Retailer Focus

Retailer Focus

Birthday Buddies

Jo explained how the friendship with Sean came about despite being located in towns five counties apart: “In the early days I set up a Facebook page and found a shop a few hundred miles away that I really connected with. They seemed to be new to the world of greetings and stationery too and we started messaging each other.”

It transpired that both Jo and Sean not only had opened their shops on the same day, but also had very similar tastes in both cards and stationery. “Some 11 years later we’re firm friends, we meet at trade shows, share ideas and generally support each other, it really works,” Jo told PG. “It can be lonely when you start a new business, and I couldn’t imagine not having Sean as my sounding board, mentor and friend!”

Here, Jo and Sean share their greeting card retailing tales.

Jo Barber, owner of No14 Ampthill…

Having spent over 20 years working my way up the corporate ladder and securing one of the best jobs I could have hoped for, I always hankered after my own shop, selling the things I loved.

After meeting up with a good friend in early 2011 and being told she’d received a life-changing diagnosis, I knew I had to make that leap. It meant leaving behind a good salary, a company car and all the perks but, sometimes, these things aren’t enough, I suddenly realised life was too short - I had to open my shop!

I remember attending Spring Fair before I’d even secured any premises, walking around in utter amazement. There was so much to take in and, while I think I have a pretty good head for business, it was a completely different world for me.

We were in the depths of a recession so it wasn’t too tricky finding an empty shop and I managed to secure the perfect lease that was strong enough to protect me, but flexible enough should I find myself needing larger premises. I still remember the awful feeling in the pit of my stomach the day I opened, it was a glorious sunny Spring Day and I was shivering with nerves. What if nobody came, what if nobody liked what I sold, what if the shop had burnt down overnight? Secretly I hoped it had burnt down overnight, so I could say I did at least try, and then could go back to a proper job!

Strangely there wasn’t a queue forming outside, surely those A4 printed signs in the window saying ‘opening soon’ should’ve meant a stampede? Thankfully though, people did start to come in and, when I shut up shop that evening having taken £55.20, I was the happiest I could have been, though it’s a good job my overheads were low!

When I started out, there were many big brand names, but I decided to major with Caroline Gardner, and we still stock the company’s ranges today. I didn’t want to be the run-of-the-mill card shop, I

“Brexit, global pandemic, three national lockdowns, high inflation, growth of online, rising fuel and raw material costs - but we’re still here!” exclaimed Sean Austin, owner of Austin & Co in Malvern on April 21 as he shared the marking of his retailing business’ first decade with his good friend Jo Barber, owner of No14 Ampthill, who opened her shop on exactly the same day.

With the pandemic having stopped these two Retas’ award-winning retailers from celebrating their first decade’s anniversary last year, PG persuaded these retailing buddies to share their stories.

Above: No. 14 Ampthill and Austin & Co are still going strong after their 11 years of trading. Below: Then and now - Jo’s first tiny window and opening day at her current premises. Bottom: Jo Barber.

Retailer Focus

wanted to be different, so I chose smaller publishers to complement my personality.

Shortly after opening I was reading a copy of PG mag and saw an ad by Megan Claire. I got in touch, and we’ve been stockists ever since. Similarly, Dandelion Stationery sent an introductory email late at night when I was just closing my laptop but thought I’d take a quick look. How pleased am I that I did!

I sent a message back and owner Jo Wilson replied instantly. There we were putting together an order at 11pm - that’s what I like about ordering from independent companies; it’s great watching their businesses grow too.

While these three brands have been with us since the early days, we have since welcomed many others, notably Molly Mae (the quickest order turnaround on the planet), Redback Cards (customers crowd the spinner for a good belly laugh), Toasted Crumpet (its new mini cards literally fly out), Janie Wilson (sometimes only luxury will do), Urban Graphic (who doesn’t love a gorilla sticking up his middle finger?) and Brainbox Candy (when only the F Word will suffice). We’re also proud to stock lots of smaller brands to complement our offering.

It might be 11 years on, but I still consider myself a relative newbie to the industry however, having moved to new premises quadruple the size of the original shop, employing four full time and six parttime members of staff, having a fully operational website (thanks lockdown) and picking up two Retas awards, I think we’ve crammed a lot into that time.

I definitely agree with Mark Twain, who famously said: “Choose a job you love, and you’ll never have to work a day in your life.”

Left: Caroline Gardner and Molly Mae are among No.14’s top sellers.

Sean Austin, owner of Austin & Co, Malvern…

I was a corporate librarian and business researcher for a number of Top 30 UK law firms and also FMCG companies, including Mars Confectionery and a stint at WHSmith’s head office in Swindon. The credit crunch of 2008/9 hit the law sector hard and through consolidation of research services, opportunities became less and to make up the difference in income, I began to sell greeting cards at markets and via car boot sales before opening the shop.

I was always told to sell what I love, because you'd love what you sell. I think we stand out for our USP and tagline - Cards. Stationery. Dog. I know many card shops go down the route of candles, jewellery and scarves as their gift offer but, frankly, I know nothing about any of those sectors.

We've always been known as a dog-friendly shop. Of course accidents can happen so, just in case, a mop and bucket is kept close by. In 11 years, I've had to use it twice - for children.

Greeting cards have always been my mainstay and always will be. James Ellis has been with me since the very beginning, as have Quotable cards. Urban Graphic (now U Studio) which all continue to be among my top sellers, as well as Ohh Deer, The Art File, Dandelion and Poet and Painter.

I always wanted to be edgy with the shop’s offerings, but Malvern wasn't quite ready. I initially had to rein it in a little and present a more conservative offer, but as customers got to know me, I was able to reintroduce the edgy stuff little by little to curate the successful collection that we’re now known for.

I do love to take a punt on the up-andcoming with Springboard at PG Live always the go-to area. I love it when they make it big and feel I played a tiny part in their success. I’m currently loving the work from Alphablots, The Grey Earl and Hunter Press.

I've moved the shop three times in 11 years, due to outgrowing the previous premises. Fortunately, Malvern is small enough that you'll always be found. I have no plans to move again though, the new shop has a refurbished basement for me to expand my online offer, and any physical expansion will probably be an additional shop.

Building a website in the first week of the inaugural lockdown saved us. It was never going to achieve the turnover from a physical shop, but it was enough to keep the shop name out there, enabling me to sleep at night. The lockdowns brought the Shop Local movement to the fore and Lockdown 3 perversely helped with the planned relocation to the current shop as it gave me the time to plan and build the shop I’d always wanted. I’d tell would-be or new retailers to live within your limits, start small and build a unique offer. And pay your suppliers on time - they'll love you forever.

Above: Sean Austin in his current shop. Above right: Austin & Co has stocked James Ellis’ cards (front spinner) since the shop first opened. Right: Old and new - the original Austin & Co and today’s store. The current shop window display is bigger than Sean’s first shop.