With The Retas just around the corner, PG Buzz caught up with Jayne Griffiths, co-owner of Sentiments in Whitchurch, a finalist in the Best Independent Greeting Card Retailer (Wales and Midlands) category of these important card retailing awards.
How did you get started in retail?
“I had been in the Navy and been a Police Officer, and a secretary, but I have always dreamt of owning a shop. My husband, Trevor, was a fireman and he had a bad accident on duty which left him disabled. He was given a payout and we wanted to put it towards a business. We talked about different projects for five years, then three and a half years ago we saw this business come up for sale. We checked out the books and took a chance!”
What three tips would you give someone starting out in retail?
- Market research, listen to what people want and deliver. Chat to retailers in other towns and learn from them.
- Don’t put all your eggs in one basket; diversify. We have a coffee shop upstairs, and one survives because of the other.
- If you have something that is the same as another shop, add extra, ie. deliver or wrap for free. Communicate with other shops, work together not against each other.
What changes have you noticed in greeting card purchasing habits over the past few years?
“We haven’t seen any big changes in the last three and a half years. People are always looking for good quality, unusual cards and we have spent that time listening and giving them what they want.”
What are the greatest challenges to small businesses today?
“The greatest challenges are the rates and taxes. We enjoy the work and standard of living being your own bosses, but we will never be rich.”
How do you make your business stand out on the high street?
“We stand out by selling cards that stand out and gifts that nobody else sells. This is harder than it seems as people tend to copy what you do!”
What non-card products do you sell in your shop(s) and what are your best sellers?
“We sell Yankee Candles, Lolita, Willow Tree, Disney, age glasses/mugs/frames, various other gifts and gift dressings, along with the most amazing cards and balloons. Our best sellers vary, at the moment it is Disney characters.”
