Interview 10
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Q: Can you remember and can you tell us when was the first moved here?

A1: I moved here 1999. We first opened the shop in October.

Q: Did you open the shop?

A1: Yes, me and my husband.

Q: Right, so what difference have you seen since then?

A1: Ah, it’s a lot different. When we first opened the shop it was nothing like how it is now. It was like you know, like few, most of the shops were closed on here, and like nothing like how it looks much, ninety-five percent better than in 1999.

Q: So the shops were closed? Not many shops were open?

A1: Not many shops were open here. There were few shops.

Q: So were you in the business before as well or did you always have a clothes shop?

A1: In 1999 it was a mobile shop.

Q: Mobile shop? So you started as a mobile shop?

A1: Yes we started as a mobile shop.

Q: Mobile phones?

A1: Yes. Then somehow we had to change the trade. Then we decided to open this shop then in 2003 we opened that, this business.
Q: In women’s garments?

A1: Yes.

Q: Could you please tell us, that what, as you said there not many shops opened that time, so do you reckon there is any reason, or can you tell us anything about the scenario of that time?

A1: I think how people really are doing business now, at that time it wasn’t…most of the people were working at that time.

Q: Ok.

A1: I think.

Q: Alright.

A1: At that time.

Q: So not many people in business.

A1: Not many people in business because in work crisis, I think it’s my own personal …

Q: yes it’s personal view.

A1: Because of work crisis and everything, people think oh if I got small shop and open it and if my daily expenses come out from the shop then that’s enough for me. Like we don’t have to work for anybody so I think that’s how…

Q: Did you start the shop for that reason?

A1: Actually I came about 1993 and my husband was like he’s grown up in this country and he was in the business trade from age of 17.

Q: OK.

A1: So he’s actually into business. So that’s why we are in the business.

Q: OK. Mobile phones at one time and still I mean there’s lots of new models coming and everyday there’s lot of development and technology, how did and why did you decide to change into women’s clothings?

A1: Womens clothing because at that time…well when is it was mobile shop, to be honest with you, I was busy with my kids and you know everything and I hadn’t got that much time to commit to the shop. And when I was free, like when my kids grown up and everything, then we decided to like, we can both do something, and open one shop like this one.

Q: So how old are your children now?

A2 (A1’s husband): The mobile trade was killed in 2001/2. That was killed due to our own people.

Q: OK.

A2: Mobile was an excellent business. And I don’t know if you can all remember there was lot of fraud was going on into the mobile industry.

Q: OK.

A2: With HM customs, and blah blah, and all that. And the silly thing was when they started doing the special offers, buy one get one offers, that was mostly fraud connections and due to the fact of that unfortunately we had to get out of the business.

Q: Right OK.

A2: And that was the main reason why we changed our trade. Because of all the fraud…

Q: So from 1998 till …

A2: 2002

Q: 2002 You did that and after that ….

A2: And after that because of the cash back problem came up it was a huge loss to the industry of the mobile. At that moment we had to change our trade because we couldn’t compete with that fraud and connections and cash back thing. So we decided that was the only option we had and that was the reason for changing into the ladies fashion.

Q: Ok. You said that you had children, your children were younger at that time, how old are your children now?

A1: Eldest one is 19, then the second one is 15, he’s going to be 15 in April and the youngest one is 12.

Q: Do you hope your children to continue the business?

A1: Ahh, well, I cannot exactly say that but I don’t think.

Q: Hmm.

A1: Because they are like, they have gone to different way.

A2: It’s very hard and the times are very hard and the amount of hours you gotta put in, your talking daily you putting 10-15 hours which is too much. And the hours you put in the effect you get out is nothing. And that is the main thing, it doesn’t bring you anything with all these hours, your some.. most of them you’re better for working for somebody but due to the fact of our life we had to carry on. But in the long benefit, in the long term it’s not benefit. With the hours you put in, the efforts you put in you don’t get nothing out of it.

Q: So you said there were not many shops that were open were there lots of females, or women entrepreneurs that time on this road?

A1: Hmmm, no….

A2: There wasn’t many and, and, overall Ladypool road has improved, you know, I must admit that. Overall Ladypool road has improved since that time at those times a lot of shops were empty, a lot of shops were well you couldn’t even look at it. Whereas, I don’t know if you remember, we had a tornado in I think 2005

Q: 2006

A2: Yeah 2005 or 2006 and since then there has been a lot of money has been spent on Ladypool road, I must admit that. A lot of money has been involved with various source of fund and that’s what’s brought Ladypool road up to a bit of a standard than what is was before. But the business has not improved…

Q: Business has not improved?

A2: Because there’s a lot of bad publicity during that time.
The tornado affected the area, the area wasn’t that good, and the worse thing they keep on advertising that Ladypool road and Sparkbrook is a balti area which it is not a balti area, that is the biggest mistake. That is our personal take, as I say we are from Rukmoni, Ladypool road, we’ve been established for a long time and publicity has always been – it’s a balti triangle.

A1: balti triangle…

A2: balti triangle and that is what killed the trade of this and I blame the council for that. I’m extremely sorry to say this but my point is I blame council for that and the media for that because they have been all their advertising it is a balti triangle and that has killed the sparkbrook area. Because people during the day time they are not coming into the area. They think it’s a balti area, it’s a curry, curry town, which it is not a curry town. We have got different, mixed…

Q: Yeah

A2: business in the area but publicity is only for the balti triangle. And that is killing the area, is the media.

Q: So you’re not happy with the role of media in publicizing…?

A2: Personally as I say I am the manager of the shop and I personally say that I’m totally against the media that they’re advertising that it’s a balti area. It is not…yes, during the evening time a lot of restaurants, but during the day time we have a different trade. If you look around on Ladypool road from A-Z you’ll see a mix of all types of business. Of course there’s restaurant, there’s a clothes business, there’s small shops, and in fact quite a big pound shop. So we have got all mixed but they aren’t saying anything about it. And that is the problem with our area now.

Q: And could you throw some light on the environment. How is it different from then, I mean how did it look like on Ladypool road in those days and how does it differ now? Say for example the road, the general look of ladypool road, cleanliness, and all those things? Has it improved? Has it gone down? What does it look like?

A1: I think it’s a same…

A2: That has improved a lot in the area. The look, as I say, during those times the front shop was looking different, tatty, broken, whereas now, you see, that has been improve a lot. Overall look of the environmental side that has been good. Environmental side that has been good, road are much better cleaner, I mean it’s not clean comparing with other areas we are still well below. You know, we do go round and look at other shopping area comparing with other area it well below. But it is much improved than how it was before.

Q: When you came here to this country you said you came here after your marriage?

A1: Yes.

Q: So what were your aspirations, what did you think about this country? Did you think getting into a business straight away or what did you think that England would be like and Ladypool road would be like?

A1: It was a huge difference from where I came from.

Q: Where are you from?

A1: I’m from India. I’m from a part of Assam. So huge different. So when I came into this country it was completely everything was new to me. So, it took time, went to college, did everything, education and everything in this country. Then I got into the business. Then it was time to, I can do work outside, but I didn’t.

Q: Did you ever think of becoming an entrepreneur when you were in India? I mean as running a business? Did you ever thought about that I would be a business woman?

A1: When I came in this country and especially my Dad’s side he was a businessman as well. And when I came in this country my full family is in business.

Q: OK.

A1: There are five brothers. My husband, they are five brothers. And everybody got there own business. So in my mind it was, Ok, if I can do any job I’ll do it but my mind was actually if I can help with my husband with the business, I’ll do it. (Laughs). I’ll do it. It was from the beginning in my mind so…

Q: (Directed at A2) How do you see your wife’s contribution in running this business (Shipra giggles)?

A2: Oh she put a lot of contribution I’ll be honest. Especially when I had the mobile, going back that time, she was spending little time. But since we changed the trade, she’s put a lot of hours. It’s all because of her. This business is now all standing because of her, the ladies. So yes she’s put in a lot and I mean a lot.

Q: Do you think you are able to attract more women customers because she is there in the shop?

Mr.Chand: She is the main, part of the business. She is the main one. And without her I don’t think this business would be surviving or successful.

Q: So what are you both proud of about this shop or your business?

A2: Proud of the shop yes because going back before we started, truly speaking, we was nothing. OK we were here and then but since the business has gave us a bit we have established quite good and most important we’ve been here so long. And it is a sole trade. And the improve of the area is much better. I mean it is brining people into the are but not as much as we were hoping. But yes it has been good.

Q: Do you think there is tough competition because there a lots of clothes shops?

A2: That is definitely. A very heavy competition…

A1: It’s very tough competition ….

Q: Was it the same when you started?

A2: When we started it wasn’t that much competition there were only few. Bur since then the area has pulled a lot of new trade in but we are not doing that good as were hoping. There is very tough competition. And mainly it’s cutting each others’ throat. That’s the biggest thing in this area.

Q: And what are you proud of madam?

A1: Proud of …My God. When I came into this country, well my husband as I said before, my husband was age of 17, from age of 17 he was in the business but my own business and the family business is two different thing. When I came in this country we got nothing.

Q: So from nothing to here the journey was, or do you think the journey was tough or smooth?

A1: Uh…

A2: Very tough.

A1: (Laughs). It was sharp. It wasn’t tough it was very sharp. It was very sharp (laughs).

Q: And how do you think the women’s role has changed in the businesses, in this area particularly?

A1: To be honest with you when I came in this shop first, women customer came in, lets say about the customer, customer came in they never used to talk to my husband (laughs). Now, everybody talks to everybody. Like more open now. Right, than 1998, 1999. At that time, if I am not in the shop they come in “oh she’s not in the shop, ok I’m going, I’ll come back later”. Which they don’t do that now.

A2: Overall women are getting much more like so western, if you know what I mean. Because this area is Asians area and I must admit that this is an asian area. During the day time, you can see 2-3% are people of I’m talking about the western, not asian, so majority is Asians, whereas going back when we started in ’98 up till now it is now more of a like mixing. That’s the feeling we get.

Q: So that’s from you, like a shop keeper’s point of view that the customers are more open but how about the fellow entrepreneurs, the businesses that are next to you?

A2: There’s a lot of the shops for the ladies, funnily enough, for some reasons our ladies are not that much involved in it. Majority of the shops are still owned, running, employees, employers are men.

A1: Men. Most of them.

A2: That’s my…only not many ladies, only a few shops has got ladies in them. Most of them are, although, it is the ladies fashions, but running by mens.


Q: How do you see the future of Ladypool road? The businesses and everything?

A2: I think there is the bright future in the Ladypool road, looking at the past, because we have been here for last 10-12 years, looking at the past and present and the future there is a light in the future, in the area, I must say. There is a light in the area because it’s improving. The way the establishments are improving, the way the money is getting spent, there is a life in Ladypool road. And there will be some. It won’t get any worse than how it is but there is a future in it.

Q: Thank you very much for this interview.

















Sonia Sabri Company, 202 Moseley Street, Birmingham B12 0RT UK