Sweet taste of success for Shropshire shop-owner
A Shropshire entrepreneur is bucking the trend in tough economic times and expanding his greetings card and gift business to include a sweet shop.
Paul Howl, who started the Green Ginger Card company in Shrewsbury’s Pride Hill Shopping Centre some six years ago has saved the former Candy Bar Sweet Shop, just a few doors away from his card shop, from closure.
And after re-branding the sweet shop and bringing it under the Green Ginger umbrella he says he’s looking to increase trade and stamp his own brand of quirkiness on the sweet products on offer.
He said: “I’m really pleased with the way Green Ginger Cards has gone since we launched just over six years ago. Times have been tough but sales are up year on year and we are definitely growing, no doubt about it.
“I tried to cut costs and ride out the storm when the economic downturn really bit. I think we did well and, while some firms went under, we stayed strong. I’m really pleased and that has given us the opportunity to expand into the confectionery business.”
He added: “When Candy Bar closed I thought there was an opportunity there that was too good to miss. I intend to increase the products on offer while retaining the old favourites our regular customers clearly like.
“We have tried the same thing with Green Ginger Cards. Some of the cards we sell are off the wall but really successful. For instance, we sell a huge amount of greetings cards for cats and dogs.
“It’s amazing but so many people want to give their pets a birthday or Christmas card it’s incredible.
“We also began selling Welsh language cards and now find we have regular customers travelling from small Welsh villages into Shrewsbury just so they can buy their birthday, Christmas or other greetings cards.”
He added: “I’m going to try the same principle with Green Ginger Sweets. By offering something a bit different and something maybe a bit quirky I’m hoping we can build up a niche market.
“We are already selling lollipops personalised with children’s names which are going well. But I’ll be trying out a few different things such as chocolate boxes with local scenes portrayed on the box.
“It’s actually amazing how many tourists visit Shrewsbury, there’s far more than I ever imagined before I started Green Ginger Cards.”
Kevin Lockwood, Manager of the Darwin, Pride Hill and Riverside Shopping Centres, said: “It’s always good to see a business flourishing and Paul has done that with Green Ginger through his innovative and imaginative approach.
“We’re very proud of the mix of high street names and independent that we have here at the Shrewsbury Shopping Centres and Green Ginger is an important part of that retail offer.”
And Paul adds that Green Ginger Cards and Sweets, the name being in homage to Hull where he studied economics at university, has been good for jobs as he’s created four new roles since opening the sweet shop.
He said: “The name Green Ginger comes from Hull it’s true I’m afraid. There is a small narrow street called Land of Green Ginger in Hull city centre and that’s where I got the name from.
“I graduated from Hull University in 1980 and the name is a nod to Hull, a place I really enjoyed living.
“On the jobs front, we have employed a lady who lost her job when Candy Box closed which has to be good news and we have managed to retain two members of our Christmas staff on part-time contracts which is also pleasing.
“And my partner, Gilly, is helping out by managing both shops when I’m not there.”
He added: “I’m very optimistic Green Ginger Sweets can be a big success. And keep an eye out for some of the weird and wonderful things we will be selling soon!
“I want to look after our local trade and then slowly tap into Shrewsbury’s visiting trade. I’m positive about the business and want to grow the Green Ginger name slowly on solid foundations.”
