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A Dolly Affair
Listed under: Interviews
Published: Thursday, June 10, 2010
Jackie Lee, managing director of the Dolls House Emporium, discusses the rise of all things doll-related
How has the market been performing over the past year?
The sector has remained reasonably stable over the last 12 months, despite the recent recession that hit the majority of industries in this country. There have been tough periods, which I’m sure all dolls’ house and accessories designers and suppliers have faced, but we are fortunate that miniature enthusiasts are very dedicated, and will continue to work on their hobby regardless of the economic climate.
Have you noticed a growth in this area, and if so, why do you think this is?
We have definitely seen a rise in the number of people expressing an interest in dolls’ houses and miniatures, with new people joining our Facebook group and following us on Twitter everyday. I think this is due, in some part, to the current economic climate, as people do not have as much disposable income as they used to and are therefore cutting back on days and nights out. However, consumers still want something that stimulates and entertains them, but doesn’t cost the earth, and this is seeing many turning to hobbies that they either used to do when they were younger, or would like to try for the first time.
Who does the craft generally tend to attract?
Our typical customer is the young-at-heart lady, who finds she now has more free time to indulge in her own interests. However, we have also noticed more younger people entering our competitions, and interacting with us on the social networking sites. What's more, it is not just a pastime for girls and we are seeing more and more men take up the hobby, and very successfully as well!
In terms of dolls’ houses for children, we have seen a return to traditional designs over the past year, as parents have looked for more educational and robust toys that will last longer and help encourage their offspring to use their imaginations and creativity.
How has the industry changed over the past few years?
We’ve been in the business for over 30 years now, so we’ve seen a number of significant changes Whereas in the past, dolls’ house collectors would have to to travel all over the country to various miniatures fairs to indulge their passion, now they only have to go online for their chosen item to be delivered the next day!
A few years ago, we also saw a lot of very poor quality products flooding the market, but consumers have now grown wise to this, realising that it takes just as long to decorate and furnish a substandard dolls’ house, which won’t last, as is does to create an heirloom that will be treasured and enjoyed by the whole family.
What are the benefits of tapping into this sector?
It’s a very niche market, which has both its benefits and drawbacks. However, once you have built your customer base, you will find they remain very loyal, provided you offer the best service possible.
How can retailers in other areas capitalise on the interest in this area?
Dolls’ house and miniature enthusiasts are very resourceful, practical and imaginative, and use items from across the craft and DIY industries. Retailers simply have to look at the products they sell in a different light, and market them accordingly. I think many businesses would be surprised at the number of different materials miniaturists actually use!
What do you think are the secrets to tapping into this market?
The most important thing is to know your customer and tailor your service accordingly. We have an open dialogue with our clients to see what products have been successful, whether there are any that has not sold well, and what initiatives have worked and haven’t. Dolls’ houses also provide wonderful displays and draw people into shops.
How do you think the industry will evolve over the next few years?
I believe it will remain as popular as it has been, and hope it will grow and expand even further. The market itself continues to be very competitive, and I believe it will continue to be so over the next few years, which is a good thing for both the customers and the category, as it pushes us to strive to provide the best quality products and service we can.
What are your top tips for success?
The majority of our customers are enthusiastic about every aspect of the miniature world and need little encouragement to try something new. The most important thing is to offer a selection of materials and have some built houses on display.
For more information on The Dolls House Emporium, please visit http://www.dollshouse.com
The sector has remained reasonably stable over the last 12 months, despite the recent recession that hit the majority of industries in this country. There have been tough periods, which I’m sure all dolls’ house and accessories designers and suppliers have faced, but we are fortunate that miniature enthusiasts are very dedicated, and will continue to work on their hobby regardless of the economic climate.
Have you noticed a growth in this area, and if so, why do you think this is?
We have definitely seen a rise in the number of people expressing an interest in dolls’ houses and miniatures, with new people joining our Facebook group and following us on Twitter everyday. I think this is due, in some part, to the current economic climate, as people do not have as much disposable income as they used to and are therefore cutting back on days and nights out. However, consumers still want something that stimulates and entertains them, but doesn’t cost the earth, and this is seeing many turning to hobbies that they either used to do when they were younger, or would like to try for the first time.
Who does the craft generally tend to attract?
Our typical customer is the young-at-heart lady, who finds she now has more free time to indulge in her own interests. However, we have also noticed more younger people entering our competitions, and interacting with us on the social networking sites. What's more, it is not just a pastime for girls and we are seeing more and more men take up the hobby, and very successfully as well!
In terms of dolls’ houses for children, we have seen a return to traditional designs over the past year, as parents have looked for more educational and robust toys that will last longer and help encourage their offspring to use their imaginations and creativity.
How has the industry changed over the past few years?
We’ve been in the business for over 30 years now, so we’ve seen a number of significant changes Whereas in the past, dolls’ house collectors would have to to travel all over the country to various miniatures fairs to indulge their passion, now they only have to go online for their chosen item to be delivered the next day!
A few years ago, we also saw a lot of very poor quality products flooding the market, but consumers have now grown wise to this, realising that it takes just as long to decorate and furnish a substandard dolls’ house, which won’t last, as is does to create an heirloom that will be treasured and enjoyed by the whole family.
What are the benefits of tapping into this sector?
It’s a very niche market, which has both its benefits and drawbacks. However, once you have built your customer base, you will find they remain very loyal, provided you offer the best service possible.
How can retailers in other areas capitalise on the interest in this area?
Dolls’ house and miniature enthusiasts are very resourceful, practical and imaginative, and use items from across the craft and DIY industries. Retailers simply have to look at the products they sell in a different light, and market them accordingly. I think many businesses would be surprised at the number of different materials miniaturists actually use!
What do you think are the secrets to tapping into this market?
The most important thing is to know your customer and tailor your service accordingly. We have an open dialogue with our clients to see what products have been successful, whether there are any that has not sold well, and what initiatives have worked and haven’t. Dolls’ houses also provide wonderful displays and draw people into shops.
How do you think the industry will evolve over the next few years?
I believe it will remain as popular as it has been, and hope it will grow and expand even further. The market itself continues to be very competitive, and I believe it will continue to be so over the next few years, which is a good thing for both the customers and the category, as it pushes us to strive to provide the best quality products and service we can.
What are your top tips for success?
The majority of our customers are enthusiastic about every aspect of the miniature world and need little encouragement to try something new. The most important thing is to offer a selection of materials and have some built houses on display.
For more information on The Dolls House Emporium, please visit http://www.dollshouse.com
