Costs rise after move to new premises

The Kiwi Fruit is Cute, which operates in Cheltenham in Gloucestershire, England, has started raising donations to keep trading because of rising operating costs. The independent craft shop moved to Lower High Street earlier this year after its previous home, Cavendish House, closed, and the founders say overheads at the new site have doubled.

The shop is not only a retail business but also a space that hosts free community meet-ups and charity events. During the store's Make & Mingle sessions, participants work together on knitting, sewing and other craft projects, while charities such as Oscar's Community Corner also use the space for their own work.

Founders put money back into the business without taking salaries

The business's founders, Siobhan Westmacott, Samantha Potter and Zarina Ismail, say they do not take a wage from the company and also work other jobs to help keep it going. Westmacott told BBC Radio Gloucestershire: “We are trying to make sure it can keep going month by month.”

According to the founders, the shop continues to grow, but cash flow is under pressure in the current climate. The campaign is aimed at preserving the business's inclusive and accessible approach while easing short-term financial strain.

Funds will go toward stock and cash flow

Store management said money raised through donations will be directed to the basic items needed to keep daily operations running. Planned uses include:

  • Reordering essential stock to replenish core product lines
  • Filling gaps on the shelves and giving the business room to breathe as sales gradually improve

The founders say the support is being sought for practical needs that keep the doors open. They added that their application for charity status is still under review and is expected to take several more months.

Bridge funding sought until sales pick up

Management at The Kiwi Fruit is Cute says the shop needs a short-term buffer to continue operating. The plan is to use donations to cover basic costs and preserve the business's community-focused model until sales strengthen.