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com
CRAFTFOCUS
MAGAZI NE
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WIN!
Ofcial media partner for
Craft, Hobby + Stitch
International and
proud sponsor of the
New Product Showcase
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PLUS
Latest products
Industry profiles
News & views
BIGGEST
EVER ISSUE!
Its showtime
Spring Fair
Craft Hobby + Stitch
Handarbeit & Hobby
How to make the right
new product choices
PIXEL
PERFECT
Your guide to
digital crafts
Jewellery trends
to tempt crafters
BIGGEST
EVER ISSUE!
Jewellery trends
to tempt crafters
Its showtime
Spring Fair
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Handarbeit & Hobby
WIN!
750 worth of Sizzix machines and accessories
779 worth of Popcorn Romance CD and stamp bundles
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Latest products
Industry profiles
News & views
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Position Yourself for the
Economic Recovery!
Just turn the page to discover how
leading UK retailers and manufacturers
plan to grow their business in 2010!
craftfocus 3
A N T I C O P Y I N G I N D E S I G N
M E D I A S U P P O R T E R
prole
getting it right 82
Judith Wilson of Woodware Craft Collection explains
the companys history and outlines its offering
fair play 45
We speak to ICHFs Simon Burns to nd out just why
the companys exhibitions are so unmissable
rubber soul 94
Siobhan Fyffe shares her stories of setting up her rst
retail venture, Stampaholics in Perth
family values 106
Craft Fairys Elena Bicknell tells us about the rms launch
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
competition 65
Enter to win one of three retailer packs from Ellison,
worth over 750 in total
competition 69
Enter to win one of two Popcorn the Bear retailer packs
from Crafters Companion, worth a total of 779
spreading your net wide 80
Business Links Keith Padbury offers advice on using
social networking sites to market your stores offering
February/March 2010 issue 17
Editor-in-Chief
Rebecca Winward
+44 (0)1376 535 609
rebeccaw@craftfocus.com
Editor
Emma Zcker
+44 (0)1376 535 609
editor@craftfocus.com
Editorial Assistant
Rianna Fry
+44 (0)1376 535 613
riannaf@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
Production Manager
Stuart Weatherley
Studio Assistant
Leanne Walsh
KD Media Publishing Limited
Broseley House
Newlands Drive
Witham, Essex, CM8 2UL, UK
www.craftfocus.com
ISSN 1758-0900
Craft Focus is solely owned, published and
designed by KD Media Publishing Limited. Whilst
every effort was made to ensure the information
in this magazine was correct at the time of going
to press, the publishers cannot accept legal
responsibility for any errors or omissions, nor
can they accept responsibility of the standing
of advertisers nor by the editorial contributions.
The views expressed do not necessarily reect
those of the publisher. Craft Focus is published
six times a year. Subscription rates for overseas
readers are 40 per annum (incl. p+p), Cheques
should be made out to KD Media Publishing
Limited and sent to Craft Focus, Broseley House,
Newlands Drive, Witham, Essex, CM8 2UL,
United Kingdom.
Craft Focus magazine is proud to be
associated with and supporters of:
features
all sewn up 50
Take a look at these latest stitching products
tales of the unexpected 52
Sarah Dew offers advice on making sure your
business isnt affected by unforeseen events
q&a technology 66
Beth Scott answers your questions on getting
the right look for your stores online presence
high & low 71
Leading retailers explain their strategy for
sourcing new stock
beads & baubles 75
Check out the latest jewellery making trends,
as predicted by leading suppliers
does your store measure up? 85
Alan Morris of Retail Assist explains the critical
measures of retail
choosing a website designer 88
David Mackley offers advice
insurance health check 91
Neil McFarlane considers exhibitions insurance
q&a special 92
Expert advice on tax and insurance matters
special feature
in with the new 59
Leading suppliers report on the state of the digital craft
market, and we highlight some of the latest launches
contents
shows
give your business the edge 23
Check out the details of this special reader trip
to the CHA Summer Show next July
the place to be 27
Craft Hobby + Stitch International is nearly
here we preview this popular show
show & tell 29
We see whats in store for visitors at the big
German trade show Handarbeit & Hobby
continental crafting 49
We preview Paperworld 2010, the leading
international trade fair for the stationery sector
spring into 2010 55
Take a look at whats on show at Spring Fair
30
50
craftfocus 5
Bigger and better...
Well here it is our big pre-
show issue for Craft Hobby +
Stitch International 2010! In fact,
its the biggest issue of Craft
Focus we have ever published.
Were sure youll be delighted at
the vast range of new products
being unveiled at the exhibition,
and this month were offering a
preview of a selection, so turn to
page 29 for a sneaky peek. While
youre at the show, why not come and visit us on
the Craft Focus stand (H30), and let us know what
you like and dislike about the magazine? As always,
wed welcome any suggestions on what you want to
see in your trade magazine.
As well as featuring the biggest craft industry show in the UK, were
also previewing leading German trade exhibition Handarbeit & Hobby,
and Spring Fair, plus we bring you exclusive news about a reader trip
to the fantastic CHA Summer show, being held in Rosemont, Illinois,
this coming July.
Of course, as ever were highlighting plenty of the hottest new
products around in our regular showcase features this issue focusing
on sewing, digital crafts and jewellery making. There are also pointers
from web specialist Beth Scott on making sure your online presence
has the right sort of look, and expert advice on insurance and tax
matters in our Q&A feature. Then theres our company proles,
retailer interview, comment pieces and much more besides.
Finally, just a little note about developments here in the ofce.
The magazine has been so successful recently that weve taken the
decision to grow the Craft Focus team so our new editor, Emma
Zcker, joins us this issue. This means well be able to bring you even
more pages of news, views and issues than ever before, so do keep
in touch and keep us posted on anything you think your craft retail
colleagues will want to hear about. And watch this space!
Rebecca Winward
Editor-in-Chief
G
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Make stamps, stencils
& embossing dies
Quick Simple Creative
Professional stamps in 5 mins
Tel: 01733 349937
Email: info@photocentric.co.uk
www.imagepacstampmaker.com
6 craftfocus
Find out about the latest industry
goings-on in our regular roundup
industry news
Ribbon Designs wins award for pioneering idea
Ribbon Designs, Europes largest supplier of pure silk ribbon and pioneers of Ribbon Cascades,
have since won an award for this development.
Ribbon Cascades are inspirational hanging packs of pure silk ribbons which are a boon to
the designer and the creative worker. The packs use of colours and themes make it so easy to
choose, mix and match colours which co-ordinate and blend.
Ribbon embroidery draws those who are interested in quilting, embroidery, dolls and miniature
work, as well as anyone who yearns for the beauty and delight that embroidery can bring.
To nd out more call +44 (0)20 8958 4966, email info@ribbondesigns.co.uk, or visit the
website online at www.ribbondesigns.co.uk.
Illustrator Mike Payne releases an
audio book of childrens stories
Following on from the recent release of
Charlies Ark The First Collection audio
book of childrens stories, The Second
Collection will be released in March. The
Charlies Ark audio books are targeted at the
under-5 age range and have been created by
illustrator Mike Payne who is known for Tatty
Teddy and Me To You Bears.
Mike was delighted at the success of the
rst CD which he says has become a rm
favourite at bedtime for a lot of youngsters as
well as on long car journeys.
To nd out more call +44 (0)1903 850 373 or visit the website at www.charliesark.co.uk.
Susan Cropper of Loop Knitting
wins a BT entrepreneur award
Susan Cropper of Loop Knitting has been
recognised for playing a key part in the
recent knitting resurgence, and has been
presented with a BT Business Essence of
the Entrepreneur award.
Loop is considered to be rst London
shop that reected this new interest in
knitting. Susan sources yarns from all over
the world as well as stocking a vast range of
haberdashery, patterns and knitting books.
Loop also supports independent designers
working in knit and crochet by selling their
unique work in-store.
Together with 19 other entrepreneurs,
Susan has been commended for her
innovation and success a particular feat
given the current economic climate and
was picked from hundreds of nalists by
a panel of judges headed up by Dragons
Dens Peter Jones and The Apprentices
Claire Young.
The winners have had the essence of
their business captured in a unique portrait
by renowned celebrity photographer
Rankin, and these images will be displayed
in a public exhibition at the gallery@oxo
on Londons South Bank from 28
th
January
28
th
February 2010.
To nd out more about Loop call the
shop on +44 (0)20 7288 1160, email
info@loopknitting.com, or visit the website
at www.loopknitting.com.
craftfocus 7
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Rowan introduces new collection
International handknitting company Rowan has recently
added another string to its bow with the introduction
of Studio 18, the rst in a series to be designed by new
Rowan designer Grace Melville.
The collection is inspired by the Autumn/Winter 2009
catwalk, where oversized and slouchy garments, with
fazed stripes and subtle pattern, were strong themes
throughout. The eight cutting-edge pieces are fashioned
in the felted tweed family, and the textural properties
and sumptuous colour palette are perfect for creating
this look.
I really like the felted tweed family of yarns at the
minute and I love the depths of the colour palettes. They
also create really nice even stitches and are lovely to knit
with, said Grace.
For further details call +44 (0)1484 681 881, email
mail@knitrowan.com or visit the website online at
www.knitrowan.com.
Stitch & Craf Show 2010 will prove a
big draw for crafers
One of the most prominent craft shows around
is taking place at the Olympia II in London this
March, and it will attract a great number of
prospective customers. The Stitch & Craft Show
2010 will play host to hundreds of exhibitors, as
well as there being plenty of craft workshops for
those interested in creative activities including
knitting, stitching and papercraft.
There will also be an eco-friendly aspect for
those who want to help save the planet, with an
opportunity for visitors to create their own cloth
bag with Morsbags a bag to re-use over and
over again.
The Stitch & Craft Show 2010 takes place from 18
th
21
st
March from 10am
5.30pm (closes at 5pm on Sunday). To nd out more call +44 (0)20 8692 2299 or
go to www.stitchandcraft.co.uk, and for tickets call +44 (0)1473 320 407 or visit the
website at www.twistedthread.com.
craftfocus 9
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West Design launches new catalogue
in print and online
The past year has been a
very exciting one for
West Design. West
has integrated both
Magnacraft and the
recently purchased
Dekko Folios into the
mainstream business.
This has culminated
in the production of
the all new 2010/11
catalogue, incorporating
over 15,000 popular
products covering art,
craft, stationery and toys.
Accompanying the
print catalogue is a
comprehensive online
e-catalogue enabling all
registered trade customers
access to a fully priced
edition. The prices on the e-catalogue will be updated monthly by the
rm, and it will also contain additional product information and videos
not available in a print format. Trade customers are able to place orders
online with ease and condence, as the order quantities and trade prices
are clearly shown.
The company boasts an order fullment average of more than 95%
and a rapid turnaround. Free delivery is offered on all orders over 100
net, and a new discount structure offers attractive savings. In addition,
quarterly brochures offer discounts of up to 70% and also feature a
variety of promotions.
West Design is particularly keen to minimise its impact on the
environment, and continues both to maximise its own UK manufacturing
facilities and introduce environmentally friendly own-brand products
plus the rm is proud to be the distribution partner of Faber-Castell,
whose international reputation for environmental and social policies is
well documented.
To nd out more please call +44 (0)1303 297 888 or visit the website
online at www.westdesignproduct.co.uk.
Success of Korbonds Back to School range
It has been an extremely rewarding past 12 months for Korbond. The summer saw a fantastic back-to-school
season where both well-planned parents and those last-minute shoppers ocked to their nearest retailer to
purchase name label kits and repair essentials in preparation for their little ones to start a new school term.
Success came yet again from promotions of the Korbond Laundry Pen with 100% extra free labels and the
continued favourite sew-free solution Hemming Web which was offered with 50% extra free.
The road ahead for Korbond is paved with plans for new promotions to satisfy seasonal needs and fully
capitalise on changing product demands for retailer and consumer alike.
To nd out more please call +44 (0)1476 573 227 or visit the website at www.korbond.co.uk.
Stitchtastic launches
new catalogue
Stitchtastic will be launching
their brand new catalogue
in early 2010. Its rst outing
will be at Craft Hobby
+ Stitch International in
February. The catalogue is
free to Stitchtastic stockists
and will feature six new
designs which will be
showcased at the event,
consisting of three Harley
Davidson motorcycle
artwork designs and three
vintage Fiat designs.
Im really excited
about showing off our
new designs to current
and potential stockists.
Weve had some terric
feedback from our previous
trade pack and catalogue;
its a great illustration of
our colourful and unique
designs, said Sarah Scott,
Designer at the rm.
To nd out more contact
Stitchtastic on +44 (0)114 235 3958 or have a look at the full range
on the website at www.stitchtastic.com.
10 craftfocus
industry news
Discus is moving with the times
Over the last ten years, within the crafting industry, there has been a
signicant growth of products supplied on CD and DVD media, and
Discus Group has advised and supported many companies to help
them move with the times and demands of their clients.
There has been a call for interactive crafting CDs as well as an
increase in suppliers placing their entire catalogue on to a CD to
help reduce costs and environmental impact.
The effect a product demonstration on CD can have on business
sales is unlike other marketing tools. The CD possesses the power
to open eyes, raise eyebrows and create a buzz, plus a trial version
product is on offer before the customer commits to the full product.
For further details on Discuss products call +44 (0)871 220 0195
or visit the website at www.discusgroup.co.uk.
ReVampt to launch new patchwork collection and work
with the V&A museum
With patchwork high on next seasons fashion agenda, specialist
handmade accessories and furnishings company ReVampt which
creates items only made from reclaimed and vintage textiles is
launching its new collection of patchwork items in February 2010.
The textiles are sourced personally by Sarah from the fashion and
textile industry, from high street brands to retired dress-makers, and
the launch coincides with the Victoria & Albert museums Quilts 1700-
2010. This exhibition, which opens on 20
th
March, is where Sarah will be
running workshops later in the year.
ReVampt can be visited at the Tearooms Market off Brick Lane,
London, every Saturday and Sunday from 10am-6pm.
To nd out more call +44 (0)20 8354 7354 or visit the website at
www.revampit.co.uk.
Kits for knitted, crocheted, felted bags, scarves and much more...
Please dont hesitate to contact Avril with regards to
stocking kits and the courses available.
email: av@woollyone-offs.co.uk
www.woollyone-offs.co.uk
12 craftfocus
industry news
Crafers Companion
appoints new Creative
Development Manager
Crafters Companion has
announced a new addition to
their team this month, Leann
Chivers, who joins the company
in the capacity of Creative
Development Manager. She will
be responsible for overseeing
project development within the
company, as well as involvement
with key supplier and customer accounts. Leann will also be working
closely with company founder Sara Davies in attending major craft
events both domestically and overseas, and in showcasing the
companys products on the TV shopping channels Ideal World and
Create & Craft.
I am very much looking forward to starting work for Crafters
Companion in a full-time capacity. The work itself will be a challenge,
but I am excited to be working for such a forward-thinking
company, explained Leann.
With a strong team behind her, Sara feels condent that 2010
should be another fantastic year for the company, with various
exciting partnerships on the horizon, new products scheduled for
launch in the coming months, and expansion plans really starting to
take hold overseas.
For more information on the company and its products, contact
an account manager at trade@crafterscompanion.co.uk, telephone
+44 (0)1388 663 328, or alternatively visit the website online at
www.crafterscompanion.co.uk.
Madeira in exciting
new co-operation with
UK designers
In what the company
describes as one of the most
signicant developments
in many years, Madeira has
announced a co-operation
agreement with two of the
countrys leading cross stitch
and needlework designers
Jane Greenoff and Sue
Hawkins. All three parties
will be working closely at
consumer shows to bring
the unique qualities of
the Madeira range to the
attention of end users, the
rst being Stitch & Craft at Olympia in March.
In conjunction with Jane, Madeira and Zweigart will be sponsoring and
organising a full workshop programme which will feature the two brands
of threads and fabrics.
I am keen to keep abreast of what is best in this market; that is why I
have had a long association with Zweigart fabrics. When the opportunity
arose to forge a similar relationship with Madeira, I was keen to pursue it
further, explained Jane.
Jane is Managing Director of the Cross Stitch Guild. For more details
go to www.thecrossstitchguild.com. Sue is likewise an internationally
known author who also designs and packs her own kits. For details on
Sues activities, go to www.suehawkins.com.
2018 target date set for closure of central cheque clearing
At the end of December 2009, the Payments Council Board agreed
to set a target date of 31
st
October 2018 to close the central cheque
clearing being that cheque use is in long-term, terminal decline. The
Payments Council has decided that its active involvement can help
prevent confusion and deliver cheque alternatives that are acceptable to
cheque users.
Although cheque use has been in decline since 1990, there are still
plenty of situations where cheques are used extensively, particularly in
small businesses, and the payments industry must rise to the challenge of
nding easy-to-use efcient alternatives for these payments.
This announcement marks the start of extensive work that we need
to do to ensure that everyone has a viable alternative, should the cheque
clearing close. There will be a critical review in 2016 when the Payments
Council will decide whether sufcient change has occurred against agreed
published criteria to press ahead to do away with the cheque in 2018,
said Paul Smee, Chief Executive of the Payments Council.
Our unique Treeless Paper Craft Kits
contain over 100 pieces of amazingly versatile
crafting accessories.
We also supply fantastic Treeless Paper
scrapbooks in soft & hard covers.
Brilliant new lines for your discerning customers
craftfocus 15
brand spanking new
Take a look at some of the latest products around
Artesano
Product: Artesano Aran yarn and pattern support
Contact: +44 (0)118 950 3350 or www.artesanoyarns.co.uk
Price: RRP 7.99 for a 100g hank
Specication: Made from 50% alpaca and 50% Peruvian Highland wool, each 100g hank measures 132m. This
yarn knits up on the recommended size 5mm needles to a tension of 17 stitches and 21 rows.
Retailer benets: Accompanying the yarn is a fabulous collection of eight Artesano Aran patterns by Sue
Hanmore, with options for men, women and children including the Elation sweater
shown here.
Other information: The yarn is available in a beautiful range of 24 colours including eight of the newest shades,
launched at the beginning of 2010.
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Krasnaya Nesting Dolls
Product: Paint-Your-Own kits
Contact: +44 (0)1246 208 482 or www.krasnaya.co.uk
Price: RRP from 9.99 11.99
Specication: Due to popular demand, the company has introduced a funky new Wild Range to
its already successful Painta Pets collection of Paint-Your-Own nesting animal kits. There
are nine designs in the range, including Zebra, Giraffe, Monkey and Tiger.
Retailer benets: Unique to Krasnaya Nesting Dolls, these traditional kits are aimed at older children,
which is an age group often seen as difcult to cater for when it comes to craft kits.
With a total of 18 designs in the nesting doll range, the collectable nature of the
product should lead to repeat sales.
Other information: Also new from the company are the Paint-Your-Own Boomerang kits, which are great
fun for adults or children and teach cultural awareness as well as encouraging both
indoor and outdoor activity, as the nished item has a 10m throwing range.
Bothy Threads
Product: Flitteries
Contact: +44 (0)1638 665 149 or www.bothythreads.com
Price: RRP 27.49
Specication: Flitteries are the rst arrivals in the fantasy series of designs for 2010 from Bothy Threads.
There are also dragons and fairies in the range and sparkly threads, organdy ribbons and
sequins have been included to add shine to the product.
Retailer benets: The sparkling threads will really appeal to consumers who enjoy noticeable and striking
embellishments.
Other information: Flitteries are all produced on 14HPI Zweigart Aida with no fractional stitches, which makes
them both interesting and easy to stitch.
Beads & Crystals
Product: Hotx crystal stencils
Contact: +44 (0)1926 889 966 or www.beadsandcrystals.co.uk
Price: RRP from 2
Specication: It is now possible to create beautiful designs with Swarovski HotFix crystals and pearls.
These stencils are made from a heat impervious plastic and can make perfect positioning
a lot easier. The stencil is positioned where the Swarovski crystals need to be applied, until
every hole is lled. The stencils come in various sizes and a variety of designs such as
swirls, animals, alphabet letters and zodiac signs.
Retailer benets: The products are affordable which means they could be suitable for displaying on your
counter as an added extra for customers to pick up last minute.
Other information: The stencil can be used time and again, making it even more cost effective for customers.
16 craftfocus
brand spanking new
Olfa Corporation
Product: Rotary cutter (Model RTY-2/NS)
Contact: +81 6 6972 8104 or www.olfa.com
Price: RRP 2.75
Specication: OLFA offers this new simple and safe rotary cutter which is ergonomically designed with
an Elastomer Comfort Grip. The partial blade cover minimises blade exposure while cutting
which maximizes safety. It is also available for both left and right handed use.
Retailer benets: This latest product adds to the range of OLFA craft tools on offer and can be marketed as a
safe cutter option.
Other information: The size of the product is 176mm x 48mm x 23mm, and it weighs 77g.
May Arts Ribbon
Product: Elastic Plaid Rufe
Contact: +1 204 637 8366 or www.mayarts.com
Price: On application
Specication: Measuring wide, this gorgeous rufed ribbon comes in 15 yard rolls. Shown here in
Classic Red, there are six other delightful colour options available too.
Retailer benets: A brand new design that adds a distinct style to any ribbon display, the
product can be sold by the yard or the roll.
Other information: This product has a charming vintage country look which is very much in demand at
the moment, and it will enhance a variety of craft projects since its great either as a
trim or embellishment.
Grax
Product: Computer Grax Films
Contact: +1 216 581 9050 or www.graxarts.com
Price: RRPs from around 2.75 to 6.75
Specication: Computer Grax Films are blank transparency lms that can be run through
an inkjet or laser printer. They are coated to accept colour ink with quick drying,
non-smearing, sharp details, plus the product enables to crafter to create page
headlines, decorative overlays, journal and window effects. Acid free for archival
safety, the sheets are also suitable for rubber stamping and embossing to add extra
texture and dimension to all sorts of craft projects.
Retailer benets: This product enables crafters to print vibrant colours and crisp text every time.
Other information: Available with or without an adhesive backing, the product comes in 8.5x11 or
12x12 packs of 6 or 50 sheets.
The Stamp Connection
Product: Mabel Lucie Attwell rubber stamps
Contact: +44 (0)1795 531 860 or www.theartisticstamper.com
Price: RRPs from from 1.75 to 13.50
Specication: The wonderful and evocative drawings of British artist Mabel Lucie Attwell are
now available as retro stamps, in unmounted red rubber. They can be teamed with
the rms Kling-On Repositionable Cushioning, an innovative product which makes
life easier for stampers by providing padding for the unmounted stamp to help
produce perfect results.
Retailer benets: There are a wide range, variety and style of designs in these unmounted rubber stamps,
to appeal to starter and more experienced crafters alike. The companys offering also
includes a variety of motifs from oral and fashion to nature and nostalgia.
Other information: The Stamp Connection is a well-established UK manufacturer of The Artistic Stamper
range of rubber stamps (since 1993), and producer of the useful Kling-On
Repositionable Cushioning.
Bothy Threads
Birth Samplers
Bundle of Joy - Girl Bundle of Joy - Boy
Please come and see us on Stand A01
or contact Bothy Threads, 19 The Avenue,
Newmarket, Suffolk, CB8 9AA
01638 665149
info@bothythreads.com
www.bothythreads.com
Old McDonald
Designs by Julia Rigby
Magic Saw
The innovative 3 way blade Multi-purpose Saw works efortlessly
through an amazing range of materials and acts as a metal saw,
ceramic tile saw and coping saw, cutting metal, nonferrous metal,
wood, PVC, aluminium, rubber, glass, etc.
Note: - Our blades are interchangeable on all Magic Saw products.
Magic Sharpener
As compared with other sharpeners
which consist of coating, our diamond
sharpeners consist of diamond granules of
which 100% is real diamond, compressed
and formed in metal plates.
Magic Tacker
It is convenient to drive the pin on the wall
by one-touch and applicable to wood,
PVC, Plaster Board/Gypsum, Ducting, gaps
between tiles and MDF.
NEW WHOLESALERS WELCOME
Tel: 020 8337 2085 Email: info@magictools.co.uk
www.magictools.co.uk
craftfocus 19
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EQS
Product: Counted cross stitch kits
Contact: +44 (0)116 271 0033 or www.eqsuk.com
Price: 12.99
Specication: The 12 kits represent the rst collaboration between EQS and well-
known designer Lesley Brankin. The selection includes a blue and white
theme encompassing Chinese Tea Houses and Willow Pattern, several
samplers for boys, girls and babies, a Woodland series and others.
Retailer benets: The kits are are all designed for beginners and intermediate stitchers.
Other information: All the kits contain full size Madeira Moulin spiral packs for every colour
required and, in addition, the fabric used is exclusively from Zweigart.
Flutterby Crafts
Product: Jo Sonjas Decorative Painting System
Contact: +44 (0)1635 860 900 or www.josonjas-uk.co.uk
Price: RRP from 3.49
Specication: Jo Sonjas is an artist quality acrylic painting system which is popular with
ne artists and crafters alike who need versatile products and results that
will stand the test of time. The range boasts the nest quality pigments
which have superb lightfastness, and with the addition of Jo Sonjas
mediums the same brilliant colours may be applied to virtually any surface
using a wide variety of techniques.
Retailer benets: The company offers full merchandising support and a trade internet site,
as well as customer support. There are also staff and student training
programmes available.
Other information: The product sizes vary paints come in 70ml tubes and 237ml bottles and mediums come in 60ml and 250ml, however larger
quantities are available.
Design Objectives
Product: Confetti collection
Contact: +44 (0)1202 811 000 or www.docrafts.biz
Price: RRP from 99p
Specication: New from Papermania is a papercraft range for the wedding season. With
contemporary and elegant features, the Confetti collection created by designer
Stephanie Dyment is a great way to create cards and scrapbook pages.
Confetti is particularly suitable for a bride-to-be and includes everything needed to
fashion individually tailored wedding stationary.
Retailer benets: Wedding-appropriate supplies can help you hook in fresh custom as the desire to
make something for their big day can tempt the novice into trying out crafting.
Other information: 12x12 and 8x8 patterned paper packs in rich pink and gold are set off with
co-ordinating vellum, ribbon, place setting cards, with die-cut greetings, outline
stickers and stamps to label each part of the stationary including menus, order
of service and invitations. The range is completed with an ornate wax seal kit.
Caslon
Product: WOW! Embossing Powers and Glitters
Contact: +44 (0)870 777 8781 or www.powderarts.com
Price: Around 1.99
Specication: Images can be created with the powder using rubber stamps or embossing
pens, and as Caslon is manufacturer of embossing powders, it means they can
provide the largest range of colours and effects.
Retailer benets: The large size of the company means Caslon can ensure high quality technical
support and backup to customers.
Other information: There are three sizes of powder available to suit most needs and budgets.
brand spanking new
20 craftfocus
The library
Rianna Fry looks at craft books that will get
your customers creative juices owing...
1000 Cross
Stitch Motifs
This book is perfect for cross
stitchers of all abilities. Its
introductory chapters help to
advise readers on techniques,
stitches and more teaching
beginners the basics. There
are more than 1,000
designs offered in the book,
covering all special occasions
including Valentines Day and
Christmas. The pattern library
is split into 11 sections, based
on themes for ease of use,
with each page containing
an accompanying key to
demonstrate the colours used in the motifs. At the end
of the library there are details of the thread numbers and
motif sizes. The variation of images allows the reader to
use their imagination and create their very own individual
designs which can be personalised using the alphabet motifs
also included. 1000 Cross Stitch Motifs has an RRP of 9.99
and is published by Search Press. For more information
visit the website www.searchpress.com, or alternatively
telephone +44 (0)1892 510 850.
I Love Patchwork
Patchwork for the modern crafter is
now being made accessible to all with a
little help from I Love Patchwork. There
seems to be an emerging generation
of enthusiasts looking to create
something new from something old,
with many people buying clothes
from local charity shops, adding a bit
of crafting magic and bringing to life
something innovative, exciting and
relevant from something a little
less exciting. The author of I Love
Patchwork has embraced this new audience and
brought together a collection of projects to add a personal touch to
the readers day-to-day life. The ideas range from the very current eco bag to a
more traditional table runner, and a lap quilt to a sewing machine cover.
I Love Patchwork has an RRP of 17.99 and is published by Search Press. For
more information visit the website online at www.searchpress.com, or telephone
+44 (0)1892 510 850.
Quilt a Gift
Handmade gifts
are becoming more
and more popular
in todays crafting
generation, as they
enable people to give
friends and family
personalised gifts.
Quilt a Gift by Barri
Sue Gaudet gives its readers a selection of quilted gift
ideas that cover most occasions, from the arrival of a
baby to a wedding day present. Alongside the step-by-
step instructions are beautiful images of the products,
giving the customer a clear view of the nal outcome.
Barri Sue Gaudet has co-ordinated the complexity of
each project with the amount of notice you will have to
create something, for example a gift for a dinner party
hostess will be a simple quick-to-stitch creation, whereas
a present for a new-born baby will be more complex and
time consuming. Quilt a Gift has an RRP of 14.99 and is
published by David & Charles. For more information visit
the website www.davidandcharles.co.uk, or alternatively
you can telephone +44 (0)1476 541 080.
Rowans Greatest Knits
Celebrating 30 years of fantastic
knitwear, Rowan invites readers
to share and reect on its designs
in this retrospective collection. The
book contains 30 patterns selected
from the 80s, 90s and 00s with
suggestions of different yarns to use.
It features images from the Rowan
Magazine, such as the early Swallows
and Amazons issue which featured
a very young Kate Moss now a
collectors item. This book is great for
experienced knitters who understand
the complexity of knitting on a high
level. Its images demonstrate how fashion has changed through the decades and
the differing trends in knitwear. Each design has details of sizes and yarns, with
the option of longer and cropped versions of the garments in some cases, plus
information on the needles the crafter will need and any other additional items.
Rowans Greatest Knits has an RRP of 20 and is published by Rowan. For more
information visit the website online at www.knitrowan.com, or alternatively
telephone the publisher on +44 (0)1484 681 881.
craftfocus 21
Make Your Own Mists
All crafters love new innovative designs this book, however, takes
the unoriginal concept of making a puppet out of old socks and
re-vamps it so that stitchers can make a Freddie mouse teddy out
of an old t-shirt. This original book is sure to put a smile on your
customers faces, and the creative process of its quirky characters
are mapped out in a fun and encouraging way. The little illustrations,
alongside the step-by-step instructions, help to make for an
enjoyable crafting read. Each character is named and has a short
introduction to tell you about them. Make Your Own Mists is perfect
for crafters of all ages and skill levels even if something goes a little
wrong it adds to the characters mist persona making it virtually
impossible to mess up!
Make Your Own Mists has an RRP of 12.99 and is published by
Cico Books. For further information visit the website online at
www.cicobooks.co.uk, or telephone +44 (0)1256 302 692.
Best Ever Kids Costumes
Brought to you by Vinilla
Burnham an award-
winning costume designer
who created the characters
costumes from programmes
including the BBCs In the
Night Garden, Wind in the
Willows and Fungus the
Bogeyman this book is a
must read for all crafters.
From sheep to mermaids,
Best Ever Kids Costumes
is sure to inspire all
mothers (and fathers!)
pondering over what
to dress their children
as for the next fancy dress
party. The book itself has some beautiful images and includes a free
disc which contains all of the patterns needed, in a range of sizes to
suit differing ages. This book offers its readers plenty of costume
making know-how, including clearly laid out instructions. There are
useful tips throughout, and in some cases speedy short cuts for
those crafters with little time on their hands helping them along
the way to ensure a great end product. Best Ever Kids Costumes has
an RRP of 14.99 and is published by Collins & Brown. For further
information visit the website online at www.anovabooks.com, or
alternatively telephone +44 (0)20 7605 1400. C
Bold, bright, fun designs for all
www.fatcatcross-stitch.co.uk
See us at Craft, Hobby & Stitch International
on Stand BS37
Eggers Delight for all your egg craft needs.
Eggers Delight
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
Tel: 01903 725593
Our contact
UK Showroom -
Central London Based
35 Ebury Bridge Road
Victoria, London
SW1W 8QX
Tel: +44-207-730-4918
Email: sales@mwandmore.com
Irish Distributor -
Dublin Based
Beads & Bling
5, Bedford Row, Temple Bar,
Dublin 2, Ireland
Tel: +353-1-6337814
Email: info@beadsandbling.com
Italian & Spanish Agent -
Madrid Based
Eva Sanchez
Mobile: +34-67-9878795
Ofce: +34-91-5229027
Spanish E-mail: evasanchez454
@hotmail.com
Roberto Quagliata
Mobile: +34-61-6219691
Ofce: +34-91-5229027
Italian E- Mail: quagliataroberto
@hotmail.com
We are a leading wholesale supplier of crystal embellishment,
feathers, millinery suppliers, owers and many more
Visit our Stand D10 at ICHF, Birmingham
21
st
23
rd
of February 2010
craftfocus 23
As economies across the globe begin a slow
upswing, craft businesses need to explore
ways to best position themselves for the
recovery. To help your company accomplish
this, why not join this special reader trip to the
upcoming Craft & Hobby Association 2010
Summer Convention & Trade Show, to be
held 27
th
29
th
July in Rosemont, Illinois just
outside of Chicago?
US trade fairs like the CHA Show billed
as one of the worlds leading industry events
can provide superb access to craft industry
design, manufacturing and retail trends from
across the globe. Attendees will engage with
hundreds of exhibitors and thousands of
attendees representing product categories
including scrapbooking and papercrafts; fabric,
quilting and needlecrafts; art materials and
framing; and general crafts.
UK craft professionals come to the US
looking for cutting-edge products that will give
their business a leg-up on the competition,
states Steve Berger, CEO of the CHA. Our
Show is the place where new ideas are
generated and attendees gain rst-hand
exposure to what trends will impact the
industry for months to come. Demonstrations,
Make-N-Takes, workshops and business
building seminars provide attendees with ideas
and strategies they can implement in their
own businesses.
Sara Davies, Sales Director at Crafters
Companion, agrees that the CHA Summer
Show is an opportunity for companies of
all different sizes to network with other
industry professionals on a truly international
level. This is an ideal platform for UK
manufacturers and retailers to learn more
about the US craft business and the way it
operates, she says. Many UK companies that
have ventured into the important US market
have used the Show as a starting point before
committing full-scale.
Readers participating in this trip will be
provided with a round-trip ight to and from
Chicago and hotel accommodation just a
short distance from the Donald E Stephens
Convention Center in Rosemont, all at
reasonable rates. Participants will also be
granted an all-access ticket for each day of the
CHA Summer Show. For travel arrangements,
please call Par Avion Inc on +1 800 826 8241
or email service@paravion-inc.com.
Beyond the Show itself, readers who
participate in the trip will have the
opportunity to join Craft Focus staff on a
guided tour of several leading US craft and
hobby retailers such as big-box stores Jo-Ann
Fabrics & Crafts and Michaels, specialty stores
including Pearl Art & Craft Supplies and Blick
Art Materials, and successful Chicago-area
concept stores. These retailers display some
of the most advanced and innovative retailing
practices in the marketplace today. Visitors
will garner inspiration, insights and best-in-class
retailing practices they can immediately adopt
in their own stores.
The CHA Summer Show is produced
by the Craft & Hobby Association, an
international not-for-prot trade association
consisting of thousands of member companies
engaged in the design, manufacture,
distribution and retail sales of products in the
nearly $30 billion craft and hobby industry.
For more information about CHA visit the
website www.craftandhobby.org. To nd out
more about its award-winning Conventions
and Trade Shows visit: www.chashow.org.
r
e
a
d
e
r

t
r
i
p
give your business the edge
Find inspiration in Chicago by participating in this special reader trip to the CHA 2010
Summer Show
C
Needlecraft
Iron-On Motifs Appliqus
Elastic Velcro Sequins
See us at Craft, Hobby + Stitch
Stand J04
Tel: 01262 678475 Fax: 01262 676795
Email: info@ruitongltd.com
www.ruitongltd.com
Bead Products
Wired Diamante Czech Crystals
Seed Beads
Craft Feathers
Peacock Pads (2 sizes) Butteries
Packs of Loose Feathers
HeZX^Va^hih^cXgV[i`^iegdYjXihWVhZYdc
hZb^"egZX^djh\ZbhidcZh
<ZbIgZZ@^ih
6jc^fjZgVc\Zd[+`^ih
:VX]`^iWj^aYh^cidVcViigVXi^kZ\ZbhidcZigZZ
?ZlZaaZgn@^ih
6WgVcYcZlgVc\Zd[.`^ih
8dciV^chZkZgni]^c\gZfj^gZYidbV`ZVcZX`aVXZ!WgVXZaZiVcY
ViaZVhidcZeV^gd[ZVgg^c\h
D[[ZghVX]d^XZd[h^akZgdg\daYeaViZYii^c\h
7di]egdYjXihVgZViigVXi^kZaneVX`V\ZYVcYXdciV^c[jaa
^aajhigViZY^chigjXi^dchVcYVeegdeg^ViZiddah#
I]ZhZd[[ZgZmXZaaZcihVaZhVcYegdideedgijc^i^Zh[dggZiV^aZgh#
I/%&(','+&-.(:/hVaZh5XgV[in"XdccZXi^dch#Xd#j`
lll#XgV[in"XdccZXi^dch#Xd#j`
craftfocus 27
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Te craf industry continues to enjoy demand
driven by the growth in handmade and
personalised, as more and more consumers
are returning to the nostalgic pleasure of
making their own cards, gifs and clothes.
With such encouraging growth in
the industry, it is vital for businesses to
understand future trends, source new
proftable lines and develop relationships
with key suppliers and customers. Te perfect
business platform to do this is Europes largest
trade show for the art, craf, needlecraf
and hobby industry Craf Hobby + Stitch
International 2010.
Taking place at Birmingham NEC from
21
st
23
rd
February 2010, the event is a
dedicated annual trade show attracting UK
and international manufacturers, distributors,
wholesalers and retailers displaying the latest
creative craf, stitch and hobby craf supplies
and services. In addition, there will be 100
hours of free workshops as well as a number
of business seminars.
Visitors will have the chance to try all the
latest innovations and applications at the
workshops, plus gain advice on topics such
as building brand awareness and setting up a
social media campaign at the free seminars.
Google will also be at the show advising how
to maximise online presence using their
Adwords and Adsense programmes. Te free
workshops do need to be pre-booked and are
already in high demand. Visit the website at
www.ichf.co.uk to fnd out more, including
information about products from the Skye
Yarn Company, Bruynzeel-Sakura, Cico
Books, Horseshoe Crafs, Oak House Studio,
Stix 2, STAEDTLER and many others.
A number of show features adding value to
attendance will include an exclusive glimpse
at the industrys latest designs and companies,
all housed in the Bright Sparks Pavilion, while
deserving craf companies and retailers will be
recognised in Origin Publishings Craf Hobby
+ Stitch International Awards 2010. Readers
from Cardmaking and Papercraf magazine
will vote for their favourite products, designs,
companies and shops and winners will be
awarded during a ceremony at the show.
If proof were needed of how the industry
is thriving, event organisers ICHF tell us
that more than 50 stands have been sold in
the last month alone. Tere has also been
such a high demand for the Bright Sparks
area that additional stands have been added
to accommodate companies launching new
products and designs. We couldnt be more
delighted with the buzz surrounding the show,
with the build up now beginning in earnest,
says Troy Bennett of ICHF. Our consumer
Hobbycrafs show at the NEC a few weeks
ago achieved record numbers on three out
of the four days, confrming just how high
the demand has become for crafing, so the
demand for attending Craf Hobby + Stitch is
no surprise to us.
Craf, Hobby + Stitch International is
an extensive networking forum attracting
exhibitors and buyers as well as the industrys
leading press and will ofer a chance to fnd
out about thousands of products from over
220 international companies. For more
information about the show, contact Troy
Bennett at ICHF on +44 (0)1425 272 711,
email info@ichf.co.uk or visit the website at
www.ichf.co.uk.
the place to be
In brief
When: 21
st
23
rd
February 2010
Where: Birmingham NEC
Opening times: Sun Mon 9am 6pm,
Tues 9am 4pm
C
We take a look at Europes biggest trade show for our industry,
Craft Hobby + Stitch International, which is fast approaching
craftfocus 29
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show & tell
In the second instalment of our bumper two-part
new product showcase, we feature a raft of exciting
things being launched at Craft Hobby + Stitch
International 2010
Crafy Connections
Stand BS27
+44 (0)1327 261 893
www.crafty-connections.co.uk
Crafty Connections brand new
jewellery kits based on semi-
precious gemstones contain
everything required to make a
necklace, bracelet and at least two
pairs of matching earrings. This
includes a variety of components,
with both silver- and gold-plated
options, beads, nylon, pliers, and
detailed assembly instructions. There
are nine options in the initial range, each one being based
on a different gemstone, and every kit offers the consumer
a choice of designs to make. In attractive packaging that
requires minimal shelf space, the kits carry an RRP of
27.95, representing a good prot margin for the retailer.
Classic Embroidery
Stand D02
+44 (0)1529 461 056
www.classicemb.co.uk
The range of needlecraft kits offered by Classic
Embroidery is fast approaching 500, representing a
complete shop-full of cross stitch, Blackwork, Hardanger
and embroidery. As part of the offering of new products
for Craft Hobby + Stitch International, the rm will be
showing work from a new designer, Rachel Wright. The
rst designs are a set of cross stitch plates in a Clarice
Cliff style, the rst three of which can be seen here. The
plates are about 18cm square on 14HPI Aida, and will
have a target retail price of about 18.50.
Audlem Mill
Stand A14
+44 (0)1270 811 059
www.audlemmill.co.uk
New from Audlem Mill are
these Tube Lined Angelina
Textile Art Kits, billed as a
completely new concept
in needlework. The kits
include everything to
make an amazing piece
of work from Angelina
bres. Ironing the bres
between sheets of
parchment paper creates
a wonderful iridescent fabric, which is then cut (using the pattern
provided) and stitched on to a backing fabric to create the design. This is then
quilted, with wadding and a backing fabric. Tube lining, a feature more usually seen
on ceramics, is used to cover the outlines, creating a stunning nish.
Viridian Distribution
Stand J40
+44 (0)117 300 5244
www.viridianyarn.com
Following the success of their Sock It To Em
starter kit, Viridian will be introducing its
new sock yarn Baby/Lap Blanket kit at the
NEC this February. The design by Frances
Fletcher uses two shades of Trekking self-
patterning sock yarn which complement
each other beautifully. In addition the
company will be showcasing its new offering
of Woolley Wormhead Hat patterns, of
which it is the exclusive distributor, and new
self-patterning sock yarns from Zitron. For
further information please contact David
Husbands either by telephone or by emailing
viridianltd@googlemail.com.
30 craftfocus
B-C-E (UK)
Stand K20
+44 (0)1427 810 301
www.b-c-e.co.uk
New from B-C-E are two
sets of ve decorative
edging 12 rulers, suitable
for scrapbookers and
card makers alike and
retailing at 8.99, they
represent good value for
the end user. Designed
by Kim Sutton, these rulers follow on from the success of Kims Nesties aperture / layering
templates, but extend the concept to provide straight edges in a wide range of detailed shapes.
As with all B-C-E templates they are manufactured in durable Polypropylene. The rm offers
low opening order minimums and free delivery (usually in one or two days), plus all items are
available ex-stock, and the range of products will appeal to large and small retailers alike. For
further details email sales@b-c-e.co.uk.
DMC Creative World
Stand G12
+44 (0)116 275 4000
www.dmccreative.co.uk
DMC Creative World celebrates the best
of British for 2010 with a new selection of
exclusive cross stitch kits featuring Woodland
Folk characters, designed by West Midlands artist
Lee Holland. Bert, Sally, Ollie, Toby and friends
are featured in a new range of kits showing the
animals on their woodland adventures. These
Woodland Folk First Name Samplers available
in four designs, including Sally Squirrel and Bert
Badger all measure 15x15cm and are stitched
on 14HPI Aida using DMC Stranded cotton. They
carry an RRP of 9.99 each.
show & tell
Creative Beadcraf
Stand J27
+44 (0)1494 786 924
www.creativebeadcraft.co.uk
Creative Beadcraft is launching four new
ranges at the show this February including
these fabulous Czech Suncut Crystal beads.
These sparkling quality 4mm, 6mm and 8mm
crystal bicones are available in more than 20
colours. They have been specially strung for
the company, including a selection of colour
co-ordinated mixes in 4mm or 6mm sizes.
The new UV Acrylic beads are large and
bright including a 28mm ball and 35mm
disc and have a subtle metallic coating
which gives an attractive sheen, while the new
plastic antique-look Copper Coated beads
and pendants include 28mm and 45mm
butteries, 22 and 33mm hearts and a 59mm
ring. They are also available in antique gold.
Finally, the rm has expanded its range of
Japanese Imitation Pearls, and in addition to
the range of pastel shades already offered, it
now provides a wide range of zingy colours in
rounds up to 12mm. To nd out more email
beads@creativebeadcraft.co.uk.
Tonic Studios
Stand H27
+44 (0)1656 749 152
www.tonic-studios.com
New from Tonic Studios is this Embellishment
Stapler starter set. Crafters can embellish their
projects quickly and easily by stapling directly
on to their designs to give any card, invite or
scrapbook page a little bit of extra pizzazz.
These starter sets come complete with the
main unit, 16 small staples and 16 large staples
of various designs, and carry an RRP of 14.99.
42 Catforth Avenue, Blackpool, Lancashire, FY4 4SF, UK
ART STAMP DESIGNERS AND MANUFACTURER
Tel: 01253 764466
Email: stampattack.carol@googlemail.com
www.stampattack.co.uk
STAMPATTACK
craftfocus 33
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Brigantia Needlework
Stand A40
+44 (0)1422 881 100
www.brigantianeedlework.com
These new designs from Brigantia
Needlework certainly live up to their
strapline Flying The Flag. The Union
Jack cushion, from the quick cross
stitch range, is on 5HPI canvas and
carries an RRP of 31.95. Afternoon
Tea and Stafe are both on 10HPI
canvas and are worked in traditional tapestry stitch, priced at 41 each.
The rm bills its accurate no guess work needlework as one of
the best on the market, and points out that crafters could expect to
pay twice as much for this type of product in terms of design and
component quality. Brigantia Needlework uses only Zweigart canvas
and their own 100% Pure Wool Yarn, spun and dyed in kingdom of the
Brigantines (Yorkshire!).
Te Daylight Company
Stand E14
+44 (0)20 8964 1200
www.daylightcompany.co.uk
Daylight is launching a new studio lamp
for the art and craft market which comes
with a 2.2m high tripod stand tapping
into the trend for artists working on an
increasingly large scale. It can be extended
to four clip-on lamps with an amazing
80w of total Daylight light output (400w equivalent) to light up even
the largest of working areas. The lightweight lamp has a bright 20w
Daylight bulb (6,500K) which guarantees optimal colour rendering.
This comfortable light also eases eye strain and helps the crafter to
see details. The lamp comes with the unique Clamp-lock system which
keeps the lamp rmly attached to the pole, even when adjusting the
12cm exible arm to direct the light exactly where it is needed. The Clip-
on Studio Lamp + Tripod has an RRP of 89.99, while the Clip-on Studio
Lamp alone has an RRP of 56.99.
Crafers Companion
Stand G01
+44 (0)1388 660 930
www.crafterscompanion.co.uk
Crafters Companion will
be launching the rst set of
Beatrix Potter products on
16
th
February, including CDs
and rubber stamps of three
of the most iconic Beatrix
Potter characters Peter
Rabbit, Mrs Tiggy-Winkle
and Tom Kitten. The
products have been
specially designed to
appeal to both the
new and experienced
crafter alike, and the company is
hoping that the range will open the door
to a new generation of crafters.
Each CD includes an array of delicately
designed backing papers, which not only
capture the nostalgia of the era but also
add a contemporary twist to the classic
illustrations. Each paper comes complete
with matching stationery elements
such as card inserts, envelopes and
notepaper to personalise, and can be integrated with borders, gift
tags, sentiments and dcoupage, to name but a few of the elements.
Each CD comes complete with a crafter-friendly software system in-
built for easy navigation through the various sections, with interactive
features such as the ability to set colour swatches and also to write
and save poems and verses to the cards.
The rubber stamps are produced to the highest standards on
Peter-Rabbit blue rubber, and each set includes delicate artwork
from the original story reproduced to give clear, crisp and accurate
illustrations of Beatrixs original lineart. Each set comes packaged with
a colouring guide and step-by-step project ideas for inspiration.
La Fourmi
Stand A16
+32 2687 7629
www.cordslafourmi.com
Following the popularity of large-hole beads for Pandora-style jewellery, La Fourmi now offers a multitude of new bead designs, and some
interesting new base items for these types of beads. The rm offers snake-neck chains and bracelets; neck-rings and bracelets that allow you
to thread the beads on then x them with the screw-on ball; Pandora-style earrings, bracelets and necklaces; and cutlery with handles specially
designed to receive large-hole beads. Options include a butter knife, cheese fork and salad servers. Also new for 2010 are enamelled decorative
beads and a range of wooden scrapbooking albums, with designs including a long rectangle with hearts, a fairy castle, and a tank engine.
34 craftfocus
Mosaic Mad Romans
Stand BS07
+44 (0)1273 586 181
www.mosaicmadromans.com
Mosaic Mad Romans is bringing three new kits
to Craft Hobby + Stitch International this year
Stonehenge, St George, and Dragon. The latter
has an RRP of 5, while the other two retail at
6 each. Currently the rm has 18 Mini Mosaic
kits on the market, with two ranges, Romans and
Modern all of the unique kits are designed with
children in mind and have been CE stamped for
safety, and the easy-to-follow instructions include
educational facts where appropriate.
Nutex Wholesalers
Stand P03
+64 9 846 6366
www.nutex.co.nz
Nutex Wholesalers will present the newest
additions to their Britannia range at Craft
Hobby + Stitch International 2010. The rm
is launching four beautiful designs called Entre
to England, Wandering through Wales, Scenes
of Scotland and lastly Emerald Isles, to cover
Ireland. All four feature traditional and iconic
images of the country, are made of 100%
cotton, and measure 112-114cm wide. You
can also contact the company by email at
fabrics@nutex.co.nz.
show & tell
Mouselof
Stand A02
+44 (0)1477 533 566
www.mouseloft.co.uk
Many brand new designs of counted cross stitch kits are being launched at the show this
year by Mouseloft. The always popular Stitchlets range has eight new additions including
a blackberry-picking mouse, a musical teddy bear, a Rockhopper penguin and a meerkat
making over 70 designs in total. Retailing at just 1.99 each, they make an ideal impulse
purchase. At the same price point the Biscuit The Cat range also has some new additions.
Biscuit usually manages to get into some scrapes and the new additions show him realising he
has fallen asleep on a car roof and greeting a goldsh with a menacing Hello Fishy!.
MW & More
Stand D10
+44 (0)20 7730 4918
www.mwandmore.com
MW & More has just launched an exciting range of wired
crystals called Crystal Embellishment.
From cards to bridal accessories,
stationeries, shoes or even clothes,
the crystals are ideal for anything that
needs a sparkle or a crystallized nish.
They come in a range of designs,
shapes and colours, with RRPs from just 0.75, and the
company is offering discounts for bulk orders.
Ihc 0Ks ree|cs! ncw scw|n k| !s |
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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
Carriage Free 200 excluding VAT
100s of items ready for immediate dispatch
Order online at
www.craftfairytrade.co.uk
Trade Enquiries by Phone on
01656 653796
Craft Fairy Trade
craftfocus 37
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Oyster Stamps
Stand BS17
+44 (0)1634 686 823
www.oysterstamps.co.uk
Visit Oyster Stamps stand to see the Pazzles
Inspiration, a new 12 machine that hooks
up to a PC and allows for complete freedom
of creation through innovative software,
redesigned electronics and state-of-the-art
mechanics and Pazzles line of creative
tools will also be available with this machine.
With tools that distress, emboss, draw, colour
in, engrave, pierce and more, the Inspiration is
billed by Oyster Stamps as the complete tool
for todays demanding crafter.
Photocentric
Stand G02
+44 (0)1733 349 937
www.photocentric.co.uk
At this years Craft Hobby + Stitch International go along to see the Imagepac Stampmaker, Photocentrics
brand new and best ever stamp making kit. Billed by its manufacturer as the product that makes stamp making
so easy that everyone has a great experience rst time, its possible to make a beautifully detailed, deeply
etched stamp in less than ve minutes. Offering great value, the kit contains an inkjet printer, a UV light box,
an artwork conversion CD, and enough packs to make ten to 15 good-sized stamps for just 125 and it will
also make stencils and embossing dies to press into paper. This product will appeal to craft shops, designers, artists and crafters who want to make a
stamp from any image, quickly and easily.
Rui Tong Trade
Stand J04
+44 (0)1262 678 475
www.ruitongltd.com
Rui Tong Trade, a well-established company with a factory in China, will be attending the Craft Hobby + Stitch
International show for the rst time. The rm supplies a range of feather and craft accessories made in its own factory,
which ensures a high quality control level can be maintained including a new range of butteries ranging in size from 5cm and supplied with
or without wire, peacock pads available in two sizes 7x5cm or 11x9cm, and motifs in a range of designs. Wholesale prices vary according to the
quantity ordered.
Serif
Stand K07
+44 (0)115 914 9180
www.serif.com
A brand new version
of Serif s unique digital
scrapbooking software,
Digital Scrapbook Artist
2, has been launched,
with an RRP of 29.99.
Packed with a fantastic
range of new features,
Digital Scrapbook
Artist 2 is billed as
the premier product
for anyone looking to
get creative online
whether theyre a
novice or advanced user.
New features include PhotoLab, which puts advanced photo
editing at crafters ngertips; Blend Modes that allow seamless blending of layers; as well as
very cool additions like Stencils, which allows users to drag any embellishment or shape into
the tool and create a stencil of their object.
38 craftfocus
Stitchclub
Stand BS33
+44 (0)845 838 7210
www.stitchclub.co.uk
Following on from a successful launch at last years show
of its kids Sew Easy Learn to Sew kits and adults Sewing
Machine Skills kits, Stitchclub has added several new
styles to their existing range and will also be launching a
brand new selection for 2010.
Inspired by the huge number of mums attending
their beginners sewing courses which run nationwide,
Stitchclub has created Baby Stitches a fresh new range
of adult hand-sewing kits, containing everything needed
to make personalised name bunting, hanging hearts or
room signs for a childs room. Each kit style is available
in a pink or blue colourway, and contains all the fabric,
trims, threads, patterns and instructions needed to make
each item for an RRP of 11.99.
New additions to the hugely popular kids Learn To
Sew kits include Tiny Teddy and Cute Cupcakes, plus
new styles of their best-selling Love Hearts kits. These
carry an RRP of 9.99.
Sun Enterprises
Stand A35
+31 62 706 1933
www.sunenterprises.eu
Sun Enterprises, based in Almere, the Netherlands, is a leading manufacturer of high
quality beads in sterling silver and metals. Over the last few years the company has
launched a very wide range of beads with over 25,000+ different kinds in different
platings currently available in their assortment. The beads are offered in antique silver,
antique gold, antique copper, rose gold, brushed silver and brushed gold. Recently
the rm has launched a number of designs in a steel nish too, which have been very
popular. In addition, the company has manufacturing capabilities to produce metal
beads to specic customer requirements, at excellent prices.
Sun Enterprises also offers metal and sterling silver chains in the same plated
nishes, plus accessories including bead trays, pliers, and various kinds of display. The
rm has introduced a wide collection of magniers, including hands-free options.
Textile Heritage
Stand A10
+44 (0)1355 229 446
www.textileheritage.com
Textile Heritage designer and producer of beautiful
small cross stitch kits has introduced its latest design,
Wee Woolly Sheep. The rm has seen a surge in
demand for cross stitch over the past year, and this
endearing, whimsical range has a broad appeal. It is
available in the ever-popular bookmark, card, coaster,
keyring or magnet kit.
With RRPs of 3.95 to 6.95, these are sure to
be a great little pick-up line for your customers.
Each kit is supplied with charted instructions, and
everything needed to complete the project. A
colour brochure of the companys full range of
over 200 small kits is also available.
show & tell
40 craftfocus
Oak House Studio
Stand BS01
+44 (0)1482 881 809
www.oakhousestudio.com
The Oak House Studio teams desire to share their passion has led to the development of
even more products. Leading the creative side of the business is Lynnda Worsnop, whose
career and family background is in retail which gives her a sound understanding of the
fact that quality products, that can be sold with condence, is key to business success. The
rm is keen to work with retailers offering classes, and holds workshops so that they might
themselves acquire hands-on experience with Oak House Studio products.
Michael Powell Cross Stitch Art
Stand A22
+44 (0)29 2049 6000
www.michaelpowellart.co.uk
Award-winning stitching designer Michael
Powell has produced a beautiful new range
of contemporary samplers starting with
the Garden Sampler. Priced at 30 RRP, it
measures 15.5cm x 30cm. Michael has also
expanded his range of Mini kits with Summer
Cottage designs featuring River Cottage,
Myrtle Cottage and Railway Cottages, plus a
new range of bookmarks to add to this best-
selling range.
Michael is keen to encourage the younger
generation to cross stitch, and is launching
a beautiful range of childrens cross stitch
kits which use buttons as part of the design.
In addition, he is introducing his own range
of rubber stamps. Visitors to the companys
stand at Craft Hobby + Stitch International
will receive a free gift and 10% off any order
placed at the show.
Small Beauties
Stand Q15
+44 (0)1570 481 179
www.smallbeauties.com
This new range of 12 die-cut stackers from Small Beauties is based on butteries and gardens, using easy to push out die-cut shapes circles, ovals,
arches and round squares. Each A4 sheet has two different designs, including both a traditional pyramid stacker, and an inverted stacker, all on the
same sheet. These inners and outers are a very versatile and popular format, often requested by customers. Printed on 250gsm silk paper, these are
high-quality die-cut stackers, and retailing at only 99p a sheet, represent great value for money. The designs are fresh and original, focusing on unusual
butteries and owers, as well as including some very traditional roses and cottage garden motifs.
show & tell
42 craftfocus
Fiskars
Stand B12
+44 (0)1656 655 595
www.skars.com
Fiskars new range of recycled scissors embody
the most important eco-awareness message
of the next decade. The Fiskars Green scissors
come with comfortable handles made from
plastic that is 50% recycled and the products
packaging is wholly recyclable. There are two
different scissors products in this new range,
the Student size, RRP 5.49, and the Kids
scissors suitable for age 4 and upwards with
their comfortably shaped handles that children
nd easy to use RRP 3.49. These scissors
come in three different options of red, green
and blue.
In addition, the Buro recycled scissors have
handles that are made from 100% recycled
plastic, again with wholly recyclable packaging.
These come in two sizes of 18cm, RRP 6.49
and 21cm, RRP 7.49, are specially adapted for
paper cutting, and boast better durability.
The Fiskars printed blade scissors that
proved so popular last year have been updated
with new pretty designs. These fun products still
come with all the usual Fiskars scissors selling
points the adjustable pivot screw, precision-
ground blades for multi-purpose cutting and
bent handles that permit a smooth glide along
cutting surfaces. They are available in Vineyard
or Bouquet pattern, at an RRP of 9.99.
Colour My World
Stand C23
+44 (0)1262 601 770
www.colourmyworld.com
This Teddy Bears Picnic set is one of four new additions to the Templates
with Styles collection by Colour My World with the others being
English Country Garden, Who Built The Ark? and Match Of The Day.
Made from sturdy polypropylene, there are six individual A5 designs in
each set, and crafters can use both the positives and negatives of the
motif, thanks to the pop-out nature of the pieces and each of the six
designs is a different colour to avoid mixing them up. Each set comes in
a handbag carry case with black and white outlines, colour pictures and
easy-to-follow instructions.
show & tell
GillianGladrag
Stand BS19
+44 (0)7545 018 560
www.gilliangladrag.co.uk
These brand new kits by Gillian Harris author of the
best-selling book Complete Feltmaking offer unique and
inspirational designs and use real Merino wool tops. A Basic
Feltmaking kit, including bamboo mat, netting and wool in a
cotton drawstring bag, is available for people to make their own
hand-rolled handmade felt, while there is a good range
of larger Handbag, popular Tea Cosy, and also a smaller
range of Celebratedly Compact Feltmaking kits,
including Felt Rose Corsage and Felt Jewellery kits.
All are packaged in eye-catching sturdy stand-up
pouches, which have a small clear window at the
base for the customer to see the exciting colours of
wool inside. The different sizes and designs ensure
a broad appeal, and RRPs should range between
11.95 and 39.95.
C
Woodware Craf Collection
Stands H46 and H48
+44 (0)1756 700 024
www.woodware.co.uk
Woodware Craft Collection is
adding to its popular own-brand
range with this new selection of
Silhouette punches which include
Buttery, Inspire Flower, Full Heart,
Santa Flower and Buttons. The
RRP is around 10.50. The rm
also distributes for brands such as
Stampendous, Magenta and Dreamweaver.
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
Horseshoe Crafs
For your local stockist
Tel: 01768 483 119
sales@derwentwaterdesigns.co.uk
P.O Box 82, Penrith,
CA11 8GR
Just some of the new designs which will be launched at STITCHES.
We will be on Stand A24
WIL 4 Red Squirrel
Another in the wildlife series (size 26.9x34.2cm)
MLS17
Spring Garden
MLS18
Summer Garden
MLS19
Autumn Garden
MLS20
Winter Garden
SAM04 Baby Girl Sampler SAM05 Baby Boy Sampler LSPF Long stitch Poppy Fantasy
craftfocus 45
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Who founded ICHF, and what prompted
them to do so?
The company was originally established in
1976 by founders Maurice and Ruth Brown,
and their son-in-law David Bennett joined a
year later. Following the loss of Maurice to
cancer in 1988, David took over as MD of
the company, and remains in the role today.
Since 1972 Maurice and Ruth had been
organising toy trade exhibitions, under the
trading name of Toy Exhibitions Southern, and
saw an opening in the creative craft market
for another trade show which even back in
1976 had a strong international element and
so International Craft & Hobby Fair was born
as a result.
How has the companys business offering
evolved since this time?
Maurice and Ruth initially concentrated on
running two trade exhibitions Craft, Hobby
+ Stitch International and the D+T Education
Show but within a few years they branched
out into consumer shows as well. We now
have 18 consumer and craft supply shows, as
well as the two original trade events.
The consumer and craft supply shows cover
all aspects of creative crafts in six cities around
the UK, as well as prestigious craft fairs at
indoor and outdoor venues. We constantly
strive to bring show visitors the latest ideas
in the world of crafts, with unique gifts for
the home and that special friend. There are
always exciting displays for inspiration, free
demonstrations and talks to inform, plus
workshops so that people can try before
they buy and of course there are thousands
of supplies needed for all the favourite craft
activities, plus new ones to the market as well.
Craft Hobby + Stitch International has rmly
established itself as Europes leading trade
show for the creative craft industry, and the
D+T Education Show as Europes only subject-
specic education show in the eld of design
and technology with ICT.
Sewing for Pleasure and Hobbycrafts at
Birmingham NEC has recently evolved, as
we have introduced Fashion, Embroidery
& Stitch to this show effectively making it
three shows for the price of one, and even
bigger and better than before. Were really
looking forward to the show which takes place
in March 2010, as it should be even more
popular than before thanks to this extension.
What are your most successful products, and
why do you think this is?
Hobbycrafts is the most successful of all our
consumer shows, and it is now the biggest it
has ever been. This show, which offers products
and information from the whole of the
creative craft market, takes place all over the
UK from Glasgow to Exeter. The real beauty
of Hobbycrafts, in particular, is that visitors
discover the latest trends in the crafting market
with exhibitors offering new products, ideas
and advice.
The whole of the creative craft market
is so diverse that every year we are able
to add new and exciting areas to the show.
Some of the new features for Hobbycrafts at
Birmingham NEC in 2010 include the Grow
Your Own area which offers many inspiring
products and helpful advice to keen gardeners
whether beginners or experienced. There is
also Simply Wood for all woodworkers, which
has everything enthusiasts need to know about
marquetry, carving, turning and joinery with
leading guilds and societies exhibiting alongside
popular demonstrators and suppliers. Any
new initiatives at Hobbycrafts complement the
well-established and popular creative crafts
including jewellery making, papercraft, stitching
and knitting. Our visitors appreciate the wide
choice as they not only stock up on supplies
and ideas for existing hobbies they also nd
new crafts to experiment with.
fair play
We speak to Simon Burns of ICHF about the companys rise and rise
and nd out why the rms exhibitions offer such an unmissable
marketing opportunity
46 craftfocus
Exhibitions are an incredibly versatile
marketing medium, and play a vital role in the
marketing mix of many companies because of
the array of benets they offer, representing
a targeted market in a single place and time
bringing together suppliers, buyers, purchase
inuencers, consultants and the media. If you
need to launch new products, generate media
coverage, build brand awareness, generate
leads and retain existing customers, exhibitions
let you do it all in one bold stroke.
In business your most valuable commodity is
time which is why exhibitions work for both
the exhibitor and visitor. It allows the visitor to
see the latest offerings before general release
as well as compare products on a similar line,
try out new things in workshops, and attend
seminars on Hot Topics as well as How To
sessions. When visitors dedicate their time
visiting a show it says theyre motivated and
that they have a reason to be there it says
theyre serious buyers in active buying mode.
This is the power of exhibitions: no other
medium concentrates your efforts so clearly
on the most active buyers in your market at
any given time. When it comes to the total
quality of a marketing interaction, nothing
compares to an exhibition.
Whats your take on the current state of the
market?
We are seeing growing interest in creative
crafts with the popularity of handmade and
personalised and the resurgence in making
and mending which has continued to create
buoyancy in the craft industry. Our experience
in the textile eld is unrivalled by any other
exhibition organiser, and so we start 2010 with
condence and very much look forward to
our Spring season of consumer shows, plus our
Craft Hobby + Stitch International trade show
at the NEC in February.
What steps are you taking to weather the
storm?
Every year we endeavour to refresh all our
consumer and trade shows to ensure that
they remain exciting and inspiring for the
visitors. This includes arranging new workshops,
seminars and interesting features for each
season, making the shows resilient throughout
the current recession.
How would you like the company to develop
over the next few years?
Ruth Brown is still involved with the company,
as well as David Bennetts daughter, Karina
Burns, his son Troy Bennett, and of course
myself David Bennetts son-in-law. ICHF is a
truly family affair! We will continue to develop
our shows, keeping them up to date with
innovative ideas and the latest products, so that
they are always appealing to our market.
fair play
Further information
For further details about ICHFs trade and
consumer shows visit the website online at
www.ichf.co.uk.
C
Manor House Magazines
Your specialist Australian craft
magazine supplier to the UK and
Europe is now looking to expand
its network of retailers to sell this
stunning range of increasingly
popular magazines covering:
Patchwork, Quilting, Stitchery,
Embroidery (Hand & Machine),
Beading, Smocking, Bear Making,
Scrapbooking, Stamping and
Papercraft.
For a fast, reliable and efficient
service, shipments are imported
from Australia each month and sent
to you directly by courier.
For further information come and
see us at Craft, Hobby + Stitch
Stand BS24 or:
Email:
info@manorhousemagazines.co.uk
Call: +44 (0)1672 514 288
www.manorhousemagazines.co.uk
No Minimum Order
craftfocus 49
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When the Cologne Exhibition Grounds
opens its gates from 26
th
28
th
March 2010,
it will showcase the worlds biggest overview
of products and services related to knitting,
crocheting, needlework, embroidery and
handicrafts to dealers from all over the
world. More than 200 exhibitors had
registered for Handarbeit & Hobby over
four months before the show.
As the largest international event of its
kind, Handarbeit & Hobby continues to defy
the economic downturn and, interestingly,
organiser Messe Frankfurt Ausstellungen
has recorded an increase in registrations
from textile manufacturers, wool producers
and wholesale dealers, plus there will
even be two suppliers from Uruguay.
Like previous years, more than half of the
events exhibitors are international, from
outside Germany, with a total of around 25
nationalities taking part.
Hand-crafted items remain in vogue.
Needlework and mending have a growing
appeal with consumers who appreciate their
benet in these tough times, says Hedi Ehlen,
Assistant General Manager of Prym Consumer
GmbH, Stolberg. The double-digit growth rates
recorded in these areas at Prym Consumer
GmbH conrm this development.
Pompom animals made of felt, Dolly quilts
and Creative with free spirit are some of the
promising titles on the agenda of the popular
workshop programme. This practice-orientated
component of Handarbeit & Hobby has
turned into a permanent xture, and is created
and managed by HobbyArt/HobbyStitch (Bit-
Verlag) on an annual basis. Colbert embroidery,
crushed mobile bags, sewing underwear and
trendy accessories are topics explored in other
workshops, providing the trade with specialist
know-how to inspire customers with new
ideas, materials and techniques for handcrafting.
Piccolin knitting also features on the agenda
a technique which involves knitting in lace
with bits of fabric as inlays or borders.
Furthermore, Handarbeit & Hobby
continues to impress the trade every year with
its multi-faceted special show programme. The
International School for Textile Arts, Galerie
Smend, Schoppel Wolle, the textile instruction
working group and the German spinning guild
will be part of the team too. In addition, the
German patchwork guild will be taking part
with an exhibition entitled Traditional Quilts
2009. Moreover, ambitious dealers will battle
for the title of the German Speed Knitting
Champion at the knitting bar.
The hallways will be packed with visitors
and bursting with ambience and inspiration in
wool, fabrics, lace, accessories and much more
at Initiative Handarbeits Trend Fashion Show.
Catchy rhythms and a lively choreography will
accompany the multitude of brand new ideas
and top-class motivation.
Tickets for the event cost 12 Euro per
day, or 20 Euro for all days. The current list
of exhibitors for 2010 and all sorts of other
background information can be found online at
www.handarbeit-hobby.de. The event team at
Messe Frankfurt Ausstellungen GmbH would
be happy to answer enquiries by telephone at
+49 0611 95166 12.
continental crafting
One of the leading trade fairs, Handarbeit & Hobby, will be awash with a broad palette of
products at this years show
In brief:
when: 26
th
28
th
March
where: Cologne, Germany
opening times: Fri Sat 9am 6pm, Sun,
9am 5pm
vistors: 9,100 expected
website: www.handarbeit-hobby.de/en
C
50 craftfocus
C
All sewn up

Encourage your customers sewing skills with these

needlework and embellishment products...
Jones & Co
+44 (0)115 978 1263
www.jonesnottm.co.uk
The demand for novelty, classy, unusual and
simply standard buttons is on the up. Since last
year, Jones & Co has added lots of new designs
to their ranges and many more will be in stock
soon. Jumbo bags of mixed buttons are now
available in several new concoctions, and as
the company dyes them in house, suggestions
for further variations will be considered. The
company has a vast stock range and is able to
supply loose or in packs.
M Courts
+44 (0)20 8884 0999
www.mcourts-haberdashery.co.uk
Specialists in haberdashery, M Courts
has a button range that encompasses
lots of different materials and sizes
and as they are all regular stock
items, the products should always
be available. Materials in the range
include wood and nylon, and colour
spectrums on offer encompass bright
shades as well as muted pastels, while
styles and shapes include sheye, star
and fancy edged.
EQS
+44 (0)116 271 0033
www.eqsuk.com
Aerol sewing thread is made from two-ply premium polyester
core twist and manufactured in Germany to a high quality standard
including kotex environmental responsibility which EQS says
ensures excellent working abilities on all machines.
Aerol Sew All thread is available in spool sizes of 400m (440 yds)
and 1000m (1100 yds), as well as 100m (110 yds), which is suitable
for small repairs, while Aerol Extra Strong is of a high tensile
strength and suitable for heavier fabrics. Display cases are available
from the Basic Collection of 40 colours (one display unit) to the Full
Collection of 180 colours (three display units).
Simplicity
+44 (0)161 480 8734
www.simplicitynewlook.com
A signicant part of Simplicitys collection is their scissor range.
Ten different pairs have all been designed with sewing and knitting
in mind, and include 8 dressmaking shears, quick clips, angled
tweezers and duck-billed scissors for appliqu. All have been made
in Germany, from precision cut stainless steel, and have a power lock
screw design to keep scissor action smooth and precise through
repeated use.

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Tel: 020 8958 4966
Email: info@ribbondesigns.co.uk
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52 craftfocus
tales of the unexpected
Tere has never been
a more critical time to
protect your business and
its survival than during
the current economic
climate. But how do you
guard your company and
reputation from harm,
ensure you are prepared
for, can respond to and
recover from the unexpected?
Nearly one in fve frms sufers major
disruption every year, and more than
50% of companies who do not have a
plan in place and are hit by disaster go
out of business within 12 months. Such
disruptions are incredibly bad for business;
afecting operations and proft, they can
result in signifcant HR and Health and
Safety implications, a loss of customers to
competitors, and an increase in insurance
premiums. Developing and implementing
a business continuity plan will ensure your
company is ready if disaster strikes.
Business continuity is all about damage
limitation and restoring normality within
your organisation as soon as possible afer
an incident, by identifying and managing the
risks that could threaten its survival. But what
goes into a continuity plan, and what are the
aspects you should consider? Follow these fve
simple steps:
1) Analyse your business
Your plan has to refect the companys real
needs; it cannot do this unless you have a
good understanding of your business and its
activities. What are your critical functions,
who and what do you need to carry these
out, what efect would a disruption have on
these, and what are your recovery priorities?
Consider the efect if your business were
disrupted for 24 hours, 48 hours, a week
or a month. Tink about staf, premises,
technology, supplies and suppliers,
stakeholders and timescales.
2) Assess the risks to your business
Something as simple as a delay from one of
your key suppliers can have a huge impact on
the running of your business, and afect your
ability to deliver your core services. What
are the main risks to your business? Look
for single points of failure and consider the
what if scenarios. Risks common to every
company include:
Flooding to premises or the surrounding area
Structural damage to buildings through fre
or forced entry
A loss of signifcant numbers of key staf
Loss of IT or telecoms
Loss of electrical power, heating or fuel
Always consider the worst-case scenario, and
you will fnd the less serious incidents will
be easier to manage. Ask yourself what the
impact of each risk would be on the business
and how likely is it to happen. What measures
can you introduce to eliminate its likelihood
or reduce its impact? Tink about your course
of action for risks that cannot be reduced.
Dont be afraid to ask key suppliers if they
have their own contingency arrangements too;
their risk is your risk.
3) Develop your strategy
It is essential that you have the support of
your CEO, Directors and Shareholders.
Together you should agree what your business
continuity strategy will be; will you accept the
risks and do nothing, attempt to reduce the
risks and make arrangements for help afer an
incident, or reduce all risks to a level where
you will not require any outside help?
4) Develop your plan
Keep your plan simple and generic. Focus
on the impact of the disruption and how
you will recover, rather than the details of
the disruption itself. When will the plan be
invoked and who will have responsibility for
its management? Build on existing roles and
responsibilities and consult with external
agencies such as your local authority and
utility companies, neighbouring businesses,
suppliers and insurance company. Your plan
should include:
Roles and responsibilities
Incident checklists
Priorities during the frst hour
Priorities afer the frst hour
Procedures and processes
Emergency contacts
A schedule for reviewing and updating
5) Rehearse your plan
You will not know if your plan is efective
until it has been tested. A table-top exercise
will allow you to validate your priorities
and ensure everything is in the right order.
Testing the plan in this way also gives you the
opportunity to trial the arrangements and
principles in a safe environment without risk
to the business.
Remember, if you fail to plan, then you might
as well plan to fail. Make business continuity
part of how you run your company; include it
when developing new contracts, partnerships
and practices. By being prepared for the
unexpected everyone your customers, staf,
suppliers and you will have confdence in
your business.
What would you do if the worst happened? Sarah Dew of ISIS Regulatory Compliance
explains how business continuity planning can safeguard your venture from disruption due to
unforeseen events
Further information
To nd out more call ISIS Regulatory
Compliance on +44 (0)1903 261 571 or visit
the website www.completelycompliant.com.
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r/o 31 Commercial Road
Edmonton, London N18 1TP
Tel: 0208 884 0999
Fax: 0208 884 4666
Email: mcourtsltd@btconnect.com
Website: www.mcourts-haberdashery.co.uk
Wholesale Haberdashery Suppliers
To shops, stalls, schools, colleges, carnival
bands, dress & curtain makers, theatres,
designers etc.
See our huge range including
Beads, Trimmings, Lace, Buttons, Ribbon,
Sequins, Diamantes, Motifs, Zips, Cords,
Thread, Masks, Feathers, Flowers, Bridal,
Lingerie Accessories, Craft, Haberdashery,
and much, much more.
craftfocus 55
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New, new, new is the buzzword for Spring Fair International 2010. New year, new decade,
new innovations, plus countless new lines, offering a welcome boost for product-hungry
retailers looking for the next big thing
Spring Fair International is the UKs biggest
trade show, covering nine product sectors
including gifts, homewares, greeting cards, toys,
jewellery and art and framing with numerous
opportunities for expanding the craft retailers
offering. Some 60,000 buyers with a combined
budget of 12bn are expected to do business
with 2,800 suppliers 100 more than in 2009
offering a staggering 250,000 new products.
The Creative Britain logo has been revived
for Spring Fair 2010 to highlight companies
with products designed in the UK and available
for export. Show organiser Emap Connect
Home & Gift believes the time is right to
y the Union Flag and feed the appetite of
overseas visitors who, because of favourable
exchange rates, will be seeking out well-
designed British products.
Apart from maximising crossover buying
opportunities, with initiatives designed to
highlight new products from all sectors to
retailers, there has been a campaign targeting
international visitors and key overseas buyers.
As well as scores of top European gift and
home exhibitors, Spring Fair International
2010 will see the return of the Brands of
China European
showcase
featuring 231
exhibitors across
the NEC.
We speak to
Louise Young,
managing director
of Emap Connect
Home & Gift, to
nd out more
about whats to
come
What is your top priority, main hope and
worst fear for the 2010 edition?
We have listened to buyers, trade bodies and
our exhibitors to deliver the Spring Fair that
they want. That is our top priority and our
hope is that retail sales continue to improve
each month into 2010 and beyond. My worst
fear? Trying to be everywhere at once on site,
and making sure we have enough time to see
all the people that we have promised to see!
What are the key points you have taken
action on, based on feedback from exhibitors
and visitors?
We are always striving to give exhibitors
the best possible return on their investment
from the show and to make the buying
experience more fruitful and enjoyable. That
sometimes means reacting to changing markets
by moving exhibitors so that they benet
from cross over buying opportunities and new
buying patterns.
We have also responded to requests for
more rest areas and there will be a large,
new seating area in the link between Halls
8 and 9, and another in Hall 3. Newness for
buyers is key as they are always keen to hunt
out that new best seller again we will be
making it easier to nd new products and new
exhibitors at the show. Making information
regarding the show more accessible too
www.springfair.com is now available on
mobiles. The show catalogue will also be given
out free to buyers for the rst time.
What lessons have been learnt from the past?
We now have a different approach a new
way of doing things with the focus of our
organisation being entirely on the customer.
Our business is based on bringing buyer and
seller together, and everything we do needs to
maximise that opportunity. I really do believe
we must listen to what retailers, suppliers and
trade organisations are telling us. Its great to
have the industry working with us. We have
listened hard and implemented changes.
With the dawning of a new decade, how
would you like to see the show evolving over
the coming years?
Spring Fair will start to have a much more
cosmopolitan and international feel it will
present Europes most inuential brands
and future best sellers clearer editing will
help buyers nd current suppliers and new
products. It will be accessible to all levels
of buyers and satisfy all price points in an
environment that is inspirational but relaxing
and comfortable to do business. And by
working with the industry and listening to our
customers, we will give them an unrivalled
experience and platform from which to do
business. Watch this space.
In brief
show Spring Fair International
where NEC, Birmingham
when 7
th
11
th
February 2010
website www.springfair.com
opening hours Sun Wed 9am 6pm
Thurs 9am 4pm
(Volume halls open one day earlier on
Saturday 6
th
February, from 10am 5pm)
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56 craftfocus
spring into 2010
PRODUCT PREVIEWS
THE UNIQUE PAPER COMPANY
Hall 3, Stand K13
+44 (0)1206 242 483
www.theuniquepapercompany.co.uk
Manufactured in the UK, Stargem Diamante Glitter card is a new
concept for the card crafter offering a dazzling diamante effect
using high quality holographic glitter particles. Five new colours are
being launched in February, all with gold diamante effect: metallic
Silver and Gold, Cerise Pink with Black and White.
Stargem Diamante Glitter card is a 220gsm weight product,
ideal for die-cutting, laser-cutting and shape punching, and it readily
accepts embossing nishes. It can be layered as an embellishment
or used as the main structure of the card, and it is also ideal to use
for handmade crackers, Christmas decorations and gift tags. This
exciting new product is available in single A4 sheets (multiples of
25 sheets, bulk packed) at an RRP of 0.65 per sheet, or in multi-
colour retail packs of ve sheets at an RRP of 2.99 per pack.
KEEPSAKE CARD COMPANY
Hall 3, Stand N62
+44 (0)121 544 6444
www.theglittergirls.co.uk
The Queens Award winning company Keepsake Card
Craft, and their patented channel system of embossing
boards, are celebrating the big success of their latest offering
Sostication. This board perfectly enhances all types of Art
Deco style imagery, currently so popular, with the beautiful
frames, borders and corners. In addition, the extremely sought-
after Miniboox offers six different mini books which mimic the
larger boards available, and has certainly been popular with
crafters. The RRP for each is 14.95.
MORE THAN BAGS
Hall 3, Stand R65
+44 (0)1248 717 147
www.morethanbags.co.uk
More Than Bags is a family-run business based on Anglesey, North Wales, which
specialises in Lokta treeless paper products. The company does not use any middle
men, so the direct trade with Nepal ensures that the social benets to the workforce
are as signicant as possible. Thanks to the fact that the Lokta bush regenerates from
the same root system, treeless paper is a 100% renewable resource allowing retailers
to offer products with great green credentials to caring crafters.
The rms Crafting Packs each contain 100 assorted pieces cut from acid-free treeless
paper. Handmade in the rural villages of Nepal, the sheets are made from the bark of
the Lokta bush, which only grows at high altitudes in the Himalayas. Also available are
scrapbooks in soft and hard back options.
Luxury Ribbon range including Gingham, Grosgrain,
Stitched and Wired 3m, 10m and 100m rolls
Tel: 01522 548 900 Email: info@janemeans.co.uk
www.janemeans.co.uk
Cellophane Double Sided Tape Old Fashioned Tags
Easter Decorations Gift Wrapping Courses and Services
Visit us at Top Drawer Spring
Stand O55
craftfocus 59
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We speak to leading suppliers about the advent of the digital crafting age...
Sara Davies, Crafters Companion
www.crafterscompanion.co.uk
How has the market
for digital crafts
altered over the past
few years?
Over the past few
years, the craf
market has seen a
defnite emergence
of a new trend
digital crafing. As the recession has hit
the worldwide economy, crafers have been
looking for more ways to be cautious with
their money. Digital crafing is perfect for
this, as customers can choose exactly what
they would like to print in what colour, as well
as how much they would like to print. Tis
results in less waste, both of paper and money.
Which are your best-selling digital crafts
products, and why do you think this is?
During 2009, Crafers Companion took on a
number of licenses in the papercraf industry,
and has produced a host of digital crafing
CDs as a result of this. From the classic Flower
Fairies to the adorable Popcorn the Bear, the
Crafers Companion CDs ofer a vast array of
printable elements to suit all tastes.
What digital craft trends would you predict
for the coming months?
We predict that the digital crafing trend will
continue to extend and expand in coming
months. Tere will be greater use of digital
crafing CDs in both cardmaking and
scrapbooking projects as programs become
easier for the crafer to use. Electronic die-
cutting will continue to increase in popularity,
as crafers take on more intricate and
elaborate designs in their papercrafing.
Rob Snowden, National Crafts
www.g18.biz
How has the
market for digital
crafts altered over
the past few years?
Te market has
altered signifcantly
as access to fast,
reliable internet
has become the
norm. Even those who viewed the internet
with fear are getting web savvy, with more and
more business being done over the internet
and increasing multi-fold with every passing
week. For the customer, digital crafing ofers
a huge choice at their fngertips, from both
the UK and further afeld with items being
delivered directly to their door. For the
retailer, particularly the traditional bricks
and mortar retailer who fnds the costs of
running their shop increasingly expensive, the
internet ofers an endless new market for their
products whilst still using their signifcant
experience of the craf market.
Which are your best-selling digital crafts
products, and why do you think this is?
We have just launched exciting new products
which are a combination of physical items and
digital downloads. Tis allows the end user
to produce pre die-cut dcoupage and topper
sheets using their own images, plus the ability
to upload their fnished designs to our website
to sell to others. Tis is a superb new system
and makes great use of the technology of CDs
and digital downloads, whilst still ofering a
big range of physical products for the retailers
to sell. It is truly a win-win situation for
all concerned, from manufacturer through
retailer to consumer.
What digital craft trends would you predict
for the coming months?
More downloads and CDs. Tis is defnitely
the way forward in the coming months. Te
craf market, like all retailing, is changing
all the time. Some changes are brought on
through economic pressures, whilst many
changes are driven by good old-fashioned
forward thinking! Digital is going to play an
increasing part in the future of this industry.
Stephanie Weightman,
Art & Crafts Direct
www.artandcraftsdirect.com
How has the market
for digital crafts
altered over the past
few years?
Far more crafers
now have access to
a home computer,
meaning the world
of digital crafing has
been opened up to a lot more people. Crafers
are now more confdent than ever when it
comes to using and experimenting with CDs,
and most CD crafers will have tried diferent
printing materials such as Die Cut Studio,
which enables the customer to create their
own die-cut dcoupage. With storage space at
a premium, and in an efort to become more
eco friendly, CD crafing ofers the perfect
opportunity to cut back on paper products.
Which are your best-selling digital crafts
products, and why do you think this is?
My Craf Studio is our best-selling brand and
is a purpose-built CD with a built-in graphics
program, enabling the customer to become
a card designer on their own PC. We have
sold over 1 million copies and have 32,000
60 craftfocus
registered users. I think the reason the brand
is so popular is due to a number of factors
mainly, the graphics program is so easy to
use that customers gain confdence with every
purchase. Also, we ofer a huge variety of
designs on each individually themed disc, and
we are constantly striving to bring out new
items to support the CDs, such as Melt Dust
papers and powders, which mean that the
customer can digitally stamp without the need
for stamps and ink pads.
What digital craft trends would you predict
for the coming months?
We are working on a new product launch
which will take the digital crafing world by
storm. So all I can say is watch this space!
Nigel Lamden, Card Creations Plus
www.cardcreationsplus.co.uk
How has the
market for digital
crafts altered over
the past few years?
I worked for a large
paper manufacturer
called MoDo, the
frst producer of
digital paper for the
European market. Tis paper was produced
for the small format market and allowed the
retail sector to sell to anyone who owned a
colour inkjet printer. Ten years ago this was
a rare thing, but today 80% of homes have a
computer or laptop, and most are connected
to a colour printer. Tis has brought about a
total revolution in on-demand printing and
the sale of printing consumables.
Te internet has been the main reason for
the digital revolution. With so many people
learning computer skills over the past decade,
it has spawned a new breed of digital crafs.
Many of these have taken advantage of the
sofware that we produce, and the way that we
make it easier for them to create their own.
Which are your best-selling digital crafts
products, and why do you think this is?
At Card Creations Plus we have just fnished
our 25
th
CD title called Refections of
Edwardian Ladies, which is a delightful
collection of unique and original illustrations
transformed into personalised card designs,
that are eagerly awaited by many crafers
already converted to card making CDs.
Having re-created the popularity of the Art
Deco era through our last two Art Deco Di
Kaye Timeless Keepsake and Paws & Claws
CDs, we recently introduced the Art Deco
Musical Teatre CD containing 24 designs
themed around the most popular West End
and Broadway hit musicals.
What digital craft trends would you predict
for the coming months?
Digital crafing is fast becoming the norm,
and the quality of card making has improved
out of all recognition while the combination
of digital efects has widened the boundaries.
We have tried to innovate with our CDs
and give all crafers be they cardmakers,
scrapbookers or stampers thousands of
variations. Tere are now many companies
selling image content CDs that contain
designs or printable sheets.
Te future, I believe, will see us create
many new templates that can be downloaded
into our existing Master Card Builder
platform. We already have new pyramage
shapes, twisted invertage sheets and
strip pyramage sheets that can be simply
downloaded to the program because the CD
is already on the crafers hard drive, giving
them access at the click of a button, with no
postage and packaging to pay!
Sharon Duncan, Sharon Duncan Craft
www.sharonduncan.co.uk
How has the market for digital crafts altered
over the past few
years?
I frst started
creating CDs
seven years ago,
and many people
were sceptical that
digital craf would
ever take of but
now the market
is booming with ideas and inspirations for
getting the most out of your PC. Te more
people become computer aware, the more at
ease they are with using the various functions
and enhancements that a computer can ofer.
Which are your best-selling digital craft
products, and why do you think this is?
My CDs have always been great sellers,
and each new one outsells the one before.
All my artwork is original and unique, and
ofers something diferent that isnt available
anywhere else. Many of my ideas have been
inspired by crafers who are looking for
something a little bit diferent. Digital crafing
is a great way to store hundreds of pages at a
fraction of the storage space and price.
What digital craft trends would you predict
for the coming months?
Combining print-outs with everyday craf
items such as stamps, stickers, dcoupage and
the like will allow a greater variety of unique
projects to be created. Te more people use
their CDs, the more creative they will become.
in with the new
62 craftfocus
most wanted
Card Creations Plus
+44 (0)1564 772 784
www.cardcreationsplus.co.uk
Te recently introduced Master Card Builder is designed for those card makers wanting to get more from their library of
image CDs. Tis graphics program contains all the features of the companys earlier 3D2 CD, but with many new features
to add even greater fexibility and creativity to crafers card designs. Tese are the tools used by many professional
illustrators, who invest in expensive graphics programs, but they are now available to the consumer for under 30.
Te frst programme to ofer Twisted Pyramage from any image in any shape or size, it also features a faded backing
sheets option, a colour hue and saturation tool, a kaleidoscope feature to backing sheets, Invert Twist templates and
Strip Pyramage templates.
National Crafts
+44 (0)844 357 8145
www.g18.biz
National Crafs has launched an exciting new concept by the name of DIY Dcoupage pre die-cut inkjet
printable dcoupage and topper sheets. Tere are ten designs in the range at launch, with many more planned for early 2010. Te
range is supported by a CD containing all ten eTemplates clever graphics fles that are the key to ensuring that the end user prints out
their masterpieces accurately on the die-cut sheets. Also on the CD is over 300MB of graphics, photos and banners, plus 20 brand new G18
dcoupage designs to print out on the die-cut sheets and National Crafs Perfect Paper, made from eco-friendly rock and not from trees!
Te DIY Decoupage Bumper Starter Pack is the perfect way for crafers to get started with the system. It contains the CD plus 30 assorted
pre die-cut and Perfect Paper sheets, and retails at 19.99. Standard ten-sheet pre die-cut Stock Up Packs (including two sheets free) in each
of ten individual design are also available, retailing at 6.99. In addition, a selected range of six individual designs of brand-new ten-sheet Hi
Defnition photo quality die-cut Stock Packs are now available, retailing at 7.49.
Art & Crafts Direct
+44 (0)871 423 7680
www.artandcraftsdirect.com
A crafing CD that includes a
purpose-built graphics program,
My Craf 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.
Te companys range also now
incorporates Die Cut Studio, which
for the frst time allows the user to print
pyramage style and stacking dcoupage
onto die-cut sheets that have been
specifcally manufactured to run through
a regular home inkjet printer.
Part of an expanding and
comprehensive range of consumable
products to ensure repeat custom once the customer has made
the purchase of a CD, Meltdust and Meltdust papers also allow the
user to print from a regular home inkjet printer, and sprinkle with
Meltdust before embossing with a heat gun as though stamped. In
addition, an ever-increasing range of titles in the CD range should
guarantee further repeat purchases.
Sharon Duncan Craft
+44 (0)1382 451 848
www.sharonduncan.co.uk
Te two latest releases from
Sharon Duncan Craf are
very diferent in their
appeal but should both
prove a hit with crafers.
Pig Tales contains
over 400 printable
pages including 94
of toppers, accessories,
penny sliders, teabag folding, boxes
and borders; 260 A4 backing papers, ten pages of editable
text blocks, ten pages of oval backing panels, ten pages of rectangle
backing panels, ten pages of octagon backing panels, ten years of
calendar pads, three ready-to-print 2010 calendars and three ready-
to-print perpetual calendars.
Embossibilities Elegance contains 24 diferent faux embossed
papers each in 30 diferent colour tones. For crafers who love
making larger cards but whose die-cutting/embossing machine
cant emboss larger areas this surely has to be the next best thing,
and it will complement and co-ordinate with their existing CDs,
stamps, stickers and dcoupage. Te sofware is very easy to use
its just a case of point, click, and print.
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NEW FOR 2010
New designs added to the very popular double sided Kabuka
and Big Daddy Moulds plus fabulous new coloured metal.
An exciting new British company with a
fabulous brand new range of cling stamps,
manufactured in the UK to a very high standard. Come and visit our
Stand 15 in the Bright Sparks Pavilion at Craft, Hobby & Stitch
to see the full range and some inspirational samples
craftfocus 65
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As a leading manufacturer of die cutting machines, Ellison Europe
has a lot to offer the independent craft retailer and high street store.
Producing award-winning artwork on dies as well as being innovators
of new products, Ellison Europe continues to grow its product range to
suit all crafters. The Bigz, Original, XL and Big Shot pro die collections
are perfect for home dcor and papercrafting projects as they will cut
fabric, felt, chipboard and everything in between, making the creative
possibilities almost endless!
Starting with the rst exclusive European launch of the new Eclips at
Craft Hobby + Stitch International, the rm will be releasing some very
exciting products for 2010, having teamed up with the hottest design
talent working in the craft industry today. More information on the
Eclips will be available nearer show time, and the ofcial launch will take
place at Stand F03 on 21
st
February 2010.
The company will also have the fabulous Karen Burniston on the
stand, demonstrating exclusively designed pop-up cards. Another major
crafting celeb will also be appearing on the stand introducing their
eagerly anticipated range of dies. This range will t in with the re-
emerging trend of altering and distressing your art pieces. Just the sound
of this major craft superstars name will ll crafters with the inspiration
to create beautiful cards and much, much more...
Visit the stand to pick up lots of tips from the design team on how
to use the brands new Big Shot Pro as an in-store solution to all
workshop or crafting needs. From the smallest dies to the biggest 12
x 12 plastic-backed treasures, the Big Shot Pro Machine works
with every Sizzix and Ellison design ever made. Constructed from
industrial strength materials, the Big Shot Pro Machine features a 13
aperture a retail rst to cut hundreds of materials.
The stand will feature some amazing projects from the rms to-be-
released 2010 die themed ranges, including Spring, Summer, Favours
& Celebrations, and Frames & Words there are dies to suit every
occasion. There will be lots of inspirational projects for all different types
of crafts. Sizzix will show how they can offer retailers and crafters the
opportunity to push the boundaries of their skills, and broaden their
perceptions of what is possible.
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Terms and Conditions
1. The competition is not open to employees of Ellison Europe or KD Media
Publishing Ltd (or their immediate families).
2. The competition closing date is subject to change without prior notice.
3. The winner will be notied in writing.
4. The editors decision is nal. 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.
Fabulous retailer packs from
Ellison Europe, worth over 750
Three lucky winners will each receive a package of Ellison Europes
die-cutting goodies. The rst prize is worth over 427 and
comprises a Big Shot Pro, an album with tabs, a bag with handles,
A6 envelopes, a hanging box, an ideas book and a Sizzix DVD. The
second prize is worth over 258 and comprises a Big Shot machine,
an ideas book, a Sizzix DVD, Cake and Ball 3D pop ups, a Heart
card pop up, and a rolling tote in grey. The third prize is worth
over 66 and will include a Texture Boutique, Dots and Flowers, an
Argyle and lines and circle set, a wedding set, a Sizzix DVD and an
ideas book.
To enter the competition, simply visit www.craftfocus.com, ll in your
details, and answer the following question:
What is the name of the new product that Ellison Europe is launching
at Craft Hobby + Stitch International?
The deadline for entries is 31
st
March 2010.
W
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THE PRIZE
66 craftfocus
Q
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Q
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Can my website design affect the way that customers see
my business?
Absolutely you can use the design and aesthetics of your website to
reinforce your brand and to shape the way customers perceive your
business. Unfortunately, the wrong design decisions can have a negative
affect on your customers impressions.
Without going into the technical details, Ill try and outline some
basic principles and highlight a few simple pitfalls to avoid. To start with,
the look of your website should reect your existing branding in terms
of logo, colour palettes, text fonts and overall style. You want your
website, marketing material and anything else company-related that
your customer will see (such as packaging and press advertisements) to
look like theyre for the same business.
An uncluttered style is desirable, but you do still want your web
pages to be interesting to look at. A huge block of text beneath a
blurry image may contain all the information a customer needs, but it
is much less likely to entice them than the same text carefully laid out
across the screen, interspersed with a selection of good quality pictures.
To achieve this uncluttered look it may be worth splitting your
information over several pages rather than keeping it all together for
example a product page could be split into overview, features and
suggested uses, allowing more information to be included without it
looking unwieldy. Also consider the fact that complicated instructions
might be better in PDF format, so the customer can download and
print these for ease of use.
I must also stress that the quality of the images is very important
poorly lit or out-of-focus pictures will not atter your products.
Remember that the customer must make their decision to buy based
only on what they see, unlike shopping in the high street or at a show
where they can inspect the product from all angles and possibly touch
it as well. So make sure you show enough detail to give a customer the
condence that the product is right for them.
So what are the common pitfalls I should avoid?
A couple of pitfalls we commonly see are sites that are hard to read or
that just dont display properly. To make sure your site isnt hard to read,
choose a font and text size that is easy on the eye. As an example,
Times New Roman may be predictable (even boring) but for a block of
text its a lot easier on the eye than something like Copperplate Gothic.
You should also consider both the text colour and the background,
as it is surprisingly common to see combinations which make text
very hard to read. Its also worth checking that any background picture
behind the text doesnt obscure the words. Using an image of your
product as wallpaper for the site may look marvellous, but it could be
counter-productive if it makes the sales pitch on the site illegible. On a
similar note, avoid too many animations and ashing items, as they can
distract from the information you are trying to convey. In addition, make
sure that your text size is not xed, so that people can increase the size
if necessary.
In terms of making sure that the site works properly, the secret is
not to assume that everyone else will be using the screen size, screen
resolution or even the same browser as you. If you specify the actual
size of a page on your website it may end up with that page either
looking lost in the corner of a huge screen or, on a smaller screen,
having major elements of the page outside the viewing area. Its very
frustrating to have to scroll left and right simply to read a paragraph or
view an image.
With regard to browsers, not many people realise that different
browsers treat certain elements of website programming in subtly
different ways, which can mean that a page that functions perfectly
in one may not work as expected in the other. To avoid problems
here you should test the website with as many different browsers
and screens as possible. As a bare minimum, you should test with the
current versions of Firefox and Internet Explorer (IE).
It is good practice to ensure that your site is written in valid HTML
and CSS, and conforms to accessibility guidelines. This should help
avoid a lot of the pitfalls outlined above, although it wont guarantee an
aesthetically pleasing site!
Beth Scott from Loud-n-Clear.com answers your questions on
getting the right look for your stores online presence
q&a technology
Further information
Beth welcomes readers questions for future issues. Please visit
her web page at www.craft-fair.co.uk/craftfocus to see previous
questions and answers or to ask further questions.
C
As a regular reader of this magazine
you will know that KNITCRAFT products
continue to sell more year on year.
King Cole continues to innovate by
bringing out beautiful new yarns, fashion
colours and trendy designs for all ages.
The latest of these will be on display at
the Craft, Hobby + Stitch show, N.E.C
21st-23rd Feb, Stand F40.
Do come along and say hello.
There may well be a gap in your local
market for you to take advantage
of great sales in yarn, patterns and
accessories.
BABY ALPACA DK
SPRINKLES
MOODS DK
MOODS DUET DK
MAGNUM CHUNKY
MERINO BLEND DK
BAMBOO
COTTON DK
INSPIRE DK
COMFORT DK
COMFORT
CHUNKY
COMFORT
4PLY & 3 PLY
SPLASH DK
Contact us on 01535 650230 Email us at enquires@kingcole.co.uk
View our web site at www.kingcole.co.uk
Dont forget about me!
(Love Pudsey)
25 decorative shapes - all from one board
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
Decoupage, Pyramage, Parchment and more.
Use on all paper crafting projects
Tel: 01543 459550
Email: info@diamondcardcraft.co.uk
www.diamondcardcraft.co.uk
NEW TO THE CRAFT WORLD
Mandala Clear Reections Board
TRADE-WIRES.CO.UK
TRADE-WIRES.CO.UK
craftfocus 69
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Popcorn the Bear
CD and stamp
retailer packs from
Crafters Companion
Win!
Following on from the overwhelming success of Popcorn
Christmas, Crafters Companion is excited to bring you news
about its forthcoming Popcorn range Popcorn Romance. The
new range comprises a single CD with Popcorn showing his
romantic charm throughout ten gorgeous images. You will nd
Popcorn being soft and cuddly in various mediums, including
backing papers, notepapers, matching inserts and envelopes, gift
tags, gift bags, toppers, decoupage, pyrimage, twisterpage and
so many more! The disc also has a number of project ideas to
give added inspiration to the crafter on how to use the various
functions. The CD retails at 14.99.
To accompany the CD, Crafters Companion has also launched
four A6 size stamp collections A Gift for You, Just Because, Special
Couple and Wedding Day. The stamps draw from the gorgeous
images on the CD, and cover romantic occasions from Valentines
Day and anniversaries to weddings and engagements. The stamps
are pressed onto traditional grey rubber, and each set comes
packaged with project ideas and a colouring guide. Each stamp
retails at 5.99. Using the stamps in conjunction with the CD will
really bring out the best of this adorable character and his friends
Biscuit the Dog and Soufe the Duck.
For more information on these or any other Crafters
Companion products, please dont hesitate to contact Trade
Accounts Manager Claire Hamer on +44 (0)1388 660 930, or
alternatively email her at claire@crafterscompanion.co.uk.
THE PRIZE
Crafters Companion and Craft Focus are giving two lucky
readers the chance to win a retailer pack comprising ten each
of the CD and four stamp sets. Each pack is valued at a fantastic
389.50 retail!
To enter the competition, simply visit www.craftfocus.com,
ll in your details, and answer the following question:
What is the name of Popcorns feathered friend?
The deadline for entries is 31
st
March 2010.
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craftfocus 69
Terms and Conditions
1. The competition is not open to employees of Crafters Companion or KD Media
Publishing Ltd (or their immediate families).
2. The competition closing date is subject to change without prior notice.
3. The winner will be notied in writing.
4. The editors decision is nal. 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.
THE PACKAGING THAT MAKES THE DIFFERENCE
www.cleartecpackaging.co.uk
sales@cleartecpackaging.co.uk
Tel: 01952 678822
A chance to stand out by
becoming a premier stockist
We have a limited number of vacancies
* Do you currently sell a range
of stamps and inks?
* Do you teach workshops using stamps?
If so working with Oak House Studio
can be both rewarding and enjoyable.
For more details about doing
business with our company
contact Lynnda on 01482 881809 or
email: lynnda@oakhousestudio.co.uk
www.oakhousestudio.co.uk
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Geoff Ellis, The Brighton Bead Shop
+44 (0)1273 675 077
www.beadsunlimited.co.uk
What is your strategy for
sourcing new products?
Sourcing new products has
become a great deal easier
since the advent of the world wide web. Top-
quality images can now be viewed from the
comfort of your desk, meaning we are in the
enviable position of being able to buy in a
wide variety of stock very quickly.
Lest all this sound a bit complacent, it is
important to note that not all our suppliers
have a website and those at the coal face
have minimal web presence. Pressing the
fesh at the point of manufacture is still very
important. It cements relationships and gives
a good idea of design possibilities.
How do you make sure you stick to your
buying budget?
If I were to say this was the $64 million
question it would sound like a clich, but there
is no substitute for tight control of cash fow.
Tis question is best judged in relation to the
efciency or otherwise of your supplier. Our
basic constraint is not fnance but physical
capacity. We hope to be taking on more of this
precious commodity in the not-too-distant
future. Watch this space
Do you invite feedback from customers
about new products, and how do you go
about this?
We keep our ears pretty close to the ground in
this regard. Attending outside events such as
trade fairs and specialist bead fairs gives us a
face-to-face connection with our customers.
Our website is awash with enquiry forms,
both general and product specifc, and we
glean a lot of information there. Last, but by
no means least, we pride ourselves on the
service we provide on the good old-fashioned
blower. If you are taking orders by phone all
day, good ideas are constantly being generated
by customers.
Mike Kurtyka, The Bead Company
+44 (0)800 970 5234
www.thebead.co.uk
What is your strategy for
sourcing new products?
As we are part of a US
based franchise, we
ofen get their new product suggestions. For
example, at our recent franchise meetings,
we had three diferent product/company
representatives demonstrate their products.
As a result we now stock Beadalon products
and will be expanding this range.
We also have company representatives come
into our retail shop in Glasgow. Trough this
cold call we found a pearl and gemstone
merchant that provides higher quality pearls
and gemstones (micro faceted). If we like
something or customers have expressed a
preference, we then stock the products on a
limited basis to see how theyll sell.
How do you make sure you stick to your
buying budget?
Afer understanding the pricing the supplier
ofers, I come up with a target amount well
spend that is in line with that product or just
do a trial purchase. For example, when we
purchased Czech glass strands from a new
supplier, I made a trial purchase and ofered
them at a bead fair. Tey were a big hit, so we
then made a larger purchase and now stock
Czech glass strands regularly.
Do you invite feedback from customers
about new products, and how do you go
about this?
We do get feedback from customers but this
can be difcult to gauge. Anecdotal evidence
can help, but we have ordered stock based on
this alone to fnd that very few people end up
buying the products. I believe it is best to get
a cross section of information to help decide
about stocking new products where the are
trends heading, what the customers want,
whether it supports the product/business
strategy, whether it is cost efective.
Jennifer Pirtle, The Make Lounge
+44 (0)20 7609 0275
www.themakelounge.com
What is your strategy for
sourcing new products?
We use a variety of
approaches to source new
products for our retail shop. As we stock
contemporary craf supplies as well as goods
created by designer/makers, inspiration
comes from many places. We keep on top
of trends by perusing global craf blogs,
visiting independent craf fairs, talking to our
customers in our shop and in our classes, as
well as reaching out to our large e-newsletter
subscriber base and to our followers on
Twitter and Facebook. Our method is quite an
organic one.
How do you make sure you stick to your
buying budget?
Tats tough as there are so many lovely
products out there, but we do our best to try
to stay focused! We generally start small by
ordering a few lines at a time and progress
from there. So far thats worked really well. We
have a large following outside London so were
also hoping to launch an online shop in 2010.
Do you invite feedback from customers
about new products, and how do you go
about this?
Were fortunate to have a large base of repeat
customers who come to our workshops and
visit our shop (located in the same premises
as our three studios) so theres ample
opportunity to connect with them and learn
what they like, dont like, and what theyd
like to see more of in terms of products and
services. Te Make Lounge is a very fun,
friendly place, so theres a lot of
back-and-forth between us and our customers
since we started the company two years ago.
high & low
We speak to retailers who can offer some
expert advice on the best way to hunt out
new products
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craftfocus 71 craftfocus 71
PT
3DVW7LPHV4XLOOLQJ
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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
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Inspire your customers by keeping them up to date
with the jeweller y making latest trends
Geoff Ellis, Beads Unlimited
+44 (0)1273 740 774
www.beadsunlimited.co.uk
Bead lovers are currently in the enviable position of having
the greatest possible choice of materials. Beautiful hand made
glass beads are still flooding out of China at an amazing rate
Pandora styles in par ticular should continue to do brisk
business. Beautifully glazed ceramic pieces should also continue
their upward trend, these products are near identical in shape
but var y in their delicious finishes. The discerning beader is also
incorporating an increasing variety of plating styles. At the time of
writing, Beads Unlimited is stocking regular silver and gold plated
products plus black antique and antique gold, however variations
on this theme are unlikely to be at an end.
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Sheri Kingston, Dress It Up Beads
+44 (0)1460 242 221
www.dressitupbeads.co.uk
A new year, a new hobby? Already we have seen a massive
increase in sales for findings, tools, bead boards and our
pre-packed colour packs as beginners take up new hobbies
during the winter months. Beading is an excellent hobby to
star t, as crafters can be as creative as they like, with instant
results. Our colour combinations have proved to be a real
hit with beginners as each pack has been carefully selected
to a colour theme with a nice amount of beads to produce
either a necklace or bracelet. Each pack will contain a variety
of bead types including glass, acr ylic, shell and ceramic to a
weight of 28g.
Charlotte Jelley, Beads & Crystals
+44 (0)1926 889 966
www.beadsandcrystals.co.uk
We offer Swarovski Rivoli and 2.5mm beads which are perfect
for jeweller y making. Bead weavers will be pleased to hear that
Beads & Cr ystals sells the full range of colours in the Swarovski
14mm Rivolis stones along with the 2.5mm new Xilion bead.
Crafters can choose their favourite colours from the range and
then star t beading their own designer ring. Rivolis can be used
to create a stunning centerpiece, whether they are bead woven
around or in a setting.
76 craftfocus
Yvette Rodriguez, Beadalon
+1 610 466 6000
www.beadalon.com
The newest rage in jeweller y is wire-wrapping, and with Beadalons recent
purchase of Ar tistic Wire there are 13 diameters and 55 colours of colour
coated copper wire to choose from. Tools for wire-wrapping are extremely
impor tant as the quality of the work is directly related to the quality of the tool
used. As always, Beadalon is the innovator, with new tools for manipulating the
wire. Chain also continues to be strong in the jeweller y markets when it comes
to both fine and craft jeweller y.
Richard Burhouse, Burhouse Beads
+44 (0)1484 655 675
www.burhousebeads.com
Charm beads are still as popular as ever, and we
anticipate they will continue to be one of the top
trends of 2010. We are therefore introducing our
new range of STS charm beads for use on bracelets
and necklaces. From simple silver to pretty antique
beads, keep your eyes peeled for these beautiful new
options. Vintage styles are also on trend, with lots of
coloured glass and rich gold plated, rolled gold and
burnished fittings. We are soon to launch a range
of finest AAA quality cut glass beads new for 2010,
available in a whole range of exciting new colours.
Laura Ells, Beadcraft
+44 (0)1494 778 818
www.creativebeadcraft.co.uk
The fashion for big, bold beads in bright colours
continues. Statement jeweller y will remain ver y popular,
whether made up of large beads and components or
a layered look. As well as using large beads, these can
also be made up of lots of smaller ones for a dramatic
look. The layered look can be put together by, for
example, wearing several bracelets together and by
wearing necklaces made up from several strands of
chain in a variety of designs, sizes and lengths. Long
chains featuring large clusters of beads are ver y trendy,
while gold chain and components continue to increase
in popularity. Pearls are also a hot look and will be seen
large and worn in long necklaces.
Gill Ferris, Bead Time
+44 (0)1784 252 438
www.beadtime.co.uk
We have been concentrating these past two years on
building a collection of findings to complement the vast range
of beads on the market. I think flowers, roses and leaves
will be a big feature throughout spring and summer, and big
and bold is also a trend that I think will continue. We have a
new range of soft touch beads, bright colour chunky agate in
irregular shapes, as well as Fimo shaped into sweets and cakes.
Most of our findings come in four colours the anti brass
gives a nice vintage look to pieces and the anti copper finish is
always popular, as well as silver, black and gold.
No minimum order
Tel: 01460 242221
Email: sales@dressitupbeads.co.uk
Web: www.dressitupbeads.co.uk
Dress It up Beads
Colour combinations packs, Semi Precious
Gemstones & Pendants
5 Church Road, Ashford, Middlesex TW15 2UG
Tel: 01784 252438
A new and exciting company supplying a vast range of ndings
to shops and internet retailers only
We now have in stock 1 ton of lucite owers and leaves, glass pearls,
crystal rondells, metal beads and ndings.
Below is a small selection of our NEW RANGE that has just arrived.
You can view our range on our retail website
www.beadtime.co.uk
For a catalogue contact Bead Time
craftfocus 79
Thanks to its many heritage brands and
considerable development, Flair Create is now
the No.1 supplier of craft kits for children
in the UK and continues to be the fastest
growing company in this sector. The continued
success of major names such as Plasticine,
Aqua Beads and Cool Cardz is synonymous
with the portfolio which is enhanced with
the introduction of many new lines including
Zubber and String World. The result is a wide
variety of kits at many different price points
that are ideal for the craft retailer looking
for childrens gifts in store. Whats more, with
many lines beneting from TV and marketing
support, you can be sure they can all be
stocked with the condence of swift sales.
So what is new for 2010?
Zubber is an exciting new brand that has a
variety of kits to choose from. The basis is the
incredible Zubber compound which moulds
like dough and sets like rubber, making it
adaptable for many uses. Three sets will be
introduced in spring, including the Zubber
Band Maker which can be used for creating
personalised wrist bands similar to those used
in charity campaigns.
String Worlds creative sets make up
another new brand ideal for craft retailers.
This collection centres on the unique
combination of string and glue in a pen to
enable girls to make their own jewellery and
decorations. String World offers a whole
range of products that will make an instant
focal point in-store, and includes the Design
and Create Assortment, a Jewellery Set
Assortment and numerous rell packs.
Flairs feature pen brands offer a wide
choice for more simple craft activities for
boys and girls. The range includes Blendy Pens,
Colour Splitz and Sprayza all of which give
countless opportunities for creative colouring.
This year there will be even more to choose
from with new licensed Blendy Pens sets for
Toy Story, Ben 10, Alien Force and Disney
Fairies, whilst the Colour Splitz range is to be
expanded with the addition of Spiral Splitz
which comes with gears for creating intricate
spiral patterns with the special pens.
Plasticine is a brand that is known the
world over and by all generations. This
multi purpose compound is the choice of
modellers and master animators so no
craft establishment should be without it.
Whether pocket money priced packs such
as the Classic 8 Colour Pack, Activity Buckets
or licensed and themed kits there is a
Plasticine pack to suit. Plus, dont forget that
Plasticine is for the oldies too, as can be seen
by the continual demand for Flairs popular
My Own Morph and Chas products.
When it comes to development, a
speciality of Flair has been the careful
integration of popular childrens licences with
favourite concepts. The immensely successful
Comic Maker Kits are a perfect example of
this and offer retailers an affordable gift that
would delight children of all ages.
Comic Maker is a fabulous concept that
allows children to create their very own
comic book inspired by their favourite
characters. Everything is provided such
as page templates and backdrops, speech
bubbles and character stickers, plus pens and
binding. The beauty of Comic Maker is that
a child can become more creative as their
condence and ability grows and the result
is a hand-made comic book to be proud of.
Comic Maker Kits come in many key licences,
such as Ben 10, Beano and Bakugan, and
Magazine Makers including Hannah Montana
and High School Musical. For 2010 new Story
Makers will be a younger variation of the
theme and will be available in Puppy in my
Pocket and for autumn Thomas & Friends and
Toy Story.
When it comes to creative play, this is just
a very small taster of whats on offer from
Flair, but theres a great deal more to see.
For more information on all thats available
in the Flair Create portfolio, call +44 (0)208
643 0320 or email enquiries@airplc.co.uk.
Alternatively visit us at Spring Fair Hall 5
Stand C19.
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advertising feature
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Flairs commitment to its products was clear in 2009, the success of which was there for
all to see with a dramatic increase in turnover - no small part of which is down to the
impressive portfolio of creative brands.
80 craftfocus
spreading your
Net wide
Social networking sites have been established
in the UK for more then eight years, with
one of the rst popular sites being Friends
Reunited. Things have rapidly developed
since then, and it has been reported recently
that 50% of internet users in the UK use
social networking sites (Mintel 2009). Social
networking has been deemed as one of the
UKs favourite online addictions, and leading
the pack today is Facebook.
So what are social networking sites? Plainly
and simply, they are online communities where
we can interact with each other, enabling us
to share opinions, thoughts and experiences
on almost any subject matter. Although the
word social is used to describe this activity,
businesses are increasingly using some of the
most used sites as a communication channel
through which to tell consumers about their
products and services.
One example is the bring back Wispa
campaign, where Facebook was used as a
virtual word of mouth tool to create a buzz
amongst consumers who were lamenting
the loss of one of their favourite chocolate
bars. Websites, blogs and chat rooms across
the globe were dominated with talk of a
Wispa comeback, and over 90 bring back
Wispa groups were created by consumers on
Facebook, totalling almost 14,000 members.
Cadburys soon bowed to consumer pressure
and the one of the nations favourite chocolate
bars made a comeback.
So we know that social media sites are
continuing to grow, but which are the most
networked sites? Heres a rundown of some of
the more frequently used:
www.facebook.com
This site is really all about getting in touch
with others. It enables users to add friends
and send them messages, as well as update
their personal prole so that friends know
what they are doing at any given moment. It is
primarily a forum for socialising via the internet,
and allows users to share photos, videos and
create groups many businesses have created
their own group.
www.youtube.com
Plainly and simply, this is a site that enables
users to upload and share videos. From
commercials to music videos and business how
to guides, you can nd a clip on just about
anything. One of the business advantages of
the site is the ability to upload a video and
link the URL back to your website, essentially
providing you with a virtual ling cabinet for
your content.
www.linkedin.com
The primary function of this site is business-
orientated professional networking. Users
create a prole, essentially an online CV, that
can be viewed by those that you connect with
via the site. It is a very useful business tool,
allowing users to maintain a list of contacts that
they know or trust in business. It can be used
to nd jobs, people and business opportunities
via your (and your networks) list of contacts.
www.twitter.com
Twitter asks just one question, what are you
doing? and gives you 140 characters to tweet
your answer, which can be sent via mobile
text, the web or instant messaging. Followers
can view your tweets, so for business it can be
used to post your latest news or talk about
your products and services.
Social media is fresh, fast < and mostly free. To
make the most of it, like any form of marketing,
you will need to carefully consider your
objectives and marry them with social medias
most suitable form. You will also need to invest
some time and patience for your efforts
to bear fruit. Setting targets and monitoring
effectiveness once you are up and running
is also essential to get the most out of your
social media efforts.
Here are some simple steps to get you started:
1. Focus on what you want your social
media marketing to achieve
%strengthening communication with
existing customers
Social media provides a number of tools which
enable you to have a dialogue with customers,
both individually and collectively. You can
communicate with customers more frequently
for a minimal cost, and your customer also has
an easy-to-use channel to get in touch with
you, at a time they can choose. You can use it
to learn about your customers, and they can
get a greater understanding of you and your
business. Your customers can also tell you what
they like or dont like about your business,
products and services < and you can respond.
%reaching new customers
Selecting social media channels used by your
potential customers can provide valuable
exposure for your business at a lesser cost
than many traditional customer acquisition
methods. It also provides another method
of generating invaluable word-of-mouth
recommendation for your business.
%raising your prole
You can raise your prole or the prole of
individuals within your business. Creating an
outlet to offer customers your opinions and
advice can also set you apart from competitors
who simply want to bill them.
Do you know your Facebook from your Twitter? Let Keith Padbury, Business
Link Adviser, advise on how to bring your ofine networking online
craftfocus 81
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%improving your reputation
If you use social media to generate customer
feedback - and you are then seen to act on
it - you can establish yourself as a service-led,
customer-focused business. In addition, the
easier it is for customers to communicate with
you, the higher they will regard you. Social
media gives them a chance to communicate at
a time they choose, in a manner they choose,
with a tone they choose.
2. Choose the right platform
Understand where your customers are. Like
any successful marketing, you must target
your efforts towards the channels that your
customers or potential customers are using.
Look at existing social media outlets rst
to see if your customer base is using them. If
your customers are clearly already using one
particular type of social media, such as Twitter
or Facebook, that is an obvious place to create
your own presence. But be realistic for
example, if your customer base doesnt use
discussion forums, it is unlikely that the time
and effort you may spend in building your own
will bear fruit.
3. Assess costs, resources and benets
%bear in mind the time commitment
Whatever form of social media you decide to
use, you will need to allocate time to manage
and update it. For example, if someone
makes a complaint and you dont address it
for a week, your reputation will be hit hard.
But if you acknowledge it the same day, your
stock will be raised, both in the eyes of your
complaining customer and other readers.
%give staff responsibility, but manage it
If you have staff, consider how they can help
manage your social media marketing. You dont
necessarily have to do everything yourself
and staff may be able to add some character
to your social media activities. But make the
boundaries between business and personal
communication very clear.
%keep it in perspective
Exciting and powerful as social media is,
remember it is just one part of your marketing
plan and allocate resources accordingly.
4. Integrate social media into your
marketing plan
Use social media as an additional channel to
existing activities it is unlikely that social
media will replace more traditional marketing
methods, so you will need to continue with
those as before.
When you are revising your marketing plan,
think about which of your existing marketing
activities can be better delivered through social
media. For example, would your company
newsletter be more effective as a blog, allowing
you to update more frequently at lower cost?
Or would a discussion forum on your site
lower pressure on your sales support line?
But only make changes if they match your
customers behaviour. It is not a good idea to
try to force customers to contact you social
media if they would prefer to telephone.
5. Measure, review, revise
Set targets but be patient. Like other
electronic communication, social media
benets from being highly measurable. Keep
track of the time and effort you are investing
in your social media by setting targets, such as
increasing trafc to your website by, say, 5%
a month or generating 200 hits on your blog.
But remember, you will need to give social
media time to show its worth it is rarely an
overnight transformation unless you have hit
on something really unique.
The use of social media is a fast-changing
and growing art. Learn from what you do,
and dont be afraid of trying new approaches.
Maintain what works well, but dont be afraid
to experiment. Unlike, for example, a whole
redesign of your promotional material, dipping
a toe into running a blog need not be costly.
6. Essential points to make social media
work for you
%dont sell persistently or aggressively
Plain sales messages will at best turn off the
readers of social media and at worst actively
turn them against you. Running competitions
and offering special deals and discounts to
your social media followers can be a successful
strategy, however.
%remember, it is about conversation
and connection
Social media provides a much more two-way
communication than traditional media. It is just
as much about hearing what your customers
want to tell you as it is about you marketing
to them.
%be patient
Using social media is mainly an investment in
time. And it takes time for your presence to
spread. Keep a close eye on how it is working
for you, but dont lose heart if it doesnt
transform your marketing strategy overnight.
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Further information
For help with developing a social
networking strategy, or for answers to any
of your questions, contact Business Link on
+44 (0)845 600 9006 or visit the website
www.businesslink.gov.uk.
82 craftfocus
Who founded Woodware Craft Collection,
and what prompted them to do so?
The company was started around 25 years
ago, and it began by selling wooden toys. We
got a chance to be able to sell some rubber
stamps, and we thought the two products
would sit well together but they didnt!
Nevertheless the craft part of the company
grew, and despite a couple of changes of
owner over the years it continued to do so,
which led to the toy part of the business being
sold off around eight years ago. Id worked
for the rm as a manager for many years, but
my husband and I got the chance to take it
over ve years ago, which is when it became
Woodware Craft Collection Ltd.
How has the product offering evolved since
this time?
Since taking over the business weve always
had a few own brand products but over
the last few years weve tried to increase the
proportion of our own branded items, which
complement the Stampendous and Magenta
stamps, and Dreamweaver metal stencils that
we distribute. In addition, we distribute for a
mixed media company called US ArtQuest
that has a more ne art/advanced crafting
offering. Our rst own-brand product was a
craft punch, and over the years weve added
to the range of punches to include embossing
punches, and bigger sizes for example we
now do a very large three-and-a-half inch
punch. In addition, as customers have asked us
for different products weve looked for them
and added them where possible. Our own
brand ranges include punches, stamps, peel
offs, brads, eyelets, chippies, albums, ribbons,
adhesives, tools of the trade, and more.
What are your best-selling craft lines, and
why do you think this is?
Our own stamps are the best-sellers of the
lines that we supply. We use a variety of
different designers, but the majority of them
are created by UK-based designers Francoise
Read and Jane Gill. They really seem to know
what people like, which is very handy! Our
punches are also very very popular, along with
our own range of brads and eyelets, as well as
the chipboard shapes. They all sell strongly. The
metal stencils from Dreamweaver, although not
our own, sold amazingly well last year.
What do you think is the next big thing in
crafting?
I wish I knew! It was denitely cupcakes
last year. Cupcakes and owls seemed to be
everywhere! Buttons seem to be very popular,
and I think it is one trend thats coming
through. Weve got a new embossing punch
thats a button shape, and its doing very well.
How do you support your retailers?
We try and offer them an excellent service,
and always keep a good stock in so that if
people need anything in a hurry we can get it
to them quickly. We also have a retailer event
at least once a year, and offer classes that
showcase our new products to the retailers
who can in turn pass this information to the
consumer. We think its very important to
listen to our retailers to nd out what they
want, and wherever we can we try to nd that
product for them. We also try not to be too
pushy, were not a hard sell type of company in
any way at all.
Whats your take on the current state of the
market?
Well weve had a very good year, I have to say,
I cant complain at all! Its a shame that a lot of
the smaller shops are going, but I wonder if this
isnt so much down to the downturn forcing
them out of business, but for other reasons,
such as the owner reaching retirement age,
leases coming to an end, and other similar
reasons. We have also had a record amount
of new companies opening up, which is a very
positive sign I think.
getting it right
We speak to Judith Brewer of Woodware Craft Collection Ltd, about
the rms evolution and success despite this years challenging
economic climate
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Further information
To nd out more about Woodware Craft Collection call the rm on
+44 (0)1756 700 024 or visit the website at www.woodware.co.uk.
What steps are you taking to weather the storm?
Our gures are up quite healthily on last years, although we didnt take
any specic steps against the economic downturn. I think its down to
constantly trying to offer the best service we can if you can do that
and maintain good stock levels so that people can obtain goods quickly,
as well as offer a diverse range of products, then that should carry you
through without the need to plan specic strategies.
How do you plan to grow your existing retailer base?
Keep doing what were doing! We only do the one trade show, Craft
Hobby + Stitch International, and we dont have reps on the road. But
new stockists seem to come to us, so we must be getting it right. I write
newsletters to keep our retailers up to date with our latest products,
while new customers are reached through advertising. We like to think
its because our reputation goes before us!
How would you like the company to develop over the next few years?
We just want to maintain a strong customer base, which is the thing at
the moment with a lot of the smaller shops closing. That said, we have
got a lot of new customers coming through to take their place! We
gure that if we keep supporting our retailers then they will continue to
see us as a benet to their business. Obviously well continue to look for
new things, and Im going to CHA Winter in January to seek out some
new products as well as meet with the rms that we distribute for. Were
just planning to keep our ears and eyes open to see whats coming along
in the world of craft!
craftfocus 85
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does your store measure up?
Alan Morris, Managing Director of Retail Assist, explains the critical measures of retail and
how they can be improved in order to boost business
According to
research published
recently by Steria
and Verdict
Consulting, the
barometer of
success or failure
for almost every
retail business
can be evidenced
by fve critical measures footfall, spend
per customer, market share, margin, and
operations. Now more than ever, retailers
need to ensure that their activities and
strategies link directly to one or more of
these measures. Failure to link to them and to
monitor them on an ongoing basis can lead
to declining sales, weak profts and eroded
market share.
But why are these fve measures so
important? More signifcantly, what can
retailers do to improve them, and do sofware
solutions such as supply chain ERP (enterprise
resource planning) have a role to play?
Footfall the retailers lifeblood
Without customers, there is no business. But
with more shopping destinations than ever
before, winning footfall is getting harder.
Fewer shoppers are hitting the high street
and they are shunning the stores they once
visited in favour of those that better meet
their present needs. But, on the fip side, this
promiscuity ofers retailers the opportunity to
attract new customers.
Given the diferent routes to market
the high street, internet, catalogue and
concessions the battle to win customers
means that retailers now need complete
visibility of spend and activity, presented as
consolidated intelligence, across each and
every channel that customers use, regardless
of location, retail format and time of day.
Tere can be no doubt that e-commerce
has come of age. Te unquestioned multi-
channel dimension of retail has created a
new imperative for supply chain solutions.
Tey can no longer position themselves as
primarily supporting high street trading, with
additional channels as add-ons.
In terms of optimising footfall, supply
chain solutions contribute signifcantly
by streamlining warehouse and stock
management. Tey automate numerous
manual processes, resulting in improved stock
availability in store. In particular, customer-
facing processes such as efective ordering and
communication that includes SMS messaging
increase satisfaction and loyalty.
Spend where browsers become
buyers
Fundamental to success is the ability
to convert browsers into buyers, and to
encourage them to spend as much as possible
in one transaction, thereby maximising
the average transaction value. Te key to
improvement is to understand what customers
want and to put compelling ofers in front of
them. Minor tweaks to the retail proposition
can have a major impact.
Companies that have automated their
supply chain enjoy access to tools including
business intelligence and performance
management that generate accurate and
consistent information across the business.
Real-time stock views and integrated weekly
sales and stock intake give insights that
can support precise, timely and proftable
decision-making. Where system-led
stock management is in place, buyers and
merchandisers can focus on the new seasons
buy and product exception management
rather than waste their time behaving as
glorifed stock controllers.
Market share steal, gain and defend
In a contracting sector, retailers can grow
share by stealing it from competitors, or by
picking up sales from retailers that have gone
out of business. However, at the same time
as winning share, retailers need to defend
it. Te trick is to always stay aware of what
competitors are doing to avoid missing out on
any potential opportunities.
A critical element of competitiveness is
being able to predict customer tastes and
86 craftfocus
requirements, and then fulflling them
by having suitable product available at
a compelling cost-point. Supply chain
solutions equip retailers to improve supplier
management and visibility, by facilitating
harder negotiation that leads to better
deals. Ten, when it comes to supplier
replenishment, functions such as the system-
led creation of Purchase Orders can give
greater stock accuracy, improved cash fow
and better productivity.
Margin its time to get creative
Current trading conditions have resulted in
increased discounting activity. Tis practice,
whilst aimed at increasing transactions, can
reduce overall turnover and, when combined
with the weak pound, is putting immense
pressure on retailer margins.
With reported sales fgures down, retailers
need to question how discounting is afecting
transaction volumes. If they are comparable
or, worse still, down year-on-year, then
launching promotions geared at increasing
basket size becomes more relevant than
discounting. In general, retailers need to be
creative about supporting margins, whether
by adding value to a product or being selective
about when to discount prices.
Margin management is certainly made
easier by the availability of accurate
business intelligence, and by the consequent
introduction of greater efciencies throughout
the supply chain. Tat depends upon the
ability to automate wherever possible, and use
system functions to eliminate unnecessary
manual interventions and time-wasting
administration. Efcient processes and
integration of as many the functions across
the supply chain as possible into a cohesive
mechanism can signifcantly improve
productivity and margins.
Operations exibility is the key
Many retailers have achieved cost savings by
increasing operational efciencies. Flexibility
is the key. In these uncertain times, being
able to quickly respond to new developments
is critical. Savings can be made across the
operation from the supply chain and
stafng, to back-ofce processes such as
fnance and accounting. And cost savings are
not the only by-product. For example, a more
efcient supply chain can mean better in-store
product availability, which can improve sales.
A single integrated database for accurate
stock management, managed by the supply
chain solution, can deliver cost savings.
Accuracy of information and stock inventory
that seamlessly covers all routes to market
means reduced inventory costs and improved
return on investment on stock. An automated
solution enables retailers to see where
inbound stock is in the supply chain at any
time, giving visibility of stock position. Plus
a multi-channel single stock pool managed
by the supply chain solution means improved
stock availability and can lead to increased
sales without the need to move stock around.
In summary, these fve critical measures are
a good barometer of retail trading health,
and sofware solutions such as supply chain
ERP are the ideal tools to monitor and
manage them.
Further information
Alan Morris is co-founder and managing
director of retail-only IT services and
solutions provider, Retail Assist. You can
contact Alan on +44 (0)115 853 3910 or
email alan.morris@retail-assist.com.
does your store measure up?
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88 craftfocus
choosing a website designer
Are you looking to start a new website or refresh your online ofering in
2010? If so one of the most common questions is how do I select the right
website design company? closely followed by where do I start? Expert
David Mackley advises
Part 1
Five essential things you need to know
Everyone seems to know a website designer,
but how do you know if they are right to
develop your website particularly if you are
going to sell online? I have seen retailers
spend many thousands of pounds on below-
standard websites that will always struggle to
produce a payback on the time and money
put into them. So, here are some essential
points to consider, to help you make the
right choice frst time.
1. Find the right team
Tere are several essential roles in website
design. Understanding these will help you fnd
a good company. If web design is new to you,
it can help to think of it like a car. Here is what
to look for:
Firstly you have the marketer. Tis person
will want to understand who the target market
is. With this in mind they will pull together
a design brief to make the car a perfect ft
for the type of people who will buy it. How
should it look? How fast should it go? How
frm should the ride be? Tis brief will be
focused around the target market.
Secondly you have the bodywork designers
who will have an education in art. Tey will
design the look based on the brief from the
marketer. If this is done well, the end result
will appeal to the target market whether it is
a spacious people carrier, funky Beetle or a
sporty Ferrari.
Tirdly you have the engineers. Tey design
the engine and the chassis and give the car its
handling and performance. Engineers have
analytical minds, a technical education and
are good at problem solving. If the engineers
do their jobs correctly, the car will be a
pleasure to drive.
Each role in this team requires a diferent
type of person. Any weaknesses or gaps in
the team will produce a weaker end product.
When you have a website developed, the same
three roles are essential. Heres why:
Te frst stage of a website design should
start with a discussion with the marketer.
Tey should be asking questions to really
understand what your website should look
like and what its objectives are. For example,
they should ask who are you planning to
sell to? and what brand values do you want
to portray? Te marketer will then create
a design brief to make your website ft the
market you are selling to, just like they would
with a car.
Te second stage is with the arty designers.
Tey will create a fat design, i.e. a picture of
your website. You will get to review this and
should feel comfortable to go back with any
changes required.
Te third stage is with the engineers. Tey
will cut your website design out from the
fat image and engineer it into a shopping
engine. Te shopping engine is the bit that
creates your shopping basket when you add a
new item and its the payment and checkout
facility. Its the bit that will notify you when
you get a sale. Most web design companies
have their own favourite shopping engine or
they will have created their own.
So, the engineers will take your fat design
and turn it into an e-commerce website by
implementing it into the shopping engine.
TIP: Establish who the person is for each of
these roles and fnd out how you interact with
them during the design.
TIP: Get three reference sites and talk to their
owners. Who was involved in their website
design? How efcient was the design process?
What is the percentage of visitors against
purchases (conversion rate)? Would they
recommend this company?
2. Make sure you are happy with the
shopping engine that will be used
Its essential you are happy with the shopping
engine the company uses because there will
usually be limitations on how much it can
be changed. Having said that, anything can
be done with enough money, but changing a
shopping engine is a costly business!
If the shopping engine is old and clunky
it will signifcantly impact on how many
sales you make. Te worldwide average for
converting online browsers to buyers is just
over 2% (this does difer between markets).
An older shopping engine can move this
down to 1%, which means cutting your
revenue by more than half.
There are several essential
roles in website design.
Understanding these will help
you nd a good company
David Mackley MBA BSc is MD of Intelligent Retail providers
of Multichannel EPoS and eCommerce websites for independent
retailers. If you have any questions you can contact David on
+44 (0)845 680 0126 or email dmackley@intelligentretail.co.uk.
TIP: If you want value for money youd be better of fnding something
close to your requirements out of the box. Developing shopping engines
is an expensive business. Have a look at other websites the company
has developed and buy something. Try comparing the experience to
one or two of the large successful sites like Marks and Spencer which
recently moved to frst place in ofering the best user experience of UK
high street retailers (according to research from usability company
Webcredible). Tis research showed their updated site scored 83% for
usability, an increase of 15% from the previous test.
Tis is now joint frst with WH Smith who kept the same score as last
year. John Lewis came in third. Tese sites are not perfect, but can act
as a good benchmark. (Note: Te criteria used to evaluate the websites
takes into account the complete ecommerce experience, including
browsing and navigation, the checkout process, searching and product
display pages.)
TIP: Check that the shopping engine will be updated and if charges
will apply. Best practice in online shopping is changing all the time.
Tere is nothing worse than having a lovely website created only for the
shopping engine to be out of date in 12 months.
Its essential you are happy with the
shopping engine the company uses
because there will usually be limitations
on how much it can be changed Having
said that, anything can be done with
enough money, but changing a shopping
engine is a costly business!
C
The Best Suppliers
Of Pick and Mix Card
Unit 8, The Metro Centre,
Ronsons Way, St Albans,
HERTS, AL4 9QT
Tel: 01727 836665
Fax: 01727 844144
Leading Suppliers of
Pick and Mix Card
Range of units to t all premises
Widest selection of card
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!
Craft, Hobby + Stitch
Stand Q17
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
Feathers
Sequin Braids
Buckles
Buttons
Embellishments
Wool
Zips
Threads
Knitting Accessories
Ribbons
Diamante Buckles
Haberdashery
Flowers
Bows
Dress Net
Handbag Accessories
Scissors
Elastic
Colour Dye
Snap Fasteners
Cotton Webbing
Lace
Cord
Labels
Bias Bindings
Insertion Piping
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
UK Distributors for Jo Sonjas Decorative Painting System
Flutterby Crafts Ltd, The Barns, Lower Henwick Farm,
Turnpike Road, Thatcham, Berkshire, RG18 3AP
lynn@utterbycrafts.co.uk
www.utterbycrafts.co.uk
www.josonjas-uk.co.uk
Where inspiration begins.............
Trade enquiries contact Lynn on 01635 860900 or by email.
craftfocus 91
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insurance health
check
As the industry gears up for the huge trade show that is Spring Fair
International 2010, TH March & Co Limited is pleased to announce a new
initiative it will be offering throughout the event
As the new decade gets underway, it is
now the ideal time for an insurance health
check which will help you get on track for a
successful business future.
With hopes high for a start to economic
recovery this year, it couldnt be more vital to
get in shape and gear up for when the upturn
does eventually kick in.
TH March, leading insurance brokers, will
be running dedicated clinics offering free
insurance health checks from Stand R41 in
Hall 17 at Birminghams NEC, at this years
Spring Fair.
The walk-in clinics will allow exhibitors and
visitors the opportunity to have a one-to-one
consultation with TH March insurance experts.
To pre-book an appointment call Simon Dawe
on +44 (0)121 236 9433.
The clinics will provide an opportunity
to speak to experts about which insurance
policies works best for you and your business.
Not only experts in commercial insurance, the
on-stand clinics will also offer the opportunity
to discuss personal policies including motor,
home and jewellery insurance.
Of course, with all the important pre-show
preparation for Spring Fair, its important now
for businesses to make sure they have the right
insurance cover in place.
Here TH March's sales and marketing
director Neil McFarlane offers a few important
considerations to bear in mind when attending
trade shows.
Stock, trade stands, xtures and ttings
Does your policy extend to cover attendance
at trade exhibitions? If so, is the extension
sufcient to cover the values at risk?
Commercial policies are traditionally subject
to an under insurance condition when, if you
take out insurance for 50% of the value taken
to the exhibition, claims will be reduced by 50%.
Public liability
Have you notied your insurers that you
regularly attend trade exhibitions? There may
be an exclusion within your policy. Also, a
number of exhibition event organisers demand
a minimum level of cover of 5,000,000.
Whilst this can be purchased separately it
is often cheaper to increase the limit under
your annual cover rather than take out
small extensions to cover the two or three
exhibitions attended.
Loss of prots
Does your policy provide cover for loss of
prots arising from problems at the event?
Most policies will not, and do require specic
extension. This cover is not widely available,
but some insurers will offer it. For example, a
re on your stand causing damage to property,
which leads to a loss of prot arising from the
event, can be insured. Again, you will of course
need to have told your insurers that you are
attending events.
Further information
TH March is a well-established family business
founded in 1887. With ofces in London,
Birmingham, Manchester, Glasgow, Sevenoaks
and Yelverton near Plymouth, the company
has departments covering household, motor,
travel, commercial and scheme insurance. To
nd out more visit www.thmarch.co.uk.
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92 craftfocus
A
Q
Q
Q
all the answers
A
Neil McFarlane is sales and marketing director of TH
March & Co Limited. TH March is a well-established
family business founded in 1887, with ofces in
London, Birmingham, Manchester, Glasgow, Sevenoaks
and Yelverton, near Plymouth. The company has
departments covering household, motor, life and income
protection, travel, commercial and scheme insurance.
Anthony Meier is the principal of Anthony Meier & Co
Chartered Accountants, based in south-east London.
Anthony specialises in accounting, tax services and tax
planning for small and medium-sized businesses. To nd
out more email am@anthonymeier.co.uk.
Tax doesnt have to be
I am a sole trader and feel like I am paying too much tax.
Do you have any advice?
Anthony Meier says: There are many ways to save tax.
The most obvious one is claiming all business expenses and
retaining all receipts. There are many legitimate expenses
you can claim for that are not widely known, like use of
home as ofce. If you do any work at home, you can claim
for a percentage of your home utility bills.
You can also claim for stationery, interest on a business
loan, credit card interest on credit card purchases for your
business, accountancy fees, legal fees, bad debts, travelling
including hotels and subsistence while away, and many
other types of expense. Every business expense you can
claim reduces your prot and your tax. Make sure your
accountant notes down all your expenses and submits them
to the tax ofce.
Trading places
I have been a sole trader for many years. Will I be better
off tax-wise as a limited company?
Anthony Meier says: The tax regime for a limited company
is very different, and it is possible to pay far less tax via a
limited company. There are many variables, however, and not
everyones trading circumstances suit a company structure.
The top rate of tax you could pay as a sole trader is
40% plus 1% National Insurance (NI) on top, for prots
above 34,800. The top rate of tax for a limited company
is 22% on prots up to 300,000. A limited company will
pay signicantly less tax and be able to retain more prot,
in cash or assets. Any retained prot will belong to the
company and not the individual.
If you want to retain control of the prot you must pay
yourself from the company. There are two ways you can do
this: via dividends or via salary with a PAYE scheme. You can
draw up to 34,800 via dividends without tax, as long as
you have no other income. Any additional draw downs are
taxed at 25%.
You can also pay yourself via salary, up to approximately
5,000 per annum, without paying tax or NI. You will be
liable for tax and NI above this limit, and the company as
your employer will have to pay employers NI. You can top
up the 5,000 salary by drawing dividends of up to 29,800
Our experts tackle some of your insurance and tax queries...
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.
A
Q
A
A
Q
without tax, as long as you keep your total income below 34,800.
One of the advantages of using a limited company is the exibility of
deciding when and in what tax year you are paid which provides plenty
of scope for further tax planning.
Value judgement
I need to insure my business premises. All I need to provide my
insurance advisor with is the market value of the building, isnt it?
Neil McFarlane says: In a word, no! The sum insured for buildings cover
under a commercial policy is based on the full rebuilding cost of the
premises rather than the market value. There is no relationship between
the two. It is also important to review the rebuilding value on a regular
basis to take into account ination and any improvements made to the
building. Many insurers provide for an index linking provision within
their policies; the sum insured is increased on a yearly basis to take into
account ination. But it is important this gure is correct to start with.
To obtain a rebuilding value, contact a local qualied chartered
surveyor. By arranging your policy on the correct basis, you will be saving
a considerable amount of premium in most cases. If your building is listed,
however, the rebuilding value may well be more than the market value.
Check it out
If I am looking for a new insurer, how do I make sure certain they are
reputable and of sound nancial standing?
Neil McFarlane says: It is important at this time only to use an insurer
who is going to be there to pay the claim if it occurs.
In the present nancial climate nothing is certain, but using a well-
known insurer or one who you insurance broker conrms has an
appropriate Standard and Poor, Fitch, or Moodys rating should be a
good guide.
Unfortunately no insurance broker can guarantee the nancial stability
of an insurer, and whilst there is a reliance upon the work carried out
by the Financial Services Authority in regulating insurers, the additional
safeguard provided by one of the rating agencies is a good guide to
nancial security, Many brokers will not place business with an insurance
company having a rating lower than BBB from Standard and Poor, for
example. Ratings above this indicate a sound nancial base for the
insurer. Ratings below indicate further questions really need to be asked.
Court action
Is there any way I can cover my business against loss of key personnel
for jury service?
Neil McFarlane says: Legal expenses policies generally offer this cover,
where they pay an amount relative to the employees salary. Also, they
will pay additional costs if a temporary member of staff is recruited
during the period, together with loss of earnings to the business. C
For further information
please contact Ellen Chang on
Tel: 078 2815 5338
Or visit www.cakefamily.co.uk
VEPULLA INTERNATIONAL
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
94 craftfocus
When did you open the shop, and was it your
rst retail venture?
I opened Stampaholics in October 2002, and
it was my frst retail venture previously I
worked in the NHS as a Nuclear Medicine
technician. So moving into craf was a
complete departure from my former career!
Are you an avid crafter yourself, and how did
your interest begin?
I have always loved making things ever since
I was a child. My grandmother taught me
how to knit and sew, and my father taught
me how to do tapestry and cross stitch. As a
young man he was in the Navy, and learned
to do all sorts of things with his hands to
pass the time when at sea for long periods! I
discovered rubber stamping by accident about
12 years ago. I was at a crafs fair in Glasgow
with my daughter. Many of the stands sold
card making supplies, and I thought this craf
would be something we could do together. I
watched a lady demonstrating rubber stamps
and I was hooked. I suppose you could say
it was a eureka! moment. I knew this was
where my creative journey was headed and
there was no turning back. I still love rubber
stamping and papercrafing, and know this is
one addiction I will never recover from!
What was your personal brief when rst
starting out in terms of product lines, aims
and objectives?
At the time I started card making and
stamping there was very little available to buy
locally, so I felt there was an opportunity to
open a specialist rubber stamping store. My
friends and family thought I was completely
mad wanting to give up a good career to
open a shop! But having recently turned 40
I wanted a new challenge to get stuck into.
Succeed or fail, I knew I would have regrets
if I didnt give it a go. Once my husband
believed I was serious he was very supportive.
Rather than having little bits of lots of
crafs, I decided that I would concentrate on
stocking a good range of stamps and all the
products crafers needed to go with them. I
spent around six months checking out other
retailers, suppliers and stamp manufacturers
to get a feel of what was out there. I also
went to the Business Gateway for advice, and
attended courses on how to run a business
and so on. My main objective when I opened
was to provide customers with a range of
quality products that worked together, that
would appeal to experienced stampers and
also to complete novices and as money
allowed, I wanted to build up the range of
products on ofer.
How important is your location and what is
your main customer base?
Very early on I decided to have a bricks and
mortar business, rather than mail order
there werent many online shops when I
started out. I myself like to see and feel before
I buy, and also get inspiration from seeing
samples of products being used. I also felt I
wanted to be in a busy town to attract passing
trade as well as keen crafers who actively
hunt out craf shops. Rents and rates are
very high in the town centre, so I looked for
premises slightly further out but still within
easy walking distance.
My frst shop was on the main driving route
into the town, so easily visible to visitors. Two
years ago I had to fnd new premises and I
chose to stay within the town, again a few
minutes walk from the centre. Perth is very
central and within easy driving distance of
Dundee, Edinburgh and Glasgow. Te town
also prides itself on being a specialist shopping
centre with lots of more independent retailers
ofering more unusual products rather than
just the usual retail chains, so it attracts
customers from a large catchment area. Te
majority of my stores regular customers come
from outwith Perth itself.
Siobhan Fyffe of Stampaholics tells us the story behind her
business and raises a few points about todays marketplace
that will strike a chord with many an independent retailer...
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94 craftfocus
craftfocus 95
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What are the latest craft trends you have
noticed?
Te last few years has seen an explosion of
manual and digital die-cutting machines
on the market, and I think these products
allow crafers to take their card making and
scrapbooking to a whole new level. I stock
Spellbinder nesting templates, which make
matting and layering so very easy, and give a
really professional fnish. I also think fancy
border and corner punches are a hot trend at
the moment.
What are your views on the current state of
the market?
Tree or four years ago there seemed to be
an explosion of new craf shops springing
up as well as supermarkets, garden centres
and online stores are getting in on the act
too. Many, I feel, were just jumping on the
band wagon, thinking it was an easy way
to make money. Tankfully for the smaller
independent retailers, many of these have now
stopped dabbling in craf supplies I think
there were far too many suppliers all trying to
get a slice of the market.
Around ten years ago customers were
delighted to fnd a craf shop with a
reasonable range now they are much more
aware of the huge choice of products available
and how cheap they can get them online, plus
they are much more selective about what they
buy. Which is fne if you have unlimited space
and resources! As a small shop with high
overheads it is not easy to keep up with new
trends as fast as customers would like and
while many customers still like to buy from a
shop rather than online, Ive found they still
want to pay online prices.
Over the years I have found proft margins
squeezed considerably in a bid to remain
competitive in what is a dif cult time for
many retailers. It is my personal opinion
that online shopping has caused many small
retailers to give up, as they cannot compete
on price. I fnd this mentality of I want it
now, as cheap as possible becoming more of
a problem especially in the current economic
climate. I know many bricks and mortar shops
now trade online as well, and I may have to
go down that route myself to survive. My
main problem is lack of time. As is the case
for many small retailers, it is not possible to
do everything yourself and I dont have the
fnancial resources to employ more help. I am
not saying that I dont enjoy what I do, on the
whole I do otherwise I wouldnt still do it. I
guess I am trying to say is that its not as easy
as many people think and you really have to
be pro-active and work at it.
How and where do you source new craft
products?
I spend quite a lot of time checking suppliers
websites, other main retailers and craf
magazines, to see whats new. When I can, I
attend trade fairs and retailer training days,
so I can see products being used and try some
for myself. I am always on the look-out for
quality products that ft into our range.
What are your best-selling lines?
Currently our best-selling lines are Cuttlebug
embossing folders, Spellbinder Nestabilities,
Martha Stewart punches and Inkadinkadoo
unmounted stamps. It helps having display
boards in the shop showing customers these
products in use.
Which shows do you attend?
I generally go to Craf Hobby + Stitch
International in Birmingham each year. I
would love to go to CHA in America; I think
that would be a great chance to get a feel for
whats big in the US and to cherry-pick what I
would like to have in my own shop.
craftfocus 95
96 craftfocus
What yardstick do you use for measuring the
potential of a new craft product?
Over the years this has changed. I used to
try to please too many customers, but now
I would rather be more selective and go
with my own instinct. I tend to buy more
quality rather than budget end, as I am a
great believer in you get what you pay for
especially when it comes to rubber stamps
and papers. And we only use good quality
products in our workshops, so customers
come to expect it.
What sort of relationship do you enjoy with
your suppliers?
I have a good relationship with most of my
suppliers, many of which I have met at trade
events over the years. Many are crafers like
myself and are passionate about what they sell,
and know about the products from a users
perspective, which is key.
How do you ensure that you can compete
with the larger craft multiples?
Good customer service, extensive product
knowledge from all members of our team,
a well laid out shop, good workshops and
samples, and a generous loyalty scheme are
all very important principles in my business.
Many of our customers have been coming to
the shop since we opened and have become
friends. I always wanted it to be more than
just a shop. I dont believe you get that in the
larger craf multiples, and thats where smaller
specialist shops can hold their own. I also
submit monthly projects to a card making
magazine, which has done a lot to help raise
the profle of the shop.
Do you offer a workshop programme, and
how important is it to the success of your
business?
We ofer an intensive workshop programme
to our customers. I divide the year into three
four-month sessions, so that we can keep
interest fresh for our regulars but also to
encourage newcomers. It also enables me
to introduce new products and techniques
regularly. In fact, without the workshops
I dont think Stampaholics would have
survived. We now have several talented tutors
on board, but I still do at least two workshops
a week. Tis is the part of the business I enjoy
the most teaching others what I love to do
myself. Many of our ladies have been coming
for years, and the workshops are always well
subscribed. Te only down side is the amount
of time I need to devote to coming up with
new ideas and samples.
Describe the style and presentation of your
shop how important is visual merchandising
to you?
Stampaholics is a fairly small shop, so
merchandising is very important. In my frst
premises I had to make do somewhat, but
when I moved I was able to plan the space
better. I try to keep things well organized and
with a layout that makes sense. It is essential
to keep the place neat and tidy I hate going
into craf shops where the paper and card are
hanging out of the trays, and everything is
a mess. I like order and I like things to look
good. I drive the girls that work with me mad
as I am constantly tidying as I pass by! But
we do receive compliments on our layout and
merchandising. And I think a small shop can
have more atmosphere than a warehouse type
set-up, where everything is spaced out and
clinical-looking.
What steps do you take to ensure the
highest standards of customer service?
All my staf are crafers themselves they all
have a passion for their hobby, and this comes
across to the customers. Tey all get on-
going training on various new products and
techniques. As well as having good product
knowledge they know how important it is to
be courteous and respect all our customers
plus Im around most days and I dont miss
much. I expect high standards, and on the
whole I get them!
How important is your online presence?
Te shop has a website, which is currently
used primarily to let customers know of
upcoming events and also includes details
of our workshop programme. We also
have a gallery section where I post images
of workshop samples. I get lots of email
enquiries about products used in projects I
submit to card making magazines, and this
has enabled us to build up a small but vital
mail order side to the business. Time and
money permitting, I would like to develop the
website further and sell some products online
as well.
What are your plans for the future?
As I have already mentioned I would like to
develop the online side of the business, and it
would be great to be able to aford more staf
hours and increase our product range. I would
also like to spend more time on workshops
and less time on paperwork!
Further information
Stampaholics, 8 Princes Street, Perth
PH2 8NG +44 (0)1738 638 833
www.stampaholics.co.uk
C
96 craftfocus
rubber soul
BUMAGA Ltd Specialist suppliers of branded Special Offers
to the Craft trade 2 High Street HORBLING NG34 0PE
01529 241628
0798 5519105
www.bumaga.co.uk
This sale is restricted to trade buyers only.
Bumaga Ltd
Giant Trade Clearance Sale!
Top Brand Names at half trade price or less!
Lots and lots of real bargains from America and Europe!
Scrapbooking, Card Making, Diecutting,
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plus more.
We are bursting at the seams with goodies
to make lots of extra prot!!
Call us now on oi,.o .i6.S
and we will tell you more!
>iX_XdJd`k_
=XYi`ZjCk[
Bedes Close, James Street, Thornton, Bradford BD13 3NR
Suppliers of quality dress fabrics
for the last 21 years
Tel: 01274 507022
Fax: 01274 832100
Email: gsfabrics@btconnect.com
www.grahamsmithfabrics.co.uk
C
The UKs leading magazine
for the craft industry
www.craftfocus.com
To advertise here
telephone Tracy Voice
on +44 (0)1376 535 618
Mabel Lucie Attwell Rubberstamps
now available from
Tel: 01795 531860 Email: sales@thestampconnection.co.uk
www.thestampconnection.co.uk
UK Distributor for
Opal
Trekking
Zitron
Knitting Needles
& Accessories
Trade enquiries
e: viridianltd@googlemail.com
t: 0117 3005244
www.viridianyarn.com
Sock Yarn Specialists
WoollyWormhead
Patterns
Lucy Neatby
Books, Patterns & DVDs
100 craftfocus
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100 craftfocus
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craftfocus 103
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why not subscribe?
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104 craftfocus
Issue 18
April/May 2010
Available from: 6
th
April 2010
Advertising deadline: 19
th
March 2010
Plus
Expert advice
Industry news
Latest products
next issue
Thinking inside the box
Craft all-in-one kits for adults
Top tips for e-commerce
success

The latest cross stitch designs

Pushing the envelope
Card making toppers, blanks
and embellishments

Craft Hobby + Stitch

International review
106 craftfocus
C
While living
in Kuwait, and
working as a
fashion buyer for
brands including
Amazon, Tesco
and Next,
Elena Bicknell
enlisted some help in planning her forthcoming
wedding. Because I was living abroad, my
mum had to create my wedding invitations for
me. I couldnt make up my mind, so she came
up with lots of ideas, which sparked off her
interest in crafting, recalls Elena. We sold off
the spare designs at local fairs, and kept getting
asked where we sourced our embellishments.
We saw a gap in the market and from that
simple beginning our joint love of crafting
Craft Fairy grew. Initially selling direct to the
consumer online, the company moved into
the trade after Elena and her mother Yvonne,
also her business partner, were approached
by various retailers while exhibiting at the
Hobbycrafts shows.
Thanks to her background in fashion
buying, Elena was adept at spotting trends and
combining colours. In addition, her commercial
experience meant she was also well-placed to
plan out her product lines and company aims
settling on supplying ribbons, eco-friendly
paper owers and rubber stamps. Our
fundamental brief was to sell a limited range
of products, but with an extensive choice
within that range, Elena explains. We use the
retail shows to establish what the customer
wants, and then we introduce new products
accordingly - with the proviso that each must
sit alongside the existing collection and help to
extend its appeal.
Versatility is certainly the buzzword for
Craft Fairys offering. Paper blooms are a
growing trend in all areas of crafting because
they can be used in so many different ways,
explains Elena. And one of the wonderful
things about ribbons, our main product range,
is that they carry on from year to year it
is the way that they are used which changes
rather than the ribbon itself. We dont want
customers to feel that they have to sell off our
products at the end of the season as they are
no longer considered in. We want to then
extend the shelf life of Craft Fairy merchandise
by adding to them to give them a new lease of
life. In this way retailers will have less waste and
higher prots.
The rm also offers support to retailers
in the form of newsletters featuring ideas
and special offers, as well as suggesting quick
and easy workshops that stores can run to
promote Craft Fairy products while the
wholesale website features real-time stock
levels, so orders accepted by the site will be
received within a couple of days. Pricing is
also carefully considered. What we try to
do is keep the individual costs of items low,
Elena explains. At the retail shows we learnt
customers dont always want to buy a lot of
one product, so we manufacture smaller packs
of owers. Crafters who wouldnt spend 5
on a large pack of owers in one colour range
would buy four or ve packs, and spend more
money than they would have otherwise!
This year Craft Fairy will be exhibiting at
Craft Hobby + Stitch International, in order
to establish a rm retailer base. We are
launching our own sets of rubber stamps at
Stitches, both to the trade visitors and the
press, says Elena. We have chosen to go
with a fairy theme as so many people ask us
for fairies when we at the shows it must be
something to do with our name. Each sheet
will have a themed fairy with extra stamps to
complement it, and at least two sentiments.
This means the crafter will have a complete set
of images we found the idea of not having
to make any further purchases really appeals
to them.

Elena Bicknell of Craft Fairy tells us about the launch of
the company as well as her strategy to help retailers
simultaneously avoid wastage and improve their prots
Further information
To nd out more about Craft Fairy please
call +44 (0)1656 653 796 or visit the
website www.craftfairy.co.uk. Alternatively,
visit stand BS21 at Craft Hobby + Stitch
International on 21
st
- 23
rd
February.
family values