“I don’t feel like a ‘brand’ because I’m enjoying it all so much!”
It was standing room only when TV chef, presenter and author Nadiya Hussain took part in a live Q & A at Brand Licensing Europe (BLE) yesterday (October 9), with Nadiya telling The Source that although she has her first licensed range of homeware being unveiled by BlissHome next month, she doesn’t see herself as a ‘brand’.
“I had hundreds of meetings in my kitchen in relation to my new homeware range for BlissHome, and don’t see myself as a ‘brand’ at all,” she told The Source. “I’ve been completely hands on from the very beginning, plus I’m doing something that I absolutely love. What’s been important is to find the right people. I have been working in collaboration with Ian Downes of Start Licensing who has the knowledge, with the two sides working really well together. My homeware range for Bliss has taken two-and-a-half years, but we now have something that we can be really proud of.”
The range – available from November 7 – has been inspired by Nadiya’s love of vibrant colours and tactile designs and is the result of her passion to produce something beautiful and handcrafted that can be used every day. It features eight different designs across the full tableware range, as well as spice racks, candles, aprons, oven gloves, tea towels and kitchen candles.
On a personal note, Nadiya’s range displays a signature Talipot palm leaf in memory of her grandfather. “It was very important for me to include this, as it evokes memories of my grandfather who planted one his garden in Bangladesh. The tree is very special as it only flowers once every 100 years,” she explains, with the hand painted leaf design is reflected throughout the collection. “It was important for me to include a little bit of what really matters to me.”
Giving the apron a point of difference, is that it has been designed with a crossback to save the hassle of tying it. “It features a space to wipe your hands at the back too – something I do all the time when I’m cooking,” Nadiya highlighted.
Commented Start Licensing md Ian Downes: “From our point of view, the order of sequence in terms of future licensees and categories is that we are hoping to bring on other brands shortly, to include small domestic appliances. We are also in conversation with culinary and social stationery companies, and are also talking to a number of food companies – in fact, we’re seeing one at BLE today. From my point of view, you have to start with a solid foundation, a solid base to build from. We want to have products that Nadiya is happy to endorse, and to work with companies taking a long term vision. Hopefully, after BLE, we will be closing some of these deals.”
Ian continued: “Rather than going for first opportunities, Nadiya has to be involved and be hands on. However, some licensees aren’t used to working like that so we want to find licensees who like that way of working. In fact, we have said ‘no’ to some companies. It has to be the right partnership, a partnership that makes sense and works well. Working with Nadiya on her range for BlissHome was very collaborative. Nadiya is very passionate, very genuine, very hands on, and in the modern licensing world, this is what it’s all about. It’s been a long journey and Nadiya has been very patient, but I feel we have arrived at the right station at the right time.
“Licensing is taking longer these days, but we want to ensure that we are working with the right people, and BlissHome have a great passion for what they are doing.”
Prior to her interview with The Source, Nadiya was interviewed by Jessica Blue, svp, Global Licensing Group, in the Brands & Lifestyle Theatre, where Nadiya talked about her journey from being crowned winner of The Great British Bake Off to becoming a TV chef, presenter and author.
Talking about the creative side of the partnership with BlissHome, Nadiya said it had been the most fun. “At some of the meetings we had at my house we would eat cake and talk colours and patterns,” she revealed. “The range has taken over two years, but it was important we didn’t have a flash in the pan. Every aspect, from shapes to colours to patterns has been a work in progress.”
Added Michael Bliss, who founded BlissHome with his wife Gabrielle: “For us, Nadiya is a key licence,” he told The Source. “Nadiya is a very British woman. She’s very articulate, very creative and great to work with. She’s clear on her direction and her decisions. Additionally, she has a wide demographic and following on Instagram, and connects very well with her audience. She’s a very genuine person, and we have given her some beautiful products across textiles, tableware, serveware, spice racks and candles for the kitchen.”
Since winning the sixth series of The Great British Bake Off, Nadiya has presented The Chronicles of Nadiya, Nadiya’s British Food Adventure, Nadiya’s Family Favourites, as well as co-presenting The Big Family Cooking Showdown and Junior Bake Off. She is also a regular on the One Show. She has written seven cookery books and one fiction book, has a column in The Times, and works with BBC Good Food.
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