Meet the Staffordshire shop owner who spends every day surrounded by toys
Spending each day surrounded by shelves full of toys is every child's dream. But for Jess Bishop it's her reality as the owner of an independent shop specialising in all things play.
The 31-year-old opened Treasured Toys, located in the Arcade on Eccleshall's High Street, in October 2022.
Customers walking through the door will find colourful displays of a wide range of toys and games as well as cards, wrapping paper and gift bags.
Although she had previously never had any ambitions of running her own business, Jess was given her first insight into what it might entail while working at a children's shoe shop in Newport.
"I worked closely with the bosses and saw they were choosing the stock and doing all of the ordering.
"The shop also sold children's toys and I enjoyed putting together the display," she explains.
Jess went on to work at The Entertainer where she was in charge of her own section of the shop, which she also found very rewarding.
After the branch closed down, Jess sold toys on eBay and at shows before noticing a unit for rent in the Arcade.
Realising it would be ideal for a toy shop, she decided to take a chance.
"I never thought I would have my own business. I was very shy at school and if you told 16-year-old me that one day I would have my own business, she wouldn't believe it.
"It was a big risk but I'm glad I did it and I think it's been my biggest accomplishment.
"I didn't realise how full-on it would be – I never switch off.
"When I get home, I'm ordering, making posters or updating the website and social media. It's a lot of hard work but it's also a lot of fun," says Jess.
When choosing her stock, Jess likes to look for items that are more unusual and can't easily be found elsewhere as well as big names such as Hot Wheels and Sylvanian Families.
"I love toys so the shop is full of everything I love. I tend to go for things that are brightly coloured and that are a bit different that I haven't seen before.
"Wooden toys for the little ones are a must – grandparents like to buy the more traditional toys – and books are always big sellers.
"Anything with a unicorn or a dinosaur is always popular – I always have to order more unicorns and dinosaurs.
"I also have some eco-friendly toys and a lot of manufacturers are swapping their plastic packaging for more cardboard.
"Every time something sells out, I try to replace it with something different so I'm always updating the stock," she explains.
Since opening the shop, Jess has enjoyed getting to know her customers and is always happy to help with recommendations and gift wrapping.
"The kids come in after school and spend their pocket money. There is a regular group of people who come in and they all know each other and their kids know each other," she says. "The other shop owners in the Arcade are really nice. Everyone smiles and waves.
"Everyone takes an interest in what everyone else is doing and people look out for one another and promote one another's businesses," explains Jess.
Her commitment to playing a part in the local community includes sponsoring a player at Eccleshall Cricket Club and she says she is grateful for the support of her customers.
"It's nice to be part of the community and give something back.
"Supporting independent businesses helps to keep shops open and it makes Eccleshall an even nicer place to visit. Independent shop owners are very passionate and knowledgeable about their products and will go out of their way to help somebody. And you're supporting somebody's dream. It's also about having that connection with people.
"A lot of my older customers like to stop and chat which I think is very important. If we weren't here, where would they go?
"I still get excited when somebody buys something from me, especially when they start piling things on the counter. Even if it's a £2 card, it means such a lot to me and it makes me happy," she says.
Jess will be hosting a Christmas shopping evening and offering 10 per cent off everything on Wednesday, November 27 between 5pm and 7pm. There will be Christmas music, mulled wine and mince pies as well as gift wrapping available.
See www.treasuredtoys.co.uk or www.facebook.com/TreasuredToysEccleshall
