £15.95 and is available in four combinations of Cool, Earthy, Tropical, and Warm tones. The shimmering coloured enamels can be used in meltpots and freework on hot sheets, and as a bonus the beautifully packaged products can be easily demonstrated with good up-sales for many associated items. Visit www.craftynotions.com for further details.

Metal Magic is a special high grade embossing powder developed by Debbi Moore Designs and distributed by Tollit & Harvey Ltd. This innovative powder enables crafters to create their own metal embellishments using rubber stamps, and also can be used with the company's range of Carlacraft punches to create metal effect shapes when decorating cards and scrapbook pages. Metal Magic is simple to use by taking a clear embossing ink pad and pressing it over the area on the card which the crafter wishes to emboss, then sprinkling the product onto the surface to be embossed with a heat gun. Whilst the product is still molten, more can be added and then

reheated so that the user can then stamp their chosen image into the Metal Magic to create a special embellishment. Alternatively, crafters can simply wait until the powder, which is available in gold, silver, and copper tones, has cooled and then punch out their chosen die cut shape. For more information access the website at www.tollitandharvey.co.uk.

Creative Expressions have a fabulous range of embossing powders in the dazzling Cosmic Shimmer range, which are available in a stunning myriad of colours. The four different types of powder in the range are Lustre, Precious Metal, Aurora, and Blaze, and each pot contains 20 ml of product with an RRP of £3.60. Lustre embossing powders are translucent and can be used over a clear stamp as well as coloured to give delicate colourful effects, whilst the Precious Metal powders offer a mixture of Lustre and Metallic fi nishes with a clear enamel base, and can also be used as an ultra thick embossing powder. Aurora embossing powders can also be used in this way and create a rich effect in semi opaque shades to give a bright glow with superior, multi tonal iridescent qualities that are shared by the Blaze powders, which are produced in medium grade and are white resin based and opaque in appearance so that they can be used over any coloured stamped image.

To fi nd out more visit the website at www.creative-expressions.uk.com. CCraftynotions Ltd

Creative Expressions

Tollit & Harvey Ltd

58 craftfocus

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.

• Back Issues ArchiveIf 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 PackDownload our comprehensive on-line media pack for a features list, advertising rates and specifications.

Find a SupplierThe 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.

Special Features• Featured ArticlesRead our regularly updated spotlighted features whenever you wish, covering e-commerce, visual merchandising, trade show previews and much, much more.

58 craftfocus

craftfocus 59

AQQ&A technologyBeth Scott of Loud-n-Clear tackles domain renewals and redirections

Loud-n-Clear.com Ltd have been making

websites for over a decade, specialising

in e-commerce sites for craft businesses.

They created the Internet Craft Fair at

www.craft-fair.co.uk to help UK-based

crafters. Beth Scott from Loud-n-Clear.

com answers your retail queries.

Q&

A

Word of warningI’ve just had a “domain renewal notice” for my domain name from a company I’ve never even heard of – do I have to pay them?

Beth Scott says: No, but you should check with whoever registered your domain, usually your hosting company, that it will be renewed.

This is an old scam where a domain renewal notice from “The Domain Registry of X” (where X is a real country or place) is sent to the registered owner of the domain name shortly before the renewal date. It is designed to look like a straightforward domain renewal form, quoting expensive but not extortionate prices for a domain renewal. If you have a close look it will usually turn out to be an offer to transfer your domain to another registrar. This needn’t be a catastrophe in itself but will certainly involve you paying over the odds for your domain renewal and may cause problems with your hosting.

Our advice if you receive a notice of this type (or any other bill you don’t recognise) is to check with whoever is currently providing

you with that service before paying out.

The long way roundA friend has designed a simple web page for me, which he has put online. If you go to his domain it bounces from there to my page – is this a good idea?

Beth Scott says: Probably not – it sounds like a redirection. This is where if you follow a link to, for example, www.mycraftsite.co.uk it would automatically take you onwards to www.mycraftsite.co.uk/example or perhaps to www.craft-fair.co.uk/mycraftsite.

Redirections are very common and can be very useful, particularly if you are moving a site from one domain to another. However, from a search engine point of view they’re not really desirable, as the search engine has no way of knowing where such a link may lead and so may ignore the site entirely.

As a rule of thumb you should try to avoid using redirections when possible. It’s preferable to either have the page at the url, or to link to the page directly, rather than linking to the

top level of the website and then redirecting to the page.

There are circumstances when a redirection is unavoidable (such as moving a site, moving a page within a site or even merging two sites) in which case you should be using what is called a 301 redirect. This is used when a resource has been permanently moved, and tells the search engines where the resource can be found in the future. By using this type of redirect you can move anything from a single page to a complete site without losing the benefit of existing incoming links.

But for your simple web page, you’d be better asking your friend to link to the page from his domain or to get your own domain name and hosting. C

Further informationWe welcome reader’s questions for future issues. Please visit the Loud-n-Clear web page at http://www.craft-fair.co.uk/craftfocus to see previous questions and answers or to ask further questions.

60 craftfocus

As one of the top dogs in British business, we’d all like to have Sir Alan Sugar’s advice on how to get ahead. If we can impress him we should be able to impress most people and be in the position to hear the sought-after phrase, “you’re hired!”

According to Sir Alan, the key to success is staying focused, being patient and continuing to learn new skills in your field – all areas that Business Link can offer support in if you find yourself needing a little encouragement. To help get you going, Business Link offers a wide range of briefings and workshops for people looking to start, build and develop a business, so there’s something for you, whatever stage your business is at. Business Link workshops are especially designed to fit into your business journey, from starting a business through to money and finance to sales and marketing.

Whether these events are breakfast briefings or one-day workshops, they are packed with new ideas, tools and techniques to help your company. In addition, the workshops and briefings provide a world of networking opportunities, sharing concerns, ideas and business openings with other delegates.

For those who would like some more in-depth advice on a one-to-one basis, Business Link offers fast, friendly and practical business information from its experienced team of accredited information advisers. Working closely with you and listening to your needs Business Link aims to help you assess the nature and extent of your business issues

before finding a suitable solution to your business questions.

In conjunction with Business Link in the East of England, Sir Alan has offered his top tips for succeeding in business. Whilst we all know he has a dedicated drive to rival most, there are some key areas we can all take on board to push our business ideas forward and enjoy successful careers.

Sir Alan Sugar’s top 10 tips for creating a successful business:

1. Clarify your goal: having a vision is about using your imagination and training your brain to focus on where you want to go and what you want to achieve. When it’s your own company the decisions are down to you.

2. Maintain your own momentum: to succeed in business you need the discipline to stay focused, to build your momentum and to maintain a steady pace. As you’re the boss it’s down to you to drive momentum.

3. Continuing to learn is one of the most important keys to succeeding in business. The business world is constantly changing, so make sure you are willing to learn new skills or you will get stuck in an outdated rut and fall behind the competition.

4. Stay focused and avoid developing self-indulgent habits during the working day, which

is easily done if you’re your own boss. A pattern of late starts, long lunches and late-night working all hand the advantage to your competitors.

5. Don’t give up, no matter how hard you’ve been trying. If you believe in something, it is worth continuing with it – not blindly and not without taking stock of your progress to date – but if you believe you have an original and marketable idea, keep going.

6. Don’t expect to be an overnight success. You can strike lucky if you have the right product in the marketplace at the right time and at the right price, but true success takes years, and a lot of trial and error.

7. Don’t feel threatened by the competition. Stay awake to what is going on in the marketplace, but don’t panic and start copying them when you get cold feet. Stay ahead of the pack.

In conjunction with Business Link in the East of England, Sir Alan Sugar reveals his top tips for business success, while George Armstrong, Business Adviser at Business Link East, answers your questions about marketing. Read on to find out more…

“you’re hired” top tips for success

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8. Remember that all success starts in selling the right product or service to the marketplace. If you don’t know what your market wants, don’t guess – ask.

9. Time management is linked to self-discipline and needs a robust approach to both planning and delegation. It’s a valuable commodity, and planning your time will help you to be morefocused and help clarify priorities. As it’s your business, timing and delegation is solely your responsibility.

10. You’re not a machine, and creativity and confidence can thrive only in a well-rested, well-nourished body. Be as rigorous in the way you manage your personal time as you manage your time at work, and remember to put your loved ones, not your profit margin, centrestage. When it’s your business it’s sometimes hard to do, but the right work-life balance is essential.

Marketing for SuccessSir Alan Sugar refers to ‘the right market place’, having a ‘marketable idea’ and ‘knowing what your market wants’. George Armstrong, Business Adviser at Business Link East, answers your questions about marketing for small businesses:

What are brand values and how do I apply them to developing a marketing message?Brand values are the emotional benefits and less tangible identifiers attached to the brand – the things that encourage the customer to look beyond the basic offer for reassurance and credibility, appealing to the emotions and social values.

Think about what your brand attributes are and use the five simple steps below to develop a marketing message.

Step 1: Identify your target market.Step 2: Identify the need that your target

market experiences.Step 3: Present your solution to your

market’s need.Step 4: Present the results you can achieve

for customers.Step 5: Explain what makes you different

from your competitors.

Remember your USP - your unique selling point will define your business.

So, how do I let my customers know about my business and encourage them to buy my product or service?Use a mixture of marketing communications techniques. Define your target audience and decide the most appropriate activities to reach that audience.

Public Relations – You want to create a buzz

and get people talking. Write a press release and engage with your local media - be sure you point out the benefits of your business to local businesses and the community. Journalists love to write about things that interest and benefit local people.

Advertising – This can sometimes scare smaller businesses as it can be expensive. However it can be done on a budget. Flyers explaining about your business can be distributed through local papers at a much reduced cost to placing an ad. These can also be placed in relevant locations such as community centres and libraries, which is often free. Ask your customers where they heard about you. That will enable you to choose the best place to use for advertising.

Sales Promotion – This should be in conjunction with PR and advertising to reinforce your message. You can use money-off vouchers, “buy one, get one free”, customer loyalty packs, discounts and many more.

Direct Marketing – Email is one of the most cost effective ways to reach your customers. You must have permission to do so. Lists of addresses can be bought at a reasonable price. Also you can use direct mail, but keep this for contacting very small targeted groups as it can be costly.

Personal Selling – Don’t forget to sell your business to everyone you meet, and encourage your staff to do the same.

Visit www.businesslink.gov.uk/east/events to find out about a variety of workshops or call +44 (0)8457 171 615 with any question you may have about running your business.

craftfocus 63

subscribe to craft focusCraft Focus magazine, the leading trade title for the craft industry, is available free of charge to qualified registered readers. Published six times a year, Craft Focuscontains news on industry trends, new products and all craft trade events.

Simply fill in the form below and post to Craft Focus magazine, c/o Kline Davis Ltd, Broseley House, Newlands Drive, Witham, Essex CM8 2UL. Alternatively, photocopy the form and fax to +44 (0)1376 514 555 or register online at www.craftfocus.com.

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next issue…BeadingInsight into this successful craft

Christmas CraftFun items for boosting festive sales

VisualMerchandisingPerfect product presentation

DecoupageSpotlight on this top craft trend

Issue 9October/November 2008

Available from: 6th October 2008

Ad deadline: 19th September 2008

Plus• Craft Hardware• Latest Products• Industry News

66 craftfocus

Craft is a major trade sector in the United Kingdom, and employs a variety of methods to promote its products including mail order, internet, agents and, of course, a variety of

trade shows and exhibitions. One aspect of great importance, too often

forgotten, is insurance. Many giftware suppliers are insured under a standard commercial combined type policy. This normally provides wide cover at one’s own premises but may only provide limited cover elsewhere unless specifically asked for.

Specialist products are available but may not always be the best or cheapest way of providing cover for attendance at exhibitions.

Insurance is needed for the following risks:• Public and Products Liability – Usually

your standard policy will normally provide protection.

• Exhibition Expenses Cover – This enables recovery of booking fees following cancellation of the event following say a fire or a flood in an exhibition venue. Some wordings may also extend to provide cover for pre-booked accommodation, travel and other expenses which are lost.

• Stock and Display Materials – Should the exhibition venue be destroyed during the course of the show and your property

is within it, make certain that you have told your insurers. If you have not made special provision then you will not be insured.

• Transit Risk – Make certain that your property is insured whilst being moved to or from the exhibition venue. If you use a carrier check their terms and conditions as many restrict their liability which could result in only limited compensation being paid in the event of loss or damage. If using your own vehicle make certain your policy has been extended.

Two recent claims highlight some of the problems you can face:

Claim 1 – An exhibitor at a fair packed their stock into the boot of their car. Whilst stopped at the car park barrier when departing from their hotel the thieves opened the boot and ran off with the sample cases.

Business had been thriving and the range enlarged but the insurance had not been changed to reflect this growth. The result was that insurers paid the maximum amount insured. Some policies are subject to an underinsurance clause which would mean that that payment could have been reduced but in any event the exhibitor was out of pocket as the amount carried was three times the sum insured selected.

Claim 2 – An exhibitor used a covered metal trailer, rather like a horsebox, to take stock and display equipment to and from exhibitions.

The property was left in the trailer rather

than being removed but insurers had not been advised. It was understood that the property should have been kept within the exhibitor’s own premises or at the exhibition centre.

There was a clause restricting cover from overnight losses from unattended vehicles. Fortunately the loss occurred four days after attendance at the fair and during the day, on a very quiet Sunday so insurers had to pay the claim but only after considerable discussion and negotiation.

If you do leave your property in a trailer make certain that you tell your insurers. Be sure that the trailer is kept in a secure compound and ensure that it is fitted with wheel clamps or other appropriate security.

Loss of Profits for exhibitors attending exhibitions is a very specialist area of insurance and it can be difficult to obtain as it is often difficult to prove the actual loss of profits generated by loss or damage to the stock and property at an event. It is, however, worth raising this question with your existing insurers.

In common with all insurance problems, many are solved by good communication between you and your advisor.

Trade shows remain a vital resource for the craft industry. Jim Pittman ACll Chartered Insurance Broker of TH March & Co Limited offers some timely advice for exhibitors.

trade show protection

Jim Pittman

Further informationT H March is a well-established family business founded in 1887. With offices in London, Birmingham, Manchester, Glasgow, Sevenoaks and Yelverton, near Plymouth, the company has departments covering household, motor, travel, commercial and scheme insurance. To find out more visit the website www.thmarch.co.uk.

Specialist products are available but may not always be the best or cheapest way of providing cover for attendance at exhibitions.

If you do leave your property in a trailer make certain that you tell your insurers.

Loss of Profits for exhibitors attending exhibitions is a very specialist area of insurance and it can be difficult to obtain

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halloween - craft focus magazine

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