Phil and Erica
Bradford, Yorkshire

Email: phil.wilkinson@silverdazeuk.com

When Phil and Erica joined Silverdaze in October 2007, they were no newcomers to the retail industry. Phil had racked up an incredible 37 years of working long hours, often leaving for work and returning home in the dark. Erica had worked in retail since the age of 16 and for the latter 7 years ran a successful bridal business. "We hardly got to see each other and thought there's no point in carrying on like this" So, in May 2007, Phil took early retirement from his position as Store Manager at House of Fraser and he and Erica began their search to find a business that would give them the freedom to do what they wanted.

"We looked at different things, we knew what we didn't want to do!" Phil explains; "I mean we'd both already done clothing and we didn't want to do anything food related, then we came across Silverdaze, which was by far the most impressive web site and here we are! "My parents had great plans for their retirement," says Erica, "But then they died early...you never know what's round the corner! Now we get to see more of each other, choose where and when we want to work and are able to take holidays together. We've been on a Caribbean cruise, to a wedding in Dubai and now that we've established ourselves we are even planning to take Christmas off, which would have been unheard of before."

"We're not playing about," says Phil, "We knew we still needed to make a living. We gave ourselves a year to establish ourselves and it has taken that long, but people come back and ask for us now. We joined what we refer to as the craft fair circle and tour all the Yorkshire fairs, about 10 different indoor venues, which we visit at least once a month." "I don't do outdoors!" pipes up Erica. "Yes, we discuss everything," replies Phil, "Until we come round to Erica's way of thinking! Turning up on a regular basis means that we get regular trade. We've built up a real circle of friends on the circuit and get good advice about what works."

"It's been a real eye opener," adds Erica, "There are some curious, crazy craft people out there selling all sorts, including a tailor for teddy bears. It's been great for networking and I'm even confident enough to stand on a friend's Aloe Vera stall now. That's the good thing about there being two of us, as one can go off for a break. We each have our own roles and know exactly what we're doing and can be set up in half an hour and out in a quarter. And if customers don't believe my compliments, they can always ask Phil for a second opinion."

We constantly challenge and motivate each other and are always coming up with new ideas to improve our business. We run a monthly free draw competition for our customers and once we have their details can e-mail them to let them know where we'll be and of any special events coming up. We do a lot of charity work and visit two local hospitals twice a month. We make a point of getting to know our customers, especially at the hospitals, it's important to remember who's had what operation and who's waiting for what results. It's equally important to remember who's bought a present for an exam result, engagement, christening or other occasion.

"Our average turnover is about £400 per event," states Phil. "This year we're aiming to increase our turnover by 25%. We don't restrict ourselves tightly to any one area and we keep at it until we reach the targets that we set ourselves." "Because we're so busy on the circuit we don't do many parties, but when we do," adds Erica, "they have a ball. I think the word 'party' is a bit off putting as people suspect it will be like the party plan schemes in the 80's, but Silverdaze parties are just not like that! It's very different now from in the days when I sold dried flowers as part of the party plan scheme.