Gareth Mellor was trained by and worked for chocolatier Paul A Young in London, after returning home to the North East he decided to 'go it alone'. In 2010 he acquired a small retail unit in a prominent position on Tynemouth Front Street. As it was his first venture he approached Quay Shop Fitters for advice on how to maximise the potential of the shop and with the support of his dad to get the business up and running, subsequently 'Gareth James Chocolatier' was turned from a dream into a reality.
There were six main objectives that had to be taken into account with this project:
1. The main objective was to provide a retail approach so Gareth could display his handmade chocolates. To accentuate this we used stylish wooden fixtures counters coupled with marble to create attractive presentation areas to display his products. The result is there for all to see, ‘Gareth James’ products are visible to the customer as soon as they walk through the door, giving him the best opportunity to showcase his products and maximise sales.
2. During the design process we were also very conscious of the conditions under which chocolate must be stored, so tight climate control of the shop was a major factor in the design. Air-conditioning has been used to regulate the temperature and placing the chocolate on marble surfaces helps prolong the shelf-life of the products. We also used low voltage lighting and applied a solar film to the glazing units of the shop, this reflects the UV rays and heat without blocking any light from outside, therefore giving the shop a bright, open feel whilst maintaining that crucial temperature to ensure the products are at their best.
3. As we were working with a small floor space operational efficiency was a must. The main trade for the business was to sell chocolate, however Gareth also wanted to create other streams of revenue such as speciality coffees and ice cream. Quay Shop Fitters suggested 'snug' areas in the shop using tub chairs and small round tables to subtly create a comfortable relaxing atmosphere for customers to be enticed into the shop to enjoy their beverages and ice cream.
4. The turnaround time for the project was only two weeks! As the shop is located in a coastal town Gareth wanted to be open in time for the start of the summer holidays, in turn capturing the seasonal trade. All of the chocolate is made on the first floor of the premises and has a relatively short shelf-life so Quay Shop Fitters had to co-ordinate the manufacture of the chocolate with the completion date therefore meeting the deadline was absolutely crucial.
5. As the business is situated in an affluent area the shop has to "hold its own" on the High Street and Quay Shop Fitters created a look that set it above the competing surrounding shops and cafes. The brief was to create a modern look for the shop, with a stylish interior and simple exterior signage this objective was not only met but exceeded.
6. Gareth hopes that this will be his first of many shops and so QSF were conscious of creating a brand for Gareth James Chocolatier with the use of a logo and colours that would be easily recognisable to customers and also easy to replicate in his future ventures.