“It’s been developed with love”: Positive Potato creator Bex Coster on the origins of the brand – and recent product expansions

Bex, it’s great to catch up. Can you tell us the story behind Positive Potato?
2022 was a year when the world was waking up from the horrors of Covid and getting back to normal. Unfortunately, 2022 was not a normal year for me. In the space of a few months my dad had a stroke and my husband suffered a traumatic brain injury. I craved something positive and fun in my life. And so, Steve the Positive Potato was born. My daughters loved him and my eldest named him Steve.

I had been crocheting for many years by this point and had developed my own style of food-based decorations and gifts which I sold – and still do! – in a handmade boutique in my home city of Milton Keynes. I had been encouraged by business mentor to put more of my personability and quirky sense of humour into my work.

By Christmas 2022, I had to have a waiting list of people across the world who wanted a potato. I would add 20 to my Etsy shop and they would sell out within an hour. I had clearly struck the right formula of fun and motivation and it has been a whirlwind ever since.

And design-wise, what steered your approach to creating the look and feel of the brand?
I’d only made keyrings up to that point and wanted to create something larger that was more about decoration and play. The idea of having a cute item on a desk or windowsill that could put a smile on my face really appealed to me. When I found a couple of brown and grey balls of yarn in my stash, my crazy brain decided that the logical step was to crochet potatoes.

It’s been brilliant to work with the design team at PMS to develop the look. For me, potatoes aren’t about perfection, so the earthy tones and rustic vibes of the fonts used are exactly right for the brand. The Positive Potato has been something I’ve developed with love, and I wanted that homegrown farm feel.

You mention partnering with PMS on products. How did you come to connect with them?
I was contacted by PMS after they found that I was the trademark owner of Positive Potato. It’s fair to say I was dubious at first. I’d been burnt before my people promising they could help me.

“I was just one woman crocheting from her sofa – being told stuff could end up on the high street shelf was very daunting.”

They got my full attention when they mentioned the Elves Behaving Badly brand. I had been immersed in the Christmas elf world since my youngest was born. After a quick Google search, I found they were a family business with 50 years of experience. This family history really resonated with me.

What key lessons have you learnt from the process and partnership to date?
Trust in the experts! I was just one woman crocheting from her sofa and being told that might stuff could end up on the high street shelf was very daunting. I didn’t think I could do it. Thankfully PMS have taken those worries from me. They are the experts and were also happy to take me on the journey with them. I got to be part of things that were important to me such as the design and quality of materials.

How do you keep in touch with trends and themes?
I still sell my handmade items at markets and festivals so I get to see first-hand the impact my creations have. It’s great to get direct feedback from customers about how a Positive Potato has helped a child through an exam or a friend through grief.

I’ve always said that I might technically be an adult, but I’ll never been a grown up. This childlike viewpoint means that I’m open to spotting the small things that spark joy. There is always a danger of toxic positivity when creating something to support mental health and it’s important to strike the right balance. Keeping informed on different ways people struggle and overcome hard times is important.

Before we wrap up, which famous personality would you like to add to the Positive Potato character line-up?
I think Chris Evans would be a great personality to join the crew. He strives for joy and I like that. I also think Harry Styles would be a good contender. His quirky, carefree attitude and the mantra of “treat people with kindness” would be a good fit for the brand.

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