HOW TO CREATE ADDITIONAL STREAMS OF INCOME

ENSURE YOUR CREATIVE TALENT IS REAPING FINANCIAL REWARDS

Potter Keith Brymer Jones believes there is plenty of scope for small businesses to capitalise on their creativity by diversifying into additional income streams – and there’s never been a better time to do so.

Keith is a judge on several television shows, including The Great Pottery Throw Down. He is also head of design at

MAKE International, a company passionate about collaborating with inspiring designers, including Kiran Ravilious, to create practical, high-quality and stylish products, such as homeware, cookware and stationery.

CONNECT WITH YOUR CUSTOMERS

‘For makers keen to diversify, there are many opportunities to take a design and make it work harder, for example, mugs, tableware and cookware,’ explains Keith. ‘In such a competitive market, it’s essential that your products have a solid backstory, reflecting your own talents and personality.

‘You also need to articulate your message well, and have eye-catching branding in place to ensure your individuality and passion come across loud and clear, setting you apart from the crowd to get your products noticed. If you can make that connection with the buyer, you are on to a winner.’

GAIN FEEDBACK BEFORE LAUNCHING

Keith recommends making sure there is actually demand for the product you want to sell. Once this has been established, the next step is identifying which designs are most suitable for selling on a larger scale, from both a practical and aesthetic point of view.

‘Test the waters initially on social media platforms to gain valuable feedback, and then either build a website, or hone your existing one, to create an effective shop front for your brand,’ he adds. ‘I’ve found Wix to be excellent for building websites.’ Keith says other online platforms worth considering are Facebook Marketplace, Etsy and notonthehighstreet.com.

FIND A PRODUCT PARTNER

‘If business is booming, you could explore partnering with a recommended local supplier,’ Keith suggests. ‘If that’s really taking off, you may wish to approach a larger supplier who can sell to a wider audience and even overseas.’

After launching her business, Kiran began gradually translating her vibrant wallpaper and fabric designs into homeware and stationery, starting with cards and wrapping paper, and branching into gift boxes, trays, tea towels, and a variety of other products.

MAINTAIN CREATIVITY

‘I did a lot of research and found good partners who understood my desire to expand slowly while keeping my business unique and personal,’ Kiran explains. ‘It’s been an interesting learning curve. I am thrilled to have been approached by MAKE International and very excited about this new opportunity.’

Keith adds: ‘For designers like Kiran, diversifying means that their work is being sold while they devote time to the creative process. These days, there are numerous online platforms available.

‘Admittedly, most success stories don’t just happen overnight, so do be prepared for a slow burn. If you have a great product that really catches on, your confidence and enthusiasm will be contagious and, who knows what may be round the corner.’

Keith Brymer Jones’s autobiography, Boy in a China Shop: Life, Clay and Everything is available now (£20, Hodder & Stoughton)

The one lesson I ’ve learnt... ❝ TRY NOT TO DO EVERYTHING YOURSELF! REVELATION❞ GETTING HELP CAN BE A