Crafting off the scales!

Making use of e-commerce, Craft Buddy found that its own online retail store and those of its trade buyers saw a pronounced uptick in sales with consumers looking for new and inventive ways to get hands on with products and make the most of the downtime that they were experiencing. The stress-relieving benefits of Crystal Art have helped to support this by allowing users to restore a sense of calm in uncertain times, with the concentration demands placed on them to complete the kits helping to block out outside distractions.

Whilst many markets have struggled throughout lockdown, recent reports have shown that Arts & Crafts was a sector that managed to buck the trend and saw a surge in sales. Craft Buddy sells primarily to the hobby, craft and toy industries in the UK and abroad. Craft Buddy co-founder Gary Wadhwani said, "the first few weeks of lockdown were definitely uncertain but as people began to look for new hobbies and ways to keep them entertained at home, we saw Crystal Art become more and more popular both in the UK and internationally. A large influence on this is likely due to the feeling of satisfaction and reward that crafters get from finishing a project they have dedicated so much time to; as well as Crystal Art being a craft that multiple generations of a family can do and enjoy"

For Craft Buddy, this interest prompted internal changes. Whilst warehouse capacity was initially reduced to maintain safety measures, trade interest continued to build. Faced with the growth of new account enquiries and an increase in orders from existing customers, Craft Buddy has swiftly mobilised and bolstered its sales team to maintain their high level of customer service, with the new appointment of Lisa Rayner, as trade account manager working under Dan Ward, head of sales. Gary continues, "hiring throughout this time has been an interesting experience for us, conducting interviews with masks and putting candidates through multiple video interviews. We are delighted to be welcoming Lisa to the team, who joins having worked in buying positions in the fashion industry, and her experience in working with large retail accounts will help support our growth moving forwards."