On the Carpet

 [Reproduced from an article by Carol Guy in the Dolls House and Miniature Scene magazine, issue 78 December 2000]

Some of Janet's designs are now on sale in a major catalogue in Japan, 		A 'high-tech' miniatures cottage industry has been established, in the small Staffordshire village of Waterhouses between Ashbourne and Leek, by Janet and Chris Granger. Janet Granqer Designs produces high quality kits for carpets, rugs, wall hangings, cushions and other needlepoint doushouse accessories.
Janet, a keen needleworker, originally became interested in dollshouses when she purchased one from The London Dollshouse Company in 1983.
At that time the main supplies of carpet needlepoint kits came from Houseworks in America and only comprised some four or five designs. As the rooms in her house were only eleven inches deep, these carpets were too large and she decided to design her own using graph paper and crayons.

Research was made easier by her 		work in a public library and she continued to make her designs as a hobby until about five years ago. However, after 17 years in the library, Janet was not happy in her work as there was no creative element and so she decided to try to start up as a business. Chris, a science teacher, who has since become skilled in needlepoint, supported her in her decision and, initially, Janet continued to work full time at the library whilst working on her carpets in her spare time. Later, she reduced her library work before it was eventually abandoned.
Eighteen months ago, Chris also gave up his teaching to become fully involved in the business. In fact, three years ago he designed their web site, which was one of the first miniaturist sites and brought their talents to a wider customer base. The quality and appearance of the site was so successful that he has a sideline of producing web sites for other people. The computer is also now used in designing new additions to their range.

Once Chris had stopped teaching, the couple decided that their business could be run from 		anywhere in the country and they would like to move away from Essex. Having discounted some areas such as Devon and Cornwall, they came to Staffordshire to visit a friend who lived about one mile from Waterhouses. After only two days they found Rose Cottage and bought it. They then returned to put their house on the market; a buyer was found within a week and they moved very swiftly thereafter.

Apart from the better property prices and lower cost of living - a major factor when both had given 		up regular paid employment - they appreciate the more relaxed pace of life in the countryside. Living in the centre of England also facilitates travelling to fairs.

The couple's success has been built on their extensive research both into period designs and details and into the comments and requests of their customers. These are followed through into the extensive range of charts and kits of all periods, from the Tudor wall hangings to the Art Deco soft furnishings, which they create for sale at fairs, through shops, by catalogue and on the Internet.
Unlike many miniature makers, the fairs attended by Janet and Chris also include specialist craft and stitchery ones - both open and trade. At these fairs they are often the only exhibitors working in small scale and Janet says it is interesting to compare the comments of collectors to those at dedicated miniaturist fairs. Comments at stitchery fairs are usually all about the small size of the articles, something taken for granted at miniaturist fairs, of course. At stitchery fairs it is more than just selling a kit - it is selling the idea of scale and, hopefully, the miniaturist hobby. In fact, they often sell kits at non-miniature fairs and later hear that the purchaser has had to go and buy a dollshouse to match!
More of Janet's designs - a needlework stand and a matching set of "Carole pastel" carpet, cushion and footstool.
One of Janet's major delights in trading at open fairs is that people often bring their finished items to a subsequent fair to show her, particularly when they have adapted the design or colouring. She is constantly amazed at the uses to which her kits are put. One customer makes two small carpets which she joins to form a small bag. Another, who collects full-size oriental carpets which he displays on his walls, stitches small carpets from Janet's range to fill in the awkward gaps. The attraction of trading at these fairs is that 90% of visitors to stitchery fairs are potential customers whereas at miniature fairs their products appeal only to those miniaturists who like stitchery. However, even at miniature fairs Janet and Chris can often convert people to try a simple kit. This often happens, says Janet, when they see Chris sitting stitching away and get talking to him. Many visitors seem to think it is unusual to see a man sewing and feel that he is likely to be more approachable than a 'professional' like Janet.

In addition to appearances at fairs (twenty six in the last twelve months, many of them four day fairs) the couple produce a twenty page colour catalogue for mail orders and are fully involved with Internet selling. This means that they can reach an international market and are often surprised where the orders come from. These include Singapore, Mexico and New Zealand.
An exciting development is the inclusion of Janet Granger Designs in a Japanese craft catalogue that has a circulation of a quarter of a million. Not only have they a full page display inside the catalogue, the current issue features their products on the cover. Unfortunately, as neither Janet nor Chris can read Japanese they do not know what the text advises!

While Janet recently asked customers to complete a survey to suggest future designs, she does not accept specific commissions. The time involved in producing a new design means that the kit alone would run into hundreds of 		pounds.

Nor does she sell completed pieces as her interest is in the creative side; she only makes the one master piece (or, when you see them, masterpiece!) A piece 3"x 3" takes about 15 hours to complete, depending on the design, but as Janet uses colour block charts rather than ones based on symbols she says that speeds up the process.

Although the finished designs look very intricate to complete, the type of canvas on which she works can easily give a good result with care and a good light.
A room setting with some of Janet's designs - the sampler needlework stand and a matching set of "Patricia" carpet, cushion and footstool.
As soon as a new design is completed, Chris photographs it on their new digital camera, which can take very clear close-up pictures, and transfers the picture to their web site. Often the new product can be on the site within minutes of completion. Photographs in this article are courtesy of Chris.

Looking to the future, Janet has about thirty requests put forward through the survey - some of which she describes as 'brilliant' - on which to work over the next few months. 		They are also expecting to reduce their attendance at various fairs and concentrate on mail order and Internet marketing as well as selling through dollshouse, sewing and general craft shops.

Janet and Chris have made a big commitment to marketing their considerable talents and both sewing and miniature enthusiasts would be the losers if they had not taken the risk. Best wishes to them!