Caboose – The Adventure so far…
I am often asked why I set up my homeware business, Caboose and it’s a story with a sad beginning, but an inspiring ending. John, my husband, and I had the most amazing and wonderful collie dog called Zac who was at the heart of our large family comprising of five children and seven grandchildren.
Zac was my fluffy soul mate who was never far from my side – even if I popped to the village he would jump in the car for the ride. Beautifully mannered, a huge character and a golden heart, Zac and I toddled for miles each morning over the glorious Ashdown Forest. But in 2022, after a year of battling cancer and health issues we had to say goodbye and his voyage to the kennel in the sky affected all of us incredibly deeply. The house wasn’t the same and I did everything possible to avoid being there. There was an emptiness in my life and my grief was overwhelming. As the months passed, I couldn’t shift the heaviness in my heart or come to terms with the fact that he wouldn’t be there to greet me with his huge brush of a tail and his adoring eyes.
It was my step-daughter, Camilla, who suggested that I set up a small business based on the home and my penchant for table-styling. I have always loved setting the table for our many family gatherings – using candles, flowers, and relished seeking out unusual and quirky additions for the table for Christmas, Easter and birthdays. In the past, a table setting was an essential part of the occasion, nowadays we seem to have lost that talent, or we don’t have time or the inclination. Let’s not forget how popular those trays with a bean bag bottom are whilst eating watching the television. As I mulled over Camilla’s suggestion, I thought it would be great if I could encourage this forgotten tradition and, with my collection, provide a “ready-made” table settings. My lovely friend Ann- Louise sat with me over many cups of tea encouraging me to take the plunge – I’m not a natural risk taker so I needed this gentle nudge in to this new adventure.
As soon as we decided to set up Caboose I was excited and somewhat nervous as I had no retail experience and it all seemed rather terrifying – how could I set up a website or order the products that I could be confident would sell? And how to set up the mail order side of Caboose, photograph the products, find out about Shopify, Instagram, packaging, branding? I was clearly going to be wearing a lot of hats at the same time! I am incredibly lucky that John is a successful businessman and gave me huge confidence and encouragement and my stepdaughter, a Creative Director, and Tom her husband who is a techy wizard. It also helped that my brother is in packaging! They were all so incredibly generous with their time, advice and knowledge. My gorgeous boys, my husband, my stepdaughters and friends were all so supportive.
So off I toddled to my first trade fair in Birmingham. There were endless miles of stands selling every homeware item you could think of, but I was drawn to several brands that fitted the feel I wanted for my own. I had a clear vision for my brand, I knew the colours I wanted and the feel to be calm, simple and echoing colours of nature and that this would flow through every part of the business. It was overwhelming to the point where I made my first rookie mistake – I over ordered and over stocked on my first order (I still have lots of that stock !) but it was all part of the learning curve of running a business.
It was with enormous excitement when my first delivery appeared August 2023; I frantically unpacked all of the stock and was thrilled with my first order. Next step – photography. Camilla recommended Luke Weller a brilliant photographer who has an impressive list of clients. I had no idea it would take so long to photograph a jug!! Lukes attention to detail, his lighting, cameras and expertise was a revelation, and he taught me how view a product from a professional viewpoint with different angles, backdrops and light. The first shoot took 8 hours and we managed 20 items! As soon as Luke sent over the edited images, I learnt how to upload them to my embryonic website – not an easy task! But before I could say candlesticks my very own website was alive. And then the wait!! My first order of two cream mugs came through quickly and off I trotted to the post office, beaming.
Next on the Caboose adventure was a Pop Up Event at a local country fair – the Edenbridge and Oxted show. We had applied for several Pop Ups so this first one would be a great way to get feedback from the customers. Nervous for our first show, Ann Louise and I priced and packed the stock ready for its first outing. Set up was the day before amid howling winds, horizontal rain and sloppy mud as we tried to grapple with the tarpaulins. .The week before I had set up the stand at home with the measurements of the pitch – took photos so I could replicate the style, so setup was fairly easy. We were in a marquee next to a lovely woman selling pearl jewellery and a man selling some pretty ghastly holograph pictures of wolves and fairies! I had read that a stall holder shouldn’t really be sitting down or on the phone but maintain eye contact with customers and be friendly and cheerful, not too pushy or bored. Standing for 8 hours isn’t easy! I was thrilled with the first purchase – 2 mugs and a jug and could barely contain my excitement whilst trying to pretend like an experienced trader.
The show wasn’t hugely successful – the footfall was light and mainly families – children and husbands are not in the slightest interest in homeware, and many a mother and wife were dragged away from the stand. As it’s an agricultural show my wares did not catch the eye of the farmers – or the sheep! It was a hugely essential exercise – I quickly realised the demographic I was appealing too – namely women with taste. Two days later, I packed up and trundled home. Next on the list was the Wealden Midwinter Fair and then their Midsummer event both of which had higher quality stalls, endless footfall and I was rushed off my feet, wrapping, packing, chatting and making money! I was so lucky that special friends and family gave their time to come and help me on the stand so I can have a break and a coffee. Unfortunately, there were several stands that caught my eye and I came home with a lamp, some earrings and exquisite perfume! With each show, I became more efficient with my stock, layouts and setting up. As each show ends there is a frenzied rush by all of the stall holders to get away as quickly as possible. One fantastic fair was at Penshurst Place – a 14th century manor house with almost impassable stone spiral staircases – but exhausting when trying to manoeuvre heavy boxes up and down the stairs. There is a wonderful fraternity amongst stall holders – and we all compare our day, chat about other shows, and learn from each other experiences. Some of these dedicated people spend every weekend darting up and down the country selling their goods – not something I could possibly imagine, choosing shows not more than an hour away.
I had often toyed with the idea of having a shop but was reluctant to take on business rates, rent, staff and the commitment of being in the shop every day. Until three months ago when a very special friend, Jackie, a beauty therapist called to say that she was taking on shop in the village but only needed half of the space and would I be interested in opening Caboose? As soon as I saw my new shop I was inspired and excited – it was perfect! Perched at the top of an emporium with oak beams, next to a thriving café, a dress shop and a bathroom showroom (holding the Royal Warrant) it could not be more perfect. With ample parking and great visibility Caboose is arriving in Forest Row by the beginning of September.
So, this is the story of Caboose and here I am 3 years later with a flourishing business, a dinky little shop and some great new friends who I have met along the way on this exciting adventure one of which, Gianna, is selling her beautiful leather bags from the beams of my little shop.
Ann Louise and I still spend time most Tuesday afternoons debriefing and planning next steps over cups of tea and this helps me to brainstorm new ideas – good and bad
I have my darling Zac to thank for this adventure – who I miss each and every day but cherish the amazing memories I have of my beloved dog. I have a small Z tattooed on my wrist, near my pulse, and so keep him close to my heart forever and his is the essence of Caboose.
With love
Janey
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