Growing a craft business: A guide for makers and designers

Cowfield Design is a Belfast-based family business creating modern Irish gifts inspired by place, story and everyday nostalgia. The company designs products that reflect authentic Ireland, avoiding traditional clichés in favour of clean design and meaningful references.

Cowfield Design is run by siblings Sarah and Conor Quinn, alongside their father, Sean. In this case study, Sarah explains how the business has grown from a small craft operation into a recognisable Irish design brand, and how retail partnerships have played a central role in that growth.

Starting a contemporary Irish design business

"Cowfield Design started organically. We felt there was a gap in the market for Irish gifts that were contemporary and design led. A lot of what we saw relied heavily on shamrocks and leprechauns, and that just didn't reflect modern Ireland."

"Conor is a graphic designer, so we began creating pieces inspired by real places - pubs, landmarks, coastal routes - things that meant something to people. That emotional connection was clear from the beginning and is still reflected in our core vision."

"We still want to create products people are proud to give and receive, but the scale of our ambition has evolved. In the early days, it was about proving the concept. Now, it's about building a recognisable Irish design brand that can sit comfortably at home and internationally."

From early sales to a balanced sales strategy

"We started very simply, selling at local markets, through small independent shops, and our own website. We packed orders from home and learned everything as we went."

"Our early stockists were incredibly important. They gave us feedback quickly and helped us understand what customers were drawn to. Initially, online sales gave us control and higher margins, which is important for a small business, but wholesale allowed us to scale much faster and build brand visibility in a way that wouldn't have been possible online alone."

"Today, we see online and wholesale as complementary rather than competing channels. Online allows us to tell our story fully and showcase the entire range for a deeper brand experience, while retail is more about discovery and immediacy. Many customers first discover us in-store and then return to shop with us online later. Both journeys are important."

Working with retail partners

"We began exploring retail partnerships to extend our reach and build credibility. Being stocked in the right stores builds trust very quickly, and many customers still value buying gifts in person. Combining online and retail sales allows us to meet customers wherever they prefer to shop."

"When we look for a retail partner, alignment is the most important thing. We look for retailers who care about presentation, understand their customer, and curate their product mix thoughtfully. When a store values design and storytelling, our products tend to perform well."

"One of our successful collaborations involved adapting our product range for a travel retail environment. They were looking to modernise their gift offer, which suited our style of products. What made the partnership work was openness on both sides. We shared insights on bestsellers, adapted the range to suit the retail environment, and stayed flexible as the in-store experience evolved. That two-way communication made a real difference. It felt more like a partnership than a simple supplier relationship, and it gave our brand a prominent platform in a high-footfall location."

Benefits of working with retailers

"The biggest benefits of retail partnerships for us have been visibility, trust and community. Being stocked in respected stores signals quality and reassures customers that they're buying something thoughtfully designed and well made. Independent retailers are brilliant storytellers - they champion products and introduce them to customers in a very personal way."

"Retail partnerships often lead to opportunities you wouldn't expect. They can open doors to corporate gifting, tourism partnerships and custom projects. One introduction can lead to several others. The network effect in this industry is very real."

"Retailers can also influence designs in a positive way. They're on the front line with customers, so their insights are valuable. We've created exclusive and tailored ranges before, but we're careful to ensure anything we produce still fits naturally within the Cowfield brand."

Managing challenges and learning lessons

"As a craft business, forecasting demand is one of the biggest challenges, particularly around seasonal peaks. Despite our best efforts, we've experienced sell-outs on extremely popular products, which signals strong demand but can be frustrating for both retailer and customer if stock can't be replenished quickly."

"As we moved into larger retail environments, we also encountered tighter margins and more restrictive trading terms. It's important that partnerships remain commercially sustainable, and clear communication and planning can help manage expectations. We've become much more proactive around forecasting, production planning and protecting margin to make sure the relationships work for both sides."

"We've also learned that not every opportunity is the right opportunity. Early on, it's tempting to say yes to everything, but protecting the brand and ensuring expectations are aligned from the start is crucial. When balancing creative freedom with retailer needs, we listen carefully but don't chase every trend. Sustainable growth is far healthier than rapid growth that strains the business. Our guiding question is always whether a product or partnership feels authentic to who we are. That clarity makes decision-making much easier."