Setting Up A Home-based Craft Business: Top Tips - The Guardian

If you’re setting up your craft business at home, it can be difficult to draw attention to your product. As a growing business, there are things to learn about the etiquette of stocking in shops or exhibiting at trade fairs. Our expert panel, made up of crafters and founders of craft networks, offered some great tips in our Q&A. Here are the best bits.

Starting up? Write an action plan

The entrepreneurs on our panel had a mixed approach when they launched, but they agreed careful planning is essential. Maria Juelisch, who started up her business Maria’s Emporium in February, explained her approach. “I actually made myself a poster with my goals and what my business stands for,” she said. “Having a clear focus really helped me.”

Camilla Westergaard runs her business Butterscotch and Beesting alongside her job as content lead for Folksy. She explained her route to getting started. “I wrote down a list of the shops I wanted to be stocked in and the magazines and blogs I wanted to be featured in.”

How to manage home working

Keeping on track without the structure of an office or studio can be tough. But Karen Jinks from UK Handmade played up the benefits: “I love working from home, being my own boss and watching TV when I feel like it!”

Paul Riley, co-founder of UKCraftFairs, suggests setting some boundaries. “People may benefit from getting dressed for work and setting core working hours.” This could help you and your household know you should be focused on work during that time.

The best practice for approaching sellers

Has sewing been a lifelong passion? Or perhaps you’ve discovered you’re a talented potter? To turn a hobby to a business, selling your products is key. Before approaching a gallery or shop Jane Field, owner of online gift company Johnny’s Sister, advised careful planning. “Make sure that you have worked out all your costs,” she said. “Pay yourself a decent hourly rate, include all materials and then add a bit on the bottom. If they negotiate on price then at least you will know how far you can go.”

Craig De Souza, COO of the Craft and Hobby Association UK, advised instilling confidence about your product in those whom you approach.“Most retail stores want to make sure the products they have will sell,” said De Souza. He advised backing up your offerings with market research on their potential buyers. “Give them clear understandable information on costs and what they can make.”

The overall consensus was face-to-face introductions are best for building relationships. However, an initial email or phone call offers a softer way of finding out how a gallery or shops like to start negotiations. When you visit the seller, Jinks advises taking along the samples that you think are suited to the venue along with the packaging you will provide. Plus some background helps make you memorable. “People will find it easier to sell your products if they have a bit of a story,” added Jinks.

Of course, online selling increases your options. Westergard offered insight: “Different marketplaces have their own advantages,” she explained “Ebay is huge and great for selling vintage or reselling, whereas Folksy specialises in craft, limited-edition designs and the handmade.” She said the platform best suited to you depends on where you want to position yourself in the market.

Lessons in promoting yourself and your business

Whether driving customers to your online shop or promoting your brand more generally, social media is a free and effective tool. Maria Juelisch advises selecting the sites you use carefully. “Find the ones that apply to you and your business and the ones that will help you grow,” she said. “Find out what the people you want to attract are using.”

Elena Pintus established her dressmaking school Sew it with Love after six years of working from home. She emphasised that social networks should be seen as a dialogue. “Look at it as a way of engaging your audience.”

Press coverage can help propel your business to success. Pintus advised writing a press release with a catchy subject line that can be sent to publications. From there, get in touch with magazines you are interested in and email the relevant editor. She is an advocate for persistence with editors. “If you keep nagging them it is a lot more likely they’ll say yes!” Westergard had a nifty tip on the crossover of traditional press and social media. “Twitter is also a great way to build relationships with journalists, so that they know you’re a person they can come to if they need something in particular.”

Copyrighting – is it worthwhile?

The panel were asked it they had ever copyrighted their designs and whether it was costly or time-consuming. Westergard offered some useful background - she explained that when you create or design something you have automatic copyright for 20 years after creation. She went on to say that trademarks apply to artists or crafters – patents are for inventors – and to involve a lawyer regarding trademarks as they can be tricky.

“If you have the trademark you can then protect that character or logo more efficiently and sell licenses for people to use it and reproduce,” she explained.

How to exhibit at a craft fair

This is a great route for sourcing potential buyers and making connections. With Christmas fairs drawing close, De Souza had some steps for building an impression. First, make your stand memorable. Next, present your best selling lines. Then, when the crowds fill the space, remember to smile and interact with the buyers as they walk past. The final step is to collect contact details.

Field added a nifty selling tool – she suggests adding a competition box to your stand, where visitors can drop in their email address for the chance of a prize. “After the draw, send all the entrants a discount code as a thank you for taking part.”

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