5 minute read
Retail Interview
Despite celebrating its 160th anniversary this year, Cheshire greeting card shop Williams of Audlem, continues to evolve, says owner Judy Evans
Please describe your shop. We are an independent retailer, based in a strong rural community in the village of Audlem, South Cheshire
My family has owned and run the shop since 1862 - this year is our 160th anniversary! Obviously our shop’s products and ranges have changed significantly over the centuries - from being a drapers and printers in the 19th century, we now primarily sell greetings cards and giftware.
Our shop not only serves local residents, but also a significant proportion of tourists visiting via the Shropshire Union canal, which runs through our village. In addition we get many walkers and cyclists to the area, as well as people driving through, or meeting up, as two main roads meet in the village centre.
How did you get into greeting card retail? I grew up quite literally above the shop, and always loved retailing from an early age. However, I wanted to experience a different career first. So it was only after 17 years in the textile printing annd dyeing industry, in Mid Wales (working for Laura Ashley Manufacturing) that I returned home, to take over the shop in 2001. At this point I decided to retro refit the shop to reflect our shop’s extensive heritage and history in the retail trade. Luckily, my parents were War babies, so much of the shop’s original fixtures and fittings were still in the garage, following their own (fashionable at the time) 1970s modernisation. Some fitments were also garnered from the usual internet marketplace channels.
What are the best and worst things about working in retail? The best things about working in retail are the personal relationships that you build up with customers, suppliers and fellow retailers. Also that ‘buzz’ when customers leave the shop after buying a handful of cards, instead of just one, because they loved our selection of cards so much. I must confess to being something of a card-a-holic - I absolutely love sourcing interesting and appealing card ranges, from both new, and existing, suppliers.
The worse thing about retail is the paperwork, the accounts and the increasing legislation and responsibilities that come with running your own business!
What cards are selling well? We are lucky enough to have an eclectic mix of card ranges that I would consider are all ‘super sellers’. These include ranges from the larger companies such as Tracks, Abacus, Museums & Galleries, The Great British Card Company; mediumsized suppliers such as Paper Salad, Rachel Ellen, Paperlink, and Caroline Gardner - and also some fabulous smaller suppliers, such as Tatty & Co and Sarah Kelleher… as well as a spattering of cards from local, tabletop entrepreneurs. We also stock Glick wrapping paper and gift bags, which are popular all year round.
What card range or category do you always ensure you keep in stock because of its popularity? It’s difficult to say as we tend to choose ranges that are fulfilling all aspects of the diverse market we serve - however, we love the Harold’s Planet range for humour from Clare Maddicott, while both Rachel Ellen and Paper Salad are bright and fun for a younger market, and Tatty & Co are absolutely gorgeous, unique and always sell through very quickly.
What’s in your window at the moment? We have three shop windows so it’s a challenge to keep all of them looking fresh and inspiring. We are currently concentrating on spring and baby themes - but the weather has been so cold lately, that we are only just removing some of our winter items!
What’s by your till at the moment? It’s usually a cup of tea going cold - on a serious note, we’ve just had a wall mural commissioned to celebrate our shop’s 160th year in trading - who says you can’t have a long career in retail ? What’s the most surprising thing a customer has said or done or asked for!? Nothing surprises me any more, but I once got
a call from an elderly customer who was stranded at the local hospital at 2am in the morning, after his wife was suddenly taken in by ambulance. Unfortunately he had no relatives living nearby, and he couldn’t get hold of a taxi for his 10-mile journey home - I just thought well, if that was my Dad, I’d hope someone would help him - so I went to pick him up. Being a community retailer can take many forms!
What do you think makes your shop stand out? It’s probably our heritage retro refit and possibly the fact we appeared on the BBC’s The Repair Shop in 2018, with our old cash register, which was purchased by my great grandfather, George Williams. If you could send anyone a card from the past or present, who would it be and why? It would have to be my husband, who is so supportive of me, and my business, and is always such a willing unpaid volunteer! And not forgetting my excellent team of shop staff too, who keep the place running.
I would also have to send a thank you card to the tradesmen (and women) who have retro refitted our shop over the past few years. They have found some pretty alarming things (mostly dodgy wiring and plumbing), but have also helped me realise a lifetime ambition of installing an indoor staff toilet - what progress, and what a relief! How do trade magazines like Greetings Today help you? It’s a great resource for keeping up to date with market trends and the back stories behind artists and ranges. It’s equally fascinating to take a peek into other shops who are also in the same trade, and find out the thoughts and views of their owners/managers. We might be 160 this year, but one thing is certain - you are never too old to learn in this business !
