Craft Focus - Jun/Jul (Issue 67)

ask the experts Leading industry figures help with your retail and craft dilemmas CLAIRE HAMER Trade Sales Manager, Hunkydory Crafts hunkydorycrafts.co.uk Claire is a well-known presence in the crafting world, and has worked with many independent and larger retailers over the years. Her wealth of knowledge is perfectly complemented by her passion for papercraft, and she can still be found making cards in her spare time. “I’m thinking of stocking a range of papercrafts in my shop but I’ve heard this area is not as popular as it once was. Would you say this is still a well-liked choice among crafters, and what are the latest trends?” Papercraft is still hugely popular and the types of product available within this category continue to grow. Further innovation is also bringing in more tools and techniques, and allowing crafters to develop their skills and stay interested. Cardmaking is still the largest area within papercraft and encompasses all-in- one kits, stamping, die cutting, patterned paper, embellishments, colouring, tools and adhesives. Talk to your customers to find out what areas they are most interested in and skew your stock holdings accordingly. One of the hottest trends at the moment is co-ordinating products. With manufacturers designing dies, stamps and paper pads that all work together, it is becoming easier for end users to make beautiful cards and projects at all skill levels. Colouring is still an extremely popular choice and stocking a range of pens lets you sell not only to papercrafters but to doodlers, budding artists and colourists, giving you a wider customer base in your store. Consumers still love papers that incorporate florals or beautiful butterflies, and bear in mind that products designed specifically for men are less available, so any designs that cover this demographic are bound to sell well. SARA DAVIES Founder, Crafter’s Companion crafterscompaniontrade.co.uk Sara Davies started Crafter’s Companion from her university bedroom back in 2005. She’s a passionate crafter who loves creating innovative tools and products for the craft market and providing inspiration with her demonstrations on the Hochanda TV channel. “I want to make sure my shop is stocked with all the latest products for the autumn season, but I find it difficult to know what’s going to be popular. What’s the best way to keep up-to-date with changing trends?” Craft trends change quickly, so it’s important to keep ahead of the curve by stocking the right products. The best way to do this is to stay engaged with craft companies – follow them on social media, visit them at trade shows and make sure you’re on their mailing lists. You’ll see from the styles and themes of products they’re planning to release whether there’s a particular fashion that’s emerging. Craft magazines are also a great way to gauge new trends amongst readers, whether that’s what people are writing to letters pages about or styles and techniques that pop up again and again. You can also speak to regular customers in your shop to find out which products they would really like to see. Online forums are another great way to speak to customers and see what early adopters and advanced crafters are getting excited about. Engage with them and ask which products they’re most enthused with – most aren’t shy when it comes to telling you about their favourite hobby! 106 craft focus