Behind the Brand

A lifelong love of animals runs through everything Jane Haigh paints. She grew up surrounded by them, always drawn to the runt of the litter and first on the scene with a bandage when one was hurt. As a teenager she nursed a goose named Goosey back to health alongside her younger siblings, even using her brother’s skateboard to help him get around during his recovery.

She had her heart set on becoming a vet, so chose science subjects at school. The grades did not follow, but she went on to study Biology and Rural Science at university in York, where she learned animal anatomy that now informs her art. She may not have made a career of healing animals, but she can paint them well.

Art has been a constant. As a child she was rarely without a pencil in hand, and family holidays meant the crayons came too. Colour is central to her work, used in playful ways. Every animal has its own character, and she studies each subject before picking up a brush, looking for a particular stance, the tilt of a head or a glint in the eye. The eyes draw her in first; capture the expression and the rest tends to follow.

From kitchen table to shop shelves

The brand began a few years ago, when she pressed an ageing printer into service, hoping it would not chew the paper as usual, and stuck small prints of her paintings onto plain cards. They had a certain amateurish charm, she admits, but she quickly realised that a professional, scalable product would need a professional printing company. A local firm in Lincoln helped her get started, and she still values working with them.

Every card design and other product starts life as a painting on canvas. The images are professionally photographed or scanned, then her son edits them and adds the lettering. She began selling cards at local events alongside her paintings and prints, and people liked them. With a deep breath and a big smile, she approached a few independent shops with boxes of cards in the boot of her car. The shops placed orders, and that confidence carried her on to meet more owners.

Her son works abroad and travels frequently, so as soon as he is home, hugs over, he is sat in front of a computer editing her new product ideas. She sources British companies to manufacture for her, preferring a short supply chain with firms that can fulfil orders promptly and keep transport simple.

Regional humour and sayings often feed into the designs. A comical duck, painted because “Ay Up Duck” is a familiar greeting in Lincolnshire and neighbouring counties, has proved a popular card and reliably raises a smile. Shops in particular counties who have a local saying or breed of animal in mind can get in touch to discuss a bespoke range.

Growth and a first trade fair

The brand has been trading since 2018, initially selling greetings cards, and has grown each year with an expanding product range. This year brings a first appearance at the Harrogate Home and Gift Festival, and in fact a first ever trade fair. Independent shops recommended the event for its friendly, more casual atmosphere, which buyers say they enjoy.

Exhibiting at the local County Show for the first time was a turning point. An artist’s life is a solitary one, spent staring at a blank canvas, so she signed up with mixed feelings and need not have worried. Watching people nudge each other, smile and point at her cards, and then buy them, was magical. At other events she sometimes shares a stand with her daughter, and they laugh all day.

Seeing her cards stocked in Lincolnshire Co Op as part of its “Love Local” range was another high point. She mostly sells to small independent stores, so the Co Op listing was a thrill, and the local branding keeps an independent feel to being stocked there. She is not a faceless brand but a recognisable local one, now in around 30 of the chain’s stores.

Real animals, real stories

Painting people’s animals creates a lasting connection, particularly when they are chosen for products. Owners are often delighted when their pets get the chance to become famous on a greetings card. Many designs feature real animals with a back story. Lola, one of the most popular, belongs to her brother and lives about three miles away; she takes her whippet, Audrey, for play dates. Dotty the terrier lives in Wales, and it was her owner’s niece, who lives locally, who brought along photographs and helped choose a particularly cute one to paint. A group of seaside donkeys met on a chilly morning on a Lincolnshire beach looked typically unimpressed, and the resulting painting has become a popular card. Dave, a handsome Kerry Hill sheep and something of a local star on the show circuit, knows it.

Lessons learned

There is a big difference between being creative and building a business. Self-belief was the biggest struggle at the start. After raising children who had flown the nest, it was time to flourish. Looking back, she would have tackled wholesale sooner and with a more professional approach, rather than walking into a shop and flinging cards around.

Working alone means every decision rests with one person, which can be lonely as well as demanding. Growing the business properly required structure: inventory, record keeping, invoicing and clear processes. That was when she admitted she needed help, and joined a Growth Hub run by the University of Lincoln. The advice and contacts proved invaluable, and meeting other small business owners facing the same issues was just as useful. She now has an online catalogue with straightforward ordering, proper stock control and office procedures. None of which stops her putting the car keys in the fridge or dipping a paint brush in her tea when she is engrossed in a painting.

New products

New lines will be shown for the first time at the festival. Placemats and coasters are made in Lincolnshire by a long-standing, well-respected company, cork backed and made from eucalyptus melamine, featuring many of her favourite characters. She is also bringing a small range of affordable prints, available mounted or framed and sized to fit a standard 12-inch frame.

Two characters stand out. The Rainbow Longwool sheep is her pin-up girl, instantly recognisable on her branding and appearing across a range of cards and other products. Lola, her brother’s dog, is a long-running favourite and launches as wrapping paper at the show.

At the show

She is looking forward to greeting buyers on stand Hall B 44B and showing off the latest products, some never seen before. She is keen to share the back stories behind the designs and hopes buyers will appreciate the authenticity of a British-made brand. Building lasting relationships with shops matters to her, and she is open to suggestions and feedback from experienced owners and buyers.

Sustainability

Products are sourced as locally as possible, which shortens supply chains, reduces carbon footprints and supports local businesses. Cards are wrapped in biodegradable, compostable packaging that keeps them pristine without the guilt.