R: Thanks for taking the time to chat to MFN

G: That’s ok anytime

R: So Guy why now? Why have a launch a year after you have opened?

G:“We felt it was the right time, we wanted to bed in here a bit and really get to know our customer. It was important for us to know what the Manchester customer wanted.” “We think have it just about right now, how we want the shop to look”.

R: You still  produced your shoes in Northampton (Shoe making capital), do you use it as a selling point?

G:“I try to use it as a selling point, I think there is a little bit of awareness of Northampton, men are now starting appreciate quality, look at Savile Row.  As men get older they start to look at quality more, it’s like wine when you’re younger you drink a £2 bottle but as you get older you want a better product”

R: You very much on the same wave length as Dylan Jones, he is trying to bring back the gentleman, and how its resurgence is not only fashion based but socially also, is this something you want to latch on to? 

G: “Hopefully we are not latching on to it as we have been going for 22 years, we have always been about that. Most people don’t understand quality, they buy things on a brand name. I think there is something coming through now people are beginning to change and want value. The designs that we offer are authentic.“

R:I think you are achieving that, getting back to the store. The layout of the store and the staff appear to give a very bespoke air and service, do see you the Barton Arcade as an area that enamours bespoke.

G: “I think so, we looked for a couple of years trying to find a retail space in Manchester, the thing is our customer wants to find us off of the beaten track and doesn’t want a shop full of people.”“We want to be able to come into the shop, he doesn’t want over the top service but he wants good quality knowledge, you can’t offer this service on high streets.”

 [During the interview the fire alarm goes off, I decided we shall talk our way through it, typical] 

R: Where do see Jeffery West going in the future? 

G: “I know this may sound cliché but I like my job, yes we do have to grow but there is no rush. There’s couple of thing we are working on at the moment we are potentially moving into America. At the end of the day we are about offering a particular look, service and quality. Look I work in my own shops I don’t want to sell £15 shoes”. 

R: You wouldn’t be interested in a franchise, a big brand coming along to help you expand. 

 G: “Certainly not at the moment, but you can never say never! We are so niche, our client isn’t the everyday chap, he is the type of guy that appreciates what we are doing. As I said my name is above the door  I don’t want to be embarrassed about my shoes or of how my staff treat the customers, which could happen with large expansion if it’s some else’s name above the door it goes deeper.”  

R: Judging by Jeffery West stores and its brand marketing it is clearing a high end product, now I have to ask everyone this question at the moment. In these tough times the big CC, it’s pretty much a standard rule that luxury and disposable goods go first out of people buying habits. How has this affected you?

G: “It has affected us, not as much as I thought, at the moment it feels there is more optimism with our customers.”:

R: Back to the shoes, to the lay person or someone who is not aware of the brand, I feel on the facia it looks like a very gothic brand, what would you say to that?

G: “Yes I would agree, it’s not ‘Mosh Pit’ gothic, but I suppose my influences play a part, when I was younger I was into Roxy Music, Bowie and all that kind of music. I always quite liked the seedy side of Soho meets the gentle men’s club with the dark walls and big leather chairs. Rock and roll tradition meets saint James is what I’m after.” “You have influences from Punk revivals, MOD the Jazz revival so many different influences and sub cultures that have influenced me.  I also like gothic and Victorian architecture so you could argue that has played a role in my designs.” 

R: So if Guys steps down one day, how will this look continue? G: “Hope fully I won’t keel over tomorrow I think I have a few years left!”

R & G [ Laughs]

R: Will the brand change then and move on with the times, or will you keep this look? 

G: “We change our lasts and pattern two times a year, but you can’t deny your influences. I’m not going to change my personality.”“People are not individual anymore, the best selling men’s product is the polo shirt, people will buy which style they want depending on what symbol it has on it i.e. a crocodile, but it’s all the same. I want to offer something different.” 

R: So before I let you get back to you your party, as I have taken up more time than I should  have whose doing it right and who’s got it wrong in the shoe world right now.Well I don’t know who’s got it wrong but Churches, Kickers Crockett & Jones there all good. To be honest if anyone else is getting it wrong they won’t be around for long its tough.

 R: Thank you very much for you time Guy,

 G: No Thank you

I would just like to say, out of all the GM's, CEO’s and minor celebs  I have interviewed Guy was one of the nicest,  I wasn’t sure which way it would go. A lot of creatives devote so much time to their work, they never work on their personalities. 

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