Three close friends who operate an independent craft shop in Cheltenham have turned to fundraising after relocating led to serious financial strain.
Relocation drives overhead costs up
After relocating from Cavendish House, The Kiwi Fruit is Cute now occupies a spot on the Lower High Street in Cheltenham, Gloucestershire. The shop’s previous location was forced to close earlier this year. Since the move, the founders say their overhead costs have doubled, creating major pressure for the business.
The shop, created by Siobhan Westmacott, Samantha Potter, and Zarina Ismail, has built a reputation as a meeting place for crafters in the area. Its popular “Make & Mingle” gatherings bring together craft enthusiasts for group knitting, sewing, and other creative projects—offering a sociable alternative to crafting in isolation.
Charitable support is also core to their mission. The Kiwi Fruit is Cute hosts activities for nearby organizations like Oscar’s Community Corner, supplying space for community-based craft projects. The founders have focused on making all events accessible by running free community drop-in sessions and regular charity initiatives.
Founders forgo wages while seeking help
In a conversation with BBC Radio Gloucestershire, Siobhan Westmacott described the ongoing daily challenge: “We are really in the position of trying really hard to make sure things can keep going month on month.” All three founders are choosing to forgo their own wages for now, instead putting every penny—sometimes even from their own pockets—back into the business to ensure its survival. Westmacott noted, “As much as the business is growing… it is a real struggle at the moment. We are in a difficult period.”
To cover urgent running expenses, The Kiwi Fruit is Cute has started a crowdfunded campaign, aiming for enough support to place a much-needed core restock order that will replenish inventory and offer some “breathing room” as they draw in new customers at their fresh location. Organisers clarify the fundraising will directly support essential supplies for the shop’s continued operation.
Co-founder Samantha Potter highlighted their determination: “We’ve been best friends for well over five years. We don’t want to give up, we want to keep making this work.” The business actually takes its unusual name from an email address that Westmacott once used.
Charity status application and ongoing contribution
Beyond immediate funding needs, The Kiwi Fruit is Cute has submitted an application for charity status. If granted, this shift could help stabilize their finances in the future, though the founders expect a wait of several months for approval.
The shop’s situation is part of a wider issue: rising business costs have intensified problems for many UK small businesses. Yet the Cheltenham shop underscores how independent businesses can benefit their communities.
If the fundraising effort reaches its target, the shop will be able to keep serving as a friendly, affordable hub for Gloucestershire’s crafters and local groups.
- Gloucestershire
- Cost of Living
- Knitting