There's all these stores all over the country and a lot of them are small but they're like little Aladdin's caves full of exciting nooks and crannies filled to the brim with products. Then you've got Hobbycraft, which is like a supermarket for crafts. What we want to be is a hybrid between the two.

For all we are a manufacturer, we've always had a lot of communication with the consumer.

I want to inspire and educate people and just be an Aladdin's cave for the magpie crafters that are already out there.

Sara Davies Quotes