CRAFTFOCUS

Issue 26 August/September 2011

www.craftfocus.com
www.craftfocus.com

MAGA Z IN E

HAPPY Preview of
Christmas
A comprehensive Autumn Fair
guide to what’s new
International

It’s cool to
CROCHET! WIN:
We provide news, a new h
o
views and product line – w bby
e’
Dremel ve got
reviews tools to
give aw
ay

All the
PLUS: best in
latest on
sEmbossing
business advice
s-ANAGINGYOURREPUTATION
s Digital crafts
s/NLINEMARKETINGTIPS sCraft tools
s(OWTOMOTIVATESTAFF sWoodturning
s2EFRESHYOURWEBSITE
 Œ

For more information, call 0844 499 81 81 within UK ®

and +44 (0) 845 345 2277 outside UK.

©2011 Ellison All rights reserved

 45

August/September 2011 Issue 26

Managing Editor
Louise Prance
+44 (0) 1376 535 611
contents
Editor
Wendy Gardiner
+44 (0) 2392 261 338
regulars features
editor@craftfocus.com editor’s letter 5 cool to crochet 35
A round up of what’s in this issue Louise Fisher takes a look at the trends in crochet,
Sales Manager from tools and techniques to patterns and designs
Mark White
+44 (0)1376 535 606 news round up 7
markw@craftfocus.com Reporting news and events that are ‘tis the season 45
Sales Executive happening now It’s time to turn attentions to Christmas products so
Tracy Voice we’ve packed these pages with new products, best
+44 (0)1376 535 618
tracyv@craftfocus.com brand spanking new 16 sellers and seasonal favourites
The latest product launches
Design Manager
Sarah Barnes
get technie with digital crafts 61
win: a hobby line 27 Many traditional crafts now include techno-savvy
Deputy Design Manager
Sophie Farage We’ve got two sets of Dremel tools to give away digital crafting and online communities. Becky
Graphic Designers
Williams shares news of a new type of crafting
Laura Perry, Steve Mckea, bookshelf 42
Hayley Kilminster, Brett Skingle, woodturning – a beginner’s guide 81
Leanne Walsh A whole host of new books have recently been
Wendy Gardiner found out more about this
+44 (0)1376 535 616 published. Wendy Gardiner provides an at-a-
artwork@kdmediapublishing.com popular pastime
glance overview of what’s available
Web Development Manager
Stuart Weatherley
tools of the trade 87
project – fearless frog! 70 Any craft project is only as good as the tools used
Subscriptions Crochet is fast becoming the handicraft to
Alice Henson, Tammy Wright to make it. Becky Williams steps into the world of
+44 (0)1376 514 000 try so tempt newbies with an easy craft tools
crocheted animal charm
KD Media Publishing Limited
Broseley House embossing – all raised up 96
Newlands Drive q&a special: coping with holidays 75 Embossing is a method of creating a raised image
Witham, Essex, CM8 2UL, UK
– your questions answered on a project. The WOW team explain how to add
www.craftfocus.com
This month industry expert Clare Rayner, another dimension
Front Cover image: answers queries on how to handle holiday
Advent Calendar kit by Buttonbag staff shortages and more
focus on
ISSN 1758-0900 subscriptions 103 origins in alpaca 24
Craft Focus is solely owned, published and Register for your regular copy of Craft Focus Growing slowly and steadily is the key to success
designed by KD Media Publishing Limited.
Whilst every effort was made to ensure the
according to Artesano
information in this magazine was correct at the next issue 104
time of going to press, the publishers cannot A preview of what’s in store for October/
accept legal responsibility for any errors or dmc – experts in threads 66
November issue – published on
omissions, nor can they accept responsibility of We look behind the scenes of DMC Creative
the standing of advertisers nor by the editorial 3rd October 2011
contributions. The views expressed do not
World, known for their extensive thread range
necessarily reflect those of the publisher. Craft
Focus is published six times a year. Subscription
rates for overseas readers are £75 per annum
a love of handcrafts 72
(incl. p+p), Cheques should be made out to Wendy Gardiner discovered Jo Williams loves to
KD Media Publishing Limited and sent to
spend her days designing wooden products
Craft Focus, Broseley House, Newlands Drive,
Witham, Essex, CM8 2UL, United Kingdom.

a new career in wood 82

Craft Focus magazine is proud to be
associated with and supporters of: Ian Munro turned a love of wood into the business
of woodturning

paper patterns plus 92

We talk to Simplicity Limited, one of the oldest and
well known international paper pattern brands

up & coming: out of the chrysalis 106

China Butterfly are a mum and daughter duo
16 enjoying all things creative

craftfocus 3
 61

business advice and guidance

managing your reputation 57
Nick McAleenan reveals his tips for protecting your business’ reputation
on-line

success in your sights 64

Clive Harper provides an incisive guide to creating a marketing campaign.
This month he has expert advice to ensure your plan of action achieves
maximum success

to webstore or not to webstore 69

Will craft retailers feel the pinch in 2011 as more customers switch to the
web? Scott Storey shares his views

refresh your website 79

What happens when the website you spent time, money and effort
creating starts to look dated? Nick Reavill shares some revitalising ideas 3/($6(4827(
38
725(&(,9(
online marketing on a small budget 85
<285',6&2817
Bruce Townsend offers his top 10 tips on marketing your website at
low cost

will we be banking on the saints? 94

Alan Monahan speaks to retailers about Government proposals to move
the May Day bank holiday

staff motivation 98
Nick Waller looks at motivating staff, what works, what doesn’t and why

word on the web – a basic guide to website 102

terminology, part two
Bob Scott looks at some of the technical terms for the building blocks of a
website and what you need to know to ensure a successful site

shows
show news and events 29
We’ve news of Craft, Hobby + Stitch International plus more trade and
consumer shows around the country

autumn fair international preview 30

This year includes a dedicated hobby and crafts sector – we preview
what’s in store
7+(3$&.$*,1*7+$70$.(67+(',))(5(1&(

dates for your diary 31

ZZZFOHDUWHFSDFNDJLQJFRXN
An at-a-glance listing of forthcoming trade and consumer shows VDOHV#FOHDUWHFSDFNDJLQJFRXN
7HO
4 craftfocus
Christmas crafting here
we come!
It might be mid-summer, but here at HQ we
are surrounded by festive fayre! It’s time to take
stock and plan ahead for the coming Christmas
season, so we’ve a bumper feature on new
products, best sellers and firm favourites to help
you with your buying decisions. But of course,
that’s not all, we have also delved into the world
of woodturning to find out more, including what
tools you need to get started. Ian Munro has
also shared his experience of starting this
addictive craft and creating a business.
Crochet may be a traditional handicraft, but it has become a
fashionable one too. We’ve taken a look at what’s new, the forthcoming
trends and the must-have products. Another new trend is digital crafting,
so we’ve got ‘techie’ to find out more about what’s available and what
people want to find online. We’ve also looked at embossing using
powders and provide some tips on creating the wow factor. We’ve got a
rundown of some of the latest tools available and the best tips on how
to make crafting accessible to all.
A major focus for Craft Focus is to ensure we provide sound business
advice too and this issue is no exception. We’ve tips on refreshing your
website at minimal cost, advice on managing your reputation, how to
get the best from online marketing and how to motivate your staff. In
addition, Clare Rayner has answered questions on how to handle holiday
staff shortages and more.
Finally we’ve previewed Autumn Fair and the new hobby and craft
sector, sharing the plans to add a new dimension to this popular trade
exhibition with a dedicated new area and craft demonstrations by
TV personalities.

Until next issue…

Wendy Gardiner
Editor

PS: Next issue we are focusing on knitting, craft clubs, art materials,
needlecrafts, papercrafts and creative quilting. We’d love to hear your
views and news on any of these features.

craftfocus 5

news round-up
Wendy Gardiner gathers and reports on the news and events from around the industry
Changes in law
Following much pressure from ACID (Anti Copying
in Design) and other industry organisations, a recent
announcement of a new law will give SMEs better
access to justice to protect their rights by introducing
a damages cap of £500,000 for claims made in the
Patents County Court (PCC). The government believes
that following the introduction of this simpler legal
framework small companies claiming damages up to
that amount are less likely to face a considerably more
expensive trip to the High Court. ACID welcomes The
Patents County Court (Financial Limit) Order 2011
which gives more clarity of what disputes can be heard
in the PCC and which ones should go to the High
Court. In practice this means that if a legal case is worth
less than £500,000 there is more certainty about the
level of financial risk. For more information visit:
www.acid.uk.com.
Five year campaign
The Campaign for Wool is a five year initiative launched by
HRH The Prince of Wales and the British Wool Marketing
Board. It aims to educate consumers about the benefits of
wool and promote it to a national audience to help support
and grow the industry. Run by a coalition of industry groups
convened by HRH The Prince of Wales, The campaign
launched in October 2010 during ‘Wool Week’, which saw
over 100 retailers in the UK celebrating the material with
woollen window displays, knitting events and occasions
which saw sheep popping up in the most unexpected places
across the country. For 2011, The Campaign for Wool has
been even bigger, with a calendar of events launched across
the globe. One such event was a wool fashion parade
which took place at Spitalfields City Farm recently. The
show featured the stunning creative designs of London
College fashion student Melissa Roberts, all produced from
sustainably sourced yarns from such fibres as Shetland
wool, lambs wool and merino wool. The models were
accompanied down the catwalk by sheep. Wool Week this
year will take place 5th-11th of September.
news&events
Free electricity
EOS Energy has recently announced
a radical £20million scheme to install
free solar photovoltaic (PV) panels on
rooftops. Whilst this sounds too good
to be true Lee Summers, director of
EOS Energy, a Warwickshire-based
renewable energy company has
acquired funding of £20million so
customers who could otherwise not
afford a PVsystem now can. “Rooftop arrays to generate solar power for homes
and small buildings cost about £15,000. We are offering to install PV panels on the
roofs of these sort of premises for free – and the electricity generated won’t cost a
penny. Our scheme includes free fitting, maintenance and insurance of the rooftop
PV system, plus customers receive all the electricity generated for the 25 year
period of operation. The occupants also receive a ‘roof rental’ payment if the yield is
suitable,” he said. The reason EOS is able to offer the ‘free’ scheme is because of the
government’s Feed in Tariff (FiT). Those who purchase their own PV system would
normally receive the FiT (44p per kilowatt) themselves, but by taking advantage of
the free scheme the building occupants forfeit the FiT to the funder, although they
will receive the electricity generated for free. Lee stressed that EOS Energy would
not be receiving the Feed in Tariff itself – this would be harvested by the funder of
the scheme. “We are helping people that can’t otherwise afford a PV system” he
said. For more information visit EOS energy online at www.eosenergy.co.uk.
iPad prizes from Europa
ExaClair Limited has launched a major new campaign
to help retailers promote and sell Europa notebooks
and filing products. Buyers of Europa products will
get entry into a free prize draw for the opportunity
of winning one of 10 iPads. James Mead, Sales
and Marketing Director of ExaClair explains:
“The notebooks and filing products segment is
increasingly competitive and we wanted to find a
way of incentivising consumers to buy our product
and for dealers and retailers to see even greater
value in the support that we can provide.” Consumers simply
send ExaClair their name, address and the last six digits of the code on the
back of the product they have bought, and they are entered into a draw to
be held on 31st December 2011, the promotion closing date. Suitable for
retail customers to run in store, the campaign is supported by eye-catching
promotional materials including shelf wobblers, ceiling hanging boards, posters
and floor standing display units to create as much in-store theatre as possible.
“We wanted a prize that is aspirational,” James continues. “It is also important
to offer the prize in sufficient quantities that the customer genuinely feels they
have a chance of winning,” he says. “Fundamentally, however, it is about giving
dealers and retailers additional tools to sell more product – and specifically the
Europa notebooks and filing products from ExaClair – during the important
back to school and back to college selling periods.” Further information
T: +44 (0)1553 696600, E: enquiries@exaclair.co.uk, www.exaclair.co.uk.
craftfocus 7
news round-up

Make with me
Get involved in learning disability
charity Mencap’s brand new initiatives
Make With Me & Bake With Me.
Designed to get everyone taking part,
the new website www.makewithme.
org.uk will provide year round tips
on how to hand make everything
A colourful time from bespoke greetings cards,
Colinette Yarns have just launched
decorations and baked treats for the
their unique Time Tones colour distillation of autumn/winter
kids, to Valentines gifts for loved ones.
2011/12 shades into a 14-strong range of high fashion colours
Whatever age or ability Make With
for the coming season. “The aim is to help our retailers to
Me & Bake With Me will help create
simplify their stock levels and to take advantage of the Colinette
something truly unique. It will also
Yarns research and colour forecasting resulting in direct sales
give browsers the chance to meet
benefits to themselves,” said Sam Sansbury, owner/director
likeminded people, swap stories,
of Colinette Yarns adding that customers can also feel sure
recipes or even organise their own
that they are reflecting the high street fashion trends in their
knitting club.
Colinette yarn stock. Another benefit to retailers is a newly
developed area of the Colinette website. “UK retailers who are
part of the new Colinette premium stockists scheme will have
exclusive access to a new and dedicated area of our site as just
one of their 12-strong benefits package,” added Sam. Those who
join the Colinette re-sellers network at starter level by taking
up the new Capsule Collection offer can also benefit from a
specially developed package. “Both these trade schemes are
new to us this year and we are sure retailers will be quick to
appreciate the benefits of each of these innovative packages,”
said Sam. For more information, T: +44 (0)1938 810 218.

NASA and Etsy team up to find

the best space-related crafts
NASA is big on new technology and new media so it’s
not too surprising that Etsy has teamed up with them
to find the best space-themed arts and crafts. Winners
of the NASA/Etsy Space Craft Contest were recently
announced after months of hard work. Prizes included a New store opening
VIP trip to a NASA space launch and Etsy shopping sprees. HobbyCraft, the out of town arts and crafts retailer, celebrated the opening
The competition was fierce as can be of its 52nd store in Orpington recently. The new branch has a new store
seen on the TechRepublic gallery concept and branding which will be rolled out across the country, in both
where photos of some of the new and existing stores. “We are delighted to reveal HobbyCraft’s exciting
entries are shown. These new store concept which has a more vibrant, feminine and softer look.
include space-themed Our aim is to create a welcoming, modern and family friendly environment
stained glass, furniture, and make craft more appealing to a younger audience; in particular 25–35
jewellery, quilts and more. year old women with children,” explained Catriona Marshall, CEO of
To see the complete list HobbyCraft. “It has a more landscaped feel than previous stores with clear
of winners and finalists, visit navigation, colour zoned areas, lower fixtures, and a department store feel,”
www.etsy.com/nasa/index.php. she added.

8 craftfocus
TECHIE NEWS
James Caan’s smart recipe for
business success
One of Britain’s most successful and dynamic entrepreneurs,
James Caan, is offering advice to budding entrepreneurs and
those building up SMEs by means of his newly launched business
secrets app, free to download (for a limited introductory period)
from the iTunes App Store. Caan is a well-known supporter of
young entrepreneurs and start-up businesses, and has designed
his app, which reached the number one spot in business apps
within just two days of its release, to inspire and advise self-
starters on their way up the ladder.
He believes that in these tough economic times starting a
business is the obvious solution for many who are struggling to
find a job, particularly young people. “There are five million small
businesses in the UK employing 13.7million people but they will
have to grow and employ many more if we are to climb out of
the financial downturn,” he said.
The business secrets app (for iPhone, iPod Touch and iPad)
is almost like having Caan offering you one-to-one mentoring,
using video and audio in a simple to use format. With just a
finger-tap the app provides his business insights on the most
common business issues including: hiring staff, managing finances,
marketing, expanding overseas, leadership skills and exit
strategies. It also includes a free audiobook version of Caan’s
autobiography. To download the app, visit: http://itunes.apple.
com/us/app/james-caan-business-secrets/id430824440?mt=8.
Further information from www.james-caan.com.
Software heading for the clouds
“Get your head out of the sand and into the clouds”, says British
web-based software pioneer, Duane Jackson, who believes
that the launch of Microsoft Office 365 is a sign that cloud
software will soon be the norm. “Products you have to install
on your desktop will be noteworthy because they’re so rare”
he said. Duane is founder and MD of KashFlow – a cloud-
based accounting software application for small businesses.
“KashFlow is very affordable and extremely easy to use, one
of the main benefits being that it can be used for invoicing and
accounting anywhere that has an internet connection,” explained
Duane. He said Microsoft and Google, which recently released
Chromebook (a new kind of laptop which stores all its data on
the internet), were clearly leading the way and other software
companies, such as Sage,
would have to “get with it”
and pull their heads out of
the sand. “For small businesses
especially, the cloud makes a
lot of sense. The fixed costs,
ease of use and ability to
access from anywhere make
it so compelling.” said Duane.
Further details T: +44 (0)800
848 8301, E: sales@kashflow.
com, www.kashflow.com.
10 craftfocus
Trash app aims to
clean up Britain
With the increasing popularity
of apps for smart phones,
AnyJunk, an on-demand
rubbish clearance company,
has decided to launch an
iPhone app which makes
disposing of all sorts of trash
as simple as a few taps on a mobile screen. Jason Mohr, founder of AnyJunk,
said: “The AnyJunk app has been designed to be extremely user-friendly,
logging the required information and then allowing for AnyJunk to quote for
the removal job.” To make life even smoother for its users, it automatically
picks up the postcode for the location of the junk from the iPhone. No-one
has an excuse for putting off getting that junk pile out of the way, whether
from the office, at home or the garden. It’s just a case of tapping an app and
we’ll dispose of it all responsibly,” says Jason. Further information,
T: +44 (0)207 819 9000 E: enquiries@anyjunk.co.uk, www.anyjunk.co.uk.
No cookies please!
Many websites use cookies to allow users to navigate their pages efficiently,
performing tasks such as remembering log-in details, browsing history and
ordering information. Cookies work by installing a small piece of code on
to a site user’s computer and this code allows the site to remember and
recognise visitors. However, recent updates to the EU’s Privacy and Electronic
Communications Regulations mean that it is now technically illegal for UK
websites to do this without first seeking the user’s consent. Companies found
to have fallen foul of the new law, introduced on 26th May, face a fine of up to
£500,000. As a result, the Forum of Private Business, a not-for-profit, member-
led small business support organisation, is urging business owners to make sure
their websites comply. Forum of Private Business Chief Executive Phil Orford
said: “Previously, the rules surrounding the use of cookies meant that you were
obliged to explain somewhere on your website how you used them and how
visitors could stop your site from doing so, but that was it. Now, you won’t be
able to put cookies on people’s computers without them consciously giving
their consent for you to do so, even if it means your website might not work
properly as a result.” A business with a simple, non-interactive, two or three-page
site shouldn’t be affected but if your website has a shopping basket function,
remembers when a user has logged in, carries third party advertising or uses an
analytics package, it is likely that it uses cookies. “Thankfully, the ICO has said it will
give businesses up to a year to ‘get their houses in order’ if it receives a complaint
about them. However it is advisable for business owners to assess their use of
cookies now and make any changes necessary,” Phil added.
For more information, go to www.fpb.org.
Facebook is not for e-commerce
A new study has found that despite its global popularity, Facebook will
never become a major player in e-commerce. Numerous high street retailers
have taken to Facebook in a bid to attract online users to ‘like’ their brands
and buy their products but Forrester Research reveals that according to a
study that interviewed technology vendors, retailers and marketers, the trend
won’t take off because surfers see Facebook solely as a networking site and
don’t go there for shopping purposes.
 MKZIN\[KW]S
Suppliers of Card Making, Scrapbooking, Craft and Bridal Supplies

Suppliers of
Craft and Bridal Supplies
Card Making
Scrapbooking
Card Embellishments
Floral Products
sales@e-crafts.co.uk | 01384 230000

Bead Time – the first company to

bring you Steampunk and now the
first company to bring you
Ant-Silver Steampunk

With more than 5000 lines to choose from Bead Time

is your one stop wholesaler for, Findings in 5 colourways, Beads,
Buttons, Feathers, Ribbon and Stringing materials.

For a catalogue contact

Bead Time Ltd
Unit 16 Shepperton Business Park
Govett Avenue, Shepperton
Middlesex TW17 8BA

Tel: 01932 506362 / 506596

www.wholesale.beadtime.co.uk
NEWS IN BRIEF...

Personally suited
James Sleater and Ian Meiers, co-founders of the innovative
bespoke tailor Cad and the Dandy, have teamed up with a
new company called DNA Art UK to produce the ultimate in
individualistic silk suit linings. “Our customers are sent a swab-
kit in the post. They return a sample of their DNA which is
used to create a totally unique piece of artwork,” explained
James Sleater. Customers can choose which colours are used
to display their DNA chart which is printed onto the silk and
used to line their suit. Contact Cad and the Dandy.
T: +44 (0)207 283 1975, www.cadandthedandy.co.uk.

Knitted panorama competed

A three-metre long knitted panorama of Portsoy was unveiled at the Aberdeen
Asset Management Scottish Traditional Boat Festival in July. Nimble-fingered
ladies from the Bothy Knitters club spent a year piecing together the intricate
craftwork, using dozens of balls of different textured wool and creating tens
of thousands of stitches. The incredibly detailed mural depicts the historic 17th
century harbour at Portsoy.

Take that smile

The Smiley Company has teamed up with Comic Relief to create a special ‘Happy
Now’; Take That tour T-shirt to raise money for Comic Relief. Nicolas Loufrani, CEO
of The Smiley Company said: “We’re really proud to have donated the use of our
image to the ‘Happy Now’ Take That T-shirts because all the profits from the sale
of this design go straight to Comic Relief where it is spent helping the people that
need it most.“ The T-shirt is being sold during the Take That summer tour. Creative open workshops
C.O.W Studio brings inspired artist-run craft workshops
to Birmingham’s Jewellery Quarter. Located in a first floor
Dyeing to try it studio, Creative Open Workshops (C.O.W) range from
Keeping the kids busy during October half-term can be tricky, especially when
making Byzantine chain bracelets, lampshades and laptop
the weather can be unpredictable so it is good to know that Dylon have some
sleeves to floaty dresses and tote bags. The workshops
crafty ideas to share! Choose from a range of vibrant colours including tulip red,
will cater for groups of eight, with the full menu of ‘social
intense violet and tropical green to add a splash of colour and if you’re feeling
craftiness’ updated regularly at www.cow-studio.com.
especially creative, try tie-dyeing with them.
Edward Moss Photography

Happy birthday
Fred Aldous Ltd is 125 years old this
year. Fred Aldous is a family run business
based in Manchester that stocks all kinds
of art and craft materials. As part of the
celebrations, they are running an artist in
residency programme designed to provide
an emerging artist with a studio space to
help them to develop their work. During
August and September Hannah Mosley will
be working on site on a series of paper
cuttings, illustrations and books. Further
information, www.fredaldous.co.uk.

12 craftfocus
 Bothy Threads
For details of
our Christmas
kits please contact:

Bothy Threads,
19 The Avenue,
Newmarket,
Suffolk, CB8 9AA
01638 665149
info@bothythreads.com

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MOVERS AND SHAKERS
Paula Pascal – Sizzix
Paula Pascal has joined Ellison Europe, manufacturers of
the Sizzix brand of die cutting machines and equipment.
A member of the Sizzix creative team, Paula joins existing
designers Pete Hughes and Stacey Rogers. Fiona Williams,
head of creative design and marketing at Ellison Europe
says, “Paula’s skills in a multitude of different crafts such
as home décor and jewellery making brings an extra
dimension to the creative team. Paula has an elegant yet contemporary
approach to crafting and she is a natural fit with the Sizzix ethos. She is
sure to play a lead role in making crafting with Sizzix accessible to a new
generation of crafters, as well as inspiring existing makers with her
stunning designs.”
Mike Smith – Fiskars
Fiskars recently announced the appointment of its
first-ever home business manager. Mike Smith who has
accepted the position said: “Our aim is to increase our
profile in the UK trade as a provider of the highest
quality scissors and Kitchen Devils knives.” His objectives
are to increase the sales and distribution of both Kitchen
Devils knives and the Fiskars scissors ranges across the
UK. He will be reporting to Howard Scott, head of sales
and marketing at Fiskars UK. Mike can be contacted at Fiskars head office on
T: +44 (0)115 927 7335.
Kai Lebrecht – Creative
Hobbies Group
When KnorrPrandell, Kars & Co and Bastel Service joined
forces last year, Creative Hobbies Group was established.
To help with its planned growth, two new members have
been appointed to the international management team. Kai
Lebrecht is the new group marketing director, responsible
for marketing, product management and the marketing
communications teams of KnorrPrandell in Germany and
Kars & Co in the Netherlands. Joining him is Johan Olsder
as group merchandising director. Further details
www.creativehobbiesgroup,com; www.kars.eu.
Voirrey Embroidery Centre
After 28 years inspiring embroidery and crafting in the northwest, Voirrey and
Tony Branthwaite have retired and passed the reins to Christine Walker, MD of
the newly named Voirrey Crafts Limited. The business will continue in Brimstage
Hall Courtyard, with expanded ranges in all areas as well as new Crafts 4
Kidz. There will also be more informal social crafting groups. We all wish the
Branthwaites a fabulous and enjoyable retirement. For any information regarding
Voirrey Crafts, contact Christine Walker at mail@voirrey.com.
news&events
Jane Toft –
Mollie Makes
Future, the special-interest media group
and the UK’s leading craft publisher, has
announced the appointment of Jane
Toft as Editor for its new Mollie Makes
magazine. Jane moves into this full time
role from her previous position as co-editor of the launch
edition of the magazine in May. She will manage the four person
editorial team, and continue to work closely with editorial
consultant and former co-editor Janet Meadowcroft to refine
the Mollie Makes brand.
Masters of
craft awards
Jeweller Jacqueline Cullen has scooped
an award at the inaugural ‘Balvenie
Masters of Craft’, a programme which
honours and celebrates highly skilled
craftspeople around the UK. Jacqueline
has picked up The Balvenie Master of Craft Stone award
which recognises outstanding skill and craftsmanship in the
field. Iain Finlay McLeod, a fourth generation weaver won
the Belvenie Maser of Craft Textile award.
Awards are given annually to craftspeople in textiles,
stone, leather, wood, metal, glass and ceramics and to an
overall Master of Craft and Young Master of Craft. An
online photographic exhibition, curated by Nick Hand
and featuring the work of The Balvenie Masters of Craft
finalists, will be available to view at
www.thebalveniemastersofcraft.co.uk.
craftfocus 15
brand spanking new
What’s new, what’s hot and what’s must-have. We take a look at some of the latest
products available

AEG at Adjustoform Sewing Ltd

Product: AEG sewing machines
Contact: T: +44 (0)1233 642 865, E: AEGsewingmachines@btconnect.com
Price: Model 227, RRP £139.50, model 680, RRP £249.50
Specification: AEG model 227 is a freearm sewing machine with LCD display, 21 programmed stitches, a
four-step buttonhole, quick threading, thread cutter and anti-glare sewing light. Model 680 is
an electronic freearm machine with horizontal rotary hook, approx 95 stitches, twin needle
function, five one-step buttonholes, LCD display plus many more features.
Retailer Benefits: Each AEG sewing machine is developed to be ‘perfect in form and function’ They are
distributed in the UK by Adjustoform Sewing Ltd, well known for their dressforms.
Other Information: The range also includes overlockers and steam presses.

Beads Unlimited
Product: Luminous beads
Contact: T: +44 (0)1273 740 777, E: mailbox@beadsunlimited.co.uk,
www.beadsunlimited.co.uk
Price: RRP 25p each
Specification: These radiant little gems are available with either a black or white core in both
oval and round style. Each bead is inset with speckles which glow in the dark.
Retailer Benefits: These fabulous sparkling beads are part of the extensive range available from
Beads Unlimited, discounts apply for small wholesale quantities.
Other Information: Also new are gorgeous glass beads with prices starting at 40p each.

Bothy Threads
Product: Four Garden Lass cross stitch kits
Contact: T: +44 (0)1638 665 149, E: info@bothythreads.com, www.bothythreads.com
Price: Trade £8.52, RRP £19.99
Specification: Four Garden Lass is a set of four cross stitch kits designed from original paintings by Lesley Teare. Worked on
14 hpi white aida, finished size of 12 x 28 cm, they use full and fractional cross stitch, back stitch and French
knots. Each design is embellished with beads.
Retailer Benefits: The set is part of a new design range from Bothy Threads. Australian designer Donna Heart has provided
the artwork for 'She Brightens Your Day' a striking design, 23 x 29cm on 14 hpi grey/blue aida (RRP £27.49)
whilst Animal Sports by Helen Smith is a 39 x 28cm design on light blue 14 hpi aida (RRP £31.99).

Letraset
Product: Ultra Fine Nib Attachment for Promarker
Contact: T:+44 (0)1233 624 421, E: enquiries@letraset.com, www.letraset.com
Price: RRP £1.99 for a pack of three
Specification: This new nib clicks easily over the top of ProMarker's existing bullet nib,
transforming ProMarker into an interchangeable three-nib marker. It is perfect
for colouring small, delicate areas and can be easily removed for access to the
standard nib.
Retailer Benefits: The Ultra Fine nib attachment is sold in packs of three and it is the perfect
accompaniment to the Promarker. It comes in the same colours as the
Promarker pens.
Other Information: For a limited time Letraset will be shipping Free ProMarker Ultra Fine Nibs with
all orders of single ProMarkers as a special promotion. Call our sales team on
the number above for more details.

16 craftfocus
 new products
RoseRed & Blue
Product: The Knitted Cat and Mouse Kit
Contact: T: +44 (0)20 7241 5102, www.roseredandblue.com
Price: RRP £15.50
Specification: The kit is packaged in a lovely little bag with everything you need inside, including
100 percent wool mottled yarn (choose from grey & pink or brown and white),
100 percent natural sheep’s wool stuffing, a sewing needle, instructions and hand-
crafted knitting needles.
Retailer Benefits: RoseRed & Blue are committed to ethical consideration not only in materials and
production, but through the philosophy that quality and beauty encourage care. All
products encourage tactile engagement designed to last.
Other Information: Children can take part in the development of this unique toy or even be taught
how to knit in the process.

Stamp Addicts
Product: Sunset Silhouettes
Contact: T: +44 (0)1234 855 833, E: info@stampaddicts.co.uk, www.stampaddicts.com
Price: RRP £12.99 per set
Specification Unmounted rubber stamps made in the UK. Approx size of set 190 x 120mm.
Retailer Benefits: Great value co-ordinating sets of unmounted rubber stamps that can be used with or
without static cling cushion.
Other Information: As seen on Create & Craft. Stamp Addicts appear on Create & Craft every month with
brand new products and have a variety of designs available. Custom stamps also available.

Stitch by Stitch
Product: Stumpwork and embroidery kits and hand stitched boxes
Contact: T: +44 (0)7702 110186, E: sallykemp2010@gmail.com
Price: RRP £14.99 - £24.99
Specification: The insect and flower kits have noil silk ground fabric and cotton lining plus all threads, wires,
beads and needles needed. The two box kits contain noil silk fabric and cotton for the outer and
inner box, plus mount board pieces and thread for lacing and stitching.
Retailer Benefits: The kits have comprehensive instructions and stitch diagrams. All have been tested in workshops
with participants of up to 85 years.
Other Information: By using simple stitches customers can produce a beautiful piece of raised embroidery. Box kits
can be supplied with an inset kit to decorate the lid.

Colinette Yarns
Product: Time Tones Yarns
Contact: T: +44 (0)1938 810 218
Price: TBA
Specification: An innovative launch of unique Time Tones colour distillation of autumn/winter 2011/2012
shades into a 14-strong range of high fashion colours.
Retailer Benefits: The carefully picked high fashion range will help retailers to simplify stock levels and to take
advantage of all of the Colinette Yarns research and colour forecasting. With this insight, they
can be sure of reflecting the high street fashion trends.
Other Information: Colour choices are based on leading colour forecasting predictions for this coming season.

craftfocus 17
brand spanking new

Craftstyle Products
Product: Vanguard range of embossed and textured board
Contact: T +44 (0)1924 411 564, www.craftstyleproducts.co.uk
Price: See website for prices
Specification: Canvas and leather texture card is now available as part of the Vanguard range
which includes the same 22 shades in plain, embossed polka dot and flittered card.
Retailer Benefits: Craftstyle Products understand the importance for crafters to get the exact shade
match especially when matting and layering, so they have used the Vanguard’s
range to produce five different variations. Crafters can buy plain, flittered, polka dot
embossed and now canvas and leather textures.
Other information: With Craftstyle’s manufacturing and print finishing capabilities this range will
continue to expand.

DMC Creative Group

Product: Collection D’Art Tapestry Canvases
Contact: T: +44 (0)116 275 4000, E: sales@dmccreative.co.uk, www.dmccreative.co.uk
Price: from RRP £9.99 for a 12 x 16” canvas to £23.99 for a 20 x 24” canvas.
Specification: It is recommended that crafters use DMC threads for this exclusive range of 50
quality printed tapestry canvases.
Retailer Benefits: There are a variety of introductory deals for retailers. Each canvas requires a
minimum of 30 skeins in either DMC tapestry wool, soft cotton or stranded cotton
thus providing additional sales opportunities. The range is featured in the DMC
Creative World newsletter and on the www.dmccreative.co.uk website.
Other Information: There are four sizes in the Collection D’Art range and design themes suitable for all
tastes and abilities.

Art Gallery Fabrics

Product: High thread count cotton fabrics for quilting, clothes making and home decor.
Contact: UK Distributor Hantex Ltd, T: +44 (0)1754 820 800, E: sales@hantex.co.uk, www.hantex.co.uk
Price: TBA
Specification: Art Gallery Fabrics are manufactures of 100 percent premium quality, cotton fabrics in striking
colour combinations coupled with very workable designs. Fabrics available in three metre
pieces, 1/2 bolts, full bolts and also in metre packs.
Retailer Benefits: A full colour brochure includes current and forthcoming ranges. Fabrics are stocked in the
UK for immediate distribution. Free patterns and inspirational projects available. Trunk shows
available - allowing shops to show finished models.
Other Information: For new autumn and 2012 Art Gallery Fabrics ranges previewed at the TNTG trade show in
Harrogate (August) and Milton Keynes (September), visit www.tntg.org.uk.

Heritage Crafts
Product: Wedding Celebration cross stitch wedding samplers by Peter Underhill
Contact: T: +44(0)1889 575 256, E: enquiries@hcrafts.com, www.hcrafts.com
Price: RRP: £20.99
Specification: This design is recommended for experienced stitchers wishing to produce
a picture which will become a family heirloom. Available as a full kit on
either 14 count aida or 27 count even-weave fabric.
Retailer Benefits: Clear charts and instructions, and threads ready sorted onto thread
organiser - always popular with customers!
Other Information: There is also a Scottish version of this design called 'Scottish Wedding' in
which the groom is wearing a stunning kilt in the 'Rose of Scotland' tartan.

18 craftfocus
Eco-Fi: High quality
polyester fibre made
from 100% post-consumer
recycled plastic bottles
used in the manufacturing
process of Kunin Craft Felt.

For further information about Kunin Craft Felt

please contact

Fashion Futures Limited, Units 1 and 2 Mace Industrial

Estate, Ashford, Kent TN24 8EP.
fashion.futures@btconnect.com
Tel +44 (0) 1233 625227. Fax +44 (0) 1233 612352

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7KHÀQHVWVLON SDLQWLQJDFFHVVRULHVIURPDURXQGWKHZRUOG

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brand spanking new

Stitchtastic
Product: Kate Mawdsley by Stitchtastic
Contact: T: +44 (0)114 235 3958, E: sarah@stitchtastic.com, www.stitchtastic.com
Price: RRP £24.95, trade £10.40
Specification: The first two designs by textile designer Kate Mawdsley for Stitchastic in the Harry &
Friends Christmas Animal range, are Christmas Ginger Cat and Christmas Spotty Dog. Each
measures approximately 100 stitches by 100 stitches.
Retailer Benefits: All Stitchtastic kits come with zweigart aida and DMC threads, pre-sorted onto thread cards.
Stitchtastic has no minimum order and no post or packing charge on orders over £100.
Other information: Stitchtastic is releasing several new ranges this year, bringing artists’ work to life in stitches
and Kate Mawsley’s is the first. Kate was originally a textile designer, creating floral patterns
for major high street stores.

Flower Soft
Product: Christmas Nativity Pyramids and Christmas Tree Pyramids
Contact: T: +44 (0)191 427 4571, E: s.balfour@katysuedesigns.com, www.flower-soft.com
Price: RRP £6.99
Specification: Each Christmas Pyramid kit contains eight sheets and will make a minimum of
six stunning 3D cards in a variety of different designs. The finished card forms the
imposing triangular shape of a pyramid whilst the nativity or Christmas tree scenes
cleverly fill the space and are brought to life with the additional 3D decoupage
layers, following the simple construction identified on each sheet
Retailer Benefits: Up sale with other Flower Soft products, which will add realistic texture to the
scenes with Sand, Pine and Polar White from the Flower Soft range of colours.

Elizabeth Bradley
Product: Kirk and Hamilton floral tapestry kits
Contact: T: +44 (0)1865 339 050, www.elizabethbradley.com
Price: RRP from £34 for a 6” mini kit to £102 for a 16” kit.
Specification: This set of four kits has been added to the Blooms collection. Each style is available in a choice of
eight background colours and includes a colour coded chart, 100 percent British wool, needles,
instructions and canvas.
Retailer Benefits: These designs are a twist on the traditional, with bold and blooming oversized floral designs in a
refreshing spectrum of vibrant and pastel shades.
Other Information: Once finished the designs can be converted into a statement cushion using Elizabeth Bradley’s
finishing service.

Daylight Company
Product: LED MicroMax light
Contact: T: +44 (0)20 8964 1200, www.daylightcompany.com
Price: RRP £29.99 (code D95087)
Specification: Incorporated in this new lamp are four lifetime super bright DaylightTM LEDs
and an extra large 7cm lens with 2.25 X magnification. Both the light and the
lens are fixed to 18cm flexible arms. It is lightweight and compact and has two
battery power-saving settings to give 12 hours of light on full power or 24 hours of
reduced power lighting.
Retailer Benefits: The MicroMax lamp comes equipped with a strong clip designed to attach to
stitching frames, hoops, books and more. It also has a detachable base with swing-
out feet giving maximum stability when placed on a surface making it perfect for
needlecraft, quilting, painting, paper craft, model making and many other hobbies.
Other Information: Available from September 2011.

20 craftfocus

advertising feature
For a really creative Christmas,
edding has the answer
For card-making, festive greetings and customising
decorations, edding pens and markers help you to get your
message across with style and panache.
Christmas provides craft enthusiasts the
perfect opportunity to show off their creative
endeavours, whatever the level of skill. Susie
Johns, an artist, writer and author of numerous
craft books including ‘The Alphabet Book’,
‘Photo Craft’, and ‘Crafts with Kids’ shares a
few simple festive ideas, using her favourite
edding pens and markers.
“With so much to do in the run up to
festive season, planning and preparation are
the keys to a successful creative Christmas,
so arm yourself with a few festive essentials.
One of the first activities to start with is
Christmas cards. Equip yourself with card
blanks, some plain coloured card, scissors with
fancy blades and a range of metallic edding
2185 Crystaljelly gel pens and edding 1200
Metallic fibrepens. Do consider recycling last
year's Christmas cards, it's environmentally
friendly and will earn you plenty of respect
from family and friends. Simply cut out the
pictures, stick them onto the card blanks and
then add your own message. Using lines from
Christmas carols or songs is a great option. I
used the edding 1200 Metallic fibrepens and
then added the finer edding 2185 Crystaljelly
gel pens to create a fantastic contrasting effect.
This not only looks impressive, but will disguise
any less-than-perfect letter forms. If you’re not
that confident about your handwriting, don’t
work directly onto the card, but work on a
contrasting piece of plain paper (or card) and
then stick this onto the card once you are
happy with the results.
Next comes the presents. Shop bought
wrapping paper, ribbon and gift tags can
be expensive and a bit impersonal so I
recommend buying some simple plain
coloured shiny wrapping paper, then by
teaming it with contrasting wide ribbon (the
kind you can curl) and plain coloured card
edding
(cut to the desired size and shape for gift
tags) you have the basics for a truly stunning
range of co-ordinated gift wrap. To add the
finishing touches use edding 750 paint markers
to apply simple swirls, symbols or patterns to
the surface and complete the effect by writing
on the gift tags using the slightly finer stroke
width of the edding 751 paint markers. With Armed with gold and silver edding 751
their firm bullet tips and free flowing ink, these paint markers, it's easy to decorate
edding paint markers work beautifully on shiny a batch of tree baubles, as well as
paper and card, creating wonderful results. personalising gift tags. The edding 753
As the big day approaches, it's time to calligraphy paint markers are great for
turn our attention to the decorations and tree. fancy handwriting, giving home-made
Customising shatterproof baubles is easy (and greetings cards a really stylish touch.
they are safer with children about). Anyone
with a steady hand can do simple stripes,
But ultimately the key for selecting the right
spots and squiggles using an array of different
edding pen or marker is to find the nib that
colours available from the edding 750 paint
best suits your writing style, and for the size
marker range. If you choose ridged baubles
of the item to be decorated. For example,
like these, you can follow the lines, stroking
for a winter party I chose a blue and silver
the nib along the indentations. I also found
theme and used the edding 751 paint marker
some star-shaped baubles, with a relief design,
to write my guests’ names on little metal gift
and coloured the central stars in gold and
buckets. I then used the larger-tipped edding
silver. The edding 751 paint markers, with their
750 paint marker to decorate some glass
medium-sized bullet tips, were used to write
baubles whilst for the blue glasses, the edding
labels on red card with a border of scalloped
753 calligraphy paint marker with its more
cream card. While the edding 753 calligraphy
expressive nib was the perfect choice.
paint markers are great for writing messages
So what are you waiting for? It’s never too
with a real flourish and were used to create a
early to start planning your own creative
Christmas card featuring gold lettering and to
Christmas, using edding’s versatile range of
write Christmas carol lyrics on a pair of glass
pens and markers.” C
candle holders.
Finally the festive season is a time for
parties and entertaining family and friends. I
love edding paint markers because they can
be used on all kinds of surfaces including metal,
glass and plastic and are especially good for
adding personal decorative touches to a wide For more information and details, please call
variety of items. One of my personal favourites edding on T: +44(0) 1727 846 688,
are the edding 751 paint markers with their E: info@edding.co.uk,
firm, slimmer bullet tips and smooth ink flow. www.edding-creative.com
craftfocus 21
brand spanking new
Groves Ltd
Product: HobbyGift Collection
Contact: T: +44 (0)1844 258 080, E: sales@groves-banks.com, www.groves-banks.com
Price: Trade prices: premium range from £10.95, classic from £8.95, value from £6.95
Specification: The premium range features 30 designs made from luxurious furnishing fabrics. The classic
range has over 100 designs including cats, dogs, stripes, butterflies and the traditional wooden
cantilever styles whilst the value range includes over 30 workbaskets, knitting bags and knitting
cases in pretty floral designs. There are extra large, large, medium and small baskets in each of
the selections.
Retailer Benefits: This collection makes great gifts for Christmas. To complement the workbaskets, there is also a
lovely selection of accessories such as pin cushions, sewing kits and crafting bags.

EK Success Brands
Product: New Inkadinkado stamping tools
Contact: UK distributor - Personal Impressions, T+44 (0)1787 375 241, www.richstamp.co.uk
Price: TBA
Specification These photo realistic screen stamps use sketch-style design to achieve a realistic image. The red-
rubber stamps are wood mounted and feature micro-dot design based on pixel technology. The
series depicts nature themes. Inkadinkaclings are also red-rubber, mounted on a foam cushion and
sized to work with inkadinkado clear acrylic blocks.
Retailer Benefits: Inkadinkaclings include 1-7 pieces designed to work together, plus step-by-step
instructions and photography.
Other Information: The Inkadinkado® brand specializes in multi-tasking stamping tools and accessories for both the
novice and accomplished stamper. Further tips on how to use them are on www.inkadinkado.com

Dixon Europe Ltd, 23, Maxwell Road, Woodston, Peterborough PE2 7JD
tel 01733 371237 • fax 01733 371666
22 craftfocus
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 origins in alpaca
Growing slowly and steadily is the key to success according to Artesano, specialists
in alpaca yarns and genuine fair trade products

What made you decide to venture into the
alpaca business?
I set the business up with my family in Bolivia,
South America in 2003. We were looking for
products to export to the UK. We began by
selling finished goods made from alpaca and
that slowly evolved into selling the alpaca yarn
and then onto other yarn products.
What did you do prior to setting up your
company, Artesano?
Most of my career has been in sales. Prior to
setting up Artesano, I was the sales manager
for Yattendon Estates, a farm estate near
Reading in Berkshire.
How would you describe the Artesano
customer profile?
We have a real mixture of customers. Many
of them sell through both bricks and mortar
and web stores. The internet has become
very important for all businesses and cannot
be ignored but as our products are so
tactile, bricks and mortar shops are also very
important for people who want to see and
feel products before purchasing. They also
provide a personal service that is hard to
achieve over the internet.
with a new super chunky soon to be launched
and also Artesano Superwash Merino. We
are the European distributors for Manos
del Uruguay yarns, who have recently been
awarded fair trade status by the World Fair
Trade Organisation. Their yarns are all hand-
dyed by women’s co-operatives in Uruguay
and this is a real benefit to them and their
communities. We’re also the European
distributors for Brittany knitting needles and
crochet hooks.
Are there any important lessons that
you have learned that you can share with us?
You learn many important lessons when
running your own enterprise, but the most
important is to keep cash in the business. This
applies to retail or distribution. You can survive
for many years without a decent profit, but
without cash you can get in real trouble. If you
have a run of good sales, don’t go crazy and
assume it will continue – grow slowly and you
will sustain a healthy business that will last a
long time. The more you buy, the less patient
your suppliers will be with your credit terms,
not the other way round!
What do you think is your unique
selling point?
Most definitely the quality of service to our
customers our genuine fair trade products.
We also have excellent relationships with all
of the knitting magazines which helps our
customers too.

“It is important to us that we

supply genuine fair trade yarns,
that are a real benefit to the local
communities that produce them”

What are the specialist brands that

you distribute? Tom Coomber met the ladies of the co-operative at Manos Del Urguary during his recent visit.
We have our own Artesano brand for alpaca They directly benefit from the sale of every hank of yarn. Each hank is hand dyed and signed
yarns, ranging from four-ply to aran weight, by the person responsible for it.

24 craftfocus

What are your best selling lines?
Manos Del Uruguay Silk Blend, then Artesano
Aran and Brittany needles are strong sellers as
well. All of our lines sell well, but those three
are the best.
focus on...
“The most important tip is to
keep cash in the business. You can
survive for many years without a
decent profit, but without cash you
can get in real trouble.”
How do you select the products you want
to stock?
It’s a very long and slow process. We are
constantly looking at new products from many
suppliers. We begin by looking at what the
market requires and then building a product
that will appeal to that marketing requirement.
Do you offer workshops/courses?
We don’t directly, but many of our stockists do.
What do you think are the most important
trends for this coming season?
For autumn/winter we’re looking at super-
chunky yarns. Many new knitters are coming
through and these yarns appeal to them as
they are quick to knit.
What plans do you have for the future?
Further information
To grow slowly and steadily and to continue
Artesano Ltd
to produce good quality products and
T: +44(0)118 9503350,
patterns and to provide customer service that
sales E: jenny@artesanoyarns.co.uk,
gets better and not worse as we get bigger, as
www.artesanoyarns.co.uk
is the case of so many large companies. C
craftfocus 25
 competition
Wiannew hobby line!
We’ve got two sets of high quality Dremel tools to give away…

★
Designed especially for the creative craft
enthusiasts, the Dremel line up consists of the
Dremel 7700, an easy to use cordless 7.2V NiCad
multi-tool, two glue guns, an engraver, a lightweight
project table, a 300 series multi-tool and finally
a six-in-one heat tool called the Dremel Versatip
that can be used for a wide variety of heat
★
applications such as embossing, wood-burning, ink
drying and soldering.
The 7.2V NiCad multi-tool can be used for all
creative hobby tasks, such as engraving, drilling,
sanding and polishing all kinds of materials from
wood to glass. The Dremel glue gun 920 and
Dremel glue gun 930 together with the new
glitter and colour glues are ideal for making
beautiful decorations on cards, photo frames and
much more, whilst the Dremel engraver can be
used for detailed engraving on materials like wood

★
or glass. The Dremel project table is lightweight,
versatile and portable, making it ideal for holding
your project while you work and the Dremel
300 series multi-tool comes with two unique
attachments and lots of accessories in a soft bag.

THE PRIZE
We’ve two sets of tools to give away including:
★ Competition sponsored by Dremel.
1 Dremel 300 series hobby For more information, T: +44 (0)844 7360 107
1 Dremel 7700 hobby or visit www.dremel.com.
1 Dremel project table hobby
1 Dremel glue gun 920
1 Dremel glue gun 930 Terms and Conditions
1 Dremel versatip 1. Competitions are not open to employees of KD Media Publishing Ltd
1 Dremel engraver (or their immediate families).
2. Entrants must be a member of the trade and over the age of 18.
3. The competition closing date is subject to change without notice.
4. The winner will be notified in writing.
HOW TO ENTER 5. The Editor’s decision is final and no correspondence can be entered into.
6. The prize is not transferable and has no monetary value.
To enter the competition, simply visit www.craftfocus.com, fill in your
7. The closing date is 30th September 2011.
details and answer the following question by 30th September 2011. 8. No purchase necessary and there is no charge to enter via the website
Q: What is the new Dremel six-in-one heat tool called? C at www.craftfocus.com.

craftfocus 27
 11th & 12th September 2011
Dewars Centre, Perth
Demonstrations throughout the day.
For show details please contact Yvonne on 07770 870093

This is a Trade only show - proof of trading will be required by new visitors for entry

2012
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show news
Wendy Gardiner provides previews and news of forthcoming
shows including next year’s Craft, Hobby + Stitch International
Craft Hobby + Stitch International
Dates: 19th-21st February 2012
Venue: NEC Birmingham
Web: www.ichf.co.uk/chsi
Bookings for the next Craft, Hobby + Stitch
International show are already up by more than
35 percent on last year, with 10 percent of the
increase from international companies. Andrew
Morton, show organiser said: “Europe’s largest
dedicated trade show for the creative art, craft,
needlecraft and hobby industries will be packed
with features including the hugely popular
catwalk show which was introduced in 2011.
Next year’s catwalk will be expanded with a
host of new features.”
Another focal point of the show, the Bright
Sparks Pavilion will continue to offer new
designers and creative craft entrepreneurs a
dedicated platform to launch their products to
the trade. The 2012 show will also include over
150 hours of dedicated training, technique and
seminar-based sessions. For instance, the ‘Itch to
Stitch’ needlework demonstration area hosted
by leading expert Jane Greenoff will provide
retailers with a one-stop-shop of top tips.
For information about trade stands contact
Andrew Morton or Troy Bennett at ICHF by
T: +44 (0) 1425 272711 or E: info@ichf.co.uk,
www.ichf.co.uk/chsi.
Scrapbook Trade Expo
Dates: 2nd-4th August 2011
Venue: online virtual expo
Web: www.ScrapbookTradeExpo.com
This new concept, a virtual trade expo online,
provides the chance to see exhibitors, interact
with them and have product samples sent by
post all without travelling anywhere! For details
visit the website.
Craft, Hobby + Stitch Inte
provides newcomers the
TNTG shows
Date: 21st August 2011
Venue: The Barcelo Majestic Hotel,
Harrogate
Date: 4th September 2011
Venue: Woburn Safari Lodge, Woburn
Date: 11th-12th September 2011
The Dewer’s Centre, Perth
Web: www.tntg.org.uk.
The final three shows organised by the TNTG
(The Needlework Trade Group) are timed
to coincide with the key autumn /Christmas
buying period. Paul Smith, Hantex Ltd, one of
the organisers of the show said: “The TNTG
shows provide trade buyers with the chance
of seeing and buying the latest stitching related
products, ranging from sewing and needlepoint
to beading and knitting.” Designed to offer
a friendly atmosphere where buyers feel
relaxed and unhurried the shows take place in
comfortable conference style environments and
include complimentary lunch and refreshments.
To find out more or to register online visit:
www.tntg.org.uk.
The Retail Conference 2011
Date: 21st September 2011
Venue: America Square Conference Centre,
London
Times: 8am – 4.30pm
Web: www.retailconference.co.uk.
Now in its 5th year, The Retail Conference 2011
is: “The UK’s leading retail industry-focused
event encompassing seminars, workshops and
networking for senior decision makers and
those who define business strategy in the retail
sector” said Clare Rayner, founder and MD of
Retail Acumen. Entrance is free to retailers, but
spaces are limited.
show news & events
rnational’s Bright Spark Pav
ilion
chance to exhibit
Naturally Christmas
Date: 10th November 2011
Venue: Tythe Barn, Tewin Bury Farm Hotel,
Hertfordshire
Web: www.naturally-christmas.co.uk
Businesses selling products with a luxury, eco-
friendly twist are invited to exhibit at ‘Naturally
Christmas’ – a one day indulgent shopping
experience - to be held in Hertfordshire in
November. Organisers Ruby Sky Events said:
“Naturally Christmas’ will have capacity for 40
exhibitors, with stall prices from £120 each. It is
hoped the event will attract over 800 visitors.”
For further information call Sema Rubins on
T: +44 (0)20 8349 5760, E: info@
rubyskyevents.co.uk.
CONSUMER SHOWS
Origin: The Contemporary Craft Fair
Following its successful integration into the
London Design Festival last year, Origin, the
Craft Council’s Contemporary Craft Fair,
returns to Old Spitalfields Market between
22nd-28th September. It offers an opportunity
to buy a diverse range of high quality, original
craft from over 200 makers in one convenient
location. Disciplines range from ceramics,
furniture, metalwork and glass, to fashion
accessories, jewellery and knitwear. Liberty is
also attending this year’s event with five new
display windows which will feature a selection
from participating exhibitors. For further details
visit: www.originuk.org.
London Antique Textile Fair
Organized by The Textile Society this event
is at Chelsea Old Town Hall, on 2nd October
from 10.30am - 4.30pm. Frank Gardiner of
The Textile Society said: “Dealers from UK and
Europe will be offering a a wonderful ethnic
rugs and fabrics, vintage clothes,accessories,
textiles and trims.” For further information
E: atf@textilesociety.org.uk,
www.textilesociety.org.uk. C
craftfocus 29
autumn fair preview
Autumn Fair International is fast approaching and this year
includes a dedicated hobby and crafts sector
The launch of the new hobby and craft sector
at Autumn Fair International 2011 (4th-7th
September) is an exciting new development
not only for the fair, but for the hobby and
craft industry. It provides an opportunity
for companies to exhibit in the autumn at
a prestigious event and for retail buyers to
see the latest new products available for the
forthcoming festive season.
Hobby and craft is a high value business
both in this country and overseas – particularly
the US – with the British market alone thought
to be worth £3 billion. The ‘make do and
mend’ culture has been stimulated not only by
economic conditions but also environmental
concerns, with recycled goods becoming
evermore fashionable.
30 craftfocus
This new section of the show will be located
in a dedicated 800 sq m zone in Hall 5, close
to toys and gadgets on one side and general
gifts on the other. Organisers Emap Connect
feel that this will; “maximise the cross–over
buying opportunities offered by the season’s
premier retail buying event.”
“The sector will welcome a host of new
exhibitors to the show as this flourishing
market segment continues to grow in the UK.
British consumers are increasingly choosing to
‘make their own’, ‘grow their own’, ‘bake their
own’ and ‘build their own’, enjoying traditional,
home–spun, family–oriented pastimes, helping
to generate a booming craft and DIY industry,”
said Gareth Watkins, key account manager at
Emap Connect.
Craft demonstration area
This specialist area will showcase
demonstrations throughout the four-day
event, many presented by TV personalities
who are being enlisted to show some of
the new products developed by exhibitors.
“Demonstration slots are already being
allocated to confirmed sponsors and
exhibitors; any suppliers wishing to take part in
this feature should book their place as soon as
possible to avoid disappointment,” said Gareth.
Autumn fair facts and figures
xDates: 4th-7th September 2011 (volume
hall opens one day early).
xOrganisers are Emap Connect who also
organise Spring Fair.
xThere are nine show sectors at Autumn
Fair International: Volume Gift & Home,
Kitchen, Dining & Housewares, Home
Interiors & Art, Design–led Gifts, Fashion
Jewellery & Accessories, Greetings &
Stationery, Toys & Gadgets, Gifts and
Hobby & Craft.
xAutumn Fair International will
feature 1600 exhibitors from 87
countries, including more than 150
overseas suppliers.
x900 exhibitors are exclusive to Autumn
Fair International this season and more
than 400 are completely new to the show
for 2011
xA total of 500,000 products will be
presented, 60,000 of which are brand
new ranges
xThe ABC audited visitor numbers for
Autumn Fair 2010 reached 31,340.
x87 per cent of visiting retailers have
direct purchasing power with a combined
annual spend of £6 billion.
 autumn fair
Confirmed exhibitors
Some of the leading crafting companies have
already confirmed their stand space in this
part of the show. At the time of writing these
include: The Button Company, China Butterfly,
Craft Buddy, Craft Fairy, Craftwork Cards,
Decopatch/Exaclair, Dremel, Earnst Freioff,
Keepsake Card Craft, Krasnaya Nesting Dolls,
La Fourmi, Letraset, Logic RC, Payper Box,
Quay Imports, Roos Productions, SE Simons,
Simply Spray, Univenture, Viridian Distribution dates for your diary
and Woodware Craft Collection. These include We’ve got an at-a-glance listing of the
key international suppliers to this sector, major trade shows around the world
particularly from France, Germany and the over the next two months
US, along with the best of British hobby and
AUGUST
craft companies.
2nd-4th – Scrapbook Trade Expo
“Buyers can expect to see a wide range
(organisers: Scrapbook Trade Expo)
of products in this new area of Autumn Fair
21st - TNTG show, Harrogate
International, which is to incorporate: artists’
(organisers: TNTG)
materials, beading and haberdashery, ceramics,
candle crafts, card making kits, decorative
SEPTEMBER
painting, children’s crafts, embroidering,
4th – TNTG show, Woburn
needlepoint and knitting materials, jewellery
(Organisers: TNTG)
making, mosaics, glass, wood and metal crafts,
4th-5th – Fair Kraevak, Arnhem, Netherlands
paper crafts, rubber, stamps & scrap booking,
(organisers: ASWS)
tools, materials and accessories” added Gareth.
4th-7th – Autumn Fair, NEC
To help promote and market the fair the
(organisers: Emap Connect)
organisers have forged partnerships with Further information
11th-12th - TNTG show, Perth
dedicated UK and international press – such as Autumn Fair International
(organiser: TNTG)
trade specialist Craft Focus, German magazine T: +44 (0)20 7728 4258
21st - The Retail Conference
HobbyArt and consumer publishing group Trade E: charlotte.cowell@emap.com
(organisers: The Retail Conference)
Practical Publishing. C www.autumnfair.com

craftfocus 31
advertising feature
Autumn Fair International is delighted to announce its
expansion with a new, dedicated Hobby & Craft sector
for September 2011. The Hobby & Craft section will
feature exhibitors showing a diverse range of creative
kits, tools, materials and accessories as well as a Craft
Demonstration Area.
Visitors to the Hobby & Craft sector can discover over 500 new products, including:
Artists’ materials, beading and haberdashery, ceramics, candle crafts, card making,
decorative painting, children’s crafts, jewellery making, embroidery, needlepoint and
knitting materials, mosaics, glass, wood and metal crafts, paper crafts, rubber stamps
and scrap booking, tools, materials & accessories.
ROOS PRODUCTION Stand: 5C86
T: +32 (0)142 573 98
www.dressyourdoll.be
Lena De Swert and Els Van Houtven, mother and daughter,
share two passions: their graphics company, which
specialises in transfer printing on textiles, and the doll
and toy museum De Kleine Wereld in Lier, where their
wonderful collection of historical girls’ toys, the result
of more than thirty years of dedicated collecting, is
exhibited to the public at large. Rosalinde Heerkens,
with her company that develops patterns, has close
links to fashion and the world of fashion in Belgium.
Together we are Roos Productions, and have
combined textile printing, dolls and fashion to come up with
DressYourDoll: a unique and brand-new concept, developed
with a great deal of love and enthusiasm for children who
want to learn how to make (dolls’) clothes themselves.
CHINA BUTTERFLY Stand: 5D70
T: +44 (0)170 483 1709
www.chinabutterfly.co.uk
China Butterfly supply beautiful
and unique quality craft supplies,
kits and handmade gifts all designed
and produced in the UK. Are all
contemporary, bright and stylish designs
with wide appeal. Products include
decoupage sheets, cardmaking kits,
children’s and adults craft kits, ceramic
painting kits, jewellery making kits, unique
handmade gifts and tableware, luxury
handmade greetings cards and limited edition handmade
jewellery. New product launches at Autumn Fair will include
new ranges of the popular treasure card kits.
32 craftfocus
DREMEL Stand: 5D82
T: +44 (0)1895 838477 · www.dremel.com
Dremel, the makers of Versatile Tool Systems™, provide
top of the range products which offer a perfect solution
to many of life’s everyday DIY chores and challenges, as
well as being the go-to tool for crafters and hobbyists.
The Dremel product line has expanded upon its core
rotary tools which use attachments and accessories to
enhance the products’ versatility. Their new Versatile Tool
Systems include compact tools and benchtop tools that
also use a variety of attachments and accessories to
make your large or small project a success.
QUAY IMPORTS
Stand: 5D64-E65
T: +44 (0)177 268 7469
www.quayimports.co.uk
Quay Impor ts produce exclusive
wholesale ranges of Quay FSC
woodcraft construction kits,
educational toys and ranges of
quality paper and craft products.
LETRASET Stand: 5D74
T: +44 (0)123 362 4421 · www.letraset.com
Originally founded in London in 1959, Letraset has been
manufacturing and supplying innovative media to the design
industry for over 50 years. With an ongoing commitment
to innovation and quality of choice, Letraset has continued
to evolve, increasingly recognising the common ground
between commercial and amateur design. “As a result, we’ve
been able to develop our product range in many new and
exciting directions, bringing professional standards of quality
and performance to the wider creative community,” they
explained. Today Letraset supplies a broad range of creative
media for commercial designers, students, Manga artists,
illustrators and crafters.

DECOPATCH Stand: 5C82
T: +44 (0)155 369 66000
www.exaclair.co.uk
Decopatch will be exhibiting the new
Christmas collection for 2011 and a whole
new range of Halloween shapes and papers
to liven up the festivities. Demonstrations showing this unique paper
crafting technique will be ongoing throughout the event. Decopatch
paper was created in France and has many applications - it can be easily
applied to almost any surface such as wood, glass, ceramic and shell so
you can enhance and bring to life many everyday objects. Decopatch is
owned by French papermaking group Exacompta Clairefontaine and is
represented in the UK by the subsidiary ExaClair.
KRASNAYA NESTING DOLLS Stand: 5D66
T: +44 (0)124 620 8482
www.krasnaya.co.uk
Krasnaya nesting dolls provide an exciting new range of educational
and fun paint-your-own kits that bring to life cultural crafts from
around the world. With options for all ages and skill levels from funky
Painta Pets nesting animals to paint your own Christmas nesting dolls
or children’s Crafta Pals imagination kits. They also supply one of the
largest ranges of nesting blanks including spheres, eggs and traditional
doll shapes.
LOGIC RC Stand: 5D72
T: +44 (0)199 2558 226
www.logicrc.com
Logic RC are distributors to the model
and hobby market and are launching
their newest exclusive product range of
Estes Model Rockets at Autumn Fair
International. Estes rockets fly to 600ft and
are totally re-usable with a new rocket
engine each time, as they float back down
to earth on a parachute, helicopter or glider
recovery system. Great fun for all of the
family, with great repeat sales, price
points and profit for the retailer.
autumn fair intl
MAY ARTS
Stand: 5D86-E87
T: +44 (0)117 955 4710
www.sesimons.co.uk
May Arts is a hugely successful international company offering over
6,000 high quality ribbons and trims suitable for craft, scrapbooking, gift,
stationery, quilting, cake decoration, floral, interior design and jewellery
making. May Arts offers an exceptional range of ribbons including
sheer, satin, grosgrain, silk, velvet, twill and taffeta, in a variety of patterns
and prints, reflecting the newest and imaginative colours and styles
in fashion today. May Arts is built on a foundation of quality products,
affordability and outstanding customer service and is available in the UK
through their distributor S E Simons in Bristol.
VIRIDIAN DISTRIBUTION Stand: 5D84-E85
T: +44(0)117 300 5244
www.viridianyarn.com
Viridan distibution supply knitting based
products with a difference; many of which
make great Christmas pressies. “We supply
sock yarn, which whilst it is ideal for your
own colourful socks, also makes perfect baby
clothes,” they said. Plus their Knit Pro and
Clover needles/accessories are good quality,
attractive designs at affordable prices. Knitting
boards and sock looms make excellent presents especially
for those people who find knitting difficult and all are complete with
instructions and projects. They will be showing Eucalan - the no rinse
washing liquid for natural fibres, ideal for all your favourite and delicate
garments, even for pets and their bedding!
BUTTON COMPANY Stand: 5E91
T: +44 (0)124 377 5462
www.buttoncompany.co.uk
The Button Company have one simple aim in life. To give customers
as many beautiful button options as they can possibly think of. They
explained: “With our traditional base being manufacturing, we know
more than our fair share about buttons. We still make some of our
buttons but it is not possible to make all of them so we have used
our expertise to hunt down gorgeous buttons and trimmings for
all purposes, from normal dressmaking, to papercrafts, patchwork &
jewellery making.”
craftfocus 33
 crochet
cool to crochet
Louise Fisher takes a look at the trends in crochet, from
tools and techniques to patterns and designs
Crochet is hot stuff. No longer seen as an old fashioned hobby, young people are
creating fun, quirky items using all manner of crochet techniques, including Amigurugami,
Tunisian and Crotat. This is in-keeping with the current handmade and homemade trend
in fashion which is taking the retail world by storm. Emma Irving from Coats Crafts
says “Crochet has seen a real resurgence, with sales in crochet workshops on the rise.
Mainstream programmes such as Kirsty Allsop’s Homemade Home have also been
backing the trend by featuring crochet during their shows.”
A great way to increase sales is to stock a wide selection of modern, interesting yarns
in colours that are bang on trend, combined with a range of tools and patterns. We
spoke to Claire Montgomerie, crochet designer and editor of the UK’s only monthly
crochet magazine, “This spring/summer crochet fabrics have been so ubiquitous that One for all
many top fashion journalists labelled this fabulous technique a big trend in its own right.’ Crochet is one of the biggest up-and-coming
Spring/summer was big for the layering of acid colours – just look at Christopher Kane’s crafts and the demand for crochet tools is
latest designs - combined with honeysuckle pinks, nudes, creams, and lace dresses and expected to rise with its the popularity. With
autumn/winter looks set to carry on in the same vein,” she said. many new crocheters looking to recreate the
beautiful and unique designs available, The
‘Denise’ kits of interchangeable crochet hooks

TOOLS OF THE TRADE and knitting needles are a fantastic purchase

for all skill levels, from beginners who need
something to start them off, to more advanced
Truly hooked yarn-lovers looking to expand their range of
With new consumer craft magazine Mollie Makes featuring crochet apple cosies on its hook sizes and thus the projects they can tackle.
front cover, crochet is without a doubt on the rise. Getting good tools is half the battle The crochet kit will also prove handy for knitters
when crocheting. Expert advisers from Prym say, “The careful design of the point and who want to add pretty crocheted edgings to
shaft of crochet hooks quite frequently determines whether the experience will be one of their knits, as well as simple crocheted button
pure pleasure or sheer pain.” Prym are well known in the world of crochet for their top bands and necklines. The crochet hook kit comes
quality products, and the hooks are ergonomically designed to provide unique comfort with 12 hooks (ranging from 3.75mm to 15mm),
and well thought out functionality for both beginners and those experienced in the craft. seven different cord lengths, two extenders and
Featuring a soft handle with a tapered end, the hook sits nicely in the hand and the anti- four end buttons. The hooks can be used alone
slip surface means that even with sweaty hands, it’s easy to keep a firm grip and work or attached to the cords to work Tunisian crochet
effectively, even after hours of crocheting. The easy-grip material is designed to prevent patterns. Extra hooks and cords are available to
pressure points and the hook is completely without burrs so the stitches glide seamlessly buy separately. To find out more, contact Hantex,
– just what any keen crocheter needs from their hooks. “In the past, sweaty fingers, aching T: +44 (0) 1754 820 800, E: sales@hantex.co.uk,
wrists, and pressure points took away my joy from crocheting – with my new Prym hooks, www.hantex.co.uk.
I can work effectively for hours,”
reports crocheting enthusiast
Millie Evans from Stafford.
Prym hooks are available in a
wide range of sizes. For more
information contact Habico,
T: +44 (0) 113 2631500
E: sales@habico.co.uk,
www.habico.co.uk.

craftfocus 35
cool to crochet

PATTERNS

From scarves to teddies

As a company that started more than 250 years ago, it’s not surprising that
DMC is one of the biggest names in knitting and crochet. It provides a wide
range of high quality products, including yarns and patterns. DMC yarns are
known for providing defined stitches and high quality results and its pattern
packs are modern and include such designs as the ‘Long Scarf ’, a simple
skinny scarf made with Petra yarn using 3.50mm hooks. A project that is ideal
for beginners. Also available is the ‘Boofle’ crochet pack which we featured
last issue in Brand Spanking New. Each pack contains all the relevant threads,
hooks, buttons and full instructions. The pattern uses the Amigurumi method
of crochet whereby you crochet in circles without joining each round. “This
is ideal for intermediate skilled crocheters, or beginners wanting a challenge
and provides consumers with a satisfying yet quick to complete project,” said
DMC. To find out more contact DMC, T: +44 (0) 116 2754000,
www.dmccreative.co.uk.
Classic to fashion
Every crocheter starting out needs a good pattern to
follow, so what better product to offer the growing
consumer market than patterns from the King Cole
brand. The King Cole name offers consumers reassurance
that the products they are buying are of top quality.
Some of the recent patterns reflect the classic ‘70s trend
we’ve seen evidence of lately – just look at the work of
Kristen Hein Strohm and Jen Kao - and it’s set to carry
on through the winter. Patterns range from toys and
children’s coats and dresses through to classic adult
garments like jumpers, ponchos and cardigans. To find
out more contact King Cole, T: +44 (0) 1535 650230,
E: tom.holmes@kingcole.co.uk, www.kingcole.co.uk.

Fair trade yarns

Artesano Yarns is a family run distributor that sells to over 500 stores, across 22 countries. It
distributes a range of classic and more modern crochet patterns that are ideal for seasoned
crocheters and those less experienced in the craft. Artesano is keen to appeal to everybody as
crochet is undertaken by such a broad spectrum of people. Jenny Coomber, Artesano Marketing
Manager says: “The Artesano name is well known in the world of crochet for providing the best
quality yarns, sourced from ethical producers at an affordable price. Our yarns are all fair trade,
easy to work with and available in a really exciting range of bright and lively colours that are perfect
for young crocheters.” The Artesano Aran comes in hot pink, teal, a gorgeous rich purple and even
lime green. Also available is a range of yarns from Manos del Uruguay, which are all kettle dyed by a
co-operative of 400 women. They come in natural tones, fabulous for the current trend. To find out
more contact Artesano Yarns, T: +44 (0)118 9503350, E: jenny@artesanoyarns.co.uk,
www.artesanoyarns.co.uk.

36 craftfocus
 Sock Yarn Specialist

Eucalan – the no rinse delicate washing

New In from the USA - liquid. Available in 4 fragrances;
Kb Authentic Knitting Eucalyptus, Lavender, Grapefruit and
Boards and Sock Loom. Natural Unscented. Made with essential
Makes knitting Easy oils and a touch of lanolin, which acts
and Fun... as a natural conditioner, anti-static and
dust-mite deterrent.
T. +44 (0) 1274 743374
Knitting Boards

F. +44 (0) 1274 732233 and Looms

E. sales@cygnetyarns.com
W. www.cygnetyarns.com www.viridianyarn.com | viridianltd@gmail.com
tel: 0117 300 5244
cool to crochet
ON TREND:

NATURAL
On trend yarns are a staple part of any crocheter’s stash, and this
year sees the continuation of natural tones combined with dashes of
brighter colours. Claire Montgomerie of Inside Crochet advises us
of one of the biggest current trends, “Crocheters will be making up
some stunning semi-transparent lace in tan, off white or nude, then
layering it over bold and bright shifts, vests or tees for the most on
trend style statement of the season.”
“Our own Craft Cotton is great for a wide
range of crafts, but particularly crochet. It
is only available in two natural colours
but is very adaptable, easy to use and
has good quality and durability,” said
T B Ramsden. They also distribute
a selection of Peter Pan, Robin
and Twilleys of Stamford
yarns. To find out more
contact TB Ramsden,
T: +44 (0)1943 872264,
E: sales@tbramsden.co.uk,
www.tbramsden.co.uk
Staying on trend
T B Ramsden is a distributor of Wendy’s yarns - a popular American
brand, and its Cotton Supreme DK (100 percent mercerised cotton,
100g) glides off the hook and is easy to use with a nice quality
feel. The collection comes in a wide range of colours. It includes a
wide range of natural shades, as well as some of those bold, bright
colours that are bang on trend too.
With a twist
Designer Yarns distribute a beautiful Sulka Yarn from Mirasol, which
is fair trade and made in Peru. It’s a luxurious combination of 60
percent merino, 20 percent alpaca and 20 percent silk and is available
in a delicate natural dusky pink colour, with other colours twisted
in to give it depth. It is ideal for consumers who are keen to crochet
to this trend and also comes in some stunning autumnal shades. To
find out more, T: +44 (0) 1535 664222, E: enquiries@designeryarns.
uk.com, www.designeryarns.uk.com.

METALLIC THREADS LACE

“Lace, mesh and highly textured fabrics were
A touch of glamour seen in abundance on the catwalk this year, with
“The summer season has seen a return to crocheters’ using casual layering of neutral and brightly coloured
strong bold colours and embellishments with metallic fibres, semi opaque fabrics a key trend,” says Claire
a trend that will continue into the autumn/winter season,” Montgomerie from Inside Crochet. “Luckily
says Emma Irving at Coats Crafts. Coats Crafts is the leading with the brand new Debbie Bliss autumn/winter
distributor of Anchor yarns and craft yarns in the UK, and collection, consumers will be spoilt for choice
they currently stock a range of Anchor Artiste metallic fine with their soft lace weight Angel yarns (76
thread that comes in 25g balls. These are ideal for all skill levels percent mohair, 24 percent silk).” Designer yarns
and are particularly popular around the festive period for adding a glamorous touch to bring together some of the best yarn collections
creations. Anchor Artiste metallic fine thread also comes in 25g balls and is 65 percent in the world, including those of Louisa Harding,
viscose and 35 percent metalled polyester. Colours range from ice white through to Noro, Araucania and of course, Debbie Bliss.
bright pinks, blues, multi-colours and blacks. To find out more contact Coats Crafts UK, Their yarns are classic, using beautiful fibres
T: +44 (0) 1484 690802, E: ccuk.sales@coats.com, www.coatscrafts.co.uk. of the highest quality and luxury blends that
combine softness and practicality, perfect for
TWEED consumers wanting to create their own on-trend
Consumers are quickly picking up on the popular tweed trend for autumn/winter lacy garment.
– a cosy, neutral coloured tweed wrap is set to be an essential item for crocheters, To find out more contact Designer Yarns,
picking up on the distinctive bohemian yet classic retro ‘70s trend that we’re seeing T: +44 (0) 1535 664222,
everywhere. Debbie Bliss has an impressive range for this season that consumers E: enquiries@designeryarns.uk.com,
will love. The collection includes the Donegal luxury tweed aran (85 percent wool, www.designeryarns.uk.com
15 percent angora) and the Donegal luxury tweed chunky, which comes in some
absolutely beautiful colours. Both also come in the season’s popular natural shades,
as well as a few choice brighter colours (and in the very popular honeysuckle pink
colour). Other tweed yarns from Designer Yarns include Louisa Harding’s willow
tweed, which is 40 percent alpaca, 40 percent merino and 20 percent silk and is a
beautifully soft yarn with a delicate look, available in 12 different colours.

38 craftfocus
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cool to crochet
CROCHET BOOKS
To support crocheters, many of the leading publishing houses
have published new crochet books including the following:
Crochet – techniques, stitches
and patterns
By Marie-Noelle Bayard
Whether new to crocheting or wishing
to take the craft to new levels, this book
provides an indispensable guide. Basic
techniques are explained, beginning with
‘getting started’ on how to hold the yarn
and hook, all very clearly illustrated with
step by step photographs. The 80 crochet
stitches are shown interspersed with 20 original projects to make,
including a tote, slippers, sweaters, home décor, toys and more. Stitches
range from most commonly used to pattern stitches and composite
stitches. Published by Sixthandspringbooks, in paperback, RRP £14.99, it
is available in the UK from GMC Publications (ISBN: 978-1936096-14-5)
Pots to Knit and Crochet
By Gina Alton
This is a fun collection of knitted
and crochet containers with which to
brighten up your home. Basic knitting
and crochet know-how is also included
with clear instructions and step-by-
step diagrams. Among the techniques
included are how to crochet around
wire and Tunisian crochet. Projects range from a bangle bowl
to a terracotta herb pot. Published by GMC Publications in
paperback, RRP £9.99 (ISBN978-1600596-66-7).
Cute Creatures to Knit and
Crochet
There are 35 fun and easy projects using
crochet, knitting and French knitting in
this book, all with clear notes on the basic
techniques used as well as step by step
instructions for each creature. Choose from
cute and cuddly dogs, cats and penguins to
the world and wacky world of Fanfan the
elephant and Felix the Martian dog. Cute Creatures to Knit and Crochet
is published by Search Press in paperback, RRP £10.99
(ISBN: 978-184448-607-6).
Contacts
Cico Books, T: +44 (0) 1256 302699, www.cicobooks.co.uk
GMC Publications, T: +44(0)1273 488 005, www.thegmcgroup,com
Search Press, T: +44 (0)1892 510 850, E: sales@searchpress.com,
www.searchpress.com
40 craftfocus
EXPERT ADVICE
As well as yarn, patterns and tools,
consumers will also require advice, and
Inside Crochet, the UK’s only monthly
crochet magazine, is an ideal way to
provide consumers with everything
they need. Every issue this monthly
title (RRP £4.99) contains 12-15 up-to-
the-moment fun and funky patterns
and advice. For further details contact
All Craft Media, T: +44 (0) 1279 879038, E: Jenna@kalmedia.co.uk,
www.insidecrochet.co.uk.
Crochet for Children
Claire Montgomerie
Get your little ones hooked on crochet
with this book of 35 fun projects. Author
Claire has included projects that are fun
and simple and can be worked through
easily digestible lessons. Each chapter
features projects for beginners, intermediate
and confident crocheters. A comprehensive techniques section at
the front of the book describes everything from holding the hook
correctly to crocheting in the round. Published by Cico Books on
11 August, Crochet for Children has RRP of £12.99 (ISBN: 978-
1907563-80-5).
Cute & Easy Crochet
By Nicki Trench
Nicki Trench has compiled 35 easy-
to-follow crochet patterns that are
fun to make whilst teaching you how
to crochet. Starring with a Crochet
Know-how section there are then three
chapters packed with patterns to improve
your skills. You can start with a simple
springtime throw and then move on to something more challenging in
the Practice Makes Perfect chapter. Choose from cute gifts for babies
and young children, or treat yourself to a chunky seashells scarf. Cute
& Easy Crochet is published by Cico Books in paperback, RRP £12.99
(ISBN: 978-1907563-06-5).
Super Scary Crochet
By Nicki Trench
Another collection by crochet expert
Nicki, this book includes 35 gruesome
patterns to sink your hook into! You
can make zombies, witches, murderers
and more. The book is split into four
chapters, starting with Scary Families. At the back of the
book are tips on crochet know-how and all the templates needed.
Super Scary Crochet is published by Cico Books, RRP 12.99,
(ISBN: 978-1907563-54-6).
 ‡‡‡

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Visit our website to see the wide
range of fabrics and stencils at
www.hobbyfunukltd.co.uk or see us
at any of the following shows:
Stevenage Leisure Centre
14th August 2011
Craft 4 Crafters
Alexandra Palace
London 24th & 25th September 2011
NEC Birmingham
3rd-6th November 2011

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Presents a One-Stop Shop for all your Quilling needs

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 CRAFTS

bookshelf
Wendy Gardiner provides a comprehensive
Button Jewellery
– 20 to make
Marrianne Mercer
Published by: Search Press,
RRP £4.99 paperback
ISBN: 978-1-84448-654-0
Create beautiful, stylish
listing of the many and varied new titles jewellery using buttons
available now, all packed with projects and and simple techniques. The
buttons range from vintage
techniques to get your customers trying out to modern, tiny to big and
new crafts bold. There are 20 designs
to make and wear with clear
step by step instructions.

JEWELLERY
Calligraphy in 24
One-Hour Lessons
Chain Mail Jewelry Veiko Kespersaks
By Terry Taylor and Published by: Search Press,
Dylon Whyte RRP £12.99
Published by: Lark Books ISBN: 978-1-84448-613-7
(via GMC Publications) RRP This is a carefully structured
£17.99, hardback beginners course in which
ISBN: 978-157-99007-235 the reader will learn the
Make dazzling, distinctive basic principles behind
jewellery by interlinking a range of alphabets in
anodized aluminium, gold a series of focused,
or silver rings. Follow technique-led tutorials.
the tips and techniques
included in this book. To complete any of the 30 projects that
range from creating an inlaid chain mail pendant to a Japanese
hexagonal mail collar. Christmas Crafting in
No Time
Metal Style Clare Youngs
Karen Dougherty Published by: Cico Books, RRP
Published by: Interweave.com £14.99, ISBN: 978-19075-637-82
(distributed by Search Press) This colourful book has fifty
ISBN: 978-1-59688-282-5 time-saving projects which aim to
Cold-connection techniques take the stress out of preparing
are expanding the options for the festive season. There are
when it comes to using metal five chapters covering a wide range
without the use of a torch or of different crafting techniques
kiln. This inspirational book has from paper cutting and papier mache to embroidery and
20 projects to make without sugar crafting. All are beautifully illustrated, have step by step
having to deal with heat. instructions and inspirational photography.

42 craftfocus

SEWING, PATCHWORK
& QUILTING
Spunbonded Textile
& Stitch
Wendy Cotterill
Published by: Batsford (via
Anova Books), £19.99 hardback
ISBN: 978-1-84994-001-6
This is an essential guide for
textile artists who want new
and exciting ideas on how
to use versatile materials
that are spun-bound together
mechanically, chemically
or thermally.
Inspired to Sew
Bari J Ackerman
Published by Stash Books
(an imprint of C&T
Publishing Inc and available
from in the UK from The
Roundhouse Group),
£21.99 paperback
ISBN: 978-1-60705-011-7
Learn to mix and match
today’s bright, irresistible
fabric prints and use them
with many different sewing
techniques. There is loads of
practical advice and collage style projects from bags and brooches
to garments and wall hangings.
Early 20th Century
Embroidery
Techniques
Gail Marsh
Published by: GMC
Publications, RRP
£16.99 hardback
ISBN: 978-1-86108-820-8
In this visually stunning book
Gail Marsh provides an
essential reference for any
student studying embroidery,
fashion or textiles.
Techniques explored include
the new Punto Tagliato, needleweaving, needle lace fillings, Wessex
stitchery, lettering modern appliqué, cutwork and crewel work.
bookshelf
Countryside Softies
Amy Adams
Published by Stash Books (an
imprint of C&T Publishing Inc),
RRP £17.99 paperback
ISBN: 978-1-607-215-9
Amy has provided patterns for
28 unique fabric softies that can
be sewn by machine or hand.
You will also learn to personalise
your creations with whimsical
embellishments.
Playful Patchwork
Suzuko Koseki
Published by: Creative Publishing
International, (via Quarto Group)
RRP £14.99 paperback
ISBN: 978-1-8923-605-9
There are 12 fantastic floral
motifs in this patchwork sewing
book as well as instructions for a
range of contemporary sewing
projects from simple pin cushions
and cute tea cosies to handbags
and quilts.
Growing Up
– Sew Liberated
By Meg McElwee
Published by: Interweave.
com (distributed by
Search Press)
ISBN: 978-1-5668-162-0
Handmade clothes and
projects for creative
children are included in this
imaginative book. It includes
techniques, extra tips and
tricks and a pull out pattern.
Contacts
Anova Books, T: +44(0)20 7605 1466, www.anovabooks.com
Cico Books, T: +44 (0) 1256 302699, www.cicobooks.co.uk
GMC Publications, T: +44(0)1273 488 005, www.thegmcgroup,com
How2crafts, T: +44(0)121 212 9857, www.how2crafts.com
Quarto Group (incorporating Creative Publishing International),
T: +44 (0)20 7284 7197
Search Press, T: +44 (0)1892 510 850,
E: sales@searchpress.com, www.searchpress.com
Stash Books, www.roundhousegroup.co.uk
craftfocus 43
 We are an Edinburgh based rubber stamp company
who deal directly with retailers.

We have just revamped our Celtic, Scottish & Wedding selection

of rubber stamps. These are nicely packaged and mounted
for use with acrylic blocks.

FREE delivery for orders over £50.00 (net of VAT).

You can view our range of products on our website

www.craftystamps.com
Tel/Fax: 0131 221 9440
enquiries@craftystamps.com
Crafty Stamps, 92 Grove Street, Edinburgh, EH3 8AP
 christmas crafts
Buttonbag
tis the season…
Without wanting to wish the year away, it’s time to turn All buttoned up
Buttonbag founders Sara and Sarah reckon that
attentions to Christmas products so we’ve featured here getting ready for Christmas is just as important as
new products, best sellers and seasonal favourites the big day itself. Their four new Christmas kits give
everyone the chance to create a handmade
Christmas – which in the current economic times
Contemporary Christmas
is a factor of home-budgeting as well as style! With
As part of their new releases for 2011, Sizzix will be
a Scandi-inspired palate of pale blue, red, purple
launching several new Christmas themed die ranges. “With
and green, the Christmas robins, Christmas baubles,
popular names such as Tim Holtz and Basic Grey involved,
Christmas stocking and angel and Christmas advent
the contemporary designs are sure to be a hit with every
calendar retail for between £10 and £15. The
kind of crafter,” said Jennifer Hancock, Marketing Assistant at
advent calendar has already proved so popular
Ellison. Many of the dies included in these ranges are steel
with stores pre-ordering for Christmas, that
rule so they will cut everything from paper and craft
Buttonbag has doubled the production run. For
metal to leather and chipboard which make
more information, T: +44 (0)208 525 1640,
them perfect for everything from Christmas
E: studio@buttonbag.co.uk.
cardmaking to dressing the table. The ranges,
Tim Holtz Christmas and winter, textured
impressions, figgy pudding by Basic Grey and
Christmas cardmaking will be released between
September and November this year. For further information, contact Ellison on
T: +44 (0)844 499 8181 (within UK) +44 (0) 845 345 2277 (outside UK),
E: europecustomerservices@ellison.com.

Uniquely yours
If you are looking for something a little different, take a
peek at some of the hand painted crafty products from
1st Unique Gifts. These include festive chalkboards such
as the Sleeps till Christmas chalkboard which comes
with a little stick of chalk and integral wire chalk
holder, plaques and a personalised first Christmas
teddy. Wendy Massey from 1st Unique Gifts said:
“I make plaques (and other things) to order. I also
supply several websites on a drop shipping basis
and sell to several small independent shops too. If
retailers would like to contact me by email. I can let
them know prices and terms based on what might
suit them, whether that’s wholesale, drop shipping
or making to order for personalised items.”
Contact: T: +44 (0)1925 765 173,
E: wendy@1stuniquegfts.co.uk,
www.1stuniquegifts.co.uk

craftfocus 45

Getting to the point
New from Flower Soft (distributed by Katy Sue
Designs) are these unusual Christmas nativity pyramid
and Christmas tree pyramid card kits that are a gift in
themselves (RRP £6.99 each). Each of the kits contain
eight sheets and will make a minimum of six stunning
3D cards in a variety of different designs. Following the
simple construction steps on the sheet, the finished cards
form the pyramid shape whilst the nativity or Christmas
tree scenes cleverly fill the space and are brought to
life with the additional 3D decoupage layers. “They look
particularly good when they are embellished with realistic
texture such as sand, pin and polar white from the Flower
Soft range of colours” said Susan Balfour from Katy Sue
Designs. Information from www.katysuedesigns.com.
christmas crafts
Paint your own
For Christmas 2011 Country Love Crafts predict that their range of ‘paint your
own’ Christmas tree decorations will be as popular as ever (demand for this range
of hanging ornaments increases each year). Designs are simply painted with either
acrylics or pottery glazes. These shapes create a wonderful, hand-painted and
re-usable keepsake - children love painting their own designs too. To add that
extra sparkle, Country Love Crafts also offer a range of glitter paints, acrylics and
speciality mediums (they are the UK’s largest distributor of DecoArt with over
1000 products in stock). Social media users can follow them on facebook and
twitter. For more information T: +44 (0)1235 861700, E: sales@countrylovecrafts.
co.uk, www.countrylovecrafts.com and www.countryloveceramics.com.

Much loved
snowman
Crafter’s Companion feel
privileged to have been
approached by Snowman
Enterprises Ltd are delighted
to bring Raymond Briggs’
original artwork from the
much-loved Christmas
story ‘The Snowman’ to
the digital craft industry.
“In previous years, the
Snowman craft range has
been hugely successful,
but with the onset of the digital crafting
Fun with friends era we were delighted to develop this new
Ladybug Crafts Inks have plenty of Christmas images for the range with them,” said Meg Wratislaw for
craft world from their ranges Nikki & Friends, Magnum & Lily, Crafter’s Companion. As the sole licensee in the
Ruby Fairies and the latest additions Jack and Robyn which papercrafting industry, the first in the Snowman
launched in June. These fun stamps are made of clear polymer range is now available, and comprises a single CD
which makes it easy to see where you are stamping.“Retailing and a DL stamp plate. For more information
from between £6.50 - £6.99 these super cute images will suit T: +44 (0)1388 660 930,
people of all ages” explained Kerry O’Leary from Ladybug E: info@crafterscompanion.co.uk,
Crafts Inks. A PDF catalogue and price list is available, www.crafterscompanion.co.uk.
T: +44 (0)141 644 5399 or +44 (0)7796 532 254.
craftfocus 47

Crossing barriers
Nia Cross Stitch produce original cross stitch designs
and colourful creations in Welsh and English and offer a
variety of seasonal designs. The designs featured are fun
‘banner’ style samplers illustrating the spirit of Christmas.
Both ‘Christmas’ and the Welsh, ‘Nadolig’ are set amongst
festive motifs and embroidered in seasonal colours on
16 count ice blue aida fabric using DMC threads. “We’ve
also included metallic threads to add that extra sparkle
in small areas,” said Nia. Both are available
as chart-packs or kits with a colour chart,
fabric, threads, needle and instructions.
Visit the website to view the full range of
designs. For further information contact:
T:+44 (0)1792 897695,
www.nia-crossstitch.com.
Village art and papier mache
Snowy Lane Craft’s Christmas village kits are charming,
glittery, paper structures modelled on popular versions
from the ‘40s and ‘50s. The Snowy Lane Christmas Village
was the first kit designed by Kathy Chambers, president
and owner of Snowy Lane Crafts, in 2007 and demand has
grown rapidly since. Today Kathy has a number of village
kits, and is developing a farm series and a haunted village
for 2011. Each kit includes all materials: papers, glue, glitter
and embellishments, and resulting cottages are sturdy for
years of enjoyment. Suitable for ages eight and up.
Kathy has also designed a range of papier mache kits
which come with a re-usable form for moulding the easy-
to-use paper clay product, as well as paints, glitter, glue
and ribbon for decoration. “These kits come in a number
of styles, including Santa, a chocolate bunny and a trio of
Easter chicks, as well as a jack-o-lantern and a teapot. Each
kit includes all necessary materials for completion and you’ll
want to display them proudly every holiday!” explained
Kathy. They are suitable for ages 12 and up. For more
information on both these new products,
T: USA 513-403-8277, E: info@snowylanecrafts.com,
www.snowylanecrafts.com
An angelic tree topper
Not actually new, but a very popular seller every year, Gillian
Gladrag’s ‘Hallelujah Hattie’ felt angel kit (RRP £22.50) is
ideal for the top of the Christmas tree. The kits comes with
everything needed to make the angel, including template,
felting needle, real merino wool tops, mohair locks for her
hair and angelina fibres for her glittery bits! The company’s
Gillian Harris endorsed the kit and said: “The
only other thing needed is a basic mini kit
which contains a mini bamboo rolling mat and
netting which costs £5.95. We find that people
start crafting for Christmas as early as July
although our sales really get going in September
when the weather gets a bit cooler and the kids are all
back at school.
“Momentum builds from then with our trade sales.
The earlier retailers can place an order, the more likely
they are to have it in plenty of time for the Christmas
rush,” she added. For further information:
T: +44 (0)1306 898 144, E: gill@gilliangladrag.co.uk,
www.gilliangladrag.co.uk

Counting down to Christmas

Mouseloft have added new designs to their large range of counted cross stitch
kits for Christmas. The kits, RRP £2.19 or £2.69, (all manufactured in Cheshire
by Mouseloft) include a card and envelope. “The range includes traditional and
more contemporary designs. For example there is a jolly Father Christmas, a
bright traditional robin and three meerkats enjoying their Christmas party or a
mouse waiting for Santa,” said Roger Hart. New designs include a snowboarding
cat, a little dog and Santa’s washing line. Take a look at the designs on
www.mouseloft.co.uk or for a colour catalogue T: +44 (0)1477 533566.

48 craftfocus
 +RXJLH
Stock up now for Christmas
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0RELOH
2IILFH Tapestry kits for all levels of ability
LQIR#KRXJLHFUDIWVFRXN Easy to follow designs with colour printed canvas
ZZZKRXJLHFUDIWVFRXN
Tel: 01460 281111 info@jollyred.co.uk
www.jollyred.co.uk

An exciting new British company with a fabulous range of cling

stamps, manufactured in the UK to a very high standard

www.ladybugcraftsink.co.uk
 A prime time Get set and stitch
Jolly Red’s needlepoint Christmas stockings are
Final word goes to
fabulous kits to stitch for any member of the
Woodware Craft
family. “The stockings are typically stitched for
Collection. Dorothy Adam
a first child or grandchild, and then once
from the company said:
they see the results everyone else in
“Christmas is always a
the family decides they want one too!”
prime crafting time and
explained Kelly Fletcher of Jolly Red.
it is important for shops
The range of stocking kits includes six
to make the most of the
colourful designs, the latest is ‘Puppies’,
season. Woodware Craft
designed for dog lovers of any age, as well
Collection is already
as for the family’s four legged friend. Other themes include Noah’s Ark, a
prepared. Our Christmas
Christmas alphabet, and angels. Jolly Red’s designer Kelly Fletcher is never
stamps will be released
stuck for inspiration when designing the stockings. “We listen very closely
during the summer so that
to our customers about their own suggestions for stocking themes. Many
shops can have stock of
are animal lovers so I knew they would like Puppies.” Another animal
them as customers come
themed stocking from Jolly Red will be ready later in the year. “Customer
back from their summer
feedback has already given me ideas for the next two designs, so the
holidays and start to think
Christmas stockings will keep coming!” added Kelly. For trade details,
about Christmas.
contact Jolly Red on T: + 44 (0)1460 281 111 or E: kelly@jollyred.co.uk.
“The best way to get
craft products into the
hands of the end user is
to de-mystify them so
demos and workshops are vital. We work hard at supporting our
customers with training and information” she added. Francoise Read
and Jane Gill, Woodware Craft Collection designers, are dedicated
to spreading crafting knowledge both in person and by writing in
a variety of magazines such as Craft Stamper, Crafts Beautiful and
Paper Craft Essentials, which certainly drives demand. For further
information T: +44 (0)1756 700 024, E: sales@woodware.co.uk,
www.woodware.co.uk.

All wrapped up
Gift wrapping has become an art in itself so Jean Means has developed
a wide selection of tags, wrapping and decorations, designed by Jean
Means herself and available as small minimum orders. For Christmas
she has a selection of grosgrain, gingham and wired ribbons available in
various roll sizes. There is also a free sample service. “We are excited
about launching our new range in September just in time for Christmas.
Included this time are new colourways and widths. Our customers have
requested a narrower ribbon and we have taken this on board and will
be introducing some 7mm wide designs, perfect for threading through
tags,” said Jane. For further information, T: +44 (0)1522 522 544,
www.janemeans.co.uk.
Mini fun
DMC are offering new Christmas Fun! mini cross stitch kits to start
customers stitching for Christmas now. DMC’s Cara Ackermann
said: “The designs are colourful and simple to stitch; great impulse
purchases for stitchers of all levels and abilities and at RRP £2.55
each, the are great value too.” The assembled counter-top unit is
already pre-loaded with 16 units, (five of each desing) for your
customer to choose from. “Your customers can choose from kits
including DMC 14 count iridescent fabric or to add a little Christmas
sparkle, kits with one colour of DMC Light Effect thread and of
course DMC stranded cotton” Cara added. The kits have everything
needed to complete the 3 x 3” design including an easy to follow
chart, DMC fabric and DMC threads and needle. The mini kits have
a variety of end uses from Christmas cards, present labels and as
decorations for Christmas stockings and sacks. The counter top
display box measures 30cm x 37cm x 19cm approx. “Order now
and get your customers stitching for Christmas by quoting BK983”
said Cara. For more information, T: +44 (0)116 275 4000,
E: sales@dmccreative.co.uk, www.dmccreative.co.uk.

50 craftfocus
 )DW&DW&URVV6WLWFK
%ROGEULJKWIXQGHVLJQVIRUDOO

Fun designs to stitch for children of by children.

All new for Christmas 2011

For all our Christmas kits visit...
www.fatcatcross-stitch.co.uk
Tel: 01568 780183

CAPTURE THE MAGIC OF

CHRISTMAS WITH DUFEX
Seeking some sparkling Christmas inspiration for you and your
customers? Then take a look at the fantastic Christmas designs
from Dufex Limited.

There is no better way to capture the magic of Christmas

than with the amazing sense of light and movement created
by Dufex.
Alongside our best selling stickers, card blanks and
decoupage comes 12 brand new Christmas Dufex Die Cut
decoupage sheets.
We are also proud to present over 20 new Reddy Creative
Cards Christmas Paper Die Cut Decoupage.
For more information call 01462 410070, e mail
enquiries@dufexcrafts.com or visit www.dufexcrafts.com.

Festive papers
Working exclusively with the designers
at Hallmark, the Papermania Noel range
from docrafts is a contemporary mix
of favourite festive characters.“With
vivacious colours sure to bring projects
to life, our folk-art inspired Santa,
Rudolph and snowmen are a great
centrepiece for crafting this Christmas,”
said Becks Fagg. With intricately
glittered patterned papers and die-
cut toppers, as well as bold cardstock
stickers the range features a few
must-have new additions including a
Noel advent calendar kit that has been
sized to perfectly match their nesting
punches and coordinating Noel stamps.
Also new are the Urban Stamps which provide the flexibility of
slim-line storage with the accuracy, detailing and quality of premium
quality rubber. These can be used with clear stamp blocks to
position with docrafts simple pictorial guide printed on high density
cushioning and re-clinging foam.
We all get caught out sometimes, and docrafts Noel rescue card
kit does what it says on the tin! If you need eye-catching Christmas
cards in an instant or some tantalising tags in a minute, this fully
coordinated kit helps you out of sticky situations and makes
handmade less hassle. Further information from,
T: +44 (0) 1202 811000, www.docrafts.com.
New designs for
Christmas
It doesn’t seem to matter where
you fit in the craft industry, right
now we could all do with a bit
of a boost! “Scrapbookingonline
has some great new lines from
the designers at BoBunny,
Nikki Sivils and JillyBean Soup
LLC, all of whom have again
worked their magic producing
scrapbooking and papercraft
collections at outstanding value
for money. They are also at the very highest levels of quality and
finish,” said Robert Harwood of Scrapbookingonline. In addition
new Christmas collections will be available for delivery in August.
“We hope this is a recipe for you to enjoy a very Happy Healthy
and Prosperous Christmas season,” Robert added. For further
information T: +44 (0) 1942 810 319, E: sales@scrapbookingonline.
co.uk or visit: www.scrapbookingonline.co.uk.
christmas crafts
Festive and frivolous
May Arts have come up with a fabulous
selection of ribbon to make your gifts stand out from
the rest. The range includes sparkling snowflakes, gold and silver stars,
Santa’s reindeer, pine trees and satin holly leaves. There’s tinsel edged
sheer ribbon, sumptuous metallic velvets, sheer gold swirls and a whole
host of red and green polka dots, plaids and stripes in sheer, satin, twill,
grosgrain, taffeta and silk. Available through SE Simons in Bristol, the May
Arts range includes over 6000 high quality ribbons and trims suitable for
all gift, floral, cake and decorative projects. For more information contact:
SE Simons, T: + 44 (0)117 955 4710 , E: simon@sesimons.co.uk,
www.sesimons.co.uk.
Whiter than white
Crafters often yearn for a pure white colour to
use on Christmas cards and papercrafting projects
so Katy Sue Designs are sure that the new Polar
White paint will be much in demand. The first in
the new Premium Diamond range, this speciality
colour has unique properties. “Crafters will be
amazed at the semi translucent and frosted effects of Polar White, which
has been specifically created to work on white areas within designs. It is
set to be the season’s sensation by giving the most realistic snow effects
ever seen in paper crafts” said Susan Balfour. She added: “Polar White
has all the usual qualities you would expect from Flower Soft® so that
it adheres well with Flower Soft glue, can sprinkle and will not clump,
and of course will make miniature flower stems. We are delighted with
the results and expect to see lots of snow this Christmas!” For further
information on the Pyramid cards and Polar White, T: +44 (0)191 427
4571, E: s.balfour@katysuedesigns.com, www.flower-soft.co.uk.
Aussie to Europe
Red Bunyip, the Australian based
manufacturer of fun and friendly souvenir
and gift products has appointed United
Brand Management as its exclusive
European distributor, which will see an
eclectic collection of beautifully designed
animal characters invade gift and greeting
card shops across Europe. Red Bunyip, which
is the brainchild of ‘Beatrix Potter wannabe’
Bambi Smyth, produces an extensive range of fun and educational
products including pocket money games, wall murals, fridge magnets, bag
tags, stationery and stickers, featuring a comprehensive selection of some
of the best loved animals from around the world, including Australia’s
favourite animals, aquatic sea creatures and zoo animals.
Nick Richardson, MD of United Brand Management Ltd says: “We are
absolutely delighted to be working with Bambi and her ever expanding
family of fun friends! I’m sure that their educational and fun nature will be
a hit with retailers across Europe”. For further information on the Red
Bunyip product range, T: +44 (0)844 414 5578, www.redbunyip.eu. C
craftfocus 53
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The UK’s leading
magazine for
the craft industry
Craft Focus magazine is the UK’s leading
bi-monthly publication for the craft
industry, distributed to over 6,000 Art &
Craft shops, Model shops, Haberdashers and
Needlecraft retailers.

The supplier directory on www.craftfocus.

com allows readers worldwide to contact
advertisers in the magazine for more
information about their products or services.
This service is free but only available to
current advertisers, and it serves as an extra
value benefit to those businesses supporting
the magazine.

Tel: +44 (0)1376 514 000 Email: info@craftfocus.com

www.craftfocus.com
 business advice
managing your reputation
Nick McAleenan reveals his tips for protecting your business’ reputation on-line

The explosion in popularity of social media
websites such as Facebook and Twitter has
created many exciting opportunities for
businesses working in the craft industry. A
successful online strategy can significantly
boost your business’ profile, improve client
loyalty and generate greatly increased
revenues. However, the social media
revolution is not without potential dangers.
One such danger is the risk of reputational
damage caused by statements posted on third
party social media websites.
Crafting consumers are increasingly using
the internet as a research tool to find the
best supplies and services available. Negative
postings about your business can have a
dramatic impact upon your income.
The problem with online defamation
is that the offending statements can sit
there, like a time bomb, waiting to be
discovered by your potential client base and
contacts. Ignoring the problem is likely to do
more harm than good because the statements
may be republished by others and gain
credence. Businesses are realistic about the
need to deal with the occasional complaint,
but what should you do when statements
are posted which ‘cross the line’ and cause
serious damage?
“Are they allowed to say that?”
A blogger will have a defence to a defamation
claim if they can show that the allegation
complained of is a fact which is true or
substantially true. A blogger could also argue
that the allegation is a statement of opinion
or comment, rather than fact. In this case
the comment must be on a matter of public
interest, be recognisable as comment (rather
than fact), be based on facts which are true,
and explicitly or implicitly indicate what facts
the comment is based on.
The comment must be one which could
have been made by an honest person, however
exaggerated or prejudiced the opinion.
If the blogger was malicious because they
knew that the allegation was false or did not
care if it was true, then a defence of ‘honest
comment’ may fail.

“The social media revolution is

not without potential dangers.
One such danger is the risk of
reputational damage caused by
statements posted on third party
social media websites.”

“They said what?!”

A cursory Google search may reveal web
users discussing your business, the goods and
services you offer, and even you personally,
on all sorts of social media platforms. For
example, online discussion forums and blogs
frequently mention businesses in the craft
industry. These comments can reach huge
numbers of potential customers.
The majority of online postings are
inoffensive. However, statements which tend
to make the reader think less of a person
or business by exposing them to hatred,
contempt or ridicule, or disparaging them
in their business, trade or profession are
potentially defamatory.
craftfocus 57
craftfocus 57
managing your reputation

Anonymity: hiding in the shadows

The ability to post anonymously using a
pseudonym emboldens some bloggers to
make outrageous and extreme allegations.
In my experience, even when a person posts
anonymously, the subject may be able to
identify the culprit because the post forms
part of an ongoing campaign of objectionable
behaviour. It is possible to obtain a court
order requiring a host website to disclose the
identity of an anonymous blogger who has
posted defamatory statements.
Another problem is fake profiles. Fake
Twitter and Facebook profiles can be set
up to direct abuse or ridicule at a business,
or to ‘leak’ confidential information into the
public domain.

to your normal legal rights, website terms

“If you have been defamed online,
contact the host website and
request that the offending post be
taken down.”
What to do?
• Depending upon the size of your business,
set up a team ready to deal with any
reputational crisis: senior management,
in-house legal, communications/marketing
department etc.
• Monitor your on-line reputation. This will
allow you to identify potential problems early
and nip them in the bud.
• If you have been defamed online, contact
the host website and request that the
offending post be taken down. In addition
and conditions of use usually allow posts to A FEW TIPS:
be taken down if they contain defamatory or
• Do not post comments which could
offensive statements.
damage your relationship with suppliers,
sponsors or other business associates.
• Consider obtaining professional advice on
how best to correct any damage and vindicate • Do not post information or
your reputation. You may have a claim against photographs which could breach the
the blogger and, in certain circumstances, the privacy rights of third parties or reveal
website. Legal remedies may include obtaining confidential business information.
an undertaking that the allegations will not
• Do not rely on privacy settings to
be repeated (or an injunction), apologies,
avoid problems.
and/or damages and legal costs. You may also
consider responding to the allegations using • Observe professional conduct rules
social media or the press. when posting messages.
… And be careful what you post!
In order to avoid reputational problems
Further information
when you use third party social media sites
Nick McAleenan, Media Solicitor
for business purposes, it is best practice to
JMW Solicitors LLP
develop a comprehensive social media policy.
T: +44 (0)161 828 1858
A policy will help you to regulate content
E: nick.mcaleenan@jmw.co.uk
posted by your business and control tone. C

58 craftfocus

get techie with
digital crafts
Many traditional crafts now include techno-savvy
digital crafting and online communities.
Becky Williams shares news of a new type of crafting
Living in the 21st century, there are very few
corners of the globe that have not been
affected by the digital age, with its high-tech
home computers, mobile phones, MP3 players,
apps and of course, the internet. Fortunately,
for those of us interested in crafts, the digital
age has opened up a whole new world of
crafting potential, both for consumers and
the trade.
Online forums such as Ravelry have led
the way in encouraging crafters to become
more techno-savvy, offering a way to share
makes with other crafters, creating close-knit
communities of people who live thousands
of miles away from each other. Through these
forums and other website, digital downloads
have emerged, which offer a smart new way
to provide customers with original content.
Many companies and individuals have chosen
to offer these sorts of downloads for free,
such as Crafter’s Companion (www.crafters
companion.co.uk), while other companies
charge a nominal fee to download patterns,
which still offers a great saving when compared
to the cost of pre-manufactured goods.
Elsewhere, there are various software
packages for home computers that
offer crafters the opportunity to take
unprecedented control over their crafting.
There are packages for planning out knitted
pieces, charting cross stitch designs, creating
bespoke papercrafting goodies and more.
Online paper crafting has evolved
Papercrafters have the advantage of being
able to take their designs for cards and
scrapbooks and print them out using their
home printer, at near-professional quality. Many
crafters are progressing beyond paper though,
creating virtual cards and scrapbook pages to
share with others online. Serif is a company
producing a range of software for this purpose
and Ashley Hewson, Sales Director at Serif,
says: “Many are embracing the use of creative
software programs to produce fantasy-like
digital pages – crafters are making the most of
their digital photos and creating personalised
scrapbooks, photobooks and greeting cards.
The beauty of designing craft projects this
way is that users can play around with designs
until they are 100 percent happy, without
ruining expensive materials or creating a mess.
Individuals are also choosing to make hybrid
scrapbooks where they combine the tools
and techniques of digital and traditional
paper scrapbooking.”
“It’s clear to see that the
introduction of ‘digital’ to crafts has
already added a new angle to these
hobbies, and the future possibilities
of this new area is one of the most
exciting areas of crafts today!”
Outside of the home, applications for use on
mobile phones or tablets are at the cutting
edge of digital crafts, enabling crafters to be
creative on the move. There are ‘apps’ for
learning all sorts of crafts, for planning quilts,
counting knit rows, placing buttonholes,
planning embroidery, various converters,
and much more. It’s clear to see that the
introduction of ‘digital’ to crafts has already
added a new angle to these hobbies, and the
future possibilities of digital crafts is one of
the most exciting areas of crafts today! Read
on to find out more about some of the most
interesting digital crafts products available
right now.
digital crafts
CraftArtist Software
Serif ’s flagship digital crafting product is
CraftArtist Platinum, which is specifically
designed for creating print projects on a
computer. Designs can be personalised with
unlimited pictures and text, plus there is a
fantastic range of craft tools and techniques to
make designs more realistic than ever before.
Craft Artist Platinum software (RRP £39.99)
is an all-in-one package that includes content
from Serif ’s other CraftArtist packages:
Scrapbooks, Greeting Cards, Wedding Day and
Baby Photos (all RRP £19.99).
The Wedding Day software has proven
particularly popular and Ashley Hewson,
Sales Director at Serif says: “An area of digital
crafting that has seen significant growth is DIY
wedding stationery and decorations, such as
invitations, thank you cards, gift boxes and
table numbers. Research, which was conducted
earlier this year by OnePoll, showed that 12
percent of brides created their stationery
themselves on a computer. When asked if
they could plan their wedding over again, 60
percent would choose to design their own
stationery from home if it was easy and could
save them money.”
craftfocus 61

This consumer demand for digital crafts has
been growing stronger and in response, Serif ’s
CraftArtist software is now available to buy in
five of HobbyCraft’s ‘next generation’ stores
(including its 52nd store in Orpington, Kent),
with further expansion planned, depending
on success. Ashley sums up: “From our own
experience, we have seen digital crafting
grow quickly and we expect this increase to
continue. In the last 12 months, the number
of UK members that have joined our social
crafting community, DaisyTrail, has increased
by 128 percent. It’s clear that crafters are
becoming more computer savvy and they are
not only creating digital craft projects to print
at home but are also sharing their designs on
the internet with fellow crafters.” For details,
contact Serif on T: +44 (0) 115 914 2000 or
visit www.serif.com.
Grafix Craft Films
For crafters who want to get more out of
their printer, Grafix products will be their new
best friend! Grafix’s range of printable films
introduces a new type of creativity, which can
be used for cardmaking, scrapbooking, home
decorating, jewellery, kids crafts and more.
Grafix’s Inkjet Shrink Film allows you to print
one-of-a-kind designs, which are then baked
to create unique embellishments. Once baked,
the printouts shrink to 20 percent of their
original size and also become thicker, which
makes them perfect for making customised
charms, tags, lettering, frames and so much
more. Embellishments can be made to match
favourite patterned papers, or favourite photos
62 craftfocus
can be printed to make unique key chains or
charms for bracelets.
The Computer Grafix Films are perfect for
a wide range of papercrafting uses. The clear,
acid-free films are compatible with Inkjet or
Laser printers, and the resulting printouts are
quick-drying and non-smearing. The sheets can
be used to print stylish overlays, add journaling,
create window effects, or add rubberstamping
and embossing.
Last but not least is the Rub-Onz Transfer
Film, which allows you to print out and create
personalised rub-ons. The film is compatible
with Inkjet and Laser printers and the resulting
rub-ons will work on paper, plastic, wood and
glass surfaces. Favourite photos lettering or clip
art can be used to make rub-ons, or you can
also draw or stamp a design onto the film and
turn it into a rub-on.
“Overall, Grafix products mean that crafters
are no longer limited to pre-designed products
or printing onto plain paper” explained Katie.
To learn more about these and other Grafix
films, contact: T: +44 (0) 1216 581 9050,
E: katie@grafixarts.com, www.grafixarts.com.
JetMaster Display System
The JetMaster Display System from Innova Art
is an exciting product that allows the creation
of stylish ‘gallery wraps’ in a variety of sizes in
a matter of minutes. Images are printed onto
canvas (using an Inkjet printer), then pressed
onto the board, trimmed and folded. Digital
crafters can print scrapbook designs, photos or
other designs to decorate their home.
The JetMaster base is a pre-cut, laminated,
self-adhesive board that folds up into a tough,
lightweight ‘gallery wrap’. The result has no
bubbles, no untidy corners, no staples and no
hooks, and it’s so light that it can be hung from
just one nail. “JetMaster is a brilliantly effective,
low-cost solution to making stand-out image,”
explained Innova Art. The product recently
won the Innovation Award at the
Art & Framing Industry Awards, an event
attended by leading companies from the art
and framing industry.
The JetMaster boards come in a range
of sizes, perfect for demo prints and
promotional giveaways.
Templates for all sizes can be downloaded
from www.jetmaster-systems.com/downloads.
Home Print Studio
Designers and consumers will be very excited
by this brand new and exciting digital craft
download site. Home Print Studio (HPS for
short) is a multi-vendor download site, which
means that crafters can buy some of the best
digital downloads and also become designers
and sell their own creations.
Special Reader Offer
To celebrate their award, Innova Art
are offering a sample pack to the first
200 respondents to get in touch. To find
out more, E: waynem@fineartfoto.co.uk,
visit www.fineartfoto.co.uk or write to
FineArtFoto, Unit 8, Hayleys Manor, Uplands
Road, Epping, Essex CM16 6PQ.
There is a massive choice of downloads,
including hundreds of designs exclusive to HPS,
such as DigiCrafts (squeezee cards), Sharon
Duncan Crafts and Small Beauties. There are
even some freebies. HPS is a treasure trove
for avid crafters and there’s something for
everyone, from decoupage sheets, backing
sheets and toppers to full multi-page crafting
projects (with every sheet in the kit being
displayed). Everything is available at high-
resolution 300dpi, fully licensed and above
board. An online chat facility also allows visitors
to chat with the website staff in real-time.
The website has been designed to be as
easy to use as possible with a powerful search
facility and handy features such as Fast Shop,
which enables visitors to access and view
designs by category, latest additions, price, etc,
and add these to their shopping cart without
even having to open up the individual product
page. Once purchased, downloads are available
directly from the buyer’s account area and
delivered in secure zip file format. Designers
can earn up to 65 percent commission on
each sale and the site offers them easy-to-
use designer upload and management areas,
with the ability to list multiple sheets and
instructions. There is even support for selling
electronic cutting files. To find out more,
contact T: +44 (0) 844 357 8145,
E: sales@homeprintstudio.com,
www.homeprintstudio.com. C
success in your sights
In this series of marketing articles, Clive Harper, managing director of Yankee
Candle® Europe has provided an incisive guide to the different strategies
for creating a bespoke marketing campaign for your business. In this last
instalment, he concludes with some expert words of advice to ensure your
plan of action achieves maximum success

If I was to offer one piece of advice about
creating a marketing strategy it would be
to plan properly. There are many elements
in marketing which all sound exciting to try,
such as creating a brochure, advertising, public
relations, direct communication with your
customers or investing in a new product
range, but unless you pre-plan the costs and
time scale of each one prior to implementing
them, you will be lost and quite possibly
out of pocket. The more time you spend on
planning your strategy, allocating your budget
and devising a timescale to follow, the more
effective your marketing will be.
“Your customers are your
business lifeline, so treat them
that way.”
GET READY...
When you plan your marketing strategy, focus
on one element at a time so you do not drain
resources. So, for example, you may decide
to start the year by investing in some new
product ranges and emailing your existing
customers to tell them about it. As you
begin to see the effects of the new product
investment and direct marketing on sales you
can then focus attention on a new strategy.
TAKE AIM...
You do not have to invest large amounts
of money and target customers across the
country. In fact, the narrower and more
targeted your marketing is the more successful
it will be. This is why local media, your shop
and customer email addresses are the first
portals you should use for communication.
FIRE!
Remember to keep your message consistent.
Ensure your logo effectively communicates
who you are, is easily recognisable, and you
have one key message (or strapline) which
you can use across many marketing methods.
It’s important to get the logo and strapline
right first time, as consistently changing and re-
branding will confuse your customers.
Your customers are your business lifeline,
so treat them that way. Rewarding your
customers for their purchases and loyalty
is a successful technique for winning repeat
business. You can offer a percentage off a
second purchase, or give a voucher to a
customer who brings a friend who also spends
with you.
“The best thing about marketing
is that whether your budget is
small, large or non-existent, with
creativity you can always find an
avenue to make it work, building
on your sales and your success.”
Alongside your own marketing techniques
consider ways to encourage other people
to advertise your business for you. You can
give away a nicely designed car sticker with
each purchase or invest in luxurious branded
gift bags which your customers will reuse.
Approach other businesses in your area with
the same target customer as you to see if they
will be willing to collaborate. For example,
perhaps a hairdresser will exchange fliers with
you to place at the till point or a coffee shop
will split the cost of a full page advert with
you and you can offer an ultimate shopping
experience with a free cup of coffee.
The final advice I can offer is to be creative.
An unusual approach or brand new concept
will capture customers’ attention far better
than if you simply recreate marketing you’ve
previously seen. Perhaps you can run a
competition on a social networking website to
design a greeting card, the sale of the winning
design in your shop being the prize. Or work
with many businesses in your street to create a
treasure hunt, the clues for which are released
daily in the local paper and each day leads the
customers into a different business.
The best thing about marketing is that
whether your budget is small, large or non-
existent, with creativity you can always find an
avenue to make it work, building on your sales
and your success. C
Further information
For further information on Yankee Candle®
and advice about marketing
T: +44 (0)1454 454 500 or visit the website
www.yankeecandle.co.uk.

64 craftfocus
dmc – experts in threads
Established in the 1700s, DMC Creative World is an internationally recognised company
specialising in hand sewing, embroidery and Crochet threads
When was the business
first started?
DMC was founded in
18th century France by
the Dollfus family who
started their printed fabrics
business before moving
into the production of consumer threads and
related products. DMC quickly became an
international business driven by quality and
expertise, much as it is today.
Has the business changed much over
the years?
Surprisingly, the core DMC product has
not changed enormously over the years.
Manufacturing and dyeing techniques have
constantly improved but the actual thread
itself has not altered considerably.
66 craftfocus
66 craftfocus
The thread and creative craft business has
always been at the centre of DMC’s growth.
The sewing crafts division has supplied
the international market with threads for
embroidery, crochet, tapestry, sewing and
quilting for a number of years. We now have
subsidiaries all over the world and are experts
in the production of cotton threads and other
thread based products.
Are most of your customers web based or
bricks and mortar retailers?
We have a true mix of customers. There
are many web based customers in the UK
and many larger key accounts but, by far, our
largest customer base is with independent
retailers which we service through sales
personnel visits and via the DMC office. We
also supply direct-to- kit manufacturers that
know having DMC thread within their kits
drives sales. Recently we’ve had more and
more interest from outside of our normal
distribution and are working with wholesale
distributors who deal with the smaller retailers.
Recently we’ve had more and
more interest from outside of
our normal distribution and
are working with wholesale
distributors who deal with the
smaller retailers.
What are the specialist brands that
you distribute?
We are best known for our high quality
DMC Mouline thread. With 465 colours, high
resistance to light fading and the effects of
washing, customers find that it is so good to
work with; this really is a premium product.
DMC threads have inspired designers
and stitchers for hundreds of years with
breathtaking colours and sumptuous textures
that are being used to transform clothes and
household items by adding colourful texture
and dimension. We also offer specialist
threads such as ‘Light Effects’ for extra sparkle
and shine, ‘Colour Variations’ for subtle colour
changes within one thread and satin thread
adding shimmer to designs.
We have recently introduced the Charles
Craft range of products to UK stitchers. The
two product ranges complement each other
perfectly and we feel stitching something in
DMC threads on Charles Craft fabrics will
ensure that any stitching project has been
made with the best quality products allowing
creations to be enjoyed for generations.
The addition of Fillawant’s ribbons, bias
 focus on...
bindings and trimmings to the DMC Creative
World portfolio reflects the trends and
growing interest in hand made finished
items and sewing for the fashion and home
interior markets.
Our business is about colour, design, quality
and creativity and other products such as
cross stitch kits emphasise all of these factors.
We have been heavily involved in the crochet
market since our launch of new patterns and
kits last year, this is a great time for crochet
and as well as Petra we have just launched a
new yarn called Natura.

What do you think is your unique

selling point?
You could ask our customers and they
would tell you that when it comes to our
most important product DMC Mouline, we
are the best; we are the brand consumers
expect to see in store. Our main product
ranges are exclusive to DMC offering retailers
the opportunity to stock items that are not
available elsewhere. We work very closely
with our retailers to find out what is current
and in demand within the craft market so
we are also able to react quickly to changing
trends. We are proud to work with the best
of British designers and artists tapping into the
hand-made, home-grown trends of the past
few years as well as allowing a platform for
new and emerging British talent.
What do you think are the most important
trends for this season?
DMC’s marketing team is constantly looking
at the craft market to see what the latest
trend is and has found that crochet has had
a real resurgence since the Art of Crochet
part work was launched last year. It’s too
warm to knit in summer so crochet offers a
cooler alternative that can be fashionable, fun,
and practical. It’s very easy to pick up too so
we are spending time making sure we have
the right patterns in the market. DMC work
closely with designers and publishers to ensure
that we offer the right selection of products as
more and more people learn to crochet.
Do you produce a catalogue?
Yes we continue to produce a great catalogue
with plenty of variety for our customers.
Everyone’s different so we try to include
varying needs in our product mix. Every year
we bring out new ranges of kits and products
keeping our selection fresh and exciting.
What plans do you have for the future?
We have some exciting plans this year and
in 2012 for products. We are constantly
developing our product at DMC and we have
some great ranges and products ready for
autumn 2011. We are keen to develop our
people here too. We want to offer better
service and product for our customers and
consumers and we want to make sure we
have the best people here to do so. Our aim
is to always be improving. C
Further information
DMC Creative World Ltd
T: + 44 (0)116 275 4000,
Fax: +44 (0)116 275 4020
E: sales@dmccreative.co.uk
www.dmccreative.co.uk

craftfocus 67
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Four new Seasons in Long Stitch designs -
worked with anchor tapestry wool on 14 count
Zweigart Canvas.
May we remind you that all the rest of this series,
Poppy Head LSPH, Field Poppies LSFP and Daisies
LSD are now available in this new format.
Four new Christmas Cards

Order Line: 017684 83119

Fax: 01768 895031
Email: sales@derwentwaterdesigns.co.uk &';)UXLWZLWK&DQGOH

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 business advice
to webstore
or not to webstore
Will craft retailers feel the pinch in 2011 as more customers switch to the
web? Scott Storey shares his views

Technology is radically changing the face of
retail and the pace of change is getting quicker
by the day. Today’s consumer has become very
familiar with technology and it is increasingly
becoming part of everyday life for many,
regardless of their age. This ranges from using
the Internet and online marketplaces such as
Amazon to mobile phone web stores and
iPhone Apps. So with reports that online retail
sales are continuing to soar, what can craft
retailers do to maximise sales and boost loyalty
during the coming year?
With reports showing that more customers
than ever are turning to the web as their
destination of choice, I do believe craft retailers
need to embrace the online world by having
an effective and functional online webstore.
EPOS solutions that include built-in embedded
webstore technology mean that retailers can
have at their disposal everything they need
to reach a wider online audience, sell more
effectively to existing customers and keep
online inventory information up-to-date.
audience. Typically retailers have managed
web stores and bricks and mortar stores
with different management structures and
disciplines, both independently delivering
customer service. Integrating the two and
ensuring the level of service is not only
maintained but also increased, is a crucial
component to the success of this combined
business opportunity.
Costs per transaction models will rise
in popularity
With an uncertain future ahead, A Pay As You
Sell EPOS solution (such as that delivered by
Cervello) which enables retailers to pay less
for their EPOS systems when their sales are
down, will enable them to deal with the critical
issue of stabilising cashflow. This is something
which could mean make or break for many
retailers. Cost per transaction EPOS systems
are a great asset to retailers. This is particularly
true of those systems that have no upfront
license fees and no additional charges should
you wish to expand as all costs are on a pence
per transaction basis.
Retailers will continue to realise the
benefits of integrating online and offline sales
and creating a single customer experience,
regardless of which channel the customer
chooses to use. To ensure success, they should
look to invest in solutions which enable
seamless integration of multi-channel and
multi-store sales. C
Further information
Scott Storey is MD of CTS Retail. For more
information on the Cervello EPOS Pay as
You Sell solution, visit the website
www.cervello-pos.co.uk

“Now more than ever,

customers want to engage
with a hybrid retailer that is
able to combine the benefits
of the bricks and mortar store
experience with the flexibility
and 24/7 nature of the web.”

Multi-channel integration will become king

In the current environment, a seamless
integration between online and bricks and
mortar offerings is key to building customer
loyalty and truly understanding your target

craftfocus 69
project – fearless frog!
Crochet is fast becoming the handicraft to try so tempt newbies with an
easy crocheted animal charm

STITCHES MATERIALS
The stitches used in this easy project are Foundation chain (ch), FINISHED SIZE: about 6.5cm high
slip stitch (sl st) and UK double crochet (US single crochet). • DK (sport) weight yarn (50% wool/50% acrylic): 1 ball of lime
Foundation chain (ch) – Starting with a slip knot, wrap the yarn green (yarn A)
over the hook and draw it through the loop. Repeat as required. • 4-ply (fingering) weight yarn (30% lambswool/70% acrylic): 1 ball
Slip stitch (sl st) – Insert the hook into the work as instructed, of mint green (yarn B)
wrap the yarn over the hook then draw the yarn through in • Embroidery yarn in orange
one movement. • 1.75mm (US size 6) crochet hook
UK double crochet (dc)/US single crochet (sc) – Insert hook into • Toy filling
stitch as instructed, wrap yarn over hook and draw through work. • One snap hook
Wrap yarn over hook and draw through both loops on hook.

TO MAKE:
Head
Using yarn B, 3ch and join with sl st into a ring.
Round 1: 1ch, 8dc (US sc) into the ring, sl st into the ch at start of round
[8 sts].
Round 2: 1ch, 2dc (US sc) into each dc (US sc), sl st into the ch at start
of round [16 sts].
Round 3: 1ch, *2dc (US sc) into the next dc (US sc), 1dc (US sc) into
the following dc (US sc)*. Repeat from * to * all around, sl st into the ch
at start of round [24 sts].
Round 4: 1ch, *2dc (US sc) into the next dc (US sc), 1dc (US sc) into
each of the following 2dc (US sc)*. Repeat from * to * all around, sl st
into the ch at start of round [32 sts].
Rounds 5–6: 1ch, 1dc (US sc) into each dc (US sc), sl st into the ch at
start of round. At the end of round 6, slip some filling into the shape.
Round 7: 1ch, *1dc (US sc) into the next 3dc (US sc), skip the following
dc (US sc)*. Repeat from * to * all around, sl st into the ch at start of
round [24 sts].
Round 8: 1ch, *1dc (US sc) into the next 2dc (US sc), skip the following
dc (US sc)*. Repeat from * to * all around, sl st into the ch at start of
round [16 sts].
Round 9: 1ch, * 1dc (US sc) into the next dc (US sc), skip the following
dc (US sc)*. Repeat from * to * all around, sl st into the ch at start of
round [8 sts].
Break off the yarn, pass it into the remaining stitches and pull up to close
the hole; finish off.

70 craftfocus
 project
Body
Using yarn B, 3ch and join with sl st into a ring. ASSEMBLY
Round 1: 1ch, 6dc (US sc) into the ring, sl st into the ch at start of Mouth: Attach the mouth to the front of the head using backstitch;
round [6 sts]. separate the lips with a line of backstitch in yarn B.
Round 2: 1ch, 2dc (US sc) into each dc (US sc), sl st into the ch at start
of round [12 sts]. Eyes: Sew the base of the eyes to the top of the head and
Round 3: 1ch, *2dc (US sc) into the next dc (US sc), 1dc (US sc) into embroider a French knot in orange in the centre.
the following 2 dc (US sc)*. Repeat from * to * all around, sl st into the
ch at start of round [18 sts]. Joining the pieces: Attach the legs and the arms to the body. Next
Rounds 4–10: 1ch, 1dc (US sc) into each dc (US sc), sl st into the ch at attach the head.
start of round. At the end of round 10, slip some filling into the shape.
Round 11: 1ch, *1dc (US sc) into each of the next 2dc (US sc), skip the Snap hook: Join yarn B to the top of the head with sl st; 5ch, sl st
following dc (US sc)*. Repeat from * to * all around, sl st into the ch at into the previous stitch, passing through the snap hook, then 5ch
start round [12 sts]. and sl st into the head just next to the first stitch. Finish off.
Round 12: 1ch, *1dc (US sc) into the next dc (US sc), skip the following
dc (US sc)*. Repeat from * to * all around, sl st into the ch at start of
round [6 sts].
Break off the yarn, pass it into the remaining stitches and pull up to close
the hole. Finish off.

Legs (× 2)
Using yarn B, 15ch.
Rows 1–2: 1ch, dc (US sc) into each dc (US sc).
Toes: Form four toes at the end of row 2. For each toe, 5ch and sl st into
the first ch; finish off.

Arms (× 2)
Using yarn B, 9ch.
Rows 1–2: 1ch, sc (UK dc) into each sc (UK dc).
Fingers: Form four fingers at the end of row 2. For each finger, 5ch and
sl st into the first ch; finish off.

Eyes (× 2)
Using yarn B, 3ch and join with sl st into a ring.
Round 1: 1ch, 8dc (US sc) into the ring, sl st into the ch at start of round;
finish off.

Mouth
This is worked in an oval shape around a foundation chain. Using yarn A,
8ch (includes turning ch); dc (US sc) into the first 6 ch, 3dc (US sc) into
the last ch, then work back down the other side of the foundation chain
with 1dc (US sc) into each of the first 6 ch, 2dc (US sc) into the last ch,
sl st into the ch at the start; finish off. C
Further information
More projects like this are featured in Cute Creatures to Knit and
Crochet published by Search Press in paperback, RRP £10.99
(ISBN 978-1-84448-607-6), www.searchpress.com.

craftfocus 71
a love of
handcrafts
Jo Williams loves to spend her days designing and creating
wooden products for grown ups, for children and for the
home as Wendy Gardiner discovered

Firstly your company is called Muddy
Puddle Crafts, why is that?
I actually have a friend to thank for coming
up with my business name. When I lived in
Yorkshire our house ‘The Old Tannery’ was
located on a rather pot-holed dirt track
alongside a stream. During the winter months
it was more puddles than track and he came
up with the name, I just added the crafts bit.
of creations. I guess painting came during my
college days whilst doing a general art and
design course. Having covered all aspects of
art and design it became apparent that my
passion was paint, colour and pattern and I
embarked on a degree in Surface Pattern.
What sort of products do you
make and sell?
I design and create a unique range of shabby
chic inspired products for children, grown ups
and the home. I produce all sorts of items
from polka dot pegs to dotty door stops
to hanging hearts. I offer a broad range of

How long have you been in business?

Having graduated in 1994 with a degree in
Textile and Surface Pattern Design I decided
some 15 years later it was time I got creative!
So I dusted off my paint brushes and
surrounded myself with paint, pattern, buttons,
beads, wood, wire, ribbon and raffia. I am in
my element spending my days designing and
painting while the children are at school! It’s
important to me to be there for my children
so I fit the business around the school run and
family life.

“I believe we should all flaunt,

love and treasure handcraft”

When did you first discover your

passion for painting?
I was always creative as a child and interested
in ‘having a go’. I have fond memories of being
let loose with a needle and learning to crochet
with my Nan. I was always first in line to enter
school art competitions and I took part in my
village flower show every year with an array

72 craftfocus

products but one thing’s for sure, each one
is known for being fun, quirky and colourful!
What is your favourite product and
what is your best seller?
That’s a hard one, my work seems to have
trends and best selling lines change all the
time. A year ago hanging hearts sold well and
anything that was red or blue flew out. Then
my dotty pegs developed a fan base. At the
moment it’s plaques. I am contacted by people
with specific requirements, a leaving present
for a teacher, a special wedding gift etc. It’s
these personal products that I enjoy doing
the most as it takes me out of my comfort
zone and is a change from producing my
normal range. For example I was recently
asked to adapt my house key hooks for a
golden wedding gift. I don’t like gold much
and I didn’t even own gold paint but I really
enjoyed doing it!
You have a Folksy shop, how does
it work?
I have a Folksy shop which has been going
for about a year now but I have found it
very slow.
“All my products are hand
painted by me which gives
them a truly unique feel”
Do you use social media sites for
business and do you have a blog
as well?
Yes I use facebook which has been amazing
in growing my business. I get a lot of contact
from my page which has resulted in sales.
I have also found the support and advice
from fellow crafters on facebook invaluable.
I also have a blog which I’m afraid to say I
have neglected since things have taken off on
facebook. More recently I have set up a twitter
account which I am still getting to grips with.
What other outlets do you
sell through?
I also sell on the WOW Thankyou website, this
site was relaunched in early May and I am very
proud to be showcasing my work alongside
so many other talented British makers. I also
sell my work in my local town, Bromyard. The
shop is called The HOPE Emporium. It’s a
focus on...
shop full of handmade products made by local
people and I help run it on a voluntary basis.
I understand you have just decorated
a bench at a school was that a
special project?
The school is where my children go,
Bredenbury Primary School in Herefordshire.
Since my daughter started three years ago,
I have helped out and co-ordinated several
creative projects from murals for the toilet
walls to Christmas crafts.
The bench project is for a schools’
competition and will be displayed at the
Malvern Spring Gardening Show at The Three
Counties Showground in Malvern in mid May.
The school was given the bench and the
theme set was Biodiversity. I have painted it
with 14 children chosen from all year groups
aged 4-11. The school is only small having
approx 75 pupils. Our bench represents a
slice of a Rapeseed field which is a bio fuel
crop and in abundance in the fields that
surround our rural school. The underside and
legs represent the underground composting
system where a group of worms are busy at
work. The seat shows the ‘margin’ the farmer
leaves at the edge of his field which is a
natural habitat for small mammals and insects.
The back of the bench shows the rapeseed
crop in full bloom with the bright blue spring
sky behind, a sight all pupils see each day on
their journey to school.
We have all really enjoyed doing it and have
everything crossed we win the competition!
What are your plans for the future
of Muddy Puddle Crafts?
I plan to develop my website which has only
been up and running for a few months and
continue to expand my range. My mind is full
of ideas for new products. I also really enjoy
my time working with the children and would
one day like to develop this side of my career. C
Contact info
Jo Williams, Muddy Puddle Crafts
T: +44 (0)7753 448 056
W: www.muddypuddlecrafts.com
craftfocus 73

coping with holidays –
your questions answered
This month industry expert Clare Rayner, answers queries on how to handle holiday staff
shortages, tourist trade and maintaining an online presence when away on holiday
Help with holiday staff
I dread summer holiday time as staff need to
Q
take holidays which leaves me short staffed.
Do you have any suggestions to help ease the
extra workload?
A
I can’t suggest a quick fix but I do have an
answer! The key to being able to release
people on holiday is to have an easy to
understand set of standard operating practices
– this means you can get a student to cover
holidays with confidence that your business is
robust enough to accommodate their lack of
experience due to you having implemented
repeatable and documented processes.
If you have a question about any aspect of your business, simply write to:
Q&A Special, Craft Focus Magazine, Broseley House, Newlands Drive, Witham,
Essex CM8 2UL. Alternatively, send your queries to editor@craftfocus.com.
Obviously this won’t happen overnight, but
you should be considering how you can
simplify, automate and standardise as much
of what your staff do as possible. With this
in place a new member of the team can
literally ‘do it by the book’ ensuring things are
done accurately, effectively and the customer
experience is unaffected. Perhaps one to
consider now in anticipation of next year.
The only other suggestion would be to have
a bank of extra, trained staff – perhaps who
only work weekends for the rest of the year. If
you are authorising holiday with your regular
staff you can first book extra hours with your
familiar casual staff, thus ensuring a seamless
q&a special
handover and no reduction in service level.
Again, having a couple of local students who
you can call on would probably be beneficial
as they will welcome the extra hours, the
extra cash and the experience and if they’re
working with your business throughout the
year at weekends anyway you won’t have the
worry of having to get a completely fresh face
fully trained up.
To close or not to close
Q
We are a small shop, which we run by
ourselves. If we take a holiday we either have
to close or take on casual labour to stay
open. Which do you advise? (We have tried
getting a friend to help, but found that didn't
work as they didn't always open on time etc).
A
I hear this sentiment a lot and my answer is
linked back to the first question. The key to
unlocking the potential in your business and
to giving you back some of your time without
putting your income at risk, is to develop
robust and repeatable processes.
What I mean by this is that you need
to make yourself dispensable! Document,
standardise, automate and simplify as many of
the routine day to day tasks in the business
as you can. Outsource where possible – from
book keeping to call handling. Employ and
train up key, dependable resources who you
can rely on to replicate much of what you do.
You need to remove the risk of you being
the bottleneck to your business, your income
and your relaxation time! Should there come
a point in time when you want to grow the
business you need to be able to scale up to
two, three, ten stores without having to be in
craftfocus 75
coping with holidays –
your questions answered

A
ten places at once! Equally should you ever
want to sell your business having a set of
robust, repeatable processes (and systems)
will enable you to demonstrate to a potential
buyer that the value of the business goes
beyond you being the primary resource and
as such you will realise a far better price for
the company you’ve created.

A
It’s not a quick fix so plan ahead. Whilst you
may find you have to suffer a solution that’s
not ideal for this year, if you do this then you
will find yourself in a much stronger position
for next year and therefore better able to
enjoy a well deserved holiday knowing your
business is in safe hands.

Keeping regulars happy

Q
We have an outlet in a holiday town so in the
summer get holiday visitors. How should we
attract their custom, without alienating our
regular customers?

As long as you don’t reduce the levels of

service they have come to expect and retain
the same product offer I don't see why you
would alienate your regular customers.. I
am sure your regular customers, as they are
local, understand that the tourist crowds
are important for your business and it’s not
unreasonable for you to put out some new
items that are specifically targeted at holiday
makers. I do advise you keep your top selling
items in stock and visible, and anything you
take off display to accommodate seasonal lines
ought to be available in a back room, should a
regular customer request something that you
have had to remove temporarily.
Keep up with social media

Q
We have a Facebook page and Twitter
account which we update regularly, but
what should we do when we go away on
holiday? Is there a way to drip feed tweets
that we can use?

Have a look at hootsuite – there is a free

A
aspect and a paid for aspect of this tool. What
it does is draw together all the social media
streams into a single view. You can schedule
tweets/Facebook updates via hootsuite so
even when you are away you can still be
sharing content.
If you also regularly pass on useful blogs,
articles or other features you might want to
implement a twitterfeed – this is a tool that
you can use to automatically share the RSS

Further information
feed from blogs and online articles as links
to your twitter stream. You can use filters to
make sure the content is appropriate and
relevant to your audience, then just let it run
– it means that wherever you are you can still
be sharing interesting information about topics
that you know your audience want to read.
Finally, should you wish to, you can also
connect Twitter to Facebook so you
only need to have a single point of
contact – I don’t think this is ideal for
everyone, but for some (especially where
friends on Facebook and following on
Twitter are different groups) it is a good
way of spreading a single message to both
audiences. However, if most of your audience
is common to both, I’d suggest you share
different content to avoid being repetitive! C

Clare Rayner, the Retail Champion, has regularly made guest

appearances on BBC radio, TV and has contributed to various
retail-focused articles and opinion pieces. Clare shares her
expertise in developing strategies with retailers of all sizes to
increase profit, customer base, revenue streams and channels
In a nut shell, just make sure that the year
to market. Clare is also owner/director of several businesses
round customers don’t suffer a slip in the
servicing the retail sector including Retail Acumen, The Retail
standards they have come to expect and I am
Conference and e-mphasis Internet Marketing.
sure you’ll be just fine.

76 craftfocus
75$'(:,5(6&28.

8QLW=RQH$
&KHOPVIRUG5RDG,QGXVWULDO(VWDWH
*UHDW'XQPRZ(VVH[&0+'

refresh your site
What happens when the website you spent time, money and effort creating
starts to look dated but you don’t have the budget or resources for a complete
overhaul? Nick Reavill, director and co-founder of online shop builder Super
Simple Shop provides suggestions on how to make your existing website work
harder for you
Creating your website is only the first step;
you need to encourage customers to return
time and again and continually attract new
visitors. If you think that your website seems
a bit stale, chances are that others will too.
In most cases, a complete redesign is not
necessary.  If you are totally refreshing your
brand or the website is no longer reflective of
your business, then yes, a full overhaul could
be the best solution, but in the majority of
cases, some simple tweaks and additions will
be extremely effective.
Google Analytics
Firstly, if you are not already using it, engage
Google Analytics to see who is currently
visiting your site, where they’re from and what
they are doing on your site.  You may find
that regular visitors head to the same sections
because they’re so familiar with the layout.  don’t request too much information –a name
This can be good as you want your site to be
easy to navigate but there could be other areas
where they could see a wider product range or
learn about other services you offer that they
are simply missing out on.
“Get people to test your site
– they will no doubt come
across things that you may not
necessarily consider”
Make important information easy to find
Decide what information is most important
to communicate and ensure that is clearly
displayed at the top of the front page.  Many
people try to have too much going on.
Prioritise the main functions of your website;
is it to create awareness of your business?, to
generate sales?, or a combination of the two?
What balance do you need to strike?
Provide visitors with something to do
Make certain that your website offers visitors
something to do.  If you sell your products
via your website then make sure this is
attractive, informative and simple to use.  The
buying process must be easy –we developed
Super Simple Shop with the retailer and the
customer in mind to ensure that sellers can
easily upload products to their website but
also that buyers can find what they are looking
for.  Get people to test your site – they will no
doubt come across things that you may not
necessarily consider.
Use newsletters  have special offers or sales happening, ensure
Proving a newsletter is a popular way to
inform customers about new products and
developments so consider including a sign up
option; again, test how easy it is for a user and
and email address is sufficient.
Update content regularly
Encourage regular visits to your site
by providing updated content.  Create a
news page to display press releases and
consider starting a blog.  If you go down
this route, have plenty of information and
ideas in mind – you need to keep this section
fresh because readers will stop visiting if it is
not regularly updated.  It’s worth including
links to relevant news stories and articles
about your industry which may be of general
interest to your customers.
Provide expert advice
Consider including a hints and tips section
to demonstrate to your customers your
knowledge and expertise.  This does not mean
that you need to give away all your trade
secrets but can include useful suggestions
business advice
on how to care for your products, gift
suggestions for special occasions or how to
wrap the perfect present.  These will help to
differentiate you from your competitors and
give visitors more reasons to look at your
website and spend longer browsing it when
they do.
Promote sales
If you sell your products via your website
look at how you can encourage further sales. 
Display a best-selling or a seasonal line on
the home page to draw customers straight
in.  Give new products top billing and if you
that these are prominent and immediately
accessible.  In general, the searching and
buying process must be easy – customers want
to be able to clearly see what products are
available so list by categories. The checkout
process must also be simple and secure.
Prompt an action
Finally, provide a call to action – whether
this is purchasing a product, signing up for a
newsletter or commenting upon a news article
or blog. Offer as many opportunities for
visitors to give you feedback and interact via
your website as possible. C
Further information 
Nick Reavill is a director and co-founder
of Super Simple Shop, the online shop
builder which has been created to offer
small and independent craft retailers and
hobbyists a cost effective and efficient
solution to sell their products online.
T: +44 (0)191 645 0389
www.supersimpleshop.com
craftfocus 79

woodturning – a beginner’s guide
Woodturning is the craft of shaping wood with tools while the wood is being spun at high
speeds. Wendy Gardiner finds out more about this popular pastime
bowl by
Ian Munro
Potted history
Information about woodturning prior to the
13th century is sparse, but there are a few
references to lathes and woodturning in
Roman and Greek literature and some physical
remains of turned products to provide some
clues. Because of these artefacts, it is known
that woodturning was practiced from at least
the 6th century BC, and possibly for a few
hundred years prior to that.
There is clear evidence that the Etruscans
(living in what is now known as northern Italy)
had developed good woodturning techniques.
We know this following the discovery of a
wooden bowl found at a site known as the
Tomb of the Warrior at Corneto – the bowl
was made in about 700BC and shows clear
evidence of rounding and polishing on its outer
surface and of hollow turning.
Excavations of a mound grave in Asia Minor
(now Turkey) from the same period unearthed
two flat wood dishes with decorative turned
rims. Architectural elements, such as columns,
balusters, newel posts and finials were made
with hand or foot powered lathes during the
Renaissance. The fancy decorative turnings on
furniture built during the Victorian period are
good examples of woodturning gone wild.
The Lathe
Although it is known that lathes were used
from the very early days the chronological
order of the type of lathe and indeed what
it looked like can only be surmised from
documentary evidence. It is thought however,
that the Strap lathe was the first, operated by
a turner and his assistant who would pull the
strap back and forth to provide the motion.
Other lathes followed, including the Bow lathe,
Pole lathe, Great Wheel and then the Treadle
lathe. Today’s lathes are powered by electricity
and range in size from small, table top lathes
to huge machines that can turn huge columns
for buildings.
Tools
Other specialist tools make the job of
woodturning easier and more professional.
These include:
Roughing gouges – which help turn the
wood from square to round when starting
to work on a spindle. Generally made from
high-speed steel they are roughly U-shaped in
cross-section with a cutting edge sharpened
at around 40-45 degrees. They are used to
remove stock quickly.
Skew chisels – these are used to plane the
roughly rounded pieces into shape. They come
in different sizes, with both oval and rectangular
cross-sections.
Spindle gouges – these are used to turn
‘coves’ – the term used to describe scallops or
rounded grooves in the surface of the wood.
They are semi-circular with a ‘flute’ – a shallow
groove, running the length of the tool. The
cutting edge is ground to any angle between
around 30 - 45 degrees, depending on
personal preference and turning style. Many
turners will grind their spindle gouges to a
finger-nail shape.
Parting and beading tools – if you want to
cut your turning off-square at the ends or to
turn a square-bottomed groove, or a short
parallel ‘tenon’ you will need a parting tool. It
is parallel-sided, around 19mm deep and 3mm
thick and is used with the narrow edge resting
on the tool rest.
Bowl gouges – similar to the spindle gouge,
a bowl gouge is ground square across and is
very rigid. There are many variations and every
turner will have his/her favourite.
Scrapers – used to achieve a fine internal
finish to bowls and refine the internal shape,
a correctly sharpened scraper will cut and
produce real shavings, not just dust. They
come in many shapes and sizes and are often
reground by turners to suit individual jobs.
The bowl-turner’s favourite is the domed
woodturning
scraper. There are also box or diamond
side-cutting scrapers designed to finish the
bottom corners of cylindrical boxes and
square-ended scrapers, useful on flat work
such as tabletops and platters.
Books
Recently published
in hardback,
The Ultimate
Woodwork Bible
by Phil Davy
and Ben Plewes
is a complete
reference guide
with step-by-step techniques. (RRP £25, ISBN:
978-1843-0574-0). It includes top tips and
safety information, step by step techniques and
indeed, “If you are working with wood for the
first time, this is the ultimate bible for you” said
publishers Collins and Brown. Ahroughout the
book there are clear step-by-step instructions
and diagrams and at the back is a glossary,
suppliers list and useful websites.
Other useful books for beginners include
Woodturning: A Foundation Course by Keith
Rowley and Woodturning - Two in One by
Phil Irons, both presented in an easy to digest
style, whilst Turning Green Wood by Michael
O’Donnell is another for those who already
have a little knowledge. These books are
available from booksellers and woodturning
suppliers or online from The Tool Post (see
useful websites below). C
Useful websites
www.woodworking.co.uk – for advice on
how to start, tools, books and more.
www.toolpost.co.uk - supplier of
woodturning tools and equipment
www.woodturners.co.uk – the association
of woodturners of Great Britain
www.britishwoodturners.co.uk – association
representing British woodturning industry
www.thegmcgroup.com – publishers of
Woodturning magazine
www.woodturningonline.com – American
associations of woodturners quarterly
magazine
craftfocus 81
a new career in wood
Ian Munro took up woodturning after he retired and has carved out a whole new career
for himself.
Many of the wood
turners Ian Munro knows
are professional people
supplying shops as well as
regularly attending craft
fairs. Others wood turn as
a hobby. “I personally do
this strictly as a business. The market is tight
at the moment so I have to provide a wide
variety of items to suit all pockets,” explained
Ian. These range from pens, pencils, bowls burr
and plain, traditional clocks and some special
items such as key rings and miniature curling
stones (used in a local sport). He will also
make items for prizes and gifts, in fact the list
is endless. Prices range from a few pounds to
several hundred.
How did you get into wood turning?
I spent most of my working life in the timber
industry and at one time owned a small yacht
82 craftfocus
which occasionally needed small turned items.
I inherited a very basic lathe worked off an
electric drill. I have always enjoyed working
with wood and have built furniture and sailing
dinghies in the past.
I had the opportunity to retire early and
decided to visit an old pal who had been
woodturning since he was a teenager I was let
loose on one of the many lathes he had and
turned a simple rolling pin which is in regular
use today.
This all happened about 15 years ago and
when I went to the pub covered in sawdust,
people asked what I’d been up to and I started
getting orders and donations of timber.
Did you take lessons?
Yes, even though I had orders, I was very
much a beginner so invested in some lessons
and joined a small woodturning group. I was
smitten and in addition to enjoying myself saw
the opportunity to increase
my pension and make some
new friends all of whom
were helpful and encouraging.
The group I attended set
a monthly challenge from
which I developed most
of my skills. Having been a
member of the Institute of
Wood Science I was also able
to offer advice and technical information on
timber and its uses.
What was your first monthly challenge?
It was to make a mouse for which I stole some
bristles from my wife’s broom for its whiskers.
This is now cherished by my granddaughter
Charlotte who was four when she visited
me last year, and it resides on her dressing
table. I now get regular demands from my
grandchildren for their birthdays and Christmas.
What do you consider to be the
essential equipment for a wood turner?
Initially I bought a small lathe made in China
from the local woodturning store but I was
soon making serious and excessive demands
on it so decided to buy a Vicmark with a
small inheritance I’d just received. I decided
to go for this model because I could see a
new career developing and I wanted to be
prepared for any eventuality.
Other equipment was added - a decent
but inexpensive pillar drill and a small band
saw. Wood can be purchased ready prepared
for bowls and pen blanks and as such, the
band saw wasn’t strictly necessary, it does
however allow me to convert and use any odd

piece of wood I have been given or acquired.
A selection of general turning tools, ordinary
woodworking tools and sandpaper complete
the list.
Where did you sell your first pieces?
I started off selling to craft stores and gift
shops and did quite well for several years,
selling and doing presentations of my stock.
When the recession came along and poor
exchange rates compounded the situation,
it became hard and there was always the
problem of cash flow. I was already presenting
my wares at craft fairs so I changed direction,
let the shops go and just concentrated on
attending craft fairs which included many
prestigious events. I am now frequently invited
to attend new fairs by word of mouth rather
woodturning
than spending a lot of time seeking
such opportunities which is very
refreshing and leaves more time
for turning and the development
of new products as well as attracting
commissions which is always welcome
and very enjoyable and challenging.
My most important sale last year
was to copy a large number of window
handles to match worn out Victorian
ones in the Scottish National Museum
in Edinburgh.
Sometimes I obtain a piece of wood that
is a challenge and has the potential to go
to the landed gentry and an old castle. On
these occasions the thrill of doing it and the
challenge of the wood makes up for all the
mundane and sometimes boring items that you
have to turn to earn a living.
Would you make for craft shops
again now?
It would have to be a very attractive
opportunity. I, together with many other
craftsmen, am reluctant to turn any business
down, but dealing with shops requires a lot of
time spent travelling and more record keeping.
I really enjoy time spent developing a special
one off item from a challenging piece of wood.
My favourite words are ‘could you make me
a’ or ‘I have this piece of wood…’
What is in store for the future?
I am particularly busy in the early spring each
year, preparing stock for the big craft fairs that
start at the beginning of April. As I get older I
am still prepared to look for and accept new
challenges and who knows what direction we
all may be going in next year - the door for
new directions is never closed! C
Further information
Ian Munro, E: tobycat1@tiscali.co.uk
craftfocus 83

online marketing on
a small budget
Bruce Townsend, SEO specialist at Actinic offers his top ten tips on online
marketing your website at low cost by doing it yourself
Online shopping is still growing in spite of the
recent downturn, so the internet is a great
place to focus a business right now. As a craft-
based business you are most likely to be a
niche player already, which works particularly
well in the world of web trading where
consumers find you via Google or PPC. Read
on to find out how to take advantage of this.
1 Learn how to optimise for Google
Search is the number one source of
external traffic to websites (source: Outbrain)
and Google is by far the most widely used.
Build up your knowledge about how to rank
well on Google. Start by including popular
search terms in the title tags and written
content of your pages.
2 Research search behaviour in your niche
Find out what phrases searchers use
to find the things you are selling. Use
Wordtracker (www.wordtracker.com) to
identify those that are widely used, but have
lower than average competition. Those
phrases – with a high ‘KEI3 index’ – will give
the best return.
3 Optimise pages that rank well
In Google’s search box, type the phrase
you want to optimise for, followed by a
space, then ‘site:www.yoururl’ (without the
quotations). The first page listed from your site
will be the easiest to optimise for that phrase.
4 Don’t waste time on meta keywords
No, really – Google completely ignores
them. Do incorporate keywords in the meta
description tag, though. That’s the description
of the page that search engines will show
their users. Improving it won’t increase your
rankings, but it will increase click-throughs to
your site.
5 Develop a link-building strategy
The more links you have from good
quality, well-ranking and relevant sites, the
higher you will rank – and the more visitors
you will get from other sites, too. If possible,
get text links containing relevant keywords,
rather than just a URL link. Contribute to
forums and discussion groups, including a text
link in your signature. Canvas reciprocal links
from complementary websites.
6 Socialise
Many crafts have a distinct social element
to them, which you can leverage for your
business. Use Facebook and Twitter to push
out hints and tips and news of latest products.
Network on and offline with relevant
communities and special interest groups.
Consider giving discounts and special offers to
members of the most influential ones.
7 Use marketplaces intelligently
Marketplaces like eBay and Amazon are
popular, but margins are low. Don’t make them
the cornerstone of your business. Use them
for offloading overstocked and end of line
items, and to attract new customers and drive
them to your main site.
business advice
8 Merchandise for profit
Use ‘3 for 2’ type offers, related product
links and ‘also bought’ functionality to increase
the value of each sale. Email regular customers
with exclusive offers to keep them coming
back. Include useful information and tips, to
keep unsubscribers to a minimum.
9 Learn from your competitors
Watch what your competitors are doing.
If they run a banner ad for a few weeks and
then drop it, it probably didn’t work – so don’t
waste your money copying. Anything they
persist with is probably working, and worth
trying out. Find out where they get their links
from by typing ‘link:www.theirurl’ into Yahoo!
10 Measure and adapt
Use a web analytics package such as
Google Analytics (which is very powerful, and
free) to measure results. Scale up what works,
dump what doesn’t.
Hopefully some of these pointers will work
for you. If you would like to read over 300
tips on running an ecommerce website, then
download the free e-book, Selling Successfully
Online from www.actinic.co.uk/top-tips. C
Further information
Bruce Townsend has managed Actinic’s
SEO since 2003 and lifted the company’s
website into the top three in Google
for 80 percent of the most popular
relevant phrases - the only commercial
site to achieve such rankings in the area
of ecommerce. He writes regularly
on marketing and SEO issues for the
small business press and has ten years’
experience helping SMEs and web designers
develop and deploy online stores.
www.actinic.co.uk.
craftfocus 85
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 craft tools
tools of the trade
Any craft project is only as good as the tools used to make it.
Becky Williams steps into the world of craft tools
In order to do any craft, there are some basic tools that crafters simply cannot do without – for
sewing, it’s a needle or sewing machine; for papercrafting, it’s a pair of scissors; for knitters and
crocheters, it’s needles and hooks. These basic tools are essential for forming fabric, paper or yarn
into creative projects and they’re a must-buy for new crafters.
Once crafters have developed their basic tool kit, they naturally start looking for extra tools
that will make their crafting easier, quicker or more creative. Sewers might upgrade their kit with a
rotary cutter, mini iron and bobbin winder. Papercrafters might build up their stash with punches, Organising skeins
embossing tools and die cutters. Knitters and crocheters might invest in a skein winder, double- ‘Making life easier’ is the phrase often
ended needles or hooks and a magnifier. associated with DMC’s Gold Concept
The most successful retailers tend to offer a variety of tools for a variety of skill levels, from range and the ‘stitch bow’ is the key tool
starter kits to specialist equipment. Here are just a few of our favourite tools… in the range, which makes storing skeins
of DMC stranded cotton easier and faster.
The bow is as long as a skein and using
Prym and proper one involves simply sliding the skein onto
each end of the ‘stitch-bow’. The thread is
Compact and well thought-out, Prym’s new The technique is as simple as lifting the
then immediately available for use, without
Needle Depot has won a ‘Red Dot’ design bottom loop over the loosely carried yarn
having to apply the ‘pull thread’ method
award, from one of the most renowned and over the appropriate peg, towards
and without having to re-wind onto a
international product competitions. This is the inside. A sock-shaped tube grows
bobbin or card. Each bow also features
a seal of approval for high design quality round by round and the heel, leg and toe
an extra ‘arm’ for the skein’s label, making
by a panel of highly respected experts. The are produced just as easily – even totally
colour reference easy.
Needle Depot combines all the advantages inexperienced knitters can quickly produce
As well as the bows, there’s also a range
of conventional pincushions with further socks to be proud of. Available in three
of Gold Concept accessories, including
key features. Barely larger than a lipstick, sizes (S, M and L), the supplied instructions
transparent file inserts to store the stitch
it works in a similar sort of way, twisting explain step-by-step how it’s done and
bows, DMC travel bags to store the bows
to reveal the entire needle collection like there’s even a variety of borders and cuff
and projects when travelling and a Gold
a bouquet – open, twist up and select. models to choose from. The potential of
Concept ring binder to keep threads
The case has a velvety coating, and the the loom extends beyond socks though, to
organised ready for stitching.
click cap keeps the needles secure when leg warmers, wristlets, mobile phone covers,
For more information on the DMC
not in use, so the Needle Depot can be and much more.
Gold Concept range contact: DMC
taken anywhere without revealing its sharp To find out more about Prym, visit
Creative World, T: +44 (0) 116 275 4000,
interior. There’s also an integrated magnet www.prym.com. To stock Prym products,
E: sales@dmccreative.co.uk or visit
that keeps the needle tips safely in place contact T: +44 (0) 1484 690 802/804/805,
www.dmccreative.co.uk.
(even if the handy little helper should take a E: ccuk.sales@coats.com or visit the
tumble) and the magnet helps to tidy up by webiste www.coatscrafts.co.uk.
attracting scattered needles and pins.
Another fresh-faced Prym product is
the Knitting Loom, which enables crafters
to create socks without needles. The loom
builds on the idea of the four-pegged
French knitting looms that children often
play with. Instead of four, the Prym loom
has 28, 32 or 36 pegs to be looped,
depending on the required size of the sock.

craftfocus 87
tools of the trade

The future of creativity

Step into a new area of creativity with
the Hot-Fix Crystal Applicator Wand
from Donwei. This clever tool makes
it easy for crafters to add a three-
dimensional aspect to their makes, from
sewing projects to papercrafts to home
decorations. Hot-Fix crystals and pearls
can be applied to almost any surface
(fabric, ceramics, ironwork, wood, leather
and more) and the technique is ideal
for decorating dresses, veils, headpieces,
gloves, shoes and purses.
The wand itself is easy to use, with a
comfortable grip and a support stand,
as well as interchangeable tips. The wand
heats up in just two minutes and fixes
crystals in place in less than 30 seconds.
There are two possible ways to apply
the crystals, pick up a crystal at the wand
tip, leave it there for 5-15 seconds until
the glue starts to melt, then press down
the crystal on the surface and remove
the wand. Or place the crystal where it
needs to be fixed, press the wand over
the crystal for 10-25 seconds until the
glue melts and the crystal is fixed. To
find out more, contact Meg Cheng at
Donwei Machinery Ind. Co. Ltd: T: +88
6-4-24071662, E: info@donwei.com.tw
or sales4@donwei.com.tw, or visit
www.donwei.com.tw.
Stylishly practical
Craft tools are always practical items, but that
doesn’t mean they can’t also be stylish – that’s
why we love Fiskars’ new Inspiration scissors,
which look as good as they cut! The ergonomic
handles of Fiskars’ scissors have been given
a style makeover using patterns created by
Finnish designers, which draw on nature for
their inspiration. Building on the success of
Fiskars’ familiar orange-handled scissors (which
are the world’s most recognised and highest-
selling scissors), the new Inspirations range is
made in Finland to the same high standard
and with the same cutting quality as all Fiskars
scissors.There are three new handle designs:
Gloria, which was inspired by a beautiful wild
garden; Bloom, which is bold and bright,
yet feminine and romantic and Seaflower,
which combines the land and sea to depict the
endless forms that both plants and
nature create.
There are four scissors available in each
design: General Purpose (RRP £13.49), Multi-
purpose (RRP £12.49), Manicure (RRP £12.49)
and Needlework (RRP £11.49). Scissors are
a must-have tool for all crafters, but these
models will be particularly popular with
sewers, quilters, papercrafters, cross stitchers
and knitters. Lucy Hose, marketing manager of
Fiskars UK says: “We wanted to make individual
scissors for consumers who value high quality
and want something just a little bit different. It
was important for us to bring something new
to the scissor market and we’ve particularly
focused on the designs. We expect these to
be popular with individuals treating themselves
and the gift market.”
As well as scissors, Fiskars also produce
many other craft tools, including a great value
Sewing Multitool 12in1 (RRP £14.99), which is
an essential buy for new sewing enthusiasts or
sewers on the move. For further information
on the Fiskars Inspirations range or to contact
a representative T: +44 (0) 115 927 7335 or
visit www.fiskars.com.
For Fiskars craft tools, contact one of
these UK wholesalers: Kathy Walsh, Personal
Impressions, T: +44 (0) 1787 375 241,
E: Kathy.Walsh@DevEnv.com; Stuart Bestwick,
Craftime Ltd, T: +44 (0) 1623 722 828, E:
stuart@craftime.co.uk; Peter Smith, Crafts Too
Ltd, T: (0) 1252 330 024,
E: peter@crafts-too.com.

Lighting up sewing
Daylight has introduced a new addition to their extensive range of specialised lighting
options that are specifically designed for creative crafters. The elegant Slimline Table Lamp
(product #D32107/ £99.99 RRP) has been designed especially for sewing machinists, with
an ergonomic design that means it fits with any machine and it clips onto desks so it’s also
good for needlework.
This innovative lamp boasts a low-heat, shadow-free, ‘full-spectrum’ light that is energy
efficient while also enabling perfect colour matching. The lamp is suitable for use with all
sewing machines because of its extended design, which is enhanced by the metal table clamp
that allows users to adjust it exactly to the desired position. Daylight has already received
positive feedback from sewers for this great
lamp, with a particular focus on the benefits
of the flicker-free light revolution, which
provides a pure, soothing light that’s ideal for
relaxing the eyes. To check out Daylight’s™
full range of products or for more details,
T: +44 (0) 20 8964 1200 or visit
www.daylightcompany.com

88 craftfocus
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Buy Online: www.its-sales.co.uk
 craft tools
Digital sewing
Husqvarna Viking offer a range of sewing machines, to suit all skill levels, including the
Emerald 183 and 203. These models make the ideal first step up to computerised
sewing machines, for intermediate and advanced sewers. Stitch selection is made
at the touch of a button and can even be adjusted to the user’s preferences, then
programmed and saved. The 183 model has 83 different stitches to choose from,
while the 203 has 103 stitches. On both machines, the display also recommends
which foot to use with the stitch chosen.
The machines have a built-in needle threader and come with a range of accessories
and 10 useful snap-on presser feet, all stored in the accessory box in the free arm.
The 203 model also includes a large extension table that’s ideal for quilting. To find
out more about stocking Husqvarna Viking sewing machines, contact David Kiddy,
Husqvarna Viking UK & Ireland Sales Manager, T: +44 (0) 1527 519480 or visit
www.husqvarnaviking.com.

Simplicity in sewing Other useful contacts

Paper pattern specialists Simplicity Creative
Group have recently launched some new
machines to help with sewing, including
a rotary cutter, a side winder and a bias
tape maker. The perfect tool to cut quickly,
accurately and easily, the Simplicity Rotary
Cutter (RRP £79.99) is the new must-have
item for sewers, quilters, scrapbookers,
cardmakers and anybody who wants to
cut paper, card, fabric, felt, fleece, vinyl and
more! The machine is operated via a foot
pedal so that hands are free to guide the
material and it comes with an adjustable
cutting guide, from 1cm to 7cm. The circular
blades cut through pressure so they do
not become blunt, which means they last
longer and don’t pose any danger to fingers.
Straight and pinking discs are included, plus
there’s a range of additional blades available,
each with a different decorative cutting
effect, which will add a whole new creative
edge to cutting.
Simplicity completely understands the
needs of sewing and quilting enthusiasts,
and their next new gadget will make bobbin
winding a doddle! The Sidewinder Portable
Bobbin Winder (RRP £19.99) eliminates
the tricky and time-consuming process of
unthreading and re-threading the sewing
machine every time the bobbin is empty.
With the compact, portable, battery-
operated Sidewinder, bobbins can be wound
independently from a sewing machine and
there’s even an automatic shut-off when
the bobbin is full. There’s also a Deluxe
Sidewinder (RRP £79.99) that includes
various other features and is mains powered. The Craft Warehouse
Fabric-lovers will also love Simplicity’s T: +44 (0) 1252 330 024
new Bias Tape Maker (RRP £89.99), E: peter@crafts-too.com
which enables anyone to make their own www.crafts-too.com
customised bias and quilt binding tapes - all
Domo Appliances
at the touch of a button! This tool is a must-
T: 00 86 592 542 5497 (China)
have for sewers, quilters, dressmakers and
E: info@hotfixworks.com or
other fabric crafters who want to make bias
sales@delongroup.com
tapes that perfectly finish their garments
www.delongroup.com
or other crafting projects. The Bias Tape
Maker uses a covered heating plate to fix Dremel
the bias folds in place and it can be used T: +44 (0)844 736 0107
with cotton, silk, lightweight wool, lightweight E: pt.dremelmarketing@uk.bosch.com
home décor fabrics and much more. The www.dremel.com
maker folds up neatly into a compact box
and comes with a one-inch, single-fold bias EQS
tip - a range of additional tips are available T: +44 (0) 116 271 0033
for a wider selection of bias widths and quilt E: graeme@eqsuk.com
binding. For more information on Simplicity’s www.eqsuk.com
machines, contact: T: +44 (0) 161 480 8734,
Groves
E: uk.eusales@simplicity.com.
T: +44 (0) 1844 258 100
E: m.lane@groves-banks.com
www.groves-banks.com
Hantex
T: +44 (0) 1754 820 800
E: sales@hantex.co.uk
www.hantex.co.uk
Olfa Corp
T: 00 81 669 728 104 (Japan)
E: cutter.theoriginator-1956@olfa.jp
or international@olfa.jp
www.olfa.com

craftfocus 91
paper patterns plus
Simplicity Limited is one of the
oldest and most well known
international paper pattern
brands. Wendy Gardiner
talked to Jeremy Taylor about
how the company has evolved
When was the Simplicity brand started?
Joseph M. Shapiro founded the Simplicity
Pattern company in 1927 with his son
James J. Shapiro, by introducing patterns at a
remarkable price of 15c (normal price was
$2). Five years later the British subsidiary was
opened and by 1938, Simplicity was publishing
four catalogues, and three different brands
of patterns, Simplicity, Pictorial Revue and
Dubarry (a house brand for Woolworths).
In 1945 a further development simplified
patterns, providing construction notes etc,
effectively cutting sewing time by one third!
When did Simplicity become a worldwide
brand?
Japan and New Zealand began printing
patterns in 1961 and by ’62 Simplicity
patterns were being produced in five different
languages. By now the Simplicity Pattern
Magazine had been redesigned and a teenage
fashion magazine ‘Modern Miss’ was proving
to be very popular. Television was becoming
more and more accessible to the average
family, and in 1965 Simplicity’s first national
television advertising took place followed by
spots on topical theme shows such as The
Generation Game.
Home sewing took on a different
perspective in 1967, when pattern magazines
were introduced, and people were able
to choose the designs they liked from the
comfort of their own home.
With the advent of the ‘midi’ look and
the hot pants trend, home sewing increased,
particularly in the teenage age group, where
92 craftfocus
The extensive range of
patterns includes home décor
patterns (Simplicity 8898)
studies showed 90 percent of teenagers were
making their own clothes.
When was the New Look brand introduced?
In 1986 the Maudella range, known as
the English Pattern Co, was purchased by
Simplicity Inc and renamed New Look, making
it the third range for Simplicity patterns (they
had already introduced the ‘Style’ range,
designed and produced in the UK which
was subsequently incorporated into the
Simplicity brand).
What particular milestone stands out in Simplicity Limited also distribute Burda patterns
Simplicity’s history? in the UK
In 1988 the 60th anniversary for Simplicity was
celebrated with special promotions including times a year in New Look). At the same
a 1920s pattern, which became a best seller. time, other designs are discontinued so that
A special feature giving a free waistcoat retailers can hold a sensible amount of stock.
pattern in ‘Good Housekeeping’ received a Our smaller size catalogues have proved very
phenomenal 53,000 responses – it became popular with retailers and consumers as they
that year’s best selling item. Which just goes are easier to use and consumers can buy their
to show that ‘vintage and retro’ are not new own copy to have at home.
trends!
Do you have a website?
How can customers choose and buy We have an international site as well as a UK
patterns now? site on which consumers can browse patterns,
We produce full colour catalogues for each find downloadable projects, news of new
of the brands and these are updated regularly products, helpful techniques, as well as articles
throughout the year as we add new designs and measurement charts all aimed at making
(eight times annually in Simplicity and four sewing with patterns easy.

“Simplicity is much more than
a paper pattern company
now. We have ranges of
trimmings, craft products and
machines that help sewists
craft more easily.”
When were the collections of trimmings
added to the Simplicity ranges?
In June 1998, Simplicity Patterns Plc merged
with the Conso International Corporation, the
world market leader in the sale of Home Dec
Trimmings. Together the two companies offer
all the patterns and trimmings needed for
soft furnishing. In 1999, the UK arm of Conso,
British Trimmings, launched Simplicity Fashion
Trims. This range has continued to grow and is
offered to retailers alongside patterns.
Simplicity has about 800 designs in the range at
any one time (Simplicity 2220 by Suede Says…)
focus on...
What sort of patterns are now in the range? Retro patterns
As well as dressmaking patterns for all the were introduced
family, the Simplicity range includes retro in 2000 and still
designs and historical costumes, providing remain best sellers
(Simplicity 3833)
customers with a choice of period clothing
from each decade of the 20th century. The
response has led to a uniquely comprehensive
selection of costume patterns that is
constantly updated.
Do you work closely with fabric companies?
Early in 2000, Simplicity Inc invested $1.2
million in new ‘mapping’ technology. This
enables us to re-fabric existing classic
patterns, showing them in the latest fabrics
and colours. It encouraged an increase in
on-going partnerships with international fabric
manufacturers to ensure the fabrics featured
in the catalogues are those available in the
shops. There are over 800 designs in the
Simplicity line.
What are the latest additions to the
What are the future plans for Simplicity?
Simplicity portfolio?
The next few years will be incredibly exciting
The American arm of the Simplicity Creative
for Simplicity as we aim to significantly grow
Group has a huge range of haberdashery,
our paper pattern market share within Europe
notions, quilting and knitting items and two
through a strategic alliance with Burda. We
years ago we carefully selected a range of
also plan to consolidate our position as the
items to offer within the UK and Europe.
leading company in the UK. We are working
There is now a large range of fashion and craft
hard to increase our presence within the
trims, quilting and knitting tools as well as a
craft sector by growing our product ranges
large range of appliqués which include licensed
and our customer base. The range of craft
Disney items.
machines launched earlier this year will be the
Earlier this year we also introduced a range
spearhead for this strategy creating consumer
of machines – again to provide our customers
demand for the Simplicity brand and
(and consumers) with everything they need
creating awareness outside of our traditional
to sew successfully. We launched a rotary
paper pattern business. There is an ongoing
cutter, which can cut strips of fabric, card and
investment in research and development
paper to different widths ranging from ¼” to
which will lead to a launch programme of new
2 ¼” and bias tape maker which automatically
and exciting machines in the years to come. C
turns strips of fabric into folded bias tape.
Another useful aid is the sidewinder, a stand- Further information
alone bobbin winder that means you don’t Simplicity Creative Group
have to stop sewing and unthread your sewing T: +44 (0)161 480 8734
machine to wind a new bobbin. All three have E: uk.eusales@simplicity.com
been very well received both by our retail W: www.simplicity.com,
customers and via the audience of TV shows
www.simplicitynewlook.com
on Create and Craft.
craftfocus 93
 will we be
banking on the saints?
Alan Monahan speaks to retailers about Government proposals to move the May Day bank holiday
Government plans are afoot to try to ‘lengthen
the tourist season’ by moving the May Day
bank holiday.
Under the proposals, the holiday could be
moved to St George’s Day on 23rd April in
England and St David’s Day on 1st March in
Wales. Alternatively a move to an October
holiday in England and Wales could be either
a Britain day or a national day to mark military
victories such as the Battle of Trafalgar in 1805.
Decisions about bank holidays are devolved
in other parts of the UK.
The Government’s aim is to boost business
and lengthen the UK tourist season. However,
the idea has met with mixed response and
trade unions fear it would disrupt firms
and staff.
Cathie Broster, who owns the
Chestnut Pavilion in Cheshire,
believes moving the May Day
bank holiday to St George’s
Day wouldn’t do the industry
any good saying it would
“bump into Easter. “After several years of
trying to open on bank holidays I gave it up
as a very bad job because there is never a
soul around in Tarporley. So now I lose a day’s
revenue. I don’t like two bank holidays in May,
but I can grit my teeth and cope if they are
spread out, so I would be delighted if it moved
to October,” she said.
Consultation is beginning on the proposals,
but changes are not expected for two years. If
October is disregarded in favour of the saints,
94 craftfocus
it is unclear whether the holiday would be
moved to the actual date of the saint’s day –
regardless of where it fell in the week – or to
the nearest Monday.
“Losing Monday revenue is one thing, but
losing Friday revenue is another,” said Cathie.
“At the moment we are far busier on a Friday
than we are on a Monday, so we would have
to seriously think about whether we were
going to open or not.” She dismissed tourism
minister John Penrose’s comments that the
move was to encourage more Britons to
holiday at home and lengthen the tourist
season. “I can’t imagine that if they have a
bank holiday in October it’s going to extend
anything because it’s half term around the time
of Trafalgar Day, so everybody here goes away
anyway. It’s dependent on the weather. He’s
missed the whole point!”
Steve Dalley runs the Eastleigh
Sewing Centre in Eastleigh,
Hampshire. It is not a tourist
area so he doesn’t benefit
from extra trade during bank
holidays. In fact, he finds the
bank holidays in April and May have a negative
impact on business because people tend to
take holidays over that period. “It is doubly
difficult when bank holidays are close together
as customers then use the bank holidays as
free days to reduce the amount of leave they
use but increase the time away from the local
area” said Steve. “Spreading the bank holidays
over the year will reduce the effect and impact
of lost revenue during the spring months.
Businesses should be better able to handle
small dips in trade than losing a significant
amount over two or three weeks of customers
being on holidays. I vote we move May Day to
October Day,” he added.
The early May bank holiday
is “a good day for business”
for Tina Botterill, who owns
Cool! Cards and Gifts at
Oswaldtwistle Mills and Park
Mill in Helmshore, Lancashire.
“Leave the May Day holiday as it is but have
St George’s Day as an extra bank holiday,” she
said. “Anything that encourages people to shop
is to be applauded. Why not special May Day
festivals and street parties in every town? It is
then up to each individual retailer to make the
most of it,” she said.
“People are coming into the shop and telling
me about street parties that were organised
for the royal wedding. I sold souvenir coasters
for a couple of months before the event and
it was good business. If we dig deep enough
we can always find something to celebrate. I
would like something special between Spring
Bank Holiday and September before we dive
into Christmas.
“And I would love St George’s Day to
be celebrated. There is always St George
merchandise available and if more was made
of the occasion it would be an extra retail
opportunity. As it is, I have mugs, flags and
cards.” As for moving the early May bank

holiday to October, she said: “I don’t think
much would be achieved. We are well into
Christmas sales then and half term falls around
that time anyway.”
Close to Hampton Court, Issy
Saulet of Creative Quilting
opens on bank holidays
anyway, because the palace is
a tourist attraction. She said “It
doesn’t matter when the bank
holiday is really. Being so close to Hampton
Court Palace we usually open anyway as the
day off tends to bring lots of visitors to this
important landmark. I am lucky to have very
flexible members of staff who are happy to
keep the shop open.”
Christine Morgan, owner of gifts and greeting
cards shop Occasions in Porth, Glamorgan,
said: “We have Easter and then the May bank
holidays all together – and then after the
August bank holiday there is nothing until
Christmas. Although we don’t open on bank
holidays at the moment – because there are
no big shops here – we probably would if
there was a national day in October and it
didn’t fall on a fixed day.”
Back in quintessentially English Stratford upon
Avon, the owner of the Montpellier Gallery,
Peter Burridge, commented:
“Just saying that we need a
better time for retail doesn’t
necessarily cut it for me. Keep
things as they are but enhance
the traditional elements. Retail
will spin off from that. I think it would do more
for tourism if you got back to the basics and
had maypole dancing or a May Day parade
to get people into the towns. In Stratford we
have festivals all the time, but that doesn’t
necessarily bring people into the centre.
“If I was from overseas I would be fascinated
to come and see these traditions and it
would bring a new dimension to a holiday or
experience. Just to go to the shops because it’s
St George’s Day – so what? You’ve got to have
something behind a retail strategy, rather than
just moving the date.”
Henri Davis, who buys
stationery and greeting cards
for The National Trust’s 200
retail outlets in England, Wales
and Northern Ireland, said: “I
think that any link to improving
tourism as a motive for the change is tenuous.”
She added: “If the weather is reasonable or
good, then all bank holiday weekends are
very strong trading periods for us as people
will often go out for the day or away for the
business advice
weekend and include a National Trust visit in
their plans.” And were the Government to
move the early May holiday to the saints days?
“We would be open anyway but a midweek
date would probably not benefit us as much as
a bank holiday Monday does at any time of the
year – a long weekend puts people in holiday
mode, which works well for us at National
Trust properties. “Moving it to October would
be preferable, the key for us is that it is always
attached to a weekend,” she said.
Although Brian Wiseman,
owner of Present Company in
Burgess Hill, West Sussex, also
stays closed, he says there is
“a widespread feeling that the
domestic tourist industry could
do with extending the season”. However, he
likened the cluster of bank holidays around
the spring period to waiting for a number 37
bus: “You wait for hours and then three come
along together. So it would make more sense
to have something in the autumn.
“I suppose the Government would be looking
for it to coincide with half term holiday but here
we have noticed that increasingly people go
away then. It does seem to me that patterns are
changing but it will make very little difference
to us. We are located in a traditional high street
area - tourism isn’t really a factor at all.”
Karen Ebers doesn’t open her gift shop,
Something Special, on the early May bank
holiday – but if it was switched to 23rd April
she might think again: “I can see that it should
be a national holiday, but it would be on a
different day each year, which would be messy.
Losing a day’s trading is never good. The
alternative would be to move it later in the
year.” On being asked if she thought it would
lengthen the tourist season she said: “That’s
probably started already with Easter. You have
National Trust properties gearing up from the
end of March and beginning of April, so I don’t
think that can be used as an argument. I’m not
sure that changing the holiday will attract more
foreign shoppers.” C
craftfocus 95
embossing - all raised up
Embossing is a method of creating a raised image on a project. It adds another dimension
explains the WOW team from www.wowembossingpowder.com
Step by step to embossing
Embossing is achieved using a special powder
which is melted onto the image to achieve a
raised finish. This image must be created with a
wet ink and this is normally done with a rubber
stamp or an embossing pen. The ink must
stay sticky (or wet) so that the powder will
adhere to it. Embossing powder is sprinkled
across the entire area to be raised and then
the sheet is lifted and tapped to remove the
excess powder by letting it fall back into the
container. Now only the image is coated with
powder. The powder is heated with a heat gun
and care is taken to apply an even heat to the
whole area. This is best done from underneath
the substrate (if it is thin enough to allow the
heat to conduct through to the powder). The
powder will melt and leave a raised finish.
96 craftfocus
Which powder to use
In order to optimise the finish the correct
grade should be used depending on the area
and line thickness to be embossed. Regular has
been formulated to work on most designs as
it contains a spread of granule sizes. Thin lines
and fine detail require the super fine powders
while large areas and bold stamps need the
ultra high powder.
There are many different powders. The most
popular powder and one that every crafter
should have in their armoury is clear gloss. This
is available in three granule sizes; regular, super
fine and ultra high. When used this powder
allows the ink colour to come through and
create a raised version of it.
There is a basic range of primary colours
which is a great starting point for novice
embossers. The opaque primary colours have
a much stronger depth to them. Metallics
produce a rich sheen and reflect the light
when melted. Pearlescents produce a coloured
lustre which can be enhanced and changed by
stamping a darker colour. Pastels are beautifully
subtle shades whilst the Metalline range has a
strong pearl radiance. Subtle rustic effects are
the domain of the earthtone powders but if
you are in a party mood you may need the
bright, loud and vibrant fluorescent range. And
it doesn’t stop there; there is a glow-in-the-
dark powder, an array of opaque whites and
special puff powders which rise when heated.
They are made in a different way and have a
soft feel to them. There is also a current trend
for popular embossing glitters which dazzle
and sparkle. These powders actually contain
glitters so they melt, sparkle and always create
that WOW! effect.
“Designers are constantly coming
up with extremely innovative uses
for the powders.”
When to emboss
Embossing enhances any craft project and
can be used on most substrates. It is found
on a high percentage of the greetings cards
sold on the high street and so it has become
widely used within the papercraft industry.
However over the last year or two we have
also seen some very impressive results on
other materials.
Heat resistant acetate decorated with
embossing powder makes a fantastic overlay.
Metals, wood and glass have been embossed
to great effect decorating picture frames,
mirrors and carvings. MDF is a great substrate.
Large letters and designs that have been cut
out can be embossed with multiple colours
and finishes. Albums and scrapbooks are

available made from MDF along with tissue
box holders, pen holders and all manner of
general shapes which look fantastic when
decorated with embossing powder.
Canvas and other fabrics have also been
jazzed up with these products but the
embosser needs to be careful not to melt
or damage the fabric with the heat gun. Each
powder has a slightly different melt point and
therefore some powders require more heat
than others. The wrong temperature can have
an adverse effect on fabrics.
Rubber stamps and embossing
Ultra thick powders can be used to ‘deboss’
with a rubber stamp. By applying a large
amount of powder to an area and heating it
thoroughly a rubber stamp can be pushed
into the molten powder. When it is cool and
dry the stamp can be pulled out leaving a
debossed image.
Embossing powders can be used in many
different ways as long as they have something
wet to adhere to. In the craft industry it is
recommended that an embossing pad or pen
is used, but the powders will adhere to any
pigment inks.
Embossing powder can also be used in
a melting pot and poured into moulds to
make solid objects such as jewellery or beads.
Designers are constantly coming up with
extremely innovative uses for the powders so
embossing
watch this space for new techniques or go out
and experiment for yourself! C
Further information
Wow Embossing Powder, T: +44 (0)870
777 8781, E: sales@powderarts.com,
www.wowembossingpowder.com
Other useful contacts
Crafters Companion, T: +44 (0)1388 663
251, E: info@crafterscompanion.co.uk,
www.crafterscompanion.co.uk
Craftstyle Products, T: +44 (0)1924 411
564, E: info@craftstyle-products.co.uk,
www.craftstyle-products.co.uk
craftfocus 97
staff motivation
Last month Nick Waller shared tips on evaluating sales staff effectiveness, this month he looks
at motivating staff – what works, what doesn’t and why
Day in and day out,
retail business owners
and managers face the
challenge of how to make
their staff productive; how
to keep them motivated.
Not an easy task by any
means. You know what a
difference a motivated employee can make on
your sales floor - an employee who is willing
to do whatever it takes to do what is best for
the store while satisfying the customer. The
reason it’s so difficult to motivate someone
is because you really can’t motivate a person.
People motivate themselves. Motivation
really refers to the behaviours that people
choose for themselves. If someone makes a
decision that they are going to perform better,
there is good reason to believe they will.
However, even though you may not be able
to ‘directly’ motivate someone, you can create
an environment that stimulates employees
to motivate themselves and reinforces the
desired behaviours with rewards.
“In order to be motivated to
complete a task the employee
must see some value in it”
How to motivate
People are motivated when there is an
inner urge that prompts them to act with a
sense of purpose. You, as a business owner
or manager, must provide the incentive,
stimulus, or sense of purpose so they will
motivate themselves. How many times have
you asked someone to complete a tedious task
only to be disappointed at the result? It either
took ten times longer to do than necessary,
wasn’t completed to your satisfaction, or
98 craftfocus
worse yet, didn’t get done at all (until you did
it). It just seems as though you can never get
100 percent out of your staff.
As a business owner or manager you have
to find a way to make the task that needs to
be completed one that the employee wants
to do and will motivate themselves to get it
done. After all, you can’t do all the selling,
stocking, cleaning, paperwork, etc all by
yourself. You have to depend on the abilities
of each person on the sales floor to help you
reach your own goals for the store. You have a
‘game’ to play and you have to set up a ‘game’
that your staff will want to play.
There are many factors that can have an
impact on the behaviours employees choose
for themselves. It is extremely important that
you keep in mind that what motivates one
person does not necessarily motivate another.
What one person sees as a reward may be
seen by another as a negative consequence.
For example, one person may view changing a
window display as a chore while another sees
it as an opportunity to use their talents in that
area. In order to be motivated to complete a
task the employee must see some value in it.
You need to establish the value in virtually
every task and chore that needs to be
completed in your store. Your staff need to
see the value of keeping the store clean before
they will be motivated to do the cleaning.
The fact that a clean store attracts customers,
making it more inviting to buy so that each
person can sell more makes it worth doing.
Additionally, they must be reasonably
confident that they are capable of completing
the task. Let’s go back to the window display
that needs to be changed. If you assign the
task to someone who does not feel confident
in their ability to complete the task, they will
not be motivated to do it for fear of failure.
Until they learn how to change the window
display or they succeed at doing it, either in
your eyes or their own, they will not want to
complete the task.
There must also be some type of reward.
We can make a general statement and say that
people work primarily for rewards that they
perceive as valuable, but, just as one person is
motivated to do one task and another is not,
different rewards motivate different people.
A common mistake is to think that money
is the sole reward people work for. This is
simply not true; money is only one type of
reward. Rewards can come in many different
forms, such as a financial bonus, a promotion,
a sense of importance, the esteem of others, a
feeling of security or just being the best. It is
your job to find out what rewards are valuable
to each individual.
How well do you think you know your staff?
Which of the following do you think each
member would select as a reward for winning
a sales contest?
1. 100 lottery tickets
2. £100 in cash
3. Paid time off (worth approx. £100)
One is a risk, one is a guarantee, and one
relates to time that leads us to the point: it is
always dangerous to assume that you know
what motivates others. You will always be
better off inquiring directly about which
rewards those employees desire to motivate
themselves; their choices may surprise you.
Avoiding negative performance
Just as there are factors that can help
employees to motivate themselves, there are
factors that can have a negative impact on
their performance. Suppose you assign a task
to a staff member whom you know can do the
job and likes doing it, yet they let you down.
You feel the work is valuable to the employee

and they are confident in doing it, yet you
still observe poor performance. At this point
you may need to look at the following factors
surrounding the job to gain more insight into
this situation:
The environment. The actual physical
working conditions can affect an employee’s
performance. Many of you may recall the
characters of Felix and Oscar from the 70s US
television show “The Odd Couple”. Felix was a
neatness fanatic while Oscar was an absolute
slob. Felix was constantly nagging Oscar
because he simply could not tolerate any sort
of disorder. Oscar, on the other hand, was
indifferent; he could live with disorder just as
easily as he could live with order. A person
like Oscar could adapt to working in any kind
of environment. Now, someone like Felix
would quickly lose interest and their level of
motivation in a disorganised environment.
The people. The people an employee has
to work with may also be an influence. An
overly demanding boss who never rewards
good performance may make the work
undesirable. People need to know that they
are doing well and are being recognised for
doing well. It’s a basic need we all have.
Physical hardship. When you really think
about it, retail is physically demanding work.
Even if your staff never have to lift one finger
to put away stock, they are still on their feet
business advice
for eight hours a day. Someone who has
been on their feet all day may not be very
motivated to check in the shipment that just
arrived or complete the inventory counts.
Personal circumstances. Every Tuesday night
for the past five years one of your employees
has been in a bowling league. You decide
to schedule that employee to work Tuesday
evenings. How motivated do you think this
individual is going to be? If going bowling is
important to that employee, they may very
well decide to find a job where they don’t have
to work on Tuesday nights. This philosophy
holds true when an employee asks for time
off. They are asking because they have
something that they need to or want to do
that takes precedence over work at the time.
Denying the employee the time off won’t do
either one of you any good. You’ll have a warm
body who would rather be someplace else.
To influence a person’s behaviours, you
can build more value into a job, you can help
the employee become more self-confident or
you can adjust the conditions under which
the work will be done. Many times you, as a
manager, have some control over these factors
that may or may not encourage an employee
to do something that they don’t like doing.
Bottom line: set up a game or a goal that they
want to achieve and watch them do all sorts
of things they may have not done in the past! C
Further information
Nick Waller, Owner of Driving
Performance Ltd, specialists in improving
sales and service performance. Nick can
be contacted on T: +44 (0) 1892 524 824
or +44 (0)7811 251 367,
E: nick@driving-performance.co.uk,
www.driving-performance.co.uk.
craftfocus 99
 If you’ve enjoyed reading Craft Focus
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100 craftfocus
word on the web - a basic guide
to website terminology part 2
This month Bob Scott of Loud-n-Clear.com looks at some of the technical
terms for the building blocks of a website and what you need to know to
ensure a successful site
HTML
Hyper Text Markup Language is the basic
building block for web pages allowing the web
designer (or the software package they use)
to specify what goes where on a web page.
It’s the main language used to make websites,
along with CSS (see below).
CSS
Cascading Style Sheets are used to describe
how the elements of the page should look.
So in HTML, the text “A basic guide to
website terminology” might be coded as a h1,
which is a main heading. This would be done
with the line: <h1>A basic guide to website
terminology</h1>
The CSS might then say that all such
headings should be large, bold and in green.
This would be done with the line: h1 {font-
size:large;font-weight:bold;color:#00FF00 }
XML
Extensible Markup Language is a language used
to describe data. It simplifies the development
of web services such as RSS feeds and various
APIs that allow developers to integrate
features from other services in their sites.
XHTML
The eXtensible HyperText Markup Language is
an XML extension to HTML – some website
developers prefer to use it.
RSS
Really Simple Syndication provides a
mechanism for publishing updated content
automatically. Users can subscribe to a
website’s (or blog’s) RSS feed and get any
new content automatically downloaded. A
102 craftfocus
feed can also be integrated into a website
so that whenever new content is released it
automatically appears on the page.
API
The Application Programming Interface is the
set of rules provided by a software company
or website owner, which specifies how other
systems can integrate with them. As an
example, if you wanted to put some data from
Google on your website your developer would
refer to the Google API for guidance as to the
best way to implement this.
Dynamic website
As we said in the last article, with dynamic web
pages each user sees a page that is generated
on the fly as they request it. This means that
the content and layout are independent of
each other with the content normally being
drawn from a database. Database-driven
websites require a programming language of
some kind to access the data, as basic HTML
is not capable of doing that.
Database
A database is a system for storing, organising
and retrieving data. The most commonly
used databases for websites are MySQL
and Microsoft SQL Server. SQL stands for
Structured Query Language.
Asp. NET, Coldfusion, Java and PHP are
other common programming languages
which are used for accessing databases and
so developing dynamic websites. The choice
between them is largely down to the needs
of the particular task, the preferences of the
developer and the facilities of the hosting
environment.
Javascript is a scripting language that runs in
the browser to enhance the user interface. It
is used for scrolling headlines, form validation,
rollover effects amongst many other things. It’s
not related to Java, despite the similar name.
“Google Analytics provides a
whole host of information on
who is using your site”
Google Analytics
This is, according to Google, “the enterprise-
class web analytics solution that gives you
rich insights into your website traffic and
marketing effectiveness.” In other words, it is a
website traffic analysis tool provided, for free,
by Google. To set it up you need a snippet of
code on your website, which doesn’t affect
the look of the site. Google Analytics then
keeps track of how many visitors your website
receives, what they look at on the site, how
long they spend on it, where they came from,
what search terms they used to find you and
much else besides. You can set it up to email
detailed reports to you or you can log in and
browse the data.
In our third and final guide to website terminology
we are going to look at secure ecommerce and
online payment systems. C
Further information
Loud-n-Clear.com runs the Internet Craft
Fair and specialises in websites for craft
companies
Contact details: E; enquiries@loud-n-clear.
com, www.loud-n-clear.com.

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Number of Employees
1-5 6-15
16-30 31-50
51-100 101-300
301-1,000 1,001 +
Annual Turnover
£0 – £25,000 £25,001 – £50,000
£50,001 – £100,000 £100,001 – £250,000
£250,001 – £1,000,000 £1,000,001 – £5,000,000
£5,000,001 – £10,000,000 £10,000,001 – £50,000,000
£50,000,001 +
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next issue…
All the latest on creative crafting
Delights of needlecrafts
Focusing on: – from stumpwork and
embroidery to tapestry
and crewel

Craft kits for adults

Art materials news and views

• Quality quilting – the continuing rise
of this creative craft
• All the latest news on knitting
• Papercrafts – new products and trends

CHA Summer show review – news of

hot trends and products to look out for Craft Clubs are multiplying
– we look at the trend
Plus
all the latest The best in the business –
Issue 27
industry, business advice from leading experts
October/November 2011
Editorial deadline: 30th August 2011 and crafting news in retail, ecommerce and
Advertising deadline: 16th September 2011 business management
Published on: 3rd October 2011

104 craftfocus
out of the chrysalis
China Butterfly are a mum (Lynda) and daughter (Sarah) partnership who enjoy all things creative
and aim to bring unique high quality crafting supplies to the market
What inspired you to start your
own business?
We both have always really enjoyed being
creative and are passionate about sharing our
love of craft with as many people as possible.
After Sarah completed her degree we decided
to open our own shop, which has been a
massive adventure and has in turn lead us to
selling our own range of craft supplies.
When did China Butterfly start?
We established our business in 2008 when
we opened China Butterfly, our craft shop and
pottery painting studio. Alongside all the usual
brands we stocked our own range of kits and
papercraft designs which proved so popular
that we decided to branch out and sell our
kits to the trade. We launched our first ranges
this February at the trade show and are
delighted to say, they were very well received.
So exactly what products do you offer?
We supply craft kits and card making
supplies which we design ourselves and
which are produced in the UK. We try to
create products which are unique bright and
contemporary, that will appeal to a wide range
of people. Some of our products include
topper sheets, decoupage, backing papers, card
making and jewellery kits.
Which are your best selling products?
Since launching our designs in February all
of our products have been well received
but the best selling has to be the Treasure
Card Kits as they are completely unique and
appeal to both card and jewellery makers
alike. They have also proved very popular with
shops who use them to run treasure card
106 craftfocus
workshops. So far the sales of these particular
kits have greatly exceeded our expectations.
What means do you use to promote
your business?
We promote our business in various ways. We
run ads in magazines etc and use Facebook
to keep in touch with customers, but our
favourite way of promoting the business has
to be the shows. We attend both retail and
trade shows and think they are great for
meeting our customers and getting feedback
on our products.
What are your future plans?
We plan to bring out lots of new and exciting
kits. We have some new designs for the
treasure cards in the pipeline and also some
ceramic painting kits. We’ll also be launching
our new designs in the near future so keep a
look out!
We are exhibiting at Autumn Fair at
the NEC which we are very excited about
and will be launching lots of new products
there too. C
Personally speaking
Now for a bit of ‘flesh’ on the bones of
Lynda and Sarah Gee
Favourite colour: Anything bright and
preferably patterned!
Favourite fruit: Raspberry
Favourite tipple: Cosmo
Favourite type of food: Curry
X factor or Strictly Come Dancing:
Definitely Strictly
How do you unwind in the evening:
I (Sarah) love to doodle, experimenting in
my sketch book is my favourite way
to relax
Must-read book: I (Sarah) love
adventure, anything by Clive Cussler
Further information
China Butterfly
T: + 44 (0)1704 831 709
E: info@chinabutterfly.co.uk
W: www.chinabutterfly.co.uk