JELC to Rep Sugarcraft Artist


Licensing company JELC has signed on to represent sugarcraft artist and author Lindy Smith, and plans to showcase the brand at Brand Licensing Europe in October.

Known for her cake designing skills, Smith has already published 13 books and has an online store. Now JELC will help to build awareness of Smith’s brand even further and roll out a licensing strategy for her new lifestyle brand.

JELC plans to use Smith’s distinctive mix of patterns and color palettes as the basis for a comprehensive style guide.

The company will seek partners in a range of categories ranging from kitchen supplies and bakeware to greetings cards and soft furnishings.

“The vision for Lindy Smith is to create a leading British lifestyle brand with products in key categories worldwide and, thanks to her highly distinctive style and the enormous global awareness of her name and work, this campaign is off to a great start,” says Jane Evans, joint managing director, JELC. “We are thrilled to be working with a true British design classic on a campaign that is already proving highly attractive to prospective licensees.”

JELC will introduce the Lindy Smith brand to the licensing industry at Brand Licensing Europe Oct. 15-17 in London, with Smith herself making an appearance.