‘The reality is it’s been quiet – a lot quieter than I ever expected. Saying that out loud is hard.’
Jessica Williams, owner of Spuddy Lovely, has made a plea for people to try to support her business(Image: Create & Capture – by Courtney Gleed)
A year after people were queuing out of the door of a jacket potato shop in Swansea, the owner of the shop has said business has dried up so much it’s left her questioning herself and the business.
Jessica Williams opened Spuddy Lovely at Sterry Road in Gowerton last year, and she said at the time how the business had got off to a great start, with people queuing out of its doors to get their hands on their fix.
Ms Williams, who runs the business with her mum Julia and her friend Ebony, said at the time: “We’ve been so busy every single day. I get new customers every day, but I always get returning customers.”
But now Mrs Williams, who made a brave decision when launching the business, with the help of her husband Shaun, as she had only 12p left in her bank account, has posted a heartfelt message to customers asking for any feedback on how she and her team can help make their business busy again after a massive decline in trade.
She said: “I’ve been putting off writing this because, if I’m completely honest, I’ve had to swallow my pride to post it. I’ve always told myself I’d be raw and honest on here, so here it is.
“So many people ask me: ‘How’s the shop going?’ And I always say: ‘Amazing!’ I’m so proud of what I’ve built. But the reality is it’s been quiet – a lot quieter than I ever expected. Saying that out loud is hard.”
Ms Williams explained that she’s found it difficult not to take things personally. “When you run your own business, especially something you’ve poured your heart, soul, time and money into, you can’t help but feel like the quiet days are a reflection of you,” she said.
“You start questioning everything. Am I doing something wrong? Do people still want us here? What can I change? How do I make things better? And behind all the exciting things you see on social media, the awards, the achievements, the new ideas and the smiles, there are bills to pay, wages to cover and the constant worry that comes with running a small business.”
Ms Williams first started her business selling jacket potatoes in a horsebox in May 2023, looking to fill the gap left behind when one of her favourite childhood restaurants closed. She took her horsebox around pop-up markets, weddings and other events and gained a cult of loyal customers, before opening a permanent shop in January last year.
She reflected: “Spuddy Lovely started from a little horsebox and has grown into something I’m incredibly proud of, but right now, we need a little bit of help from the people around us. So I’m swallowing my pride and asking, is there anything we can do?
“Is there something you’d love to see on the menu? A deal you think we should run? Something different you’d like us to offer? Something we could improve? Please tell me. Honestly.
“And if you’ve never visited us, or it’s been a while since you last came in, we’d absolutely love to see you. Even if it’s just a coffee, a quick drink or a cheeky spud.
“Because every single customer makes a difference to a small independent business. I’m not writing this because I want sympathy. I’m writing it because I care too much about this little business to sit back and pretend everything is fine when it isn’t.
“I don’t want to give up. I want to make it work. I just need to know what you want from us and how we can make Spuddy Lovely a place you want to keep coming back to.
“So, if you’ve got an idea, tell me. I know I’m not the only business owner in the hospitality sector who is feeling the pressure. So if you fancy a spud this week, you know where we are. Thank you for all your support.”
Mrs Williams’ message led to support from the community overnight. She added: “We’ve been super busy today and I am so so grateful. We have sold double the amount of spuds we normally do by this time and we have sold out. But I will put extra in tomorrow, hopefully the business will continue and we can get the extra oven on tomorrow.”
Spuddy Lovely can be found at 50 Sterry Road in Gowerton. Its Facebook page can be found by clicking here, and its Instagram page can be found here.
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