upholsterer & soft furnisher magazine

June/July/August 2011

Official journal of the Association of Master Upholsterers and Soft Furnishers www.upholsterers.co.uk

ON THE MOVEAMUSF’s new home in High

Wycombe

GOODBYE SUE!Why we’ll miss you

FULL STEAMAHEAD

Bluebell Railway: inside story

Murillo, the newfabric collectionfrom Jim Dickens.

OFC_USF_06-8_2011_USF Cover 31/05/2011 14:52

IFC_USF_06-08_2011_ifc 31/05/2011 12:34 Page 1

www.upholsterers.co.uk 3

Comment

Jan TurnerEditor

The AMUSF is poised for change and there will be a lot ofmixed feelings among members about the move from Cardiffto High Wycombe.

Sadness that after 20 years, Sue Spencer is leaving theassociation. I know her personally and wish her the very bestof luck in whatever she chooses to do. You’ll be missed Sue.

And there’ll be a certain amount of trepidation. Therealways is with any kind of change.

But hopefully, there will be huge amounts of optimismtoo. All mixed up with a massive reality check from the certainknowledge that the smart and prestigious offices in Cardiff arewildly out of proportion to the needs and finances of asuccessful but small trade association.

Gone are the days when trade associations could afford toemploy ‘director generals’ (as one I knew called himself). Ortake on huge teams of staff to run all sorts of nice but notever-so-necessary functions.

The reality of the modern world in the post-2007economic implosion and the current financial ‘squeeze’ (moreof a throttling) is that commercial businesses have had to cutback to the core in order to survive. Trade associations havecaught on to the reality more recently. And now the publicsector is in the painful throes of it all too.

And if you want an example of David Cameron’s ‘BigSociety’ in action – which is basically all about lots of peopledoing lots of things for nothing – then your very ownassociation has survived a tumultuous couple of yearsprecisely because a few good people have done an awful lot.For nothing.

Chairman Des Fanning along with financial director JoanMilton, current president Wendy Shorter, the incredibleBert Chapman and others on the board have all given up hugeamounts of time and personal expense to keep the show onthe road and find a workable HQ alternative.

High Wycombe is the practical answer. It massivelyreduces association overheads, offers a much more centrallocation and generally gives us a chance to reformulate ourentire strategy. And the money saved can be spent on a muchmore crucial commodity – promoting the association and thework of its members.

So as we contemplate the move and all it holds andmeans, let’s bear that in mind. And offer up a huge vote ofthanks to the tireless team that have made it all possible.

Until the next time.

Jan Turner(see page 6 news story on the move and page 22 for our farewellspecial to Sue Spencer)

Please note: From July 1 2011 the association’s new addresswill be:Wycombe House9 Amersham HillHigh WycombeBucks HP13 6NR

Upholsterer&Soft Furnisher

Upholsterer & Soft Furnisher

Editor: Jan Turner, AKA PRT: 01756 795374 F: 01756 798789E: [email protected]

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Tim BodenT: 01732 783561 E: [email protected]

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Published by Interiors Media LimitedUnit 11, Riverside Business Centre, Riverside House, Riverlawn Road, Tonbrigde, Kent TN9 1EP T: 01732 783561 F: 01732 783562E: [email protected]

Registered in England no. 6397722

Printed by Headley Brothers

June/July/August 2011

Official journal of the Association of Master Upholsterers and Soft Furnishers www.upholsterers.co.uk

ON THE MOVEAMUSF’s new home in High

Wycombe

GOODBYE SUE!Why we’ll miss you

FULL STEAMAHEADBluebell Railway: inside story

Murillo, the newfabric collectionfrom Jim Dickens.

� ��

Jim DickensMurillo, the new fabric collection from Jim Dickens. A stunning, muted portfolio of upholstery and draperyfabrics, the fabric is FR Inherent, requiring notreatment or interlining for domestic upholstery.A competitively priced collection of Kilims,Herringbones, Stripes, Patchworks and Damasks.

Tel: +44 (0) 1543 415588Email: [email protected]: www.jimdickens.co.uk

03_USF_06-08_2011_03 31/05/2011 15:00

The UK’s biggest Bed Exhibition,organised by the bed industry for the bed industry

BEDS MATTRESSES DIVANS BEDSTEADS BEDDING HEADBOARDS FUTONS SOFABEDS

27-28 September 2011The International Centre, TelfordRegister online at www.bedshow.co.uk

Or call 0845 055 6406

Most leading UK bed manufacturers under one roof

60+ exhibitors, 70+ brandsFree refreshments

Free on-site parking Gala Dinner and NBF Industry Awards

04_USF_06-08_2011:04_USF_06-08_2011 26/5/11 13:45 Page 1

www.upholsterers.co.uk 5

Contents

6 & 7 AMUSF News Update andBranch Briefings

8 Industry News

10 Taking Issue: Filling Confused?

12 Market Your Magic

14 & 15 Full Steam Ahead for theBluebell Railway

16 New Products

17 Fellows Lunch

18 Member Profile: Swankies

20 Project: University Challenge

22 A Fond Farewell to Sue Spencer

24 Memory Lane: Brown & Cook

26 In the Hotseat: Ron Mercure

News

FeaturesBBeessppookkee IInnssuurraannccee SSoolluuttiioonnssffoorr tthhee FFuurrnniittuurree IInndduussttrryy

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AMUSF ContactsHead Office

Association Manager: Susan Spencer([email protected])

Francis Vaughan House, Q1 Capital Point,Capital Business Park, Parkway, Cardiff, Glamorgan, CF3 2PU

Tel: 029 2077 8919; Fax: 029 2079 3508Website: www.upholsterers.co.uk

Branch ContactsBeds, Bucks, Herts and North London – Wendy Shorter

Tel: 01727 824358Email: [email protected]

Hants & Dorset – Kevin Lee – Tel: 01489 572108Wales and West – Val and Des Fanning – Tel: 01823 400621

Email: [email protected] – Davin White – Tel: 0208 854 4402

London – Wynne Gilham – Tel: 01708 752333Surrey – Ron Mercure – Tel: 0208 941 4521

Scotland – Sandy Stewart – Tel: 01555 772052

Regional ContactsEast Anglia – Mark Polley – Tel: 01254 361665Yorkshire – Mavis Baddeley – Tel: 0113 2633031

Beds, Bucks & Herts – Bert Chapman – Tel: 01707 652932Email: [email protected]

West Midlands – Bob Bishton – Tel: 01543 257002 (daytime)Email: [email protected]

05_USF_06-08_2011:5 26/5/11 13:59

6 Upholsterer & Soft Furnisher June/July/August 2011

AMUSF news roundup

WHEELS WITHIN WHEELSAMUSFboardnewcomerRobbieRichardsoncombinedbusinesswith‘pleasure’when hecycled the140-mileround trip from Devizes to HighWycombefor the last board meeting.The nine-hour cycle ride was all part of

his training for a 24-hour race in June whenRobbie – of Richardson and Paige Interiorsin Devizes – will be aiming to raise £1,000for Macmillan Nurses, the cancer supportcharity.Robbie is hoping to complete 450miles

during his non-stop marathon cycle – justnine miles less than he achieved when hetook part in the same race 13 years ago. Tosponsor him visit www.justgiving.com/robbierichardson or donations by snail mailare just as welcome: Richardson and Paige,Unit 1, Manor House Yard, Poulshot Rd,Devizes, SN10 1RY.

Board member Robbie Richardson

ECO-FRIENDLY FAVOURFROM FURNITAL

Proving that the upholstery businessreally is a ‘recycling natural’ is thiscolourful array of chairs!The frames were unwanted lines,

donated by Furnital and sold toupholstery students for AMUSF funds.These are just some of the results –courtesy of AMUSF director of trainingWendy Shorter’s students. Said Wendy,also current AMUSF president: “A bigthank you to Furnital for its support andencouragement of our students!”

JANE AND JAN’S GREATGRADUATIONBrown &CookmdJaneBennett andU&SF editorJan TurnerhavebecomeLiverymenof theWorshipfulCompany ofFurnitureMakers. Their official installation onMarch 17 takes the total number ofwomen holding the rank of Liverymanwithin the worshipful company to lessthan a dozen – out of a total of 300-plusLiverymen in the company. Said Jane: “Itwas a magnificent installation ceremony,full of tradition and followed by a privatedinner with members of the Court.Earlier in the day Jan and I were giventhe Freedom of the City of London – apre-requisite to installation – so all in allit was a most memorable day.”

AMUSF ON THE MOVE!

The AMUSF’s new home is in thetraditional heart of British furniture making– High Wycombe in Buckinghamshire.The association has been offered space

at the British Furniture Manufacturer’sAssociation (BFM) at its Wycombe Houseoffices and is aiming to take up residencethere from July 1.Said AMUSF chairman Des Fanning:

“Members will be aware that we have beenlooking to relocate for some months tosomewhere that offered a more affordableand central location.“After a considerable amount of time

spent investigating a number of options,the opportunity presented to us by theBFM was too good to miss: they have beenextremely generous and accommodatingin their offer.“Ultimately this is going to mean huge

savings on overheads but it is important tostress that the AMUSF will remaincompletely autonomous as an association.

“Sadly this does mean that Sue Spencer,who has worked for the association fornearly 20 years, will be leaving us, as willTrish Beavis who has worked for us on apart time basis for the past 18 months. Wewish them both well, especially Sue whohas stayed with us through some verydifficult times. I know that many memberswill share my sense of loss at her departureand will wish to join me in thanking her forher dedication and support over the years.“However, if the association is to survive

the current economic turmoil, savingsmust be made and we must now look tothe future.”The immediate priority for the

association is to recruit a manager who willwork closely to the board’s direction andthat process is already underway. Furtherdown the line there are also plans to takeon a part-time administrator. The board isalso continuing its search for a replacementtenant for the association’s current offices

at Francis Vaughan House in Cardiff.Said Des: “Once everything is in place the

association will be in a position to be muchmore proactive in terms of promotingwhat we do.We feel that is a priority – notonly for the future of the association butfor the members themselves.“The move represents an enormous

turning point for the association and whilechange always brings with it a certainamount of challenges we must view themove as one which will bring us fantasticand exciting new opportunities.“

(see page 3 Editor’s comment)

Jane Bennett (left) and Jan Turnerbecome Liverymen of the WCFM.

Seen centre is fellow new LiverymanJames Moore

AMUSF’s new High Wycombe home

06-07_USF_06-08_2011.qxp:6-7 13/5/11 17:32

Upholsterer & Soft Furnisher 7

AMUSF news roundup

Branch briefings� On Wednesday April 6 members of the Beds, Bucks, Herts

and North London regional networking group met atDenton Drapes in Bedfordshire. Penny Bruce of DentonDrapes is a soft furnishings member of the AMUSF,employing five part-time staff. Penny has recently extendedher premises giving her very long cutting and sewingbenches with lots of space to exhibit examples of herbeautiful work. Her customers can really be inspired andencouraged after a visit to her workrooms. As well as aguided tour of Penny’s premises, the group discussedvarious issues concerning them. The group is due to meetagain in September (date to be confirmed), possibly withanother visit to a fabric house, hand-made poles ortrimming company etc. Any other ideas would also bewelcome. Anyone who would like to attend Wendy Shorter’sstudent presentation and open day on Saturday July 23,at 11am to 4pm would be most welcome. Examples ofstudents’ work will be on display. This year the students alsohave the opportunity to enter their work into competitions

sponsored by Heico UK, Kobe Fabrics and Bute Fabrics. Thewinners will be announced on the day. For further detailscontact Wendy at Wendy Shorter Interiors (01727) 824358email: [email protected].

� The Hants and Dorset branch met on May 11 at Dee CeeUpholstery. Contacts are Kevin Lee/Mary Crack on 01489572108.

� The Kent Branch extends an open invitation to all to attendits Christmas Dinner Dance to be held on November 26 at theThistle Hotel, Brands Hatch, Kent, ticket price £39 per person.For more information contact Derek Oviatt, 85a BlackheathRoad, Greenwich, London, SE10 8PD, Tel: 020 86921046,Email: [email protected]. Overnightaccommodation at the Thistle Hotel for B&B is: double, £70;single, £50. Please book direct with the hotel: Tel: 01474854900 between 9am and 5pm, Mon–Fri. For special rates,quote AMU dinner dance.

March and April have beenbusy months for AMUSFpresident Wendy Shorter. OnMarch 24 she represented theAMUSF at the FurnitureMakers Company inauguralConfederation Lunch held atFurniture Makers’ Hall. Thelunch was organised to forgerelationships betweenFurniture Makers, WorshipfulCompanies and allied trade

associations. The guest speaker was Stephen Baker, MP for HighWycombe and member of the All Party Parliamentary FurnitureGroup.

Along with fellow board director Bert Chapman, Wendy alsovisited three AMUSF Approved Training Centres in Truro,Camarthen and Ashby-de-la-Zouch, where they were delightedto approve a large percentage of credits for students’ work.

On the way back from Camarthen they also visited threemembers of the AMUSF who were due to be re-assessed: WilcareWales Limited, New Look Upholstery and Cliff Amey and Son.Said Wendy: “It was lovely to catch up with some of themembership and to talk to them about their work and the stateof the industry in general.

“Bert and I also visited Maria Willis at Woburn Abbey AntiquesCentre. Maria is one of my students who has just taken premisesat the Woburn Abbey Antiques Centre. John Bly from theAntiques Roadshow also has a showroom at the centre and hadasked Maria for some advice on some Regency chairs so we wereable to give her and John the benefit of Bert’s experience.”

SUCCESSFUL BIDDERWinner of the sealed bids exercise for the hydraulic workbench is Wendy Shorter with a bid of £275.50.

WASTE NOTAMUSF members (particularly curtain manufacturers)who have problems landfilling their waste off-cuts maybe interested to know about a textile recycling companybased in Ossett, West Yorkshire.

John Clay of Edward Clay & Son Ltd takes in textilewaste and says anything which is 100% polypropylenewould be of interest but other fabrics may also fit in.

The company, which was established in 1870, shredswaste textiles, breaking them down into their fibrousstate. This is then turned into felt and supplied to themattress making and upholstery industries.

Said John: At the moment we take mainly second-handclothing to reprocess but we also take other textilewastes. Upholstery ticking tends to be too tough to shredup but there may be some mileage in curtain material.Fire retardant material would also be of interest.”

Most raw materials are taken in bale form and fromcompanies dealing with substantial amounts of waste(tonnes per week rather than kgs). The company alsoneeds to know about the different fibres the material ismade of. Depending on the logistics, there may be acharge. Email [email protected] for moreinformation.

PRESIDENT SPRINGS INTO ACTION

Maria Willis

06-07_USF_06-08_2011.qxp:6-7 16/5/11 12:35

Industry roundup


Buckinghamshire New University has entered into itsvery first Enterprise Fellowship Agreement with threeof its graduates who have set up their own business,Furniture Magpies.MA Furniture: Design & Technology graduates,

Sivan Metzer, Nessa Doran O’Reilly and Sua Lee setup Furniture Magpies which collects originalfurniture and redesigns it while keeping the originalitems’ ”story”. The Enterprise Fellowship Agreementwill enable them to utilise the university’s expertise,use of facilities and seek any legal advice.Furniture Magpies have already signed a deal with Selfridges and Professor Chris Kemp, Pro Vice

Chancellor & Executive Dean said: “The Magpies have an enthusiasm for work that is infectious andwe are happy to offer all the backing we can.”The deal has been signed for three years.

GOOD NEWS FORBRUNSCHWIG & FILSBrunchschwig & Fils, which has a 111 year history in fabrics,trimmings and furniture, has been bought by Kravet Inc, anothersuccessful home furnishings business, and the parent company ofGP & J Baker Ltd. Brunchschwig & Fils filed for Chapter 11bankruptcy protection in New York in January this year.

BUTE FABRICSTURNS 65!Bute Fabrics, based inRothesay on Bute, celebratedits 65th birthday in Marchwith a visit by Highlands andIslands Enterprise boardmembers who have aided there-energising of the companywith a £200,000 grant.Bute Fabrics specialises in

designing andmanufacturinghard wearing and attractivetextiles for the contractupholstery industry. It employs37 staff and works with leadingcontemporary designers.

MULTIYORK KEEPS STAFF FITMultiyork has helped an employee out of financial difficultythanks to the Furnishing Industry Trust (FIT). The employee wasafraid of landing himself in debt after his mother died, soMultiyork referred him to FIT and he was able to quickly receive£600 towards funeral costs.Multiyork HR manager Anna Proctor said: “Mr Jones is

extremely grateful…we ensure all staff are made aware of thecharity through Work Council meetings and staffcommunications, so they know there is that support shouldthey need it. And, of course, we encourage fundraising in orderto fund FIT grants”. For further information about FIT visitwww.fi-trust.co.uk.

Forthcoming exhibitionsJUNE-SEPTEMBER 2011:� Pulse London – Earls Court, London: June 5-7� New Designers – Business Design Centre,London N1: July 6-9

� Manchester Furniture Show-Manchester CentralConvention Complex: July 17-20

� 100% Design- Earls Court, London: September 22-25� Decorex – The Royal Hospital Chelsea, London:September 25-28

� The NBF Bed Show – Telford International Centre,Telford: September 27-28

Proposte 2011: The world preview of furnishing fabricsand curtains at Proposte (May 4-6, Villa Erba, Cernobbio,Italy) saw an increase in foreign attendance with 61% ofall visitors from abroad.

The Bed Show 2011 website www.bedshow.co.uk is liveand online registration for visitors to the show is now open.

DESFORMA SPHERICAL SEATINGON DISPLAY AT FIRA SHOWCASEThe innovative Amphora armchair from Desforma is the latestexhibit at FIRA’s Innovation Showcase at its Stevenageheadquarters. The chair is being displayed to show its brand newmethod of furniture frame production technology.Developed and patented by specialists at Desforma, the

framework of the spherical chair uses only natural wood to create

convex forms without the use ofpolyurethane and is upholsteredusing high quality leather. Theshape of the chair harmoniseswith the contours of the body, tocreate maximum comfort.The FIRA Innovation Showcase

will display the chair for fourmonths as part of its display areathat was created to present innovative furniture to all visitors.

BUCKS NEW UNIVERSITY SIGNS GRADUATEBUSINESS TO FELLOWSHIP AGREEMENT

08_USF_06-08_2011:08 17/5/11 09:35

[email protected]

Phone: 01903 202008 Fax: 01903 200663

DDEESSIIGGNNEERR MMAANNUUFFAACCTTUURREERRSS TTOOTTHHEE TTRRAADDEE,, WWEE SSPPEECCIIAALLIIZZEE IINN::

� Chair Frames� Sofa Frames� Cabinets� Tables

Other in houseservices include:� CNC Machining� Polishing� Upholstery

09_USF_06-08_2011:09 26/5/11 13:49 Page 1

In the September 2009issue of U&SF, wereported that the days of

100% cotton felt could benumbered.This is due to the fact

that a growing number ofmajor retailers are banningproducts containing boricacid, the chemical used incotton upholstery fillings toachieve legal fire retardancyin the UK. EU lawsurrounding the use ofboric acid is unclear, but it isfeared that upholsterersmay soon have to dowithout a much favouredmeans of upholstering furniture.Meanwhile, a body by the name ofFretwork has been formed by bedcomponent suppliers to lobby thegovernment to prevent DEFRA’s proposalthat DecaBDE (Decabromodiphenyl Ether,a fire retardant used to treat fabrics used inupholstery) be added to the list of‘Substances of Very High Concern’.Practicing upholsterer and teacher

Alex Laws says: “I’m moderatelytraumatised by the thought of not beingable to use cotton felt for my upholsteryany more. Not only is cotton feltubiquitous in my furniture, but thetechniques I’ve refined over the yearshave consistently involved its use.”While Fretwork has been formed to

promote and protect the interests ofcompanies involved in the flame retardanttextile supply chain, Alex and Peter Finchof Bearsted Upholstery have been taskedby the AMU - on behalf of members - withattaining some clarity in regards towhether or not cotton felt is likely to bebanned. Should a ban on cotton felt comeinto place due to its use of boric acid,

upholsterers would of course be leftwondering where next to look fortheir fillings.Peter Finch says: “We’re trying really hard

to find out what’s going on in terms ofwhether or not boric acid is likely to bebanned altogether. If cotton felt is insteadcategorised as a highly restricted chemicalrather than being banned altogether, we’reasking what EU law says in relation tolabelling: will we have to label any productscontaining cotton felt as ‘hazardous’?”Alex says: “We’re not legal eagles, so

getting answers to these questions inlaymen’s terms that we can use to informthe [AMUSF] membership are really hardto come by.We’re struggling.”The likely restriction and even potential

banning of cotton felts represents a verygreat problem for non-contract anddomestic upholsterers in particular,because cotton felts have been used inupholstery for generations; and noalternative is known to match itsusefulness, versatility, durability and abilityto give pleasing ‘loft’.While Alex and Peter continue to try to

get to the bottom of thisproblem (any help fromreaders with legalbackgrounds would begreatly appreciated), twoquestions are being askedof the U&SF readers withthis article. Do upholsterersout there know of anyviable alternatives to cottonfelt (if so, would they bewilling to divulge valuableinformation of this naturewith potentialcompetitors)? Wool isknown to be nearly aseffective, for instance, but istwice as expensive as cotton

felt and an upholsterer also requires twicethe quantity in comparison, while layeredfelt is of a different structure, and won’troll into difficult corners. Polyester, on theother hand, doesn’t stop prickly animalhairs percolating through fibres and intothe sitter, in most upholsterers’ experience.And the second question is, as Alex asks:

“We know this is a very serious problemfor domestic and non-contractupholsterers working on post-1950 fireregs pieces, but is it all that great aproblem for the wider membership? Is itsimply a niche problem experienced bythose working close to the AMUSF board?We need to know either way, as we don’twant to feel as though we’re using upvaluable resources to tackle a problem thatis affecting only a relatively small numberof upholsterers.”Alex and Peter are due to present their

findings at the next boardmeeting in July– if you are able to assist them in any wayor would like to discuss the cotton feltissue with them further, please contactthem on Alex on 07791 527 158 orPeter on 01622 863 069.

FILLINGCONFUSED?Two members of the AMUSF board have been given the unenviable task of trying tounravel EU law surrounding potential restrictions on the use of cotton felt, the fillingmuch favoured by upholsterers.U&SF takes another look at an issue that remains unclear.

Taking issue


Settee being re-upholstered using cotton felt. Image courtesy of Aubrey Nice Upholstery, Suffolk

10_USF_06-08_2011.qxp:10 13/5/11 17:24

FILLINGS TO SUITALLOFYOUR FURNITUREREQUIREMENTS

FIBREDUCK

FEATHER/DOWN /FOAM COREFEATHER/DOWNDOWN/FEATHERPURE DOWN

FINE QUALITYFEATHER

COMPANY LTDTel: 01373 451415Fax: 01373 [email protected]

UNIT 1 WHITWORTH ROAD,MARSTON TRADING ESTATE,FROME, SOMERSET BA11 4BY

Thousands of upholsterybraids in stock

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11_USF_06-08_2011:11 26/5/11 13:54 Page 1

WONDERS OF THEWEBAre youmissingout on internetenquiries?For many

craftsman-basedbusinesses, gettingbusiness from theinternet remains amystery but thereare a number of quick and easy thingsyou can do to help put that right, even ifyou don’t have or want a website.Updating your profile page on the

AMUSF website is a great one to start with.Google, the number one search engine,looks at your page on the site about everytwo weeks. Your profile page on theAMUSF website is a member benefit, andeven if you are not techno-friendly, you canalways send us your updates and we’ll addthem for you.Make sure youmention allthe services you offer, and the applicationsthey are for, to help the viewers andGoogle, better understand what you do:for example ‘Car and MotorcycleUpholstery’ is better than simply‘Upholstery’.If you do have a website, the link from

your profile page to your website is Googlegold so make sure it’s accurate. Typing‘Upholsterers’ into Google brings up1.5 million web pages and the AMUSF isthe top one. Shouldn’t you bemaking themost of that?Andy Smith of RunTime, suppliers of the

AMUSF official website. For more informationcontact [email protected]

HAVE YOU GOTMAIL?Sending out email newsletters is one of thebest – and cheapest – ways of buildingrelationships with clients. It’s effective,affordable, targeted, immediate andmeasurable.

There are many web-based emailmarketing packages out there tochoose from.Some basics:1. Are you adding all of your new clients

to your email list? Every single new client orenquiry should be added – that way you’llget the best coverage andmost responses.2. Are you sending your e-newsletters

out regularly enough? Statistics seem toshow that most people only read aboutone in every four emails they receiveproperly. So, if you’re sending out weeklyemails your clients are likely to only readonemonthly. Frequency depends largelyon your area of business.3. Is your content relevant? Sending out

e-newsletters shouldn’t be about the hardsell. Remember, it’s about relationship andbrand building.Make sure your content isinformation your clients want to read, isvisually stimulating and that there’s nottoomuch of it.4. There’s been a lot of research to show

that it takes between five and sevencontacts with a new client before theywant to buy your services. Adding a newclient to your mailing list doesn’t guaranteean immediate sale. But if you don’t addthem then you won’t have any contactwith them at all.5. Do you encourage your clients to

forward your e-newsletters on to theircolleagues? The more people you have

finding out aboutyou and yourservices, the quickerand better yourbusiness will grow.Happy

Marketing!Jo Sealy of To

Market has giventalks and runsworkshops for

AMUSFmembers.Contact [email protected]

MISSED CALLS?For all small andmedium sizedorganisations thetelephone is anintegral part ofgaining newbusiness. You neverknow which callcould lead to theopportunity of alifetime but if you can’t answer thephone then it will be your competitorswho benefit.Research shows that 80% of people will

not leave a voicemail message, insteadthey will hang up and call someone else!A good bespoke answering service

operated by knowledgeable customerservice professionals can add real value toyour business, develop an intimateknowledge of your organisation andeffectively become an extension ofyour business.According to industry statistics 20% of

all new business is received from aninbound telephone call and 80% of callerswill not ring back if their call is unanswered– and why should they? With so manybusinesses desperate for their custom, theywill simply contact a competing provider.By using a virtual receptionist service,

it is possible to ensure 100% of thetelephone calls your business receives areanswered promptly by professionals whounderstand their needs and, how yourbusiness can fulfil them.AdrianMoss of answermyphone.biz.which

supplies a bespoke telephone answeringservice for AMUSF head office. For moreinformation call 02920 695999


Marketing special

MARKETYOUR MAGIC!Are you making the most of your business – or hiding your light under a bushel? We askedthree industry experts – all familiar with the AMUSF – to pass on a few key tips formarketing your business.

Andy Smith

Jo Sealy

Adrian Moss

12_USF_06-08_2011:12 17/5/11 09:34

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FILLINGYOURNEEDS

F

The railway is seeking to recruit a

Carriage TrimmerThe job is to undertake repair work and full recovering

of the seating trim in the railway’s fleet of historiccarriages. Applicants should have experience in the

recovering of various types of seating using horsehair.

The post is full time, however part-time working wouldbe considered. The Carriage and Wagon Worksoperates 7 days per week, and some weekend

working might be required.The ability to work with volunteer staff is essential.

Contact the Personnel Office [email protected]

or 01825 724884 for an application formor for further information.

Closing Date for applications is 31 July 2011.

13_USF_06-08_2011:13 26/5/11 13:53 Page 1

Recognised as a major touristattraction in the South East, somewould say the Bluebell Railway is

THE heritage steam railway of the UK as itwas the first to start a passenger service in1960 and now has 30 carriages inoperation.Based in Sussex, it operates from

Sheffield Park, a station on the disusedline from East Grinstead to Lewes. Itcurrently operates along nine miles oftrack to Kingscote station just south ofEast Grinstead.

Priding itself on attention to detailwhen it comes to restoration andmaintenance of its locomotives, BluebellRailway truly re-creates history and aunique experience for its visitors. And, thecombination of vintage and operationalearly coaches has attracted film and TVcrews – only recently it was on the ITVdrama, ‘The Suspicions of Mr Whicher’.Said George Goodwin, a volunteer in

Bluebell Railway’s Carriage and WagonDepartment (C & W): “The coaches spanthe entire period from virtually the start ofpassenger rail transport to the end ofsteam in the 1960s. Therefore the processof trimming or re-trimming presents avariety of challenges.

“With vehicles from the 1930s onwardswe can often re-use seats recovered fromlater scrapped vehicles but with the earliercoaches we have to start from scratchwith the bases and it can be a matter ofguesswork as to what was originallythere.”All seats on Bluebell Railway’s carriages

start with a wooden frame – or, with moremodern vehicles, a composite of woodand steel. It is at this point that thetrimming department gets involved to tryand recreate how the carriages used to

look. Said George:“Sometimes we haveto revert back totraditionaltechniques withmodern vehicles. Weusually use foamrubber to form seats,or sometimes hair,as moulded foam isexpensive – that’s ifit’s available at all!”All restoration

work carried out at


Feature

ALLABOARDGoing full steam ahead after celebrating its 50th anniversary, U&SF takes a look at thefamous Bluebell Railway and how restoration of its carriages has provided many journeysto remember.

Early days at Sheffield Park

Carcass of LBSCR No.B473

14-15_USF_06-08_2011:14-15 13/5/11 17:19


Bluebell Railway iscompleted by a member ofthe railway’s staff or by oneof its team of volunteers inC & W but it is now lookingfor a full-time upholstererand trimmer. Said George:“There are currently four ofus in the department –plus an old but stillserviceable Singerindustrial sewing machine!The position we arelooking to fill is quitespecialised and being in afairly remote area it’sproving quite a challengeto find someone who isright for the job.”The latest projects by the

team include the trimmingof a 19th century SouthEastern railway coach thathas been restored from

scratch and, with a grant from the BigLottery Fund, has been modified forwheelchair users. For this vehicle the teamhad to design and, together with therestoration team, build the seat backs andbases from scratch. They then had to trimboth with new spring bases, jute, hair andmoquette.The C & W team is also currently

finishing the re-trimming of the seats inthe 3rd class compartments of a 1960s‘mark 1’ vehicle. Using spring-bases and afoam rubber block to give shape to theseat, they had to re-canvas with jute andre-pad with hair to restore the profilebefore fitting moquette – which ishardwearing and perfect for hightraffic use.Said George: “A lot of time and effort

goes into making sure the carriages have aquality finish and, we hope, a look of theiroriginal interior.“We are just starting to trim another

1960s vehicle and with more in thepipeline we’re hoping Bluebell Railwaycontinues full steam ahead to offer evenmore visitors a unique journey that they’llnever forget.”

Restored carriage

Observation car interior

Bluebell Railway – restored first class carriage

Ocean Liner

Interior of LCDR carriage

14-15_USF_06-08_2011:14-15 16/5/11 12:47

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We have been answering the phone for the AMUSF for over two years now, handling new membership enquiries, helping out existing members and dealing with the public, we also handle overflow calls

for AMSUF members, Joan Milton of JA Milton Upholstery Suppliers said:

“they really make an effort to become part of the organisation, and are not just an answering company”.

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Subscribe todayfor just £48

for 12 issues

Call now on 01732 783561, email [email protected]

or visit www.interiorsmonthly.co.uk

Interiorsmonthly

f i r s t f o r f l o o r i n g , f u r n i t u r e a n d a c c e s s o r i e s

The museum presents the changing styleof English domestic interiors from 1600to the present day through period roomdisplays. Set in a series of formeralmshouses of the IronmomgersCompany, each room represents a

different period. The museum gardens arealso a special feature.

Said Clerk to the Chapter, Mary Crack: “Wewere lucky to have some beautiful weatheron the day, which started off with a generalmeeting after which we welcomed two newFellows, Jane Bennett and Ron Allen.

“We then had a very interesting andinformative talk and slide show about thehistory of the museum, followed by lunch,after which we were free to explore therooms by ourselves.

“Everyone thoroughly enjoyed the dayand for this we have to thank MichaelGilham, our Upholder, and his wife Wynnefor all the hard work they put inorganising the trip.”


Event news

FELLOWSLUNCHThis year The Fellows lunch was held at the Geffrye Museumof Domestic Interiors in Shoreditch, London.

Michael and Wynne Gilhamenjoy a quick break

in the sunshine

The new Fellows Jane Bennett and Ron Allen withMichael Gilham (centre), Upholder

The Geffrye Museum

Members of the Chapel tour the museum

16-17_USF_06-08_2011_16-17 01/06/2011 17:03

Member Profile


How long have you been doingyour job?David 33 yearsJo’anne 16 years

How long did it take to really learnthe skill?David trained for four years withManchester College of Building andBurnley Municipal College, and continuesto update his skills every year.

Jo’anne also trained for four years, and,like David, develops and expands her skills.

Both say they learn all the time.

Do you consider yourself a craftspersonor tradesperson?Most definitely, craftsmen.

Whatmakes up the bulk of your work?Pretty evenly divided between upholsteryand soft furnishings.

What keeps youmotivated?The love of the finished product, newclients and interesting fabrics.

What aspect of your work do youmost enjoy?David enjoys designing and making one-off commissioned pieces in which he uses

his extensive experience to the full. Jo’anneloves the challenge of creating schemes,helping and guiding clients to achieve theperfect look they knew they wanted, buthad no idea how to get.

Professionally, what is your greatestfrustration?That’s an easy one: bad workmanshipand lack of attention to detail.

Tell us about the most challengingproject you have ever undertaken.It was Le Manoir (The Manor House) inSouthern France.

We had to make new furniture, recoverthe owners’ favourite pieces and designand make elaborate window treatmentsfor every room. Not only that, we also hadto personally deliver everything by aspecified date. Hard work, but great fun.

And themost unusual/bizarre/funnyrequest you have ever dealt with?Hmmm. That would be the Swankie SpankPlank (say no more!).

What are the most pressing issuescurrently facing your business?Getting everything straight after our refurbfor our 18th anniversary.

How long have you been amember ofthe AMUSF and how important has thisbeen to your business?18 years. It’s a mark of quality.

Professionally, who or where do youturn to for advice/ a second opinion?We appreciate each other’s specialisedknowledge, and we like feedbackfrom clients.

When you talk to a fellow upholsterer/soft furnisher, the talk alwaysturns to...?Cowboys.

How do you keep your skills andtechniques updated?We make a point of attending tradeshows, and, of course, through theinternet. We also make a point of readingUpholsterer & Soft Furnisher magazine tokeep abreast of trends in the industry.

What is the single most important pieceof advice you would give to someonestarting out in this business?Don’t get too big too soon, and look afteryour clients.

Where do you see the future ofthe industry?The public is coming to realise that wellmade, quality products are a far wiser useof their hard-earned cash. Cheap foreignimports don’t last.

Contact details: Tel: 01282 860600Website: www. Swankies.co.ukEmail: [email protected]

SWANKYBUSINESS!

David and Jo’anne Greenwood

Bedroom oasis, part of a whole-house commission

Name of business Swankies Upholstery and Soft FurnishingsWhen established 1993Owned by David and Jo’anne GreenwoodLocation Stanley Street, Colne, LancashireSpeciality Custom madeNumber employed/ Partnerssole trader

Comfortable and colourful armchair

18_USF_06-08_2011:18 13/5/11 17:15

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Visit our NEW website www.furnital.comto view our on-line brochure

If you are looking for craftsmanship and quality coupledwith good price then contact us immediately.

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Furnital_wp_USF:Furnital_wp_USF 26/5/11 14:29 Page 1

The five-foot high wooden chair bearsa plaque commemorating itspresentation toWycombe County

Magistrates in 1927. It includes the nameMajor Coningsby Disraeli, a Conservativepolitician whose father, Isaac Disraeli, wasformer Prime Minister Benjamin Disraeli’sbrother.A visiting furniture lecturer at Bucks New

University, in HighWycombe – which hasjust become an AMUSF accredited trainingcentre – Greg undertook the project at hisCottage Upholstery workshop inNettlebed, Henley-on-Thames.Said Greg: “I’m sure if this chair could

talk it would have a few tales to tell. It isreally quite fascinating. The chair had beenmoved fromworkshop to workshop at theuniversity and no one really knew what todo with it. If I hadn’t restored it, I think itcould have ended up on a skip!“In terms of the actual work involved, it

was a fairly straightforward project whichtook about three days to complete. Whatmade it special was the chair’sprovenance and the real sense of historyassociated with it. It’s not every day thatyou come across a chair with suchhistorical links and one that has played

such a prominent part in thehistory of High Wycombe.“I had to completely re-do

the seat and back as it wastoo far gone to be saved. Soall the upholstery is new butwas done in a traditionalmanner and stitched withhorse hair. I used red leather,close-studded, to cover it – itwould originally have beencovered with leather.“Rare pieces such as this are

of great educational value andprovide fantastic examples forstudents of the heritage of thistown and the skills that needprotecting and nurturing.”A group of current and

former HighWycombeJustices of the Peace havebeen to see the chair and nowplan to feature it in a

commemorativebook being puttogether by theBuckinghamshireBenches to mark the650th anniversary ofthe magistracy inthe UK.Gilian Keable-

Elliott, a former JPand chairman ofthe Bench said:“I remember sittingon the chair in 1967but not having seenit for many years, it’s

really quite remarkable to see it restoredand to be able to sit on it again. A lothas changed at Wycombe’s law courtsover the years but the chair looks justthe same.”Lynn Jones, department manager for

furniture at Bucks New University andhead of the recently-launched NationalSchool of Furniture, said the upholsteredchair was ‘fantastically well-restored’ and‘no doubt possesses a treasure chestof memories’.The chair itself is now set to be returned

to High Wycombe magistrates courts.Said Greg: “It has been an interestingproject to work on – and could be all themore worthwhile if it attracts a bursarysponsorship for the university’supholstery workshop!”

UNIVERSITYCHALLENGEFurniture lecturer Gregory Cupitt-Jones has restored and upholstered an historicmagistrates chair with links to the great Benjamin Disraeli.

Project


Plaque detailing the historic link

Justices of the Peace with the restored chair. Seen L-R: Peter Willingham,Catherine Orr-Ewing, Judy Wicks, Mike Pearce, Barbara Simpson, Rob Lenko,

Tony Kaye, with Gilian Keable-Elliott, seated

Gregory Cupitt-Jones

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Denis andMarilyn Amey, Cliff Amey & SonWe’ve known Sue since 1987. She’s beena great friend to us and a brilliant friend tomany others. She was always the one inthe background making sure thateverything that needed doing got done –at conferences, exhibitions, or in theoffice. Sue was the person people got intouch with if they had a problem – alwaysa friendly voice at the end of the phone.She was always very hands on, workedincredibly hard and is quite simply just areally lovely person.

Chris and AntheaMuggleton, The DeaneUpholstery ServiceSue has been a very good friend to us –andmany other people in the association.Because she is such a good listener, a lot ofpeople turned to Sue for help and advice,with personal as well as business problems.She became a bit of an agony aunt becausepeople found her kind, sympathetic andhelpful. As well as working tirelessly formembers she often went above andbeyond the call of duty, having membersto stay at her home, cooking meals forthem and putting them up overnight. Sheworked all hours and never complained.

Wendy Shorter, president of the AMUSFI just can’t imagine what the AMUSF isgoing to be like without Sue. She’s beenwith us for so long that she has becomean integral part of the association –always at the end of the phone, always afriendly voice and always there to help

out. Over the years that I’ve been involvedin the association I’ve got to know Suewell – in fact well enough to sleep on thefloor of her home many times over manyyears! Since she moved I’ve progressedfrom the floor to her spare bed which wasa real step up in the world! I knoweveryone will wish her the very best – itjust won’t be the same without her.

Kevin Lee andMary Crack, FAMUSue has been the rock of the organisationand the person who held everythingtogether. Very quietly she has been theone who always looked after the detailand made things run smoothly and overthe years she has come to knoweverything there is to know about theassociation inside-out. She could answermost queries but if she couldn’t she’dalways find out what you needed to knowand get back to you. Since she joined in1991 her role has changed and evolvedquite considerably, as has the associationitself. She’ll be sorely missed.

Michael Gilham, FAMUSue has always thrown herselfwholeheartedly into supporting theassociation. From the days when she first

started working at the AMUSF offices onthe top floor of a split building onCommercial Road in Newport to our morerecent premises at Francis Vaughan Housein Cardiff, she has always been unstintingin her support. For most members, Suewas the main point of contact at theassociation and the first person they cameacross, so her friendly and helpful mannerwill be much missed. Many people willalso remember Sue for being heavilyinvolved with organising our AGMs andother events, including the association’s50th anniversary conference andcelebration at Brighton in 1997.

Bert Chapman, FAMUSue has always shunned the limelight andquietly got on with whatever neededdoing. She is the kind of person whotends to take a backseat and has neverbeen one to make a song and danceabout what she did. I’ve known Sue forthe 20 years she has been with theassociation and she has always workedincredibly hard. A lot of people willremember her kind hospitality – she wasalways having people to stay at her homeand made everyone feel comfortableand welcome.

GOODBYEAND GOOD LUCK TO SUE!Association manager Sue Spencer leaves the AMUSF this summer after 20 years ofdedicated service. She’ll be sorely missed – as these farewell tributes from members show.

Feature


22_USF_06-08_2011_2:22 16/5/11 12:41

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Onehundred years on from when itwas first started by two good palswith a keen eye for a good

opportunity, Brown & Cook has proveditself one of the upholstery trades mostenduring suppliers.And not only has it stood the test of

time, it has remained a genuinely familyrun business. Along with husband Johnand daughter Felicity, Jane Bennett – thegrand-daughter of Albert Cook –continues the only sort of business shehas ever known.“I grew up with the smell of vinyl,” says

Jane whose parents, Joan and Ernest ranthe business from the 1940s to the1980s. The Browns had been bought outin the 1930s/early 40s.Said Jane: “Following the death of

Albert in 1942, Eva Cook and my motherJoan took over and my father joined thebusiness after marrying my mother.They’d met during the Second World Warwhen he was a grenadier guard andalthough he had wanted a military career,he joined the business in 1948.”Albert himself had served in France

with the Devonshire regiment during theFirst World War which broke out just twoyears after Brown & Cook was founded.“My grandfather was rather short – just4’11” – so was not necessarily needed tojoin up” said Jane. “He was a veryflamboyant character, however, and Ithink he wanted the involvement andrecognition.”In 1962, the business moved from its

original premises in Dale End inBirmingham (in the early years, there hadalso been another branch in Nottingham)to one in the city’s jewellery quarter. Janeherself joined the family firm in 1978when the company employed around 17people and the shop housed a carpetdepartment. For many years the business

was also the sole supplier of ICI fabrics inBirmingham, including Rexine and laterAmbla, contract upholstery vinyls.Following Ernest Bennett’s death in

1987, Jane effectively took over thebusiness and, the following year, movedit to the current premises on AllcockStreet – still in the centre of Birminghamand just a stone’s throw from the iconicnew Selfridges building.

Following the death of her motherJoan in 1995, husband John took earlyretirement from a job in seniormanagement with British Gas to helpJane run the business. “He has been themost fantastic support and has broughta lot of new ideas and the perspective ofsomeone who has worked in a muchbigger business to the company,” saidJane. “We’ve also been very fortunate tohave always had loyal, hardworking andknowledgeable staff who have beeninvaluable in building the reputation ofthe business.”Daughter Felicity is also involved

along with her two young sons Antonyand Connor who have already developeda huge love of the business.Today Brown & Cook still has a huge

customer base, predominantly in theMidlands but, thanks to growinginternet sales, across the rest of thecountry too. As well as supplyingindependent upholsterers, softfurnishers and interior designers, thecompany deals with a number of largecontract customers.“We’re looking forward to celebrating

what will be an incredible milestone in2012,” said Jane. “But for us, thecentenary will be as much about lookingforward to all the opportunities that lieahead as well as a great celebration ofwhat one family can achieve.”

CENTENARYPREPARATIONSAs Birmingham-based upholstery supplier Brown & Cook prepares for its 2012 centenarycelebrations, md Jane Bennett shares somememories of the firm first started by hergrandfather Albert Cook and his friend Harry Brown.

Memory Lane


General manager Alfred Philips with Brown & Cookdelivery vehicleMr Brown and Mr Cook

Shop c1950

24_USF_06-08_2011:24 16/5/11 12:48

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25_USF_06-08_2011_25 01/06/2011 14:28 Page 1

Q & A


How would your classmates describe you?Tall and lanky. Being the tallest in school had its advantages(good at basketball) and disadvantages: I was always the onewho got noticed when up to mischief!

And the teachers?The tall one. Which is surprising when you think I was one half oftwins called Reggie and Ronnie. We are no relation to the Kraysbut the temptation for them to have made reference to ournotorious namesakes must have been enormous!

How did you get into the business?My older brother Ray had his own upholstery business. I wouldhelp during holidays with stripping out work, got interested inthe antique side and went on to learn the trade.

What would you class as your greatest achievement?Starting my business at the age of 25 with just a couple ofhundred in the bank and a lot of luck. There have also been largedoses of hard work and a few recessions along the way.

Your greatest regret?Not seeking to contact my dad until it was too late. My parentssplit when I was very young.

Is your glass half empty or half full?Always half full. As the song says: “Always look on the bright sideof life.“

When it comes to sport do you fall into the active or armchaircamp?I like sport and was a keen basketball player at school. I’ve alwaystried to keep fit, which is why I’ve recently taken up golf. You cansee me on the course dribbling up the fairway.

Your perfect day?A morning at work being creative; the afternoon on the golfcourse being active; then an evening meal and wine with myfamily relaxing before bed. Preferably in that order.

Your desert island disc?“Bring Me Sunshine” (Eric & Ern), any Ray Charles record and aBarry White frommy disco days – me in flared trousers andplatform shoes: what a sight!

What’s the best thing about our industry?The support and friendship I’ve enjoyed through the AMUSF hashelped in many ways, even if I haven’t voiced it often enough.

And the worst?Customers who want champagne work for lemonade money.

What winds you up?Customers who do not appreciate the amount of skill and timethat’s required to restore, for example, an antique chair. Especiallywhen they inform you it only needs recovering but the seat isclearly falling out of the bottom.

What gives you the greatest satisfaction?At the moment it’s my six month old grandson Leo. He only hasto smile at you and it’s joyful.

Doer or talker?I’m definitely a doer. I can’t sit at a desk all day. I have to createsomething - whether on the bench, at work, cooking or DIY.

Best piece of advice to someone starting out?Do your best job for the best price. Never undersell your skill andtraining.

IN THE HOTSEAT…WITH RON MERCURE, AMUSF BOARD MEMBERAND OWNER OF HAMPTON COURT INTERIORS

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highwycombegoodbye sue

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