Craft Focus - October/November (Issue 75)

92 A sparkling success How long has Crystal Parade been in business? Wendy Miller and I started the company in 2011, aiming to cater for the growing demand for beads and crystals from the craft industry. We are now an authorised Silver partner for Preciosa and one of the leading stockists of Swarovski. We also supply our own- brand Zodiac crystals, dance fabric and trimmings. What are your bestselling lines? Preciosa and Swarovski are the two major players in the world of crystals and can be relied upon for consistency in quality. Over the last few years we have developed and introduced many new mixes, which have proven popular with customers. People love to experiment with colour and size and one of our most popular designs is the Aurora Borealis, or AB, which far outsells any other shade. What makes Preciosa so special? The brand is great to work with. It launches a new range every six months and offers product training and marketing material. The company also works with many well-known fashion houses and this year supplied crystals for Kylie Minogue’s gold dress at Glastonbury. You recently supplied crystals for the front of house drapes at The London Palladium’s production of Cinderella – tell us more. For several years we have been supplying the props and costume designers of many West End musicals. When the Cinderella production team sat down and wondered how they would create the wow factor, Crystal Parade came to mind. We rose to the challenge and over the course of 400 hours, 60,000 Preciosa crystals were applied to a 32-metre velvet drape. When I walked into the auditorium it looked absolutely fabulous. I felt very proud of what the entire team had achieved. Who’s using your products? It’s very diverse; we have customers who like to add crystals to greetings cards, wedding stationery, interior design projects, dance costumes, shoes, accessories and only this morning, a golf putter! We also collaborate with costume designers. In May, we worked with a stylist for the Spice Girls tour and whilst answering these questions I am liaising with Cheryl’s stylist on her outfit for Manchester Pride. Ice skaters, cheerleaders, gymnasts, burlesque performers and dancers all love to sparkle on stage and look to us for help with matching crystals, application and design ideas. Do you exhibit at any shows? We have showcased our range at both trade and consumer shows within the craft and beauty industries. These events offer a great way to launch products, show visitors the latest techniques and meet new and existing customers. How would you advise a retailer who is interested in stocking your products? Crystals are not just for greetings cards and it is up to us to inspire customers to think outside the box. We give our retailers ideas and the crystals to achieve each look. When it’s summer, bling a pair of sunglasses, flip flops or a hat. Scatter a few crystals around and put this in your shop window. During Strictly Come Dancing season, display a sparkly dress and some crystallised shoes. It will be a great talking point that will attract passersby and increase footfall. We also supply crystals and tools for retailers to hold placement workshops, which offer a great way for crafters to learn new skills. What have been the key business milestones to date? When we first launched, we only offered Swarovski crystals, but customers were looking for a cheaper alternative with brilliant sparkle, so we brought Preciosa on board. This year we were awarded VIP Authorised Partner status for the brand, and our knowledge and passion has also seen us receive Feefo’s Gold Trusted Merchant award for two years’ running. What’s coming up next? We have just launched our own Zodiac embellishment brand, which is aimed at crafters and costume designers. The range includes flatback crystals, resin pearls and sew-on stones with a new hotfix applicator wand. We are also looking to work with more vloggers and bloggers within the craft and costume industry. In addition, we are planning to expand our beads, pearls and findings offer to enable us to capture more of the jewellery design marketplace. Supplying everyone from Kylie Minogue to the London Palladium, Crystal Parade offers beads and crystals for the craft industry. Director Poppy Pennington reveals all +44 (0)1926 485 038 crystalparade.co.uk