7 top tips for growing a sustainable craft business

Following the success of our Crafting Business training programme supported by Crafting Europe, we asked our 2021 cohort to share their top tips for makers. Read on to find out how you can be more financially and environmentally sustainable in 2022.

Define your long-term ambitions

To achieve success and earn a living from your passion, it's vital to build a solid structure around your craft business. For makers taking part in a training programme such as Crafting Business, a business plan is a helpful way to flag risks, identify milestones and ensure economic sustainability.

Sheffield based artist Rachel Colley, adds 'Having completed a business plan, I feel much more prepared, as I have a clear roadmap to follow that is supporting me to achieve my goals'.

Remember your worth

Many makers undervalue themselves and their work. To earn a reasonable living from your craft, your price tags should reflect the true cost of materials and production. Be sure to research your competition and ask, 'what would my target customer be willing to pay for my time and expertise?'

If you're making a pivot, check out Crafts Council's Market for Craft research and data tool. Free and simple to use, our research allows you to analyse data from over 5000 respondents in the biggest survey on the craft market in over a decade.

Three actions you can take now:

• Price your work factoring in all associated costs including your time and margin, to invest profit back into your business.
• Streamline your production; can you source cheaper materials; can you turn waste into more products; have you considered making something simpler or more complex to add a broader range of items to your shop?
• Conduct market research; Are you selling in the right market? Do your methods match the consumer you are targeting? Who are your direct competitors - and what are they getting right?

Ceramicist Mia Chuang adds 'Value your artistry and show it in your pricing'.

Reflecting on her experience with Crafting Europe, designer-maker Gabriele Brambilla shares 'I have learned how to price a product, how to understand how my business operates and to have an idea of what a business model or business plan is'.

Look after yourself and your business will follow

Being a sole trader is tough. You need to manage all aspects of a business and learn skills as you go. Factoring in some 'me-time' and establishing healthy boundaries between work and home is essential. Taking regular breaks - ideally a week at a time - will help sustain your business in the longer term and you don't have to say yes to every opportunity. Time away can generate fresh thinking and help your business thrive.

To free up your time for the tasks that matter, you might also consider recruiting some support. Textile designer Beki Bright says 'Outsource help when needed - I have been working so hard to do everything myself, I have now hired people to help me with PR and fabric meterage printing to lighten the workload and allow me to focus more energy on the designing and research elements of my practice'.

Consider the bigger picture

We can all play our part towards a more ethical industry and small changes can make a big difference. You might source low-impact natural materials such as organic cotton, peace-silk, and wool, or choose to reuse materials and utilise offcuts.

Move like Maija Nygren, founder of Almaborealis, who makes playful education resources for all ages out of natural materials sourced locally.

3D garment constructor Nastassia Ramazankhani shares this ethos; 'Inspired by proven theories about how localised production is a solution to the mass consumption of material waste within the textiles and fashion industry, I intend to divert away from global outsourcing'.

Consider localism and provenance, whether you are sourcing materials from a specific region or using a local manufacturer to help with the production of your objects. Selling local is another objective for many, restricting shipping to low carbon outputs. Katie Allen's brand Loopy Ewes does this very well, working with Fibreshed Southwest.

If you're not sure where to start, ask yourself these questions:

• Do you know where your source materials come from?
• Do you know the impact of making these source materials has upon the local area and its community?
• Can you find alternatives that would have a lower carbon footprint?

We may not have all the answers but starting this conversation with your supply chain can be your first step towards reducing your impact and building a more socially and environmentally conscious business.

Co-design and collaborate!

Two heads are better than one and there are many networks you can connect with to meet like-minded craftspeople. Once you know your business values and goals, look for others who can amplify your mission and help make connections. A great place to start is the Crafts Council's 'Opportunities for Makers' Facebook Group.

Time To Think has also published their Ten Components of a Thinking Environment. These behaviours allow for the finest independent and collaborative thinking. Read their checklist and apply it to your next conversation with a creative peer, organisation, or brand.

Multi-disciplinary artist Kuniko Maea adds 'Working with other artists is very helpful. Their feedback and advice will give you ideas, motivation and confidence.'

Elin Hughes agrees; 'I have been privileged to work with experts as well as a hugely supportive cohort of peers to improve my skills in so many areas.'

Stay connected with the sector

Running your own business requires you to manage everything from marketing and accounts to customer liaison, let alone keeping on top of new rules and regulations that come into play. It is not possible to know it all so how do you manage?

We recommend connecting with peers and professional support services, such as the Business Skills team at Crafts Council to stay informed of new opportunities and regulations.

It's also important to set aside time and budget for your learning and commit to it.

Ceramicist 'Laura Plant reminds makers; 'You don't have to have everything figured out, it's a journey and it's ok to make mistakes, you learn from them!'

Whilst Jeweller Makila Nsika says' Before the training, the lack of confidence made me rush to make and find selling outlets. Now I know that I want to gain more authority and/or professional networks rather than money.'

Be yourself

'Don't compare yourself to others, ever! Your journey is unique and personal to you' says designer and craft-educator Maija Nygren.

'Stay true to what you do and why you do it, don't be afraid to dig deeper on this' adds designer Oli Turnpenney.

You are one of a kind and nobody knows you better than...you! When in doubt, go with what you know, just like ceramic artist Rhiannon Gwyn. Based in Bethesda, a slate quarrying village in North Wales, Rhiannon explores the full potential of waste slate by incorporating it with clay and ceramic processes to create objects that depict forms of the land as part of a circular process.