Award-winning Nuneaton businesswoman 'heart and soul broken' at shop closure

[dutchman]

A lack of nearby parking, chaos on Queens road with Uber drivers causing daily issues and a slump in footfall has brought an end to the independent firm after a decade



An award-winning Nuneaton businesswoman says her 'heart and soul is broken' after being forced to close her shop. After ten years and multiple awards, putting her hometown on the map, Jo Williams says she has been forced to close Joco Gifts on Queens Road.

She told CoventryLive she has 'worked her socks off behind the scenes' to prevent the closure of her shop, named after her sons, from closing. But, after a decade of working up to seven days a week, she can no longer survive.

"Following 10 years of blood, sweat and many tears, I have had to admit that no matter how much hard work the team and I have put in, it wasn't enough to bring footfall to the shop," she said. "And what every shop needs is paying customers and we just needed more of them to survive. This has had a detrimental effect on my health too and recently my body has given me significant warning signs that it's time to review the future."

The mum-of-two has blamed the loss of the old Co-op car park and the delays in opening a new one as a key reason behind the closure. There were warnings made about the full closure of the car park, which was based opposite her shop, two years ago.

But they went unheard. Instead, she says she has had to go to great personal lengths to boost trade including offering to pay for her customers' parking at one point. But it was not enough.

Not even the prospect of a new 60 space car park finally opening next month was enough for her to be able to keep the doors to her shop afloat.

"This is only a few months away, however the volume of debt both the business and I hold could not feasibly continue and a business decision, removing the emotional element, had to take place," she explained.

"I've invested thousands to stay, based on false promises that the car park was 'coming soon," she added. "The parking, chaos on Queens road with Uber drivers causing daily issues hasn't helped people wanting to walk further up Queens Road either.

"I've worked my socks off behind the scenes, putting in live social selling, loyalty cards, free parking for customers, anything to help boost footfall and turnover."

She added: "The community feel has been lost within the town. The negativity on forums hasn't helped either, the points are often valid, but they are damaging to the businesses still trying to trade here."

From humble beginnings from the kitchen table in her home, she first opened her independent gift store further up in Queens Road before moving to the Abbeygate Shopping Centre. She then relocated to the Ropewalk Shopping Centre before relocating for pastures new - just yards up the road in Queens Road.

Along the way she gathered national attention and recognition, scooping multiple awards - but the impact of what was happening in Queens Road forced her to make incredibly tough decisions. First was losing staff, now is closing the shop she poured everything into.

"What people don't see, are the thousands of tears shed, the hours away from family and friends, the lack of downtime whilst battling to stay afloat," she said. "Never in my life have I been so stressed due to factors outside my control, and the frustration that someone with little to no business knowledge makes catastrophic decisions, but still gets paid every month, whereas I have gone for months with none, for the shop to survive a little longer."

With the shop now closed, she worries for others - and the town itself. "Sadly I worry that investors will look at Nuneaton and wonder whether investing millions will be worth it," she said. "The delays in planning won't be attractive either."

But she leaves knowing that not only did she try for herself, her family and business, but also the town too. She hinted that it may not be the end for Joco as a business.

"A glimmer of hope though is on the horizon," she said. "A buyer has been sorted for Joco and an update will come very soon."

While tinged with huge sadness and anger, she leaves with some fond memories "Joco was started from my coffee table at home in 2015, no outside funding, no help from agencies for start ups, just pure determination to succeed.

"Over the years I've learned lots, met some incredible people and worked with brilliant team members, whether they were with me a long time or just temporary for seasonal cover."

She concluded: "To all our customers, who have supported us through whatever stage during the past 10 years. Thank you, from the bottom of my heart. Joco Interiors Ltd - 10 years have been a blast."