Opinion: Julie Goodwin
Julie Goodwin, owner of Natural Health in Hertford, looks back over 27 years of running her business, sharing some of the lessons she’s gained along the way.
On 1 December 1997 I officially took over The Good Food Shop in Hertford. At the time, I also ran a therapy centre two doors down which was thriving. Expanding the number of treatments and therapists seemed like a natural next step, and the rooms above the shop were perfect. Running the shop itself? I thought that would be easy — a side project.
Then came day one; reality hit hard! I quickly realized I had absolutely no idea about running a shop. I didn’t know much about the supplements, specialty foods or body care products that filled the shelves. To make matters worse, one of my first customers was a loyal fan of the previous owner — a knowledgeable woman looking for ‘those little green tablets’ she always bought. I had no clue what she meant. When I told her I was the new owner she looked me up and down, exclaimed ‘My God!’ and walked out.
If that wasn’t enough, I discovered a homebrew section in the shop — a complete surprise. Customers started bringing in their musty brews, asking me where they’d gone wrong. I was utterly clueless and could only offer a sympathetic smile.
Then came sales reps. Some were genuinely helpful; some saw opportunity in my lack of experience. Before I knew it, I had overstocked the shop with products I didn’t need, tempted by bulk discounts and promises of ‘bestsellers’. My first trade show was like a wholefood candy store; I filled my cart with exciting new products and then worried later about where to put them or how to sell them.
Finding my feet
The first six months were tough. I was exhausted and felt like I was trying too hard to keep everything together. A turning point came when I overheard one of my staff talking to the previous owner, saying I was useless. It stung. Instead of letting it defeat me I was determined to prove them wrong. I set a goal: within my first year I would exceed the previous owner’s sales — and I did! I love a challenge. It was the motivation I needed.
Building knowledge and trust
I knew that to succeed, I had to become an expert. I started researching every product and ailment customers asked about. I became best friends with suppliers’ technical helplines, calling them multiple times a day to learn everything I could. When reps visited, I turned the tables and had them test my knowledge, product by product.
Gradually, I became confident in my ability to offer advice and recommendations. Customers began to trust me. If I didn’t know something, I’d admit it and find the answer. This honesty built strong relationships with customers who appreciated that we were genuinely looking out for their needs.
“I set a goal: within my first year I would exceed the previous owner’s sales — and I did! I love a challenge.”
Expanding and growing
Over time, we redecorated the shop, repurposing upstairs rooms into therapy spaces, bringing in new therapists — many of whom are still with me today. The homebrew section was retired and we used that space for a ground-floor treatment room. We started hosting in-store events. In the late ’90s natural health was still a niche area and people were curious to learn more. The events were a great success, helping to build a community of like-minded individuals interested in improving their health naturally.
The personal touch
One of the most valuable lessons I’ve learned is the importance of personal connection. It’s often the little things that make a big difference: remembering a customer’s name; asking about their family; knowing the name of their dog. These small gestures can turn a sceptical visitor into a loyal customer. Providing excellent customer service has always been a priority. Listening, caring and going the extra mile builds trust and keeps people coming back.
Adapting to change
I’ve learned that nothing stays the same. In ’97 we were guided by newspaper articles customers brought in; today they come armed with social media trends and ‘miracle’ supplements they’ve seen online. Staying up to date with trends and being ready to adapt has been essential to the shop’s continued success.
Running a small business also means being on call all the time. Even when I’m not physically in the shop, I’m thinking about stock levels and customer orders. It’s a constant balancing act, but one I’ve come to embrace.
Reflecting on 27 years
Looking back on the past 27 years, the journey has been filled with highs and lows. There were moments of doubt and exhaustion, but also immense pride and satisfaction. Every challenge taught me something new, every success reminded me why I started this journey in the first place. I wouldn’t change a single minute.
Natural Health has grown into more than just a business; it’s a community, a place where customers, therapists and staff come together with a shared passion for wellbeing. I’m grateful for every step of this incredible journey.
Here’s to many more years of learning, growing and thriving together.
By Julie Goodwin, Natural Health