Sam Yair and Emma Gilbert met due to an unfortunate netballing accident, brought on by long legs and a rather competitive nature. Broken arm behind them and discovery of a shared interest in art, they became best friends. It was then they decided that one day they would combine their talents and start their own business.

Seventeen years later and it finally happened. In October 2004 Aspire Interiors opened - the vision of two Coventry women. Aspire celebrates beautiful and classic design from established brands and exciting new creative talent, retailing the best in interior accessories and giftware. Emma said "Starting our own business was a huge step as we both had good jobs and salaries, I was a marketing manager for Fox’s Confectionery and Sam was a design engineer for Motorola."

"We talked about opening a shop for years – dreaming about how great it could look and what we would sell. We were frustrated with the lack of stylish design outside London especially when there are so many exciting new designers around. Then on Sam’s hen night and after several drinks, we just said "we’ve talked about this long enough, lets do it". That was in May last year and by October Aspire was born"

Aspire Interiors is their vision of a shop in the Midlands full of unique, modern and stylish interior gifts and accessories.

Sam and Emma had no previous experience of running a business, just a passion to do something different. They have received help from several startup agencies including Business Link, Princes Trust and the Women’s Business Development Agency. They gave Chicklit some advice on the best way to go about starting your own shop.



Business Planning
As with any new business a solid business plan in critical. Producing one helps crystallise exactly who the target market is, who the competitors are, what the market wants and how much money is needed to break even! It is also good to look back over when you lack inspiration as a reminder of your vision.

Get a good accountant
Keep your books in order, otherwise they can quickly become a nightmare.

Financial planning
Consider all the usual things you would want with a regular job and how you will provide for them in the future, such as pensions and life insurance.

Shop Lease
Commercial property landlords are nervous of business start-ups and will favour established businesses or ask for large deposits. Business start-up organisations can help put together a supporting case and can help with negotiations.

Customers
It goes with out saying that they are the most important, understand from the outset who they are. Have in mind your ideal customer – where they live, what they do for a living, who their friends are, where else do they shop … then base your shop and stock around them and don’t try and be everything to everyone.

Befriend Local Shopkeepers
Local shopkeepers are full of useful advice about the area and customer types. Also very handy if you run out of teabags!

Talk to the local council
In Warwick there is a local town manager – lots of tips about what is going on and any activity you can get involved in and grants you may be able to apply for.

Women in Business
Find out if there are any local women in business groups in your area – they provide useful advice and support. Emma said ‘we used a local agency in Coventry, who were very helpful - The Women’s Business Development Agency 02476 236 111’




In the future …
Aspire has grand plans for the future, with further expansion planned next year. In the meantime they are doing consumer exhibitions and working with local businesses and interior designers to take their style in new places, as well as setting up a retailing website to go live May 2005.

Aspire Interiors is at 30 Smith Street, Warwick, 01926 411412, www.aspireinteriors.co.uk