Fundraiser launched for The Kiwi Fruit is Cute crafting shop

The shop’s journey has been one of resilience and adaptation. Earlier this year, they faced a significant setback when their previous home at the historic Cavendish House was compelled to close its doors. This forced relocation saw them move to a new premises on Lower High Street, a move that, while offering a fresh start, regrettably resulted in their overheads drastically doubling. This unforeseen financial burden has prompted the founders to launch an urgent crowdfunder, appealing to the generosity of the public and their loyal patrons to help bridge the financial gap and ensure the shop’s continued survival.

Siobhan Westmacott, one of the visionary founders behind The Kiwi Fruit is Cute, expressed the gravity of their situation to BBC Radio Gloucestershire. “We are truly in a position where we are fighting tooth and nail to ensure things can keep going month on month,” she stated, her voice tinged with both concern and unwavering resolve. “It’s a constant tightrope walk, and every decision we make is aimed at keeping our doors open for the community that relies on us.”

The Kiwi Fruit is Cute is more than just a retail space; it’s a vital social artery for many. It has garnered a reputation for its immensely popular "Make & Mingle" sessions. These sessions are a testament to the enduring power of shared creativity, drawing individuals from all corners of the region. Participants arrive, often with their own knitting, sewing, or other craft projects in hand, seeking not just a space to work, but the invaluable company and camaraderie of like-minded individuals. In an increasingly isolated world, these gatherings offer a precious antidote to loneliness, fostering connections and a sense of belonging that simply cannot be replicated by crafting alone at home. The gentle hum of conversation, the click of knitting needles, the shared laughter over a tangled thread – these are the hallmarks of a "Make & Mingle" session, creating a warm, supportive atmosphere where skills are shared, friendships blossom, and mental well-being is nurtured. From intricate crochet to ambitious quilting projects, or even just a simple cross-stitch, every craft is welcomed and celebrated.

Beyond these cherished social gatherings, the shop also generously extends its space to various charitable organizations. Oscar’s Community Corner, for instance, regularly utilizes the welcoming environment of The Kiwi Fruit is Cute for its own crafting projects, furthering their benevolent initiatives within the community. This symbiotic relationship underscores the shop’s deep commitment to social responsibility and its role as a facilitator of wider good. “When we opened, we envisioned a place where everyone felt welcome, regardless of their skill level or background,” explains Samantha Potter, another co-founder. “We wanted to create a sanctuary where people could unwind, express themselves, and connect. Supporting charities like Oscar’s is just a natural extension of that ethos.”

The founders’ dedication to their dream is palpable and deeply personal. Siobhan elaborated on the significant personal sacrifices being made. “We are all working other jobs to make ends meet, and we absolutely don’t take a wage from the business itself. Every single penny generated goes straight back into keeping The Kiwi Fruit is Cute afloat. We are personally pushing our own finances into it to try and keep things going,” she revealed. This level of commitment highlights the passion and belief they hold for their venture, viewing it not merely as a business, but as a crucial community asset. “As much as the business itself is growing and our customer base is expanding, it is a real struggle at the moment. We are undoubtedly in a difficult period, grappling with escalating energy bills, increased supplier costs, and the general inflationary pressures impacting small businesses across the country.” The fundraiser, she emphasized, “is so we can keep open and crucially, keep things inclusive and affordable for everyone who walks through our doors.”

The origin of the shop’s endearingly whimsical name, "The Kiwi Fruit is Cute," stems from an old email address of Siobhan Westmacott’s, a playful touch that perfectly encapsulates the shop’s friendly and unpretentious spirit. Siobhan, alongside her two best friends, Samantha Potter and Zarina Ismail, embarked on this entrepreneurial journey together. Their bond, forged over "well over five years" of friendship, is the bedrock of the business. “We’ve built this place together, from the ground up,” said Samantha, reflecting on their shared history. “We don’t want to give up, not when we see the joy and connection it brings to so many. We want to keep making this work, for ourselves, and for our community.” Zarina Ismail, the third founder, added, "It’s been a dream come true, seeing our vision flourish, but these economic headwinds are fierce. We’re asking for help so we can continue to be here for everyone."

The financial challenges facing The Kiwi Fruit is Cute are emblematic of the broader struggles confronting independent businesses in the current economic climate. The cost of living crisis, coupled with lingering effects of the pandemic and the ever-present competition from larger online retailers, creates a perfect storm for small, local enterprises. For a craft shop, this means not only higher operational costs but also potential reductions in discretionary spending by customers, making every sale even more vital. The move from Cavendish House, a familiar and established location, to Lower High Street, while necessary, brought with it a period of adjustment for customers and the added expense of setting up a new premise from scratch. The doubled overheads encompass a myriad of costs, from increased rent and utility bills to higher insurance premiums and the rising price of raw materials for their stock.

The crowdfunding campaign, with an ambitious but vital target of £5,000, aims to provide immediate and critical relief. The funds raised will be strategically allocated to several key areas. Firstly, it will enable the shop to place a crucial core restock order, ensuring that their shelves remain full and diverse, offering the wide selection of yarns, fabrics, tools, and embellishments that customers have come to expect. “Empty shelves don’t just look bad; they deter customers and make it harder to offer a variety of options for our classes and projects,” explained Zarina. “This money will allow us to fill those gaps, bringing in the new and exciting materials our crafters love.” Secondly, this injection of capital will provide the much-needed "breathing room" while sales continue their organic build-up in the new location. This buffer will allow the founders to focus on expanding their offerings, reaching new audiences, and further cementing their place as a community cornerstone, rather than constantly worrying about the immediate financial pressures of rent and bills.

“It is for the practical stuff that keeps the doors open,” their crowdfunder page eloquently states, underscoring the tangible impact every donation will have. The campaign details how contributions will directly impact the shop’s ability to maintain its affordable pricing for workshops, continue its free drop-in sessions, and keep supporting local charities. Donations, whether large or small, are not just financial contributions; they are investments in a thriving, creative community space.

Looking to the future, The Kiwi Fruit is Cute also has a charity application pending, a significant step that, if successful, could unlock further funding opportunities, grants, and tax benefits, solidifying their long-term sustainability and expanding their capacity for community outreach. However, this process is known to be protracted, often taking several months to finalize. In the interim, the crowdfunder serves as a critical lifeline.

The founders dream of a future where The Kiwi Fruit is Cute can expand its educational offerings, perhaps introducing more specialized workshops or even collaborating with local artists. They envision a space that continues to evolve with the needs of its community, remaining a vibrant, accessible, and inclusive haven for all who seek the joy and connection that crafting brings. As the campaign gains momentum, the community’s response will determine whether this cherished crafting shop can weather the current storm and continue to enrich the lives of countless individuals in Cheltenham and beyond.

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