Now the assignment a business on a shoestring has come to an end, I think this may not the end of the blog. I did state somewhere earlier within this new found technology, that I was not so sure how it would work out. Well I have to say I quite enjoy putting imagery thoughts and processes down in this format.

The reason of this new entry is due to today's trip to London. I visited the fashion and Textile Museum to view an exhibition of liberties prints. Which I found extremely interesting to see how their fabrics have developed over the years.

Not only was a very interesting to see a large range of garments spanning the timeline of liberties itself. It was also extremely interesting for me to see some original painted designs as well as the way that liberties have developed these designs into such things as furnishing fabrics, dress fabrics as well as head scarves amongst other things.

However, this is not the main reason for this new entry. On a trip down the Kings Road and a visit to a fashion and home furnishing emporium called "Anthropologie" I found in an area within the front of the shop usually part of the shop floor. A small interesting exhibition of Louise Gardiner's fabulous embroidery work. I initially planned to research in-depth Louise is work in relation to the business on a shoestring assignment. There is a small section within the assignment proposal however this does not do Louise's work justice.

When I originally came across Louise's work I felt that the images I had were to small to work from. I did come across Louise's work again when a post came up on my Facebook page.

Images from Sue Hotchkis Facebook post

From Sue Hotchkis Textile Artist 10 December 2015 ·

I went to ‪#‎AnthroKingsRoad ‪#‎London this week & met @LoulouGardiner Beautiful‪#‎Embroidery well worth a visit. Her work is there until the 31st January in the Anthropologie Gallery 131-141 Kings Road

at the time I thought this is the lady I've looked into wow how beautiful must get onto this after finishing working on Richard box. However, this did not happen!

What a mistake I made,

looking at Louise's work close-up it meets all the needs stated within the assignment proposal. The work produced shows extreme patients and amazing talent. As with the work of Claire Heathcote, Louise leaves threads hanging within her work.

The time it must take Louise to produce these works of art, the attention to detail is stunning.

If I had the time to develop sampling based on Louise's work, I do feel that I would not have produced any work at all sell. May be it was meant to be that I did not get to see Louise's work saw close-up until this time. It would have taken my work in a completely different direction however I don't think I would have met any of the criteria of the assignment if I pursued this.

Here are some of the images I took today within the exhibition space. 

So it's all coming to the point of reflection, evaluation and critical analysis relating to the assignment as a whole.

 “A business on a shoestring”.

Within this post I hope to evaluate and analyse the whole experience in stages. Starting with idea development, the assignment proposal, producing a business plan. I also want to re-look at areas already mentioned within this blog. As well as assessing the level of commercial success, and may even go as far as setting out plans for moving this venture on further afield.

As all assignments, they start with ideas, and as always that is never a problem. However, narrowing these down to find something that is realistic for a small business is not as easy as it sounds.I have discussed my initial ideas earlier. however, I feel I need to justify the reasons for going with the textile images of local areas. After some initial debate with tutors in relation to the permanent exhibition space within Jack’s Barber shop. I decided that this needed more research in relation to the competition or possible other venues. To be extremely critical there was also the risk of loss or damage from the small fingered customers as well as the heavy handedness of the more senior gentlemen visiting the shop for their regular trim.

With more time I feel that this could be a possibility however if I stay with Jack’s Barber shop as a venue, it will have to be on a smaller scale than I would be happy with.

The second proposed ideas seemed an interesting venture. To include my favourite holiday destination and a passion for painting decorative motifs. Sadly, this was proving to be an extremely difficult proposal to fulfil.

Initially I had researched Menorcan sandals and found a possible supplier. As well as my supply of source materials which would allow me to design and paint onto the sandals. I even plan to order a range of sizes off the Internet to get started. This is where the plan fell flat, as the assignment runs from late September to early January! By the time I created a range of designs, painted them on the sandals, produce enough samples to make it worthwhile to have a stall at the market, Menorca would be close for the winter. Not to mention the time I would need to take off from University to see if the venture would work.

On reflection it was a nice try, but not a proposal that, let’s face it is ever going to be a possibility as far as this assignment is concerned. However, I do feel that this is a project that can be achieved. In my initial research I found that I can source the sandals at a cost that would allow me to sell my work at a realistic price.

From my time in Menorca I did see customised sandals, however, I do feel there is a gap in the market that I would like to exploit. Also the logistics of such a venture, in relation to the cost of the product as well as the flights time and accommodation, would not meet the needs of the criteria of this module which is of course a business on a shoestring.

All assignments need a proposal, clearly stating the aims and objectives in relation to the needs of the brief. This for me initially was quite a difficult document to produce. I did not fully understand the amount of information that was required. However, I feel that the information within the business plan gives a full account of what I planned to do as well as my objectives.

“Jo Booth Design designs and creates bespoke textile art using local landmarks as its basis. Each piece of art is a unique design, placing a photograph onto fabric, stretched over a wooden frame and decorated using fabrics, threads and textiles to complement the photograph. As well as producing these pieces for three local towns, Cheadle, Buxton and Hartington, Jo Booth Design also offers a commission service, taking a personal picture and designing something for the individual.

Initially the business will start in the three areas mentioned, but will look to expand its horizons into other areas, as the business model is adaptable to take the personality of any area.

As well as selling in three shops, one for each area, the business will use social media and the internet to offer the service to anyone. Commissions will be available to individuals as well as business organisations.

Through market research, the product I'm providing is unique, affordable piece of art to grace any home. The aim is to use as broad a customer base as possible. Not only is it aimed at local home owners, it is also aimed at tourists looking for a memento of their visit to The Peak District”. 

This section has been taken from the business plan however, on reflection it states exactly what I should have put into the assignment proposal.

 Cheadle high Street

Buxton opera house

The cheese shop Hartington

Writing this proposal was one of the most helpful aspects of this assignment. By setting out a clear time plan stating what is going to be done and when. Having applied the schedule set out in the time plan I was able to question some areas of my work. Therefore, been able to re-evaluate areas such as the time frame in which the work for sale needed to be produced. Initially I thought that’s the work for sale had to be produced at such a rate that would not have time to develop the idea.

This plan also helped me to, make firm plans with the owners of the proposed businesses that were going to sell my work. Allowing me to make small samples to take to the shops for feedback which in turn allowed me to make alterations to my work as specified by the three shop owners.

On the whole the comments made did not really relate to the work, they related to the need for a point of sale. The owner of number 62 venue in Cheadle pointed out that, if I was to receive any commission work I needed something that told the customer who I was and what I did. This proved to be a very helpful piece of information, as I have received three commissions all from the point of sales.

From this experience I have now realise that you have to sell yourself, as well as your work. 

Another aspect of the business plan that I found very interesting was the financial side. My initial thoughts were quite naive, basically I thought I would have a small sum of money I’d use that to make some artwork, using materials that I had stockpiled over a number of years. The only thing I would need to buy would be the base fabric. I would create a small production line to produce as many pieces of work as I could in the time allowed. And of course they would all sell.

But in reality when you look what is required within the business plan, ranging from a cost and pricing strategy, financial forecast as well as a personal survival budget. It’s not that easy.

Having said that I do realise, the importance of having all this information. As the results of all the number crunching in the relevant places I now understand the need for this information. It clearly shows how profitable this business could be if projected correctly within the information.

I can see why this document needs to be precisely compiled with truthful information. I feel that if you were trying to sell this to a bank manager is we clearly are. You need to sell it to yourself as well it needs to be very convincing.

On a critical note I do think I need to develop a backup plan, it always a good idea to have a plan B.

Possible pig farmer

Or a steam train driver

All that is left in me to complete, I feel is to analyse the success of the business.

For me the most significant aspect of producing the artwork was the realisation that your initial idea can be so blinkered, if something does not go to plan, it can be hard to see past this and develop other avenues. This was the case when I discovered that the emulsion prints was not as colourful as my original designs.

After some discussion it was suggested that this could open up other sales opportunities. I have to say this is exactly what happens out of the 10 designs produced four sold.

Two designs of the stronger colours ways.

Two designs of the lighter colour ways.

If the colours had not washed out at the end of the emulsion print transfer process, I would only have produced work with strong colours within the Print, as well as using the strong colours voiles and threads. This would most definitely have affected the sales.

As mentioned before a significant boost to the sales of artwork has been the three commissions. Which have come directly from the point of sale placed within number 62 on Cheadle high Street.

To to move this venture forward I would like to implement aspects of the collage and emulsion print transfer to produce larger pieces of work. This could also accommodate commission work by using imagery either produced by myself to meet the brief or provided by the new customer. I have plans to complete the opera piece that is shown below. And contact Buxton Opera house to see if there is an opportunity for possible sale, or commission based on this work.

This piece although unfinished, for me shows how I can move forward with relation to using the emulsion paint transfer technique as well as  amalgamating the collage technique of Richard box. I do intend to work more into the centre panel to ensure that the collage gives the same effect of the strong colours and reflections within the stained glass. Which I particularly like about the amalgamation of these two techniques is the this example is considerably larger the work of produce before. When blowing up the image certain parts of detail within the wrought iron structure such as the rust spots, give the piece a sense of age. 

For me importantly, aspects of this research was quite significant in relation to the development of my work, however, this did not become apparent until nearing the end of the assignment.

Using the information, I learnt from my research on Richard Box as well as information he gave me via email. I was able to develop a style of collage in fabric that I had never used before. 

Following the steps Richard sets out on his video "picture it in collage and states" I learnt which were the best fabrics to use when creating an image such as this one. 

Having applied Richard's techniques, I now realise that I can take this forward and combine it with techniques I have had much success with. Most importantly I have learnt that my research has allowed me to develop as an artist, as well as giving me a stronger grounding in both new and old techniques that I can pass on within my teaching.

Alongside the production of the artwork we were asked to produce an extensive business plan. Outlining a summary of the business, extensive research on the areas which the work would be sold as well as the companies that would be selling the work. Concise business aims and financial summary, an elevated pitch! Background information relating to myself, including qualifications and training.

Extensive market research. Including a marketing strategy, competitor analysis, SWOT analysis. Particularly highlighting the unique selling points, operation and logistics, any legal requirements, cost and pricing strategy, a financial forecast, a personal survival budget, a cash flow forecast and finally a backup plan. For me the most relevant aspects of the business plan were, the amount of research required to complete all the areas. I found it extremely interesting looking at the demographic of the three areas. 

In an effort to gain some professional advice on the production of the business plan. I gave a draft copy to my husband’s accountant. This I found very interesting, as he was able to give us information that we would not have found using the usual research methods. Having read the comments made by the accountant I realise that where possible it is always a good idea to ask an expert for advice. Furthermore, I have learnt that there are more avenues for research other than the Internet and book

I did try to do the same to this piece as the previous one however I feel that this was not so successful. within this image the colours were a little stronger than the previous image. I tried to emulate this within this piece, however the trims I used are a little to strong for the colouring within the stained glass, but not as strong as the appear on this image here. in addition my lines are not straight within the piece, when you look at this work your eye is drawn up to the both the top corners giving the impression that the work is not a square. most irritating.  

This is also a successful piece. The simplicity of the lines within the art work, works well with the substrate fabric as well as seeing the edge of the emulsion paint transfer. The subtle colours compliment the washed out look of the transfer.   

There is a lot to be said for taking a decent photograph. I'm not saying that I have. however this image has work much better than most of the others. I only wish I knew what I did differently. You can see the detail and the strength of colour this is so much more like the original piece. I feel this that this piece is the most successful out of the 10 pieces produced for sale. as there is a little more technique within this work as well as the stronger colours and embroidery still show though the light voiles. 

With this piece I was trying to put some of the colours of the stained glass back into the design. The photograph makes it look more confusing as it really is. The light has reflected on the silver voile that is in the top of some of the embroidery. it has the same feel as the image above which I feel shower off the image in a more true way.

This is my least favourite piece, produced before my tutorial. the colours within the image you see here are stronger than if you were seeing the real piece of work. I feel that there are to many lairs of fabric and ribbons. if I were to re do this piece I would reduce the fabrics but leave the hand made paper and may be re-design the free hand embroidery. 

the angle of the piece is more of an accident than design. When making up this piece making sure all the tapes and voiles are at right angles to each other I did not notice that the chimney was leaning to the left! so when placing the completed piece into the frame I positioned the chimney so it was straight. I do feel that this works well and so does someone else as this piece has now sold. I have re-looked at the photograph and other photographs I have taken at the mill site, and im sorry to say it is my bad photographic skills to blame! in my defence I was focusing on the water wheel. 

  

As you can see in the previous section of the Blog, the red on the doors is very strong. As I was going to place this piece within a shop in cheadle I felt it was important to stay true to the colourfulness of the door and the inertia of the church. The colours used down the side of the piece were used to represent the strong colours Pugin used within the interior. 

This was the first piece to sell. 

I tried to keep the colours on this piece down to a minimum as the red in the bricks did not was out as much as the other images. again there is machine embroidery on the sides in the frame 

There is a little more colour to this piece although you can not see within this image but the machine embroidery is also on the side of the frame to add some extra interest 

The soft colours work well with this image of the booking office at Cheddleton steam railway 

When producing the emulsion paint transfer for the work for sale I was unaware that the printer I was using would not give me the Strength of colour my old printer produced, when using this method in the past. This was quite disheartening when I washed off the first emulsion transfer. 

After producing 18 images and finding all had lost almost all their colour, apart from the black and grey's only some remnants of the strong green's, browns and red's remained. In my eyes this was a disaster, at the very least. At first I could not see that this could become an advantage not a disappointment. As you can see from the images below there is a marked difference from the peeled image to the washed image.

I tried to develop the colour Strength within the image by sewing into the image with stronger coloured threads as you can see this is not a successful sample, however I was quite impressed with my attempt to recreate the wicker effect within the pigeon carrier. But on reflection this was going to be to time consuming if it was to be used on all the art work produced for sale.  

however within a tutorial session it was suggested that this may not be a bad thing, and this may help me to produce work that would appeal to a wider market. At first I was not so sure, this was going against the plan of adding texture and colour. As they say you will not find out if you do not try. I did go back and change the layouts for the less stronger images. Using less or no voiles muted coloured threads within the embroidery. 

as you can see above this has given the range of styles more scope and hopefully this will widen the appeal.     

stitched within an inch of it's life!  

After the washing!

After peeling the backing paper but before the washing!

Outside the booking office at Cheddleton steam railway station 

The famous gold and red doors of the St Giles the Pugin Cathedral Cheadle 

The Tudor house tea rooms Cheadle staffordshire

The station at Cheddleton steam railway

the water wheel at the flint mill Cheddleton 

stained glass canopy over the doorway for the upper circle at Buxton opera house

side view of the stained glass canopy at Buxton opera house

Here are some of the images taken for the art work. I am showing these in particular as they are the images used in the creation of the art work that will be presented for sale within Cheadle and Buxton. 

Using the emulsion paint transfer method allows me to use the interesting areas within an image. So no need to cut out the man in the door way. However if you want an image transfer of a good quality I suggest you rub the image into the paint continually making sure no air bubbles emerge as the paper expands with the moisture from the paint. refer to the Method below.