Young chocolatier sweet on reviving our high streets
People haven’t wanted to go into the big towns and cities... They are coming into the smaller places and finding all that they need Joe Vaughan
BRITAIN’S youngest chocolatier has backed a campaign to help Solihull centres and high streets during the coronavirus crisis.
Joe Vaughan opened 1683 Chocolate Place in Knowle just weeks after his 16th birthday and makes almost every one of the sweet treats on sale himself.
The 21-year-old, who is a director of local business group Visit Knowle, is among the traders to voice their support for the borough’s newly-launched Support Local campaign.
The council-led publicity drive reminds residents that shops are open for business, and also promotes Covid-19 guidelines.
The business-owner, who also lives in the village, said there had been “fantastic” support for smaller firms since lockdown and hoped this would continue.
“They really like to be able to come into my shop and see me make things,” said the former Solihull School pupil.
There have been suggestions from the British Independent Retailers Association (BIRA) that many smaller outlets have benefited from a shift in shopping habits since lockdown – helped by more people working from home. “People haven’t wanted to go into the big towns and cities, they think the risk is much higher,” said Mr Vaughan.
“They don’t think it’s worth the risk. They are coming into the smaller places and finding everything they need.”
Mr Vaughan took the unusual step of deciding to set up straight from school and described the shift to working up to 12 hours a day as “a bit of a shock”.
Having to adapt to such a steep learning curve proved valuable experience, with all businesses having to make huge adjustments when the pandemic hit.
For 1683 Chocolate Place, it meant a complete switch to online, which had initially been launched last autumn.
The business was able to reopen its High Street shop once lockdown restrictions were eased. Mr Vaughan has been pleased by the support from customers, who are once again able to buy best-sellers like millionaire shortbread and salted caramel over the counter.
But he said it was still “incredibly difficult to plan” in the current climate.
“We’re trying to plan for Christmas, which is our biggest time without a shadow of a doubt,” he said.
The crisis is likely to impact on events the shop would usually hold over the festive period and it’s still proving difficult to source some supplies after factories’ lengthy shutdown.
The recent rise in infections in the borough is a reminder why the campaign also pushes the importance of “shopping safely”.
As well as its Support Local initiative, the council has backed a £200,000 support package to get centres back on their feet.
Coun Karen Grinsell, deputy leader, said there was a lot of work going on with businesses and community groups.
“The places that feel safe now – in the Covid world – are doing really well.
“So the way we can improve our town centres... for them to feel safe obviously works.”