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Valley of the Dolls
Listed under: Interviews
Published: Friday, February 11, 2011
It's official: dolls' houses are in huge demand right now. Charlotte Stokoe, organiser of the Kensington Dollshouse Festival (KDF), gives us her take on the trend
Have you noticed a rise in the number of people expressing an interest in these projects?
The world of dolls' house enthusiasts can be separated into two parts; the collectors who like to buy their miniatures from craftsmen that specialise in making these items, and the people who like to decorate and produce pieces for their projects themselves.
At the KDF, we see both kinds of customer coming to the show and have noticed that there are fewer new craftsmen coming from the UK who specialise in making miniatures. At the moment, most of our newer exhibitors are visiting from Europe or even further afield.
Of course, we try to encourage people to develop some of the skills themselves by holding workshops at the Festival, where wannabe craftsmen can learn from established makers. There are also a huge number of dolls' house clubs scattered over the UK, where members work together on a specific project – groups like these are increasing and there is a definite trend for DIY in dolls' houses.
Who does the pastime appeal to?
To generalise, I would say it tends to attract women aged 30 plus who are passionate about various aspects of craftmaking – sewing, embroidery, woodwork and so forth – and like creating a world of their own. However, there are also elements of the hobby that men enjoy as well, such as building the dolls' houses and making the furniture. It is also a popular pastime for mothers and daughters to do together.
Are there any key crazes in the market right now?
Whereas in the past, people would generally decorate dolls' houses in the style of past eras – Victorian and Georgian, for instance – there seems to be a bit of a shift towards more contemporary styles this year and Art Deco-influences appear to be particularly popular at the moment.
How can craft shop owners capitalise on the growing interest in this area?
Special events, such as demonstrations from businesses with new products and workshops on how to use new items, are always great for encouraging custom.
Where can retailers go to for all the latest information on trends?
There are three specialist dolls' house magazines – Dolls House World, The Dolls' House Magazine and Dolls House and Miniature Scene. The latter also has an online TV channel with lots of classes and demonstrations.
How is the market performing at the moment?
I think it is steady. In hard economic times, hobbies tend to do well as people cut back on holidays, moving house and cars, but want to maintain a quality of life by spending money on their pastimes and interests.
Dolls' houses and miniatures are a form of escapism, where people can forget the problems in their lives and enter a fantasy world they have created for themselves. It has also made consumers keener to have a go at making things themselves – many of whom maybe wouldn't have attempted to before. We have noticed from our visitor numbers at the show that people are still buying products for this activity.
What advice would you give to retailers interested in tapping in to this market?
Dolls' houses and miniatures are a real eye catcher; everyone seems to be fascinated by them so it's always helpful to have a good display of ready-made items, as well as the DIY supplies, on show. It is also essential to make sure your staff are knowledgeable about the products you are selling.
How do you think the market for these goods will evolve over the next year?
I certainly feel that the DIY trend will continue, with more enthusiasts having a go at making their own miniatures.
The Kensington Dollshouse Summer Festival will be taking place between the 13th and 15th May 2011 at the Kensington Town Hall, Hornton St, London W8. For more information, please visit http://www.dollshousefestival.com
The world of dolls' house enthusiasts can be separated into two parts; the collectors who like to buy their miniatures from craftsmen that specialise in making these items, and the people who like to decorate and produce pieces for their projects themselves.
At the KDF, we see both kinds of customer coming to the show and have noticed that there are fewer new craftsmen coming from the UK who specialise in making miniatures. At the moment, most of our newer exhibitors are visiting from Europe or even further afield.
Of course, we try to encourage people to develop some of the skills themselves by holding workshops at the Festival, where wannabe craftsmen can learn from established makers. There are also a huge number of dolls' house clubs scattered over the UK, where members work together on a specific project – groups like these are increasing and there is a definite trend for DIY in dolls' houses.
Who does the pastime appeal to?
To generalise, I would say it tends to attract women aged 30 plus who are passionate about various aspects of craftmaking – sewing, embroidery, woodwork and so forth – and like creating a world of their own. However, there are also elements of the hobby that men enjoy as well, such as building the dolls' houses and making the furniture. It is also a popular pastime for mothers and daughters to do together.
Are there any key crazes in the market right now?
Whereas in the past, people would generally decorate dolls' houses in the style of past eras – Victorian and Georgian, for instance – there seems to be a bit of a shift towards more contemporary styles this year and Art Deco-influences appear to be particularly popular at the moment.
How can craft shop owners capitalise on the growing interest in this area?
Special events, such as demonstrations from businesses with new products and workshops on how to use new items, are always great for encouraging custom.
Where can retailers go to for all the latest information on trends?
There are three specialist dolls' house magazines – Dolls House World, The Dolls' House Magazine and Dolls House and Miniature Scene. The latter also has an online TV channel with lots of classes and demonstrations.
How is the market performing at the moment?
I think it is steady. In hard economic times, hobbies tend to do well as people cut back on holidays, moving house and cars, but want to maintain a quality of life by spending money on their pastimes and interests.
Dolls' houses and miniatures are a form of escapism, where people can forget the problems in their lives and enter a fantasy world they have created for themselves. It has also made consumers keener to have a go at making things themselves – many of whom maybe wouldn't have attempted to before. We have noticed from our visitor numbers at the show that people are still buying products for this activity.
What advice would you give to retailers interested in tapping in to this market?
Dolls' houses and miniatures are a real eye catcher; everyone seems to be fascinated by them so it's always helpful to have a good display of ready-made items, as well as the DIY supplies, on show. It is also essential to make sure your staff are knowledgeable about the products you are selling.
How do you think the market for these goods will evolve over the next year?
I certainly feel that the DIY trend will continue, with more enthusiasts having a go at making their own miniatures.
The Kensington Dollshouse Summer Festival will be taking place between the 13th and 15th May 2011 at the Kensington Town Hall, Hornton St, London W8. For more information, please visit http://www.dollshousefestival.com
