Andy and Louise's small retailer survival tips:
• Expect to have tough weeks - and sometimes even, tough months - but it usually averages out over the year, so think of other ways to use your time or extend your service.
or Chester” says Andy, “and I am sure it’s a model that could be made to work in other places. “But you would lose control,
and that would change the whole nature of what we are about – which is personal expertise, knowledge and traceability”. Besides, the couple still haven’t
run out of ideas for their business in Ludlow. Currently they have
commissioned a traditional barrow, like the one that Louise’s grandmother Anne used to serve her fish from on Bilston High Street. Their 21st century application
for this will be to take it to food fairs laden with oysters – and even offer it for wedding receptions, in the form of an oysters and champagne bar. And there seem to be plenty
more ideas flowing. “Andy is the ideas man and I
make it happen” laughs Louise, “although I’ve told him – no more
ideas now for another year!” As for Louise’s fishmonger family, they’re pretty impressed with what she and Andy have achieved – largely because it is so radically different from the traditional way they operate in the West Midlands. With orders like 50grams of
caviar at £600, or the 80 lobsters they sold on Christmas Eve, right down to the staff’s smart black logo-embroidered aprons instead of the long white ones normally seen in a fish shop, there is no doubt that this couple has turned fishmongery on its head. “My family were quite nervous
for us, and thought we were barmy when we set up because it’s undoubtedly a hard business to be in” says Louise, “but it’s about knowing your market and providing what it requires – and that’s always going to be very different here from where the rest of my family operates”.
• If it goes quiet, consider ways you can scale back, perhaps cut some staff hours and make them aware this might be a possibility.
• It’s easy in this climate to be risk-averse – but you need to take some risks otherwise you are not developing.
• As an independent retailer and/or service- provider, really believe in your skills, and don’t undersell yourself
• Know what you do, and do it well – in fact, where possible, take it to the limit!
F&wb Spring 2013 79
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