Craft Focus - Apr/May (Issue 72)

77 PROFILE W e ight watching Darren Rice, managing director of Pattern Weights, explains how a TV stitching competition inspired a new business venture Tell us the story behind Pattern Weights. The idea was inspired by an episode of The Great British Sewing Bee. I was originally reluctant to watch, but my partner Nicola encouraged me and I was hooked. I saw a similar product on the programme – a simple metal disc with a hole. This was an item that we had already supplied into different industries with a variety of applications, so we immediately saw an opportunity to remarket it for the sewing and craft sector. However, I realised the product could be improved and started to look at ways in which to make it both practical and attractive. How is the product made? We work with a range of metals including copper, stainless steel and aluminium as part of our everyday business. The pattern weights are produced in a selection of materials depending on demand. We use both licensed images and those produced in-house and encourage stockists to come up with their own designs that can be tailored to suit each brand. You work with a range of artists – how do you decide who to collaborate with? We collaborate directly with artists and licensing houses and will always be looking to grow our relationships to ensure that their work is represented in the best light. This is still in the early days of development, but we select artists in accordance with a range of factors including industry relevance and trends. How do you advise retailers who wish to stock your products? Initially we look at the business model and advise according to marketing approach. We would look at a selection of pattern weights based on how the retailer connects with their customers. Becoming a stockist is very simple; we don’t look for large orders and we like retailers to test our products and tailor their purchase based on individual needs. There are several ways to get involved including direct supply, fulfilment and individual business branding. We provide new stockists with promotional activity that includes social media coverage and a listing on our website. We can also help with image support, samples and design at no additional cost. What do you look for in a retail partner? We are looking for shop-owners who are actively engaged with consumers. In any economic climate, partnerships can be a good addition to a brand’s mix. We like to work with our retailers to increase market reach and achieve a mutually beneficial goal. We are in the process of putting two key distributors in place, with details soon to be announced. What are your plans for 2019 and beyond? Our key focus over the coming 12 months is to work closely with retailers, build brand awareness and offer additional support to those we work with. The distributors we have selected will be adding to the customer service experience that we want our partners to enjoy. We also have some exciting developments coming soon and when the time comes we will be only too happy to tell you about them. “We use both licensed images and those pr oduced in-house and encourage stockists to come up with their own designs that can be tailored to suit each brand. “ Pattern Weights T: +44 (0)1872 571 200 W: patternweights.co.uk