A Week in Retail

A Week at John Lewis – What We Learned

Spending a week in John Lewis with our books and brand was a whirlwind of activity, connection, and unexpected lessons. It wasn’t just about setting up a table and waiting for people to browse. It was retail in its rawest, most revealing form — the kind where you come away a little more tired, a lot more inspired, and even more certain of your mission.

We always knew running a small business would be hard work, but standing under bright lights for seven days, engaging with strangers, telling our story again and again — that kind of stamina is a different muscle altogether. Still, we wouldn’t have changed a thing. Here’s what we learned.

1. Retail is Hard Work (and it Starts Before the Doors Open)

The days began early — not just physically setting up, but mentally preparing to be “on.” We had to be ready to smile, connect, and offer genuine conversation to anyone passing by. There’s something different about being in a permanent retail space like John Lewis compared to a craft fair or a weekend market. The flow of people is constant, the expectations are high, and you’re representing not just your business, but a partnership with a well-respected retail giant.

It was tiring. By the end of each day, we were aching in places we didn’t expect (retail legs are real!) and our voices were hoarse from all the chatting. But it was also a deeply rewarding kind of tired — the feeling of having given your all and knowing it mattered.

2. Customer Feedback is Gold

Being in that environment gave us a level of feedback you just can’t get online. We saw people’s immediate reactions to the books — the smiles, the thoughtful pauses, the questions, the laughter. We learned what titles caught people’s eyes first, what stories they were drawn to, and what messages really resonated.

One customer told us, “I’ve never seen anything quite like this — it feels like a modern classic in the making.” Another said, “The diversity in your stories is exactly what I’ve been looking for for my grandchildren.” Comments like these filled our tank in ways we didn’t expect.

It’s also where we heard what people wanted more of. A few asked for older age ranges.  One person asked if the fairies could ever travel outside the woods. All of it is helping shape our future storytelling, and we’re so grateful.

3. People Buy Into People

This one hit home in a big way: people weren’t just buying books — they were buying into us.

We’ve always believed that our brand is built on story — not just the ones we write, but the one we live. Being there in person allowed us to share that story directly. We got to tell people about Tawny Owl Wood, about how our fairies came to life, about why we believe in diverse, magical worlds where all children can see themselves.

We saw firsthand how powerful it is when people connect with the “why” behind what you do. It wasn’t just, “These books are lovely.” It became, “This matters, and I want to support it.” That human connection — face-to-face, heart-to-heart — is something no algorithm or ad can replicate.

4. The Power of Interaction

We’re storytellers at heart, but being in John Lewis reminded us that story lives beyond the page. It lives in the conversations we had with grandparents reminiscing about bedtime tales, with children who lit up when they saw a fairy who looked like them, with teachers looking for inclusive books for their classrooms.

We even met other small business owners doing the same pop-up journey, and we swapped stories of the highs and lows. It was comforting and motivating to know we weren’t alone in the grind — that so many of us are out here, trying to bring something meaningful into the world.

The retail environment is about interaction in every sense — reading the room, responding to mood, noticing when to step forward and when to step back. It’s a dance. And when it works, it’s magic.

5. Brand Matters — and So Does Belief

People don’t just want to buy products. They want to feel part of something. Over the week, we saw how much that sense of belonging matters. Whether it was a mum saying, “I want my daughter to grow up with books like these,” or a shopper saying, “I wish this existed when I was a kid,” the message was clear: they weren’t just buying a book. They were buying a vision.

We’ve poured ourselves into Tawny Owl Wood — not just the characters and the artwork, but the values and dreams behind it. Being in a space like John Lewis gave us a chance to see those dreams reflected back at us by the people who get it. And that’s the kind of encouragement you carry for months.

So, What’s Next?

After a week of talking, listening, smiling, learning, and standing on our feet more than we thought humanly possible, we came away with clarity. We’re on the right path.

We know we need to keep showing up — not just online, but in person, no matter how hard we might find it. And trust us when we say, we do find it hard sometime. We know that telling our story isn’t a one-time thing; it’s a daily invitation. And we know that behind every sale is a moment of connection, a shared belief in imagination, inclusion, and the power of a good story.

So, thank you to everyone who stopped by. Thank you to those who bought a book, shared a kind word, or simply gave us a smile of encouragement. And thank you, John Lewis, for giving small brands like ours the chance to be seen.

It wasn’t easy. But it was worth every minute.