Store Spotlight: Zeds Wholefoods
Bright, buzzing and brimming with healthy alternatives to everyday essentials, Rosie Greenaway learns why indie retailer Zeds Wholefoods is a community store proudly dancing to the beat of its own drum.
In the heart of Sheffield’s Nether Edge community stands Zeds Wholefoods – a bright, vibrant business where locals can pick up basics ‘with a healthier, ethical twist’ and where staff are encouraged to express their personalities through music.
While acknowledging the high costs of playing music in a shop, owner Nicola Newman says for her it’s non-negotiable – and an important aspect of the store’s success. As a singer herself, and with several musicians in her small team, she says the shop is never quiet; from piano and disco to hip hop and techno, Zeds’ customers are entertained while they shop for eggs, bread, organic veg and household goods. “We play obscure stuff. We don’t do a repeat playlist. That’s quite unique; it’s really hard to do unless you’ve got musical knowledge. Two of my staff are like jukeboxes. We just play our personalities. The customers love it. If I had to run the shop without music I would sell up.”
A buoyant, happy place
Having bought the long-standing business in 2015, Newman’s first task was to change the image; a strong believer in the effect of colour on mood, she moved from traditional health store green to eye-catching turquoise and yellow, giving her healthy living hub a distinctive façade. While she questions whether this glow up made the business more or less recognizable as a health store, it’s a change of direction which certainly cemented Zeds as a buoyant, happy place to shop, ‘where everybody gets a welcome’ as they enter.
But there have been dark times too. With Brexit, lockdown and the invasion of Ukraine impacting business during her first few years, Newman admits to already bordering on burnout when COVID hit.
Pivoting her business plan to cope with the ‘nightmare’ of COVID, she found herself working until 3am to find solutions to keep the store open, manage staff and support her children. “It’s very much a lifestyle business for me and I run it with my heart more than my head, which is a problem sometimes! Maybe if I was purely financially motivated I would’ve [closed].” Her ‘outstanding’ staff stood strong when she needed them most and as a team they pulled through. “I like to think I’m a good employer and I treat them well; they look after me in return. It’s reciprocal.”
Heart-led her business may be, but Newman is looking to the future through a more practical lens as she eyes up a slower pace of life. With a financial target in mind, she’s pushing to reach a point where she can stop ‘running at full power’ and find more balance. “If it works for me it will work for people around me. How a leader feels radiates amongst the team.”
There’s no question this dynamic store owner will reach her goal. Whether it’s installing a display fridge of burritos and samosas to increase impulse purchases, or devising a behind-the-scenes drop off and pick up service for refills to solve the issue of limited floor space (and stop kids ‘coming in and turning the taps on’), there are few commercial riddles Newman can’t answer.
Until then she’ll turn the tunes up and keep Nether Edge residents foot-tapping while they shop. “I really enjoy seeing the customers having a good experience and I really enjoy seeing my staff enjoying being at work. I like seeing people buzzing.”
By Rosie Greenaway, editor