We catch up with Jane and Magdi Labib, owners of the luxury Christmas decorations company. This British-Egyptian family-run company is especially known for its exquisite hand-blown, hand-painted baubles
Q: What’s the story behind Treasure Tree Ltd?
A: We started quite by accident when we lived in Kuwait, and brought some Egyptian handicrafts to sell at the school Christmas bazaar. We added some sparkle to the stall with a stand of Christmas baubles, and soon we were taking orders for them. In fact, I soon became known as ‘the bauble lady’. Over four years, we sold our glass Christmas decorations at many Christmas events in Kuwait. We learned first-hand the different tastes of British, European and American customers.
We returned to the UK in 2011, and launched Treasure Tree Ltd. We invested in our own production site in Egypt. It is important we have full control of the production process, all the way through from design to finished stock arriving in the UK. We feel it’s vital tour fantastic team of craftsmen understand and benefit from our company goals, and principles.
Q: What makes your decorations unique and different?
A: It’s the quality. We use a heat-tempered glass so our baubles are extra strong, yet still light enough to hang nicely on a real Christmas tree. People love the fact our decorations have been handmade and they can see for themselves all the expert skill that has gone in to applying our patterns and hand-painting them.
Q: What sells particularly well?
A: Such a variety. One major segment is clear glass baubles with gold or silver accents. Other customers opt for colour themes or colourful, quirky designs like our gorgeous pineapples. Our small 4cm and medium 8cm diameter balls are hugely popular. Other customers want the bug statement baubles for their dining room and hallways. RRPs range from £7.75-£45.00.
Q: Who is your typical customer?
A: On the whole it’s women, who buy both for themselves and as special gifts. They’ve even been bought as wedding presents.
Q: Ideal retail environment for Treasure Tree Ltd products?
A: All our existing customers are fabulous, independent retailers: gorgeous home interior/gift shops. We also supply premium garden centres and florists. Many retailers told us they had given up on Christmas decorations because there was nothing to match the quality of the rest of their store. Then they tried Treasure Tree. Many have been with us for seven or eight years. We understand our customers’ need for exclusivity in their town so we really do stick very tightly to only supplying ‘the best shop in the town’.