The Craft Festival at Bovey Tracey
When Sarah James, founder of Craft Festival, asked me to deliver some workshops for her craft community I was only too happy to oblige. Obviously, I was aware of the Craft Festival, but I have never actually visited myself. Embarrassingly, I hadn’t realised that it takes place so close to where I live. I think it’s high time I bought my ticket and went to find out what I’ve been missing. And maybe it’s time you did too? I’ll let Sarah tell you all about it but I don’t think you’ll need much convincing.
Can You Tell Us a Little Bit About Yourself?
I’m Sarah James. I’ve lived in Devon with my family for over twenty years now, but I’m proudly Welsh from Cardigan in West Wales. I lead Craft Festival, a not-for-profit events organisation which curates and produces contemporary craft events in Bovey Tracey, Cheltenham, and Cardigan. I also run Find a Maker, a maker directory and business school and I host The Capital of Craft Podcast.
I’m a trained ceramic artist with a degree in 3D Design from Glasgow School of Art. I started my ceramics business supported by The Prince’s Trust back in 1997 and moved to become a Craft Development Officer for Calderdale District Council in West Yorkshire before moving to Bristol to open my first craft gallery in Clifton in 2001.
I also created Find a Maker in 2001 and then I was presented with an opportunity to establish Craft Festival in Bovey Tracey in 2004. The Capital of Craft podcast features interviews with makers talking about their lives, their work in craft and their inspiration. We’ve had over 25,000 downloads so far.
What Prompted the Creation of The Craft Festival?
Alex Finberg exhibits at The Craft Festival
I was originally brought on board as a freelance project manager and was made a director about six months later. A series of timely coincides brought me back to Bovey Tracey where I’d lived briefly in the early 90s, a town with a rich craft heritage in ceramics and glass making.
Local organisations MAKE Southwest (previously known as the Devon Guild of Craftsman) and The House of Marbles wanted to create an event in June to extend the traditional summer holiday season. I presented the idea to create an event to rival anything you might find in London – but in rural Devon. I knew we could create something special; I wanted the event to be the best in the UK.
Why is Craft so Important to You?
I have always enjoyed making things and feel most at ease when I am absorbed in making something. I love to find out about the stories behind the work. I find the connection between the maker and the material fascinating. I particularly love strong, simple designs that tell a story.
This Year is the 20th Anniversary of The Craft Festival. Can You Tell Us How the Festival has Developed Since That First Year?
Children’s activities at The Craft Festival
Craft Festival was born in a park in the heart of Bovey Tracey, and it’s from these humble beginnings it’s evolved. From an initial selection of 120 makers, we now host over 200 in that same location at Mill Marsh Park.
For this year’s event, we had 500 applications from makers across the UK. The event has always had an independent selection panel. Makers apply to exhibit, and only the best are selected. That ensures that quality and originality shine through every year.
We welcome about 10,000 visitors each year and have contributed over £25 Million to the local economy.
Ensuring the event is friendly and welcoming for everyone has been important from the very start. Craft Festival is for everyone – whether you’re a passionate craft expert or a creatively curious local resident.
Children and young people are particularly welcome. Over 15,000 children have visited Craft Festival free of charge with free workshops thrown in too. Creating an inclusive event that also presents the finest craft has been my aim.
And What about Craft? How has Craft Developed Over the Past 20 Years?
British Jewellery Designer Leoma Drew exhibits at The Craft Festival
A lot has changed and a lot has stayed the same. The way makers can communicate and market themselves has changed dramatically. The evolution of websites, emails and Social Media has transformed how small businesses can do business.
Sadly, a number of craft courses at Higher Education establishments have closed since Craft Festival began but ironically the interest in making on a leisure basis couldn’t be higher, partly in thanks to TV programmes like The Great Pottery Throwdown.
Regarding making, many techniques have not changed for centuries. New techniques and technologies develop, particularly the use of 3D printing and digital applications, which can be used successfully with heritage processes. It all adds flavour and brings new ideas.
Some makers also work in partnership with more commercial, British manufacturers to produce longer runs of fabric or specialised items like socks and gloves. Those collaborations can be very exciting. Margo Selby has done this very successfully.
Can You Tell Us About Some of Your Favourite, Stand-Out Craftspeople Who Have Exhibited Over the Past 20 Years?
Mixed media sculptural objects by Michael McMillan
I was thrilled to be invited to curate a special exhibition, “20 Years in the Making”, at MAKE Southwest to mark the anniversary of Craft Festival Bovey Tracey. I was presented with the challenging task to select and invite some of the award-winning makers who’ve taken part in the event over the years. The exhibition at MAKE Southwest is now open and runs until June 22nd 2024. Full details here: www.makesouthwest.org.uk
Some of the stand-out makers featured at this exhibition include woodworker Ambrose Vevers, mixed media artist Clover Robin, ceramics by Sue Pryke, and furniture by Christian O’Reilly. I also particularly love the jewellery of Tanja Ufer, Gilly Langton and Rachel Eardley. They are all joining us in Bovey Tracey in June. I could go on and on.
It’s so rewarding to see so many makers’ careers evolve over the years, to see their confidence rise as their work sells, and the opportunities for exhibitions and collaborations that emerge from encounters at our events.
What are the Main Challenges that Craftspeople and Artisans are Currently Facing?
Nick from The Letter Press Collective exhibits at The Craft Festival
There are quite a few at the moment. Exporting to Europe is now very challenging, with many makers not selling to our nearest neighbours because of additional duty charges and uncertainty about deliveries.
Like everyone, energy price increases have been a big issue. Imagine being a potter with a kiln to fire. Add to that the increase in material costs, it’s a very tricky time.
Online sales have also slowed for many. The good news is that visitor numbers to Craft Festival are rising and back to pre-pandemic numbers so we’re looking forward to a busy few days in Bovey Tracey.
How do You See the Future of Craft?
Design Nation at The Craft Festival
I think there is more interest than ever in crafts and, in a world of fast fashion and manufacturing, a greater appreciation for the skill of the making process. The popularity of TV shows like The Great Pottery Throwdown, Sewing Bee and The Repair Shop have brought the profile of craft into our living rooms.
But the economics of being a maker remain challenging. The internet has opened huge opportunities for makers to sell direct to consumers around the world but it can be very seasonal. Events like Craft Festival have created attractive retail platforms where the consumer can ‘meet the maker’.
We all have to continue to work hard to retain customers and attract new audiences. As ever, it’s a competitive landscape so we have to keep pushing forward, innovating and evolving.
What is the Most Important Piece of Advice You Would Give to New and Aspiring Craftspeople?
A handmade wooden bench by All in the Making
You are not alone. I strongly believe that together we are stronger. Join organisations that can help you, like Find a Maker or Make Southwest. Being a maker can be a lonely activity and being part of a group of like-minded creatives can be hugely supportive and very rewarding.
Why Should We Visit the Craft Festival and What Can We Expect?
Ceramics by Bethan Jones
Craft Festival Bovey Tracey this June 7th – 9th will be as colourful as ever. We have over 200 makers exhibiting, more craft demonstrations than ever before, over 30 workshops for visitors to pre-book to attend, author talks, a vintage cinema, well-being activities, live music, delicious food, and an action-packed free programme of craft for children. We are looking forward to welcoming our 150,000th visitor – and with my team and crew of volunteer hosts, we plan to greet them as warmly as we did our first visitor back in 2004. We hope to welcome you to our show.
Thank you so much Sarah for sharing The Craft Festival journey and evolution with us and sharing these insights. You can find full details about Craft Festival and buy your tickets online now at https://www.craftfestival.co.uk/Bovey-Tracey/