Belleek in St Patrick’s US TV sales pitch
A TELEVISION shopping channel is helping a 160-year-old Co Fermanagh business reach a global audience today, St Patrick’s Day.
Businessman John Maguire is hoping to capitalise on the US interest in all things Irish as he takes over the US QVC channel for an hour.
It’s expected up to 100 million households will see the firm’s wares as the products will make appearances throughout the rest of the 24-hour show.
Mr Maguire said Belleek has sold its products on QVC for around 20 years and the channel is now one of the firm’s 10 biggest customers.
He said American customers had “fallen in love with Belleek’s rich history”.
He said: “The opportunity to sell directly to an audience of up to 100 million homes across the USA offers us great potential.
“Depending on the success of our products, we could secure sales of up to $300,000 (£242,000) from this show alone.
“We have had a relationship with QVC for many years and were delighted when they offered us a dedicated one-hour St Patrick’s Day special to mark our 160th anniversary.
“It really is a massive audience to be broadcasting to, and as well as working hard to maximise sales, we will be making sure to promote Northern Ireland and Co Fermanagh in particular, as a must-visit tourist destination.”
When the firm began exporting in 1880, the US market was one of its first focuses.
“I think customers are excited by the wonderful story and the rich history behind Belleek”, he said. “The business was founded shortly after the Famine to create employment at a time when there were very few jobs in the area. There was a very early focus on export, because the founders’ ambition was that Belleek would one day become a global brand.”
The firm has even produced a range of products exclusively for QVC and has focused on creating everyday crockery, lighting and tablewear, as well as the collectors’ items it has become famous for.
The programme will feature a selection of specially QVC US commissioned Belleek products, including a unique Forget-menot and Shamrock teacup and saucer set, hand crafted in Belleek’s signature basket weave.
It’s hoped between 20-30 of the firm’s products will make it on-air.
John will be joined on screen by Belleek visitor centre manager Patricia McCauley.