Gift Focus - Jan/Feb 2019 (Issue 111)

Why did you decide to start the company? I am extremely passionate about sewing and embroidery. I got my first embroidery machine at the age of 15, and I studied BA Fashion Design in York, where I received a first-class honours degree. I went on to work for one of the UK’s leading furniture manufacturers, where I gained considerable knowledge of fabrics and trends. I love my locality, where I’ve been born and bred, and wanted to develop my own business without having to relocate. I also wanted to work for myself creating my own range of products. I have a strong passion for what I do, and this is what helps drive Holly J Crafts forward. What challenges did you overcome as a new company? Initially, I worked full time in other employment. It’s been a two-year evolving programme planning and setting up the business. I needed to ensure we could fulfil orders, as well as continue to develop new products before giving up my position. It was difficult juggling my official job and setting up my business. I took the leap earlier this year and went full time with Holly J Crafts and haven’t looked back! It’s been challenging to compete with the price of mass-produced products, but we can provide a product that mass- produced suppliers can’t, which is bespoke, personalised and unique. So this is how the business is overcoming this. Tell us a bit about your product offering. What makes you stand out? We offer wonderful, original gifts for all ages and occasions, with personalisation and bespoke items also available. Our products are designed with passion and lovingly handmade in Yorkshire. Items are manufactured to a high standard and are very competitively priced. We offer personalisation of products for gift shops and other retailers to suit their location at no extra cost. For example, place names can be added or wording can be changed to suit their location and dialect. Our standout feature is the ability to create personalised and bespoke products in relatively small quantities for gift shops and other retailers. This gives them a uniqueness that helps them to stand out from the crowd. How do you market your business? We’ve discovered there is no one single marketing technique. We use social media to target different markets. We attended the Harrogate Home and Gift show and plan for this to be an annual event. We have identified other trade shows but have yet to launch at these. We research regionally and nationally to identify locations around the UK that we perceive to be best suited to our handmade products. We then personally contact the specific retailer. We also distribute brochures and flyers to potential retailers we’ve identified from our research. We have our website, but this tends to be more focused towards consumer traffic than to trade. Finally, good old-fashioned word of mouth! Do you attend any trade shows? If so, which ones and why? We attended our first trade show in July 2018: Harrogate Home & Gift. This show was recommended to me by two different gift shop owners who had given me lots of advice prior to launching the business. I am attending this one again in 2019. It’s a great show to find new customers. What has been your experience working with family? My partner, family and friends have all contributed to setting up and running Holly J Crafts. I am very fortunate, as I have a good, balanced blend of skills available to me. This helps with both research and development, identifying new sales opportunities and keeping production on schedule. I work very closely with my parents; my Dad, Steve, is an architect, so design is at the forefront of everything we do. He creates all my patterns and cuts out my fabric. My mum, Elaine, does all the running around, sorting deliveries, replenishing stock, etc. Will, my partner, is an accountant so brings a valued financial aspect to the mix. They all act as unpaid employees because they have a desire to help and to see the business develop, grow and succeed. I couldn’t do it without them all! What’s your proudest achievement to date? Attending my first trade show. This was a massive confidence-booster. I realised there that I could provide a quality product that gift shops and other retailers wanted. What’s your favourite design in the collection? Even though llamas are set to be the next flamingo and unicorn, I’m still loving my unicorn range! I love the unicorn embroidery, it’s so bright and colourful and the design composition just works! I have recently launched two new products: mini hanging cushions and teddy bears with embroidered jumpers. These have been well received and are two of my favourite products. What are your hopes for the future? I hope to find more beautiful gift shops. My aim is not to supply the mass market; I want to create personalised and unique products for exclusive retailers. Holly Jenneson, owner of Holly J Crafts, shares her story of starting up a truly family-run enterprise Sewing up a storm Holly J Crafts Holly can be found at hollyjcrafts.co.uk , or on Instagram and facebook @hollyjcrafts 210 giftfocus