Finding my audience
Running a small craft business can be hard as there are so many hats to wear and you're forever juggling jobs! Designing and making are the easy bit, but you have to reach your audience and sell your work too. Social media and my own website help with that but the majority of my sales come through the shops which stock my work and in turn, this helps raise my profile and can lead to future sales on the website.
I've attended craft fairs and markets for many years but these are, by their very nature, sporadic and short lived. In recent years, I've wanted to try and put my sales on a more even keel and finding shops where I could have my work was a possible solution. However, much of what I create is limited editions or one off pieces so supplying wholesale isn’t really a viable option. I needed to find galleries or art/craft collectives where I could choose what I wanted to sell.
Zebediah’s, 5 Church Street, Launceston, Cornwall PL15 8AW
The first potential stockist I approached was Zebediah's in Launceston, Cornwall. Known as the gateway to Cornwall and dominated by its Norman castle, Launceston is my nearest town so being part of this shop was a priority for me. This is an artists’ co-operative of a dozen or so working members and over twenty associates. Working members (which, I'm pleased to say, now includes me) decide who we accept to join us and we all work in the shop which helps keep our overheads down. Artists and makers include ceramicists, painters, woodworkers, glass and textile artists, jewellers, paper crafters, scented candle and soap makers amongst others. The shop is a great place to visit as there's such an eclectic mix of work which should appeal to most tastes. I really enjoy ‘working' in Zebediah's, which I do for one day each month, as meeting customers is always fun and it's a great opportunity to get feedback from the public who may comment on your work without realising the maker is sitting within earshot!
Heather Jane & Co, from top left, in Looe, Porthleven, Fowey and Tavistock.
Heather Jane & Co is run by husband-and-wife team Steve and Heather Bowyer. They have five shops: two in Fowey, and one in Looe, Porthleven and Tavistock, featuring over 180 independent makers and artists from across Devon and Cornwall. Heather and Steve approve and curate the work they stock and I'm lucky to have work in Tavi, Fowey on the Corner, Looe and Porthleven. I work in Tavistock one day per month. This is their biggest shop, closely followed by Porthleven, with Fowey on the Hill being the smallest. Heather and Steve are great at merchandising makers' work and are super efficient at sending out daily sales reports, so I know exactly what is selling!
Sea to Shore, 5 The Walk, Boscastle, Cornwall
More recently, I've become part of Sea to Shore Artisan Collective, located an Boscastle on the north coast of Cornwall. Sea to Shore is managed by Helen (glass artist) and closely supported by Laura (silversmith). The shop opened at the end of July 2024 so we're excited to have our first full trading year this year. There's a growing mix of crafts showcased here, including textiles, ceramics, wood, jewellery, mosaics, blacksmithing, felt, printmaking and resin. All the makers (of which there are 16 as I write) live less than an hour from Boscastle and again, we take it turns to staff the shop. This means that we know each other’s work and can discuss techniques and creative practice with customers.
Selling my work over the last 10 or so years, has helped me to develop my style and understand what my customers like and want to purchase. Finding an audience interested in my work is amazing and I never cease to get a buzz of excitement when my work sells. If you find yourself in a gallery or art/craft stockist this year, and buy a card, a pair of earrings or even a painting, you'll be making an artist or maker somewhere, very happy!