SME News - Midland Enterprise Awards 2024/ 36 Best Family-Owned Crafts Company 2024 Located within the heart of Derbyshire, Highlight Crafts is a family-owned company that specialises in designing and creating products for crafts. What’s more, Highlight Crafts also runs the Highlight Crafts Academy, teaching its community the secrets behind the crafts. As the company receives its title in the Midlands Enterprise Awards 2024, we speak with Karl Shaw, Managing Director and Co-Founder of Highlight Crafts. Founded in 2021, by husband and wife Stephanie Weightman and Karl Shaw. Highlight Crafts Ltd design, develop, and produce a range of craft products and equipment sold through numerous avenues to clients around the country. Clients can purchase products a myriad of ways: through the Create & Craft TV shopping channel; via its online shopping platforms and social media channels; or in person, either at Highlight Crafts’ premises in Clay Cross or at consumer events held across the country. Creative Director Stephanie is responsible for the development of numerous brands, including Two Red Robins and Tattered Lace. Through these brands, Stephanie designs and produces a range of paper crafting die sets that are designed to work with any home die cutting machine, allowing the crafting process to be accessible to anyone. In addition to this, both Two Red Robins and Tattered Lace also sell USBs for clients with digital die cutting machines. Both brands feature an array of die designs, from winter wonderlands and cottage gardens to elegant lace designs and deep blue seascapes. Successfully managing and maintaining both brands is a clear display of the versatility and creativity fostered within Highlight Crafts. One of the main goals of Highlight Crafts’ establishment was for Stephanie to share her passion for crafting through teaching others. Located centrally, the company notes its position within the Midlands as incredibly advantageous to its mission. “We are extremely well located,” Karl tells us. “Being in the heart of the country, with easy access to roads, rails, facilitates customers visiting our training facilities. Also, having a number of quality places to stay with the Peak District only a short drive away means that they can combine a training course with a short break and visit local attractions whilst with us.” The Highlight Crafts Academy was launched in 2023 by the company, with the mission of creating a space in which crafters could come together to learn new techniques, hone their skills, and meet likeminded people who share their same passions. The Academy runs classes for various crafts and ranges its classes from one-to-two-day courses to weekend retreats. If that was not enough, the Academy additionally runs six craft festivals a year – each event runs for ten days, featuring four classes a day that function as taster sessions for the community to join. “We firmly believe education is the key to our success,” says Karl. “We engage with our customers to take them on an enjoyable journey, teaching them new skills and building customer loyalty.” Building customer loyalty is important for any brand, especially when working within an industry undergoing significant changes. It is crucial that a company closely monitors developing and emerging trends within the market, ensuring that it remains flexible enough to adapt when necessary. Highlight Crafts stays ahead of the curve through a combination of adapting to the changing industry and taking a customercentric approach to its operations. “We engage directly with the customer,” says Karl, “taking on board any feedback in order to continually improve the services we offer and new products we bring to the market. Almost all of our competitors follow market trends – we look to lead them.” Karl notes that while live TV shopping broadcasting used to be the major player within the craft industry, he has noticed a shift in the industry towards on-demand services and web-based training. “We are driving forward with a new combination of social media based live shopping from our premises, which is starting to build momentum.” Looking ahead, the year promises to be prosperous for Highlight Crafts. The familyowned business plans to continue designing and producing high quality products for its clientele, in addition to building upon the success of the newly launched Academy. With a clear eye for quality and a keen sense of business acumen, we have no doubts about the successful Highlight Crafts, a company that has been rightfully recognised as the Best Family-Owned Crafts Company 2024. Contact: Karl Shaw Company: Highlight Crafts Ltd Web Address: https://highlightcrafts.com
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