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Editorial blog

How To Build a Loyal Customer Fan Base

06 Apr 2020

“Hunkydory started out back in 1990 as a little wool and needlecraft shop in Preston town centre. Founded by Ann and David Newhouse, their passion for crafting grew as they began to supply papercraft products.

Initially they bought simple peel off sentiment stickers that customers could add to their own handmade cards. This developed into creating a mail order catalogue and the ‘Cardcraft’ brand emerged, but as the catalogue grew, they needed more supplies to fill the pages. Luckily, their catalogue graphic designers were also crafting enthusiasts and were able to design cardmaking products, too! These became best-sellers for the company and in 2007, the brand developed into ‘Hunkydory’ to wholesale these designs.

“The company has now been running for 30 years and is still a family-run business based in Preston, Lancashire. The success of Hunkydory has been down to it moving with the times, starting as a bricks and mortar retailer, moving into catalogue, TV and now digital. Staying as a family-run company also means we can be very agile in our decision making and processes, making it a fast moving business that can always adapt to change.

“I think that no matter your age you can make a great card or project with Hunkydory products, this is down to the high-quality designs that are still made in-house in Preston. This has helped to appeal to both younger and older crafters. Our products are very versatile and we see this with the designs our customers make, even just one topper sheet can have many different interpretations.

We engage with our customers across a range of media and platforms, for example we have a very strong fanbase on Facebook and hold regular Facebook Lives to showcase new launches. We’re also on channels like Instagram and Twitter which could be perceived as being for younger people. We still have a superstore in Preston and hold regular workshops there for people who prefer the social aspect of crafting.

“In terms of encouraging repeat customers, one of the best ways to achieve this is to provide a combination of quality of products and regular new launches. There is always something new to be inspired by on our website, and our talented creative team provide lots of inspiration for customers to encourage them to try out new skills and projects.

Education is also key, and with our Crafting Handbooks, we have created an easy way for beginners to learn new crafts and for more experienced hands to brush up on their techniques.

“We have expanded into stamps and die-cutting with our For the Love of Stamps and Moonstone Dies ranges, both of which have gone on to be award-winning brands in their own right. In the last couple of years we have expanded into craft tools and essentials with our Premier Craft Tools range, along with our Prism Colouring range of inks, markers, watercolour pencils and more.

“This year will see us improving our decoupage range with a mix of both die-cut and traditional decoupage in books and single sheets. With over 75 separate product launches planned for 2020, we will get the opportunity to cover many new themes, but my personal pick is the new Forever Florals collections, where we are focusing on a new flower every other month throughout the year. Hydrangeas are next – my favourite!

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