The first thing to do is book the stand, that usually happens in Autumn the year before, with final payment in the January. We were very lucky to get accepted in our first year of business. They try and balance out who is there so even competition. Truly and as modestly as possible, I do not think there is that much Made in England collars of our originality and quality there. Many people will come to us at start of the day and think they will check out the rest of the show and find something as nice and maybe cheaper... They never do and come back.
Then we have to book our advertising. We tend to use the same ad with variation each year. Same idea as the stand number really. Change and freshness is vital to Holly&Lil but tradition is important too and often things can get changed simply because we feel it is old - not the customer. This year we have added on to our ad the fact that we have won the Kennel Club award for Somewhere on the High Street 2014.