Welcome back to another episode of the Wednesday Waffle, where I take you behind the seams of life running Lockwood Smocks—the only truly British-made countrywear brand designed by a soldier, for real-world grit and elegance.

In Episode 20 (30th July 2025), I recap an absolutely packed week—from bucking broncos to business breakthroughs, and everything in between.

🐂 Placing 7th at the Hickstead Hoedown Bull Riding Competition

The week kicked off with a wild ride—literally—at the Hickstead Hoedown, a high-octane bull riding contest that pitted members of the public against some of the top professional equestrian riders. After signing up on a whim, I ended up placing 7th overall—a proper adrenaline rush and one I’ll remember for a long time.

The event brought together fans of equestrian sports, country fashion, and good old-fashioned fun, making it the perfect venue for me to connect with both new supporters and long-time followers of the Lockwood Smocks brand.

🎙️ Guest Appearance Confirmed on the James Sinclair Business Podcast

This week also marked a milestone moment for me and the business. I’ve officially been invited to appear on the James Sinclair Business Podcast, a platform I’ve long admired for its no-nonsense entrepreneurial advice and interviews with some of the UK’s top business minds.

I’ll be talking about building a British brand, supporting UK manufacturing, and the real work behind making a clothing business that stands for something bigger than just sales—namely supporting charities, equine athletes, and the British economy.

🤝 Face-to-Face with Followers at Hickstead Royal International

Throughout the Hickstead Royal International Horse Show, it was brilliant to have so many people come up and say hello after seeing our content on Instagram and TikTok. That kind of support fuels everything I’m doing with Lockwood Smocks, and it’s genuinely humbling to meet the community who stand behind the mission.

From wax smocks to wool gilets, our British fieldwear sparked lots of conversations—and sales—proving that there’s a real hunger for handmade, heritage garments made here on home soil.

📈 Monday Admin & Cash Flow Forecasting

After the buzz of the weekend, Monday was back to basics—a day dedicated to reviewing my cash flow forecasts, refining margins, and working through the backend of the LockwoodSmocks.com website to optimise the customer journey ahead of the August campaign.

🧶 A Surprise Knitwear Delivery – Stronger Supplier Relationships

Tuesday brought a surprise from one of my UK suppliers—an early sample batch of British knit jumpers, reinforcing their growing commitment to the Lockwood Smocks vision. These pieces weren’t expected yet, so receiving them early was a strong signal that they’re backing the brand long-term. Expect to see them soon…

🪖 Military-Grade Growth: Brecon & Metropolitan Smocks

I also secured a key meeting this week with a potential contractor for large-scale supply of the Brecon Smock and Metropolitan Smock—designed for military and emergency service use. Both are built from years of front-line experience and real-world testing, offering rugged protection without sacrificing performance.

If successful, this would be a major step forward for our tactical outerwear division, and a huge vote of confidence in British-made technical garments.

📊 Planning August’s Ad Strategy

To wrap up, I ended the week by diving into the August advertising strategy—fine-tuning audience targeting, creative assets, and campaign objectives. With big product drops coming in autumn, now’s the time to lay the groundwork for brand visibility and customer conversion.

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Final Thoughts

This week shows exactly what Lockwood Smocks is all about—hard work, British craftsmanship, and fearless ambition. Whether it’s holding on for dear life at a bull riding comp or pushing for contracts with serious military suppliers, it’s all part of the same mission: to make the finest British-made outdoor clothing on the market.

Subscribe on YouTube to never miss a Wednesday Waffle, and if you haven’t already—shop the latest arrivals now at https://www.lockwoodsmocks.com.