Case Study: Forged At Home Ltd

Case study
Forgedathome Ltd

Client
Joe Shevelan, Artist Blacksmith - Forgedathome Ltd

Programme
Cumbria Accelerator: Business Support Programme

Advisor
Alison Magee-Barker

How Cumbria Accelerator helped to reach the right audience

Crafting visibility and connection

Joe Shevelan is an artist blacksmith based in the Lake District, creating bespoke works and sharing his craft through public forging, teaching, and events. While Joe thrives on engaging directly with people about his work, reaching the right audience and building consistent exposure had been a key challenge, especially given the time and resources required to attend shows and interact with the public.

Turning passion into strategy

Like many artists, Joe wanted to focus on creating his work while building a sustainable business. His goal was to increase visibility, forge stronger community links, and connect with people who could offer advice or collaborative opportunities. The challenge was turning his passion for craft into a clear strategy for reaching the right audience.

Focused support for growth

Working with Alison, Joe gained practical guidance on understanding and targeting his ideal customer. Breaking down his audience allowed him to tailor his projects and experiences effectively, making his marketing and engagement efforts more purposeful. Alison’s direct, kind, and enthusiastic approach helped Joe feel supported while building clarity around his business strategy.

Strategic insight in action

Reflecting on the collaboration, Joe said: “Understanding has always been the key to my success, and this work has only helped me understand more and more.” With this insight, Joe has been able to focus his energy on the most impactful areas of his business and make strategic decisions with confidence.

Strong foundations and visible progress

Since engaging with the programme, Joe reports that his business now feels “in hand,” a significant shift from previous years. By refining his approach to audience engagement and community connections, he has built a stronger foundation for sustainable growth.

Celebrating craft and achievement

Although Joe continues to move his goals forward and focus
on what’s next, he takes pride in the growth and progress of Forgedathome Ltd over the years. The combination of practical advice, audience insight, and confidence-building support has strengthened his ability to focus, plan, and connect meaningfully with his community.

Empowering artists through understanding

Tailored guidance and strategic insight can help creative business owners turn their passion into a sustainable venture. With the right support, artists can build clarity, strengthen connections, and grow their business while staying true to their craft.

Take your business further

Whether you’re shaping a new idea or developing an existing one, Cumbria Accelerator helps local businesses turn potential into progress. 

Contact us today via the contact form on our website for expert advice, one-to-one support and practical tools to help your business grow.