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The Dirty Dozen: Cornwall goes to London
23.03.10
A dozen high quality Cornish lifestyle brands have displayed their wares in Soho, the heart of London’s media district to over 50 high-end journalists from publications like The Evening Standard, Country Living and The Guardian Weekend Supplement, to name just a few.
Pulled together by ERDF (European Regional Development Fund) Convergence-funded Partner to Succeed and Lucy Jenner-Brown of Minky Publicity, this original collaboration was conceived as a means of grabbing the attention of quality lifestyle publications that these businesses would not normally have the opportunity to see.
The seed of this idea came when Helen Davies, designer of her own organic clothing brand EKO Sense, got together with Business Link and PR agent Minky Publicity to discuss how she could sell her products more effectively. They agreed that a joint venture with similar businesses promoting their products together could work, so Business Link contacted Partner to Succeed, Cornwall’s ERDF Convergence-funded business collaboration network. They suggested a combined trade mission to London to meet journalists and buyers from high end lifestyle magazines and stores, which would not only help EKO Sense expand their business, but every other Cornish brand who got involved.
100% Organics, Poppy Treffry, Koa Jewellery, Fifteen Cornwall, Blacker Designs, Beyond Skincare, the Wool Company, Hager-Vor Surf, Frugi, Fay Page and The Day That are the other businesses who can see the benefits of working together and eagerly signed up.
“This is a great idea,” said Lucy Jewson of Frugi “Not only do we meet precisely the people we need to take our business forward, but we’ve also been shown how to connect with them effectively.”
Neil Roach, Head of Business Development at Partner to Succeed said, “These businesses are armed with new knowledge on how to compete on a national and international stage, and to build on that all 12 are now hoping to benefit from further skills advancement using ESF (European Social Fund) Convergence investment via the Creative Skills network. The legacy of combined effort and partnerships is important in the growth of existing products designed and made in Cornwall, and this collaboration has been testament to that.
Carleen Kelemen, Director of the Convergence partnership Office for Cornwall and the Isles of Scilly, said, “This collaboration has been aimed at expanding business for these companies by giving them greater exposure to markets and has led to these businesses being offered the opportunity to further increase their skills using ESF Convergence support. Future knowledge driven collaborations under Partner to Succeed will also encourage businesses to work together to expand their markets and develop new, commercially competitive products.”
Together, the Cornish Dozen travelled to London to display the best they have to offer, aware that they are selling not only their own products, but also acting as ambassadors for the Cornish brand. And as a lasting memory, everyone who attended was given a ‘goody-bag’ provided by Seasalt and groaning with even more exclusive products from Cornwall, including beer from Sharp’s Brewery, Camel Valley sparkling wine, County Confectionery’s new chocolate range, water from Cornish Natural Spring, Origin Coffee, Larsen’s Organic Infusions, and Cornish Orchards’ apple juice and cider, as well as the latest edition of Cornwall Today.
“Visit Cornwall is right behind this event,” says Teresa Timms of the Cornwall Development Company, "Yet again it demonstrates that Cornwall is an inspiration for high quality creativity.”
For further information contact:
Neil Roach
Head of Business Development
Partner to Succeed
01872 613003
neil.roach@ytko.com
Clare Morgan
Media Relations Manager
Convergence Partnership Office for Cornwall and the Isles of Scilly
01872 241379 / 07973 813647
cmorgan@cornwall.gov.uk
Editor's notes:
Convergence:
Convergence helpline telephone: 0800 0280120.
In Cornwall and the Isles of Scilly the Convergence programmes are made up of European Regional Development Fund (£347 million) and European Social Fund (£153 million) Convergence Programmes will run until 2013 and follow the successful Objective One Programme and prior to that Objective 5b.
The ESF Operational Programme is targeted at tackling barriers to work, improving workforce skills and research and graduate activity. It will be delivered primarily through co financing via the Learning and Skills Council and Jobcentre Plus.
