Lindy Wiffen opened Ceramica Blue in Ladbroke Grove, London in 1987. Built on her own eclectic tastes, the shop has a reputation as one of the capital’s best destinations for unusual gifts and homewares from around the world. It’s where you’ll find everything from 15th century French stemware and modern English bone china mugs, to Colombian ceramic cookware and Swedish linens.

Since founding Ceramica Blue, Wiffen has also become an in-demand restaurant consultant, working with leading restauranters to supply ceramic ware.

Ceramica Blue is taking part in this year’s American Express Shop Small initiative where American Express incentivises its Cardmembers to support independent businesses through a spend £10 get £5 back offer, giving them even more reason to visit small businesses this December.**

Here, Wiffen shares the secrets behind her business success.

Tell us a bit about your business - how did you start out?

I opened Ceramica Blue in a little shop just off Ladbroke Grove. After the first year, it became obvious there was a future in selling beautifully decorated tableware and homewares so we relocated to a bigger store just off Notting Hill’s Portobello Road. We’re surrounded by some fantastic independent specialist shops.

How has your business evolved since then?

Use of the internet has grown over the time Ceramica Blue has been open, and today it plays an increasingly important role in communicating with our customers both loyal and new. We have a popular e-newsletter which is sent to customers all over the world. This enables them to feel very involved in the business, even if they are only able to buy from us online, or visit once a year.

You’re based in Notting Hill, an area well known for having a buzzing small business scene. What are your tips for attracting new customers? What about keeping things exciting for your existing customers?

It is so important to me that our customers receive excellent, friendly advice and service. They choose to open our door so it is vital we show them we can offer something unique and special even if they are spending just a small amount. We have a monthly draw for customers to win a gift voucher, we gift wrap free of charge, and ship all over the world. We are now onto our second generation of wedding list couples. We are involved in our local Friday Feast - a great way for customers to discover specialist shops and Portobello market traders.

Lindy Wiffen, founder of Ceramica Blue

How do you ensure you offer products that your customers want?

My buying ethos really comes down to the fact that it must be functional and interesting, even if it is a simple plate or cup. I keep my eyes open for products that appeal to me and that I would happily have in my own home. My customers look to me to source products that are well made and have character.

Digital is an increasing part of retail, including for small shops. How have you integrated social media into your business model?

I love Instagram and Facebook. They seem to be the perfect way for me to convey what catches my eye and appeals to my sense of style. I include lots of local images too as Notting Hill and Portobello Market are perfect backdrops for daily adventures. Part of my business is supplying restaurants, cafes, and catering companies with the ideal tableware to make them stand out from their competition, so these digital platforms are a great way for me to keep in touch with them and what direction they are headed in.

What are the benefits to your business of taking part in wider promotions and initiatives such as Shop Small, as opposed to just running your own promotions?

Running a small business requires you investing so much of yourself emotionally, mentally, and physically, so being involved in initiatives such as the American Express Shop Small campaign is hugely helpful. Being involved in Shop Small has enabled me to access digital marketing tools and tips, as well as creating a personalised online advert at no cost - the reach of the advertising and promotion is something as a small business owner I could only dream of on my own. Through the Shop Small promotion, American Express also gives our customers money back when they shop using their cards in store during December.

Overall, wider initiatives of this kind give small businesses the opportunity to stand out so local people feel a real sense of being connected to their neighbourhood and visitors love the sense of involvement in shopping small. I really believe in strength in numbers so the more small businesses you have working together to promote their individuality, the better it is for us all, especially during the busy Christmas shopping period.

As we start the run up to Christmas, what is your top tip for a business to ensure success this December?

Make sure you have enough friendly and helpful staff on hand to provide extra personal attention and help your customers find the perfect gifts on their Christmas lists.