104 Great selection of gifts Paul Hooker, Joe Davies’ Managing Director, discusses the company’s business since its launch in 1919, and praises it’s award-winning customer service as one of its many attributes When did you start up and why? Joe Davies has been in business since 1919, initially selling fireside hearth furniture, brass items and a selection of pots and pans. We have gone through many changes since then, now being an importer and distributor of gifts, fashion jewellery, accessories and our new sustainable fashion brand SugarLane. What prompted you to launch the business? Joe Davies founded the business after returning from the WWI and finding his old job no longer existed. Joe started up in business for himself and secured an agency for Benjamin Parkes of Dudley. What challenges have you overcome since the company’s launch? There have been many challenges, perhaps the largest being WWII, but we have seen and survived many difficult times since, from roaring inflation in the seventies to the financial crash in 2008, and more recently of course Brexit and the COVID pandemic. Tell us about your product offering. With over 10,000 products we cover many great retail sales areas. Occasion gifts, gifts for the home, ceramics and sentiment gifts all feature very strongly. In addition, we have been very successful introducing new product categories over the years. Our Equilibrium
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