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Editorial blog

Bring the world of craft to an expansive audience

07 Aug 2019

Jo Bray, West Design’s Managing Director – Sales and Marketing, explores the great success of craft kits, and how their trend-led Simply Make craft kit range is bringing the pleasure of craft to everyone

Adult craft kits are all the rage, and it’s no surprise.

Consumers of all ages are using craft kits to not only evoke their desire to begin their crafting journey, but to create beautiful, trendy end-products, whether that be a felt fox, an owl door stop, decorative tumblers or an embroidered flamingo.

And for many, craft kits also couple as an effective strategy to manage the stresses of daily life. In today’s fast-moving, technology-driven society, the smartphone has quickly become an extension of the human hand, and the constant pull of all things digital is often relentless.

Consumers, young and old, are beginning to appreciate the great benefits of a digital detox - giving our minds and bodies an opportunity to restore, whilst helping to enhance productivity and provide a genuine opportunity to feel mentally and physically relaxed. Especially over the festive period, in which research from Mind found that 18-24 year olds are more likely to fi nd arts and crafts a helpful technique for relaxation.

With that said, and rather surprisingly, millennials are the first to recognise the need and importance of a detox. Many of which now utilising their time away from technology as an opportunity to learn a new skill. These are the new faces of the crafting community, the young ‘do-it-yourselfers’, who are eager to fi nd creative outlets for self-expression and in some cases, even selling their creations on the side.

Though with learning a skill, it’s often diffi cult to know how and where to get started. Whether a beginner, casual crafter, dabbler or seasoned hobbyist, craft kits provide all the tools and guidance required to get started. And, due to their ease of use, they prove an ideal avenue into the world of crafting. This love of craft kits also translates into their popularity in gifting. With attractive, eye-caching packaging, commonly in the form of a convenient box, craft kits make for a fantastic gifting experience for friends, family and colleagues alike. And, if like 60 per cent of the nation, wrapping isn’t your forte, a simple bow on top will often do the trick – win win!

Aside from craft kits being popular with an expansive audience of all backgrounds, and making a great gift, what else is in it for retailers? The huge variety of innovative, on-trend projects that craft kits offer make them relevant all year round, whatever the season or event – retaining their popularity and strong sales with the added bonus of attractive RRPs.

Crafting, made simple

The vast diversity of craft kits available allows consumers to dabble in the latest craft trends with minimal fuss, creating stunning projects that are sure to impress. With everything needed included in a single, handy kit, it’s now easier than ever for consumers to try their hand at what the craft world has to offer.

But with so many brands and products available, how do you know what will sell, and what won’t? Keeping your finger on the pulse of what’s trending and what’s not, is a key factor in the success of a product for retailers.

As such, I caught up with our Head of Product, Jonathan Harris, who explained how he and his team are ensuring that every product release is a step ahead of the latest trends. “Trends change at light speed. As quickly as something is ‘in’, something else has already replaced it. Often making it very difficult to capitalise on the latest big trend,” Jonathan explained. “But by investing in research and innovation, and putting these at the heart of everything we do at West Design, we aim to remain at the forefront of the industry - helping consumers express their personality, learn and enhance their journey

with every product release.” With a vast range of on-trend (and even trend-setting) craft kits spanning from felt, sewing, embroidery, door stops, candle, cushion and glass painting, Simply Make craft kits are proving the go-to for retailers and consumers alike, making the joy of crafting accessible to all. Combining the timeless satisfaction of craft with modern trends in an easy-to-use kit makes them an ideal, popular next project, or the perfect gift.

If you want to find out more about our Simply Make craft kit range and how you can appeal to a wider audience, driving the success of your business as a result, you can contact the team today at enquiries@

From the Craft Business Directory