How did you become involved in the craft sector?
I first began working in the computer industry in the marketing and product development of computer games, including art programs. This was the tenuous link which led me to Winsor & Newton and then on to DMC. I have always enjoyed working with colour, so art and craft products seem to suit me really well.

What are the key strengths of Dempsey Designs?
I feel my enthusiasm for the product area and industry is infectious! We aim to bring the best and most innovative craft kits to market. As a new company, we can be very flexible and move with trends quickly, as and when they emerge. Creativity and the quality of design are also a key strength - fortunately we work with some great designers who keep this to a very high standard.

What are the most rewarding and challenging aspects of your job?
Most rewarding is walking into a store and finding our product really well displayed. Seeing our products in John Lewis still gives me a huge buzz. The most challenging aspects are keeping to deadlines and making sure all our product launch dates are met. We have sailed pretty close to the wind on several occasions, but thanks to the great team that manufactures the products we always get there. These are exciting times, the craft trade is never static andat present the growth in paper craft, and jewellery making shows how innovative the industry can be.

What are the future plans for Dempsey Designs?
Looking ahead, we hope to continue to grow the range of craft kits, which will be increase to over 50 this year. We are looking at developing more products in the children’s sector, along with other specific crafts.

How do you monitor trends?
I don’t think I ever stop looking! Trade shows are great, the recent CHA show in the US was a real inspiration. The key to future trends very often comes from contacts within the industry, whether they are customers, designers, publishers or suppliers. These are the people that will get behind a new trend and drive it forward. I keep a close eye on home interior trends, colour palettes and fashion items, which often cross over to craft. Essentially keeping up with trends means I can do a lot of retail therapy without feeling guilty!
Whilst visiting the CHA show I noted that scrapbooking is still the biggest trend, with a focus on making items, not just scrapbooks. Unfortunately, a lot of this doesn’t translate to the UK market, except in using these products for card making, or other craft activities. I was amazed that card making had not taken off in the US, as I was expecting it to build on what I had seen the previous year.
I saw a real growth in jewellery as an emerging category, with some very inspiring pieces and product demonstrations. This category seems to be moving forward at a similar pace in the UK.
The US market for paper crafts is mature and I sense people are looking for new techniques. Certainly in the UK we have been asked for products such as paper embossing, parchment craft and quilling, offering people strong design and new techniques. The signs are that it’s going to be another good year for the trade.