Craft Focus - October/November 2020 (Issue 81)

29 PROFILE COLOUR POP Stef Francis talks about setting up her company from scratch. Here’s what she had to say… Tell us a little bit about the history behind Stef Francis. Who started the company and when? The business Stef Francis started 30 years ago at the kitchen sink! Having learnt how to ‘Space-Dye’ (multi-colour dying) whilst studying my City and Guilds Creative Embroidery and finding it difficult to find the coloured textiles I wanted for my embroideries, I started dying my own. Other people and friends wanted my new threads that I was making, so we launched Stef Francis How has the company evolved? Some 25 years ago, we moved to Devon. My husband joined me in the business – he managed to get a website up and running, as well as inventing machines for measuring and twisting skeins of threads. We soon devised a repeatable colour range in both threads, fibres, and fabrics. We’re always at the look out for new things to add to our dyed range. We also stock pre-dyed sari ribbon, yarn, and cord. What challenges have you overcome during this time? Getting a repeatable set colour pallete for our internet sales and getting the website up and running. What do you specialise in? We specialise in hand-dyed embroidery threads, fibres, and fabrics. Talk us through your current collections. We now have a set range of 52 colours in our thread and ribbon range, together with many other repeatable colours in our fabric and fibre range. What’s your bestselling product? Currently, silk ribbon, 12 ply silk and sari ribbon are selling particularly well. How often do you launch new products? Once a year. How would you advise a retailer who is interested in stocking your products? Have a look at our website, give us a call and speak to Anna. Anna is our expert backed up with 30 years of knowledge of creative embroidery. What sets you apart from your competitors? Our large range of threads and their unique colour pallete. Do you visit any trade shows? Not at the moment, however we have been to the ICHF trade show at the NEC. How did business cope during the Covid-19 pandemic and what are your plans going forward? Surprisingly well to be honest. Although the trade/wholesale side of business has quietened down, the retail side has risen to balance out the loss of the trade customers. What new products can we expect from you in the future? We’re looking at present, but that’s on hold due to the Covid-19 situation. Stef Francis +44 (0)1803 323 004 info@stef-francis.co.uk www.stef-francis.co.uk

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