Enterprise Nation

In 2005, Kate and Chris Dawson combined their experience of art and commerce to launch Spirit, a collection of handcrafted gifts, jewellery, fashion accessories and home wares. They've since opened a gallery and gift shop in Northumberland and online and join us to answer some more home business Q&As.

When did you start Spirit Unique? And what were you doing before becoming your own boss?

We set up our website in March 2007. I was working as a Designer for a clothing company at the time. I had been making jewellery as a hobby and realised there was a market for handmade jewellery and accessories.

What does the business do?

When we first started the business it was selling handmade jewellery. It quickly expanded into other items including gifts, handbags and homewares and we began doing fairs and craft events. In October 2007 we opened the Spirit Gallery and Gift Shop, near Eshott in Northumberland. This gave me the opportunity to have a workshop and outlet for our collection.

How did the Youtrade competition help to get you started?

Youtrade gave me lots of valuable information and advice in setting up my ebay store. The financial 'seed' money allowed me to buy new materials and new products to expand our collection. Ebay proved to be a very difficult market for selling jewellery as competition is high and prices are very competitive.

How do you market & promote yourself?

We do most of our own promotion through events and fairs we attend. Our website helps to promote the Gallery and Gift Shop and we advertise in local publications.

What percentage of your products do you sell online/versus from the shop?

40% online, 60% shop

How do you find being in partnership with your husband?

My husband and I have proved to be a good team, I focus on the creative/design/marketing side of the business and my husband manages the business/financial aspects. We both really enjoy soucing new and innovative products.

What are your plans for the future?

We hope to open our shop full time and grow the online business. We are in the process of rebranding the business and developing better promotional materials

What one piece of advice would you offer to someone entering this year’s Youtrade competition?

Thoroughly check out the competition and make sure you can compete with the prices and type of products already available on ebay. I found there to be a lot of jewellery from international sellers at drastically reduced prices which is difficult to compete against. Also jewellery is quite a personal item to buy and I have learnt people prefer to try it on before they buy hence we sell most jewellery from our shop. Also, dont be afraid to diversify. We started with jewellery but have expanded our range into a varied and interesting collection of contempory items which has increased our customer base.

Best of luck guys!

Kate and Chris Dawson with Emma Jones

• Spirit
• Enter the North East competition