Gabriel Corcoran

My name is Gabriel Corcoran, I’m the founder and maker at Shilling Leather, an artisan leather goods workshop, based in Dublin, Ireland.
My career in International Business and Marketing to date has taken me all over the world, spanning industries as diverse as tech, craft whiskey and tourism, but I’ve always dreamed of being able to make something by hand – something of value, quality and character, something that will last. After months of honing my craft during the global pandemic, and following an inspirational training trip to Tuscany, I finally launched Shilling Leather to the world in November 2021, successfully capturing the imagination of Irish consumers as well as national media outlets.

I currently produce a range of wallets aimed to delight the bearer, adding a touch of character, aroma and texture to the day to day. I make each of my pieces entirely by hand using the highest-grade Italian leather sourced only from the finest tanneries in Tuscany. From cutting and conditioning to stamping and hand-stitching, each piece is unique and crafted to last a lifetime of use, getting better with age.

What are your business objectives?

In a world full of disposable consumer goods and low-quality fast fashion, I hope to offer consumers a refreshing alternative based on the enduring principles of timeless aesthetics, uncompromising quality and heirloom-level durability. Our products are meticulously crafted with these principles in mind, offering the consumer a product they can be proud to carry around with them for years to come.

I am a proud advocate of the tradition and practice of hand-making, a cultural cornerstone of Ireland and one which is in the midst of a profound revival. I am passionate about providing the consumer with a modern product that carries the hallmarks of artisan leather-working traditions.

In an era of mass production, the personal touch is a rare commodity. From hand-written note and a Shilling coin tucked into each wallet for good luck, I strive to connect with the consumer at a human level, evoking that satisfaction and contentment that comes with buying something local and supporting an independent business.

My learnings from the Crafting Business Programme:

The Crafting Business programme provided strategic support, expertise and a network of peers and mentors that is already bearing fruit as Shilling Leather grows.

The access to world-class expertise across key areas such as business modeling, finance, marketing and product development have proven invaluable in focusing and structuring my next steps, adding a layer of strategic rigour and planning to everything I do.

Pricing is an area I struggled with upon launching new products. Factoring the myriad tangible and intangible costs and margins into a craft product is notoriously difficult, but I now have the confidence and expertise to build a costing structure that will aid me in growing my profitability and expanding my sales channels into domestic retail in 2022.

My new product development strategy has become far more focused as a result of the programme. I plan to release a range of belts in mid-2022 while maintaining and strengthening my core wallet offering which is the cornerstone of my brand.
Finally, through our group sessions and the expert advice of our moderators and guest speakers, I have developed a greater understanding of my consumer and the nuanced distinction between buyer and end user.

My top tips that I have learnt on this journey

1. Get used to wearing many hats. As craft business owners, we are primarily makers, but I have to be comfortable as the guerrilla marketer, snappy salesperson and diligent accountant all at the same time!

2. Tap your network. In Ireland there are so many networks and communities that are ready and waiting to aid ambitious new craft ventures. All I need to do is pluck up the courage to put myself out there.

3. Know your numbers. You might be living to make, but if your craft is going to make you a living, the numbers have to add up. This can be daunting but the rewards become sustainable when there is a healthy profit margin coming in to help grow your business and support your passion.

4. Keep the message simple. Consumers are already bombarded with excessive advertising. I’ve challenged myself to drill down to my core value proposition and communicate this in the simplest way, in the right place, to the right consumer.

5. Don’t try be all things to all consumers. I produce niche products at a small scale. My audience needs to be equally niche and proportionate in scale. This focuses the offering for those who value it most.