Craft markets and gift fairs

[NapronEmma]

Hi all, first post here so please be gentle! I've just started a business selling some luxury, handmade products. I've launched the website but am looking to start getting my brand 'out there'. I have a list of magazines, etc to work through for editorial reviews and product placement.
I've booked in to a few small craft/gift fairs and my first county show but I wondered if anyone has any recommendations for good events that don't cost the earth? My ideal event would be something like Burghley Horse Trials because of the footfall and consumer profiles but I can't yet justify the cost as a start up. Items are a spin on something quite mundane that's gone luxury, priced from £75, so they're quite disruptive when it comes to quality and pricing. Based in Northants but willing to travel for the right events. If anyone knows of anything, it'd be much appreciated!
Also, getting instagram followers - I know it's not the be all and end all, but currently it's a chicken and egg thing, having more followers kind of verifies your brand, does anyone have any positive advice about boosted posts and the like? Is it worth spending a bit on marketing costs to increase followers? Or is it just about being a bit more patient?
I appreciate it's not going to happen overnight but what would you do to get your brand 'out there'?
Thanks in advance, I've read some really insightful stuff on here over the past few months and would appreciate any advice that people who have been in a similar situation can offer.

It's just that Burghley would be ideal to test your market - thinking about what you've described of your product- could you stretch to it at all? At least you would have a chance of making sales which would be statistically less probable at smaller, cheaper fairs and none of them are cheap.

I get what you're saying, I'd love to do Burghley but it's about £1200 as opposed to £40 for the one I'm booked in at Creake Abbey in August! (Having been there last weekend, it's definitely the 'Burnhams' customer base I'm looking for!) I did try and get into the Christmas market for 2024 at Burghley (a ticketed event, and local) but it was already fully booked but I have put my name down to apply for next year.
I think this year, my focus is just about getting my brand out there for as little £spending as possible but I don't mind putting the hard work in.

I see, great move on the Christmas Market then. I'm sorry I can't advise on other little fairs but I know there is a book/almanach for fairs and antiques shows, it's free and I find it in a local antiques shop. Fairs pop up everywhere in the Spring/Summer, keep targeting high end locations.
Spirit of Christmas (Olympia London) is fab and would be a good fit too.
Social media you need a presence so people can click and see your stuff but it won't make you. Just get the sales, the following will come, but following doesn't equals sales.

Yes Spirit of Christmas would be a great event. However, it's about £2k for a minimum sized stall, add to that five days of hotel costs, etc and it would be more than a years worth of advertising in something like Country Life! I simply can't commit to that at the moment, sadly.
Thanks for the social media comments, I absolutely agree that following doesn't equal sales so it's quite encouraging you think the same, I'm never sure whether I'm being too cynical or not!

Craft fairs and markets are fickle things, you need to research them and visit them before selling there. I did two last year and didn't sell a single thing. One was a free booth in a small department store, one cost me £10. On the contrary I paid £70 for one in a city centre and made a killing. One local one charges £100 a day with a three day commitment, but it doesn't get the shopper's to warrant that cost. My products sell extremely well online, and they do face to face with the right audience. They are two different kinds of shoppers though.

If you want to get your brand established quicky, say in a year, you need a marketing and PR budget. It doesn't sound like you have that, so it will be a very slow and steady climb. Consider lots of different selling avenues; online marketplaces, rent-a-shelf in shops, markets, social media. Make sure you give customers confidence to buy from you, so a professional set up with all laws adhered to like the Consumer Contract Regulations.

Social media is okay, but likes don't equal sales, and you want followers who WANT to follow you and therefore engage with your posts. How many accounts do you see with 100k followers and their posts get a handful of likes? Reels are the way to go to gain a following, and not selling your products on there specifically, you need to make interesting, but short content.

You are not going to get into magazines by simply contacting them. That isn't how it works. Try Press Loft, but again, it's £££ to do it properly.

Just an update after a couple of months. I've been to a county fair which was terrible from a sales pov - all the other stalls had the same. Some great insight from other more established stallholders about events that they find work better. Just did a little makers market in Norfolk which was a great branding exercise and covered my costs. I'm back there next month, it's great to get feedback from real live people!
Also managed to get a little bit of editorial in Country Life, which has brought sales through my website so advertising is definitely on the cards. I think this year is definitely about people seeing the product and next year I'll likely bite the bullet and do a couple of large events rather than the smaller ones.
Just got to keep at it!

I am so impressed! - you obviously are a quick learner!
How did you get into Country Life, please? I have zero knowledge bout doing that sort of thing.

Stupidmom, I just asked them! Despite other comments about it not being possible, with respect, I totally disagree. If you have a product that's suitable for an audience and you contact the right person directly, presented in the right manner, you will absolutely have their ear.
It's the first magazine I've contacted and is bang on my target. I went for a 'go big or go home' approach! I was quite surprised that they didn't (metaphorically speaking) chuck it in the bin. That said, many years ago I was a magazine editor so have a bit of insight to how it (used to) work. Having gone from seeing my name in print month on month, to 20 years later seeing a brand and product I've created from scratch, being featured in an iconic magazine, is quite a thing!

I agree, quite a coup! A-mazing NapronEmma!
You are saying it's quite easy to pull if you know how to do it, haha I shall muddle through then. We have trade and retail customers so logically there must be an audience in there somewhere. We did makers markets etc. years ago and as you say it's great for feedback. Interesting also to see the difference in sophistication between sellers. Was that Norfolk makers market reasonably busy? (Must have been freeezing)
Now I am so so curious about what you do, what IS your product?

It was last saturday so was very lovely and sunny! The market was quiet though, lower footfall than other ones by all account, just in the church at Burnham Market. Some lovely stuff there, I resisted buying anything.
I'm not sure whether I'm allowed to put a link up but it's the first part of my username and co.uk Please do have a look, any feedback appreciated.
What do you make? I think it's easy to lose a bit of faith, especially once you've put yourself out there, but I'm determined to find my people!

Is it worth thinking laterally? Maybe doing things like talks to the WI on your product and how you went about setting up your business (this can be very aspirational for certain groups) and selling your products at these talks?

Yes, it absolutely is! Thank you. There's a local women's networking thing that I really must start going too aswell, it's just finding the time.

Hi there, I have had a good look at your Insta and website.

Your product is high end, high price but it’s not displayed as such.

You need the Aga, country kitchen, Labrador kind of image.
Take a look at what companies like Guinea London are doing on Insta, go through the companies they are following and see if you could do a collaboration.
One company Flying Fox Lifestyle really stands out as a good fit.

I would say country fairs around Stamford and Oundle would be a good target market.

Good luck.

Thanks Sago1, I can't disagree with any of that. I'd have a dinner party round here for all my most attractive friends, Aga, country house, I could borrow a bigger dog but currently up to my neck in serious renovations! I'd agree that what's lacking is selling the lifestyle. I'll most definitely work on that. I'll take a look at those other brands too. Thank you!

So an update from me, some nine months later! It's still actually a thing, which is great, and doesn't owe me anything at this point, which is also great.
I had so much to learn last year but I'm feeling really positive about the way things are going.
Some of the things I learnt...
My product is pretty niche, you either wear an apron or you don't. If you don't wear one, you just walk by by stall and think, 'Looks lovely, but not for me' To that end, I've created a couple of new home textile products that suit. Now more people can legitimately stop and have a browse which gives me more opportunity to sell to them. They also come with different price points, which makes things easier. That said, I'm shit at selling, so I've just got someone onboard who's great at selling, I'll let you know how that works out.
The market I'm aiming at doesn't question the price because they can see the quality of the product. If someone questions the price, or the old classic 'I could make that myself' then they're likely not my buyer so I thank them, smile and move on to the next customer.
2024, having spoken to many established traders, was one of the worst years on record. If I can launch a business and keep it going, it can only get better. Some traders are really open and honest about the situation. I am aligned with those people and happy to share my limited experience.
Relevant customers are hard to find. I've refocused my efforts on bigger events, hopefully culminating in a large Christmas market for 2025. It's a far bigger outlay, but if I don't believe in myself, nobody else will.
My website needs updating with all the new products - that's the focus for Feb/March. My insta has few followers but really great engagement - I'll also run a giveaway to time with the website update - I'm not sure how relevant this'll be as I often see people with 1000's of followers but no engagement, but it won't cost me anything so is worth a try.
Probably the most disappointing thing I've discovered, is that people who actually know me (not friends, but acquaintances) are quite happy to say how lovely my products are and coo over their gorgeousness, until they discover that I made them with my own fair hands. When they discover I didn't pick up a job lot from Selfridges, they turn up their nose. This is all noted for the future ;)
Most importantly, I look at my little studio and see how full it is. Last year it was just a dream and my own imagination. This year it is a couple of rooms stuffed with beautiful things and the dream of what's to come!
Just thought I'd let you all know, nothing worse than a thread that never updates!
Emma x
PS I'm still doing the house renovations in between. Nothing like the insomnia of a menopausal woman to get things done.

Thank you for the update! So very pleased for you, your product is gorgeous, im sure it will go from strength to strength.
can I ask if you have moments of doubt and how you overcome them? I’m an artist, illustrator and find fear of getting my work out there can be crippling!

I've had a look at your website and as someone who sews as a hobby, if I was looking to buy I would want to know what makes your cotton 'high quality' rather than inferior/bog standard bolts imported in bulk from China. E.g, if it is organic cotton with the workers paid a living wage make that a prominent feature on your website.

Why do you line with polycotton? That would put me off buying as I can't stand the smell of the stuff when I'm ironing it, I only use it for one time only things for Halloween and Xmas concerts etc.

Your 'about' page is very difficult for me to read on my phone with the black background and darker text.

Hope this helps and good luck 🙂

Oh, and an afterthought, what about making matchy matchy Mum/Daughter ones? I don't understand the matchy matchy thing but seems to work for Xmas PJ'S.

(Yes I know, Mum/Daughter so 1950's but, kids love to bake cakes!)

This thread has been lovely to read! I'm really pleased that you are managing to grow your business in such a tough economic climate. Following in the hope of more happy updates in the future!

Holy thread resurrection! I thought I'd come back with an update (I did try a couple of times last year but couldn't sign in = technology fail) as I really appreciated all the comments on here.
So, still going. 2025 was a learning curve to say the least. I did a number of smaller events which were appalling but a couple of larger ones which definitely made me realise that bigger footfall means bigger sales. More sales means more awareness which means more sales. Rinse and repeat.
I introduced a number of new products and focussed on events specifically for them which gave far better results. It seems obvious now but, like I said, learning curve!
I also realised that most people are actually afraid of colour - so tempered what I make to reflect that and sales mirrored my thoughts (although I'm still shite at selling. I've spent Christmas watching 90s movies like Powerball and the Wolf of Wall St to pick up some tips!)
I finally got round to updating my website - it took forever and isn't perfect but I did it myself so it hasn't cost anything but my time. It also means I can easily update without relying on anyone else. I figured if I waited until it was all perfect, I'd never get round to it.
I appreciate I'm in the very fortunate position that I don't need to pay the mortgage with my efforts. I don't doubt that I'd probably have bottled it and given up by now if I did. But the business is now entirely self supporting.
I have finally lost the imposter syndrome. Rather than downplaying it, this is my business, which I'm very proud of.
I have a very focussed plan for 2026, with a number of new products to introduce. And I'm REALLY EXCITED about where I could be this time next year, and the year after.

A few things I would stress to anyone taking the leap:
It absolutely doesn't happen overnight, no matter what social media tells you.
Believe in yourself. If you don't, no one else will.
Trust your instinct and don't deviate from what your instincts tell you. It's your business, you get to decide.
Work hard. And then work a bit harder!
And just keep at it.

Oh, and to the poster who asked about why polycotton and mentioned the smell, now I've recognised that, I can't un-smell it. I think about you every time I press something. I don't use polycotton now ;)
I didn't get in to the Burghley Christmas event, although I applied. I'll likely try again this year, if I'm not too busy elsewhere!
The house renovations are still ongoing. But I did learn to lime plaster which has saved us a fortune. One room down, quite a lot more to go. And if this doesn't work out, I could always do that for money ;)
Sorry it's been so long, time just flies!
Emma

Sounds great, going in the right direction. We set up an art gallery mid 2024. Definitely still learning!

You need to do some more work on your website. It's too many clicks/taps to get to a point where I could actually buy an apron. The item listings should be, at most, two clicks from the homepage. Instead when I clicked on shop I had to read through lots more bumf before I could click through to more details about the item and, crucially, the price.
You need to bring everything up a level and make the text headings hyperlinks and not just the pictures.
Sorry, but you can really tell it's not a professionally designed website and it would definitely be worth investing in this. Once the initial design is done, it can be set up so you can maintain it yourself.

A bit harsh, but not sure how it took you so many 'clicks' to get through, I thought it was pretty simple. I'm not sure about your reference to 'shop' either as I don't have a specific 'shop' on my website! Maybe we're in a parallel universe.
You're absolutely right, it's not a professionally designed website, as I made quite clear. But thanks for such negative feedback, I take it all on board, and discard this sort of shit two minutes later. But thanks for taking the time, I appreciate the feedback.

I just thought about this (above) and wondered if I could remove it (my response, that is) but actually looked back and thought it was actually quite tempered. People attack in all sorts of ways. I absolutely take on board opinions, that's how you move forward. But people who like to pick on you, for no reason, should be called out. Nothing positive to say, picking holes, nothing to offer, just criticism. Which is fine, if that's what floats your boat.
All I'm trying to do is partner up something I love, and turn it into a business. Of course it's not perfect, there will always be critics. And I don't have a million quid to spend on building a brand. If I had a million spare quid, why would I bother?
The upshot is, I'll keep at it. I shouldn't have taken it personally. My mistake!

Just checked out your site and I think it looks pretty professional. Yes a couple more clicks than I’d like to get to your product but I keep hearing people like to know the story behind the items. However I think you need more photos, or at least a segment showing the garment in detail then they click to see the different patterns. For example, I want to know what the back looks like, what does the inside look like etc. And while measurements are good I want to see the items on a person - include their height and size. You could do this as a general bit after you click through to ‘kitchen’ say, have a model wearing the item - better yet two, one on the shorter side one on the taller side, and one say a size ten one a size 16/18? Along with the pics of the back, the reverse etc. Then they can click through to see individual patterns.