Month: May 2024

With ever-increasing numbers of users shopping on mobile devices, getting started with selling craft online is more important (and more straightforward) than ever before. If you’ve never tried it, then it is not too late to start. Why not use this short guide to throw yourself into it today and make up for lost time!

The first thing you need to do is be aware of which platforms and tools would work best for you in order to simplify the process. Here are some of the easiest and most popular ways to start selling craft online:

1. E-commerce Marketplaces

Often a starting point for online sellers, these platforms take away the complexity of having to maintain and market your own website or organise taking payments.

• Amazon is used by both new and experienced sellers alike and it has a vast customer base. There are a number of different methods for selling on Amazon, you can start with individual listings or open a professional seller account.
• eBay: Many people start their online sales journey with eBay. It’s great for auction-style listings and fixed-price sales, catering to a diverse audience. After you’ve gone over your free amount you have to pay fees which, on average, amount to between 10% and 15.55% of the final selling price.
• Etsy: The crafter’s choice, it’s user-friendly and it’s perfect for handmade, vintage, and unique items giving you access to thousands of customers. Drawbacks of using Etsy are the number of different fees that the platform takes and that sellers must comply with strict policies to avoid shop closures.

If you choose to use an ecommerce marketplace it is a wise approach to calculate what your fees would be for each and how much of your profit margin the fees would eat up. Then you can work out which price point to choose for your goods.

2. E-commerce Platforms

These platforms allow you to create your own online store without needing extensive technical knowledge. You won’t have to pay fees as you do with a marketplace but there will be a subscription fee to pay every month/annually. Calculating the cost of using an e-commerce platform is thus more straightforward.

• Shopify: A comprehensive solution with customisable templates, secure payment processing, and robust customer support. It’s known to be easy to use. A downside of Shopify is the pricing structure – for analytics features you have to pay more.
• Wix: Offers drag-and-drop website building with e-commerce functionalities, making it accessible for beginners. Creating and customising your own website could not be simpler. The main downside to Wix is that if you ever want to leave the platform you can’t take your website with you – you’ll have to rebuild from scratch.
• Squarespace: Known for its elegant design templates and easy-to-use interface, suitable for small to medium-sized businesses. Squarespace’s downside is that third-party integrations and tools (known as plugins) are limited.

3. Social Media Selling

You can utilise social media platforms to reach customers directly with the advantage of not having to pay any fees for listing products or transactions.

• Facebook Marketplace: Allows you to list items for sale in your local area or to a broader audience if shipping options are enabled. It’s very, very easy to use, so ideal for digital refusers or sellers of large items (such as sculptures) but will entail meeting with a stranger to exchange merchandise.
• Instagram Shopping: Instagram is a highly visual platform that allows you to showcase products from multiple angles – great for artists, content creators and designers. Integrates with your e-commerce store and allows you to tag products in your posts, making it easy for followers to purchase directly by redirecting them to your website or another external link to complete payments.
• Pinterest: With Buyable Pins, users can purchase products directly from Pinterest posts. The great thing with Pinterest is that you can get started for free, see if it has a benefit for your brand, and move away from it without much of a financial investment if things don’t take off for you.

4 Shopping apps

Unfortunately, shopping apps that handcrafters were able to use, such as Poshmark and Mercari, are no longer available in the UK, although they are still going in other countries. Both were free selling platforms that let you sell just about anything, including handcrafted items, allowing you to run an online shop for free. On top of that, Mercari eliminated the need for in-person meet-ups by offering shipping or local delivery instead.

!! Perhaps there is a gap in the market here for UK app builders to provide a free space for selling craft online!!

However, you choose to sell online, make sure that you use relevant keywords to optimise your listings, attractive images, and comprehensive descriptions to make your listings stand out. Also, it’s important to treat your customers as well as you would if you were meeting them in person. Providing excellent customer service encourages positive reviews and repeat business. Finally, learning how to use analytics will help you to understand what’s working and what isn’t, and then you can improve your strategies.

Please drop us a line if you need help to get started with your craft insurance for online sales, we’d be delighted to assist.

Changes in our circumstances can bring about some of the most wonderful opportunities in our lives. This was the case with Akua Wood, the founder of the Shea Butter Cottage company who we are proud to name among our clients at Ian Wallace Craft Insurance. Shea Butter Cottage is an organisation that devotes itself to ensuring that its products are ethically sourced and created to strict, environmentally safe practices. For Akua and her company, whilst profit is an important consideration, it should never take precedence over the main aims of the organisation’s stated philanthropic work. Shea Butter Cottage’s way of approaching business is dictated by a set of firmly held ethical beliefs which Akua has held from the very origins of Shea Butter Cottage and were what originally drove her to undertake it.

Being of Ghanaian heritage, Britain’s cold and wet winters were a shock to Akua Wood, who first came here in 2002. Before coming to the UK, Akua spent a year studying in Italy, where the climate is milder and more welcoming. However, on arrival in the UK, Akua found the moisturiser she had brought with her was inadequate when it came to dealing with the harsh winters.

Akua wasn’t satisfied with any of the products that were available on the market at the time and did not feel that women were being given the protection they needed. She was also unsatisfied with how the skin care was being produced and tested. Convinced there was a better way, Akua first created Cioccolatina, a toiletry brand, in the late autumn of 2002 to address the need for natural skin care products on the market and start to address the lack of ethical practice in creating these kinds of products. Using her knowledge, she began to craft moisturisers that contained one of the most used in Ghana, the famous shea butter.

Shea butter is a natural ingredient and an excellent moisturising agent as well, so when Akua Wood founded the Shea Butter Cottage company in 2004, it was a natural decision to use this as the main ingredient. Time proved her decision to be a wise one, as the company would go on to win many awards for its products.

Apart from Shea Butter Cottage’s products’ excellent properties, perhaps the most interesting facets of the company are the ethics at the core of the company’s operational model. Akua was determined, and still is, that the Shea Butter Cottage company should remain steadfast in its ethical beliefs. All the materials are sourced and produced environmentally and ethically, and not only that, the company ensures that the producers of the ingredients are paid fairly for the raw materials they farm. The view is that everyone should share in the company’s success regardless of where they sit in it and the farmers who supply them are all part of community projects. That’s just a brief overview of the central ethics, but to understand the strength of the basis under which the company operates, a deeper dive yields some very interesting results.

Firstly, the company is sworn to only use ethically sourced products and ingredients to put in the moisturiser. Shea is the main component, and it is vitally important that this only comes from sources that do not damage the environment in which they are produced. Good ingredients should never cost the earth, and sustainability is paramount.

Secondly, these good products must also be natural. Akua was concerned about how many additives and chemicals were in regular moisturisers and was determined that this would not be the case with the products of the Shea Butter Cottage company. In addition, there would be no testing on animals at any stage of the development process.

Thirdly, Akua was determined to ensure that child labour would not be involved anywhere in the production process. Although other companies were allowing it in certain areas such as storage and packaging, Akua was set on prohibiting this practice in her company. This diligence shown by the Shea Butter Cottage company is remarkable and has become a benchmark for others.

Fourthly, Shea Butter Cottage would also have the highest standards of labelling, and this is a significant factor in its presentation. They are determined to show the whole of the ingredients to the customer so that they can make a completely informed choice.

Lastly, and above all else, the main ethical consideration driving Shea Butter Cottage is that everyone should earn a fair wage from the product and its production. This means empowerment for the men and women in Europe and Africa, where the products’ main components are grown. This kind of commitment to ethical trading supports the growth of local communities in Africa. For Akua Wood, philanthropy rather than profit is the key pillar of what Shea Butter Cottage company does. As they make abundantly clear on their website, the company exists to make poverty history.

To show how serious they are about making this their reason for existing, the Shea Butter Cottage Foundation was created to help and assist those in Ghana who need it the most. The foundation is an NGO and it’s Akua’s way of giving something back to the country that taught and gave her so much. Its primary goal is to assist autistic children in Ghana and to bring together artisan farmers under a collective so that they can work as one to produce the shea seed and the butter produced from it. The foundation represents a beacon of hope for everyone involved in the products that make up the Shea Butter Cottage range.

The approach that Akua Wood and the Shea Butter Cottage company take should be applauded. It is the ideal that we as crafters should all look to try and emulate. The idea of a business taking such a socially responsible note is one of great promise for the future, and it can only be hoped that others, including those in large industries and commercial concerns, start to follow suit. We have learnt a lot from our association with Shea Butter Cottage and are proud to have Ian Wallace Craft Insurance associated with such a fabulous company whose range of products achieves so much good.

The world of high fashion is renowned for its strategic foresight, with leading designers unveiling their collections months in advance to set trends and captivate the market. Fashion is an ever-evolving set of products and styles, and each is very different from the other. Women’s and men’s outdoor and indoor wear require meticulous planning even before a needle contacts the cloth. A fashion designer has to have lashings of vision and foresight when it comes to their upcoming collection and this proactive approach isn’t exclusive to the realm of runway shows. While this may be the most impactful and widely publicised element of fashion marketing, there are also minor shows and couture launches in larger chains and boutiques to consider.  Marketing teams, both in-house and external, use the perfect mix of vision and experience that will push their client’s looks to the forefront.

All of this is also an invaluable blueprint for craft businesses aiming to elevate their marketing tactics. Whether crafting bespoke jewellery, furniture, or artisan soaps, businesses can harness the rhythmic strategy employed by fashion houses to ensure their brand remains in the spotlight throughout the year.

Fashion designers are adept at planning and executing their collections precisely, ensuring they stay ahead of consumer trends. The process begins with anticipating trends, where fashion houses analyse upcoming style directions and materials informed by various forecasting sources. They do this by looking at the historic movements of products that have gone before and relying on what the designer feels will be the next big thing. Errors can occur, which is why you’ll need craftinsurance to cover yourself.

Following this, designers create their collections by selecting appropriate materials and defining unique styles that resonate with the forecasted trends. The marketing phase is critical, involving meticulously planned campaigns that leverage media, celebrity endorsements, and exclusive previews to generate buzz. Collections are launched well before the season starts, allowing time for the trends to permeate the market consciousness. Post-season, fashion houses reflect on their successes and areas for improvement, adjusting strategies to optimise future launches.

Although typically operating with smaller budgets, craft entrepreneurs can replicate this model by utilising accessible resources for trend forecasting. Platforms like Instagram and Pinterest are excellent for capturing emerging trends, while direct customer interactions through surveys or craft shows can provide deeper insights into consumer preferences. Seasonal changes also offer a rich source of inspiration, influencing the aesthetic mood and design choices for new collections. There is no reason why the crafter cannot seek to tailor their work in this way. Few crafters are in a position where they produce works that are incompatible with a seasonal period. As with the fashion industry, working a year or six months in advance with what you will make can also bring you considerable peace of mind. Such a marketing and production organisation can take the stress out of the work. Fashion houses work bi-seasonally with a Spring/Summer and Autumn/Winter collection feel. With the backup of craftinsurance, the crafter can focus on just Christmas lines, Easter lines and a colourful summer range moving into the warmer autumn colours. 

With a clear understanding of upcoming trends, craft businesses can begin the creative process. This involves detailed planning with mood boards to visualise concepts and scheduling production to ensure all resources are aligned for timely completion. Prototyping allows for early feedback, essential for refining products before a full-scale launch. The marketing phase is then initiated, focusing on generating excitement and anticipation. Businesses should plan their marketing activities around critical dates, using teasers and pre-launch offers to create buzz. Whether held online or in person, launch events should be memorable occasions customers eagerly anticipate. For the crafter, using smaller shows to trial and test out a series of products is one way of copying what the fashion industry does to refine and define its product base. Online also offers a brilliant approach to new ranges or even bespoke pieces that you intend to be trailblazers in the craft world. Of course, you will need craftinsurance in place to have a high degree of coverage for your products when they are out into the market. 

Strategically, releasing products ahead of the season, like a fashion show, can set a craft business apart as a trendsetter. Introducing products in phases, such as a limited edition release followed by the primary collection, can maintain customer interest and drive continuous engagement. Aligning promotions with crucial shopping periods and holidays can also maximise sales opportunities.

Finally, craft businesses should thoroughly review each season’s outcomes akin to the fashion industry’s reflective practice. Analysing which products were well-received and understanding why certain items did not perform as expected is crucial. Customer feedback is invaluable, providing insights that can be used to tweak products and marketing strategies. An ongoing commitment to improvement based on these evaluations ensures that a craft business remains dynamic, responsive and competitive in the market.

By adopting these strategic principles from the fashion industry, craft businesses can transform their approach to planning, marketing and selling their products. Embracing a forward-thinking mindset helps stay ahead of trends and engage customers year-round, ensuring the business remains vibrant and successful in a competitive market. Whilst it may seem, on the face of it, there are few similarities between how the craft industry and the fashion industry operate in terms of marketing. However, there are many things that both sides can learn from each other. The fashion industry might seem overly flamboyant to the regular crafter and their line of work, but the principles of getting the best from marketing are pretty similar. 

Nothing seems to pull our nation together like an international sporting event, and football must be top of the list for all in engagement. Even for those of us who are not avid sports fans, we can’t help but be swept up in the football fever we see, hear and feel all around us. It’s excitement on overdrive! For those who play football regularly from Sunday league through to semi-pro, those who are retired and all devoted fans, the expectation for the Euros is rising. Watching any professional sport is inspiring; the skill, character and sheer hard work of the sportsmen and women are astounding to see, and the games are exciting to follow.

Sporting events also offer opportunities to bring local communities together. This is usually informally, as friends gather in clubhouses, pubs and individual homes to watch the game together. In a world where there seems to be increasing division and polarisation, it is hope-restoring indeed to see so many individuals gathered in one room, most of whom are cheering on the same team, commiserating the losses and celebrating the wins together with one voice. Total strangers become passing friends as they ride the roller coaster of emotions during the highs and lows of the game. The local economy is boosted as food and drink are consumed and merchandise purchased to join in the general merriment.

It is also a time when, all across Europe, national fervour and pride are let loose as flags are waved, bunting is strung across our high streets and our team’s football chant is pelted out at full volume. We know that there will be a lot of focus on the upcoming Euros in June, so are there ways crafters can jump aboard and make the most of the opportunities this tournament provides? We think there are. Here are a few of our ideas.

Flags will be purchased in abundance. Most will likely be mass-produced elsewhere, but to support an English, Scottish, Welsh or Irish team, it would be great to fly a flag made in these particular countries. If yours is a textile business, this could be a great theme for a set of products. Individually produced flags and bunting which will have a longevity that mass-produced ones will not, could be a win. Make sure you advertise your ethical, local and environmental credentials as well.

It is also a time for machine embroidery to take centre stage. Shirts, shorts and hoodies will also be bought in abundance each with a unique crest. You might consider branching out into caps, bucket hats, beanies and even baby clothes, while at the lower end of the price spectrum, scarves could be a good memento.

The Euros could also be a springboard for some flag-themed workshops. While much of our population will be gathering to watch the matches, there will be others who, while enjoying the general euphoria, are not football fans and won’t be viewing the games themselves. A free crafting workshop might just fill this space, especially if the participants can return home with a product sporting their national flag, or even a flag itself to wave. (Even if you run the workshop for free you can use it as an opportunity to sell your products). Whether you set up a free workshop to tie in with the Euros, or at another time this year, be sure to advertise well. For those in your locality asking “Where is a craft workshop near me?”, their first port of call will probably be an internet search. So, it is worth ensuring that your event is advertised online so that when they type in the words “craft workshop near me” they will come straight to you.

The Euros, and indeed any international sporting event, are a great opportunity to celebrate our nations; our food, our music and of course our art and craft. We Brits tend to be rather unassuming when it comes to our own culture, yet there is so much to celebrate. For instance, each region of the U.K. has its unique food from Cornish pasties and Yorkshire puddings to Neeps and Tatties and Welsh Rarebit. Not forgetting Irish Guinness, cider from Somerset and many regional ales. Out of our shared history, some dishes have become synonymous with our nation; fish and chips and steaming mugs of tea come to mind. Amid the shock of a bombed-out street in World War II, a pot of tea was always rustled up, and seaside holidays in the Victorian era gave rise to the popularity of fish and chips today.

Any crafter knows that each region of our wonderful nation has its distinct crafting history and its products which we enjoy today; willow weaving of Somerset, ceramics of Staffordshire and Fair Isle knitting to name but a few. Other crafts are found nationwide and have enjoyed a resurgence in recent decades, as we have delved into our past to explore and discover our roots. One example of a tradition that has enjoyed a resurgence in our nation is the art of bodging (otherwise known as woodturning), with bodgers’ clubs now being found all across Britain. If you type up a search “craft workshops near me” you too could have a go at the ancient craft of bodging and celebrate a historical craft which is so deeply connected with the land in which we dwell.

We have a rich and unique cultural heritage, with a fascinating history behind many of our ancient crafts. A surface glance may not reveal much which links football to crafting, but dig a little deeper and we find that football fans often share an appreciation of what is good in our country, region or city. At a time when life is challenging for many, it does us great good to celebrate (the mere act of shouting for our team can be cathartic in itself) and the football and other sporting events might just give us the excuse to do so! So, whether we are cheering for Team GB or our national team, let’s wave our locally and ethically made flags and shout for our team along with the best of them!