AN international craft supplies business, founded by a North-East entrepreneur during her university studies, has created 10 new jobs to boost its expansion plans.

Crafter's Companion, in Coundon, County Durham, designs, makes and supplies craft products for enthusiasts across the world.

The firm, started by Sara Davies during the final year at university, now employs about 40 people in the UK and a further 20 staff in its Californian US operation.

Its products are sold through retail outlets, online, and on TV shopping channels across the world, with the main focus on making crafting tools and own brand products, though it also develops products with brands such as Beatrix Potter and The Snowman.

It has taken on six industry experts to form a distribution division, which include Simon Duncan, who has been appointed the firm's European commercial manager.

Mr Duncan, who has experience of working in the craft and beauty sectors, will be joined in the retail team by Janice Epsworth, Malcolm Langley, Jeanette Hallsworth, Mark Sharman and Lorna Horrocks.

Ms Davies said: “These experts will help develop the distribution side of the business and improve our overall support package to our retail network.

“Attracting Simon to work for a North-East based company is a real coup considering his background, experience and credentials.

“His team has always been highly-regarded in our sector so will no doubt add a great deal of value to our company and trade customers.”