When did the store open and why did you decide to open it?
I opened the shop in September 2017 having spent the previous couple of years painting furniture for people. It actually came about as a series of lucky circumstances and an opportunity I simply couldn’t let pass me by. There had been an Annie Sloan stockist in Dorking for a few years and I heard she was about to close. Having been buying my Chalk Paint from her for years I thought I’d seize the opportunity and apply to Annie Sloan directly to be her new stockist in Surrey … I was lucky … she said yes!
Tell us more about where it’s located?
Dorking is a beautiful town surrounded by breathtaking countryside – all easily accessible from London. It is full of history, culture and independent spirit where people can explore unique boutiques, art galleries and antique shops, enjoy locally sourced food and drink, and experience a thriving arts and events scene. Dorking is the perfect mix of heritage, hospitality and adventure – it’s a fabulous place to visit.
What inspired the shop’s name?
Westcott is a beautiful village just outside Dorking and it’s where I live … Williams is my maiden name.
How did you discover Annie Sloan paints?
We bought our home 13 years ago and basically started haemorrhaging cash! So much more needed doing than we’d initially thought which left no money for the new furniture I wanted to buy. Annie Sloan Chalk Paint was (and still is!) the perfect way to refresh the old furniture we already had. The two biggest successes have been painting the old kitchen using Annie Sloan Chalk Paint … oh, and our dining room floorboards. It’s a quick, easy and affordable way to transform a home without spending a fortune!
Tell us about the shop, what does it stock?
I think the theme of my shop is colour! I love colour! Annie Sloan Paints are the perfect answer for bringing colour into people’s homes added to the satisfaction of people being able to do it themselves. We have lots of beautiful home accessories, from painted furniture to soft and squishy cushions, mirrors, lamps, and lots of gorgeous gifts too. Absolutely everything in the shop is for sale … one of my pet hates is when you go into a shop and want to buy something but you’re told its for ‘display only’ …not here … everything is up for grabs!
How does stocking Annie Sloan paints enhance your store?
Many people refer to my shop as the pretty paint shop. I’ve stocked Annie Sloan paints since the day I opened. I would say they are the focal point of my business … as well as running regular workshops teaching people how to use it, my regular customers are always popping in for inspiration, advice and of course to buy their paint. In addition, I have lots of beautiful home accessories which are prefect for dressing the furniture I have painted.
Tell us about the Chalk Paint workshops you run
Our very popular workshops are run by Annie (Keetch not Sloan!) in her studio behind the shop. In the past 8 years we have welcomed over 1,300 people into the studio to play and create with Chalk Paint. Our workshops even got a mention in The Times a couple of years as one of ‘The 21 best things to do in the UK when it rains’ … have you seen the forecast?!?!
The most popular workshop by far is the ‘Learn to Paint the Annie Sloan Way’ core techniques workshop which runs for 3.5 hours about three times a month. Our Full Day workshops are becoming increasingly popular where people learn some of the more decorative techniques too.
Our most recent offering is for people who have come on a workshop previously to bring their own piece of furniture in and paint it here with Annie on hand to advise.
Other workshops include lampshade making and painting a pot. We’re always throwing more ideas around for workshops too and recently hosted a Moodboard workshop run by a local Interior Designer.
What’s the most memorable customer experience you’ve had?
A few months ago a lady came into the shop who looked very familiar … even though she’d never been in before. As we chatted it gradually dawned on me who she was … she was my English teacher when I was 15! The tables turned when she booked on one of my Annie Sloan painting workshops and I taught her how to get the best from Chalk Paint! She’s now a regular customer and although it’s taken a while, I can now call her by her first name rather than Mrs ….
