The Stupid idea with bags of potential

Feb 20 2007 By The Journal

Companies that seek marketing advice have a much better chance of success, as Marie Difolco discovered when she launched her quirky gift bag business Stupid Bags with help from Business Link.

Having just returned from an overseas trade mission to meet several prospective buyers, Marie had identified a distributor who supplies independent outlets across Australia and New Zealand.

Back on British soil, Marie is now in discussions with a national supermarket chain which looks set to stock her bottle bags and she also has plans to expand her product range by licensing in familiar brands by other artists.

After just over a year of trading, Stupid Bags are already flying off the shelves across the North-East at outlets including Fenwick.

The business idea came to Marie after a work accident when she was a successful telecoms project manager in London.

She was in plaster for 18 months so had plenty of time to doodle and `Squiffy', the character which now appears in a variety of guises on her gift bags, was born.

Marie said: "My original bags display tongue-in-cheek designs based on the reasons people drink.

"For birthdays and special occasions, we tend to buy a card and a bottle of wine so I decided to develop a two-in-one product that ticks both boxes.

"Business Link in Tyne and Wear has worked with me to develop the business and get my idea off the ground.

"My business adviser Harold Gartside has been on hand to guide me through the whole process from brand and website development, licensing my designs to legislation and staff recruitment. I'm also looking to do some management training with support from Business Link in the near future.

"Harold goes out of his way to help and has put me in touch with a range of specialists including the UKTI which in turn has helped me establish potential areas for export.

"I'd highly recommend the North-East to anyone looking to start up in business, as most people I have come across genuinely want to see businesses succeed."

Marie has also set up another company, Not So Stupid Ltd, which has been established as a platform to license out her character and branding for use on other products.

Her character Squiffy had a stand at the Brand Licensing Show 2006 and will be seen on all sorts of merchandise from slippers to mobile phone downloads in 2007.

Business Link adviser Mr Gartside said: "Marie is a great example of a young lady who has completely changed career paths.

"Her business idea is fantastic and I'm confident she will continue to develop and expand both Stupid Bags and Not So Stupid."

For more information call Business Link on 0845 600 9 006 phone number style is corrector visit www.businesslink.gov.uk.