Shetland Marketing

You are here: Welcome to ShetlandMarketing.org » Marketing Resources » Case Studies » Shana Handbags

Shana Handbags

The original idea started when a handbag was made as a gift for a friend, we then realised how popular it was, and we recognised there may be a demand

Name of Business or Organisation – Shana    

Address:  - Sheila Newcombe, 8 Unicorn View, Lerwick, Shetland, ZE1 0NN

Telephone Number: - 01595695070 & 01595690662

E-mail address: -

Website address: - www.shanahandbags.co.uk

Contact Person – Sheila Newcombe & Jean Fullerton

When was the business or organisation established? – January 2008

What products and services do you offer? – Fair Isle handbags(5 designs),scarves, gloves, cushions, phone holders, tank tops made to order.

What led you to offer those particular products and services? – The original idea started when a handbag was made as a gift for a friend, we then realised how popular it was, and we recognised there may be a demand.

What kinds of market research did you do before you established the business? – We checked out all the gift shops in Lerwick, and  soon realised that no such article was available in any of them. We also tested the market by selling our goods at local events. There was a high demand and much interest was shown.

What kinds of market research have you undertaken since the business began operations and how, if at all, has it influenced what you offer? – We have attended 2 trade fairs, one in Glasgow, and one in Aviemore. It became obvious that customers were looking for additional Fair Isle items, hence we started selling more than just handbags. We also realise that high standards are expected, therefore the quality of our goods has improved immensely from when we started.

How would you describe your target customers? – Quality gift shops within Shetland, and mainland Britain. Tourists, locals (all age groups), looking for souvenirs and original gifts.

Where are your target customers mainly located? – Shetland and mainland Scotland, but many of our items have been bought and sent world-wide

What methods do you use to reach your target customers?- We sell to local shops, mainland shops, internet, we distribute a small catalogue at all events

Do you feel that Shetland’s brand (reputation) has assisted how your business in any way?  If yes, can you describe how it has benefitted your business? – The fact that our goods incorporate traditional designs, and Shetland wool, has greatly benefitted our business as customers are looking for genuine Shetland goods.

Do you use some form of database to record customer details? – No,we use old fashioned book keeping !

How do you maintain relationships with customers and keep them informed of new products or services? By telephone or e-mail

What would you say are the main barriers you would have to overcome if you wished to expand the business further? We would love to have our own outlet, but with cost and overheads , this would be impossible.

In developing your business, what advice and assistance have you had from public agencies?  We have had  fantastic help and advice from, Shetland Enterprise, Shetland Arts,Shetland Islands Council (economic development). We have also  had  financial assistance from all of these agencies.

Please tell us how useful their help has been and how their services could be improved - They have all been extremely helpful and continue to do so. They are all very approachable and easy to talk to. We have them to thank for our success.They gave us the knowledge and confidence to go that step further.

What would you say are the main lessons that you’ve learned about marketing in the time you’ve been in business? – To have the very best quality goods, to display our stock to the best of our ability, and make a huge effort to seek out new customers continually, by putting a face to the product.

If you could offer one piece of advice relating to marketing (in its broadest sense) to someone starting out in business, what would it be? – Have high quality goods and sell yourself well

Is there anything else you would like to add? Thank you for all your help, we couldn’t have done it without you !

---