SHARON Caddie set up Text From A Friend in 2016 after her homemade cards became popular on social media. The business sells products via online platforms Etsy and Not On The High Street, as well more than 60 stockists in the UK.
Name: Sharon Caddie
Age: 40
Position: Founder
WHAT’S YOUR BUSINESS CALLED?
Text From A Friend
WHERE IS IT BASED?
WHY DID YOU SET UP THE BUSINESS?
THE idea literally came from a text from a friend. I’m an art designer and director by day and I decided to scribble the texts down and share them on social media. I put a byline underneath saying “text from a friend” and people asked if I could turn them into prints, cards and T-shirts. I started with a small range of 10 cards and then we built the website and took it from there.
I don’t personalise cards as each phrase is handwritten so it can be quite expensive. We had a customer who has been buying my cards and years and asked for a proposal card but that was a one-off. Having metal dye made puts prices up.
It is self-funded so I could splash out on small runs of print to keep costs down and keep in control of stock.
About 18 months ago I got my own hot foil press so I am now more in control of phrasing. We don’t have piles of dead stock and we print wholesale requests to order.
HOW IS IT DIFFERENT FROM COMPETING BUSINESSES?
THE quality is different. We did the Top Drawer trade show in London and the feedback is that it is a simple idea. The foil takes the harshness away from the phrases which are swear-y and sweet. It is a simple idea that really works and makes people laugh. People expect it to be something else when they first see it so the appearance is deceptive.
It is different to other cards as not a lot of people are doing foiled and handwritten stuff. There’s lots doing letterpress but not with foil. The product is also environmentally-friendly and biodegradable.
WHAT IS YOUR TARGET MARKET?
THE original target was someone who is a stationery addict and paper lover like I am and we have stuck to that. There is a digital toner method but I didn’t want to skimp on quality. We have had loads of feedback on the quality.
People frame the cards as well so they can turn into keepsakes. It is a product people don’t want to throw in the bin. We appeal to the premium market. I make products that I would buy.
I’m not particularly concerned about Brexit at all. Right from the start I have been thinking it won’t happen. People are just trading as usual. I have got a friend who went to a stationery show in New York but Brexit hadn’t been mentioned.
I can see how it can affect bigger businesses but I can pop my cards in a small parcel and send it.
People from overseas were at a London trade show I went to. If people want your product they will still buy it.
WHAT DO YOU ENJOY MOST ABOUT RUNNING THE BUSINESS?
THE sheer joy that someone wants to buy your product. I still get really overwhelmed over a wholesale or online order. We are coming up with new phrases.
It is nice when someone wants to buy a product you spend time on. Lots of people start from a little place and it just grows.
It has grown considerably in the past year and we now have 60 stockists in the UK. We are expanding into exports. It is amazing when people want to pay for your product.
The biggest challenge is managing the business. I am the designer, printer, maker and packer. I do post office runs, run the accounts and buy supplies.
We have had 40 wholesale orders in the past two weeks so I have been roping friends and family in to help.
I have now been approached by major retailers in London and are negotiating about going into their stores.
WHERE DO YOU SEE THE BUSINESS IN 10 YEARS' TIME?
I RECENTLY got my first supplier in Dublin and Switzerland and a collaboration with a bookstore in Japan. It is just me at the moment and I would love to hire some staff but you have to take great consideration into how they will fit into the business.
You need to think constructively and plan accordingly. I don’t want to employ someone when I don’t have enough for them to do.
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