Businesses with More than a Local Presence

It was this month (September), in 1962, a Commercial Salesman, instead of selling jewellery and fancy goods to a store, in East Street, Rockhampton, got a loan for 7000 pounds and bought it.

He rejected an important marketing rule on taking over the business, do not change its name, unless you must, be it a legal requirement or negative connotations with the name. After all you are buying the goodwill of that business (its brand value) along with the stock.

His justification for the name change though, was simple, people should know the name of the person they are doing business with.

A local, independent business was being replaced with another. Not such a strange thing back in the 60’s. These days it is not as normal. It is now more, store sameness, with name (brand) and presentation, through either corporate expansion or by franchising, rather than a totally new store, opening.

Compare the store names in a shopping centre, in one town to another, and you see sameness.

This Commercial Salesman, on buying the business, started to make changes, then just its name, introducing new products. He was following his gut instinct, experience, customer feedback, on what would sell, rather than following a written how-to manual.

This independent spirit saw the business expand to 2 stores in East Street, then consolidating, then again expanding to 2 stores, till buying and relocating to one store. The business is still in East Street, 62 years later, and still bearing the name of the Commercial Salesman, but now owned and operated by his son and daughter in-law.

That store is Phil Peel Jeweller, and the only place you will find Phil Peel Jeweller is in Rockhampton. The owners, David and Kerry Peel do the stock buying, presentation and set their own KPI’s for the store, not someone in Sydney or Melbourne.

Often you will be greeted by David or Kerry in their store. Though David is known to, occasionally, get a game of golf in, or attend a horse racing event, in his role as a Rockhampton Jockey Club committee member. Phil Peel Jeweller also supports a number of community events and causes.

They are your typical local, independent business. An absolute vital ingredient of any vibrant community. Contributing to the character, personality, even soul, of the community.

Local, independent businesses create jobs, provide more choice, invest in their community, support it, active within it, and evolve with it. Most importantly, local, independent businesses signify that entrepreneurialism and innovation is flourishing in the community. Contributing to a unique community identity and an inspiration for others to write their own how-to manual; give their entrepreneurial dream a real go, like a young Phil Peel did, taking out that bank loan.

Giant online shopping sites may appear very attractive, but what do they add to the community, except more waste at the dump?

To live in a more vibrant, resilient, sustainable community, we need to cut back on what we spend with the online monoliths and multi-national chain stores. And spend that amount with a local, independent business. Businesses with more than a local presence, they are woven into the very fabric of the town. That bit that helps make your town extraordinary.

The businesses you support, shapes how your town evolves.