What do you think your role brings to the marketplace?
ICHF has an enviable track record as an exhibition organiser and is well respected by the industry. The company runs 18 consumer and craft supply shows and two trade events, covering all aspects of needlework and crafts in six cities around the UK, as well as prestigious craft fairs at indoor and outdoor venues.
Craft, Hobby and Stitch International is Europe’s biggest trade show for the creative craft industry. Its size and reputation attracts a huge number of high quality visitors from around the world, providing a shop window for the sector and driving business for manufacturers and retailers.
ICHF is actively encouraging diversity to meet the demands of buyers and consumers looking for new ideas and to entice newcomers to creative crafts. As the marketing manager, it is my job to make sure that ICHF’s reputation is maintained and portrayed correctly through all media channels.

What are the benefits of the ICHF events?
Craft, Hobby and Stitch International provides a unique platform for volume sales opportunities. Every year exhibitors increase orders, develop export trade and win new customers from more than 7,250 international trade and retail buyers. Overseas exhibitors have the chance to break into new markets, reach buyers from around the world and present new ideas and trends to influential decision makers. Our experience tells us that those visiting this event are keen to find new products, suppliers and place orders for the year ahead, making it the obvious choice for companies wanting to increase sales.
Being part of Europe’s leading trade event is an ideal way of raising the profile of your company worldwide, not just with buyers, but also the international media. More than 100 trade and consumer journalists attend the show searching for news, stories and product launches to feature in their magazines, giving exhibitors the chance to reach a global audience.

Why is it important for craft retailers to get involved?
Exhibitors at any of our trade or consumers shows benefit from a captive, qualified audience wanting to try and buy all the latest products and supplies. All the events provide excellent networking opportunities to discuss and develop business relationships with trade buyers, retailers, manufacturers and customers face-to-face. The shows are vital to the industry as retailers, buyers and visitors will see what is being sold, which new products are demonstrated and where trends are going in the year ahead.

What advice can you offer exhibitors?
Engage interest in your products with on-stand demonstrations, perhaps with a professional demonstrator who can use the items creatively and speak knowledgeably about them. Allowing buyers to work on projects themselves, guided by the expert, gives them first hand experience and an understanding of how they work. Exhibitors can be creative and innovative with their stand design. There is no minimum or maximum size restriction, so there should be a space to suit all budgets.
Have clear, achievable targets from the outset, make sure that any stand staff are fully briefed about the targets and have a good knowledge of the product to ensure they can talk successfully to potential customers. Try to incorporate colour, motion, sound and eye-catching graphics on your stand. This will make your business stand out and stop potential customers in their tracks. Finally, use the PR, sponsorship and advertising opportunities that are always available at every show.

What are the plans for the future of ICHF?
ICHF will continue to work hard to promote growth, diversity and innovation in the industry and build on our reputation for quality, professionally presented trade and consumer shows. We are always alert to changing trends and constantly push the boundaries, presenting the best possible image of the industry to trade buyers and consumers.
At Craft, Hobby and Stitch International we host the Bright Sparks Pavilion giving a dedicated area to new, smaller companies, and the chance to launch their products to the trade for the first time at the show. ICHF firmly believes that this plays an important role in the success of the event and the development of the industry as a whole.

How do you view the industry and how has it evolved?
The art, craft and hobby sector is enjoying spectacular growth, all of which is excellent news for our exhibitors and the industry as a whole. The innovative designers and manufacturers constantly developing new products, capturing trends and responding quickly to changes in consumer demand, drive the industry and its evolution. Interest in paper crafts has grown dramatically in recent years and show no signs of slowing, hand knitting and dress making are also enjoying a well-earned renaissance. We are keeping a close eye on beading and jewellery making, which could be the next big trend.
A growing number of craft and hobby stores have emerged in recent years and the focus of some specialist shops has moved into stocking general craft and hobby materials, giving a wider market place to a bigger range of products.

What are the most rewarding and challenging aspects of your job?
Opening the doors on the first morning of our shows to queues of eager people waiting outside makes the hard work and effort of organising the exhibitions all worthwhile. Also, receiving positive feedback from exhibitors at the end of a successful show is very rewarding.
The enjoyable challenge of my job is to keep our shows fresh and interesting, developing new feature areas, broadening the scope and appeal of our shows and keeping one step ahead of the latest trends.