Firing Up Creativity with Crockd
Crockd is the home pottery kit turning your Saturday night wines into ‘DIY Crafternoons’. The core idea of Crockd is to teach “the art of pottery without the pressure of a formal workshop,” but more than that, Crockd kits bring people together, over meaningful conversations and busy hands.
The concept is simple: a box with enough clay for 2, 3 or 4 people, an instruction leaflet and some carving tools. All users need to bring along are their friends, their imagination and their positive vibes.
Once complete, Crockd users can choose to air-dry their creations or take them to a kiln to be fired and fit for endless uses. Crockd is all about supporting local Aussie manufacturers and sourcing local materials, with each kit containing high-quality clay from the Central Coast.
The brand’s founders first had the idea for Crockd way back in December 2019 “Feeling burnt out and looking for a way to decompress without turning to alcohol or Netflix,” and seeing a gap in the market for easy-to-use, at-home ceramics, they began to conceptualise the at-home pottery kit they’d been seeking themselves.
The brand is really built off the back of our own personalities. We both love to not take ourselves too seriously and so we knew it was important to build a brand that could laugh at itself.” “Once we had the name, everything evolved from there. It only took us two months to design the brand, build the website, curate the product and launch nationally!”
Crockd has grown in the space of three months from two people in a home office to now shipping out of a warehouse, with demand for kits increasing exponentially week on week. This is no doubt down to the brand’s positive messaging, intriguing visuals and the interpretive nature of pottery.
Anyone can do it and make it completely their own! At the core of the business is mental health, with Crockd’s founders saying they hope their kits can inspire open conversations between friends and family, bringing them together without the need for alcohol. “We want people the get Crockd up not F**ked up in their down time.”
Also included in every Crockd kit is a number of ‘Clay Breakers’ – a set of questions to ask your mates to find out how they’re going and what makes them tick. They’re designed to “spark interesting, uncomfortable and inspiring conversations while you play with mud,” making the experience truly unique and special.
“Our kits were intended to pull people away from tech and to get out of their heads and into their hands,” and with people staying home and away from their loved ones more and more, having something tangible to connect them through has never been more important.
Crockd’s founders said “[we’ve] noticed more and more people tagging us in their Zoom pottery parties where friends each purchase a kit and set up a virtual get-together.”
The founders of Crockd both come from a tech start-up background, so they understand the importance of customer experience.
“When people feel like they’re holding something special, they’re more likely to share the unboxing experience with their friends on social media.” The brand’s social media presence has certainly been felt, having gained over 10,000 followers on social media in just three months since launching. “Almost everyone always shares their unboxing experience on Instagram. It’s been the most amazing and validating experience.”
Crockd’s success is proof that Australian consumers seek products that are experiential, creative, personal and encourage social interaction and togetherness. The brand’s founders said “we thought it might take us a month to prove that there was a DIY pottery market, but we ended up selling out [of our first release] within a matter of hours!”