Craft Focus magazine

CRAFTFOCUS
www.craftfocus.com
Issue 31 June/July 2012
www.craftfocus.com
MAGA Z IN E
Doing it for the kids
A celebration of children’s crafts
Where the
heart is
Highlighting
home trimmings
and finishes
Strong
links
Beading
tren
in the spot ds
light
REVEALED:
Clare Rayner’s
10 steps to
retail success
Plus
the latest product launches, show round ups,
news updates and your retail questions answered
Getting to
grips with
workshops
Official media partner for
Craft, Hobby + Stitch
International and
proud sponsor of the
New Product Showcase
June/July 2012 Issue 31
Managing Editor
Louise Prance
+44 (0) 1376 535 611
contents
71
Editor
Ella Johnston
+44 (0) 7951 017 687
editor@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
Production Manager
Scott Brothwell
Deputy Production Manager
Sarah Barnes
Senior Designers
Sophie Farage, Vicky O’Connor
Graphic Designers
Hayley Kilminster, Ami Williams,
Samantha Lock
+44 (0)1376 535 616
artwork@kdmediapublishing.com
Web Development Manager
Stuart Weatherley
Subscriptions
Alice Henson, Tammy Wright
+44 (0)1376 514 000
KD Media Publishing Limited
Broseley House, Newlands Drive
Witham, Essex, CM8 2UL, UK
www.craftfocus.com
Front Cover image:
Cowardly Lion Hand Puppet from
Everything Oz - The Wizard Book of
Makes and Bakes by Hannah Read-Baldrey
& Christine Leech.
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.
features
regulars
editor’s letter
We tell you what’s in this issue
5
news round up
7
Reporting the industry news and events
that are relevant to your business
brand spanking new
The latest product launches
steps to success
39
Retail Champion Clare Rayner talks us
through her 10-Steps to Retail Success
15
read all about it
43
Interview with Mollie Makes editor Jane Toft
lampshade project
28
Julie Gardner of Gilhoolie shows us how
to make her trademark drum lampshade
competition – your chance to win 44
How you could get your hands on a fantastic
Photocentric Teresa Collins Stampmaker
bookshelf
We tell you all about the current crop
of craft-related book releases
wonderful wizzes
24
We talk to the authors of a new book, whose
projects are based on kid’s classic The Wizard of Oz
46
q&a – raising your game,
setting standards
86
Industry expert Clare Rayner offers advice
on making changes and motivating your staff
subscription offer
95
Register for your regular copy of Craft Focus
feeling folksy
45
We profile the site that celebrates handmade
fright night
48
Products that help you prepare for Halloween
doing it for the kids
55
Our comprehensive and fun round up
of the latest crafty products for children
love those layers
A closer look at the art of decoupage
time to shine
71
New beading products plus Beads and Beyond’s
Michelle Powell gives us the inside track on
cutting-edge jewellery trends
home truths
next issue
We preview what’s in store for
Craft Focus’ August/September issue
96
62
79
Our four-page home finishing and trimmings special
shows
Home & Gift preview
31
A pre-show look at the Harrogate event,
plus we showcase some of the show’s exhibitors
CHA Summer Show preview
32
What to expect from the State-side show
Craft Focus magazine is proud to be
associated with and supporters of:
Show reports
Keep updated with our review of
recent trade and consumer shows
48
34
Autumn Fair in focus
37
The show’s Event Director of Hobby,
Arts & Craft Roz McGuinness talks to Craft Focus
craftfocus 3
MKZIN\[KW]S
Suppliers of Card Making, Scrapbooking, Craft and Bridal Supplies
60
focus on
by the book
51
Conways of Halifax opens its doors to Craft Focus
doing it in style
60
Why Craftstyle Products are perfect on paper
firm friends
66
Profiling Crafter’s Companion and the secret behind its success
a long history
76
A closer look at the well-loved needlecraft brand DMC
up and coming – Looby Lou
98
Company founder Lucy Bowler talks us through her
adorable crafty canvases that are capturing kids’ imaginations
business advice
85
John Walker, Chair of the FSB reflects on the Portas report
work it out
89
Experts give you the low-down on why workshops can work
word on the web
90
Craft Focus web gurus Loud and Clear briefs you on briefing
mobile commerce – a pragmatist’s guide
92
Part two of your quick guide to this emerging way of working
4 craftfocus
Craft and Bridal Supplies
Card Making
Scrapbooking
Card Embellishments
Floral Products
sales@e-crafts.co.uk | 01384 230000
79
federation of small businesses
Suppliers of
Celebrating independents
Online
Mail order to your door
Trade Counter
Training
Welcome to this issue. I’ve really enjoyed
putting together my second edition of Craft
Focus. In compiling these features I’ve spoken
to some amazing people – retailers, suppliers
and practitioners alike who are all united in
a commitment to crafts and passion for their
products. It’s great to be a part of that and I
hope their enthusiasm translates on these pages.
As usual, this issue is packed with new
products, creative inspiration and practical
advice. Seeing as it’s summer, we’ve got a wealth of ideas to keep kids
entertained with our round up of children’s crafts products on page 55
and a fun-packed feature on a great new book of magical Wizard of
Oz-inspired makes on page 24.
We’re also taking an in-depth look at beading; showcasing some
fabulous items and running through some of the latest trends in
this area. Turn to page 71 for some stunning sparkles!
Plus we have something really special for interior design fans. Our
four-page feature highlights a plethora of fantastic finishing, tremendous
trimmings and gorgeous fabrics for home décor that is sure to inspire
and appeal to a range of tastes.
As I said last issue, I want this magazine to support you as retailers,
championing your role as a business in these challenging times. We
want to highlight the support networks for retailers and businesses like
yours, so I recommend you check out Independent Retailer Month – a
global ‘Shop Local’ campaign that runs throughout July to highlight the
important role smaller, local, independent retailers play. Read all about it
in our news section on page 7.
And that’s not all, as well as answering your questions, our retail
champion Clare Rayner talks us through her new book and tells us how
to make use of her 10 Steps to Retail Success on page 39. Plus we get
to grips with workshops, talking to a number of businesses who are
making money out of teaching traditional craft skills on page 89.
Remember, this is your magazine. Please don’t hesitate to get in touch
and tell me about the issues that concern you and let me know what
you want to read about. I can’t wait to hear from you.
Enjoy the issue
Ella
Ella Johnston
Editor
Unit 2 Crusader Industrial Estate,
Stirling Road, High Wycombe, HP12 3ST
craftfocus 5
news&events
news round-up
Get the inside track on the issues facing retailers plus the latest
info on what’s happening in our sector…
Campaign for independents
July is Independent Retailer Month (IRM). This is a global ‘Shop Local’ campaign that runs
throughout the month to highlight the important role smaller, local, independent retailers
play in the communities they serve, the local economy they contribute to, and in the retail
sector as a whole.
Although it started life in the United States, IRM is led in the UK by Craft Focus’ very
own Q&A expert and Retail Champion, Clare Rayner. The campaign has three objectives:
1: Impact! To benefit the independent retail sector worldwide with relevant support,
expertise and insights.
2: Connect! To link consumers and communities to local retailers, reminding them all of the
benefits of shopping local.
3: Engage! To spread the word via small business organisations,
associations, networks and thought-leaders to demonstrate
the importance of independent retail to the global, national
and local economies.
The first UK Independent Retailer Month Conference takes
place in on 1st July at Cranmore Park near Solihull. It promises
to cover a range of subject matter including talks on EPoS,
making the internet work for you and visual merchandising.
The conference is also holding a panel discussion with the
British Independent Retailers Association, Federation of Small
Businesses, Association of Town Centre Management, Action
for Market Towns and Skillsmart
Retail on what is being done by IRM supporters that
will make a real difference to retailers.
For more details on the conference and on how to get
involved in IRM visit www.independentretailermonth.co.uk.
Share in your success
The Forum of Private Business is calling for success
stories from business owners flying high despite the
global economic turmoil as part of its Get Britain
Trading campaign. The campaign aims to make 2012
the year of small businesses.
The Forum hopes that learning about how
to succeed in a tough climate will inspire other
entrepreneurs to start businesses, grow their existing
ventures and boost confidence throughout the wider business community.
Get Britain Trading 2012 was launched earlier this year at an event in Westminster attended
by approximately 60 business owners and the Business Minister, Mark Prisk, who joined Phil
Orford, the Forum’s Chief Executive, in celebrating the key role of small businesses in driving
economic growth. “Our business is to help small firms succeed by providing them with the
tools to achieve their goals, and campaigning for the commercial landscape that encourages
them to thrive – which is so important for the economy as a whole,” said Mr Orford
“We are calling on all small business owners to get in touch and pass on the secrets of their
success so that, in turn, other entrepreneurs can benefit – and so we can spread some muchneeded positivity at the same time.”
For more information about the campaign visit www.getbritaintrading.co.uk
Gilliangladrag enterprises
go from strength to strength
It’s been a busy time for felting favourite Gillian
Harris, whose Gilliangladrag Right Royal Cuppa
Tea Cosy cosy featured on last issue’s cover.
She has launched a new book, Carnival of
Felting and her company Gilliangladrag has
become your new port of call to stock any
items made by unique designer/manufacturer
“Art Viva” based in Australia.
Known for its trademark “spotty” knitting
needles, Art Viva hand-craft each pair of oak
needles, which are hand finished with organic
oils and non-toxic water-based painted beads
in different colours. These needles are also
accompanied by the company’s signature
knitting kits, children’s needle sets and amazing
new retro storage tubes. For a full brochure
and price list, please contact Gilliangladrag Ltd,
on either T: +44 (0)1306 898144 or
E: gill@gilliangladrag.co.uk
Gillian’s new book is published by
Collins & Brown and retails at £14.99. The
publication contains practical advice on all of
the different felting techniques, in particular,
wet felting, needle felting, fine cobweb felting
and nuno felting. There are lots of colourful
projects to choose from in the book, including
things for the home and accessories. Gillian
often combines different felting techniques
and are suitable for beginners and the more
experienced practitioner.
Gillian will be selling signed copies to trade
to sell retail, these signed copies are available
online from Gilliangladrag Ltd wholesale.
craftfocus 7
news round-up
Dragon wants
to slay red tape
Entrepreneur and Dragon’s
Den panellist James Caan
has urged for regulation
reform from government to
help small businesses
“It’s not the government’s
role to create jobs, that’s the
role of small business and
entrepreneurs. Government needs to get out of the way and
let us do what we do best,” Caan said.
Caan, CEO of venture capital and investment firm Hamilton Bradshaw,
cited Institute of Directors Head Simon Walker, who said more red tape
makes growing the economy more difficult. He also referenced a study by
the FSB and ESBA that concluded EU regulations cost businesses 123.8
billion euros a year, which is 3.5 per cent of the EU’s annual GDP.
The declaration was tabled by a cross party group of MEPs. It calls
upon EU institutions to halt the introduction of unnecessary and excessive
regulations and rules which, the group believes, far from increasing the EU’s
economic competitiveness, serve as a barrier to growth and employment.
Caan supports the Federation of Small Businesses and the European
Small Business Alliance.
Order via app
EQS, a leading distributor of
products for patchwork, quilting
and general sewing in the UK and
Ireland, now has released an EQS
app in the iTunes store.
In essence it is an electronic
catalogue with some helpful extra
features. The app makes it possible to
browse the entire non-fabric range
with full product information and
images. All the information is
available off-line which makes it ideal
to use on the go.
The app aims to make the ordering process
more streamlined and efficient. There is a powerful search facility to locate
products by code or description. Its wish list option allows app customers to
compile their catalogue favourites and email the list on their favourite shop or
online retailer to place an order. Retailers can use this information and app to
place an order with EQS. There is also a handy gift list facility that can be sent
to friends and colleagues.
Its stockist locator is another useful tool that identifies the customer’s
location to find the nearest EQS stockists. It then directs consumers to their
nearest shop to buy. The company aims for this facility to drive enquiries to
their customers’ shops and so improve their businesses.
The app is available from the iTunes store. Simply search for “EQS” and the
app will come up ready to download. Further details are available from EQS
Ltd, email enquiries@eqsuk.com or www.eqsuk.com.
8 craftfocus
Get your hands on handmade
The handmade trend is growing in earnest as two new shops
stocking exclusively UK handmade products have opened in the
east and west of England.
‘Makers’, in Colston Street, Bristol opened its doors in May.
The shop sells “smooth shiny glass, fluffy lambswool, and
crisp linen” and boasts a collection of handmade or handembellished wares, all made locally.
Handmade High Street in Sir Isaacs Walk, Colchester launched
in April. Colchester Retail Business Association is trying to
encourage more small, independent shops in the town centre.
It’s particularly keen to see such enterprises in Sir Issacs Walk, to
create an atmosphere akin to Brighton’s famous Lanes.
Handmade High St, owner Maryann Morris said of her
offering: “The intention is to stock it entirely with British
artisan-made products and to use that as the shop’s unique
selling point. Handmade and ‘Made in Britain’ is huge at the
moment and it’s my intention to bring this to the high street.”
Jacquard Products
celebrate new promotion
Asher Katz has been promoted
to Vice President of Sales at
Jacquard Products.
For the past three years Katz
has travelled all over North
America educating people on the
full range of Jacquard’s products.
Katz joined the Jacquard team in
Healdburg, CA at the beginning of this year. In his new role,
Katz will support dealers and work directly with sales reps
to bring Jacquard’s products to the art materials industry.
Katz is an artist and has thorough experience using every
one of Jacquard’s 17 product lines. His work ranges from
painting and screenprinting to collage and mixed media.
Jacquard’s product lines include: fabric paints, dyes, screen
inks, pigment powders, fabric art markers, chemicals, waxes
and superior-quality craft kits.
For more information, visit www.jacquardproducts.com.
The Kunin Group
A most innovative collection
of environmentally friendly
craft felt.
Just launched - exciting
new Fanci felt range for
use in many projects.
Available in cut rectangles
and bolts.
For further information about Kunin Craft Felt
please contact
Fashion Futures Ltd, 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
6RFN<DUQ6SHFLDOLVW
Knitting Boards
and Looms
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WHO
news&events
Crafter’s Companion joins
forces with Kraftyhands
Crafter’s Companion is delighted
to announce its collaboration with
Kraftyhands to bring more of its
products to craft shows nationwide.
Sara Davies, Sales Director of Crafter Companion, said of the news:
“We’ve grown at an extraordinary rate over the past 12 months and
although we’d love to attend more craft shows in order to meet our
customers personally, it’s not physically possible for us. The perfect solution
was to team up with Kraftyhands as we already have a great relationship
with them and I trust them wholeheartedly to be a representative for
Crafter’s Companion at the numerous shows they do. I look forward
to a long and successful partnership with Mike and Ian and for the
exciting times ahead.”
Kraftyhands was launched in 2008 by Ian Campbell and Mike Deakin,
starting with decoupage kits and embellishments and then expanding out
into crafting CD-ROMs. The company now participate in most of the
country’s largest regional craft exhibitions.
The team at Crafter’s Companion felt that Ian and Mike were the
perfect pair to partner up with to showcase its products in the exhibition
environment. Kraftyhands’ Mike Deakin says of this new collaboration:
“We’re thrilled to be working alongside one of the most respected and
well-loved crafting brands in the country – to have the opportunity to align
Crafter’s Companion products along with our own at all the regional shows
is a huge boost for all our customers. We’re delighted to be able to offer all
the Crafter’s Companion customers the same special offers that they have
come to expect from Sara and her team.”
To find out where else Kraftyhands will be exhibiting in the
forthcoming months you can go to both www.crafterscompanion.co.uk
and www.kraftyhandsonline.co.uk.
Mollie branches out
Mollie Makes is to partner with publisher Anova Books
to create a series of Mollie Makes-branded craft books.
The first title, Mollie Makes Christmas, will be
published in October 2012, hitting the peak of the
pre-Christmas crafting season. Mollie Makes
Flowers & Birds will follow in the spring. Both
books will be priced at £9.99.
The partnership with Anova Books, under the
imprint of Collins & Brown, will be the first brand
extension for the magazine. Working with an
established publisher of craft books will bring the Mollie Makes brand to the
international crafting book market.
Kerry Lawrence, Group Publisher for Mollie Makes says: “We’re delighted
to be working with Anova Books on the Mollie Makes series of books. After a
phenomenal first year at newsstand we’re taking some exciting steps towards
extending the Mollie Makes brand to a wider audience. With their expertise
in producing high quality craft books, Anova Books are the perfect publishing
partner for Mollie Makes.”
Katie Cowan, Publisher at Collins & Brown adds: “The launch of Mollie Makes
was one of the most exciting craft events of last year. We are absolutely thrilled
to be working with Editor Jane Toft and her team at Future on what will be a
beautiful range of books celebrating the very best in contemporary craft from
around the world. As a publishing partner, we hold true to the ideals of the
magazine in celebrating craft as part of life and a passion for the handmade.”
See our interview with Mollie Makes editor Jane Toft on page 43.
New Jo Sonja site creates online community
A new online resource has just been launched for users of Jo
Sonja’s Acrylic Paints & Mediums.
Fraser Kirkwood, Managing Director of Chroma Europe, who
produce the range, is delighted with the site and said: “This onestop shop allows all users to get everything they need from the
product in one place. They can browse images, get ideas, learn
new techniques, ask questions, make friends and purchase the
products too.”
The idea behind the site came from Liz Black of Applejack
Crafts, who works with both Fraser and the distributor, Lynn
Courteney at Flutterby Crafts, in providing support and classes
on the product range. “Lynn has created such a great community
feel at Flutterby Crafts, I wanted to emulate that online. The
idea being that whatever you use the paint for, at whatever level
you’re at, you can ‘pop in’ and get something from the website.
Users will be able to access information on different classes/
events in the UK, project ideas, product information as well as
share ideas and tips with other users on the site’s forum.”
Lynn Courteney, who supplies the product to the UK from
her shop Flutterby Crafts in Thatcham, Berkshire is equally
enthusiastic on the benefits of an online resource. “We want to
make Flutterby Crafts the Jo Sonja Centre of Excellence where
people can come and learn, as well as purchase their items.
However, it is not always possible for people to come here in
person, so this provides a more accessible resource, rather than
just another online shop.“
Visit the new website on www.josonjas-uk.co.uk.
International success celebrated
King Cole Ltd has been awarded the Queen’s Award for
Enterprise in International Trade. The company distributes
hand knitting yarns, knitting patterns and ancillary
products. King Cole wins the award for the first time for
its outstanding achievement in growing its export sales by
some 150 per cent since 2008.
Company Director Mike Wilson said of the win, ‘Whilst
the hand knitting market
has grown both in the
UK and overseas, King
Cole’s growth is due to a
small team of dedicated
people all working hard
to make the company
so successful. This award
is in recognition of all
that they do for the
business. I wish to thank
the staff, our customers
and the knitters for their
continued support’.
craftfocus 11
news round-up
Power to the businesses
Energy costs and access to effective
telecommunications, including
broadband, are the most important
infrastructure issues faced by small
businesses, according to new research from the Forum
of Private Business.
A total of 80 per cent of Forum members responding to
the organisation’s Referendum survey on ‘Infrastructure for
Growth’ believe that energy costs are ‘very important’ or
‘important’, with the same number citing telecommunications
and broadband access – seen as a particular problem in rural
locations. The reliability of the energy supply is also a key issue
for 75 per cent of respondents, followed by local banking
services (73 per cent) and local roads (65 per cent).
Other small business infrastructure priorities are post office
services (60 per cent), mobile communications (59 per cent),
the motorway network (56 per cent) and the provision of
skills training (46 per cent).
“Infrastructure is about more than just roads and
railways. It is about creating a business environment and
road map for growth that paves the way for small firms to
be successful and create jobs,” said Jane Bennett, the Forum’s
Head of Campaigns.
The Forum actively engages with a community of
18,000 small businesses and champions their views and
concerns with all levels of government, the media and the
wider business community.
Designers demand
their rights
ACID (Anti Copying in Design)
has been lobbying Government
for equal rights for designers
for over a decade and has
enjoyed the support of many
trade magazines. Now, Elle
Decoration has put its full
weight behind designers with
their campaign FIGHT THE
FAKES championing Equal
Rights for Designers.
ACID CEO, Dids Macdonald
said: “Elle Decoration’s very
public voice is a clear message
that the knock off culture has
to stop. Congratulations to Elle
Decoration’s Editor in Chief, Michelle Ogundehin for championing this cause, this
is good news for Design UK! I hope this will help influence the Government to
recognise the importance of dealing with this anomaly for designers. It’s about
time designers were given the same rights as song writers, film makers and artists
and to change the perception that it’s okay to steal and free-ride on another’s
design and creativity.”
Michelle Ogundehin said: “Just because it’s not illegal here in the UK, doesn’t
make this sort of copying right. The ELLE Decoration UK Equal Rights for
Design campaign is about protecting all creativity and ultimately Brand UK, and
we’re delighted to have the support of Sir Terence Conran. Our lax intellectual
property laws with respect to design, mean the UK has become a safe harbour
for these copyists – and the idea of Britain as the home of the knock-off doesn’t
exactly fill me with national pride.”
DIY Framing
comes of age
Retail solutions wrapped up
Renaissance Ribbons designs is now offering a new online
outlet, showcasing its network of retailers, via Shopatron,
where ribbons can be purchased by the yard.
The company creates original designs of jacquard woven
ribbons and features designer collections by Kaffe Fassett,
Laura Foster Nicholson, Sue Spargo, Anna Maria Horner and
other great names.
The retail site will be accessible from the company’s main
wholesale site www.renaissanceribbons.com.
12 craftfocus
DIY Framing celebrates
its 10-year anniversary
this year. The company
has grown from the
proverbial garage to
a 7,500sq.ft framing
superstore. Originally
launched as a web-based
shop and resource
centre for anyone who wanted to learn about
framing, it now caters for over 10,000 customers who can purchase anything
from courses to cord.
The company is not resting on its laurels; the organisation aims to release a
multi-lingual site soon to take advantage of the mass market of Europe. Plus
online training will be launched for those unable to get to the course locations
throughout the UK. Duncan Says “Framing is a fun and rewarding hobby and
who knows where it will lead once you get started?”
75$'(:,5(6&28.
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brand spanking new
Heritage Crafts Limited
Product:
Contact:
Price:
Specification:
Retailer Benefits:
Other Information:
It’s a Dog’s Life by Peter Underhill
T: + 44 (0)1889 575256 E: enquiries@hcrafts.com W: www.hcrafts.com
Trade £9.15, RRP £21.95
Puppy Love (DLPL1078) and Double Trouble (DLDT1086) are the first of
many gorgeous dog designs in this new range from Peter Underhill. Available
as complete cross stitch kits with 27-count evenweave or 14-count aida fabric.
A full-colour brochure is available and very friendly staff are on hand to offer
help, advice and a first-class service.
The kit includes DMC Stranded cottons on a pre-sorted thread card, fabric,
needle and clear stitching charts and instructions.
RIOLIS
Product:
Contact:
Price:
Specification:
RIOLIS Create it Yourself Cross Stitch kit, The Letter (Code R1277 )
T: +44(0) 1263 515267 E: salesteam@solocrafts.com W: www.solocrafts.com
RRP £39.99
From the RIOLIS Create it Yourself range of counted cross stitch kits, stitched on 14-count
Zweigart Aida fabric and using RIOLIS Wool/Acrylic threads. The wool/acrylic threads enhance
the finished stitching with an almost 3D definition and clarity. Kits contain pre-sorted threads
with separate colour symbols, thread cards with each colour clearly marked and crystal clear
full-colour charts. Instructions in six languages. Finished size 26 x 38cm.
Retailer Benefits: Well-presented kits with threads that are a variation from the norm.
Other Information: Packaging shows other kits from the Create it Yourself collection on reverse.
Sizzix
Product:
Contact:
Price:
Specification:
Retailer Benefits:
Stamp2Cut image cartridges
T: +44 (0)844 499 8181(UK), +44 (0)845 345 2277 (outside UK).
E: europecustomerservices@ellison.com
RRP £40.99
There are 19 new cartridges released between March and August 2012. Designed to be used
with the eclips electronic die-cutting machine only. They allow users to cut round Tim Holtz
stamped images with no need for trimming. The physical stamps are required for the technology to work.
Perfect match with the Sizzix eclips range. Cuts multiples of a shape with electronic precision, while adding a
whole new dimension to stamping projects.
DMC Creative World Ltd.
Product:
Contact:
Price:
Specification:
Hoooked Zpagetti collection
T: +44 (0)116 275 4000 E: sales@dmccreative.co.uk W: www.dmccreative.co.uk
£3.50 per hook up to £25 for a complete kit.
The Hoooked Zpagetti collection features the following: Yarns recycled from high range
fashion fabrics. Jumbo bamboo crochet hooks plus wood and bamboo handles sourced
from sustainable development. Various inspirational patterns and a Hoooked Zpagetti book.
Retailer benefits: By stocking the Hoooked Zpagetti collection, retailers will have a complete package of
innovative products to offer consumers.
Other information: Hoooked Zpagetti projects are quick and easy to do and are a perfect introduction to
crochet for beginners and children. It is so simple to learn crochet by using Hoooked
Zpagetti. Appealing designs that are fun to make, encouraging repeat purchases.
craftfocus 15
new products
We give you the essential info on the latest crafty products available right now…
Luca-S Cross Stitch
Product:
Contact:
Price:
Specification:
Wild Animals series counted cross stitch kits (Code B2216)
T: +44 (0)1263 515267 E: salesteam@solocrafts.com W: www.solocrafts.com
RRP £23.99
All stitched on 16-count Zweigart Aida fabric and using Anchor stranded cotton threads.
Beautifully presented kits with pre-sorted threads wound on to floss cards with colour
symbols, each clearly marked.
Retailer Benefits: Part of a series of animals including Giraffes, Zebra, Panthers and Elephants.
Other Information: From the newly introduced Luca-S collection from SoloCrafts.
The Herdy Company Ltd
Product:
Contact:
Price:
Specification:
My Felted Herdy kit
Tel: +44 (0)1539 739201 E: spencer@herdy.co.uk W: www.herdy.co.uk
TBA
Contains wool sourced in the UK from three British sheep breeds – Herdwick,
Cheviot and Black Welsh Mountain. The Herdwick wool is actually a bi-product
of the rugs and throws that Herdy already sell. The kits also includes
three felting needles and full instructions with photo illustrations.
Retailer Benefits: 'My Felted Herdy’ is the latest addition to the Herdy company’s popular gift and
homeware range, which includes vibrantly coloured fine bone china mugs, terracotta kitchenware,
100 per cent wool throws and herdwick wool rugs.
Other Information: Herdy worked with felting artist Joss Wrigg to capture the character of the adorable looking
Herdwick sheep, with its sturdy legs and smiling face.
Jacquard Products
Product:
Contact:
Price:
Specification:
Lumiere 3D Adhesive and Dimensional Paint.
T: +44 (0)1539 739201 E: spencer@herdy.co.uk W: Web www.herdy.co.uk
TBA
Two products in one bottle. Strong adhesive suitable as bead glue, fabric glue and will
firmly attach ‘jewels’ on surfaces. It works well on fabric, paper, wood and many other surfaces.
Dimensional Metallic Paint is perfect for embellishing and writing on T-shirts, greeting cards,
scrapbooks and ribbon.
Retailer Benefits: Available in 24 open stock colours. Eight colours – Steel, Bright Copper, Bright Gold, Purple, Blue,
Emerald, Rich Red and Pearl – are available in blistered packs with three fine line tips.
Other Information: Lumiere 3D can be used directly from the bottle or with the addition of the company’s fine line tips.
It is completely washable after allowing pieces to dry for 72 hours.
Hantex Ltd
Product:
Contact:
Price:
Specification:
Retailer benefits:
16 craftfocus
Signature Threads sewing threads specifically designed for piecing and quilting.
T: +44 (0)1754 820800 E: sales@hantex.co.uk W: www.hantex.co.uk
TBA
Signature Threads are available in a wide selection of solid and variegated colours
with a range specifically designed to match the fabrics from Hantex's Art Gallery
collection. They are available as 460m spools or 2760m cones.
A choice of traditional or wooden style display racks. Stocked at the Hantex
warehouse in the UK for immediate delivery. Unlimited colour flyers with range
colours. Special deals for initial stocks.
UK distributor of the
Bejeweler® Pro UK
Hotfix Applicator. Applies
hotfix crystals instantly to
nearly any surface.Volume
discount available to trade,
please contact for pricing.
t: 0161 7489981
e: info@scattercrystals.co.uk
w: www.scattercrystals.co.uk
Artesano Limited
Product:
Contact:
Price:
Specification:
Artesano Vintage Hand Knits collection
T: +44 (0)118 9503350 E: jenny@artesanoyarns.co.uk W: www.artesanoyarns.co.uk
RRP £4.99 per hank
Magazine-style knitting pattern booklet including six new designs in Artesano 4-ply
and Artesano DK. The collections include the use of the new colours. The yarn is
sold in 50 gram hanks.
Retailer Benefits: The new colours of 4-ply and DK add to the existing ranges already offered by Artesano.
There is a palette of 22 colours to suit every taste. The cost-effective pattern book will help
with sales of the Artesano alpaca yarns. It is easy for the retailer to purchase, easy to display and a great add-on.
Other Information: The book is sold in single units. Designs by Kyoko Nakayoshi from Cotton and Cloud, Sue Hanmore, Rita Taylor
and Charlotte Walford. Artesano have a new newsletter for knitters – you can join on its website and receive a
free copy of one of the patterns from this collection.
Sizzix
Product:
Contact:
Price:
Specification:
Retailer Benefits:
Sizzix Big Shot Pro Embossing folders
T: +44 (0)844 499 8181 (UK), +44 (0)845 345 2277 (outside UK).
E: europecustomerservices@ellison.com
RRP £26.99
Full patterned embossing folders measuring 12 inches square. Designed for use
with the Big Shot pro machine only. They will emboss paper, thin cardstock and
other similar materials. Featuring five different designs.
Perfect with the Sizzix Big Shot Pro machine range. Released in August.
Stamp Addicts
Product:
Contact:
Price:
Specification:
Retailer Benefits:
Funny Sportsmen stamps
T: +44 (0)1234 855833 E: info@stampaddicts.co.uk W: www.stampaddicts.com
RRP £5.99
These new stamps are part of the range of Funny Sportsmen, including Funny Cricket,
Funny Rugby, Funny Fishing and Funny Football designs. The unmounted rubber stamps
measure approximately 50 x 100mm. The deeply etched grey rubber stamps are
made in the UK by Stamp Addicts.
Stamp Addicts release new stamps every month – check the website for new designs.
Club Green
Product:
Contact:
Price:
Specification:
Retailer Benefits:
18 craftfocus
Men’s favour boxes
T: +44 (0)1483 281313, E: sales@clubgreen.com W: www.clubgreen.com
RRP £5.99
Four new favour boxes for gentlemen have been designed to bring them fully up to date. The new
black Tuxedo box is ideal for any black tie occasion. Two morning suit boxes have also been
launched (one in grey and one in black) and a brilliant tuxedo box with kilt design has
been made for weddings with a Scottish theme in mind.
Club Green has been at the forefront of the Wedding/Bomboniere market for over 30 years
and 2012 is no exception. The company recently introduced the wonderful bridal dress favours
(the pouch for the almonds is under the dress) and there are three different modern designs in
both white and ivory.
)DW&DW&URVV6WLWFK
%ROG%ULJKW)XQGHVLJQVIRUDOO
We are a small family run, Edinburgh based rubber stamp company.
We manufacture in-house, a fine selection of Cling rubber stamps.
Take a look at our new and improved
website and our great new additions!
We offer FREE delivery on orders over £50 (net of VAT).
From the Easy Peasy range stitched on 6 count Binca with tapestry threads.
Twit Twoo, stitched on 14 count white Aida.
You can view our range of products on our website
www.craftystamps.com
Tel/Fax: 0131 221 9440
enquiries@craftystamps.com
Crafty Stamps, 92 Grove Street, Edinburgh, EH3 8AP
From the Sew Simple range stitched on 11 count Aida with embroidery threads.
www.fatcatcross-stitch.co.uk
See our website for information on our wide range of kits for children
and adults or contact us on 01568 780 183 / info@fatcatcross-stitch.co.uk
new products
Pfaff
Product:
Contact:
Price:
Specification:
Retailer Benefits:
Free-Motion Echo Quilting Foot
T: +44 (0)1527 519480 E: andy.williams@europe.svpworldwide.com
RRP £16.99
The New Free-Motion foot has a large base, which ensures excellent surface
contact with the fabric and gives the user greater visibility whilst doing your
free-motion. The base of the foot is also transparent giving the user 360-degree
vision. With vertical, horizontal and circular markings on the foot, it now makes it
easier to follow continuous line quilting patterns or design.
Designed to give the user more control when free-motion quilting.
F. A. Edmunds
Product:
Contact:
Price:
Specification:
Retailer Benefits:
Antique Thread Keeper
T: 773-586-2783, W: www.faedmunds.com
Trade $39.97 trade, Bag of 20 Blank Antique Bobbins, Trade $10.50
Holds approximately 80 small bobbins or 60 standard on 10 removable rods.
Keeps threads neat and organised. Comes with 20 blank Antique Bobbins, more sold
separately. Storage drawer opens from both sides. Features a magnet to keep track of
your needles and scissors
Very attractive – a beautiful focal point for a shop display. Great gift suggestion.
PlanOn System Solutions Inc
Product:
Contact:
Price:
Specification:
ScanStik
T: +1 (905) 507 3926, E: planon@planon.com, W: www.planon.com
RRP $159.99
Pen-sized scanner scans a full-page in four seconds. Fast and easy to use, it's the most compact, sleek designed
full-page 24-bit colour scanner available on the market. Features a MicroSD memory slot that holds thousands
of image scans from 150 to 600 dpi resolution in colour or black and white. Its battery is re-chargeable lithium
polymer that charges through a USB slot.
Retailer Benefits: It’s perfect for scanning on the go, at work, home, or school. Unlike other pen-sized scanners that only
scan a line at a time, the lightweight ScanStik scans the whole page at once, just like a flat-bed scanner
but without the bulk.
Other Information: PlanOn System Solutions Inc has been providing scanning and portable computing solutions that
enhance the mobile office for over a decade.
Letraset
Product:
Contact:
Price:
Specification:
ProMarker Limited Edition Summer 6 Set
T: +44 (0)1233 624421 E: enquiries@letraset.com W: trade.letraset.com
RRP £11.99
Six brand new, limited edition ProMarker colours, packaged in Letraset’s blister pack
format. Brand new colours include: Island Lagoon, Lime Twist, Summer Sun, Tequila
Sunrise, Tropical Orchid and Pink Lobster.
Retailer Benefits: These six brand new ProMarker colours have been carefully chosen by Letraset’s
in-house colour experts to match summer 2012 trends in craft, fashion and design.
Other Information: Replaces the popular Limited Edition Spring 6 Set, which is no longer being produced.
The Summer Set which will be replaced at the end of the season. There’s only a short
time for customers to get their hands on brand new ProMarker colours.
craftfocus 21
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new products
SHESTO LTD
Product:
Contact:
Price:
Specification:
FOILART® Metallic Foiling System
T: +44 (0) 20 8451 6188 E: sales@shesto.co.uk W: www.shesto.com
TBA
Metallic foiling system from SHESTO LTD – world leader in quality tools and creative
products for professionals and enthusiasts. Just draw it, rub it and foil it!
Retailer Benefits: FOILART® can be used on a range of crafting projects including home décor activities,
greeting cards and stationery and scrapbooking.
Other Information: SHESTO LTD have led the world in quality tools for professionals and enthusiasts alike
and currently supply tools to over 60 countries worldwide.
Valspar Corporation
Product:
Contact:
Price:
Specification:
PlastiKote Twist & Spray
T: +44 (0)1223 836400 E: sales.cambridge@valspareurope.com W: www.plasti-kote.com
RRP £8.49
PlastiKote Twist & Spray features a large inch-wide finger pad, reducing the effort needed to
spray by 33 per cent. It sprays at any angle, perfect for those hard-to-reach places. Its twist
and lock action prevents unintentional spraying.
Retailer Benefits: Advanced paint formula ensures each coat is ultra smooth, providing flawless coverage
that dries quickly to a tough, durable finish.
Other Information: The new contemporary packaging means it looks great on the shelf and with 50 fabulous
colours, finishes and effects.
Search Press
Product:
Contact:
Price:
Specification:
Twenty to Make series
E: enquiries@searchpress.com
RRP £4.99
Bestselling Twenty to Make series by Search Press now has over 40 fantastic titles covering
stacks of crafts. The series covers knitting, crochet, jewellery making, sugar craft, paper craft and
sewing with more crafts on the way. Projects in this series are quick and easy to do with
a wealth of subjects to satisfy the hungriest of crafters.
Retailer Benefits: Perfectly priced to attract the first-time crafter or the multi-crafter who wants to dip
into something new. A super compact wire stand is free with 40 titles, displaying them
all in a snug 46cm by 32cm space.
Other Information: Look out for Knitted Boot Cuffs – great for showing off those new festival wellies.
Craftwell
Product:
Contact:
Price:
Specification:
Retailer Benefits:
The eBosser
T: +44 (0)1388 660930 E: trade@craftwell.co.uk W: www.craftwell.co.uk
TBA
The new fully automatic and large format embossing and die cutting system. Fully
automatic Letter and A4 size cutting and can easily cut or emboss materials up to
8.5 inches wide and 11.7 inches in length. Able to cut through multiple layers of
fabric in one pass and can cut or emboss leather, wood and metal. Features built-in
handle for portability.
Universally compatible with most cutting dies and embossing folders. Designed with
safety in mind, the eBosser is perfect for home, school and professional use.
craftfocus 23
wonderful wizzes
In keeping with our kid’s product round up on page 55, we
took a closer look at an exciting new craft book release
that takes a much-loved childhood classic as its inspiration
How do you pass the crafty mantel on to the
next generation? Well, one way of doing it is
to engage young minds early. Getting them to
enjoy handmade items that make them smile is
a perfect way of bringing them onboard.
Hannah Read-Baldrey and Christine Leech
are doing just that, with their new book
Everything Oz – The Wizard Book of Makes
and Bakes, and their previous publication
Everything Alice – The Wonderland Book of
Makes, the pair have added a magical, crafty
new dimension to our favourite stories by
using them as a platform for introducing
children and grown ups to a range of crafting
techniques. Their original and innovative
makes, coupled with a fresh, funky approach
really manages to reach out to the ever
expanding, not to mention lucrative, market
of younger crafters.
These UK craft trendsetters first met while
originally working together at Hobbycraft
magazine in 2009. Hannah is a successful
props and fashion stylist, renowned for her
fantastical set designs and quirky handmade
props. Christine has more than 15 years of
experience art directing magazines and is
currently Creative Director of Marie Claire
Runway, as well as being an avid crafter.
We thought we’d ask them some questions
on craft in general and find out about their
exciting new book launch. Plus, on the
following page you can preview an easy make
from the book that would make a great
element for a kiddie-themed window display.
Do you think it is important to engage
children in crafts? If so why?
Hannah: Absolutely, being creative is a great
way for them to express themselves, have fun
and develop problem-solving skills. There is a
sense of pride and achievement too.
Christine: It really gets children thinking in
a different way, problem solving. Anything
that can become a family activity is great. For
example, we made a pinata for Easter with my
young nephews. It is the ultimate craft for boys:
building something from newspaper with sticky
gunky flour and water paste, decorating it and
then smashing it to smithereens for sweets.
What’s not to love?
Did you both craft as children? If so what
projects do you remember enjoying and
did this early encounter spark off your
passion for crafting?
Hannah: I have been creative for as long as I
can remember. As a kid I was obsessed with
jewellery making, my first accessories range,
designed age three was, of course, made
with the classic dried macaroni pasta threaded
onto string. This quickly moved onto making
my own Fimo beads!
Christine: I began crafting when I was tiny. I
have a scrapbook at home that is filled with
24 craftfocus
great ideas
little certificates for prizes that I was awarded
from our village flower and produce show,
apparently I won first prize for a hemmed
handkerchief when I was five and just the
other day my dad found a box of my early felt
creations, (still one of my favourite materials to
work with). I made him a tiny BBC computer
with keys and everything!
Is craft cool? Do you think there a link
with craft and fashion? If so, are there any
particular catwalk trends retailers should
be looking at for inspiration?
Hannah: Of course craft is cool, its resurgence
is absolutely the proof in the pudding!
The link between fashion and craft is
undeniable as creative inspiration often comes
from similar places. Us girls love the fact that
we can replicate catwalk looks for a fraction of
the price, with a bit of crafty ingenuity.
Christine: In my eyes craft has always been
very cool, it’s just now the rest of the world
is catching up! It was great working on
Marie Claire Runway and really getting to
study the trends and has been an inspiration
for my work. Traditional crafts from Africa
and Australia are really being showcased in
this season’s tribal trend by designers such as
Burberry and Marni. Plus beading at Dolce &
Gabbanna and Gucci, and the lace at Louis
Vuitton is all super luxe but has a most
definite craft angle.
What are your favourite makes in
Everything Oz?
Hannah: I love Toto’s dog jacket, he looks
simply dashing!
Christine: I really love the Cowardly Lion
Glove puppet, he just makes me laugh
whenever I look at him.
What is it about Alice in Wonderland and
The Wizard of Oz that lend themselves to
makes and bakes?
Hannah: Everything Alice was a great place
to start as it has such a strong tea party,
Victoriana, and quintessentially English themes
throughout. After researching The Wizard of
Oz’s author L. Frank Baum, we discovered
that he had a love for theatre and travelling
shows, so we took inspiration from this with
the styling of the book, depicting Toto as a
performing dog on top of a circus plinth, and
the Emerald City Confectionary Cart, where
all the bakes are green!
What particular crafts do you enjoy most
and what are your favourite techniques?
Hannah: I have recently been using freezer
paper to screen print with, this is my current
number one, but I’m always interested in
picking up new weird and wonderful skills!
Christine: I love getting lost in projects, so
anything like embroidery where you can see
the image developing is really therapeutic and
relaxing. I also love the problem solving
aspect of trying to make copies of clothes
I’ve seen in shops.
What are the crafting tools that you
simply cannot live without?
Hannah: Glue gun! It’s the best invention ever.
Christine: Scalpel. It’s much more accurate
than scissors and you can do really detailed
cuts with it. On felt and material you get a
really neat line, which is useful for seams. Use a
metal ruler with it when cutting a straight line
and all your projects look more professional.
Who are your crafty heroes/heroines?
Christine: I’d have to say my family. My Great
Aunt had a clothing line in the ‘60s called Suzie
Q Housecoats and I loved hearing about her
workshop. My 90-year-old Nan was an avid
knitter but had to give it up about 20 years
ago. Just last weekend she picked up the
needles and started knitting at a speed I could
only ever dream of – it was as if she’d only just
put the needles down – it was amazing.
You both do online tutorials, do you have any
top demonstration tips for would-be tutors?
Christine: My top tips; practice, practice,
practice. For me even though I know the
project inside out I get all tongue tied when
actually trying to explain it. Break the project
down into easy stages and relax.
craftfocus 25
MAKE: BALLOON MOBILE
The wonderful Wizard escaped Oz in a hot
air balloon made from different pieces of
green silk. These paper balloons waft gently
in the breeze and make a colourful, fun,
kid-related shop display.
YOU WILL NEED
• Various sheets of plain and patterned
scrapbook paper:
For the largest balloon, you will need enough
sheets to cut 30 x 26cm diameter circles
(the balloons work best if the paper is all of a
similar thickness.)
• Craft knife or pair of scissors
• Pinking shears
• Double-sided adhesive tape
• Hot glue-gun or superglue
• Coloured or metallic embroidery thread
• Gems, buttons or paper shapes for
extra decoration
• Bradawl and cutting mat
• Strong thread, such as a button or
bookbinding thread
• Large needle
• Invisible fishing wire
attached to the base, press the short edges of
the sides together to secure.
These paper balloons look beautiful swaying
in the breeze and provide a great focal point
when arranged as a window display to show
off scrapbook papers and embellishments. The
following instructions are for the large balloon
shown in the photograph above. Enlarge or
reduce the size of the circles and the basket to
make larger or smaller balloons.
Make the basket
Using a hot glue-gun, fix the swags evenly
round the basket so they just touch, about
1cm down from the top edge. At the point
where two swags meet, glue a 20cm length
of embroidery thread. Cover the join with a
decorative gem, button or paper shape.
To make the basket
For the basket base, draw an 8.5cm diameter
circle onto a sheet of paper and cut out with
an extra 1cm all the way round. Score around
the drawn circle with the blunt edge of a craft
knife or pair of scissors. Make small snips into
the outer 1cm, about 5mm apart, around
the circumference of the circle to make
little tabs. Fold these tabs upwards. For the
basket sides, cut a 30cm x 6cm rectangle
from the same paper. For a decorative edge,
use pinking shears.
Place double-sided adhesive tape along one
long and one short edge of the rectangle. Peel
off the backing papers. Join the sides to the
base by fixing the rectangle to the cut tabs
of the circle, pressing down each tab. Once
To make the balloon
Cut out 30 - 40, 26cm diameter circles
from various coloured and patterned papers.
The more circles you use, the fuller the balloon
will be. For smaller balloons, use fewer
paper circles.
Fold each circle in half. Make two equal
stacks of semi-circles. Place the two stacks
next to each other to form a whole circle.
For the stitching guide, measure and mark
the points 4cm down from the top edge
and 4cm up from the bottom edge of each
semi-circle. Make another mark 2cm further
in. Repeat at the middle. For the hanging loop,
using a bradawl make a hole 1cm down from
the top edge of each stack of circles.
Take one of the stacks and open out the
26 craftfocus
circles so they lay flat. Using a bradawl and a
cutting mat, make holes at each mark through
all the circles of paper. Using strong thread
and a large needle, stitch the circles together.
Repeat for the second stack of circles. Place
one sewn stack on top of the other and stitch
together to make one big stack. Make sure the
first half of the circles bend one way, then the
second half bend the other way.
Run a length of invisible fishing wire through
the top hole. Suspend your balloon at a height
where it is easy to work with. The paper leaves
will naturally fan out to create a sphere.
Fix the basket to the balloon by stitching
through a different paper leaf for each string.
Spend time finding the right leaves so the
basket hangs straight. You can temporarily fix
the basket strings in place with glue dots whilst
experimenting with different positions. C
Further information
Everything Oz – The Wizard Book of
Makes and Bakes (ISBN: 9781849491181)
is published by Quadrille Publishing.
T: +44 (0)20 7839 7117
E: sales@quadrille.co.uk
W: www.quadrille.co.uk.
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shine a light
In keeping with this issue’s focus on interiors and finishes, designer Julie Gardner, founder of
Gilhoolie Lampshades and Textiles shows us how to make her trademark drum lampshade
Stage 1:
2
PREPARATION
1. Remove any loose fibres and iron
your fabric to get rid of creases.
Stage 2:
3
2. Mark the position of your PVC panel that will make the
body of the lampshade on the wrong side of your fabric.
Stage 3:
SECURING
THE FABRIC
5
4
4. Apply a strip of double-sided
tape to one short side of your
panel, starting and stopping
where the PVC is perforated.
9
5. Trim off the excess fabric all
round using a rotary cutter.
6. Snap back the top and
bottom long edges of the
PVC panel until it breaks, then
remove the thin strips of PVC
to leave the fabric showing
along the top and bottom of
your panel.
8
28 craftfocus
7
7. Remove the backing from
the tape on the short side of
your panel and fold the fabric
onto the PVC to make a neat
edge – this will be the seam of
your lampshade.
8. Apply more double-sided
tape on top of the fabric you
just folded over, starting and
stopping at the edge of the
PVC panel. This will be used
later for sticking the seam.
FINISHING
THE SHADE
9. To create the cylindrical shape of
the shade, start by covering the top
and bottom rings in double sided tape,
then press the tape around the rings.
10. Decide which is the top and
bottom of your lampshade panel and
whether you want to make a table or
pendant lampshade.
11
6
3. Peel back one end of the
PVC backing paper and stick it
in position to your fabric,then
gradually remove the rest of
the backing to apply the PVC
panel to the wrong side of
your fabric. Smooth the fabric
out to make sure it is stuck
well to the PVC.
11. Roll the rings simultaneously
along the top and bottom of
the PVC panel. For a table
lampshade, the ring with the
light fitting needs to be at the
bottom of the panel, with the
fitting facing inwards. A pendant
lampshade has the ring with
the light fitting at the top of the
panel, with the fitting
facing inwards.
13
14. Sit back and admire your
handmade drum lampshade!
12
12. When you reach the seam,
remove the backing from the
tape and press both panels
together firmly.
13. Now neaten off the edges by
tucking the fabric behind the rings
using a rolled edge tool. With the light
fitting ring, cut small triangles in the
fabric where the struts are before
tucking the fabric. C
FURTHER INFORMATION
If you’d like see Julie’s collection
of finished lampshades and book
yourself on one of Julie’s lampshade
workshops, please visit
W: www.gilhoolie.co.uk.
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show news
event management
We take a closer look at the shows you
should be attending and report back on
the events that have captured our interest
over the past few months
HOME & GIFT EXHIBITORS
Jane Means
A GIFT OF A SHOW
The Home & Gift show continues to provide inspiration
every year, over this page and next, we preview the show
and highlight some of the events exhibitors
The 51st edition of Home & Gift returns to the beautiful spa town
of Harrogate on 15-18 July 2012. As the industry’s favourite gift
show for Christmas buying, Home & Gift is the go-to destination
for retailers looking to discover the ultimate gifts and seasonal best
sellers to grow their profits.
Over 1,000 exhibitors are already secured for the show, including
established favourites including Enesco, Giftwares, Rex International,
Half Moon Bay, Marvells and Wild & Wolf. Home & Gift also
represents many smaller brands and new-to-market designers such
as Grace and Favour and India Room, bringing them together in the
dedicated Intro North halls.
This year also welcomes the introduction of The Greetings
& Stationery Gallery, a brand new hall within the Harrogate
International Centre, which features over 100 exhibitors. The
show is divided into four core categories: Home, Greetings &
Stationery and Jewellery & Fashion.
Home & Gift is also showcasing its rebranded look, with a fresh,
modern design to better reflect the show’s offering and illustrate the
evolution of the event over the past 50 years. The new branding is to
be rolled out across all marketing materials, which will be distributed
over the coming months in the run-up to the show and will feature
details of new initiatives including Boutique, Intro North and our
extended design-led gift offering.
Home & Gift Opening Times:
Sunday 15th July: 9am - 6pm Monday 16th July: 9am - 6pm
Tuesday 17th July: 9am - 6pm Wednesday 18th July: 9am - 4pm
If you’re looking for large rolls of
ribbon for crafts and weddings
check out Jane Means, who has
recently launched 100M rolls
throughout its range.
The British ribbon designer,
who also runs popular gift
wrapping courses, is always
dreaming up fresh, new styles and the current collection includes
skinny ribbons, vintage denim styles, spots and stripe grosgrain and the
best selling stitched and gingham designs. The company will be at the
Home and Gift Fair – Stand DP1 127
T: +44 (0)1522 522544, W: www.janemeans.co.uk
Kitty Kay – Make & Sew
Kitty Kay – Make & Sew will be
featuring its unique, educational
sewing kits for the first time
at this year’s Home & Gift.
This bright and funky range
includes designs for both girls
and boys: butterflies, hearts, dogs
and dinosaur kits. All designs are
developed and tested with children
to ensure they are a fun way of
teaching key sewing and making skills that
result in a lovely hand-made creation!
This comprehensive range of kits for children of four years and
upwards is designed for three distinct ‘learning levels’: Beginner,
Confident Sewer and Advanced Stitcher. At the Beginner level
children learn and develop basic sewing and crafting skills, using blunt
needles and cut felt shapes with guided-sewing holes. Then continuing
through the next two stages, they develop their skills further as
confident, happy sewers with more challenging projects, which
include using a sharp needle and measured stitches.
Kitty’s philosophy is that ‘every child should have the opportunity
to be creative from an early age and learn a great skill too!’
T: +44 (0)1788 565378, W: www.kittykay.co.uk,
craftfocus 31
show news and events
Krasnaya
Krasnaya Nesting Dolls
are based in Halsand,
Chesterfield and was
started back in 2009
by Katrina and Steve
Barton to fill a gap
in the Craft Market
for Russian Nesting
Doll kits. Katrina has
collected Russian dolls since childhood and wanted to paint her
own but couldn’t find them unpainted.
The company now designs and produces a unique range of
Paint Your Own nesting Animal Kits for children using high
quality components.
Krasnaya was recently selected by Theo Paphitis of Dragons Den
fame, for his prestigious SBS (Small Business Sunday) award. This
confidence boost has spurred the company to do even better, with
the launch of a brand new kit at this year’s Home & Gift Fair.
E: sales@krasnaya.co.uk, W: www.krasnaya.co.uk
SUMMER LOVING
With a wealth of great quality exhibitors and a full commitment to
truly serving the sector, The Craft & Hobby Association’s Summer
Show is an essential event on any craft retailers calendar. We run
through what visitors can expect…
The Craft & Hobby Association (CHA) has been hosting its annual
Summer Trade Show in Rosemont, Illinois for over 30 years. Every
summer thousands of creative industry professionals converge on
the Summer Show for a unique buying and educational experience
uniquely targeting craft, gift, paper, and card retailers.
This year’s show takes place from July 16–19 and will focus on
Craft Fusion – the innovative blend of mixed-media and traditional
craft skills representing growth opportunities for the entire industry.
By helping creative industries focus on interdisciplinary crafting and
creativity, retailers can expand their product lines, secure incremental
spending while enticing younger crafters, artisans, gift purchasers, and
creative enthusiasts.
This Summer CHA has also pulled out all the stops to create an
easy-to-navigate show experience from the website to the Show
floor featuring several new features:
My Expo
This is a new online planner that integrates the online exhibitor
directory and floor plan into one-stop shopping so finding exhibitors
and products is easy. Attendees can create an account and build a
personalised list with a printable record of exhibitors that they want
to visit at the Show. My Expo is also a powerful online directory
that helps locate companies and brands you want to see. The
new enhanced online listings make special videos, show specials
and other digital surprises available.
ShowBiz Connections (SBC)
NaturaLeigh
NaturaLeigh is launching new lines at the Harrogate Home & Gift
exhibition stand DP3-15.
Its new line is called ‘Creative Scents by NaturaLeigh’ and the
company is showcasing handcrafted natural soap and scented dried
flowers to ‘make your own’ scented home decor. It is also exhibiting
its handcrafted finished products that only use essential oils.
In addition the company will be supplying vintage bits and pieces
to make scented home decor, such as hemp fabric and rope, French
Chambray fabrics, vintage print ribbons and vintage floral printed
wooden buttons.
NaturaLeigh has been making handcrafted soap for over 12
years. One of the company’s first designs ‘Sweet Thoughts Scented
Cushion Cover’ includes dried lavender and heart shaped soaps on
the outside of the cover. The company are using hemp fabric and
its new range of French chambray fabrics on this product. It also has
a new range of scented garland using heart shaped soaps as well as
round shapes in all sizes.
W: www.naturaleigh.co.uk
32 craftfocus
SBC is a program designed to match-up exhibitors and attendees
based on similar interests. SBC is a complimentary matching
service. Exhibitors and attendees select from a controlled list of
products and services. Show visitors may request appointments
with exhibitors through the appointment setting feature with
appointments downloadable to Outlook and mobile devices.
show news and events
The CHA App
The new app allows attendees to search the show
floor for exhibitors, access the exhibitor directory,
manage your meeting schedule, review your
Conference schedule and manage your appointments
through a slide of the finger on your smart phone
or tablet. The app is available free online in the Apple iStore, the
Android Market and via web enabled links for BlackBerry on
www.chashow.org.
The Next Iron Crafter Challenge
The challenge is a high-energy crafting competition at the Summer
Show where contestants are challenged to create a mixed-media
project in under 10 minutes using mystery products. Celebrity
mixed-media crafters will provide crafting tips and ideas that you
can bring back to your stores to increase businesses. Lucky audience
members will walk away with prizes from exhibiting manufacturers.
Networking and talks
There will be an opening general session and breakfast presented
by Jay Goltz of The Goltz Group. Jay will provide the components
needed to improve business in this left brain, right brain industry.
Andrej Suskavcevic, CHA’s President and CEO will present the
Working Together to Grow the Craft Industry talk, where he will
lead a lively discussion on CHA’s plans to engage consumers.
During this discussion, a new industry-wide consumer awareness
campaign will be unveiled.
To learn more about the upcoming 2012 CHA Summer
Show, including a complete schedule of all programs and events,
exhibitor listings, travel discounts and other Show highlights, visit
www.craftandhobby.org.
SHOW REPORTS
There were some really interesting consumer and trade shows taking
place over the past couple of months that captured the mood of
the craft market – here’s our round up of some of the more
interesting events.
Stationery show
April’s London Stationery Show at the Business Design Centre was
voted “best yet” by visitors and exhibitors and attracted many of the
UK’s top independent and multiple retailers of stationery.
This year’s exhibition showcased more than 150 different suppliers
on 82 stands almost all of whom were showing new products.
The show coincided with the UK’s first National Stationery Day
on 24 April, sponsored by Faber-Castell, Sheaffer and uni-ball.
Stationery took centre stage on that day and was the main subject of
conversation with consumers across the country. The event was so
successful that National Stationery Day is to become National
Stationery Week in 2013, following its hugely successful launch last
month. The week will take place from 22–28 April 2013.
34 craftfocus
Cake International
The Cake Decorating
& Baking Show saw
thousands flocking to
their brand new show at
ExCeL, London.
The show, which was
opened by Jo Wheatley,
winner of The Great
British Bake Off, saw some of the top
industry experts offer their knowledge and advice to over 14,000 cake
enthusiasts from across the UK and abroad.
Event features included more than 80 exhibitors from across the UK
offering cutting-edge cake decorating and baking supplies. There was
also a competition, which saw some stunning entries created by both
amateur and professional cake decorators.
Don’t worry if you missed the London leg – Cake International has
sister shows that have been running for 12 years; Cake International,
The Sugarcraft & Cake Decoration Show will be taking place at the
Birmingham NEC from the 9 – 11 November 2012 with Crafts for
Christmas, Hobbycrafts and Art Materials Live running alongside
from the 8 – 11 November 2012.
Make it show
Make it, the biggest craft event in Southern England, saw a 20 per cent
increase in visitor numbers this year.
The variety and range of workshops proved to be a big hit with
visitors. ‘Blogging – the basics’ by previous Craft Focus interviewee Hilary
Pullen of UK Craft Blog, ‘Introduction to 3D Needle Felting’ by House of
Hares and ‘Boxful of Thanks’ by Stampin’Up were especially popular.
Show Director, Kate Valentine, is delighted and comments, “Everyone
in the craft industry is working harder than ever to maintain a good level
of business with an eye to growth and diversification. We are thrilled that
all our efforts have brought so many crafters together at this year’s show.
We focused our marketing activity on creating a fun day out for our
visitors – especially through workshops and demonstrations. Also our
Facebook and Twitter groups grew significantly this year.”
For more details on next years show visit W: www.make-it.org.uk.
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xxxx
show news
ALL THE FUN OF THE FAIR
This years Autumn Fair looks set to be the
largest gift and home accessories events
of the season – we took a closer look…
With 1,600 Exhibitors, 60,000 new products
and 900 exclusive exhibitors, it’s no wonder
that Autumn fair is gaining in popularity year
on year.
The show aims to deliver an inspirational
buying environment for their tens of thousands
of visitors via a carefully edited show layout
that’s interspersed with product demonstration
areas, seminars, networking areas and catwalks.
The event’s Hobby Arts & Craft section will
showcase a huge range of all the latest creative
kits, tools, materials and artist’s accessories
available. Only in its second year, this division
of the show is already is the fastest growing
sector of Autumn Fair.
We spoke to Event Director of Hobby, Arts
& Craft Roz McGuinness about the fair, the
show and her personal love of crafts.
What makes the Autumn and Spring fairs
different from other trade shows?
It is the size, scale and diversity of product that
set the shows apart. Visitors find that they
can do their buying for the whole year with a
visit to Autumn or Spring Fair alone. They also
gain the opportunity to diversify their product
offering and generate more profit potential
as it is so easy to source from a number of
different show sectors. Exhibitors gain access
to a much wider audience of buyers than they
would find at more niche trade shows.
Are trade shows effective in establishing
relationships between exhibitors and clients?
There is no better medium in which to do
business than face to face, the ability to source
the very latest ranges in a live environment.
It is also a great opportunity to learn new
business and industry skills via seminars, watch
live product demonstrations and assess the
latest trends as well as network with peers.
What level of preparation and planning
does the show involve?
A huge amount! We have a team of around 60
permanent office staff who work on the two
shows all year round. This includes a marketing,
sales and operations team who do everything
right from allocating stand space, promoting
the show to potential visitors to designing the
hall entrances and feature areas such as the
catwalks and demonstration areas that we
build at the show.
What are your ambitions for the show?
Aside from fully launching Hobby Arts & Craft
this year, I will be working to create a show
within a show as Hobby Arts & Craft grows to
occupy its own hall for 2013 and beyond.
Do you have any exciting plans for the show?
We will be hosting the first Craft Catwalk,
where exhibitors promoting jewellery kits, yarn,
fabric and patterns will have the opportunity
to showcase the finished items via our Fashion
Catwalk in Hall 4.
We are also delighted to be working
close with the CHA – UK who are helping
us develop a world class business seminar
programme designed to meet the needs of
all retailers interested or already selling craft
products. We will also be hosting our craft
demonstration theatre, which proved so
successful this year that we will be exclusively
showcasing the latest products and equipment
throughout the show.
We’re told you make cards – what are
your favourite products to use?
I love the diversity, textures and overall
finished effects you can create, I love
embossing and stamping so my embosser
and hot gun are never far from my side.
What sparked off your personal interest in
these crafts and does this help in your work?
I’m incredibly enthusiastic about crafting and
how lucky that I can carry this enthusiasm over
into my day to day role! I was always the child
who rushed off to make whatever I’d seen
created on Blue Peter so I think my crafting
started at a very early age, I progressed from
there to dressmaking, my mother is a trained
chef so it’s hard not to learn a few tricks or
two in the kitchen from her. My card making
started a few years ago when I knew I would
be laid low recovering from an operation
right over Christmas so determined that I
would make all my own Christmas cards that
year. I got a phone call for every single person
I made a card from that year which proved to
me how highly valued handmade items were
to recipients.
Why are hobbies and crafts such an
interesting sector to be involved with?
Its such a fantastic growth area of interest for
both consumers and retailers, more and more
craft products are appearing in stores and
everyone seems to be crafting these days!
How do you rate the current status of hobby
and crafts within the retail industry?
Very healthy if I base it on the conversations
I’m having with suppliers who appear to be
maxed out meeting demand for products.
How do you view the consumer market in
this sector right now?
Very buoyant, kits and equipment for both
gifts and self gifting is very popular.
What do you think are the upcoming
trends in the hobby and craft sector?
I think home craft will become bigger, as
people stay put at home, personalisation
and creativity in the home will become
more and more popular with lots of
upcycling as well I think. C
Autumn Fair Sectors
• Contemporary Gift & Home
• The Summerhouse
• Gifts
• Home Interiors & Furniture
• Kitchen, Dining & Housewares
• Hobby, Arts & Craft
• Greetings & Stationery
• Volume Gift & Home
• Toys, Games & Kids’ Gifts
• Fashion Jewellery & Accessories
• Body, Bath & Home Fragrance
The Autumn Fair international, 2-5
September 2012. NEC Birmingham.
W: www.autumnfair.com
craftfocus 37
2012
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7+2&72%(57KHWIRUG1RUIRON
7+7+$8*867/HLJK/LQFROQVKLUH
7+129(0%(57DXQWRQ6RPHUVHW
1'6(37(0%(5%LJJLQ+LOO.HQW
Scrapbooking - Cardmaking - Paper & Card - Rubber
Stamps - Punches and lots more...
business inspiration
steps to success
Clare Rayner is sharing considerable shop-savvy expertise in her new
book, The Retail Champion: 10-steps to Retail Success. We spoke
to Clare and asked her why this book is a must read for retailers
Retail is in Clare Rayner’s blood. Her family has
been involved in retailing and consumer-facing
business for more than 100 years.
Initially rebellious, Clare went into
employment rather than entrepreneurship but
succumbed to the lure in 2006 when she set
to work full time in the business she’d founded
with husband Andrew in 2003.
Clare has worked with the best in the
business, starting out as a fast-track graduate
store management trainee for McDonald’s
then working with leading retailers such as
Marks & Spencer, Dixons and Argos. “Working
with businesses of this calibre and learning
from the ground up, taught me the importance
of robust and repeatable processes and
systems as a platform for growth,” says Clare.
“Think about McDonald’s – its phenomenal
global success is due to a consistency of
experience wherever you go. Love or hate the
product, everyone in business appreciates that
it’s a world-class operation.”
The Retail Champion sites her big brand
experience and family history as a perfect
grounding in working with retailers to build
their success, “By marrying that corporate
experience with my family history I was able to
cherry-pick the ingredients that underpinned
big company success in a way that was
applicable and relevant to smaller businesses.
As my personal passion is for processes, data,
information and analytics I wasn’t ever going
to set up my own chain of stores so the
obvious answer was to do what I loved and
help business owners who do have a passion
for product to benefit from my passion
for process to build scalable, saleable retail
operations from start-up.”
“Think about McDonald’s – its
phenomenal global success is due
to a consistency of experience
wherever you go. Love or hate
the product, everyone in
business appreciates that it’s a
world-class operation.”
Clare’s new book, The Retail Champion:
10-steps to Retail Success, was inspired by
a tweet on Twitter, as she explains: “A retail
business owner, who was trying to get some
advice, asked if anyone knew where she
could buy a book that would help her make
a good retail business great – she’d looked
everywhere for something that would really
help her create a replicable business as she
was keen to grow the brand so that in the
future, when she was ready for retirement,
she could sell up and enjoy a comfortable oldage from the proceeds. I saw the tweet and
jokingly replied ‘Sorry, I’ve not written it yet’.”
A conversation followed and Sarah Decent,
Owner of Modish Shoes, became Clare’s client.
Reflecting on her tweet, and encouraged by
others around her, Clare decided that perhaps
she should write the book to help more
people like Sarah.
When working one-to-one with business
owners Clare already uses her 10-steps to
retail success methodology: “It is effective
with all businesses, whether starting up or
established, online only or trading from
stores. This approach provides a structure, a
framework, which ensures nothing is missed,”
she says. “A thorough review of the business
for each of the 10-steps helps to identify areas
that then need more focus. This shapes the
future of each programme. Every business is
different, just like the person who owns it,
and therefore whilst the starting point is the
10-step to retail success process the action
plan that comes out of it as a result is
different every time.”
She continues: “I realised that in order to
share what I offer through my client oneto-ones with a wider audience I needed to
produce the book. The UK retail sector has
suffered a great deal over the past couple
of years and I really wanted to give small
businesses the tools and techniques that
would give them a greater opportunity to
craftfocus 39
succeed, especially now in such a troubled and
increasingly competitive market.
“I absolutely believe that what’s happening
on UK high streets is evidence that consumers
have rejected ‘clone towns’. With multiples
closing more high street stores than they
are opening, they leave independent retailers
with the chance to reclaim the high street
and give the local consumer what they
really need and want.”
The 10 steps outlined in the book include,
defining your goal and mission, making a
decision about your positioning, identifying
your ideal customer and creating your range
plan. They also cover implementing your
pricing and promotional policy, developing your
channel and location strategy, designing your
customer engagement processes, determining
your sourcing and supply chain model, planning
and controlling your business and setting up
an effective back office.
As well as outlining the plan, the publication
also enables readers to apply for exclusive,
client-only access to Clare’s website
(www.retailchampion.co.uk) where they can
download a whole range of templates such
as a business and promotional plans and cash
flow plan, giving them a fast-track to success.
The action plan helps the reader to
determine where they are now relative to
each of the 10-steps, where they aim to get to
and what actions are required to help them
get there. The book also asks the reader to
identify the priority for each action and if that
action depends on anything else getting done
first, the cost and investment required and
when will it be done by. Clare recommends
sharing the plan with someone who will hold
MEETING THE CHALLENGE
Although Clare believes there are several obstacles that independent retailers face, there are
three that are probably the most significant:
CASH FLOW
“Due to unfavourable credit terms (compared to those offered to major players)
independent retailers are often faced with a difficult decision when purchasing seasonal stock
– do they buy a whole season up front, securing availability but tying up cash, or do they buy
a smaller initial quantity, risking stock not being available when they need to re-order?”
LACK OF SUPPORT AT A LOCAL LEVEL
“The difficulties faced by UK town centres are well publicised. Whilst there are organisations
that do support retailers, many feel that their contribution to the local economy is
not recognised and that there is inadequate support from local councils to create an
environment within which they can thrive.”
THREAT OF OUT OF TOWN DEVELOPMENTS AND ONLINE RETAILERS
“Similar to the issue around support at the local level, smaller retailers, usually town
centre based, find it difficult to compete with large out of town developments where
there is easily accessible parking and a climate controlled shopping environment. Also in
a difficult market, when consumer confidence is low, the impact of lower cost providers,
supermarkets, discounters and online retailers is considerable.”
40 craftfocus
you accountable for delivering your actions,
“This really helps you to focus on actually
achieving your plan, not just documenting it
and then putting it in a drawer to gather dust.”
As well as running through the programme,
the book also provides real life examples,
with some fascinating case studies detailing
the journeys of big brands and UK-based
independent retailers who have successfully
overcome challenges with their positioning,
their promotional strategies and who have
successfully opened new stores. Clare’s
favourites include Ann Summers CEO,
Jacqueline Gold, overcoming objections to her
expansion plans, the story behind Mike Clare,
Founder of Dreams raising the finance to
start-up the business and how Hussein Lalani,
Co-Founder of 99p Stores managed to go
from one shop to 140 within 10 years. C
“I absolutely believe that
what’s happening on UK
high streets is evidence that
consumers have rejected
‘clone towns’. With multiples
closing more high street stores
than they are opening, they
leave independent retailers
with the chance to reclaim
the high street and give the
local consumer what they
really need and want.”
FURTHER INFORMATION
To find out more about the book and
Clare’s work as Retail Champion, visit:
www.retailchampion.co.uk/retail-success
consumer trends
read all about it
Mollie Makes magazine has just celebrated its first birthday,
editor Jane Toft tells us why the publication has been so popular
Since its launch in May 2012 Mollie Makes
magazine has revolutionised the consumer
craft magazine market. The magazine already
has over 50 per cent of the market share
and has managed to appeal to a younger
generation of crafters, with many of its readers
under 35. We asked editor Jane Toft to reveal
the secret of the magazine’s success….
What was the original idea
behind the magazine?
To engage with the emerging online
community of bloggers, Etsy and Folksy
shop owners and designer makers, and to
curate their work in a highly collectable,
beautifully produced print magazine.
Mollie Makes has been an
enormous success since its launch –
why do think this is the case?
We’ve tapped into a younger demographic
who share our ethos of ‘living and loving
handmade’. In times of recession many people
are looking to live a more sustainable life.
In an increasingly crowded online world we
curate the best of what’s out there and point
readers in the direction of new and exciting
things. A one-stop shop of what to check out!
What features are you most proud of?
I’m particularly proud of our ‘Tea & a Chat’
feature where we’ve found out what inspires
names like Amy Butler, Lotta Jandotter, and
Dottie Angel.
I also love the gorgeous hats, cowls and
scarf patterns we featured from US based yarn
company Quince & Co Homes Tours – there
is so much inspiration to take from a sneaky
peek into a designer’s home.
What’s your favourite make?
So far it’s probably the Mollie rag doll in
issue 14, commissioned by Laura Hunter aka
RovingOvine to celebrate our first birthday.
Made using vintage fabrics – she’s super-cute!
You would also have to go a long way to
beat Sara Sinaguglia’s crocheted apple cosies
which featured on our very first cover.
Why do you think crafts have
been so popular of late?
I think many people are rediscovering the
calming effect of making something in the
midst of a stress filled life.
There is also a post-feminist movement
exemplified by ‘renegade’ W.I groups such as
The Shoreditch Sisters and many ‘Stitch and
Bitch’ groups who meet up to knit in the pub.
They are valuing the crafts of generations that
have gone before, so often dismissed as trivial
in their own time. Anyone who has tried to
knit a Fair Isle sweater or piece together a quilt
will appreciate the skill these women had.
Many ‘craft cafes’ have sprung up offering
workshops and hen parties. The sense of
community and fun has changed crafts from
being a solitary activity done in front of the TV,
to a sociable evening or afternoon out, where
you can make new like-minded friends.
The shops, particularly fashion and gift, are
full of mass produced copies of ‘handmade’ –
it’s nice to know you can make your own
or buy an original direct from a talented
designer maker.
You’ve really tapped in to the
under 35 market – how have you
achieved this and what do you think
particularly appeals to this audience?
Our use of social media to share content and
raise awareness of Mollie Makes has been
integral to our success. We currently have
over 28,000 “likes” on Facebook and over
11,000 followers on Twitter. We recognised
from launch that our readers are tech-savvy
and we make sure that all our editorial has a
URL to follow up the business online. Mollie
Makes is available not only in print but as digital
downloads via Apple Newsstand and Zinio.
How can shops inject a bit of
‘Mollie magic’ in to their offerings
and reach out to younger audiences?
With a background in Art Direction the ‘look
and feel’ of the magazine is very important to
me. You need a very strong idea of your brand
and what it stands for, and apply that to every
aspect of your business. I would suggest taking
a look at what’s happening in the creative
capitals of the world, and checking out new
shops via their websites. Take a look at the
colours and typefaces used, even the name
of the business says a lot about who you are
and who you are similar to. Click through their
blog-roll to find other businesses they like. You
will soon find a common aesthetic to apply to
your brand.
If you have an online shop make sure you
have a blog that offers mini projects and DIY
makes you have photographed yourself. Avoid
making it a boring commentary of what you’ve
been up to and how you’ve been too busy
with the children to blog for a while. Yawn.
Why do you love craft?
I love the process of making something unique
with my hands. I love the endless creativity
of bloggers, fashion designers, and interior
designers. There is always a ‘why didn’t I think
of that?’ moment. So inspiring. C
craftfocus 43
★
★
★
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Teresa Collins
Stampmaker
Unleash your creativity with this stunning piece of kit
Two very lucky creative types can win this amazing piece of equipment
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of craft practices. The kit, from PhotoCentric, contains beautiful Teresa
Collins designs and also allows you to make your own custom design
clear stamps, embossing dies and stencils in just five minutes. Make
stamps for use with paper, cards, fabrics, boxes, bags and even jewellery.
It is so easy to use and comes with full instructions. We want one!
What’s included in your kit?
Teresa Collins UV Lightbox
CD with video instructions
Magnetic clamp
2 x A4 sheets of image black ink jet film for negative making
5 x medium and 5 x small stamp imagepacs
2 x stencil imagepacs
2 x embossing imagepacs
Rubber mat
Clear acrylic stamp mount
1 x A7 sheet of Imagetac cling to mount the stamps
Washout tray
Brush
8 negatives with 13 fabulous Teresa Collins Designs
PhotoCentric was formed in 2002 by Paul Holt with his patented
product Imagepac – liquid in a sachet used for stamp making. Today,
a leading international stamp manufacturer, PhotoCentric produces
everything from exposure units to crystal clear craft stamps. The
company is dedicated to providing innovative, premium materials,
equipment and stamps to everyone from large stamp providers
to the individual crafter.
Big selling products for PhotoCentric include the Imagepac – liquid
photo polymer contained within a sachet, PhotoCentric premium clear
stamps – crystal clear stamps that are made from premium polymer
and, our prize, the Stampmaker – business in a box where you make
stamps in less than five minutes.
W: www.photoncentric.co.uk C
44 craftfocus
How to enter
Go to www.craftfocus.com, fill in your details and
answer the following question. Closing date for
entries is 30th July 2012.
Q. You can download free stamp designs each
month on www.teresacollinsstampmaker.com.
Who designed the free stamps for May 2012?
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 prior notice.
4. The winner will be notified in writing.
5. The editor’s decision is final. No correspondence will be entered into.
6. The prize is not transferable and has no monetary value.
7. No purchase necessary, and there is no charge to enter via the website at
www.craftfocus.com
customer insight
feeling folksy
Many of your customers may not be crafting as a
hobby, but using their talents to form their own
enterprises, we took a look at what they’re up to…
Ecommerce websites such as Etsy and Folksy have taken handmade
crafts out of the haven of village fairs and transported them into a global
arena. Because of this, it’s now a whole lot easier for creative crafters to
promote their talents, and make a viable income from their efforts.
Visiting these handmade ecommerce platforms and seeing the kind of
items that are available will give you a great indication of trends taking
Reindeer paper ornaments by
Happythought Paper Crafts
Garnet silver pendant necklace, twist gemstone
necklace by Alison Moore Designs
place in areas such as beading, knitting, needle point and papercrafts.
It’s also an effective way of getting display ideas for your shop, as well as
enabling you to ‘speak’ the same visual language as the people that come
into your outlet. To start you off, we went to UK-based Folksy website
and had a look at the amazing wares on offer.
W: www.folksy.com
Daisy Bracelet – Lepidolite by
Chikako Jewellery
Map Bunting - England and Wales
Postcards of Glasgow Tenements
FOLKSY FOCUS: DOROTHY GILLIES,
FOUNDER AT PEONY AND THISTLE
FOLKSY FOCUS: JAMES BOARDWELL,
DIRECTOR AT FOLKSY.COM
How has Folksy grown since its launch?
It's grown steadily year on year with a particular growth spurt during
the Christmas periods. We now have around 9,500 designer makers.
What trends and techniques are you seeing emerging
among the Folksy seller community?
Jewellery is still the main craft but we're also seeing a rise in fashion.
Craft is also becoming more "grown up" and I think we've learnt
from the US in this respect. Consequently we're now seeing more
attention to detail, better marketing and photography and also
more product experimentation.
What are your future plans for the site?
We're focusing on a few things in the medium term:
1. Craft. We don't allow re-selling of vintage, we focus on showcasing
talented designer-makers and we'll continue to promote that.
2. Social. Engaging buyers and sellers through social activity on
the site is something we're going to be working hard on. There's
a lot of activity on Folksy we could show, like top sellers, favourite
items, trending search terms, as well as community content we can
promote (designer interviews and tips).
3. Selling Features. We're changing the way designer-makers can use
Folksy. Re-stocking is about to launch and pre-accounts are coming
soon for those that list and sell a lot. Sale functionality is also on its
way, together with postal zones for easier listing. We'll be adding
features to make it easier to list, promote and sell.
Tell me about Peony and Thistle
I started Peony and Thistle a year ago. I decided to set up a creative
business that had upcycling and re-use at its core. I dragged my
husband to a bookbinding course and we were both hooked. Now
we use discarded books, maps, reclaimed leather, game boards and
vinyl records to make journals, bunting and stationery items.
Why did you join Folksy and what do you like about it?
When I set up my business I didn’t have the confidence to set up
my own website, but wanted to sell online. Folksy was the best
known UK site for handmade items so I joined I love the look of
Folksy and that it feels like you’re part of a community of people
who love to make things.
Why do you think crafters are taking advantage of these sites?
It’s very simple to set up. The start up costs are very low – especially
in comparison to the percentage that other sites charge. Handmade
items can take a long time to make and crafters want to feel that
they are getting a reasonable profit for all their hard work.
What is your favourite technique?
I just love the whole process of making things – I worked as a lawyer
for years and did nothing creative. Just being able to create things
from scratch is always a pleasure.
What crafty trends do you think are hot right now?
Upcycling is very hot at the moment. People want to buy handmade
items that support local businesses and are also good for the
environment. Being eco-friendly adds an extra feel good factor to
buying handmade goodies!
W: www.peonyandthistle.com
craftfocus 45
bookshelf
There is a wealth of charming new book
releases on the market, including a bumper
crop of textiles and needlecraft titles,
we dive in and take a look
KNITTING
Knitted Finger Puppets
by Susie Johns
Published by GMC
£9.99, Paperback
ISBN13: 9781861088147
Fab for parents, teachers and those
who simply need to entertain children,
these 30 knitted finger puppets are
designed to appeal to kids of all ages.
The book’s characters have their own set of props – perfect
for inspiring creative play. With five different themes: Circus, Farmyard,
Fairyland, High Seas and Science Lab, there’s a set of puppets to bring a
smile to every youngster’s face.
Handknitter’s Yarn Guide,
A Visual Reference to Yarn
Weights and Fibres
by Nikki Gabriel
Published by Search Press
£14.99 Paperback
ISBN 13/EAN: 9781844487509
Perfect for those who really want to
know their knits. This book is a wonderful
compendium of facts, figures and info on a range of yarns, which also
offers visual comparisons to show the different effects they create in use.
An essential quick reference for every hand knitter at any level which
includes a comprehensive encyclopedia of yarns, complete with swatch
images and vital information on how best to work with them.
Tea Cozies 3
by Sian Brown, Alison Howard and
Vanessa Mooncie
Published by GMC
£9.99, Paperback
ISBN: 9781861088338
Handmade gift advocates will adore this.
Featuring 30 patterns, the book is suitable
for a range of abilities and includes some
charming designs that claim to push the boundaries of tea cozy
design even further. The book also includes a comprehensive, easy-tofollow guide to knitting, felting and crochet techniques.
46 craftfocus
QUILTING
Quilts From The House of
Tula Pink, 20 Fabric Projects
to Make, Use & Love
by Tula Pink
Published by Krause Publications
(Distributed by Search Press)
£15.99, Paperback
ISBN: 9781440218187
For those looking for a modern twist
on a traditional practice, these attractive
designs move beyond simple squares
and rectangles and all feature Tula Pink’s amazing fabrics. There’s
more to quilts than throws and blankets and while these are
covered in the book there are also fun accessories, varying from
Cuckoo clocks to shower curtains. Tula also shares her advice on
how to choose and combine fabric and tips on how to get the
best out of the colorwheel. There’s also step-by-step photographs
of quilting techniques to help beginners get started and introduce
experienced sewers to a few new shortcuts.
Easy Quilts, 31 Projects to
Make in a Weekend or Less
by Marianne Fons and Liz Porter
Published by Leisure Arts
(distributed by GMC)
£16.99, Paperback
ISBN: 9781609002480
Some nice projects for experienced
makers to quickly satisfy their passion
for quilting. This big collection offers 31
quilts that the book says can be made
in a weekend or less. It outlines simplified patchwork, larger blocks,
strip-sets and other shortcuts, so the book also makes for a perfect
starting point for beginners.
Country Cottage Quilting
by Lynette Anderson
Published by David & Charles
(distributed by F&W Media
International)
£15.99 paperback
ISBN: 9781446300398
For those who love traditional with
a twist, Country Cottage Quilting
combines easy-to-sew hand
stitchery with traditional patchwork
and quilting techniques. Decorative
applique and stitchery designs are
also covered as well as quick-to-stitch projects that make ideal gifts
plus larger wall hangings and bed-sized quilts.
book reviews
TEXTILES AND NEEDLECRAFTS
The Stitching Book:
A step-by-step guide to
surface stitching techniques
by Various
Published by Search Press
£19.99, paperback
ISBN: 9781844487196
This definitive guide to stitching is a great
reference tool for anyone interested
in stitching and embroidery. The book
provides expert insights into traditional stitching techniques such as
drawn thread work, hardanger, goldwork, stumpwork, silk shading,
crewel work, mountmellick and blackwork, running through its history
and materials used as well as detailing some lovely projects to try. Both
experienced stitchers and needlework novices can benefit from this
comprehensive resource with each section written by an expert.
50 Fabric Animals: Fun sewing
projects for you and your home
by Marie Claire Idées
Published by Search Press
£12.99 Paperback
ISBN: 9781844487707
Project fans will love this collection of 50 animalthemed fabric makes from a classic brown teddy
bear to more unusual designs like the bright and
funky button-eyed bunnies. There is also a selection
of appliqué and embroidery projects. The book includes easy-to-follow
instructions along with full pattern templates.
Bake Me I’m Yours...
baking recipes for
mini sweet treats
and desserts
by Sarah Trivuncic
Published by David and Charles
(distributed by F&W Media
International)
£9.99 Hardback
ISBN 9781446301838
Cake lovers will adore this
tasty collection of 25 baking and cake decorating projects. Each
one designed to be bitesized and beautiful looking. Projects include
cupcakes and cookies, fondant fancies, madeleines, pavlova, chocolate
boxes and macaroons – all in miniature. Great for those who want
to capitalise on the cake pop trend – whether a experienced cake
decorator or a complete beginner.
PAPERCRAFTS
Start Origami
by Mark Bolitho
Published by Search Press
£6.99, Paperback
ISBN: 9781844487387
Great for crafters who want an entry-level
introduction to the ancient art of
paper folding. Mark Bolitho is a worldrenowned origami artist, and in this
book he includes origami history,
techniques, advice on equipment and
many step-by-step projects.
Crewel Twists, Fresh Ideas
for Jacobean Embroidery
by Hazel Blomkamp
Published by Search Press
£14.99 Paperback
ISBN: 9781844488483
For embroiderers looking for some inspiration,
Hazel Blomkamp’s book is an exciting take on
Jacobean embroidery. It uses a wide selection
of materials to update techniques within the
confines of this classic crewel style. The original designs include
incorporating beads and metal threads to add sparkle and texture,
monochrome embroidery and needle-made laces – a delightful resource.
CAKE CRAFTS
Sugar Sporties
by Paula MacLeod
Published by Search Press
£4.99, Paperback
ISBN: 9781844488209
Brilliant for Olympics parties and for those who
like to make their cakes extra special. A whole
range of sports are celebrated here; from tennis
to windsurfing. With step-by-step instructions,
each part is annotated and then beautifully
photographed. The designs will also appeal to
makers of polymer clay models.
Book Contacts
A & C Black, www.acblack.com
Anova Books, T: +44(0)207 605 1466, www.anovabooks.com
Cico Books, T: +44 (0)1256 302699, www.cicobooks.co.uk
Dorling Kindersley, T +44(0)207 010 3709, www.dk.co.uk
F&W Media International, T: +44 (0)1626 323200,
www.fwmedia.co.uk
GMC Publications, T: +44(0)1273 488005, www.thegmcgroup,com
How2crafts, T: +44(0)121 212 9857, www.how2crafts.com
Jacqui Small, T: +44 (0)20 7284 7181, www.aurumpress.co.uk
New Holland, www.newhollandpublishers.com
Niyogi Books, www.niyogibooks.com
Octopus Publishing, T: +44 (0)207 632 5488
Quarto Group (incorporating Creative Publishing International),
T: +44 (0)20 7284 7197
Quarry, www.quarrybooks.com
Search Press, T: +44 (0)1892 510850, E: sales@searchpress.com,
www.searchpress.com
Stash Books, www.roundhousegroup.co.uk
The Useful Booklet Company, T: +44(0)1761 439825,
www.heatherworks.co.uk
craftfocus 47
fright night
We know it’s summer but those holidays will
be over soon and mums, dads and teachers are going
to be looking for some spooky buys for Halloween
parties and presentations. We compiled a scary
sample of goulish ideas to help you get prepared…
Great ideas
from Woodware
Halloween is such a great crafting
time, for adults and children,
especially if the October holidays
are wet. This is also a great time
of year for shops to run some
children’s workshops, making
treat bags and cards.
Woodware has lots of ideas
for the occasion with stamps to
make cards, party invitations and
innovative decorations such as
Halloween bunting. Stampendous have released some great new stamps for this
year, in both cling rubber and Perfectly Clear polymer. The Steampunk style owl
and the skeleton are fab and not just restricted to Halloween (they’d make great
cards for men, for example ² what about the skeleton motif for a doctor?).
Check out the Woodware collection at W: www.woodware.co.uk or call the
company on T: +44 (0)1756 700024.
DMC gets a goulish glow
DMC has embraced the Halloween theme by offering a revolutionary
needlework thread that glows in the dark! After being exposed to light, it
delicately shimmers in the dark. This thread is ideal for creating a spooky
effect around Halloween but is also perfect for use when stitching for
a child’s bedroom, giving projects
a fun dimension.
Normally the Glow-in-the-Dark
stranded thread is milky white
in appearance and appears like
any other DMC stranded thread.
What makes it special is that
when exposed to light, the thread
absorbs the light and, in total dark,
the thread gently glows.
Part of the range of DMC Light
Effects, the Glow in the Dark
thread is similar to DMC stranded
embroidery thread and consists
of six strands that can be used
for cross stitch, embroidery, card
making, cords, braids and tassels.
For more information see
W: www.dmccreative.co.uk.
48 craftfocus
ExaClair aims to scare
ExaClair Limited has introduced
a selection of Halloween-inspired
papercraft items from Decopatch to
help craft retailers capitalise on the
creative appeal of the spooky season.
With distinctive paper designs in
pumpkin-skin orange, sinister black and a multi-coloured
sweets motif, this striking collection of Decopatch papers
and shapes is ideally suited to a wide audience of artistic
consumers that see this ghoulish festival as an opportunity
to make themed decorations and accessories.
Decopatch decorative papers can be applied to almost
any surface using a specially formulated Decopatch glossy
glue, delivering a smooth tough finish with real varnished
effect. They are simple to use, appealing to all age groups,
and offer designs to suit all tastes, as well as a selection
of jewel-like embellishments and Patch liners – tubes
of shimmering acrylic paint to further enhance and
stylise the decoration.
Among its range of Decopatch shapes ready to decorate,
ExaClair has cats, spiders, skulls and masks, as well as letters
to spell out words, enabling consumers to easily produce
stunning Halloween decorations. Furthermore, baskets
and gift-bags which can be decorated and used to carry
trick-or-treat sweets are also on offer.
“Decopatch is very easy to use and captures the
imagination of creative consumers because of its suitability
in any number of craft applications,” says Nick Parry, Head
of Marketing – Art & Craft Sales, ExaClair. “Consumers will
be inspired by the wide selection of Decopatch products
available to make Halloween-themed decorations, masks,
costumes and more, enabling retailers to take advantage
of what can be a very profitable time of year.” Get further
details from W: www.exaclair.com.
Something spooky with Kitty Kay
‘Batty’ is the latest
addition to the ‘make &
sew’ craft kit range from
creative brand Kitty Kay.
New for Halloween
2012, this spooky bat
decoration is perfect for
the confident sewer to
make and keep for every
scary occasion.
Available in black with contrasting red, the kit contains
all you need to complete this easy-peasy Bat project,
including: pre-cut felt bat shapes, a pointy needle, colourful
thread, a bag of stuffing and a pack of accessories to
decorate. Email info@kittykay.co.uk for more details. C
UNIFORM
MEMORIES
FOR ALL YOUR JUBILEE PAGES AND DECORATIONS, VISIT
www.uniformmemories.co.uk TO SEE THE ITEMS WE SELL,
EMAIL uniformmemories@hotmail.co.uk OR PHONE 01273 813396
Conways of Halifax
by the book
Conways of Halifax is one of the few remaining craft binderies operating in the north of
England. It has recently expanded its offering by opening a shop selling bookbinding and
craft supplies. We spoke to Fiona Conway from the company about this new venture
Conways of Halifax is a small family-run
business, headed by Stephen and Fiona
Conway, that was established just two years
ago. It is the retail arm of Stephen Conway
Bookbinders Lid, which was founded in 1985.
The business works on all aspects of
bookbinding, including private press edition
work, repair and restoration of antiquarian
books, box making and design bindings for
private collectors and institutions worldwide.
It also offers a range of craft kits where
customers can make their own booklets,
boxes and photo frames. The bindery also runs
courses in bookbinding and the new shop
marks the company’s expansion of a new
arm to its already well-established practice.
It’s currently a very exciting time for the
company as Fiona explains…
Daniel Burton, www.daniel-burton.co.uk
Daniel Burton, www.daniel-burton.co.uk
You were already doing well with the bindery,
what prompted you to open a shop?
Opening a shop has been a long time
ambition, but waiting for the right moment
was important for us. We identified a need for
people to obtain materials in small volumes,
and having the option to see and touch the
products before buying seemed important this is difficult when buying through mail order
or online. The shop is only 20 metres from the
bindery so it’s in an ideal position.
How important is taking the traditions of
the established business in Stephen Conway’s
practice and how do you think it will
translate in the shop?
Our intention as an independent retailer
is to provide a service to bookbinders and
crafters all over the country and create links
between the shop and the bindery. In the
future we want to promote local artists and
crafts people, in all mediums, by hosting small
exhibitions, demonstrations and events.
We hope to create an atmosphere where
bookbinders and crafts people can browse,
under no obligation whatsoever, safe in the
knowledge that they are among like-minded
people and where books and associated
subjects are the main topic of conversation.
Why bookbinding?
It’s a big part of our lives. We are heavily
involved with the bookbinding community,
both in the UK and overseas – opening a shop
is an extension of that involvement.
Bookbinding involves a huge array of
products - talk us through all of the
bookbinding items that you sell…
The shop will eventually cater for all crafts
people, not only bookbinders, but calligraphers,
printmakers and artists – as well as cardmakers
and other hobby crafts. There is a large
selection of art and craft books and a full
selection of our own bookbinding kits. For
artists and printmakers, there will be a large
selection of papers suitable for their needs.
We also have our own range of handmade
wedding albums, which are on display in the
shop. Wedding albums can be made to order,
depending on the requirements of the bride
and the photographer.
craftfocus 51
by the book
So you’re also reaching out to cardmakers,
artists and printmakers. What’s so special
about this market?
Being a niche market we have realised that it
is not possible for crafts people, bookbinders
and artists to examine the materials they need
before buying them – we want to offer people
the opportunity to do this. Many materials, a
good example being leather, vary so much in
appearance and texture that it is impossible
to identify unless you can see and handle
them. Also, some people wish to buy small
quantities of materials, something that is not
easy to do online, in part due to the huge
postage costs involved.
Where do you source your products?
Our stock is sourced from a number of
specialist suppliers and craftsmen within
the industry, all of which are from the UK.
How would you describe yours and
Stephen’s approach to the business?
We both have a very good understanding
and knowledge of our subject. We are able
to help and guide, particularly those new to
craft. High pressure selling is really not in
our repertoire and we want to ensure that
there will always be a friendly face on hand
to help if required.
MORE IDEAS: BOOKBINDING
LINKS AND INSPIRATION
If you’d like to find out more about
bookbinding, the equipment used and the
type of work that’s currently being produced,
here are a few sites to get you started…
Shop: Shepherds of London
London-based bookbinders who, like
Conways, sell book-cloth, artisan papers –
some of which are sourced from Japan – and
bookbinding tools. The organisation also run
bookbinding and box making courses and has
Daniel Burton, www.daniel-burton.co.uk
What’s your favourite item of stock?
There are many items in the shop that I like,
but my favourite has to be something that
we have created ourselves. There is a small
sense of achievement when we sell a product
that we have designed, made, packaged and
marketed, completely in house. To this end, we
would probably say our range of craft kits fit
the criteria.
What are your ambitions for the business?
Simply to establish a friendly and reliable
service that is trusted, and will be trusted
by customers for many years to come.
Where do you see the future of bookbinding?
The future of hand bookbinding is healthy and
exciting. There are many excellent practitioners
throughout the country. The introduction
of electronic books has only increased
its own beautiful range of handmade books.
W: www.falkiners.com
Trendsetters: Campbell Raw Press
Brooklyn-based company that specialises
in hand-bound books and letterpress.
Founded by Maggie Campbell and Matt
Raw, the press’ work is a real inspiration for
those with an interest in bookbinding and
papercraft trends. The company have taken
the bookbinding community by storm and
are standard-bearers in the US and the UK.
W: www.brooklynbookbinder.com
Ella Johnston
52 craftfocus
public awareness of the beauty and tactile
quality inherent in a nicely produced book –
something sadly missing from the electronic
equivalent. This unique skill is reinforced by
another organisation we are members of,
Designer Bookbinders. Stephen is currently
serving as President of this Society, which is
devoted to the promotion and maintenance of
standards in bookbinding, through exhibitions
and education. C
Further information
Conways of Halifax
Stephen Conway Ltd, 5 Clare Road,
Halifax, West Yorkshire HX1 2HX
T: +44(0)1422 353767,
E: fiona@conwaysofhalifax.co.uk
W: www.conwaysofhalifax.co.uk
Organisation: Designer Bookbinders
One of the foremost societies devoted
to fine bookbinding. It helps to establish
the reputation of British bookbinding
worldwide with exhibitions and publications.
Its members includes some of the most
highly regarded makers in the fields of fine
bookbinding, book arts and artists’ books.
Each member has a passion for presenting
the bound text as a unique art object.
W: www.designerbookbinders.org.uk
Organisation: Society of Bookbinders
A UK-based educational charity dedicated
to traditional and contemporary bookbinding
and to the preservation and conservation
of the printed word. The society organises
a biennial Education and Training Conference
accompanied by an International
Bookbinding Competition.
W: www.societyofbookbinders.com
Campalily Bag
Honey Bee
Tea Cosy Kit
Jubalily Crown &
Coronation Bag
Jubalily
Cushion
Strawbralily
Tea Cosy Kit
t: 0845 543 9046
e: info@tigerlilymakes.co.uk
w: www.tigerlilymakes.co.uk
Peggy Peg
Basket
children’s crafts
doing it
for the kids
From jewellery making to felt creations, there
is a wide range of engaging crafts on offer for
little people – here’s our round up…
BONDS OF FRIENDSHIP
DMC’s Friendship Bracelet Maker™
Traveller is a new tool designed to simplify
the craft of making friendship bracelets on
the move. It’s a creative, entertaining and
safe pastime for children that will keep
them amused for hours. The Traveller is
great for the summer holidays as it is a
convenient size that can fit easily into a
backpack or “carry on” bag to pass time at
the airport, train or coach station.
The kit includes a storage tray with 20 pre-cut Prism® threads in 10
different colours and has a global clip and numbered slots to keep the
threads organised while knotting. Easy to follow instructions are included
for a simple striped bracelet. The product helps children with their
dexterity and is perfect to give as a gift. RRP £14.99.
The company also offers a range of value thread packs for all types
of art and craft projects. The Prism® craft threads can be used in many
ways including: friendship wear, card making, scrapbooking, hair braiding,
cord making, wrapping, decorative finishings and simple sewing projects.
Prism value craft thread packs RRP between £9.99 – 17.99.
Contact DMC Creative World Ltd, T: +44 (0)116 275 4000,
W: www.dmccreative.co.uk
MAGICAL MAKES
Galt toys, www.galttoys.com, has a range
of kid’s kits. Its Sock Dog Kit, RRP £7.99,
enables kids to make a cool sock dog.
Contents include: sock body with legs,
sock head, two sock arms, felt pieces,
plastic eyes, stuffing, embroidery thread,
bodkin and guide. For six years plus.
Its Sensational Sequins Ponies kit, RRP
£5.99, allows little hands to create two sparkly sequin pony pictures
to hang in your room. All kids have to do is peel off the backing sheet,
pick up the sequins with the wax crayon and stick them onto the
picture, matching the sequins to the colour on the board. Kit includes
two self-adhesive pictures, large sequins in assorted colours, and a
wax crayon. Suitable for children aged five years plus.
Galt’s Petal Pouffe kit, RRP £10.99, makes a great inflatable petal
pouffe for a child’s bedroom. Kids can stitch the pre-punched pieces
of soft fleece and finish with a funky flower and handy side pockets.
Includes inflatable pouffe, pre-punched fleece pieces, embroidery
thread, button, bodkin and guide. Suitable for age six years and above.
BACK TO NATURE
Charlotte Packe formed Sparrowkids to introduce children to design
by creating their own unique and individual garments.
The project motifs are taken from nature, each make uses sustainable,
locally sourced materials and the felt used in the kits has a high
wool content. The kits come in clear biodegradable bags made from
cornstarch. Sparrowkids’ chicken cushion kit contains pre-cut wool felt
shapes with pre-punched holes, plastic safety needle, wool thread, cut felt
decorations, embroidery thread and instructions all in a biodegradable
clear bag with printed header. The RRP is £12, and the kit is available in
white wool felt. It is also available as a party kit for five, RRP £49.
The cherry blossom purse leaf kit, includes two pre-cut leaf shapes
with pre-punched holes in thick wool green felt, plastic safety needle,
cut out felt flowers, wool thread, thick cord and instructions and help
on identifying a cherry tree. Packaged in a biodegradable clear bag with
printed header, the kit has an RRP of £10. This design also comes in a
more economical party pack for 10 people with an RRP of £34.
All Sparrowkids kits are made in England, please email for all trade
enquires E: info@sparrowkids.co.uk
CANVAS
CREATIONS
Looby Lou Designs has a
range of contemporary
canvas kits to creatively
inspire boys and girls from
aged three years and up to
make their own special and
personalised pictures.
All products are carefully
designed to encourage
children to have fun and use
their own creativity, allowing
for wonderful individual
results. The kits are also designed to give children the confidence to
explore and find their own “making” ideas.
Lucy now has an ever-growing range including Little Art, Little Stitch,
Mini Art, Children’s party in a box and Looby Lou’s Bits ‘n’ Bobs, with
plans to develop the range further.
For orders email Lucy via E: loobyloudesigns@tiscali.co.uk
craftfocus 55
CHILD-FRIENDLY FELT
MAKE THEIR STAMP
ING
Gilliangladrag’s basic Feltmaking kit contains everything kids need to start
making felt. It comes attractively packaged in a cotton drawstring bag.
It’s ideal for kids as young as three (with adult supervision) as it contains
everything you need to start having fun with wool. All kids need to
do is add soap and water.
The beginner’s basic feltmaking kit includes a 100g bag of merino
wool tops in all the colours of the rainbow plus black and white and
a few others. Kids can make their own felt pictures using the wool
provided, and they can either turn these into cushion fronts and
placemats – or just hang them on the wall. The kit also includes a
strong triple woven bamboo rolling mat designed for feltmaking (60cm
wide x 180cm long), a metre-long piece of net and full clear illustrated
instructions for making simple flat pieces of felt. (These are water
resistant in case you get them wet!)
The basic Gilliangladrag Feltmaking Kit is available from Gilliangladrag
Ltd and retails for £26.95. Smaller “mini” kits are also available,
E: gill@gilliangladrag.co.uk, T: +44 (0)1306 898144.
CRAFTY CREATURES
Alikits are British hand-sewing kits for children, the first collection of
kits comprises the colourful felt animal characters of Acorn Crescent.
A lifelong passion for sewing was the inspiration that drove the
creator of Alikitts, Alison Capeling, who spent hours stitching as a
child. In 2001, with her friend Diddy Reeve, Alison created Alikits
to encourage adults and children to spend time together, sewing,
learning and having fun.
Each of the ten characters, from Beau the Scottie Dog to Max
the dapper black and white cat, has their own unique personality
and story that revolves around a traditional English terrace of town
houses. Designed and made in Cornwall, each neatly packaged kit
contains all you need to sew your own toy animal. Just add scissors!
For more information visit the website, W: www.alikits.com
Colouricious has recently launched its new block printing kit
especially for children. Each kit is presented in a green A6 plastic
box and contains a selection of mini wooden printing blocks, a foam
mat to place under the fabric, a sponge to apply the paint and some
fabric paint. A wonderful way to introduce block printing fabric to
youngsters. To order E: colouricious@me.com
SPIN THEM A YARN, AN
D MORE
For fun, inspiring and
colourful creative
play, Great Gizmos
has everything a
child needs in an
extensive range of
creative play kits that
cater for all young
artistic minds. The
popular 4M Create
Your Own collection
has expanded with
items offering a
broader range of creative activities. Amongst these kits is easy-to-do
French Knitting, where kids can enjoy making yarn butterflies with the
specially designed knitting reel included. Alternatively, the Make Your Own
Shrinking Craft Kit is a fun science and art project which sees colourful
shapes and accessories shrink down to become charm rings.
For more information contact the company
T: +44 (0)1293 543221 or E: enquiries@greatgizmos.co.uk
SIMPLE STITCHING
Stitchtastic is always keen to encourage new, younger stitchers into
the craft and aims to do so with The Number Plate cross-stitch.
This is a fantastic introduction to stitching and comes with DMC
threads and a generous piece of 14 count Zweigart aida. The design
is very straightforward to stitch and kids love the fact that they can
personalise it with their own name, or perhaps the name of their
best friend so that they can show off their stitching.
The kit retails at £9.95 and so is an inexpensive way to get kids
hooked on stitching. Stitchtastic has no minimum order and offers
free shipping on all orders over £100.
T: +44 (0)114 2353958 for more details, or
E: trade@stitchtastic.com.
56 craftfocus
children’s crafts
PIN IT
SHRINKY DINKIE
The Tigerlily Makes range of children’s kits are easy to follow
and make a fun project for both parent and child to do. With
Tigerlily Makes, step by step instructions make creating fun fresh
new projects easy and fills the crafter with confidence, which will
become a talking point for friends and family. The Lily’s Busy Bee
Honey Bee, brooch kit includes 100 per cent ethically sourced
merino wool to complete the project, full colour step by step
instructions, googly eyes and brooch back. The Tuti-fruti Toots
brooch kit also comes complete with 100 per cent ethically
sourced merino wool as well as full colour step by step instructions
and brooch back. The kits are both packaged in a re-usable and
recyclable box.
More of these kind of kits will be released in the coming months.
T: +44 (0)845 543 9046 or E: info@tigelrilymakes.co.uk
MIC’s cute crafty
components can add
an element of fun to
kids’ crafty projects
at a great price, At
42p(trade) and an
RRP of 99p, MIC Ltd
has been supplying
gifts, gift packaging
and craft materials
for over 13 years.
There is no minimum
order requirement but
carriage paid is £150.
All orders can
be placed at
W: www.giftsandcraft.
co.uk or T: +44
(0)1707 269999.
IT’S ELEMENT
AL!
GIVING KIDS A HELPING
Wizard Limited‘s Shrinkles plastic really does shrink in the oven, seven
times smaller and seven times thicker. Kids can colour and decorate the
pre-printed designs, shrink them and use the accessories provided to
make great key fobs, fridge magnets and much more.
Alternatively the blank Shrinkles material allows kids and crafters to
create their own designs, shrinking these to make whatever they want.
With such a wide range of pre-printed designs there is something for
everyone, and new ranges are always being added to the collection.
Blank Shrinkles material comes in nine great colours giving even more
creative scope to trace or draw unique designs!
Shrinkles also come in a large variety of themed bumper boxes
for boys and girls. New additions to the Bumper Box range are Cute
Kittens, Playful Puppies, Motorbikes, Wiggly Eyed Crazy Cars and
Woodland Wildlife.
For more details, contact Wizard Limited via
T: +44 (0) 208 943 0121 or E: sales@wizardtoys.com
BEADS FOR LIT TLE HANDS
HAND
Made from recyclable
acrylic, with four steel
cutting edges and evenly
spaced piercing holes,
Layer Perfect allows adults
and kids alike to produce
perfect projects such as
card making, scrapbooking, patchwork, quilting and picture mounting.
Samantha Peters, Business Development Manager at Cheetah Crafts
discovered what a great tool it was for kids when watching her own
children trying to mount their artwork. “I know my children would often
be disappointed with techniques such as matting and layering. We’ve
been delighted with how simple kids find using Layer Perfect” she said.
For further information visit W: www.cheetahcrafts.com
Hama Beads has been leading the
market for more than 50 years.
Colourful designs can be produced
by carefully placing the beads on
the plastic pegboards, which can then
be sealed with an iron over special
ironing paper. Hama starts from
as little as £2 RRP.
Hama offer a fantastic variety of
box sets and craft kits, including mobiles, 3D designs, tubs, activity
packs etc. New for 2012 is the Let’s Dance Large Box Set with
pretty ballerinas in cute feminine colours. The licensed collection
features four new Disney sets such as the Princess Blister and Cars
2 Blister Kits. For something really special, the Disney Princess Giant
Gift Box makes an ideal gift for little princesses, where favourite
Disney characters; Ariel, Cinderella and Rapunzel can be made.
Fun mobile kits contain everything a child needs to make
delightful hanging mobiles, perfect for brightening up a room.
Flower Girls and Robots are two new additions to the range.
Additional beads are available in an array of colours, from flesh
tones, gold and glitter to glow in the dark, all in packs of 1,000.
For aged three plus are the Maxi Beads, offering a larger 10mm
bead, easier for smaller hands to grasp and pin on the boards. The
beads can also be laced on string, for additional play value. Fun
design kits include the Giant Circus Gift Box featuring clown and
elephant designs. The free-standing giant duck, from the Green
Giant Box will be a definite hit with toddlers.
DKL Marketing exclusively distribute the following brands:
Hama Beads, Corolle Dolls, Wonderworld Wooden Toys, Miniland
Educational, Mic.o.Mic Build and Play and VELCRO KIDS™. See
www.dkl.co.uk for more information. C
craftfocus 57
doing it in style
We take a closer look at Craftstyle, a hands-on team and company that is using a wealth
of combined experience and resources to make great progress in the paper craft market
Craftstyle Products Ltd has been trading
since 2005, selling the basic ‘bread and butter’
card making and crafting products to retailers
around the country.
Based in Heckmondwike, West Yorkshire, the
organisation is part of large group of different
companies including ST Paper (an envelope
manufacturer), GT Glitter (a glitter company),
Creative Greetings (charity greetings card
manufacturer) and Buzz.200 (craft buying
group). Using the knowledge, expertise,
manufacturing and print finishing capabilities
across all these companies enable Craftstyle
to produce good quality products for less and
in-turn passing the savings onto the retailer.
Faye Channon from the company tells us
about Craftstyle’s set up and why she loves
being involved…
You are still a relatively young company –
what is the Craftstyle Products set up?
We’re a small and close knit team, and we
believe it is important to share ideas and
support each other so everyone helps
out if needed. Myself and Andrew Marks
the designer have been known to use the
guillotines and embossing machines and Terry,
our MD, is often seen on the forklift!
and more products. Craftstyle Products
was founded a short time later.
What’s the ethos of your business?
We want to offer great products that we can
sell to retailers at the best possible price,
enabling and empowering them to sell on at
good value to their customers.
What are the defining aspects of the
Craftstyle Products business?
We have a print finishing department on site,
as well as envelope machines, so it really helps
us to keep the prices down by doing a lot of
manufacturing in house. We are also a very
friendly company, if a customer wants to come
in and share their ideas and get advice from
our design team then they can. If they want a
meeting with the MD, we can arrange it.
We also produce bespoke products for
small or large retailers.
Why card-making and paper craft?
Initially Terry ran an envelope manufacturing
company that sold to greeting card companies.
He started to get lots of requests for
envelopes for craft shops so, he harnessed this
opportunity which led to requests for more
What is your background Faye? And how
does this benefit Craftstyle Products?
I’ve worked in the craft industry for eight years,
for the first seven I worked for a large chain
of retail stores. Whenever we do anything at
Craftstyle, I always see things from a retailers
60 craftfocus
point of view – how will that be merchandised?
How will the end user/crafter know what to
do with the products? Are the price points and
margins right for the retailers?
What do you enjoy most about being
involved in this area of craft?
The friendly customers and seeing products
come to life from the initial idea to production.
craftstyle products
How do you keep ahead of trends to ensure
you’re ahead of the game?
I think it’s important to watch trends in
different industries such as home interiors
and fashion. Our office has mountains of
magazines and we always keep an eye on
worldwide trends. We use the internet a
lot for reference, we search blogs and social
media sites on a daily basis. We involve our
customers on a regular basis and ask them
what their customers want.
Where do you see the future of
crafting and craft retailing?
With the current economic climate, crafters
are always looking for a bargain but don’t
want to skimp on quality. Retailers should be
offering good quality products at a good price.
We believe workshops, demonstrations, card
samples, blogs and social media can be used
to showcase new and existing products. We
think crafters need inspiration for products
that they buy.
What’s your favourite Craftstyle range?
I’m biased but I love the new designer ranges
that we have produced. ‘Celebrate Good
Times’, the latest range, is fabulous! I also love
the designs and products from Kaisercraft. Plus
my Spectrum Noir pens are always close by.
What are your best-selling items/ranges?
The core basics sell well for us; card blanks,
adhesives and our range of pick ‘n’ mix card
and paper. Since we launched the designer
ranges, which include toppers and backing
sheets, we can’t pack these fast enough. Our
DIY wedding stationery is also proving to be
extremely popular.
Who is your average customer?
We don’t really have an average customer, we
have everyone from internet-based retailers
and market traders to large chains buying from
us. The only thing they have in common is that
they all love to craft!
What new audiences would you like to
reach out to in the next 12 months?
We believe wedding stationery is a big thing at
the moment, Brides often want to make their
own invitations to add that personal touch.
Once the bride does that then potentially she
will then make her own Christmas cards, then
birthday cards – a new crafter is born!
What advice would you give to any new
retailers that are starting out?
You need to have a good plan. Get as much
advice as you can from people within the craft
industry but also advice from other retailers.
I know four friends who have opened craft
shops around the country this year and they
have all been successful, one has even won
High Street Retailer of the year in their local
town. The main tip is to believe in yourself
and always look for opportunities that can
potentially reward you – workshops and
classes are a must!
What new trends are you seeing in
cardmaking and decoupage?
Vintage remains popular. Distressed, aged
cards and scrapbooking projects seem to be
currently on trend. We’re about to launch
our new Colour and Craft range as this also
appears to be a growing market.
How do you promote your business?
Our trade website enables retailers to view
and buy our products, we advertise in trade
press and also exhibit at trade shows. We’re
developing our use of social media to connect
with crafters and craft groups to showcase our
new products and ideas.
Like us on Facebook – our page is
Craftstyle Products. C
Further information
Craftstyle Products Ltd, Unit 20 Flush Mills,
West Gate, Heckmondwike, WF16 0EN
T: +44 (0)1924 411564
E: trade@craftstyleproducts.co.uk.
craftfocus 61
love those
layers!
Decoupage is growing in momentum, reviving
the trend for this excitingly diverse craft, that was
popular in the 60s. We take a look at some modern
examples of the practice and its related products…
The art of decoupage allows crafters to let
their imagination run wild by creating exciting
mixed media art that adds a new dimension to
jewellery and home products – giving them a
new lease of life
So how does it work? The process involves
decorating an object by gluing fabric or paper
cut-outs onto it in combination with paint
effects, gold leaf and varnish finishes. Each layer
is sealed with varnish (often multiple coats)
until the "stuck on" appearance disappears
and the result looks like painting or inlay work.
There are so many products on the market
to really enhance this practice and some
wonderful practitioners who are producing
excellent work.
Flying the flag
ExaClair Limited’s array of Decopatch products
for 2012 features an eye-catching Britishthemed offering that is sure to help retailers
capitalise on this year’s patriotic buzz.
DecoArt
62 craftfocus
This latest range of Decopatch papers
bedecked with Union Jacks and London
landmarks, in addition to a selection of objects
and accessories ready to decorate, tap into the
patriotic trend that sprung up in the wake of
the Royal Wedding last year and that continues
to thrive with the Queen’s Jubilee and the
London Olympics taking place this summer.
Nick Parry, Head of Marketing – Art & Craft
Sales, ExaClair Limited, says that the appeal
of craft products that tie in with the time of
year and high profile events should not be
underestimated: “Creative consumers love to
indulge in crafts and produce gifts, accessories
and decorations that specifically reflect and
celebrate special events and holidays, so the
Jubilee and London 2012 theme is a lucrative
trend for retailers to invest in.”
ExaClair has two on-trend Decopatch
papers; the first design features a mix of printmotif crowns, Union Jacks, red phone boxes,
buses, other London landmarks, Underground
signs and the Queen’s guard in a traditional
colour palette of red, white and blue; the
second design bears the same motifs in the
less conventional but quirky shades of pink,
white and grey-blue, complementing many of
the floral papers in the Decopatch range.
Among its vast selection of shapes and
objects ready for decoration ExaClair has a
British bulldog, as well as lions and teddy bears,
gift bags and boxes, and trays and platters that
Nick says are ideal for themed parties: “Any
consumers throwing a street party or dinner
party to celebrate the special events of this
year will love the opportunity to easily create
food platters and table accessories with a
beautiful patriotic theme.”
ExaClair
Decopatch decorative papers can be applied
to almost any surface using the specially
formulated Decopatch glossy glue, delivering
a smooth tough finish with real varnished
effect. They are simple to use, appealing to
all age groups, and offer a broad range of
designs to suit all tastes, as well as a selection
of jewel-like embellishments and patch
liners – tubes of shimmering acrylic paint
that can be used to further enhance and
stylise decorations. See www.exaclair.com
for more information.
Making it stick
DecoArt Inc, maker of the popular acrylic
paint brand Americana, has extended its line
to include an all-in-one glue, sealer and finish
product, aptly named Americana Decoupage.
“While this is a new addition to our line,
decoupage glues have been around for quite
some time,” says Stan Clifford, CEO and owner
of DecoArt, Inc. “However,” he continues,
“we didn’t want to add a product into our line
until we knew we had something special.
As more and more artists are using a
decoupage product in their arts and crafts,
now is the perfect time for DecoArt to
release our new Americana Decoupage.”
The new Americana DecoArt product
includes “a low-odour, thick consistency that
makes it less messy to apply and it has a
quicker dry-time, which means no warping.
DecoArt’s Americana Decoupage is
available in two, four and eight-ounce
squeeze bottles, as well as a 16-ounce
value jar. For more information on the
full DecoArt decoupage range of products,
visit www.decoart.com.
decoupage ideas
Woodware
Mod Podge
Mod Podge
Desirable die cuts
Decoupage trends
UK manufacturer, Craft Creations has been
designing decoupage since 1996 and has
the experience to produce quality die-cut
sheets that give very effective results. Its latest
designs feature old-fashioned planes and
springtime birds, clearly layered and ready
to use with lots of extra panels, banners
and buttons on every sheet.
Jenny Kearley from Craft Creations said:
“The trend towards die cut decoupage seems
set to continue as more and more people give
it a try and find they like it. Quick and fun to
make up, it cuts down on time and is perfect
for those last minute cards that we all find
ourselves in need of at some time or other”.
These and many more die-cut designs are
available now with an RRP of 79p per sheet.
For more info call T: +44 (0)1992 781909
or email E: trade@craftcreations.com.
;Upcycling
;Victoriana
;Fifties kitsch
;Vintage florals
;Feminine finishes
;Newspaper nostalgia
;Iconic fashion
;Inspirational quotes
;Aged script
;Classic typography
;Fairies and fantasy
Versatile solutions
A crafter’s favourite since 1967, Mod Podge®
is the number one, all-in-one glue, sealer and
finish, making it ideal for decoupage projects.
Pitched as ‘the ultimate in convenience’, Mod
Podge is loved by crafters young and old for its
flexibility, versatility and supreme ease of use.
Best of all, it’s waterbased for easy clean-up,
and non-toxic too – perfect for young crafters.
The Mod Podge collection has expanded
over the years. In addition to the original
matte and gloss formulas, the Mod Podge
family includes an assortment of speciality
finishes for particular visual effects including
textured hand-painted looks, glitz and glimmer
and subtle sheen. Mod Podge also offers
Podgeable Papers, rub-on transfers plus a
number of dedicated professional decoupage
tools. The breadth and variety of products
on offer means the range is great for all sorts
of projects including upcycling, jewellery and
mixed-media arts. To take a look visit
www.plaidonline.com/modpodge, the range is
distributed in the UK by Colart UK, who you
can call on T: +44 (0)1562 744522.
Craft Creations
Finishing touches
Woodware does not sell pre-printed papers
but as well as distributing the basics such as
foam pads, silicone glue and shaping tools,
the company do have a wealth of products
that are great for improving and embellishing
decoupage projects. To start with why not add
some glitter to the images? This can be done
with a Sakura Quickie Glue Pen and glitter
available in an array of colours, the glue pen
allows for precise placement of the glitter.
Other additions to printed pages can be
from Pearly Stuff or Micro Beads to add a
special flourish to flower centres, Perfect Paper
Adhesive is ideal for this, or Glossy Accents.
You can encourage your customers to use
stamping as a means of creating the images for
cutting and layering, a crafter who has started
with die cut decoupage will have an idea of
where to cut and how best to divide up the
images. By opening your customers’ eyes to a
more adventurous approach to projects, you
can add to your sales with those extra bits and
pieces that will enhance their work. Stamped
images can be coloured with felt pens or water
coloured with something like the USArtQuest
Micacolor Palette, don’t forget that when
selling these items, the customer must also
have a water brush – great for anybody who
thinks that they can’t possibly paint!
For more on Woodware Craft Collection
contact the company on T: +44 (0)1756
700024 or visit www.woodware.co.uk.
Decoupage, inspiration:
Daisy Flower
Daisy Flower’s a wide collection of beautiful
decoupage pieces are bursting with colour.
It takes something that nobody wanted and
give it a new wonderful life. From teapots
to photo frames the company decoupage
everything it can, recycling forgotten items,
making totally gorgeous pieces to brighten
up everyone’s day.
One of the company’s favourite creations
is its decoupage heart, the inspiration
for which came from the founder’s first
anniversary and engagement. It is packed
with memories such as hundreds of photos,
pressed flowers, hand written messages
and mementos from trips together.
W: www.folksy.com/shops/Daisys
craftfocus 63
love those layers!
Decoupage, inspiration:
Love Kitty Pink
Vicki Lee of Love Kitty Pink
www.lovekittypink.com is on a mission to
provide gifts and goodies for lovers of eclectic
style. With a keen eye for shabby chic and
retro kitsch design, one of Vicki’s big passions
is decoupage. She took some time to talk us
through her practice and her kooky range.
Q Tell us about your background
and your Love Kitty Pink business…
A I have a diverse background! From creative
studio manager, set designer and art director
within the advertising and marketing industry,
directorship of a mail order business to public
sector project management. I wanted to create
a business that merged my skills and interest in
design aesthetics.
The most important part of my business is
the 'exclusive range', which comprises my hand
crafted decoupage products and a developing
range of unique boudoir lamps. The latter are
UK manufactured, commissioned to showcase
fabrics created by designers I particularly like
with a Love Kitty Pink flavour. I hope to grow
this aspect of the business and develop more
exclusive lines in order to indulge my creative
'tics' and also to promote UK-bred design
talent, skills and manufacture.
Q Why decoupage – what do you
like about the art form?
A There are a few reasons why I have a
particular interest in decoupage…
• I'm a 'tactile' artist, i.e. I most enjoy hands on
processes and never really had the patience for
fine art – I like to feel my creations.
• I love to create things that turn less
interesting uniform items into individual objects
that make a statement. How fabulous is it that
decoupage started as a frugal way to revamp
lack-lustre furniture into items with personality?
• It's complete therapy for me: I'm on my
happy joy cloud when decoupaging – it's time
out play for me (unfortunately I don't get as
much time as I'd like to indulge myself).
• I adore design-led fabrics, particularly those
with a quirky vintage, retro or kitsch appeal.
64 craftfocus
Although fabric can
be a little trickier to
work with, the finished
product has a lot more
'depth' as the texture of the
fabric adds to the finish.
• Nostalgia: A lot of my work is with 746
phones that smack of childhood memories to
me. Everything about their form appeals to me,
from their ring-tone, shape, weight and even
the process of dialing.
Q What's your style of decoupage?
A I would say it’s a little kitsch, quirky and
occasionally camp. The fabric choice is the
starting point and I often choose flamboyant
retro styles or designs that present something
a bit unique. I just see where it goes from
there, but often have a problem knowing
when to stop and start poking around in
my stash of sequins, gems and glitter (I
have a middle years sparkle obsession). I'm
particularly bothersome with toilet seats
having a childish sense of humour – I like to
bill it as 'fabulous design down the pan'! I've
been lucky enough that each commissioned
piece of work has been with an open brief so I
can play and create at leisure.
Q What do you like working on most?
A I genuinely immerse myself totally in
whatever project I'm on, but do have a
particular fondness for the 746 phones
and toilet seats.
Q How do you approach your work –
do you have any preferred method
or techniques? Talk us through your
particular way of working…
A I approach work with enthusiasm, a touch
of humour, precision, time and an open
mind as to what the finished piece will look
like. Though I can be impatient with other
craft forms, for some reason I'm more than
happy to spend a significant amount of time
perfecting the finish. Each piece is a journey. I
wouldn't like to completely give my techniques
away but there is no complexity to the
materials I use – simple everyday household
craft items.
Q What's your favourite piece?
A That's a tricky one as I have a few (that's
not at all a conceited response it's just that
each piece has been a labour of love). Those
that have particular significance to me though
are the birds and blossom phone (my first
commercial sale – see above), the cowgirl
TV unit (my first commissioned piece – see
picture below) and the beauty divine toilet
seat (oh bog seat of wonder and glory!)
Q Do you have any decoupage heroes?
A I'm shamefully not very studied but have
seen some fabulous pieces. I love Gill Scott's
Work (www.gillscottdesign.com/artdemix). As
I said, I'm pretty much led by the fabric as my
starting point, I adore Alexander Henry fabrics
and have happened upon some fantastically
talented designers on spoonflower.com
including Cynthia Frenette, A Most Peculiar,
Peacoquette Designs and Nalo Hopkinson to
name a few. I'm now designing my own fabrics
too so will start to dabble with those soon. C
firm friends
Crafter’s Companion has gone from
strength to strength since its creation in
2006. Founder Sara Davies talks us
through the company’s incredible journey
Crafter’s Companion is
on a mission to make
papercrafting a fun, simple
process that everyone
can enjoy. The company
boasts an array of
innovative products that
the company believes have
changed the world of crafting and encouraged
greater numbers of people into scrapbooking,
card-making and other papercrafts.
Through a range of CD ROMs, Crafter’s
Companion has also embraced the digital
arena, and the company combines old and
new with its collection of well-known licensed
characters such as the Flower Fairies and
Beatrix Potter favourites. It’s no wonder the
organisation has become so established in the
craft community in just six years of trading,
company founder Sara Davies tells us more…
Tell us about the company team shape
and the organisation’s history?
I started the business in 2006 while I
was still at university, working out of my
student bedroom.
When I first started out, as with most small
businesses, there was just me, but I did have
lots of help from friends and family. My dad is
an engineer by trade, so he worked with me
to help develop our first products – including
the well-known Enveloper Board. I’m happy
to say that as the company has grown many
of the original ‘helpers’ have stayed with the
business in some capacity, many of them joining
me full time, and even today a large portion of
66 craftfocus
the company is
made up of family
and family friends.
As I studied Management at university, I had
a background understanding in many areas of
business, but as we have grown I’ve needed
to bring people on board with more specialist
knowledge. As a large part of our business is
based around CD ROMs, DVDs and other
media forms, one of my early recruits was a
Media Director and, as with any business, you
need a good sound financial understanding,
so it helps that my husband is an accountant
by trade. He gave up work to join the
business back in 2008, and we haven’t
looked back since.
Recruitment is key in our business, and I find
the best way to recruit good people is to take
on people who come highly recommended,
or who are close to the business in some
way – be it family members, or friends, and
then mould a job around the skills that person
brings. As a result I have a great workforce
with people each specialising in their own
areas, and we capitalise on the different skills
that individuals bring to the table.
What are you business’ core values?
I believe that a happy team is the key to
success and this is what I strive for with
Crafter’s Companion. Top-quality products are
also essential, both for a successful company
and for continual growth. We manufacture all
our rubber stamps in-house and our scoring
boards are also manufactured in local factories
in the north-east. We pride ourselves on high-
quality manufacturing, and having complete
control of different processes at every step
ensures that our customers will receive only
the best supplies from us.
“We are lucky in that our
reputation for quality, innovation
and design has set us apart
and we are now regularly
approached by big name brands”
Why are your CD ROMS so popular?
They’re extremely popular – in fact they have
been key in the expansion of our business
over the past six years. We wanted to make
them as simple as possible so that someone
who only has a basic knowledge of computers
would be able to use them, but those who
are more advanced would be able to take the
components and alter them for a completely
personalised look. There are over 100 CDs
available now – from our own branded
designs to licensed images.
What do your licensed character
ranges offer your customer?
The first license we worked with was
Cicely Mary Barker’s Flower Fairies and it was
extremely successful for us. Back when we
launched, very few companies were licensing
crafters companion
imagery into the craft market, and certainly
no-one had licensed artwork to use in digital
crafting, so it gave us a real point of difference.
We worked with Fredrick Warne through
a licensing agency who taught us the ins
and out of licensing, as being entrusted with
world famous brands and artwork is a big
responsibility, and one that we certainly
don’t take lightly!
Over the years we have refined our offering
with licensed products, expanding the ranges
to include more papercrafting elements, and
taking our licensed products to different craft
markets around the world. We now license
more than 10 key brands within the market,
and have even more coming on stream in
2012. We are lucky now in that our reputation
for quality, innovation and design has set us
apart in this area of the market, and we are
now regularly approached by big name brands
such as Beatrix Potter, and invited to partner
with them on providing a craft solution within
the creative industries.
I’m very proud of our new Beatrix Potter
range. I think our designers have surpassed
themselves working with the artwork to create
a truly unique papercrafting proposition which
maintains all the values of this prestigious
brand, and the range has been put together
to appeal even to beginner crafters, so we’re
selling these lines outside of the craft bubble to
gift retailers and stationery stores across
the country.
What is the secret of your success?
Our great team. As I mentioned earlier,
recruitment is key for us, and once we hire
the right people, I empower them to take
ownership of different areas and to work with
us to drive the business forward. We all have
different skill-sets and we encourage staff at all
levels to bring their ideas to the table – we all
have an input in to what direction we feel the
company should be heading.
Another big thing for me is to never
underestimate the importance of local
knowledge. Our US business is based in the
US and run by American people. We sell the
same Crafter’s Companion products, but our
packaging, marketing and sometimes details
within product design are tweaked to suit
individual markets, because as we’ve learnt,
tastes vary so much from country to country.
What is the company's most notable
achievement to date?
Our flagship product – the Ultimate Pro, was
launched in 2009 and for the launch I did a
three-week tour of the three major craft trade
shows – CHA (in America), the Craft, Hobby
and Stitch show (in the UK), and Paperworld
(in Germany). The product was awarded ‘Most
Innovative Product’ at all three events – the
only product to have ever won this award in
all three territories.
What sets Crafter’s Companion apart
from the competition?
As we’ve grown from a small, family-based
business into a bigger corporation, we’ve
retained all our values and have tried to keep
the small-company persona although we’re
expanding rapidly. We aim to have a personal
connection with each of our customers,
making them feel like they’re part of the
Crafter’s Companion family. We have also
maintained our flexibility to react quickly to
market changes, which enables us to
constantly deliver on-trend products.
“When we launched, very few
companies were licensing
imagery into the craft market,
and certainly no-one had licensed
artwork to use in digital crafting.”
What are the enjoyable aspects about
being involved in the craft industry?
Our customers are lovely, which makes work
so much more enjoyable for us. I love that it’s
such a dynamic industry but still relatively
small so everyone knows each other and are
willing to work together and help each other
out. I think it’s the nature of creative people
to be so caring and easy to get on with and
this makes work-life a pleasurable experience.
How do you keep ahead of trends?
We look to the US and Europe to monitor
upcoming trends but we also look outside
of the industry too – for instance at design
fairs and changing fashions. This is a good
way to look at colour and style trends as
they tend to follow into the craft industry.
I attend trade shows around the world,
but find that the big UK shows – the
Spring and Autumn Fairs are great for
trend spotting.
craftfocus 67
firm friends
What exciting new trends are you
seeing in papercrafts right now?
People love big-scale cards, especially with
all the tools and materials about that enable
crafters to create embellishments and toppers
in a larger format. Bling is most definitely back
in so metallic embossing powders, glitters,
gems and foils are popular. Shiny finishes are
set to be popular, so whether it’s adding a highgloss finish or using shiny papers as accents on
cards, small touches like these will definitely be
on-trend. The trend for adding haberdashery
items to papercraft projects shows no signs of
going away – in fact, it’s set to get bigger and
more adventurous! Things like creating your
own beaded embellishments (for instance
flowers and mini frames) look like they’re going
to be huge, as does simple wirework such as
dragonflies, flowers and words. There’s more
and more mixed-media crafting going on at the
moment over in the states, so materials from
beading, sewing, knitting and painting stashes
are being used in papercraft projects too.
Where do you see the future of
crafting and craft retailing?
National trends will tell you that retail is
moving away from the high street and onto
the internet, however because craft is a very
tactile hobby, people will always want to go
into stores and to shows/exhibitions to look
at and feel products before buying. Crafting
is such a social hobby so when I speak with
store owners, I find the ones who are running
classes, evening get-togethers, demonstrations
and workshops etc are the ones who are
most successful which is why, back in 2011,we
as a company undertook a large scale
training program to put together a team of
experienced craft enthusiasts who could work
68 craftfocus
with retailers who stock our products to help
them engage with the consumers in this way
in their stores. This has been hugely successful,
and we are building on this program in 2012.
really taken off for us over there, so there’s
going to be lots of expansion focused in both
the US and Canada in the near future which
I’m really excited about.
What are your best-selling items/ranges?
Our best-selling line is currently the Spectrum
Noir range. We launched the range in summer
2011, and it literally took the craft market by
storm, both at home, and also over in the US.
Most alcohol pens are sold either individually
or in assorted packs containing different
colours whereas our Spectrum Noir pens are
sold in colour-themed packs to enable a crafter
to blend the colours together effortlessly.
We have devised charts and tutorials to help
crafters achieve professional-style results
and they can download and print-off sheets
showing them how to create the perfect
blends for hair, skintones and much more.
What other developments are you
excited about at the moment?
We’ve seen that die-cutting is getting bigger
– in size as well as popularity – so we’re all
really excited about the upcoming launch this
summer of the eBosser. We’re the European
partner of Craftwell and their eBosser
machine is going to revolutionise die-cutting
and embossing. It is an electronic manglestyle cutter that takes plates up to A4 in size.
The feedback we had when we showed the
prototype at CHSI was incredible so I know
everyone is going to love it. To coincide with
this we’re launching our own die-cutting range
called Die’sire and I can’t wait for people to
see our launch collection!
How do you like to work with your
clients and suppliers?
We try to develop relationships with all our
clients and suppliers, working with them to
create win/win offers so there’s good margin
for everyone. That way the consumer will be
happy that they’re getting a good deal, our
customer is happy as they are selling more
products and not losing out on margin and
then we’re happy as we’re creating good
product awareness!
Where does the future lie for the company?
It’s going to be a very busy, but very exciting
time ahead for us as we’re looking at
innovating and pushing boundaries both inside
and outside of the craft market, including
moving into new markets within the UK. Our
US office opened in summer 2007 and it’s
What advice would you give to any one
starting out?
The most important thing for anyone to do
when first starting out is to do their research.
You need to have a point of difference to
make you stand out from everyone else, so
look into where there are gaps in the market
and start there. Start out small and don’t try
to grow too quickly otherwise you’ll just set
yourself up for failure. C
Further information
Crafter's Companion.
T: +44 (0)1388 663251
E: trade@crafterscompanion.co.uk
W: www.crafterscompanion.co.uk
beading
time to shine
Beading transforms gorgeous products in their own right
into exquisite creations that truly impress. We take a look
at the latest dazzling developments and trends…
Unlimited quality
Beads Unlimited has been supplying beads,
charms, findings and threads to beaders and
businesses large and small for over 25 years.
Winners of the prestigious Craft Business
Best Bead Wholesaler Award three years
running its reputation has been built on
no nonsense service, quick turnaround,
high quality and low cost. The company’s
combination of essential beading products
with on trend fashion pieces has proved a big
hit with its growing band of loyal customers.
Beads Unlimited team members are experts
in their field and keep their finger on the pulse
with current trends. Steampunk charms a
current hot favourite. The six detailed designs
depict time and space in true Victoriana style
– planets, sundials, sailing boats and timepieces.
These trinkets fit perfectly with the company’s
comprehensive, off-the-shelf, Steampunk range
and mix beautifully with coloured beads.
Beads Unlimited suggest mixing the charms
with antique gold chain, cream coloured pearls
and glass bicones to capture the feel of this
genre. You can see this style in action and be
inspired by the ‘Free as a Bird’ project on the
Beads Unlimited website.
For distinguished designs, Beads Unlimited
boasts a large collection of Swarovski elements.
These beautiful beads give a special sparkle.
Swarovski elements add a touch of glamour
to any project. From charm bracelets to
traditional bead weaving, you don’t need
to spend a fortune to make an impact. In
the gorgeous ‘Wire Wrapped Ring’ project,
featured on its website, Beads Unlimited has
used just three beads but the simplicity of the
design lets the beads speak for themselves.
Other highlights include animal print beads
(pictured above) and plastic rocaille beads.
The Animal collection allows you to choose
from leopard, zebra, snake or tiger print. The
18mm beauties start at just 20p each with big
discounts for small wholesale quantities.
The new plastic rocaille beads are great if
you want gorgeous beads without the hassle
of making them. These time-savers are available
in five summer colours, prices start at just
60p each again, with discounts offered for
wholesale quantities.
Beads Unlimited is currently expanding into
a further two warehouses to hold even more
beautiful beads so be sure to keep an eye out
for more goodies appearing in the near future.
For more info, T: +44 (0)1273 740777,
E: mailbox@beadsunlimited.co.uk,
W: www.beadsunlimited.co.uk.
Shrink technology
Beads Direct
An exciting new shrink plastic book is now
exclusively available from Beads Direct. Shrink
plastic has long been recognised as a craft for
children but its possibilities go way beyond the
obvious. Author Natalia Colman has pushed
shrink plastic to its limits with a variety of
techniques that focus on making beautiful
jewellery from this versatile material.
The first book of its kind, Fantastic Shrink
Plastic will be available exclusively from
Beads Direct, www.beadsdirect.co.uk.
This 89-page paperback covers different
techniques for using shrink plastic including
decorating with pens, rubber stamping,
Beads Unlimited
Swarovski Elements
embossing, moulding and shaping plastic,
as well as creating layered pieces and
jewellery just for fun.
Natalia has captured each project with easy
to follow, step-by-step photographs that help
to make jewellery-making with shrink plastic
accessible to all. Templates for all the main
projects are included at the back of the book
to make sure you get the right size and shape
every time.
Beads Direct has teamed up with
Natalia as part of its new jewellery making
offering. All the key tools and supplies will be
stocked, allowing customers to successfully
create shrink plastic projects from the book,
as well as encouraging them to come up
with their own designs. Beads Direct will also
be selling two shrink plastic kits especially
designed by Natalia herself.
Trend update: new season sparkle
SWAROVSKI ELEMENTS, has recently
showcased its new looks and products for
spring/summer 2013. Craft Focus will be
running an in-depth feature on these looks in
its October/November issue. If you can’t wait
until then, see more looks and product info
about SWAROVSKI ELEMENTS, visit
W: www.create-your-style.com.
craftfocus 71
time to shine
Sandra’s Accessories
A1 editions from Sandra
Sandra’s Accessories is celebrating 10 years
in the beading business with the launch of a
new upgraded website for trade customers
www.a1beads.co.uk. The company has also
opened a new trade showroom (visitors by
appointment only) above its retail premises
where customers can pick their orders as well
as gaining inspiration from the retail floor.
A1 Beads by Sandra’s Accessories has
always been known for its quality selection
of Czech Glass Beads. Short factory runs
from handpicked suppliers ensure quality and
original coatings for the beads give customers
the opportunity to be different.
One of Sandra’s most popular offerings are
her Luna Pearls. Although not a classical glass
pearl, the very fine luminosity in the coating
gives these pearls an original look. Pearls
are available in 6,8,10mm sizes and can be
purchased in retail ready strands.
The Cosmo range is new for the summer
with larger focal beads perfect for the fashion
trend of pastel metallic accessories with
iridescent and slightly metallic coating. The
company is also releasing a completely new,
cheerful Summer Sweets collection
of loose beads in all rainbow colours for
simple summer designs.
Sandra’s Accessories can offer a guarantee
that all products comply with EU directives on
the absence of heavy metals, and all coatings
have excellent adhesion to the glass and very
good resistance against abrasion and scratching.
For more information T: +44 (0)1884 250400.
Great start for new kid on the block
Since launching to trade earlier this year,
Beader’s Companion has been an instant
hit with beaders nationwide.
72 craftfocus
Born last year as a result of extensive
research into the needs of the beginner to
intermediate beader, Beader’s Companion
produce a large number of kit-based products
that enable beaders of any ability to produce
high-quality creations.
As well as these kits, Beader’s Companion
also produces a variety of bead sets – from
colour co-ordinated seed bead packs to
large, bumper glass bead boxes.
Beading expert, Sarah Millsop who is at the
helm of the supplier’s Create brand says: “I’m
delighted with the response we’ve had from
our Create range of products, as I’ve spent so
much time researching and designing products
that the beaders of today want.
“The Create Jewellery kits aim to help
newcomers to beading by putting everything
together for them, including all step-by-step
instructions. Experienced beaders can also use
these kits as they will come up with alternative
designs to those suggested, so they are brilliant
for all skill levels. I’ve got lots of new kits in the
pipeline, so watch this space to see what else
we have in store for you!”
If you’re interested in becoming a stockist of
Beader’s Companion products, then email,
E: marketing@beaderscompanion.co.uk
Let’s get creative
Creative Beadcraft has greatly expanded its
range of retail-ready strings, including these
beautiful exotic wooden beads from the
Philippines. Produced to an excellent standard,
they are also very competitively priced. They
are available in a large range of natural woods
such as palmwood, ebony, bayong, robles and
white wood with rounds from 5mm to 20mm
and a good selection of interesting shapes up
Creative Beadcraft
Beader’s Companion
to 40mm in size. Quality bone and horn beads
are also available.
Natural beads are always in style and these
are perfect for making jewellery with an ethnic
or tribal look. Shell is always in demand in
the summer and these heishi and square cut
strings of shell beads, also from Philippines,
come in bright dyed colours or natural shell
and are very versatile. These ranges have eightinch strings that come complete with labels
and with loops for easy and attractive displays.
The new frosted acrylic flowers and leaves
also shown here are proving very popular and
are available in 23 gorgeous colours – ideal
for summer jewellery. The flowers range from
delicate 10mm flowers to stunning 40mm lilies.
A range of pearlised and transparent flowers
and leaves have also just been added. The same
wide colour range is available in many of the
facetted and smooth acrylic beads, pendants
and sew-on stones stocked, so it’s easy to mix
and match products across these ranges.
The trade website provides a wealth of
packaging options, makes ordering easy and
offers advice and support.
T: +44 (0)1494 786924,
E: beads@creativebeadcraft.co.uk,
W: www.creativebeadcraft.co.uk.
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time to shine
Trend update: consumer trends
Multi-strand tribal style
jewellery is in hot on
the catwalks
Tangerine Tango
The Pantone
colour for 2012
Stack your Tila bead
bangles for this
summer’s fashion look
Michelle Powell, Editor
of Beads & Beyond
gives us the inside
track on top trends
in jewellery making.
This summer a number
of hot trends are
appearing on the high
street; the tribal look,
Gatsby glamour, sea
inspired, vintage florals and colour blocking to
name but a few.
If one word could sum up the summer
2012 look it would be colour – our high street
stores are filled with bright coloured clothes
accessories and jewellery, with fuchsia, yellow,
red, blue and orange particularly strong. In
fact Pantone have named Pantone17-1463
Tangerine Tango as the colour of 2012. With
this we have seen a revival of an old crafting
favourite, polymer clay as the bright colours
available are perfect for creating beads for the
colour blocking look.
The 100 year anniversary of the sinking of
Titanic, The Artist film and the remaking of
The Great Gatsby has inspired a Jazz age
revival on the catwalks and a trend for art
deco jewellery. Sparkly chandelier earrings,
and geometric shapes are big news.
The tribal fashion look has emerged for
jewellery as a trend for multi layered
necklaces featuring natural beads; wood,
bone and semi-precious stones and animal
print beads are also popular.
Probably the hottest new products in
jewellery making are the Shamballa style
beads, beautiful oh-so-sparkly balls of crystals,
a little expensive maybe, but they twinkle so
nicely that all those glitter addicted creatives
love them. Possibly due to the popularity
74 craftfocus
Modern vintage still a strong theme for
jewellery makers
of Shamballa style beads, the ‘70s favourite
macramé is making a come back too, it’s
retro, funky and cheap – perfect for jewellery
making in 2012!
A new two part resin clay, from which you
can make your own Shamballa style beads as
well as many other creations is just making
its way into the beading stores and websites.
Available in a huge selection of pretty colours
the two parts are mixed, then worked
together and air dried to create hard resin
beads or pendants. Flat back or pointed back
stones can be easily set into this medium, so
look out for some super sparkly creations in
coming issues of Beads & Beyond. This
new product is perfect to create art deco
inspired brooches and pendants.
Last year saw the cluster rings, this year it’s
the bangle stack, chunky or angular bangles
worn three, four or five deep is the look!
Jewellery makers are turning to chunky beads
thread on memory wire or creating their own
bangles from resin.
Movement is also a key look, we are seeing
a rise in articulated jewellery that wiggles,
wriggles and flows when worn. Interchangeable
designs, which can be transformed from
choker to necklace or bracelet, are also
popular. Possibly fuelled by the continuing
credit crunch, three pieces of jewellery for
the price of one – ideal! These looks are easy
to make, just add an extra few lobster clasps
spaced evenly into the design and voila you
have interchangeable jewellery!
Although they have been around for a
while, our bead stitchers are still very excited
about Tila beads, these wonderful tiny square
glass beads have two holes running through
which opens up a whole new range of design
possibilities and offers a new dimension in
bead stitched work.
A flower beaded barrette,
jewellery for your hair!
The trend for Steampunk is still going strong,
with plenty of interesting charms available
and antiqued metal findings, the boundaries
between stamping, scrapbooking and mixed
media jewellery are still continuing to blur as
crafters from other areas try their hand at
jewellery making.
Textile jewellery is becoming more popular
too, its softness works well with the stillpopular fashion trend for vintage florals,
voluptuous silk corsages with crystal bead
centres and pretty ribbons and pearls are
featured heavily. Wonderful resin flowers work
so well with antique metal filigree and sum up
the modern vintage look. We are also seeing
more crochet jewellery and felt jewellery is
still very popular with our readers.
With the UK in the midst of Jubilee and
Olympic fever, red, white and blue is a very
popular colour combination, particularly when
used with Union Jack charms. You can even
get Union Jack Shamballa style beads, how’s
that for killing two birds with one bead? There
is also a mini-trend for neon bright plastic
jewellery and watches inspired by the ‘love
it or hate it’ corporate logo of the 2012
London Olympics.
And hair jewellery will be big news, later in
the year; barrettes, hairpins, combs and slides
are all back in – stock up on those crucial
findings now!
For more information on becoming a
stockist of Beads & Beyond contact the team
via email, E: angela.price@traplet.com or call
Angela Price T: +44 (0)1684 588568. C
Look at next issue for insights from
the practitioners themselves with
our selection of some of the most
exciting beaders around today.
a long history
We focus on the well-loved and longstanding DMC brand, its ever increasing range of products,
and the company’s well-earned reputation for keeping stitchers delighted and entertained
The DMC brand is
considered one of
the classics in the
needlepoint and
embroidery arena.
Here Jonathan
Thompson, Managing
Director Northern
Europe Region
DMC Creative
World Ltd tells us all about the company’s
past, present and future
Tell us about the company’s background
The DMC brand dates back more than 260
years, something we are extremely proud of
and that has given us the experience to make
us what we are today. We put this experience
to good use, making sure our products are
of the highest possible quality. Our Mouline
thread has been produced in the same factory
in Mulhouse in the Alsace, France since its
conception all those years ago. Many of the
processes used to make threads all over the
world today have originated from DMC such as
Mercerisation, the process used to put a sheen
on threads. Our threads can be used almost
anywhere in needlecraft both for personal use
and also by other manufacturers from clothing
to automotive and back to accessories, our
products are very versatile
What do you think makes DMC so special?
Understanding the needs of your consumer
or customer is of paramount importance.
We know our stitchers need quality and
value for money. Our stitchers can always be
satisfied that the product they are using has
been produced and tested to the highest
standards. We do this because we know our
consumers demand the best and we want the
best for them. We are just as passionate about
our product as our customers.
Tell us about the international DMC
set up and the worldwide team…
The team is the lifeblood of our business and
we would not be here without it. In France, as
I mentioned earlier we have our manufacturing
team, our logistics team is based there too.
We then have subsidiaries of DMC all over
the world; USA is run from Kearny, New York,
we then have a subsidiary in the fast growing
market of Asia. In Europe we have Paris offices
for France, Benelux, Eastern Europe and then
other offices in Spain and Italy.
We run our UK operation from our HQ
in Leicester; the team here not only looks
after the UK but also Scandinavia, Germany
and Switzerland. We are very busy indeed
and everyone has to get 100 per cent behind
what we are doing to achieve our goals. The
76 craftfocus
team here is spread across sales, marketing and
accounts. We have recently increased the team
by one with our new UK Sales Manager who is
here to further continue the good work we’ve
done and take us to the next level in customer
service and management
As with our team expansion, our product
portfolio has grown significantly over the last
18 months or so. This is to meet the changing
needs of our consumers and the market.
Crafting, like most other industries, has its ups
and downs, fads and more permanent products.
Everything we do is a derivative of thread or
is linked to thread in some way. What we’ve
done in recent months is explore new avenues
and new products to meet these changing
requirements and to stay ahead of the game.
We have acquired two businesses in the last
two years, Charles Craft Fabrics in the US and
Fillawant Bias and Ribbons in Switzerland, both
bring the high quality needed to be part of the
DMC family. We have also gained distribution
of MYFBM, a friendship bracelet maker from
the US and Hoooked Zpagetti from the
Netherlands, both are very exciting products
consumers should look out for
How does the company keep ahead of trends?
We have our team out on the road meeting
customers every day; we also have this in other
countries all over the world. Add to this our
DMC
in September which we are already preparing
for. We’re really going to make the most of it
this year and if last year is anything to go by, it
should be a really successful show.
dedicated marketing team which is always on
the look out for what’s new and coming up
with ideas of their own. We don’t just keep
ahead of trends; we also like to lead from the
front. It’s all about getting out there in the real
world and seeing what’s happening either in
our market or elsewhere.
What new trends are you seeing in
needlepoint, crochet and embroidery?
In the UK this year obviously everyone’s been
talking about the Jubilee and the Olympics.
Union Flags are everywhere and there is
unlikely to be a home in Great Britain
without a silhouette of the Queen’s head
hanging on the wall by the end of June.
Crochet for us has seen a massive revival
led by fashion and Amigurumi. It’s quite easy to
get started and then the addiction takes over.
Beautiful garments and very strange quirky
animals are very popular and refreshing. We
produce great yarns and then the patterns
are really well thought out.
What’s your favourite item/range and
what are your best-selling items/ranges?
My favourite often changes depending on new
designs, colours etc. We have recently earned
rights to distribute Hoooked Zpagetti in the
UK. It’s a kind of yarn made from lengths of
cut-offs of fabric. It comes in a roll of 120
meters and a range of 10 colours and kits.
You can crochet a bag in one hour and the end
result is fashionable, durable and sustainable.
The bags been so successful on the continent
that we couldn’t wait to get started. It is truly
one of those great ideas and we have high
hopes that our customers will think the same
Our best selling products are threads, and
the oldest and best of the best is Mouline –
it’s synonymous with the DMC brand.
What DMC developments are you
particularly excited about right now?
Seeing how the new Zpagetti product is
received – which I hope and believe will be
well. Also we have Autumn Fair at the NEC
How do you approach working with
your clients and suppliers?
Relationships are important to us whether it
be with clients, retailers or suppliers. It should
be win/win in business for all concerned and
that’s what we want to achieve. It works better
when all parties are happy and achieving their
goals. We offer the best service we can to
our customers and we expect the same from
our suppliers. We know that not everything is
perfect all the time and we understand that, but
it’s always the aim.
Are there any new audiences out there
that you would like to establish?
Yes, we always want to bring younger
consumers into the craft /needlecraft market.
It’s important to keep the whole business alive
and fresh, we’d then like to keep them there
and continue to supply new products to keep
them interested. We have done some work
with charities recently and this brings new
consumers to the market well.
How do you promote your business?
Our brand is well recognised by people already
in our market but it doesn’t mean we don’t
need to promote it. We work with trade and
consumer press alike to ensure that we are not
only well known, but also that our product is
seen by consumers and sold out of store. Trade
shows are also important and the Northern
Europe team now attends three a year. It’s hard
work but the rewards are there.
Social Media is becoming more and more
important, our marketing team recently spent
a day training on social media and it was a real
eye opener. We have put our heads together
on how to get the most from it. With Facebook,
it’s about putting something interesting out
there for our consumers to enjoy. They then do
the rest. C
Further information
DMC Creative World Ltd, Unit 21, Warren
Park Way, Warrens Park, Leicester LE19 4SA
T: +44 (0)116 275 4000
W: www.dmccreative.co.uk
craftfocus 77
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Home truths
home decor
Groves
Groves
Groves
The interiors market is huge and appeals to many different
audiences. Our four-page special showcases some of
the fabulous items that are set to become favourites of
professional designers and interested amateurs alike
Gorgeous finishes
When it comes to home furnishing,
interior designers and home-makers are always
looking for that extra piece of individuality – a
personal touch that comes from adding a little
decoration and embellishment.
The Essential Trimmings range, available
exclusively from Groves, is a collection
of decorative trimmings that combine an
individual touch with excellent value and a
reliable supply of exciting new products.
The range offers a ‘one-stop shop’ for every
retailer. The collection is designed to appeal
to a plethora of tastes and creative visions. It
contains hundreds of products that include
everything from the narrowest cords and
ric-racs to luxurious decorative laces in
cotton and nylon. It also boasts a top-quality
collection of soft-furnishing trims and tassels.
The Essential Trimmings collection is
constantly expanding. Products are added to at
regular intervals throughout the year to ensure
new fashion trends are available to the market.
The latest arrival is a delightful selection of
100 per cent cotton and herringbone tapes
in an array of bright and useful colours, all of
them ideal for use as bindings or decoration
around the home. These items add an
on-trend touch of brightness to familiar
household linens and accessories.
Another recent addition that has proved
exceptionally popular is a striking selection of
gingham bias bindings. Available in bestselling
shades and patterns, gingham designs have
been particularly successful recently and
these simple bindings can make a real
difference – especially in the kitchen.
Gingham bias binding is just a small part of
an extensive range of Essential Trimmings bias
bindings. It includes both pre-pack and by the
metre options in traditional polycotton and
satin fabrics, and is available in more than 20
different colours and a variety of widths.
You can see the whole comprehensive
Essential Trimmings collection, including all
new arrivals, featured in full colour on the
Groves website. Groves representatives
also carry complete updated sample
folders of the range.
Trimmings selections always make a
colourful retail display and Groves can
also provide custom-made units to house
this popular range, which will really attract
customers. All Essential Trimmings are
supplied on attractive, robust plastic boards
or standard ‘ribbon’ reels.
Full details of the complete Essential
Trimmings collection, including the very new
coloured tapes, can be obtained from a Groves
representative, or by visiting the company’s
website, W: www.groves-banks.com.
The company’s distribution centre can also
provide further information: T: +44 (0)1844
258080, E: sales@groves-banks.com.
MIC
Ticking all the boxes
MIC Ltd’s charming wooden storage
two-drawer units display a vintage floral
print and measure 20 x 28 x 15cms. These
beautifully made homewares are available
in three colours: pink, blue and purple.
They are priced at £12.50 for trade,
£30 RRP. All orders can be placed via
W: ww.giftsandcraft.co.uk or
T: +44 (0)1707 269999
MIC
craftfocus 79
home truths
Hantex
DMC
Art class
Art Gallery’s high thread count fabrics
have been specifically designed to cross
the boundaries of quilting, fabric craft, dress
making and home décor, making it a truly
versatile collection with contemporary,
on-trend colours and design. And, with a
full-colour catalogue of available prints,
Art Gallery can offer continuity of product.
UK retailers and designers have been quick
to see the opportunities of this ‘boundary
pushing’ creativity and the versatility of this
fabric. Through their UK distributor Hantex
Ltd, Art Gallery can now offer retailers ‘off the
shelf ’ availability as well as the option of smaller
quantities, allowing stores to stock broader
ranges and improve its offering to customers.
There’s also a trunk show program enabling
stores to borrow finished models for display.
Trimming and embellishment are also
covered, as Hantex offers a range of
complimentary products colour-matched
specially to Art Gallery fabrics. These include
button packs for each range stocked with
precise colour matching – perfect for
embellishing cushions and quilts – as well as
ric-rac and bobble trim, all in striking colours
and designed to co-ordinate perfectly.
Hantex has seen a trend towards oversized
trimmings with extensive use of super jumbo
ric-rac and trim. Its ric-rac is a microfibre
polyester, feels like cotton and comes in a
range of great colours. The company also
colour matches its buttons to all its fabric
ranges and offers co-ordinating colours
through different ranges. Contact the
company via W: www.hantex.co.uk or
E: sales@hantex.co.uk.
80 craftfocus
Fine finishes
Best of British
DMC Creative World
is offering a range of
exclusive Fillawant
printed Bias Bindings that are not available
anywhere else. These exciting new bindings
include delightful baby and floral motifs plus
colourful, funky designs that can be used
to decorate and embellish fabric projects,
accessories and clothing.
Available as 20mm wide on a 20m reel,
with prices from RRP £0.90–£1.21 per
metre, the printed bias bindings use precision
manufacturing to ensure that they are cut on
a perfect bias and, after being stretched, they
return to their former position ensuring that
there is no puckering.
There are 16 rolls of printed polycotton
bias packed in a convenient space-saving
retail display unit.
Each design is unique and covers a diverse
range of topics ensuring maximum usage
potential for consumers. Contact DMC on
T: +44 (0)116 275 4000,
W: www.dmccreative.co.uk.
Established in 1929, British Trimmings is one
of the world’s leading trimmings companies,
designing, manufacturing and wholesaling
furnishing and fashion trimmings to
customers in over 35 countries worldwide.
As part of the Simplicity Creative Group,
British Trimmings and Conso International
merged their ranges in 2010 creating the
BTC Trim brand and at the same time gave
customers access to over 25 stock supported
trimmings ranges. Each of the ranges is
distinctly different, catering for the various
channels in which trimmings are utilised,
including furniture, fashion, curtains and
crafting. Throw in both matt and shiny
effect yarns, mixed yarns, acrylic, flocking
and other materials, and it’s easy to see the
diversity and flexibility of trimmings and the
ability to turn an ordinary piece of fabric into
something truly spectacular.
Beaded Accents and Reflections are
amongst BTC Trim’s top selling ranges, with the
beautiful coloured acrylics giving shimmer and
shine wherever they are used. Alternatively, the
King Cotton range provides an earthy organic
look and feel through its soft touch 100 per
cent cotton and cotton rich materials. The
Veranda collection is unique amidst the ranges
– being machine washable at 40 degrees it is
extremely practical to use. Sandringham and
BCT Trim
Easy transfer
Grafix Rub-Onz Transfer Film creates
custom rub-ons that, with the right design,
can provide a great addition to home décor
items. Designs can be created by hand,
rubber stamp or printed with an inkjet
or laser printer. Simply apply the acid-free
adhesive and rub on the decal. The transfer
film works on paper, plastic, wood and glass
surfaces. Available in 8.5x11-inch packs 4,
10 or 25 sheets. For more information on
Grafix visit the company’s website
W: www.grafixarts.com
home decor
Balmoral are particularly appropriate in this
Jubilee year, with more traditional and intricate
designs harking back to the lavish interiors of
a bygone era. Larger scale tassels and hangers,
together with delicate gimps in bold, rich
colour palettes, combine to create a visual
feast and add an air of grandeur.
Trimmings are becoming increasingly
fashionable, as designers and consumers
personalise and accessorise both fashion
garments and interiors with chic braids, tassels
and fringes. Evidence of this developing trend
can be seen in the fabric collections of many
of the leading high-end design companies that
now offer coordinating trim ranges.
To receive a copy of the BTC Trim portfolio
and the newly launched 2012 Crafting
catalogue featuring some of the top knitting,
quilting and crochet brands from the United
States, email E: uk.sales@btrim.co.uk and they
will be happy to assist.
in superior quality. It is used by hobbyists and
professional quilters around the world.
Available in four different weights, there is
sure to be a perfect weight for almost any
project. The company also offers thread from
other materials such as wool to create other
fantastic effects in quilting and embroidery
projects as well as an amazing array of colours
(solid, variegated and even metallic) and
colour-coordinated kits put together by
fabric designers. Contact the Aurifil via email
on E: info@aurifil.it or visit the website at
W: www.aurifil.com.
Aurifil
A touch of glamour
The Josy Rose collection boasts traditional
and contemporary tassels and tie-backs at
a range of price points.
The collection aims to provide the
perfect finishing touch, recreating a hotel
chic or bohemian boudoir look. Josy Rose
tassels and ties aim to help the designer
make their schemes more cohesive,
creating a professional and luxurious style.
Tiebacks prices start from £6.99 RRP
and you can place your order online at
W: www.Josyrose.com
Quilted wonders
Quilts can look fabulous in the home, adding
a luxurious warmth to a scheme. An integral
part of quilting is the thread that binds the
fabrics together and ultimately binds together
the entire quilt. Aurifil thread is created with
100 per cent cotton to a standard that results
Craftime
personalised for any occasion. In addition, the
stencils can be used on anything including walls,
mirrors and doors.
Craftime are also exclusive UK distributors
of the high-quality Stephanoise brand which
has over 40,000 products, including plain
ribbons, fancy ribbons, elastics, jacquards, braids,
trimmings, cording and laces.
The home décor range is available online
at W: www.craftime.com or call the customer
services team on T: +44 (0)1623 722828
or email E: sales@craftime.co.uk for
further information.
Kuretake
Feeling clucky
May Arts is pleased to
present its latest cutout trim, the Felt Hen.
The company offers
more than 6,000
ribbons and trimmings
– something for
every occasion. May
Arts Ribbons are
available through their
UK distributor SE
Simons in Bristol. It
May Arts
is a family run, wellestablished business
that has been around for over 25 years.
For more information contact Simon Gough
at SE Simons on +44 (0)117 955 4710.
Shaping up
Craftime have created a fabulous new home
décor range. Its range of Stencils and MDF
items are perfect for anyone trying to create
a new look at home at a fraction of the cost!
The MDF home decorating objects have a
nice, tight and even surface that’s ideal for
hobby applications. They can be painted and
Making your mark
Kuretake produce the ZIG Fabricolor range,
specifically designed to work on fabric. The
markers are available in a range of vibrant
colours that include fluorescents and metallics.
ZIG Fabricolor pens are ideal for
decorating a range of fabrics, including
upholstery. Featuring a brush tip for colour
effects and a fine tip for intricate outlines.
Once ironed these markers are permanent
for a lasting impression. ZIG Painty is a great
solution for revamping hard surfaces. Designed
for use on a number of surfaces, including
glass, stone, chipboard, acrylic, metal, wood, it is
available in 27 colours and two different tips –
a fine 1.3mm tip and a 2mm bullet tip.
Kuretake is a market leader in the
production of high quality inks, markers and
craftfocus 81
writing materials and are always working on
new and innovative products. To find out more
check out W: www.kuretake.co.uk or
E: salesuk@kuretake.co.uk.
Traditional values
Demand for ethically sourced, environmentally
sound fabrics is still going strong. All of
Westfalenstoffe AG’s fabrics are made in
Europe, with cottons that are beautiful as
well as environmentally and ethically sound.
The fabrics are produced using chlorine-free
bleach, reactive print and vat dyeing and have
a pH value that is sympathetic to skin. They are
available as fat quarter bundles, which are cut
and assembled by a disabled workforce.
The company’s large organic cotton range
is GOTS and IVN certified and most cottons
are 150cms wide making them suitable for
household soft furnishings.
Its Kafka ribbons are woven in a traditional
manner using jacquard looms. Each loom
takes up to 40 hours to thread up. Ribbons
are woven using cotton thread with a small
amount of polyester that prevents shrinkage
when washed.
The family-run company is located in
Münster in the Westphalia region of
Germany, Ewan Carr from Bearing
Gifts is the Westfalenstoffe AG distributor
throughout the UK, you can contact him via
T: +44 (0)1721 722567.
Stamp it on
Home décor and up-cycling with craft projects
are very hot trends at the moment.
Rubber stamps are a great way to update
home accessories. The Stampendous Jumbo
Cling are very large rubber stamps that have
a foam mount and can be used on an acrylic
block or just by hand. They can be used with
inks or paint – in fact just about any liquid you
can make a mark with. The Frantage range of
embossing powders, glitter, mica fragments,
and crushed glass glitter are great for adding a
shabby vintage sparkle to projects.
82 craftfocus
The Baby Patch Elephant, designed by
Francoise Read, is from the Woodware Clear
Singles range. These large single stamps are
suitable for home décor projects as well as
cards and scrapbook pages. The Stampendous
stamps and powders are available along with
the full range of Woodware Stamps and tools
from W: www.woodware.co.uk or by calling
T: +44 (0)1756 700024.
Literary inspiration
Interior design fans are always looking for
new ideas. Luckily there is always a steady
stream of new books published that explore
a wide array of different styles and finishing
techniques and are sure to satisfy a host of
home décor addicts’ cravings. Here are two
of the latest…
French Country Chic: 40 Simple to Sew
French Homestyle Projects
by Lise Meunier
Published by David & Charles (distributed
by F&W Media International)
£14.99 paperback
ISBN: 9781446302064
Lise delivers
her secrets, tips
and tricks for
recreating a
French country
style home. The
book features an
eclectic variety
of designs,
including practical items such as aprons
and seat pads and decorative items such as
picture frames, lampshades, cushions and
duvets. The colour palette used includes
shades of traditional blues, greys, whites
and creams.
Touchy felty
Interior design
doesn’t have to
be austere, as
Gilliangladrag’s home
products illustrate.
The Cameo Cuddles
cushion design is
bright, colourful and fun and would make a
great addition to a nursery or child’s bedroom.
The cushion kit includes Merino wool tops,
ribbons and trimmings.
Soft and feminine, the Brilliant Millicent
Lampshade Kit contains Merino wool tops to
make the kit, plus the special ring to attach
it to when you hang it up. Cameo Cuddles
retails for £18.95 and Brilliant Millicent retails
for £25.50 Both kits are available wholesale
from Gilliangladrag Ltd. Contact gill@
gilliangladrag.co.uk or call +44 (0)1306
898144 for further details.
My Sewn Home: 50 Simple Sewing Projects
to Transform your Space
by Lexie Barnes
Published by David & Charles (distributed
by F&W Media International)
£15.99 paperback
ISBN: 9781446302071
These 50 fun, adaptable projects use
beautiful fabrics and simple sewing
techniques. The book looks at customising
existing furniture with cushions, slipcovers,
lampshades, floor mats and table runners.
It also explores ways to create fun new
additions, including practical storage items,
cute accessories and colourful decorations.
F&W Media International LTD,
T: +44 (0)1626 323200,
www.fwmedia.co.uk C
business advice
word on the high street
John Walker, Chairman of the Federation of Small Businesses reflects upon the Mary
Portas review and its wider implications on small business owners, especially retailers
When Mary Portas announced the findings
of her review of the high street, we at the
Federation of Small Businesses (FSB) were
pleased with the results. We were delighted
that her focus was on planning, parking and
business rates, with key recommendations that
would help save the UK’s high streets that are
at the heart of all communities.
Also, we felt that her simple ideas around
the introduction of National Market Days and
removing regulations to make it easier for
people to trade in the high street, would help
to reinvigorate our town centres.
The FSB has long argued that getting
planning, parking and business rate policies
right is key to revitalising the country’s high
streets. It is through reform of these three
vital areas that the FSB believes real change
can be achieved by creating jobs and
encouraging more investment.
The FSB has been running a Keep Trade
Local campaign for the past four years to urge
people and businesses to use the high street,
it has also tried to encourage local authorities
to ‘think local’. And in July this year, we will be
supporting Independent Retailer Month – a
global ‘shop local’ campaign.
“When I speak with members
around the country and through
the survey work the FSB does,
we know that increases in
business rates have a huge
impact on viability.”
We urged the government to make its
response to the Portas Review as soon as it
could because without the buy in from central
and local governments, no real change could
be achieved. The government did respond
swiftly – we have to give credit for that –
but crucially it failed to support some of
the measures on parking and business rates
that would have the biggest impact on
our high streets.
When I speak with members around the
country and through the survey work the FSB
does, we know that increases in business
rates have a huge impact on viability. And
with small firms having to cope with rates
rising more than five per cent for the past
two years running, we would like to see real
action to review the way the rates system
can better support small businesses, as well as
moves to encourage councils to offer targeted
discounts at their discretion.
Parking is another issue where small firms
suffer. Out of town centres that offer free
parking are always going to be far more
attractive to a customer than expensive high
street parking. Recent FSB research showed
50 per cent of members said a lack of parking
had a detrimental effect on their business.
The government did announce additional
initiatives, which should help some high
streets and which we support. However, it is
vital these short-term schemes don’t detract
from the need for a sustained effort and
focus on the longer-term solutions to get our
high streets back on their feet. And without
addressing businesses concerns around parking,
planning and business rates, getting back on a
firm footing will prove very difficult. C
FURTHER INFORMATION
To find out more about the FSB, visit
www.fsb.org.uk
craftfocus 85
raising your game,
setting standards
Retail Champion Clare Rayner provides her expert guidance on the issues that affect you
and your business. This issue, she shares her insights into making your shop layout work
harder and provides some top tips for keeping your staff motivated and enthused
Q
I have lots of people love coming into my
shop but I’d say only half of which actually
purchase anything. Please tell me how I can
turn browsers into buyers?
First, a 50 per cent conversion rate is
respectable, so don’t worry too much! The key
to turning people who have been attracted
into the shop into a converted customer is
about ensuring that you have presented them
with the right offer – available product, the
right price points and relevant promotions.
You also need to have clear signage, good
visual merchandising and a clean layout. This
means that your customers can navigate the
store easily, find what they want without
asking, and understand the products. You also
need well-trained staff as some people will
want to chat about their purchases before
committing to buy.
If you are attracting visitors then you really
need to make it as easy as possible for them
to buy from you. If you’re not sure why they
aren’t buying then the obvious answer is to
speak to them. If you can chat to customers,
solicit feedback, understand what brought
them into the shop and what they’re looking
for, you’ll build a better picture of your
customer base.
When you know what brought them in
you’ll easily be able to identify if your range or
merchandising is making it difficult for them
to then purchase from you. If you know what
they’re looking for then you’ll be better able
to ensure that you put the most popular
products in the best locations in the store.
There isn’t a simple answer – your store
will be different to someone else’s as your
A
86 craftfocus
customers are different. When you understand
your customers you can begin to shape your
proposition to make it more relevant to
more people, so that over time, you’ll see an
increasing conversion rate.
I want to give my store a Mary Portas style
makeover, but don’t know where to start.
Is there anyone I should be talking to
regarding my store revamp and rebrand?
Q
A
Q
The first place to start is by speaking to your
customers – what do they love about your
store? What do they think would make it
better? You don’t want to revamp the store
only to discover that you’ve alienated all of
your long-term loyal customers!
Using customer insights you can identify
where you need to focus your efforts
to engage more customers, more often,
encouraging them to spend more with
you. At that point you can determine what
skills, resources and support you need to
implement those changes.
My staff have been with me for a long time
and are very loyal. However I feel some of
them are resting on their laurels and need
to up their knowledge on new trends and
techniques. I also think some of them need
to increase their enthusiasm for selling. I
don’t want to upset them but I really do
need a bit more get up and go – help!
Q
A
to work with you. In the current economic
climate you will be able to remind them that
consumer confidence is low and retailers have
to work extra hard to both retain customers
and maintain their revenues.
You could also point out how increasing
rates and other costs are putting pressure
on the business and that in order to protect
everyone’s income they need to step up to
the challenge. A small business needs its staff
to fully understand the business dynamics and
the important role they play in that.
Once you’ve explained the lay of the land
you can work with each individual team
member to identify where they have their
strongest abilities and where they need
support. Then you can either outline a training
plan or “buddy-up” team members who are
strong in certain areas with those who aren't
as accomplished in order to transfer skills
around the team.
Take a positive and progressive approach
to it. If you create an open, honest and
success-focused culture then you should
see your staff ’s performance and attitudes
transform (along with your sales revenues!)
My personal approach would be to sit down
with each member of staff, individually, and to
explain, honestly, what’s needed of them. I am
sure that if they are loyal they will be eager
Things have been tough and unfortunately
I’ve had to reduce the opening hours on my
shop to four rather than six days a week as
it wasn’t taking enough money. How can I
keep a steady stream of visitors in the days
Q
“A small business needs its staff
to fully understand the business
dynamics and the important role
they play in that”
expert
business
advice
advice
A
Q
we are open? Or should I, reluctantly, just
concentrate on the online side of things?
That's a shame and I'm sad to say that
reducing opening hours is going to decline
performance further. Rent and rates are
payable 24-7 and you need to develop a
model that is profitable and that also ensures
you are in front of customers when they want
you, not when you can afford to be there.
If you think about it, your decision to reduce
your opening hours raises more questions
that you need to be asking yourself:
• Who are your ideal customers?
Image Courtesy of Gail D’almaine
A
• Where and when do they shop?
• Are you “where your customers are”?
• If not do you need to change your model,
or, is it in fact easier for you to focus on
another customer group?
• What are you doing to increase customer
engagement?
• Could you offer special deals during quiet
times only?
• Could you run in-store events to draw in
more / new customers?
• Could you partner with other local
businesses who share a similar customer base
but who are not in competition with you?
Further information
Clare Rayner, the Retail Champion, has regularly made guest
appearances on BBC radio, TV and has contributed to various
retail-focused articles and opinion pieces. 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.
These questions are just scratching the surface,
but perhaps by challenging yourself and asking
yourself some searching questions about what
could you do to ensure you’re getting sales
for more of the hours of the week, you could
identify something which WILL help you turn
things around. C
“If you are attracting visitors
then you really need to make
it as easy as possible for them
to buy from you”
If you have a question about any aspect
of your business, be it shop layout, stock
control, staff relations or new initiatives
to attract more customers, simply email:
editor@craftfocus.com or write to: Q&A
Special, Craft Focus Magazine, Broseley
House, Newlands Drive, Witham, Essex,
CM8 2UL.
craftfocus 87
Fabric Reference Book –
with images and touch
& feel samples
business advice
part 1
work it out
Craft workshops are increasing in popularly among retail outlets, so if you’re not running one
already, should you take the plunge? In part one of two features on the subject, we look at the
some of the reasons why retailers are making classes and courses part of their proposition
Retailers are pragmatists, they have to be
in order to best serve their customers.
Independent retailers are also creative, with an
expert knowledge of the market in which they
work, their shoppers and the environment that
their business sits within. Therefore, retailers
know how to be practical and adaptable
enough to tailor their offering to satisfy their
existing customers and attract new ones.
It’s in this environment that workshops
have come about. But why workshops? On
the face of it they may seem like easy ways to
get people in your shop, on the other hand
they may appear to look like too much hard
work and outside of your comfort zone. This
two-part article looks deeper into this practice,
focusing on the commercial motives behind
them and next issue discussing the practical
considerations that go into setting them up.
Skill sharing
Canny retailers have worked out that in
order to guarantee a loyal following of crafty
customers – you have to engage them in the
practice. And what better way than to teach
them some basic techniques?
StitchEast runs creative craft workshops in
sewing, knitting, embroidery, felt, patchwork,
applique, crochet, jewellery and card making,
plus workshops for specific seasonal and
themed projects. All are aimed at beginners
and those wishing to re-fresh or learn a new
craft. In the future they will also be offering hen
parties, baby showers and children’s parties.
“The skills must be kept alive,” says
StitchEast’s Tracy Crabtree. “It dawned on me
that the needlecraft skills I learnt at school
have skipped a whole generation. With the
current resurgence in all things craft, what
better way to pass this on than to run
workshops for adults and children?”.
Hannah Elgie of Chelmsford’s Make, Do
& Mend agrees: “My business started with a
knitting club, I wanted to create a place where
people could come and be creative, share their
skills and get to know other creative people.
After starting the knitting club I was constantly
amazed at how many young people I talked to
did not have basic sewing or knitting skills.
Knowledge that I had assumed had been
passed down through generations.”
The company runs an exhaustive range of
workshops in areas such as knitting, crochet,
upholstery, jewellery enameling, encaustic art,
book binding, millinery, rag rugs, vintage hair
and make up, machine embroidery, roman
blinds and silver clay.
Expanding your network
There is also a very strong commercial reason
for introducing newbies to craft practices as
Sam Sterken from Ministry of Craft explains:
“Workshops allow customers to try something
new without them needing to spend a huge
amount of money…or time. If you want to
learn a new skill there are many ways of going
about learning, for example from books or the
internet, but the barriers to learning a new
hobby often come when people don’t know
what to buy or how to use the equipment.
Workshops can really help with that.”
She continues: “It makes sense that if you
have a good range of products, and you can
showcase how to use them, you can also add
an extra dimension to your craft business.
Even small workshops will encourage new
customers or regular customers to buy more.”
Courses are the Ministry of Craft’s core
business and they have been trading for three
years. The company run a wide range of craft
workshops including sewing, dressmaking,
knitting, crochet, screen and lino printing, as
well as photography and cupcake decorating.
Its premises are based within Fred Aldous Art,
craft and design supplies in Manchester and it
designs its workshops to link in with products
that the shop stocks as well as working with
recycled materials.
“The recession has actually helped us as
people are looking for new cost effective
hobbies and also to make gifts for friends
and family,” says Sam.
Product shifters
Designer and maker, Julie Gardner of
Gilhoolie, also points out that workshops
provide an opportunity to up-sell products:
“Teaching workshops are obviously a really
good advert for me because attendees will
check out gilhoolie when they know that I am
running a course. I also bring along some of
my own lampshades to the courses so that
attendees can see what other, more advanced
lampshades can be made such as my handstitched empire lampshades and my lined
drum lampshades.”
“Yes indeed,” says Hannah: “People like to
take away some bits and bobs that are related
with their workshop so they can continue their
newly found skills at home.”
However, Rachael Matthews of knitting
and yarn outlet, Prick your Finger outlines a
longer, more strategic commercial advantage
to running workshops – one that’s really
worth bearing in mind. “They are profitable
in themselves and they help shift stock, but
more importantly they enable us to form
a relationship with our customers. We love
watching their skills grow as they book more
lessons, and we encourage them to do more
exciting projects.” C
Next issue: Setting up a class, resourcing
your workshop, being the ‘teacher’ and
pitching to different levels.
craftfocus 89
the brief on briefing
Whether you’re setting up an ecommerce site or need an online shop window, your website
needs to work hard for your business, so it’s important to get it right from the start. Beth Scott
from Loud and Clear, gives us the low down on getting the best out of your web developer
When you first brief your web developer
about your site there are a few points that
you should make clear at the very start. As
website developers, we need to know the
overall scope of the project, the available
budget and the required timescales – if these
areas are adequately covered at the briefing
stage of a project this can help avoid pitfalls
and problems later on. This article will cover
each of the three areas in turn, highlighting
examples of good practice.
Set out your project scope
We’ll start with the overall scope of the
project: The eventual size and complexity of
90 craftfocus
a site has a bearing on the way it is initially
developed. If the site is only ever intended
to be a simple brochure site, detailing a small
product or service range, then it would have
a simple structure. Alternatively, if the site is to
be a fully featured ecommerce site with a large
and ever-changing product range, discussion
forums and social media aspects, perhaps in a
number of languages, then the development
path would be different.
There can be many reasons, including both
budget and time constraints, for wanting to
start with a basic site. But if you’re hoping to
develop your online business in due course,
then we’d encourage you to discuss it with
your developer at the start, to allow them to
use the appropriate framework. This may cost
more initially but it should be cheaper in the
long term.
The first aspect that you need to include in
a brief is the look and feel of the site, usually
referred to as “the design”. If you have a logo
and a company look or brand guidelines
that you want the web developer to follow,
you need to supply them. If you’re starting
from scratch, then you need to include a
description of what you want the design
to be like, perhaps giving your key values,
favourite colours, preferred typefaces etc. A
list of websites that you like and another list of
word on the web
websites that you don’t like, together with
the reasons why, is very useful.
You need to have a good idea of the
functionality that you want from the website.
For this it would be useful for you to describe
the business processes that you want your
website to support. The obvious requirement
for ecommerce sites is to display items and
provide a way to pay for them. But beyond
that, processes may include:
• Reordering a stock item when stock is low
• Handling order cancellations
• Tracking deliveries
• Handling returns
• Special or seasonal offers
• Cross-selling and up-selling
• Documentation: what is required in terms
of picking lists, invoices, delivery notes etc
In addition, you might want to consider
what the customer experience of using your
website would be like. How the shopping
basket works, what the checkout process is
like, what emails get sent?
You also need to think about the ongoing
management of the site – do you want to
add new products yourself, or are you going
to send all the details to the developers and
get them to add them? Are you going to
be writing news articles or blog entries or
other regular updates? Your web developers
will need to know if you want a content
management system to do your own updates
or a maintenance plan for the web developer
to do them for you.
Finally, you should also think about the site
layout or site map, so that you consider things
like terms and conditions, privacy policies and
contact pages. Most developers will have a
questionnaire or checklist to work through
with you in order to ensure that they get all
the information required.
“You also need to think about the
ongoing management of the site –
do you want to add new products
yourself, or are you going to send
all the details to the developers
and get them to add them?”
Consider your budget
This brings us to the money side of things.
The project’s budget: how much do you
have to spend? It’s useful to have a figure in
mind, not just for the start of the project but
for future development and updates. It may
turn out that your initial budget won’t cover
everything that you want from your site, which
brings us back to the original point about
discussing future plans with your developer.
It may be possible to make staged payments
or even work out a staged development
plan, either of which will see the website up
and running as soon as possible. It is quite
common for a project to start with a basic
website which can be developed further as the
business grows and as time and money allow.
Work out your timescales
If there are any immovable deadlines in your
project then it is important that you let the
developer know. For example, if you have
booked press adverts to publicise your new
site then there needs to be sufficient lead-time
to have it ready for the advertising campaign.
Once the brief is agreed and the project
is scoped, it is worthwhile agreeing a project
plan, showing how long different stages of a
project will take, what is needed at each stage,
and projected start dates, as this will allow
both parties to keep an eye on progress. Your
developer can’t continue work unless the
required materials for that stage are in place,
so if you are providing feedback or material,
whether images or copy, then your developer
should agree with you when they will be
required and what format they should be in.
To sum up, this is largely about matching the
expectations of client and developer. As the
client, you want your site to look great, work
well and be completed at the expected time
and for the agreed price. As the developer,
we need a well-thought-out brief to prepare
an appropriate quote and project plan. Once
everything is agreed, this should ensure that
the work progresses smoothly.
Obviously circumstances can (and do)
change, and plans need to be flexible to
accommodate changes, but with a clear
brief and good communications – nasty
surprises should be avoided and a successful
website created. C
Further information
Loud-n-Clear.com runs the Internet Craft
Fair and specialises in websites for craft
companies.
Contact details:
E: enquiries@loud-n-clear.com,
W: www.loud-n-clear.com.
craftfocus 91
mobile commerce
In the second of his latest series, expert David
Mackley looks at the options for making the most
of mobile commerce
If you are a retailer who has just, or is just
getting to grips with eCommerce and
has heard the news of growth in mobile
commerce, then this article is for you. For
those just getting to grips with eCommerce,
mobile commerce (mCommerce) could be
the final straw! As a provider of systems to
multichannel retailers I can empathise with
the challenges of keeping up with the pace of
consumer change. However the good news
is it doesn’t need to be all that complicated.
So here is a quick guide to mobile commerce
for those looking to make some pragmatic
decisions about what to do. Hope it helps.
In the previous issue we looked at the facts
behind mobile commerce growth and what
is fueling this extraordinary change. In this
issue we look at how important it really is to
go mobile and the options available for those
making the change.
Is it really that important to go mobile?
Well, if depends on your business. Here is how
you can tell. Open up Google Analytics (if you
don’t have analytics then ask your website
designer to add it in, and make sure they add
in the eCommerce module if you sell online)
and see how many visits you are getting from
mobile devices. If you have eCommerce
enabled, see how many visits are converting
to orders. Assuming you don’t already have a
mobile enabled website, you should expect to
see a lower conversion rate in mobile sales. I
would say that between 50% to 90% of your
standard conversion rate is typical for a nonspecific mobile site. If it is a lot lower then
something may be wrong with your standard
site that is causing problems when viewed on
mobile devices.
This Google Analytics data will then tell you
the size of the mobile opportunity for your
business and whether it is worth investing now
or wait.
TruffleShuffle is a company that made the
change and is highlighted on the SagePay blog.
They had enough traffic to justify the new
mobile site and created a mobile specific site.
Their website now converts five times better
than when they were without a mobile site,
92 craftfocus
and it’s bringing in about three times more
revenue than before from mobile customers!
If you don’t have Google Analytics then the
decision will be harder. In general terms about
10% of your traffic will probably come from
mobile devices. Most of them will be able to
view your website and some will buy products,
albeit a lower percentage. All things considered
it is not the end of the world if you do not
have a mobile enabled website yet. However
you will be missing out on some revenue. It is
worth bearing mobile in mind when you get
your next website upgrade. During the typical
lifespan of a website, about three years, mobile
will become more dominant so make sure
there is support for a mobile style sheet and
mobile checkout in your new site.
Going mobile – what are the options?
So, it’s clear that people are using smartphones
to browse and buy online. There will also be a
lot of growth in this area. So for independent
retailers what are the options?
Do nothing. This is always an option, but
as mobile is the fastest growth area on the
web you will be missing out on an increasing
amount of business.
Test your existing website. Smartphones
display your website in a browser in the
same way as on a larger screen. For example
the iPhone uses a version of the Safari browser
which is used on PCs and Macs. So your
website should display normally in miniature.
However it would be advisable to test this
is the case particularly for your basket and
checkout pages because the small screen
browsers do some things differently.
For pragmatists I advise only looking at the
top three mobile phone systems; Apple iOS
(as on the iPhone and iPad), Android and
Blackberry. If you cannot get access to the
right smartphones to test your website, try
BrowserCam www.browsercam.com which
simulates them and is used by many website
design companies. It has a free trial.
You may find your website just works,
or you may find there are a few minor
formatting issues that can be straightened
1
2
- Part 2 out by your designer. Then you have a basic
solution that works.
Create a mobile specific application (an
‘App’). An App is a programme that can
be downloaded onto a smartphone. Some
of the big retailers like Amazon have apps.
This is great if you have specific functions over
and above that of a standard website that are
important for your business. However you
would have to build one App for each type of
smartphone system.
Create a mobile style sheet. A style sheet
is a part of your website that controls its
appearance. And yes it can tell what type of
device each visitor has and adjust the look
accordingly. So if a small screen mobile is
viewing your website, your style sheet can
present a mobile specific look. This is usually
the easiest, cheapest and most flexible way
to engage in mobile commerce. I would
recommend it.
For their mobile site, John Lewis took the
main features from their website and made
them look good on a smaller screen. This is
what a style sheet can do.
John Lewis wanted to achieve:
• The same navigation as on the main website
• The facility to buy anything that you can on
the main website
• Access to your account details using your
usual login and password
• Shop opening hours, location maps and
contact details
3
4
In the next issue we look at website
navigation on mobile devices, taking payments
on mobile and multichannel opportunities. c
David Mackley MBA BSc is MD of Intelligent
Retail – providers of Multichannel EPoS
and e-commerce websites for independent
retailers. If you have any questions you can
contact David on +44 (0)8456 800 126 or
dmackley@intelligentretail.co.uk
The UK’s leading magazine
for the craft industry
C
To advertise here
telephone Tracy Voice
on +44 (0)1376 535 618
www.craftfocus.com
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craftfocus 95
next issue…
Look out for our August/September
2012 edition for lots of fantastic ideas
The right stuff: Artist
essentials showcased.
Knitted together: Celebrating
woollen wonders and yielding yarns.
Hands on materials:
Our round up of favourite crafty tools.
We can work it out:
Teaching tips and presentation prep
in part two of our focus on workshops.
Issue 32
August/September 2012
Editorial deadline: 1st July
Advertising deadline: 13th July
Published on: 30th July
96 craftfocus
It’s Christmas!
Get ready for the
festive season.
Plus
• Brand new products
• The latest industry news
• Top business advice from leading experts
in retail, ecommerce and business management
young hopeful
Looby Lou Designs was founded by Lucy Bowler in 2005 in
the shed at the bottom of her garden. In this interview the
emerging business woman talks about the concept behind
her canvas kits for kids and her progress so far…
What made you start your business?
A combination of putting my BA Design
Craft degree on hold whilst also starting a
family, and spotting a gap in the market for
children’s quality wall art using interesting and
beautiful materials.
I had the desire to carry on designing
and making to preserve brain cells during
motherhood! I have also been extremely
inspired over the years by reading articles
about people who have taken the plunge and
started their own business here in the UK.
I decided to stop reading about it and do it
myself. I think being slightly bonkers also helps.
Did it get off to a good start?
I spent the first three years selling pre-made
canvases at lots of local craft fairs which were
made using my own handmade felt and then
embellished with sparkles. This start was great
for learning and gaining confidence – and
listening to feedback from customers. Sales
were good but I always felt it was a warm up
for something bigger.
As my own children grew and developed I
started to design my first range of canvas craft
kits focusing on giving children the confidence
to explore and find their own “making” ideas
whilst being introduced to interesting materials.
I have expanded the range and now supply
some fantastic stockists as well as having
recently attended my first trade fair.
Why kits for kids?
It’s so important to get kids making, stitching
and drawing and once that dexterity kicks in,
getting sticky fingers is so cool!
My kits are carefully designed for children to
have fun and to use their own creativity giving
wonderful individual results. Having your own
creations on the wall is much more rewarding
than showcasing work by others!
What’s your favourite Looby Lou
creation so far?
I love the fairy range as it was the first canvas
kit I designed. I loved writing the short story
and would like to be involved in writing
story books for children in the future
I also adore the pirate kit named after my
little boy Christopher Jim, we love dressing up
in our house so adventure and escapism is a
must at whatever age!
What’s your biggest seller?
Little Art Canvas Fairy in pink, it was so
popular that we now have a range of other
fairies to add to the girl’s collection.
Apart from your design experience,
what personal qualities do you
bring to your business?
You need to be able to get along with people
and have a good sense of humour... being able
to ask for help is essential although not always
easy. It can be tough going wearing all the hats
but I have always worked hard and with the
determination to succeed. Come what may,
I’m up for the challenge. You have to try things
in life and hearing the encouraging customer
feedback, I know I have a good product range.
How do you keep ahead of kid’s craft
trends to ensure that Looby Lou is
ahead of the game?
I try to design and produce unique products
that reflect my style and ideas. My focus is on
98 craftfocus
the history, processes and materials
used within design craft and then I try to
adapt these for children.
Having three children I am also aware of
other products that are on the market.
Who is your target audience?
The range is suitable for children aged three
years plus up to eight years plus and have
been CE tested so are also classed as a toy.
All the kits make perfect gifts and look
great when proudly displayed on the wall.
Emphasis is placed on doing your own
thing although I acknowledge that some
children and parents do like more direction
so I have designed with this in mind too. The
range is also thoughtfully priced to suit all
budgets and on each product there is a little
poem to encourage creativity.
What are your ambitions for
the Looby Lou enterprise?
To keep going and offer an exciting and unique
craft range to children and maybe adults!
I hope to steadily grow our customer
base, increase productivity and continue
to expand the team.
Do you see a bright future for the
crafts and crafting industry?
I think times are exciting as “make do and
mend” has come full circle and is now super
cool. Craft encompasses all sorts of processes;
ceramics, thatching, weaving, dying etc. Making
was once the core of our industry and I
hope the trend continues and grows further.
Encouraging children at an early age can only
be a good thing. C
For more info
W: www.loobyloudesigns.co.uk/
E: lucy@loobyloudesigns.co.uk
T: +44 (0)1869 345510