Retailer spotlight: Sophie Williams – Premier Broadway, Edinburgh

How did you get into retail?

My mum and dad own the store, which belonged to my grandparents before them – so I’m a third generation retailer. I was in the shop when I was in the womb. I started serving on the till when I was five. It gave me a lot of confidence, conversing with adults at such a young age. I worked in the shop part-time when I was at university, where I got a degree in musical theatre. I was trying to make it in the business, and then the world shut down in 2020. I was flung into the shop full-time. It was quite a big shift. I kind of fell in love with it during the pandemic. I quickly found that I really enjoyed using social media to promote the store, which was kind of a fun project for me. My mum and dad are thinking about retirement plans. If you asked me five years ago if I could see myself running the shop, I’d say absolutely not. Now, I can see it happening.

At the moment I work between five and six days a week. It’s intense. It’s hard because when you’re part of a family business, you have to be flexible to bend and shift which ways you can. But that’s part and parcel with retail life.

Is it more likely for women to fall into retail if it’s already in the family?

It definitely helps if you’re born into it, it’s there for you to take. From the outside looking in, it’s definitely a male dominated industry – a bit of a boys club. I can understand why it would be hard for women to think they can break into the industry, so it definitely helps if you’re in a family business. People just don’t know that women thrive in retail.

Why are you so keen on shining a light on females working in convenience?

I just want to be able to represent people who are quite commonly underrepresented.

Many times, I’ve been the youngest person walking into a room full of retailers, and I’ve always been one of the only women. It’s so important to be a voice, to show up – the more women that show up an say we can thrive too, the more it will encourage other women to get involved, not just on a part-time basis.

Colleen, our manager, came in as an army wife. She was on limited hours and nowhere would employ her because it was restricted. I was doing my training with her as a 16-year-old, and I realised very quickly that she had a lot of potential – she’s quick witted and intelligent. We mentored her and now she works with us five days a week, she’s blossomed and helps run the store. There are careers available to women in retail. We can continuously show that there are women succeeding in the sector. I’m the only one in my twenties in the Women in Convenience group. I don’t know of any other women who are my age, or in their twenties, who are a retailer.

What challenges have you faced as a female in the retail sector?

For me, I think people judge me before I can show them what I’m about. I spoke at the Scottish Grocers’ Federation’s conference recently. I was the youngest women to ever speak. It was a massive deal for me. And it was something I was extremely proud of. I wasn’t nervous about the speech or the presentation, but I was nervous about walking into a room full of men having the preconception of me being a young woman there for a laugh, or that I don’t know what I’m talking about. I had to overcome that fear of being the youngest person in the room, I had to show everyone what I was made of. Customers do come into the shop that I don’t know – which is rare – and they ask to speak to the manager, but I am the manager. They automatically assume that women don’t hold positions of power. This is something that I want to be so vocal about – I want to be visible, not just for me but for older women, retail and otherwise, because it’s something that’s so close to my heart. I’m such a passionate person, and I’m really into feminism and equality. It’s something that I’ve seen my mum go through as well. For a long time, she was one of the only female retailers. I’ve seen the challenges she faced – I think she had it harder. Our society is more accepting now.

I am patronised [by men] all the time. It’s so frustrating. I want us to be respected.

What’s your favourite aspect of working in retail?

The people. The people that have become my extended family, there are people that I have known me since I was in my mum’s womb. We’re a safe place, I have a laugh every day, I can speak to people about things that really matter. I’m a shoulder to lean on, there are people’s children that I’ve babysat, people I’ve taught dance. People who come in to give us cards for birthdays and Christmas. Being a retailer, you are the epicentre of your community. It’s seeing people making friendships and bonds, and it doesn’t feel like work. It’s so rewarding. My mum and dad have been absolute trailblazers in Scotland. They’re the most kind-hearted people, and I want to continue their legacy. I want to make change for our industry.

Are there any common misconceptions about working in retail that you think should be talked about?

People can think the retail industry is a bit of a beast, in terms of dealing with customers. It’s not a career that is placed very highly in society – I don’t know why that is. It’s so rewarding. I think sometimes people think it’s not a valuable option. People want to be doctors and lawyers – which is great – but I think people don’t think [retail] is a serious option. I think that’s the biggest misconception. It’s so rewarding though, [and] it was so ironic during the pandemic because suddenly everyone wanted to work in shops. The pandemic did many things for our society – it shone a light on the fact that we were part of everyday life.

What trends should other retailers be taking notice of right now?

Social media is becoming bigger and bigger. I’m a huge advocate for that. TikTok is massive – the best way to reach people during pandemic was social media. It’s such a good platform for reaching an audience. In terms of positive thing happening for our industry, social media is growing by the day. It’s the best we’ve ever done. We’ve reached people we would’ve never been able to reach. By making your store a destination via your social media, you make people want to come, they’re invested in what you’re doing, and invested in the people. It’s how drive more people to your store.

I’m really proud of everything I’ve been doing, and at such a young age in such a male dominated industry.

If you would like to find out more about Women in Convenience and how you can get involved, please email marketing@newtrade.co.uk or contact Kate Daw on 07886 784465