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MAGAZINEIssu

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June

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Green IdeasManufacturers adopting an eco-friendly approach

WIN!Exciting bead products to the value of £500

HOME AND GIFTExclusive show preview

Child’s PlayCraft kits for kids

Stamping SpecialOur essential guide for retailers

Pot LuckThe reinvention of ceramics

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

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

profileElusive Images 23Glenda Waterworth discusses the broad appeal of stamping

The Exotic Paper Company 37Founder Lynn Hutton tells us about the company’s wholly natural products

contentsregularsindustry news 6We take a look at the hottest news stories about

brand spanking new 10Spotlight on the latest product launches

business link 38Essential advice from Business Link.

competition 41Exciting products from Beads Unlimited

q&a technology 55Beth Scott tackles your retail queries

up and coming 74We speak to Creative Charlie about their green craft projects for children

June / July 2008 issue 7

Group EditorDemelza Rayner+44 (0)1376 535 609editor@craftfocus.com

EditorSarah Reeve+44 (0)1376 535 609sarahr@craftfocus.com

Editorial AssistantsSiobhan KieltyJennifer Kettle+44 (0)1376 535 609jenniferk@craftfocus.com

Sales ManagerMark White+44 (0) 1376 535 606markw@craftfocus.com

Advertising SalesTracy Voice+44 (0)1376 514 000tracyv@craftfocus.com

Design ManagerVicky Longman+44 (0)1376 535 616design@craftfocus.com

Graphic DesignersSarah BarnesAntony LongSophie FarageLaura Perry+44 (0)1376 535 616

Production ManagerStuart Weatherley

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

Cover courtesy of Coats Craftwww.coatscrafts.co.uk

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

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

featuresinsurance health check 27TH March provide tips on how to protect key staff

breaking the mould 29We investigate the resurgence of ceramics

e-commerce 46How to make the most of on-line retailing

join the club 49Advice on how to run a profitable craft club

retailer interview 56We speak to multi award winning retailer Flawless Designs

child's play 59Capture kids’ imaginations with smart products

conscientious craft 65Spotlight on eco-friendly and ethical items

special featurestamping special 15Insight into this growing craft craze

most wanted 18Showcase of the best product ranges on the market

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59

showsamerican idol 24Preview of the CHA Summer Show

summer spa-tacular 43 Our guide to Home & Gift Harrogate

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Innovative IdeasWelcome to our June/July issue, which is packed full of features to help you make the most of your business. At this time of year, when the sun is shining and the temperature rises, it’s all too easy to rest on your laurels, but now’s the perfect time to introduce new initiatives in store.

For example, if you want to foster a sense of community among your customers (and sell more craft products to boot!), why not consider setting up a craft club? We speak to three retailers who each founded very different groups, and are all still reaping the rewards.

One of the most pressing concerns for all retailers and consumers at present is how to be more eco-friendly. We spotlight some of the most environmentally-friendly craft products about, from recycled papers to Cornish organic wool, which are sure to inspire your customers. Furthermore, if you stock environmentally-friendly products, don’t forget to shout about it by creating a special ‘green’ window display!

Also in this issue, we take a look at the benefits of multi-channel retailing. Most bricks and mortar shops can benefit from an on-line presence, so turn to page 46 to find out more about e-commerce. In addition, in her regular technology Q&A column, Beth Scott offers some sound advice on protecting your website from hackers and site attacks.

Finally, don’t forget to enter our terrific competition on page 41, to win one of two £250 craft sets from Beads Unlimited. Simply visit the website www.craftfocus.com and fill in the on-line form.

Enjoy reading

Demelza RaynerGroup Editor

www.lafourmi.euinfo@lafourmi.eu

La Fourmi261 Brusselsesteenweg3090 Overijse, Belgium.

Tel: 32 2 687.76.29Fax: 32 2 687 60 97

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

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

CLEAR STAMPS

We can make your designs into Clear Stamps ready to sell in point of sale display packaging. Email Sally for more details:sbutcher@photocentric.co.uk

MANUFACTURER OF CLEAR STAMPS AND STAMP MAKING MATERIALS

PhotoCentriC Ltd • 10 Stevern Way • Peterborough • UK • PE1 5EL • Tel: +44 (0) 1733 349937 • Email: info@photocentric.co.uk

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

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Craft, Hobby + Stitch International reportFollowing a successful exhibition in February, the organisers of Craft, Hobby + Stitch International have released the facts and figures from the event.

The visitor attendance audit revealed a drop from 2007's figure of 8,424, to this year's number of 7,969, which works out at a difference of 5.8%. International visitors held up well, accounting for five per cent of the total attendance with 42 countries represented and a particularly strong increase in representatives from Nordic and Eastern European countries.

Craft, Hobby + Stitch International 2009 will take place from 15th-17th

February, more details of which will be released soon at www.ichf.co.uk.

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

Trimcraft launch social networking siteTrimcraft has launched a brand new social networking website for the craft industry with the aim of challenging the status-quo and offering benefits for business and end-consumers alike.

The website has a host of features that include allowing users to create their own profile page, contact and message other crafters in real time, create a project gallery, and participate in an interactive chat forum.

Retailers that currently stock Trimcraft products can benefit from having the opportunity to market their store and products by hosting their own forum, using the store locator function or placing adverts on the website's pages.

The company believes that social networking is the perfect tool for forming a community amongst enthusiasts and that the craft industry will be revolutionised by the new website. To experience the site for yourself access www.trimcraft.co.uk.

Scrapbookingonline introduces new US ranges Scrapbookingonline UK has added three new ranges from America to its portfolio in the form of GCD Studios, Daisy Bucket Designs, and Scrapworks.

GCD Studios is a fresh, young company situated in Lake Forest, California. The team has brought together a selection of affordable luxury paper collections with matching cardstock, paper packs and coordinating designer accessories.

The attractive attributes of Daisy Bucket Designs include pretty ribbon, velvet and tag elements as well as the much sought after Clearly Petite Stamp collection.

Finally, Utah based Scrapworks introduces new Exposed acrylic albums in a variety of sizes and shapes together with the ever popular 12x12 "Anthologie" albums, available in both leather and fabric. The funky foam "Mot'if" range together with the Font Sets on bead chains are also a must have for the discerning crafter.

For further information on all of the new ranges access www.scrapbookingonline.co.uk.

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Appointment of new trustees to Royal School of Needlework BoardBrian Levy, Chairman of the Royal School of Needlework (RSN) and Chief Executive, Dr Susan Kay-Williams, are pleased to announce the appointment of Professor Caroline Dakers and Mr Harry Williamson as new Trustees.

Professor Dakers will use her experience of being Professor of Cultural History at Central Saint Martins College of Art and Design to act as higher education specialist and will offer support regarding the development of the RSN’s Foundation Degree, commencing September 2009.

Harry Williamson, who has been actively involved in the needlecraft business for the past 10 years, is former Hon.Treasurer and Trustee of The Embroiderers Guild, and co-owns The Crewel Work Company, will be helping to develop the RSN’s retail and international business.

To contact the Royal School of Needlework telephone +44 (0)20 3166 6943 or email monica.wright@royal-needlework.org.uk.

Daler Rowney celebrates 225th anniversary with new communication strategyDaler Rowney celebrates its 225th anniversary this year and to mark the milestone are launching a brand new communication strategy, Be Inspired, to make the world of art more dynamic, creative, and enjoyable for all of its partners.

The brand values are Be Inspired, Be Passionate and Be Creative, with emphasis on Daler Rowney's heritage, reputation, innovation, passion, and quality. Dominique Flandrin, Group Marketing Director at the company said, “Daler-Rowney has been inspiring creativity since 1783. Bringing our brand communication up to date is vital to create a stronger impact with customers and reflect the position and aspiration of our business. To celebrate our 225th anniversary we shall be strengthening our partnerships with retailers, schools and colleges, students, leisure painters, professional artists and galleries. We plan to launch an international design competition later in the year.”

Daler Rowney's retail network will be supported through a new dedicated website www.dalerism.com with a range of resources including Be Inspired, Be Creative, Be Passionate advertisements, posters, logos, news flashes and press releases. These materials will assist retailers in engaging with artists in an exciting way.

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Papermania makeoverIn line with their stunning new products Papermania have had a makeover with a sassy new image that features a heart to reflect the passion of crafters.

Over the past year the team has worked to introduce more great quality products, and this summer sees the launch of several collections including Sweet Nothings, Secret Garden, Naughty & Nice, and A Wonderful Christmas Time.

“Packed with new heavy weight papers, cardstock, brads, felt and much more, these gorgeous collections are a must have this year! Everything is perfect for your scrapbooking layouts or your handmade cards. Papermania are really spoiling us this year,” commented craft expert Katy Godbeer.

For more information call +44 (0)1202 811 000.

AppointmentsCreativity InternationalMark Jones joins Creativity International as retail development manager from his former position at Oasis Art and Craft, where he was senior national account manager for five years.

"I'm excited at the prospect of working with Creativity," said Mark. "They are recognised in the market place as a quality brand leader in craft. My aim is to help steer Creativity into headline position as the number one in children's activity products, building on their educational heritage, recognised brand, constant new product development and strong licensing activity."

New CD-Rom for the Craft RoomThe award-winning Craft Room range now offers a fully interactive CD-Rom for use on PC's. Easy to use and suitable for crafters of all IT levels, this CD contains hundreds of images that complement the Craft Room workstation and accessories range, with designs that link in with the full selection of embossing boards.

The CD-Rom also contains a unique, interactive graphics program that allows users to adjust size, colour, create textured backgrounds, and import personal images and pictures with the use of the provided instruction manual. A whole range of elements including backgrounds, borders, corners, tiles, decoupage, and templates feature in the product.

“Demand among crafters for PC CD-Rom's is high and we find that they have a high level of PC experience,” comments Jon Burke of Craft with Helix. He added, “We are confident that this CD-Rom will be an inspiration to crafters–particularly with the Craft Room in mind.”

Craft with Helix is now launching its spring range, which includes new filligree embossing sets and three shaped rotary cutters.

For further information contact Helix on +44 (0)1384 424 441 or visit www.helix.co.uk/craft.

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industry news

Coats Crafts donate threadFollowing the successful launch of its new range of sewing threads in 2007, Coats Crafts have donated the remaining stock of its discontinued brands to the charity WORKAID to support its work in Africa.

WORKAID tackles poverty in developing countries by supplying disadvantaged people with the means to earn a living. Each year the charity collects and repairs over 60 tonnes of unwanted tools and equipment and sends them to vocational training projects working with widows, orphans, disabled people, HIV/Aids sufferers and refugees.

In 2007 WORKAID sent 1,102 sewing machines mainly to projects in Kenya, Tanzania, Uganda and Zambia, giving over 1000 people the chance to support themselves and their families. Each machine, lovingly refurbished by a volunteer, is equipped with oil, spare needles and haberdashery.

Clare Watson, Marketing Manager for Coats Crafts UK, said, “After the launch of Coats Crafts and Coats Duet we had a batch of the discontinued Drima and Sylko stock left. It seemed a crime to throw it away, so we looked for a good home for it and were delighted when we found out about WORKAID. We are so pleased that by donating this thread we are helping families in Africa.”

The remaining thread has been boxed up and fills six pallets which is being shipped by Coats to projects in Africa.

Kevin Ling, operations manager from WORKAID, commented, “We always provide threads for the sewing projects we support overseas. The generous donation of sewing threads by Coats Crafts will enable us to pack new, high quality thread with each refurbished sewing machine we dispatch. We are delighted to work with Coats Crafts to see these goods being used for a truly worthwhile cause.”

For more information about WORKAID visit www.workaid.org, and for more information about Coats Crafts www.coatscrafts.co.uk.

Clearsnap Holding announces partnership with Design ObjectivesClearsnap Holding, the company behind the leading ColorBox brand, is pleased to announce the appointment of Design Objectives as its UK distributor and partner.

Clearsnap has developed art supplies for rubber stamps for over 20 years, and was the first to introduce the raised ink pad to the market. Offering a comprehensive range of vivid and varied pigment, dye, hybrid inks and accessorises, the company is looking forward to widening its outreach to card makers, general crafters and scrapbookers through their new relationship with Design Objectives.

Bill Warmouth, international sales manager for Clearsnap comments, “We are very focused on growth and support for the craft market. We have expanded our capacity in the US, so have researched the market within the UK to find a partner who shares our vision. Design Objectives has an established track record with their retailers, and are committed to expanding into new markets, with new premium products. We are impressed with their focus on the consumer and their in-store demonstration support with retailers, as education is fundamental to success. We are thrilled with our new relationship, and are looking forward to developing new products and broadening our outreach.”

Becks Fagg, third party brand manager for Design Objectives adds, “We are thrilled to be appointed by Clearsnap, and are excited to be working with the leading name in quality inks and accessories. The Clearsnap product range is complementary to all our premium products, and sits perfectly within the stable of brands now offered under the D.O. umbrella.”

For further details call +44 (0)1202 811 000 or visit our website www.designobjectives.com.

New Sizzix branded display unitsHaving listened to requests from retailers Ellison has announced the arrival of its new Sizzix branded display system.

The display units feature bold branding and a simple design to ensure that the Sizzix product line stands out. Each unit measures one metre wide by two metres tall and 500mm deep at the base and can easily connect together to create a seamless display space. The steel frame ensures that each unit is extremely strong, and with only eight screws required for the assembly process, it is also easy to construct.

Ellison is currently running a promotion on the new units. To find out more call +44 (0)870 6000 625.

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Beads Unlimited

Product: Plastic Dice Beads.Contact: Access www.beadsunlimited.co.uk. Price: The beads retail at three pence each.Specifi cation: These colourful, plastic die are six millimetres

in size, and can be threaded onto coloured elastic and spaced with a few rocailles to make a funky bracelet.

Retailer Benefi ts: The eye-catching beads are the perfect products to tap into the trend for jewellery making.

Other Information: The dice design is also available in a size of nine millimetres at fi ve pence each.

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

Ellison

Product: Sizzix Ideas Book: Make It Your Style.Contact: Access www.ellison.com.Price: RRP £10.99.Specifi cation: The new 116 page Ideas Book is an easy reading, step-by-

step guide to many applications for the Sizzix line.Retailer Benefi ts: This product is an inspiring resource for exploring Ellison’s

most popular Sizzix products, with real opportunities for add-on sales.

Other Information: Projects covered include fashion, home décor, scrapbooking, and cardmaking.

Crafter’s Companion

Product: Pour n Store.Contact: Email trade@crafterscompanion.co.uk. Price: Price available on application. Specifi cation: This multi-functional system allows crafters to store, pour and tidy embellishments,

glitters and embossing powders in one handy place, plus the tray has four spouts for ease of use.

Retailer Benefi ts: The unit comes complete with 12 ‘Twist-a-Tubs’ which allow customers to dispense glitters with minimum waste.

Other Information: The kit is available with a range of glitters, embossing powders or shapes, and comes packaged in a hang-sell unit with full instructions.

DMC Creative World Ltd

Product: Hello Kitty Custo Kits.Contact: Visit www.dmccreative.co.uk.Price: RRP £3.99.Specifi cation: These kits can be used to customise garments, home wear and gifts.

Customers can simply stitch, wash and watch the canvas disappear before their eyes.

Retailer Benefi ts: Each kit contains thread, soluble canvas, a needle and instructions for all abilities.

Other Information: There are six Hello Kitty designs in the range.

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Jones & Co (Nottingham) Ltd

Product: Paper GatorContact: Access www.jonesnottm.co.uk. Price: Price available on application.Specifi cation: The Paper Gator from Around the Block Products quickly trims the corners of

projects with the press of a handle. This table top trimmer is perfect for multiple applications and has a variety of blade designs.

Retailer Benefi ts: This item generated a lot of positive feedback at the recent CHA show.Other Information: Tool features include a safety device and handy drawers in the base for storing

extra blades, replacement discs and catching scrap corners.

Gold Link Stationery

Product: Organza e bello ribbon.Contact: Visit www.goldlinkstationery.co.uk. Price: Price available on application.Specifi cation: The beautiful new e bello range of woven edge organza ribbon

consists of 62 colours and fi ve different widths. Retailer Benefi ts: The selection is one of the largest ranges of organza on the market.Other Information: Gold Link Stationery has sold to the trade as manufacturers,

wholesalers and distributors since 1975.

Coats Crafts UK

Product: Patons Men’s Book.Contact: Access www.coatscrafts.co.uk. Price: Price available on application. Specifi cation: The long awaited Washed Haze DK Men’s Book features a collection that

includes traditional jumpers and cardigans in striped, plain and sleeveless varieties as well as more casual hooded pullovers.

Retailer Benefi ts: The collection combines classic shapes with a modern twist and interesting textures for broad appeal.

Other Information: Patons’ Spring/Summer books also include Crochet Inspirations 2 and Play Days 2.

The Crafthouse Press

Product: Patchwork Kingdom 3-D decoupage papers.Contact: Visit www.paper-nation.co.uk. Price: Price available on application.Specifi cation: The gorgeous new Patchwork Kingdom range of A4, 3-D decoupage papers and

matching backgrounds feature cute woodland creatures.Retailer Benefi ts: Each 3-D sheet includes two complete step by step decoupage characters and

the matching patchwork papers make co-ordinating cards easy to produce. Other Information: The collection has been created by UK based Jolly Nation artist Beth Hughes.

12 craftfocus

Craftime Ltd

Product: Summer Embellishment Pack.Contact: Access www.craftime.com. Price: RRP 2.99.Specifi cation: This great value pack contains 70 fun stickers and two handmade papers

based on beach and holiday themes. To add an extra dimension a variety of stickers are also made from glitter foam.

Retailer Benefi ts: The sparkling embellishments are perfect for use on cards or scrapbook pages.

Other Information: The pack is part of a whole range of soon to be launched summer themed items.

Trinity Xtras

Product: 12 LED Floor Magnifi er.Contact: Go to www.trinityxtras.co.uk. Price: Price available on application.Specifi cation: Mighty Bright’s newest craft lamp features a 5” 2x magnifi er with a 1” 5x bifocal insert for fi ne

detail, combined with 12 super powerful LEDs that provide incomparable sight.Retailer Benefi ts: The lighted magnifi er head has a 17” fl exible neck and is attached to a 24” stand with a stable fl oor

base and non-slip rubber foot pads, making it an attractive item for crafters on the move.Other Information: The product is powered by an AC power supply unit with a 6ft cord included.

Tombow

Product: Multi Talent Liquid Glue.Contact: Visit www.tomboweurope.com. Price: Price available on application.Specifi cation: The Multi Talent tool has a pen tip to create a fi ne line of glue

on application to small areas and can be used or repositioned on many materials.

Retailer Benefi ts: The product is ideal for use on photos, cardstock, fi bres, buttons, metal, and more.

Other Information: Multi Talent Liquid Glue is acid free, non-toxic, and washable.

The Unique Paper Company Ltd.

Product: Stargem paper and card.Contact: Telephone +44 (0)1206 242 483.Price: Price available on application.Specifi cation: Stargem is a high quality, pigmented glitter paper and card which has been

manufactured using a unique coating process to optimise its refl ective qualities. All paper and card is available in sizes A4, B1, and B2.

Retailer Benefi ts: The products have a distinct, visually strong glitter fi nish to stand out in the popular paper craft market.

Other Information: The Unique Paper Company specialises in applying decorative particles direct to the paper surface in either total coverage or in discrete patterns and can incorporate pigmented colours in the overall design.

brand spanking new

Introducing a brand new range of sassy clear stamps

Check out our website www.card-io.co.ukor phone 01942 234345 for more information

craftfocus 15

make your markStamping originated centuries ago in the form of a seal, and was an invaluable form of idenfi cation or authentication in an era when the population was largely illiterate. From such humble beginnings come today’s stamping products, which are a fl ourishing part of the craft industry.

The traditional rubber stamp will have a rubber die and a wooden handle, with a layer of foam sandwiched between them.

Developments over the past years have seen upsurge in unmounted dies, clear polymer stamps and stamping-related software, along with new surfaces and inks that are coming into play.

Consumer appealStamping holds great universal appeal; for the crafter it’s cheap to start off, isn’t too diffi cult to try their hand at, has minimal equipment requirements and allows them to be as creative as they please. Rubber stamp designs range from pretty and traditional to striking and contemporary, and can be utilised for craft projects, wedding stationery, Christmas and

birthday cards and personalised artworks. The amount of stamping manufacturers,

designers and workshops around make this craft particularly accessible and seeing the progression from novice to advanced ensure that this is an addictive hobby with plenty of retail opportunities attached. From budget to high-end and mass-produced to bespoke, along with the inks, papers and embellishments for the consumer, stamping has big retail potential.

“Stamping is very versatile,” explains Kris Dennis from Oyster Stamps. “Stamps can be used for scrapbooking or cards, in homes and at school. As an educational tool they can be used to teach children to spell, as children can peel on and off individual stamps of each letter. Also, the traditional wooden blocks are good for little hands.”

“Today’s hobbyist is looking for more design elements for collage; the more experienced crafter is using triple embossing for ATCs and picking out specifi c areas of a design that they want to use,” continues Kris. “Lots of stampers are asking for particular quotes that they want to incorporate; there’s much more individuality and a lean towards the bespoke.”

New products and developmentsThere’s always a place for traditional products, but recent innovations have received an enthusiastic response from retailers and customers. One such product is Imagebox, a new UV exposure unit from PhotoCentriC that enables consumers to make up to A4 sheets of clear stamps from their own designs. Designed for use with Imagepac sachets, the unit is economical and simple to use, yet produces stamps of the highest quality.

Today’s trendsSo what appeals to contemporary crafters?

There is now a lean towards clear polymer stamps over the traditional wooden stamps, says Judith Brewer from Woodware Craft Collection. “Some people still prefer the feel and weight of wood, but there are advantages to the clear stamps,” she explains. “Storage is easier and there are so many more images to choose from, as you get a sheet of different designs together. The stamps are easier to place as you can see through the acrylic block, which is particularly good for scrapbookers, who want to use wording.”

rubb

er stamp

ing

Rubber stamping is a thriving industry in today’s crafting world. Read on to fi nd out more...

imagepac / PhotoCentriC

Crafty Individuals

16 craftfocus

The Big Stamp and Scrapbooking ShowWe talk to show organiser Kerry McKintyre Smith about the latest two-day Big Stamp and Scrapbooking Show, held in April, which attracted more than 4,500 visitors.

What trends emerged from the show?Shoppers were embellishment crazy at the April show, and there was a fantastic amount of choice on offer!

Are new products generally leaning towards computer-aided advances or is the market generally staying traditional?To be honest it’s a bit of both. There is defi nitely a more traditional crafter who loves nothing more than rolling their sleeves up and getting their hands dirty, using tried and tested products, methods and techniques. In terms of new products for a traditional approach, this was very much catered for at the show.

Over the past couple of years we have seen a huge infl ux of technologically advanced products into the marketplace which are making it easier for crafters old and new to create masterpieces in minutes. There were some great show deals on computer-aided die-cutting machines and paper design fi lled CDs, but this by no means dominated the show.

What products generated the most excitement or were particularly popular?The new Cosmic Shimmer range was carried by a large number of the exhibitors at the

show and all reported a very enthusiastic response and excellent sales.

Were there any particular highlights?We did get some fabulous reports on the workshop classes offered at the show, which is always great to hear.

What are you looking for from the next show?We hope that the September show will be our best yet and that we manage to spread the word even further and get lots more fi rst timers to visit us. The Big Stamp and Scrapbooking Show has an incredible reputation as one of the best in the country, something that we are very proud of and hope to build on year on year.

make your mark

C

Maximising your opportunitiesMany manufacturers and retailers promote their stamping products by engaging with the consumer. Whether it’s in the form of a monthly craft club, a guest demonstration by the designer of a new line of stamps, special workshops or posting projects to try on the shop’s website, there are a number of ways to connect with your customer. As well as fostering a community spirit and enabling like-minded creative types to swap ideas, this will allow you to focus upon specifi c items that are required for the project. As an added incentive, it may also bring in new browsers who will become your repeat business. “I would always recommend ad-hoc demonstrations in-store; by keeping a few of your best-selling items under the counter, you have the opportunity to give a demonstration to a customer if the shop is quiet,” says Sara Davies of Crafter’s Companion. “In this way the customer can engage with the product in a way that they are unable to when looking at a product through the packaging. The additional interaction with the customer will also be remembered as good customer service and may result in repeat sales in the future.”

Where’s it heading?So is the future of stamping looking rosy? Jon Dorey of The English Stamp Company thinks so. “The future of rubber stamping is certainly looking up,” he says. “There have been great developments recently, such as the widespread availability of clear stamps. This has brought many new stampers into the fold, attracted by the lower price and ease of storage of these clear stamps, and has largely expanded the market as more people are now using stamps and they have more stamps! This has encouraged a greater number of new techniques to be demonstrated - the newest trend is for customers to create their own stamps from their own design. They can do this by buying home stamp-making machinery or, increasingly, by using one of the new online services. This new development gives card makers and other crafters the ability to truly personalise their projects.”

Creative Expressions

Crafter’s Companion

18 craftfocus

most wantedWe look at some of the current stampers' favourites

Crafty Individuals Crafty Individuals are delighted to be able to offer their customers and retailers another six new rubber stamps to add to their ever-growing collection of products. Continuing with the popular theme of nature, the new images feature birds, flowers and a vintage 'springtime' music score fragment and are sold as individual packs of unmounted red rubber stamps.

The products combine gentle traditional, often vintage elements, together with contemporary themes, and are designed to encourage the discerning crafter to experiment with new and beautiful yet familiar and comfortable imagery. For further information, visit www.craftyindividuals.co.uk.

Interested retailers should e-mail contact@craftyindividuals.co.uk, or call+44 (0)1642 789 955 for wholesale details.

TandaStamps This company is a manufacturer of high-quality rubber and clear polymer stamps right here in the UK.

These stunning stamps are the latest to be added to their range of over 800 individual stamps covering every theme imaginable - including stamps for men! Each individual stamp is available wood-mounted or pre-trimmed on EZ Mount to suit every crafter. TandaStamps also manufactures rubber and clear polymer stamp sets in three sizes - A5, A6 and A7 - with the same themes covered. For more information visit www.tandastamps.comor call +44 (0)1308 425 238 for your trade catalogue.

The English Stamp CompanyThis company's newest line is a custom-stamp designer. This can be used by the end user, or can be supplied as an add-on to a retailer's website so you can offer this service to your customers - the service is entirely on-line. TheEnglish Stamp Companymanages the website, handles orders and dispatches the stamps, while you receive commission on every order placed through your site. There is no set-up cost to you and there are no monthly fees. For more details visit www.englishcustomstamps.com.

craftfocus 19

rubber stamping

Wild-Rhodes Craft Supplies With the Fresh Fields and Enchanted Eden A5 Unmounted Rubber Stamp Sets, Wendie Rhodes has designed two new unmounted theme plates that take you through the arch window to Enchanting Eden and Fresh Fields. Both theme plates offer crafters a wealth of opportunities to create some amazing projects.

The dawn chorus provided the inspiration for these beautiful plates, as Wendie recalls as a child her grandmother explaining how the chorus builds up into the most wonderful morning song. For further details visit www.wild-rhodes.co.uk.

imagepacThe imagepac Stamp Making Kit allows users to get as personal and creative as they wish. With this kit and a lamp with a 60watt bulb, crafters can make any drawings, images, photos or text into stamps. The product is available in different packages to suit different budgets: The Original Complete Kit in its silver case contains everything needed to make stamps; The Essentials Kit has half the number of sachets and fi lm but still with the A6 magnetic clamp and timer; Stamp !t Introductory Kit has an A7 clamp, two small and two medium sachets, plus accessories. The kits are suitable for producing stamps for completely original card making, scrapbooking, wedding invitations, art clay projects, textile printing and more. For more information visit www.imagepacdaylight.co.uk.

Elusive ImagesThe brilliant plumage of peacocks has inspired a whole collection of rubber-stamp themeplates from art stamp manufacturer Elusive Images. The popularity of the original Peacock Glory themeplate has been followed by Peacock Ladies and Peacock Fan. A CD of coordinating backing designs, launched in June, complements the stamps perfectly.

The Peacock Collection is available as a bundle deal from Elusive Images. For further details visit www.elusiveimages.com orcontact Lynn on +44 (0)1833 695958.

Crafter's CompanionRock-a-Blocks are the next generation of unmounted stamping blocks from Crafter'sCompanion. Their patented design uses an innovative rocking action and depth gauge to give even pressure to the application of ink so there is no bleed, giving a superior fi nish. The Rock-a-Blocks will work in conjunction with the company's new unmounted stamp adhesive spray, Stick n Spray, a versatile product that allows crafters to spray, stick and stamp. A great feature of this adhesive spray is that once the rubber has been sprayed, it will remain sticky and reposition up to 50 times before reapplication is needed. Further details are available from www.crafterscompanion.co.uk

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Banana FrogBanana Frog™ clear rubber stamps are British designed by Beverley Fletcher and offer a fresh and contemporary graphic look with a retro twist. They are perfect for all paper crafts and have been heavily featured in card-making and scrapbook magazines in the UK. However, Banana Frog™ isn’t only about stamp designs. The stamps come innovatively packaged in clear plastic wallets so that crafters can see at a glance the stamps they are looking for. The wallets have also been designed so that they can be stored in an A5 ringbinder. Each have a tab with the name of the set which folds out so no more rummaging around for the right stamps!

For details call Banana Frog on +44 (0)1628 533 066, sales@bananafrog.co.uk or www.bananafrog.co.uk/trade.

StamptivityWith an eclectic design style that draws on infl uences from the past and present, Stamptivity's designs are attractive both to traditionalists and to people looking for something a bit different. Stamptivity believes that its stamp range will encourage younger crafters to take up stamping, while giving experienced crafters a choice of contemporary images.

One of its most popular stamp ranges are the detailed panels which have a 'medieval tapestry' feel to them. These are available with background and border designs in A5 sheets and retail for £8.99.

Designs cover a wide range of subjects, including 'Girl about Town', Fairies, Elves, Clowns and, of course, Wedding and Christmas. More designs and products will be made available over the coming months so check the website at www.stamptivity.co.uk for the latest news.

StampboxIf you're looking for a bit of glitz to attract crafters, check out the Sparkle Clear sets by Hero Arts. The sheet provided is designed to educate non-stampers about the ease of use of the Sparkle Clear sets, so that anyone can try their hand at making some glamorous art. The Sparkle Clear sets consist of a 2" x 3" acrylic set plus self-adhesive gemstones. For further details visit www.stampbox.co.uk.

Our range of plain gift boxes are perfect for the craft market, available in 4 sizes and 9 colours suitable for all occasions. In addition to being exceptionally high quality they cleverly fold completely flat for minimal

storage. Each box is pre-fitted with organza ribbon and concealed magnetic closures, they pop up virtually by themselves into the most beautiful rigid

keepsake memento or gift box! Your imagination is the only thing that limits the possibilities of creating the most desirable gift box ever!

BOX CLEVER

01582 499669 info@foldabox.co.uk

www.foldabox.co.uk

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pro

file

Craft manufacturer Elusive Images is going from strength to strength, with a host of designs and products that are loved by crafters of all abilities. After

establishing Graphicus in 2000, the parent company which manufactures and distributes Elusive Images' stamps, Glenda Waterworth took over a small stamp company in March 2002 and set about building up Elusive Images as a stamp company with a wide and flexible range of designs that would appeal to as many stampers as possible.

Glenda is a stamper herself, as well as a stamp designer, ideas person and the general manager of Graphicus. With a team of 10 around her - many of whom are passionate crafters themselves - Glenda loves creating designs and products that excite and inspire people.

One of her greatest pleasures is hosting open days when crafters can come along and play, and leave with plenty of ideas and inspiration. Such is the success of these events that people regularly travel from as far away as Portsmouth and Scotland just to spend a few hours at the Graphicus Studio.

“It’s a great joy to see a product or design that you have created excite other people.

Elusive Images is constantly producing new products and ranges just because I love designing and I think our passion for crafting comes across in everything we do,” says Glenda. “My vision for Elusive Images is to bring art into stamping and bring stamps to the hands of the artist. I love the fact that stamps are so versatile. As a child, my favourite activity at school was ‘colouring in’ and stamping captures some of that simple joy, yet also crosses over into sophisticated mixed media artwork. We hope that we can bring the industry designs that will inspire people, whatever their approach.”

Elusive Images is staying at the forefront of the craft industry with a range of exclusive designs and products that are well received by crafters of all levels. One of the big sellers is the Artylicious CD-ROMs, which feature gorgeous and intricate designs by Glenda. The CD-ROMs feature a wide variety of designs and layout options which can be used over and over in a large range of projects, which make them an invaluable and economical addition to any crafter’s kit. The products are designed to be accessible to the less technologically advanced, with a user-friendly set-up.

“Customers like the versatility of the ranges and we find that once a customer has bought one Artylicious CD, they tend to build up the collection,” says Glenda. “Our current retail stockists love the product line because it takes up very little space but earns a good margin and appeals to a wide customer base.”

Being an innovative and creative crafter herself, Glenda is in a good position to produce products that appeal to the craftspeople of all abilities. From traditional rubber stamps through to Creative Acrylics, the rich inks of the Glimmer Mists and Stampbord™, Elusive Images’ customers know that they will find something to inspire, challenge and assist them.

The latest offering from Elusive Images has a personal story behind it. The company held a two-day event in April to raise money and

promote awareness for the illness Progressive Supranuclear Palsy. “PSP is a cause very close to our hearts as my mother-in-law suffers from this terrible illness,” explains Glenda, “so we wanted to do everything we could to help raise awareness and funds.” She is continuing to support this cause with some of the proceeds from the most recent Elusive Images product, the Peacock Summer Party (PSP) CDs, released in June. These CDs of backing designs complement the collectionof rubber stamp themeplates that have been inspired by the brilliant plumage of peacocks. Glenda believes the enduring popularity of the theme is due in part to the flexibility of the designs. “Stampers love a bit of glitz and they can really go to town with the sparkle and the colour when working with peacock designs,” she explains. “They love to get out the glitter, the pearlescent paints, the sparkly embossing powders, and this is all great news for the retailer looking to upsell other products. Demonstrators can get an awful lot of mileage from our peacock designs!”

Further informationVisit www.elusiveimages.com or call +44 (0)1833 694 914.

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Stamp company Elusive Images is aiming to bring the appeal of stamping to everyone...

Glenda Waterworth

find that elusive quality

24 craftfocus

The Craft & Hobby Association (CHA) Summer Convention & Trade Show is lauded as a global marketplace for the growing craft and hobby industry, and this season it will feature an exciting new format.

For the fi rst time the event will be divided into four new show sections, including Scrapbooking & Paper Crafts, Art Materials, Fabric/Quilting/Needlecrafts, and General Crafts.

The new show sections have been created to further broaden the scope of the show, to help attendees identify new areas of growth, and to demonstrate more clearly the diverse products on display.

“With the four new show sections, the CHA Summer Convention & Trade Show has evolved into a very product-driven marketplace. The improved format will attract new attendees and allow them to easily navigate the show fl oor and quickly discover the latest products and trends per industry segment,” explained Steve Berger, CEO of the Craft & Hobby Association.

As a major summer trade show for the craft and hobby industry, over 5,000 craft

retailers are expected to visit Rosemont to view the newest products and trends. Last year 97 percent of buyers reportedly purchased products as a direct result of what they saw at the show.

A truly international event, about 20 percent of the attendance is composed of international vendors from more than 15 different countries, who this year can expect to see exhibitors such as Gutermann, MacPhersons, and Polyform Products Company.

Education

CHA will also offer an extensive educational programme, including dozens of hands-on workshops as well as business seminars designed to provide retailers with the insight needed to successfully compete in the industry. The keynote speaker for the 2008 event is fi nancial expert and best selling author, Jean Chatzky. In her presentation entitled “Make Money, Not Excuses...Even in a Recession!” She will provide valuable fi nancial insights for the international craft and hobby industry, and is scheduled to present her address to the CHA membership on Thursday, July 17th. Educational workshops and seminars begin on this date and will run throughout the show.

Kids’ Crafting

Refl ecting one of the fastest growing segments of the craft and hobby industry, the theme of Kids Crafting: Inspiring Growth and Creativity, has been chosen to help exhibitors focus on providing innovative, educational, and relationship-building craft products for the 73.4 million children, families, caregivers, and

educators in the United States and abroad. The CHA’s Attitude & Usage Study showed

that 57 percent of U.S. households participated in crafting in 2007, whilst industry segments that largely focus on children and family-related activities are also among the most popular, namely art materials, scrapbooking and paper crafts.

“Kids crafting is an incredible opportunity to capture the expanding youth market in the U.S. How we as an industry respond to this emerging demographic will impact our future,” explained Steve Berger.

“Developing strategies and plans that meet the needs of the next generation of crafters in truly meaningful ways provides the craft and hobby industry with a bright, long-term outlook despite an immediate slowing U.S. economy.”

The kids’ crafting theme will provide attendees with an opportunity to discover the best products on the market, as well as focusing on the latest needs and trends of this booming sector.

The CHA has assembled an educational programme of business building seminars, workshops and events designed to underscore the importance of addressing child related crafts and present opportunities to capture this market, driving additional traffi c to retailers. The organisers will also provide a “Kids’ Creation Station”, featuring manufacturer’s end-user projects, and the “Designer Kids Crafting Display,” highlighting the innovative skills of CHA members to further demonstrate the possibilities and value of kids’ crafting. C

In Briefwhat: The CHA Summer Convention & Trade Show.

where: Donald E Stephens Convention Centre, Rosemont, Illinois, USA.

when: July 18th-20th 2008.

exhibitors: 400 expected.

web: www.chashow.org.

american idolThe CHA Summer Convention & Trade Show boasts an improved format as well as a focus on kids' crafting. Read on to fi nd out more...

craftfocus 25

Further informationKeep up-to-date with the latest developments at the CHA Summer Convention & Trade Show at www.chashow.org.

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craftfocus 27

insurance check

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What is important to the success of your business? Your customers are important. So are your stock and premises. The chances are you will do everything you can to protect them

– but what about the key people within your business? Are you going to be able to satisfy your customers’ needs without them?

It is often said that it is people who are the most important asset to a business so shouldn’t protecting them be your highest priority? Certain individuals may be vital to your future and it is essential that you identify them and protect your business against their loss in the event of illness or death. Examples of key people in the business could be sales executives, designers, directors or shareholders – basically anybody who makes a major contribution to the profitability of a business.

Think about your business and how you attain your profits and consider the following:

• What if one of your most important sales executives were to die or get a critical illness? What would be the impact on profits?• What if your technical specialist was unable to work for a long period of time? What would you do?• What if the person who has guaranteed the loans of the business was to die? What would be the view of the lending banks?• What if a key employee was to become seriously ill for a long period? How long would you have to pay his salary for? How expensive would it be to replace him?

Until a key person’s role is filled you could be losing money. You could miss opportunities with customers or suppliers – in the worst case you may even have to close . . . So how does a keyman policy work?

The policy is owned and paid for by the business and in the event of a claim the benefit is payable to the business to use as it sees fit to mitigate the impact of any loss. Depending on individual circumstances the proceeds may be tax free. Whatever happens, the business will have a lump sum readily available, or an income stream to help cover ongoing salary obligations. What this means is that you will have the time and money to recruit and integrate a replacement, you will be able to repay those outstanding bank loans or acquire the finance you wanted for expansion. It could mean the difference between success

and failure for your business. It needn’t be expensive either with minimum premiums starting at around £7.50 per month.

With statistics showing an increasing cost to industry as a result of illness and absence isn’t it about time you included your key employees amongst your insurance priorities?

T H March & Co Limited are authorised and regulated by the FSA. For specialist advice call their life department on +44 (0)207 405 0009 who will be happy to help.

In the latest of our insurance health checks, Jim Pittman, ACII Chartered Insurance Broker of TH March & Co Limited, looks at how businesses can best protect a valuable yet often overlooked asset – their staff

protecting your mostimportant assets

It is often said that it is people who are the most important asset to a business so shouldn’t protecting them be your highest priority?

Jim Pittman

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

craftfocus 29

ceramics

breaking the mould

The market for ceramics is experiencing a revival, with consumers recognising the entertainment value of this craft. Read on to discover how retailers can tap into this trend...

ceramics

craftfocus 29

30 craftfocus

Ceramic materials are formed by the action of heat, and recently ceramic crafting has been revived as a hot industry trend. Previously seen as a solo pursuit, the appearance of a ceramic café in many towns has gone some way to change this image, and consumers are now treating visits to such stores as a social event. This combination of activity and items for sale has been met by the public with great enthusiasm, a fact that is hugely encouraging for retailers as the promotion and sale of materials can be achieved in a simple and effective way. Angie Verburg, CEO of the Contemporary Ceramics Studios Association (CCSA), an international organisation dedicated to the growth and development of the contemporary ceramics industry agrees that the appeal of ceramics cafes lies mainly in the social aspect. “Paint-your-own pottery studios have enjoyed popularity over the past 15 years because they are about more than just arts and crafts. They also offer an opportunity for consumers to express themselves and personalise gifts. As of January 2008, over 2500 contemporary ceramic studios are doing business throughout the world.”

Kelly Smith, co-founder of the successful AllFired Up ceramics café franchise, has direct experience of the resurgence of the craft. After opening the fi rst café in 2001 following a visit to a ceramics studio in America, there are now six locations across the UK. “We attract customers of every age, from mums with babies doing footprints, birthday parties, hen nights, corporate team building, and the Women’s Institute. At All Fired Up, we make people feel welcome and relaxed in a creative environment.”

This wide appeal is also recognised by Jane Stenning, Director of Hobbyceramicraft Ltd, who asserts that the options for retailers within the

market are abundant. “Contemporary ceramics businesses fall into two categories–mobile studios and high-street cafés. Mobile outfi ts are proving extremely innovative in their bid to reach new customers, taking space in garden centres and shopping malls, capitalising on fêtes and open days. Barriers to entry are low–you could start up for as little as £1,000 and a weekend’s training, and the potential benefi ts are high.”

In terms of response within the industry, the ceramics section returned to this year’s Craft, Hobby + Stitch International show following its successful introduction in 2007, with attendance from manufacturers and suppliers of kilns, glazes, paints, and other products for the pottery craft market. The popularity of ceramic cafés can bring spoils for the supplier, as Jonathan Noake, managing director of Potclays Ltd, commented: “Ceramic cafés are a rapidly growing market-our sales of L&L Kilns have really taken off in the past year or two. L&L’s high quality build and easy to use controllers make them ideal for beginners and professionals alike.” CCSA member Dani Olmi, of Dish Ceramics, makes the point that relationships between retailers in this market can also add to the prospects of business. “I would say the industry is going from strength to strength in the UK. Being part of an association like the CCSA helps strengthen our business through the promotion of shared ideas and knowledge within the industry, and generates a network of studio owners and mobile businesses that are passionate about their trade.”

This combination of consumer enthusiasm and retailer optimism is an encouraging sign for crafting, and with so many options, it seems that the ceramics industry can only continue to change shape and grow.

New title “The Basics of Throwing: A Practical Approach To Form And Design” by author David Cohen is available from A&C Black Publishing and is the ideal resource for crafters looking for a back to basics approach to throwing. Considering each movement and examining the way the clay moves and the pressures required to control it, this book provides a thorough coverage of all of the fundamental principles. Packed with helpful colour photographs and illustrations, The Basics of Throwing is fi lled with step by step sequences to show exactly how to control the clay, providing the beginner with a full understanding of the process. Written by one of the top names in the fi eld, this comprehensive handbook covers all of the key elements of throwing, including centring the clay, making a cylinder, developing shapes from basic cylinder form and the importance of design and proportion. In addition, the work of specifi c potters is examined with a critique of their use of form and decoration included for each, making this the essential how-to guide. For further details visit www.acblack.com.

Hobby

Ceram

icraft

HobbyceramicraftLa formi

breaking the mould

The Stitch Company is a wholesale company where you

craftfocus 33

ceramics

Working with ceramics, porcelain, earthenware, and stoneware needs a high temperature kiln capable of reaching 1290 deg.C. The smallest that are available from Paragon Kilns are the Paragon FireFly and Caldera table-top kilns, and the largest is the Janus 27 floor-standing kiln. Although classed as ceramic kilns, you could work with virtually any other material or process and, as they have comprehensive digital programmers, they’re very versatile. The products are described in full at the company’s website www.paragonkilns.co.uk, along with kilns for beads, enamelling, metal clays, keum boo, heat treating, fusing, raku, and glass. All of the kilns come with a shelf kit, and prices include VAT and UK mainland delivery. To find out more call +44 (0)1929 477 137.

Consumers can get creative and design a brand new look for their home with the exciting Tulip range of 3D paints from Oasis Art & Craft Products. The range includes seven different types of paint and each produces a different creative effect. A glossy look can be achieved with Tulip Slick, a dazzling shine can be added with Tulip Glitter, a shimmery pearl effect is seen with the use of Tulip Pearl, or sparkles can be achieved with Tulip Crystals. Tulip Glow In The Dark paint is another cool product from the company. The paint really glows when the lights go down, adding an extra dimension to projects. Other innovative items in the range include Tulip Metallics, which can be used to achieve a glamorous metallic lustre. The Tulip range of 3D paints and accessories is available now. For further details call +44 (0)1562 744 522.

Create beautiful works of art in minutes with Eberhard Faber’s range of reusable moulds and Ceramofix easy-to-use casting powder. Simple to use, customers need only mix the powder with water, pour into the mould, leave for half an hour, and then turn out to reveal items with a silky smooth ceramic finish. These can either be left plain or painted, and there are various different moulds on offer, all of which can be imaginatively decorated. Children, in particular, will love using these moulds as they are quick and easy to do, virtually foolproof and produce impressive results. Ceramofix casting powder is available in white or terracotta and costs £5.65 for a 1kg box, whilst the starting price for the moulds is £3.75 rising to £9.25. For more information, visit www.staedtler.co.uk or call +44 (0)1443 237 421.

34 craftfocus

Potclays Ltd is a specialist supplier of bisque, colour and other products for contemporary studios, ceramic cafés and hobbyists. Since 2004 the company has been appointed exclusive UK distributors for L&L Kilns of Philadelphia, U.S.A. The high-quality, top-loading kilns are easy to use, are available in a variety of sizes and have patented technology. Zone Control is a valuable additional feature of the kilns. Ranging from the smallest 40lt Fuego which plugs into a standard socket to the largest 290lt EasyFire 28T, there’s a kiln to suit everyone. Potclays offer a full after-sales and warranty service for their L&L Kilns, and qualifi ed technical advice is readily available. For more information contact Potclays on +44 (0)1782 219 816 or email sales@potclays.co.uk.

La Fourmi offers an extensive range of white porcelain items to decorate. The range includes dishes in the shape of fi sh or shells, tea-light holders in the form of angels, fi sh and lanterns, as well as a pair of angels and pedestals. In a few brush strokes, using either acrylic paints or branded Hot ceramic paint that is made permanent by simply heating in a domestic oven, these items can be easily decorated by anyone. The Hot ceramic paint can also be used on glass and metal. To fi nd out more access www.cordslafourmi.com.

breaking the mould

Hobby Ceramicraft is a family business that has been serving the ceramics trade for 21 years. The company’s experience enables them to offer comprehensive training courses and the latest products to customers, from kilns to colour. In response to concern over the amount of lead in some products Hobby Ceramicraft is proud to offer an Italian clear glaze from Hobby Colorobbia which is totally lead-free. This clear glaze formula gives a tough, diamond-bright fi nish. Access www.hobbyceramicraft.co.uk for more information.

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The Exotic Paper Company Ltd has established itself as an environmental trailblazer with a global message and very unusual ingredients! Read on to find out more...

profile

animal print

The Exotic Paper Company was born in September 2005 out of founder Lynn Hutton's passion for stationery with an aim to produce papers that were not only pretty, but also 100 per cent recycled. Even though Lynn had experience of working in the paper industry, this honourable basis was one that she and her husband Nigel treated with good sense from the beginning, planning to review the business after six months.

After a positive first response from consumers, Lynn drew on her experience to consider how the business could be more ethical, and remembered how elephant dung is used as a material to produce paper in countries such as Sri Lanka and India. Elephant dung is practical to use as their bad digestive system slightly churns food to make the dung full of fibre, the very material that makes paper. However, the paper that is produced abroad is handmade and quite rough in texture, meaning that although the sheets can be written on,

they are not suitable to be printed on. This difference in quality is where Lynn spotted an opportunity for The Exotic Paper Company to develop the concept. “The drive for me was simply to see if I could achieve a commercial product from the initial idea, as I truly believed there was a niche market that people would be interested in”, says Lynn. “Luckily, there is a mill within the UK that is able to produce unusual papers without using bleaches or detergents, leaving the product as natural as possible.” The final product, branded Ellie Poo Paper, is suitable for home printers, quality craft projects, business cards, letterheads as well as envelopes.

After Ellie Poo paper became a success, the company was approached by Paignton Zoo to mark the birth of a baby black rhino with some specially made rhino dung paper. This in turn drew interest from the charity Save the Rhino International, who came on board to support the launch of Rhino Poo Paper for general sale. The idea was built upon with the introduction of elephant and rhinoceros dung planters that come with a variety of seeds, such as banana and mimosa. “Together with our notebooks, jotters, and stationery sets these continue to help spread the word that recycling can be a fun thing to do”, says Lynn. The environmentally friendly status of the business meant that they soon became members of the British Association of Fair Trade Shops as well as receiving approval from the National Association of Paper Merchants.

Although it is the Ellie Poo and Rhino Poo paper that has put the company in the spotlight, there are a whole range of products available that incorporate the original principles of the business, such as handmade lavender paper and envelopes. The current best-selling

product is a growable wild flower seed mix handmade paper, which can be planted in the ground to produce a succession of flowers. Two and a half years since its launch the company now employs six members of staff and has many exciting new projects for 2008, such as a Heritage Collection of 100 percent recycled papers with British grass, British straw and British £20 notes! Following this, the mill will open as a full visitor attraction to enable the paper to be sold at a comparable price, and there is even a seasonal treat in the form of Reindeer Poo paper for Christmas!

In the midst of this the business is moving to a small industrial unit at the beginning of June, with plans to have a special event to mark its opening.

Further InformationFor more details call +44 (0)1761 233 818or visit www.elliepoopaper.co.uk.

Frogmore Mill paper machine

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38 craftfocus

What is a trade mark and how can it benefit my business?

Trade marks are signs, symbols, logos, words, sounds or music (such as jingles) that distinguish your products and services from those of your competitors. It can be one of the most powerful marketing tools you have, helping customers recognise your business for the quality of its products or services.

A trade mark can be seen as a badge of origin for a business. It provides a distinctive way of representing your goods or services that sets them apart from those of other traders. It is a valuable piece of intellectual property and can play an important role in your marketing and branding activities.

A trade mark can be:• a word, phrase or slogan; • logo or symbol; • sign or form of packaging; • sound or jingle; • colour; • gesture; • brand name; or • your company name.

A trade mark must be distinctive for the goods and services you use it for. And it mustn’t mislead people about the nature of your products or services. Common law may give some trade mark protection automatically, provided sufficient trading reputation and goodwill have been built up in a mark. But this is likely to be difficult and costly to defend against infringement.

You should consider registering your trade mark for added protection. If you want to register a trade mark in the UK it must be possible to represent it in words and pictures.Registering a trade mark costs money and you need to get it right. But registration

establishes in law that your mark is a trade mark and belongs to you alone. You then have an automatic right to sue anybody who infringes it. In fact, just registering a trade mark can serve as a deterrent to people who might otherwise infringe it.

I’m thinking of starting a new business or developing a sub-brand. How do I make sure the name I choose is unique and that I’m not treading on anyone else’s toes by using their name?

Well done for thinking about this early, because not doing so could cost your business dearly. Start by making sure that you’re not planning to use the same name as a similar business that’s in your area or sector, or that may be supplying similar products or services.

NamesCheck your preferred business name on the Companies House online registry, www.companieshouse.gov.uk. You’ll quickly find out if there are any limited companies using the name, but not whether any sole traders or partnerships are. So do widespread searches using Google, Yahoo, etc as well as yell.com, thomsonlocal.com and other business directories and phone books. And do be careful to try out different variants of the name that might sound or look the same.

Trade marksThe other thing to be careful of is that you’re not infringing anyone else’s trade mark. These can be signs, symbols, logos, words, sounds or music that distinguish products or services from each other. The strongest trade marks are those registered at the UK Intellectual Property Office (formerly the Patent Office).

But trade marks don’t have to be registered, as companies have common-law rights that protect them if they can prove to have used trade marks over time. Also bear in mind that more than one company can use the same trade mark if, for example, they are supplying different products or services.

It’s really important to get this area of your business right, and the sooner you start the better. If you do infringe someone else’s name or trade mark you may be forced to change your company name. Not only will that cost you money and time, but you’ll also lose the goodwill you’ve built up in that name. And if a competitor can prove that you’ve damaged their business, you can be sued for damages and compensation.

So start early, do your research, and protect you and your company.

How do I register a trade mark outside the UK?

Registered trade marks are territorial. If you apply for a trade mark in the UK, you’ll only have protection in the UK. If you’re considering taking your services or exporting your goods overseas - now or in the future - you might want to consider registering your trade mark in other countries in order to gain wider protection.

Generally, you have to register trade marks in each of the countries where you want protection. However, there are two other options which could make life easier.

1. Registering in the European UnionYou can apply for a Community Trade Mark through the Office for Harmonization in the Internal Market (OHIM) website at http://oami.europa.eu/en/mark/default.htm.

Upali Dayasena, senior research adviser at Business Link, answers your questions on trade marking your business.

trust in your trade mark

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business link

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This will give you protection in all European Union countries.

2. Registering worldwideUnder the Madrid System, if you’ve applied for UK registration of your trade mark you can also apply for an International Trade Mark through the World Intellectual Property Organization at http://www.wipo.int/madrid/en/index.html

The eight golden rules on trade marksThe Institute of Trade Mark Attorneys can help you find a trade mark attorney who will be able to help you to protect trade marks anywhere in the world. They have also outlined some ‘golden rules’ on trade marks:

1. Stand out - make sure your trade mark is distinctive rather than descriptive.

2. Check it out - conduct searches to make sure that your chosen trade mark is available for use and registration and that it does not infringe any other trade mark.

3. Decide which classes of goods or services will be in association with your trade mark.

4. Think about the geographical coverage you will need.

5. Apply to register your trade mark - a trade mark attorney can help you.

6. Make sure your trade mark is used correctly. Do not allow it to become a generic name, like aspirin, escalator and linoleum.

7. Once you have a registered trade mark, police your rights. Make sure no-one infringes

it. If someone does threaten to infringe your registration, seek urgent advice from a trade mark attorney.

8. Use a trade mark attorney. For help finding your nearest one call Upali on 08457 171 615.

Upali Dayasena, (BSc, MIET, MCLIP) is a senior research adviser on the team. With Business Link for 12 years, Upali is now responsible for the information broking activity with particular emphasis on use of online sources.

A graduate electrical engineer from Portsmouth Polytechnic (now the University of Portsmouth), Upali has worked in the telecommunications and information management fields for many years. He has a wide-ranging understanding of the information needs of business and industry and a commitment to the appropriate use of technology to deliver those needs.

An experienced online researcher with a wide-ranging knowledge of online resources, covering business, science & technology and intellectual property information, Upali has compiled and edited two bibliographies on microprocessor applications in engineering and manufacturing industry for the Institution of Electrical Engineers and was also responsible for editing telecommunications and computer science abstracts while working for the INSPEC database.

Upali is a Member of the Institution of Electrical Engineers and the Chartered Institute of Library and Information Professionals. His mission at Business Link is to: “advise and meet the needs of our clients – with respect to proper use and acquisition of intellectual property rights so companies can maximise their intangible assets within the IP law”.

The Information and Intelligence Team at Business Link are here to help you.

Getting the information you need to help you run your business quickly and easily can make a huge difference. Business Link’s team of 40 information advisers are on call daily to give practical business information and advice which is impartial and, in most instances, free of charge.

The Information and Intelligence Centre hotline on 08457 171 615 goes straight through to one of the Business Link team who can offer you help with a wide range of information from credit checks on new customers to help with business planning or mailing lists.

For further help with Trade Marks visit…Business Linkwww.businesslink.gov.uk/east

Chartered Institute of Patent Attorneyswww.cipa.org.uk

UK Intellectual Property Officewww.ipo.gov.uk

The Institute of Trade Mark Attorneyswww.itma.org.uk

World Intellectual Property Organisationhttp://www.wipo.int/madrid/en/index.html

For information, practical advice and support to help you run or grow your business, contact Business Link on +44 (0)8457 171 615 or log onto www.businesslink.gov.uk/east.

0114 2459777

New Online Trading

10% discount on first orders in June & July.

Online trading website

www.heritagecreativeproducts.com

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petition

To enter the competition, simply enter online at www.craftfocus.com. The deadline for entries is August 4th 2008.

Beads Unlimited is a much loved institution, supplying leading craft and bead stores around the UK with beads, pendants, findings and threads since 1986.

The stock is sourced directly from across the world and hand crafted miniature works of art rub shoulders with highly manufactured perfection.

The spectacular assortment includes a huge range of glass beads along with those made from wood, bone, metal, and plastic.

The company's extensive range of findings, threads and accessories completes the picture.

In excess of 3,000 fantastic lines are featured in the 100 page plus Beads Unlimited catalogue and extensive on-line shop. Quick turnaround and the best of old fashioned personal service are offered as standard which, along with the most competitive prices around, are a big attraction to the company's loyal and growing band of happy customers.

In our competition two lucky winners will each receive £250 worth of Beads Unlimited’s fabulous packeted range of beads, findings and thread. Easy to merchandise and simple to restock, these items have proven to be a hit with retailers and customers alike.

Exciting products from Beads Unlimited.

Further InformationVisit www.beadsunlimited.co.uk for more information, or call +44 (0)1273 740 777 and mention Craft Focus to receive a free retailers pack.

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WIN!

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Home & Gift, Harrogate is one of the industry’s largest and most popular trade events. As crafting continues to expand into other markets, there are plenty of opportunities at the show for the craft retailer. Read on to fi nd out more...

Home & Gift, Harrogate has long been the destination of choice for many retailers.

Located in the picturesque Royal spa town of Harrogate, around 900 exhibitors will be showcasing an array of products.

Billed as “the industry’s favourite event”, the show enjoys estimated visitor numbers of over 12,000, all of whom fl ock to seek new products.

The exhibitors are spread across numerous locations including hotels, marquees, and the Harrogate International Centre.

There are many different product categories including many of particular interest to the craft retailer like Greeting Cards & Stationery, General Gifts, and Design-led Gifts. Items included in these popular arenas offer a fantastic way to introduce add on sales to draw new customers into the store.

The show offers plenty of scope for retailers in search of a positive way to expand their business with fabulous products that highlight the growing partnership between the gift and craft markets.

Planned social and networking events hosted by the organiser’s of Home & Gift contribute to the pleasant atmosphere of the

exhibition and also provide an opportunity for interaction. The key events to look forward to include Sunday Sundowners on the fi rst day of the show, Indigo Drinks on the Monday evening for Indigo Club members, and the much anticipated Home & Gift Summer Party to celebrate what is sure to be a successful end to the exhibition.

In briefwhen: 13th-16th July 2008where: Harrogate International Centre, surrounding venues and marqueesexhibitors: Over 900 standsopening times: Sun-Tues 9am-6pm Wed 9am-4pmwebsite: www.homeandgift.co.uk

CardtasticHall F Stand 34Bristol based company Cardtastic produce design-led greeting cards featuring detailed images that contemporary crafters are sure to enjoy. The striking photographic range is infl uenced a great deal by global travel with intricate, close-ups that transform images of familiar items set to inspire projects. Available individually or in packs of handy notelets, the products are left blank for the consumers choice of message and are supplied with colour coordinated envelopes. Each card measures 100x100 millimetres and is printed on high quality matt fi nish white card. Visit www.cardtastic.co.uk for further details.

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e & gift

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summer spa-tacular

44 craftfocus

Further informationTo register, visit www.homeandgift.co.uk or call the ticket hotline on +44 (0)1923 690 645. Admission is free if you pre register, otherwise entry is £15 per person.

DoodlebugzHall D Stand 37The new Giant Colouring Map of the World from innovative company Doodlebugz is a fantastic way of entertaining children creatively and educating them at the same time. The product has recently been launched with perfect timing this summer, as interest in events such as the Olympic games and Euro 2008 mean that children can use the poster art kit to learn about all of the participating countries from the map. The map is a great, fun project for all ages and includes fl ags, funny cartoons, images of endangered species, and famous sites from the countries of the world. Access www.doodlebugz.co.uk for further information.

Emma Ball Hall F Stand 70Talented artist Emma Ball produces wonderful colourful, watercolour greeting cards, wrap, note cards, stationery, prints and calendars to make people smile. The quaint items are a pleasant addition to any craft store, perfectly complementing creative products and gifts. Emma’s designs feature illustrations of sailing boats, locations in Britain, pretty fl owers, important seasonal events such as Christmas and weddings, and new images of special occasions. The company also has an exciting new print facility which enables them to produce a print from any card. To view the collection visit www.emmaball.co.uk.

Pink PineappleHall DP1 Stand 114Hundreds of brightly coloured and carefully stitched motifs of princesses, food, clothes, animals, and more are available from award winning British company Pink Pineapple. Made from quality satins, felts and cottons, these embroideries are laser cut to prevent fraying. They can be stitched or glued onto almost any craft project and an iron-on backing on most items means you can add a splash of personality to jeans, jackets and t-shirts in no time. For more information access www.pinkpineapple.co.uk.

summer spa-tacular

46 craftfocus

With the huge growth in online shopping, retailers wanting to stay ahead of the game need to get on board with e-commerce.

Although there is still a place for bricks and mortar shops, the virtual world of internet shopping is an ever-growing industry and with improved security, sophisticated systems and easy-to-use websites for customers, it’s a part of the retail industry that you’ll want to invest in. If you’re not a computer expert then setting up your site can be a bewildering experience, so you may be better off choosing a professional company to take the strain, explain your options to you and ensure that your site runs smoothly.

“There are many low-cost packages to get you started with e-commerce websites – for example eBay shops - and these can be a great way to test the waters,” explains Beth Scott from web development company Loud-n-clear. “But successful online retailers can soon find some packaged solutions limiting, with time-consuming updates and expensive running costs. The benefit of working with a web development company is that we can extend and adapt your website as your business changes and develops.”

“There are advantages in engaging professional help for entering the e-commerce market rather than just relying on your own DIY skills,” she continues. “The principal one is that the web developer’s experience should mean you avoid the main pitfalls and expensive (or time-consuming) mistakes. Some questions to think about when selecting your professional are:

• Have they got a portfolio of work I can see?• Do they have any references from current customers?

• What is their policy on site changes?• Will I feel comfortable working with them?• What is included in their quote?

Once you’ve chosen your professional help, work with them to ensure that you end up with the web site that your business needs – a good e-commerce website is a joint project between retailer and web developer.”

Look Into Your OptionsThe growth in e-commerce has altered the way that retailers are thinking about their selling tools. Rather than separating their shop and on-line presence, retailers are combining their software needs and looking at multi-channelling solutions that will enable them to have an overall view of stock and sales, as well as dealing with the online sales. “E-commerce has become the driving requirement for integrated software solutions,” says Ian Tomlinson of retail solutions provider Cybertill. “Products need to be available to customers at all times, and retailers now require systems which do not involve them cross-populating

and managing different databases: the challenge of the solutions provider is to ensure that they do not.”

“In today’s competitive environment, the ability to trade across multiple

channels has become a prerequisite,” continues Ian. “Equally important is having the right tools for order fulfilment and analysis of stock and sales. In our case, these functions are provided by Cybertill’s purchase order processing and report generators, which reveal true product

performance. Retailers use one version of the software which is easily expandable across all three channels if required.”

“Once staff have gained system familiarity, they can enjoy using a future-proof system,” he explains. “With a single product file and a single customer file, they gain live stock visibility at all times. CRM tools help retailers to build loyalty

and increase sales, and marketing tools enable prices, promotions and campaigns to be set by different customer types.”

Make Your Presence FeltTo keep up with a competitive industry, it seems that an online presence is hugely beneficial and choosing a software provider can allow the smaller, independent retailer to hand over concerns such as online security, back-up facilities and payment systems.

Available software is becoming continuously more advanced and user-friendly, making it an invaluable retailer tool. “New technologies are allowing better stock management and, very importantly, customer management,” says Ian. “The ability to identify a customer, whether they are shopping instore or online, is not a fantasy anymore. It is exactly what our clients do, using our CRM and marketing tools that enable them to customise promotions, prices and communication. At the touch of a button, retailers can make changes about products and prices in-line with current trends. Websites need to be as dynamic as shop windows.”

Finally, it’s all very well thinking about behind the scenes, but what do retailers need to look for when setting up an online presence? After all, if you have the best system available but a website that customers find off-putting, then all your hard work and research will have been

at the touch of a button

There’s a world of retail opportunities to be accessed through e-commerce and multi-channelling...

“A good e-commerce website is a joint project between retailer and web developer.”Beth Scott, Loud’n’Clear

“The ability to identify a customer, whether they are shopping instore or online, is not a fantasy anymore.”Ian Tomlinson, Cybertill

craftfocus 47

Case Study 1Duncan Affleck of Lytton & Lily, a gift/craft retailer based in Devon, asked Cybertill for help when he required a multi-channel software solution:

“We required an easy-to-use stock management system. In the early days of our business start up, we did not want a pen and paper solution or a complicated spreadsheet which was prone to error or not being used. The availability of a quality all-round application providing stock reports, sales analysis and the ability to determine sales lines was required. Being a frequent user of other retail websites, we saw the immediate requirement of our own fully online transactional website and we needed a system which provided this.”“We are seeing tremendous growth in our e-commerce orders year on year. We are also developing our website further ; providing more product specific information, more photographs and trying to make the website more stylish. It’s an ongoing task. The e-commerce ease of use allows distance customers to purchase 24/7 all year round – we have been amazed by the quantity of orders received on Christmas day, for example. The flexibility of the website allows orders to be placed from overseas with appropriate postage and packing costs applied - this facility can be switched on/off if required for specific areas. Our average website transaction value is increasing.”

e-com

merce

wasted. However impressive you may find an advanced website, don’t forget that accessibility is the key – customers don’t want a show, they want a clear, user-friendly site that isn’t overly complicated or time-consuming.

“Keep it simple, keep it clean and ensure good imagery of products,” advises Ian. “The site should be easy to navigate with good product information. This will allow you to sell more, in comparison with an over-designed site that is difficult to use.

“Differentiate between your shop and website – allocate different prices and vary the brands on sale,” he continues. “We would even recommend having two websites; one with full shop prices and one with discounts, different brands etc. Otherwise they will erode shop sales. Also, ensure you are only using the one system for your instore and online operations; this will ensure that there is complete product availability and there’s no ring fencing of products.”

Further InformationIf you’re looking into e-commerce and multi-channelling, further information is available from the following companies:Cybertillwww.cybertill.co.ukFutura Retail Solutionswww.futura4retail.comIntelligent Retailwww.intelligentretail.co.ukLoud ‘n’ clearwww.loud-n-clear.com

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Products include:

• Paverpol Fabric Hardener• Stunning range of craft wire

• Sheet metals for sewing, burning and embossing• NEW!!

For more details or to order please visit our website

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and see this months special offers.

craftfocus 49

Demonstrations, workshops and craft clubs are popping up everywhere. From the new and trendy social rendez-vous to the well-established institutions, members fi nd that these meetings are a great way to foster enthusiasm, share ideas, learn new techniques and gain expertise. For the retailer, it’s a good business opportunity and an ideal way to promote products to a captive audience.

join the club

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Horseshoe Crafts has taken a different approach to craft clubs, with a postal club for interested members. “We live in a very rural region and lots of people had contacted me to say that they couldn’t get to shops or classes,” explains Hazel Starnes, “so I decided to try running a postal club swapping ideas and information. It has snowballed from there and we now send out newsletters to Spain, France, Malta and Norway, as well as all over the UK.” The club was started up in January 2004 and covered several activities, including rubber stamping for card making, scrapbooking and ATC swaps. The membership is varied and interactive. “As we are a postal club, we don’t have regular meetings but we do see lots of our members at the numerous craft shows that we attend - our members come from a broad background and cover the whole spectrum of abilities,” says Hazel. “We are particularly pleased when new crafters join, as all the tips that we get from the more experienced card makers can really inspire them and help them to achieve better results.”

Although a craft club may not sound like an obvious selling tool, there are defi nite benefi ts for the retailer. These are not only fi nancial, although keeping up to date and in touch with your market is an important part of any business and a craft club can be a fun and informal way to open lines of communication with your customers. “The exchange of ideas is the real benefi t that we fi nd,” says Hazel. “Often, customers want to know about new

techniques or products and this helps us to direct our research and buying into the ‘hot’ areas. This all helps to keep us ahead and fresh in the market place.”

In addition to the retail benefi ts, a craft club can be a hugely enjoyable way of spending time with your customers and exploring new ideas. Hazel is enthusiastic about the rewards that her craft club brings: “We’re always learning from other people’s experiences,” she says. “Whenever we ask for help sourcing an item or for projects and tips, we get loads of information from all over the country.

“We’ve had lots of very positive feedback from our members and we always look forward to receiving their letters and cards.

Another really enjoyable part of the club is seeing all the different card ideas that are sent in whenever we run a competition – they’re inspiring!

“We also fi nd lots of our members have made friends through the club which is extremely rewarding.”

Finally, if you are thinking of starting up a craft club, what advice would a voice of experience offer?

“Keep it friendly,” advises Hazel, “listen to the members’ views and steer the club where they want to go, even if it means learning new skills yourself. Remember, what interests your members probably refl ects where the market is going and you need to keep with it.”

Hazel Starnes, Horseshoe Crafts

50 craftfocus

Racheal Matthews, Prick Your FingerIn this case, the craft club preceded the shop. Rachael Matthews started Cast Off, a knitting club, seven years ago. From a small idea came great things and Cast Off has evolved into an online community with ambitious, socially charged, collective projects for all who want to join in.

“The original club got too much press and the group dynamic changed,” explains Rachael. Cast Off is now an ideas-based platform for the Cast Off community; members can meet up or send in work by post, and the projects are unveiled and put into production - a knitted wedding has already been completed.

“At the start we had a rule to never knit in the same place twice,” remembers Rachael. “ Right at the beginning, it was about always choosing a different type of place, whether it was on public transport, at a club or in the park. Members would wait for the e-mail telling them the location to head off to.”

Extra needles and yarn were packed as essential items, as onlookers would notice the group and curiosity would invariably get

the better of them - they would end up with needles in hand, ably assisted by the friendly members. Because of public spaces that were chosen as meeting places, and the unusual sight that is a group of knitters settling down to work, Cast Off received increasing exposure and publicity.

Cast Off was not set up with a deliberate structure in mind, and this freedom has played a large part in its success. “It was a series of happenings and an internet community; it was a process,” says Rachael.

“Anyone could join. When it started seven years ago it mainly attracted the 18-35s, because that was who I knew. But we do invite the older generation – they’re the ones with the knitting skills. It’s not about a particular set, it’s about everyone being together.”

The point of Cast Off is inclusivity, so daughters could take their mothers out to nightclubs and all bring out their knitting.

Rachael had always wanted a shop, but it has taken that seven years for the ambition to become a reality.

She now co-owns Prick Your Finger, along

with partner Louise Harries, and also runs classes for knitting, crocheting and spinning.

Their modern haberdashery shop is a triumph - due in part to the success of Cast Off. There is a gallery space in the window to showcase knitted art and the shop stocks self-spun fleeces or yarn provided by smallholdings and family-run farms. Customers may be high-budget knitting experts looking for expensive organic yarn, or they could be kids from school searching through the 50p bargain bins for the perfect wool for their latest product.

Whoever they are, and whatever they have to spend, the shop aims to inspire the same passion and community spirit that began seven years ago with the inception of Cast Off.

Racheal Matthews, Prick Your Finger

join the club

“At the start we had a rule to never knit in the same place twice,”

“we do invite the older generation – they’re the ones with the knitting skills. It’s not about a particular set, it’s about everyone being together.”

SUNDAY 10TH AUGUSTHoliday Inn Manchester Airport

Altrincham RoadWilmslowCheshire SK9 4LR

Tel: 0870 4436 961

SUNDAY 31ST AUGUSTHoniley Court Hotel

Meer End RoadHoniley, nr Warwick

WarwickshireCV8 1NP

Tel: 0870 609 6142

Generous accommodation rates have been obtained for each hotel. Should you require

accommodation, please ring Susan on 01889 575 256 or Sid on 01768 480 149.

Needlework Trade ShowsTwo new Independent Trade Needlework Shows

will be held in August this year.

All Needlework Retailers & prospective Retailers will be warmly welcomed.

The first will be held on Sunday 10th August at the Holiday Inn Manchester and

the second on Sunday 31st August at the Honiley Court Hotel, near Warwick

(details of both below). They will be open from 9.30am to 5.30pm each day.

The following companies will be represented:

Bothy ThreadsClassic EmbroideryCleopatra’s Needle

Derwentwater DesignsFrame Craft Miniatures

Heritage CraftsMichael Whitaker Fabrics

Solocrafts

Each will be showing all their new designs, old favourites and Christmas kits.

A £1,000 raffle prize to be drawn on each day.

Refreshments morning & afternoon and a light buffet lunch will be provided.

CLASSICEMBROIDERY

craftfocus 53

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Jane started up her first knitting club in her Cornwall shop last May. “I started for a selfish reason: I love knitting. The other girls working here also liked it so we decided to start up a club,” says Jane. “The response was very good locally; we live in a little fishing village and we’re now drawing people in from all over. After the club had been running for a while I received an e-mail request for an afternoon club, so we started that a couple of months ago. It particularly benefits older enthusiasts who may not want to be out on dark evenings.”

Jane’s clubs are open to more than just the knitters, with a variety of activities catered for. “A scrapbooking enthusiast worked here and she started the scrapbooking club. When she left I had to continue with it - I was a card maker so I brought along my stuff and just asked the scrapbookers if they’d mind me in the corner while they worked. By the end of the evening I was hooked on scrapbooking!”

Again, the club had such an enthusiastic

response that Jane has started up an afternoon one to deal with the demand.

“We’ve now just started a club for artists’ trading cards (ATCs), that began with an open day at the shop for anybody to try their hand at making ATCs – which can be quite difficult to do, as the dimensions are that much smaller than scrapbooking or cardmaking,” Jane explains. Once more, the response was positive and she’s now planning to hold a second open day.

“With all our clubs, any age and ability is welcome – you can just come along and if you’ve got any problems there’s always someone who knows what to do, so it’s great from the social side in that way.”

“The scrapbooking clubs are great from a retailer point of view because it offers access to buy whatever, whenever, so there’s instant payback. It’s not so obvious with knitting, but it has put the name of the shop around and drawn in people. Whether the club members

buy from the shop or not, it’s brought the business to people’s attention.” As the staff members are involved in the clubs, customers get to know them as fellow crafters rather than shop staff. Jane believes that this helps to highlight her focus on customer service. “Whatever staff we have, we always give the best service,” she explains. “Good service and a friendly atmosphere are vital.”

The clubs are very much a social situation, where members can come in, get their projects out, chat and work. From time to time there will be guest demonstrators – knitting expert Debbie Bliss will be visiting later on in the year – but the focus in on the chance to work and interact with like-minded people and without the interruptions that often occur at home. As for Jane, she says: “The customers become friends. I love the social side of what I do, and meeting people. People who come to Cornwall on their holidays come back to the shop year after year.”

Jane Shainberg, Creations Art and Craft Materials

Heather set up her craft club 18 months ago.“I started the club because I always wanted to be a member of a club and craft with others, as I had always crafted alone before,” she

explains. The idea has now developed into two evening clubs and a daytime club, which attract members from 12 to 70 years old. “I enjoy the sharing of ideas with other like-minded people. Crafters are a friendly bunch and always willing to help each other out,” says Heather.

The club specialises mainly in card making and scrapbooking, and is a great opportunity for people to swap ideas, socialise, pass on tips and ask for advice. “Our club is very informal rather than structured, so everybody is always doing something different and teaching each other, which encourages people to try other things,” says Heather. This is where the members benefit, but Heather also feels that the club does support her business. “It

makes customers feel like they are a part of a crafting community within the shop and they recommend us to others,” she explains. “I also offer a 10% discount to members while they are at the club.”

So if you are inspired by the idea of setting up a craft club, Heather is full of enthusiasm

for the idea, and believes that there are plenty of retailer benefits. “I would say go for it,” she says. “It’s fun and you make great friends. You do find that customers are quite loyal to you, when they attend your clubs, as they feel part of a community which makes them feel like they are involved in the shop.”

Heather Birkin, Hand Made Heaven

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craftfocus 55

AQAQ

Q&A technologyEverything you need to know about website security, from Beth Scott of Loud-n-Clear

Loud-n-Clear.com Ltd have been making

websites for over a decade, specialising

in e-commerce sites for craft businesses.

They created the Internet Craft Fair at

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

crafters. Beth Scott from Loud-n-Clear.

com answers your retail queries.

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

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On GuardI’ve heard people talking about hackers and site attacks - what are the risks to my business?

Beth Scott says: There are two principal risks your website faces: hacking and denial of service attacks.

The first of these – hacking – is where someone gains unauthorised access to your site and makes changes. These changes may merely be cosmetic vandalism or they may be for fraudulent purposes.

Vandalism is a serious problem in that no business wants someone changing their public face, especially if it involves abusive text or offensive images. There is also a knock-on effect whereby potential customers are less likely to trust a website that has obvious security flaws.

The more worrying instance of hacking involves unauthorised access to the site in order to compromise the site security – this may allow the hacker to access either your business information or your customers’ financial details. These details could then be used for fraudulent purchases on other websites etc.

As a business, there is not much you can do to protect against hacking but your hosting service should be taking the relevant precautions. In addition, there are services such as “Hackersafe” which, for a monthly fee, check your website on a regular basis, highlighting potential vulnerabilities as they are detected. On an individual level you should take good care not to introduce possible openings into the site yourself – further details are in the following question.

The other risk is a distributed denial of service (DDOS) attack – this is where the attacker floods your host with a huge number of users simultaneously to overload the server, thus preventing any other users gaining access to the site. To arrange a large number of simultaneous users normally requires the use of hijacked (usually by a virus) computers.

There is little that you can do to prevent such an attack but they tend to be made against high-profile websites, as there is a fair amount of effort and planning necessary. Again, your hosting company should be active in detecting and stopping DDOS attacks.

These risks sound (and are) serious, but as long as your website host takes the appropriate care and you take care of your personal data security (see the next answer for some pointers) the risk of your website being hacked into is quite low.

Be Web AwareWhat should I be doing to keep myself safe online?

Beth Scott says: This falls into two areas: firstly, safeguarding your computer and secondly, protecting your personal details.

To safeguard your computer, you should be running anti-virus software, anti-spyware software, a firewall and if you have a Windows computer (as most of you will have) it should have the latest patches and security updates. It’s probably safest to configure all these things to keep themselves updated automatically.

To protect your personal details, set your computer up so that it needs a password to access it, even if it is your personal machine and only used at home. Your house could be

burgled and without a password the burglar can easily get into your address book, find your banking details etc. Whenever you’ve logged into something (be it updating your website, checking orders or online banking), be sure to log out once you’ve finished what you were doing. It’s not a good idea to use the same password for everything and neither is it a good idea to use obvious passwords such as dates of birth and children’s names. You also don’t want to keep all your passwords on a piece of paper next to your computer – a sticky note may be tempting idea but it allows anyone who can get to your computer to get to your website, bank account and email.

Another method of gaining access to details online (eBay, PayPal and online banking have real problems with it) is the “phishing” e-mail. This normally takes the form of an e-mail, apparently from eBay (or PayPal or whoever), informing you of some problem with your account and asking you to log in. If you log in by clicking on the link in the e-mail then you will be logged in - but it will have been via another site that will have captured your username and password. While it is sometimes easy to spot a “phishing” e-mail (poor spelling or grammar are the obvious giveaways),the surest way to avoid getting caught is never to click on the link in an e-mail but to type in the website address yourself.

56 craftfocus

When and why did you decide to launch into retail?I have enjoyed ‘making things’ since I was a child but had no idea I was crafting! At school I wasn’t considered arty and still am hopeless at drawing and painting. On leaving school I trained as a psychiatric nurse and enjoyed crafting as a way of relaxing. A close bereavement in 2001 made me re-examine my life and priorities and I gave up nursing.

With more time on my hands I became even more interested in crafts however I was often frustrated by the poor range of craft materials available locally. I would read my craft magazines and be inspired to try the

projects featured but was unable to source the products other than through mail order.

I wanted to see craft products in the flesh before buying so decided that I would open a shop and stuff it full of all my favourite goodies. I enrolled on a business start-up course at the local small business gateway and the shop opened in March 2003.

What was your personal brief when first starting out in terms of product lines, aims and objectives? When starting the shop I was really looking for a job that I would love and that would fit into my lifestyle, with commercial business concerns not being at the forefront at all, luckily I have a husband who works hard to support us.

I have always felt that shopping for supplies is almost as important in crafting as the actual making part and that the shopping experience should be made as enjoyable as possible. My aim when starting the shop was that it should be warm, friendly and welcoming, a meeting place where like-minded people could stay for an hour or two, chat, have a coffee and maybe buy a few bits and bobs on the way.

In choosing products I wanted to stock everything required to complete a project from start to finish, there is no point stocking rubber stamps unless you have inkpads, embossing powders, cardstock etc.

Initially I focused completely on card making, starting with a small range of complementary products gradually increasing the product lines that we carry.

How and where do you source new products? I visit ICHF trade show annually to look for new ideas, products and suppliers. We also rely on our suppliers to keep us informed of new products through their reps, emails, newsletters

etc. I also read the consumer and trade magazines to keep abreast of current styles, colours etc. My customers are great at telling me and showing me new products that they have bought, seen or heard about.

What yardstick do you use for measuring a new product’s potential? I try to look at new products through my crafter’s eyes. What can I do with it, how versatile is it, value for money and do I like it? The products I like to buy and stock are the ones that kick start my imagination into gear right away, get me excited and make me want to play!

What sort of relationship do you enjoy with your suppliers?As a Scottish retailer the level of support from suppliers has been patchy with only a handful having representatives covering this area, however recently more and more companies are developing their trade websites and email newsletters etc. I have really welcomed these initiatives as a great way to keep up to date and keep in contact with suppliers.

How can you compete with the larger multiples? I feel that as an independent, specialist store we are well placed to compete with the multiples in a number of areas. I feel that good customer care and product knowledge are areas where we beat the multiples hands-down and will continue to do so. The independent store is able to carry a much better range and breadth of products as we often deal with a much larger number of suppliers and can be more responsive to trends and customer requests than large chains with centralised buying departments.

fabulously flawlessAward-winning Flawless Designs is an enterprise founded on fun with a good measure of customer service thrown in. Owner Angela Flaws tells how the business has developed over the past five years to become one of Scotland’s leading craft stores…

craftfocus 57

retailer interview

What is the latest crafting craze and best selling lines?At the moment the products that are selling best are those that complement the crafters existing stash, in particular templates such as the Arty Farty Designs have been extremely popular. We have also found a marked increase in demand from non-crafters who wish to make their own wedding invitations.

Describe the style and presentation of your shop - how important is visual merchandising to you?My customers laughed when I told them about this question, the word eclectic was suggested, although I think this was diplomacy speaking! Our shop is in a unit in an industrial park rather than a traditional store front. Early on I decided to concentrate re-investment in stock rather than creating a ‘smart’ or glossy look to the shop. Although our approach to visual merchandising is a bit haphazard I do endeavour to have lots of finished samples on display to inspire the customers and help promote sales.

How important are workshops to the success of your business?We have held workshops in the shop since the beginning and feel that these are an integral part of the business. Workshops are not only useful as a way to demonstrate new products and drive sales but also allow you to spend time with your customers, getting to know them, finding out about their crafting interests and getting general feedback. Around 95 per cent of our workshops are tutored by myself

or the shop staff, allowing us complete control over their quality and content, which I feel is very important in encouraging customers to keep coming back. In addition to workshops we also hold regular demonstrations. In both instances it is very important that events are well prepared, that the tutor is friendly, knowledgeable and enthusiastic about the products and that you have sufficient stock of the products being used.

How important is customer service to Flawless Designs? Customer service is vitally important to Flawless Designs, and is the most important factor in our success and achievements to date. All my staff are also keen crafters with a great knowledge of the products we sell so we are able to offer the help, support and advice that our customers are looking for. We try to get to know our customers on a personal basis and establish good long-term relationships with them focusing not on that day’s sales but encouraging customers to return.

How important is your online presence? To date our online presence has been minimal, although we recently have had a new website compiled and are currently working on developing this side of the business.

What are your most notable achievements to date? • Origin Publishing Awards• Craft Retailer of the Year 2005 Scottish Regional Winner• Craft Retailer of the Year 2006 Overall

Winner• Craft Retailer of the Year 2007 Scottish Regional Winner• Craft Retailer of the Year 2008 Scottish Regional Runner-up• Crafts Beautiful Awards 2006 Runner-up Best Independent Store Scotland

How do you view the current state of the market?Like many retailers in the craft market, I have found things increasingly difficult over the past few years, Although we are seeing more customers through the door than ever, the average spend has decreased. I think this is due to a number of factors, obviously factors such as increases in fuel costs etc means that everyone has less money to spend.

However, I feel the main reason is the fact that the prices of individual craft items has come down so much and customers are buying the same amount of products but these are costing less. For example a heat gun which used to sell at £24.99 is now £14.99 or less, each customer will still only buy one so that is £10 potential income lost. I feel that to ensure the future success of the craft market all sectors of the industry need to concentrate on providing diversity of products rather than battling on prices and driving income down.

Plans for the future?My aims for the future are to maintain the profile of Flawless Designs as one of Scotland’s leading craft stores and to develop further our online presence and increase internet sales.

Further InformationFor further information visit the website www.flawlessdesigns.co.uk

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craftfocus 59

kids’ crafts

child’s playIn a tough market, kids’ craft is one area of the industry where new products and sales continue to fl ourish. Read on to fi nd out more...

With the current emphasis on youngsters' behaviour and health, craft projects can be an effective and enjoyable form of entertainment that benefi ts retailers as well as consumers.

Children are the crafters of the future and with a marked absence of traditional craft from the curriculum, increasingly inventive products are being launched in the hope of capturing and, crucially, keeping their attention. In line with this, parents are seeking activities that can educate their offspring whilst encouraging their creativity, a fact that is recognised by Jon Price, education sales director at Creativity International. “Following the demand, growing importance and success of children’s craft products our range has been further enhanced. Offering craft that is educational is a key to this business,” he says.

A combination of numerous opportunities for promotion, such as in store events and imaginative displays, and attractive sales fi gures to boot can be a winning formula if retailers can locate the right products. Read on to discover our pick of the smartest items on the market.

Products

The innovative ©Disney Custo Kits from DMCCreative World Ltd make great collaborative projects for children and their parents due to the product’s clever twist on classic stitching. Garments and gifts can be customised by simply stitching the design onto material and then washing the item to see the soluble canvas disappear, leaving an individual motif on familiar items. Each kit contains thread, soluble canvas, a needle and easy to follow instructions for beginners and more experienced crafters alike. There are eight lovable characters in this Classic Disney range and all kits retail at £4.49. To fi nd out more call +44 (0)116 275 4000.

Crafty Kids produces fun and original puppet kits for children aged four years and over and the whole range has passed EN71 standards. Each kit comes in a colourful, spotted recycled cardboard tub complete with a brush, glue, full instructions, and multiple colours of paint so that children can decide on the appearance of their chosen puppet. Once all of the parts have been painted they can easily be threaded

together using special tags, so there is no tricky knotting involved. The kits have an RRP of £9.99, and six new designs will be launched this autumn. Access www.craftykids.co.uk to view the range.

Anchor’s exciting new “Let's Play” range of specialised craft kits, available from CoatsCrafts UK, specifi cally targets children between the ages of four and 12. With simple step by step instructions, the new kits allow kids to learn their fi rst crafting techniques, including running stitch, chain stitches and plaiting. Let's Play Crochet features projects to create a necklace, hair band and fl ower brooch, whilst a belt, key fob, and necklace can be made using the Pompom kit. Let's Play Stitching includes princess, frog or alien card designs and with the additional Refi ll Embroidery pack, there’s something for everyone. The nine kits have colourful yarns and appealing designs, offering hours of fun for boys and girls. Go to www.coatscrafts.co.uk for further details.

DMC Creative World Ltd

Crafty Kids

Coats Crafts UK

60 craftfocus

Planet Purple Kids has announced the arrival of three new Bouncy Springy Creatures in the shape of Bluebird, Dotty Bug and Glitter Bug, all of which made a successful début at the recent British Craft Trade Fair. As additions to the current range of 11 quirky kits that are aimed at children aged six and over, the lovable decorative products are presented in handmade card bags that have as little excess packaging as possible to be both aesthetically pleasing and re-usable. In response to customer interest the company is currently offering a selection of its kits, which have an RRP of between £6.90 to £16.50, in a starter pack of 25 for £150, with a retail value around £300. For more information visit www.planetpurplekids.com.

As a result of the growing children’s craft market in UK retail, Creativity International Ltd is now acting as distributors for the entire range offered by Creativity Street, an American company whose products are already well-known on home soil. The bright and practical range includes terrifi c trimmers, stickers, materials to make fi nger puppets, and variety packs that can be used to encourage play, educate, and reward children for their creativity and good behaviour. Telephone +44 (0)1384 485 550 to fi nd out more about the range.

Buttonbag’s simplest ever sewing kit, The Owl House Family, makes three owls from beautifully printed heavy-weight cotton, and is the perfect project for young animal enthusiasts. The kit’s cardboard box has a circular door already cut into the back so that it can be decorated by children to transform it into the owls' very own home. The wise owls are stuffed with kapok and their heart-shaped cream felt faces are completed with button eyes and a fl eece beak. The product is suitable for children aged six and over and is priced at £8. Visit www.buttonbag.co.uk to fi nd out more information.

Cathie Shuttleworth has 25 years' of design experience and in 2006 decided to launch ‘Beautiful Templates’, her own range of 3D paper crafting kits from Cathie Shuttleworth Papercrafts. The collection is suitable for crafters of all ages and abilities, and includes numerous designs such as Molly Mouse, Mary Fairy, Party Cake and a selection of seasonal characters. Each kit comes complete with instructions, a template and coloured paper, with each design graded for ability, making the items ideal projects for children’s parties and craft clubs.

Visit www.cathieshuttleworth.co.uk for further information.

Cathie Shuttleworth Papercrafts

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Planet Purple Kidschild’s play

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Building on the success of the current GR8 Kit range, Character Options is introducing new and inventive products that will capture the imagination of aspiring young builders. Papier mâché takes on a whole new dimension with the Mache Maker, which makes great sculptures using papier mâché. The machine comes with a mixing hopper, mache mix, paper, moulds and tools, as well as paints and somewhere for the paper to be stored. Three fantastic Mache sculptures can be created including a Dinosaur, F1 Racing Car and a Fighter Jet. The product has an RRP of £19.99 and more details can be found at www.character-online.com.

Shrinkles from Wizard Ltd are considered the very best in shrink plastic by crafters of all ages, and make a particularly good activity for children. The company’s Bumper Boxes come complete with 12 quality pencils, pre-printed and blank Shrinkles, which are ready to colour, cut and shrink to make badges, key fobs, fridge magnets, and more. Thomas the Tank Engine and Wiggly Eyed Jungle Fun are the latest additions to this product range. For more details visit www.wizardtoys.com.

Colouring becomes a totally new experience with products from Renart Limited, whose patented and easy to use Blendypens allow children to create unique colour blends from two completely different pens. The Blasta tool can be used in conjunction with the product to turn the blendypens into an instant airbrush, which produces amazing effects alongside the four stencils in the box, all with no batteries required. The Blasta and the similar Spritzer tool are ideal for card making, scrapbooking and even cake decorating. Video demonstrations and more information can be accessed at www.colourfrenzy.com.

New to Fiesta Crafts’ range of ingenious Paint, Make & Play products are the Fire Station and Fairy House, easy to make wooden craft kits with added play value. Everything a child needs to complete the fi nished design is included

in the set, such as paints, a brush and the snap-together walls, which have pre-printed outlines to make it simple for children to create detailed buildings. Once complete, the sets are brought to life with the addition of charming hand-painted characters, and the fi re station even comes complete with push-along fi re engine, fi reman’s pole and operational station bell. Telephone +44 (0)208 804 0563 for further information.

Craft kits for girls get a fashion makeover with the glitzy new Pom Pzazz and Teeny Meez kits from Flair Create. Stylish pompoms and trendy tassels can be added to accessories with the vibrant Pom Pzazz kit which contains over 60 metres of wool, whilst fashion goes miniature with the Teeny Meez kit. This product allows girls to get creative using fabric paints, gems, and sequins to decorate miniature t-shirts and accessories, which when fi nished can be displayed on the mannequin provided. Email sales@fl airplc.co.uk to fi nd out more.

Character Options

Wizard Ltd

Renart Limited

Fiesta Crafts

Flair Create

child’s play

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Please contact Groves & Banks, Drakes Drive, Industrial Estate, Long Crendon, Aylesbury, Bucks, HP18 9BA, Tel: 01844 - 258 100, Fax: 01844 - 258 058, info@groves-banks.comEQS, 11 lliffe House, lliffe Avenue, Leicester LE2 5LSTel: 0116 - 271 0033, Fax: 0116 - 271 0099, sales@eqsuk.com

NEW: Mini Size Treasure ChestThe well known, exclusive MADEIRA Treasure Chest nowavailable in a small size at a reasonable prize.The handmade wooden chests with two easy-glide drawers protect yourthread from light and dust. Reordering is a cinch as colour numbers areclearly printed on the bottom of each drawer. There is a choice of 6 exclusiveMADEIRA styles.

Art. 8110

Art. 8111

Art. 8113

Art. 8115

Art. 8112

Art. 8114

craftfocus 65

craft fairAs ecological issues take on more importance, we consider how the craft industry can go green.

One of the most pressing concerns for consumers across the world is the environment, a subject that has commanded the attention of everyone from local parishes to global governments. As a consequence, people are searching for ways in which they can reduce the impact of their actions, a fact that businesses cannot afford to miss out on. In response, an increasing number of suppliers are choosing to go green in some manner, either by choosing to utilise recycled materials or simply by opting out of using harmful chemicals in production.

In making changes, whether they be large or small, the craft industry can do their bit for the environment, as Vanessa Champion, marketing and development co-ordinator for Creativity International asser ts. “The very nature of crafting often begins with making things out of what we have, often recycling old photos, buttons, or ribbon. We all need to make changes and like all industries we are being driven by the consumer and their desire to see more

eco-friendly products.”The owners of Cornish Organic Wool,

Matt & Julia Hopson, are critical of the production of conventional wool as the many locations yarn can go through means that its origins are untraceable. Matt comments: “Our grandparents wore British wool with pride but today’s consumer wants cashmere from Mongolia and merino from Australia and doesn’t consider the environmental impact. For Cornish Organic Wool, being eco-friendly and environmentally aware isn’t a marketing gimmick or sales pitch; it’s a way of life and it makes total sense.”

Products

Rosarios 4.Concerned with environmental changes, three years ago Por tuguese brand Rosarios 4 began to spin its first 100 percent bamboo yarn, as well as blends of bamboo with cotton and linen. Bamboo was the first choice because it grows without the use of pesticides or chemicals, and is harvested in

a controlled way. The company developed the concept to produce 100 percent corn and 100 percent milk protein fibre, and continued in the same line with organic cotton. Rosarios 4 are currently preparing the launch of naturally hand-dyed blends coloured with natural dyes using vegetable extracts, roots, pulp and fruit peel. The range is available through UK distributor Moral Fibre Ltd and fur ther details can be found at www.moral-fibre.net.

Himalaya (UK) Ltd.Happy Mais, from Himalaya UK Ltd, is an ecological craft toy made from Mater-Bi, which is a natural GM-free corn starch material that is biodegradable and compostable. Customers need only moisten a fun, bright piece of Happy Mais and it will stick to another piece with no glue required. The product is also ethical, as for every box sold manufacturer Ecotoys Srl makes a donation to the Ear th Fund Association, which conserves and protects large areas of tropical rain forest. Happy Mais has achieved the strictest cer tifications for safety and quality according to European Directives. Visit www.himalaya-uk.com to find out more.

Cornish Organic WoolCornish Organic Wool ensure that they are an eco-friendly company by exclusively using locally produced wool that has been provided by farmers who are cer tified by the Soil Association and Organic Farmers and Growers. This means that the yarn is completely traceable, with no harmful chemical dips, pour-ons, harsh bleaches or animal based oils used in the spinning process. The wool is dyed in Cornwall using cer tified reactive dyes and no anti-shrinking or moth-proofing agents are used. The wool is even transpor ted in recycled cardboard boxes, so that the impact on the environment really is minimal. For

Rosarios 4

Himalaya (UK) Ltd

eco-frien

dly

66 craftfocus

craft fair

fur ther information on the company's products, including the new range of coloured DK weight yarns, access www.cornishorganicwool.co.uk.

Creativity InternationalIglu is the new eco-friendly glue from Creativity International that can be used in scrapbooking and cardmaking projects to stick paper, cardboard, and foils, and can even be used for beading. A variety of results can be achieved through the different applicators, which have three dispenser options of sponge top, snip and squeeze, and spreader top. The glue is completely biodegrable and washable even when dry, meaning that it can be used anywhere in the home with no fear of damaging clothing or furniture. Contact Creativity International direct on +44 (0)1384 485 550 for fur ther details.

The English Paper CompanyThe English Paper Company's policy is one of environmental responsibility without disadvantaging people from poorer par ts of the world. To do this the company ensure that all of its paper comes from suppliers that comply with sustainable forest technologies so that all wood used for the paper comes from forests grown and managed for the purpose. The paper is also lignin and acid-free, and as a result the quality is perfect for a variety of techniques. In regards to bleaching the paper, the company use a quality brand that uses

a process known as elemental chlorine free, which does not cause harm to the environment, fish stocks or local wild life. To find out more about the company's range, which includes the Garden Collection by Vanessa Arbuthnott, visit www.englishpapercompany.co.uk.

The Exotic Paper CompanyThe Exotic Paper Company offer only 100 percent recycled machine made and handmade papers, and are 100 percent approved by the National Association of Paper Merchants. The company is also a member of the British Association of Fair Trade Shops, and no bleaches or detergents are used during the paper making process. The current best-selling product is the growable and plantable wild flower seed mix handmade paper, which is available in an ivory white sheet. The seed mix paper can be planted to produce a succession of flowers throughout the summer.

Another customer favourite is the scented hand made lavender paper, which is made from real lavender heads. In addition to this the company supply C6 pale lavender machine made envelopes, making the products perfect for cardmaking. For fur ther details visit www.elliepoopaper.co.uk.

Fashion FuturesUS company Foss Manufacturing is a leading producer of non-woven fabrics, which are distributed for them in Europe by Fashion

Futures. In 2007 Foss introduced Ecospun into their Kunin felt manufacturing process, a high-quality polyester fibre made from 100 percent recycled plastic polyethylene terephthalate (PET) bottles. This fibre is a vir tually identical product to felt made from non-recycled material, the difference being that Ecospun fibre is made without depleting the ear th’s natural resources. The total number of Kunin felt bolts sold last year re-used 12,925,000 bottles, whilst the total number of 23x30cm felt sheets sold re-used 4,300,000 bottles. Kunin initially launched the strong, soft, colourfast, and shrink resistant Ecospun fibre into their Rainbow Classic collection of plain felts with great success, and are now in the process of phasing Ecospun into all of their ranges. Telephone +44 (0)1233 625 227 to find out more.

Cornish Organic Wool

Creativity International

The English Paper Company The Exotic PaperCompany

Fashion Futures

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

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craftfocus 71

next issue

next issue…ScrapbookingSpotlight on the growing trend

Autumn Fair PreviewOur guide to this popular event

EmbossingMake a mark with pressing products

LicensingCraft ranges with a licence to thrill

Plus• Industry news• Expert advice• Latest products

Issue 8August/September 2008

Available from: 4th August 2008

Ad deadline: 18th July 2008

72 craftfocus

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While expecting her second child busy mum Kerri Sellens conceived an idea to help turn kids green!

It heralded the beginnings of a new business venture, currently helping to capture young hearts and minds.

Creative Charlie is Kerri’s infant business born out of a desire to fi nd fun and absorbing activities for her own child.

“It was when I was pregnant with my second child 18 months ago that I came up with the idea for the company. I was looking for ways to entertain my active pre-school son at home, and used my workshop experience to design projects that families could enjoy together at home.

“Everything needed to complete a variety of fun art and craft activities with children, all packaged together in one box,” she explains.

The aim is to introduce environmental issues to young children through art and craft projects using eco-friendly materials. Designed for three to six-year-olds, the projects provide opportunity for adults and children to engage together in creative and green play.

It is her fi rst business venture and to design the projects she has been able to draw on her experience running freelance art workshops for over 10 years in schools, galleries and museums – including the renowned Tate and Whitechapel Galleries.

Son Charlie was the inspiration behind the company name and logo.

“It’s one of the fi rst ‘people’ he drew (he can draw arms, hands and lots of fi ngers now too!). My son is called Charlie, so I named the company after him,” says Kerri.

“I’m always amazed at how much packaging there is on some toys, and wanted to design a product that kept waste to a minimum. The

more I looked into sourcing the materials needed for my ideas – hours spent on the internet when the kids were in bed - the more I became aware of possible green alternatives. I realised that Creative Charlie could introduce environmental awareness to young children in a fun way, through using materials that are recycled or reusable.

“The aprons I include are made from old juice packs, and the pencils are made from old CD cases. All of the paper and card is recycled, and packaging is kept to a minimum,” she adds.

Now one year old, the business has found its legs and is really starting to take off.

“The response has been extremely positive so far. I have built up a long list of customers through my website, and also currently have several stockists in the UK and Europe. I’m showing at Pulse with the aim of attracting more stockists and building up my wholesale database over the course of this year.

“Along with trade shows, I exhibit at public shows including the East London Design Show, Kids Modern and the Eco Design Show, where I really enjoy meeting customers face to face and getting feedback. I also run art and craft workshops for children at events, which is great fun.”

Currently the Creative Charlie range includes; Paint-Your-Own-T-Shirt, Make Hats, Make Jewellery, Travel Pack and a Rainy Day Box packed full of fun activities.

Future plans include developing new products, including a ‘Make Masks’ box - which she hopes to launch in the next couple of months and re-designing the website shop.

happy green daysPregnancy can do funny things to people – like wanting to turn kids green! It happened to mum of two Kerri Sellens and she hasn’t looked back since…

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Son Charlie and 16-month old daughter Stella

Further informationTo fi nd out more visit the Creative Charlie website at www.creativecharlie.com.