Their gift ranges give retailers the chance to make excellent supplementary income
About Helen
Helen is the Managing Director of The Lovely Gift Group, a gifting business established in 2015, that recently launched the brand Oh So Precious Pet Keepsakes. The business specialises in personalised and thoughtful keepsakes and operates 3 online gift websites as well as a wholesale Memorial gift brand.
You’ve recently launched Oh So Precious to the pet trade. What’s the response been like so far?
We had spent two years researching the market and fine tuning our launch collection and whilst we were really confident that there was a huge gap and even bigger demand for these products from pet owners, it was still really nerve wracking to go to market. We knew from our online business that pet owners were wanting more and more ideas to cherish their pets and our research showed that there was little in the retail market. Our design team worked hard to hit the right balance in choice of product, packaging design and tone of message and I am honestly so proud of the range and the response from the trade.
I’ve never worked in such a close knit industry as the pet trade and to have such an overwhelmingly positive response to a ‘new kid in town’ has been really heartwarming. From small independent pet shops to large multi-retailers, wholesalers, as well as key individuals who know the trade well, the enthusiasm for Oh So Precious has really given our team a huge boost. The fact that the Pedigree Wholesale team have got behind us, the concept and are launching the brand later this year, is really exciting.
What is it about the range that has everyone so excited?
Firstly, this isn’t just a new range of pet products; we are launching a brand new category into the trade. This is something new for customers to take note of and for retailers, there’s a new non-competing collection to interest their regular customers. We know from veterinary practices and groomers as well as pet retailers, that there are only so many regular, local customers or clients they are going to attract and only so many essential pet products they either need to, or can afford to buy. With a marketing and business background myself, aside from the design, the most exciting prospect of Oh So Precious is the very real possibility of it positively impacting someone’s bottom line. No courting new customers, no outlay in marketing, the range will appeal to existing customers and doesn’t stop them buying their regular products. Supplementary income from non-competing lines and emotionally driven purchases can only be a positive to petcare businesses. These are difficult times for all of us being affected by the cost of living, and yet we have always found that customers, and indeed our own team, can always find a spare penny for anything to do with expressing love for our pets, giving comfort to friends who have lost a pet, or indeed remembering our own pets.
How have independents viewed the products?
We toured lots of independents with our prototypes for many months so we were able to take on their feedback early in the development. We are now at the stage where we are able to start shouting about the launched range and opportunity to all independents through trade publications and we are especially looking forward to PATS. We have customers that immediately recognise the opportunity and commercial possibility which is great, and unsurprisingly we have those who are more hesitant to hand over precious store space to a new, untested line. It’s only natural but it’s my job to give them the confidence to expand their customer offer. Rapid repeat orders is my favourite KPI.
What is one of the more difficult reservations to overcome with independent stores?
Our team was clear from the outset that we would have a few hurdles to overcome and our role as brand owners wasn’t simply selling new lines, but dare I say, coaching store owners to think outside the box a little and encourage them to grasp the idea of non-core retail products for supplementary income.
So how do you deal with that last obstacle? Sounds tricky?
Not at all. We remind buyers or store owners that when anyone invites a pet into their lives, invariably they invite grief and at some point either their dog, cat or other pet will pass away. It’s also probable that they will have a friend whose pet passes away and to whom they want to express sympathy and understanding.
Currently, at the point a bereaved pet owner is in most need of someone understanding the enormity of their grief, the pet trade isn’t there for them. Their trusted supplier of food, treats, accessories, their preferred groomer and the people they trust to keep their pets healthy are all currently ignoring the fact that bereavement happens and unable to offer ideas for comfort or remembrance. Aside from the commercial opportunity, our memorial keepsakes help acknowledge that grief, offer that comfort and open up important conversations with customers that can only be positive for relationships.
Do you see the future of Oh So Precious as a memorial range?
Memorial is just part of our range. All our businesses offer innovative ideas to cherish memories all through life and Oh So Precious is no different. Too often we will struggle for ways to make a keepsake or if we do remember to take photos or make prints, we can’t think of a way to display or enjoy them.
Our range starts with Puppy’s First Keepsake Box and we have numerous ways to collect mementoes and memories of fun days together. Of course, the memorial range is important and hugely popular, but one of our early missions is to encourage pet owners not to delay and to create their keepsakes today. We take first handprints and keep the first curls of our babies, so in the same way we want to inspire pet parents to do the same with their dogs and cats. As we say, ‘life’s too short to wait for the perfect time’ and I really hope this is the perfect time to launch Oh So Precious to the pet trade too.
You mentioned you are at PATS Telford. How much are you looking forward to the show?
Literally like you wouldn’t believe! After walking the floors at PATS for the last couple of years, we can’t wait to have our own stand (Stand G46) and drag everyone on to shout about Oh So Precious! It’s always a fabulously happy and positive environment and we can’t wait to show off all the new lines we will have by then. We are hoping it will be a real highlight in our 2023 calendar! Visit us on stand G46.