Brand & Product Range Development
Fringe & Bow was born out of a need to fulfil a personal creative outlet and is dedicated to the makers who taught me everything I know. Crochet has always been my ‘weird thing’ and making things for people allows me to connect them with that side of me. Fringe & Bow allows me to combine all the things I love most about the design world with my handmade passion.
Over the course of 5 years, the idea of setting up an Etsy store to showcase my handmade skills was firmly planted and slowly, but surely, the brand came together. Fringe & Bow specialises in selling handmade knitwear products, such as scarves and homewares.
All products are handmade and designed by me in Brisbane.
The core idea behind the Fringe & Bow brand stems from the idea of ‘connection’. This ideology is demonstrated through the understated use of character interactions within the logo mark itself and the use of the tagline ‘Handmade Hugs’ reaffirms this underlying notion. Connection was chosen as a core brand value when I noticed the link between learning from someone and the act of making things for people. Both of these actions create a connection between people — even when they’re apart.
The Fringe & Bow product range consists of handmade crochet and knitwear based products. There are plans to include scarves, cowls, beanies, mittens, cushions, blankets, wall hangings and necklaces in the future. In addition to offering finished products, I’m also planning to provide patterns and teach workshop classes. My goal is to share my knowledge with an audience who is keen to appreciate and learn artisan techniques — ultimately to be a proud ambassador for the slow living handmade movement.
Outdoor on location photography featured is shot by:
Gerard Ward Photography
As much as I love super squishy chunky crochet, I also enjoy creating unexpected pieces that utilise techniques you wouldn’t normally think of. ‘The Chevron’ necklace and wall hangings featured here are prime examples of this. Both pieces draw inspiration from a macramé-like aesthetic (to the untrained eye, you may even think they are macramé), but they are in fact constructed entirely from crochet stitches. Diversifying my technique keeps things fresh and gives me the opportunity to experiment with different secondary skill sets. For example, the wall hangings allow me to learn more about wood working, while the necklaces allow me to flex my jewellery making muscle. This process of learning new things is what keeps me going, to me it’s the most exciting part of being a maker.
Fringe & Bow also allows me to experiment, whilst improving my photo styling and photography skills. Where possible, I endeavour to take all of my own product photography (with the exception of outdoor location shoots that feature me as a model). Photography has always been something I’ve had an interest in and Fringe & Bow gives me the opportunity to actively learn more about the world of product photography styling.
In 2017 I was fortunate enough to be chosen to participate in the Brisbane Etsy Made Local Market (a global market initiative, hosted locally all around the world, with the aim of supporting local handmade Etsy Sellers). The event was held over two days, with over 10,000 patrons walking through the doors. This was a wonderful experience and a crucial exercise in testing how my brand and products were received in the real world. Excellent feedback was given by patrons and fellow stall holders alike, the overriding comment stemmed back to how cohesive the stall looked as a whole.
Fringe & Bow has also created the opportunity for me to branch out into different areas of the eCommerce process, that as a designer I wouldn’t normally be across in such detail. For example, writing product descriptions, researching shipping profile requirements, inventory and order management, all via the Etsy platform (this includes both the traditional Etsy store setup and Etsy’s ‘Pattern’ website platform).
To build on the idea of connection, every point of the Fringe & Bow brand experience ties back to this ideology, in order to strengthen the brand in the customer’s mind. This provides the opportunity for the brand to live on in people’s homes, for example through a personalised thank you postcard (which may be later displayed on a mood board), or branded calico bag that acts as product packaging (a personal favourite to repurpose and carry crochet projects in) and of course an ultraleather garment tag to remain with each product through its life.
The Fringe & Bow online social media brand experience invites the customer to continue this brand journey, by showing insights into the maker’s life behind the product they have purchased. The hope is to turn a simple purchase into an ongoing investment with the Fringe & Bow brand.
Fringe & Bow
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