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Joining the Party
Listed under: One Voice
Published: Friday, December 08, 2006
We began looking at the craft sector in 2005. I have always been interested in crafting and noticed that lots of consumers were keen to take up a creative hobby in some form. However, many felt slightly put off by going into a specialist store for the first time. It then became apparent that people are receptive to new things in different ways and that products can be retailed via numerous techniques. This is when I realised there was the opportunity to present crafts through party planning.
Craft Party is the UK’s only all-craft party plan organisation and I am excited to support this vibrant sector by extending the range of products crafters can supply and helping them access a much wider market. We are a direct sales organisation, dedicated to helping craft-enthusiasts make their hobby into a business. Since its launch in September 2006,Craft Party has grown steadily to include associates in all parts of the UK running interactive craft parties in people’s homes and community venues.
During the parties, demonstrations are done by keen crafters, they have a brochure and after teaching techniques, are able to encourage people to buy the products. There are two main streams to our business - the home craft parties, which are often attended by those with relatively little experience in crafting, as well as those that are completely new to it. The other strand is the craft clubs. To be honest this was not something that we expected, but crafters like to have this option to see, and perhaps buy, products at their regular meetings.
Variety is the spice of life
It seems that a number of crafters are quite specialist in this sector, they tend to have a main craft and we help encourage them to develop it or, after seeing a demo, to branch out into something different.
For this reason we decided that we would always incorporate a variety of different projects, as this helps maintain interests and appeals to a number of different people.
The response so far has been really positive, which suggests a very bouyant sector. People are still interested in leaning new skills and hobbies and crafting fits into this nicely. Having attended numerous craft shows I have seen that these events tend to generate a tremendous amount of enthusiasm in consumers, in terms of new products and techniques.
I think there is certainly space in the market for a variety of different methods of retailing, be it through party planning, an online store, mail order service or a traditional bricks and mortal shop. I do understand that many traditional retailers have concerns about the market and their position in it, and I do have sympathy for these situations. I feel this is an indication that the industry will address these challenges and move forward. The key is giving people a reason to get involved with crafts and take up a creative hobby and the more variety in the ways of presenting the crafts and their related products to consumers, the better.
I would like to contact Melanie Jane Millington about Craft party. We are the only book publisher in the UK that specialises in practical art and craft books and does not publish in any other area. I wonder if it would be worth introducing Melanie to some of our authors to see if they might be able to help extend the areas of craft that Craft Party currently deals with. Please can you ask Craft Party to contact Caroline de la Bedoyere of Search Press about this .(JavaScript must be enabled to view this email address)