Inside all of us is an artist, a creative being just waiting to be released.
And now everyone can lead a creative life, thanks to Cricut technology.
If that sounds too good to be true, Cricut director of sales and marketing Martin Kruger explains how a platform company that makes smart cutting machines and consumables is making it a reality.
He explains that Cricut makes smart cutting machines that work with an easy-to-use app to help users design and personalise almost anything — custom cards, unique apparel, everyday items, and so much more.
Users download the free app, and work within it to either search for existing templates in the Cricut library to use or modify, or upload their own. They then send their design to the Cricut machine.
Once it’s been precisely cut, they simply assemble the design on to the media of choice, from books to T-shirs to mugs – the options are almost endless.
Users can work with up to 300 different materials on the top-of-the-range machines, including leather and wood – even engraving on metal, Kruger says.
Once you have a Cricut you no longer have to shop for gifts, décor or personal items, he adds. Testament to this is the fact that most customers join the Cricut community and become active members.
There are around 20 000 Cricut customers in South Africa, and about 25 000 members on the Cricut community, Kruger points out.
About a third of the members use their Cricut to make things for themselves; another third make items to give away as gifts; and a third of the members are small business using their Cricut to generate a revenue stream.
The devices allow users to unleash their creativity, to produce crafts, and to personalise or customise anything.
The cost of entry to this world of crafting is surprisingly low: the entry-level Cricut Joy retails for just R2 999.00, giving the user the ability to create cards, stickers, shirts, vinyl, glasses, mugs and tumblers.
The intermediate Cricut Explore 3 goes for R5 999.00, and the top of the range Cricut Maker 3 sells for R7 999.00, opening up business and commercial opportunities.
The magic happens in the software, Kruger explains. Users can browse the free image libraries or subscribe to paid-for collections, getting access to literally millions of images. They can also upload their own designs, or modify the images they find online.
“Users build their own projects from scratch, so each one is different,” says Kruger.
The future for Cricut in South Africa is bright, he adds. “So many people still haven’t heard of Cricut, so we have plenty to do in terms of brand awareness.
“In terms of innovation, we are just getting started: we are still building the foundation and acquiring new members. The next big thing will be about setting up a solid infrastructure, rolling additional SKUs to retailers, and expanding our retail footprint with more stores and more experience zones in-store.”
Partnering with Rectron
Consumables and media are key to the success of any Cricut project, and there are currently more than 3 000 SKUs available, with about 800 of them listed in South Africa.
Rectron is currently Cricut’s sole distributor, having signed up in April 2021.
The distributor works with the vendor and its brand ambassadors to market the products at exhibitions and events. It also liaises with retailers on merchandising and marketing programmes.
“Rectron is also key in helping us to connect with new members. We believe Cricut should be in every home, so we are on an acquisition journey to onboard as many people as possible.
“Rectron has been a big part of this journey, also helping us to establish brand synergies with its other brands and leverage those key relationships.”
Rectron makes its considerable muscle, flexibility and warehousing expertise available to Cricut – but it does more than that, Kruger says.
“Cricut is the only player in a category that has never existed in this country – so we had to create the category to take partners and customers on a new and exciting journey.
“Partnering with Rectron on this journey was an easy decision for me: we needed someone who was prepared to roll up their sleeves, get stuck in, and create the category.
“Which is exactly what Rectron has done. The Cricut product manager at Rectron, Yvelda Wilkins, is a massive asset and is ready to take this brand to the next level.”
Rectron also has the expertise and experience to work with the huge number of Cricut SKUs and the bundling options that are required, Kruger adds.
Cricut is currently available through mass retailers Takealot, Waltons, PNA and Incredible Connection. The brand also works with smaller craft retailers, and is also recruiting new resellers.
For more information on Cricut, visit www.cricut.co.za or www.rectron.co.za.