Made to Last Q&A: Interview with Joel Chudleigh

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An Interview with...

Joel Chudleigh

Co-founder of Made to Last

By Clare Heighway - 12th November 2014

Joel Chudleigh, the co-founder of quality British goods online retailer Made to Last talks to us about business.

Tell us about yourself, Joel.

I am married with a 9-year-old son. I enjoy spending time relaxing with family as well as doing adventure sports such as rock climbing, surfing and snowboarding. I also like music and films and read a lot – a mix of fiction and non-fiction. I am really interested in sustainability and read a lot about business and sustainability issues as well as psychology and marketing (my background is in digital marketing). I appreciate a good sense of humour and humility in people. I care a lot about how people treat each other and get enraged by the growing number of injustices and inequality in the world.

Tell us about why Made to Last was started?

Many businesses are making great products but lack visibility as they are overshadowed by the large corporates that dominate UK retail sales. If people can get access to better products that stand the test of time and that are manufactured in the UK we believe that they will be interested in thinking longer term about their buying decisions. With Made to Last we are aiming to address these issues by helping to connect people with suppliers of products that really do last, and where the supplier is proud enough to offer a proper guarantee on them.

What's the best business advice you've been given?

When something is not working stop doing it. Sounds simple I know but there have been many times when your emotional commitment to an idea or strategy causes you to suspend reality and continue down an irrational path. I have wasted time and money due to this a number of times so this piece of advice has served as a good reminder to reign myself in when things are not working despite my best efforts or intentions.

What has been your biggest challenge since launching?

Our biggest problem will be raising awareness of Made to Last. We come from a digital marketing background so have plenty of ideas and the ability to execute them but lack the budget of many of the businesses we will be competing against so need to manage a tight ship.

What's been your biggest highlight?

The reaction to the business idea from everyone we speak to from customers, suppliers and others in retail – everyone has been incredibly supportive and kind.

Do you have any advice for others who are thinking of starting their own business?

Never underestimate the work involved in setting up your own business. It is not the route to an easy life. Make sure that you research and test new ideas before investing in them – we all have crazy ideas at times so just need to qualify them before turning them into businesses.

What do you think is important in developing a successful British brand?

Most important of all is a passion for and a personal belief in what you are doing. This will mean that you are always motivated. Also, never forget your manners, treat people fairly, be authentic and let your personality show in your communications. In the UK it is important to not take yourself too seriously but to be serious about what you are doing.

Do you have any favourite British brands?

Loads; all of the brands that you find on our website are there because they are making great products and are generally a great bunch of people.

I think that Rough Stuff Oak are one that stand out as their products are all manufactured by prisoners at their local prison - It is great to see companies like this combining commercial ideas with social initiatives.

All of our suppliers have a strong belief in British manufacturing and are helping to support these key industries – there is unparalleled expertise in our country in many industries and we need to protect this knowledge through preserving our home grown industries.

How do you manage the work/life balance?

I always make sure to spend from 6.30pm to 8.30pm with my wife and son before he goes to sleep but I usually end up working after that rather than spending time with my wife unfortunately - hopefully that will change in the near future.

Weekends are largely spent with family and friends too but there is always a bit of work to finish off from the previous week or to prepare for the coming week.

Visit Made to Last at www.made-to-last.co.uk

Made to Last are a Best of British member.

Read more about them here.