Launching a Luxury Event Hire Brand with Clear Positioning and Structure
Business Overview
Founded in Summer 2025, Field & Folk is a luxury lawn games hire business serving weddings, festivals and corporate events across Northern Ireland.
Each game is handcrafted from premium-quality wood, with careful attention to detail and finish. The products are designed not only to be interactive and entertaining, but also to act as stylish visual centrepieces that enhance event spaces.
From the outset, the concept was positioned at the premium end of the market, combining craftsmanship with aesthetic appeal.
The Challenge
Before engaging with Go Succeed, the founder, Jolene Morrison, had already begun building the product range and refining the concept. The creativity, energy and craftsmanship were firmly in place. What was missing was structure.
Key challenges included:
- Turning a strong product idea into a viable commercial launch
- Understanding how to enter the right market segment
- Gaining clarity on pricing and positioning
- Developing a structured marketing approach
- Creating a roadmap for growth rather than relying on momentum
Without a clear plan, there was a risk of launching without direction and diluting the premium positioning.
Strategic Support Through Go Succeed
Through the Go Succeed programme, Clare worked closely with the founder to bring commercial clarity and discipline to the business.
Support focused on:
- Developing a comprehensive business plan with measurable milestones
- Creating a clear timeline for launch and growth
- Refining market positioning and identifying the brand’s unique selling proposition
- Establishing a targeted marketing strategy
- Shaping digital marketing activity to reach the correct customer base
The business plan provided more than paperwork. It created accountability, focus and a practical roadmap that continues to guide decision-making.
Crucially, Clare helped articulate the value of the product within the luxury events market, ensuring pricing and positioning aligned with the premium nature of the offering.
Results
Since receiving support, Field & Folk has successfully launched and is building strong momentum.
Key outcomes include:
- Securing 10 weddings already booked for the upcoming season
- A steady flow of enquiries for Spring and Summer 2026
- Appointment as a recommended supplier with the NI Wedding Directory
- Inclusion on the official supplier list for Drenagh Estate
- Growing interest from events companies in the Republic of Ireland
- Plans to employ a casual worker to support operational delivery this year
Despite launching at the end of the summer season, the business has generated strong early traction and is entering its first full season with forward bookings secured.
The Impact
Beyond the bookings and partnerships, the most significant shift has been confidence and clarity.
The support helped transform what began as a creative hobby into a structured, revenue-generating business with clear positioning in the luxury events market.
The founder now operates with:
- A defined growth strategy
- Greater confidence in pricing and market positioning
- A measurable plan to guide expansion
- A clearer understanding of how to reach and attract ideal clients
The business is no longer driven solely by passion and craftsmanship, but by strategic intent.
In Their Words
“For anyone thinking of starting a business, make Go Succeed your go-to resource. They fast-tracked my learning and development, armed me with the tools and advice I needed to push my business forward and gave me the confidence to launch and believe in myself and my product. The ongoing support through their member network has been invaluable.”
Future Plans
Field & Folk’s next stage of growth includes:
- Moving from a home workshop into a dedicated studio space
- Expanding the range of handcrafted games
- Diversifying into outdoor event styling
- Creating interactive children’s spaces and stylish adult chill-out areas
With premium positioning, strong early bookings, and a structured commercial foundation, Field & Folk is well-positioned to scale sustainably within the luxury events market.
