Mark Elliot

What was your first job in retailing?

I didn’t really have one - I just started my own company because I thought we could do it better than the people we were supplying to.

Which retail company do you admire most and why?

I really like what Johnnie Boden has done. His marketing is spot on and he has been very clever.

What is the trait you least like in yourself and why?

I don’t seem to have any kind of off switch so I find it very difficult to relax.

Who have you learnt most from in your retail career?

Probably the buyer at Heal’s when I first started out, who taught me that it’s not just about selling furniture, it’s also about exciting customers and giving them a great experience.

What advice would you give someone starting out in retail?

Have a vision and stick to it. And make sure you are not just being a ‘me too’ retailer and copying other people. Concentrate on quality and what makes you different.

What keeps you awake at night?

Sales figures - either poor ones or figures that are pleasantly surprising.

What’s the most satisfying part of your job?

Opening new showrooms - setting them up and walking around thinking how great they look.

What’s your proudest achievement?

It would be taking £1m from our Norwich showroom in its first trading year.

What job would you have done if you hadn’t become a retailer?

It would probably be in boats - manufacturing, selling, sailing - it’s in my blood.

What’s your favourite shop and why?

Lancaster Maserati in Colchester - it is a stunning showroom.

What was your last purchase?

Bvlgari aftershave from John Lewis.