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Northumberland ‘shabby chic’ paint entrepreneur eyes further European exports

Sarah Ashurst, the Northumberland entrepreneur behind Everlong Paint, is aiming to further popularise her creative craft startup, through new channels both at home and abroad.

Sarah’s chalk painting brand, which acts without the requirement of a wax finish, launched earlier this year in February and is now on course to hit a turnover of £400k, in its first 12 months.

Operating from Amble, the company has gone from zero to 160-plus stockists in just eight months, with customers across the UK and Ireland, Holland, Malta and Greece, with main distributors in the Netherlands and Northern Ireland. Sarah is now hoping to take the shabby chic paint brand further by exploring export opportunities in France, Spain and Latvia.

Moreover, the startup is creating new jobs and Sarah has secured a spot on the Sky TV and freeview Hochanda crafts and hobby channel.

Sarah said: “I originally developed the paint from a user’s perspective, because I found flaws in all the brands that were on the market when I was carrying out commissioned upcycling projects for clients.

“It’s unbelievable that Everlong has experienced such phenomenal growth in just a few months. But it is a tried and thoroughly tested product, and I’m delighted users are enjoying the same success with it as I did.”

Everlong is a chalk paint with a unique finish that means it does not need to be sealed with wax. It is child-safe, non-toxic and complies with the EN71 safety standard. Available in more than 20 colours, many with local names such as Amble Sea and Castle Keep – named after Warkworth Castle - the paint and its packaging are all produced locally.

“Now we’re taking Everlong Paint to an even wider audience after being asked to showcase the product on the Sky Hochanda channel.”

The satellite TV channel 663 has a potential audience of 44 million, mainly in the UK and Germany. Sarah will be demonstrating the paint on screen, and viewers of the crafts and hobby channel will be able to purchase the paint directly.

Former newspaper advertising executive Sarah quit her job in August 2013 to run her upcycling and gift shop business Everlong in Amble, which also supplies upcycling accessories such as fireplace moulds and ornate door knobs, and offers free workshops for crafters. The mum of four spent more than a year developing the Everlong Paint formula, and is now concentrating on further growth for the paint business.

Everlong has expanded from a one-woman band to an SME with eight members of staff. The business has taken on two apprentices to help at Everlong. The rapid expansion means the company has also taken on more warehousing space to meet demand from customers.

Sarah said: “The Everlong brand has really hit a chord with crafters and professional upcyclers.

“I’m proud to have developed a product that is made and distributed in the North East and is creating jobs in rural north Northumberland. It’s fantastic to see the positive support we’ve had from people in the region who know about renovating furniture and how Everlong paint can make such a difference to their work.”

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