Pudsey entrepreneur on turning her crafty hobby into a business success

Many believe that they key to success is to love what you do. Unfortunately this isn’t the reality for a lot of people, but just a dream that never comes true.

There are a select few, however, who have not only managed to land their perfect job, but to turn their passion into a successful career.

Among these is Pudsey local Julie Kettlewell, who, in 2006, began making cards just as a hobby whilst working a part time job. Quickly realizing she was on to something, Julie then launched her own wedding stationery business just one year later.

During 2008, Julie’s entrepreneurial career received another boost after visiting a friend’s Stampin’ Up! party. Shortly after this, Julie started buying the supplies for her wedding business from Stampin’ Up! UK, which is a leading craft company operating via a network of direct sellers.

Almost ten years since she started to make cards, Julie is now successfully running her own Stampin’ Up business, and Bdaily recently caught up with the budding businesswoman to discuss her journey from turning a hobby into a profession.

Firstly let’s start from the beginning. You started creating cards in 2006 and a year later you launched wedding stationery business whilst working part time. At what moment did you realize card-making could become more than a hobby, and how did this business launch materialise?

“The wedding stationery businesses happened by accident after I was asked to design some samples whilst selling cards at a craft fair. At that stage I hadn’t realised that it could become a full-time job, I was just enjoying being creative and felt I had found something I could do whilst my children were small.”

How well did the wedding stationery business initially do? i.e. profit, turnover etc. And how did this lead to you starting your own Stampin’ Up! business?

“The wedding business was established with the goal of bringing an additional income for my family; and it was very successful insofar as it fulfilled this aim. I was introduced to international craft company Stampin’ Up! in 2008 via a friend who has hosting a Stampin’ Up! product party. I fell in love with the products and particularly liked how everything co-ordinated.

“I started buying Stampin’ Up! supplies for my wedding business and thought there was a real demand among crafters for high quality products. This played a key part in my decision to become a Stampin’ Up! Demonstrator whilst still continuing with my wedding stationery business. In 2011 I decided to give Stampin’ Up! my full attention and close the wedding stationery business.”

Could you say a little bit about what Stampin’ Up! is?

“Stampin’ Up! is a direct sales company offering an exclusive line of decorative rubber stamps and accessories for greeting cards, craft projects and scrapbooking. Stampin’ Up! products are not sold in stores, but may be purchased at home parties or through a network of independent sales consultants called Stampin’ Up! demonstrators.”

What were the deciding factors that led to your decision to close the wedding stationery business?

“Weddings are seasonal and so it is quite time pressured with the potential for costly mistakes. I soon realised that I became very busy over the summer period when I should have been spending time with my sons who were on school holidays. As a direct selling business model, Stampin’ Up! gives me flexibility, I can fit the business around my home life and scale it up or down according to what else I’ve got going on.”

Now you are fully focused on the Stampin’ Up business, so what is business like today? And what is your growth strategy going forward?

“Joining Stampin’ Up! full time was a real game changer for me. My business is strong and I have a team of around 140 demonstrators all over the UK. I thrive on running my classes and events and I am very fortunate that I have an army of regular customers and loyal supporters - some who have been with me since 2008 when I first started. In June I earnt a four day trip to Madeira with Stampin’ Up! after reaching a number of targets such as sales and recruitment of team numbers. I had to work really hard for it but it was definitely worth it. The trip was amazing and serves as a fantastic incentive to Stampin’ Up! demonstrators.

“My strategy is to just continue enjoying what I do and to experiment with trying new things in my business. I now get to enjoy all the school holidays as I work my events around these and it fits in perfectly with my boys (who now aren’t so small anymore!).”

And lastly, is crafting something that is growing in Yorkshire?

“Crafting has been growing throughout the UK for a number of years now, including in Yorkshire. I think people like to put the effort in and make beautiful cards and gifts for their loved ones. The Stampin’ Up! products are all colour coordinated and easy to use, so even a complete novice can make something beautiful.

“I think those that attend my regular craft classes really enjoy having a bit of ‘me’ time! In fact, when Stampin’ Up! recently asked UK crafters why they indulge in their hobby, almost a third (29%) of respondents said that crafting helps them to relieve stress and offers an escape from the pressures of everyday life.”

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →