• https://www.facebook.com/Tabletop-Journal-146780348726936/
  • https://twitter.com/TabletopjournalTwitter
  • https://www.pinterest.com/tabletopjournal/
  • https://www.linkedin.com/company/tabletop-journal/

Frances Bull looks after sales and marketing at one of the most ascendant names in tabletop: Studio William. The Stratford-upon-Avon company create and supply cutting-edge cutlery to Michelin-starred restaurants, five-star hotels, and even 10 Downing Street.

Frances — alongside her husband, the company’s eponymous founder and award-winning designer, William Welch — has played a key part in the company’s success, hence why we chose her as the first subject for our new Back-of-House Hero interview series – which will profile those working behind-the-scenes in tabletop and hospitality. Enjoy!

  • https://www.facebook.com/Tabletop-Journal-146780348726936/
  • https://twitter.com/TabletopjournalTwitter
  • https://www.pinterest.com/tabletopjournal/
  • https://www.linkedin.com/company/tabletop-journal/

  • https://www.facebook.com/Tabletop-Journal-146780348726936/
  • https://twitter.com/TabletopjournalTwitter
  • https://www.pinterest.com/tabletopjournal/
  • https://www.linkedin.com/company/tabletop-journal/
What does a typical day look like for you?

I don’t have a typical day, ha! Generally I’m looking after UK and EU retail and hospitality, so I work with distributors around the country and Europe; keeping in touch with larger customers is really my role.

Also, at the moment, we have just been asked to tender for a large project next year – I can’t disclose who they are, but it will be an incredible opportunity for us. We often come up with the designs that fit menus and also interiors and exteriors. So the day can be very varied, obviously I go out for appointments – last week I drove around the UK. Every day is very different.

And how does your role differ to that of Williams then?

William, who started the company in 2005, designs everything that we have, he even designed the office! He’s also the brand ambassador; obviously it’s under his name so currently he’s in the Far East meeting customers or potential customers so they understand what makes us unique in the tabletop world.

My background has always been in the United States selling to retail companies; running companies in that industry. William and I are now husband and wife and have been for some time, when we met it was the right synergy on many levels and when he opened Studio William he asked if I’d like to join him in the company. This was great news!

What are the mechanics of your working relationship?

We come from two different worlds and we both try to think outside the box as much as possible. Of course the unique quality of the company is that William has designed some thought-provoking pieces. When you’re sat in a fine-dining restaurant and you have a pair of tweezers put in-front of you, you’re immediately thinking “what am I going to eat, how am I going to eat it”. There’s a lot of memory-making that we try to put into the customer’s venue.

  • https://www.facebook.com/Tabletop-Journal-146780348726936/
  • https://twitter.com/TabletopjournalTwitter
  • https://www.pinterest.com/tabletopjournal/
  • https://www.linkedin.com/company/tabletop-journal/

Funny you say that: TabletopJournal interviewed the founders of Margot recently and they spoke of your products in the same way

Yes, well that was about looking at what was going on the table and marrying everything up together. We try to listen to the customer and deliver on the experience they are trying to create.

You are Sales Director at SW, how do you tend to find new clients?

Growing a brand in any market-place is a long road. In the beginning getting your name known is always picking up the phone and introducing yourself. But we’ve now become quite established, in the hospitality market especially. A lot of the chefs or the F and B directors have already worked with us and know about our product and our quality control and know everything about us. So we generally get word-of-mouth recommendations.

So customers tend to come to you these days?

I think it’s about a 50/50 split, but it’s definitely becoming a lot more word-of-mouth.

How do you keep on top of latest developments in the industry, is that one of your core responsibilities as well?

We all play that role. The company is a team which is a really wonderful thing. When we go out… we have a WhatsApp group and one of us will send a picture of something for the others to see. So there’s a real collective thought-process. Ultimately, William is the one coming up with the designs and he gets inspiration from his travels and very unique places.

We don’t particularly look at trends, William designs items that are timeless. We have the Olive range that he designed in 2006. As time’s gone by it’s stood the test of time and is one of our bestsellers. The range has really come into its own!

Over the past few years have been developing another brand called Charingworth. Charingworth has the same quality-control and uniqueness, but tends to feature more historical shapes with a modern twist. The Charingworth brand allows us to be more accessible, and tap into current trends, without being too precious.

Another part of your role is Marketing I guess a lot has changed since 2005 in terms of how you market the business as well? Digital marketing has become a lot more important

The importance of mobile and online marketing has really taken off over the years. Social Media and bloggers have allowed us to have a more direct relationship with our customers. We have a dedicated in-house department for that. Cutlery is very difficult to photograph – it can just look flat, or have strange reflections in it and that really set us apart from other businesses.

Yes I noticed that you dont tend to shoot the cutlery with food, do you, I guess that might date the items?

It does. And there’s the whole question of whose dinnerware should we go with. It becomes a question of where you hang your hat, so to speak. We all know the right products, but are these products that we want to put our name to?  It’s very difficult thing…

That being said, we are fortunate enough to have worked with some incredibly talented chefs from around the world. The few photographs we do have with Michelin Star level food has elevated the way our cutlery is perceived. Dishes that have been incredibly well executed, with unique concepts, have a timeless quality about them. It can help potential customers visualize how the cutlery will look on the table with food.

How do you see your role within the business changing over the next few years, or dont you? Perhaps, as Studio William grows, you might take on a more strategic role?

I think one of the things that we have is a really good team. We all have that same passion. I think that collectively we all take that role, we don’t have that hierarchy.

I am always planning for where we want to be as a business, so I guess my role changes as our business evolves. You can’t be everywhere the first moment you open up. We’ve now become established in many countries around the world. Europe is difficult market for us because of language differences and Brexit — we don’t know what’s going to happen! — but it’s still a big focus for us.

You clearly all work very hard and its, I guess, more of a lifestyle than a job

Yes, you could say that…

What are the moments that make it all worth it?

Customer feedback, I think. When you get a customer that writes back an email and says, “Thank you so much, we love the products”. Margot is a great example: they really knew what they wanted. We tried to give them exactly what they wanted and really listen to them, and they were an absolute pleasure to work with.

I’d say that 99% of the time our customers feel the same way. We’ve formed some amazing relationships because we try to give as best customer service as possible. So, yes, I think the comments from the customer make it all worthwhile.

It’s also a great feeling, when a customer calls up and says how much they loved dining with our cutlery at a restaurant they’ve been to. They then want to buy it for their own home! That’s when we know we’ve done a good job.

By Isaac Parham

 

Pin It on Pinterest