Three business partners are fighting to keep their independent crafting shop operational as rising overhead expenses threaten its survival. The Kiwi Fruit is Cute in Cheltenham, Gloucestershire, has launched a crowdfunding campaign to secure its future after relocating to new premises earlier this year, with costs nearly doubling in the process.
The shop, which hosts Make & Mingle community sessions and provides space for local charities, moved from Cavendish House to Normandy House on the High Street on 14 February 2026 after the original location closed for redevelopment. The relocation has created significant financial strain for founders Siobhan Westmacott, Samantha Potter and Zarina Ismail.
We are really in the position of trying really hard to make sure things can keep going month on month.Westmacott told a local broadcaster, describing the current situation as a difficult period for the business.
How are the owners managing the financial pressure?
All three founders continue to work other jobs while reinvesting every pound of profit back into the shop, taking no personal wages from the business. Westmacott explained that despite the shop's growing customer base, the financial challenge remains acute.
We are working other jobs and don't take a wage from the business at all, we put everything back in. We are personally pushing our own finances into it to try and keep things going.
As much as the business is growing... it is a real struggle at the moment. We are in a difficult period.She added that the fundraiser is essential to maintain the shop's core mission.
This [the fundraiser] is so we keep open and keep things inclusive and affordable.
What does the shop offer the community?
The Kiwi Fruit is Cute has become a hub for creative activity in Cheltenham. The Make & Mingle sessions attract participants from across the region who gather to work on knitting, sewing and other craft projects in a supportive group environment rather than working alone at home. Local charities, including Oscar's Community Corner, also use the shop's space for their own community crafting initiatives.
What will the fundraiser money be used for?
The shop is aiming to raise £5,000 through its crowdfunding campaign. The funds will cover essential restocking of inventory, fill gaps on the shelves and provide financial breathing room as the business works to build its customer base.
It is for the practical stuff that keeps the doors open,the crowdfunder states.
Potter expressed the determination of all three founders to keep the business alive.
We've been best friends for well over five years. We don't want to give up, we want to keep making this work.
What other support is being pursued?
The shop has submitted a charity application, which the owners expect will take several months to process. This designation could provide additional financial and operational support once approved. The relocation itself was prompted by Cavendish House market's closure for redevelopment earlier in 2026, which forced multiple traders including The Kiwi Fruit is Cute to find new locations.
The shop's relocation reflects a broader pattern across the UK of independent community-focused businesses facing cost pressures. Similar ventures have emerged elsewhere to address local needs: Bristol families increasingly rely on second-hand children's clothing shops offering affordable items as living costs rise, while community grocery initiatives in Surrey have opened to support families facing cost-of-living challenges.
What happens next?
The shop has scheduled a craft market for Sunday 30 August 2026, providing an opportunity for the community to support the business and participate in its activities. The crowdfunding campaign remains active as the owners work to secure the shop's long-term viability.
Key Facts
- The Kiwi Fruit is Cute relocated to Normandy House on High Street on 14 February 2026 after Cavendish House closed for redevelopment
- Operating costs have doubled at the new location, prompting the £5,000 fundraising campaign
- The shop hosts Make & Mingle community crafting sessions and provides space for local charities
- All three founders work additional jobs and take no wages from the business, reinvesting all profits
- A charity application is pending and expected to take several months to process
