Artist, designer and entrepreneur S. Lee Price tells unLTD how he brought an idea ‘burning away at the back of my mind’ to life with Zelter – his ‘creative, progressive and helpful’ outdoor gear brand
I was inspired to start my business by …
I’d had this idea for a new kind of personal shelter that could also be worn like a poncho for a few years. I’d had a great time wild-camping growing up in Canada and was interested in survival gear. I made the first attempt as a student and left it. But the idea kept burning in the back of my mind. Plus beyond the wearable tent, I had a family of other bits of gear in mind and wanted to create a brand of my own as a platform for new design. I wanted a name that was Nordic-inspired, but also sounded instantly recognisable like Kleenex or Xerox. “ZELTER SHELTER” was inspired by the German for “tent” – then I abstracted a bit.
My favourite thing about running my business is …
Seeing people discover the product – sometimes it’s delight, sometimes bafflement! Knowing I’ve created something helpful. It’s exciting to have a creative outlet that works on so many levels.
The three words that best describe my business are …
Creative, progressive, helpful.
Sheffield City Region is a great place to start a business because …
Sheffield has a really creative atmosphere. I’m also inspired by the landscapes around us including the Peak District.
Sheffield City Region is a great place to grow a business because …
Of the excellent support. The city is a great environment full of contacts and I don’t think it would be as easy to connect elsewhere.
The best advice I ever got was …
A slogan on a Canadian Forces flight safety poster back in the day: ”Complacency is the Battle-Cry of the Death-Monger”. A memorable mantra and reminder to always pay attention to your surroundings, that nothing is guaranteed and usually gets a chuckle!
The worst advice I ever got was …
When I was young: “You’ll never make a living as an artist”. It took a few years of working various jobs to realise art and design WAS the way I needed to live and which I’ve been doing for years now! Those experiences formed me though, so no harm done – just time spent on exploration and discovery.
The organisations that have supported me and my business include …
Sheffield City Region Growth Hub and RiDO – it was amazing to win the Y-Accelerator programme because, along with a prize fund from UK Steel Enterprise (UKSE), the scheme also offers an intensive development programme.
Heinnie Haynes – My first big customer.
Innovate UK – I’m working on some amazing developments with their support.
Evolution Power Tools – The NPD team are great.
Instantprint in Rotherham – Awesome services which really gave me a boost.
Begin Agency in Leeds – An excellent branding and marketing agency that helped me create the ZELTER logo and identity.
In 5 years’ time I expect my business to …
Have a great family of products that work as an eco-system in the fields of shelter, carry and wear. Taking advantage of new models of technology and manufacturing in the UK and North America and have facilities there, because that’s where most of my customers are.
