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Looking Back at The Knit Show 2026

7 hours ago
4 min read

"You can’t beat meeting them face-to-face."

From catching up with familiar faces to introducing new customers to creative workshop ideas, The Knit Show gave Dannells plenty of opportunities to connect. We caught up with Director Jamie Dannell to hear what made this year’s event a success, why face-to-face conversations still matter and how exhibitions help them reach new audiences.


Why do Dannells Attend Exhibitions Events like The Knit Show?


As well as meeting our existing customers cause this is a different geographical demographic, as the majority of the shows we do are either in Birmingham or the South.


This is one of the most northerly shows we’ve done, so it’s a slightly different audience. We’re introduced to a new audience, and it’s not a traditional customer base for Dannells, but it’s something that we know will help them sell or drive customers to their stores because they can engage in a different type of workshop.

 


It’s an extremely well-run show, so it’s quite relaxed.


The way the space works, we have a slightly smaller stand than we would normally, so it’s not quite as hard going to build it up, which is great because it’s a shorter show than many of them as well.


And although there are less attendees than some of the shows, I would say it’s quality over quantity.

 

What makes exhibitions so important to Dannells?


Because we get to see and meet our customers face-to-face.


If I went back to when I started working here, 30 years ago, I was out on the road and seeing our customers, but there were far fewer customers, and they were concentrated in certain areas, and it’s not an efficient way, especially with the price of fuel and congestion charges; it’s just not an efficient way to go and meet your customers.


So you can’t beat meeting them face-to-face.

 


How successful would you say this year's knit show was?


I think it was really successful; it was, in many ways, better than last year's, but often when it’s the second year at a show, people realise you’re serious about business, and this is something we have experienced several times.


We know by the second time we’ve done a show if it’s going to work for us or not, and generally if not, we will move and try something else.


But the orders were very good, and the interaction with the visitors was absolutely brilliant!

 


Do you feel this interaction is the main difference to having the exhibitions, as opposed to virtual interaction, i.e Zoom and telephone calls?


Yeah, if I look at how business is done now, when I first started, the phones didn’t stop ringing, whereas now the phones hardly ring, so most of the business is done by email or remotely.


You cannot get your personality across properly by email.


As you will know, I’ve got quite an irreverent sense of humour, and somebody can’t see at the end of an email that you might have a twinkle in your eye when you say something, and it can be misinterpreted.



So it’s really nice to go back to that old method of trade, but that is reliant on people being able to get out of their place of work to visit these exhibitions.


I think that one of the reasons that the Knit Show was busier this year was because of the absence of the Stitches show, which is normally held in Birmingham in February, which hasn’t happened for the first time this year in many, many years.


So I noticed that there were many exhibitors that don’t normally show at the Knit Show that would normally be at Stitches, and several visitors who were there as well; lots of visitors were visiting as an alternative.


 

What exhibitions can we expect Dannells to be at in the future?


I’m sure we'll exhibit at The Knit Show again as well as the BBSA Show next October.

 



With strong orders, brilliant conversations and new connections, this year’s Knit Show proved a worthwhile return for Dannells. It’s a reminder of the value of meeting face-to-face, sharing ideas and exploring ways to help customers grow their businesses. Thank you to everyone who stopped by—we look forward to seeing familiar faces and meeting new ones at future shows!



Why Dannells?

Our extensive lighting product range and decades of industry expertise make creating your own bespoke lighting both easy and inspiring. At Dannells.com, you’ll find everything you need to bring your vision to life - all in one place.


With over 40 years of experience in the lighting industry, we carefully source and develop high-quality lampshade making kits, lamp bases, fabrics, trims and electrical components, giving you the confidence to design and create lighting that is completely unique to your style and space.




Need more inspiration?

We love encouraging and inspiring you, our customers, to make the lighting you want and need! Take a look at the dannellsblog.com for tutorial, tips, techniques and styles guides for our lampshade making products. Or follow our Instagram, Facebook and TikTok for ideas and tips!





 
 
 

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