Craft Buddy bolsters sales team to meet demand surge for arts and crafts line Crystal Art

The arts and crafts specialist, Craft Buddy has maintained ‘an impressive trajectory of growth’ over the last few months, despite the uncertainty surrounding Coronavirus and lockdown measures that have dogged the industry. During the period, the firm has found particular stand out in its Crystal Art product range.

Making use of e-commerce, Craft Buddy found that its own online retail store and those of its trade buyers saw a ‘pronounced uptick in sales’ as consumers searched for new ways to get hands on with products that make the most of the downtime they were excperiencing during lockdown.

Craft Buddy maintains that the stress-relieving benefits of Crystal Art have helped to support this by allowing users to restore a sense of calm in uncertain times, with the concentration demands placed on them to complete the kits helping to block out outside distractions.

While many markets have struggled throughout lockdown, recent reports have shown that Arts and Crafts was a sector that managed to buck the trend and saw a surge in sales. Craft Buddy sells primarily to the hobby, craft and toy industries in the UK and abroad.

Craft Buddy co-founder Gary Wadhwani, said: “The first few weeks of lockdown were definitely uncertain but as people began to look for new hobbies and ways to keep them entertained at home, we saw Crystal Art become more¬† and more popular both in the UK and internationally.

“A large influence on this is likely due to the feeling of satisfaction and reward that crafters get from finishing a project they have dedicated so much time to; as well as Crystal Art being a craft that multiple generations of a family can do and enjoy.”

The heightened interest in the arts and craft hobby even prompted internal changes for the firm, and while warehouse capacity was initially reduced to maintain safety measures, trade interest continued to build. Faced with the growth of new account enquiries and an increase in orders from existing customers, Craft Buddy mobilised and bolstered its sales team with the appointment of Lisa Rayner, as trade account manager.

In her role, Rayner now works under Dan Ward, head of sales.

Wadhwani, added: “Hiring throughout this time has been an interesting experience for us, conducting interviews with masks and putting candidates through multiple video interviews. We are delighted to be welcoming Lisa to the team, who joins having worked in buying positions in the fashion industry, and her experience in working with large retail accounts will help support our growth moving forwards.”

Craft Buddy is now launching its Christmas and AW20 ranges on schedule, including a collection of new licences and product formats to meet the increased customer demand.

New offerings for Christmas include the Crystal Art Wreath, Crystal Art Keyrings and the Crystal Art Triptych series. Bolstering the range are new products in the Crystal Art Card ranges and the Crystal Art Notebook collection with new licence Thomas Kinkade set for launch as part of the AW20 range in October 2020.

Wadhwani said: “We were fortunate that our factories were able to maintain operations throughout the pandemic, allowing us to both design and manufacture our latest ranges to meet seasonal consumer demands. We have had a great response from retail already on our new offerings and look forward to showcasing the ranges to new trade customers as we look to close out an eventful and positive year for Craft Buddy, which is all set to be our best yet.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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