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TIU: Hi Mags, please give us a little introduction to yourself and how you come to be doing what you do…
M: I had this long standing idea that there was a gap in the market locally for vintage and preloved clothes. Really good quality brands and things that people couldn’t buy in the area. This idea had been going on for about eight or nine years.
TIU: What were you doing at the time yourself?
M: I was working with an education charity and before that I was an independent educational consultant and worked across the country with schools and different organisations but I always had this thing about sustainability and green issues – re-using and re-purposing things.
TIU: Have you always had a love of fashion?
M: Yes always. I initially wanted to do something in fashion but I ended up doing the teaching route. I always wanted something that was creative and teaching was very creative in terms of organising learning environments and adapting environments. The way you display things and create atmospheres and situations for children to learn in. Its very practical and hands on. My background is in drama so that all kind of tied together. Then pre-lockdown and during I was doing a lot of work with wellbeing and looking at kids mental health and practical applications of activities, structures and things that kids could do to make them more aware of how they could support themselves and solve problems when they were not feeling great or when facing anxiety. What strategies to use when feeling concerned about something. Very long established, tested things that work and do help to support people. We wrote a complete programme that was based on helping schools recover from the pandemic and a big chunk of that was wellbeing and mental health. We wrote programmes to support staff and children. Practical classroom activities and structured sessions lasting over six weeks ranging from reception to secondary and that was developed and delivered through a lot of Cumbrian and Lancashire schools. But from that I realised there was nothing in the area where people can just go and have that opportunity to explore these ideas. I mean if you get a referral through Mind or specific CAMHS support – that is constantly dropping isn’t it?
TIU: Yes my son is currently on a CAMHS waiting list for issues arising from his autism. It has been a while now that we have been dealing alone.
M: Well, through working with the charity, lots of teachers and schools it was this thing that there really could do with being something where people can learn these practical things that can help them. Before they actually get to that point of referral or specialist help. Its that kind of self awareness thing really. So our idea was can we find somewhere where we can do both? Then on top of that there was a big drop off in the Ulverston area where lots of little groups and organisations just couldn’t find somewhere to meet and utilise a space post lockdown. Lots of things just stopped and were lost. So we had this 3 point idea of can we tie this all together? We started looking at premises – we looked at a lot but non were suitable and then we found here. Because its the whole ground floor we have access to these further rooms that other groups can use whether its individuals or new start ups trying to get off the ground and do things. Maybe they can’t afford hundreds of pounds to book something for half a day. Our room rates start at £10 an hour depending on what people want to do. In the past fifteen months we set up Evermore Vintage which is the sustainability side and we utilise the other rooms for various groups, charities, start ups. We’ve had tai chi, yoga, music groups, rehearsals, local amateur groups, first aid, baby massage and the crochet group meets here twice a week. A big expanse of people that use the space which is nice.
TIU: When you look at the shop itself do you feel you have fulfilled your original vision?
M : I think we have exceeded what we thought we would do. Its grown faster than we thought it would. The great thing is that everyone who comes in is so complimentary about it. They love the fact that the building is being used for something which is really important for a lot of people. Every single thing in the store is second hand except the store rails and one mannequin. We wanted to prove that you can open a store using this green agenda.
TIU: How long was the building empty before you took over?
M: It was empty from January 2022 and we took it on in November 2022 – opened in December. The upstairs was in use but it was almost twelve months the ground floor was left closed.
TIU: Is your customer base mainly Ulverston locals?
M: It’s a real split. We get a lot of visitors that want to buy and understand the uniqueness of what we are doing. People from cities and from out of the area who have experienced this kind of store before. They liken it to stores in York and Glasgow, They love that its a Grade II listed building that is being used for something different and not being turned into a bar or restaurant. They like that the unique qualities of the environment match what we are doing which is nice. People always comment on the layout and the variety of stock we have. There is also a real hardcore base of locals who buy again and again – our regular client base. We also have drop ins and first time finders who declare to return and they do.
TIU: With so many events happening in Ulverston you can rely on Festival season to bring traffic?
M: Festival season for us last year was really, really, good. We didn’t know what to expect but presumed there would be a lot of people coming in. Footfall was well above what we presumed. Because we open both Saturdays and Sundays during festivals that makes a massive difference to us in terms of business and promotion. We also find later opening hours are popular.
TIU: Your location helps with that I think I know a few store holders tucked away in town that don’t get that sort of traffic infusion during busy events.
M: We are so lucky and fortunate as we do benefit from that.
TIU: What are your bestsellers? When we ran Vintage American Men’s T-Shirts and crazy Christmas jumpers were ours.
M: Dresses are popular and biker jackets too. We can have rails of biker jackets and they all go. Doesn’t matter the colour or brand they disappear the minute they go out. Band t shirts are popular too as nowhere else in the area does them. It tends to be sweaters if its really cold unusual ones and those nordic style and fair isle jumpers. Really nice leather bags do well too.
TIU: What grade of Vintage do you sell?
M: I think its Grade A and A+ alongside our preloved items. The vast majority of the preloved is actually new with or without tags but we cant sell it as such because of trade descriptions. Some preloved things we have are worn once. Anything that is vintage is inspected and double checked if there’s a button off or a torn seam I just don’t sell it. Unless it can be repaired properly.
TIU: Who are your favourite designers?
M: I am lucky I have a few older Alexander McQueen pieces – I don’t wear them that often they are usually packed away. I like classic things that you might put a twist on and I like colour. I wear a lot of black but I always add colour. I tend to go for what appeals to me personally.
TIU: Would you consider running a personal stylist service?
M: We have talked about it. Last year we did a fashion show linked to the eco fair and the models involved in that needed to pick out from our selection and a few of them were unsure of what they liked or suited. During that process myself and the other girl who organised the show were helping them along, using their colouring and trying to extend their outfits it was all about speed and it was a fast turnover.
TIU: There is a skill in that, I know I have Winter tones with my pale skin and grey hair and there are some things that just won’t work on me.
M: Colours are so important. We have a really lovely regular client who only goes for Yellow because she knows it her colour.
TIU: It’s easy to be drawn to what you like but perhaps isn’t what suits you best.
M: We had a client in last week who knew instinctively which red blazer she would have because of the subtle tone difference. She put on the one she knew would work and it looked amazing.
TIU: Tell me more about some of the collaborations you do here…
M: Grange Emporium come at the end of every month when the year gets going and they do pop up vinyl in the room directly opposite our main doors. Its self contained and they bring all their gear and are here all day. They do vinyl records, CDs and music memorabilia. Helen who runs it is just fantastic she has a really great musical knowledge and really knows what she’s doing. We regularly have stock that we sell between us now and we are building up our own stock on that side of things. Its been lovely to have a regular pop up happening.
TIU: Anyone else locally that you might collaborate with?
M: We had Vault who did a pop up with us in the main area for the whole of December. They changed tack recently and have decided to focus on festivals and online which suits them.
TIU: Are you online?
M: No because this has been all consuming. Maybe in the future I might consider it but when you have room hire, bookings and a shop it keeps you very busy.
TIU : The customer service I found was the most difficult with online sales.
M: Yes you don’t want to miss anyone – orders, deliveries – you really have to be on the ball.
TIU: Our online store was setting us back £50,000 a year in postage alone by the end of it the accountant was advising us to go solely bricks and mortar. So have you always lived here in Ulverston?
M: No I was born in Barrow and went to University, came home again and lived in Dalton before moving here. We travelled and worked all over the country. It’s been a good home base for us. When I was regularly doing a full day delivering training in London I would go down by train from Ulverston. It was London, Birmingham, Manchester, Liverpool and Leeds.
TIU: I think Ulverston benefits from people who have moved away and then returned.
M: Just having that other aspect and understanding of working in different geographical areas across the country and with lots of different people – it gives you a fresh outlook. It helps us to do what we are doing here. You really have to know what’s going on elsewhere so a lot of it for me is making sure I keep on top of what other people want. Buying and wearing trends because the catwalk style and high fashion or popular fashion is all a massive cycle and are influenced by what is considered vintage styles. Not necessarily 50s or 60s styles but the kind of clothes matters and the quality matters.
TIU: What are your plans for the next few years here at Evermore?
M: This year is about becoming more established. We still get visitors saying they didn’t know we were here so we are going to work on promotion. We know for some people we are a regular stop off point. These people will come to Ulverston and tell us this and so we want that to be the case for more people. People saying – “I’m going to Evermore today – that’s what I’m doing!”
TIU: It certainly helps to put Ulverston on the map. You are well served by nearby bus and rail links, (well, when the rail is operational anyway). I would love to see more of the younger population taking up the vintage baton here.
M: You would be surprised we actually get a lot of regular younger customers – UVHS 6th formers definitely as well as late teens, early 20s. Also the younger teens wanting t-shirts, badges, jewellery, jeans and accessories.
TIU: That’s good to know. Starting to create identities.
M: Yes and it might sound crazy but as well as vinyl…
TIU : Oh, vinyl! I sold and gave away my vinyl collection and now I am buying it all back!
M: So many people are doing the same thing. But we get younger teens in here looking for CDs.
TIU: No.
M: For them its retro.
TIU: I guess I am retro now too! Actually technically I am vintage. Not quite antique.
M: A group of girls came in recently and one of them actually shrieked on finding the CDs.
TIU: I guess I am out of touch for that age group – my daughter is 20 and my son is 10. CDs have never been too involved. All of mine were disposed of years ago although I kept sentimental cassettes.
M: There’s a massive resurgence in cassettes on the back of programmes like Stranger Things. The whole 80s genre. When the next season comes out we will get that all over again.
TIU: I was never really much of an 80s fan. I lived it but I didn’t care for it. I think the 90s surpassed it all for me.
M: Kids do like retro tech they are into Walkmans and vintage cameras. That might be one area we get into as well as vinyl.
TIU: Would you ever branch into homewares?
M: We have never considered that at all. I get lots of people asking if we sell furniture and we have to turn them down. It’s more complicated, more legislation and I presume sourcing good quality pieces with delivery etc is harder. I am not sure if that’s a future option for us or not.
TIU: Ulverston and surrounding area is pretty well stocked with charity shops selling those kind of wares and individual vintage sellers here and there but you do have the space here to do that.
M: The only thing I might consider – very popular and niche – is Mid-century. Loads of people love it, massive demand and because of that prices have risen. We might get a collaboration going – might do a pop up here possibly if anyone in the local area or even out of the area was interested, I think my head is too full of stuff to consider anything else.
TIU: Finally, do you have any favourite Ulverston haunts to share with us?
M: I just adore Ulverston, the whole town. It has its own soul and character and you can feel it immediately when you arrive. If you look upwards almost anywhere within Ulverston you will notice something that you hadn’t before. Its a unique place and its important to keep that going – which is another thing we want to achieve here. I love the heart of the town. We are lucky that we live close enough to walk everywhere we don’t need to get the car out. We can shop, go to the cinema, go for a meal or meet friends and that’s absolutely brilliant. Its great to have bus and rail so close by and The Roxy I love. The Coronation Hall. All of these things! The amenities are there and its easy to get what you want but the proximity to the beach for me – that’s a big thing. Plus the amount of green spaces we have here.
Evermore Vintage is situated on the ground floor of the old Barclays Bank Building in County Square and open Tuesday and Wednesday afternoons and all day Thursday, Friday and Saturday (Saturday until 5.45pm).
