JACK POT FOR CLAY CREATOR!
Leek entrepreneur sees his kits snapped up by Selfridges
A YOUNG entrepreneur who launched an at-home clay kit in lockdown has won £5,000 in a national business competition – and seen his product snapped up by Selfridges.
Jack Laverick launched the DIY Clay Club kits during the pandemic in a bid to keep his pottery studio afloat.
Now, following a successful lockdown launch, the kits have been included by entrepreneur Holly Tucker – founder of Notonthehighstreet – in her independent awards.
The Clay Club kit was one of 20 innovative products shortlisted for Product of the Year 2020, and it came runner-up.
Jack, who has a studio near Leek, said: “What a way to end 2020 – I’m a bit lost for words at the moment.
“I wasn’t at all sure I would end the night winning anything in the independent awards. I was apprehensive about thinking about it too much and getting my hopes up.
“Considering the tough competition I was up against, I thought could have gone anyone’s way but mine.
“I can’t say how proud I felt when Holly Tucker called my name out and told me I’d won runner up and won £5,000 to invest in Clay Club.
“Massive thanks to everyone who shared my posts, voted, and got their friends to vote too. I’m so incredibly grateful for everything right now.” He added: “In March, Covid-19 threw a spanner in the works for my business. I couldn’t get out to sell my work, and all my events and fairs were cancelling at a rapid pace.
“I had sold online fairly well previously, but a huge amount of my income was from face-to-face sales. I had to come up with a solution to keep my studio alive while giving people something to do.
“One idea I came up with was DIY home delivered pottery kits, containing all the tools, clay and instructions you need to have a go at home yourself.”
Jack is a self-taught ceramic artist, learning from his dad, with whom he worked as a potter since he was 21.
He founded Jack Laverick Ceramics, selling candle holders and vases, before launching The Clay Club.
The boxes contain 1.5kg of airdried clay, eight sculpting tools and an instruction booklet showcasing pottery techniques.
It comes in a tissue-wrapped gift box with the option of adding acrylic paint to decorate your creation. The 28-year-old added: “During lockdown, this proved to be a great way for people stuck indoors to enjoy a little bit of escapism and pass the time by learning a new skill.
“There is a real sense of accomplishment when you’ve created something with your own hands. I’m over the moon it’s been nominated for product of the year for Holly Tucker’s campaign. It’s amazing to be shortlisted with so many other great businesses.”
The winner of product of the year will receive funding to further invest in the business.
Jack hopes that if his Clay Club kits do win, he’ll be able to expand the project further through marketing, improving packaging and broadening the range.
The accessible kits have seen those in lockdown create bowls, tiles, plant pots and sculptures, all giving the potter five star reviews on his Etsy shop.
After gaining traction on social media, The Clay Club kits are now stocked by department store Selfridges.
Jack said: “It’s amazing to be stocked in Selfridges. They’d seen the kits grow on Instagram.
“They placed an order of 90 kits and were going to have a display with all the kits laid out with pots dotted around, but due to retailers closing for lockdown two, it’s just online at the moment.”
Jack’s The Clay Club home pottery kit for up to two people costs £39.99 via his website or from Selfridges.