Closing the doors to a family-run St Andrews business during the Covid-19 pandemic was “terrifying” and “massively detrimental” to the business.
It was a difficult time for many businesses, including Crystal Shop Scotland, which had virtually no online presence prior to the pandemic.
Clare Ferguson, who runs the South Street venture, set about revolutionising the business model to ensure a sparkling future.
Her work included redeveloping the website to ensure the business could continue to trade during the lockdowns.
The move has proved to be a big hit.
Fife shop ‘overwhelmed’ with customers
Clare said: “Closing the doors during the two lockdowns was massively detrimental and quite terrifying.
“At the time, we had an older website incompatible with mobile phones – so had no online income.”
She set about recording videos about the shop and redesigned the company’s website – including adding more than 2,000 new products.
“I researched and self-trained in website design, marketing and promotional techniques,” Clare said.
The St Andrews crystal shop felt instant rewards. With online demand high, three members of staff were required to manage the website and orders.
When restrictions lifted enough that the shop could reopen, Clare said she was “overwhelmed” with new customers.
People travelled from all over Britain to visit the Fife shop.
From holistic shop to crystal business
The family-owned venture began trading in 1996, originally as a holistic outlet called Psyche’s Garden.
It became a specialist crystal business in 2006.
Clare, originally from Lancashire and went to St Andrews in 1999 to study chemistry. and fell in love with Scotland.
She added: “I was delighted when my husband John asked if I would join the business with him.
“Over the years I learnt a lot from John. He was a business consultant before buying the shop, and, since I had very little retail knowledge, this was invaluable.
“By 2013, John had moved on to become a writer, and I was left in charge.”
The businesswoman said the shop’s crystals are sourced from all over the world.
“We’re careful to ethically source and import from every continent. It gives us the great variety and quality we’re known for,” she added.
The Crystal Shop has thousands of regular customers.
“We are a very busy shop, and we have been a destination for many people coming from across the UK just to see us.
“Online, we also have a significant following with nearly 35,000 across our social platforms.”
Clare said what she enjoys most about the job is sourcing the crystals.
“Sourcing the highest-grade crystals from around the globe at the best prices can be a challenge but I thrive on it.
“Chatting with people in countries like India, China, Madagascar, South Africa every day – I feel like an international jet-setter.
“Although the time differences can sometimes make me work very late.
St Andrews crystal shop looking to future
So what has been the secret of the St Andrews crystal shop’s success?
“I believe that my positive attitude to the pandemic and strong work ethic got us through that difficult time.
“I was working 80-hour weeks for over a year, but I knew it would pay off.
“Every customer who went on online and saw our videos, or came into the shop felt the impact of this.
“We created a happy environment for people during a dark time, and we didn’t try to sell, just to connect. This connection turned our business into a thriving enterprise.
“I am excited about the future. As a small family business, we are incredibly grateful for the support of our customers through the pandemic.
“Without people shopping small and locally, businesses like mine would not survive.
“We have been here for more than 25 years and hopefully for many more.”
Conversation