EARLS cOURT
CALL: 01732 824908 or 07901 654000
VISIT: handmadelivingshow.co.uk
MEDIA PACK
What is handmade living?
An interactive show for people with a passion for all things handmade
HandMade Living is a new lifestyle show brought to you by the team behind the award-winning Cake & Bake Show.
Visitors can discover the UK’s biggest collection of stylish, modern crafts and creative indie makers brought together
under one roof… and get involved!
They will learn skills and tips from the experts, have a go at a range of new crafts for themselves and find the inspiration
for their own handmade projects. They can then buy all the kit to experiment and enjoy the activities at home.
There will also be inspiration and advice on hand for those looking to take the leap from hobbyist to professional crafter.
MORE ABOUT THE SHOW OFFERING
We’ll bring together the exciting new talent setting the trends
in contemporary craft.
The best teachers and experts will lead workshops, theatre
demonstrations and have-a-go areas. Visitors will then be
inspired to create their own projects at home and stock up
on the equipment they’ll need while they’re there.
Our gallery area for handcrafted items to buy will create
the largest and most visible ‘shop window’ to showcase the
best designers and artists in the handmade world.
TO BE PART OF THIS COMMERCIALLY LUCRATIVE
SHOWCASE, CALL OUR SALES TEAM ON 07901 654000
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HOMES & INTERIORS e.g: upholstery, candle making, ceramics, upcycling furniture, taxidermy, carpentry
HOBBIES & CRAFTS e.g: wood turning, metal work, sculpture, floristry, perfume making, origami
PAINTING, DRAWING & IMAGE-MAKING e.g: watercolours, screenprinting, life drawing, calligraphy, photography
TEXTILES & FASHION e.g. knitting, crochet, sewing, felting, embroidery, tapestry, quilting, weaving
FOOD & DRINK e.g: sugarcraft, home brewing, cheese making, jams & preserves, baking, infusions
100s OF HIP HANDMADE CRAFTS UNDER ONE ROOF
Here’s just a small selection...
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taxidermy
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Embriodery
Felting
Upcycling
furniture
LETTERPRESS
Beekeeping
knitting
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Paper
CUTTING
ax
CRAFT BEER
BREWING
Ceramics
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MAKING
COSMETICS
Photography
The rise of the Handmade trend
The trend towards making, buying and selling all things
handmade has really gathered momentum in recent years,
giving craft an exciting modern twist.
The handmade movement is now both inspiring pop culture
and taking cues from it. Just look at the popular woodland
animal theme or crafts inspired by cult TV series’ - Breaking
Bad themed cross stitch is just one example!
TV programmes have also made craft their subject - such as
BBC’s The Great British Sewing Bee and upcycling series
The New Reclaimers - with their popularity reflecting the
rise of this movement.
So what are the reasons behind this growth?
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A return to
authentic
values
There’s an innate satisfaction from physically making something yourself, that brings a sense
of achievement and pride. It can also be a joy when day jobs are ‘virtual’ and computer based.
What’s more, craft activities are relaxing and counter the stress of modern life.
Nostalgia is also at the heart of the trend - the wish to revive skills from previous generations ~
so we too can hand them down to future ones, or maybe try things we last with did as children
that hold fond memories. It’s also a social thing - a way to share ideas and interests with friends
old and new, by meeting in person or online!
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The
economy
A desire for
individuality
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The
power
of the
internet
Economic forces also have a key part to play. Choosing handmade lifestyle fits with the wider
desire to buy local and ‘buy British’, for environmental reasons and to support small local
businesses, especially during the downturn.
The recession has helped spur the ‘make do and mend’ approach and a desire to be thrifty and
more self sufficient. It has also spurred more people to start their own craft business.
Handmade is also a reaction to the culture of cheap mass-produced items that flood the shops
today. Making original, custom-made items is a way to express people’s unique style.
There’s also an increased desire for personalisation, with items featuring names or being
created for special occasions, like weddings, to become a treasured memento.
The web has perhaps been crafts’ biggest enabler. More people are online than ever and have a
rising number of ways to connect with the crafting community. Enthusiasm is fuelled by sharing
ideas, tips, templates and tutorials via blogs and social media tools like Pinterest.
The internet has also expanded the marketplace - now you can find, buy and sell handmade on a
global scale. The likes of Etsy and Folksy have made it easy for makers to set up shop and for
buyers to discover their wares. They help in sourcing more specialist supplies too.
ALL THIS IS LEADING TO more niche crafts… and boundless opportunities.
-------------- Making something is more accessible than ever! --------------
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AN OVERVIEW OF THE MARKET
Craft may be thought of as a niche vertical, but it’s a large
market that encompasses a wide array of sub sectors.
The UK craft market is
worth £1.5bn-£2bn per annum
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Searches for terms like
‘handmade craft ideas’
increased by 70% in 2012 *
There’s potential to increase this by a further 64%
* Data from Google UK
CRAFTER NUMBERS INCREASED 12% BETWEEN 2012 AND 2013
71% OF BRITISH FEMALES - 18.1 MILLION - TRIED A CRAFT LAST YEAR
55% OF BRITISH FEMALES ENJOY CRAFT AS A HOBBY
THE BIGGEST GROWING AREAS ARE TEXTILES (34%), CERAMICS (30%) AND JEWELLERY (21%)
-- The opportunity for growth is huge and the show can be a catalyst --
HOW HANDMADE LIVING IS DIFFERENT
Is the first crossover lifestyle event that’s
not sector specific
The large scale shows that currently exist are squarely aimed
at the specialist ‘quilt maker’ or ‘knitter’– who is already an
expert absorbed in their passion. These events have not
changed much and are pretty daunting for newcomers.
We see handmade as a lifestyle choice and want to provide an
inclusive environment that encourages people to get creative
and most importantly have fun - whatever the activity may be.
The focus is on interactivity
The plethora of small craft fairs and makers market are
great for shopping to buy finished handmade items but
there’s much less opportunity for people to try out a range
of craft styles and activities for themselves.
So a key show element is to encourage people to get
stuck in and experiment! Once visitors have a go and get
involved, they will want to leave with the tools and inspiration
to explore these new crafts at home.
Provides a wider community hub
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We are creating an inclusive environment, which
is as exciting and diverse as the people who will
be exhibiting.
Gives craft a modern twist
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We’ll showcase the most modern, on-trend crafts and the
new twists on favourite activities. For newcomers, we’ll
banish any notion that craft is an old fashioned pastime,
offering lots of fresh and quirky activities to try.
meet and interact with
the VIBRANT community
WHO ARE Involved in this
MODERN craft movement
WHO WILL VISIT THE SHOW
HANDMADE LIVING is aimed predominantly at women in
their 20s and 30s. They aspire to create a personalised,
homely environment for their friends and family. They want
to be a brilliant friend or mother through the handmade
gifts they give and parties they host, where people can see
the effort that has gone in.
They may simply want a home that’s welcoming and full of
personality, creativity and good taste. They love making
things for the sense of achievement... and because it’s fun!
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Primarily 20- and 30-something women who may be passionate about one craft stream but is
open to experimenting with other activities.
Career professional, “homey” professionals and stay at home mums
Aside from crafting, they also enjoy baking, interior design, travel, fitness, eco credentials of
products /foods, generally healthy lifestyle and entertaining.
From students on low disposable income to career singles and middle class housewives with
generally high disposable incomes.
Traditional older crafters who want to see the best in their specialist craft but are open to new ideas
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WHY GET INVOLVED WITH THE SHOW?
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46% COME (PRIMARILY) TO BUY
26% COME (PRIMARILY) FOR THE WORKSHOPS
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Our research tells us the following about visitors:
28% COME (PRIMARILY) FOR INSPIRATION & EXPERIENCE
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THe inspiration
leads to ongoing
purchases beyond
the show itselF
Key opportunities for exhibitors
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y
Grow your
business
Showcase
your expertise
T 4
Expand
customer
base
Launch
a new
product
v
.
Build brand
awareness
SAMPLE
& SELL
PRODUCTS
A show with year-round activity
HandMade Living is more than just a three day event.We
have a full, year-round programme of press, PR and social
media activity planned.
In addition to the show website, with its own blog, serving
as a community hub - our team will also be posting
inspiring content on all things handmade via the show’s
own Twitter, Facebook and Pinterest accounts.
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Connect with your audience
A media partnership with a key publication will also
ensure maximum press coverage for HandMade Living
show partners and exhibitors.
Our on site community, tutorials and competitions will
all ensure event partners can engage with their target
audience on an ongoing basis.
SPONSORSHIP OPPORTUNITIES
A key feature and point of differentiation of HandMade
Living is its interactive nature and the quality and quantity
of great content from leading crafts. These will be
showcased through our main theatres located within each
of the five zones. There is the opportunity for the right
brands to work in partnership with our team to sponsor
a memorable live visitor experience.
It is important to the team at HandMade Living that we
partner with the right brands. If you think that sponsorship
may be of interest, then contact Sales Manager Rhonda
Dearsley on 07901 654000 or email her on:
[email protected]
Get in touch with us
PHONE: 01732 824908 or 07901 654000
TWITTER: @handmade_show
EMAIL: [email protected]
FACEBOOK: facebook.com/handmadelivingshow
WEBSITE: handmadelivingshow.co.uk
PINTEREST: pinterest.com/handmadeliving1