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www.craftfocus.com
Issue 23 February/March 2011
CRAFTFOCUS
www.craftfocus.com
Boost sales with the latest dressmaking trends
MAKE THE
MOST OF
MOTHER’S DAY
product and
project ideas
Your essential guide to
CRAFT HOBBY + STITCH
INTERNATIONAL
with show news and
exhibitor previews
PLUS
Latest products
Industry news
Show previews and more
T !
ES E
G U
G ISS
BI ER
EV
Customising is king
MAGA Z IN E
Easter
crafting
ideas
WIN:
£1000
o
goodie f
from S s ®
izzix
Official media partner for
Craft, Hobby + Stitch
International and
proud sponsor of the
New Product Showcase
February/March 2011 Issue 23
Editor
Wendy Gardiner
+44 (0) 2392 261 338
editor@craftfocus.com
Assistant Features Editor
Rianna Fry
+44 (0)1376 535 613
riannaf@craftfocus.com
Sales Manager
Mark White
+44 (0)1376 535 606
markw@craftfocus.com
Sales Executive
Tracy Voice
+44 (0)1376 535 618
tracyv@craftfocus.com
Design Manager
Vicky O’Connor
Deputy Design Manager
Sarah Barnes
Senior Designer
Sophie Handley
Graphic Designers
Laura Perry, Steve Mckea,
Hayley Kilminster
+44 (0)1376 535 616
artwork@kdmediapublishing.com
Studio Assistant
Leanne Walsh
Production Manager
Stuart Weatherley
Subscriptions
Alice Henson, Charlotte Tannett
+44 (0)1376 514 000
KD Media Publishing Limited
Broseley House
Newlands Drive
Witham, Essex, CM8 2UL, UK
www.craftfocus.com
Front Cover image: Encourage customers
to craft Simplicity pattern 2445
(www.simplicitynewlook.com)
ISSN 1758-0900
Craft Focus is solely owned, published and
designed by KD Media Publishing 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 £75 per annum
(incl. p+p), Cheques should be made out to
KD Media Publishing Limited and sent to
Craft Focus, Broseley House, Newlands Drive,
Witham, Essex, CM8 2UL, United Kingdom.
Craft Focus magazine is proud to be
associated with and supporters of:
MEDIA SUPPORTER
ANTI COPYING IN DESIGN
contents
regulars
industry news
7
News and events that are happening now
brand spanking new
The latest product launches
75
17
events
52
Listing of forthcoming trade and consumer shows
competition
64
Win a fabulous Sizzix® eclips machine and
goodies worth over £1000
trading online
98
David Marsh of Business Link says we cannot
ignore online sales growth
bookshelf
100
Rianna Fry reviews the latest craft titles available
q&a noise attracts attention
103
Industry expert Clare Rayner, provides the
answers to many common dilemmas
word on the web
107
Beth Scott of Loud-n-Clear looks at the
advantages of offering vouchers online
profiles
making a mark
54
Wendy Gardiner talked to Simon Hodges at
Letraset to find out more about the company
designed for display
62
The Stitching Shed has its roots tracing back to
grandma’s wool shop!
beading in the blood
66
Wendy Gardiner finds out about beading
a good yarn
72
Katy and Richard Sparrow on providing knitting
inspiration through their company ArtYarn Trading
a family affair
83
Known as wholesale suppliers of fleece and fur
fabrics through ITS, the Abakhan family also has a
thriving retail side with seven fabric shops
bi-lingual cross stitching
114
This issue the spotlight is on Nia Rhind and her
cross stitching business
special feature
customising is king
57
A look at the dressmaking trends for 2011 and
how to make them work for you
features
try before you buy
69
Jennie Rayment provides a guide on successfully
running demos and workshops at exhibitions
reader survey
70
Let us know what you like and would like to see
more of in your Craft Focus
easter crafts
74
We take a look at products to promote as
alternative Easter gifts
make the most of mother’s day 77
We’ve news of products, ideas and classes with
which to tempt your customers
what a hoot
80
An easy to make cushion project for mother’s day
driving retail traffic, part 1
87
With the majority of retailers facing tough times
on the High Street, successful strategies are vital
to business performance explains Nick Waller
multi-channelling
91
Expert David Mackley on multichannel retailing
and how it can boost business
going legal
95
Dids Macdonald CEO of Anti Copying in Design
(ACID) looks at the steps that can be taken
before a dispute hits the courts
shows
the countdown continues
27
All you need to know about Craft Hobby +
Stitch International 2011
Spring Fair International
51
A brief look at what’s new at this key trade event
craftfocus 3
It’s showtime!
This is my first issue of Craft
Focus – and it’s an especially
big one! As we prepare for the
annual Craft Hobby + Stitch
International, we’ve been bursting
at the seams with lots of lovely
news about product launches as
well as some previews of what is
in store at this annual trade event.
We have a three-page listing of all
the free workshops that are available at the show so
do take a look and pre-book (page 27). We’ve also
pages and pages of show previews plus lots of brand
spanking new products with which to tempt you.
We have also previewed some ideas that are particularly suitable for
Mother’s Day and Easter, both of which are just around the corner.
Another feature is on dressmaking (page 57) – with a look at how the
trend for customising has continued to encourage newbies to sewing
and generally given a boost to the craft. It’s great news for anyone
involved in fabrics, haberdashery, trimmings, beading and embroidery as
so much involves a combination of crafting techniques.
As well as all the crafting, we’ve some advisory articles to help with a
whole host of business matters ranging from driving traffic to increase
your customer base (page 85) to tips on multi-channelling your efforts
successfully (page 91). If you are exhibiting at all this year, also take a
look at Try Before You Buy in which well known tutor Jennie Rayment
provides her guide to running demos and workshops successfully
(page 69). We’ve also an easy to enter competition for a chance of
winning over £1000 of goodies, including a fabulous Sizzix® eclips
machine with handheld remote control (page 64) as well as a reader
survey which gives you the chance to let us know what you like most
and what you want to see more of in your Craft Focus.
So, plenty to read, digest and enjoy. Do let us have your news, views and
ideas. Until next time…
Wendy Gardiner
Editor
PS: Organisers of CHSI promise it is even bigger and better this year, with lots
of new exhibitors, all the well established businesses we love to see plus new
features, demos and lots of workshops. We’ll be there on Stand G12 amongst
the New Product Showcase (which we sponsor). See you there.
craftfocus 5
Eco-Fi: High quality
polyester fibre made
from 100% post-consumer
recycled plastic bottles
used in the manufacturing
process of Kunin Craft Felt.
For further information about Kunin Craft Felt
please contact
Fashion Futures Limited, Units 1 and 2 Mace Industrial
Estate, Ashford, Kent TN24 8EP.
fashion.futures@btconnect.com
Tel +44 (0) 1233 625227. Fax +44 (0) 1233 612352
news&events
industry news
Wendy Gardiner gathers and reports on the news and events from around the industry
On the move
Apartments, El Ultimo Grito, 2009 (Photo - Michael Tolke)
Blossoms are blooming
Amy Butler’s Soul Blossoms fabric collections are now
available to stock. Her amazing design and colour
combinations explode in a sea of Temple Tulips, Peacock
Feathers, Passion Lily, Dancing Paisley, Temple Doors,
Buttercups and more. Available in 100% cotton, laminates
and 100% cotton sateens perfect for home decor, “Soul
Blossoms lets you sew and quilt with beautiful fabrics that
will make your soul blossom,” promises Amy Butler fabrics.
In addition, the company has a new spool collection of
Rowan 100% cotton premium threads, also called Soul
Blossom, with colours to match the new fabric line.
There are some new touring exhibitions plus collaboration with two new UK
museums that the Craft Council are shouting about this Spring. Lab Craft: digital
adventures in contemporary craft will be shown at UK venues throughout 2011.
Exhibits include jewellery made from sound waves, ceramic pots that can be
scanned for information and digitally designed and printed fabrics from 26 of the
most experimental names in craft and design, including Michael Eden, Geoffrey Mann
and Tord Boontje. It shows how traditional craft skills combined with cutting-edge
digital technologies have produced craft for a digital age.
Glass hand grenades, wind instruments and models of futuristic apartments
all feature in the new Crafts Council touring exhibition Breath taking: revealing
a new wave in British glass blowing that launched at Bilston Craft Gallery in
Wolverhampton on 22nd January 2011. Breath taking presents 16 pieces of newly
commissioned blown glass by 21 UK makers who have a more conceptual approach
to blown glass.
“COLLECT is one of the most important annual fairs for contemporary craft
in Europe,” claims the Crafts Council. Private and public buyers from all over the
world will visit the Saatchi Gallery from 6th to 9th May to buy work by 400 artists
represented by 36 international galleries. Finally, Power of Making is the second
exhibition in the V&A/Crafts Council partnership which will be held from 6th
September until 2nd January 2012. It will present 100 crafted objects in a cabinet of
curiosities exploring the universal nature of making.
Celebrating silver anniversary
In March this year, Beads Unlimited will be celebrating its 25th year of business. The silver jubilee celebrations will
include various competitions, giveaways and charity events throughout the year, all featuring the company’s wide
range of sterling silver findings and beads. “From eyepins to lobster clasps, you’ll find everything you need to add
a bit of class to any project. Prices start from 15p retail and there’s big discounts for small wholesale quantities,”
promises Beads Unlimited. Special celebration promotions range from determining the number of beads in the jar
to a monthly silver ticket worth £25 of Beads Unlimited goodies sent at random with orders. For details of what’s
happening now and what’s to come, visit: www.beadbarmy.com and www.beadsunlimited.co.uk.
craftfocus 7
industry news
Easy does it
Safety first
Diamond Card Craft
has just been awarded
its second patent for
the Eazi-Box Board
design. This board
allows crafters to
produce shaped boxes
and shaped cards
easily. “Not only can
the crafter produce
octagonal, pentagonal
and triangular cards and
boxes but these shapes
then lead themselves
into creating Noah’s
Ark, Dad’s shed,
houses, ballgowns,
hats, octagonal books,
handbags and parasols, so therefore when a shape is required then the Eazibox board is the right board to use,” the company proudly claims.
The patent has been awarded on two separate inventions, which is
extremely exciting for Diamond Card Craft. Inventive step one is for the
capability of producing ‘non-parallel line grooves with an aligned inner
boundary line concentric with an outer shape’ and inventive step two is
for the capability of producing ‘non rectangular or geometric shape or non
parallel line grooves that intersect or join a raised edge or guide when at
least one line groove is overlaid by a sheet’.
New plans to develop a universal qualification and training
framework for health and safety professionals across
Europe, were revealed at a conference in Brussels recently.
The EUSAFE project has been set up to identify a
universal European framework of qualifications to cover
occupational health and safety (OSH) professionals across
the European Union. Richard Jones, IOSH’s policy and
technical director and vice chair of ENSHPO, said: “By
opting into the European qualifications, health and safety
professionals who work across the EU are able to prove
their credibility to employers, and employers are also
assured that they are employing a professional.”
Previously in September 2008, ENSHPO launched the
EurOSHM (European Occupational Health Safety and
Health Manager) standard, which will have qualifications that
are created as a result of the EUSAFE project.
Peter Andrew works for The Scotts Company, producers
of gardening products such as Miracle-Gro. As a chartered
member of the UK-based Institution of Occupational
Safety and Health (IOSH), Peter said: “Applying to have
the EurOSHM qualification could not have been easier, as
a Chartered IOSH member, I automatically qualified for
the status. My current job role involves me looking after
the health and safety of approximately 1000 members
of staff across the European Union and therefore being
EuroSHM qualified seemed the logical thing to do.” Further
information is available from www.enshpo.eu.
Glass competition
It’s in the cards
Glass artists throughout the country
have the chance to win top prizes by
producing work on the theme of “the
environment” for the prestigious
Warm Glass UK Glass Prize 2011.
There are three categories and
prizes: The categories are Artists,
Students and Newcomers, and the
prizes are: a place on the Masterclass
with Bob Leatherbarrow in May at
Warm Glass UK’s Resource Centre
for the winner of the Artist category,
a quantity of bullseye glass for the
Student prize, and a Paragon SC2 kiln
for the Popular Prize which is awarded
to best Newcomer.
“The theme of the environment for
2010 winner Alison Lowry
2011 is extremely topical and close
to our hearts,” said Warm Glass director Pippa Bluck. “The environmental theme
must be incorporated into their piece and all entries must include an element of
kiln-formed glass work,” she added. Closing date for entries is 28th February, 2011.
The public will then have a chance to vote up until 18th March, 2011 for their
favourite piece which will receive the Popular Prize. For more information see:
www.warmglassprize.co.uk.
Whatever the occasion,
Hallmark Card Studio
Deluxe has it covered. This
new software by Avanquest
Software Publishing allows
users to create unique
and personalised cards
for friends and family
with thousands of designs
and templates to choose
from, plus 200 extra cards
featuring the Forever
Friends brand.
By selecting from
thousands of cards,
invitations, stickers and over 16,000 premium Hallmark graphics,
users of this new software can create and customise their cards
to their own specific design and print them at home. Other uses
available with the Hallmark Card Studio Deluxe software include
creating calendars, photo frames, mini albums and stationery.
“The software is also very easy to use and projects can be
created in just three easy steps,” explained a spokesperson from
Avanquest. Retail at £29.99. For further information, visit
www.avanquest.co.uk.
8 craftfocus
industry news
A woolly business
The Sheep Shop in Swansea is
hoping Craft Focus readers will
cast their vote to put Swansea
on the map in the first ever
online film awards for small
businesses – the YOSCAs.
The gift shop has been
shortlisted in the ‘People’s Choice’
category in The Yell Online Small
Company Advert awards (YOSCAs),
created to honour the best films made last year by independent
companies, shops, bars and restaurants across the nation. Matthew
Bottomley from Yell said: “Short films screened online to let customers
see first-hand what businesses, their bosses and staff are really like, are
predicted to take over from ordinary advertising. In the past, only the
big companies could afford to make commercials about themselves
and pay to show them on television. Now even the smallest shop or
business can shoot its own film, put it up online and get an audience
of millions if it goes viral.”
To vote, visit: www.yoscas.com/finalists.php. The video receiving the
most Facebook ‘likes’ will be crowned a YOSCA winner and have a
two minute video filmed by the professional film crew at Yell.
Head in the clouds a
good thing!
You may have heard the
expression ‘Cloud computing’,
which understandably has
confused many! Good news
is that Kogan Page has
published a book to explain
it all.
A Quick-Start Guide
to Cloud Computing by
Dr Mark Williams (£9.99)
cuts through the industry
hype and provides nontechnical explanations
about what it is and how it can improve your business.
With case studies from large and small businesses, this guide shows
how enabling a remote workforce and sharing resources can reduce
your organisation’s carbon footprint. It describes: the benefits of cloud
computing; how to choose the right supplier and technologies for your
particular business; key security issues and the perils and pitfalls to
avoid. For further information, visit www.koganpage.com.
When bigger is better
Jacquard Products’ popular iDye
is now being sold in bulk sizes
for large-scale and commercial
dyeing projects. “The ultimate
way to get gorgeous colour
just got bigger!” the company
promises.
Available from UK distributors
Artvango (www.artvango.co.uk),
they are also easy to use. Just add
fabric, iDye and salt or vinegar to
a washing machine, or in a pot on the hob, for easy, rich and vibrant colour.
One pound jars are now available in 10 colours of iDye for natural fabrics
(cotton, silk, rayon and linen) and eight colours for iDye Poly (polyester
and nylon). Jacquard is also offering a 16oz size of iDye Poly Colour
Intensifier (for dyeing deeper colours on polyester).
A lasting cut
The latest innovation from Acme United Europe is new Titanium non-stick
scissors in 5, 7 and 8in lengths. They were recently voted as finalist in the
category of Best New Product at the European Office Products Awards in
Frankfurt. The scissors have adhesive resistant blades, and because they are
made from Titanium are up to five times harder than stainless steel blades.
They have soft grip handles and are able to cut a wider range of materials
whilst staying sharp. Best of all they have a 25 year warranty. Distributed
through their European office in Germany. For
details call +49 212 232 4513, or visit
www.acmeunited.de.
10 craftfocus
Full of fire!
VIP Crafts has been chosen as the first UK distributors for the
Revolutionary Craft Dragon. “This amazing machine designed
specifically with the home crafter in mind combines hot foil printing
with a precision rubber stamper, as well as the ability to adhere
gems to fabrics,” the company told us. It can be used by crafters
wanting to print onto paper, card, leather, vinyl and much more. VIP
Crafts can also supply a full range of foils, dyes and accessories to
create a complete package for you to use straight out of the box.
“And that’s just for starters – all of this for the introductory price
of just £299 plus p&p,” the company added. For more information,
contact Jo on 01905 780 182 or visit www.vip-crafts.co.uk.
industry news
WEB NEWS…
Selling online
made easier
“Independent craft retailers
have been given a boost
with the launch of an online
shop builder called Super
Simple Shop, which will
enable small retailers to
tap into the lucrative online
market which generated
a massive £26.2 billion
worth of sales in the first six months of 2010,” promises Nick Reacvill, founder and
director of Super Simple Shop.
The cost-effective package is aimed at independent craft retailers and hobbyists
who are looking at online retailing for the first time, or sellers who have been
previously dissatisfied with their web-based experiences. It offers users an avenue
to generate new and additional sales or increase current income.
The easy-to-use format enables users to build an effective website to showcase
individual and unique products along with useful hints, tips and guidance to assist
even the most novice of web users in making the most of their online retail site. It
has built in secure online payment facilities and allows retailers to make simple but
effective design choices to maximise the visual appeal of their products.
“By looking particularly at the needs of specialist and niche retailers in the craft
market, we believe that we have developed a product which will appeal as it’s
affordable, very easy to use and effective in allowing them to reach out to a much
wider customer audience,” said Nick.
Flexible packages start from £10 per month with no long term commitment
required. For further information, visit www.supersimpleshop.com.
More on safety at work
A quick and easy online tool to help retailers assess the
hazards in their shop is now available to trial. The Health
and Safety Executive (HSE) has worked to produce the
web tool to help implement Lord Young’s recommendation
that low-risk workplaces, such as shops, are spared
unnecessary paperwork and bureaucracy.
The aim of the tool is to take the mystery out of risk
assessments, giving retailers the means to be confident
that they have identified the key risks in their premises
and how to minimise them. Judith Hackitt, chair of HSE,
said: “The new 20-minute risk assessments make it clear
that the assessment of low-risk shops can be done
quickly and easily. There really is no need for long detailed
documents covering very minor and highly improbable
risks.” The online tools prompt users to answer a series
of straightforward questions that generates their risk
assessment and action plan.
HSE recently launched a similar 20-minute risk
assessment tool for offices and one specifically for
use in classrooms is out to consultation. Simplified risk
assessments for other low risk workplaces are currently
being developed. The online risk assessment tool can
be found on HSE’s website at www.hse.gov.uk/consult/
condocs/risk-assessment/shop.htm
MAGAZINE NEWS...
Angelic help
iForce has become a corporate Angel
by providing international charitable
foundation Global Angels with a
complimentary fulfilment service. Global
Angels promises that 100% of every
donation it receives from the public goes
directly to projects working at grass-root
levels to empower children and their communities around the world.
By managing the fulfilment of online orders on a donated basis for the charity’s
merchandise – which includes clothing, wristbands and jewellery – iForce is
helping Global Angels fulfil its 100% promise as well as freeing the foundation’s
founder and CEO, Molly Bedingfield, to focus on organising fund raising events,
which iForce also supports through its network of clients. iForce is one of
the UK’s leading e-fulfilment and returns logistics businesses, offering end-toend solutions to their clients’ business challenges.
Founded in 1998, iForce has pioneered the development of traditional
fulfilment skills, processes and technologies for the e-commerce world as well
as offering strategic planning and consultancy for e-retailers, e-analysis, stock
management, customer service and logistics. For further information visit:
www.iforcegroup.com.
Global Angels Foundation was officially launched in July 2005. Find out more at
www.globalangels.org.
12 craftfocus
30 years on
Congratulations to Traplet Publications on its 30th
anniversary. Traplet is a multinational company with offices
on four continents. “It certainly has come a long way
from its humble beginnings in MD Tony Stephenson’s
front room!” said Mark Keeling of Traplet. Over the last
30 years Traplet has created a number of quality leisure
magazines, including four top selling crafting titles including
Patchwork & Quilting, Craft Stamper, Sewing World and
Beads and Beyond. “Plus with a wide range of books,
DVDs, parts and plans, Traplet is at the heart of the craft
and hobby communities,” Mark added. The company is
now diversifying with a range of bespoke embroidered
workwear for businesses and societies. For more
information, visit www.traplet.com.
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NEWS IN BRIEF...
Key Accounts
Continuing its growth plans for 2011/12, Marabu UK Limited has a new
position of key accounts manager for the UK and has appointed John
Taylor to take up the role. John starts with Marabu at the beginning of
February. He has a background in craft and stationary having been in key
accounts roles with both 3M and Velcro.
New campaign to get kids knitting
“Knitting is the coolest craft right now with more youngsters and
30-somethings picking up a pair of needles than ever before,”
explained Anna Davenport of newly revamped Knit Today magazine.
The buzz word is ‘up-skilling’ as mums, parents and teachers pass
on their knitting skills to school children, teenagers and within
social groups around the country. The Craft Council in partnership
Artyarn design from knit
with the UK Hand Knitting Association has spearheaded a national the cat, albmerino
campaign called ‘Knit One Pass It On’ to encourage new knitters who are enjoying
knitting for the very first time. Find out more at www.craftclub.org.uk/knit1_pass_it_on.
Knit Today gets a makeover
Knit your bit
The January issue 55 of Knit Today is celebrating
the new year with a completely new look for 2011.
“Britain’s best-loved knitting magazine has a bold new
logo, a contemporary cover design and inside the
magazine, readers will find a lot more patterns than
ever before,” explained publisher Anna Davenport.
With the emphasis on much quicker knits – over 20
brilliant new patterns in every issue – and fun, easy
reads, this new package is perfectly placed to appeal
to today’s growing community of knitters. “As a
brand, we’re contemporary without being too funky
and beautifully stylish without being fuddy-duddy!
Our readers love our friendly approach and we’re
continuing our strong commitment to being the best
knitting magazine on the newsstand,” she added. For
more information, email publisher Anna Davenport on
annadavenport@originpublishing.co.uk or editor Marie
Parry on marieparry@originpublishing.co.uk.
MacMillian reports that thousands of cancer patients are too scared to put the heating
this winter because they can’t afford their energy bills. Sadly, one in five (19%) people
with cancer turn their heating off during the winter even though they need it on.
Macmillan has launched www.Infi-knit – a fun and interactive way to get involved in its
campaign to end fuel poverty for people living with cancer. “Just go to www.infi-knit.
org.uk, tell Infi-knit, our knitting machine, what makes you feel warm and your bit of
pattern will be knitted into a real life scarf,” explained a spokesperson. Web cams
record the Infi-knit carrying out its unique stitch, so people can watch their bit of
woolly petition being created. The super-sized scarf petition will be presented to the
government in April.
Simply Homemade
A new magazine from Practical Publishing will
be launched at CHSI. “With beautiful and stylish
projects for papercrafters, seamstresses, knitters,
beaders, plus other crafters whose hobbies such
as soapmaking, candlemaking and feltmaking
are often neglected, Simply Homemade offers
something for everyone,” the magazine promises.
The new monthly title covers stylish brands such
as Cath Kidston, Amy Butler Fabrics and Emma
Bridgewater Designs, plus a pinch of recipes,
baking ideas and homestyle tips and advice. Visit
stand E18 for more details.
Artisans and craftspeople unite
The ‘Made by Hands of Britain’ site unites some of Britain’s
finest artisans and craftspeople. In addition to beautiful
handmade clothing, accessories, sewing supplies and textiles
the site features many more items for the home and
garden ranging from the contemporary to the traditional
– from modest to the most fantastic (some expensive!)
art and sculpture to gourmet food and drink. For further
information, visit www.madebyhandsofbritain.com.
A dream come true
Nikki Sivils can hardly believe she is just months away from the two-year anniversary
of her dream, Nikki Sivils, Scrapbooker LLC. “Starting my own business has been a
rollercoaster ride of emotions, but the very
best part for me is getting to design. I have
really had fun with my latest six collections for
my spring 2011 release,” said Nikki. Her new
paper and cardstock stickers are full of fun,
whimsical designs and adorable creatures that
are guaranteed to make you smile. For more
information call + 44 (0)417 838 0996 or visit
www.nikkisivils.com.
craftfocus 15
brand spanking new
Letraset Ltd
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
New ProMarker 12 Sets
+44 (0)1233 624 421 or enquiries@letraset.com
£18.14 UK List
12 ProMarkers packaged in a unique ‘carry case’ style blister with a free Blender pen and
How-to instructions.
Easy to merchandise, attractively presented and packed with added value. The blister pack
doubles as portable storage, with each marker clicking securely into place.
ProMarkers are the low price, high performance artist’s markers that have taken the UK craft
world by storm. These new sets are the perfect way to introduce this hugely popular line, or
to extend your existing ProMarker set offering. 2 new sets available January 2011.
Antex Craft, Antex Electronics Ltd
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Fabric Master
+44 (0)1822 613728 or www.antexcraft.com
RRP £22.06
Fabric distressing, fuse, slash, cut twist and scrunch synthetic fabrics to create interesting
works of art. Kit comes with 15/30w duel temperature heated tool, stand, seven tips and
a sample pack of fabric.
Eye catching packaging. This kit is part of a whole new range with colour coordinating
accessory tip packs. Ideal for a counter display for impulse buys.
The Fabric Master tool can be also used for wood/leather burning and gem embellishing
by purchasing separate tip packs as the tips are interchangeable.
GJ Beads
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Rondelle Beads
+44 (0)1736 751 070, info@gjbeads.co.uk, www.gjbeads.co.uk
RRP from £3.25 per pack of 20
14 by 8mm Pandora Style faceted fire polish beads (approx 4mm hole).
Manufactured in the Czech Republic, 16 colours available.
Established, well known bead supplier offering high quality beads. Friendly, helpful,
knowledgeable staff. Same day/next day dispatch on orders and easy on-line ordering.
Ideal for adding to charm bracelets or used as accent beads.
JSM Sales Ltd
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Daisy Mae 5 by 5ins Embossing Boards
+44 (0)1782 628 804 or www.jsmsales.co.uk
RRP £2.35 each
There are five designs within the 5 by 5ins Daisy Mae range and also
four versions in A4 size. The boards can be used as a normal embossing
board to create more effect on your crafting project and also are great
to use with foil work.
Each board comes displayed within a hanging bag, with clear instructions
on the reverse of the header card.
Great for demonstrations and also if careful and using the correct
materials and accessories, the Daisy Mae 5 by 5ins boards can be used
with various crafting machines.
craftfocus 17
news&events
Take a look at some of the latest products around
brand spanking new
The Nutmeg Company
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Two new paperweight designs
+44 (0)208 462 1149, www.3dcrossstitch.co.uk
RRP £12.99 A Gardener’s World and £19.99 Noah’s Ark
The Noah’s Ark paperweight is a challenging design standing 12cm high,
while A Gardener’s World is 8.5 cm high. Both kits contain everything needed
to complete the paperweight, except the ballast.
All Nutmeg Company kits aim to provide practical objects for the stitcher, and
encourage the development of stitching skills. This is for the stitcher looking for
‘something new’.
The semi-circular base holds a heavy substance (not contained in the kit) to
produce a decorative and useful piece.
RedHotBed
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Classic Kit
+44 (0)1132 248 600 (ask for Sam Burgin), www.redhotbed.co.uk or sales@jsmsales.co.uk
RRP £3.99
The Classic Kit is just beautifully designed and foiled, providing you with four envelopes,
four die cut topper sentiment sheets, four luxury foiled coordinated board sheets
and four DL foiled cards.
This kit comes nicely presented and contains more than enough to create four luxury
cards and more.
RedHotBed has other quality new style kits within their new 2011 catalogue.
Artcoe
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Paperwave Tracedown
+44 (0)845 300 7750 or www.artcoe.com
From £1.69 (excluding VAT)
Available in mixed packs containing either one or five sheets of each colour in sizes A4
or A3, also available in 12ins by 12ft rolls. Tracedown can be used on any surface such as
haberdashery and ceramics, making a clean crisp tracing which can be easily erased.
All orders over £50 will be carriage paid and delivered within 48 hours from receipt of
order, subject to stock availability. There is also no minimum order quantity so retailers can
order packs in either single or multiple units.
Available in five colours.
DMC Creative
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
18 craftfocus
DMC/Fillawant Printed Bias
+44 (0)116 275 4000 or sales@dmccreative.co.uk
from RRP 85p per metre
An exclusive range of printed Bias Bindings (20mm wide) available on a 20m reel.
These new products are used to decorate and embellish projects, accessories,
clothing, card making, decorative gift wrapping, and floristry. DMC/Fillawant uses
precision manufacturing to ensure that the bindings are cut on a perfect bias. The fancy
bias designs are exclusive to Fillawant and are not available anywhere else.
The bias bindings are offered as individual items but are also available housed in custombuilt display units.
Fillawant also offers quality ribbon and piping ranges reflecting the trends in the fashion
and home sewing markets introducing a variety of colours, qualities and widths.
These aren’t just any ribbons!
These are Ribbon Designs’ original, best selling,
award-winning, eye-catching, frequently imitated,
still the best, pre-packed ribbons.
Available in Silk, Satin, Spark Organdy, Metal Organdy & Rat Tail
Quick, easy and profitable sales
NEW for 2011 - Trade website
5LEERQ'HVLJQV
PO Box 382, Edgware, Middlesex HA8 7XQ
Tel: 020 8958 4966
Email: info@ribbondesigns.co.uk
www.ribbondesigns.co.uk
news&events
Gillaingladrag
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Needle Felting Kit
+44 (0)1306 898 144, E: gill@gilliangladrag.co.uk, W: gilliangladrag.co.uk
RRP £13.95
This kit contains everything needed to have a go, including merino wool tops and simple step-by-step instructions. The wool
can be used sculpturally or just as an embellishment on other felt or fabrics.
Packaged in the colourful and distinctive “Gilliangladrag” brand packaging, this kit is sure to catch the eye of crafters everywhere.
Needle felting has become extremely popular recently and people everywhere are starting to discover this magical craft, using
just wool tops and special felting needles.
Crafty Notions
Product:
Karantha Craft Moulds from Craftynotions
Contact:
Price:
Sarah or David Lawrence +44 (0)1636 700 862 sales@craftynotions.com
£5.99
Specification:
Karantha Craft Moulds are new innovative flexible moulds for the creative crafter. Many
designs will be available to suit all tastes – from card makers to altered arts to mixed
media. Clean, crisp moulds can be made using Hearty air-dry clay, paper, Craftynotions’
Jewel Enamels and UTEE powders.
Presented in individual blister packs, for an eye-catching display, each pack contains
instructions.
This is a brand new product range with multiple uses being launched at Craft Hobby
Stitch International at the NEC. There will be demonstrations and sample boards on the
Craftynotions stand (A38).
Retailer benefits:
Other information:
Burhouse Beads
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Knotted freeform freshwater pearls
Sales Department on +44 (0)1484 485 100
£6/150cm continuous necklace
Pearls are a girl’s best friend. These stunning freshwater pearls are available in a
choice of three colours. White, natural purple and white or salmon pink and white
and come in 150cm continuous necklaces ‘ready to wear’. Brand new for 2011.
These pearls are such good value for money and are top quality pearls at a great
price.
A passion for pearls means that Burhouse Beads also has a vast new assortment of
freshwater pearls from £1/string. Visit the showroom and see for yourself.
Littlestarstitches
Product:
Contact:
Price:
Specification:
Retailer benefits:
Peanut and Friends counted cross stitch kits
+44 (0)1453 546 891, www.littlestarstitches.com
from £6.95
Peanut & Friends is the first range of counted cross stitch kits from
Littlestarstitches. Be charmed by Peanut & Muffin the elephants, Pretzel the
giraffe and Humbug the zebra. In addition to seasonal and simple poses, these
cute characters appear with the letters of the alphabet.
Stitched on 14 count Aida, with the use of fractional stitches and backstitch,
there is plenty of detail, making the kits suited to the more confident stitcher.
craftfocus 21
brand spanking new
Craftwell USA
Product:
Contact:
Price:
Specification:
Retailer benefits:
eCraft Electronic Cutting System
+1 888 315 8885 (USA), www.craftwellusa.com
POA
The eCraft revolutionary electronic cutter is easy to use, fun, and fast. It is ideal
for scrapbooking, home decor, banners and more.The eCraft’s unique design makes it easy to
cut materials automatically, without a cutting mat. Use the paper tray to stack multiple sheets at a time, or use the Roller to cut
12ins by any length.
An ultra slim, lightweight design means the eCraft can be taken anywhere. You can also use designs from the large selection of
image cards, or create your own with eCraftshop Design Software. Great looking designs and projects have never been easier.
Creative Products Distribution Ltd
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Beacon Gem-Tac glue
+44 (0)208 953 2143 E: sales@creative-distribution.co.uk, www.creative-distribution.co.uk
£3.10 + VAT per 4oz bottle. Sold in packs of 12
Beacon Gem-Tac is the perfect glue for embellishing your wardrobe with Swarovski crystals, pearls,
sequins and glitter. It’s been used professionally for over 50 years on ballroom dancing gowns, ice
skating costumes and much more. Gem-Tac dries fast, dries crystal clear, is flexible and permanent
and can be hand washed.
Gem-Tac comes in a squeeze bottle with applicator tip and is available in two bottle sizes 59ml and
115ml. Gem-Tac is a must-have product for your creative customers.
This versatile adhesive is specially formulated to securely bond non-porous surfaces like gems,
rhinestones and sequins to porous and semi-porous surfaces like fabric and wood.
Habico
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Spring Trimmings
+44 (0)113 221 500 (sales office), sales@habico.co.uk, www.habico.co.uk
From £1 to £2 per metre.
A fabulous stretch frilled organdie with rose detail in four colours, white, ivory, pale pink
and cerise.
This trim coordinates beautifully with the 1950s floral look currently very much in
fashion and very simply adds an exclusive detail to a chain-store frock or blouse.
The full range will be on show at CHSI, stand G18-24.
La Pashe
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
22 craftfocus
Trinitage
+44 (0)191 4910 027, sales@lapashe.com, www@lapashe.com
RRP 65p
16 brand new designs, eight to be released early in 2011 and a further eight some time before
March. These designs will have the same three layer, pop up mechanism as the Christmas range.
There will be scenes of Britain and other favourite pastimes which will appeal to all occasions
and will provide great options for men’s cards. Very much like the Christmas range, just without
the snow feature.
They have been designed by Jak Heath and will be executed by La Pashe’s very own Jim
Harker, famous for the Flippin’, Framin’ and other favourites the company offers.
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Cardcuts has launched a unique range
of packaging for 2011.
Why not use your existing stock and
package it in a new way using our pods,
baskets etc. Our all new card Hold-alls
are perfect for Easter eggs, gifts,
crafts, soaps, lingerie and so much
more. Trade discounts and bespoke
printing available.
Tel: 01825 890030
www.cardcuts.co.uk
news&events
Peak Dale Products Ltd
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Pull Bows
+44 (0)1298 784 47, sales@peakdaleproducts.co.uk, www.peakdaleproducts.co.uk.
From £2.50 to £7.25
This selection of new pull bows is available in a rainbow of colours and in four sizes
– 3.5ins, 5ins, 5.5ins or 8ins. There are three finishes – satin, glossy and holographic. Colours
include black, blue, cerise, gold, green, lilac, purple, red, silver and yellow.
The bows are supplied in packs of five of the same colour, or 10 assorted sizes, all the same colour.
Easy to make decorative bows that add a touch of class and vivid splash of colour, whatever the occasion.
Artesanoyarns
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Mother Goose, collection of knitting patterns
+44 (0)1189 503 350 Jenny@artesanoyarns.co.uk, www.artesanoyarns.co.uk
£2.50 per pattern
This is a collection by Julie Ferguson of six new single sheet knitting patterns for children
0 to five years old.
Single sheet pattern available instead of a pattern book. All patterns knitted in easy care
Artesano super wash merino yarn, The Mother Goose collection is easy knit, so ideal for
beginners and experienced knitters alike.
Artesano superwash yarn is available in a range of 25 colours. Machine washable, easy
care, excellent drape and stitch definition, standard DK weight. The garments are all easy
wear, with ease for comfortable movement.
Fiskars
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Inspiration range of scissors
+44 (0)115 927 7335, www.fiskars.com
From RRP £11.49 for needlework scissors to RRP £13.49 for
general purpose scissors
Fiskars’ new Inspiration range of scissors has been given a style makeover using patterns created by Finnish designers. The new
designs Gloria, Bloom and Seaflower draw on nature for their inspiration. Bloom is bold and bright yet feminine and romantic, the
Gloria design was inspired by a beautiful wild garden and Seaflower combines the land and sea.
There are four scissors in each design: general purpose, multi-purpose, manicure, and needlework. The new colours and patterns
provide the perfect excuse to buy more scissors – as gifts or to use.
The ergonomic handles are made using a completely new process in which the design and the colour are embedded in the material
itself. This new technology makes for beautiful deep colour tones as well as giving intricate detail.
WS Designs
Product:
Contact:
Price:
Specification:
Retailer benefits:
Other information:
Tempting Templates from WS Designs
Wendy Stenton, +44 (0)1908 542 759, sales@ws-designs.co.uk, www.ws-designs.co.uk
Individual templates start at RRP £4.05 and new layering templates at RRP £6.99.
For 2011 WS Designs have now launched a total of 19 new templates. Five
independent templates, one new fretwork template, three new layering templates and
five new silhouette templates, which are available in two sizes.
All available from UK distributor Woodware (E: sales@woodware.co.uk). All the
templates can be purchased individually and, as previously, all templates come in their
own A4 wallet with full instruction sheet.
These templates can be used easily by all ages and abilities of crafters as they are a
blank canvas for any other crafting medium, including stamps, papers and peel offs to
name but a few.
craftfocus 25
Part time - Commission only - Sales Agents
Territories available in
Midlands,
Northern England,
Scotland and Ireland
This position would suit a knitter, with some time
on their hands, who likes talking about the finest of yarns,
and earning some extra cash for the privilege.
Customer lists available.
Exceptional rates of commission for
proven fast selling products.
Full training and support will be given.
Please contact
John Morley
Tel: 01948 710925 / 07887 644135
email: johnmmorley@me.com
show
chsi news
news
the countdown to craft hobby
+ stitch international continues
New features, new workshops and a new catwalk show are
set to wow visitors at this year’s, bigger than ever, trade show
Crafts on the catwalk
CHSI is Europe’s largest trade show for
the craft industry and is promising some
exciting new features that will enhance the
experience of all visitors. Firstly there is a
fashion show with a twist which will take
place on each day of the show. Models will
not only be strutting their stuff in fabulous
clothes, but will also be modelling stunning,
hand-crafted accessories – from handbags
to glittering jewellery, all created from
exhibitors’ products.
Full programme workshops
Visitors to the show can also take
advantage of a host of free workshops and
seminars, specifically put together to help
businesses gain new insights and skills. The
workshops will feature the latest products
from a variety of well-known brands, giving
attendees a unique oppor tunity to work
with them first hand. Plus those businesses
new to social media can find out more
with the Introduction to Social Media
and Developing a Social Media Strategy
seminars on Sunday 20th February. A
seminar for tracking website performance
will be held on the Monday 21st which will
show businesses how to use tools such
as Google Analytics and Webmaster to
monitor the impact they are having online
(see pages 27-30 for fur ther details of
the full programme). Pre-booking of the
workshops is advised.
ICHF Ltd MD David Bennett said, “We’re
really pleased with this year’s line-up of
workshops and seminars. Industry exper ts
will be leading the sessions which are
designed to help businesses communicate
to existing customers, reach out to new
audiences and to boost their presence in
the industry.”
Craft Hobby + Stitch
International 2011
20-22 February 2011
T: +44 (0)1425 272 711
E: info@ichf.co.uk W:www.chsi.co.uk
“Craft Hobby + Stitch 2011
is set to be one of the most
vibrant and inspiring shows yet”
Also new for 2011, the show will have a
dedicated product demonstration area with
presentations from Serif (Europe) Ltd and
Mitsubishi Pen Co. Serif will be unveiling its
new range of six digital crafting products,
CraftAr tist and demonstrating the whole
range along with the well-known crafter
and presenter Michelle Jackson-Mogford.
As well as all the new features, organiser
ICHF repor ts that the show continues
to see sales of exhibition space at the
2011 event rising with two major industry
players, Groves and Coats Crafts UK
confirming their attendance. Sarah Matchett,
product manager, Creative Crafts & Lifestyle
Fabrics at Coats Crafts UK said: “We are
delighted to have chosen Craft, Hobby +
Stitch as a platform to showcase our quality
brands. Taking centre stage this time will be
our stunning lifestyle fabric collections from
designers such as Amy Butler, Tanya Whelan
and Kaffe Fassett.”
With brand new features, the latest
supplies and innovations, free business
seminars and workshops, the 2011 Craft
Hobby + Stitch International show is not
to be missed!
Don’t forget to come and see us in the New Product Showcase area of the show,
(of which we are the proud sponsors). We are on stand G12 and look forward to
meeting as many readers as possible. Come and let us know your good news or
gripes, or just meet up for a chat. C
craftfocus
2727
craftfocus
chsi workshop schedule
A full workshop programme run during the Craft Hobby + Stitch International show this
February provides the perfect oppor tunity to see and tr y some of the new products available.
SUNDAY 20 TH FEB
9.15am Eclips Master Class! Hints, Tips &
Much More!
10.45am An Introduction to POSCA
Marker Pens
Peter Hughes of Ellison Europe work through
the world of the Eclips, electronic die cutting
machine.
Mitsubishi Pencil Co introduces the POSCA
water-based marker range. This hands-on
workshop is packed with fun craft projects
demonstrating the uses of POSCA.
9.15am Aluminium/PVC/Satin Necklaces
Brit Eellens of La Fourmi shows how to make
necklaces using PVC tubing, aluminium wire
and satin beads.
2.15pm Get Creative with Marabu UK
Kevin Shenton of Marabu provides the
opportunity to get hands-on with Painters
Pens for glass, porcelain and textiles.
9.30am FIMO® Easter Bunnies
FIMO® expert and author Bonnie McGough
of Staedtler (UK) teaches the versatility of
FIMO® in a series of workshops for Easter
and Mothering Sunday.
9.30am Artistic Wire Rings
Making rings has never been easier. Wyatt
White of Beadalon shows how wire can be
wrapped around a ring mandrel for size, then
more bending and twisting to add Swarovski
crystal components.
10.30am Introducing New STIX2
Products & Techniques
2011 sees the launch of another batch of
new products from STIX2. Michelle from the
company will be demonstrating how to use
these with existing STIX2 lines.
10.30am Felting with ArtFelt Paper
This workshop by Katy Sparrow and Irene
Lindorfer of Schoppel-Wolle introduces the
easy felting technique of ArtFelt.
10.45am Introducing Petal Pairs & More!
Kirsty Wiseman of Tonic Studios introduces
Petal Pairs, the simple punch system that
creates a myriad of beautiful flowers.
28 craftfocus
2.15pm Boost your Sales with
Decopatch!
John Collingbourne of Tollit & Harvey
– Clairefontaine/Decopatch show how
Decopatch is a versatile and creative range of
decorated papers which can be applied simply
and easily to almost any surface.
2.30pm Paint Fusion
Join Sheena Douglass from Crafter’s
Companion for a workshop demonstrating
how to ‘fuse’ traditional and simple paint
techniques with rubber stamping.
2.30pm Working with Payper Box
Templates & CDs
Meet Create and Craft’s rising star Sandy
Piercey of Payper Box and learn how to
promote sales with techniques on swing card
templates and associated CDs.
3.30pm Stamping – A New Dimension!
Anny Skinner and Lindsay Mason of Personal
Impressions provide a workshop using inks,
stamps and more.
Use Hobbyfun’s fabrics to create greetings
card, using card and sticky-back plastic.
3.45pm Grand Fun!
If you have ever wanted to get your hands on
the Grand Calibur™ by Spellbinders, Paper
Arts™ and the new release dies, this class
by Stacey Caron and Kim Hupke of Creative
Expressions is for you!
3.45pm Treasure Cards
Treasure Cards are brand new from China
Butterfly, a card and gift in one. Sarah Gee
shows how to create an elegant card including
a handmade jewellery piece.
4.45pm Introducing Petal Pairs & More!
creates a myriad of beautiful flowers. Also,
preview Tonic’s other amazing new products.
4.45pm The Power of PaperArtsy
Make yourself familiar with the very successful
new ‘Hot Picks’ collection of stamps, paper, dies
and more from PaperArtsy demonstrated by
Leandra Franich. Fabulous fun and innovative
creativity starts here!
5pm Luscious Layers at the Cutting Edge
Kim Thittichai shares how to decorate and
construct boxes using the heaviest weight
iron on interfacings and C5500 Crash from
Freudenberg Vilene and the Sizzix ® Big Shot
™ Pro.
5pm Quilling Tips for the Retailer
3.30pm Hobbyfun Fabrics for Cards &
Scrapbooking
Pat Green of Past Times Quilling provides
hands-on tuition of quilling or paper filigree.
NEW!
An exciting new British company with a fabulous range of cling
stamps, manufactured in the UK to a very high standard
chsi workshop schedule
MONDAY 21 ST FEB
9.15am Introducing Petal Pairs &
More!
creates a myriad of beautiful flowers.
Also, preview Tonic’s other amazing new
products.
9.15am The Power of PaperArtsy
Make yourself familiar with the very
successful new ‘Hot Picks’ collection
of stamps, paper, dies and more from
PaperAr tsy demonstrated by Leandra
Franich. Fabulous fun and innovative
creativity star ts here.
9.30am Custom Boxes, Cards &
Envelopes
Sara Davies of Crafter’s Companion
shares some stunning projects! Create an
exploding box, easel card and matching
three-dimensional Envelobox using
Core’dinations cardstock and the Ultimate
Pro from Crafter’s Companion.
9.30am Working with Payper Box
Templates & CDs
promote sales with techniques on swing
card templates and associated CDs.
10.30am Get Creative with Marabu
UK
Kevin Shenton of Marabu gives you
the oppor tunity to get hands-on with
their Painters Pens for glass, porcelain
and textiles. The workshop will involve
decorating a glass, mug or a T-shir t.
10.30am Hobbyfun Fabrics for Cards
& Scrapbooking
Use Hobbyfun’s fabulous fabrics to create
an unusual greetings card, using both card
and sticky-back plastic as demonstrated by
Sandie Haitland of Hobbyfun UK.
10.45am Go Eco!
Join Julia Andrus from Eco Green Crafts
to learn more about her great eco-friendly
30 craftfocus
products. Take this great oppor tunity to
try out these paints and inks with stunning
techniques.
10.45am Quilling Tips for the Retailer
hands-on tuition giving practical and
theoretical knowledge of quilling or
paper filigree, enabling the retailer to
answer questions, demonstrate and hold
workshops.
2.15pm Eclips Master Class! Hints,
Tips & Much More!
Come and join Pete Hughes of Ellison
Europe as he works through the fabulous
world of the Eclips, electronic die cutting
machine. This session will show you all the
features the machine has to offer. So why
not come along and be involved with this
new die cutting phenomenon?
3.30pm Aluminium/PVC/Satin
Necklaces
Brit Wellens of La Fourmi shows how to
make spectacular necklaces using PVC
tubing, aluminium wire and satin beads.
This easy technique produces amazing
fashionable designs.
3.45pm Luscious Layers at the Cutting
Edge
Ar tist Kim Thittichai demonstrates how to
decorate and construct boxes using the
heaviest weight iron on interfacings and
C5500 Crash from Freudenberg Vilene and
the Sizzix® Big Shot™ Pro.
3.45pm Treasure Cards
Treasure Cards are brand new from
China Butterfly, a card and gift in one.
You will create an elegant card including a
handmade jewellery piece with Sarah Gee.
2.15pm Felting with ArtFelt Paper
easy felting technique of Ar tFelt. Fibres are
tacked onto Ar tFelt paper using a felting
needle; saturated and processed in a tumble
dryer, the paper is then dissolved away to
leave a felted fabric. This technique lends
itself to detailed pieces and makes unusually
light and fine pieces possible.
2.30pm FIMO® Easter Eggs
FIMO® exper t and author Bonnie
McGough of Staedtler (UK) teaches
the versatility of FIMO® in a series of
inspirational and fun workshops for Easter
3.45pm Stamping – A New Dimension!
Andy Skinner and Lindsay Mason of
Personal Impressions provide a unique
workshop that will fire your imagination –
using inks, stamps and more you will create
fabulous and original works of ar t.
4.45pm Boost your Sales with
Decopatch!
Decopatch is a versatile and really creative
range of decorated papers which can be
applied simply and easily to almost any
surface – see how it works, have a go and
learn about the retail oppor tunity from
John Collingbourne of Tollit & Harvey –
Clairefontaine/Decopatch.
2.30pm Artistic Wire Rings
wrapped around a ring mandrel for size,
then more bending and twisting to add
Swarovski crystal components.
3.30pm Introducing New STIX2
Products & Techniques
new and exciting products from STIX2.
Michelle will be showing you how to
use these products with existing STIX2
products and some new techniques.
5pm Hobbyfun Fabrics for Cards &
Scrapbooking
Use Hobbyfun’s fabulous fabrics to create
an unusual greetings card, using both card
and sticky-back plastic as shown by Sandie
Haitland. No sewing required.
5pm An Introduction to POSCA
Marker Pens
Mitsubishi Pencil Co introduces the POSCA
water-based marker range. This hands-on
workshop is packed with fun craft projects
demonstrating the uses of POSCA.
www.aartij.com
retail &
wholesale available
...Aarti J’s...
Specialists in Beads, Trimmings, Flatback Gems
and Appliqués.
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❁
❁
❁
Are your customers looking
for something new and
different to work with?
Come to our Stand D38 at
Craft, Hobby + Stitch, and be
inspired by our luscious fabrics
and creative stencils, have a
go at the Make & Take or join
our Workshop to get hands on
experience of making cards
with our products.
If you place an order at the
Show, you will receive a
10% discount.
❁
❁❁
www.hobbyfunukltd.co.uk
Tel: 01604 467780
Wrenbury House, 75 Wrenbury Rd, Northampton NN5 6XZ
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We are a new Edinburgh based rubber stamp
company who deal directly with retailers.
We have introduced a Celtic, Wedding and Scottish
selection of rubber stamps available as woodmounted
(or unmounted on request).
Introductory offer of a “Sample Pack” available at a
discounted price to the usual trade price.
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You can view our range of products on our website
www.craftystamps.com
If you wish to receive a trade catalogue
please contact us.
Tel/Fax: 0131 221 9440 • enquiries@craftystamps.com
Crafty Stamps, 92 Grove Street, Edinburgh, EH3 8AP
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chsi
show
previews
news
TUESDAY22 ND FEB
9.15am Create with Darkroom Door!
Join Rachel Greig of Personal Impressions
in a fun filled inspiring workshop using
products from Darkroom Door and more.
9.15am Felting with ArtFelt Paper
easy felting technique of Ar tFelt. Fibres are
tacked onto Ar tFelt paper using a felting
needle; saturated and processed in a tumble
dr yer, the paper is then dissolved away to
leave a felted fabric. This technique lends
itself to detailed pieces and makes unusually
light and fine pieces possible.
9.30am Grand Fun!
If you have ever wanted to get your hands
on the Grand Calibur™ by Spellbinders,
Paper Ar ts™ and their new release
dies, this class by Stacey Caron and Kim
Hupke of Creative Expressions is for you!
Complete a bunting and bonus project that
looks like it took hours to create! Please
bring: scissors and stick or tape adhesive.
9.30am Treasure Cards
Treasure Cards are brand new from
China Butterfly, a card and gift in one.
You will create an elegant card including
a handmade jewellery piece as shown by
Sarah Gee.
10.30am Eclips Master Class! Hints,
Tips & Much More!
range of decorated papers which can be
applied simply and easily to almost any
surface – see how it works, have a go and
learn about the retail oppor tunity following
guidance from John Collingbourne of Tollit
& Harvey – Clairefontaine/Decopatch.
10.45am FIMO® Makes Mothering
Sunday
FIMO® exper t and author Bonnie
McGough of Staedtler (UK) teaches
the versatility of FIMO® in a series of
inspirational and fun workshops for Easter
10.45am Artistic Wire Rings
wrapped around a ring mandrel for size,
then more bending and twisting to add
Swarovski crystal components.
11.45am Quilling Tips for the Retailer
hands-on tuition giving practical and
theoretical knowledge of quilling or paper
filigree, enabling the retailer to answer
questions, demonstrate and hold workshops
themselves.
1pm Introducing New STIX2 Products
& Techniques
new and exciting products from STIX2.
Michelle will be showing you how to
use these products with existing STIX2
products and some new techniques.
1pm The Power of PaperArtsy
Come and join Pete Hughes of Ellison
Europe as he works through the fabulous
world of the Eclips, electronic die cutting
machine. This session will show you all the
exciting features the machine has to offer
you and your customers. So why not come
along and be involved with this new die
cutting phenomenon?
Make yourself familiar with the very
successful new ‘Hot Picks’ collection
of stamps, paper, dies and more from
PaperAr tsy. Fabulous fun and innovative
creativity star ts here as shown by Leandra
Franich of PaperAr tsy.
10.30am Boost your Sales with
Decopatch!
Kim Thittichai shares how to decorate and
construct boxes using the heaviest weight
iron on interfacings and C5500 Crash from
Decopatch is a versatile and really creative
1.15pm Luscious Layers at the Cutting
Edge
Freudenberg Vilene and the Sizzix® Big
Shot™ Pro.
1.15pm An Introduction to POSCA
Marker Pens
Mitsubishi Pencil Co provides an
introduction to POSCA water-based
marker range. This hands-on workshop
is packed with fun craft projects
demonstrating the uses of POSCA. Free
samples and lots of make and take.
2.15pm Get Creative with Marabu UK
Kevin Shenton of Marabu gives you the
oppor tunity to get hands on with Painters
Pens for glass, porcelain and textiles. The
workshop will involve decorating a glass,
mug or a T-shir t.
2.15pm Aluminium/PVC/Satin
Necklaces
Make spectacular necklaces using PVC
tubing, aluminium wire and satin beads
as shown by Brit Wellens of La Fourmi.
This easy technique produces amazing
fashionable designs.
2.30pm Paint Fusion
Join Sheena Douglass of Crafter’s
Companion for a workshop demonstrating
how to ‘fuse’ traditional and simple paint
techniques with rubber stamping to create
a new contemporary look.
2.30pm Working with Payper Box
Templates & CDs
promote sales with techniques on swing
card templates and associated CDs.
Booking information
These free workshops are available to
registered trade visitors of CHSI and of
course they are very popular so spaces
are limited. To register as a trade visitor
and book places, visit www.chsi.co.uk.
craftfocus 33
chsi preview
chsi exhibitor
previews
Hundreds of companies will be exhibiting at this year’s
annual Craft Hobby + Stitch International show. We’ve
some product previews to tempt you to attend and
help source your supplies
BOTHY THREADS Stand A1
Tel: +44 (0)1638 665 149
Email: info@bothythreads.com
It’s Sew Gorjuss! Bothy Threads have teamed
up with Santoro London to bring Gorjussä to
life in cross stitch. There are eight captivating
portraits in the collection so far with more
designs, including a beautiful birth sampler, to be
released at the trade show. These designs are
embellished with ribbons, beads and sequins and
each has an iconic black heart button.
Bothy Threads will also be launching their
new cat collections and a set of designs about Britain, with
an Olympic tribute.
THE STITCHING SHED Stand A12
Tel: +44 (0)8451 576 045
Web: www.thestitchingshed.co.uk
The designers
at The Stitching
Shed have worked
hard this year
to produce a
fabulous new range
of cross stitch
and needlepoint
for 2011. They
are experts
at researching
the market
and highlighting
commercial trends,
which is the reason
why their designs are so popular. This year the focus is
on owls – samplers - children’s décor – cute – country
– trendy; something for everyone ! Visit the stand to see
the whole range and be amazed at the trade prices on
offer. There is no minimum order at The Stitching Shed.
BEAD TIME Stand C22
Tel: +44 (0)1932 244 700
Web: www.beadtimewholesale.co.uk
Bead Time will be showcasing a new range of Steam Punk,
Greek ceramic beads and wooden beads from a sustainable
source in the Philippines. They are very excited about their
steam punk range as they believe they are the first company
in the UK to carry a full range of designs for this up and
coming style of jewellery making.
Bead Time’s range is in ant –brass with more than 50
styles, wings, watch faces, sculls, crosses, keys, coins and
scissors. Later on in the year they are introducing the range
in Antique Silver.
LA FOURMI Stand A16
Tel: +00 322 687 7629
Web: www.lafourmi.eu
La Fourmi specialises in beads
and wood items to decorate
as well as offering 20,000
other craft products. They
will be showing many new
items, in particular beads,
findings and hollow rubber
tubing. There is a big trend for
jewellery made with rubber
tubing on the continent at
present - the tubing comes
in various widths and is
hollow, so you can slide a wire
through the middle and shape
it to any design.
La Fourmi will show how
to use this innovative new
material (they put large holed
beads on it, twist and shape it
to make spectacular jewellery).
craftfocus 35
chsi exhibitor previews
B-C-E CO UK Stand K20
Tel: +44(0)1427 810 301
Web: www.b-c-e.co.uk
The new series of three-step card templates
from B-C-E is expected to be as successful
as its best selling Mountain Stencillo Template.
The ‘Shake & Step’, ‘Octo ‘Step’ and ‘Circle Step’
templates offer a wonderful new slant on the
ever popular stepper cards, but differ because
they have a central section for decoration with
interesting symmetrical steps. “The ‘Shake & Step’
is square in design and comes complete with the
easiest back box template for amazingly effective
shaker cards,” promise B-C-E. The template
also offers an aperture/layering section. B-C-E
will also be releasing its second DVD. “Template
Techniques DVD Vol. 2 will feature eight of the
newer, most effective and best selling templates.
It is another full tutorial by Kim Sutton of almost
two hours complete with full picture galleries.”
they explained.
SE SIMONS Stand E30
Tel: +44 (0)1179 554 710
Web: www.sesimons.co.uk
SE Simons
will be
showing a
stunning
selection
of ribbons
and
trimmings,
manufactured by May Arts in the USA.
The exceptional range available includes
sheer, satin, grosgrain, velvet and silk
ribbon in a variety of patterns and prints.
Their selection includes the very latest in
fashionable, funky designs, in an imaginative
combination of colours and styles, which
are suitable for all haberdashery, craft
projects and decorations.
36 craftfocus
FLOWER SOFT Stand J7
Tel: +44 (0)1914 274 571
Web: www.flower-soft.com
Flower Soft® will be launching
four new Ultra Fine NEON Colours at the Craft, Hobby & Stitch
International show on 20 February. Get your first peek of Neon Pink,
Orange, Yellow and Green along with some very cool new Card
Toppers, including Neon Signs. “The card toppers work perfectly with the new Neon colours
and bring something completely different to the craft market,” explained Susan Balfour at
Flower Soft. The finished cards are fun, funky and are ideal to give to teenage boys and girls
and perfect for aging rock stars!
TEXTILE HERITAGE Stand A10
Tel: +44 (0)1355 229 446
Web: www.textileheritage.com
Based in the heart of Scotland, Textile Heritage is a familyrun business. “We are recognized as a leading supplier of
small, high quality, and beautiful cross-stitch kits that are
popular both in the craft and gift markets” they proudly
boast. New additions for 2011 are the stunning Celtic
Bird range (available in a bookmark, scissor keep, needlecase, coaster and sachet) and the traditional Flowers of
Scotland bookmark. With trade prices of £2.05 - £5.04
these kits are a great pick-up line for customers looking
for a small project or gift idea and everything essential
to completing the project is included inside. A colour
brochure of Textile Heritage’s full range of over 200 small
cross-stitch kits is also available, or an online catalogue can
be viewed on their website, where you can also apply for
online trade access.
IDEAL ENVELOPES Stand D05
Tel: +44 (0)8454 636 249
Web: www.ideal-envelopes.co.uk
Ideal Envelopes has been market leader of greeting card
envelopes and other paper and card based products
for around 14 years. Over the last two years it has
developed its e-commerce business to create an easy
to use website with a secure payment system. “All
our trade customers now enjoy the benefits of being
able to order from 10 to 10,000 envelopes at the click
of a button at a time that suits them,” explained Ideal
Envelopes. They also offer a free of charge sample
service, enabling their customers to see the product
before they buy. Earlier this year Ideal Envelopes added
a value envelopes category to its website, which lists
approximately one million envelopes that consist of overrun stock offered at bargain prices. In 2009 Ideal Envelopes launched a successful sister website
www.papercard.co.uk. “PaperCard supplies exactly what it says, a wide selection of paper and
card products in a range of sizes from A5 to SRA3, bespoke items can also be provided, simply by
contacting one of our sales team,” explained Ideal. Customers can also benefit from a combined
shipping charge if orders are placed on both sites,” they added.
www.beadtimewholesale.co.uk
We are dedicated to supplying the retailer and web companies with a truly
gorgeous range of findings, and now we can supply you with gorgeous beads!
NEW RANGE - Steampunk findings now available
For a catalogue contact
Bead Time Ltd
Unit 16 Shepperton Business Park
Govett Avenue
Shepperton
Middlesex
TW17 8BA
Tel: 01932 506362 / 506596
6HHXVDWWKH6SULQJ)DLUDQG&UDIW+REE\DQG6WLWFK
Sock Yarn Specialist
www.viridianyarn.com | viridianltd@gmail.com
tel: 0117 300 5244
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RI3LFNDQG0L[&DUG
Now trading from larger premises at:
31 The IO Centre
Hearle Way
Hatfield
Herts
AL10 9EW
Tel: 01707 266 500
Fax: 01707 275 832
See us at Craft Hobby + Stitch
Stand Q17
chsi preview
CRAFTER’S COMPANION Stand G1
Tel: +44 (0)1388 660930
Email: trade@crafterscompanion.co.uk
Crafter’s Companion is the new UK distributor for
the Core’dinations ColorCore Cardstock, and will be
showcasing the full range at the show. Drop by their stand to pick up your free sampler pack.
Also launching at the show are the latest additions to the Flower Fairies range – ‘Fairyopolis’
- a new take on the original hand-drawn artwork from Cicely Mary Barker which features a
more contemporary feel and is brought to life through interactive CD ROMs, rubber stamps
and paper-based crafting elements.
BEADALON Stand D30
Tel: 001 (866) 423-2325
Web: www.beadalon.com
Artistic Wire Chain Maille Rings from Beadalon
are ideal for creating virtually anything in the
realm of chain maille. Made from Artistic Wire
these jump rings are precision cut and system
matched for diameter and colour consistency.
Rings can be opened and closed using the
regular or bent Chain Nose Pliers and each
package contains an ample supply of jump rings
to create many fashionable designs. For easy
reference, eight of the most popular chain maille
weaves such as the Byzantine, Turkish Round,
Foxtail and more are noted on the back of each
Artistic Wire Chain Maille Ring package along
with the sizes needed and quantity of rings to
create the weave.
Beadalon is the originator of flexible bead
stringing wires and has been manufacturing wire
in the USA since 1976. The company offers high
quality beading products, competitive prices,
friendly and knowledgeable customer service,
and prompt delivery.
KING COLE Stand F40
Tel: +44 (0)1535 650 230
Web: www.kingcole.co.uk
At CHSI 2011 King Cole will concentrate
largely on consolidating the success of
existing ranges. Lots of new shades will be
added with a host of designs to support
them. There will be one new product to
excite existing stockists, again including
full pattern support. “The main thrust of
our participation is not just to show an
excellent all-round range but to encourage
more retailers to try that range and enter
the buoyant hand knit market,” said Lance
Martin from King Cole. “Our second to
none service and ability to tailor a package
to fit the retailer are renowned. Come
and speak to the experts, we try harder to
make it work for you!” he added.
GILLIANGLADRAG Stand BS1
Tel: +44 (0)1306 898 144
Web: www.gilliangladrag.co.uk
These brand new feltmaking kits are designed
specially for children to make and learn from.
Due to popular demand, Gillian Harris from
Gilliangladrag has designed several different
options, with kits suitable for children from five
and over. Choose between three picture kits
aimed at younger children, a lovely necklace
kit suitable from aged eight plus and also a felt
monster kit. Packaged in their distinctive circuslike stand up pouches, these kits are extremely
eye-catching and make superb gifts, either for
the buyer to make as a gift, or for the recipient
to make themselves. RRP start at just £12.75.
Contact Gillian for further details and to see
the full range.
CHINA BUTTERFLY Stand BS23
Tel: +44 (0)1704 831709
Web: www.chinabutterfly.co.uk
Brand new Treasure Card Kits from China
Butterfly create a card and gift in one. Each
beautiful decoupage card incorporates a
gorgeous handmade piece of jewellery into the
design. The jewellery features beautiful sparkly
crystals, glass beads and silver plated findings.
All kits include everything needed to make
the card and jewellery piece including detailed
instructions making them suitable even for
beginners.
These kits will appeal to card and jewellery
makers alike offering retailers a wider target
audience. There are six different kits available
including two ear-ring, two bracelet and two
necklace kits. “RRPs start from just £5 making
them truly affordable gifts,” promise China
Butterfly.
craftfocus 39
COLOURCRAFT C&A Stand Q31
Tel: +44 (0)1142 421 431
Email: enquiries@colourcraft-ltd.com
Colourcraft C & A acrylic inks have been
specially formulated using a new advanced
acrylic emulsion and the highest quality
pigments to produce an extremely versatile,
water resistant, light fast medium. Available in
a range of stunning traditional and shimmering
metallic colours, that are intermixable, nonyellowing and quick drying, they are ideal
for using with a dip pen, technical pen, for
airbrushing, diluted colour layering, transparent
washes, stippling, collage, drafting and photo
tinting. Sizes available are 28 ml, 100ml and
500ml and they are VOC and oil free, odour
free and non toxic.
LETRASET Stand F15
Tel: +44 (0)1233 624 421
Email: enquiries@letraset.com
Letraset,
the UK
manufacturer
of ProMarker,
has launched
its new
AquaMarker,
an acid-free,
water-based
marker that
will greatly
appeal to
Scrapbookers
and Rubberstampers alike.The key
difference with AquaMarkers is that the ink
is water-soluble, so they’re great for watercolour style colouring and illustration.
They’re also a fantastic way to create
marbled backdrops simply by spritzing
with water and allowing the colours to
run. AquaMarkers’ other main advantage is
that they use pigment colour, making them
acid free and extremely lightfast, perfect
for adding a touch of colour to scrapbook
pages.
40 craftfocus
SHEENA DOUGLASS Stand C28
Tel: +44 (0)1388 660 930
Email: trade@sheena.tv
Sheena Douglass will be introducing a
new concept in flower painting at the
show. The technique is a fusion between rubber stamping and traditional floral-painting, but
is brought up to date and made accessible to the card-making customer with easy-to-follow
guide sheets and a specialist three-hour DVD in which Sheena takes you through the basic
fundamentals of the technique, building up to a selection of projects. Find out more about
this innovative new technique from Sheena herself on Stand C28 or book a place on one of
her workshops at the CHSI show.
LANAMANIA Stand Q7
Tel: +94 172 826 7364
Web: www.lanamania.com
Zealana Possum hand knitting
yarns are now in Europe via
Lanamania. There are several
different blends and weights
of yarns with possum fibres
which provide exceptional
thermal properties due to the
hollow nature of the possum
fibre. They are also soft to
the touch, have low pill and
minimal prickle factor! Through
the blend of possum with silk
or cotton, exclusive luxury
summer and winter yarns have
been created including mixes
of fine merino with possum
and New Zealand cashmere as
well as a Heron Tweed, which
is 80% fine New Zealand
merino and 20% possum.
MOUSELOFT Stand A02
Tel: +(0)1477 533 566
Web: www.mouseloft.co.uk
This year’s Craft Hobby + Stitch show
marks Mouseloft’s 15th anniversary.
Mouseloft’s counted cross stitch kits
demonstrate the company’s belief
in high quality at affordable prices.
With the Olympics and the Queen’s
Jubilee attracting a lot of visitors the
brand new ‘Images of Britain’ range
lends a distinctly British feel. Most of
Mouseloft’s products retail at a little over £2, giving a complete cross stitch kit with which to
celebrate and commemorate Britain. There are also many exciting new designs at this price point
in the best selling ‘Stitchlets’ range.
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ELLISON EUROPE Stand F6
Tel: 0844 499 8181 (within UK);
+44 (0)845 345 2277 (outside UK)
Web: www.sizzix.co.uk, www.
ellisoneducation.co.uk, www.ellison.com
Resembling a well-travelled suitcase on
the outside, the Vagabond Machine easily
opens up to reveal a portable yet powerful
machine with solid core steel rollers, unibody
cast roller housing, solid steel gears, high
torque motor and ASB plastic exterior. “The
Vagabond can effortlessly cut and emboss many different materials and thicknesses.” Explained
Sizzix. Included with the Vagabond Machine is a pair of standard cutting pads, as well as the Solo
Platform & Shim, which make all Sizzix components compatible with the Vagabond Machine.
Add a solo thin die adapter (sold separately), and the Vagabond Machine can even work with
other brands’ dies and embossing tools. In addition, you can use the included sheet of stickers
to customise your machine with your crafting journeys. The RRP will be £175 and it is being
released at CHSI.
GMC PUBLICATIONS Stand D1
Tel: +44 (0)1273 402 808
Web: www.gmcbooktrade.com
The Guild of Master Craftsman Publications will
soon be launching its new book series: Magpie.
Aimed at newcomers to jewellery-making, each
title features 20 projects to make in nine steps
or less and a comprehensive techniques section.
Bracelets is publishing first in May, Earrings a
month later in June, with further titles planned
for autumn. Books are £9.99 in paperback,
illustrated in full colour and place an emphasis on
fresh, funky design and affordability.
GMC Publications will be accepting pre-orders at both Craft Hobby + Stitch International
(DO1) and Spring Fair International (stand 3J20).
KRAFTYHANDS Stand F14
Tel: +44 (0)7590 571 548
Web: www.kraftyhands.co.uk
Kraftyhands ranges include fun children’s designs
and traditional floral products for card makers and
scrap bookers alike. They haven’t forgotten ranges
for men too, with designs that include modern
sportsmen, fast cars and motorbikes and some
saucy ladies guaranteed to generate a smile. Their
CDs have caught the imagination of the public and
many customers have begun to obsessively collect
every new CD that Kraftyhands publish. 2011 sees
the launch of new eagerly awaited designs including
a range of fast cars called Wheelz, new floral ranges; Spring Time Garden and Fleur Francais
plus cute Pirate Island and Fat Luigi’s Kitchen.
42 craftfocus
WILD ROSE STUDIO Stand Q26
Tel: +44 (0)117 364 3104
Web: www.wildrosestudio.co.uk
Wild Rose Studio is a UK craft wholesaler
specialising in beautiful and coordinated
products for cardmaking with some great new
releases for CHSI 2011. Cherry Cupcake is
a cute, cheerful and light-hearted new range
of stamps and papers whilst Wedding Bells
is a gorgeous range of products for wedding
stationery and wedding-themed cards.
Visitors to stand Q26 can expect to see new
springtime designs across the entire Wild Rose
Studio range. Both the For Men and Milton &
Co collections feature new releases and new
6x6 paper packs for 2011 include exclusive
new designs from Kate Knight.
OTTLITE
TECHNOLOGIES
UK Stand F28
Tel: +44 (0)800 955 0121
Web: www.ottlite.co.uk
Streamlined and sleek, the
breakthrough design of the
OttLite Tulip desk lamp
gracefully delivers OttLite®
High Definition Natural
Lighting™ anywhere you
need it. “You’ll love seeing
fine print and details clearly
under this low heat, low glare
illumination lamp that helps
reduce eyestrain. Innovative
styling, incredible technology
– this lamp is definitely one
of a kind,” OttLite promise. The Tulip’s torchier
design has an expandable gooseneck for
customisable positioning making tasking easier. Its
small, compact shape makes it the ideal lamp for
smaller spaces. Colours available include metallic
charcoal, metallic pearl, metallic silver and metallic
pink. Available in February 2011.
chsi preview
SIESTA FRAMES Stand A33
Tel: +44 (0)1202 813 363
Web: www.siestaframes.com
Siesta Frames, well known for its extensive
range of craft supplies, is launching a number
of exciting new products at CHSI. In particular
there is a new range of storage boxes
which are great for a variety of crafts such
as beading and paper craft. Siesta Frames
manufactures many of the products they sell
under the brand names of Siesta and Craft
Lite, and are also distributors for The Daylight
Company, Bostik Craft Glues, John James
Needles, Glue Dots, Premax Scissors, Mighty
Bright and Thread Heaven.
HABICO Stand G18-24
Tel: +44(01)132 631 500
Web: www.habico.co.uk
Habico reports a tremendous success with its
already wide range of flying butterfly 3-D stickers
and a new set has just been added. These are
die-cut and add some real life to a card without
adding any thickness as the wings spring up.
Also building on proven success, Habico
has added several focused new designs to its
handmade card embellishments including two
Easter, two Baby, Dream Dad, Valentine/Love and
a nice young Birthday Numbers design covering
ages one to six.
STITCHTASTIC Stand A4
Tel: +44 (0)1142 353 958
Web: www.stitchtastic.com
Stitchtastic is launching three new designs, all suggested by members of its Facebook
page, www.facebook.com/Stitchtastic. The Fiat Punto, Vauxhall Corsa and Alfa Romeo
Mito kits add to the existing range of more than 500 designs, including over 100 transport
caricatures. Also available is a great range of smaller transport based designs, sold with an
acrylic key-ring or coaster.
Stitchtastic provides a speedy order fulfilment service, has no minimum order and can
provide suitable packaging for both retail and mail order outlets. The company has produced a series of trade packs brand new for CHSI 2011,
incorporating its most popular designs.
HOBBY FUN (UK) Stand D38
Tel: +44 (0)1604 467 780
Web: www.hobbyfunukltd.co.uk
Hobby Fun (UK) is a new venture for
Samantha Austin and Sandie Maitland, who
came together early in 2010 to import an
exciting new range of crafting products
from Germany not previously available in
the UK. The fabrics, which are made from
a variety of fibres, come in a multitude of
designs and a fabulous range of colours.
“Most of the fabrics we sell are organzas
and has a light-catching finish that makes
them appear to shimmer,” said Sandie.
Hobby Fun also have a wide range of single
use 3D stencils made of sturdy, sticky-backed plastic onto which you lay the
fabric of your choice. With these stencils you can create gift boxes, table lamps,
mobile hangings, Christmas tree decs and tea light holders. The stencils are all
pre-cut with holes where required, pre-punched and folds pre-scored and come
with making-up instructions. “Card makers and scrapbookers have fallen in love
with the effects achieved by using our fabrics in their creations,” said Sandie
who has produced four booklets of detailed card designs to inspire and enthuse
crafters. “Come to our stand to see the range, try out a make and take or sign
up for a workshop to get hands-on experience of using these products.
VIRIDIAN DISTRIBUTION Stand J30
Tel: +44 (0)1173 005 244
Web: www.viridianyarn.com
This year Viridian Distribution’s stand will be larger than
previous years because they are incorporating Knit Pro and
Rachel John. “Knit Pro, who are not exhibiting themselves
this year, are letting us show their ranges and as we are
now distributing for Rachel John we will be showcasing her
Extreme Tools and Textiles” explained Suzette from Viridian.
In addition, Rachel and Carmen John will be on the stand
to demonstrate
her range. “So
as well as our
superb range of
Sock Yarn and
Clover knitting
needles and
accessories
there will be a
bigger display of
both Knit Pro
and Extreme
Textiles,” Suzette
added.
craftfocus 45
Presents a One-Stop Shop for all your Quilling needs
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chsi preview
LA PASHE Stand H20
Tel: +44 (0)1914 910 027
Web: www.lapashe.com
Nice N Easel does what it says on the tin!
La Pashe has designed some lovely floral
decoupage sheets to make beautiful easel
style cards. With eight new designs being
released together this gives a range of
choice for the crafter. As with the Build A
Blossom (see Easter Craft feature), these
designs are perfect for Easter and spring
cards and perfect for the special ladies
in your life. “Early in the New Year we
will be producing step by step tutorial
videos on exactly how these cards were
designed to be made and give some great
inspirations from our design team and artists” promises La Pashe.
DAYLIGHT COMPANY Stand E14
Tel: +44 (0)208 9641 200
Web: www.daylightcompany.com
LED MicroMax Light,
(product D95087)
is Daylight’s™ latest
multifunctional lamp and
magnifier. With four
super bright Daylight™
LEDs and an extra large
7 cm magnification lens
it is perfect for all kinds
of craft and hobbies.
Design features include
- two power-saving
settings giving 12 hours
of full power and 24
hours reduced power,
two 18 cm flexible arms
for precise and easy adjustment, a strong clip to attach to frames, hoops, books and more and
a detachable base with swing-out feet for super stability. Plus it’s so lightweight and compact it
can be used anywhere anyplace.
LADYBUG CRAFTS INK Stand BS12
Tel: +44 (0)141 644 5399
Web: www.ladybugcraftsink.co.uk
Ladybug Crafts Ink has some fantastic new
images to show. The company has a new set
called Baby Baby which includes four cute
baby images and seven sentiments which were
launched at the CHA in LA in January. If you
love cupcakes why not check out the Cupcake
Cuties? Nikki’s boyfriend Ben will be making his
debut as will new Nikki images.
CREATIVE EXPRESSIONS Stand Q32
Tel: +44 (0)1536 481 778
Web: www.creative-expressions.uk.com
After launching the Eco Green Crafts range at last year’s show, Creative Expressions will be
showcasing the latest new releases from its environmentally friendly craft range.
These brand new products include Substrates; a collection of stylish paper mache objects
made from recycled paper, which act as three dimensional canvasses for crafters to decorate
with inks, stamps, paints, embellishments and more. Other new products featured include die
cut embellishing shapes made from 100% recycled card and artists mediums made entirely from
environmentally safe ingredients, which can add textured, glossy and matt finishes to craft projects.
craftfocus 47
CARRINGTON FLEET/
JOHN KALDOR Stand N03
Tel: 01204 692 223
Web: www.carringtonbride.co.uk
Carrington Fleet continues its quest to supply
luxurious fabrics - gorgeous satins to stunning
haute couture embellished tulle. The collection
covers all aspects of a bridal party or occasional
wear. “Come to stand N3 to see abstract,
reptile, lush foliage, vivid - prints galore from
John Kaldor, with colours put together to give
energy and bold contrasts. Check out the new
colours in Coast, Lugano and Ritual,” said Lyn
Holt for John Kaldor fabrics.
WOODWARE CRAFT
COLLECTION Stand H46/H48
Tel: +44 (0)1756 700 024
Web: www.woodware.co.uk
Stampendous, Magenta, Dreamweaver,
Peel-offs, US Artquest and Floral Punch
crafts are only a handful of the companies
represented by Woodware Craft Collection.
The company will also be featuring the
Sakura range of gelly pens, having just been
appointed the UK distributor.There are
over 90 different gelly pens in the range
with different finishes. “These pens are
fantastic for working with peel-offs and
can be used on any surface. Not just a
writing product, these pens are also ideal
for other creative hobby applications such
as scrapbooking, home decorating, card
making and much more.Visit us to see our
fast-growing ‘own brand’ range of craft and
card-making supplies too,” Judith Brewer
from Woodware Craft said.
48 craftfocus
SERIF CRAFTARTIST Stand J2
Tel: +44 (0)1159 149 180
Web: www.serif.com
Serif, the award-winning design, publishing and
creative software developer has announced the
launch of CraftArtist. “This is an exciting new
range of six digital crafting products that provides
individuals with all the tools needed to easily and
quickly make professional-looking print projects,
including photobooks, wedding stationery, cards,
scrapbooks and much more at home,” said Ellie
Dyke, head of business development at Serif. The
new range will be demonstrated at CHSI by the
Serif team and well-known crafter and presenter
Michelle Jackson-Mogford. The products are CraftArtist Wedding Day; Baby Photos; Greeting
Cards; Scrapbooks; Gold and Platinum.
SIMPLICITY Stand M17
Tel: +44 (0)161 480 8734
Web: www.simplicitynewlook.com
Simplicity’s extensive craft range includes
knitting and crochet needles/hooks, scissors,
quilting templates, fashion buckles of every
shape and size, iron-on mending patches,
unique sewing notions, appliqués, no-sew
pocket monsters for kids, bindings and a
fabulous collection of fashion trims. This year
they have added a selection of four musthave gadgets for the home dressmaker and quilter, scrapbookers and card makers. This includes
electrically operated bias tape maker, sidewinder, and two rotary cutters – standard and deluxe
editions. The sidewinder is a stand-alone bobbin winder that quickly winds bobbins without
interrupting your sewing whilst the bias tape maker folds and presses bias strips automatically. The
rotary cutters will cut strips to varying widths fast and easily. To find out more about this diverse
range visit Simplicity on stand M17.
CREATIVE BEADCRAFT Stand J24
Tel: +44 (0)1494 786 924
Web: www.creativebeadcraft.co.uk
The latest products from Creative Beadcraft
include these gorgeous large acrylic beads,
perfect for spring and summer. Sure to
create an impact there is a 47 mm butterfly,
49 mm flower and 24 mm heart available as
well as 20 and 30 mm balls in five colours.
Prices start from 30p each or £2.30 for
10 hearts. Other new ranges include large
facetted crystal beads, bold acrylic pendants,
semi-precious, wood, shell and bone. Many
existing ranges are now available on strings for maximum sales appeal, as well as loose or in
branded packs, including Czech pressed glass, metallised beads, Indian glass and bone.
flair
advertising feature
creative play for
kids at its best
Flair’s commitment to providing the best
creative play kits was clear in 2010, the
success of which was there for all to see with
an impressive portfolio of craft kits for kids.
Thanks to its many heritage brands and
considerable development, Flair, under the
Flair Create banner, is the No 1 supplier
of craft kits for children in the UK. The
continued success of major names such as
Plasticine and Aqua Beads is synonymous with
the portfolio which has been enhanced with
newer brands such as award winning Zubber.
2011 will see even more new additions
to the creative play line up providing the
perfect choice for craft retailers looking to
attract a younger audience. What’s more,
with many lines benefiting from intense TV
and marketing support, retailers can be sure
they come with the consumer awareness that
attracts swift sales.
So what is new for 2011?
Plasticine is a craft box staple, known and
loved by all generations. The classic modelling
compound lets you create flexible, detailed
models that can keep their shape or be
remoulded - all thanks to the unique formula
that never dries out.
This spring there’s a new way to play with
classic Plasticine thanks to the Fancy Flowers
Kit. After the success of James May’s
Plasticine Garden back in 2009,
children and adults alike have
been clamouring to have
a go at making their
own Plasticine Paradise. Of course the pocket
money priced packs such as the Classic 8
Colour Pack, will remain a favourite and is a
must for budding modellers too.
Brand new for this year is Gelarti. Gelarti
is a brand of stickers with a difference. Girls
can paint and decorate their own stickers
with glitter paint and sparkling gems to
show off their individuality. The stickers are
reusable again and again on any surface from
notebooks to bedroom walls, so just paint,
peel and decorate to express your style.
Flair has also teamed up with Savvi, a
leading manufacturer of temporary tattoos
based in the USA. As part of the collection,
and available as impulse buy or gift packs, are
Body Tagz. Each Body Tagz pack contains cute,
glittery images for girls or glow-in-the-dark
designs for boys. Girls will also love Fashion
Tagz which are reusable stickers that can
be applied to clothes, accessories and even
electronics to create their own unique look.
Zubber is an exciting compound brand
that moulds like dough and sets like rubber
and has enjoyed huge success since the
launch of the Zubber Band Maker and
Jewellery Sets in 2010.
This year a new Zubber Bounce and Catch
Ball Maker has been added that will appeal
to both boys and girls. The set comes with
everything needed to create bouncy balls in
three different shapes which all bounce in
different directions. Also new is the Zubber
Design Wheel Creations which allows girls
to create funky phone danglers, keyrings,
necklaces and lots more.
When it comes to creative
play, this is just a very small
taster of what’s on offer from
Flair but there’s a great deal
more to see. C
For more information on all that’s available
in the Flair Create portfolio, call 0208 643
0320 or email enquiries@flairplc.co.uk
craftfocus 49
+28*,(&5$)76
www.colourcraftltd.com
Why everyone needs a hougie
At some time we have all said “I’m no good at measuring.”
The truth is we can all measure. What we can’t do is measure
accurately. Hougie can. Hougie has 1/2 and whole centimeters
on one side and 1/2 and whole inch’s on the other side.
So if your project says score a line at 6cm just turn
Hougie over to the cm side, push your card up against the
butt edge and score down at the required measure. There’s
no need to try and convert cm in to inch’s. They wont go, no
matter how hard you try. Hougie measures accurately and
right first time. With this knowledge comes confidence.
With confidence comes speed.
Productivity is also up and best of all.
NO CRAFTERS FRUSTRATION
079 098 419 19 • info@hougiecrafts.co.uk • www.hougiecrafts.co.uk
Unit 4, Pipewell Road Industrial estate, Pipewell Road, Desborough
Northamptonshire, NN14 2SW
Fabric Transfer Dyes
Procion Fabric Dyes
UK Manufacturer and Distributor of quality fabric dyes, paints, inks
and printing systems for art, craft, textile and design.
Angelina Fusible Fibres and Film
Markal Paintstiks
Email: enquiries@colourcraft-ltd.com| Tel: 0114 2421431
for further information, prices or to set up an account.
Colourcraft Colours & Adhesives Limited
Units 5&6, 555-557 Carlisle Street East, Sheffield, S4 8DT
spring fair
spring fair international
With over 300,000 new product launches and 3000
companies exhibiting, this key retail trade show attracts one
of Europe’s largest gatherings of retailers
Spring Fair International is big – and this
year organisers Emap Connect promise us
“the largest and most comprehensive retail
trade show in the UK, covering 12 key buying
sectors”. On show will be gift and home
products, design-led gifts, kitchen, dining and
housewares, greetings and stationery, art and
framing, toys, gadgets and party, outdoor living,
wellbeing, fashion jewellery and accessories.
Among the 3000 companies exhibiting there
are 500 new exhibitors, 400 international
suppliers and 1000 exclusive exhibitors “that
you won’t see at any other show in the year
ahead” asserts Emap.
unveiling a complete new look for their bestselling craft kits as well as launching a new
Christmas range. “Our Love Hearts sewing kit,
Bird Box, and Owl House Family have been
reinterpreted in a brand new colour-way for
spring while our Cat & Kitten and Elephants
sewing kits have been updated with fresh,
funky florals in bold colours,” they explained.
They have also developed a medal-making kit
in conjunction with the Imperial War Museum,
which should appeal to anyone trying to offer
craft kits that appeal to boys. Finally, thinking
about next Christmas Buttonbag has four
new seasonal kits, including a make-your own
Advent calendar and a stocking and angel
kit that encapsulate the growing trend for a
home-made Christmas. (+44 (0)208 525 1640,
www.buttonbag.co.uk.)
Buttonbag are looking forward to exhibiting at
Spring Fair for the first time
Big and small exhibitors
It’s not all about big companies selling
expensive gift products of course. Many
crafting companies also find Spring Fair a
must-attend event in their exhibition calendar.
After a fantastic reception to their debut show
at Autumn Fair, Buttonbag is really looking
forward to exhibiting for the first time at
Spring Fair (stand AA26, hall 9). They will be
Interplay are launching a unique range of craft
kits for girls
New products
Interplay is also showing at Spring Fair and
At a glance
Spring Fair Interna
tional 2011
when: 6th-10th Febr
uary 2011
where: NEC, Birmi
ngham
website: www.sprin
gfair.com
again is among those companies launching
new products. Interplay said “We are launching
a totally unique range of craft kits for older
girls which takes home-made jewellery and
gifts to a whole new level.” Called myStyle™
it is an assortment of creative kits inspired by
the interests and hobbies of today’s pre-teen
market. Fashion and expressing creativity is
the desire of most girls aged 8-12, but never
at the expense of style. This is where the
myStyle™ collection ticks all the boxes; with
an inspirational collection that enables girls to
create beautiful jewellery and gifts that they
will be proud to wear and share with friends!
“This is just one of many fantastic ranges from
Interplay whose portfolio also embraces the
best of science and craft kits available for kids;
Wild Science for girls and boys, Technokits,
My Living World and the inspirational new
myStyle™,” they added. To see the new ranges,
visit stand A65, hall 5. (+44 (0)1628 488 944
or sales@interplayuk.com.)
craftfocus 51
spring fair preview
dates for your diary
We round-up the major trade and consumer shows taking place
around the country over the next few months
February
3-5 – Stitch & Creative Crafts Show, Manchester
(organisers: Trident Exhibitions)
6-10 – Spring Fair International 2011 trade show, NEC
(organisers: emap connect)
11-13 – Creative Stitches & Hobbycrafts, Brighton Centre
(organisers: ICHF)
17-19 - Stitch & Creative Crafts Show, Braintree
20-22 – Craft Hobby + Stitch International 2011 – trade show
(organisers: ICHF)
25-27 - Make It, Farnborough (organisers: Etes)
We asked why book and magazine publishers GMC exhibit at Spring
Fair. “GMC publish books on a variety of subjects - craft, hobbies,
gardening, children’s, puzzles and general non-fiction. At Spring Fair, we
get to see a huge cross-section of different customers and most of them
find something in our lists to interest them. It’s a great opportunity to
showcase books to customers old and new” said Michael Robb, Sales
Director for GMC. Craft and Hobbies is a strong growth area, with
sales of books booming. “We are finding lots of new retailers starting
up and we look forward to showing them our products at this year’s
show. In addition to many great new books, we are very excited to be
selling some new stationery ranges this year, too - so there is even more
reason to visit the GMC stand,” he added. Visit GMC on Stand J20 in hall
3 (+44 (0)1273 402 808, www.gmcbooktrade.com).
Popular features
New developments like the Trend House will showcase best-selling
products for the following season whilst the Fashion Accessories
Catwalk and Seminar Theatre is set to bring fashion to centre stage
with three live catwalk shows a day. Of course, popular events such
as the New Product Showcase and the Pandora Catwalk Café at the
Jewellery Show will continue to feature. One firm favourite is Spotlight,
which features unusual products from smaller and new exhibitors whilst
another is the workshop and seminar theatre which offers a fantastic
selection of presentations from industry experts. C
March
3-6 – Creative Stitches & Hobbycrafts,SECC Glasgow
(organisers: ICHF)
10-12 - Stitch & Creative Crafts Show, Malvern
13 – Papercraft @ Leigh, Lancashire (organisers: sincerely-yours)
17-20 - Stitch & Craft 2011, Olympia II
(organisers: Twisted Threads)
24-27- Sewing for Pleasure/Hobbycrafts/Fashion, Embroidery &
Stitch, NEC (organisers: ICHF)
April
7-10 - Stitch & Creative Crafts Show, Shepton Mallet
8-10 – H+H Cologne International Trade fair
(organisers: Koelnmesse Ausstellungen Gmbh)
9-10 - The Big Stamp & Scrapbooking Show, Alexandra Palace,
London (organisers: Express Services)
14-16 - Stitch & Creative Crafts Show, Belfast
17 – Papercraft, Thetford (organisers: sincerely-yours)
30 – Weald of Kent Craft Show until 2nd May (organisers: ICHF)
30 – Papercraft, Edinburgh (organisers: sincerely-yours)
Some dates may be subject to change. Please check with the show
organisers before planning your visit.
Show organiser contacts
Emap Connect, Spring Fair visitors,
+44 (0)8445 888 071, www.springfair.com
Etes Ltd, Make It, +44 (0)1784 880 890,www.make-it.org.uk
Express Services,The Big Stamp & Scrapbooking,
+44 (0)1536 481778, www.bssbs.co.uk
ICHF, +44 (0)1425 277 988, www.ichf.co.uk
Koelnmesse Ausstellungen GMbH,
+49 221 821 2458, www.hh-cologne.com
Sincerely Yours,
+44 (0)1634 686 823, www.sincerely-yours.co.uk
Trident Exhibitions,
+44 (0)1822 614 671 www.sccshows.co.uk
Twisted Thread,
+44 (0) 208 692 2299, www.twistedthread.com
52 craftfocus
The Studio Partnership Ltd
Wholesale Distributors of
DECOPATCH, MDF products, letters,
captions and objects
ANIMACHE painting kits
Will be pleased to welcome you at
Craft Hobby & Stitch - Stand CO4
www.decopatch.co.uk
email: sales1tsp@aol.com
tel: 0116 2671143 fax: 0116 2677807
Art and craft artists
love the flexibility of
the ProMarkers
making a mark
Letraset is historically known for transferable lettering used by
graphic artists, but now it’s successfully entered the craft market
with new products. Wendy Gardiner talked to Simon Hodges to
find out more
At the time, graphic designers regarded this
system as ‘a revolution in the studio’. Indeed,
Dry Transfer was a unique, revolutionary
product that totally transformed typesetting
and became adopted more or less universally
by the graphic design industry. Using Letraset
sheets, lettering could be done quickly and
easily by anyone and demand was enormous.
We continued to introduce new ranges
What was Letraset’s original business?
of innovative typefaces,
We started out
life focusing almost
“Professional design will designed by the world’s
designers and in
exclusively on the
always be core to our leading
1987 we acquired the
commercial/professional
business, but we’ve also International Typeface
design industries. Our
Corporation which enabled
Dry Transfer Lettering
had to adapt.”
us to be in the forefront of
is what made Letraset
typeface design (ITC had produced the most
famous, enabling designers to produce high
successful complete range of text alphabets of
quality headlines quickly by transferring
the previous 20 years).
pre-printed letters directly onto artwork.
When was the business launched?
Letraset was founded in London in 1959 and
then manufacturing was set up in Ashford
Kent. We manufactured sheets of lettering
that designers used on artwork. This was really
before the advent of computer techniques of
word processing and desktop publishing.
In the late 1980s Letraset also began
producing markers, as used extensively within
the professional design disciplines.
How did your business change when
desk top publishing really took off?
In the 1990s, in order to stay ahead of
trends and service the market we were
so well established in, we shifted our focus
towards digital design with the introduction of
Phototone images and Fontek display typeface
library which had over 300 typefaces, many
new and contemporary. We also started
looking at other markets as we identified the
number of people involved in craft and fine art,
including exciting art forms like Manga.
When did you enter the craft industry?
Our entry into the craft industry was most
notably via ProMarker, originally introduced
around 2003 as a means of tapping into the
more recreational art/design markets, and then
really taking off (within the craft market) in the
last 18 months or so.
What made you decide to venture into
this area of business?
Changes within professional design practices
(largely computer driven) and recognition of
the many wider opportunities within consumer
markets. Professional design will always be core
to our business, but we’ve also had to adapt.
The craft market has been a whole new world
for us, but ultimately rewarding. And at the end
of the day, crafters take pride in their work and
demand high standards. Letraset’s professional
background means we’re very well placed to
cater to that demand.
Now, Letraset products can be used to create
stunning effects (Graham Kennedy TRex)
54 craftfocus
Who are your key customers?
We are primarily a supplier to trade and
profile
wholesale in the UK market, with an expansive
network of overseas distributors in just about
every country. We do operate a website,
but this is a small part of the business. Our
end-user customer base is really diverse, from
professional product and automotive designers,
fashion designers, architects and concept artists
through to Manga illustrators and increasingly
now the recreational art and craft market.
What are your best selling lines?
Most definitely ProMarker and increasingly our
water-based AquaMarker. We offer both these
popular lines as single markers, in sets and
packs to suit varying needs.
How do you decide on the products you
want to manufacture?
As a manufacturer, we’ve constantly evolved
and innovated our product range in line with
industry and market trends. Computerisation
in the mid ‘80s (when the AppleMac came
along) had a dramatic affect on the commercial
design industry and in turn effected our
What sort of products/services do
core Dry Transfer business. We’ve always
you offer?
been driven to identify and seek out new
Our primary business is manufacturing
markers for illustration and design. Our marker and diverse consumer markets. Our recent
successes in the craft market took a lot of
business has evolved in line with the more
ground work, but are probably
‘recreational’ consumer
markets, nowadays we “Crafters are very vocal, the best example of this.
offer several variants
they know what they You are known for your
including solvent/
want and are always keen lettering and markers, do
dye based markers
have other associated
(ProMarker/Tria) and
to tell us, so it makes you
craft products?
water/pigment based
sense to listen!”
Yes, we also market artists’
markers (AquaMarker)
pads, CDs of professionally
with differing nib
produced fonts, adhesives, cutting and trimming
configurations to meet every requirement. We
tools and of course packs of Letraset transfers.
also manufacture a versatile range of adhesives
We try to provide all the tools our customers
and print media, as well as digital resources
(fonts/imagery). Of course we still manufacture will need to work alongside our main products.
Hence our motto ‘Creative Opportunities’.
Dry Transfer, which is still by far the best
and most professional looking way to apply
Do you offer workshops/courses?
lettering by hand!
Not directly, but we are heavily involved with
designers and make it a priority to support
What do you think is your unique
(selectively) workshops and courses. We see
selling point?
the merits for retail and in promoting our
Without doubt our longstanding professional
ranges through these activities.
design heritage, it permeates quality
throughout our range. Letraset is really unique
You briefly mentioned a website, is
in bringing high quality, professional products
there anything there to help retailers?
to the recreational/mainstream markets.
This is something we’re very focused on, our
ProMarker is an excellent example of this, we
new website will be live in 2011 and we’re
adapted and cost engineered an accessibly
committed to making our online presence
priced, entry level marker whilst retaining
work hard for retail customers. Consumers
the professional inks/components as used by
ultimately will always gravitate to their local
professional designers, enabling crafters to
craft outlet or regular online retailer and
achieve professional results without breaking
Letraset has no wish to interfere with that.
the bank!
Our web philosophy is based squarely around
maximising product exposure and accessibility,
through our own site and increasingly through
social networking.
What do you think are the most
important trends for 2011?
As relative newcomers to the craft market,
we’re quite reliant on knowledgeable designers
and contacts within the industry to give us
feedback on trends and product ideas. Crafters
are very vocal, they know what they want and
are always keen to tell us, so it makes sense
to listen! I think the versatility and enhanced
performance offered by affordable, good
quality markers means they’re here to stay. I’d
like to think Letraset markers will become a
staple colour medium for crafters, we just need
to keep coming up with new and interesting
twists.
What plans do you have for the future?
Can’t really give the game away too much, but
we certainly won’t rest on our laurels. 2010 has
really been ProMarker’s year within the craft
market, and we’ll be looking to build on that. We
have plenty up our sleeves for 2011! C
Originally, Letraset
just manufactured
Dry Transfer sheets
Further information
Letraset Ltd, Ashford, Kent
T: +44 (0)1233 624 421
E: enquiries@letraset.com
www.letraset.com
craftfocus 55
Sew Deluxe
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Suppliers of quality dress fabrics
for the last 21 years
Tel: 01274 507022
Fax: 01274 832100
Email: gsfabrics@btconnect.com
www.grahamsmithfabrics.co.uk
Bedes Close, James Street, Thornton, Bradford BD13 3NR
dressmaking
customising is king!
The biggest news in dressmaking right now is customisation. Wendy Gardiner reveals how
we can all benefit from the trend
Traditionally, we make New Year resolutions at
the start of the year, many of which are broken
before January is out! But for 2011, with
promised cuts in government spending and
increases in VAT likely to affect all of us in some
way, the trend for customising is something
that everyone can do without breaking the
bank! And whilst it is all about updating,
recycling and restyling, a successful outcome
will depend on having the right tools for the
job and of course, the right trimmings, beads,
buttons and essential sewing supplies. Best of
all, it’s a way to attract newbies into sewing!
Get someone interested in transforming a
T-shirt and you’ve the opportunity of creating
a new customer base.
“We’ve seen more and more
people are dipping their toe into
sewing and crafting and want
to have a go at either making
something new or upcycling what
they have”
The trend to customise has also grown
bigger and quicker since Gok Wan shows
how to turn high street fashions into stunning
outfits that rival haute couture just by adding
trims, tucks and simple sewing in his Fashion
Fix TV show. Simplicity Creative Group has
also noticed the trend for customising. “Over
the last couple of years we’ve added a new
division to the business, offering trimmings,
haberdashery, knitting tools and patchwork
and quilting templates to our range,” explained
Jackie Braid. “We’ve seen more and more
people are dipping their toe into sewing and
crafting and want to have a go at either making
something new or upcycling what they have”
she added. New patterns for dressmaking also
reflect the trends of value for money and easy
have-a-go fashions with lots of patterns packed
with wardrobe mix and match separates, or
dresses and jackets with trimming options.
Kwik Sew patterns have also seen a trend
in newcomers to sewing. They have recently
added a great selection of quick start designs
for beginners and some super jacket designs
like 3841. The unusual collar can be left to
elegantly fold back, or buttoned up military
style. An easy to make design, it’s perfect for
spring.
DMC Creative World has added Fillawant to
the DMC Creative World portfolio. Fillawant
has a worldwide reputation of being a leading
supplier of quality ribbons, piping and bias
bindings for the craft, hobby and home sewing
markets with an exciting collection of products
used to decorate and embellish projects.
“DMC is known for its high quality hand
sewing threads and this reputation for quality,
colour range and innovation follows through
in the Fillawant range of ribbons, bias bindings
and trimmings,” said DMC.
Printed bias bindings offer stitchers a unique
opportunity to add design and interest to their
projects whilst Fillawant’s ribbon range reflects
the trends in the fashion and home interior
markets offering a variety of colours, qualities
and widths. These Fillawant ranges are offered
as individual items but are also available housed
in custom-built display units and limited edition
promotional counter display units.
Threads are also an important part of
dressmaking – both for sewing garments
together and for adding eye-catching detail
such as embroidery, top stitching or machine
stitch decoration. To cater for the market,
Aurifil has established a new UK branch
“to satisfy the increasing demand of British
quilters and embroiderers who appreciate
the quality and the large choice of colours
offered to them,” explained the company. They
are an Italian thread company that uses the
best long-staple Egyptian cotton, producing a
thread with high sheen and superior strength.
This makes their thread ideal for either hand
or machine piecing, quilting or embroidery.
It is available in four weights, 252 colours, on
small and large spools but also cones. There
is also a Lana version, a wool thread ideal for
folk art style appliqué and embroidery with
a soft homespun look. Aurifil has expanded
its selection of racks for stockists, so that the
Italian design is visible in the new Torre, Testa
and Tana displays which are able to hold a
wider variety of colours.
craftfocus 57
dressmaking
Dressmaking shears are part of an
essential sewing kit (Fiskars)
The essential sewing kit
Whether your customers are dressmaking or restyling, they will need a sewing kit of
essentials. Why not put together a pack of must-have pieces to tempt them?
Dressmaking shears – an absolute must-have to cut fabric easily. There is a great range
of scissors to choose from by leading companies such as Simplicity, Janome and of course
Fiskars. Don’t forget the south paws amongst us either! If you have ever tried using a
regular right-handed dressmaking shear in your left hand you will know how uncomfortable
the moulded handles can be so it’s great that Fiskars have left-handed shears. Equally their
Soft-Grip scissors with specially designed cushion handles that spring open between cuts
are also extra comfortable and easy to use, particularly for those with arthritic hands.
A metre rule is another
essential sewing aid (Groves)
Embroidery scissors – small sharp blades make it easy to snip thread tails and clip into
seam allowances. A pretty pair with painted handles also makes a great gift, such as those
from Groves.
Pins and pin cushion – Glass headed or flower headed pins are easy to see and remove
as you sew, so no need to tack before stitching. Team them with a handy pin cushion.
Marking pens – offer a choice of disappearing or soluble
pens - any marks made will literally disappear. Great for
marking zip or trim placement.
Chalk wheel – another nifty marking device, great for
marking lines such as pleats, tucks and hemlines.
Humper jumper/point turner – sometimes these are two
tools, others one tool with joint use (such as Simplicity’s
humper jumper). Use the shaped plastic tool to help sew
over bulky seams like layers of denim – just tuck it under
the back of the presser foot before lowering it and the
foot stays level, making it easier to sew the thick seams.
The point turner provides professional results when used
to poke out corners evenly, perfect for collars, cuffs and
cushions.
Metre rule/tape measure – a good tape measure
is a definite must-have. One that retracts is ideal for
dressmaking as is a good wooden metre/yard rule that
includes metric and imperial measurements such as the
one from Groves. Use it when cutting large project pieces,
to accurately mark grainline etc.
Good quality thread adds a
professional finish to all sewing
projects (Aurifil Torre stand)
Trimmings are essential for
the recycling and restyling
(DMC Fillawant)
Telescopic magnet – not necessarily a must-have, but
certainly on the wish list. This tool makes locating and
picking up dropped pins a breeze!
craftfocus 59
dressmaking
Turn a too-short T-shirt into a new
design by adding a contrast band
Restyling tips
Try tempting new customers with some
clever restyling ideas that don’t cost a fortune
and enable them to have a go at something
simple. It’s also a great way to get existing
customers to try a new craft technique.
Simplicity has produced a selection of ideas
with which to entice beginners.
• Jeans can be turned into skirts, bags, wall
hangings and cushion covers. Use the pockets
as features to hold remotes, glasses etc.
• Trim a T-shirt – change plain and boring to
wow-factor stunning. Because T-shirts are made
from tightly knitted fabrics, they don’t unravel
so you can cut away to your heart’s content.
Try cutting a fringe about 7 cm long and
threading large eyed beads to each strip. Knot
the strip once the beads are in place to hold
them there.
• Add neckline detail to draw the eye
to your face by sprinkling sew-on beads,
small appliqués, pearly buttons or sparkling
rhinestones around the neck. Use a single row
for understated elegance, or repeated rows for
a bold statement.
• Take a large T-shirt and nip in some tucks
from hem to under bust to give it a more
fitted look.
• Layer T-shirts, cutting slashes into the top
layer so the under layer peeks through. Stitch
around the holes to hold layers together using
thread to match under layer.
• Don’t discard old belts, use them as straps
on bags you make.
Simple styles tempt newbies to sewing
(Kwik Sew 3841)
• If a top is too short, insert a contrast band to
the bottom cut from another top. Cover the
join with creative stitching or trim.
• Turn a T-shirt into a cushion cover! If you’ve
an old favourite that you hate to throw out
– cut off the sleeves and neckline, trim to a
square. Sew across the top, stuff and hand
sew the bottom. Voila! A cushion in minutes
and your T-shirt remains a treasured
possession.
• Turn old curtains into new cushion covers.
Use one of Simplicity’s easy cushion pattern
packs and you’ll be spoilt for choice for
shapes and sizes – and best of all, they
are perfect for absolute beginners.
• Make a bag or two from recycled
trousers and cargo pants. Not only are
you restyling, it’s an eco-friendly option to
use recycled bags rather than plastic carriers.
• Cover an old chair to hide the scraps and
scratches. A simple rectangle with ties will give
a new lease of life to a kitchen chair, or a full
cover made from furnishing cotton looks great
in the dining room when finished with a bow. C
Restyling is a key sewing trend this year
(Simplicity ‘go green’ corset, pattern 2966,
made with recycled paper)
Further information
To contact any of the companies mentioned visit or call:
Aurifil aurifiluk@aurifil.com, www.aurifil.com
DMC/Fillawant new products +44 (0)116 275 4000, www.dmccreative.co.uk.
Fiskars +44 (0)1656 655 595, www.fiskars.com
Groves +44 (0)1844 258 100, www.groves-banks.com
Janome +44 (0)161 666 6011, www.janome.co.uk
Kwik Sew www.kwiksew.co.uk
Simplicity Creative Group +44 (0)161 480 8734, www.simplicitynewlook.com
craftfocus 61
yy
y
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yy
designed for display
From graphic design industry to stitch business – The Stitching
Shed has its roots tracing back to grandma’s wool shop!
When was the business
started and by whom?
The Stitching Shed was
launched in September
2005 by my husband
Doug and I, although
the idea had been
floating around in my
head for a good few years before. I had
previously worked in the design industry
and through the years gained knowledge
in marketing, branding and sales. I always
knew that there was a way to combine
my love of illustration and crafts with the
world of business but it wasn’t until later
in my career that I finally found the time to
commit to it.
Although I was a stitcher, my husband
Doug knew nothing about the world of
cross stitch. However, despite this, he came
on board and as well as being the sales
force behind the company, he now also has
a great talent for needlepoint. In fact, he is
responsible for stitching most of my models.
62 craftfocus
Was this your first business in this
industry?
This was our first business ever. My mum
was a seamstress and my grandma owned
a wool shop so I guess it's in my blood. My
first memory was sitting on the counter of
her shop counting the money in the till, and
my mum always said that my first words
were ‘double knitting’.
We knew absolutely nothing about the
business and the first few years were a very
steep learning curve. However, although we
are pretty well established now, I feel that
you never stop learning and developing as
a company. I like to keep the look of our
products new and fresh to retain interest
and a following.
What made you decide to venture into
this business?
Initially I trained as a children's book
illustrator which is where I star ted my
career. However I later moved into fashion
and then onto knitwear. This was in the
early 90s and 'picture knits' were all
the rage and I found that my illustration
skills could easily be adapted into a stitch
count format. The knitwear industry at
this time was huge and then cross stitch
soon followed. I began to produce a few
freelance designs for cross stitch customers
but it was when I took a career break to
have my first child that I began to mull over
the idea of star ting my own business.
I spent a little time in the States and
loved the 'new wave ' of cross stitch
designers out there and the whimsical
look and fresh feel of the kits. Once back
in England I set to work designing my own
brand and signature designs and the rest
is history.
Why did you decide to locate to where
you are?
Although I have worked around the world
I was born and bred in Lancashire. This
is where I wanted to bring up my family
and so this is where The Stitching Shed
was born. We are lucky enough to be
surrounded by stunning views, being just
on the doorstep of The Lake District, and
yet close to the major motorway and rail
networks needed to suppor t a business
like ours.
“Samplers always sell well
and are fun to design.”
What is your main customer base?
Most of our customers are trades people.
We supply hundreds of stores around the
world ranging from major outlets through
to small village shops. We deal personally
with each and every one of our customers
and over the years some of them have
become friends. We do also have a loyal
profile
y
yy
y
following on the website and at the retail
shows we attend. We even have a lady who
has a ‘Stitching Shed wall’ in her home – a
whole wall dedicated to our designs, how
cool is that.
“All of our kits have a
room in mind when they
are being designed.”
Describe the products you offer?
We design and produce our own unique
brand of cross stitch and needlepoint kits.
We specialise in designing imagery that
people would want to display in their
homes when finished. All of our kits have
a room in mind when being designed. I
used to spend ages stitching a kit, only for
it to live in a drawer when finished. I want
people to be proud of their handiwork and
so the key points that I adhere to are: could
I live with it on my wall? Is it on trend? Is
it interesting to stitch? Does it have our
signature style? One of our biggest products
is the children’s needlepoint range. These
are specially designed for the younger
market, although they are so cute that we
have adults wanting to complete the
range too.
What do you think is your unique selling
point?
Our unique selling point has to be the
quality of our product, from the highly
sought after and commercial designs,
through to the top quality materials in the
kits. We never skimp on quality. We believe
that you truly are only as good as your last
product – that’s why we are so successful.
Because we have an in-house design studio
it means we can add new designs into
the range very quickly. We are constantly
researching trends and fashions and we
have the ability to react to these and
produce commercially popular designs fast.
It goes in waves really. The children’s
needlepoint kits sell really well all year.
Although in the past year we have seen
a big rise in the sales of cross stitch kits.
Samplers always sell well and they are fun
to design so we seem to be adding more
and more to the range every year.
How do you select the products you want
to stock?
Research, research, research – that’s the
best way to keep on top of the market.
Having been an illustrator working in the
commercial imagery business I have a bit
of sense as to what the next ‘thing’ will be.
I still work in the illustration industry so I
get to see what’s coming around the corner.
I also think that product development is
an impor tant par t of this business and is
something that we will be exploring in the
near future.
We don’t offer these within The Stitching
Shed although we are always on hand for
advice should anyone need it. However I
was approached by one of our customers
to run a small one day workshop on their
premises with our products, and this would
be something I would be interested in for
the future.
What do you think are the most
important trends for 2011?
2011 is going to be the year of the stitcher.
I feel that the market has been dominated
for a while by paper craft and although I’m
sure there will always be a market for that,
I feel that the stitching customer is making
a strong resurgence. People are looking
for more contemporary cross stitch and
needlepoint designs, with a greater reliance
on design rather than just pictorial.
We have some very exciting plans for the
future which will involve us dipping our
toes into slightly new waters. All I can say is
watch this space.
As for The Stitching Shed range for 2011,
we are exhibiting at CHSI at the NEC with
lots of new and exciting products – more
designs, more colour, come and see us. C
Further information
The Stitching Shed
T: +44 (0)845 157 6045
E: Info@thestitchingshed.co.uk
W: www.thestitchingshed.co.uk
craftfocus 63
WIN!
the cutting edge
We’ve got a fabulous Sizzix® eclips machine with handheld
remote control, toolkit and lots of image cartridges to give
away to one lucky reader!
The eclips is an electronic shape-cutting
machine with handheld remote control that
allows users to create customisable shapes and
letters to adorn almost anything. No computer
required! You can select shapes to cut as solids,
outlines, shadows and boards in whatever
size you like, to the nearest 1/100th of an inch.
Change the pressure and speed of the blade
or choose from 15 different pre-set material
selections to cut everything from paper and
cardstock to foam and chip board. The laser
point technology even allows you to see
where you are going to cut, so no more waste!
The handheld remote control pairs an onscreen navigation system with a hi-resolution
3.6” LCD screen that slides up to reveal a
full qwerty keyboard, for complete ease of
use. All this sits in an ergonomic desktop
cradle and the machine itself includes a
built-in handle, meaning that everything can
be easily transported.
The machine comes with a 12” x 12”
(30.5cm x 30.5cm) cutting mat, starter
cartridge loaded with shapes and alphabet,
cartridge case, starter cartridge booklet and
user guide and 6” (1.8cm) USB cable giving you
all you need to get started!
As an exclusive bundle for Craft Focus
readers, you will receive all of the above plus
a 12” x 24” cutting mat, a selection of eclips
cartridges and a stylish carry-all tote bag.
64 craftfocus
WOR
TH
RRP
£100
OVER
0
HOW TO ENTER
To enter the competition, simply visit
www.craftfocus.com, fill in your details
and answer the following question by 30th
March 2011.
Q: How big is the LCD screen on the
handheld remote control for the eclips?
Terms and Conditions
1. Competitions are not open to employees of KD
Media Publishing Ltd (or their immediate families).
2. Entrants must be a member of the trade and
over the age of 18.
3. The competition closing date is subject to change
without notice.
4. The winner will be notified in writing.
5. The Editor’s decision is final and no
correspondence can be entered into.
6. The prize is not transferable and has no
monetary value.
7. The closing date is 30th March 2011.
8. No purchase necessary and there is no charge
to enter via the website at www.craftfocus.com.
MKZIN\[KW]S
Suppliers of Card Making, Scrapbooking, Craft and Bridal Supplies
3/($6(4827(
38
725(&(,9(
<285',6&2817
Suppliers of
Craft and Bridal Supplies
Card Making
Scrapbooking
Card Embellishments
Floral Products
sales@e-crafts.co.uk | 01384 230000
7+(3$&.$*,1*7+$70$.(67+(',))(5(1&(
ZZZFOHDUWHFSDFNDJLQJFRXN
VDOHV#FOHDUWHFSDFNDJLQJFRXN
7HO
beading in the blood!
The London Bead Company/Delicate Stitches is owned and run by Faye Niven with daughter
Alex Kidd. Wendy Gardiner talked to the duo to find out more about the business
How long have you been in business?
A very long time! We’ve been in the beading
and embroidery trade for 18 years in the
UK but before that, we ran the same sort of
business in Australia for about 15 years.
Why did you move to the UK?
(Faye) I had family on both sides of the world
as some of the children had moved back to
the UK. All the children in Australia are grown
up, so I decided to come here for three years
to get to know the UK family well, and to see
my grandchildren. However, we never went
back! Now we’ve been here for 16 years.
Did you immediately start the business in
the UK?
The shop was already going as my son and
Alex were here and they had started the bead
side of things. However, it wasn’t my son’s
thing really, and he wanted a change of career
so I came along with the embroidery side –
and more beads. So began the mother and
daughter duo!.
Who runs the shop now?
Both Alex and myself. We both work in the
shop, but we split other sides of the business
between us. I buy the stock and Alex attends
all the exhibitions. She is also very talented
with beads, and has some really creative ideas
66 craftfocus
for using Swarovski crystals. Her shoe heels are
really quite stunning.
From where do you source your products?
Because I have been in the business so long, I
have some well established sources, both here
and in Australia. We do now buy lots through
the internet, but in the past, it was a case of
knowing someone who knew someone. We
also used to glean information and leads from
magazine articles – tracking down the supplier
through their advertising etc. Location isn’t
a problem as we can and do source from all
over the world. Today it is made a lot easier as
you can find so much on the internet.
What would you say is your speciality?
Our speciality is specialised areas. In beading
we only deal with the best, such as Swarovski
crystals from Austria and Delica beads and
seed beads that we get from Japan. For us it is
important to only use the best quality beads
and threads, particularly for bead weaving.
Is bead weaving quite a large part of your
business now?
At the moment yes, as there are lots of bead
weaving products in the consumer magazines,
so it is quite big. We stock all the supplies
needed, from the variety of beads that can be
so beautifully woven to the threads used.
What sort of threads do you stock?
Again we source and stock what we consider
to be the best in the business. For instance we
have Gumnut yarns from Australia, the Caron
collection Threadgatherer and Threadworks
wools, silks and cotton threads. All are for
hand embroidery, bead weaving etc. There
are others of course, but these give a flavour
of our stock. The most popular range is the
Carons collection, which is simply beautiful.
Which side of business is biggest – beading
or embroidery?
They are on a par actually. We have a good mix
of beaders and embroiderers as customers
and of course, beads and threads can be used
together. In embroidery beads and crystals add
glamour and sparkle, whilst in bead work you
often use threads to string beads together.
So who is your customer?
We have two sides to the business – both
wholesale and retail.
Most of the shop customers are consumers
whilst we deal with our wholesale customers
online or by phone – or at the trade show in
February.
Our shop is in Kentish Town, North London
and it is directly opposite the tube station,
which is a great location. We do get passing
trade from the local population, but also
retailer
retailer interview
interview
people come to visit the shop from different
parts of country and even from overseas.
How do the overseas people find you?
Mainly through our advertising and a lot
of business comes from the CHSI show
in February. We advertise in an Australian
magazine called Inspirations, which is sold
worldwide, so we get a lot of customers
from Australia, as well as people from France,
Belgium, USA and Iceland.
You’ve mentioned the CHSI trade show, do
you attend other shows?
Yes, we also take stands at consumer shows
such as Stitch and Craft in Olympia and Sewing
for Pleasure at the NEC, both of which take
place in March, plus the Knitting and Stitching
Show in Alexandra Palace in October. We have
also attended one-day beading shows run by
the Beadworkers Guild which are successful
for us.
Do you demonstrate on your stand at the
shows you attend?
Alex does the shows now and yes, she
demonstrates all the time. She very successfully
shows how to use the hot fix gun, attaching
crystals to garments, shoes and other
accessories. Her display pieces always attract
attention as they look so beautiful, sparkling
in the spotlights. It is very hard work though
as she mans the stand on her own, whilst I
keep the shop open. But we do generate a lot
of business from the exhibitions, so the hard
work pays off.
How else do you promote your business?
We have a website and an online shop, which
we update regularly to keep it interesting. We
also have a Facebook page. We advertise in
various magazines which we know work for us
and Alex will occasionally
provide magazines
with a project as an
editorial feature
whenever she has
the time.
How do you think 2011 will be for business?
We need to be positive about the future. I
think that from now on we will see business
pick up. Last year was tough as many people
have been unhappy with the economic
situation and they have been reluctant to
spend on anything but the essentials. However,
we all have had enough of the gloom and
doom and we’ve certainly seen our customers
are looking forward more positively. I think it’s
a case of ‘to hell with it! Also, crafting often gets
a welcome resurgence in times of economic
hardship so there is always a silver lining.
What about trends, what do you think they
are for 2011?
In the beading and embroidery business it is
difficult to say as really, trends come and go.
Crystals seem to stay a constant though as
they go with anything. Right now , crystals
are on everything and can be put with bigger
beads, or used in finer beadwork so they’ve
become a classic must-have. They add a little
bit of sparkle to give a lift, bringing the whole
garment or item to life.
With beading, trends can go from bead
weaving to stringing beads to larger beads. It is
difficult to gauge in advance, but we find that
what is going on in fashion in the high street
shops does influence beading and embroidery
trends. If clothes have big beads, or lots of
embroidery, then as a result that becomes the
trend for crafting.
I can normally tell when things are changing,
so we then stock the products that will be
needed to stay on-trend. At the moment
people are using the very biggest beads and
stringing, going into finer beadwork if they
want more delicate things. C
Further information
The London Bead Co, 339 Kentish Town
Road, London NW5 2TJ
T: +44 (0)207 267 9403
E: info@londonbeadco.co.uk
W: www.londonbeadco.co.uk
craftfocus 67
enhancing sales
try before you buy
One great way to promote a specific product or ser vice at any trade show or public
exhibition is to offer demonstrations and/or mini workshops explains Jennie Rayment,
internationally renown tutor
As many people dislike admitting that they
are novices in any craft, demonstrating how
easy it is to use a specific tool/notion/template
removes the mystique. In addition you can
persuade the more knowledgeable visitors
that the great new gadget you are showing is
worthy of purchase.
Any demo needs to be short and snappy,
concise on details and the demonstrator must
have a good knowledge of the product – one
awkward question from an interested viewer
can jeopardise the proceedings and prevent
potential sales if the demonstrator can’t
respond in an informative manner.
Good preparation goes a long way
When selecting a tool or notion for the sales
demonstration, have plenty of samples in a
variety of stages – from start to finish - so
that people can appreciate the various steps.
Depending on the demonstration, a small
sample may be specially produced. Keep
valuable samples anchored in place as people
sometimes walk off with them.
Handing out samples made during the demo
serves as a very good aide memoire of both
the demonstration and your company. In
addition, hand out leaflets and sales materials
to the assembled crowd while you are in the
midst of the demo to reinforce the promotion.
If left until the end, then most of the audience
will have wandered off and will not be taking
your sales literature away.
Ensure that your exhibition stand number is
clearly written on any literature so that people
know where to return later in the day to
purchase their items.
A word on workshops
Demonstrating your product will reach
more people, but workshops can also be an
excellent vehicle to promote your goods.
If possible, provide a kit with all that is
required for the workshop in a ready prepared
form. If scissors are required during the session,
tying them to the table or sewing machine
may prevent them from going missing. Should
hand sewing needles be necessary, have an
assortment of sizes and one or two needle
threaders. Remember that if sewing needles
are used then a new needle must be given
to each student and taken away by them or
destroyed by yourself – this is one of the
health and safety requirements designed to
prevent the spread of hepatitis. Informing the
class of this fact will confer the message that
your company is aware of these regulations.
Should sewing machines be used, students
prefer to have a basic machine that they can
understand quickly. Spending half the time in
“When running any workshop –
keep the subject simple. Students
will be of different ages and abilities
so a broad based technique is ideal.”
any workshop trying to make a machine work
does not create a good impression. This will
not enhance the workshop experience for any
interested student.
In essence, keep everything simple but
interesting with plenty of your promotional
materials to hand. Make the approach fun and
light-hearted by choosing a demonstration
or a workshop that you enjoy doing – your
pleasure will enhance the sales and create
enthusiasm among the potential customers. C
Further information
Jennie Rayment is
an international
tutor and author
of several books
on the fascinatingly
diverse world of
surface texture and
fabric manipulation.
She also teaches
many different
classes from hand
to sewing machine and/or overlocker. A
variety of full or half day programmes are
available and will be carefully tailored to suit
all ages and capabilities. For latest workshop
and lecture list, telephone +44 (0)1243 374
860, email jenrayment@aol.com or visit the
website www.jennierayment.com.
craftfocus 69
in the know!
Craft Focus celebrates its fourth birthday this spring. Its aim is to provide you, the readers, with
news, views, articles, features and advice that helps you do business.
We want to know what you like, dislike, want more of and would love to see in your Craft
Focus magazine. This quick survey will take just five minutes so please help us to make your
magazine what you would like it to be.
SECTION 1 – Here we list the many regular features and articles for you to let us
know which you like best.
Please circle the score that represents how important you feel the following features are to
you (five being highest):
SECTION 2 – What would you like to
see more of?
This is a chance for you to tell us what you
would like to see us cover more.
Specific craft areas (please specify)
News features
• Industry news
1
2
3
4
5
• Brand spanking new
1
2
3
4
5
• Competition
1
2
3
4
5
• Bookshelf (book reviews)
1
2
3
4
5
• Show previews
1
2
3
4
5
• Show/event listings
1
2
3
4
5
Business advice
• Internet/web advice
1
2
3
4
5
• Retail Q&A
1
2
3
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5
• Business Link – general advice
1
2
3
4
5
Special features
• Company profiles
1
2
3
4
5
• Retailer profiles
1
2
3
4
5
• Tried and tested – kits on trial
1
2
3
4
5
• In-depth articles on successful crafting people
1
2
3
4
5
Business advice on:
Rretail issues
Rrunning workshops
Rstaffing issues
Ronline shop
RPR/marketing
Rtraining/education
other
SECTION 3 – About you
Please let us know a little about you.
Type of business:
Rretailer
Rmail order
Rwholesaler/distributor
Rcraft professional
What is your main line of business?
Rart and craft
Rneedlecraft
Rdressmaking
Rhaberdashery
Rbeading
Rdecoupage
Rknitting/crochet Rteaching
Ryarn shop
Rmodel shop
Rtoy shop
Rdepartment store
other
Do you currently subscribe to Craft Focus?
yes / no
If not, would you like to receive every issue? (subscriptions are free to anyone working in the craft industry)
Name:
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Simply fill in this survey and post to Craft Focus magazine, KD Media Publishing Ltd, Broseley House, Newlands Drive, Witham, Essex CM8 2UL.
Alternatively, photocopy the form and fax to +44 (0)1376 514 555 or complete it online at www.craftfocus.com.
70 craftfocus
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Photocentric also make beautifully
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a good yarn
Katy and Richard Sparrow started ArtYarn
Trading to provide a source of lovely
products for knitters which they make
available to retailers
What made you decide to venture into this
business?
For the love of the craft initially and in
appreciation of quality products that we felt
should be more widely available. We love the
brands we stock, both for their quality and their
originality. Finding yarns that are distinctive and
unusual is something we are passionate about
and we want to share these ‘finds’ with others.
What are the specialist brands you distribute?
We are the UK distributor for Lang Yarns: the
biggest Swiss yarn company. The company has
developed over six generations, from origins as
cotton spinners, to be the third largest player
in the German market and continues to grow!
It produces a very polished, well planned range
of yarns with a discerning colour palette. Lang
Yarns draws fashion inspiration from the Italian
catwalk shows in order to create wonderful
new designs and new yarns each season,
encapsulating its vision of quality and style.
Schoppel-Wolle offers an exciting range of
hand-knitting yarns. This is a German company:
spinning and dyeing yarns of a distinctive
character. For instance, Zauberball (which means
magic ball) has an inimitable artisan ‘handwound and hand-dyed’ look with a magical
colour play that has great appeal, and unique
semi-felted yarns, such as Reggae. The company
also produces fabulous fibres and finger-rovings
for felting, and Art-felt paper, which is a hotwater soluble felting medium.
72 craftfocus
This tunic with crocheted
bodice in Zauberwolle, 100%
wool from Schoppel-Wolle is
Design 24 from Knit the Cat
Addi by Selter of Germany is a brand
synonymous with quality and design in knitting
needles and accessories. The range encompasses
top quality bamboo, nickel-plated, aluminium,
smooth steel and glittery plastic needles
and crochet hooks to suit every preference,
including interchangeable sets.
What else do you offer your customers?
As well as the various yarns and needles,
we have recently introduced some wooden
shawl pins from another Swiss company, MH
Collections. The shawl pins are perfect examples
of a new product that we feel our customers
will appreciate.
Are most of your customers web based or
bricks and mortar retailers?
Our customers represent a good mix of
both brick-and-mortar shops and web-shops,
ordering either through our agents or by email
or telephone. Of course occasional visitors
to our warehouse in the Midlands are also
welcome!
When was the business started?
We started ArtYarn Trading four years ago,
having taken over the distribution of Lanartus
and subsequently adding the distributorships for
Lang Yarns, Addi and Schoppel-Wolle. Prior to
that we were involved in the ArtYarn web shop.
profile
Design 3 from the Fatto a Mano 177 Lang collection
in laceweight Alpaca Superlight
The new Addi click-lace interchangeable circular
knitting needle set features extra-fine tips for
precision in lacework
What was your background prior to ArtYarn
Trading?
My (Katy) involvement in the knitting industry
began at Ruddington Framework Knitters’
Museum as ‘apprentice knitter’ on the very
first knitting machines! There I enjoyed
demonstrating and teaching the craft and
progressed to becoming commercial manager.
Richard worked for Meridian Knitwear in
Nottingham. I have always made my own
clothes and loved crafts, so for me, involvement
in this business came as a natural progression.
What do you think is your unique selling
point?
Our forte is definitely colourful and distinctive
yarns and top quality needles.
“Trends, such as fashion and
new techniques are of great
importance to us, because we
believe they offer the customer
the illusive Zeitgeist element.”
At the moment, the Addi nickel-plated circular
needles known as ‘Turbos’ in the US are
extremely popular, including the short sock
circulars. With regard to yarns, the Mille Colori
range from Lang Yarns is very popular, as is the
sock yarn Jawoll. As for Schoppel-Wolle, the
previously mentioned Zauberball sells well. It
is available now not only in the original sockweight, but also in lace-weight (800m/100g) and
6 ply (knits as DK).
How do you select the products you want to
stock?
We are always looking to supply a broad
range of quality items of appealing design, so
that we can fulfil the needs of our customers.
Trends, such as fashion and new techniques
are of great importance, because we believe
they offer the customer the illusive Zeitgeist
element – the ‘next best thing’ to keep business
healthy and moving forward, whilst at the same
time supporting perennial requirements such
as standard yarns and needles. Our chosen
partners and suppliers are very much led by
these same criteria.
At CHSI we will be holding a workshop to
introduce the ArtFelt felting technique using
Schoppel-Wolle products.
Design from Knit the Cat, No 17 Swing Dress in
Zauberwolle, a 100% new merino wool
What do you think are the most important
trends for 2011?
Crochet continues to grow in importance as is
a stronger stance for the ‘home-made’ in all our
lives. Quality and durability are key elements to
consider.
With the addition of four new agents in 2010
we are continuing to widen our reach – we aim
to provide a regular service for shops across the
country. C
Further information
Richard or Katy Sparrow, ArtYarn Trading
T: +44 (0)1529 240 510, +44 (0)7810 518 997
E: artyarntrading@yahoo.co.uk
Design 19 in superchunky Alpaca mix
Malou from the Lang collection
craftfocus 73
73
craftfocus
crafts not chocs
for easter!
With the popularity of crafting soaring, now is the time to
think of an alternative type of Easter! Think craft not chocolate
to give as gifts
There are all sorts of different craft ideas to
tempt customers away from their sweet tooth,
including sewing kits, decoupage, painting,
knitting and more. We’ve a selection of the
unusual to spark some inspiration!
Cute kits
Artist Kay
Mawer
relaunched
the famous
seventies
Clothkits
brand in 2008,
bringing it up to
date and back
to life with fresh
new designs.
For Spring
2011 there is a new Retro Bird Flower print in a
wigwam as well as fabric by the metre. Or you
can choose to offer funky new cushion kits at
RRP £25 (also available ready made). We love
the clothkitty cut and sew dolls (from RRP £16)
and the butterfly necklace kit or flower friends
kits that are specially designed for children
to make. They include everything needed so
make a great alternative Easter gift. For further
information visit www.clothkits.co.uk
A crafty cut
Cardcuts have come up with an ingenious idea of
using up existing stock and packaging it creatively
in a new range of pods and baskets etc. “Our all
new card Hold-alls are perfect for Easter eggs,
gifts, crafts, soaps, lingerie and so much more,” said
Cardcuts. Trade discounts and bespoke printing
available. For further information visit the website
at www.cardcuts.co.uk
74 craftfocus
Learning a new skill
Decoupage made easy
Great for the spring season and other
occasions such as Easter and Mother’s Day,
these new Build a Blossom decoupage
sheet designs from La Pashe are based
on 16 of the world’s most beautiful and
favourite flowers. “Available in all colours
for crafters to literally bring to life, the
decoupage sheets feature the blossoms,
leaves and middles and once constructed
look very real,” said La Pashe. They come
with lovely sentiments and can be used in
lots of different ways, such as card making
or invitations. For further information visit
www.lapashe.com
Bring a personal flair to projects by creating a
tapestry with an Elizabeth Bradley kit. Choose
from a range of over 150 designs in a choice
of background colours and learn the skill of
Victorian cross stitch. Designs include vibrant
flowers, decorative patterns and designs
inspired by classic V&A works. The beautifully
presented kits contain all the materials needed
to complete a tapestry, including a colour
coded chart, quality 100% British wool, needles,
instructions and canvas to work on. Prices start
from RRP £33 based on a 6ins mini kit. To view
the collection visit elizabethbradley.com
Project book
Still with sewing in
mind, take a look
at Oliver + S Little
Things to Sew
by Liesl Gibson,
a collection of
20 accessories
and other small
items to make for
children. Projects
in the book
include whimsical yet practical items
for children such as a hat and scarf, vest, tutu,
art smock, backpack, messenger bag and quilt.
Two pull-out sheets provide all the instructions
needed. In addition the book includes two
cardstock paper dolls. The book is priced at
£17.99, ISBN 978-1-59479-910-8. For further
information visit www.oliverands.com C
Little Nerisa Marissa
Felt Bag Kit
Rosa Rosa Felt
Bag Kit
Nerisa Marisa
Felt Bag Kit
Tillie Tullie Felt
Scarf Kit
Now available for wholesale orders
t: 0845 543 9046 e: info@tigerlilymakes.co.uk
www.tigerlilymakes.co.uk
© Lisa Marie Olson Tigerlily Makes 2011 all rights reserved
mother's day
DMC
C
C
make the most
of mother’s day
It’s time to celebrate mothers and what better way than
with crafting. We’ve news of products, ideas and classes
with which to tempt your customers
PSA
Mother’s Day affects nearly everyone – as
we all have mothers, grandmothers or
indeed are mothers ourselves. It is also a
great event to promote and provide pretty
products and projects aimed at appreciating
mothers everywhere.
FULL OF LOVE
Ideal Mother’s Day gifts include anything
that’s pretty and floral or shows love
and appreciation. A perfect example
is Dictionary of Love, the latest in an
ever-growing series of designs by Helen
Smith from Bothy Threads. Dictionary of
Love combines wonderful plays on the
word Love, complemented by quirky motifs.
It is worked in shades of pink with an
abundance of hear ts and flowers. All the
Dictionary series are worked on 14 hpi
white Zweigar t Aida and measure 26 by 28
cm using full cross stitches, back stitch and a
few French knots.
Bothy Threads
KIT GIFTS
DMC are also known for their pretty
needlework collections and unsurprisingly
have over 100 new British kits for 2011,
many of which are highly suitable for
Mother’s Day as gifts, or to be made up and
given as gifts. An exciting new character,
Boofle, who appears on gifts and cards
on the high street, has been introduced
in designs suitable for all abilities from
beginners to experienced stitchers. Boofle,
a pup character is all that a well loved
‘member’ of the family should be, with a
real homemade feel, knitted with 100%
love and cuddles from Grandad’s woolly
cardigan and now available in cross stitch
using DMC stranded cotton, satin and
light effects threads on 14 count DMC
Aida fabric.
HAND-MADE CARDS
Another way to shower mum with love is
to hand-craft a card and of course, this is
the perfect oppor tunity for retailers with
card making supplies to really go to town.
Whether you put together some card kits
for special occasions, or just make a display
of some Mothering Sunday cards, it’s an
oppor tunity to show your wares! PSA
Essentials have done just that with the selfinking custom stamps. “With patented Peel
and Stick technology, changing your stamp is
as easy as peeling off the design and sticking
on a new one,” they advise. Choose from
thousands of designs, which can be used on
scrapbook pages, handmade cards, par ty
favours, home decorating and enter taining.
“We have licences with Hello Kitty, Peanuts,
Skelanimals, Smirk and original designs for
each season by PSA” they added. PSA also
have lots of great ideas on how to use their
stamps on www.psastampcamb.blogspot.
com as well as instructional videos.
ADD SPARKLE
Another area of craft products that can
be targeted towards Mother’s Day are
those that can be used to make presents
for mum. Such as the new Hot Wire from
Kreinik. It is a wired metallic braid, (number
16 size), available in nine colours. “It’s the
perfect weight for adding sparkle and
C
C
craftfocus 77
C
C
An aid to dressmaking
and shoulder bag. Each kit comes complete
with fabric, notions, any templates required
plus making-up instructions. Trade prices
(excl VAT) star t from £3.93 for the purse
kit to £12.70 for the shoulder bag kit
Krenik
A FIT BODY
dimension in quilts, needlepoint, cross stitch,
surface embroidery, dolls, hair, clothing
and accessories” said Kreinik. Think 3D as
embellishments stand proud of the surface
of a design. Use the braid as a trimming to
add a funky edge or write words and names
with the wired thread. “Couch it, curl it –
create with it” they added.
AN AID TO DRESSMAKING
Sewing is another popular pastime that can
easily be geared towards mums, and again,
more so as the trend to craft continues to
grow. These new DIY sewing kits from
Silver Sewing Machines are therefore
ver y on-trend. There are eight kits to
choose from ranging from beginners to
intermediate sewing abilities including
kitchen accessories like oven mitts or pretty
pinny, tissue box cover, pot holder, wallet
Adjustaforms
78 craftfocus
With more and more people having a go
at sewing, another great gift and useful
tool is a dressform. “Figures suggest that
consumers are taking time to alter clothes
that don’t fit properly, or to update or
repair garments to avoid the cost of
buying new,” explained Chris Darwent
Sales Director of Adjustaform Products.
The selection of adjustable dress forms
available from high street shops and online
is now more extensive than ever, with a
wide range of designs, sizes and adjustment
systems to ensure a more professional look
and fit to women’s clothes and sales have
remained healthy throughout 2010. There
are a number of possible explanations for
this and the feedback is from sewers across
the world as well as in the UK. For instance,
people are staying home more and giving
themselves time to make things, or to
take up sewing as a hobby and to create
garments that are exclusive to themselves
both in fabric and design.
“Dress forms today range from
inexpensive models with basic features for
those learning to sew without spending
too much money, to a more expensive
form with the maximum adjustments and
features required by the more experienced
garment sewer,” said Chris. Of par ticular
impor tance to the Adjustaform range is
‘Sew Deluxe’, a form developed in two
sizes, which has quickly become a best
seller as it helps the sewer achieve a
professional fit to women’s trousers. “This
is the only form on the market at present
that can be used for trouser-making as well
as skir ts, dresses, coats, jackets, etc,” said
Chris. Other best selling designs include the
traditional Lady Valet with a natural ecru
fabric and a solid wood stand and neck cap.
While this form is an excellent sewing aid
it also looks good when used in a bedroom
as a decorative lady’s valet.
New for 2011 is The Catwalk Form,
which looks traditional in appearance, but
has a system of 10 adjusting wheels on a
longer length torso in small and medium
sizes. The form has a stable five-star base
with locking brakes to help keep the form
still when, pinning a pattern or fabric onto
the form. “The neck adjuster features an
easy to use finial, which has already gained
praise from sewers around the world and is
likely to be introduced into other forms in
the near future,” said Chris.
Further information
Adjustaform Products Ltd,
T: +44 (0)1233 625 227,
E: info@adjustoform.com,
www.adjustoform.com
CC
Bothy Threads,
T: +44 (0)1638 665 149,
www.bothythreads.com
(stand at CHSI A01)
DMC Boofle,
T: +44 (0)116 275 4000,
www.dmccreative.co.uk
Kreinik Manufacturing Company Inc,
T: +304 422 8900,
E : www.kreinik.com
PSA Essentials,
T: +843 415 9156,
www.psaessentials.com
Silver Viscount DIY Sewing Kits,
T: +44 (0)1933 311 888,
www.silverviscount.co.uk
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what a hoot!
Create your own flock of feathery
friends for Mother’s Day with
Cat Morley and sewing machine
specialist Brother
Brother is encouraging textile fans to get creative
in the run up to Mother’s Day with a funky flock of
feathered friends designed by online craft guru Cat
Morley. The sewing machine specialist has par tnered
with Cat, who runs her own online craft community,
Cut Out + Keep, to produce this adorable cushion
that is accessible to textile lovers at all levels.
The pattern will be available to download for
free from Brother’s website from 26 th January,
giving new and experienced crafters a chance to
create a unique and loveable present in time for
Mother’s Day.
E
DIRECTIONS TO MAK
1. Cut out the front and back owl body shapes, one from each type of the
tweed fabric (which can be downloaded fromwww.brother.co.uk).
2. Cut out the owl's face shape from the light tweed.
3. Cut out two large circles from white fleece for the eyes and pin them in
place on the face. Sew around the outside of the eyes. Pin the owl face to the
front of the owl body and sew in place.
4. Iron interfacing on the back of the floral fabric (this will stop it from fraying)
and then draw around the nose template on to the interfacing side. Cut out
the nose and pin in between the eyes. Sew in place using a zigzag stitch.
5. Draw around the feather template on to the lighter tweed fabric. Cut out a
big pile of tweed feathers. You'll need lots and lots of these. Layer the feathers
up on the owl in the shape of a wing.
MATERIALS NEEDED
xDark and light tweed fabric
xWhite fleece
xSeveral types of pretty floral fabric
xFusible interfacing
xCushion stuffing
xTwo large black buttons for the eyes
xLots of small pearly buttons
xSewing machine, iron, thread, pins and scissors
“One of the best things about running
a site like Cut Out + Keep is seeing
people get excited about discovering and
perfecting a new skill, then sharing that
with others” said Cat Morley.
6. Cut out some contrasting feathers from floral fabric, and place these
throughout the wing, tucking them under the tweed feathers. Row by row, sew
all the feathers in place.
7. Cut out two smaller circles of floral fabric for the inner eyes. Place two
large black buttons on top and sew in place.
8. Sew the small pearly buttons to the owl's middle for decoration.
9. With right sides facing, place the back body piece on top of the front and
pin around the edges. Sew around the outline of the owl, leaving a few inches
unstitched on the very bottom.
10. Turn the owl right side out, making sure to get its ears unfolded. Fill
with stuffing until the owl becomes a comfor table cushion. Fold the bottom
unstitched edge under and sew closed. C
Further information
Cat Morley’s site now has over 60,000 members who log on regularly to share their crafting ideas and learn from each other.
Between them, they’ve now posted over 30,000 projects on the site.
The patterns will be available on the Brother sewing website from 26th January - www.brothersewing.eu/uk/patternsandprojects
80 craftfocus
75$'(:,5(6&28.
75$'(:,5(6&28.
/21'2175,00,1*6
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26-28 CAMBRIDGE HEATH ROAD, WHITECHAPEL, LONDON E1 5QH
Tel: 0207 7919766 / 0207 7902233
Email: terisa@londontrimmings.co.uk
enquiries@londontrimmings.co.uk
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•
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Feathers
Sequin Braids
Buckles
Buttons
Embellishments
Wool
Zips
Threads
Knitting Accessories
Ribbons
Diamante Buckles
Haberdashery
Flowers
•
•
•
•
•
•
•
•
•
•
•
•
•
Bows
Dress Net
Handbag Accessories
Scissors
Elastic
Colour Dye
Snap Fasteners
Cotton Webbing
Lace
Cord
Labels
Bias Bindings
Insertion Piping
•
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•
•
•
•
•
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Eyelets
Interlining/Wadding
Toy Filling
Trouser Patches
Jeans Buttons & Rivets
Shoulder Pads
Embroidery Accessories
Hook & Loop
Covered Buttons
Curtain Accessories
Toggles
Hangers
Garment Cover Bags
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retailer interview
a family affair
Known to many readers as wholesale suppliers of fleece and fur
fabrics through ITS, the Abakhan family also have a thriving retail
side with seven fabric shops. Wendy Gardiner talked to Will
Abakhan to find out more
Abakhan is a family business, what were the
origins?
It was started by the Abakhan family in the late
forties as a rug weaving business. The first retail
outlet opened in Mostyn, North Wales over
30 years ago. Still headed by family members,
Abakhan has now been trading for almost 60
years. Now there are seven branches across
the North West (North Wales, Manchester,
Liverpool, Birkenhead, Chester, Hanley and
Preston).
The company also owns a subsidiary
business in the Baltic States, which has been
operational since the early nineties and now
has seven retail outlets in Estonia and four in
Latvia, also trading under the Abakhan name.
How and where do you source new
products?
We pride ourselves on offering value for
money throughout the vast range of fabrics,
yarns, crafts, sewing accessories and trimmings
we have on offer. We are committed to
sourcing the best products at the best prices
for our customers and frequently have stock
lots, clearance parcels and special offers
available.
Do you offer a workshop programme?
Yes we certainly do! Abakhan offer an
extensive Craft and Sewing Workshop and
Course programme at our North Wales store.
We have an amazing list of full day and half day
workshops including Dressmaking, Patchwork
and Quilting, Hand & Machine Embroidery,
Knitting, Felting and many more - there really
is something for everyone! Prices range from
£12 to £40 per session and the majority of
workshops include all materials and use of
equipment. From January 2011, the workshops
and courses will also be available at our
Liverpool store. To promote these, we have
produced a brochure online which can be
downloaded from our website.
Do you have a web shop and how important
is this to you?
Yes we do have a webshop (www.abakhan.
co.uk) which was launched over two years
ago. It currently has over 13,000 products – all
of which are available to buy online, including
dress and household fabrics, sewing accessories
and haberdashery, hobby and crafts, sewing
patterns, knitting yarns and accessories and
much more. New products are being added
to the site every day, and we have plans for a
major refurbishment of the site in spring 2011,
to improve both the look and feel as well as
the navigation and use of it. We appreciate
how important the e-commerce side of our
craftfocus 83
retailer
retailer interview
interview
business is, and we will continue to develop
and improve this throughout 2011.
Do you utilise social media platforms?
Yes we currently use both Facebook and
Twitter. Following the launch of our ‘Online
Shop’ a couple of years ago, we became
aware that a large number of our valued
customers are using such platforms to
socialise and communicate – and we think
that it is a valuable way to keep in touch. It
provides us with a great way of sending out
special offers and announcements – as well
as giving our customer the chance to speak
with us, and also to show us their fabulous
creations!
What are your plans for the future for
Abakhan Fabric?
We are in the process of refurbishing all of
our retail stores, so this will be completed in
2011, along with the redevelopment of our
Online Shop. I also expect us to be opening
one or two new outlets in 2011!
How do you promote and publicise your
business?
We advertise of course, but I also work
closely with lots of the consumer magazines,
providing prizes for their competitions and
fabric or haberdashery etc for editorials. This
is all good publicity for us and helps get our
name to a wide audience.
84 craftfocus
You also have another arm to your business,
ITS – what is this?
International Textile Supplies (ITS) is the
wholesale division of Abakhan Fabrics, Hobby
& Home and as such we are firmly established
as one of the UK’s leading suppliers of
premium print and plain fleece and fur. We
offer a wide range of exciting and original
wholesale fleece and fur fabrics available in 15
metre or 30 metre rolls so suitable for fabric
retailers and manufacturers.
What sort of fleece and fur do you stock?
ITS has over 90 different fleece and fur fabrics
ranging from premium quality print and plain
polar fleece to lambskin and creased fur. We
also have neon fleece, micro and mid-weight
fleeces. There are so many that we also
have fabric reference books and samples are
available. Also of course, we have a website
for this (see below).
Is ITS run separately from the Abakhan
Fabric side?
Yes they are both run independently – given
the nature of the products ITS supply, along
with who our customers are, it is important
that these are operated separately.
What do you consider is the unique selling
point of ITS?
The main factor which distinguishes ITS from
other suppliers is our range of print fleece
designs as the vast majority are exclusively
designed by us. For our new range in August
2011, we will be focusing on bringing in a
large number of new designs to expand the
choice for our customer.
Again, what are your future plans for ITS?
ITS also has a webshop (www.its-sales.co.uk)
which will also be refurbished in spring 2011.
The site will be completely redeveloped
and will offer a more expansive range of
wholesale products, alongside our fleece and
fur fabrics.
Finally do any of the Abakhan family craft
themselves?
I have to be honest and say that I can actually
sew a little, although I won’t be showing you
any of my creations just yet! I have four dining
room chairs which I plan to re-upholster
using my skills, and of course, I am very lucky
as I have some very talented colleagues that
I can call upon for advice. However, thinking
about it – I should book myself on one of our
workshops! C
Further information
T: +44 (0)1745 562 100
E: customerservices@abakhan.co.uk
W: www.abakhan.co.uk
Facebook.com/abakhan.fabrics
Twitter.com/abakhanfabrics
To view the ITS collection, visit
www.its-sales.co.uk
New Kits
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business advice
driving retail traffic,
part 1
With the majority of retailers facing tough times on
the high street, successful strategies to drive retail
traffic are vital to business performance explains
Nick Waller
Whether it’s due to forces beyond our control,
seasonal sales or a decline in foot traffic, many
retailers will experience a slump in sales at
some point. Perfectly trained staff, carefully
chosen merchandise and strategic store layout
mean nothing if customers aren’t coming
through the doors.
There are all sorts of ways to encourage
customers to spend more at your store, but
you have to get them inside first. Unless your
shop is in a popular urban shopping centre or
on a bustling high street, driving traffic to your
location should be a prime concern.
Small business owners can easily get too
involved in the day-to-day operations of their
retail stores to spend any time brainstorming
marketing ideas or promotional events. Some
retailers worry that marketing is too expensive,
others may find it too time consuming.
Without announcing who you are and what
you sell, how will anyone know? Following
are some of the marketing strategies and
techniques used by the world’s leading retailers
to attract customer traffic.
the total amount they will spend with you
before they take their business elsewhere. A
good customer will buy from you many times
over and will refer their friends and family to
you. Savvy retailers do everything they can to
nurture relationships and increase the lifetime
value of their customers.
1
Break even on the front end – break the
bank on the back end
If you put the two concepts together – you
have to pay to acquire new customers and
there is a lifetime value to your customers –
you come up with this third concept. Although
you still want your overall marketing effort
to have an immediate return, acquiring new
customers at a breakeven, slight profit, or even
a slight loss is now part of your game plan.
If you know that your average customer is
worth £1000 a year and you’ll be able to hang
on to them as customers for at least five years,
you have an average customer whose lifetime
value is worth £5000. It therefore comes
down to the following: What are you willing to
give up in order to get that person as a new
customer – £20, £50 or £70?
Once you understand that the real value in
the customer comes after the first transaction,
it just makes sense to make some sacrifices
to get the first sale. You can shift your thinking
from, “get a customer to make a sale” to, “make
a sale to get a customer.”
2
Apply the “rule of reciprocity”
An important concept to understand
is that “givers get.” This is due, in part, to
the unwritten social rule called the “rule
of reciprocity,” which says that if you give
someone something, you will get something in
return. The same applies to business. Embrace
this truth and watch your business grow.
KEY CONCEPTS FOR NEW CUSTOMERS
There are five basic marketing ideas which
are important to understand as they are the
foundation for all the tactics that follow.
Be willing to pay for new customers
Unless you’re counting strictly on word
of mouth to attract business, you’re going
to have to pay to generate a steady flow of
new customers. If you buy an advert in the
yellow pages, in a coupon pack, or in the local
newspaper, you are spending money to acquire
new customers.
Know the lifetime value of customers
The “lifetime value” of your customer is
3
4
Enhance the power of affinity marketing
Affinity marketing is a powerful way to
reach prospective customers quickly, easily and
cheaply. If you have an affinity with someone or
something, you are like-minded. Many retailers
focus their marketing efforts on everybody
– and nobody in particular. If you chose
marketing opportunities that are focused
on your hottest prospects (people who are
predisposed to buy your products) you’ll
spend less and sell more.
5
“The more precisely targeted
your marketing is on customers
who already have an affinity for
your business, the more profitable
it will be.”
LOW-TECH TACTICS
The following ideas for getting new customers
are practical, proven, profitable techniques
that simply work. These low-tech tactics don’t
require fancy technology and aren’t dependent
on the internet to work. They focus on starting
to close customer relationships and lay the
groundwork for a solid future together.
• Give-away gift certificates
Giving away gift certificates to use in your
store is a simple and fun way to get new
customers. Gift certificates are more powerful
than coupons as they are viewed as a more
valuable gesture. It costs almost nothing to give
away gift certificates and it doesn’t cost you
anything if they don’t use the certificate.
• Send endorsed mailings
Instead of contacting prospects cold, consider
teaming up with a business with whom you
craftfocus 87
driving retail traffic
share customers and use an endorsed mailing
technique to get the other businesses to
promote your goods and services to their
customers. This way they are seen as providing
their customers with something of value, while
you get a new customer. It also means you
are given a warm introduction. You’re taking
advantage of the close, personal relationships
your partner business has with their customers.
This is an effective way of getting your gift
certificates into the hands of your hottest
prospects. It’s the perfect synergy of “givers
get” and affinity marketing.
• Partner with a charitable cause
Take the concept of endorsement and make
it even more powerful by working with local
non-profit agencies and other worthwhile
causes. This approach is called cause marketing.
The strategy is to work with a cause, usually a
local non-profit organisation to raise money
for the organisation, while at the same time
raising your profile in your community and
acquiring new customers.
The relationship works by the charitable
organisation giving you access to their
membership list and you donate a percentage
of all the sales their members generate for
your business. Ensure you connect with
organisations that your customers are likely to
respond to.
Send an endorsed mailing to everyone on
your charitable organisation’s database with
a gift certificate and a letter telling them that
a certain percentage of the sale (minus the
amount of the gift certificate) will go to help
the charity.
• Create a referral system
Customer referrals are the most cost effective
way to get new, high-quality customers. In its
simplest form, a customer referral takes the
form of unsolicited word-of-mouth advertising,
where your customers spontaneously tell their
friends and family about your store because
you have impressed them in some way.
The challenge with unsolicited word-ofmouth advertising is that you have no control
over it. It is a form of “hope marketing.” In
88 craftfocus
order to gain control, you need to create a
referral system. This means you are systematic
about asking all your current customers who
else they think would enjoy your store or want
your products. It’s the systematic asking that
makes a referral system much more effective
than unsolicited word of mouth at generating a
steady flow of new customers into your store.
“It’s a very, very tough market.You
need to buy the right products
at the right price, merchandise it
brilliantly and provide exceptional
service to keep the customers
coming back and bringing their
friends. It’s all about numbers,
numbers, numbers” - John Ilhan
• Advertise more
Just when you may think it’s time to cut back
the marketing spend, you should probably
be advertising more. It is wise to increase
marketing efforts during slower sales periods
because there is more competition and fewer
consumer pounds. Consider newspaper
adverts, magazines, trade publications and
other forms of marketing.
• Generate a buzz
Whenever anything noteworthy happens
within your business, send a news release
to the media. The idea is to grab any free
coverage possible. Get involved with
community events. Consider hosting classes,
meetings or other networking events in your
store. Use a unique promotional event to
generate a buzz about your business.
• Examine your pricing strategy
When purchasing and pricing products, be
sure you’ve considered the cost of goods and
that your retail store is able to make a profit at
that price point. Your product price should be
competitive, but still profitable. Ultimately, the
right price is the price the customer is willing
to pay for the product.
• Design store for sales
Take advantage of cross-merchandising
strategies and impulse sale opportunities.
Use lighting techniques and creative displays
to attract customers. Play videos for product
education, customer entertainment and any
other up-sell or promotional tie-in.
Next month – Nick continues looking
at effective ways of getting and keeping
customers with some high-tech tactics
including being web wise. C
Further information
Nick Waller is owner of Sales & Service
Solutions Ltd, specialists in improving sales
and service performance. Nick can be
contacted on T: + 44 (0) 7811 251 367 or
www.myviewpays.co.uk
retail technology
multichannel
retailing today
Expert David Mackley talks about multichannel retailing and how it can boost business
Multichannel retail is exciting for customers
and quite scary for many retailers. It brings
with it new opportunities and new threats. It
is about change in customer shopping habits.
Yet it is vital for the retailer not to lose sight
of the customer’s fundamental needs, which
actually haven’t changed. This is the first in a
series of articles looking at the pros and cons
of multichannel retail, the potential pitfalls
and risks and how it can boost profits for
those who get it right.
Last year, I visited a pub that refused to take
credit cards. Intrigued, I asked why and the
owner explained that he was quite resistant
to the banks taking a percentage of what
should be his money, he didn’t feel it was
right. Not too long afterwards the pub closed
down. Unfortunately he missed the fact that
regardless of his own feelings, his customers
had changed, they wanted and needed to pay
by credit card and by refusing to change with
them his business suffered.
Change is of course a part of every business,
and recognising how your customers are
changing is vital for any business owner. It’s not
necessarily easy though. Change is not always
that obvious. At first change, especially change
driven by technology, can be surrounded by
lots of hot air and hype, and then gradually
becomes reality, creeping up over several years.
Leading information technology research and
advisory company Gartner identified this route
to change in its Hype Cycle, which shows what
happens with many new technologies; Internet,
3G phones (remember that hype?) and others,
where the potential for the technology is
written about by an excited press before
companies have a chance of making the
potential benefits a reality. This creates a
peak of inflated expectation followed by
disillusionment when people try out the new
technology. This happened with the internet
when we had dial up connections and poor
quality websites and search engines. But then
the functionality improves over a period of
years. This is the risky part. Those who haven’t
changed in the initial rush can be caught out
as the wave of change is slow and steady yet
powerful and gets less publicity.
“Change is of course a part of
every business, and recognising
how your customers are changing
is vital for any business owner.”
Multichannel retailing itself is not a new
change, it was over 35 years ago that Argos
recognised a market where customers wanted
to browse at home and buy in store. They
successfully addressed that market with their
catalogues and shops. The wider emergence
of integrated multichannel retailing is more
recent, being driven by the expansion of the
internet as a new selling channel. For example,
the internet now represents a third of Argos’
craftfocus 91
retail technology
overall sales (with the check & reserve
service key to this growth which underlines
the importance of it being multichannel not
just internet).
“Multichannel retailing is firstly
about the customer. It is about
recognising that many of today’s
consumers want multiple touch
points with their retailers when
and where they want them.”
What is multichannel retail?
Multichannel retailing is firstly about the
customer. It is about recognising that many of
today’s consumers want multiple touch points
with their retailers when and where they
want them. These touch points can include
the shop, internet, telephone or smartphone.
A multichannel retailer will aim to offer a
consistent brand presence no matter which
touch point the customer uses.
Now if a retailer only offers two touch
points (shop and phone) and the consumer
uses four (shop, phone, web and smartphone)
then the retailer is missing out on revenue
opportunities, and risks losing that customer to
a competitor with the right touch points.
Mark Lewis, chief executive of Collect +
said: “Our research has shown that retailers
must continue to adapt to offer services that
fit in with busy commuter lives if they are to
maintain customer loyalty.”
This change in consumer shopping habits
allows retailers the opportunity to engage with
their customers more than ever before, across
different touch points. If they get it right they
can grow their businesses, but there is a risk if
they don’t they can lose customers’ loyalty.
What does the customer want?
If multichannel retail is really about the
customer, what does the customer want? Well
they want what they have always wanted:
1) good service;
2) convenience; and
3) value for money (VFM).
92 craftfocus
In the early days of the internet, even up
until quite recently, it was viewed by many in
retail as a disruptive new technology.
“In the early days of the internet,
even up until quite recently, it
was viewed by many in retail as a
disruptive new technology.”
There was talk of customers abandoning
stores and buying most products and services
over the internet at the cheapest possible
prices. It was all about price. But with the
rush to get online, the technology driving the
websites was not refined; this had a negative
impact on quality and service.
Now things have changed. The pendulum
may have swung away from the core customer
requirements of service, convenience and VFM
for a while as people chased cheapest prices in
the excitement of this new shopping channel.
However the pendulum has now returned to
a happier medium reflecting the traditional
customer values. C
David Mackley MBA BSc is MD of
Intelligent Retail – providers of Multichannel
EPoS and eCommerce websites for
independent retailers. If you have any
questions you can contact David on 0845
6800126 or dmackley@intelligentretail.co.uk
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business advice
going legal
Let’s go legal – what does it actually mean? Dids Macdonald, CEO of the
organisation Anti Copying in Design (ACID) looks at steps that can be
taken before a dispute hits court
A Letter Before Action (LBA) or Cease and Desist
What are they?
A Letter Before Action (LBA), sometimes known as a Cease and
Desist, is quite simply a letter drafted by a qualified solicitor informing
a prospective defendant that unless they settle, you intend to start legal
action. In the case of intellectual property (IP) rights infringement an
LBA usually sets out why you believe your rights have been infringed
together with evidence of your rights ownership.
How effective are they?
Out of ACID’s 400 plus settlements by its accredited lawyers on behalf
of members, only four have reached a final court hearing and of those,
many have settled satisfactorily following an effective LBA and/or a short
series of legal correspondence. To the recipient it can be perceived as an
official shot across the bows or last chance before more serious letters
follow, which may lead to the claim being heard in court.
Why does the cost sometimes vary and seem high?
Generally, the rationale for a Letter Before Action varying in cost is
that, basically, some are simple and straight forward and some are much
more complicated. In ACID’s experience of many legal actions, the more
effective an LBA is, the better the chances are for the least amount of
protracted legal response.
Another good reason for an effective LBA (which takes time to
prepare) is that there should be little scope for a lawyer on the other
side to challenge any points of ownership. There are also many other
variables which affect the time spent i.e. gathering comprehensive
information (and evidence of rights ownership) in order to prepare an
craftfocus 95
A complete set of legal documents, including contracts of
employment with designers, written agreements with freelance
designers, suppliers, manufacturers and customers, confirming that
you own all the rights in your designs.
3
If your designs or trade marks are registered at the UK
Intellectual Property Office or at OHIM (The Office for
Harmonisation in the Internal Market), retain and archive all these
valuable certificates.
4
effective LBA. This can be easy or complicated, often depending on the
efficiency of the ACID member in giving him/her all the relevant facts
and evidence of design ownership and clarity of title.
As we know too, IP law is not straight forward and it may be
necessary to look through case studies and precedents to clarify the
legal position. It may also be necessary to seek a second legal opinion.
Why? Because compared to other rights, there is little case history
under unregistered and registered design right. This all takes time.
The amount of time taken to prepare an LBA can also vary if,
for example, a lawyer has to follow up an ACID member for more
information which is not forthcoming. Most lawyers charge in six
minute slots so it is important to ensure that your lawyer has all the
relevant facts so that he/she can form a legal opinion. Typically, it is not
unreasonable for a lawyer to spend anything from two to six hours on
an LBA depending on the complexity of the issue. Another variable
may be the time it takes establishing clarity of rights’ ownership – say in
a licence arrangement or collaborative design etc.
Watchpoints
If you discover a copy always be prepared and save expensive legal time
by having all the following in place ( the ACID infringement purchase
information sheet is a fast track checklist to ensure that you have
collected all the relevant information together):
Archived drawings and documents ready to prove the history of
your designs.
1
2
If you are at an exhibition always ensure that you have evidence
of your design ownership with you or have easy access to this
evidence.
96 craftfocus
Joanna Potbury from ACID accredited law firm DMH Stallard stresses
the importance of getting the letter of claim spot on in terms of setting
out the claim accurately; not leaving any gaps, and also setting the right
tone.
“A good letter of claim can set the scene for much of the pre-action
stage and can put you in control of the debate from the off. If there
are any weaknesses or gaps, they will be exploited by the opponent,
which inevitably gives the potential defendant a psychological boost, it
is our job as effective lawyers to get this right.”
Many designers do not realise that intellectual property law is based
on property law. When buying a house, most people will spend several
hundred pounds on employing a solicitor to check that the house is free
from any unforeseen nightmares such as the seller not actually being the
original owner of the property; a sitting tenant; public footpath running
through the garden; or the land has been designated for nuclear waste. It
is the same in IP law, so:
If there are any documents, which are required to prove the
ownership of your designs, these will need to be drafted and signed
before an action can commence. This is when it can be costly, however,
never forget that it is never wasted money, it will cover you for the
future.
When lawyers ask you to prove your case you are being asked to do
so to the court and the other side – it is your lawyer’s job to make sure
that the rights are in place at the start so that the strength of your case
is not damaged. c
Further information
Visit the ACID website www.acid.uk.com
trading online – the pros
and cons of e-commerce
With online sales growing at more than 20% per year worldwide and UK shoppers spending
about £40bn online last year, this is an activity that we cannot afford to ignore advises David
Marsh of Business Link.
It is important for independent retailers and business owners to
understand what they are up against before taking the plunge into the
world of online trading and e-commerce: it isn’t as simple as just creating
a website and waiting for the orders to come flooding in. You need to
consider not just how you are going to set up and run your website but
also how people are going to find you – as well as how you are going to
manage the orders and supply process.
Planning and research
Trying to compete on a broad front is very difficult as there are so
many companies in the online marketplace already, but there are
opportunities with niche or specialist products and services.
'LIGOXLIGSQTIXMXMSR - The first step is to check out your
competition. By doing searches you can see what comes at the top of
the search lists, check prices and see what is already available.
8LI[IFWMXIHIWMKR - There is a tool on the Business Link website
www.businesslink.gov.uk to help you decide if a website would work for
your business. If you are still sure after doing your research that trading
online is the right way to go, you need to consider your current and
future website needs. If you already have a website you may be able
to develop it further, or you may need to start from scratch. Whatever
your situation, the key stages are the specification, design, hosting and
maintenance of your website.
Unless you are very confident and experienced in website design
you should use a website design agency. A Business Link specialist IT
and e-commerce adviser can help you with writing a specification and
identifying suitable agencies.
8LIHSQEMRREQI - Whether going it alone or using an agency, you
need to choose a domain name which is easy to remember and spell
and which shows what your business is about. You can check if the
domain name you are planning to use has already been taken on the
Nominet website www.nominet.org.uk .
/I][SVHW - You also need to use the right keywords to ensure that
people find your website when searching online. Keyword popularity
tools will help you identify what words or phrases people might use
when searching for the sort of products that you are selling.
7)3- Search engine optimisation is also essential - using keywords in all
the best locations on your website so that they are picked up by search
engines. Many of the main search engines, such as Google, Yahoo! and
98 craftfocus
Bing, provide tips, advice and tools to help you improve your website’s
search engine rankings. Looking at your competitors’ websites will also
give you clues to how they have managed to get to the top of the
search engine lists.
4EKIPE]SYX- Once on your site, page layout is critical to persuade
people to delve further to find what they are looking for. The subjects
should stand out clearly and it should be easy for browsers to see
where they are on the site and what to do next. Research has shown
that even placing items in a particular place on the page has an effect on
their popularity.
7MXILSWXMRK - When it comes to hosting you should use an Internet
Service Provider (ISP) to host your site. This is relatively cheap and there
are many ISPs to choose from.
8LITYVGLEWITVSGIWW - Existing trading businesses may be able to
get an Internet Merchant Account from their banks, but new small
businesses are likely to need to use Payment Service Providers, ie.
specialists who undertake card transactions on their behalf. Costs - both
setup and recurring transaction costs - and the ease of setting up the
service vary greatly, so you should look at all the options before making
a decision.
Small businesses may need to move purchasers to the Payment
Service Providers (PSP) site for the card transactions whereas
established sites can have the transaction processes embedded into
their sites.
When setting up your payment process you should bear in mind that:
)There are PCI (Payment Card Industry) codes of practice for handling
the security aspects of card transactions and breaches of security can
result in fines
business link
)PCI specifies conditions that must apply when taking, handling and
storing card details
)Banks and PSPs are exerting pressure on vendors to become PCI
compliant
)Vendors of shopping cart software will increasingly need to comply
with PADSS security standards
)Visa, Maestro and Mastercard have introduced 3D Secure, an extra
step in the checkout process where purchasers need to have registered
and obtained user IDs, then enter them for each transaction
Fulfilling orders: additional considerations for
e-commerce site owners
As part of your planning you should also think about:
)Packing and labelling
)Despatch arrangements
)Carriers
)Maintaining customer service levels
)Handling enquiries and complaints
)Internal processes like stock control and integration with accounts
It is critical to get these processes right, particularly if sales take off.
Legal issues
If you’re moving into online sales for the first time you need to be
aware that selling online imposes some additional requirements for
e-commerce site owners following the Distance Selling Act. You must
provide information on:
)The business, its registered name, address
)Payment arrangements
)How/when purchased items will be delivered: the maximum is within
30 days
)Acknowledgement of purchases in email or downloadable form
)Right to cancel within seven days
)Procedures for returns
)Procedures if goods are lost in transit
)Terms and Conditions statement
)Privacy statement
to see what’s new. You can also use the site to get customer feedback
and could consider using social media, such as blogs, to develop a
community around your brand, giving you more information on what
your customers want.
Marketing
No matter how well-designed your website or how competitive your
prices, if customers are not aware of its existence then it will not fulfil its
potential. You need to plan your website promotion in the same way as
any other marketing campaign. Popular methods of promotion include:
)Email advertising campaigns
)Search engine optimisation
)Adverts, including sponsored links where you ‘pay per click’, banner
advertisements and reciprocal links with other sites
)Digital coupons
)Online directories
Selling tactics
Once you have attracted people to your site it is worth considering
ways of up-selling, for example:
)Including a message at the checkout saying ‘people who bought this
product also bought …’
)Offers (time limited)
)Incentive codes from elsewhere (other advertising including offers
that can be redeemed on websites)
)Volume discounts
)Featured products
In conclusion
With proper planning and research an e-commerce website can be an
important component of your business activity. However, it is essential to
define your expectations from the outset as setting targets will help you
measure the success of your site and you can then make improvements
if necessary. Always seek expert advice and make sure that you have
tested your site and put the right procedures in place before going live. C
The ongoing commitment
Further information
Just as in a shop, having an online presence requires regular work
to keep things up to date and fresh. Changes in product ranges,
specifications, prices and special offers all need to be maintained on
your website. You may also need to consider a re-design periodically to
stop the site looking stale and to encourage customers to come back
David Marsh is a Specialist Adviser on IT and
e-commerce for Business Link. For further
information and advice on trading online visit the
website www.businesslink.gov.uk or call
T: 0845 600 9006.
craftfocus 99
bookshelf
Rianna Fry looks at craft titles to get your
consumers’ creative juices flowing...
Three-Dimensional
Textiles
For textile artists and crafters
looking to adopt new skills, this
book will prove to be a key
addition to their bookshelf. Ruth
Lee encourages a new way of
combining textiles with craft
techniques – loops, chains, knotting,
netting, twining and coiling. These
techniques allow those without
machinery and looms to enjoy
creating exciting designs they can be proud of.
Ruth shares her knowledge on how to get the most from a range of
materials including yarns, hemp, nettle string, fabric strips and fine rattan.
What’s more, readers will learn how to twist and ply cordage and dye
fabrics. There is also guidance on what should be considered to ensure
the crafters’ health and safety is not at risk.
Three-Dimensional Textiles has an RRP of £12.99 and is published by
Batsford. For more information telephone +44 (0)141 306 310 or visit
www.anovabooks.com.
A Green Guide to Country
Crafts
Nicola Gouldsmith and Jacqui Mann
take crafters on a journey of rediscovery,
reviving homespun crafts commonly
practised by those from a past era. A
Green Guide to Country Crafts embraces
the emphasis of thrifty living, and teaches
how to create 35 projects inexpensively
using techniques from yesteryear.
The book is split into seven chapters –
Soap-making, Patchwork and Quilting, Candles, Weaving, Rag Rugs,
Natural Dyeing and Reinvent. Each of the modern designs use natural
and easy-to-source materials, and can be used as home accessories or
passed on to friends and family as gifts. Having clear images alongside
simple instructions and ‘what you will need’ lists, make the projects
achievable to all and the gorgeous pictures will inspire old and young.
A Green Guide to Country Crafts has an RRP of £16.99 and
is published by Cico Books. For More information telephone
+44 (0)1256 302 699 or visit www.cicobooks.co.uk.
100 craftfocus
Fashion Dog
Fashion Dog showcases a
collation of 30 designs to
knit, crochet or sew scarves,
coats, jumpers and other
accessories to keep dogs
warm and looking stylish. The
book begins with a 53-page
showcase of the items all
of which are modelled on
pups and show which page
to turn to for instructions
on how to make them. The
showcase is divided into
three sectors – Snug Chic,
So British and Dog Attitude. After this follows
the instructions, which kick-start with two pages of tips and tricks
to ensure successful end results. Each of the designs has a template
and is broken down to outline the size of the item, materials and
stitches used, tension, construction method, joining and finishing.
Fashion Dog has an RRP of £9.99 and is published by Search
Press. For more information telephone +44 (0)1892 510 850 or
visit www.searchpress.com.
Craft Hope
The concept of Craft
Hope was originally a
blog created by Jade
Sims as a method of
connecting with other
crafters. This soon
became a website on
which Jade would upload
patterns so that other
crafters could create
dresses from pillowcases to
be sent out to a children’s
shelter in Mexico. The idea
has steadily evolved and
now is presented in this compact book.
Craft Hope gives consumers the tools – templates and simple to
follow instructions – to create, among other things, quilts, items of
clothing, dolls and an art kit. The projects have been clearly laid out
to include a list of what’s needed to create the pieces, the step-bystep instructions and information about charities that could use the
completed item, and how these organisations make a difference.
There is an array of gorgeous pieces to make, all with varying skill
levels required so even complete beginners can pick up a needle and
thread and create something wonderful that will spread hope to others.
Craft Hope has an RRP of £12.99 and is published by Lark Books.
For more information telephone +44 (0)1273 402 878 or visit the
website www.thegmcgroup.com.
Creative Paper
Jewelry
Paper artist and jewellery
designer, Dafna Yarom,
presents her experience
and knowledge on how
to create jewellery
pieces from paper in
one compact resource. Creative Paper
Jewelry guides crafters through every step of the process,
offering clear instructions, images and helpful notes. Within the book are
20 projects as well as chapters to cover materials, tools, tips and basic
techniques to assist those less confident with the craft.
Among the designs are a flower pendant, fairy necklace, Japanese
peacock brooch and swinging earrings – so there’s sure to be something
to suit crafters of varying ages and tastes. This book has universal
appeal as many consumers will have paper scraps and cast off pieces of
jewellery to get them started. Plus, we now find ourselves surrounded
by those yearning to get back to a simpler way of living, and so many
are adopting a make-do and mend mentality and will be looking for
inspiration on how to breathe life into old bits and bobs.
Creative Paper Jewelry has an RRP of £12.99 and is published by
Sixth&Spring. For more information telephone +44 (0)1273 402 878, or
visit www.thegmcgroup.com.
Sew Scandinavian
Consumers looking for
cheerful designs to freshen
up their living space will
find ample inspiration with
Sew Scandinavian. The book
contains 55 projects all of
which are colourful and likely
to keep crafters enthralled
for hours.
The projects are split into
three sections; A Warm
Welcome, Bon Appetit
and Home Sweet Home. Each
of the designs begins with a list of crafty ingredients, followed by
instructions, accompanied by clear images of the finished article,
which show crafters what they are aiming to achieve. At the back
of the book there is a ‘general instructions’ section. Here frequently
used techniques are explained, useful hints and tips shared and
full-scale patterns provided. The depth of information and simple
layout of the book makes for ease of use, allowing the projects to be
enjoyed by craft veterans and novices alike.
Sew Scandinavian has an RRP of £9.99 and is published by Search
Press. For more information telephone +44 (0)1892 510 850 or visit
the website www.searchpress.com. C
craftfocus 101
Giles Craft Kits
Oriental Papers and Cords
We are suppliers of stunning authentic Japanese Yuzen Washi Papers
in packs and traditional Mizuhiki Cords in strand packs or ready
mades and kits.
Wow your customers with something a little bit different, all great for
classes and workshops too. Our papers are all made in Japan and
are a lovely quality, screen printed and sometimes gold embossed too.
We are sorry that we cannot be with you at the trade show this year,
however we do have an exclusive product range of Oriental papers
and cords that are available at 2010 prices.
Email sales@gilescraftkits.co.uk or call us on 01530 450126
and we will be happy to send to you a trade pack and a sample of
our papers, the quality is amazing.
We are offering free p+p on orders over £80 net for a limited period
Q&A special
noise attracts attention
Have your questions answered by
industry expert Clare Rayner, our
Retailers' Champion who provides the
answers and workable solutions to
many common dilemmas!
Q
A
Boosting footfall
In these economically hard times, how can I attract people
into the shop to buy?
The obvious and simple answer is get the marketing right know the customer, present the right offer, at the right price and
create some noise. But I guess you’d like to know how you go
about creating “noise”?
Well, there are two ways – you can make it yourself, or you
get other people to make it for you (partners, suppliers, other
local retailers, advocates, happy customers etc).
The “noise” you can make yourself includes:
• Doing leaflet drops in the local area
• Running newspaper advertisements
– perhaps with special offers/coupons
• Approaching other retailers/local businesses who share a
similar customer base and creating a co-promotion
• Advertising on local radio
• Making sure your search marketing is up to scratch – focusing
on local internet marketing
• Running competitions
• Sponsoring local charities
• Running open events or providing special in-store days
• Making the most of your shop front, especially the window
(more on that below)
The “noise” you can get other people to make for you mainly
consists of word of mouth – which these days with social media
like facebook, twitter and foursquare you can really amplify.
Used effectively social media will allow your happy loyal
customers and other advocates of your business to spread the
word about what you offer and why they would recommend
their friends, family, colleagues and contacts visit your shop. The
best bit about social media is that it is free to use – although it is
advisable if you are not up to speed with these new marketing
methods to seek expert advice before diving in, just to avoid
wasting time or doing more harm than good!
Q
If you have a question about any aspect of your business, simply write to:
Q&A Special, Craft Focus Magazine, Broseley House, Newlands Drive, Witham,
Essex CM8 2UL. Alternatively, send your queries to editor@craftfocus.com.
103 craftfocus
noise attracts attention
Perfect presentation
Q
A
Window displays can take a long time to
arrange How often should I change them?
As mentioned above, your window is one way
to catch the imaginations of passers by and
entice them into the store – even if they didn’t
originally intend to shop with you today!
There is no hard and fast rule about window
displays – regular changes can be costly to
implement but will add newness and a bit of
excitement if you are based in a high footfall
area where the same people pass by regularly.
Alternatively too many changes could confuse
customers who can’t recognise your shop
because you’ve changed the window so much!
If you want to apply some logic to what is a
very personal decision based on your specific
Image courtesy of
Gail D'Almaine
104 craftfocus
A
retail proposition and also your location, then
consider these times/reasons to change the
window around:
• Seasonally, to tie into calendar events or
To coincide with the seasonality of your
products
• Periodically you could make an effort to
update the window about every four-six weeks
VAT hike
What impact is the VAT increase likely to
have on retailers?
This is tough to predict, although it stands
to reason that high price point retailers will
be most affected. Based on the experience
of the temporary VAT reduction a couple of
years ago it is certain that larger multiples will
Q
A
Clare Rayner – The Retail Champion – has made regular
guest appearances on BBC radio, TV and has contributed
to various retail-focused articles and opinion pieces. As a
speaker, mentor, trainer and business advisor, Clare shares
her expertise in developing strategies with retailers of all
sizes to increase profit, customer base, revenue streams
and channels to market. Clare is also owner/director of
several businesses servicing the retail sector including
Retail Acumen, The Retail Conference and e-mphasis
Internet Marketing.
When updating your window
displays don’t get too carried
away with the aesthetics
– make sure they are
shouting out the current key
promotions and highlighting
your feature products.
struggle with re-ticketing all their pre-priced
stock. In the past the consumer could present
an item for sale at the advertised price and
the EPOS system would do a calculation of
the reduction, to reflect the reduced VAT,
at the point of sale. Retailers cannot do an
upwards adjustment at EPOS, however, the
products must be sold for the advertised price.
Therefore I believe that as re-ticketing is such a
mammoth exercise then initially major retailers
will swallow the increased VAT and take a
margin hit until older stock (ticketed at lower
vat rate price) has sold through.
Consumers will also begin to feel their
buying power being reduced. They will
inevitably not have more to spend so certain
luxuries may be dropped from the shopping
list.
Consumers are also well aware of prices
of items they want – they shop around and
check online pricing to ensure they are getting
the best deals. It will be critical for retailers
to keep prices as close to the current pricing
as possible. If that means current margins are
squeezed then my suggestion would be you
either absorb that or seek other savings – cost
price reductions, efficiency savings – whatever
you can to boost the bottom line.
Finally I would advise that retailers ease
consumers into the change with small
increases as ranges refresh. Try to keep to a
price ladder in the assortment, offer choices
that present good, better and best value for
money, ensure your customers understand the
value for money the product provides, and,
feature products that deliver best margin for
you to encourage your customers to buy more
of what increases your profitability! C
15%
special
discount!
Although we’re not at Stitches
this year, you can still benefit
from our pre-show special
discount of 15% on all orders
placed in February 2011 in the
run-up to the show – and get
free shipping on orders over
£30 every time you visit us at
www.phoenixpapercraft.co.uk
putting the craft into papercraft
Art & Craft Distributors
Tried, Tested and Valued
by our customers since 1978
Leading brands stocked
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PEBEO
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Fast and efficient service
Friendly and knowledgeable staff
Contact us for a copy of our
latest catalogue and mailshot.
Tel: 0161 902 3800
Fax: 0161 902 3801
Email: action@artstat.co.uk
word on the web
word on the web
Often when you look at e-commerce websites there are boxes where customers
can enter a ‘discount code’ or a ‘voucher’. The question is – are they a good idea?
Beth Scott of Loud-n-Clear looks at the advantages of offering vouchers online
As a shopper I like the idea of getting a little
extra something from a retailer and as it
is estimated that almost 50% of UK online
shoppers used a discount code during their
online shopping last Christmas, I’m not alone!
According to a PayPal survey on why shoppers
don’t complete their purchase “More than 25%
leave the site to search for a coupon.” For
the retailer the benefit of giving out discount
vouchers or promo codes is the likelihood of
an increased conversion rate and of enhancing
the visibility of the business.
Whether you call them discount vouchers,
promo codes or whatever, you can either give
your customers money off their purchase or a
perk of some sort such as free delivery.
new business below but if you are targeting
existing customers or hot prospects you have
a number of options:
Y Include a code in a purchase confirmation
email to encourage a subsequent purchase
Y Email codes out to a newsletter/mailing list
Y Provide a 10% discount code for signing up
to your newsletter/mailing list
Y Put a code on your blog, Facebook page,
Twitter feed or on print advertising.
Y Put a time limited code as a pop-up
during the check-out process to encourage
the customer to buy now rather than either
abandoning or delaying their purchase
As a general rule you will want to put
expiry dates on all codes. If the code refers
to a particular product, make sure you say “or
equivalent” or “while stock lasts” somewhere,
just in case you run out. And make sure that
the use of a code won’t result in you selling
something at a loss – if your code “goes viral”
then you could end up with getting many
more redeemed than you planned!
“If one of your discount codes is
posted on a popular forum such
as Money Saving Expert then your
business will be seen by thousands
of people, many of whom will have
been previously unaware of
your existence.”
Targeting new business
For the money off route it’s common
to be offered either a percentage discount
or a straight amount off (although there is
typically a threshold on this – for example
£10 off if you spend more than £60).
Some vendors have found that set amount
vouchers are more popular than percentage
vouchers and can encourage customers to
buy up, ie, purchase more than they had
originally intended.
When people think they’ve found a bargain
they like to share it. And that generates great
word-of-mouth publicity for you. So you
could send vouchers to existing customers
and encourage them to pass them on to their
friends, or you could put a good discount
code on your Facebook page and suggest that
people share it with their friends.
HOT TIP: If you are posting vouchers
on forums or websites it’s important to
remember to update them periodically and to
remove any that are no longer valid.
More generally, there are no end of websites
and forums offering discount codes and since
many of them offer free listings, it makes
perfect sense to advertise your business
with them.
You can also offer discount codes to
businesses (or their employees), clubs and
organisations – for example, if there’s a local
craft group whose members might use your
products then you could ask to put your
discount code in their newsletter or on
their website.
If you exhibit at craft fairs or trade shows
you could put a discount code on a flyer
or postcard or even in your entry in the
show guide. C
Further information
Email Beth Scott at beth@loud-n-clear.com.
HOT TIP: You can, and probably should,
monitor the performance of your codes to see
what works best for your customers.
With the perks option you can be much more
creative, offering anything from free postage or
gift wrapping through to giving accessories free
with a main purchase.
You also need to consider how you’re going
to distribute the vouchers. We cover targeting
craftfocus 107
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Custom Design Service available
Tel: +44 (0) 1745 562 120
Email: CustomerServices@its-sales.co.uk
Buy Online: www.its-sales.co.uk
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craftfocus 111
Craft kits for adults (Countryloveceramics)
next issue…
The Royal Wedding (Berisford Ribbons
Craft kits for adults
Creative cross stitching (Bothy Ruby)
The Royal Wedding – new products and
marketing opportunities
Preparing for Father’s Day (Crafter’s Companion)
Preparing for Father’s Day – making
the most of this special occasion
Issue 24
April/May 2011
Available from: 4th April
Advertising deadline: 18th March
112 craftfocus
Plus
• Industry news
• Scrapbooking
• Product previews
Creative cross
stitching – what’s
new, hot and ready
to wow!
bi-lingual cross stitching
Each issue we focus on a newbie in the business. This time the spotlight’s on Nia Rhind and her
cross stitching business
What inspired you to
start your business?
I worked in the design
industry for some time
as a graphic designer in
Exeter and then returned
to Wales to live and
work in the design and
advertising industry in Cardiff. After spending
some time at home to bring up our children,
I found a window for my creative side once
again, giving me the opportunity to design
using a different mode, by combining art and
embroidery.
Did your education also influence you?
Yes, having studied textiles and embroidery,
art and Welsh at A level I went on to study
graphic design at Exeter College of Art and
Design.
Why bi-lingual products?
It goes back to my origins. I was brought up in
a small village in Wales, where as a child, Welsh
was my first language plus I benefited from
having a bi-lingual education.
After completing numerous cross stitch
designs over the years, I soon realised that
there was a need for contemporary designs
which incorporated the Welsh language – I
always translated the words on whichever
design I was cross stitching, and created my
own chart on graph paper. I felt sure others
shared the same problem as myself. So now, I
work at home designing original counted cross
stitch designs in the Welsh language. They are
also available in English of course.
How do you start the creative process?
All the designs begin their existence as
sketches in my sketch book which are then
transferred into a chart for cross stitching.
My favourite step during the whole process
is choosing the colours for the threads to
be used. I lay all the chosen shades out in
front of me which enables me to imagine the
completed sampler before I begin stitching.
What’s in a Nia Cross Stitch kit?
Each design is supplied as a colour chart pack
accompanied by clear instructions and a list
of requirements or they may be supplied as
complete kits ready to stitch. The collection
consists of designs celebrating special occasions
and seasonal themes, available as either a
Welsh or English version. They include designs
suitable to be framed, sweet decorative
hangings and cushions.
What are your most popular designs?
The most popular designs to date have been
the contemporary banner theme designs for
‘Christmas’ and ‘Wedding’. These are quite
simply a word surrounded by images relating
to the occasion. I have received very positive
feedback from customers who have completed
these samplers in both the English and Welsh
versions. These are quite exciting to embroider,
as the letters come along quite quickly as you
make your way along the word, adding the
various little images on your way.
114 craftfocus
How do you promote your business?
Some of the completed designs have been
printed as greetings cards which have been
sold locally here in Wales, especially Christmas
cards. This is a means of promoting the designs
to reach a wider audience outside the crafting
world.
I have also advertised in selected national
cross stitching magazines and many of the
designs have also been featured in these
magazines. This is one of the most satisfying
means of promotion, and seeing my designs
in print has proved to be very successful.
Last year, I was also interviewed by a Welsh
television company and an article appeared
on a Welsh language magazine programme
promoting my designs and the embroidered
samplers and cushions.
Do you have a website?
Yes, last year, I launched the Nia Cross Stitch
website. All the information regarding the
designs is available to view here, as well as
images of any new designs. This has attracted
customers from all over the country and it is
updated regularly.
What inspires you?
I tend to be inspired by everyday images. They
end up as small sketches which in turn are
charted as graphic images on my computer.
I intend to add to the banner styled designs
in the New Year, and I am also hoping to add
some needlepoint designs to the collection. C
Further information
Nia Rhind can be contacted at:
Nia Cross Stitch Tel: +44 (0)1792 897 695
Email: info@nia-crossstitch.com or visit
www.nia-crossstitch.com