It is an innovative mix of unique craft dies, coordinating embossing folders, specialty petal papers, tools and much, much more coming to market via the blossoming relationship between award-winning craft designer Sharon Callis and Avec UK (www.avecuk.com).
Florartistry is a new concept for creating stunning floral designs quickly and simply. Having already worked within the industry on a number of collaborative projects, Sharon chose the CHA-UK Creative Exchanges networking event in June 2016 to pitch an exciting new product concept to the ‘Creative Dragons’ a collective of industry big-hitters brought together to guide and nurture developing talent. “After spending weeks designing, and practicing my pitch. I was extremely nervous waiting for my turn in front of the Dragon’s. The feedback that I got was extremely encouraging and my concept went down very well.”
Sharon left the den elated “That evening I had two meetings with separate Dragons each making firm offers, but one Dragon, Becks Beere, went further and not only wanted to produce my concept but was interested in launching a full craft brand that would launch me in my own right as a designer and give me the opportunity to use my years of craft experience and give me the opportunity to develop my other concepts.”
Becks Beere, MD at Avec, met Sharon and was instantly impressed. “Sharon has an incredible portfolio that speaks volumes about her craft credentials. She impressed all the Creative Dragons with her focus and clearly commercial designs.” Becks saw the opportunity to give a helping hand to provide the backing that Sharon needed. “Speaking to Sharon afterwards I offered to help her create a brand, take her concept to market, and find the right retail partners for launch. It was clear she needed commercial backing, and a manufacturing partner. As a licensee for Disney, Carte Blanche, Beatrix Potter, The Great British Sewing Bee etc. Avec offer a direct route to the retail buyer, whether it is TV Shopping or mainstream chains. So it is really a great fit… plus it feels a unique responsibility to support emerging talent and help them realise revenue from their innovative design ideas.” Florartistry will be available Spring/Summer 2017.
AVEC was founded in 2012 by Becks Beere and has quickly become a leading partner for DTR license management and private label within craft, hobby, gift and stationery. Working closely with Avec Netherlands, which was founded in 1995, the AVEC group spans Europe, North and South America as well as Australia.