Sector trends

The Shortbread Company

As part of our showcase of inspiring independent retailers, West Midlands-based shortbread maker Diana Reid talks about her experiences of trading in 2020.

09 Nov 2020 . 2 min read

The idea for The Shortbread Company was born from Diana Reid’s desire to support her two daughters’ love of baking, and began with boxes of homemade shortbread being sold to family and friends.

Fast forward and the project has blossomed into a successful business supplying homemade shortbread in a variety of flavours – from a festive Terry’s Chocolate Orange to strawberry and coconut – for weddings, corporate gifts, events and kitchen cupboards everywhere.

How have you found trading this year...

...and have you adapted your business in any way?

“This year has had its ups and downs. Overall, we have been lucky enough to have continued trading throughout the pandemic, being as busy as we ever have been before. We haven’t done anything differently in the run-up to Christmas this year, but we have put all of our efforts into our online marketing campaigns.”

Join an accelerator programme that can help you get started and grow your business with the right support and a community of other entrepreneurs

Diana Reid

Founder at The Shortbread Company

How important is it to support local and independent businesses?

“I feel it is very important to support local and independent businesses – to help those businesses and your local economy to grow, and to support the real people behind those businesses. By supporting local, you are showing your support for people who put their passion into what they do.”

What advice would you give to entrepreneurs looking to launch?

“Find a community of likeminded people. Join an accelerator programme that can help you get started and grow your business with the right support and a community of other entrepreneurs.”

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