The trends, the issues, and productive business
Great Britain: Getting (Paper) Craftier by the
Scrapbooking is growing, but card making is
by Binit Tejani, Paper Cellar Ltd. (Oct. 4, 2004)
The craft market has grown rapidly over the last few years with a
massive increase in the last 18 months in the paper crafts sector.
Many of the UK trends in crafts have generally migrated from
America, however the biggest papercraft trend of cardmaking is
making its mark and moving over to America as well as many countries
within Europe. Thus the UK is now becoming a worldwide trendsetter,
at least in this sector.
The growth in the UK craft industry can be seen by the number of
shops opening that are specifically focusing on art & crafts.
There is also an increase in the number of publications and even TV
channels such as QVC and Create & Craft dedicated to the
Paper Cellar entered the market late 2003 and was supplying more
than 150 stores in the UK within six months.
Paper Cellarís director, Deepa Mehta states, "We have
entered the market at the right time with a fantastic range of
papers and cards; however we feel it is important to keep on
evolving our products and range to keep the end consumer full of
interest and variety. Therefore we source from all over the world to
ensure we get the most fantastic products but of the best quality.
Our consumers have realized that the brand, Paper Cellar,
ensures the highest quality at the most reasonable prices."
The company has a unique quality of pearl papers and cards, as
well as holographic glitter and card. This glitter card is very
exclusive as the glitter is encapsulated and does not come off the
product onto ones hands. Paper Cellarís recent launch is from
India and includes handmade silk papers, embroidered paper, and
The increase in the paper market has also encouraged the growth
of complimentary products. There are hundreds of different tools and
accessories to use such as punches and embossers available from
companies such as Sissix & Fiskars.
The availability of so many different products plus the
additional components has caused a frenzy in the UK which is set to
take off worldwide.
On average a lady sends 56 cards in a year by royal mail, further
evidence that females are the hugest crafters.
Paper Cellar has also seen that cardmaking is also very seasonal.
During the summer months, apparently there are fewer reasons to make
a card. However, as soon as the school holidays are over, card
makers start making their Christmas cards. Thus companies such as
Paper Cellar have to start thinking about colours and papers for the
different seasons at least six months ahead.
Other recent card making trends include spirelli, lace, paper
pricking, die cuts, and actually sewing on paper (thus many sewing
magazines are doing projects on card making).
On average a scrapbooker will spend a lot more than a card maker
because she is preserving memories and keeping what she makes rather
than giving it away. The scrapbooking trend in the UK has been very
funny; it was introduced a few years back, but did not take off.
Recently itís re-emerged its sleepy head into the market, this
time with renewed vigour.
The buzz is that scrapbooking is going to take the UK by storm;
however, I don't think it has as much potential as card making. One
reason someone mentioned was that in the U.S., many people are from
different countries with unique heritages, and hence history is
fresh for them, reason enough to want to record it for themselves
and for their kids. But British people generally take their British
heritage and roots for granted; perhaps that might be why the
approach to appealing to people with scrapbooking should be
re-thought for the UK market.
Note: To read previous "Memory, Paper, &
Stamps" columns, click on the titles in the right-hand column.
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