Sweet taste of success
Julia Wenlock's new business venture is celebrating its first birthday - with her traditional confectionery emporium bucking the national high street slow-down.
And Julia is celebrating so much growth that she's expanded her team at the Toot Sweet Confectionery Emporium, in Shrewsbury, by taking on two new employees.
Julia first discovered her passion for all things sweet and gooey when she started a part-time job with the Godiva Chocolatiers concession in Manchester's Selfridges store while studying at university.
Within just six months of working for the premium Belgian chocolate makers, she was poached by Selfridges and set to work in their in-house confectionery and grocery department, before being handed the challenge of improving the store's ailing hamper business.
Julia said: "It was a great opportunity. It took a lot of hard work but by the end of our first year we posted an 80 per cent increase in turnover."
In fact Julia's hamper revolution was so successful that she actually knocked Selfridges in Oxford Street off the top sales spot.
Julia continued to work at the store and expand her experience after graduating with a 2:1 degree, and was picked for Selfridges prestigious Moving On Up training scheme to become a department manager.
Even passing this with flying colours wasn't enough for the ex-Priory-School pupil though, and she made the decision to follow her dream and start out on her own.
"It was daunting and I knew that I was young but I had a real belief in what I was trying to do so I knew it would succeed" she explained.
Just one year ago Julia set up Toot Sweet Confectionery Emporium to sell what she knew customers wanted.
"I visited local food fairs to promote our products and the more local interest I received, the more I knew I needed a shop to support the e-commerce side."
Inspired by Roald Dahl's tales of the Wonka factory and the children's classic film, Chitty Chitty Bang Bang, Julia opened a sweet shop on Butcher Row in her home town of Shrewsbury in November 2008, and dedicated it to "seeking out all of the yummiest sweets from years gone by and the present day".
"We stock a wide range of tasty treats from traditional boiled sweets, liquorice and pick and mix to luxury truffles, chocolates and handmade wedding favours . We also make up hampers and gift boxes, and even stock luxury grocery items" she added.
So after a year which has seen some of the high street's major names fail, does she regret taking the leap and setting up on her own?
"Never - not for one moment. Business is great and sales are so strong that I've recently taken on two new members of the team and may well be hiring again soon."
