Personalised Gift Products - A Novel Niche Business Concept

Quite often the simpler ideas are the best; such is the case with the personalised

product 'Day You Were Born' and related products such as 'Our Wedding Day' and 'Baby Certificates' (Details available at http://www.dayborn.com ). In essence this is a niche personalised gift item where the customer provides personalised details, such as a Name and Date of Birth and a clever and extensive database provides details of news, sports events, entertainment snippets, name meaning, birth flower/stone etc from every day from the year 1900 to the current month. This information is presented finely printed on attractive certificates, available framed or laminated. These make wonderful gifts that are often treated as heirlooms.

Datalite UK Limited first looked at Day You Were Born based products for the UK market some five years ago after examining a popular USA variant. This was obviously based on USA news and information, and in a format not really suitable for British customers. The solution appeared to develop our own in-house software and product, but prior to this a check was made for any existing products, and hence discovered the franchiser Glynne Davies of Glycar. Their software and business package was imminently suitable, and on the basis of no point in re-inventing the wheel, or getting involved in an intellectual property dispute, a reciprocal franchise arrangement was agreed. This has proved most successful.

Sales of Day You Were Born products continue to expand, partly fuelled via word of mouth and returning customers, and literally thousands have been sold. Outlets have included direct supply to well known catalogue companies, shops, holiday camps, mail order, telephone/fax orders, and of course online from website: http://www.dayborn.com.

Datalite's personalised certificate product range has ever evolved and includes (amongst many) such items as Our Engagement, Retirement, Years Service, even Divorce! Irish and Scottish variants have been developed to supplement the standard UK version, with many sales across the Atlantic of the Irish versions during the St Patrick's Day celebrations. Many further ideas are currently being researched, including the feasibility of adding 'Civil Partnership' certificates to the range, inspired by the evergreen success of the more traditional 'Our Wedding Day' certificates.

The 'Day You Were Born' product has undoubtedly proved a most successful personalised product. Individuals all have a birth colour, flower, stone, Chinese year sign, zodiac sign, name meaning (for most); together with news and entertainment events happening around their day of birth. It is concluded that its popularity has been down to the simple truism, that most people (no matter what they say) have a great and natural interest in themselves!

by: John Henry BA BSc

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