I’m Gail and I’m the co-founder and joint owner of Crackpots, which I run with my business partner Alison. My role in the company is as the creative, so I make all of the products by hand and come  up with new design ideas. My career has been an exciting and varied one but my creative flair has  stayed with me throughout. After leaving school at 16, I trained as a chef which took me to  Switzerland for a year where I worked as chef whilst learning Swiss-German and gaining a passion for the cuisine.

Another highlight of those early years in my career was serving the Queen during  her trip to Leicester, my home city. I then went on to start my own catering business where I  specialised in gourmet desserts - which I sold to large restaurants - and luxury wedding cakes in  the 1980’s. Having my children changed it all, as I realised I could not longer work the unsociable  and demanding hours the catering business entailed, so I turned my hand to crafts and began  making salt dough (which was very fashionable in the 90’s!) After several years touring the country  selling at fairs and a change in craft to crackle pots too, I decided to train to become a driving  instructor, where I had my own driving school business for six years. I loved being a driving  instructor, but unfortunately I sustained a severe back injury which meant I could no longer spend  so many hours behind the wheel. It was during my recovery from a back operation, in 2011, that I  came up with the idea of our tissue box covers and my business partner, Alison and I started  Crackpots.

What is your day-to-day role in the company?  

I am the creative lead within the company. I choose all the designs for the tissue box covers and  waste paper bins, using my extensive knowledge of the latest trends within the world of interior  design. I have a keen eye for attention to detail so each and every Crackpots product is  handcrafted beautifully, and made with love.

How do you set yourself apart from other businesses in your industry?  

Crackpots is a unique company as we are one of the very few companies specialising in decorative  tissue box covers and believe we are market leaders in this field. All of the products are made by  hand here in the UK in our workshop on the Lincolnshire coast. The finish of our products is what  sets us apart from others as our tissue box covers are supreme quality and finished to the highest  standard from sustainably sourced wood. There is an extensive range of designs to choose from  and our customer service is second to none.

What is the single most important decision that you made, that contributed to your business?  

The most important decision was to be confident enough to expand my work space as the  business began to grow. In order to do this, my business partner and I purchased a large plot of  land on the Lincolnshire coast and built our dream workshop with enough space to run the day-to day business activities and expand our product range. Currently this is big enough to cope with the  increasing demand, but I do believe there may come a time when we will have to expand even  further to accommodate our growing team.

What would be your top marketing tip to grow a business that is niche?  

My top tip is to stay true to yourself, believe in your product and ensure you share the brand story  with your customers to define what makes your business unique.

What are your responsibilities as a business owner?  

I believe I am responsible for meeting the expectations of my customers by providing quality  products and giving excellent customer service. I am also responsible for helping protect our  environment by using sustainable materials and reducing my carbon footprint. I also try to be the  best manager I can be by taking care of my employees and giving them support and  encouragement to achieve their full potential. 

What do you think gives a brand longevity?  

Brand longevity is all about moving with the times, being up to date with latest trends but making  sure the product is timeless and the quality of our products is consistent. It is also about nurturing  and maintaining positive relationships with our customers to ensure customer loyalty.

Describe your business in three words.

Quality, Care and Enthusiasm.

Is word of mouth working to your advantage?  

Yes, because the most common feedback I receive is “ the product is even more beautiful in real  life”. The customer will then pass this on to their friends and family. We receive so many  recommendations and returning customers who buy pieces as gifts for friends and family. Our  extensive range of patterns and styles means there really is something to suit every home interior.

Is it possible to build a s strong and successful business without social media. If yes or no, why?  

Yes, it is possible to build a successful business without social media, as so far our social media  presence has been limited, but we understand the addition of a strong social media marketing  campaign can accelerate a business to the next level. We recruit our team members to help where  our skills are lacking so this is something we are working on to improve and develop with a team of  professionals at the moment.

What are your top three tips to hire and develop new talent?  

Competitive salary and employer package. The encouragement of personal and professional  development from managers to their employees. Ensuring your team feels secure and part of a  team.