Usual and everyday things can hardly emotionalize us, but looking at something combining several notions that first seem to be incompatible, we always liven up! So, where do these creations contributing to our fantasy development come from? Some of them are created by nature, others are handiwork. But, both the former and the latter are often referred to souvenirs.
       And souvenir business had better be investigated with the help of specialists! One of such specialists is our heroine Natalia
       Maksimenko, the commercial director of an artistic ware producing company.
       "It all started three years ago, when we elaborated and made an installation producing foam plastic balls," the businesswoman tells. "Our aim was to create cheap and asked for alternative to Chinese Christmas goods that filled the domestic market.
       Many people will probably find it absurd, but no Russian enterprise was engaged in such production at that moment!
       As a material, we chose the products of the Bashkir petroleum chemical plants, which were foam plastic and polypropylene.
       "What was next?"
       "We searched for coating of balls for a rather long time. Finally, we decided in favour of French coating, the so-called acrylic chips.
       Having seen that the products were in demand we started to think about other forms of toys. The answer was ready at once. It was a bell, as a symbol of the New Year and Christmas and a generally accepted symbol of piece and defence. Getting to the bottom of this direction, we were surprised to learn how popular this form was among the world nations!
       Today the patterns decorating our bells are more than diverse. The patterns a la Gzhel, a la Khokhloma, painting of Nizhny Tagil, lacquer landscapes in miniature... All patterns are made by highly skilled masters trained in the cities that are famous for these kinds of paintings.
       "Where do you think the secret of your success lies?"
       "Glass toys cost 200 roubles now, and the price of our toys is 15-70 roubles. Plus the problem of breakage, which comes to 15% at glass- blowing enterprises. We have no such problem, as our products can be flumped and nothing awful will happen to them. It is important that these bells are made of organic materials, which is confirmed by the certificates of the Russian Agency for Health and Consumer Rights. Thus, in contrast to their Chinese analogues, our souvenirs can be safely handled without being afraid of their harmful effect."
       "Tell us, please, what do your souvenirs serve for?"
       "Now our souvenir is not only a Christmas decoration, but a perfect keepsake. Children's toy, promotional souvenir with a company's logo...And in a set with saucer-cover, they can be used as containers for coffee, tea, candies, and of course, stationery."
       "What problems are you faced with?"
       "Despite the fact that our products are very cheap, reaching counters of shops, they can rise in price many times. It happens as follows: first, a distribution centre loads 60-80%, then comes the turn of minor wholesalers and finally a shop itself adds its mark-up. As a result, reaching the consumer our bell may cost 200 roubles. Thus, the products may stay uncalled.
       How do we find a way out of this situation? At first, we try to work directly with shops and with a minimum mark-up (by agreement). We develop actively the direction of promotional souvenirs; arrange master classes for art schools and folk art centres.
       Another direction is homemade souvenir. We put in one container four uncoloured bells, four plates, pour in colour coating and decorations. All a kid must do is to oil a bell with glue and decorate it. And we made the price of such set minimal, that is around 50 roubles.
       "Do those who cover souvenirs with drawings need special education?"
       "Of course, they do. There is a special lyceum educating specialists of this kind, and I often visit its graduation parties looking for young talents. Unfortunately, there is no call for 90% of these young painters. The point is that folk trade enterprises they are educated for are not numerous today. We solve this problem to some extent hiring talented graduates."
       "Are the Chinese your competitors?"
       "They rather serve as a price target. In fact, I have great respect for Chinese people - they respond as quick as lighting to market requirements, they are people of enterprise. But the trouble is that most of the Chinese output is counterfeit, and therefore, very cheap. And while we can more or less compete with products that arrived legally, so counterfeit goods can hardly be competed with."
       "How many members does your staff include?"
       "The skeleton staff includes three people. But we can hire as many workers as we want on a contract basis at any time. It means that our company can respond quickly to market requirements and it is very convenient. We always get students involved in the work, and, as a result, the atmosphere in our firm is very lively and friendly."
       Our heroine has newly come back from The Golden Khokhloma Festival organized in the city of Semenov that is 70 kilometres away from Nizhniy Novgorod.
       "It was really impressive!" she says. "Such trips are invaluable. One can bring lots of innovative ideas from them! Plus exclusive catalogues and supply of energy... Generally speaking, all things connected with folk and art trades are emotionally charged. And participation in such events is a real pleasure, despite the fatigue one feels."
       "And, in conclusion, I would like to ask you about your plans for the future."
       "Now we try to create new forms of toys, but I cannot name them as it is a secret yet. I will only say that it will be garlands and wall pictures. But in any case, the creative process does not stand still. The same I would say to first-time entrepreneurs. Be attentive to trends and do not give in to difficulties... And if there is a problem, just voice and overcome it!"