How Mary Maker created a crafting movement
Capturing a 13.9% of the eCommerce market in 2020, Hobbies & Recreation Goods experienced noteworthy growth during the two main periods of pandemic restrictions in April and August.1
With so many Australians stuck at home, Brydie Stewart inspired a new generation of knotters, knitters and weavers through her business Mary Maker Studio. She explains how she grew her online community.
Video: In a studio decorated with woven wall hangings, a young woman selects a cone of pastel yarn from a shelf filled with them.
Audio: Instrumental music.
Video: We see her sitting for an interview. A subtitle reads: “Brydie Stewart, Mary Maker Studio”
Audio: Brydie: During COVID, we saw lots of people turn back to making things with their hands.
Video: As Brydie speaks, we see scenes of her busy in her work space, examining the yarns and teaching a group of young women how to weave.
Video: In time lapse, the colourful yarns disappear from the shelf
Audio: Brydie: I never thought the products would fly off the shelves.
Video: With the help of her shop assistant, Brydie wraps yarn products and packs them into Australia Post parcel boxes.
Audio: Brydie: Keeping up with demand is also quite challenging.
Video: In her suburban garage, parcels are stacked ready to send. An Australia Post pick up van waits in the driveway. Brydie and her assistant hand the parcels to the female van driver
Audio: Brydie: Australia Post send a pickup van every day.
Video: The driver slides Brydie’s parcels into the back of her Australia Post van.
Audio: Brydie: Even to a small business in Kiama.
Video: We return to the interview scene. Brydie continues to speak as we see high quality pastel yarns up close.
Audio: Brydie: They’ve enabled me to grow my business and to keep expanding.
Video: Finally, we return to the garage where the Australia Post van is being loaded. A female voice over begins.
Audio: VO: Whatever you never thought you’d be doing, Australia Post is here to help.
Video: A message appears on screen: “Delivering for business. Delivering for Australia.”
This is followed by the Australia Post logo and a web URL: “auspost.com.au/Business”
Small text on screen reads: “Pick-ups not available in all locations. Charges and conditions apply.”
Audio: VO: Delivering for business. Delivering for Australia. Australia Post.
- COVID-19 restrictions have led to increased demand for crafting at home.
- Online videos and tutorials help customers stay engaged.
- Reliable delivery is one of the most important elements of Mary Maker’s success.