How did you become involved in the craft sector?
I joined the Creative Expressions team in September 2006 after two years as a product manager for a leading UK greetings card publisher. I have always enjoyed working in a creative environment, so my move here was perfect. My role at Creative Expressions is very varied - no two days are the same! I look after the new website, develop the advertising, deal with packaging design, write press releases, liaise with craft magazines on a daily basis and help to organise The Big Stamp and Scrapbooking Show. I also like to keep in close contact with retailers by sending out regular newsletters and, whenever possible, attending craft shows.

One of the most rewarding aspects of my job is meeting customers and getting lots of positive feedback about our customer service and product range. Launching new items is also very exciting, from sending out press releases, to seeing them in print, and watching the sales figures soar.

Perhaps the most challenging aspect of my job is trying to keep track of what everyone else is doing, as the craft market is so fast paced!

What are the key strengths of Creative Expressions?
The business is very customer focused and offers a great deal of support to retailers in terms of customer service and education. We have a dedicated team of ladies that travel the country doing craft demonstrations and workshops for a growing number of retailers. We are also very proactive and always on the lookout for new and exciting products to add to it's ever growing catalogue; giving customers the choice and quality they deserve.

How do you view the UK craft market at present?
This is a very exciting time to be in the craft industry as there are so many strong brands, with new ones constantly cropping up and keeping everyone on their toes! The line between scrapbooking and card making is becoming a bit blurred as there are so many great brands that are perfect for a whole host of paper crafts. Consumers now have so much choice, their creativity knows no limit!

How do you monitor trends?
We watch the market closely by attending both UK and international trade fairs, as well as reading a huge number of consumer and trade craft publications on a regular basis. Listening to consumers and retailers is also key, as these are the people with their fingers firmly on the creative pulse.

Technology seems to be making it’s mark and we have recently had great success with the launch of the Kaleidoscope Kreator CD-Rom and have also just added a selection of 22 Papercraft World CDs to the product offering. There also seems to be an increasing number of gadgets and tool kits entering the market, so it will be interesting to see what comes next.

What are the future plans for Creative Expressions?
We are looking ahead with great excitement as the company continues to grow in strength and product offering. Following the recent launch of Junkitz, Arctic Frog and Fancy Pants scrapbooking brands, we have a number of exciting promotions coming up across a variety of publications.