DESIGNED FOR LIFE

Dave Emery runs To Dry For, an online shop selling illustrated tea towels, with wife Sally. They also make and sell homeware, through their company Beastin Show

Words: FRANCES AMBLER

Find your niche. I was working in IT and Sally in marketing, when we talked about running our own website. We were both interested in graphics and illustrations. There were lots of great designs being released but unlike, for example, cards, there was no one place to buy them online. We came up with the name To Dry For and devoted the site entirely to tea towels. The name and the niche really helped – because it was so different – as did having nice designs. Within six months we were getting national press and talking about quitting our day jobs. That niche works so well we didn’t want to dilute it. We started Beast in Show so we could produce other products for ourselves and others while keeping To…

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The Simple Things (Digital) - 1 Issue, October 2016 - Issue 52

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