Craft Focus - Apr/May (Issue 66)

ask the experts Leading industry figures help with your retail and craft dilemmas CLARE DONNELLY UK and Ireland Sales Manager The Daylight Company daylightcompany.co.uk Clare Donnelly has developed the UK and Irish markets at The Daylight Company for more than seven years. She has a detailed knowledge of its extensive product range and how it can be used across the art and craft sectors. Clare can regularly be seen performing demonstrations on the Hochanda TV channel. “I run an online craft shop and I would like to introduce a selection of lighting. What do I need to consider in order to meet my customers’ needs?” Craft customers will require a selection of lights that can be used for working at a table, in a chair or on the move. Look out for designs that are very portable and lightweight as these can be used for taking to classes. It is important that the light is easy to direct onto the user’s project and will not disturb other people in the room. Floor-standing lights can be ultra-flexible for working in a chair, away from a table. Again, a flexible and directional light is best. For intricate detailing, LED magnifiers are a great idea as they can be used to keep eyes healthy by reducing strain. STEVE HATCHETT Commercial manager Envelopes Ltd envelopes.co.uk Steve Hatchett is Commercial Director at Envelopes Ltd. The company supplies one of the largest postal packaging product ranges in the world and manufactures both bespoke and overprinted products. “I want to stock my shop with a range of envelopes and postal packaging options. Where should I begin – what type of products do I need to consider for a craft audience?” When you walk into a shop, you don’t think about how many things are on the shelves. Instead, you notice how a product looks on the shelf, next to something else. With this in mind, think about placing pretty cards next to postal packaging or coloured envelopes next to general stationery and retail packs. It’s vital that the display flows. All too often I walk into a shop where this just doesn’t work and I have to leave. To be successful, it is important to create an engaging visual feast for your customer. When choosing which lines to stock, you need to find your own voice and style. Look at the shop as an extension of your home. It should feel comfortable to the shopper, but should also be an environment you love to be in. That feeling will resonate with your customer base and will always keep them coming back. Slimline LED table lamp by The Daylight Company 42 craft focus