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Editorial blog

Subscription Boxes: Tap Into a New Audience

18 May 2020

Convenient, fast and exciting, online and postal subscriptions are soaring in popularity throughout the UK, and there’s no reason why craft businesses should miss out on this fantastic idea. We take inspiration from some of the UK’s most successful schemes in various sectors, and highlight ways in which their ideas could work for your brand.

The Artful Box

Ohh Deer has launched a quarterly stationery subscription box that works alongside established artists to give creatives new tools and skills. The first Artful box, which was released in March, was designed by illustrator Mike Lowery who also handpicked its contents from the tools he uses in his everyday work. The next box is expected to be sent in June, with its contents currently being kept secret in order to entice customers with the mystery of new and exciting products.

Alongside tools from prominent brands POSCA and Tombow, the most recent box includes a 73-page magazine detailing things such as career advice, interviews, and creative projects. The first Artful magazine features interviews with creatives Marzia Kjellberg, Ira Sluyterman van Langeweyde, Oliver Jeffers, and more. Every Artful box also partners with the UK charity Create, who aim to empower people through creativity who have been disadvantaged, deprived or marginalised.

A three-month subscription to the online learning community Skillshare is included with the first box, giving subscribers access to thousands of creative lessons and projects, including a lesson with Mike Lowery using the tools inside the box.

Artful is a quarterly subscription box delivered every three months. It currently retails at £35 and ships exclusively to the UK.

You can find more information by heading to www.artful.co.uk

The strengths of The Artful Box

  • Box is sent through the post for convenience
  • Made in collaboration with artists in order to make the product feel more personable
  • Helpful documents are included to add extra value, such as career advice and ideas for how to use the products inside
  • High quality products are included to make the box feel valuable

BuddyBox

Mental Health charity The Blurt Foundation started the BuddyBox subscription in 2015 as a means to ensure the brand’s sustainability, and now they are a vital part of the organisation’s income. The BuddyBox contains various products that are all designed to bring a sense of calm and wellbeing to the consumer, in turn creating some small relief from mental health issues. Previous products include comfy socks, positive affirmation stickers, warming hot chocolate and so much more. Blurt works with an illustrator on a different theme each month to keep the box fresh, and regularly seeks feedback from customers on what they’d like to see from the BuddyBox, incorporating their feedback into future planning. Blurt creates a lot of BuddyBox products in house, this means that the charity can create helpful products that will truly benefit customers, delivering a high-value experience. Other products are sourced from suppliers that get in touch because they think they’d be a good fit, or from companies hand-chosen by the business. Boxes cost £21.50 per month. To find out more about BuddyBoxes go to www.blurtitout.org

The strengths of the BuddyBox

  • Box is sent through the post for convenience
  • Many products made in house to achieve a high-quality box
  • Each monthly box has a theme which will draw in new customers
  • Consumers may buy a one-off box or purchase a rolling or 12 month subscription for ultimate flexibility
  • Boxes are encouraged to be bought as an act of self-care, or as a kind gesture to a loved one

GLOSSYBOX

GLOSSYBOX is the UK’s most trusted beauty box subscription brand, providing its subscribers with five beauty products each month worth over £50, delivered in iconic pink boxes. GLOSSYBOX works with beauty brands across the world including Huda Beauty, Clarins and Tarte, and is famous for limited edition box collaborations with brands such as ELEMIS, bareMinerals and Sunday Riley.

The company sources products by building really close relationships with beauty brands all over the world. GLOSSYBOX promotes products from these brands to their 1.2 million followers across social media, as well as including them in monthly boxes and/or limited edition collections. This is great for building brand awareness and introducing new products to thousands of beauty enthusiasts.

Boxes are kept fresh and exciting by creating different themes each month and sourcing products that fit this. Five different brands are included in each box, which keeps customers engaged and gives them the chance to try something new. Priced from £8.50 a month (plus P&P), customers see their monthly GLOSSYBOX as a real ‘treat’ for themselves, sent straight to their door. Go to www.glossybox.co.uk

The strengths of GLOSSYBOX

  • Considered to be one of the UK’s most successful subscription box schemes
  • Subscribers can collect GLOSSY Credits that can be redeemed on future limited edition boxes or spent on online beauty retailer look fantastic
  • Reasonably priced to appeal to a younger audience, highlighting great value for money
  • Consumers also have access to The GLOSSYLounge which is full of exclusive offers, giveaways and competitions with major beauty and non-beauty brands every month for subscribers only
  • Fantastic photography and marketing campaigns are a hit with consumers

Let’s Knit Together

Let’s Knit magazine have very recently launched the highly anticipated Let’s Knit Together membership website. Let’s Knit Together is the ultimate hub for knitters. From just £4.99 a month, members will have unlimited access to over 1,000 patterns, including branded and designer content, an exclusive and brand new online knitting course, member-only discounts and competitions, a private Facebook group and much more. Membership starts from £4.99 per month for an annual subscription, or £5.99 per month for a monthly subscription.

Consumers will be treated to an exclusive video course, presented by Julie Peasgood and Neti Love who explore and demonstrate a range of techniques that every knitter will find useful. There are five sections to the How To Knit course, and each video comes with additional details and printable PDFs. There’s also a fantastic interactive element, where users will have the opportunity to choose which videos are filmed next.

The extensive pattern library contains over 1,000 designs, including patterns from Rowan, Bernat and DK Books. Paying users have unlimited access to all of the patterns on the website, whilst free users can download one free pattern every month and access four videos at the launch.

Community is at the heart of Let’s Knit Together, and members have exclusive access to the private Facebook group where they are encouraged to share progress, chat about all things knitting-related and make friends. Knitalongs play a key role in this community, giving members the opportunity to simultaneously knit a new section each week, helping each other along the way. To find out more visit www.letsknit.co.uk/together

The strengths of Let’s Knit Together

  • Subscription is online – crafters can access this at any time and enjoy its benefits
  • Resident presenters provide the brand with a personality and make the consumer feel part of a community
  • Community aspect is continued with social media groups
  • Accessible video content makes information easy to understand and follow
  • New videos are added onto the website every week, providing great value for money
  • Customers have a say in what content they want to see on the site

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