Create and Craft triumphs with five golds at ‘Best of Craft Awards 2020’ after business reinvigoration

Samantha Jeffries   ·  2 min read

To round off a year in which craft exploded in the UK under lockdown; multi-channel retailer, Create and Craft has won five gold awards at the Best of Craft Awards 2020, building on its success from the 2019 ceremony when it took home four golds.

At this year’s awards – which were voted for by viewers and crafting fans - Create and Craft won the accolades of ‘Most Loved Crafts TV Shopping Channel’ and ‘Best Rated Customer Service’.

Much-loved presenter of 25 years, Dean Wilson followed up his 2019 gold award with another gong for ‘Crafting Man of the Year’ and popular presenter and craft designer Dawn Wheeler took home ‘Crafting Women of the Year’.

Create and Craft also won the accolade of ‘Best Online Store’, showcasing the successful reinvigoration and investment of the business’ digital offering, which has been designed specifically to drive appeal amongst a new growing younger demographic of crafting consumer, almost a third of which are now under 35.

Under the helm of CEO Jamie Martin and COO Martin Purcell, Create and Craft has undergone a digital transformation in recent months to shift the channel’s product offering online and diversify from its roots selling items through traditional scheduled TV channels. To further help reach its new younger audience base, the business also signed household name, Keith Lemon to front its digital marketing and deliver exclusive content on the brand’s YouTube and Instagram channels.

Founded in 2003 by the publishers of Crafts Beautiful and PaperCrafter magazines, the Best of Craft Awards 2020 received thousands of reader nominations and votes, reaching 1.2 million people.

Jamie Martin, CEO of Ideal Shopping Direct, the parent company of Create and Craft, commented: “It’s an honour for our team to be recognised as the best in so many categories, especially in a year when the UK’s obsession with crafting has reached new highs. I also extend my sincere congratulations to presenters Dean and Dawn, who bring so much knowledge, passion and entertainment to every show and help make Create and Craft such a rich offering.  These awards are particularly special because they’re voted for by viewers and crafting fans and it’s them we set out to please every day.

“Create and Craft’s popularity has massively increased in recent months and we’ve gained 20,000 new customers.  This has been done by adapting our content and platforms to thrive in what is an increasingly on-demand, online world and by ensuring we have the best products in the business. Through our new inhouse ‘innovation hub’ we work with some of the UK’s largest craft suppliers to design exclusive products our customers love.”

Create and Craft’s parent company Ideal Shopping Direct has had a significant turnaround in the last year too. Having lost £32m the previous year, its underling profits before taxation improved £10.6m and gross profit was 1% higher year on year. A significant part of the business’ success has been the Create and Craft investment amidst the recent craft explosion which now contributes £3.4bn to the UK economy.

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