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Issue 16 December 2009/January 2010
CRAFTFOCUS
www.craftfocus.com
M AG A ZIN E
Knitting:
still a big
success story
for retailers
How to offer
an outstanding
shopping experience
s
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l
i
Ch lay
p
kits
ART MATERIALS
Expand your offering,
expand your market
ne
o
n
i
All r kids
fo
SHOW PREVIEWS
Expert advice on
staff recruitment
• CHA Winter
• Toy Fair
• Paperworld
WIN!
£640 worth of crafting software from Serif
PLUS
Latest products
Industry profiles
News & views
Ofﬁcial media partner for
Craft, Hobby + Stitch
International and
proud sponsor of the
New Product Showcase
December 2009/January 2010 issue 16
Editor
Rebecca Winward
+44 (0)1376 535 609
editor@craftfocus.com
Editorial Assistant
Rianna Fry
+44 (0)1376 535 613
riannaf@craftfocus.com
Contributor
Sarah Reeve
+44 (0)1376 535 614
sarahr@craftfocus.com
Sales Manager
Mark White
+44 (0)1376 535 606
markw@craftfocus.com
Advertising Sales
Tracy Voice
+44 (0)1376 535 618
tracyv@craftfocus.com
Design Manager
Vicky O'Connor
+44 (0)1376 535 616
design@craftfocus.com
Graphic Designers
Sarah Barnes
Sophie Farage
Laura Perry
Steve Mckea
+44 (0)1376 535 616
36
contents
regulars
industry news
6
We highlight the latest happenings in the industry
brand spanking new
15
Take a look at these latest product launches
the library
20
Check out the latest in crafty tomes to inspire and
inform your customers
competition
27
Enter to win one of three craft software bundles from
Serif, worth a total of £640
stafﬁng matters
68
Business Link’s Peter Mulhall offers tips on how to go
about recruiting new employees
Production Manager
Stuart Weatherley
features
state of the art
40
Broaden your offering to attract artists too
snip, stick & scribble
48
Check out our fabulous roundup of new
papercrafts products
kidding around
61
Appeal to parents (and those looking to buy a
gift) with these all-in-ones for children
be the best!
65
We ask retailers for advice on providing a
superior shopping experience
the ups and downs
71
Neil McFarlane reviews the insurance issues of
2009, and looks ahead to 2010
all the answers
73
Our experts advise on legal and ﬁnancial
matters that might affect your business
internet strategies for
76
independent retailers
David Mackley continues his series on using
the web to beneﬁt your shop
KD Media Publishing Limited
Broseley House
Newlands Drive
Witham, Essex, CM8 2UL, UK
www.craftfocus.com
shows
show & tell
23
In the ﬁrst part of our new product showcase,
we look at what’s coming up at Craft Hobby +
Stitch International
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
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The views expressed do not necessarily reﬂect
those of the publisher. Craft Focus is published
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readers are £40 per annum (incl. p+p), Cheques
should be made out to KD Media Publishing
Limited and sent to Craft Focus, Broseley House,
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MEDIA SUPPORTER
ANTI COPYING IN DESIGN
48
proﬁle
winter wonderland
We look ahead to the CHA Winter
Convention & Trade Show
33
booming marvellous
29
Geoff Ellis offers his perspective on the rise and rise of
the beading market
getting crafty at Toy Fair
39
Read our preview of Toy Fair 2010, a show
that’s craftier than ever before
another level
36
We ﬁnd out about chic Glasgow-based craft emporium
The Bead Company
on paper
47
We preview Paperworld 2010, the leading
international trade fair for the stationery sector
appealing notions
45
We ﬁnd out about well-established wholesaler M Courts
special feature
making the leap
82
We speak to Beverley Fletcher of Banana Frog about the
company’s inception
knit & natter
53
Leading suppliers report on the state of the
market, and we present the latest must-have
products for knitting enthusiasts
craftfocus 3
The knitty gritty
It’s not news that knitting has hit
the big time – attracting a fresh
audience of bright young things
who are getting to grips with
yarn and needles for pleasure,
not necessity – but who’d have
thought the boom could last
this long? This month we speak
to several leading suppliers who
are upbeat about the future of
this enduring trend, and ﬁnd out
more about the exciting new yarns and accessories
being launched to fulﬁl the demand from fashionforward knitters.
Other product showcases in this issue include a round-up of art
materials, ideal for broadening the appeal of your store to include
artists as well as crafters; a selection of kits for kids, which will appeal
both to parents and to anyone who’s looking to a buy a gift for a
youngster; plus a raft of goodies that will tempt the vast numbers
of card makers, scrapbookers and other papercrafting enthusiasts
out there. We also proﬁle three very successful suppliers – Beads
Unlimited, M Courts, and Banana Frog – and chat to their owners
about the beneﬁts they can offer retailers.
We’re also gearing up for show season, with previews galore. Toy
Fair, the Craft & Hobby Association’s Winter convention and trade
show, Paperworld and Craft Hobby + Stitch International all have
page space dedicated to them, so you can work out which of these
events are best for your business. And speaking of the business side
of things, we have legal and ﬁnancial advice in our Q&A pages, a guide
to recruiting written by Business Link’s Peter Mulhall, and the second
part of David Mackley’s article on internet strategies.
Finally, don’t forget to enter our competition to win one of three
bundles of crafting software from Serif, worth a total of £640!
GZWZXXV
Rebecca Winward
Editor
craftfocus 5
industry news
Find out about the latest industry
goings-on in our regular roundup
EQS promotes needlework kits to over
120,000 consumers
CERNIT obtains British distributor
Potterycrafts Ltd, encompassing All About Crafts, has become
the ﬁrst importer in the British Isles to introduce the 70
colours of CERNIT polymer clay, in close co-operation with the
manufacturers in Belgium.
While the CERNIT brand has been renowned amongst artisans
in Europe and the USA for many years as the ideal jewellery
and miniaturist polymer clay, this is the ﬁrst time the product has
become generally available in the UK.
The superb colour range in 62g packs comprises a remarkable
spectrum of porcellaneous, pearlescent, metallic, translucent,
ﬂuorescent, earth and stone colours. The excellent workability of
CERNIT clay makes it suitable for all techniques.
For further details call +44 (0)1782 745 000 or alternatively log
on to www.potterycrafts.co.uk.
Following the highly successful launch of their new range of stamped
needlework kits to the trade, EQS is now following up with a massive
campaign to promote the line to consumers.
Editorial has already appeared in New Stitches magazine, to be followed
by more editorial coverage and advertising. Meanwhile, for the next four
months, there will be a series of editorial, advertising and competition
pages in both CrossStitcher and Cross Stitch Collection magazines. In total
this will reach an audience of over 120,000 dedicated needleworkers, while
several other consumer titles have promised to feature the kits in their
editorial pages – which means the ﬁrm will be reaching an even wider
audience of enthusiasts.
“We recognise the fact that we have to promote this new line to
consumers so that they come in to our customers’ shops to buy,” said
Graeme Wright of EQS. “We have been delighted by the response from
the trade with orders already above our forecasts. Now, in conjunction
with our customers, we have to get the word out to the wider public. For
2010 we are already working on a wider campaign that will harness the
synergy between the kits, Madeira threads and Zweigart fabrics, not to
mention the many accessories we carry in our range.”
For further details on EQS’s products call +44 (0)116 271 0033, email
enquiries@eqsuk.com, or visit the website at www.eqsuk.com.
Creative Beadcraft relocates retail outlet
Having had a shop in London since 1920, Creative Beadcraft will be
maintaining its retail presence in the capital – but it has moved to a new
location. The new store is still near Carnaby Street, although it is in more
streamlined and spacious premises that have been ﬁtted out to show
off the beads to their best advantage. “Our new shop is spread over
two ﬂoors, with much more display space to feature all the beads and
components for jewellery making and embroidery that we stock – over
4,000 items sourced from all over the world," said Laura Ells. “In addition
to the loose beads, packs and tubes we are increasing our ranges of
strung beads – strings always create striking displays and really emphasize
the colours and shapes.We will also have much more room to display
the full range of tools and accessories, project books and jewellery kits.”
The ﬁrm also now has more room for regular product demos, and
in the New Year will start running workshops – a useful way to show
customers new products and techniques. The store will now be open
seven days a week, and it has extended its weekday hours in order to
maximise custom in this busy shopping and leisure area.
6 craftfocus
news&events
Korbond’s giant spider helps highlight
Halloween craft market opportunities
Charlie’s Ark – The First Collection CD
audio books lanched
The ﬁrst audio book CD of the Charlie’s Ark – The First Collection
children’s stories has been launched. Mike Payne has been working on
this project for the last three years, and now through a partnership
with Andrews UK the dream has become a reality. The album includes
eight charming and thought-provoking children’s stories beautifully
illustrated by Adam Pescott, written and narrated by Mike in his
inimitable way.
“They tell of how the magic began, of Charlie’s relationship with all
the animals that live in his Ark toy box, how and why Charlie had an
Ark, and many other stories. Each has a moral, and will enthrall children
of all ages,” said Mike. “At the end of every story, renowned recording
artist Patrick Adam has written and performed some brilliant music
and lyrics, which ﬁnish off each and every story in a perfect way.”
Many fans have consistently asked for Mike Payne’s stories of
Charlie, Sally, the animals and of course the Ark, ever since the concept
began. There are greetings cards by The Great British Card Company,
and cross-stitch kits by Groves already in the marketplace, while
papercraft products are still to come. Mike has dedicated this ﬁrst
Charlie’s Ark Album to his grandchildren Tim, Beth, Lola, Josie and, of
course, Charlie.
To ﬁnd out more call 44 (0)1903 850 373 or visit the website
www.mikepaynestudio.com.
Staff and visitors at haberdashery specialist Korbond Industries’
headquarters got the fright of their lives when a giant spider dropped
in during the last week of October. To celebrate Halloween – and to
encourage customers to buy Korbond products to make their own
ghoulish clothing – Sales Analyst Liz Blowers and Sales and Marketing
Executive Alex Batty decided to make their own spooky costumes
using many of the company’s products.
“We wanted to show just how easy it can be to make your own
Halloween costumes, especially if you take advantage of the great
range of Korbond items available," said Alex. “From needles and thread
to elastic, pins, scissors and hook and loop, we’ve got everything you
could need to come up with a truly terrifying outﬁt.”
David Vidilini, Senior Manager for the ﬁrm, sees Halloween as an
increasingly important selling period for the company, and hopes more
customers will be inspired to make their own outﬁts – especially as
more and more people adopt the ‘make do and mend’ and ‘sew it
yourself ’ mentality. “With people designing and creating all kinds of
Halloween costumes we do see an increase in certain lines this time
of year. In particular, many of our sew-free solutions such as Hemming
Web, Iron on Press Tape/Hook & Loop and, of course, the trusty old
safety pin, are very popular as people are looking for a quick and
convenient way of bringing creative ideas to life,” he commented.
Korbond Industries is a brand leader in the haberdashery
sector, providing a range of sewing, mending, craft and clothes care
accessories. For details call +44 (0)1476 573 227 or visit the website
online at www.korbond.co.uk.
Consumers already requesting tickets for BSSBS 2010
The largest papercraft show of its kind in the UK, the Big Stamp & Scrapbooking Show
(BSSBS), is held twice yearly at Alexandra Palace – and organiser Express Services reports
that it continues to go from strength to strength.“The 2009 shows achieved the biggest
attendances ever, and 2010 looks set to continue in this way, with consumers already wanting
to purchase their tickets for the next show on 10th and 11th April 2010,” said Colin Poole.
“The stands are all space only, so it is not only a very economical show for exhibitors, the
format allows for a very open and informal atmosphere.”
The event boasts free car parking for 2,000 vehicles, free courtesy buses from the local
train and tube stations, free cloakroom facilities, plus a free prize draw – while Alexandra
Palace itself is a destination to visit in itself, and can offer a great family day out thanks to its
ice skating rink, pitch and putt course, and pub.
To ﬁnd out more about exhibiting, call +44 (0)1536 481 778, or visit the website at www.bssbs.co.uk.
craftfocus 7
news&events
CBI reports tentative growth returning
to the high street
UK high street sales grew modestly in the year to October, and at the
most positive rate in almost two years, the CBI said today. Its latest
monthly Distributive Trades Survey also shows that sales in sectors
related to the housing market improved, and that the high street
anticipates stronger sales growth in November.
Asked about sales in the year to October, 41% of respondents said
that volumes had risen, while 33% said they were down. The resulting
balance of +8% beat expectations (+3%), was an improvement on
September's broadly ﬂat sales (+3%), and was the highest since
December 2007 (+8%). Looking to November, a balance of 19%
expects sales volumes to improve, which is the most optimistic since
July 2007 (+19%).
“The latest ofﬁcial data shows the economy is still in recession,
however the retail sector seems to be ﬁnding its feet again after a
challenging year, and the outlook for November is encouraging. But
overall the economy remains troubled and some retailers will ﬁnd the
recovery slow and painful,” commented Andy Clarke, Chairman of the
CBI Distributive Trades Panel, and Chief Operating Ofﬁcer of Asda.
CHA Board of Directors elects new ofﬁcers
The Craft & Hobby Association (CHA) Board
of Directors has announced the elected CHA
Board ofﬁcers for the 2010 term. Michael (Mike)
McCooey, President and CEO of Plaid Enterprises,
has been elected Board Chairman; Larry Olliges,
President of Dees’ Crafts becomes Vice Chair;
while Mark Peters of iLoveToCreate, a Duncan
Michael McCooey
Enterprises Company, will be Secretary.
Mike McCooey and Larry Olliges were both
re-elected to serve second terms in their
respective ofﬁces, while Mark Peters will serve
his ﬁrst term. The new CHA Board ofﬁcers were
elected during the October Board of Directors
meeting, at which the Board also announced that
David Murray, Vice President of ACTIVA Products,
Larry Olliges
Inc, will ﬁll the vacancy created by the resignation
of Sara Naumann.
“The 2010 Board ofﬁcers have solid working
knowledge of the industry and the expertise
required to lead and guide it forward. I
look forward to developing even stronger
programmess under their continued leadership
this year,” explained Steve Berger, CHA President
Mark Peters
and CEO.
For more information about CHA visit
www.craftandhobby.org. To ﬁnd out more about
its award-winning conventions and trade shows
log on to www.chashow.org.
*Turn to page 33 to read our CHA Winter Show preview…
easyFairs® RETAIL is launched
Exhibition organiser easyFairs recently unveiled plans for easyFairs®
RETAIL 2010, a brand-new show focused speciﬁcally on shopﬁttings,
display systems, technology and visual merchandising. Taking place
on 5th – 6th May 2010 at London’s ExCeL, the show is designed
to appeal to and attract leading retailers, shopﬁtting controllers, visual
merchandisers and designers seeking innovative solutions.
The show is co-located with easyFairs® INTERIOR FIT-OUT 2010
– the UK’s only event dedicated to commercial interior refurbishment,
which recorded an 18% jump in visitor numbers this year. Both events
will run alongside the hugely popular Grand Designs LIVE.
“We all know there is going to be an upturn, indeed some can
already feel the beginnings of it. When it comes retailers will be
looking to revamp and refresh their stores,” commented Matt Benyon,
Managing Director of easyFairs UK. To ﬁnd out more visit the website
online at www.easyfairs.com.
David Murray
craftfocus 9
industry news
Rowan team welcomes new designer
Hatsonheads
milliners enter
Dragons’ Den.
Fashion and millinery
designers Angela Coupe
and Carol Robinson, from
Lincoln-based fashion
label Hatsonheads, took
part in the new series of
Dragons’ Den featuring
two new ‘online’
Dragons, with the show
being aired on BBC2 on
1st October 2009.
After applying for
Dragons’ Den the
ladies were shocked to
be contacted by the production team the very next day, and
invited to go to Manchester to face the two new Dragons. The
millinery business comprises three main components - bespoke
millinery, their IN2Fashion courses, and DIY Designer hat making
kits – and the design duo decided to concentrate their pitch to
the Dragons on the latter.
The prototype kits were originally designed for participants to
make up during the ﬁrm’s IN2Fashion courses. “We were always
being asked if the kits were available to buy, so we decided
to produce a range to sell direct to the consumer from our
website and also to the craft retail trade,” said Angela. “So far we
have managed to get them into several retail outlets, including
John Lewis stores, but we felt that we needed the help of the
Dragons to assist us with moving our business up a level.”
“Our venture into the Dragons’ Den was very nerve-racking
and quite intense, not an experience that we would really like
to go through again, but on the positive side we did manage
to get our products shown on the BBC and our website
received heavy trafﬁc,” said Carol. “There is an awful lot of
preparation to do before you appear on Dragons’ Den, and the
due diligence of your idea has to be checked, which involves
lots of paperwork and time. Although we didn’t obtain any
investment from the Dragons, we have had some interest from
other investors since appearing on the show and are presently
working on new ideas to push our business to be more
successful and proﬁtable.”
To ﬁnd out more about Hatsonheads’ craft kits, call the ﬁrm
on +44 (0)1522 529 165, email info@hatsonheads.com, or
visit the website online at www.hatsonheads.com.
10 craftfocus
Rowan recently announced that it has welcomed Grace Melville to its
design team. A graduate from Kingston University, where she specialised in
womenswear and knitwear, Grace joins Rowan as a Junior Designer.
Grace's ﬁrst assignment will be Rowan Studio 18. This issue focuses on a
trend inspired by the Autumn/Winter
2009 catwalk, with a strong theme of
oversized and slouchy garments with
fazed stripes and subtle patterns. This
trend is brought to life in an aptly
named issue ‘Misﬁts’, using the Felted
Tweed Family, DK, Aran and Chunky.
Rowan Studio 18 launches on 1st
January 2010.
For further information call
+44 (0)1484 690 806 or visit the
website www.knitrowan.com.
Team behind Mosaic Mad Romans opens
new gallery café
Mosaic Mad Romans’ Aimee and Mark Harman have recently launched
a new arm to their business, Open Art Gallery Café. “We decided to
take on this venture as we liked the idea of having a place to sell our
own work directly to the public, including our kits and our unique fused
glass jewellery,” said Aimee. “It was something we wanted to do for a
while with a group of friends, rather like the Bloomsbury Group. But
we jokingly call ourselves the Blooming Group!” In addition to the café
and gallery functions, the couple plan to hold a selection of classes
throughout the year, from mosaics to life drawing and painting.
The company is also expanding into craft kits for adults – an idea the
ﬁrm has developed since being asked to teach craft workshops on Fred
Olsen cruise liners in 2010. These kits will be launched at Craft Hobby +
Stitch International in 2010. “This will be a very different sort of mosaic
kit,” Aimee continued. “It will
be unique because we will be
adding our own hand-fused
glass to the materials within
it – as well as beads, sequins,
gems, and crockery broken
up into tiny pieces – so the
little projects can never be
duplicated exactly.”
Visit Open Art Gallery Café
at 6 Nevill Road Rottingdean,
East Sussex, or to ﬁnd out
more call +44 (0)1273 586 181
or log onto the website
www.mosaicmadromans.com.
industry news
V&A success for student
A fourth-year textile design student from Duncan of Jordanstone College of Art &
Design in Dundee will have her work exhibited at the Victoria & Albert Museum next
year alongside some of the world’s leading artists and designers.
Kirsty Fenton, 21, from Perth, won the rare opportunity to exhibit at the prestigious
V&A by designing a quilt for the ‘Hidden Histories, Untold Stories’ project, a joint
venture between the ‘Past, Present and Future Craft Practice’ research project based at
DJCAD, and the V&A.
Her winning entry will now form part of the V&A’s ﬁrst major exhibition of quilts
next spring, running from 20th March to 4th July. The ﬁrst exhibition of its kind in the
UK, Quilts 1700-2010, which will show more than 65 quilts from a cot cover made in
the 1690s to recent examples by leading contemporary artists including Tracey Emin
and Grayson Perry as well as special commissions by Sue Stockwell, Caren Garfen and
Jo Budd.
Kirsty’s design, ‘Threaded Wrists’, was made after students were challenged to create
a quilt which displayed a narrative quality while also meeting high standards of design
and technique. “Her quilt confronts the problem of child labour, which of course is
a major issue in the textile industry in many areas around the world. Kirsty’s work
combines an uncomfortable truth regarding child labour but does so in a way which
is thoughtful, evocative and also beautifully constructed and made” said Sue Pritchard,
lead judge and curator of the exhibition.
Crafting’s ‘golden couple’ to be at The
London Stitch & Creative Crafts Show
Nigel May and Stephanie Weightman, Ideal World and Create and
Craft TV presenters, will be at the London Stitch & Creative Crafts
Show on Saturday 12th February.
A true all-rounder in the media world, Nigel May has worked
as both a TV presenter, writer and as one half of the UK’s most
popular crafting couple, Stephanie & Nigel. Their real-life friendship
has transferred to the screen, making their shows not just innovative,
creative and skilled, but also warm, friendly and funny. The duo’s
popularity lies in Stephanie’s tremendous crafting skill and Nigel’s
quick-witted banter.
Stephanie Weightman, a renowned TV presenter, author, designer
and international personality, puts the zing into crafting! Stephanie is
well-known throughout the craft world for her lively and informative
workshops. She returns to the London show with an exciting new
workshop programme, guaranteed to offer new ideas and all sorts
of inspiration.
The London Stitch
and Creative Crafts
Show will take place
at London ExCel,
Docklands, on 11th
– 13th February, open
10am – 5pm daily. For
further details visit
www.sccshows.co.uk.
12 craftfocus
E-commerce package solution by Mr Site
Mr Site’s Takeaway Website Pro is an all-in-one e-commerce website
package, which is billed by its producers as a jargon-free and easy-to-use
solution that can
get users online
in less than half
an hour.
The package
is Mac and PC
compatible, and
includes features
such as SiteBoost
search engine
optimisation tools,
a secure online
shop, a business
stationery creation
tool, picture gallery,
forum facility, and
visitor statistics
tools – plus support
from the Mr Site
team. The hosting
includes 600MB of
web space, 50 email addresses, 99 web pages and unlimited bandwidth.
The package is priced at £99.99, and after the ﬁrst year you can renew
your subscription at a cost of £7.99 a month. To ﬁnd out more visit the
website online at www.mrsite.com. C
Horseshoe Crafts
Dress It up Beads
Colour combinations packs, Semi Precious
Gemstones & Pendants
• European wholesaler for Great
Impressions, Rubber Romance,
Embossing Arts, Stamping
Sensations, Our Craft Lounge
and Oyster Stamps.
• Over 70 artboard packages
available complete with FREE
artboard to promote sales
• No minimum quantities
• New stamp designs and
artboard brought out each
month
• Full instruction sheets available
for ready made workshops
• Fast, friendly service
Contact: Hazel – The Old Horseshoe, Horseshoe Lane,
Criftins, Ellesmere, Shropshire SY12 9JT
Tel/Fax: 01691 690113 or 0845 833 0332
Email: horseshoecrafts@hotmail.com
www.horseshoecrafts.co.uk
Ask for a
trade pack
Eggers Delight
Eggers Delight for all your egg craft needs.
Tel: 01903 725593
Visit our web site at www.eggersdelight.com
Catalogues are £6 including postage
from Eggers Delight, P.O.Box 3205,
Littlehampton, Sussex, BN17 6YZ
All major credit cards taken
No minimum order
Tel: 01460 242221
Email: sales@dressitupbeads.co.uk
Web: www.dressitupbeads.co.uk
brand spanking new
Applicraft
Product:
Decoupage Finish
Contact:
+44 (0)1932 872 572 or www.applicraft.co.uk
Price:
£4.75 RRP for a 125ml pot
Speciﬁcation:
This fast-drying water-based glaze is also non-yellowing. It avoids the need for the application of
Retailer beneﬁts:
Applicraft’s range of decoupage products also includes Transferglaze, which enables crafters
several coats of varnish, as traditional ﬁnishes have required, thanks to its thick formula.
to create decorative transfers to use in their projects, and Craquelure, a two-step product which
gives a wonderful antique-style crackle effect.
Other information:
This product can be used on a variety of surfaces, and is available in gloss or matt ﬁnishes.
The Daylight Company
Product:
Contact:
Naturalight™ lamps
+44 (0)1344 620 408 or www.daylightcompany.com
Price:
RRP £4 - £89.99
Speciﬁcation:
A new brand from The Daylight Company, Naturalight™ offers a lower cost, environmentally friendly
range of lights aimed at casual crafters and young professionals. It is an affordable mid-range line with
seven magnifying and task lamps, all with a soft light that is ideal for hobbies, reading and various other
home applications.
Retailer beneﬁts:
The range has been designed to be sold alongside the Daylight™ range, as they aim for different
market segments.
Other information:
All packaging is recyclable and the lamps come with energy-saving bulbs and tubes. The products are
branded in attractive green and white packaging.
Silver Viscount
Product:
Silver 20HD
Contact:
+44 (0)1933 311 888 or www.silverviscount.co.uk
Price:
RRP £799
Speciﬁcation:
Features include precision computerised sewing, eight memory banks holding
20 stitches each, 391 built-in stitches including two alphabets, one-step
buttonholes, mirror/elongation functions, an automatic needle threader,
speed control, and adjustable stitch widths.
Retailer beneﬁts:
The hi-tech extras will make this machine stand out from others on the market.
Other information:
This sewing machine has a large working area of 14.3”x7” making it ideal for stitching large quilts. It also comes with an attachable
extension table, which is great for working with free-motion quilting. There is also a knee-lift, allowing the stitcher to raise and lower
the presser foot, keeping their hands on the project itself.
Felicity Hall
Product:
Contemporary needlepoint kits
Contact:
+44 (0)20 8318 4905 or www.felicityhall.co.uk
Price:
From £60 RRP
Speciﬁcation:
These needlepoint kits offer contemporary designs created with the modern interior
– and stitcher – in mind. Each design is composed of smaller motifs, enabling the
consumer to build their designs section by section. The backgrounds have been ﬁlled
with pattern and interest to abolish the boredom of large areas of plain colour.
Retailer beneﬁts:
The kits are reasonably priced, and will appeal to contemporary tastes.
Other information:
Each kit includes a quality colour printed 14 HPI canvas, enough Appleton tapestry
wool for the design to be stitched using the basketweave technique, two needles and
a needle threader, along with full instructions and a colour illustration of the design.
craftfocus 15
news&events
Take a look at some of the latest products around
brand spanking new
Heritage Crafts
Product:
JCCN970 Corsican Village
Contact:
+44 (0)1889 575 256 or www.hcrafts.com
Price:
Speciﬁcation:
RRP £27.95
This pretty design is a complete cross-stitch kit – including DMC stranded cottons sorted on to
numbered cards, a needle, and clear charts and instructions – available either on 14 HPI Aida or 27
HPI Evenweave.
Retailer beneﬁts:
John Clayton has been painting stunning watercolours and creating beautiful cross stitch designs for
Heritage Crafts for more than two decades, and has won numerous Origin Publishing Designer of
the Year and Kit of the Year awards.
Other information:
This beautiful design from the International collection is sized at 31x11cm.
Eggers Delight
Product:
Fairies and Waterleaf Babies
Contact:
+44 (0)1903 725 593 or www.eggersdelight.com
Price:
RRP £2.75
Speciﬁcation:
These dear little Fairies and Waterleaf Babies have been added to Eggers
Delight’s selection of torsos and ﬁgurines. The Fairies are suitable for
embellishing a variety of eggs including goose, rhea and emu varieties, while the
Waterleaf Babies suit goose and duck eggs.
Retailer beneﬁts:
By stocking supplies for more unusual crafts, you can introduce your
customers to something new – and attract enthusiasts from a wider area too.
Other information:
There are four different Waterleaf Babies and ten Fairy designs, all ready
to paint.
International Textile Supplies
Product:
Print and Plain Cuddle Fleece and Lambskin Fur
Contact:
+44 (0)1745 562 120 or www.its-sales.co.uk
Price:
From £1.95 per m
Speciﬁcation:
International Textile Supplies’ eclectic and diverse range of
Funky Fleece and Fur fabrics is available in pink, blue, ecru,
fawn, red, chocolate or black. The ﬁrm has also now added the
exclusive Cuddle Fleece and Lambskin textures to
their expending Regular, Medium and Micro Fleece collections.
Retailer beneﬁts:
These fun and funky designs are great for crafters making
children’s clothes, home and even pet accessories.
Other information:
Available in 15m or 30m rolls.
Beadalon
Product:
BeadFix Adhesive Squares
Contact:
+1 866 423 2325 or www.beadalon.com
Price:
Contact your local UK Beadalon Distributor
Speciﬁcation:
These double-sided, extremely thin adhesive squares make easy work of gluing – you just peel, cut
and stick. BeadFix™ adhesive squares can be used wherever a bond is needed in jewellery
applications, whether it be with cabachon stones or to glue on bails.
Retailer beneﬁts:
Beadalon began manufacturing wire in 1976. The ﬁrm offers high quality products at competitive
prices, and is a well-known brand.
Other information:
The product comes pre-cut in 1”x1” squares, either in a 24 piece
retail package or 1,000 piece rolls.
16 craftfocus
VEPULLA INTERNATIONAL
z
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Cake Family
Gifts for Special Occasions
...decorative & surprising !
• Handmade 100% cotton novelty towel cakes
• Baby garments • Baby socks • Soft toys • Golf head covers
• Specialists in creating price-competitive baby soft toys
and infants’ products
For further information
please contact Ellen Chang on
Tel: 078 2815 5338
Or visit www.cakefamily.co.uk
1&340/"-*.13&44*0/4-5%
$VS[PO3PBE$IJMUFSO*OEVTUSJBMFTUBUF
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QSPEVDUTBOEBTUPDLJTUMJTU
(ISTORICAL3AMPLER
#OMPANY,IMITED
Home to beautiful cross stitch and tapestry designs
PO Box 6740, Billericay, Essex, CM11 1ZY
Telephone: 01268 711 918
email: samplersco@aol.com
www.historicalsamplercompany.co.uk
Bothy Threads
Please come and see our
new designs on stand A01 at
the NEC or at TNTG shows!
Bothy Threads,
19 The Avenue,
Newmarket, Suffolk,
CB8 9AA
01638 665149
info@bothythreads.com
Counted Cross Stitch
news&events
Dress It Up Beads
Product:
Pre-packaged beads
Contact:
+44 (0)1460 242 221 or www.dressitupbeads.co.uk
Price:
RRP £2.49
Speciﬁcation:
The ﬁrm’s range of pre-packaged beads incorporate colour combination, semi precious gemstone and pendant packs, each with
Retailer beneﬁts:
There are more than 60 colour combination packs. These are fantastic for beginners to the craft, as sometimes tricky decisions
its own unique name such as Key Lime Pie or Strawberry Cheesecake.
such as colour scheme have already been made.
Other information:
Each pack contains a variety of bead types, including glass, acrylic, shell and ceramic, to a weight of 28g.
DMC
Product:
Wooden Collector’s Box
Contact:
+44 (0)116 275 4000 or www.dmccreative.co.uk
Price:
RRP around £399.99
Speciﬁcation:
This Wooden Collector’s Box by DMC contains one skein each of all 465
colours of their stranded cotton. Crafted in high quality timber, the box keeps
the stranded range of cotton neatly stored together, while accessories can be
kept in the top compartment.
Retailer beneﬁts:
The DMC Collector’s Box is ideal as a gift for serious stitchers.
Other information:
The dimensions of this box are 45x35x27cm.
Historical Sampler Company
Product:
Love Heart tapestry
Contact:
+44 (0)1268 711 918 or www.historicalsamplercompany.co.uk
Price:
RRP £39.99
Speciﬁcation:
The designs for the Historical Sampler Company’s Autumn 2009 range
have been inspired by high street trends, for example the word ‘LOVE’ is
being seen on many interior pieces making the Love Heart
tapestry extremely current. They have also been stitched using this year’s
popular colours.
Retailer beneﬁts:
Attract a younger market by opting for designs that appeal to the new
fashion-conscious generation of crafters.
Other information:
The Love Heart tapestry, 41x30cm, is a pre-printed canvas with full
colour chart.
Dempsey Designs
Product:
Glass Painting Coasters Craft kit
Contact:
+44 (0)1869 337 948 or www.dempseydesigns.com
Price:
RRP £15
Speciﬁcation:
Dempsey Designs’ latest selection of kits covers a variety of crafts, from card to
candle making. This particular example includes four coasters and a variety of glass
paints as well as glitter glue, a paint brush pen, full instructions and templates.
Retailer beneﬁts:
All products are designed and manufactured in the UK, and feature a prominent
Union Jack and ‘Made in the UK’ on the packaging. The wide price range allows for
customers with varying budgets.
Other information:
There are six kits in the complete range including the Collectable Heirloom Teddy
Bear kit, Glass Celebration kit and a new Jewellery kit.
craftfocus 19
the library
Rianna Fry looks at craft books that will get your
customers’ creative juices ﬂowing....
Itty-Bitty Toys
The Stitch Dictionary
This book, written by Lucinda Ganderton,
demonstrates the art of modern needlework
and makes it accessible to all. A deﬁnitive guide
to stitching, it provides an illustrated manual of
more than 200 decorative patterns. Divided into
six chapters, this book offers the reader plenty of
stitching know-how, from equipment and threads
to openwork and needlepoint, making it a perfect
gift for enthusiasts looking to give their projects
the wow factor. Broken down into four chapters
– lines and borders, ﬁlling stitches, openwork and
needlepoint – this book provides a visual library
of stitchwork. For beginners the clear images give
at-a-glance guidance, and the accompanying broken-down instructions and advice
will help them to create perfect end results time after time. The Stitch Dictionary has
an RRP of £9.99 and is published by DK Publishing. Find out more at www.dk.com
or call +44 (0)845 313 4444.
Consumers are currently seeking new ways of
keeping the bills down and preserving their pennies,
but the price of children’s toys seems to constantly
increase and with birthdays and Christmas there
are always little ones to buy for. Itty-Bitty Toys helps
to minimise that expenditure. Written by Susan
B. Anderson – the author of Itty-Bitty Hats – it is
perfect at giving inspiration for simply beautiful, handknitted gifts for babies, toddlers and older children.
This book is sure to ﬂy from the shelves as it can
provide many present ideas to get creative minds
ticking. Clearly laid out with a technique notebook
plus straightforward step-by-step instructions and
patterns, this book will appeal to knitting novices and
beginners alike. Itty-Bitty Toys has an RRP of £12.99
and is published by Artisan. For more information
visit the website www.melia.co.uk, or alternatively
telephone +44 (0)1476 541 080.
Home Sweet Sewn
Tips for Knitters
During the colder months when
the nights draw in and the
weather limits us to our homes,
it’s always nice to snuggle up
and begin a craft project. This
beautiful book, by Alice Butcher
and Ginny Farquar, will provide
the reader with inspirational
sewing projects to add a
personal touch to their house
with handmade décor. Home
Sweet Sewn contains more than
20 ideas from a monthly wall
planner to a tree of life cushion.
Alongside the step-by-step instructions are illustrations
of parts of the stitching process. Home Sweet Sewn appeals
to serious stitchers who are stuck for ideas and need some
inspiration. This book has an RRP of £14.99 and is published by
David & Charles. For more details call +44 (0)1476 541 080 or
alternatively visit www.davidandcharles.co.uk.
An essential addition to every knitter’s
library, Tips for Knitters covers the basics
such as choosing yarn to more complex
aspects of the skill, such as decorative
edging. Author Debbie Bliss, the UK’s
foremost knitwear designer, has created
a mini knitters’ bible with this handy
book of tips and hints. Giving valuable
advice on how to correct mistakes, this
book is targeted at new knitters who
need help grasping the basics, whilst
it also provides tips and ﬁnishing
touches to appeal to enthusiasts
who are looking to expand their
knowledge, and improve their
exsisting skills and techniques. Tips
for Knitters provides the essentials of the
craft so that knitters can enjoy creating designs of their own. This
book has an RRP of £7.99 and is published by Ebury. For more
information the visit the website www.rbooks.co.uk.
20 craftfocus
embossing
Compendium of
Beading Techniques
Jean Power is a writer,
teacher and awardwinning beading and
jewellery designer,
whose latest book is
the Compendium of
Beading Techniques.
This title offers 159
pages of expert
advice, which
practically makes
it a paper-back beading
professional available whenever the consumer
needs them. Containing 300 tips, techniques and trade secrets,
beading dilemmas will no longer be an issue as crafters will simply
be able to consult the book. Accessible to beading enthusiasts
on all levels, this book is clearly laid, out instructing the reader
through each step, with images to help prevent any confusion. The
book is structured in the order of the stages as the consumer
will need them in order to complete their work; beginning with
tools and materials, right the way through to ﬁnishing tips to give
a professional end result. Compendium of Beading Techniques has
and RRP of £12.99 and is published by Search Press. For more
information visit www.searchpress.com.
The Best Suppliers
Of Pick and Mix Card
Leading Suppliers of
Pick and Mix Card
Range of units to ﬁt all premises
Widest selection of card
Encyclopedia of Crafts
There has been an upsurge
in interest for crafts in
recent times with everybody
becoming a scrapbooking,
beading or block-printing
enthusiast – but at some
point we all get ‘crafter’s
block’ and need a little getgo. Encyclopedia of Crafts
is packed with need-toknow techniques and ideas
making this book perfect
for all crafters looking for
continued inspiration and ideas for new projects.
Author Martha Stewart’s passion for the subject helps to give
the book an engaging style, and it reﬂects her contemporary
approach and extensive knowledge. This A-Z guide provides
many ideas and professional tips to last any crafter a lifetime. The
simple-to-follow instructions makes this book accessible for on all
levels of expertise. Encyclopedia of Crafts has an RRP of £19.99
and is published by David & Charles. For more information visit
www.davidandcharles.co.uk or telephone +44 (0)1476 541 080. C
Low initial outlay
No contract required
Payper Box replenishes with stock of
YOUR choice NOT ours
Card can also be
purchased separately
New Imported Range of Scrapbooking
Papers from America!
Unit 8, The Metro Centre,
Ronsons Way, St Albans,
HERTS, AL4 9QT
Tel: 01727 836665
Fax: 01727 844144
craftfocus 21
Craft Fairy
New to Wholesale Market
Ribbon: By the reel or display ready
Bows: Loose or display ready
Paper Flowers: Handmade and ecofriendly
Feathers: Loose or Packaged
Exclusive stamps coming soon
No Minimum Order
Carriage Free £200 excluding VAT
100s of items ready for immediate dispatch
Order online at
www.craftfairy.co.uk
Trade Enquiries by Phone on
01656 653796
show preview
show & tell
In the ﬁrst instalment of our two-part new product
showcase, we feature a raft of exciting crafty things being
launched at Craft Hobby + Stitch International 2010
product previews
Beads Unlimited
Stand J01
+44 (0)1273 740 777
www.beadsunlimited.co.uk
Beads Unlimited keeps it simple with two neat new point of sale display
spinners filled with their well-known and well-loved brand of packeted
beads and findings – which will suit either the counter or floor, as well as
the budget. Star ting at just 99p RRP, these products are priced with quick
turnaround in mind. Retailers can opt for proven top sellers or a bespoke
selection to suit their own market.
Bothy Threads
Stand A01
+44 (0)1638 665 149
www.bothythreads.com
There are six new kits from Bothy Threads in the
Home Truths range, and stitchers can make light of
those everyday chores with these humorous designs
by Julia Rigby. They are all worked on 14 HPI white
Zweigar t Aida, and come with carded threads and
clear stitch diagrams. Measuring 25x20cm, they have
an RRP of £15.99 each.
Stitchtastic
Stand A04
+44 (0)114 235 3958
www.stitchtastic.com
This firm is giving a sneak preview of the second of their sets of three designs
to be launched at Craft Hobby + Stitch International 2010. These three vintage
car designs follow their popular ‘stitch something a bit different’ theme, and will
accompany the Harley Davidson ar twork designs also to be featured at the
trade show. Each design measures approximately 36x24cm, uses approximately
17 DMC colours, and together they cover the Fiat vintage range from 1915 to
1925. Each kit will have an RRP of £27.95. Call Patrick or Sarah for a trade pack
and fur ther details, or email trade@stitchtastic.co.uk.
craftfocus 23
show & tell
product previews
Craft Fairy
Stand BS21
+44 (0)1656 653 796
www.craftfairy.co.uk
New to UK market are these eco friendly, handmade flowers from Craft
Fairy. Available in a variety of sizes and seasonal colours, they come readypacked in blister packs of either 15 or 50, or alternatively in flat packs of the
same numbers. These beautiful flowers enable crafters to make beautiful 3D
cards by building up the layers for stunning effects. For quick deliveries, the
company offers an online ordering facility.
Club Green
The Stitching Shed
Stand A12
+44 (0)845 157 6045
www.thestitchingshed.co.uk
More exciting and commercial cross-stitch and
needlepoint kits for the retail market by The
Stitching Shed can be seen at the show. These
two new designs, Giraffe and Car, are perfect for
children to stitch and measure 4.5”x4.5” each.
Both kits contain a colour printed canvas, Anchor
tapestry wools, a needle and full instructions, all
packaged in a white rope-handled gift bag. To find
out more email info@thestitchingshed.co.uk.
Stand M22
+44 (0)20 8646 9800
www.clubgreen.com
This firm’s latest product offering will give customers
the chance to bring a little bling to their baking – and
cardmaking, present wrapping or scrapbooking. As well as
the dramatic Fountain Candles, Club Green is offering this
38mm wide diamanté band – also available is a smaller
width of 15mm – which measures 1m in length. In addition
there are diamanté single numbers and also a full alphabet,
which are also ideal for other crafty applications, not just
for cake decorating.
ArtYarn
Stand K34
+44 (0)1529 240 510
www.artyarn.co.uk
Featured on the Ar tYarn stand will be the latest yarns and patterns from
Swiss knitting company Lang Yarns. The third pattern book (Number 171) for
A/W 2009/2010 is packed full of sleek and stylish fashions and showcases
various Lang Yarn qualities, including the popular cashmere-fine Merino S160,
featherweight Alpaca Superlight and the all-season lustrous wool/silk mix,
Merinoseta. Also on show will be the new Accessories pattern book, No. 174,
featuring a selection of hats in the new aran-weight Omega+ yarn quality.
Omega+ is a satisfyingly hunky but lightweight microfibre yarn with a lovely
soft handle, costing only £2.50 per 50g ball and is an extension of the popular
Omega DK yarn range, first introduced last winter.
Ar tYarn is also the UK distributor of Schoppel-Wolle, Lanar tus and Addi, and
will have a variety of new products from these brands also being launched.
24 craftfocus
show preview
SpangleJangle
Stand BS29
+44 (0)29 2052 1122
www.spanglejangle.com
Three cross-stitch designs have been added to
SpangleJangle’s innovative new Tassel Dolly series to
complement the firm’s popular Welsh dollies. The new
English dollies feature Britannia, Queen Elizabeth I and
a lady Beefeater in full regalia, and continue the theme
of a collectable set of attractive designs. Each finished
project measures 12.5x12.5cm, and the pack includes 14
count Aida, sor ted Anchor threads, instructions, char t
and needle. The kits have an RRP of £9.35 and are ideal
star ter or quick projects, offering a fun alternative to
more traditional designs.
Jones & Co
Stand L14
+44 (0)115 978 1263
www.jonesnottm.co.uk
The latest release from achingly cool papercraft
brand 7gypsies is Venice, inspired by a trip to
– yes, you’ve guessed it! The collection comprises
a selection of double-sided papers in shabby-chic
repeat patterns, given Italianate names such as
Gondola and Campo, as well as text-embellished
paper and gaffer tape, clear stamps, chipboard letters
and numbers, stickers, printer’s and photo trays, and
a stylish photo stand book. RRPs star t from 99p for a
sheet of double-sided paper.
Art Van Go
Stand TBC
+44 (0)1438 814 946
www.artvango.co.uk
Inkaid Digital Precoats enable crafters to create images on vir tually any
surface using their inkjet printer. This original range of preparations are
simply coated onto the selected surface – paper, canvas, fabric, metal or
plastic – to achieve clean, crisp, sharp images. The results are also compatible
with conventional ar t materials, making this a product that opens up the
possibilities for photographers, designers, fine ar tists, textile ar tists and
craftspeople of all kinds. A range of five different finishes is available in
various sizes – 236ml at £8.90 RRP; 473ml at £16.50 RRP; and 944ml at
£31.95 RRP. In addition, a trial pack of 100ml pots of the three most popular
precoats is available, with an RRP of £14.95.
CJ Beaders
Stand BS27
+44 (0)1934 852 646
www.cjbtrade.co.uk
To meet the demand for
specialist jewellery-making
tools – fuelled by a raft
of consumer magazine
ar ticles – a new range of
tools, designed specifically
for the hobbyist, has been
produced by Shesto under
the Jewel Tool brand.
CJ Beaders has been appointed
distributor for this range, which encompasses more than 100 different
types of tools, from jewellers’ loupes to piercing saws. The firm has put
together an attractive package, comprising two each of 82 different
tools, with a rotating merchandise display taking up a 60cm square
footprint, for just £500. This provides retailers with the oppor tunity to
display a wide range of tools at minimal outlay. To fur ther enhance the
package, top-up replacement tools can be purchased from CJ Beaders
with no minimum order value. C
craftfocus 25
competition
WIN!
worth
£640
Serif crafting software packages
Serif (Europe) Ltd, the independent design, publishing and creative software
developer, has a lot to offer the craft retailer and high street store. Digital
Scrapbook Artist is the ﬁrm’s ﬂagship crafting product, and it offers unique,
high-quality scraps and materials to the crafter. Thanks to years of experience
of producing high-quality software in-house, this package is not only easy to
use, but also allows unlimited creativity without compromising on quality. It is
billed by its makers as the sensibly priced, high-quality alternative to existing
digital scrapbooking programs, and a fantastic way to produce photo-realistic
results comparable to a traditional paper scrapbook.
Priced at £29.99, Digital Scrapbook Artist provides a fun and cost-effective
way to preserve photos and memories with scrapbooks and greetings
cards to share with loved ones. By combining ease-of-use with traditional
scrapbooking techniques and realistic-looking results, this impressive software
enables crafters to quickly and easily transform photos and memories into
wonderfully personal artwork to cherish forever. The versatility of the program
is also evident – with scrapbookers able to create everything from invitations
and cards, to scrapbooks and hybrid albums. Digital Scrapbook Artist is
well-suited to the popular hybrid style of scrapbooking, thanks to the digital
aspect speeding up the process, and giving the user the opportunity to add a
few traditional hand-crafted elements when printed. The end result is 3D and
photo-realistic – making for some really beautiful unique pages.
Serif is currently running a Preferred Retailer Programme, which was
launched at Craft Hobby + Stitch International 2009, and offers retailers
excellent discounts and incentives. More information is available from their
distributor, Craftime. For details call +44 (0)1623 722 828, or visit the website
online at www.craftime.com.
1st prize
2nd prize
The prize
Three lucky winners will each receive a package of Serif ’s digital goodies.
The ﬁrst prize comprises Digital Scrapbook Artist, Digikit Collections
2, 3 and 4, Digital Photo Suite, PagePlus X4 and PhotoPlus X3, and is
worth around £290 RRP; the second prize comprises Digital Scrapbook
Artist, Digikit Collections 2, 3 and 4, Digital Photo Suite and PagePlus X4,
and is worth around £230 RRP; while the third prize comprises Digital
Scrapbook Artist and Digikit Collections 2, 3 and 4, and is worth around
£120 RRP.
To enter the competition, simply visit www.craftfocus.com, ﬁll in your
details and answer the following question:
What is Serif ’s ﬂagship crafting software called?
The deadline for entries is 31st January 2010.
3rd prize
Terms and Conditions
1. The competition is not open to employees of KD Media Publishing
Ltd or Serif (Europe) Ltd (or their immediate families).
2. The competition closing date is subject to change without prior notice.
3. The winner will be notiﬁed in writing.
4. The editor’s decision is ﬁnal. No correspondence will be entered into.
5. The prize is not transferable and has no monetary value.
6. If an advertised prize is not available, we reserve the right to offer an
alternative prize of equal or greater value.
7. No purchase necessary, and there is no charge to enter via the
website at www.craftfocus.com.
8. Entrants must be a member of the trade, and over the age of 18.
craftfocus 27
proﬁle
booming marvellous!
We speak to Geoff Ellis of Beads Unlimited, and find out how he built up his highly
successful bead brand…
Who founded Beads Unlimited, and what
prompted them to do so?
I did! It was the best par t of a quar ter of a
century ago now, in a modest establishment
in Brighton’s cosmopolitan Nor th Laine.
Initially a shop front and trade counter, the
opening day in March 1986 did not prove a
success, with a three-inch snow fall and just
£50 in takings.
The business was set up to service a
growing consumer base of bright young
things as well as established beaders and
crafters. These were customers who knew
exactly what they wanted, were creative
and unhappy with high street conformity.
Wholesalers catering for this sector of the
market were extremely thin on the ground,
and so Beads Unlimited was established to
step into the gap.
American suppliers to heavily market their
products to the British beading public.
Beads Unlimited’s major strength in
the face of this onslaught was its own
brand awareness, borne of a long-standing
commitment to high-quality products at
affordable prices.
How has the product offering evolved
since this time?
Beads Unlimited has always been an
accessible business and we are keen to
stock easy-to-construct items to attract first
timers. Once tentative new customers work
out what stunning pieces can be created
with little or no specialist equipment, they
are immediately bitten by the bug.
Whilst this ‘base market’ remains
constant, the major evolution in Beads
Unlimited’s product offer has been in
branded products aimed at the more
committed beader. The combination of the
technological revolution and a weak dollar
(until comparatively recently) encouraged
What are your best-selling lines, and why
do you think this is?
“You’ve never had it so good” suggested
Prime Minister Harold MacMillan to a
political rally in 1957. If he were alive
today to make the same speech he would
simply have to be wearing beads (the mind
boggles!). I don’t think I can remember
a time when our customers have been
offered such a wide range, which caters for
so many sectors of the market.
Beautiful hand-made glass feature beads
are still flooding out of China, and the
choice of styles is simply overwhelming.
These have been strong sellers for some
time now. Chunky ceramic par ts have been
good for us quite recently and the glazes
are simply delicious. Where things star t to
get interesting though is in the demand
for different finishes on our findings. At
the time of writing we are stocking regular
silver and gold plated, plus black antique
and antique gold. I am still not convinced
demand for variations on this theme are at
an end. Watch this space!
Do you exhibit at any craft trade shows? If
so, which ones and why?
ICHF’s Stitches (or Craft, Hobby + Stitch
International to give it is full title) is the
only game in town for us. In the mid ‘90s
we experimented with quite a few shows,
but anyone who is anyone is at Stitches. This
is the place to meet and greet customers
from the vast to the microscopic, plus press,
craftfocus 29
manufacturers and assor ted craft junkies.
Quite the best thing about Stitches
is the visitors really are the very nicest
people you would ever care to meet. The
independent retailers show you snaps of
their children and grandchildren, and the
bigger buyers are without the airs and
graces found at some of the other shows
we have attended.
How do you support your retailers?
Our suppor t is very much tailored
to suit the individual retailer’s needs.
Our relationship will star t by taking a
measurement of available space and
providing a tailored stock plan, taking each
buyer’s requirements into account. We also
have a retailer advisor on hand to answer
all manner of queries which may arise, to
ensure our customers are comfor table with
selling our products.
We supply ‘off the peg’ point-of-sale
display spinners and a retailer’s star ter
pack based on a box of loose beads. Selling
beads loose and allowing consumers to
rummage definitely maximises sales, but it
does need more attention and is therefore
more popular with independent stores.
Our in-house design team produce a range
of excellent instructional sales aids which
are bright, cheerful and readable. They are
extensively road-tested in our own retail
establishment and regularly updated.
The web has now become an excellent
medium of communication, and we have
just begun posting a series of shor t but
informative videos on our homepage and
also on our blog.
What’s your take on the current state of
the market?
Currently the market is more than buoyant.
You can see this by the variety of products
on offer and the profusion of bead shop
star t-ups over the past few years. Specialist
30 craftfocus
bead fairs have also become all the rage, a
notion unthinkable in the ‘80s and ‘90s.
What steps are you taking to weather the
storm?
Storm, what storm? In almost 25 years we
have never had a bad year and given the
recent renewed interest in beads I can’t see
it happening now. However, complacency
is a dangerous beast so we are always
looking at ways of improving our marketing
and merchandising. Given our competitive
pricing policy we have always kept a tight
rein on cash flow.
How do you plan to grow your existing
retailer base?
In terms of marketing we live in exciting
times. E-commerce offers almost limitless
oppor tunities for getting our message out.
We have had a very good response rate to
electronic mailing, but generally work on
the basis than less is more. People become
bored of being bombarded with mailings
from a single company.
It is impor tant to consider your website a
dynamic affair, rather than simply a flexible
catalogue. Our latest stock is obviously
prominently displayed alongside products
featured in ads and other promotional
campaigns, but we are continually looking to
refine its user friendliness.
A more extensive and prominent web
presence for independent retail star t-ups
is definitely next on the agenda. We are
also working on some good old-fashioned
paper-based marketing material.
How would you like the company to
develop over the next few years?
The simple answer is we need more space.
When we first moved to our warehouse
premises in 2001 it seemed huge, now we
are tripping over ourselves. I can’t see the
need to diversify beyond beads, beads and
more beads. I just feel extremely for tunate
that the market sector we inhabit not only
provides a living for myself and more than
30 staff, but is populated by such a goodnatured trading community. C
Further information
To ﬁnd out more about Beads Unlimited call
+44 (0)1273 740 777 or visit the website
online at www.beadsunlimited.co.uk.
show preview
winter wonderland
We look forward to the Craft & Hobby Association’s forthcoming
Annual Winter Convention & Trade Show in Anaheim, California…
In brief
when: 24th-27th January 2010
where: Anaheim Convention Center,
California
visitors: Over 11,937 attendees and more
than 5,200 buyers anticipated
opening times: Sun 10am-6pm,
Mon-Tues 9am-5:30pm, Weds 9am-2pm
website: www.chashow.org
As far as the international craft industry goes,
the great and the good are likely to be at
the Craft & Hobby Association’s (CHA) 69th
Annual Winter Convention & Trade Show,
to be held from 24th-27th January 2010 in
Anaheim, California. Over 450 exhibitors have
already conﬁrmed, and thousands of attendees
are anticipated to participate – with the
organisers billing this year’s Show as important
for companies positioning themselves for the
economic recovery and beyond.
“There is nowhere else that you can go to
ﬁnd as many qualiﬁed craft and hobby industry
buyers and sellers in one location. The Winter
Show has traditionally delivered a strong
return on investment to savvy companies that
understand how to market their presence
at the Show,” explains Steve Berger, CEO of
CHA. “Especially now, when budgets are being
reduced, the Winter Show is the most costeffective venue for craft and hobby industry
professionals from around the world to come
together and conduct serious business.”
This year the CHA has introduced a new
business-to-business component to the CHA
Trade Show registration process, called CHA
ShowBiz Connections. This free programme
facilitates communication between exhibitors
and attendees by matching them based on
product and service interests indicated during
the registration process.
All participating registrants will receive a
weekly update with their paired CHA ShowBiz
Connections and access to their ShowBiz
Connections messages – ‘real’ email addresses
and contact information are never revealed
through this system. Attendees and buyers will
be able to better pre-plan for the event, while
exhibitors will be able to send messages, and
announce specials and offer discounts through
this same facility – although participants may
opt out of participation at any time.
In an effort to secure more accurate
reporting of attending buyers and exhibitor
staff, and to close loop-holes that granted free
access to many non-qualiﬁed show attendees,
the CHA Board of Directors unanimously
passed a new trade show supplier badge policy.
The CHA will grant four free badges to
every non-exhibiting CHA supplier member
company (covering the manufacturer/importer,
distributor, consumer or trade publisher,
and service provider categories). Supplier
member companies that exhibit at CHA
Trade Shows will be able to secure four free
badges per every 100 sq ft of exhibit space
purchased, while additional badges will be
charged a discounted rate of $50 per badge.
Additional badges requested by non-exhibiting
CHA supplier members will be available at
a discounted rate of $100 per badge, while
non-member attendees will continue to pay
the full price of $150 per badge. To ﬁnd out
more about this badge policy, please contact
registration@craftandhobby.org.
craftfocus 33
winter wonderland
product previews
Photocentric
+44 (0)1733 349 937
www.clearstampmaking.com
Photocentric will be exhibiting its stamp making products at
CHA, and in addition to showcasing some great projects made
using their products, they will have one of their purpose-built UV
exposure units on the stand. Photocentric is the only ﬁrm to make
its own polymer and its own exposure units, and so completely
control the stamp making process. Stamps are non-yellowing and
will keep their sticky back for ever if correctly cared for. The ﬁrm
can make stamp sheets of any size, and the minimum order is just
ten sheets. To ﬁnd out more email info@photocentric.co.uk.
Crafting
+44 (0)1246 251 212
www.mycraftstudio.com
My Craft Studio™ allows the user
to change the sizes and colours of
any image, along with creating their
own backgrounds and borders
with a simple two-click process. The range also incorporates Die
Cut Studio™, which allows the user to print pyramage-style or
stacking decoupage onto die-cut sheets that have been speciﬁcally
manufactured to run through a regular home inkjet printer. In addition,
the ﬁrm’s Meltdust™ papers allow the user to print in the same way
and sprinkle with Meltdust™ before embossing with a heat gun as
though stamped.
Graﬁx
+1 216 581 9050
www.graﬁxarts.com
Graﬁx’s Coloured Shrink Film crosses into many markets and
applications. This fun-to-use plastic ﬁlm is great for kids’ crafts (with
adult supervision), papercrafting, scrapbooking, school projects
and jewellery making – simply create, cut and bake for one-ofa-kind embellishments that will be half the size of their original
dimensions. Easy to use with die cuts, decorative scissors and
punches, this product comes in sheets measuring 8.5”x11”, and
is available in packs of 6, 10 and 50 complete with easy-to-follow
instructions. Colour options include red, orange, yellow, blue, green
and purple, plus clear, matte and white. In addition, Graﬁx Clear
or White Inkjet Printable Shrink Film is available, for a truly unique
design. To ﬁnd out more email info@graﬁxarts.com.
May Arts Ribbon
+1 203 637 8366
www.mayarts.com
Adding to their wide selection of ribbons, May Arts is launching this beautiful faux suede
cut-out leaf product, code XL16. These luxuriously textured strands can be cut and used as
individual leaves, perhaps to embellish cards or textile projects, or alternatively if left uncut the
product offers a charming garland effect – ideal for a whole variety of applications. The product
measures 1” wide and can be sold by the yard or 15 yard roll. Shown here in olive green, there
are six other colour options. To ﬁnd out more email sales@mayarts.com. C
34 craftfocus
another level
We chat to Mike Kurtyka about his chic
craft emporium, The Bead Company…
When did you open the shop, and was it your
ﬁrst retail venture?
We opened our doors on 28th October 2008,
and yes it was our ﬁrst shop – although both
my wife Carol and I have worked in retail in
various ways over the years.
Are you an avid crafter yourself, and how did
your interest begin?
Carol has been involved in arts and crafts for
some time, and is very creative. My strengths
tend toward the business side, as I have a
degree in marketing and once worked in
banking, of all things! We have the perfect
combination of skills for this venture.
What was your personal brief when ﬁrst
starting out in terms of product lines, aims
and objectives?
At ﬁrst we wanted a boutique store that
tended toward a lifestyle business, but
eventually we realized that would limit the
potential for the shop and some of our aims.
Eventually a friend who had opened his own
bead shop in the USA, The Potomac Bead
Company, started offering franchises and we
headed in this direction due to his involvement
and our needs. We still have our own style as
we are the only European franchisee for the
franchise. This means we are adopting a lot of
the franchise’s process and products, but we
are tailoring it to the European market.
How important is your location and what is
your main customer base?
We wanted a ‘destination’ store, but found the
ideal location in the heart of the West End
of Glasgow. We are two minutes’ walk from
36 craftfocus
the subway, in a new development off a busy
street. This means we can reduce overheads
(thanks to being off the main drag) but we are
still central enough to attract new beaders, and
also we are accessible to those who already
make their own jewellery and have sought
us out. Our main customers are those that
make their own jewellery and given the lack of
bead shops in Glasgow (and in fact Scotland
in general), they will speciﬁcally search for an
outlet. We’ve just made it easier for them, and
that is why I think our location is spot on.
What are the latest craft trends you’ve
noticed?
Autumnal colours are certainly growing
in popularity due to the season we are in,
but recent colour trend information we
have indicates that 2010 will see more light
aubergine and pale, soft yellows in both
jewellery and textiles. Since fashion and
jewellery design are so integrated, these colour
trends will certainly inﬂuence the requirements
of our customers. As a result we are providing
and sourcing gemstones, Miyuki seed beads
and Czech glass beads that will give them
palettes of choices for their jewellery designs.
What are your views on the current state of
the market?
I am very upbeat and have been throughout
the recession! We provide an enjoyable
and affordable activity that is very sensory
– creating your own jewellery or using
beads with textiles is a pleasing on so many
levels. As a result, we have positioned our
advertising to hit all these elements, and when
customers come to our shop they feel they
are participating in an experience rather than
simply spending money. We’ve held our own
over our ﬁrst year, and I believe we’ll exceed
our forecast for 2010 as well.
How and where do you source new craft
products?
We get access to new products through the
franchisor, and because this company is in the
‘beading heaven’ of the USA, we can pick them
up quickly and bring them into our retail shop
in Glasgow. Additionally, we are quite a large
bead shop, so that has attracted attention
from suppliers – we get many cold calls about
new products. However, it is the customer
that drives most things for us. We trial new
products and if customers like them, we then
increase the selection we have in inventory.
What are your best selling lines?
Miyuki seed beads and gemstones are our
most popular products. However, we just
started stocking Czech glass and within two
weeks needed to order an additional 50% as
they sold extremely well.
Which shows do you attend?
We just attended our ﬁrst bead fair in
Edinburgh (www.edinburghbeadfair.co.uk).
We’ll do a few each year, but because of the
success of our shop we need to keep the retail
store our main focus.
What yardstick do you use for measuring the
potential of a new craft product?
Given our craft focus – beading – it certainly
needs to relate to jewellery design and
secondarily if it can be incorporated into
retailer interview
textile crafts. I know bead shops that stock
paper for card making or stamps for stamping.
I think that crowds out the core purpose of
being a bead shop (not to mention the fact it
crowds the store!) and can cause you to lose
product focus. Basically, if it isn’t related to our
priorities, then we are not going to stock it.
How do you ensure that you can compete
with the larger craft multiples?
Quality, service and price. The large stores
are often too remote from the customer and
cannot provide the product selection and level
of service we do. Surprisingly I have found
these larger ‘craft conglomerates’ very poor on
value – their prices are way too high for the
poor-quality products they sometimes offer. By
listening to our customers, conducting constant
product and price research, and adapting
quickly, I think we are well positioned to grow
our customer base and remain competitive.
What steps do you take to ensure the
highest standards of customer service?
We have a multi-faceted approach – customer
feedback, staff feedback and outside reviews.
I am regularly chatting with customers and
many will happily tell us – either myself, my
wife or the staff – what they do or don’t like.
Most things I can quickly act upon to change.
Additionally, I regularly interact with the staff
to ﬁnd out what customers are saying and
then incorporate these suggestions into
our customer service processes. Lastly, we
get outside help from the franchisor and a
business partner who both regularly visit and
observe. I also want to have secret shoppers.
The staff will know we’re doing this, but they
won’t know when or who – and neither will
I, not until after the secret visit! I think this will
help us truly see how we are in the area of
customer service.
What sort of relationship do you enjoy with
your suppliers?
Most of our suppliers are great and have
been a big help with advice on what to stock.
We’ve run into quality and shipping difﬁculties
with some overseas suppliers, and we won’t
be using some of them again because of that.
The global economic recession has hit them
also, and the suppliers who offer excellent
customer service and quality will continue to
get our business.
When did you launch your workshop
programme, and how important is it to the
success of your business?
I was a bit naive here. I knew our classes would
be important to helping people make their
own jewellery. However, it is the customer
loyalty and networking that has surprised me.
Someone takes a class and then brings a friend
along the next time. Our customer base is
growing exponentially and as long as we keep
offering inspiration, they will keep the word of
mouth going and stay involved with us.
Describe the style and presentation of your
shop – how important is visual merchandising
to you?
Our shop style is ‘industrial chic’ and is quite
spacious, with a large ground ﬂoor as well as
a mezzanine level. I think this is unusual for
bead shops, as they tend to be more like your
gran’s closet, compact and crammed with
products! Presentation is critical, and I think
many craft-related businesses get this area
wrong. Personally I like space to browse and
do not like a crowded store. We’ve kept our
store open, but still have one of the largest
selections in the UK – certainly in Scotland.
Our store also reaches a wide mix of clientele
– the store design is suitable for a granny or
a hip youngster. In fact, they mix very well
together and I like to see the interaction of our
customers; they inspire us! Additionally, when
we design jewellery and have it on display it
sells the products and also provides inspiration.
We could do better in this area but again
space is a consideration. I don’t want to crowd
things together.
How important is your online presence?
At the moment we only have a brochure
site, but we are developing our online shop.
We have almost 1,000 people on our mailing
list and I am investing in learning, design and
technology to help us develop our
e-commerce site to a high standard.
What are your plans for the future?
E-commerce and wholesale are our next big
plans, with franchising within Europe to follow. I
am focused on the ﬁrst thing – our retail shop
– and that is serving me well as we develop
our e-commerce site. The wholesale option
will just be an add-on to the e-commerce site,
and we already do this on a small scale. Once
these things are interacting smoothly and
proﬁtable, we’ll move onto the franchising. C
Further information
The Bead Company, 7 Keith Street, Partick,
Glasgow G11 6QQ
+44 (0)800 970 5234
www.thebead.co.uk
BEST OF BRITISH!
If you’d like the Craft Focus spotlight to
fall on your retail business, then why not
let us know? Email editor@craftfocus.com
to ﬁnd out more about how you can get
involved with this regular feature.
craftfocus 37
show preview
Golden Bear Products
Bandai
getting crafty at Toy Fair
In just a couple of months Toy Fair will celebrate the new
year by moving back to the historic Olympia in West
London – we take a sneaky peek at what’ll be on show.
Little Star Creations
The 57th Toy Fair takes place on the 26 th
– 28 th January 2010, and continues to
offer an unparalleled oppor tunity for UK
retailers to view and sense the buzz of the
latest products about to hit retail. Around
180 exhibitors will fill the Grand Hall of
Olympia where thousands of new toys,
games and hobbies will be launched – but
there will also be hundreds of new craft
products on the show floor too.
Exhibitors such as Bandai, DKL Marketing,
Golden Bear Products, Little Star Creations,
Treasure Trove Toys and Vivid Imaginations
will be launching a variety of exciting craft
toys – from beads to sticker-making!
Bandai (F66) will be launching a design
fashion creation with Harumika. There’s no
need for scissors or a sewing machine, all
that’s required is a piece of fabric and a
bit of imagination. The star ter set includes
two mannequins and a variety of fabric,
accessories and stickers. Everything is
reusable so the possibilities of customising
are endless.
Treasure Trove Toys (G10) is launching new
additions to the ever-popular Sticky Mosaics
range at Toy Fair 2010. Sticky Mosaics make
it easy to create a brilliant mosaic ar twork.
Simply follow a numbered pattern and
place the colourful sticky foam squares
on to create a fantastic picture. The new
pattern range includes a princess palace,
fairies and jewels.
Vivid Imaginations
DKL Marketing (C59) is launching Hama
beads at Toy Fair 2010. Hama beads
offer the largest range of bead sets and
accessories, which are ideally suited for
craft stores. New to the Hama line includes
children’s favourites Big Ben and new
Disney Toy Story kits.
Vivid Imaginations (E130) is launching its
Crayola Creations Sticker Studio at Toy
Fair 2010. The drawing unit on the studio
enables users to create their own design,
and then turns them into cool stickers
or funky badges. This ultimate sticker and
badge design kit includes the three-in-one
Sticker Studio Unit, 30 Deco Design sheets,
ten reusable badges (fronts and backs), four
Dinky Doodler colouring pens, HB pencil
and instructions. Perfect for any crafty kid. C
DKL Marketing
Golden Bear Products (E69) is launching
various new ar ts and crafts products,
including colouring and stamper sets with
Waybuloo, a lovable pre-school character
shown on the BBC. This product is sure to
develop children’s skills whilst bringing fun
to creative play.
Treasure Trove Toys
Little Star Creations (D16), a new
exhibitor at Toy Fair 2010, is launching its
Waybuloo Creativity Packs at the show.
The new creativity packs, based on the
hit CBeebies show, will include stickers
and other ‘cut out’ and ‘pop out’ activities
for children of a young age who have that
ar tistic touch.
Further information
To register for a free
visitor pass and save £15
on the door, simply visit
www.toyfair.co.uk. For
information about exhibiting, please call
the team on +44 (0)20 7701 7127.
craftfocus 39
state of the art
Broaden your offering with these fantastic products
and expand your market to include arty types…
Winsor & Newton
+44 (0)20 8424 3200
www.winsornewton.com
A beautiful gift for an amateur or established artist, Winsor & Newton’s
Bamboo Box Sets are available in three different media – acrylic, oils and
watercolour. Each contains eight 60ml tubes of paint (or half-pan equivalent),
a mixing pallet, brushes and a mixing knife, a pencil and rubber, plus solvent
or varnishes depending on the medium. The set carries an RRP of £49.99.
Jakar International
+44 (0)20 8445 6376
www.jakar.co.uk
Ultimate Products
+44 (0)161 627 1400
www.ultimate-products.co.uk
Rolf Harris has chosen Ultimate Products, the UK’s largest product sourcing
and design business, to produce and supply his ﬁrst ever range of arts and
crafts products. Under its exclusive three-year license, the ﬁrm has created a
comprehensive range of arts and crafts materials for hobbyist artists, including
paints, canvases, pencils, crayons, brushes and colouring books.
40 craftfocus
Jakar’s own-brand self-sealing and double-sided printed
cutting mats are made of a durable PVC. Available in
sizes A4, A3, A2 and A1 calibrated in 5cm squares on
front and 1cm squares on the reverse side, an A5 option
is also available, calibrated in 1cm squares on one side
only. The mats come cellophane wrapped, and retail
from £1.99 – £22.99. In addition, translucent versions of
the same products are available, and retail from £2.99
– £35.99. To ﬁnd out more email info@jakar.co.uk.
art materials
Markingworld
Derwent
+44 (0)1698 574 567
www.markingworld.co.uk
+44 (0)1900 609 590
www.pencils.co.uk
Formulated using
artist-quality pigments,
these Aquarel Pencils
achieve superb results
when blending, and the colour
will wash evenly without leaving
behind unsightly pencil marks. There are
48 colours in the range, all available as singles
as well as in sets of 12, 24 and 48 packaged in
wooden drawer boxes. Sets start from £18 RRP, while
single pencils carry an RRP of 95p. To ﬁnd out more
send an email to sales@markingworld.co.uk.
Derwent has put together a set of
ﬁve essential drawing tools designed
to enhance any artist’s creative
enjoyment. Each pack contains two
embossing tools with different sized
heads, a rubber shaper, a fan brush
with an additional rubber shaper, and
a stipple brush. All the Drawing Tools
have a smart soft-touch black barrel
coating to make them easier to grip
when doing detailed creative work. The
set carries an RRP of £9.99.
Letraset
+44 (0)1233 624 421
www.letraset.com
With craft consumers increasingly seeing the potential of good quality art markers, Letraset has extended its
popular ProMarker range by adding 56 new colours. ProMarkers are permanent, twin-tipped markers that
combine professional performance with accessible pricing, and single markers have an RRP of £1.99. Making
the most of the latest colours, Letraset has also introduced a new line of four different ProMarker 5-packs
with specially selected ‘Seasons’ themed colours, RRP £8.99 each.
For further details email enquiries@letraset.com. C
craftfocus 41
Sakura are winners and
it’s ofﬁcial, winners of the
Craft Business Awards
for Best Art Materials
2008/2009.
TRADE-WIRES.CO.UK
A testament to the quality
of our products, you need
the “Best products for the
Best sales” to see the full
range of award winning
products contact Marking
World Limited on
01698-574567 or
sales@markingworld.
co.uk to arrange for a
representative to visit.
Tel: 01698 574567
01698 574568
Fax: 01698 574569
sales@markingworld.co.uk
www.markingworld.co.uk
Marking World Limited,
Units 60 & 61, Evans Business Centre,
Belshill Industrial Estate,Belgrave
Street, Bellshill, ML4 3NP
TRADE-WIRES.CO.UK
a
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IN f 5
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Twin tipped - Permanent, dye-based ink - Fully blendable
- Vibrant, streak-free colour - Certiﬁed non toxic
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ProMarkers are ideal for rubber stamping,
card making, illustration, anywhere you want
to apply professional looking colour!
Now available in 148 colours!
Trade enquiries:
T: 01233 624421 E: enquiries@letraset.com
D
D
proﬁle
appealing notions
We speak to Donna Blackman of M Cour ts Ltd about the growth of
this well-established wholesaler, and plans for the company’s future.
Who founded M Courts, and when?
M Courts Ltd was founded in 1915 by Mr
Courts, and when he retired he handed it
down to his son. After the second Mr Courts
retired, the company was taken over by his
son-in-law. As there were no more sons,
and my husband Russell had been with the
company since 1983, he was offered the
business and has been running things since
2001. We are now a small family-run business
and pride ourselves on offering a friendly,
professional service. If we don’t have what our
customers need, we try our best to source it
for them.
How has the product offering evolved since
this time?
M Courts originally supplied the rag trade
in Brick Lane in the East End of London.
But as times changed, it had to diversify into
haberdashery. As the stock range increased,
and we ran out of space, we moved to larger
premises in North London, and today we
stock everything from the usual haberdashery
lines such as thread elastic, zips and lingerie
accessories etc, to the more exotic – including
ﬂowers, feathers, masks, ribbon, beads, sequins
and dyes. Our originality is often commented
on by our customers, who say the range of
goods we stock is exceptional and it is like
walking into Aladdin’s Cave!
What are your best-selling lines, and why do
you think this is?
We sell a lot of ribbon, and we believe this is
because of the quality and choice of colours
and widths we have available. Our braids
and trimmings are very popular due to price,
choice and quality. Buttons, lace and broderie
anglais, thread and scissors are all good
sellers, while diamanté stones and trims are
also popular for the bridal market. We have
recently seen a big increase in sales in picks,
stamens, ﬂowers and stems.
How do you support your retailers?
Our large showroom is open six days a week,
and there is plenty of free off-street parking.
We deliver nationwide by courier, and locally
using our own van – which we have recently
bought to enable us to visit shops with our
sample range, should customers wish to see
and touch the items themselves. We also
have a website, which enables customers to
browse and shop when it suits them, or when
the showroom is closed. We like to keep
customers informed of stock availability, give
honest delivery estimates, and keep our prices
as low as possible.
What's your take on the current state of the
market?
During the last recession in the ‘70s trade in
the craft industry boomed, and although things
haven’t been quite as good this time around,
we have deﬁnitely seen an increase in sales.
What steps are you taking to weather the
storm?
We have advertised for the ﬁrst time and also
exhibited at craft shows, which has introduced
us to a new market including cake decorators,
dance and ice schools, colleges and theatres.
The introduction of our website has also
boosted sales and allowed us to be seen by
a whole new range of businesses such as
bookbinders and printers.
How do you plan to grow your existing
retailer base?
We hope to be improve our web presence,
and be able to visit more customers at their
premises, by venturing further aﬁeld.
How would you like the company to develop
over the next few years?
We would like to stock more products, update
our systems and increase our customer base.
It’d be nice to do more shows and meet more
people, both new and existing customers. C
Further information
To ﬁnd out more about M Courts Ltd call
+44 (0)20 8884 0999 or visit the website
online at www.mcourts.co.uk.
craftfocus 45
show preview
on paper
In brief
when:
We preview Paperworld 2010, the leading international
trade fair for the stationery sector
website:
Frankfurt am Main will once again be the
meeting place for the international paper,
ofﬁce supplies and stationery sector when
Paperworld 2010 opens its doors from
30th January to 2nd February. As the
leading international trade fair for the sector,
Paperworld is not only a summit meeting for
the most important international brand names,
including Lamy, Uhu, Faber-Castell, Staedtler,
Edding, Novus, Caran d´Ache and Brunnen,
but also a forum revolving around product
innovations from all segments, the latest trends,
ideas for attracting customers, shop decoration,
inspiration for assortment compilation, and
issues of topical relevance to the sector.
In previous years the Paperworld concept
of arranging the exhibits by product groups, in
conjunction with the assortment classiﬁcation
of the trade, has been a complete success.
So this year no changes will be made to the
structure, with the paper, ofﬁce supplies and
stationery segments supplemented by the
special Paperworld Creative, Scriptum and
Imaging sections.
Found in Hall 4.2, Paperworld Creative
reﬂects the entire artistic potential of the
creative sector. Excellent design and exclusivity
characterise the unique spectrum of small
manufacturing companies, suppliers of
high-quality products and manufacturers of
design products and accessories to be seen
at Paperworld Scriptum in Hall 6.1, while at
Paperworld Imaging in Hall 4.0, the focus is on
IT and printer accessories, paper, ﬁlms, labels
and original accessories.
From 2010, Hall 3 will once again be the
international meeting place for exhibitors
from the ﬁelds of ofﬁce and school requisites
and writing and drawing utensils. Hall 4.1 will
also be devoted to ofﬁce supplies. In Hall 6.0,
Paperworld visitors will ﬁnd gift-wrapping
materials and napkins while Hall 6.2 is the
venue for greetings cards and gift articles.
The themes currently dominating the
paper, ofﬁce supplies and stationery sector
are not only to be seen at the exhibition
stands of the around 2,000 companies making
presentations at Paperworld but also at a wide
variety of visionary trend areas, information
events, awards ceremonies and exhibitions.
Exclusively for Paperworld, stylists bora.herka
have deﬁned the colours, materials and styles
expected in the 2010 / 2011 season, under the
headings ‘Quality’, ‘Vision’ and ‘Artistic’, which
where:
opening times:
30th January 2nd February
Frankfurt am Main
Weds - Fri 8am - 6pm,
Sat 9am - 5pm
www.paperworld.
messefrankfurt.com
will be presented within the framework of the
Trend Show in Hall 6.1. A day ticket is £19 in
advance, and £24 on the gate. To register in
advance, please visit the website online at
www.ukfrankfurt.co.uk, or for further details
go to www.paperworld.messefrankfurt.com. C
craftfocus 47
k
c
i
t
s
,
p
sni
e
l
b
b
i
r
& sc
We showcase some of the
latest papercraft offerings…
Inspire Me Papers
+44 (0)845 120 0155
www.inspiremepapers.co.uk
Following the overwhelming response to their display at the Harrogate Gift
Show, Inspire Me Papers has just launched an impressive Cake Box collection,
perfect for making as party favours or for putting small gifts into. With an RRP
of £7.99, each kit includes long-lasting plasma templates, easy-to-follow
diagrammatic instruction sheets – which can be reduced or enlarged to make
small or larger boxes – and enough superior quality dotty paper and card to
make up to eight boxes. For more details contact Inspire Me Papers, or speak
to Debbie Wigglesworth, Inspire Me Manager, direct by calling her on
+44 (0)7747 756 282.
Kars
+44 (0)870 240 7993
www.kars.biz
National Crafts
Making Memories’
new pink Slice
Cordless Digital
Designer is a
purchase that will
not only beneﬁt
your customers’
crafting, but a
charitable cause
too, since the
ﬁrm will donate
a portion of the proceeds from each sale to help aid in the ﬁght against
breast cancer. The co-ordinating collection features a pink-and-grey Slice
Cordless Digital Designer, along with its AC charger, a 6”x6” cutting mat,
a new Basic Elements Design Card and a Think Pink Design Card. Both
Design Cards also include an MS+ feature, allowing the crafter to mirror
and shadow each image they cut. The commemorative Slice is complete
with the latest Speed Boost Update, making cutting even faster. For more
information, visit www.whyslice.com.
DIY Decoupage is a range of
inkjet printable decoupage and
topper sheets with a difference
– they are all pre-cut allowing
the end user to produce their
own bespoke die-cut sheets.
No scissors are required,
and many man hours of
development have gone into ensuring that no
pieces come adrift through the printer. The standard stock packs
contain ten sheets of each design (plus two sheets free to practise
upon). The DIY Decoupage Workshop CD features ten designs,
including squares, circles, hearts, ﬂowers and Christmas trees, while
a Complete Starter Pack will also soon be available, containing the
CD and a mixed selection of die-cut sheets. In addition, consumers
can download ‘eTemplates’ and accessories at National Crafts’
dedicated new website www.diydecoupage.com.
+44 (0)844 357 8145
www.g18.biz
Graﬁx
+1 216 581 9050
www.graﬁxarts.com
Graﬁx’s Rub-Onz Transfer Film can be used to create customised transfers quickly
and easily, using the crafter’s own selection of fonts, photos and clip art. These
transfers will adhere to paper, plastic, glass, wood and foam surfaces, making them
ideal for scrapbook pages, handmade cards, papercrafts, collage art, home décor
items and much more. Sized 8.5”x11”, the sheets come in packs of four, ten, 25 or 50,
complete with easy-to-follow instructions.
48 craftfocus
papercrfats
Past Times Quilling
+44 (0)1332 84 0582
www.pasttimesquilling.com
Ellison Europe
+44 (0)845 345 2277
www.sizzix.co.uk
The Big Shot Pro machine is the latest edition to the Sizzix® family,
offering the retailer an in-store solution to creating crafting kits and
running classes in no time at all – for £250. From the smallest dies to
the ﬁrm’s biggest 12”x12” plastic-backed treasures, the Big Shot Pro
works with every Sizzix and Ellison design ever made. Constructed from
industrial-strength materials, the machine features a 13” wide opening
– a retail ﬁrst – and has a ﬁve-year limited warranty. Included with the
Big Shot Pro are a Standard Cutting Pad, a Premium Crease Pad, two
Mylar Shims and an Adapter Pad, which makes all Sizzix® components
compatible with the Big Shot Pro Machine.
Ideal for schools and craft clubs
– as well as Brownies, Guides,
Cubs and Scouts – these quilling
class packs have been designed
for groups of ten. The three
different pack themes are Spring,
Christmas and Dinosaurs, and each
contains ten greetings cards, ten gift
cards and ten gift boxes, which can
all be decorated with the quilled
designs. There are also ten quilling
tools in two different sizes and ten
bundles of quilling papers in two
widths. In addition, full instructions
and teacher’s notes are included,
together with coloured illustrations
of the ﬁnished designs. The RRP
for each Class Pack is £24.99.
Photocentric
+44 (0)1733 349 937
www.imagepacdaylight.co.uk
Photocentric’s embossing kit now contains a clamp so crafters can
use it to make their very own embossing dies, even if they do not
have the Imagepac stamp-making kit. The dies can be created from
artwork drawn directly onto paper or ﬁlm, or printed from a digital
ﬁle. The embossing starter kit contains three A7 sachets, and retails
at £17.50, while extra sachets can be purchased in boxes of ﬁve for
£12.45. To ﬁnd out more email info@imagepacdaylight.co.uk.
SBK Wholesale and Distribution
+44 (0)7875 639 697
http://wholesale.sbkitclub.com
The Winter’s Wishes collection from Webster’s Pages is the latest
offering from this popular and well-known US brand. Appealing to
fashion-conscious crafters, scrapbooking papers in cardstock weight,
vellums, stickers and fabric embellishments are all available, with RRPs
starting from just 80p for a sheet of 12”x12” double-sided paper.
Wholesale customers buying the whole collection – to include six each
of the printed paper packs of 25, packs of 10 vellums, packs of three
alpha stickers, and packs of two fabric fancies – will get 10% off.
craftfocus 49
snip, stick & scribble
Traplet Publications
+44 (0)1684 588 500
www.traplet.com
This collection of three DVDs featuring wellknown stamping specialist Kay Carley will
open up a new world of creativity for crafters.
Colouring Techniques, £14.95 RRP, has a running
time of 170 minutes, and features eight different
methods of adding colour to a project; Basics
& Beyond, £12.95 RRP, has a running time of 115 minutes, and covers techniques from kiss
stamping to embossing, again via eight fantastic projects; while Shrink Plastic, £12.95 RRP, has
a running time of 90 minutes, and offers ten inspirational ideas using this fabulous material.
Discount structures for trade are 25% off RRP on orders of ten items or fewer, while
orders of 11 or more beneﬁt from a discount of 35%.
B-C-E (UK)
+44 (0)1427 810 301
www.b-c-e.co.uk
These new Nesties layering templates are
available in Big (six layer) or Baby (three
layer) sets, and consist of three durable
Polypropylene templates that facilitate the
hand cutting of multiple layers, ranging
down from nearly A5 to 5 cm across.
Each template provides edges for scallops
and plain ﬁnishes, and has applications in many different papercrafts including cardmaking and
scrapbooking. Available shapes are Heart, Tag, Circle, Oval, Square and Rectangle. The RRP for the
Big sets is £8.99, while for the Baby sets it is £5.99.
Katy Sue Designs
+44 (0)1914 274 571
www.katysuedesigns.com
The new range of Hedgerow Friends
card toppers features four different
two-design pack options – With Love,
Kicking Up Leaves, Picking Flowers and
Grown With Love. Ideal for cardmaking
or scrapbooking, they are acid free and
measure 10.8x11.1cm. Also available is
a complementary sentiments pack, with
28 designs printed on two sheets. Both
products can be given an extra dimension
through the use of Flower Soft® glue and
a choice of Flower Soft® colours.
50 craftfocus
Sharon Duncan Craft
+44 (0)1382 451 848
www.sharonduncan.co.uk
A new papercraft CD from Sharon Duncan Craft, Highland Fling features Scottish-themed
designs that are versatile enough to use on all occasions – from weddings and birthdays to
Christmas and New Year. Cute little Scottish characters, Scottie and Westie dogs, bagpipes,
heather and thistles are all available as part of ten design sets to create toppers, backing
papers, teabag folding tiles, corners, borders, gift bags and frames. Boasting more than 400
printable pages, the RRP for this CD is £14.99. C
Mandala Clear Reﬂections Board
25 decorative shapes - all from one board
NEW TO THE CRAFT WORLD
• A see through Embossing Board - No more blind embossing
• 25 decorative shapes and designs
• Round, Square, Oblong, Corner and Border designs
• Perfect for stamped images, Scrapbooking and
Decoupage, all enquiries welcome
Tel: 01543 459550
Email: info@diamondcardcraft.co.uk
www.diamondcardcraft.co.uk
knitting
knit & natter
We speak to some leading suppliers about knitting’s recent
increased popularity amongst a wider group of enthusiasts
Jenny C
o
oomber, Artesan
.uk
www.ar tesano.co
Which are your bestselling knitting products,
and why do you think
this is?
From our own ranges,
Ar tesano Aran is our
best-selling yarn – this
is a thicker yarn, which
is quite light in weight and very fast to knit.
Because of this it appeals to a wide range
of knitters. Beginners can knit garments
quickly and easily, and more advanced
knitters are not put off because you can
still use it very well for intarsia and Fairisle
knitting as well as cabling.
Manos Silk Blend is our best-selling
product from the Manos Del Uruguay
Range – this standard DK silk/wool blend
is incredibly popular, and over 200 of our
stockists sell it. Although it is a pricier yarn,
it is very economical because silk is very
light, so it goes a long way. Small garments
can be knitted in just one or two hanks.
Manos del Uruguay is also an official Fair
Trade company as listed by the World Fair
Trade Organization.
How has the market for knitting supplies
altered over the last few years?
When we launched, many suppliers had
moved to synthetic ‘fashion’ yarns – these
were sold in huge volumes to beginner
knitters. But the problem with them was
that they were only really good for making
scar ves and a limited number of garments.
As knitters progressed, they found this
type of yarn limiting, and wanted to move
onto more advanced projects. Many new
knitters were entering the market and
demanding products that were natural, with
a clear provenance. Our ranges have met
this demand and sales have soared. Now
customers are moving on from quite simple
natural products, and are star ting to be a
little more experimental. We are working
on ‘fashion’ yarns that use natural products,
such as our Silk Embrace (47% silk, 53%
Suri alpaca).
Why do you think this craft has enjoyed
such a resurgence?
Knitting has changed from an economic
necessity to a craft. In the past, most people
would knit because it was cheaper to
make a garment than to buy one. With the
likes of Primark and Matalan flooding the
clothing market with very good quality and
cheap clothing, this is no longer the case.
The new wave of knitters have found that
knitting is an enjoyable craft, and that they
can make garments in the best quality fibres
for less than you would pay in the shops for
a finished item. Also, pattern suppor t has
moved on – yarn companies are producing
patterns that are trendy as well as classic,
and that is very popular with knitters. On
top of all this, the craft has been taken up
by a variety of celebrities – including Julia
Rober ts and Sienna Miller – which has
helped to raise its profile.
wan
Kate Buller, Ro
www.knitrowan.co
m
Which are your bestselling knitting products,
and why do you think
this is?
Lima, our new baby
alpaca, merino and nylon
blend, has exceeded
all expectations and
has proved to be a very strong seller for
us since its launch in August 2009. Core
Autumn/Winter yarns such as Cocoon,
Kidsilk Haze, Pure Wool DK and the 4ply
yarns are also proving to be current
best-sellers, all the more so since the
introduction of strong new pattern suppor t
for these yarns in the form of our new
Knitting & Crochet Magazine 46. Finally, as
the cooler weather draws in, we have seen
a boost in sales of yarns such as Big Wool,
as people seek comfor t from the cold by
casting on quick knit projects.
How has the market for knitting supplies
altered over the last few years?
Recent years have borne witness to a
huge boom across the entire craft sector,
with knitting playing a leading role in this
upsurge. Sales of yarn and publications have
grown, however, what is really encouraging
is the leap in popularity of our in-store
workshop programme, being held up and
down the country. This trend has reflected
an increase in new knitters, something
which can only prove to be beneficial to
the craft as a whole.
Why do you think this craft has enjoyed
such resurgence?
We feel that a marked turn towards
a ‘make do and mend’ mentality has
contributed to the recent upsurge in
popularity of knitting. During the recent
economical instability, people have returned
to traditional crafts as cheaper, lower
quality garments become less attractive as
shor t-term fixes. Instead, the consumer is
choosing to invest in the concept of quality
and longevity, seduced by luxurious, tactile
displays in store. It is also wor th mentioning
that the so-called ‘celebrity status’ of
knitting has star ted to grow, and in doing
so seems to encourage younger crafters to
get involved. For example, collaborations
such as that between Rowan Studio and
the Royal College of Ar t have strengthened
the design and fashion-based connotations
surrounding the knitwear industry.
craftfocus 53
William Wallace
ww
, Moral Fibre
w.moral-fibre .com
Which are your bestselling knitting products,
and why do you think
this is?
The most popular are the
Lantern Moon knitting
needles, available in three
different lengths and three different types of
wood (ebony, rosewood or blondewood),
from sizes 3.25mm to 15mm. In addition
the SoxStix, in sizes 2mm to 3.75mm, and
Double Pointed Needles (DPN), in sizes
2.25mm to 12mm, also sell very well.
These products are popular as they are
aesthetically pleasing, beautifully made and
hand finished, plus incredibly light and a joy
to use. Anyone suffering from carpal tunnel
syndrome or ar thritis will find these needles
extremely easy to use as the wood warms
to the hand. Lantern Moon also stands
by the quality of all their products with a
lifetime guarantee.
rtYa
Katy Sparrow, A
rn
www.ar tyarn.co.uk
How has the market for knitting supplies
altered over the last few years?
We feel that people are now much more
interested in the provenance of the supplies
they use. Our customers are looking for
beautiful products that are a joy to use, will
last, and are made from sustainable sources
by individuals who are paid fairly for their
work. Consumers want to spend their
time enjoying products that they know are
contributing to the welfare of others.
Which are your bestselling knitting products,
and why do you think
this is?
We’ve enjoyed great
success with our highly
popular Lang Yarns’
aran-weight Mille Colori, and with the new
super-chunky Mille Colori BIG. These are
lovely easy-care hand-knitting yarns with
wonderful colour variations, that are quick
to knit up, but they are lightweight and have
tremendously broad appeal.
Schoppel-Wolle’s Zauberball sock-weight
yarn, with 420m to 100g, has been another
huge seller for us, again a quality option
with beautiful colour effects, but in a finer
weight that has proved popular with our
customers for all sor ts of knitting - from
socks to baby garments and lace. This yarn
has been so successful that Schoppel-Wolle
are extending the Zauberball range with a
fantastic true lace-weight yarn, Zauberball
Lace Ball, with 800m per 100g. Then there
is the new Zauberball Crazy 6-ply, with the
subtle mélange effect that is already proving
very popular.
From the Addi needle range the small
30cm circular sock needles have proved
very successful for us as an ‘easy alternative’
to double-pointed needles, and the special
circular lace needles with their fine tips and
satinised finish that make lace knitting a
breeze have also enjoyed popularity.
Why do you think this craft has enjoyed
such a resurgence?
There is a wealth of gorgeous yarns and
knitting accessories now available, which
are introducing new people to the craft
– they’re also inspiring 'lapsed' knitters too.
Patterns are contemporary, and knitting
is a creative hobby which has therapeutic
benefits, not only by the process of making
but also the enjoyment of the finished
ar ticle. There is also an excellent range of
magazines available, designed to inspire the
novice and experience knitter alike.
How has the market for knitting supplies
altered over the last few years?
At Ar tYarn we are really excited about
the huge knitting revival, and the positive
interest in crafts that we are seeing. We
feel this has been due to a change in the
perception of knitting, helped by social
involvement and fashion trends. New
knitters are being encouraged to the
craft through the development of highly
fashionable quick-knit yarns. There’s also
been a raft of new knitting shops, offering
a wide variety of groups, workshops and
54 craftfocus
classes, making it easier than ever before to
learn how to knit and develop knitting skills
in a friendly and sociable environment. There
is a new generation, par ticularly, embracing
the whole knitting community – and the
internet has helped to open up worldwide
possibilities too. Thanks to this more social
aspect of knitting, there has also been a
definite move towards all sor ts of group
endeavours and events – such as Ravelry
Day – which have been prompted more
from the hear t rather than by trade bodies
or commercial organizations.
Why do you think this craft has enjoyed
such a resurgence?
The recession has made people concentrate
on personal values and activities at home.
Once more individual, hand-made items
are being preferred for their intrinsic value
and the endeavour involved, and there
is a renewed demand for a form of selfimprovement. Knitting and other traditional
crafts provide home-grown enter tainment
that can be conducted alone or in a group
for greater sociability. Young women are now
seeing knitting as acceptable and desirable.
This has been promoted in par t by the huge
growth of highly fashionable ready-to-wear
designs both on the catwalk and in high
street shops, using chunky and super-chunky
yarns, that find an echo in hand-knitting
trends in the industry.
From the products perspective, an
ever-expanding range of new yarns and
weights, new knitting needles, patterns and
techniques has, over the years, boosted
the hand-knitting industry and the whole
potential of hand-knitting for the consumer.
Almost as impor tant as the global
enthusiasm for knitting is the development
of reliable products such as new easy-care
washing and wearing proper ties of yarns
- giving the consumer added confidence
in their end product. This evolution is an
impor tant element in the perpetuating the
popularity of hand-knitting as an exciting
medium of creative self-expression. C
Sock Yarn Specialists
UK Distributor for
Opal
Trekking
Zitron
WoollyWormhead
Patterns
Lucy Neatby
Books, Patterns & DVDs
Knitting Needles
& Accessories
Trade enquiries
e: viridianltd@googlemail.com
t: 0117 3005244
www.viridianyarn.com
LONDON TRIMMINGS
WHOLESALE LTD
26-28 CAMBRIDGE HEATH ROAD, WHITECHAPEL, LONDON E1 5QH
Tel: 0207 7919766 / 0207 7902233
Email: terisa@londontrimmings.co.uk
enquiries@londontrimmings.co.uk
Wholesale & Retail
Haberdashery & Craft Suppliers
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Feathers
Sequin Braids
Buckles
Buttons
Embellishments
Wool
Zips
Threads
Knitting Accessories
Ribbons
Diamante Buckles
Haberdashery
Flowers
•
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Bows
Dress Net
Handbag Accessories
Scissors
Elastic
Colour Dye
Snap Fasteners
Cotton Webbing
Lace
Cord
Labels
Bias Bindings
Insertion Piping
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Eyelets
Interlining/Wadding
Toy Filling
Trouser Patches
Jeans Buttons & Rivets
Shoulder Pads
Embroidery Accessories
Hook & Loop
Covered Buttons
Curtain Accessories
Toggles
Hangers
Garment Cover Bags
Marathon Machine Embroidery Thread and much more
Please give us a call we are always happy to help
0118 950 3350 www.artesanoyarns.co.uk
A new and exciting company supplying a vast range of ﬁndings
to shops and internet retailers only
We now have in stock 1 ton of lucite ﬂowers and leaves, glass pearls,
crystal rondells, metal beads and ﬁndings.
Below is a small selection of our NEW RANGE that has just arrived.
For a catalogue contact Bead Time
5 Church Road, Ashford, Middlesex TW15 2UG
Tel: 01784 252438
You can view our range on our retail website
www.beadtime.co.uk
knitting
most wanted...
We take a look at
products that will appeal
to knitters (and crochet
fans!) of all ages…
MORAL FIBRE
+44 (0)1422 886 250
www.moral-ﬁbre.com
The new generation of crafters aren’t knitting or crocheting for
necessity, so they’re looking for yarns, equipment and accessories to
not only produce a great ﬁnished item, but make the actual process
of creating more pleasurable too – which is why we’ve seen wooden
needles and hooks enjoying greater popularity. These crochet hooks
by Lantern Moon come in rosewood or ebony, are available in sizes
3.25mm to 10mm, and carry an RRP of £12.50 to £16.50.
BERGERE DE FRANCE
+44 (0)1606 883 149
www.bergeredefrance.com
This gorgeous mitten kit is available in three colours – prune,
fuchsia and grey – and carries an RRP of £18.60. It features Bergere
de France’s fabulous Aromalaine yarn, which is embedded with
microcapsules containing the essential oil of Niaouli. The soothing
aroma is released when the ﬁbre is rubbed, so the crafter can feel the
beneﬁts both during the process of working with the yarn and wearing
the ﬁnished item. The subtle scent lasts at full strength for 20 washes.
ARTYARN
+44 (0)1529 240 510
www.artyarn.co.uk
Schoppel-Wolle introduced the magical Zauberball and Crazy
Zauberball last year to great acclaim, and there’s a new addition to
the family coming up, since this year distributors ArtYarn presents
the Zauberball Lace ball – a 100gm/800m ball of extra-ﬁne coloureffect yarn especially designed for glorious lace knitting. There’s also
a great new array of shades and also the new Zauberball Pattern
Book, with inspiring ideas for garments.
craftfocus 57
most wanted
ARTESANO
+44 (0)811 950 3350
www.artesanoyarns.co.uk
The latest launch from alpaca and wool specialists
Artesano, Silk Embrace, is a lightweight yarn in silk
and Suri alpaca. With an RRP of £14.99, this soft and
luxurious yarn is made from a strong ﬁbre that offers
very little shedding, and is available in ten gorgeous
shades. Silk Embrace knits up quickly, as a chunky yarn
– with 14 stitches and 17 rows on 16mm needles
– and there’s 225m to 100g. Patterns by Jean Moss,
Marita Rolin and Pat Menchini are available, each with
an RRP of £2.50.
ROWAN
+44 (0)1484 681 881
www.knitrowan.com
Rowan has brought two new yarns to
market. British Sheep Breeds DK taps into
the demand for home-produced materials
with provenance, and is made from 100%
British wool, shorn and blended, and spun
into six shades of beautiful undyed yarn.
Silky Tweed is a luxurious blend of 80%
lambswool and 20% silk, available in 12
muted, rustic tones, from earthy green
Spinach to the rich rust Flamenco. The RRP
for both yarns is £5.50.
CYGNET YARNS
+44 (0)1274 743 374
www.cygnetyarns.com
Cygnet’s Grousemoor
Crepe DK knitting yarn
is made from 25% wool
and 75% acrylic, making
it ideal for children’s
and lighter weight
garments, or for those
who dislike pure wool
– reﬂecting the ﬁrm’s
belief that budget yarn doesn’t mean a compromise on softness or quality. Machine washable and
hardwearing, the crepe twist makes it especially suitable for lace patterns and crochet, and the
feedback from knitters is that it’s pleasant to work with. Available in 100g balls in 16 colours, the
RRP is £1.99.
KING COLE
+44 (0)1535 650 230
www.kingcole.co.uk
This family of yarns from King Cole offers
both solid and melange colours, and boasts
a variety of pattern support. Moods DK is
available in Claret, Petrol, Leaf, Aubergine,
Denim and Carnation, while Moods
Duet DK comes in the mixed tones of
Chianti, Tropical Waters, Leaves, Heathers,
Tomato and Stonewash. Machine washable
and made from a blend of 70% wool 30%
premium acrylic, the yarn knits up on 4mm
needles. Moods DK has an RRP of £2.89,
while Moods Duet DK is £3.39 RRP. C
58 craftfocus
Wholesale Suppliers of Funky Fleece & Fur Fabrics
- Exclusive print & plain ﬂeece & fur fabrics
- Suitable for fabric retailers & manufacturers
- Prices from £1.95 per metre
- Custom design service available
- Fabric reference book & samples available
- 1 roll minimum order ( 15 metres )
T: +44 (0) 1745 562 120
E: CustomerServices@its-sales.co.uk
Buy online: www.its-sales.co.uk
All About
Crafts
For all your AMACO products contact
All About Crafts - A division of Potterycrafts Ltd
Campbell Rd, Stoke on Trent ST4 4ET
Tel: 01782 745000 Fax: 01782 746000
Email: sales@potterycrafts.co.uk
www.allaboutcraftstrade.com
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Crafty Connections is currently looking for stockists throughout the UK.
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craft kits
KIDDING
around
Take a look at this fun selection of crafty
all-in-ones for children…
Blueberry Park
Heritage Crafts
+44 (0)1889 575 256
www.hcrafts.com
Heritage Crafts’ MiniKits are ideal for beginners of any age, and these
simple little projects are ideal for children as they contain only whole
stitches and can easily be stitched in an afternoon. With an RRP of
£3.49 each kit includes Zweigar t fabric, DMC stranded cottons, a
needle, and clear char ts and instructions. The full range comprises
12 designs – Cosy Cat, Home Sweet Home, Grey Pony, Best Friends,
Amber Butterfly, Bay Pony, Santa, Snowman, Poinsettias, Penguin,
Christmas Tree and Christmas Stocking.
+44 (0)113 266 2092
www.blueberry-park.co.uk
Blueberry Park’s Take Away craft kits are gorgeous sewing
all-in-ones that span the age ranges – and they include all
the materials needed to create the project, an informative
ideas sheet, stitch guides, and a glue stick suitable for
younger crafters. There are colourful options suited to boys
and girls, including this Flower Brooch kit, plus a selection of
egg cosies, hanging decorations, stockings, soft toys, aprons,
bags and bunting. RRPs star t from £6.50.
Stitchclub
+44 (0)845 838 7210
www.stitchclub.co.uk
Following a successful launch at Craft
Hobby + Stitch earlier this year,
Stitchclub has added to their popular
range of Sew Easy Kits for children
and adults, which are packaged in A4sized clear hanger bags that allow the
customer to see the kit contents. Kids
Learn to Sew Kits now have eight designs
in the range, and are proving very popular
as gift purchases, retailing at £9.99. Sewing
Machine Skills kits, now with six in the
range, are proving popular as add-on
sales to sewing machines, and contain all
the fabric, patterns and trims required to
make a vintage apron, appliqué cushion,
or tote bag. All kits include full-colour,
easy-to-follow instructions and high
quality components, and are designed
and made in the UK. Stitchclub will also
be launching two innovative new kit
ranges in early 2010.
Staedtler
+44 (0)1656 778 668
www.staedtler.co.uk
Staedtler is extending its popular FIMO Soft ‘Kits for Kids’
range with two new designs – Funny Garden and Zoo
– which join five other themed options, each containing
four half blocks of FIMO Soft polymer modelling clay. These
appealing kits are the perfect introduction to working with
FIMO and, with an RRP of £4.35, they make an excellent gift
that will encourage creative fun and manual dexterity. For
2010, the entire Kits for Kids range has been repackaged
with large colourful images of the finished items and clear
graphics to indicate that step-by-step instructions are
included. The full range of FIMO Soft Kits for Kids comprises
Farm Animals, Funny Garden, Monsters, Space Aliens, Pets,
Pirate Island and Zoo.
craftfocus 61
kidding around
Crafty Kids
+44 (0)1329 661 161
www.craftykids.co.uk
Crafty Kids will be launching two new puppet kits from stand GH9 at the
London Toy Fair in January – Pirate and Princess – plus two new craft
kits, Money Monsters and Wheelie Aliens. All kits include full instructions,
all constituent par ts, paints, glue, a good quality brush, and special tags
for threading the pieces together. The cardboard kit par ts and packaging
are made from post-consumer recycled waste paper and can be recycled
again once they have been finished with. These products have recently
won the Toy Talk Awards ‘Eco-friendly’ category, and were also highly
commended in the ‘Ar ts & Crafts’ category. The puppet kits carry an RRP
of £12, while the craft kits have an RRP of £8.
Mosaic Mad Romans
+44 (0)1273 586 181
www.mosaicmadromans.com
Responding to
feedback from
retailers, Mosaic
Mad Romans
offered their
kits in gift boxes
throughout 2009
– although recently
they’ve had more
enquiries from
stockists looking for kits with less packaging and at a
lower cost. As a result, the majority of the latest offering
from this firm is being presented in poly bags, although
some gift-boxed kits are still available. This Rainbow
Beach mini mosaic kit contains little plastic fishes, shells,
hear ts, dolphins and stars, with gold glitter as the sand
that gets sprinkled all over the pebble mosaic, and is
available with either packaging option.
Reeves
London Trimmings Wholesale
+44 (0)20 7791 9766
www.londontrimmings.co.uk
This cute felt elephant toy sewing kit, RRP £6.50, is new from London
Trimmings Wholesale, and the range also includes four little bags and
five other animal toys – a bear, a lion, a cat, a dog, and a bumble bee.
Not recommended for children under three, the kits include everything
needed to make the item, including straightforward instructions, and the
felt components have been pre-punched for easy sewing. They’re perfect
for parents looking for a crafty pastime to share with their little ones. For
fur ther details email terisa@londontrimmings.co.uk.
62 craftfocus
+44 (0)1562 744 522
www.reeves-art.com
UK-based company
Reeves has joined
forces with Marvel
(which celebrates
its 70th
anniversary this
year) to spin
the legendary
Spider-Man
onto ar t
and craft
shelves across Britain. The all-action hero
has been emblazoned on this painting by numbers board,
so children aged 8+ will be able to ar tistically capture
Peter Parker’s alter-ego mid-swing. The product includes
a numbered drawing on a textured board, a brush, seven
acrylic paints, a desk easel and a paint organizer – as
well as simple instructions for completing the picture. It
carries an RRP of £4.99. C
Blueberry Park Take Away Craft Kits
Sewing activities for children and beyond
Containing everything you need, with full instructions and ideas sheet,
all wrapped up in an enticing Take Away box.
Trade Prices from £3.50
Retail Prices from £7.00
Contact
Karen Lewis
PO Box 112
Leeds, LS8 2ES
tel: 07717 310928
email: info@blueberry-park.co.uk
web: www.blueberry-park.co.uk
3DVW7LPHV4XLOOLQJ
Presents a One-Stop Shop for all your Quilling needs
T
Quilling Handbooks (Beginners and Advanced and Childrens)
A Comprehensive range of Quilling kits for all ages and abilities,
to create pictures, cards, gift boxes and mobiles.
A wide range of Quilling papers
Quilling tools
The Quilling Workboard
Quilling Class Packs
A range of accessories including card and gift box
blanks and handmade papers.
Visit us at www.pasttimesquilling.com or contact us at
113a Broadway, Duffield, Belper, Derbyshire, DE56 4BW
Tel No. +44(0)1332 840582 email: info@pasttimesquilling.com
Scrapbook Getaways
*****Would you like to spend a weekend scrapbooking? *****
Then why not come on one of our scrapbooking weekends
We sell it ....... you smell it !!
Due to the success of our first Scrapbook Getaway weekend,
we are proud to announce dates for 2010 at great prices.
BOOK NOW!
Friday 16th to Sunday 18th April
Brookfield Hotel – Emsworth, Hampshire (3 star)
Charity – Great Ormond Street
Original Ellie Poo, Rhino Poo and Reindeer Poo items available.
Handmade Christmas cards available in range of poos - Send something
special today ! Buy ethical Christmas gifts on-line.
Visit our website to see our special promotions now.
Manufacturers of quality, bespoke 100% recycled papers, boards, envelopes,
stationery and gifts. We stock craft packs, cardmaking kits and a huge
rainbow of cards and boards available for every craft use.
Friday 18th to Sunday 20th June
The Moorlands Link Hotel – Yelverton, Devon (3 star)
Charity – Cancer Research UK
Friday 17th to Sunday 19th September
Ocean View Hotel, Bournemouth, Dorset (3 star)
Charity – RNLI
Christmas Crop
Friday 12th to Sunday 14th November
Marwell Hotel, Marwell Zoo, Winchester
Charity – WWF
More details can be found on our website
www.scrapbookgetaways.co.uk
01761 233 818 - exoticpaper@elliepoopaper.co.uk
www.ElliePooPaper.co.uk
#"'54NFNCFSTBOE/"1./BUJPOBM"TTPDJBUJPOPG1BQFS.FSDIBOUT
BQQSPWFE
round up
be the best!
We speak to several retailers happy to share their secrets of success when it comes to
providing a great shopping experience…
Sue Dawe, Crafts 4 U 2 Do
+44 (0)1744 611 940
www.crafts4u2do.co.uk
What steps do
you take to ensure
your staff are
knowledgeable about
your shop’s product
offering?
I try to attend as many
retailer training days
as possible. These are
held by suppliers and
so are very informative. The product designers
are on hand to show you exactly how the
products work, or how you can use a piece of
equipment to the greatest advantage. They will
also give you loads of inspirational ideas, which
can then be passed on to your customers.
I also feel it is important for staff to gain
hands-on experience of working with products,
so that when advising customers they have a
thorough understanding of how the products
work – then they’ll be conﬁdent enough
to demonstrate and advise customers on
whether a product will meet their needs. This
deﬁnitely leads to an increase in sales.
How do you ensure the presentation of your
shop and its products contributes positively
to the shopping experience?
Many of our customers comment on the
presentation of the products on offer within
our shop. I feel it is important not to overface
the customer with a mixture of things which
clutter the shop. We try to categorise the
products into areas, and make sure that
wherever possible we have made samples that
instantly catch the customer’s eye.
It is also important to turn over stock at
quite a good rate, and not to have too much
of one thing. Craft items quickly come into and
go out of fashion, and a shop that is full of outof-date stock is not attractive to the customer.
They are always looking for the latest products.
We have added a coffee shop as an
extension to the craft shop, which means that
customers can spend a good couple of hours
browsing and then have a coffee and a bite to
eat whilst deciding on their purchases. Since
we made this fantastic addition, we have found
that sales within the craft shop have increased
quite considerably.
What advice would you offer other retailers
about providing excellent service when
resolving customers’ problems?
Most problems arise through faulty products
or insufﬁcient stocks to meet customer
demands. It is important to build up a trusting
relationship with the customer, so they know if
a product is faulty they are able to bring it back
and get either a replacement or a refund. By
acting promptly and courteously to customers’
problems it encourages them to return to your
store and buy again in the future.
Do you elicit feedback from customers in
order to develop your offering? If so, how do
you do this?
To be successful in the craft business you have
to listen to – and respond to – the needs of
the customer. We are constantly evaluating the
classes, workshops and products that we offer.
We invite customers to ﬁll in an evaluation
form which will identify any speciﬁc needs
they may have, whether it may be additional
products or workshops and classes.
What other measures do you take to ‘go the
extra mile’ for your customers?
We always try to meet their needs, and if we
don’t have a particular product in stock we
will try and source it for them through our
network of suppliers. Customers can place an
order for a speciﬁc item, and we will inform
them by telephone when it arrives in stock.
We always have a knowledgeable member
of staff available, to offer advice or a
demonstration when a customer is unsure of
how to use a certain product.
Christine Marshall, Reticule
+44 (0)1539 729 947
www.reticule-bags.co.uk
What steps do
you take to ensure
your staff are
knowledgeable about
your shop’s product
offering?
As we are a very
small business, we
do not employ any
staff. However, this
does mean that my husband Dennis and I
must make sure that we both know about
every product in the shop. I tend to answer
the technical questions about textiles, and I
leave the jewellery ﬁndings queries to Dennis.
If necessary, we take products home and try
them out ourselves, and I also incorporate
new products into our workshops to see how
easy customers ﬁnd them to use.
How do you ensure the presentation of your
shop and its products contributes positively
to the shopping experience?
Having really small premises and an everincreasing level of stock (which is my fault for
choosing too many fabrics!), it is very easy for
it to look overcrowded and untidy – so we are
continuously checking the shelves and making
sure that products are visible.
We also have a notice telling customers of
items which we have in stock, but that are not
easily seen, so they can ask for them. The other
side to this is that, like most craft shops, the
wide range of stock – which includes beads,
buttons, ribbons, kits as well as fabrics – gives
people the opportunity to browse, handle
products, and take their time to make a choice.
Our window display is really important and,
even if I don’t have time to change the whole
display, I try to change some items every few
days. It might just be a book or some new
fabric, but it keeps people interested.
craftfocus 65
be the best!
What advice would you offer other retailers
about providing excellent service when
resolving customers’ problems?
Luckily for us, we rarely have problems with
the products we sell. If we do, we offer
an immediate refund, even if we think the
customer may be at fault. Being located in a
small town we have to make sure that only
good things are said about us, as we rely very
much on our local trade and need to be seen
to treat our customers fairly.
Most often customers’ problems involve
difﬁculty with completing a piece of work
– for example the ﬁnishing off of a necklace, or
choosing the ﬁnal colour fabric in a quilt – and
that’s what we really enjoy, because we know
that if we can help at this point they are more
than likely going to come back when they start
their next project.
Do you elicit feedback from your customers
in order to develop your offering? If so, how
do you go about this?
We get a lot of feedback from our customers.
Because a lot of them are local, they often pop
in to the shop just to tell us how they’ve got
on with a product or, better still, they bring
the item in to show us. If we know someone
regularly uses something, and we are stocking
a similar item from a different supplier, we
will give them a sample to use and ask them
to let us know how they get on with it. I
think it’s very important to remember that
it’s impossible to be an expert on everything,
and that some customers will know far more
than we do and so, therefore, their opinion
is valuable. At the end of the day the ﬁnal
decision about that product lies with us.
What other measures do you take to ‘go the
extra mile’ for your customers?
We like to think that we frequently go that
extra mile for customers: the phone call to
say an item has come in to stock, offering
to deliver on our way home, trying to ﬁnd
out about or sourcing a product we don’t
usually sell, or just offering a chair to the
bored husband while his wife chooses beads
or fabrics! It might just involve a chat with a
regular customer whom we know is going
66 craftfocus
through a bad patch, or a very long discussion
about the colour and width of ribbons for the
wedding invitations, but these are the things
that specialist shops like ours can give the
customer that they won’t get in their normal
day-to-day shopping
Margaret Binks,
Norwich Road Craft Shop
+44 (0)1502 567 123
www.norwichroad
craftshop.zoomshare.com
What steps do
you take to ensure
your staff are
knowledgeable about
your shop’s product
offering?
We are a small familyrun shop, just myself
and my husband. Being
a crafter myself I have
a good all-round knowledge of the use of most
of the products, and as we do all the ordering
together, between us we know what we
have in stock. Over the three years we have
been trading my husband has also acquired
knowledge of the use of many of the products,
and can generally offer some advice should I
not be available.
How do you ensure the presentation of your
shop and its products contributes positively
to the shopping experience?
We have limited space, so it is quite hard not
to present a cluttered shop. We try to deal,
wherever possible, with suppliers who do not
have a large minimum quantity order, so we
can keep a wide range of products without
overcrowding the shop. We can then order
‘little and often’, and this helps to eliminate too
much slow-moving stock. We also try to leave
enough room by the door to allow space for
buggies, with a chair for husbands, the elderly,
or the disabled. All our decoupage sheets and
papers are in folders to prevent damage, which
is also useful when it comes to space saving
– plus of course customers appreciate buying
papers in perfect condition.
What advice would you offer other retailers
about providing excellent service when
resolving customers’ problems?
Fortunately, we haven’t had any major
problems. However, the golden rule is to
remember that ‘the customer is always right’,
and try to sort out the problem as smoothly
as possible. Most problems have been with
faulty goods, and we always exchange the item
without question and sort out the problem
with the supplier later.
Do you elicit feedback from your customers
in order to develop your offering? If so, how
do you go about this?
We are always listening to what our customers
want. If we get asked for something more than
twice we try to source it and stock it where
possible. This year we devised a customer
questionnaire, which covers all areas from
how they found out about us and how often
they use us, to what they came in to buy that
day and if they found it, plus what additional
items they would like us to stock, and what
demonstrations and workshops they would
like us to hold. There are also general questions
about gender, age and employment, just to give
us a good overview of who our customers
are. We have had 100 completed, which I think
covers a good cross section of our customers.
What other measures do you take to ‘go the
extra mile’ for your customers?
A friendly smile to greet the customer is
always appreciated. We sometimes offer
a tea or coffee, and look after their other
shopping for them so they can browse and
shop unimpeded. I try to engage people in
conversation, to ﬁnd out a little more about
them and their crafting needs, so that when
they come in again I can point out something
new they might like, or ask about their children
or grandchildren, and generally be chatty. If
they have children with them I have been
know to hold a baby, or provide a small toy
for toddlers to play with so mum can shop
in peace. Above all, I am a customer in other
shops and I know how I like to be treated,
so we try to treat all our customers with the
same courtesy and respect that I would like. C
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
Craftshop
Shufﬂe
ww.craftshopshufﬂe.com
Find Disco Daisy, win prizes and discover
new crafting websites.
This-n-That Fabrics
Quality Quilt Fabric,
Free Patterns and
Block of the Month Programs
ww.this-n-thatfabrics.com
UK Distributors for Jo Sonja’s Decorative Painting System
Where inspiration begins.............
Jo Sonja’s is a unique artist quality painting system much loved by Fine Artists and Crafters alike.
Full merchandising support, trade internet site and customer support.
Staff and student training programme available.
Fantastic opportunity to stock this wonderfully versatile painting system.
For more information and trade pack contact Lynn or Nicky on 01635 860900
or email lynn@ﬂutterbycrafts.co.uk
www.ﬂutterbycrafts.co.uk • www.josonjas-uk.co.uk
Flutterby Crafts Ltd, The Barns, Lower Henwick Farm, Turnpike Road, Thatcham, Berkshire, RG18 3AP
stafﬁng matters
It can be a daunting prospect taking on employees - so let Peter Mulhall,
Business Link Adviser, talk you through the process of ﬁnding and
recruiting the best person for your needs.
In a small retail business it is critical to get the
right people for the job, as your reputation
and the image of your business depends very
much on your front-line staff – but ﬁrst of all it
is important to make sure that recruitment is
deﬁnitely the right way to go in your current
situation. It’s a big commitment taking on
extra staff, so let’s look at some of the more
common reasons to recruit:
• More help and/or expertise in sales is
needed
• More back-ofﬁce support is needed, so it’s
possible to spend more time on the critical
tasks related to developing the business
• The workload is increasing generally and
people are overstretched, so another person
is needed
• A new market is being targeting and
someone with expertise in that area is needed
Good planning is crucial to good
recruitment
Once you’ve decided that recruitment is
deﬁnitely the right solution you need to ask
yourself the following questions, to help you
draw up a job description:
• What role do I need to ﬁll?
• Where does it ﬁt within my vision and plans
for the business?
• What overall responsibilities will the new
person have?
• What speciﬁc activities and tasks will they
be doing?
• What standards of performance am I looking
for, and how will I measure the new employee’s
job performance?
• How will the new job ﬁt in with existing roles
within the business? Who will the new person
liaise and communicate with and report to?
Before making the ﬁnal decision to recruit
look at how you organise your business and
yourself. Could your systems be improved so
that more effective use is made of your and
your staff ’s time? Could you and your staff
‘work smarter’ by identifying and concentrating
on priorities? Or could outsourcing be a more
cost-effective solution to your stafﬁng needs?
Bookkeeping and admin are some common
activities to outsource.
Just to reinforce the point, you need to
make sure your systems are effective and
that you and your staff are working effectively,
otherwise you will not get the full beneﬁt from
a new employee – but you will incur the full
cost that is incurred.
Next, create a mental picture of the ideal
person you would like to ﬁll the role. This
should include their past experience, skills,
knowledge and qualiﬁcations. Identify the ideal
qualities that you are looking for in the new
employee, but also think about your minimum
requirements. This will form the basis of the
Person Speciﬁcation.
However, there a couple of things to bear
in mind when thinking about the right person
for the job. Firstly, if you are too restrictive
when describing the person you are looking
for you might miss out on some less obvious
candidates who, with some training and
nurturing, could grow into the role and be
very successful. Have a picture of who you are
68 craftfocus
looking for, but watch out for those potential
future stars. Secondly, it is against the law
to discriminate on the grounds of: sex, race,
age, sexual orientation, religion or belief, or
disability. You can ﬁnd information on Equal
Opportunities in the Employing People section
of the Business Link website.
Both the Job Description and the
Person Speciﬁcation can be given to other
organisations, such as Jobcentre Plus and
recruitment agencies, for them to help you
with the recruitment process. Potential
candidates will use these documents when
deciding whether to apply. The content will also
form the basis for the core questions you will
need to address in the interview.
So where do I look for possible
recruits?
The most common sources are:
• Advertising: Consider local, regional and
free press and specialist journals. This is a
wide area and needs careful thought and
research regarding the cost-effectiveness and
suitability of the particular media. Advertising
can range from an advert in the national press
at one end of the scale to a card in the local
newsagent’s window at the other. The key
point is that to be effective the advert needs
to be placed where potential applicants are
most likely to see it. Internet job searches are
increasingly popular, so consider placing your
vacancy with an online recruitment site and on
your own site. You could also advertise at your
own premises. You want to be seen by as many
people as possible so avoid holiday periods.
business link
• Agencies: Jobcentre Plus is a good source
of recruits and may even offer a job subsidy,
but use the service intelligently. Discuss your
vacancy with them and take along your Job
Description and Person Speciﬁcation to
ensure they are clear about the person you
are looking for. Recruitment agencies and
consultants carry a cost, but are very effective
for many kinds of jobs.
• Government schemes: Jobcentre Plus
can advise you on options such as National
Apprenticeships and Pathways to Work.
• Other sources include: Colleges and schools,
word of mouth and local radio.
The application process
You should decide what interested candidates
need to do to apply. Most people ask for
either: a letter of application; an application
form; a simple phone call; or a copy of the
applicant’s CV. The Business Link website gives
you lots of information on the pros and cons
of each option.
You may get more applicants than you can
interview, so you may need to do some form
of screening to produce a short-list. Your ability
to screen effectively will depend on the quality
of the information given in the application
process. At this stage, as at every stage from
now on, you should make notes about your
decisions in case you are challenged by a
disappointed candidate. As mentioned before,
there is a lot of legislation on discrimination
that you should be aware of – check the
Business Link website for further information.
Once you have your shortlist you should invite
the applicants to an interview. You should also
start preparing for the interviews – there
will be things you will want to ask every
interviewee to assess their suitability for the
role, but there will also be individual questions
based on each candidate’s application.
The interview day
Prepare well! Rather than draw up a long list
of questions, make a note of the areas that you
want to explore with each candidate and have
an opening question for each topic to get you
started. Listen carefully to the answers and ask
further questions until you have achieved your
objective for that particular topic, then move
on. Some golden rules:
• Ask open questions such as what, when,
where, who and why. Closed questions
invite yes or no answers, which can be useful
sometimes to clarify a point, but mainly you
want detailed answers – and for those you
need open questions.
• Treat the interview as a conversation with a
purpose, but ensure that the interviewee does
most of the talking.
• Make brief notes during the interview to
help with making more detailed notes after
the meeting, but otherwise listen attentively to
what is being said.
• Allow time after the interview for review
– make your summary notes of the interview
as soon as possible. Stick to the facts and don’t
write down your thoughts and impressions.
• Get your staff involved in the process
wherever practical.
• Consider second interviews with one or
more candidates if you are still unsure. Don’t
simply repeat the ﬁrst interview, instead
explore the areas that need clarifying and even
consider a more practical exercise.
• At the end of the interview ask the
interviewee if they would accept the job if they
were to be offered it.
It’s decision time
Leave this for a few hours or until the following
day. If you have done your preparation well
and conducted the interviews effectively you
should be in a position to choose. Look again
at your selection criteria, including the Job
Description and Person Speciﬁcation, plus the
application forms, CVs and interview notes.
Most importantly, be objective.
Conﬁrm the appointment and write to the
others to say that they were unsuccessful. You
might want to hold back the letter to your
number two choice for a day or two just in
case your ﬁrst choice changes their mind about
the job.
That’s it, job done!
Well, not quite… Having gone through all of
this you want to make sure that your new
employee settles in as quickly as possible, and
doesn’t leave in frustration after a few weeks.
An induction programme should cover the
early days or weeks of the new job. You or an
experienced member of staff should help with
the early parts of the induction, covering policy
and procedures and ‘showing them the ropes’
for the ﬁrst day or so. You need to review
progress regularly during this period to ensure
you identify any help or action needed to
improve performance and job satisfaction.
In summary
You will stand a greater chance of recruiting
a valuable, long-term team member if you
prepare well and maintain a professional
approach throughout the recruitment process,
continuing through to appointment and
induction. C
Further information
For more details on all aspects of the staff
recruitment process, including drawing up
a Job Description, Person Speciﬁcation and
the law on Equal Opportunities, visit the
Employing People section at the website
www.businesslink.gov.uk . To contact
Business Link call +44 (0)845 600 9006.
craftfocus 69
insurance
the ups and downs
We ask Neil McFarlane of insurance brokers TH March & Co Ltd to look
back over 2009 and forward to the year ahead.
Looking back over 2009, what have been
the most prevalent insurance woes?
From the customer's perspective – none!
The marketplace for buying insurance is still
extremely competitive, providing a wide
choice of suppliers, with generally good
premiums. This is however a negative for
insurers, whose losses have continued to
deteriorate during the economic slowdown,
with this position made worse by the lack
of investment income. From a practical
perspective, regulation continues to wield a
heavy hand in insurance but would appear
to have had no influence on banks.
Has the recession thrown up any marked
changes in business practice regarding
insurance?
Customers are looking more closely at
the cover they purchase to ensure that it
is necessary. However, we have not seen a
marked reduction in cover bought, once it
has been explained to an insured properly.
Some clients are however adopting a more
‘mercenary’ approach to buying insurance,
sometimes breaking very long established
relationships. They are concentrating more
on price and less on service, which may
give a shor t-term saving, but can lead to
problems when it is time to make a claim
and the cover is either not in place, or the
insurer is a reluctant payer.
During the economic crisis have
companies been looking for different types
of cover?
Credit insurance always becomes popular
during tough economic times. Equally,
availability becomes restricted and price
becomes unattractive, reflecting the
increased bad debt being passed to credit
insurers under existing policies.
Have some companies cut back on
insurance, leaving themselves vulnerable?
A few companies have cut back. This
could be in the way of reducing the
‘width’ of cover bought, to assuming a
greater propor tion of risk themselves, i.e.
higher excesses. Clearly where any risk is
transferred from the insurer to the insured,
there is the possibility of greater financial
loss and ultimately the ability of that
company to survive that loss.
"The simple answer is to use
a good quality and competent
insurance broker who
understands your segment of
the market."
What are the best protections to put
in place to weather the vagaries of the
economic climate and what lessons have
been learnt?
Previously available long-term deals
from insurers are now being phased out.
Unfor tunately many insureds broke these
agreements, forcing insurers to review
the whole concept, arriving at the current
position where a case is reviewed every
12 months.
The simple answer is to use a good
quality and competent insurance broker
who understands your segment of the
market. They can put together insurance
solutions that are relevant, propor tionate,
and backed up by friendly and efficient
service. Be careful when buying insurance
and understand what is being offered.
In light of the postal dispute, is there any
way companies can protect themselves
against possible disruption to their
business?
If they are delivering product they will need
to source alternative couriers, however it
is impor tant to check with your insurance
broker or insurer that they are happy with
any alternatives and they will give the same
parcel or consignment limits. If cashflow is
your concern and you are worried about
payments or cheques being received
or sent, work with your bank and use
electronic transfers as much as possible.
What positive suggestions can you offer
moving forward into 2010?
Work closely with your insurance broker
or provider to ensure you have the right
insurance solution for your business. For
most types of business there is a wide
choice of product provider and your broker
will be able to assess the most suitable for
you. Don’t forget the best price doesn’t
always equal the most suitable solution. C
Further information
TH March is a well-established family business
founded in 1887. With ofﬁces in London,
Birmingham, Manchester, Glasgow, Sevenoaks
and Yelverton near Plymouth, the company
has departments covering household, motor,
travel, commercial and scheme insurance. To
ﬁnd out more visit www.thmarch.co.uk.
craftfocus 71
all the answers
David Braithwaite, Ceri Rogers and Lee Pearce offer advice on your retail-related queries
Ceri Rogers is an Assistant Solicitor at Ellisons
Solicitors, one of East Anglia’s oldest established
legal practices. The ﬁrm has 23 partners and ofﬁces
in Colchester, Clacton-on-Sea, Frinton-on-Sea and
Dovercourt, Harwich. For further details visit
the website www.ellisonslegal.com. Ceri advises
on all aspects of contentious and non-contentious
commercial law, and you can contact her on
+44 (0)1206 719 275 or by sending an email to
ceri.rogers@ellisonslegal.com
David Braithwaite has been advising both corporate
and individual clients for over 15 years, and his
extensive knowledge has earned constant recognition
in the press, national radio and television, who often
seek opinion and rely on his company to provide
them with expert market comment and opinion.
His company, Citrus Financial Management, is a ﬁrm
of ﬁnancial advisers based in Kent. For details call
+44 (0)1732 834 834 or visit www.citrusﬁnancial.com.
My shop has a town centre location, and several
nearby retailers have had their windows broken
overnight. Does our landlord have any obligation
to provide roller shutters or removable grilles?
Lee says: The short answer is no, not unless the landlord
is obliged to do so by the lease terms, which is unlikely. If
there was frequent damage to the subject unit, or nearby
units perhaps in the ownership of the same landlord, then
insurers might impose such a condition on the insurance
cover. The landlord would then need to act at their own
expense, but still may be able to recover the cost from the
tenant depending upon the terms of the lease.
Alternatively the landlord might have an option (rather
than an obligation) to do the work under a service charge
provision, but he would then expect to recover the cost (or
a proportionate part thereof) from the tenant under the
service charge provisions in the lease.
A
Q
Lee Pearce is a Partner and the Head of Property
Litigation at Ellisons Solicitors, one of East Anglia’s
oldest established legal practices. Lee advises on all
aspects of commercial and residential landlord and
tenant and property law including advisory work,
representation in Civil Courts, Arbitration, Mediation
and other forums for resolving property related
disputes. You can contact him on +44 (0)1206 719 669
or by sending an email to lee.pearce@ellisonslegal.com.
If you have a question about any aspect of your business, simply write to: Q&A Special,
Craft Focus Magazine, Broseley House, Newlands Drive, Witham, Essex CM8 2UL.
Alternatively, send your queries to editor@craftfocus.com
72 craft focus
Q
Breaking point
Q
Bricks and mortar
My landlord has just put our premises on the
market, and as our location is excellent, plus
business seems to be remaining healthy even in
theses tough times, I’m thinking of looking into
buying the shop. I’m familiar with residential
mortgages, but what are the differences with loans
for commercial properties?
David says: Unlike a residential mortgage, a commercial
mortgage is based more on the ability of the business to
support the loan as well as you, and they generally require
a larger deposit. They are also not as widely available as
residential mortgages, requiring you to either do your
own research, or employ a broker to research the market
for you. The good news is that you would then own the
premises, and the payments may not be that dissimilar to
that of rent.
All being well, the value of the asset (your premises)
will increase to provide a capital gain. Most commercial
mortgages have a term of 15 years or more, and mortgage
interest payments are tax deductible – plus it may also
be possible to sub-let space not being used, with the
lender’s approval, to provide further income. A commercial
mortgage lender would expect a business to be stable and
A
Q&A special
proﬁtable, so you can expect a lender to ask
to see long-term ﬁnancial projections, business
plans and previous years’ audited accounts.
Generally, most providers lend 70%-80% of
the purchase price of the property, although it
may be possible to secure more with personal
guarantees. This leaves you needing to raise
a signiﬁcant deposit of 20%-30%. Of course,
remember that just as with houses, if you buy,
you will be affected by interest rate rises and
dips in the property market.
Thinking ahead
I run a medium-sized craft shop,
currently employing four staff – but the
business has now grown to the point
where we are thinking of employing
an additional person. Am I right in
thinking that a ﬁrm with ﬁve staff must
offer a pension scheme? How do I go
about this and what are the ﬁnancial
implications?
Q
you will ﬁnd many advisers will levy a charge
to set up a scheme due to the fact that many
employers will not pay in.
Legally binding
Would you recommend that all new
supplier contracts are looked over by
a solicitor, or are there some basic
checks I can carry out for myself before
signing?
Q
Ceri says: When you have received a new
contract from a supplier you may have already
spent a large amount of time discussing the
proposed terms of the contract with them.
With this in mind, it is important that you
take the time to review the contract that has
been provided, to ensure that it reﬂects the
terms that have been agreed. For example, if
you have changed supplier to obtain reduced
prices or more favourable payment terms,
always check that these have been included.
There are a number of ways in which
you may minimise the risk of being caught
out by a term in a contact. Take the time to
read the contract thoroughly, including in
particular any small print, before you sign the
agreement. Always read the contents of each
clause carefully, and do not simply assume
that the content of each clause is limited to
matters referred to in the clause heading. You
should check all details carefully, even those
which might be referred to as ‘standard’. Most
importantly, do not rely on promises made
in the negotiations leading up the agreement
regarding matters which will be included in
the contract, and always remember that if a
particular point is not included in the written
agreement it is unlikely to be incorporated in
the contract.
Often when things go wrong people can
discover a number of contractual terms that
they had no idea existed. The contract is also
likely to contain clauses dealing with issues
which have not been contemplated by you in
your pre-contract discussions. It is therefore
extremely important that you allow yourself
the opportunity to consider the meaning and
implication of these clauses before you sign
the agreement.
A
A
David says: You are correct – if a business has
ﬁve or more relevant employees, and there
is no suitable pension scheme in place, then
you are legally obliged to offer access to a
Stakeholder Pension for all relevant employees.
A ‘relevant’ employee is one that has worked
for you for at least three months, is over 18,
and earns above the lower earnings limit
for National Insurance – which is £4,940 for
2009/10 tax year.
At the present time you are not obliged
to actually pay into the scheme as an
employer, you need only to offer access to
one. However, the Government is discussing
introducing a new scheme from 2012
– Personal Accounts – which would make
payments into a pension compulsory for both
employer and employee.
To set up a scheme and ensure you comply
with the law, I would suggest your ﬁrst port
of call would be to talk to a local ﬁnancial
adviser and ask if they can help you. If you do
not know of one, ask friends or family for a
recommendation, or try www.unbiased.co.uk
to ﬁnd a specialist in your area. At the outset
they need to be clear how they get paid, and
A
It is worth paying particular attention to
terms in the contract relating to the duration
of the contract; whether the supplier is
entitled to unilaterally increase its prices;
any minimum purchasing requirements; and
the circumstances in which either party
can terminate the agreement. Before you
sign always be sure that you have read and
understood the contract fully.
It is important to be aware that business
customers do not have the level of legal
protection offered to consumers. You might
also consider reviewing the contract to see
whether it speciﬁcally refers to the quality
of the goods that the supplier provides and
what you should do in the event that you are
unhappy with any goods provided.
Contracts drafted for suppliers may have
different objectives to contracts prepared with
the customer in mind. If you are unsure of the
extent of either party’s obligations you should
not be afraid to raise any queries that you
have with the supplier or to seek the advice of
a solicitor. C
craftfocus 73
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75
giftfocus 75
internet strategies for
independent retailers
Part 2
Internet sales continue to grow (July sales were up 17% on last year) and
independent retailers are increasingly looking for a piece of the action to
supplement shop sales. There are many different approaches to selling online, here
in the second part of his series expert, David Mackley explores some more of the
main strategies that have proven to be successful for independents.
Give your shop’s customers another
chance to buy
Use the website to bring customers to
the shop
How many times do you get people into the
shop that really like a certain item but cannot
make up their mind? Do they ask if you have
a website, maybe because they are not that
local? In this case your shop has done the
marketing for you and attracted the customer,
but the customer has not made the ﬁnal
decision to buy. For example, maybe they
want to discuss the purchase with someone at
home ﬁrst, or maybe it is for a friend or family
member. A website may help convert the sale
because the customer can look up the item,
have a chat and then buy immediately.
Websites don’t just have to be about selling
online. An effective strategy can be to use
the website to bring more customers into
the shop. Google is increasing its emphasis on
‘Local Search’ to improve the quality of results
where for example someone wants to ﬁnd a
‘craft shop in Newbury’. This type of customer
may not intend to buy online, but they may
well visit your shop if they can see you have a
selection of relevant items.
Pros
This can increase the conversion rate of your
shop, and no additional marketing spend is
required to promote the shop on the internet
(as long as customers can ﬁnd your company
name). But do consider a giveaway such as a
card with the shop’s name.
Cons
It might be tricky to forecast how many
people will buy like this, and therefore to justify
the costs of putting your stock online. The
customer may well be looking to price match
online, however your competitive strength
in this case is the fact you are known, more
trusted and more local. You may not want to
get into a price battle with your website, but
you could differentiate on service. Remember,
not everyone buys on price alone.
76 craftfocus
“Websites don’t just have to
be about selling online. An
effective strategy can be to
use the website to bring more
customers into the shop.”
Pros
This is a great way to ﬁnd new customers and
bring additional trafﬁc to the shop. Google
is increasing its ability to deliver great results
for local searches to help people ﬁnd the
right local business quickly. Also, by making the
products available to sell online, this strategy is
likely to bring in additional web sales.
Cons
You will have to put a signiﬁcant range of items
on from your shop and the selections will have
to stay up to date, therefore whatever system
you use it has to be very easy. You may well
need stock control on the website, otherwise
people could be disappointed to make the
journey to ﬁnd some of the items they wanted
to see are not available.
Extend the shop’s reach to a wider
geographic area
This is the most common web strategy I come
across. A retailer wants to present the majority
of products in their shop to a much wider area.
There are several pitfalls to this approach and
I would advise to proceed with caution. For
example, many retailers buy to suit their local
customers, not for the way people buy online.
This can result in retailers stocking a broad
selection of ranges with a few styles in each.
But the shopping process is different when
people buy online. Consumers don’t go to
one online shop and browse. They skim across
a few, get some ideas, go back to Google and
reﬁne their search until they ﬁnd what they
want. It can be hard for an independent retailer
to muster the resources to be seen in Google
for all their different ranges.
However, there are times when this can
be a successful approach. For example, if
the shop has a very speciﬁc concept which
“Online marketing is much
easier when it’s tightly focused;
you get better conversions
that way.”
will work online as well. Or the target customer is very speciﬁc and
can be reached online (Facebook advertising is starting to present
some interesting opportunities to target speciﬁc types of people). Or
maybe you operate in a less competitive area (increasingly rare), where
people don’t get the chance to hop in and out of competitive sites and
therefore will be likely to stay and browse more like a traditional shop.
Pros
This approach will generate new business from new customers, and
extend the reach of the shop. It’s a simple strategy, just do what you
currently do, but online – however, the marketing of the website must
still be considered.
Cons
This only suits certain types of businesses because presenting a broad
set of ranges makes it that much harder for users to quickly navigate the
site and harder for you to do your online marketing. Online marketing
is much easier when it’s tightly focused; you get better conversions that
way. Because of the broad spread of products, a lot of time could be
spent putting products online that will have little or no marketing to back
them up.
Summary
These are not the only internet strategies, but the ones I’ve talked about
here are some of the most common. They do not need to be used
exclusively; they can be used together. Whatever you choose to do, it is
worthwhile spending a little time on a strategy, with some competitive
analysis on the internet and consideration about your own strengths and
interests. Then it is possible to run a successful website to supplement
your shop revenue. C
David Mackley MBA BSc is MD of Intelligent Retail: Award
Winning Multichannel Retail Systems. If you have any questions
please contact David on dmackley@intelligentretail.co.uk or call
+44 (0)845 680 0126.
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craftfocus 79
next issue…
• Full Craft Hobby +
Stitch International
show preview
• Spring Fair preview
Shapely stuff
Modelling clays for all
sorts of applications
Digital crafts
Your essential guide
Rings & things
How to proﬁt from the jewellery making craze
Issue 17
February/March 2010
Available from: 1st February 2010
Advertising deadline: 15th January 2010
80 craftfocus
Plus
• Expert advice
• Industry news
• Latest products
>making the leap
>
For crafter Beverley Fletcher, a single project within her work
as a market researcher led to a whole new direction – and the
creation of her clear stamp company...
You might wonder how someone with
a background in telecoms, internet and
interactive TV market research could easily
cross to the world of craft and design, but
after a quick chat with Beverley Fletcher it
makes perfect sense. “I know the job doesn’t
sound particularly creative, but for one job I
researched designs, colour and style in both
Japan and the UK to establish content for a
multi-media picture message service run by
Hallmark – I think this is where I found my
love for Japanese design!” she says. Although
Beverley had enjoyed crafting since she was a
little girl, this reawakened a passion for creative
pursuits, and she discovered scrapbooking.
While on maternity leave in 2005, Beverley
tried out clear stamps for the ﬁrst time.
“At that time clear stamps were relatively new,
and once I had tried them out I was totally
inspired,” she recalls. “But I didn't feel that my
style was reﬂected, so I decided to use my
research skills and ﬁnd out more. I felt that
there must be others out there looking for a
similar style of stamp, so I then set to work on
my ﬁrst designs – having never really thought
of myself as an artist before – and in May
2006 Banana Frog was launched.” So why the
unusual name? Well the answer is that while
the ideas for the product lines came easily to
Beverley, the company title was more elusive,
and she didn’t really want to include the word
82 craftfocus
‘stamp’. “One of my friends, who is in PR,
suggested two random words that begin with
my initials BF, so we tried a few and hit upon
Banana Frog,” she smiles. “After we had picked
the name we found out that an actual Banana
Frog exists! We have now added a frog logo to
the branding.”
The company’s collection of clear stamps
has a characteristically clean, graphic style
with a retro edge, and you can see that all
the designs reﬂect this – whether you’re
looking at a space rocket motif or a ﬂowery
pattern. Beverley is keen to maintain this
coherence, but also ensure that the stamps
can be combined according to the crafter’s
own inspiration. “With the current state of
the economy, people are looking to maximise
the use of their stamps. I think we will see
more designs that can be used with other
stamps or products, kind of like building
blocks,” she explains.
But Beverley’s not got a bleak outlook on
the state of the market, in fact, it’s just the
opposite – and her previous career has given
her an excellent perspective on the end users
of her products. “The way people shop has
deﬁnitely changed, as many people have taken
a look at what their spending habits are,” she
says. “I think there are two main spending
types in this current climate – both seem
similar to dieting. One type has a budget for
a month and they allow themselves to get
what they need from that, but no more. The
others impose a ban on shopping for a while,
and then splurge either at an event or for
something speciﬁc, or simply because they
have broken their stash ban!”
Conscious of the so-called ‘credit crunch’,
Beverley found ways to reduce manufacturing
costs, and passed these savings onto their
stockists. “We support our retailers in all sorts
of other ways too, for example we provide
workshops and demonstrations for retailers
at events and stores,” she says. “I love teaching
as it’s great to talk to consumers and retailers
– always the researcher I am constantly asking
questions and interviewing people! We also
highlight retailers in our regular Banana Frog
loves... article on the Banana Frog blog.”
And the future is certainly looking bright,
with Beverley currently looking at expanding
the product line. The ﬁrm is also working to
grow its retailer base. “We are very excited
that we are now working with Personal
Impressions to distribute Banana Frog
stamps as this will enable us to increase our
retailer base and provide me with more
time to design,” she tells us. “We are also
putting together further workshops and
demonstration craft projects so that we can
support both new and existing retailers.” C
>
Further information
To ﬁnd out more please telephone
+44 (0)1628 533 066, email
sales@bananafrog.co.uk, or alternatively
visit the website at www.bananafrog.co.uk.