RETAILERS’ PANEL

Three very different independent retailers introduce their businesses and share their trading experiences and tips

Sandra Jervis Owner Creative Cove Lampeter

West Wales

I’ve been in retail most of my life, from school, university and beyond. I’ve been through a bit of management training and have always progressed wherever I am. But I certainly never intended to have a shop of my own - I planned to become a teacher! A chance conversation with my friend who had set the shop up herself and was selling it enabled me to take this path. I’ve always been good at retail so I knew that if I took it on, I’d make it work.

Creative Cove is in the rural town of Lampeter in West Wales. I feel incredibly lucky that I have the most wonderful shop and live in the most beautiful place. It was launched in 2006 by my talented friend who could see there was a need for a stationery and craft shop in Lampeter, and I took over in January 2018 - meaning I had two years of getting my head around trading before the world changed with Covid! For an independent shop, it’s deceptively big: we have room to cater for stationery, greeting cards, gifts, and arts & crafts.

I’d describe the range as eclectic. I like to think that there’s literally something for everyone within these walls. Stationery and greeting cards are my largest category. We then go into arts & crafts, children’s toys and gamesand the newest addition is our gift section.

I have about 70 suppliers in total and I still see reps: it’s always exciting to see new products and hear what they have to say. However, for me, it’s all about the trade shows… being able to see all the lovely products alongside

What’s on your counter?

You mean, apart from the pile of invoices, and the diary (with notes from my mum who works part-time in the shop), that I never look at?! A cup of tea (likely to be cold), Legami Erasable pens, and a Toasted Crumpet mini card spinner one another, in the flesh - comparing them, feeling them, and talking about them to exhibitors and fellow retailers. Nothing can beat that. My favourites are Top Drawer, Spring Fair and London Stationery Show.

For me to select a product or company, it needs to be special. I’ve taken the shop away from the more functional side and focused on the pretty and gift side. This is because there’s been a real move away from the products that people buy simply because they feel they have to have them. Now, people don’t want to part with their money if they don’t love the look and feel. So, choosing something that’s not only good quality and functional but also pretty is very important.

I want exclusivity as well. What’s the point in having a product that you love, to then walk down the street and see that someone else is selling it too? It makes no sense. There are so many companies out there, so exclusivity shouldn’t be a problem. I move away from companies that don’t want to work with me and build their brand with me.

How has trading been for me? Honestly? It’s been phenomenal. 2022 was my best year. It was such an amazing ride to be on. November and December weren’t the best months, but that was to be expected with all the things going on, so I was prepared. I knew 2023 would be a slow start with the costof-living hitting us, but I’m confident that with the amazing local community around me, it will just be a bumpy ride and we’ll come out the other side stronger than ever.

I’ve noticed that despite the cost-of-living crisis, we still want a bit of luxury - or to give a bit of luxury. So items such as giftware under £15 - vases, tea towels, and notebooks - are going very well. Also, gift craft kits have seen an uplift. We want to inspire others to try something new, and a little kit works really well for that.

To promote the business, Facebook and Instagram are invaluable because they’re a chance to not only show off new products but also show people what I do, where I go, and my interests in the retail world. It gives them an opportunity to connect with me in a personable way, and I think that draws them to the shop more and more. I also have gift vouchers, which means if you don’t know what to get someone, but you know they like the shop, it’s job done. Everyone’s happy!

What’s the best and worst things about working in retail? Let’s start with the worst. Anyone who knows me, knows I’m not the biggest Christmassy person. So, the worst is definitely the immediate packing away on Boxing Day of all the stuff you’ve slogged over for the past four months keeping topped up. It’s a good job we have the extra sales at Christmas to make it worthwhile! The best thing is when you buy something from a new supplier, and when it arrives, you sell one within minutes of putting it out. That’s the most satisfying feeling in the world.

So, what’s next? I want to soak up the trade shows and other networking events I have planned and focus on making the shop the best it can be. For example, I’m looking into expanding the Welsh language gifts in my shop. I have a great selection of Welsh greeting cards so I think they could go well with them.

Top 5 Best Sellers

1 Toasted Crumpet soaps

2 Flame Tree notebooks

3 Legami Erasable pens

4 West Design Simply Make craft kits

My advice to someone starting out is to go to trade shows, speak to people, and make friends. Retail can be lonely, especially as an independent. You can easily start off thinking that everyone is your competitor. But it doesn’t have to be that way. I would literally have been on my own if I hadn’t been put in touch with other fellow stationers. We’re from all ends of the country and would never compete for custom, so we can swap wins and fails, and commiserate and hold each other’s hands - which right now is really important!

5 Penguin Ink cards

Sarah Halsall Owner

Bluebird’s Nest in Chapel-en-le-Frith, Derbyshire & Hand Picked by Henrietta in Poynton, Cheshire

I’ve always been in the gift & greeting cards industry, from my Saturday job at the age of 13 (my boss was great and took me to my first Spring Fair) to training as a florist. Then for a short time I owned my own florist, before becoming a mum.

Following time out caring for our eldest son who had cerebral palsy until he passed away, I returned to a gift shop/florist manager position where I continued to work part-time while my two other sons were at nursery. When my youngest started school, plans were hatched to open Hand Picked by Henrietta.

I launched in 2012 in the heart of the Peak District at Chapel-en-le-Frith in Derbyshire. Five years later, I opened my second shop, at Poynton in Cheshire. I live in the middle of both. The space in both shops is split 50/50 between cards and gifts. The Chapel-en-le-Frith branch has been rebranded and is now called Bluebird’s Nest - a link to our love of great British publishers, designers and all things local. The Poynton branch is named Henrietta after our beloved Hippo logo, drawn by our designer from a picture of a friend’s favourite cuddly toy.

We’re a greeting cards specialist but gifts help us increase shoppers’ average spend. We love UK-made items but are price-conscious, so we have a mixture of items that all offer great value.

Our key gift suppliers include Jellycat, Wild Olive, East of India, Joma

What’s on your counter?

A Joma Jewellery bracelet spinner in the Chapel-enle-Frith branch and a Life Charms bracelet spinner in the Poynton branch. They are great till point gifts because there’s a sentiment for every occasion

Jewellery, POM, Widdop & Co., and Joe Davies, while our greeting cards come from Second Nature, Pigment, Katie Pythian Design, Rachel Ellen Designs, and Paper Salad. The newest publisher to join our collection is Lovely Paper Stuff.

When sourcing products, we always visit Home & Gift, and Spring Fair and Autumn Fair. We seem to be seeing less reps. We look at the trade press, websites and social media too. We have some really longstanding relationships with suppliers, many of whom we’ve used since we opened our doors 11 years ago. There will always be trends, and we appreciate those suppliers that keep their ranges fresh.

What sets us apart from other gift shops? There are four reasons. We’re building a community - while local supermarkets are doing away with checkouts, we’re doing our best to build stronger connections. Our ‘wild buying’ - we love our unique mixture of smaller publishers (that aren’t seen in bigger stores) and well-known brands. Our customer service - our core clientele of busy mums loves our gifts wrapped-up in our bespoke bags. And finally, our attention to detail - we make customers feel valued.

Local networking has been our focus over the past year. Getting out of the shop and meeting inspirational business speakers has helped spark new ideas. This year we’re concentrating more on expanding our online sales.

Pollyanna Williams Owner

Snoop

Shrewsbury

Shropshire

I’ve worked within retail for the last 16 years (minus university), and it’s always been a lifelong dream to own my own shop since I was a little girl. You’d usually find me in my bedroom with a toy cash register and pink receipt book in hand, demanding my parents pick up a shopping basket and trawl through my possessions!

Top 5 Best Sellers

1 Florence Mytum ceramic mugs

2 Aykasa storage crates

3 Meaty Bubbles for pets

4 Maegan home fragrance

5 Wrap Magazine cards and gift wrap

Seeing first-hand how people changed their outlook on small businesses and supported them during Covid really cemented my desire to open my own store.

Snoop launched on Good Friday 2023. We’re a colourful lifestyle store situated on The Wyle Cop in Shrewsbury, which is the longest row of uninterrupted independent businesses in the UK.

When I used to shop in Shrewsbury, I struggled to find things for someone my age or younger. I’d constantly be on the internet - which is a great resource. However, as a creative person, I love to touch and see items in person. I realised it was probably not just me who felt this way, so I decided I needed to bring a great selection of indie brands to Shrewsbury’s high street.

I’ve always loved the experience of shopping and, working across many different styles of retail businesses, I’ve managed to really hone in on how I’d like my customers to feel when they shop in Snoop; the slower pace and tactile journey around the store, the serotonin boost you feel from looking at all the colour… and our free gift wrapping service and gift vouchers haven’t gone unnoticed.

With ‘fast fashion & interiors’ on the rise, I was conscious to choose brands which considered their sustainability within the market. I’m proud to say that 80% of the brands in-store are UK-based makers and artists. Inspired by Danish design, our range includes colourful homeware, jewellery, books, stationery, pet accessories and treats, beauty, crystals, home fragrance, greeting cards and gift wrap, and much more.

Top 5 Best Sellers

The worst thing about working in retail is rainy days. We don’t see as many customers then, but use the time to crack on with our never-ending job list. The best is the customers: they brighten every day. I should write a book about the crazy stories, unusual requests and bonkers moments. For instance, last summer I spent an afternoon chasing a squirrel around the shop in between apologising to customers. It was hiding in the suspended ceiling, sunbathing in the light, and completing an odd lap of the shop faster than a racehorse. I spent four hours removing roof tiles in what felt like the longest game of hide-and-seek - until the squirrel ran out of the shop of its own accord.

What advice would I give to someone starting out in gift retailing? Grit and determination are a must. Don’t get distracted by what others are doing, believe in yourself, and stick to your instincts when choosing new items.

1 Second Nature Champagne greeting cards

2 Jellycats plush toys

3 POM and Joma Jewellery dress jewellery

4 Joe Davies Equilibrium Tumblestones Collection

5 Wild Olive Artisan Candles

The pet products have been a huge hit as we didn’t have a pet store on the high street here, and with two miniature dachshunds myself, I knew we needed to make sure there was something for every family member.

My first few weeks have been a dream. It’s been really refreshing to hear the positive comments and responses to Snoop’s addition to The Wyle Cop. Local businesses and news outlets have really got behind me, which has been so kind. Word has travelled fast to the surrounding areas in Shropshire, and I smile every time someone pops in to tell me they’ve seen my pictures on Instagram, Facebook or through a friend. We’re continuously adding new brands to the store. The joy of shopping in a small independent is how stock can change from week to week. There’s always something different to see and inspire you.