Radical Approach

Why selling one of her stores set Julie Goodwin on a new path

It's over a year since Julie Goodwin sold her Welwyn Garden City store in order to focus her full attention on the nearby Hertford business.

Times had been tough throughout the pandemic and the subsequent inflationary challenges, but since that sale the Hertford store and therapy rooms have been revamped and a posh new logo designed.

"Now I only have one shop it means I have gone back to my original roots," says Julie. "I'm really enjoying running and rebuilding the business again especially as I now only work three to four days a week rather than six or seven!"

Although not yet back to pre-pandemic levels, the shop is returning positive growth and the therapy rooms are almost at capacity.

The focus is now on selling face-to-face rather than online, which is much more in alignment with Julie's original ethos.

"The product range we sell has significantly changed," says Julie. "Although concentrating on supplements and herbal medicines, our biggest area of growth is our spiritual and giftware section.

"This has brought in a whole new generation and groups of people who love these items."

This is because Hertford has been undergoing a regeneration over the past few years with new flats and houses and very few empty shop units. The theatre across the street from Julie's store has been rebuilt.

"We're particularly excited about the new artisan bakery opening right next door to us in the coming weeks," smiles Julie, "although I'm not sure that our waistlines will thank us for it."

Connections

Julie also has time to connect with local businesses and the general community.

"As an independent business we get a lot of support from the trade bodies and opportunities to network between stores to see what is working and what isn't," she says.

"I'm fortunate to have a fantastic team of enthusiastic staff who go the extra mile and who all bring different strengths to the business. Hertford is very community oriented – we often see the same customers several times a week and they are very good at recommending us to their friends and family."

The shop benefits from having therapy rooms above the store. This leads to a constant footfall through the shop and the therapists often recommend products from the store to their clients.

"A lot of the new therapists who have joined us are very proactive and are coming up with some great ideas on how to promote their business and at the same time improve ours. Social media seems to be the way to go a lot of the time and it is good to get their feedback, hints and ideas on this.

"We are gradually redeveloping our website and are starting to send out our email newsletters again, reconnecting with customers near and far."

Events

Another innovation is hosting local events, small group sessions such as reiki attuning, sound bath healing, vision board workshops and small nutritional seminars, or larger events at a nearby café including the Viridian Kid's Kitchen Bake off with Oliver McCabe.

As New Natural Business was going to press, Natural Health was hosting Patrick Holford's "Upgrade Your Brain' seminar tour at the local URC church, which was also the venue for a sell-out Medicinal Mushroom talk with Graham Botfield of Mushrooms4Life.

Another coup is to link up with a vegan sous chef who often holds gluten-free and vegan afternoon teas-making sessions. Then there's a connection with a yoga centre that has led to an incredible foraging day.

Face value

As the shop undergoes its process of renewal, Julie's listening to what customers are interested in and trying to adjust the product mix according to those trends.

"I think people are starting to value face-to-face interactions more and are enjoying coming back to the high street rather than just buying on-line," she says.

"Having more events at the shop is bringing in both new customers and those who haven't visited for a while. People keep asking for things they have seen on social media, but also they often seem a bit overwhelmed by all the conflicting information out there.

"I try to ensure that they always get the best advice in the shop and therapy rooms which makes people want to come back."

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