A friend and former business partner of mine has started a new and exciting business in partnership with his talented wife Andrea. They are based in the US state of Illinois.
Andrea is originally from Hungary and a graduate of “fine art and painted oil on canvas”.
They design and produce bespoke accessories specializing in shawls, wraps and scarves. The exclusive and individually-made products are created from premium quality organic fibres such as alpaca, polwarth, merino and yak wools, as well as bamboo fibre and bombyx silk.
At first they intended to sell their carefully crafted wares to customers on a one-to-one basis using direct market techniques through their website over the Internet.
However, they soon realised that a potentially more lucrative approach was to offer the products on a wholesale basis to boutiques, galleries and shops which can then sell to the consumer face-to-face.
To facilitate this strategy properly requires the small company to attend frequent trade, art and fashion shows and to exhibit the attractive products on personalized stalls. This can be an expensive activity in itself with registration fees ranging anywhere between $300 and $3,000 depending on the amount of attendees and commercial exposure possible at any given location.