Creating beautiful products is only the beginning of building a successful brand.
Behind every enduring lifestyle brand are years of experimentation, resilience, customer feedback and a willingness to evolve without losing sight of what makes the business unique.
For this edition of Trade Talks Tuesday, we spoke with Meg Hawkins, award-winning watercolour artist and founder of the British home and lifestyle brand that bears her name, about creativity, commercial growth, timeless design and why trade shows continue to play an important role in building lasting relationships with retailers.
About Meg Hawkins
Founded in 2014 from a small collection of watercolour paintings created at her kitchen table, Meg Hawkins has grown into an internationally recognised British home and lifestyle brand.
Known for her distinctive wildlife and nature-inspired artwork, the family-run business now spans stationery, homeware, bath and body, home fragrance and gifting collections, bringing beautifully illustrated designs into homes and independent retailers across the UK and beyond.
Website: https://www.meghawkins.com/
You've grown from an artist into a multi-category lifestyle brand. What's the biggest difference between creating beautiful products and building a successful commercial brand?
Creating beautiful products is the part that gives us the biggest buzz. It's exciting because we have the freedom to create what we love, but it's also slightly nerve-racking because you never really know how customers will respond until you put it out into the world.
Building a successful commercial brand is a very different challenge.
That's something we've been learning every day for the past 12 years. Running a business means constantly adapting, solving problems and navigating the unexpected. Every day brings a new curveball.
"The artwork may be where it all begins, but building a brand is about resilience, persistence and being willing to keep learning as you grow."
meg, Meg Hawkins
Many brands feel pressure to constantly launch new products. How do you balance innovation while staying true to your creative identity?
While it's important to be aware of trends, we also like to throw in the occasional curveball design just to see how it performs.
Sometimes those become bestsellers and sometimes they don't—but that's part of the creative process.
As a small business, we reduce risk by producing smaller runs before expanding successful collections.
At the same time, our signature ranges remain at the heart of the brand. They have stood the test of time and continue to define who we are.
Some of your strongest collections have been around for years. What makes a design timeless?
People naturally return to products they know and love.
We see customers adding to collections year after year, particularly with our mugs, and that's incredibly rewarding.
"Building a heritage brand takes time, but consistency, quality and creating designs with lasting appeal are what encourage customers to keep coming back."
meg, Meg Hawkins
How important is community when building a creative brand today?
Community is incredibly important.
We genuinely enjoy speaking with customers and retailers, hearing their feedback and understanding how they connect with our artwork.
Those conversations don't just provide reassurance—they also help shape future collections, products and the direction of the business.
Trade shows remain a major part of your growth strategy. What value do they provide that online channels can't?
After COVID, we all became used to buying online, but we've also experienced the disappointment of products not quite matching expectations.
Trade shows allow buyers to pick products up, feel the quality and appreciate the finer details.
"Trade shows allow buyers to pick products up, feel the quality and appreciate the finer details."
meg, Meg Hawkins
Just as importantly, they meet the people behind the brand, hear the story and build relationships that simply can't be replicated through a website alone.
From an exhibitor's perspective, preparation also matters. Buyers ask questions quickly, so brands need to be confident discussing pricing, margins, minimum order quantities and commercial details.
Key Takeaways
Building a successful brand requires far more than creating beautiful products.
The strongest brands balance innovation with a consistent creative identity.
Timeless collections are built through quality, consistency and long-term customer loyalty.
Community feedback plays an important role in shaping future products and brand direction.
Trade shows continue to offer unique value by allowing buyers to experience products first-hand and build relationships with the people behind the brand.
Commercial preparation is just as important as creative presentation when meeting retail buyers.
As Meg's journey demonstrates, lasting brands aren't built overnight. They evolve through creativity, resilience and a clear sense of identity—while never losing sight of the customers and retailers who help shape their future.
Want to Reach More Retail Buyers?
Looking to put your brand in front of independent retailers like the ones featured in Trade Talks Tuesday?
Email events@xpofairs.com to book a demo and discover how The Gift Fair UK helps brands connect with qualified buyers all year round.
